Critical tips from today’s news
When it comes to direct mail, success can be measured in a variety of ways besides straight ROI — although raising response is, of course, the bottom line. For instance, did the piece grab attention? Did its design help it get past the gatekeepers? Or, was the mailing particularly cost-efficient? Did it help increase customer loyalty? These are the factors that came into play for the following three successful direct mail campaigns. A b-to-b campaign, a campaign touting an education nonprofit and a mailing strictly for high-end luxury auto enthusiasts may not initially seem to have much in common. But they are all efforts that effectively used direct mail in creative and thoughtful ways.
As an education nonprofit that relies on federal and state funding to survive, the National Board for Professional Teaching Standards (NBPTS) was looking to cut down on direct mail campaign costs, which — while mail remains an essential marketing channel for the organization — can be prohibitively expensive.
For a mailing promoting a conference that targeted 74,000 national board certified teachers, director of marketing Elizabeth Arritt had an idea of how to cut down on the number of mailers sent out: “We were already planning e-mails and mailings and I thought, why am I e-mailing all these people and then mailing something when I can tell exactly who opened the e-mail?”? …read more of this article at Direct mail done right – DMNews, published 18 May 2009
Flickr photo credit: ignescent infidel
Non-profit websites share many of the same best practices as any website. They need to be user friendly, easily navigable, and use appropriate fonts, colors, and other design elements. But often a non-profit website needs to offer more than your typical corporate site.
A non-profit’s website needs to make it easy to find out more about their cause, to donate money, and to become more involved. It needs to make it easy for media contacts to find the information they need and the contact information of key personnel. And it needs to do all this in a way that’s inviting to the organization’s targeted donors and/or volunteers.
Below are a list of best practices for designing non profit websites followed by some examples of non profit websites that are getting things right. … Read more at Non Profit Website Design: Examples and Best Practices – Smashing Magazine, published 14 May 2009.
Flickr photo credit: tobiashm
I recently received an e-mail that had me riveted from start to finish. It contained a true story about two men aboard US Airways flight 1549—the one that crash-landed into the Hudson River. Both passengers had regularly backed up their critical computer data. One did this by transferring info from his hard drive to a second computer, but he had taken both laptops on the plane. The other passenger had used an online backup service called Mozy (owned by EMC). I read their stories in the monthly Mozy newsletter, which I chose to receive when I signed up for Mozy myself. It’s full of fun, interesting, and valuable stories and tips.
During a recent interview, Dave Robinson, Mozy’s vice-president of marketing, explained how any business owner can make an e-mail newsletter more compelling. I also spoke with Janine Popick, chief executive of VerticalResponse, an e-mail and direct marketing provider for small businesses. Here’s their advice on how to get customers to read your e-mail newsletters. Read more of this article at E-mail Newsletters That Customers Actually Read – BusinessWeek, published 4 May 2009.
Flickr photo credit: kin-ichi