10 Things Old School Direct Mail Can Teach You About Online Conversion

 The following is a feature article from Will Swayne, Managing Director at Marketing Results.


In the world of online marketing, there seems to be a constant buzz around “the Next Big Thing” – the next analytics tool, the next landing page template, the next social media strategy.

While many marketers (particularly those selling the Next Big Thing) would have you believe their new innovation is the magic bullet for solving all your marketing challenges, the underlying psychology of why people buy remains more or less constant.

Luckily, ever since Aaron Montgomery Ward launched the first mail-order catalogue in 1872, marketers have expended a ton of time and money testing what works and what doesn’t, when it comes to compelling people to buy or enquire.

Even though the marketing media might have changed, the lessons remain valid today.

2011 is winding down, but you shouldn’t!

As 2011 draws to a close, many businesses will naturally start slowing down due to the seasonal demand for their products and services.

Since business activity is much lower in terms of sales, business owners often tend to tighten their grip on their purse strings, in particular marketing budgets.

We’re here to tell you that it’s actually a time to ramp up your marketing and promotion efforts or at the very least, keep them at the same level – just don’t reduce or drop it altogether!

Are your phone manners costing you sales?

Many businesses that have websites, rely on their telephone number for leads and sales.

Sure enough, there’s an email contact form in almost all cases but telephone calls lead the way in response times.

You’ve invested in SEO, gotten great rankings and exposure in search engine results, customers are finding your website and your phone number, ready to buy… and then you blow it by showing poor phone manners. It’s heartbreaking, isn’t it?