What I learned about Direct Marketing

I had two hours to spare yesterday to make it over to SES just down the road from my office. I was not able to attend any of the sessions so I did a quick loop ’round the trade show floor, met a few folks (including the guy on the left who was looking for a Treo charger), and then skipped out the door to head back to meetings.

On the way out the door, I grabbed a copy of Direct, a trade mag for Direct Marketers. Reading it over lunch today. Here’s what I learned:

1. Your HTML emails going to gmail accounts may be working against you. Not only will gmail block graphics, Google crawls the text & meta data on your email and will serve up text ads that may send your readers on your list to your competition. Bonus Exercise: Check out the ads that get served up next to messages in your Gmail Spam folder for some spam on spam action.

2. Pop up ads are even more hated than door-to-door salesman.

3. Incentivizing new orders with a Click-Per-Action (CPA) campaign could prevent you from ever communicating to your customers via email again.

4. It costs $195/M (I think that’s for 1,000) for names of MacWorld readers who have iPods. The total size of the list is almost 40k so you can buy the lot for cool $7,800.






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