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A SINCERE "THANK YOU"
Johnson Direct Celebrates 10 Prosperous Years, Thanks to Many 

Thanks to loyal clients, responsive vendors, and dedicated employees, we can celebrate the goals we've reached, the lessons we've learned and the dream that's now a reality. If you were to ask me 10 years ago if I would have the privilege of working with brands like AAA Life, BlueCross BlueShield, General Mills, Johnson Controls, Microsoft, Omaha Steaks, Reader’s Digest, Standard Process and so many others, I would have likely answered that I was most interested in working with good people who need great results. I am truly humbled by the clients, alliances and friendships we have established in the past 10 years.

A funny thing does happen when you really partner with clients, strive for continuous improvement and look out for their best interests. You grow. You get referrals and the word gets out that the marketing you are doing is indeed working. Yes, even with the economic downturn we are helping clients get measurable results.

It’s an unbelievable feeling when you prove that marketing can still lift sales. The proof is the “thank yous” we continue to receive. While our first priority is going above and beyond to service and nurture our active client roster, at the same time, we are open to forging new win-win relationships. If you or a collegue are looking for marketing that's measurable, get in touch with me (800.710.2750, ext. 131 or grant.johnson@johnsondirect.com).  

In closing, I am proud of our work together and for the partnership we have created. I look forward to another 10 years of increased marketing ROI with you. Take a moment to watch our brief milestone movie!

Humbly,

Grant A. Johnson
Founder & CEO
Johnson Direct 

THE CONSOLIDATION OF BRANDS ON THE INTERNET

Remember when mergers and acquisitions were the “in” thing? Ten years ago, experts said that while  brand consolidation attempts have a high failure rate, those that are a success would benefit big-time. If you spend 15 minutes or more on the web each day, you’ll note that brand consolidation online - even “brand warehousing” - is now in vogue.

You can read more about this phenomenon in “The Consolidation of Brands on the Internet” by Grant Johnson, published in a recent E-centric enewsletter and found within the DIRECT Magazine section of the ChiefMarketer network of online publishers. Promo, Multichannel Merchant, DIRECT, ChiefMarketer and E-centric are all now housed under the single online roof known as the ChiefMarketer network. You'll notice that over time where there were once several distinct brands, now each is displayed less predominently as the ChiefMarketer brand takes more ownership. A perfect example of brand consolidation on the Internet. Read more.

TO CHANGE OR NOT TO CHANGE ...
... your subject line, that is the question.

As an eMarketer, I’ll admit I am a bit addicted to testing subject lines in an effort to boost open rates. One client consistently receives impressive 35 to 40+% open rates from its opt-in prospects (non-customers) for its quarterly enewsletters, while its customer open rates remain stagnant at a comfortable 25 to 30+%. Rather than continuing to create very issue/topic-specific subject lines, we’re now going to test more generic (“Name of eNewsletter – Spring 2009) subject lines to uncover a possible change in open rates.

When moving forward with a subject line test, I am reminded that while there are published reports by reputable research firms that very straightforward, even “boring,” subject lines consistently and significantly beat “salesy” subject lines (e.g., MailChimp Study), there are, however, just as many reports and best practice studies (e.g., Lyris Tips) that warn eMarketers to focus their subject lines to avoid the “generic and boring.” Some marketers may fear that a more specific subject line will not resonate with all readers, but this should not be the case because your emails should be created and versioned for your targeted segments. At the same time, readers may steer clear of subject lines that sound too promotional.

For email data junkies, testing and tracking subject lines (and a lot of other metrics) is really the only way you can move the needle in the right direction. But as much as it is addicting, it is hard work and requires open-mindedness, persistence and flexibility when looking at the data and making decisions moving forward.

The question: Do YOU change or choose not to change your subject lines? I’d love to know … email me at denise.hearden@johnsondirect.com.

Denise B. Hearden
eMarketing Director
Johnson Direct

P.S. This topic was originally covered in JD's Marketing That's Measurable Blog. Take a peek into the minds of JD's pros - and, pick our brains - when you visit: http://johnsondirect.wordpress.com/

COMING UP IN OUR NEXT ISSUE

From CONFUSED to POLISHED: In May, we'll walk you through JD's bottom-line boosting Direct Branding process. Using specific examples and results as our guide:

• You'll see how Direct Branding can turn a complex, disorganized brand identity into a highly refined, enduring one.
• You'll witness the application of a renovated brand to a variety of marketing tools including trade show banners, product videos and space ads, creating consistentcy and sophistication across all media. 
• Finally, you'll discover how we employ Direct Branding to deliver ongoing value – that’s measurable  – and how it leads to answers, enhancements and fresh ideas that will give you an edge.

The pay-off: you'll learn about a proven process that delivers the knowledge you need to ensure your marketing endeavors reap ever-improving results.

Stay tuned for the next issue!