2013 Email Evolution Conference Discount

Because Grant Johnson is an EEC13 speaker, Johnson Direct is authorized to give you a special discount price for this idea-stimulating conference. Now’s the time to register — and save — for the 2013 Email Evolution Conference, Wednesday, February 6th – Friday, February 8th, at the Fontainebleau Hotel, Miami Beach, FL.

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Email Won’t be Pigeonholed! Email’s Versatile Role in the Marketing Mix

Simply too adaptable to limit to one purpose or application, email marketing should be an important part of the mix of channels you use to help nurture prospect leads and further engage and retain your customers. Email can play a significant role as a component of specific campaigns and as a tool for ongoing communications with target audiences, cultivating relationships with meaningful content delivered on a regular basis. Read on to be inspired by real world applications and a web integration test you can put into action today.

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Overuse of Personalization Hurts Credibility

Overuse of personalization is a marketing trend that we all must be aware of. While ultra-customization (at the individual level) is very doable today with direct mail, email and PURLS (Personalized URLs), overuse will lead to less effective marketing long term as we train our customers and prospects to tune us out, not to mention privacy issues and overuse can lead to less responses as people grow ever more skeptical about what marketing is legitimate and what is not. That was what I recently wrote in an article in Direct. I hope you enjoy the read…

Grant A. Johnson

Johnson Direct LLC


Direct Marketing ROI Projected for 2008

To see the way the Direct Marketing Association is projecting things, we all ought to get into e-mail marketing as our primary method of communicating … fast!  I’m not so sure that’s really true, but the DMA did put out some interesting projections, recently, as reported in the Oct. 18 edition of PROMO Magazine.

In that report, the DMA projects return on investment for commercial e-mail to more than double the ROI of other direct marketing tactics in 2008.  The DMA states that for each dollar spent, commercial e-mail will return $47.65, with non-e-mail online marketing a distant second at $20.19.

Others on the list of select direct marketing tactics are:

  • Direct response newspaper ads, $16.86
  • Non-catalog direct mail, $15.60
  •  Telemarketing, $8.61

Pretty impressive.

Then, again, we need to cast a somewhat jaundiced eye at the report, given its origins.  Let’s face it; DMA has a vested interest in marketers jumping on the DM bandwagon.  At the same time, smart marketers realize that direct marketing’s dominant position in advertising spends is due to the simple fact that it works!

I think measurable marketers overall do a better job than branders in understanding relevancy from the target market (s) perspective and, in this day of over-communication, that approach resonates with busy people.

So, I put it out here for your review and discussion.  Where do you stand?  Please give me your thoughts.

Grant Johnson

Johnson Direct LLC