Direct Response Marketing 101

Marketing tip of the day: 'Sell the Offer' in direct response marketing campaigns! Your ultimate goal might be to sell product, build your database, etc., but whatever your call to action is - that is what you need to sell.

A test I did earlier this year with colleagues to generate leads for a technology product via direct e-mail campaigns to in-house lists had results that support this theme: under a 5% response for the messaging that promoted the product; a greater than 10% response when we promoted the free giveaway. The 10% respondents were further qualified with bona fide leads making it into the greater sales pipeline.