You’re interested in doing a direct mail and email campaign to the same group of prospects. This is a great mutli-channel approach to get your message across. Where do you start? Getting list counts is the first step. Start by running counts using your desired criteria for your prospect list. You will need a count approximately 4X higher than the final quantity you want to end up with for email. Why do we need to get a higher count than your target campaign quantity? The dir

Is it a winner? Marketing is a science, and just like in science the only way to learn if something will have a positive or negative impact is to develop an experiment and test your hypothesis. At B2E we love to test and learn because, well, we are data scientists. And we enjoy helping our science marketing friends with their testing agendas and learnings as well. One question we often receive from them is – how do I know if my test is a winner? There’s a calculation for th

Misspelling words, using the wrong phone number or web address, not having a call-to-action or any sort of offer, are all examples of direct marketing mistakes. We want to take it a step further and point out 8 less obvious mishaps. Keeping It Short or Long – In direct mail, longer copy usually outperforms shorter copy. Depending on the industry, email may perform better with less copy. Rule of thumb, if it is a more technical product or service, you may need to write more t