The Elements of Great Direct Marketing

The elements of great direct marketing have mostly remained unchanged. Target an audience, make an emotional connection, offer them what they want, make it easy for them to order, measure response and learn from the experience so you can do it better next time. The “All About Direct Marketing Virtual Conference” is built to show the elements of great direct marketing in today’s marketing environment.

There was a time when the term “direct marketing” pretty much only meant direct mail, because that was the only addressable channel out there. Then, of course, came direct space ads, radio and TV, telemarketing, and finally, the Internet.

Throughout them all, the elements of great direct marketing have mostly remained unchanged. Target an audience, make an emotional connection, offer them what they want, make it easy for them to order, measure response and learn from the experience so you can do it better next time.

Always be improving, optimizing, expanding the audience while better targeting what you send them.

These ideas are no less essential today than they were 50 years ago.

What is a little different is how to employ them.

Audiences online are easier and cheaper to reach thanks to all the digital channels. But they’re less defined by their demographics than their interests and self-perception. Getting them to engage and trust you is a totally different challenge; one that often has to be met by proving the authenticity of your brand more than offering a simple satisfaction guarantee.

All About Direct Marketing

The “All About Direct Marketing Virtual Conference” is built to show how the elements of great direct marketing are still essential to succeeding in today’s marketing environment.

Targeting an audience: The show kicks off with our reigning Marketer of the Year Windsor Hanger Western, who’s built her empire on connecting with college-age women — she’ll talk about how to connect with the upcoming generation Y and Z audience. And the show closes with Julie Rezek, President North America for the Hacker Agency, sharing her world-renowned insights about how marketers should be connecting with women today.


Making an emotional connection: “5 Emotions That Fuel Sales and How to Tap Into Them” (with Mandy Marksteiner) and “Color Psychology and How It Can Make or Break Your ROI” (with Jeanette McMurtry) will show you how to connect with your audience.

Offer them what they want and make it easy to order: That may be very specific to your audience, but Gary Hennerberg’s “10 Ingredients for Your Video to go Viral” and Summer Gould’s “Bring Direct Mail to Life With Interactive Elements” will show you how to make direct marketing that breaks through the clutter and demands a response.

But perhaps the best part about attending All About Direct Marketing is that it’s entirely free and online. You can watch it right from your desk, couch, coffee shop or wherever you want, as demonstrated by Melissa Ward:

I guarantee John Wannamaker was never able to do that!

The elements of great direct marketing may be timeless, but the environment you market in is constantly changing. Join us on May 4 to learn how to bring those elements together and market better today.

Sneak Peak of All About eMail 2016 (And My Cat)

Target Marketing’s annually presented, annually amazing All About eMail Virtual Conference is live this Thursday (Oct. 27)! If you’re not signed up to join us yet, you’re gonna want to give this link the good ole’ clickaroo right about now.

aaemDoes it seem like I’m always gushing about an upcoming virtual conference in these posts? Well here comes another one — I can’t help it if my squad at TM is always churning out these exciting and relevant marketing extravaganzas. (Hashtag #NotBiased.)

Target Marketing’s annually presented, annually amazing All About eMail Virtual Conference is live this Thursday (Oct. 27)! If you’re not signed up to join us yet, you’re gonna want to give this link the good ole’ clickaroo right about now.

In case the title doesn’t drop a big enough hint, this is a full day of expert sessions, discussions and resources all dedicated to preparing, polishing and perfecting your email marketing strategy. The show’s not brought to you by the letter “P,” but it should be.

As I like to do, I thought I’d just highlight a few of the sessions here that are right up the alley for those of us in the copy and creative corner of email marketing. I’m really excited about these! You can also check out the full agenda here.


Opening Keynote: 7 Small Ideas That Make a Big Impact on Your Email Program

Starts: 10:15 am | Ends: 11:00 am

If anyone knows about making an email program kick some butt, it’s Andrew Kordek — Chief Strategist and Co-Founder of Trendline Interactive. In the opening keynote of the show, he’ll share some of the small ideas that have made a huge difference for him in his 17 years of major email marketing experience. Of course many of these gems will be creative-centric, like how to write better subject lines using the C.U.R.V.E. method.

Hit up this session Thursday morning and learn why the small ideas could be your big break.


How to Engage When Customers Don’t Give a Damn

Starts: 11:10 am | Ends: 11:40 am

“Frankly, [COMPANY NAME], I don’t give a damn!” Ever feel like customers are pulling a Rhett Butler on you, even when your product is the best and you have the evidence to prove it? When you just can’t seem to find that magic switch to get consumers engaged and inspired, sometimes all it takes it a little psychology (ain’t that always the way of it?)

Psychology-based marketing goes beyond just creating eye-catching graphics and punchy copy. In this mind-blowing session, Author, Consultant and Keynote Presenter of e4 Marketing Jeanette McMurtry (MBA/APR) will delve into powerful psychological principles, and how you can tap into them with your content and messaging to captivate your customers, and gain their trust and belief in your brand. No hypnotism here folks, no one will be made to cluck like a chicken — just really good, meaningful marketing.

If Scarlet O’Hara had come to this session, things might’ve turned out differently.


Email Roundtable: Creative Insights You Can Steal

Starts: 3:30 pm | Ends: 4:30 pm

To close out the day with a bang, Target Marketing snagged three brilliant creative masterminds for a roundtable discussion sure to chase away any afternoon drowsiness.

Featuring Relish Tray CEO Liz Ryan, Target Marketing’s own managing editor Melissa Ward (aka Sass Marketing), and President/CCO of DM Creative Group Patrick Fultz, this session will take us through real, tested design techniques and copy that works, and how we can tuck ideas into our old pal the swipe file for stealing smart.

Liz, Melissa and Patrick plan to discuss tips and best practices that drive more clicks and conversions, simple creative approaches to engage your audience, and what’s happening so far with the 2016 holiday season email. With this crew, it’s sure to be highly spirited, highly opinionated, and a lot of fun.

Word on the street is we can even except some healthy debate between the panelists. One thing’s for sure, this will be a lot more conducive to your creative efforts than that thing everyone was watching last Wednesday night. (Tongue-in-cheek election reference, check. Am I a cool kid now?)


Of course with a full, free day of email marketing experts and innovation, the show will offer a whole lot more where these highlights came from. Mathematically guaranteed better ROI, email integration in omnichannel campaigns, email acquisition, Slack, if you can email it you can find a session or resource about it at All About eMail.

Coming soon to an internet near you! That’s this Thursday, Oct. 27 to be exact, beginning at 10:00 am ET and wrapping up at 4:30 pm ET. And through the magic of the internet, if you can only come to a few sessions or have to pop in and out throughout the day, you’ll be able to access the show and everything in it on demand starting Monday 10/31. It’ll be available there for three months, so you’ll have all the time in the world to wring out every last drop of email marketing juice. All you have to do is sign up. 

Register now and we’ll even throw in this adorable and culturally relevant picture of my cat. If that doesn’t convince you, I don’t know what will.

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I just wanted an excuse to share it with the world. 

See you Thursday!

The One About the Integrated Marketing Virtual Conference

Integrated Marketing Virtual Conference, the brainchild of my people here at Target Marketing, goes live on June 23. Please, take it from the girl who’s been adding every speaker, session, sponsor and giveaway to the website: This year’s show is inSANE.

Join us at #IMV15 !We’ve dipped our toes into June, and lots of exciting things happening already. Election things, hockey things, Starbucks’s new cold brew vanilla coffee, lots of equally important and life-defining events. And since a good marketing coordinator never misses out on the opportunity to subtly self-promote (aka blatantly announce when she’s about to do so) I thought I’d add one more notable event to the June pool.

Integrated Marketing Virtual Conference, the brainchild of my people here at Target Marketing, goes live on June 23. Please, take it from the girl who’s been adding every speaker, session, sponsor and giveaway to the website: This year’s show is inSANE. Every time I think we can’t possibly have another huge name or more impressive content, I get a notification in my inbox that it’s time to update the site again. With eight live sessions, 10 on-demand sessions, more than 20 speakers (and counting!), this is the biggest and most comprehensive IMV to date.

Wanna join the party? Click here

The up-to-the-minute agenda is here, and it all looks incredible, but for today’s post I thought I’d just give a shoutout to a few sessions that might be of particular interest to the copy/creative-focused marketer.


Messages That Move: How Video Should Play In Your Marketing Mix and Content Strategy

Starts: 12:00 pm | Ends: 12:40 pm

Video killed the radio star, and now it’s back to dominate the internet. But what makes a video a successful cog in the marketing machine? Learn it all in this session, featuring Jon Mowat, the owner of Hurricane Media — the UK-based video production and content marketing agency taking the world by storm (ha HA!!!!!!).

Jon will address points like:

  • How to adopt a “video” mindset
  • Trends in how marketing videos are being watched
  • Types of video marketers are using, and how to make them
  • How to make use of video across channels

Get ready for your closeup.


Online Marketing Strategies That Work

Starts: 12:55 pm | Ends: 1:30 pm

Self-explanatory title? You bet it is. You do marketing? Check. Online marketing? Check. Want it to work?

I’m guessing … check?

For this session, we’ve got Anne Ahola Ward, CEO of CircleClick and O’Reilly Media Author, to share how to make the sale with Image-centric content marketing, simple and mobile-centric messages, diverse social media usage and retargeting.


The Content Show That Never Ends: Repurposing Like a Media Company

Starts: 1:35 pm | Ends: 2:10 pm

You’ve probably heard of Robert Rose, chief strategy officer at Content Marketing Institute. He’s kind of a big deal. We’re thrilled to have him at IMV this year, presenting a session titled after a Lamb Chop song.

We all know how key good content marketing is in the current landscape. Successful, solid content marketing pieces can continue to grab attention, inform and inspire long after their premiere. Feel like your assets might be stuck in a spin cycle, losing value and getting those nasty little sweater pills with each re-use? Carve out a half hour and join Robert in this session. He’ll share a new approach to building a content marketing media asset that never goes stale.


AR for Marketers: How to Implement Augmented Reality into Your Marketing

Starts: 2:15 pm | Ends: 2:50 pm

Okay, even though I pretty much know what Augmented Reality is at this point, to me it still absolutely sounds like it belongs in the Doctor Who universe. Like the TARDIS is bigger on the inside because of Augmented Reality, no??

If you’re like me, or even better, if you’re not like me and actually have a handle on the reality of Augmented Reality, how it can pump up your print and direct mail marketing, this will be an engaging and worthwhile session. Cindy Walas, Principal of Walas Younger Ltd., is leading the charge to discuss the latest and greatest in the AR world, and all the “how-to’s” you need to know to create and launch a killer AR program.

I’m still banking on alien involvement.


There you have it, just four of the eighteen sessions that will be available to you at the show on June 23. Plus, for the first time, the virtual conference will feature several on-demand sessions spotlighting marketing issues and know-how in several specific industries like travel, media and entertainment, and healthcare.

The opening and closing keynotes feature superstars Jay Baer (President of Convince & Convert) and Dr. Jerry Wind (The Wharton School,) and word on the street is attendees to their sessions can win a copy of one of their best sellers.

And so friends, here is where I leave you The Link, and bid you adieu.

THE LINK. CLICK THE LINK. YOU DO LIKE THINGS THAT HELP YOUR MARKETING, RIGHT? OF COURSE YOU DO.

Hope I’ll see you on June 23 — say hi to me in the networking lounge or info booth!

Adieu!