Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct marketing.
August 3, 2015
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Great landing pages use the same keywords from the PPC ad that
drove the clicks to them. The connection should be obvious and
the continuity reassures visitors that they’re on the right path.
Don’t send someone to a page about camping tents if your PPC ad
was about sleeping bags. And don’t send them to a generic page
and make them search for the product they were looking for.
Source: “How to Make Great Landing Pages,” WordStream.
***5 e-mail subject lines that increase open rates***
1–Benefits; e.g., “Top 10 lazy skillet meals.”
2–Questions; e.g., “Do you think you can retire at 65? Think
3–Testimonials; e.g., “More Alaskans drive on Michelins.”
4–How-to; e.g., “How to make a fortune with a foolish idea.”
5–Curiosity; e.g., “Discover the ultimate options trading
Source: Mequoda Advice, 7/10/15.
***Best image for a landing page offering free content***
According to Pardot, the best image to show on a landing page
offering a free download is a small image of the white paper or
demo being offered. This gives your visitors something tangible
to look forward to and a much more compelling reason to convert.
Source: “Double B2B Conversions,” Pardot e-book, p. 6.
***The power of online reviews***
In a survey from Dimensional Research, 90% of respondents who
recalled reading online reviews said that positive reviews
influence their buying decisions. This gives the consumer
incredible power and makes it difficult to control your
When you get a great review, share the success story on social
media channels. Link back to the review site so the user can see
the original review. Also, many review sites allow you to respond
to customer reviews publicly. Take advantage of this capability to
educate your prospects.
***E-mail deliverability tip for Gmail***
You can increase e-mail delivery to Gmail users by always getting
explicit opt-in to ensure a permission-based e-mail marketing
program. That means not sending e-mail marketing messages to
people whose addresses you harvested (e.g., from a directory)
but have not opted into your e-list.
Also make it easy for subscribers to opt out, such as including a
prominent unsubscribe link in your e-mails. This prevents
subscribers from damaging your reputation by marking your
e-mails as spam.
Source: “A Marketer’s Guide to E-mail Deliverability,” Fulcrum.
***Young people are swayed by advertising and prefer mobile***
A new study from StumbleUpon shows Millennials more open to
advertising than older generations as long as the ads are
relevant to them.
The study also notes that Millennials are a mobile-first
generation for whom the desktop is becoming ancillary. So it’s
important to develop content for mobile screens.
Source: Chief Marketer, 7/22/15.
***How to nurture sales leads***
A study from Pardot found that 77% of buyers want different
content at each stage of their research. With lead nurturing, you
“drip” appropriate content to prospects depending on where they
are in the sales cycle — and adjust the content based on their
responses. That way, when buyers reach out to sales reps, they’ll
already be educated.
Source: “Ten Tips for Accelerating Your Pipeline,” Pardot.
***Timing your tweets***
Twitter has introduced a new paid advertising feature called
event targeting. You can check out a schedule of upcoming events.
If an event tied in well with your marketing, you can buy
“promoted tweets.” These will be tweeted to people within a 7-day
window of when the event is scheduled to take place.
Source: Ad Age, 7/23/15.
***How often must you post fresh content?***
Content has become so important that 4 out of 10 marketers
surveyed by Visage publish original content one or more times
A third of the marketers surveyed publish new content weekly, and
15% published original content once a month.
You definitely need an employee or vendor dedicated to writing
all this new content for you — or at least curating it from other
authors in your company.
***Quotation of the month***
“Loving what you do is a major part of a happy life.”
–Robert A. Mullen
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