You can lead a horse to water, but you can’t make it drink. Similarly, you can send information to people, but it’s impossible to ensure they consume it. Managing engagement is a challenge for direct marketers in every industry, but the first step is to determine whether your campaign is...
Healthcare Consumerism: Making the Most of People’s Need to Know
For much of the 20th century, someone else paid the medical bills. Employee benefits, healthcare insurance and government agencies gave the Boomers a lifestyle in which medical costs were removed from their personal concerns. As a result, they didn’t need to apply the same considerations to healthcare purchases as they...
Experimenting in Email Marketing: The Power of A/B Testing
One of the biggest upsides of digital marketing is experimentation. Unlike traditional marketing where something that’s printed is permanent, digital assets can be manipulated endlessly. This flexibility can help organizations save on printing costs and other expenses. It also allows for experimentation without expending too many resources. Case in point:...