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Seven Oaks

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Seven Oaks Consulting  

Planting the seeds of marketing success - Seven Oaks Consulting offers advice and interviews with marketing experts. Our focus is on low cost, high results strategies. Jeanne Grunert, president of Seven Oaks, shares insights from her 20 years leading marketing departments at for profit, non profits, Ivy League Universities and more. Learn about direct and online marketing, entrepreneurship, social networking, and much more.

  • Archived Blog Post

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    Direct Response Marketing

    Our show on January 12th was all about direct marketing - my basic, introduction to direct response marketing.   It's important to distinguish direct response marketing from direct mail. Many people drop a postcard marketing piece in the mail and think they've just finished a direct response marketing campaign.  Sometimes they have, sometimes they haven't....

    Here's a checklist to tell if your marketing activity is direct response (or just direct mail):
    • Is there a clear call to action?
    • Is there a unique response mechanism (unique URL, phone number, code to track responses)
    • Are you capturing responses in some kind of database, even if it's simply an Excel spreadsheet?
    • Are you using the information you capture to decide on the next step in the process?
    • Are you measuring outcomes using lifetime value, cost per acquisition?

    All of these questions point toward important components of direct marketing. Direct marketing may not be suitable for all occassions, but if you need a highly measurable way to build one to one relationships with your customers, choose direct.


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