Quick Survey for You; Agency Gets 1,000 New Web Client Leads

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MarketingtoWebMarketers From MarketingSherpa.com
======================= April 2, 2001 - Vol. II, Issue 12
Subscribe free at http://www.MarketingtoWebMarketers.com
Please forward *without* cutting.

1) Your Input is Requested! A Quick Survey

2) CASE STUDY FOLLOW-UP: Agency Uses Text Ads in Email
Newsletters to Get 1,000 Qualified New Client Leads

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Dear MarketingtoWebMarketers Reader,

Your input is needed right now.

We want to make MarketingtoWebMarketers an even more useful
resource for people selling services, media, technology or other
products to marketing and/or advertising professionals.

Please take 2 minutes right now to answer our quick, 100%
anonymous survey at:
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Your answers will make a big difference!

Thanks

Anne Holland, Publisher
MarketingtoWebMarketers
Practical weekly news for companies selling products, services
and media to marketers and advertising pros


P.S. This survey is just for the MarketingtoWebMarketers
newsletter -- and not for any of the other five
MarketingSherpa.com newsletters. If you have ideas for
improvements for one of our other newsletters, such as
B2BMarketingBiz, please feel free to contact me directly at
anneh@marketingsherpa.com.

P.P.S. That survey address again (why not take it right now?):
http://www.marketingsherpa1.com/cgibin/pl.pl?improve

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CASE STUDY FOLLOW-UP: Agency Uses Text Ads in Email Newsletters
to Get 1,000 Qualified New Client Leads
========================

CHALLENGE
Back in September 2000, we brought you a Case Study
about JAM Communications, a direct marketing agency in Washington
DC, which had garnered 400 qualified sales leads by running text
ads in email newsletters that marketers read. (There's a link to
the original Case Study at the end of this story.)

By late November 2000, the sales team had worked their way
through all of the sales leads from that campaign, and they
wanted more. Their target: marketers with serious budgets who
would like to use direct mail to drive traffic to their Web
sites.

CAMPAIGN
President Neil Griffen decided to reprise the tactics
that had worked well that summer -- running text ads in email
newsletters that qualified prospects read frequently. Instead of
running an ad once, he bought a month's worth of ads in a weekly
letter and ran the same creative each time to maximize impact.

He describes how his creative team came up with the copy for the
ad:

"We followed every rule we know works:

1. We put FREE in the headline.
2. We put FREE in the body copy.
3. We included some scare tactics in the copy… like money you
could lose if you make a mistake. Of course, JAM's White Paper
would ensure this never happened!
4. We put numbers in the copy…like "Discover the 12 facts using
direct mail"
5. We made sure they knew this description was just the tip of
the iceberg by telling them they'd get MUCH, MUCH MORE!
6. We created a special microsite so the prospect could register
for the White Paper and download it in a matter of seconds,
without having to search JAM's information-packed home page."

(You can see the actual creative for both the Summer and Winter
campaigns below.)

RESULTS
Over the four weeks that the ads ran in December, a
combined total of 10% of the newsletter's opt-in subscribers
clicked through to JAM's special microsite. Immediately after
the Holidays, an additional 2% clicked through as subscribers
caught up on their back reading.

JAM'S sales team received over 1,000 sales leads, and they're now
busy converting them to paid customers.

Griffen remarks, "We've been sending White Papers out of here
like a bloody UPS shipping center. New clients as a result. Oh
yeah. And they're still coming in…."

BTW: Where did these ads run? In two of the MarketingSherpa.com
newsletters -- however, that's not why we are running this Case
Study. (Our inventory is already sold out right now.) Instead,
we thought you'd like to see exactly what type of creative really
works for text ads that appeal to marketers. In our experience,
it's not easy to write a successful text ad, and Griffen is one
of the best!

NOTES: Samples of the creative from JAM'S campaigns are below, in
addition to links to the original Case Study in 9/2000 and our
know-how report on creating effective text advertising.

Creative from July 2000 Campaign:

)))))))))))))))))) Free Direct Mail Report ))))))))))
Get Your FREE Copy of “Website Marketing: How to Drive
Traffic Using Direct Mail.”

You’ll learn how to use DM to drive qualified traffic to
your website and the top 12 facts to avoid wasting money.
Plus see lots of useful live samples.
For your free copy: http://www.jamagency.com/wmg
)))))))))))))))))))))))))))))))))))))))))))))))))))


Creative from December 2000 Campaign:

((( Free: 12 Direct Mail Facts to Drive Web Traffic! )))

Download a FREE White Paper from Jam Communications -- an
integrated direct marketing agency.

Discover why DM is your best bet for marketing your website,
12 facts to improve your DM program, DM strategies that keep
customers coming back, and more!
http://www.marketingsherpa1.com/cgibin/pl.pl?a0102
(((((((((((((((((((((((((((())))))))))))))))))))))))))))))


Link to Original 9/22/00 Case Study on Jam's Campaign:
http://www.marketingtowebmarketers.com/sample.cfm?contentID=874


Link to Our Know-How Article "Creating Text Ads That Actually
Work (Most Don't!)"
http://www.marketingtowebmarketers.com/sample.cfm?contentID=1075


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