Award-winning online promotion for The Dines Letter brings in $2.63 for every $1.00 spent.The 2004 Gold Award winner in The Newsletter on Newsletter's Promotion Awards Competition, for online promotion of a newsletter, went to Creative Direct Marketing Group for its marketing of The Dines Letter, taglined "Advice and Information for Traders Traders Individuals who take positions in securities and their derivatives with the objective of making profits. Traders can make markets by trading the flow. When they do this, their objective is to earn the bid/ask spread. and Investors." Here's the background and anatomy anatomy (ənăt`əmē), branch of biology concerned with the study of body structure of various organisms, including humans. Comparative anatomy is concerned with the structural differences of plant and animal forms. of the campaign, as spelled out in the "statement of objectives of the mailing and how well it fulfilled ful·fill also ful·fil tr.v. ful·filled, ful·fill·ing, ful·fills also ful·fils 1. To bring into actuality; effect: fulfilled their promises. 2. these objectives," which accompanied the entry. It was prepared by CDMG CDMG California Division of Mines and Geology president Craig Craig , Edward Gordon 1872-1966. British theatrical producer, director, and designer whose innovative productions and simplified stage designs influenced modern theater. Huey. The marketing challenge Many publishers find conversion rates drop when a prospect from a print or online promotion comes to the home page of a newsletter. The reason is the home page is usually "anti-marketing" (or at least "non-marketing") in its copy, layout, and navigation. In fact, studies show that 83 percent of those who come to the average website are frustrated frus·trate tr.v. frus·trat·ed, frus·trat·ing, frus·trates 1. a. To prevent from accomplishing a purpose or fulfilling a desire; thwart: and/or confused by the content or navigation and are not able to find what they want. It was anticipated that 15 percent of those receiving the mailing would go to the website. The challenge was to create a marketing website for promotions that will increase rather than decrease actual sales. The objectives * To increase overall conversion of prospects to subscribers * To maintain the current average unit of sales * To use Search Engine Optimization Designing a Web site so that search engines easily find the pages and index them. The goal is to have your page be in the top 10 results of a search. Optimization includes the choice of words used in the text paragraphs and the placement of those words on the page, both visible and hidden (SEO (Search Engine Optimization, Search Engine Optimizer) See search engine optimization. ) to bring in additional potential subscriptions from those surfing surfing, sport of gliding toward the shore on a breaking wave. Surfers originally used long, cumbersome wooden boards but now ride lightweight synthetic boards that allow a greater degree of maneuverability. the internet * To create a website appropriate for those visiting from a direct mail campaign, web search, e-mail, and any online or offline campaign * To position editor James Dines so he would be credible to all audiences and different from all 1,200 competitive advisors. The creative solution * We created a website appropriate for both online and print promotions by introducing or reintroducing James Dines in a credible, dynamic way. * We avoided any navigation options to the prospect to drive the focus only on the sales copy. The home page leads the prospect to a complete sales page at the end of the introductory copy. * The long sales copy scrolls, eliminating the need to click, and thus avoids losing prospects. * The order form shows all FREE premiums at the point of ordering for dramatic impact. The results The increase in response has been beyond expectation. It helped raise a very positive $1.80 for every $1.00 spent in the direct mail campaign to $2.63, a 46 percent increase over their previous website. Further, new revenue from Search Engine Optimization has brought in thousands of new prospects. The SEO has increased website traffic by more than 450 percent, increased subscription revenue, and maintained the average unit of sale of 53 percent two-year subscriptions. The website accomplished its objectives and helped make The Dines Letter one of the fastest growing investment newsletters in America. www.dinesletter.com CDMG 2360 Plaza de Amo, #105, Torrance, CA 90501, 310-212-5727, fax 310-212-5773, www.cdmginc.com, |
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