Left Bay’s Musings on the Media

Searching for answers in sales and marketing

Archive for Newsletter

Goodbye 2007!

It’s that time of year again, when we all buckle down and face our shortcomings to eagerly make promises to ourselves that we’ll fix them in the coming year. We ponder the year past and wonder how our regrets could have been avoided and vow to not make those mistakes again. We delight in our fond memories and hope that the future has room for more. Fittingly, this is Left Bay’s 2007 recap, and hopes for 2008.

What We’ve Learned

Traditional brand advertising is dumb.

What Web 2.0 really is. Just in time too, since we’re at the dawn of 3.0, and all…

We have to turn the space heater on at least an hour before we settle in the office to brave the wintertime.

College professors of interactive advertising react to SEO jargon with nothing short of puzzled looks. (“No professor, not like banners…”)

What a blogopotamus is. Surprisingly, not a plump desk-chair potato who reads and writes blog posts all day.

We wasted far too much time perusing Google StreetView. And I didn’t find anyone I knew in the pictures.

Ask.com is going off the deep end. (Still waiting for that algorithm, btw).

Apple and Google are going to continue growing and will one day have a knock-down, drag-out battle-of-the-superbrands where the victor will take over the world (my loyalties lie with Apple, but I have a feeling Google will take the spoils).

Acquisitions will forever be news until the day that battle takes place.

This will always be funny.

Our Resolutions

We should try to read our SearchCaps more often instead of having 15 messages in our inbox daily from accrued newsletters. (which when we read, realize we missed a lot).

Update the blog more.

Make resolutions again in June when they start to go stale.

Happy New Year from Left Bay Media!

Hard Copy Newsletter v. Electronic Newsletter

We were asked recently if was still valuable to send out a twice-yearly hard copy newsletter to a client’s 3,000 core customers at a cost of about $2500 per mailing. For the same amount of money, they could send out electronic newsletters at least every other month. The question: Should they dump the hard-copy newsletter?

Surprisingly to them, we suggested that they keep the hard-copy newsletter. The numbers seemed to bear it out. Though they hadn’t done a great job in tracking responses (something we have since fixed), we were able to see a strong spike in sales two weeks after each mailing. Their return on investment was actually better than that for their emailed newsletter. Why? There’s something credible about getting a printed piece. Like magazine advertising, it sits around on a desk longer than does email. And with all of us bombarded by emails, it’s almost refreshing to get a regular mailed paper newsletter.

Like any kind of promotion, hard-copy newsletters need to be constantly tested. Small variations in copy, color or design are all measurable. Compare the effectiveness to your electronic newsletters and blogs. But the key to gathering this information is tracking responses. Whether it’s over the phone or via email, be sure to have your staff always ask, “What made you contact us?” The data is invaluable.