Performance
Marketing
Glossary.

Better understand all performance marketing, direct marketing, growth-hacking and direct response advertising terms.

continuation mailing

A mailing to larger numbers of prospects on lists that have been tested first in modest quantities.

Synonyms: rollout mailing, rollout

Performance Marketing Blog.

The expert's thoughts on direct response - growth hacking - performance-based marketing activities - DIRECT MARKETING

Creating a Unique Selling Proposition Based on Price (But Not Low Prices) for Industrial Products & Services: The “Price Marketing” Method to Make Your $20,000+ Solutions Easier To Buy

Whether you are selling face-to-face, via social selling, on the phone, through retail, or via e-commerce channels, positioning your company and product to be unique and valuable is one of the most difficult challenges. Look at …

marketing management

The Six Vital Variables of Performance Marketing: Testing Markets, Products, Prices, Offers, Media/Materials, Creative Approaches.

There are basically six major factors which affect the viability of any performance marketing operation, and it is important that you accept from the outset that each of them is variable, and you must test …

marketing management

Strategic Thinking: Best Methods for Making Performance or Direct Marketing Viable.

In marketing we tend to use the analogies of war. We talk about objectives and targets, about campaigns, overcoming consumer resistance and about mailing shots and the instruments of persuasion. Just as weapons have changed greatly …

marketing management

The Mathematics of Direct Sales and Performance Marketing Profitability: How to Make One-Shot and Subscription-Based Products and Services Viable.

Before you even begin to think about the detailed techniques of performance marketing and selling your product or service directly – the market, the design of the material, the method of order fulfillment – you …

marketing management

The Principles and Techniques for Testing Media, Markets, Products, Offers, Creative, and Seasonality: The Short Guide.

Performance marketing is a science and I know of a few instances where a hit-or-miss approach made anyone a fortune. Countless companies have gone under, thinking that direct response advertising, large-scale Facebook, Google Ads, direct …

marketing management

Strategic Marketing Audit – 93 Self-Appraisal Questions to Improve Your B2B or B2C Marketing Program.

Far too many, both large and small, B2C or B2B businesses of all descriptions, still view "marketing" primarily as selling. The performance marketing industry may as well be the culprit as most of the performance marketers …

b2b marketing

B2B Performance Marketing Guide: How to Convince (& Convert) All the Decision-Makers in Each Target Organization.

Whether you are sending thousands of emails or mass-produced print mailing pieces at one time, or one-by-one personalized communications, your business-to-business marketing efforts will be much more effective if you take the time - up …

b2b marketing

Creating Effective Online and Print Follow-Ups for Your B2B Sales Leads: 15 Performance Marketing Tips to… Follow.

By now, you should be on a lot of different lists. When you request information on a product or service you are interested in, you generally get put on a list. Similarly, when you buy, …

copywriting

Writing Ecommerce Copy: The Comprehensive Copywriting Guide.

While copy is often secondary to the illustrations in a general ecommerce store, it plays a vital role. It is like the salesperson’s “close”. The basic role of performance marketing copy in an ecommerce store is …

copywriting

How to Increase Conversions by Using Negatives and Understatements (Instead of Benefits) in Your Copy: The Short Guide.

Every copywriter is rightfully concerned with telling future buyers all the positive benefits of the promoted products. Benefits sell - but wait a minute! A business-to-business marketer wants solid, qualified leads from his advertising and other performance-based …

copywriting

12 Techniques to Make Your Performance Marketing Copy Generate Long Term Customers.

A direct response copywriter must recognize one essential fact before writing anything: normally, you are not in a one-shot business. (Unless you are. There are plenty of B2C one-shot businesses that bring hefty profits for …

copywriting

7 Key Performance Marketing Considerations Before Your Copywriter Starts to Write.

Art attracts, enhances, and creates desire, but performance marketing copy sells. And that brings us to several basic concepts of getting ready for direct response copywriting. Far too many performance marketing managers are mostly concerned with …

b2b marketing

How a Small or Medium Company Can Stand Out in a World of Bigger Competitors: Repeatable Uniqueness Model.

The small to mid-size business often produces the same quality product or service as the larger firm, but has a smaller promotion budget and less recognition by potential buyers. Combating this is an ongoing necessity …

ecommerce

How to Add Ecommerce Channel to Your Existing Business: A Guide to Senior Management Strategy Session.

After sizing up the competition and assessing the potential strength of your product line in the world of ecommerce… well, it is time to call a meeting with the people at your company who wear …

ecommerce

Evaluating an Ecommerce Startup: Is an Online Store a Viable Business Option for You?

The consumers everywhere are coming to accept ecommerce as a common means of shopping, rather than an exceptional one. This growing acceptance is making ecommerce more powerful and more competitive than ever before. As a …

ecommerce

How to Create (and Manage) Successful Art and Copy for Your Ecommerce Site and Its Winning Promotions: The Comprehensive Guide.

Ecommerce design is, in many ways, similar to retail store design. The moment you walk into a store you get some pretty specific ideas about merchandise quality, uniqueness, and pricing. The cues are sometimes subtle, …

ecommerce

How to Test: Products, Offers, Creative, and Traffic Sources – The Ecommerce Guide.

This article is intended to help you identify and understand the specific elements that can and should be tested when developing your ecommerce site and its promotional campaigns. Since ecommerce sites are far more complicated …

ecommerce

What to Sell Online: The Guide to Developing Master Merchandising Strategy for Your Ecommerce Site.

Whether it’s a $20,000 fur scarf, a high-end gaming PC, a superbly crafted tool, or an Oxford cloth shirt, the key to success in performance marketing is offering the right products to your customers. While it …

ecommerce

How to Avoid 13 Pitfalls in Direct Response & Performance Marketing Campaigns.

Performance marketing is not for the faint-hearted or those firms, including non-profits, who like to take big leaps without looking. Let me outline potential disasters awaiting the inexperienced or untested performance marketing ideas. Probably the first …

copywriting

Performance Marketing Checklist #7: Evaluating Your Copy.

You did it! You have completed the greatest copywriting masterpiece of all time. You are overjoyed with the landing page, the letter, the video sales letter script, or the print ad. You are delighted with …

b2c marketing

How to Create Direct Response Radio Ads and Make Them Pay: The Guide for 2021 and Beyond (Including Examples and a Swipe File).

Radio listeners are incredibly receptive to direct response tactics. On the one hand, radio commercials are remarkably effective, inexpensive, and simple to create. On the other hand, radio is one of the most underutilized and …

b2c marketing

Performance Marketing Checklist #6: Direct Response Product Planning.

Before you embark on a performance marketing program, you need to know what the benefits of your product are, who will purchase the product (the target market), where to reach prospective customers, how many there …

ecommerce

Finding Product Niches & Ecommerce Product Ideas Worth Testing: How to Plan, Design a Test and Forecast Sales.

New product testing is a critical part of any successful business, B2B or B2C, which requires new products and niches for its business model to function. Whether you are an ecommerce looking for winning new …

b2c marketing

Winning Customer Acquisition Methods Most Performance Marketers… Ignore.

Nothing is more important to the success of an ecommerce or any “mail order” operation than new customer acquisition. Both online and offline companies simply could not exist without a steady flow of new buyers …

marketing management

Research for Performance Marketers: How to Increase the Chance Your Next A/B Test Wins.

This article attempts to answer an age-old question among performance marketers and direct marketing experts - "Why conduct market or marketing research when we can test the actual idea out in the real world?" - …

ecommerce

How to Differentiate Your Ecommerce Site: Setting Your Plan to Carve Out a Niche That Sets You Apart From the Competition.

In my opinion, the single most important word in the ecommerce industry is “uniqueness.” This is not to suggest being different merely for the sake of being different, but carefully planning and creating a special …

ecommerce

How to Exponentially Grow Your Ecommerce Store: Two Simple Strategies to Follow (The Short Guide).

Short- and longer-term planning have become commonplace for large corporations. But for the busy sole proprietor or the manager of a profit center in a large corporation proficient in performance marketing methodologies, planning can seem …

marketing management

4 Growth Strategies for Every Business Using Performance Marketing Methods.

Success stories about the ability of performance marketing companies to grow rapidly abound. A few companies have been able to sustain a compounded growth rate of 30% to 50% per year. More important, many companies …

marketing management

How to Put the Recency – Frequency – Monetary Formula to Work: The Case of Decreasing Costs of Telemarketing, Direct Mail, SMS Text Campaigns and More.

The RFM formula, described in the following article, is your best tool to optimize all your performance marketing campaigns which involve using your customer or prospect database and tactics that cost money per each contact …

b2b marketing

How to Plan Your B2B Marketing Activities – The Guide to a Structured, Calendar Approach.

Managing a successful B2B marketing program requires a planned, system-based approach if you wish to achieve your goals month by month, year by year. At the same time the multitude of available marketing tactics, sales …

b2b marketing

Performance Marketing Strategies for B2B Complex and Non-Complex Sales: The How-To Guide With Examples.

Strategies are the use of plans and methods needed to achieve a specific program objective. Direct sale strategies have a single goal - to make a straight sale with no support from the sales staff. …

marketing management

Explaining Performance Marketing Tools: Profit and Loss Statement (P&L), Contribution to Profit, Back-End Analysis, and More (The Short Guide).

Performance marketing, direct marketing or "direct response advertising" are frequently referred to as a "disciplined," "measurable" methods of marketing. The reason for this is that, in a well planned and executed marketing effort, the cost …

b2b marketing

The Comprehensive Guide to Building an In-House Performance Marketing Department vs. Outsourcing – Assessing the B2B Company’s Make or Buy Decision.

As performance marketing has developed over time, it has become a succession of specialized but integrated functions. And business-to-business marketers who run comprehensive performance marketing programs use all these basic functions: plans and strategies, concepts, …

b2b marketing

The Short Guide to Financial Planning and Budgeting in a B2B Performance Marketing Organization.

Managing a performance marketing business function requires highly honed management skills: short- and long-term planning, organization, direction, and control and measurement of the work effort to ensure that your objectives get accomplished. What you, the …

b2c marketing

Telemarketing in Ecommerce: The “Forgotten” Secret to Larger Baskets and Customer Satisfaction (The Quick Guide).

In the past years, telemarketing has become a – forgotten and then rediscovered – key element in the ecommerce business. The telemarketing professional not only may take orders (which would not happen otherwise) and help …

b2b marketing

The Strategic Guide to Testing and Effectiveness Measurement in B2B Performance Marketing (Beyond Counting Conversions and Simple A/B Tests).

The purpose of testing in business-to-business performance marketing is to reduce your risk. Those marketers who use performance marketing campaigns in volume must attain preset sales goals from their online and offline direct response efforts …

ecommerce

The Guide to Choosing and Merchandising Products That Sell [Ecommerce Series].

One of the greatest challenges facing ecommerce marketers is finding fresh, interesting merchandise to include in each promotional campaign. If that challenge is not enough, you as the merchant must also look for special “hooks” …

ecommerce

Developing, Choosing and Testing Effective Traffic Sources: The Strategic Guide [Ecommerce Series].

Without a good traffic source, your ecommerce site will never reach all the customers who wish to buy your merchandise. The art of choosing a profitable traffic source, and the scientific methods used to refine …

ecommerce

The Guide to Niche Ecommerce Copy, Photos & Obvious (But Forgotten) Tactics That Increase Sales [Ecommerce Series].

The creative development of an ecommerce site, including copy, graphics and layout, gives each ecommerce store its own unique personality. Every detail of your site’s creative work should fit with the image you want to …

copywriting

How to Create a B2B Direct Mail Package That Sells / Converts / Achieves Objectives: The Guide for 2021 and Beyond.

While this article is not about why you should use direct mail in your B2B venture, just bear in mind the direct mail is, contrary to the popular bielief, one of the most cost-effective ways …

ecommerce

Starting Your Niche Ecommerce Site or Just How to Begin Selling Your Products Online [Ecommerce Series].

Running a profitable ecommerce is as tough a chore as anybody in any business faces. You have to be a brilliant merchant, a tough buyer, and an accounting genius. More than that, you have to …

b2b marketing

15 Things I Have Learned Consulting and Working with Harvard Business Review: The Applied Creativity in a B2B Performance Marketing Organization

According to a classic direct marketing rule the relative value of the target audience, offer, and creative aspects to the total marketing effort is 40 percent, 40 percent, and 20 percent, respectively. While all three …

ecommerce

How to Beat the Odds and Win at the Ecommerce Game: The Simple Steps to Take If Your Online Store is Failing.

Everyone, it seems, wants to get into the ecommerce business.