Apple Denies Making Plans To Be A Wireless Carrier

5539093568_4f9d704052_o A fair amount of folks reported yesterday that Apple was testing its own MVNO (mobile virtual network operator), to become, in essence, a mobile carrier while borrowing components from other carriers. You’d be paying Apple for your calls, texts and data. Fancy. Its not the first time that Apple nerds have thought this was happening, given the MVNO patents that surfaced back in 2011.… Read More

Is Your Website’s Viewport Configured for Mobile Users? Here’s How to Do It


You're out with friends, laughing, having a grand old time -- when someone asks the group a total brainteaser: "Why don't 'B' batteries exist?"

You're stumped. Your friends are stumped. You whip out your smartphone and type the question into the Google machine. And boom: Up pops a battery company's blog post on the nationally uniform specifications for the size of battery cells. It's exactly what you were looking for, you nerd.

But here's the thing: The content on the website is loading as if you're looking at the site on the desktop. In other words, the font and pictures are really tiny, and you're finding you have to zoom in and scroll back and forth to read and interact with the content. Now that's an annoying user experience.

This is an example of a viewport issue.

What's a Viewport?

A website's viewport controls the width of a webpage for the device a user is viewing it on.

If you don't configure your website's viewport properly, you're dooming your mobile visitors to several, frustrating minutes of pinching and zooming. (That is, if they even choose to stay on your site.) And trust me, that's probably a lot of your website visitors, seeing as mobile search queries have already begun to surpass desktop.

If your website's built on the HubSpot CMS, you don't need to worry about configuring a viewport. Your site will automatically adjust to any device's viewport. But if it's not, even if you're using responsive design, you'll need to configure your viewport in order to offer a good experience to your mobile visitors.

In this post, I'll show you how to do just that. But first, let's get a little better of an understanding of how viewports work and what they look like.

What Your Site Looks Like With a Viewport vs. Without

When you don't set a viewport for mobile devices, those devices will render a webpage at the width of a typical desktop screen and then scale to fit the screen so that the text and graphics are super small. This is called the "fallback width," and it ranges from 800–1024 pixels.

When you do set a viewport for mobile devices, the webpage's width will scale automatically to a user's mobile device, giving them a much better experience.

What does that look like? Below, the screen on the left doesn't have a viewport configured, so the mobile browser assumes desktop width. The screen on the right does have a viewport configured, so the mobile browser knows to match the device width and scale the page so the content's easily readable.


Image Credit: Google Developers

First, Check to See If You Have A Viewport Configured Already

To check, go to the Google Mobile Ready Check website. Paste your URL into the empty field and hit "Submit" at the bottom. The tool will run your website through Google's mobile-friendly test, and if your viewport is not configured, it will tell you.

If your viewport isn't set up, keep reading.

How to Configure Your Website's Viewport

To configure a mobile viewport, all you have to do is add a meta viewport tag to any and all webpages you would like to be mobile-friendly.

To do this, simply copy the HTML snippet below and paste it in the header of your site.

<meta name=viewport content="width=device-width, initial-scale=1">

In many cases, placing this viewport tag in the header file will have the viewport carry across the whole site, making your entire website more mobile-friendly. But be aware you may have to add the viewport tag to each and every webpage individually, especially if you use different software for your website versus your landing pages. If you're not using an integrated solution like the HubSpot CMS, you'll have to manually check to make sure your landing pages, site pages, and blog have this viewport tag so they're mobile-friendly.

Note: Adding this tag won't make your website responsive to mobile devices -- that's an entirely different process, described here), but it will make it so mobile users don't have to zoom in and out and scroll back and forth to read and interact with the content on your website.

What's with the red text?

If you leave the red text ("device-width") the way it is, that just means you don't want to set a specific width at which to display your content -- and your webpage will pick up the size of your user's device automatically. Most of you will want to do this.

If you do want to display a specific piece of content for a specific device for one reason or another, then you'll want to replace that red text with the pixel width of the desired device. By setting a width within the tag (which, again, is not required), then any device will render at that specific width. (This is generally not recommended unless you have designed a page/site for a specific screen size. Also, you can't set more than one viewport tag -- you'll have to pick one device size and stick to it.)

But let's say you do want to set a specific width. For example, the width of iPhones vary, but say you want your site to display specifically for an iPhone 6 when a person's holding it in landscape. iPhone 6's have a landscape width of 667px, so you'd put this tag on your site:

<meta name=viewport content="width=667, initial-scale=1">

All iPads have a landscape width of 1024px, so you'd put this tag on your site:

<meta name=viewport content="width=1024, initial-scale=1">

Make sense? Here's a complete list of viewport sizes for your reference.

Keep in mind that by stating that the width of your layout is equal to the device width, you'll run into problems when users rotate their mobile devices. To get around this, you *could* use JavaScript to conditionally choose which meta tag attributes to go with, as Ian Yates points out in this blog post ... but the simplest solution seems to be to ignore the width altogether and simply keep it at "device-width."

The "initial scale" part of the HTML tag can stay at one no matter what. It just ensures that when someone opens your content, the layout will be displayed properly at a 1:1 scale. This helps your webpage take advantage of the full landscape width no matter the mobile device's orientation (portrait versus landscape).

That's it! Have questions? Ask them in the comments section.

For more tips on how to improve the performance of your website, check out our recently revamped Website Grader. This free online tool generates personalized reports based on your site's performance, mobile readiness, SEO, security, and more.

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Goofball cops offer drug dealers ‘free service’ to eliminate their competition


This is one way to lose a few friends.

The Franklin County Sheriff's Office in Kentucky posted a flyer on its Facebook page on Monday that tells drug dealers to "report your competition" to the police.

"Attention drug dealers. Is your drug dealing competition costing you money?" the tongue-in-cheek flyer asks. "We offer a free service to help you eliminate your drug competition." It then asks alleged dealers fill out seven lines of said rival's information, from his or her home address to the hours he or she is most active. Read more...

More about Facebook, Police, Drugs, Us World, and Us

8 Historic Duos to Inspire Your Sales and Marketing Alignment

Mac and cheese. Taco Tuesdays. Tango and Cash. Our world is overflowing with amazing twosomes. But not all couples are functioning like a belt and suspenders.

If your inbound sales and marketing team needs more wine with its cheese, less Ben and more Jerry, come along as we explore how you can align your sales and marketing just like the greatest duos.  

1) The Case of Inbound Marketing Togetherness

Easily one of the most famous and enduring duos is Sherlock Holmes and Dr. Watson. The cold, deductive reasoning of Holmes and the humanness of the gentleman Watson continue to capture audiences 128 years after they first appeared in print.


Aside from the differences that make these two pair like fish and chips, it’s their extreme closeness that binds. You don’t get much closer than living together. In the original stories, the two shared a flat at 221B Baker St.

If Holmes has only one friend in the world it’s Watson. And where would Watson be without the master logician throwing him into another seemingly unsolvable case. And so it is with inbound marketing. We need each other. And the closer we are, the more successful we will be.

Sales and Marketing should be collaborating on a monthly basis about content creation topics for blog posts, white papers, e-books, webinars, and even what conferences to attend.

Marketing can’t always just refer to the data for what will resonate with audiences. They need to ask the field, listen to their stories, and hear the truth, painful as it may be sometimes.

If you’re in sales, are you writing content? If not, start now, even if it’s just a blog post every other month. You’re marketing team will love you and shower you with digital affection. And you’ll get to talk about topics that matter in your frontline battles.

2) Great Expectations

The 49ers QB-receiver duo of Joe Montana and Jerry Rice were oozing with talent. But talent on a team does not always translate to playing well when it counts most. The record books are full of all-star teams who choked when it mattered.

It’s also about setting expectations.

Montana said this about his star receiver: “He has two of the greatest abilities I think there is. His ability to get by a defender. And his ability after the catch to make people miss and turn a small play into a big gain.”

Rice on Montana: “Once you broke inside, Joe would put the ball there. Then it’s up to you just to become a football player.”

They had expectations with each relying on the other to perform at the right time. If Montana was your marketer firing qualified leads your way,

  • Do you have a documented sales process to follow?
  • Do you follow up quickly with leads?
  • Can you prove your solution’s value over your competitors?

Similarly, if you are Rice, do you have confidence in your marketing team to?

  • Create the content that will get found in search and be compelling enough for them to take action?
  • Create blog content consistently?
  • Create regular, targeted lead gen opportunities?

3) Be Playful, and Yada, Yada, Yada

The beauty of Jerry Seinfeld and George Costanza was the banter between the self-described “short, stocky, slow-witted bald man,” and the cereal-loving comedian. George teed up shot after shot for Jerry to whack.

George: She’s got a little Marissa Tomei thing goin’ on.

Jerry: Ah, too bad you’ve got a little George Costanza thing goin’ on.

Conversations and content can be humorous and playful and when done right, can amplify your message, whether you’re in marketing or sales (preferably you’re not taking yourselves too serious, anyway). If you don’t feel comfortable with humor, you can always be self-deprecating or just playful.

Here’s a playful sales email sent to our marketing manager:

I found your Twitter profile in the "Who to follow" section and have been loving your running "broknot" references. I had been calling them "manbuns", but now that I've heard your term I'm totally gonna adopt it (the term, not the hairstyle!) I also noticed you're doing fantastic stuff in my industry with SPROUT Content.

4) The Sometimes Elusive Truth is Out There: Sharing Metrics

Paranormal phenomena aside, Dana Scully’s skepticism to Fox Mulder’s “I Want to Believe” dogmatism is what made The X-Files compelling TV every week. Scully’s job was to debunk Mulder’s theories using science… or sometimes just observation.

Scully: You believe it all, don't you?

Mulder: Why wouldn't I?

Scully: Mulder, did you see their eyes? If I were that stoned -

Mulder: Oooh... if you were that stoned, what?

Scully: Mulder, you could have shown that kid a picture of a flying hamburger and he would have told you that's exactly what he saw.

In inbound marketing, science (i.e. metrics) can often reveal the truth in a neat little package. Sometimes, though, it’s not that easy. Last year, our agency’s traffic went off the cliff like Thelma and Louise. As a result, so did our inbound leads.

We looked for all the usual suspects. Nothing.

Then what was found digging deeper into our metrics was surprising: thousands of spammy backlinks pointing to one page on our site. To us, this was an X-File—as far down the explanations list as any weird light in the sky being attributable to aliens.

The spamming didn’t appear to be intentional. In fact, the offender was just one company who mistakenly published the same article 3,000 times too many. They quickly fixed the glitch.

Sales and marketing should be aligned on metrics but often aren’t. In a study of 420 B2B marketers and sales training teams, only 31% said they were metrics-coordinated.

If your sales team doesn’t have access to your metrics, share them regularly and often. Better yet, give them access. Explain them. Go deep. You might be surprised at the observations and questions you get from sales that will enhance what you’re doing.

Sales, share your metrics with marketing: number of deals in the pipeline, closing rates, revenue per sale, sales by product/service, sales cycles, etc. Explaining these will make sales seem less magical. And marketing will gain other insights such as potential new personas, which content is effective, and how many steps are involved in the process.

5) Out of Touch but Not out of Time: Share Those Needs

Whenever you hear a Hall and Oates song one thing is certain: you’ve heard these guys before. Their songs just seem to always be there. Since the Philly “rock and soul” duo first met in 1967, they’ve cranked out 28 Top 40 hits and sold 13 million albums.

They’ve outlasted most S&P 500 businesses, and are still touring, sharing the stage with rockers like My Morning Jacket and even earning respect from hipsters. Though Daryl Hall is the voice, the multi-instrumentalist and formerly mustachioed John Oates, plays an equally important role with his back-up singing and songwriting.

In an interview on their success, Oates said that they fulfill a need in each other’s personalities, where Daryl has a “certain aggressiveness and a certain drive.” He describes himself as more grounded and practical.

You may not be filling personality needs, but you are filling job-related needs because sales and marketing are so intertwined. When was the last time you talked about your needs?

I need better quality leads. I need to know if our pricing is a sticking point. I need to know what prospects think of the new collateral. I need a new case study to share with prospects.

The purpose is not to become needy, only to find out what’s working and what’s not. Talking about needs should open the door to deeper conversations with a lot of questioning. Are we pricier overall or just in some areas? How much higher are we? How often is price a deal breaker?

6) Feedin’ Off Each Other

The first year Magic Johnson and Kareem Abdul-Jabbar played together, they won the NBA championship. They went on to win four more, plus nine MVPs, 19 all-star teams and racking up 56,094 points between them.


These two stars had completely different personalities: Magic, the likeable, flashy point guard and Kareem the aloof, introverted center. Though they formed an instant bond on the court, it took them five years to form a relationship off the court.

Aside from being immensely talented, they shared something else: they were able to feed off each other on the court. This intangible whether from their competitiveness or their dichotomous personalities created success.

A sales and marketing duo can also benefit from periodic grazing.

At our agency, we have a “News” section in our Teamwork app where we post successes, insights, stories and whatever else will help nourish us. Here are a few examples:

Shared by marketing: Someone downloaded one of his [client] eBooks a few weeks ago and he followed up and now how his first contract thanks to inbound marketing! This is a success story that I will use when talking with prospects.

Shared by sales: “I was drawn to your company by your tagline, frankly. I need ‘conversations’ with leads generated.” This reinforced our marketing team’s decision to keep our tagline (The Business of Conversation), which they happened to be discussing at the time.

Shared from an employee: “I’m inbound certified!” A little kick in the pants for everyone to get re-certified.

7) Got to Get You Into My Life

The genius of the Beatles is that their genius couldn’t be attributed to just one exceptionally creative member. With apologies to Ringo and George, John Lennon and Paul McCartney made the Beatles. The Lennon-McCartney duo composed and sang most of the band’s songs.

And like all great duos, each brought different qualities to the table. Where John’s song writing could be sad and bluesy, Paul’s songs were usually optimistic and sunny. In their early years, most of their songs were written with input from one another. It was a true partnership.

Want to strengthen your partnership? Get them into your life.

Here’s how you both can benefit with one meeting.

Marketers, offer to jump on a call or go on a visit whenever a salesperson has a particularly tough or important opportunity. Your product/service expertise will help strengthen the company’s value to the prospect.

And you’ll benefit by seeing first-hand what questions sellers get peppered with, the objections, and how prospects perceive your solution. It’s also just nice to have a teammate to support. Do this and you’ll fortify your relationship instantly.

8) The Street Brawler and the Artist: Now More than Ever

Russell Wilson (“the artist”) and Marshawn Lynch (“the street brawler”) "probably wouldn’t be very good without the other one,” said the Seattle Seahawks offensive line coach, Tom Cable, describing his Super Bowl winning duo. Neither one of them is bigger or greater than the other.” 

Back in the day, a salesperson pounding the phones all day could make a pretty good case that he was primarily responsible for his own destiny. Inbound marketing has changed that. Now sales and marketing need each other more than ever.

If you get one message from any of these duos it’s that with inbound marketing, neither sales nor marketing is bigger or greater than the other. Each has a role to play and often those roles merge and tangle and blur. But as long as they pair like milk and cookies, everything will be just fine.

For more information on improving by measuring what your sales and marketing teams are doing, download SPROUT Content's free ebook What Gets Measured, Gets Improved.

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5 Twitter Analytics Features You Might Not Know About (But Should)

Sometimes, it's easy to get overwhelmed by all the questions that arise when you're creating or analyzing your Twitter strategy.

Who follows you? What kind of Tweets do they like (or hate)? How often do they want to hear from you? How quickly do they expect a response? 

As an SMB Marketing Manager at Twitter, I hear these questions from a lot of businesses. The good news is you've got a great tool at your disposal: Twitter's free analytics. With a few clicks of a button, you could be on your way to finding out what's working (and what isn't). 

Not sure which Twitter analytics features you should be using? Below are a few you may not know about (but should). 

1) Get monthly reports.

Your Account home provides a handy overview of your Twitter statistics, with monthly averages for engagement rates, replies, and more. So the next time your boss is asking for a wrap-up, you’re just a click away.



Want an even deeper dive? Visit the Tweet activity dashboard to see in-depth metrics for your individual Tweets. You'll see stats like impressions and total engagements -- and Twitter will even calculate your engagement rate, too.

If you click on a Tweet, you’ll see engagement broken down even further into Retweets, Favorites, clicks on media, replies, link clicks, follows, and more. If that’s still not enough data for you, you can download the data on your last 3,200 Tweets, going back as far as October 2013.

2) Uncover your influencers.

It’s not just about statistics -- your Account home has even more in store! It’ll let you know who your top follower is every month, in terms of reach. You can also see whose Tweet mentioning your handle drove the most engagements. This is a great place to start when you’re looking to kick-off a co-marketing venture or find a business partner.

3) Get to know your followers.

Aside from the fact that they all made the (great) decision to follow you, do your followers have anything else in common? The followers dashboard is loaded with audience insights that can help you answer that question, and many more. You can track your follower growth over time, see their tops interests, and uncover their demographics. You can also benchmark your numbers against the total Twitter user base, and find out what makes your community stand out.


Interests-1.jpgWe've also recently introduced personas. This means that, in addition to your followers, you can now get to know specific audiences on Twitter such as parents, millennials, or small business decision-makers.

Once you find the persona that matches your desired audience, you can easily target them in an ad campaign -- it's just one click on your audience insights dashboard. Personas are currently only available to advertisers in the U.S., but we’re working to roll out this new tool more broadly.

4) Check analytics on your mobile phone.

Out and about, but with Tweets on your mind? You can hit the graph icon to check in on a Tweet’s engagements.

   activity_1.png       Tweet_Activity.jpg

If you’re checking in on the Promoted Tweets in your Twitter Ads campaigns, you can go even further: the new Twitter Ads companion allows you to monitor and edit your campaigns from your mobile phone. You can change your campaign start and end dates, pause or resume a campaign, and edit your budget and bid.

5) Promote individual Tweets in 1-2-3.

Now that we’ve gotten you into the good habit of checking in with every day, you’ll be ready when one of your Tweets starts to get noticed. If you see that something is resonating with your audience and racking up the faves and Retweets, it could be ready for a wider audience. With quick promote, you can click on the Tweet in your timeline or your Tweet activity dashboard, and promote it with just two clicks.

You’ll be able to target people who are similar to your followers, and those that are likely to be interested in the topics mentioned in the Tweet. You can also refine by geography, to make sure you’re quickly promoting content to the most relevant country, region, or metro area. Our easy budget slider makes it simple to choose the amount that makes the most sense for your business and goal.

We’re stopping at five, but once you start exploring you’ll be amazed at how much you can learn about your content and your audience. Of course, data is only as valuable as the insights it brings to businesses, so take time to get familiar with all the reports and identify the best for your business. We'll be sure to keep the dashboards actionable, easy-to-use, and up-to-date with new, helpful features. Deal?

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Your worst nightmare: What if Facebook lost everyone’s data?



Image: The Data Drive

The only thing worse than Facebook having all of your personal information is, well, Facebook not having all of your personal information.

That is the premise behind The Data Drive, a new website by Daniel Kolitz, creator of The Printed Internet and artist Sam Lavigne.

The Data Drive imagines Facebook thrown into chaos after Mark Zuckerberg steals all of his service's data, flees the company and goes into hiding

The social network, now under the leadership of former Texas mattress salesman Buck Calhoun ("I'm not Mark Zuckerberg. I'm a straight-shooting', bear-skinnin', pistol-twirlin', high-cholestrol-having' old boy from the Lone Star State"), is apparently struggling to rebuild out of a Dunkin' Donuts in Sacramento Read more...

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Twitter’s new experiment makes it look a little more like Facebook


Your Twitter timeline may soon bear a greater resemblance to your Facebook news feed.

Twitter is trying out a new look for summary cards — that is, tweeted links on — and the experiment looks a little familiar

"We're experimenting with summary cards in the timeline to make cards more visually appealing, media-forward and give users more information about the content in a glance," a Twitter spokesperson told Mashable.


Meanwhile, here's how summary cards on the desktop currently look to the rest of us: Read more...

More about Social, Facebook, Twitter, Tech, and Apps Software

American huntress defends killing giraffe: They are ‘very dangerous animals’


An American huntress who shot and killed a range of animals in South Africa's Kruger National Park last week and then shared her "kill shots" on Facebook, sparking a wave of criticism while the world was still recovering over the loss of Cecil the Lion, says she's not a "cold-hearted killer."

"Everybody just thinks we're cold-hearted killers, and it's not that," the woman, Sabrina Corgatelli, told Carson Daly on the Today Show. "There is a connection with the animal, and just because we hunt them doesn't mean we don't have a respect for them." Read more...

More about Facebook, South Africa, Africa, Us World, and Us

4 Science-Backed Reasons to Read More (Even If You’re Busy)

When was the last time you read a book?

If you’re like me, you probably have a reading list of books and articles a mile long. It's not that you don't want to read them, but making time to actually do so isn't always easy. 

Your schedule is full of projects and meetings, you’ve finally organized your priorities and learned to manage your time, and after all that, you just can’t make time in your day for yet another activity.

However, if someone as successful and busy as Warren Buffett spends 80% of his day reading, surely we can spend a few minutes a day with a book.

So how do you make time to read? Simple. You don’t. But before I get into that, there are a few science-backed reasons to prioritize reading no matter how busy you are.

4 Reasons Why You Should Prioritize Reading

1) It improves brain connectivity.

A study published in Brain Connectivity by researchers at Emory University found that reading improves brain connectivity. This means that the brain becomes more efficient at processing information. In fact, those changes linger at for multiple days after reading a novel.

2) It helps prevent Alzheimer’s.

A study by the National Institute of Health that followed over 700 dementia-free participants age 65 and older found that intellectually stimulating activities - such as reading - reduce the risk of Alzheimer’s disease.

3) It improves our ability to empathize.

In 2011, the Annual Review of Psychology, published a study which found that when people read about an experience, the brain is stimulated in the same neurological regions as if they were going through that experience themselves. In other words, when reading about another person’s experience, our brain is trying to guess that person’s feelings.

4) It improves theory of mind.

Another study in 2013 published in Science showed that reading literary fiction improves theory of mind, the ability to guess what another person might be thinking or feeling. In other words, reading improves social perception and empathy.

How to Read More (Without Making Time for Reading)

So the benefits of reading have been proven, but making time to read can be a daunting task. Let me tell you something interesting: You can read more without making time for reading.

What does that mean?

Well, when some of us imagine the idea of reading, we tend think that we have to set aside a huge chunk of time to get into the book. And when it comes to long-form articles, we often feel the need to read it all in one sitting. That’s the opposite of what effective readers do.

Ryan Holiday said it best,

Where do you get the time to eat three meals a day? How do you have time to do all that sleeping? How do you manage to spend all those hours with your kids or wife or a girlfriend or boyfriend?

 You don’t get that time anywhere, do you? You just make it because it’s really important. It’s a non-negotiable part of your life.

Don’t think of reading as an activity you want to do. Think of it as something have to do.

Make it a habit to carry a book around with you and crack it open every time you get the chance.

  • Meeting with someone over coffee but they’re late? You have 5-10 minutes to read.
  • On the toilet? You have another 5 minutes to read.
  • Waiting for the water to boil so you can make your pour-over coffee? Another 5 minutes to read.
  • Having a snack? Read.

Don’t install games on your phone or binge watch Orange is the New Black on Netflix (at least not too much). Don’t check Twitter, Facebook, Instagram, or email. That time can be spent reading, even if just for a few minutes.

And all that time adds up. Imagine on an average day we have a total of 60 minutes of downtime. And let’s say that, on average, we can read one page in two minutes.

In 60 minutes a day, we can read 30 pages. With those assumptions, you can finish a 300-page book in just 10 days.


That's about the pace I read, and I was able to finish How to Win Friends and Influence People, a 214-page book, in a week.

Not bad.

On the other hand, if you read a lot of articles to keep up to date on the latest news in your industry, you might have a bunch of articles that you have to read.

If that's the case, use a tool like Pocket to save your articles for later. You can even download the Pocket app to your phone so you can access your articles for your reading pleasure anytime, anywhere. 

What's Stopping You?

Downtime is reading time. If you want to read more, promise to yourself that you’re not going to make time for reading but instead say, “I will read.”

Then just do it.

If you need a list of books to start with, Harvard Business School’s required reading list is an interesting place to start.

So what book do you plan on reading next? Let us know in the comments section below.

learn more about INBOUND 2015

How to Make Your Click-Through and Conversion Rates Skyrocket with Direct Mail Marketing

Direct Mail Marketing

As nearly every aspect of our lives becomes increasingly digital, many marketers and business owners search for ways to adapt to the changing landscape of the marketing world. For some, this includes the exclusion of direct mail from their bag of marketing tricks. Despite its old-fashioned nature, direct mail marketing can be one of the most powerful tools in a business owner’s arsenal – if utilized properly. Direct mail is typically used for prospecting new clients, but as this method grew more popular, so did the phrase “junk mail.” An oversaturation led to situations in which many people expected a majority of their mail to be attempts at direct mail marketing, which would be immediately thrown away. Sound familiar?

Now that the internet has a solid foothold within modern society, email marketing has quickly become the next “junk mail,” due again to an oversaturation that coined the slang term “spam.” Entire filters have been added to email services in order to curb the mass amounts of spam emails that many people receive every day. Though email marketing is indeed more convenient than direct mail marketing, the cost-per-sale of direct mail is not only lower than email, but now that email has become significantly more popular than direct mail, the latter is more of an attention-catching novelty than ever before.

Direct mail should not be your primary marketing method, let alone your only method. Most effective marketing campaigns utilize a wide variety of methods, such as direct mail, email, print ads, Facebook ads and many others. There are a few ways that direct mail proves to be a useful addition to your campaign in ways that email marketing cannot.

  • Despite the perceived “junk mail stigma,” a majority of consumers in the United States (73 percent) and Canada (67 percent) stated that they prefer direct mail over email according to a study conducted by Epsilon. Recipients of direct mail can peruse the package at their leisure. 62 percent of Americans and 63 percent of Canadians consider the routine of checking the mailbox to be an enjoyable activity. Also, advertisers in the United States spend an average of $167 per person for a return of $2,095 (equating to a return on investment of 1,250 percent). With these statistics in mind, it’s clear to see that direct mail is still an effective and worthwhile method of marketing your business.
  • Direct mail allows you to be creative. Your mail package can be three-dimensional and have striking visuals, interesting textures, and even attention-grabbing sound effects or smells. There is much you can do with direct mail marketing that is not physically possible with email.
  • Most emails are never opened. Any direct mail package that reaches its intended recipient will catch a glance at the very least. Also, now that email has skyrocketed in popularity over the past two decades, many people have abandoned direct mail as a marketing method, drastically lessening the existing competition in the direct mail realm.
  • Email content can often be limited. Content density with direct mail marketing is virtually limited only by your imagination and creativity.
  • Physical mail packages may also sit on the recipient’s desk or table for days (perhaps even weeks), whereas emails are typically one-shot attempts at capturing a potential client’s attention.

Email marketing can certainly be an important aspect of your marketing campaign, but like any other marketing method, it is not likely to stand on its own. Different marketing methods can often work with each other. For example, before launching a major email campaign, you could send all recipients of the email a postcard to inform them of the special offer on the horizon. By combining multiple marketing avenues, the advertising net you cast into the sea of clients greatly widens, increasing your odds attracting prospects and converting them into clients.

By coordinating and aligning all of your local and online marketing efforts, we are able to guarantee that you will be ‘head-over-heels’ in love with our lawyer marketing services! No matter where you are now, our strategies will take your business to the next level. WE BACK IT UP WITH A 100% NO WIGGLE-ROOM GUARANTEE! If we do not EXCEED your expectations in the first 180 days of service, FIRE US! And we will return everything the way that it was before we started and REFUND 100% of your monthly fees! Schedule a free marketing audit and let us put it all together so you don’t have to!

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