DIGITAL digest

“We did $60,000 worth of business from our first mailing, which drew a 32 percent response,” he reported. Vaughn further confided that the redesign done for its second effort drew a poor response, but the response rate jumped up again when the company went back to a simple design.

In a session on Web 2.0, Lance Loveday, president of Closed Loop Marketing in Roseville, CA, offered a primer on Search Engine Optimization (SEO). “SEO is not that easy, but all businesses should be doing it and also using paid keyword searches,” he advised.