2007 Press Releases
DMW Worldwide Generates Positive Results for Non-Profits Using VismailTM Technology
Agency integrates proven direct marketing strategy to develop successful e-mail programs
Plymouth, Mass. - January 4, 2007 - In just six months, DMW Worldwide LLC's Non-Profit Division has created nearly a dozen projects and positive results for clients, most notably those in public television, through the customization of a video-mail application known as Vismail.
"Vismail enables marketers to take video and embed it, along with a surrounding interactive graphic, into e-mail and deliver extremely powerful direct response messages to individuals," explained Tom Hurley, President of DMW's Non-Profit Division. "We've successfully integrated Vismail into clients' direct marketing campaigns to help meet fundraising, special events promotion, charity auction promotion, and advocacy goals."
"The natural inclination is to compare Vismail to e-mail, which doesn't do it justice," continued Hurley. "Vismail can be more directly compared to direct response television. Vismail technology allows marketers the ability to take a direct response television commercial and put it on the prospect's computer screen."
Vismail incorporates small files that are part of the e-mail message. Because the technology does not require special software or a wide bandwidth, it is accessible by virtually all computer users with an e-mail address, including those who use a dial-up connection.
"Public television has found success with Vismail applications because they know that television is the most powerful medium - and they know how to use the medium to raise funds and generate action," said Hurley.
For one of the nation's largest public broadcasters, DMW created a Vismail campaign to generate interest from members regarding potential governmental funding cuts. The video clip featured the president of the station appealing to constituents in a particular congressional district. The call to action was click the button on the right to tell the Congressman that "you like public television." More than 4,100 selected e-mail names were sent a message via Vismail. Within 36 hours, 542 watched the plea. Of that number, 115 visited the Congressman's Website to write a letter.
"Vismail captures images and emotion. There is always a call to action, which generally drives the viewer to a Web page with more information or a contribution form," explained Hurley. "Video directs the path of the prospect and a person instructs the viewer what to do and how to do it."
Vismail usage rates have proven immensely higher than traditional text e-mail messages. "Fewer than one in 10 recipients who receive an opted-in newsletter ever read it ... people are just inundated with information," said Hurley. "With Vismail, view rates can be as high as 15 to 40 percent and our clients see an average of five percent taking action as a result of receiving and viewing a Vismail message."
But Vismail is not a plug-and-play technology, advises Hurley. "What marketers - for- and non-profit alike - must recognize is that this application works best when direct marketing strategies and tactics are incorporated. It is the utilization of the direct marketing methodology that enables the technology to generate results."
To see a demonstration, visit www.dmwdirect.com/vismail.
About DMW Worldwide LLC
DMW Worldwide provides direct marketing services for mission-driven enterprises engaged in the arts, education, human development, and animal and environmental protection. DMW's clients include some of the top names in non-profit fundraising, including more than 50 of the nation's public broadcasting stations such as KCET/Los Angeles, KERA/Dallas, and WHYY/Philadelphia as well as numerous other public television and radio stations. Other clients include Pathfinders International, The Cancer Research and Prevention Foundation, and the Friends of Carnegie Hall.
DMW Worldwide is a full-service direct response advertising agency with offices in Wayne, Pa., and Plymouth, Mass. The ECHO Award-winning agency - which ranked 38th in the prestigious Advertising Age "Top 50 Direct Marketing Agencies" list and 6th in the Philadelphia Business Journal list of "Top 25 Advertising Agencies" - provides strategic planning, creative, database management, broadcast, media, production, fulfillment, and Internet marketing. Industries served include non-profit, insurance, health care, financial services, consumer products, and B2B. Tom Hurley, President of the non-profit division, can be reached at 774-773-1200 or via e-mail at thurley@dmwdirect.com. Visit DMW's Website at www.dmwdirect.com.