Hennerberg began his career in a direct marketing in 1978. As direct marketing has evolved, so has his approach to selling products and services. Hennerberg’s skills in selling online via email, SEO, websites, and pay-per-click are firmly based on his direct marketing experience. Today he navigates between analyzing and measuring online analytics as comfortably as he does between reinventing SEO keyword strategy, website content, and writing email marketing promotions.
As the analyst for email marketing trends for DirectMarketingIQ, he has pored over thousands of email promotions in the Email Campaign Archive, giving him an insider’s sense of what’s happening today in email marketing. Hennerberg is available, on a limited basis, for email marketing consulting and copywriting.
"Gary has been a great person to work with. He brings together not only the creative aspects of the job with his writing but also the analytical perspective of each project. He also has an excellent business sense and can see the big picture of what you are trying to accomplish. As a result of Gary’s work, our acquisition program experienced a significant improvement in sales."
"Gary and his team jumped on my project quickly after waiting for weeks from another source who could never get my job done. Now CentronSecurity.com has gone from being nowhere to be found on Google, to now ranking in the top 20 on the keywords I want most to be found on! And it all happened in just a few days. I’m very pleased with Gary’s SEO copywriting and copy edits, and Perry making the behind-the-scene technical changes to my website. Thanks, guys!"
"Gary is very talented! We noticed a significant uptick in our sales activity when Gary became involved with our program. His writing skills and broad-based knowledge of direct marketing are phenomenal. He quickly gets projects done and is very easy to work with."
"Originally, Gary Hennerberg was brought in to develop a complex direct mail package for a magazine launch. He approached the project as if it were his own and in the process, quickly expanded his consultation into other areas of our business. His realm of expertise is far reaching and he has become a frequent sounding board for various projects. He is one of the first phone calls when we embark on a new project as the chances are high that he has already dealt with an identical, or at least very similar, situation and can instantaneously work through the pros and cons to develop accurate macro and micro views of the project. Since the genesis of our partnership, Gary has consulted on numerous direct mail campaigns, been involved with multiple facets of our online evolution, and copy written most our circulation efforts. Gary can do it all and is a huge asset for his clients. I cannot recommend him highly enough."
"Gary was hired to write a subscriber renewal series for the Taipan newsletter, one of the Taipan Publishing Group’s financial periodicals that I had marketing responsibility over. Early in the development process, I quickly realized Gary’s approach to copywriting was not only creative, but also analytical. He scoured through marketing reports and customer research to create strategic renewal copy that tapped into our reader’s core motivations and lifted response. Gary was able to bring a fresh perspective to our renewal-marketing program. He was very easy to work with and I believe his energy, charisma and professionalism would be a real asset to any organization looking for a skilled copywriter."
"Gary is a nationally-respected direct marketing expert. He has presented many times at national DMA conventions and other gatherings, written a book on analytics, and teaches direct marketing copywriting. I’ve worked with him on countless projects over the past 14 years. He’s authoritative, gets dramatic results for his clients, and his ethics and business practices are impeccable. My recommendation is unqualified."
"Gary Hennerberg has an outstanding track record with direct mail copy-writing, creative, list, and strategy services. I have recommended Gary’s service to several of my national direct mail clients. Gary has been able to evaluate their campaigns and capitalize on immediate opportunities to improve campaign performance. In each case, he has been able to provide clients with measurable results."
New Package Beats Control by 67%. With the repositioning of a food product, and using proven creative techniques, a new direct mail package was tested for a client that turned out to be the best package they had tested in years. This same package was retested, and it again beat the control by an incredible 67%. Direct marketing consultant Hennerberg wrote copy for this package, with design by Perry Alexander, of ACM Initiatives.
Another Test Beat Control by 65%. There must be something about “the sixties” when Hennerberg and Alexander created a new package for a financial services client that beat their long-standing control by a phenomenal 65%.
Expanded Catalog Increased Sales. In a joint effort with Perry Alexander, Hennerberg paginated the flow of the book and wrote copy for a 32-page catalog tested against the 24-page control. The additional pages enabled larger presentation of the food products in this catalog, along with longer copy. The results? The 32-page catalog conclusively performed better overall with a lift in performance of 23%. Incremental sales far outweigh the incremental cost of the additional pages.
Created New Product Success. For a co-branded financial services test, our creative surpassed the client’s plan by 50%.
Cleared-Out Excess Inventory. For a B-to-B client, Hennerberg crafted an inexpensive personalized direct mail package that cleared-out blemished inventory that could not be sold in the retail sales channel. The package was produced and mailed in-house by the client to a select list of 500 OEMs at a cost of about $1 per letter mailed. The effort resulted in sales of $65,000, or a ratio of $130 in sales for every dollar spent on marketing.
Better Class of Customer. For a consumer products company whose two-step direct marketing program was suffering declining results, a new media strategy was researched, analyzed, tested and implemented that proved to generate a better class of long-term customer… Read more…