Category: Marketing Tips

You may have noticed that marketing copy is getting shorter . . . most of the time. People are busy, so whether it’s headlines and subject lines, social media posts, or postcard copy, marketers are moving toward shorter copy that is more likely to get read. But every once in a while, longer copy outperforms shorter copy. Continue reading “When Long Copy Just Works Better” →

We all know that personalizing your print marketing materials with someone’s name yields higher open and click-through rates. But have you ever wondered why? It has to do with the way our brains work, and it’s why name personalization will remain part of the marketing landscape for years to come. Continue reading “Science Explains Why Name Personalization Works” →

In today’s digital age, when emails and social media dominate marketing communication, sending a physical postcard can be a refreshing and impactful way to connect with customers or prospects. With postcards offering limited space to communicate your message, however, the headline plays an out-sized role. It must grab the reader right out of the gate. Continue reading “Looks Good On Paper: Reading Print Promotes Deeper Focus and Comprehension” →

If you want to understand the value of print versus digital in marketing, look at the world of education. Studies consistently find that while digital communications have great value in providing top-level information quickly when it comes to processing deeper concepts, print is the hands-down winner. These results were recently confirmed in a groundbreaking study from Columbia University’s Teacher’s College. Continue reading “Want Customers to Remember? Use Print!” →

You might think your marketing messages, products, and outstanding customer service define your brand. But the truth is, the perceptions of your customers define your brand. It’s what they believe about you, not just what you say about yourself.

So, who’s shaping your brand story? Is it you? Or is the marketplace doing it for you? Continue reading “Own The Story Customers Tell About You” →

Have you ever browsed a website and then soon afterward started seeing the brand’s name everywhere? A relevant ad pops up in your social media feed. A colorful postcard shows up in your mailbox. You begin receiving helpful product- or service-focused emails. If so, then congratulations! You’ve experienced drip marketing in action. Continue reading “What Is Drip Marketing? (And Why It Still Works Wonders)” →

You have a tight marketing budget and want to focus that budget on your best customers. How do you decide which customers are worth the most significant investment? You might think that the answer is obvious—the ones who spend the most money with you. But which metric do you use to determine that? Continue reading “Do You Know Who Your Best Customers Really Are?” →

Should you choose direct mail or email when planning your next marketing campaign? Sometimes, the answer is: “Use both!” The best marketing often happens when you use direct mail and email together. Here are five ways to combine the two channels and achieve great results. Continue reading “Double Your Impact: 5 Proven Ways to Fuse Direct Mail & Email” →

Whether through direct mail or email, in-store signage, or highway billboards, the most effective marketing is tailored to your target audience. Recently, HubSpot compiled a list of questions to help you target your messaging with laser focus. Let’s look at seven of them. Continue reading “Does Your Data Answer the Right Questions?” →

You will eventually lose subscribers, no matter how great your email content is. Even if they are still connected to your brand, the average person gets between 100–150 emails daily. That can be overwhelming. If people unsubscribe, how do you win them back? One proven strategy is to use oversized postcards.

Let’s look at the example of one fictional wellness center, Serenity Springs, that successfully used this strategy. (Example based on real numbers.)

Serenity Springs targeted dormant customers, defined as those who had not been active in at least six months. To this group, it sent 6″ x 9″ postcards featuring a serene and relaxing image of a waiting room. Comfortable seating lined the soft green walls, and toward the back of the room was a water feature with sparkling water cascading over smooth stones. The headline read: “Reclaim Your Wellness Journey!” The messaging included a clear offer (“Book Your Appointment Today!”) and a time-sensitive call to action (“50% Off — First 25 Customers Only!” Thanks to this postcard, Serenity Springs achieved a 500% increase in ROI and an increase of 140% in customer revenue.

It’s for Small Companies, Too!

Do you need to be a large company to get these results? No, you don’t. Even small and mid-sized companies can achieve similar results by working with us using simple data management solutions. (Just ask us how!)

The effectiveness of oversized postcards should be no surprise. Due to their size alone, they are the first pieces of mail you see in your mailbox or desk at work. Their larger format provides plenty of room for colorful and eye-catching images, and their extra design space provides room for high-impact messaging.

Here are some design tips for making the most of oversized mailers:

• Keep it simple — don’t clutter up the design.
• Highlight the offer and make it easy to see.
• Don’t forget the call to action.

Want to learn more about using large-format postcards to win back lapsed customers? Let’s talk about a strategy that will work for you!