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As marketers, we have more data at our fingertips than ever. Data is all around us, from in-house customer information to third-party demographic and behavioral data. However, having more data doesn’t, by itself, generate success. You can personalize your direct mail and email with people’s names, tailored offers, and even customized images and text but still not get the desired results. What’s the secret? Instead of marketing to demographics, market to people.

Continue reading “For True Personalization, Look Beyond Demographics” →

Ready for some great news? Despite an overall decline in mail volume, the U.S. Postal Service (USPS) reports that revenue from marketing mail has actually risen. It’s up 4.9% ($681 million) over the previous year. In other words, businesses are generating more profit while sending fewer direct mail pieces.

Continue reading “Three Direct Mail Trends to Watch” →

From shopping to reading, to staying in touch with friends and family, the Internet has changed the way we live. Despite the convenience, however, let’s be honest. “Digital everything, everywhere” gets old sometimes. Let’s look at four reasons people are starting to rediscover the value of print.

Continue reading “Print: Bringing Emotional Engagement in an Impersonal Digital World” →

Marketing copy is the heart and soul of your advertising efforts. It connects your product or service with your audience, compelling them to take action. Let’s break down five essential steps to writing effective marketing copy.

Continue reading “Five Steps to Crafting Effective Marketing Copy” →

As a marketer, you know the value of email. You may also see the value of print marketing. But do you know the areas where one is better than another? Let’s look at four places where direct mail beats out email and does things email cannot do.

Continue reading “4 Things Direct Mail Does That Email Can’t” →

Want to know just how quickly customers make decisions about products on the retail shelf? Turn to eye-tracking studies. In these studies, participants wear special head gear that tracks their eye movements.

Continue reading “Creating Retail Packaging That Stands Out in Less Than a Second” →

Your existing customers are your most profitable customers. They buy more frequently, and they spend more when they do. But are you paying sufficient attention to them? Could you be losing customers without knowing it?  Understanding why customers defect to competitors is the first step in retaining them, so let’s look at four key reasons you might be losing customers without realizing it.

Continue reading “4 Reasons Your Customers Might Be Defecting” →

Every day for a year or more, your promotional calendars can have the attention of your favorite customers and prospects. They’ll provide pleasing images, a visual place to track events, and easy access to your firm’s information.  Continue reading “How Promotional Calendars Can Boost Your Sales” →