BPI News

Marketing

Marketing | May 12, 2026

What’s Your Comprehensive Color Strategy?

When most marketers think about color, they think about photos and graphics. But smart businesses increasingly leverage color throughout their communications. This includes text, calls to action, and messaging elements. Using color to strategically highlight phone numbers, discount offers, payment details, and critical information makes materials more impactful and drives better response. Here are six […]

Marketing success isn’t just about generating leads. It’s about strategically guiding customers through each phase of the buyer’s journey. This systematic approach, known as lead nurturing, involves presenting the correct information at the time your prospects need it most. When it comes to lead nurturing, one of your most potent tools is content marketing. According […]

You’re preparing to launch your next direct mail campaign. You’ve updated your mailing list and identified your target variables, but what about your messaging? If you’ve been targeting the same customer base for a while, it’s critical to regularly evaluate your approach to prevent things from going stale. Here are five areas where a refresh […]

Want to capture your audience’s interest and drive purchases? Use psychology! One helpful model is Dr. Robert Cialdini’s framework for persuasive marketing. His six concepts—limited availability, mutual exchange, credibility, peer validation, connection, and commitment—can be enormously helpful for improving outcomes and prompting swift customer action. Here’s an overview of each principle: These principles are powerful, […]

Design trends change. Fonts change. Even the way people browse catalogs and ads shifts over the years. However, some marketing techniques remain timeless. They strike chords so profoundly rooted in human psychology that they deliver results decade after decade. Want proof? Look no further than the grand controls in the Who’s Mailing What! database. “Grand […]

Every buyer is unique. Yet, certain principles of human behavior apply to nearly everyone. Understanding these principles can help you guide your direct mail and digital marketing strategies more effectively. Ross Kimbarovsky, founder and CEO at Crowdspring, an online marketplace for crowdsourced creative services, has synthesized these principles into five helpful marketing hacks that can […]

Consumers prefer buying from brands they trust, and often, the first point of contact with your brand is your company logo. This makes it even more important to have a logo that fosters confidence. Every time customers see your logo, whether it’s on a postcard or a piece of marketing collateral, it has the power […]

In today’s “always on” digital environment, the world is at our fingertips. Open, click, view, buy, comment, download. Anything you want. It’s all right there. Even so, book readership is on the rise, and a recent Association of National Advertisers study found that direct mail delivers a higher return on investment (ROI) than any digital […]

Customer values and behavior are constantly changing. When this occurs, do your print marketing strategies track with them? The formats you choose, the messaging you write, and the layouts you create are all impacted by consumer trends. These factors are so crucial that a Shopify study found that consumers are willing to spend more money […]

Want a strong, recognizable brand identity? Creative and engaging marketing pieces are essential, but if those designs aren’t consistent across channels, your brand might be memorable, but not necessarily perceived as professional. That’s why it’s crucial to maintain consistent branding across all channels. Consistency keeps your business top of mind, fosters trust, and reinforces your […]

When designing a printed piece, how much attention do you pay to the grain of the paper? This is particularly important for pieces that require crisp, clean folds. Aligning your design with the paper grain can make a significant difference in the final result. What is paper grain? It refers to the direction in which […]