When you think about evaluating the success of a 1:1 printing campaign, how long a window do you use to determine the dollars it generated? Do you cut it off after a week? A month? Several months? What about the lifetime of the customer? Lifetime customer value (LCV) is an overlooked metric that needs to…
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Want to boost response rates? Think “multi-touch, multi-channel.” These campaigns increase awareness and retention and boost response rates, too. When one manufacturer wanted to introduce a new product, for example, it created a snazzy, four-color mailer addressing recipients by name and encouraging them to log into a personalized URL to sign up for a sweepstakes…
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Did you know that you could spend less on a direct mail campaign and actually see better results? It’s true. It’s not about marketing less. It’s about marketing smarter. Let’s take a look at a real campaign produced for a travel company. Let’s call it BPI Travel Company. In the past, BPI Travel Co mailed…
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Did you know that one of your deepest wells for bigger profits is your lapsed customer base? These are customers who have done business with you in the past, but for some reason have not come back. This isn’t always due to discontent with your company. Sometimes it’s forgetfulness. Sometimes people simply want to try…
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How do you plan your print and multi-channel marketing campaigns? Do you trust your intuition? Or do you rely on data to inform your decisions about the most effective way to approach your customers and prospects? According to a study written by The Economist Intelligence Unit and sponsored by Applied Predictive Technologies (“Decisive Action: How…
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Everyone likes to be rewarded for their loyalty. That’s why more and more marketers are offering a loyalty program these days. Direct mail offers unique benefits for these programs because you can offer coupons, deals, and offers and encourage participation with high-impact visual imagery that reinforces the value of the offer and excites your customers…
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The buzz is all about content marketing these days. Direct mail, newsletters, white papers, social media, blogs. But more important than the channel used to deliver your content is the content itself. Are you giving your audience something they want to read? Here are give tips for developing content that will engage your customers and…
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Stand out physically. A traditional 8.5 x 11-inch sheet will easily blend into a pile. Consider using different shapes and sizes to make your materials “harder to lose” and easier to notice. Make ‘Em POP! Various print and finish elements can increase the “volume” of your message over that of your competitors. We offer a…
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There is a bewildering variety of printing papers available, and deciphering a print quote can seem like reading a foreign language. Here are some of the most relevant terms you need to know. Basis weight is the weight in pounds of a ream (500 sheets) of a paper at its basic size, or the size…
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Have you ever seen a marketing piece so cluttered that your eye didn’t know where to focus? In which the marketer was throwing so much at you at once that the point of the entire message got lost? Especially when you have a great product, this is easy to do. There is so much to…
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