Incentives can be critical to getting people to respond to your marketing offer, and not every incentive will motivate every buyer. The two have to be properly matched. Do you put as much thought into the incentive as you do into your list, your creative, and your message? Does the value of the incentive match…
Do You Know These 9 Buyer Types?
Do you know who your buyers are? Are they trailblazers? Status seekers? Do they play it safe? Different messaging appeals to different personality types, so it’s helpful to know which categories your customers fall into. Here is the list of “types” created by marketing strategist Gary Hennerberg. Do you know which categories your customers fit?…
9 Components Every Marketing Campaign Must Have
Want to make your marketing campaigns the most effective they can be? Be sure to hit all of the key marketing components. Most marketers know the importance of the list, the message, and the offer, but there are other components, too. Here are nine “must haves” for any marketing campaign. How many do your campaigns…
Before You Personalize, Do This!
Want to rock the results of your next personalized marketing campaign? Profile before you personalize! What do we mean by that? We mean understanding what your customers look like as aggregate demographic or psychographic groups before you send targeted mailings or personalize to them as individuals. As a very simplified example, let’s take age. Each…
Top Reasons to Use More Visual Content
You’ve spent weeks developing the messaging for your Spring Fling mailer or your annual fundraising letter. You know your audience. Your message is on target. The call to action is compelling. You can’t wait to see what happens. The campaign drops and the results are… disappointing. What went wrong? One question to ask is, “Did…
How Strong Is Your Direct Mail Foundation?
Designing a new direct mail campaign? Let the creativity flow! However, the basics still need to come first. Before setting your designer loose, take a step back and make sure you’ve covered the fundamentals. 1. Mailing list Is your mailing list current? Are you mailing to the right people? Are the names up to date?…
Keeping the Customer Experience Seamless
In today’s world, customers want easy. Whether it’s shopping, researching products, or hearing about products for the first time, they want everything to be seamless. Yet for many, the process is still fragmented. How can you connect the dots so that your customers receive a consistent, relevant message regardless of the channel? It starts with…
Are You Overlooking Opportunities for Color?
Color is a critical element of any marketing program. In fact, a new study from Go Inspire Group found that, increased design vibrancy produced an overall revenue increase of 20%.[1] But color isn’t just for images. With a little creativity, you can find great new ways to grab attention and draw your customers’ eyes to…
Can Paper Have Personality? Yours Can!
Paper is more than a substrate on which to print. It has personality. It can be warm or cool. Bright or mellow. Earthy or blingy. Let’s look at some key factors that impact the personality of your paper: 1. Lighter and brighter? Brightness refers to the amount of light that is reflected from the paper….
5 Variables in Your Personalized Print Success
As marketers, we know that personalizing your print and email communications works. But how well? Metrics from personalized campaigns range from single digits to nearly 100%. It’s always tempting to compare your campaigns to others, especially those in published articles or case studies. However, you can’t necessarily tell the success or profitability of a campaign…