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If you want to communicate quickly and inexpensively, online marketing can be a powerful tool. But if you want relevant marketing communications that consumers truly respect, then try your personalization in print. In a survey of more than 1,200 people conducted by Zussi Research for ad:tech London, for example, 69% percent of respondents saw traditional…

When it comes to boosting response rates, there is nothing like combining direct mail with email. Even better when both are personalized. We don’t mean just personalizing by name. We mean personalizing based on customer behavior. This is referred to as “triggering.” According to Clevos, an email marketing platform supplier, using personalized, trigger-based email can…

Whether you are using direct mail, email, mobile, or signage, you have likely heard people talking about the importance of the “omnichannel” experience. New data from ForeSee shows us just why this is so important. Today, the customer’s purchase journey is often non-linear. Customers may learn about your product via email but end up purchasing…

We are seeing 1:1 printing or “print personalization” more and more places these days. Direct mail. Follow-up marketing collateral. Information kits. What’s the real deal with these applications? Do they really live up to the hype? Or is personalization just a gimmick to get marketers to buy more print? Consider the way you are being…

In Confessions of an Advertising Man, David Ogilvy, founder of the highly regarded advertising agency Ogilvy & Mather, wrote, “Ninety-nine percent of all advertising doesn’t sell a thing.” You don’t want your products to be in that 99%. How do you make sure you are in the coveted one percent? You might say “personalization and…

Did you know that 72% of consumers say they would rather connect with brands and businesses in a multichannel environment (SailThru)? And that 55% of marketers now use three to four channels to reach their target audiences, up from 44% two years ago (Direct Marketing Association)? Creating a multichannel mix doesn’t have to be daunting.…

Everybody gets customer complaints once in awhile. Improperly handled, those complaints can erode customer relationships. Properly handled, they can actually deepen them. How is this possible? Studies have shown that companies’ responses to critical customer feedback can change the way consumers feel about companies, products, and brands. Customers value brands that listen and respond to…

When it comes to direct mail, maximum results start, not just with a mailing list, but with a clean mailing list. So what does a “clean” list really mean? Here is a quick checklist that can help. 1. CASS Certification. CASS Certification is the process we use to check the validity and deliverability of a…

More and more, we are hearing about print personalization, or variable data printing, to achieve higher response rates and better ROI. But does personalizing by name, geographic location, or demographic information really make that much difference? Can’t you just achieve higher response rates with a better offer? An over-sized postcard? Or a really great design?…

When we think about motivating consumers to make a purchase, we think about using the right mailing list, creating the right offer, and having a compelling call to action. Whether creating a direct mail piece, a sales letter, or a magazine advertisement, those elements are critical. But the reasons people buy can also be more…