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Postal costs are one of the most substantial items in a marketer’s direct mail budget. But even if your budget is tight, don’t compromise this critical customer contact and retention tool. Don’t mail less. Mail smarter.  Here’s how: Keep your list up to date. The most reliable way to reach your target audience is to…

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…

Top brands have key written marketing strategies, but they have visual strategies too. Think about some of today’s most iconic brands—Nike, McDonald’s, Disney. Just one glance and the entire brand—its core messages and key products—rush into your mind. Do you have a visual brand? If not, how can you create one? Be consistent with brand…

You want to keep your most profitable customers, right? Right! According to research by Frederick Reichheld of Bain & Company, increasing customer retention rates by 5% increases profits by 25% to 95%.[1]You can double your profitability just by keeping the customers you already have. So how do you do that? Here are five tips for…

Did you know that the weight of the paper you use in your print marketing can impact how well your audience engages with your message? That heavier weight paper creates a more positive image of your brand and increases the likelihood that your information will be shared with friends? These findings come from a study…

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 places…

When asked about the details of the paper stock you are choosing for a print project, do your eyes glaze over? Do terms like basis weight, points, and color cast sound like Greek to you? If so, here is a quick list of basic terms to help you better understand the process. Basis weight is…

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…

You may have heard a new term circulating around the marketingverse, “omnichannel,” and wondered how it differs from a more familiar term, “multichannel.” What is the difference between the two and why does it matter? Multichannel is just that — multiple channels used in the same marketing campaign. Commonly, companies will try to “break through”…