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...

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...

Customers want information when and where they need it. In today’s world, seamless and nearly instantaneous access to shopping methods, product reviews, or sneak peeks at new products and services is the expectation. Yet for many, the process is still...

If you think you can’t take advantage of personalized print marketing because you only have a person’s name and address, take heart! There are three highly effective approaches to personalization that you can deploy with just two data points. Let’s take a look. 1....

If you want to sell a kid a toy, invite him to play with it in the toy store. Once the child pushes the buttons, pulls the levers, and engages the gadgets, your chances of making a sale go way up. The same concept applies in print. When people receive printed pieces...

Ever wonder what your customers really think about you? Instead of guessing, it’s a good idea to ask. Customer surveys sent by direct mail, email, and online can give insights that make the difference between steering the company in the right direction and missing the...

What does it take to create customer loyalty, the kind of commitment that makes customers stick with you, even when your competitors become more aggressive, and price competition intensifies? Here are some tips from the experts. 1. Profile your customers. Customer...

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...

From a consumer perspective, there isn’t print marketing or digital marketing. It’s all just marketing. What consumers care about is the relevance of what you have to say. That’s why the most effective messaging starts with data. By gathering as much data about your...

Does your data stink? Are you sure? If you haven’t cleaned up your lists lately, they’re starting to reek of data gone bad. It’s a funny concept, but it’s really no joke. Poor list hygiene is a huge waste of time and money. Bad addresses, wrong names, bouncebacks, and...