How can businesses and individuals best reach out to consumers during the new spring season? Luckily, we have five super springtime marketing ideas to get you started.
An email subject line can ensure viewers actually open the email, read it and act upon it. So, how do you create a compelling email subject line? Here’s how.
A mission statement can drive a business towards success through a strong business communication strategy. Today we discuss how to write an effective mission statement.
How can you build and sustain a successful email marketing campaign for a small business? Here are the five tips to get started on a top email marketing campaign.
A website's optimization is integral to improving marketing efforts and growing the business. Here’s some key pointers for how to search engine optimize your content.
Tapping Your Envelope’s Most Powerful Real Estate
What is the most important real estate on your mailing envelope? It is the upper left-hand corner, the location of the return address. It is here that your prospect will often decide to open your envelope... or not.
Here are three reasons this space helps recipients decide to open your envelope:
Existing customer relationship: If the mailer is from a company the recipient already does business with, studies show that they will often open the envelope simply because of that relationship. Even if they do not have an immediate need for the product or service, they will often open it because it is you. If you are mailing to existing customers, play up that relationship and make sure your company is clearly identified.
Brand recognition: If it is from a well-known brand that the recipient does not do business with but they respect, they will often open the envelope as long as it is a product they are interested in. Here is where positive, established brand identity and smart targeting play an important role.
Attention-getters: To get people to open an envelope from a company or organization they may not know, use attention-getting techniques such as images, colorful brand logos, and other techniques. Some even use the signatures of celebrities. One nonprofit, for example, gained permission to use the signature of actress Natalie Portman above its logo to attract attention. Identification with a well-known figure can have a powerful effect. Just make sure that you have the correct permissions and that the images relate to the product or service you are marketing.
Take advantage of this powerful real estate. Use it to create a powerful emotional connection and tell a story, even before the envelope is opened.
Source: Taken from the video “Engaging Envelopes: The Corner Card,” sponsored by Tension Corp. and hosted by Target Marketing
When it comes to building strong landing pages, there are vital components. In today’s lesson of Marketing 101, learn how you can create effective landing pages.
Infographics include information for consumers, but in a way that’s visually appealing, with short, impactful tidbits of content. But, how do marketers create infographics?
Print in 5 Dimensions
One of the great things about direct mail is the many ways it engages the senses. This is something that cannot be replicated in the digital world and continues to make print an indispensible piece of the marketing puzzle. Here are 5 “dimensions” of print that you can use to engage and delight your audiences.
1. Texture. Paper stock comes in many textures—from sleek coated stocks; to classic cottons, linens, and laids; to the raw, earthy feel of uncoated, unbleached stocks. Use texture to help tell your marketing story.
2. Scent. Scent marketing is a growing industry that uses aroma as a subtle but highly effective marketing tool. Scents like coffee, cinnamon, and pine can be used to trigger emotion. When included inside the mailing envelope or direct mail piece, it can trigger positive associations and increase sales.
3. Color. The use of color goes beyond ink on paper. Consider how colored envelopes and stocks can be used to make your message pop. Want to create a particularly dramatic effect? Consider the impact of white text and graphics on black stock. POW!
4. Video. There are many ways to send recipients to video in a printed piece. You can use augmented reality (AR), QR Codes to mobile video, even embedded video screens in the piece itself. Print and video go great together.
5. Dimension. Nothing stands out in the mailbox like a piece of dimensional mail. Whether it is a thick envelope, a beautifully printed box, or a pop-up cube, anything beyond the typical flat mailer draws immediate attention and shouts “OPEN ME!” Recipients can’t wait to see what’s inside.
Print isn’t just four-color ink on plain stock anymore. It offers a multi-sensory experience that excites and engages your audience. Which one of these sensory experiences would benefit your next marketing campaign?
Both insourcing and outsourcing a business blog have their advantages in business, so today we’re going to take a deeper look and see which is the better fit.
Are You Short-Sighted? Or Long-Sighted?
When you are calculating the ROI of your print, email, or multichannel marketing campaign, how long a view do you take? Do you stop tracking revenue after a month? One year? What about the lifetime of the customer?
Lifetime customer value (LCV) is an overlooked metric that should be part of how marketers measure success. Customers gained through personalized printing campaigns, in particular, tend not just to purchase more, but to be more loyal than customers acquired through traditional methods. Thus, real ROI should include recurring revenue as well as the immediate revenue generated.
How do you determine LCV? There are a variety of factors to consider:
• Churn rate: How often do customers leave your customer base?
• Retention cost: How much does it cost you to support, bill, and incentivize your customers?
• Periodic revenue: Do you have recurring revenue streams? How much do customers spend during an average period?
You do not have to calculate out LCV indefinitely. Many companies estimate their LCV out for three to seven years.
Even if it is an estimate, LCV gives you a much better idea of what value your marketing campaigns are creating. For example, one small lawn care company sent out 300 personalized mailers, and based on the initial campaign revenue, found that the mailing barely broke even. However, the company’s customers tended to be loyal over time. For every new customer it gained, the company knew that it would have several years of recurring revenue. As a result, the owner estimated the campaign ROI at 8000% on an LCV basis. That is an entirely different equation!
How do you view your customers, on a one-off basis or over the long term?
If you have a business page, how can you utilize Facebook to increase your followers and grow sales? We have some tips for how to improve your engagement on Facebook.
Personalization Works—But You Have to Get It Right
Studies consistently show that personalization works, but you have to get it right. Get it wrong, and customers will move on.
This comes from Accenture’s “13th Annual Strategy Global Consumer Pulse Research,” which surveyed more than 25,000 consumers around the world. Accenture found that 41% of U.S. shoppers said they have disengaged with a company because of “poor personalization and lack of trust.”
The cost to U.S. retailers is staggering: $756 billion in lost retail and brand sales.
Fortunately for print marketers, “poor personalization” tends to be associated with digital marketing rather than direct mail. Digital marketing can seem like a stalker — following you around the web and popping up at every turn. But direct mail is more transparent, and consumers’ reaction to it is overwhelmingly positive. In fact, InfoTrends found that 84% of consumers said they are “much more likely” or “somewhat more likely” to open direct mail when the content is personalized.
How do you get personalization right? Whether you are sending direct mail or email, the answer is simple: transparency. Let customers know that you are collecting data on them. Ask for their preferences so they can give information voluntarily. Position targeted and personalized communication as a benefit to your customers and one that they can participate in to make the experience better.
Need help developing your marketing database for more effective targeting? Let us help.
How exactly can you utilize local search engine optimization for your website? Here are the first few steps in integrating local SEO best practices for small businesses.
Get More for Your Money
Consumers love to hear how they can get the most out of their money. It is a great marketing tactic, and it is no different when it comes to your marketing budget. Here are a few ways get the most bang for your buck.
1. Use our "house" paper. Paper prices fluctuate often, so if you have not standardized on a specific paper, ask about less expensive options. If your piece does not demand a specialty paper, opt to use our house paper. We purchase this paper in high volume, so it is almost always the least expensive option.
2. Print four-color in gang runs. The most expensive way to print four-color is for us to run the job by itself on the press. However, with a “gang run,” we run multiple jobs at the same time, then trim them down to size. This can be a great way to get excellent results for less money.
3. Avoid bleeds. If color needs to go to the edge of the page, you can often get a similar effect less expensively by printing on colored paper. Without bleeds, your project might also require less paper or be able to be run on a smaller press.
4. Clean and de-dupe. It is not the most exciting job, but cleaning and de-duping your mailing list can drop your costs dramatically. With a clean list, you are only printing pieces that end up at their intended destinations. Thus, you are not sending multiple pieces to the same home or business.
5. Try new formats. Just because you have always done a brochure for a particular promotion does not mean it is the only option. Experiment with a postcard or other format and see whether you get a better response rate. A little creativity can go a long way toward saving money.
Need more ideas? Let us brainstorm ways to help you get great results and the most from your budget.
If you want to make sure 2018 is successful, there are a few things to put in place now. We’ve compiled a list of a few ways to start off a new year for marketing.
2018 will be here soon, and with it comes new innovations, strategies and marketing trends to help expand your network and grow your professional business.
If you’re the procrastinating type—or even if you’re not—we have seven last minute Christmas marketing ideas you can start taking advantage of today.
With everyone hosting sales, how can you stand out from the crowd this season? Today we look at seven happy holiday marketing tips for businesses and individuals alike.
Content means more than just blogging or having a great website homepage. To get you started on innovative content marketing, we've compiled a list of 10 ideas.
Networking builds relationships between individuals, small businesses and companies. So why are building these relationships important? We have some ideas.
With technology, social media usage has also only gone up. Therefore, the best marketing strategy should use social media cohesively with your other marketing efforts.
Whether you're in the market or you've had the same job for years, preparing for an interview is never a bad decision. Here's how to sell yourself at your next job interview.
Whether you’re a small business owner, employee or professional individual, gear up for Thanksgiving this holiday season with these seven marketing ideas.
Cover letters may seem difficult, but they don’t have to be. Today we’re going to “cover” how to write the perfect cover letter and market yourself for your job search.