Marketing Campaign Archives

A Better ROI Requires Better Targeting image

A direct mail strategy is never something that should be created blindly. For the best results, you need to draw insight from absolutely every source that you're exposed to - meaning not only the existing relationships that you have with your customers, but the invaluable data that they're also creating on a daily basis. With that in mind, here are a number of key ways that you can expand your targeting capabilities, thus expanding your return on investment at the exact same time. Deepen Your Targeting, Deepen Your ROI Generally speaking, two of the best ways to deepen your targeting capabilities to expand your return on investment come down to two key ideas: descriptive analytics and predictive analytics. To speak to the former, ...

Who’s Responding to Direct Mail? image

When it comes to demographic targeting, far too many people only see one part of a much larger story. Yes, targeted mailing means that you know precisely who you're sending a piece of direct mail collateral to - often with a high degree of accuracy. But who, exactly, is the type of person most likely to respond? Once you figure that out, you have practically everything you need to take your direct mail marketing efforts to a bold new level. Who is Responding to Direct Mail? Breaking Things Down According to one recent study, the average Millennial says that they've responded to a direct mail marketing campaign at some point within the last 2.4 months - which, for the record, is ...

Neuromarketing, or: Why Physical Marketing Will Never Truly Die image

While it's certainly true that businesses can have a great amount of success with their digital marketing efforts, there's still something to be said about the lasting impact of physical materials like business cards or plastic postcards. But it isn't just intuition that tells us physical materials stand the test of time - there's literally science behind it. One recent neuromarketing study reveals just how long-lasting this type of collateral truly is. The Power of Physical Materials: Breaking Things Down The aforementioned study was conducted by Temple University's Center for Neural Decision Making, and it dove deep into the different types of responses generated by physical collateral versus their digital counterparts. Overall, they looked at three core concepts: exposure (meaning how ...

Tired of Hearing “No”? Here’s How to Turn Them Into a “YES” image

Regardless of how thoughtfully constructed your marketing strategy is, the chances that you're going to hear a lot of "NO" responses from your customers is high. But there IS a way to take that response and turn it into the enthusiastic "YES" you've been waiting for. All you have to do is leverage the power of modern psychology to your advantage. It's All About Control To get a better understanding of how to take a "NO" response and turn it into a "YES," you must first learn more about why most people choose the former over the latter in a first place. When a consumer comes into contact with a marketer, they're essentially battling for control over an experience - whether ...

The Fight Against Email Exhaustion Begins Now image

Over the last few years in particular, more and more businesses have been investing most - if not all - of their efforts in email marketing than ever before. From a certain perspective, this makes sense as millions of people in the United States carry cell phones around with them in their pockets all day long. This means that it's now possible to reach someone from virtually anywhere... but that isn't necessarily the major advantage you might think it to be. People are bombarded by marketing emails all day, every day - which can make it difficult for you to stand out in a crowd. Therefore, if you truly want to increase your response rates AND your ROI, direct mail ...

Harnessing B2B Drip Marketing Campaigns to Your Advantage image

One of the most important things to understand about your B2B leads is that you're talking about a situation where decision-making can literally take weeks - if not months - to execute. Because of this, drip marketing MUST become a cornerstone of your B2B direct mail marketing strategy. Rather than trying to speed up someone's decision, you need to build time into your marketing strategy to finesse them - let them come to the right choice on their own terms. Luckily, targeted mailing and marketing analytics have made this easier than ever. You just need to keep a few key things in mind. Executing Your B2B Drip Direct Marketing Campaign To start, you need to make sure you've identified the right B2B ...

Win Customer Loyalty By Showing Your Appreciation image

Maybe the most important thing to understand about running ANY type of business is that it always costs more to generate new customers than it does to retain your existing ones. Because of that, you need to win your customers' loyalty whenever and however you can. More often than not, this means showing your gratitude - even during those times when you don't necessarily "have to." Thankfully, this process is less the product of one major move and is more about a series of smaller, more strategically timed ones. All of this effort can pay major dividends down the road, too. An Investment in Your Customers is an Investment in Your Future Maybe the most obvious way to show your gratitude to ...

Putting Personalization Back Into Pet Retail Marketing image

According to one recent study, Americans are literally spending more money on their pets than ever before - to the tune of a massive $72 billion in 2019 alone. If you're among the many pet retailers out there, or operate in the pet services space in general, there has never been a better time than now to kick your marketing campaign into high gear. But if you really want to make an impression on both man AND man's best friend, there are a few key things you'll want to keep in mind. Bringing Personalization Back to Pet Marketing Owning a pet is an inherently personal thing - which means you need to be able to inject as much personalization into your ...

Making an Impact With Direct Mail for Your Non-Profit image

When people think about getting the word out about non-profit organizations, they probably don't have the term "marketing" immediately jump into their heads. But they should, because what is fundraising if not marketing from a different perspective? Indeed, if you truly want to make direct mail work for your non-profit, there are a few key techniques you can start using right away. Taking Advantage of the New Era of Non-Profit Marketing By far, one of the most critical steps you need to take as a non-profit to improve your fundraising capabilities involves diversifying as much as possible. Yes, direct mail is a powerful tool and plastic postcards rule the day. But don't overlook the opportunities that cross-media marketing brings with it. You ...

Start Fresh With Your Dental Marketing in the New Year image

The end of the year is a natural time for reflection, allowing you to take a look back at your marketing strategy to figure out what worked and, more importantly what didn't. But it's also nothing if not an opportunity to begin totally fresh as soon as January 1st rolls around. Dentists in particular can begin anew in a number of different ways, all of which are worth exploring. New Year, New Opportunities One of the most important steps you can take as you head into the new year to empower your dental marketing strategy involves taking time to confirm that your efforts are truly aligned with your key performance indicators once again. In truth, this is something you should be ...

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