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The Consequences of Bad Data image

One of the best things about being a marketer in the modern age is that data is literally everywhere. All day, people are uploading massive volumes of information about themselves - all of which you can use to your advantage. If you know what someone likes, what they don't like, where they live and what type of lifestyle they have, you have most of the pieces you need to create marketing collateral that can't help but resonate and motivate. But at the same time, one has to wonder - what happens when the quality of the data becomes less important than the volume? It's a very real risk - and it's one that you'll want to try and avoid for ...

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Latest Response Rates for Direct Mail image

There are some people out there who think that direct mail marketing has no place in the digital world we're now living in. That it's outdated and antiquated - a relic of an era that has long since ended in favor of the "flashier" and "more immediate" techniques of the modern day. Those people, as it turns out, would be wrong. Recent studies have concluded what many people out there already knew: not only is direct mail still incredibly effective, but it's actually getting MORE valuable as time goes on. Direct Mail Marketing Continues to Shine One of the most important trends to be aware of when it comes to direct mail marketing has to do with the fact that average campaign response ...

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Effective CTAs for Direct Mail image

One of the most important aspects of any piece of direct mail collateral is also, sadly, the one many forget about until it's far too late: the CTA, or "call to action." The fact of the matter is that even the most visually pleasing, objectively successful direct mail design ultimately won't be able to save you if your call to action is bland and does little to motivate your audience members. If you truly want to make sure you're getting the most out of this crucial opportunity to inspire people to take action, there are a few key things to keep in mind. The Keys to Creating Better CTAs While it's always true that nearly every aspect of your direct mail campaign ...

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Boosting Direct Mail Response image

The most important thing for you to understand is that even the best direct mail marketing campaign in the world isn't going to see a 100% response rate. Far from it. But then again, that isn't what you're after. The key to maximizing your response rate involves tailoring your message to the core group of people you're speaking to. By making sure you're crafting a message that is precisely what they want to hear precisely when they want to hear it, you'll have done more than just boost your potential responses. You'll have sent your ROI as high as it can possibly go. Want to Craft a Better Response Rate? Craft Better Messaging By far, one of the best things that you can do ...

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The Power of Personalization image

Direct mail is still one of the most effective outreach techniques that your business has available to it, and the right style of personalization can take those efforts to the next level. If you're not currently experimenting with any and all opportunities to make your collateral more personal (and by association, more emotional), now would be an excellent time to start. The Dangers of "Dear Sir and/Or Madam..." Personalization is about more than just putting someone's name on something. It's about using all of the data you have available to you - from someone's preferences to their dislikes to their past buying history - to your advantage. Even using personalized images that are more specific to the interests of a core ...

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You Don’t Create Brand Loyalty. You Inspire It. image

Regardless of the type of business you're running or even the industry you're operating in, brand loyalty is always of critical importance. People can buy products and services like yours from a lot of different places. The key isn't to try to convince them they can't - it's to make them realize that they don't actually want to in the first place. Not only will inspiring brand loyalty keep people coming back for more, but emotionally-connected buyers also tend to spend more money as well. Building Brand Loyalty, One Brick at a Time If you truly want to create a deeper, more organic sense of brand loyalty, your marketing strategy needs to be built around the idea that you're in a ...

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How to Tell the Ultimate Story With Data + Content image

As a marketer, your primary goal is always to spread the word about your products and services - you want to get your brand in front of as many sets of eyes as possible. How you do that, however, is always up for debate - for proof of this, look at the wide range of different content creation strategies that businesses use to reach prospects every single day. But in terms of the most valuable asset you have, the thing that your marketing strategy should ultimately be built around is simple: It all begins and ends with a good story. That's right - if you truly want to empower your direct marketing lists and start seeing the types of results you ...

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Know Your Customers, Data Provides the Insight image

In a lot of ways, marketing is much more of a two-way street than people realize. Yes, you're trying to communicate directly with a core group of people who are most likely to be interested in products and services just like yours. But what you really need to do is provoke a reaction - you need your collateral to get them to the point where they can't help but respond, continuing on with the "conversation" and forging an invaluable relationship with your larger brand and business. To that end, data is absolutely critical to your success - not only in terms of making sure that you're reaching out to the right prospects in the first place, but also when it ...

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The Hidden Costs of Consumer Email Lists image

Many people in a variety of industries these days use email lists to reach out to their target audiences in a more immediate way than ever before. But are those lists actually as effective as some people claim? Not necessarily... which is why there are a few key disadvantages that you'll absolutely want to keep in mind before you make a decision one way or the other. The Hidden Downsides of Consumer Email Lists If you had to say anything positive about consumer email lists, it's that they're efficient. Sadly, that's right about where the discussion would end. Not only do these types of email lists offer historically low open and response rates, but they're also prone to a high number of ...

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Mailing List Segmentation: The Best Idea You’re Not Using Enough image

In the world of marketing, there's an important old saying that goes a little something like this: "If you really want to get the right message in front of the right person at exactly the right time, you need to know as much about who that person is as possible." That simple idea is at the heart of what mailing list segmentation is all about. By creating more specific, more niche lists than ever before, you give yourself the best possible chance at crafting more personal, relevant and even emotional messages, too. In fact, there are a wide range of different reasons why mailing list segmentation is a good idea that are absolutely worth exploring. The Virtues of Mailing List Segmentation One of ...

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