When it comes to using multiple channels to communicate with your customers, there are many terms thrown around. Is there a meaningful difference between them? If so, what is it? Let’s take a look. Multichannel: Multichannel marketing is just as it sounds: using more than one channel to talk to your customers, whether the channels […]
It would be great if everyone who responds to a print or email contact would make a purchase right away, but they often don’t. Even when people don’t convert right away, don’t assume that’s a dead lead. It just might need nurturing. According to Brian Carroll, author of Lead Generation for the Complex Sale, up […]
Whether you are writing copy for a postcard or an email, the language you use matters. Just like products and images, the wording you use should be matched to the different demographics of your target audience(s). Let’s look at three examples: #1: Millennials Millennials have great influence and spending power, and despite conventional wisdom, they […]
Are you planning an event? If so, marketing needs to go beyond direct mail and email. It requires a comprehensive strategy that ensures that your audience has a positive experience and spreads the word after it is over. Here’s a checklist that will make the event the best it can be. Direct mail. Consider a […]
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. Know Their House, Know Their Needs You can learn a lot about […]
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 that encourage interaction, […]
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 boat. Research shows that there is a huge perception gap […]
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. Profile your customers. Customer bases are not homogenous. They are made up of different demographics, with different needs and […]
Digital marketing channels have an important place in the media mix, but as marketers have learned, ubiquity of presence doesn’t necessarily translate into greater profitability or effectiveness. Recently, an article in USA Today reinforced this conclusion. It discussed the hard copy vs. digital issue from the perspective of traditional print media, and there are important […]
One of the most powerful ways to deepen customer loyalty is to reward your customers for sticking with you. This is why loyalty programs are so popular. But there is an additional benefit, too. Customers actively participating in loyalty programs not only continue to buy from you, but they spend more money when they do. […]