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Heidi Tolliver-Walker

Heidi Tolliver-Walker Heidi is an industry analyst specializing in digital, one-to-one, personalized URL, and Web-to-print applications. Her Marketer’s Primer Series, availalbe through Digital Printing Reports, includes “Digital Printing: Transforming Business and Marketing Models,” 1:1 (Personalized) Printing: Boosting Profits Through Relevance,” “Personalized URLs: Beyond the Hype,” and “Web-to-Print: Transforming Document Management and Marketing.”

Recent Commentary & Analysis from Heidi Tolliver-Walker

Displaying 1-24 of 198 articles

More “Worst Ever” Direct Mail Stories

Published April 8, 2020

Fun collection of direct mail fails that represent the kind of classic mistakes we see on a regular basis. While these examples are funny, there is a serious message behind them. Know your direct mail fails... and don’t let your clients repeat them!

 

What’s COVID-19’s Long-Term Impact on Mail?

Published April 1, 2020

What will be the long-term impact of the COVID-19 lockdown on the printing industry? There are three possibilities: It will shift even more communications to digital channels as marketers reduce their direct mail spend during the lockdown and keep it that way; direct mail volume will remain unchanged; or direct mail could see a resurgence as marketers and their customers develop a newfound appreciation for the channel they’ve been missing.

 

Got a 3D Printer? Save a Life

Published March 25, 2020

As the world reels from the impact of the coronavirus and the increasing scarcity of critical medical equipment like masks, gloves, and ventilators, the 3D maker community is stepping in to do its part. Do you have a 3D printer? Join the movement.

 

Marketers Aren’t Always Using the Most Effective Channels, Even When They Know What They Are

Published March 18, 2020

According to new research from Printing for Less (PFL) and Demand Metric, marketers are not always using the most effective channels, even when they know what they are. Instead, they use the channels they know and are most familiar with. A look at some intriguing data on channel use and channel effectiveness, including types of direct mail.

 

Which to Choose: Natural Language or PR Speak?

Published March 11, 2020

How we speak to our customers matters. Are you using natural language or that “PR speak” that investors love but that causes the average person to tune out?  

 

The Impersonal Personalized Letter

Published March 4, 2020

Today I received a marketing letter that was an interesting twist on the use of faux handwriting to make a communication feel more personal. But instead of the handwriting being on the front, it peeked through a window on the back.

 

Neiman Marcus Shines a Spotlight on OptiChannel Marketing (Yes, Opti, not Omni)

Published February 26, 2020

A short case study from Neiman Marcus that includes direct mail shines a spotlight on the importance of a term we don’t hear much anymore, but maybe we should revive—optichannel marketing.

 

We Know Martech Works—Here’s Proof

Published February 19, 2020

According to new research, marketing technology does more than make marketing automation easier.  It results in higher response rates and higher ROI. A look at a study from Printing for Less (PFL) and Demand Metric.

 

Lessons from Resonate’s “State of the Consumer” Report

Published February 12, 2020

Reports like Resonate’s “State of the Consumer Report” provide valuable insight into buyer types and how to understand and segment them in ways that help you develop great targeted copy. But before you can develop personalized or targeted content, there is a more fundamental question to ask. Once this question is answered, your targeting and personalization efforts will have maximum success.

 

Marketers Are Starting to “Get” the Real Benefits of Personalization

Published February 5, 2020

According to data from Evergage/Research International, marketers are starting to “get” one of the most fundamental values of personalized experiences. Yes, personalization drives immediate sales, but more importantly, it creates better customer experiences and higher customer loyalty, which drive better ROI over time. The shift from a short-term to a long-term perspective is great news for everyone producing personalized campaigns, whether they are doing online personalization or not.  

 

New Insight into Why Targeting Works

Published January 29, 2020

When we think about creating relevance in marketing communications, we think about personalizing based on traditional factors such as demographics and past purchases. But the principle of “liking” adds another useful dimension to the equation.

 

Want More Donor Revenue? Write a Better Thank You Letter

Published January 22, 2020

Data insights and expert testimony tell a powerful tale: a nonprofit’s “thank you” letter matters more than many people might think. Get it right and donors feel great and are motivated to keep giving. Get it wrong and they disconnect. So get it right!

 

Creative Ways to Market in Print You Probably Haven’t Considered

Published January 15, 2020

Collection of print case studies showcasing how print can be used in ways that most of us have never considered. While many case studies showcase the high-end “most clients can’t afford this” kind of possibilities, these show the use of simple, traditional techniques in ways that make you stop and say, “I wish I’d thought of that!”

 

CMO Council Survey: Channel Choice Matters

Published January 8, 2020

To find out what consumers really think about channel preferences, the CMO Council surveyed 2,000 consumers in English-speaking countries across the world. The takeaway? Understanding, tracking, and responding to consumers’ channel preferences has never been more important.

 

10 Industry Changes That Make Me Grateful

Published December 18, 2019

Looking back, the industry has changed considerably in 20+ years. Here is a list of 10 changes for which I am grateful. How about you?

 

Basic Personalization Isn’t Enough Anymore

Published December 11, 2019

Where are retailers along the curve of personalized marketing? What is the ROI? What works and what doesn’t? These were some of the questions Liveclicker wanted to answer with its report “Driving Value with Advanced Personalization.”  The takeaway? Basic personalization isn’t enough anymore.

 

Trends in Digital Video Advertising

Published December 4, 2019

Round-up of digital video advertising trends and top-line data on the digital video advertising market.

 

Before-and-After Shots Show Anti-Greenwashing Efforts Are Working

Published November 27, 2019

Two Sides North America has been on a campaign to remove greenwashing. Here’s visual evidence that it’s working.

 

Survey: Consumers’ Willingness to Give Up Personal Data is Waning

Published November 20, 2019

In the past, surveys have shown that people are willing to provide their personal data in exchange for personalized experiences, but new research from the Advertising Research Foundation (ARF) shows that this willingness is changing. What’s going on?

 

Do Consumers Love QR Codes and Just Don’t Know It?

Published November 13, 2019

What happens when you show people they can save time by holding their phones up to a black-and-white graphic and connecting directly to a website? I’m having the opportunity to watch it happen in real time.

 

3D Printing: Taking It to the People

Published November 6, 2019

A 3D print shop displaying at a local art fair? Why not? Isn’t that where many of its customers are?  

 

Survey Looks at Adoption of Augmented Reality

Published October 30, 2019

Will augmented reality finally gain widespread adoption in print and digital marketing communications? When will it move beyond enterprise applications, gaming, and social media? To find out, ARtillry Intelligence worked with Thrive to survey 2000+ U.S. adults.

 

Promotional Products May Offer More Luxury Than You Think

Published October 23, 2019

When you think of promotional products, what comes to mind? Branded hats and pens? Tote bags? Many printers may not see these items going with their clients’ high-end image, so they may not give these complementary offerings a fair shot. But promotional items can also include high-end luxury items used for C-level executives, influencers, and corporate events. Some, like this company’s products, even offer the trendy element of sustainability.

 

What Are the Ethics Behind Direct Mail Trickery?

Published October 16, 2019

If you want to grab immediate attention with direct mail, make the mailer look like something other than a traditional letter. Mailers often use envelopes designed to look like USPS Priority Mail, Air Mail, or UPS or FedEx packages. But do some efforts cross the line?

 

Hey, There’s a Real Person Behind Those “Love Mail” Numbers

Published October 9, 2019

Sometimes we forget that there are real people behind the direct mail data. Last summer, I got to put a face to a data point. It made me wonder, “Now what?”

 

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