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!
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.
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.
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.
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?
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.
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.
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.
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.
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.
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.
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!
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!”
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.
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?
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.
Published December 4, 2019
Round-up of digital video advertising trends and top-line data on the digital video advertising market.
Published November 27, 2019
Two Sides North America has been on a campaign to remove greenwashing. Here’s visual evidence that it’s working.
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?
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.
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?
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.
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.
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?
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?”