There’s no doubt about it: Webinars can increase your bottom line. Here’s why.
How do you plan on using Valentine’s Day in your marketing strategy? If you’re not sure yet, here are some ideas for how to show marketing love this Valentine’s Day.
Fortunately, there are ways to keep your current clients happy, satisfied and coming back for more. Here are six tips for better customer retention.
There is a way to make copywriting a priority and save money at the same time—boost your own expertise. Here are sure-fire ways to improve your copywriting skills.
3 Secret Benefits to Print Over Digital
In a world infatuated with digital, print marketers have a secret in their pockets—print. Here are three reasons why print still packs a wallop, even in a digital world.
1. Digital channels aren’t as inexpensive as you’d think.
Just because there isn’t a print and mail cost doesn’t mean that digital channels are less expensive than print. Digital channels have constant churn in addresses and profiles, for example, so lists require constant management and updating. Email also has significant costs associated with opt-in, opt-out, and other list management that print doesn’t.
2. Print gets read when email doesn’t.
Your highly targeted, perfectly timed email can get buried under dozens or hundred of others before the recipient even knows it’s there. By contrast, people retrieve and sort their mail every day.
3. Print drives online behavior.
One of the primary reasons people visit your website is because of something they’ve seen or received in print. Study after study shows that print and online channels work in a symbiotic relationship.
Convinced? Great! Here are three tips for getting most out of your efforts:
• Create target segments. Break your customers down into categories that allow you to segment and target your message. You may segment by age, geographic region, product category, or whatever works for you.
• Personalize the discussion. People buy from people, not from companies. Take the time to address each recipient by name. If possible, use data that allows you to speak to their individual needs.
• Use multiple channels. Instead of focusing on one channel or another, develop integrated, multichannel campaigns in which direct mail, email, and mobile marketing work together. Let each channel reinforce what’s best in the others.
Now you have the secret. Let’s put it to work together!
Since people trust other people more than they do other businesses, if you want to gain customers, you must humanize and personalize your brand. Here's how.
5 Tips for Waking up Tired Mail
Is your marketing getting tired? Is your target audience tuning out your mailings because you’re sending the same campaign over and over? Maybe it’s time to mix things up. Here are five ideas to get people noticing your direct mailings again.
1. Get creative with envelopes.
Envelopes can be a lot of fun. They come in a variety of sizes, colors, shapes, and formats. Instead of sending the same old white envelope, consider using one in a bright, fun color.
2. Add a teaser.
Did you know we can print personalized messages on the outside of your envelopes, too? These are called teasers. “Special Offer Just for Bob Johnson!” or “Suzie, you won’t believe what’s inside!”
3. Think beyond the envelope.
Think beyond the traditional envelope. Try self-mailers, postcards, or faux Express Mail or Air Mail designs on occasion.
4. Change your offer.
Your offers can get tired, too. So mix it up. If you’ve been offering a discount, try a free trial instead. If you’ve been doing the hard sell, try a softer approach, such as allowing people to ask for more information first.
5. Add a time limit.
Time limits are powerful motivators. Use a personalized message on the outside of the envelope (“Ben, offer expires in 5 days!”) or create a piece of art that looks like a rubber-stamped time limit across the top. Time limits also give you an excuse to send a follow-up. “Robert, your offer is set to expire. Respond now!”
Every direct mail campaign needs a refresh now and then. Maybe it’s time to try something new.
Need ideas? Let’s brainstorm together!
There are a few things you can do this year to make sure your business resolutions last throughout 2019! Here are seven steps to make (and keep) New Year's resolutions.
Though we can never know what will come in the year ahead, there are ways to prepare for 2019. Here’s how to set your business up for success in the new year.
Objective studies have shown the positive effect time off can have on a person’s work. To explain, we developed six benefits of time off for the holidays.
To help you pick out the perfect presents for clients, we created a quick list of holiday gift ideas you can give every type of customer this season.
If you want your business card to turn into sales, then you must pay careful attention to how it's created. Here are five tips for designing an effective business card.
Of course, holiday income doesn't generate itself. If you really want to rake in the sales this holiday season, you have to prepare for it... through marketing.
Survey: Marketing Budgets Soar!
Every year, Target Marketing surveys its readership to identify trends for the upcoming marketing year. This year, its “2019 Marketing Budget Survey” found that a whopping 10x more marketing budgets are increasing for 2019 than decreasing. Great news! That’s the kind of commitment that gets results.
Here’s how the data on respondents’ budgets broke out:
• 60% increasing
• 31% staying the same
• 6% decreasing
• 3% not sure
As part of its survey, Target Marketing also identified three top marketing trends that all marketers, whether digital or traditional (or both), need to know.
1. More money is going to tech and data.
Marketers’ highest spend is going for media and other outreach (28%) and personnel (20%). That’s to be expected, but this year, they take up less than half of marketers’ budgets overall. Technology, consumer data/data management, and metrics/performance measurement combined to account for 42% of spending overall. Data is the foundation of good marketing, and marketers’ budgets are reflecting that.
2. Marketing is moving from push to pull.
Channels that use pull marketing (social media, online video, content marketing) are growing faster than those that push (email). Social media advertising (59%), online video (54%), and content marketing (53%) are the fastest growing media channels. As you integrate digital media into your marketing efforts, make sure you are incorporating channels that pull, as well as push.
3. Marketers still demand conversions.
When it comes to grading performance, conversion metrics win the most favor for budgeting. As you justify your 2019 marketing budget to the higher-ups, focus on metrics that reflect conversions. Select metrics such as sales, lead generation, and sign-ups that prove that you are getting those conversions, however you define them.
Next year is going to be an exciting year for marketers, full of change and opportunity. How are you allocating your budget?
Why Some Personalized Mailings Just Work Better
When it comes to increasing response and conversion rates, personalized communications are a powerful tool. However, don’t think that all personalization is equal. It isn’t. To get great results, you must use the right variables with the right audience in the right way.
Response rates for personalized mailings can vary widely. One study found response rates ranging from 6% to 75%, with an average of 21%. These are some eye-catching numbers, but why is the range so wide? To understand the variation and set realistic expectations for your own campaigns, it’s helpful to ask specific questions.
• What type of campaign was it? Customer acquisition? Customer retention?
• What kind of list did you use? Highly targeted, moderately targeted, or undifferentiated lists will yield different results.
• Did recipients have a previous relationship with your company? Or are you using a prospect list?
• What is the value of the product? Are you marketing a webinar or selling a Tesla?
• Did per-order value go up with personalization, and if so, by how much? A “low” response rate combined with a high per-order value will often net you better ROI than a high response rate with low per-order value.
• How are you measuring success? Response rates? Conversion rates? Cost per lead? Average sale? Each measurement tells a different story.
The answers to such questions can have a dramatic impact on understanding ROI. So before setting your expectations for your next personalized mailing, talk to us about your goals, expectations, and the data you are working with. Setting realistic expectations is a critical component to making your 1:1 print program a success.
If you’re not sure where to begin your marketing efforts this week, here are seven big ideas for you to take advantage of with Thanksgiving marketing.
Guest bloggers are a great way to incorporate new content into a business blog, without worrying about generating new ideas or writing the content yourself.
With election day right around the corner, there are a few ways your business can get on board the political bandwagon and market through the red, white and blue.
With Halloween just around the corner this week, how can your business join in the festivities? Here are a few spooky good marketing tricks to consider for Halloween.
Fortunately, there are a few tips every business professional can keep in mind when it comes to creating a logo. Here's how to design an appealing logo for your business.
Reading offers a variety of benefits to business professionals, particularly in strengthening leadership skills. Check out these five reasons reading makes you a better leader.
Fortunately, there are some tips out there to help you write a powerful newsletter in order to connect with customers, promote the brand and grow the business.
Securing Your Customers’ Loyalty
Your customers are a hot commodity. Everybody wants them. So how do you keep them loyal to you? Make your relationship so great that they don’t want to go anywhere else.
1. Market in the age of “me.”
Know your customers well enough to give them a personalized experience. This goes beyond targeting with basic demographics like gender, age, and household income. Look at the channels your customers respond to, when they make purchases, and what they buy. Acting on this data helps your customers see that you know and care about them. It helps with cross-sells and upsells, too!
2. Coupons galore!
Consumers have a love affair with coupons, including mobile. According to Juniper Research, mobile coupons are 10x more likely to be used than printed coupons.
3. Don’t be channel agnostic.
Know which channels your customers are most likely to respond to, then use them. If a customer requires two emails to respond but responds the first time to direct mail, get them on the “mail first” list. If someone else is more likely to respond to an email than a printed newsletter, get them on the “email first” list. Keep your branding, message, and imaging consistent regardless of channel.
4. Ask their opinion.
Use response cards, personalized URLs, and other survey mechanisms to get your customers’ opinion on products, services, and potential business changes. When one specialty retailer wanted to give its location a facelift, it used a targeted direct mail piece with personalized URLs to ask its customers about products and services they wanted but the company didn’t offer. It got an earful! The retailer incorporated the most popular suggestions, and its sales soared.
5. Remember to say “thank you.”
Everyone likes to be appreciated. Send a personalized “thank you” letter, postcard, or other mailer once in a while. Attach a no-strings coupon or discount just to engender their goodwill . . . and you will.
Gaining customer loyalty doesn’t have to be rocket science. You just have to put in the effort.
By developing your networking skills, you can continue to expand your business circle, which provides more resources and opportunities. Here’s how to grow your circle.
While natural leaders do exist, it is also possible to learn leadership skills, put them into practice and grow your leadership capabilities.