A common theme in marketing these days is trackability. The ability to track the effectiveness of your marketing is easier to obtain now than it’s ever been, but it feels like this is really more a feature for electronic marketing than traditional. One simple way that might help you track your direct mail campaign is […] →Read more
Triggered messages aren’t a new concept. I remember hearing stories about car salesmen with elaborate birthday card mailing programs. Instead of sending a letter or a card you send an email. Triggered messages work like this: 1) Collect information from or about your customer (with their permission of course) 2) Build messages that respond to […] →Read more
There are proven strategies that generic products can use so that they’re more likely to be stumbled upon by someone searching. Name your new book with all sorts of keywords in the title, for example, so it organically ranks higher for those very keywords… The alternative is to create a product that earns a reputation […] →Read more
The term “exigency” or (“exigent”) is shorthand for the statutory provision that allows the Postal Service to increase prices higher than would otherwise be allowed under the CPI-based cap prescribed in the Postal Accountability and Enhancement Act, the 2006 portal reform law. The law states that “rates may be adjusted on an expedited basis due […] →Read more
The cockpit of an airplane looks unmanageable to all non-pilots. When so many factors are in play mistakes feel inevitable. Integrating traditional marketing with digital marketing feels this same way to me. While multi-channel marketing may seem to be more art than science from my point of view that doesn’t mean it should be avoided. […] →Read more
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When someone mentions planning for a disaster lots of us feel like taking the ostrich approach, we’ll just hide our heads in the sand. But the ugly reality is that mistakes will happen and ignoring them will only make the problem worse. Here are a couple of simple ideas to plan ahead for when bad […] →Read more
One of the main advantages of email marketing is trackability and one of the benefits of this trackability is measuring how engaged your audience is. Can you see a response to your messages or are they simply opening your emails and moving on? Here are some questions to think about as you think about your […] →Read more
The last part in our series on the Data Analytics offered at Impact is about Sales Analysis. What is a sales analysis? Sales analysis identifies trends, patterns, changes, and variations from expectations. Once a marketing initiative has been identified of interest, sales analysis seeks explanations in order to help manage all of the marketing mix […] →Read more