Increasingly, marketers understand the power of emotions. Product features and benefits are essential, but someone’s need, fear, or desire often motivates the actual purchase. Just look at some of the most iconic brands on the market. Johnson & Johnson doesn’t sell Band-Aids based on their adhesive properties. It shows a crying child being soothed by […] →Read more
If something is proven safe, secure, and trustworthy, you’d embrace it, right? Now add in that it is also eco-friendly, and you have a product anyone would love. There is such a product, and it’s print. After years of research on consumer attitudes and preferences, print remains consumers’ preferred channel for safety, security, trustworthiness, and […] →Read more
How brands treat people during national crises like a global pandemic impacts shoppers’ purchase decisions. This means that even subtle elements in your direct mail, email, and newsletter messaging matter—a lot. This is the finding of Global Web Index (GWI), one of the premier players in the consumer data industry. According to GWI’s report “The […] →Read more
Since the start of the coronavirus pandemic, businesses have faced challenges due to the growing instability in brand relationships. Especially during the early days of the pandemic, buyers often switched brands due to changes in availability, logistics, and their own economic situations. This quickly challenged businesses’ assumptions about their customers’ loyalty and spotlighted their customer […] →Read more
For many businesses, direct mail letters are their “go-to.” They are inexpensive to produce, can include BREs and other inserts, and depending on the design, can seem more personal than self-mailers. Still, the popularity of self-mailers is growing. They, too, are inexpensive and have many benefits. Self-mailers are created when a single piece of paper […] →Read more
There’s more to loving paper than what it does for your marketing. Did you know that many paper companies are regularly involved in sustainability and community initiatives that make a difference in the world around us? Here are five examples of the types of initiatives paper companies are involved in every day. 1. International Paper, […] →Read more
We all want to sell more products and services, and for decades, brand awareness has been the subject of research and study. Is this a good investment of your marketing dollars? To what extent does brand awareness truly influence the final purchase decision? As it turns out, quite a lot. Here are the results from […] →Read more
What’s one of the keys to creating great direct mail copy? Keeping it tight! Over the years, the amount of copy used in direct mail campaigns has dropped. In fact, according to Who’s Mailing What! (WMW!), a national database of direct mail, the amount of copy used in direct mail pieces has dropped by a […] →Read more
What distinguishes professional communications from amateur ones? Details! Companies putting out professional direct mail, email, and mobile communications take the time to get it right. Here are five very common typography conventions that many companies get wrong, but that can set you apart by doing them correctly. 1. Using smart quotes. Whether you are reproducing […] →Read more
What makes for great direct mail? It’s content, but it’s also timing and frequency. The ideal number of mailings is often said to be eight to ten per year. However, while repetition is essential, you don’t want to annoy people either. To be effective, you need to strike a balance. One of the ways you […] →Read more