Today, the range of stocks compatible with digital presses is vast, and thanks in part to the range of available substrates, the image quality competes with (some say exceeds) traditional offset. With all of the advances in today’s substrates, what do you still need to know when choosing paper for your next project? Recently, Joe […]
Increasingly, marketers are looking at the sales process as a set of stages, with each stage of the process requiring different types of content to move prospects from one stage to the next. This process is called lead nurturing. One of the most important tools for lead nurturing is content marketing. According to BPM Online, […]
In 2006 Congress passed legislation that replaced the previous combative postal rate making process with a more uniform and forecastable process that tied postal rate increases to the Consumer Price Index. However, the legislation was overly burdensome with regard to the Postal Service pre-funding its retiree health insurance program. The Postal Service’s inability to make […]
The New Year is the perfect time to rethink your print marketing strategy, revamp your messaging, and refresh your brand. This requires an understanding of the role traditional ink on paper plays in a time when technology adoption and digital delivery are reshaping marketing and customer engagement. 1. Invest in customer retention. We all know […]
When it comes to personalized marketing, whether in print or email, there are two types of data: quantitative and qualitative. Quantitative data is data that you can put numbers on—household income, ZIP Code, number of children. We often call these demographics. Qualitative data is data that you cannot put numbers on, such as preferences and […]
Before new customers can buy from you, they need to learn about you. They need to discover you through direct mail, email, or on the web. To create this awareness, companies are developing sophisticated demand generation programs. According to the third annual Demand Generation Survey from Annuitas, the top five goals of enterprises’ demand gen […]
When you are personalizing print or email communications, it’s important to remember that there are real people on the end of the line. Good use of data can be very effective, but the poor use of data can make people uncomfortable. One marketer caused a stir, for example, when it targeted men with a personalized […]
With consumers squarely in charge of product research long before they ever contact your company, content marketing is more important than ever. One of the most important forms of content marketing is the customer newsletter—and more and more are moving to personalized editorial. What happens to results if you switch from a general-education newsletter to […]
Rebranding is a big deal, and it shouldn’t be done lightly. But sometimes, the time is right. When should you consider rebranding your business? Here is some advice from the experts. 1. When something has significantly changed in your business. Businesses evolve, and there can come a point at which you are a different business […]
There are lots of reasons to use direct mail, and you may have heard many of them. So here are three statistics on the value of direct mail marketing that you may not have heard. 1. Direct mail has higher value in persuasion. According to a recent study by Canada Post and True Impact Marketing,[1] […]