• Turning a Bank from “Stodgy” to “Personal”

    Do you always need lots of data to make your mailings seem personal? No. Take the example of MB Financial, a Chicago-based financial institution that used segmentation to achieve great results. It’s a formula that any company can follow to make its mailings feel more personal and increase conversions without personalizing them down to the […]

  • Four Data “Buckets” and How They Can Benefit Your Messaging

    Shoppers today expect their marketing messages to be highly targeted to their wants and needs. The good news is there is a ton of data for use in targeting, whether you gather it yourself or purchase it from a reputable list company. But what are the best ways to use that data? There are many […]

  • Want It to Be Personal? 10 Questions to Ask

    According to the research firm McKinsey, 76% of consumers say that receiving personalized communications is a key factor in prompting their consideration of a brand, and 78% say that personalized content makes them more likely to purchase from the brand again. That’s a powerful incentive to put time and effort into getting personalization right. “Personalization” […]

  • Get the Most Out of Personalized Print

    You increase your response and conversion rates by personalizing your message, whether in print or email. But “personalizing” doesn’t just mean using data to swap out images and text based on information you have in a database. Personalized printing has to feel personal. Let’s look at four best practices that must be the foundation of […]

  • Personalization Spells “Respect”

    You come home from work and discover that you received a direct mail piece. Nice! We all love mail. But then you talk to your neighbor, and they got the same piece in their mailbox. Then you talk to another neighbor, and they got one, too. So did the neighbor across the street and the […]

  • 5 Ways to Maximize Your Print Investment

    Have a limited print budget and want to make the most of it? Even if your dollars are limited, your impact can be significant. Start with focusing your efforts on the customers most likely to give you the best return. Let’s look at four strategies to help you make the most of your investment. 1. […]

  • Not All Targeted Marketing Looks the Same

    Targeting is the foundation of any highly effective marketing campaign, but there are different ways to slice and dice your list based on your marketing goals. Here are four different ways to target your audience. Which approach might work best for your next marketing campaign? 1. Demographics.  Demographics such as age, gender, ethnicity, and household […]

  • The Best Place to Get Data About Customers? From Customers Themselves!

    Just as making an outstanding meal takes the freshest, most flavorful ingredients, creating an exceptional marketing campaign starts with the newest, most accurate data. But what is the best way to get that data? You can purchase a mailing list and third-party data, but it’s always more effective if customers are willing to provide it […]

  • “Do You Really Know Me?” From: Your Customer

    To create genuinely personal communications, you need to know your customers. This requires more than knowing basics like name, address, and gender. It requires knowing more about who your customers are.  Let’s take an example from the world of sports. For example, when we think of hockey fans, we might think of demographics such as age, […]

  • Silos Are for Farmers, Not Marketers

    Got a silo problem? If you’re like most companies doing targeted and personalized marketing, you do. You may have plenty of customer data, but it might be in different places (silos), and these places often aren’t talking to each other. As a result, your marketing is less effective than it could be.  Here are some […]