• 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 […]

  • Got Incentive? Are You Matching the Right Incentive to the Right Audience?

    Incentives can be critical to getting people to respond to your marketing offer, and not every incentive will motivate every buyer. The two have to be properly matched. Do you put as much thought into the incentive as you do into your list, your creative, and your message? Does the value of the incentive match […]

  • Are You Giving Your Mailing List Enough Love?

    Quick! If you had to identify the most important component of your marketing, what would you say? Did you say your mailing list? If so, make sure it gets enough love. Let’s look at some basic steps you should be taking regularly to keep your list in top shape. 1. Address correction. If you do […]

  • Do You Know These 9 Buyer Types?

    Do you know who your buyers are? Are they trailblazers? Status seekers? Do they play it safe? Different messaging appeals to different personality types, so it’s helpful to know which categories your customers fall into. Here is the list of “types” created by marketing strategist Gary Hennerberg. Do you know which categories your customers fit? […]

  • Before You Personalize, Do This!

    Want to rock the results of your next personalized marketing campaign? Profile before you personalize! What do we mean by that? We mean understanding what your customers look like as aggregate demographic or psychographic groups before you send targeted mailings or personalize to them as individuals. As a very simplified example, let’s take age. Each […]

  • Keeping the Customer Experience Seamless

    In today’s world, customers want easy. Whether it’s shopping, researching products, or hearing about products for the first time, they want everything to be seamless. Yet for many, the process is still fragmented. How can you connect the dots so that your customers receive a consistent, relevant message regardless of the channel? It starts with […]