Normally, I preach about the benefits of marketing to the newest generations of buyers, Gen Z and millennials, and for good reason—these two generations represent $165 billion in spending, and earning their loyalty now could mean decades of repeat purchases in the future. But that’s not to say that the young bucks are the only generations you should be marketing to. Today, we take a couple steps back to look at the importance of marketing to baby boomers.
The Association of National Advertisers (ANA) has released its long awaited 2021 Response Rate Report (membership required) that once again reinforces direct mail ROI as the highest of all channels they studied. Leveraging a multi-format offering across multiple production platforms, direct mail ROI topped the list at 112% ―a stronger return than from any other channel!
Several months ago, after a heavy rainfall, 11 units and four hallways at my condo flooded from a fallen hallway pipe. The building management held a meeting about the flooding. They revealed that the building’s insurance was not going to pay for the water damage. People stood up from their chairs. Yelling ensued. Everyone wanted […]
Our world has been turned upside down as we navigate responding to and containing the spread of COVID-19. Nonprofit marketing is no exception. How should nonprofit organizations adjust their marketing strategies during times of uncertainty? I have heard the question, “Should we stop fundraising?” The short answer is No. Your services as a nonprofit are […]
What marketing metrics should you be looking at in the coming year to evaluate your marketing program? While not all metrics apply to all situations, the seven key performance indicators listed below can provide the insight you need to keep your marketing campaign on track throughout the coming year. These are the marketing analytics to […]
I promise to avoid (almost all) references to 2020 hindsight, but it’s hard to talk about 2020 marketing trends without looking back at 2019. In researching earlier marketing trends, I learned that ANA started surveying their members in 2014 to determine the marketing word of the year. Here’s their list.
When working on a marketing plan or strategy, you may hear these questions: “Do we really need to include direct mail?” or “Can we scale back on direct mail?” And while the response should be that, yes, we definitely want to include direct mail in the customer journey, it should also be noted that […]
It’s debated in boardrooms and break rooms. The subject of passionate internet screeds. And the source of endless squabbles in the neighborhood sandbox. What am I talking about? Whether long copy or short copy sells better in direct mail [...]
Loyalty programs have become much more sophisticated since their inception, but they’ve been around for centuries. In 1793, copper tokens were given to customers by U.S. merchants to use for future store purchases. This idea of giving customers rewards to attract return business caught the attention of other shopkeepers and soon led to many companies […]
What if I was able to customize this blog by starting out with your name and specifically what’s interesting to you about personalization? I think I might have your attention. And that’s exactly the goal of personalized marketing [...]