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Enhanced Marketing Technology Drives Capability, Capacity, and Efficiency
We’re always on the lookout for new marketing technology that will make us more efficient and our clients more successful. What drives our technology enhancement decisions? In most cases, capability, capacity, and cost are all major factors in the equation. Another key factor is understanding what consumers respond to and what our clients tell us […]
What Should Your Outer Envelope Say?
You probably know the expression “the eyes are the window to the soul.” It’s much the same with direct mail: the outer envelope (OE)—with or without a window—gives insight into the inner contents. The OE is a blank slate for your direct mail package, and has the potential to telegraph what someone will find inside. […]
The Human Element of Data Driven Marketing on Display at ANA Masters of Data & Technology Conference
At the beginning of March, a few of my colleagues and I attended the ANA’s inaugural Masters of Data and Technology Conference. This conference was started because ANA found that mastering data and technology is one of the top strategic priorities of CMOs, and it’s no wonder.
How to Use Color in Direct Mail to Drive Results
You might have heard through the grapevine that Pantone’s 2020 color of the year is Classic Blue. I see a lot of blue in my job; there are several studies showing blue is America’s favorite color, and approximately one-third of brands use blue in their logos.
Seven Important Marketing Metrics to Measure in 2020
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 […]
Data Drives the Top 2020 Marketing Trends
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.
What Keeps Clients Awake at Night (and How We Cure Their Insomnia)
Cost, cycle time, and response. It’s interesting that these three topics are always brought up, and always in this order, when we ask our clients what keeps them up at night. We would expect them to be listed in the reverse order. Here’s how it usually breaks down for marketers.
How to Avoid Four Common Direct Mail Design Mistakes
You know when you’re riffling through your mail and you find a direct mail piece that is down-right painful? Where you see it and think to yourself, “Who on Earth thought this was a good idea?” and then toss it into a pile, never to be seen again? I come across a lot of direct mail design mistakes [...]
Customer Intelligence: Marketing Trend or Table Stakes?
Every year, without fail, marketing experts release their lists of the ‘hot marketing trends’ that marketers must pay attention to in order to be successful. For 2019, artificial intelligence, influencer marketing, and chatbots seem to be the most popular new additions. What I find interesting is that personalization, the use of direct mail as a […]
Utility Marketing: Consumers Open to Hot Deals After Paying High Heating Bills
Less than one month ago, much of the U.S. fell victim to the polar vortex. All across the nation, severely cold temperatures led to canceled flights, closed schools, and dangerous conditions. According to weather.com, at least four locations tied or set all-time record lows, including a bone-chilling negative 43 degrees northwest of Mather, Wisconsin, […]
