High-Performing Companies Focus on Personalization

What makes a high-performing company a high-performing company? According to a survey of more than 1,000 marketers, it’s a focus on personalizing customer experiences and using metrics to drive the creation of their creative.

According to Adobe’s “Digital Roadblocks: 2014,” when asked about their most important success factors, marketers gave the following answers:

  • Their CEO understands marketing (73%)
  • Marketing is becoming more important to their company (81%)
  • They are “completely” or “very” focused on personalizing customer experiences (63%)
  • Data (metrics from ads, campaigns, website, and so on) is “strongly informative” in evolving their marketing creative (28%)

Great marketing doesn’t just happen. It’s a strategic efforts that involves creative, commitment, and effective use of data. Great marketing also starts with a commitment from the top. Just ask the best marketers around.

Need help combining elements of personalization and metrics-driven creative in producing your next print or multichannel campaign? Give us a call!

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Wednesday, July 16th, 2014 Going Postal: News You Need No Comments

What Motivates Charitable Giving?

If you are a nonprofit, you know how critical direct mail is to your fundraising efforts. But do you know what motivates your donors to give (or not)?

Most nonprofits might say that the most important factor is having a personal connection to the charity or to the recipient of the donation. But according to YouGov’s “Giving Report 2013,” it’s trust.

When asked the biggest factor that motivates them to donate,

  • 12% of those giving to charities cited “trusting a charity/nonprofit”;
  • 8% cited “seeing a child, adult, or animal which will directly benefit from my gift”; and
  • 6% cited “easily seeing exactly how and where my money will be spent.”

The single biggest deterrent to giving? Inflated salaries and excessive administrative expenses followed uncertainty about how the money would be spent.

Next time you send out a fundraiser, think through the issues of trust and personal connection carefully. How can you tweak your message so that it focuses not just on the mission of your organization but any projects you might be working on? Also work in issues related to trust. While donors want to know how their money will be spent, only 3% said that “easily being able to do their own due diligence” was a motivator for giving a donation. It’s up you to get that message across.

Need help planning your next giving campaign? Give us a call!

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Wednesday, July 9th, 2014 Going Postal: News You Need No Comments

“Make It Easy for Me to Buy”

Want to boost responses to your marketing campaigns? Here is a simple tip. Tell people what you want them to do and make it easy for them to do it.

One of the most common mistakes marketers make, especially in direct mail, is burying the offer or forgetting to include a call to action. So get it out there. Every direct mailer or direct marketing piece should contain the following three elements:

1. The offer. What do you want people to do? Make a purchase? Call for a free consultation? Ask for the free information kit?

2. The call to action. Don’t assume people will know what you want them to do. Ask them to request a brochure, call for a free appointment, or sign up by scanning a QR Code.

3. Response mechanism. Make it easy to respond. If you are asking them to send away for more information, prefill the BRC with their name, addresses, and other information. If you want them to make a phone call, put the phone number to call in larger font or in a different color so it’s easy to find.

Assume that your audience is busy and you only have a few minutes of their time. Within just a few seconds of scanning the piece, they should know what you are selling, what action you want them to take, and how to do it.

Need help? Give us a call!

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Monday, June 30th, 2014 Going Postal: News You Need No Comments

Want More Responses? Clean It Up!

Have you ever seen a marketing piece so cluttered that your eye didn’t know where to focus? In which the marketer was throwing so much at you at once that the point of the entire message got lost?

Especially when you have a great product, this is easy to do. [...] Continue Reading…

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Thursday, June 19th, 2014 Going Postal: News You Need No Comments

3 Steps to Staying Sane Waiting for Design

Once you have agreed on a design concept, it’s time for your designer to sit down and plan the work. This entails thinking about what grids, master pages, style sheets, fonts, and image files are required to produce the finished file. If your designer can move from artistic design [...] Continue Reading…

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Sunday, June 15th, 2014 Going Postal: News You Need No Comments

Print Remains #1 Motivator for Nonprofit Donations

With all the media channels available, the choices can be confusing for nonprofits. What is the most effective channel for soliciting donations? According to a new study by YouGov, it’s direct mail. The November 2013 survey of more than 1,150 U.S adults, found the following:

One-fifth (21%) of respondents cited direct mail [...] Continue Reading…

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Monday, June 9th, 2014 Going Postal: News You Need No Comments

Consumers Like to Interact with Print

When we think about print media, we don’t always think about interactivity, particularly with mobile. But more and more consumers do. The high level of integration now between magazines and mobile, both in advertising content and editorial, tells the tale.

Magazines reflect the core of American culture, and interactivity between [...] Continue Reading…

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Friday, May 30th, 2014 Going Postal: News You Need No Comments

5 Direct Mail “Must Dos”

Want to ensure that your direct mail is in line with today’s best practices? Here are 5 items that should be on every marketer’s “must do” list.

1. Focus on relevance, not volume: Marketers are moving away from commoditized, undifferentiated direct mail. They are leveraging customer demographics, purchase patterns, and [...] Continue Reading…

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Sunday, May 25th, 2014 Going Postal: News You Need No Comments

Use Third-Party Content to Boost Credibility

When marketing any type of products and services, your customers trust third-party content more than they trust data provided by your company. They want information that they consider to be credible and objective.

While this is something we may intuitively understand, new data from inPowered and Nielsen confirms it.

According to [...] Continue Reading…

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Thursday, May 15th, 2014 Going Postal: News You Need No Comments

Creating Marketing Copy That Gets Read

In Confessions of an Advertising Man, David Ogilvy, founder of the highly regarded advertising agency Ogilvy & Mather, wrote, “Ninety-nine percent of all advertising doesn’t sell a thing.” You don’t want your products to be in that 99%. How do you make sure you are in the coveted one [...] Continue Reading…

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Monday, April 7th, 2014 Going Postal: News You Need No Comments


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