Tuesday, January 21, 2020

Want 25% Increase in Profit? Here’s How!


Want to make more money and improve your bottom line? Don’t just acquire more customers. Woo your existing ones. According to Bain & Company, a 5% increase in customer retention correlates with a 25% increase in profit or more.
How does this work? Just look around!
  • Over there—stacked on that storage piece—how many catalogs have you kept?
  • On your fridge, how many mailers do you have taped to remind you to take your car in for a checkup? The dog to the vet? Your kids to the dentist?
  • How many marketing or customer retention emails have arrived in your inbox just in the last week?
  • While reading this, did you receive a text alert for a flash sale at your favorite retailer?
  • If you’ve “liked” a company’s page on Facebook, have they asked you to participate in a social media contest by sharing a story or uploading a picture to their page?
It’s all about maintaining customer engagement over time.
Realtors are great at this. Once people close on a new home, they often begin receiving postcards from the realtor who sold it to them. Postcards typically arrive with the change of seasons. In the spring, families with large lawns get tips on choosing a landscaper. In the fall, families with pools get tips on closing those pools down. Families up north get tips on winterization.
Why do realtors do this? If the homeowner’s friends and family are looking to make a move, the realtor wants to get the referral. If the homeowner eventually needs to sell the home, the realtor wants to be the first one they call.
Whether you are selling toys, clothing, or sporting goods, the principle is the same. Use a mix of channels to engage people in different ways, continually feed them information on new products and services, tips and tricks, and other helpful information to keep them coming back.
Need help? Give us a call!

Please give us a call at 440-946-0606
Or visit our website here for more information.


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Study: Personalization Translates into Increased ROI


Data-driven, personalized marketing has become nearly ubiquitous in today’s hyper-competitive economy. But is it really necessary? Can’t you just mail more generic offers at a lower cost and get the same results? Not anymore. Why? Because long-term profits have become highly correlated with customer engagement and loyalty, and personalization is key to driving both.
In a recent study, “2019 Trends in Personalization Report” (Evergage/Researchscape), 98% of respondents indicated that they felt personalization helps advance customer relationships, with 70% saying it has a “strong” or “extremely strong” impact. In addition, 59% cite increasing customer loyalty as a top benefit of personalizing their communications and 85% indicate that their customers now expect personalized experiences.
It’s no wonder that brands are increasingly focusing on personalization, whether in print or digital communications. In fact, “2019 Trends in Personalization” found that when it comes to email, digital, and online personalization:
  • 90% of respondents report a measurable lift from their efforts.
  • More than half (58%) see lifts of more than 10%.
  • Fifteen percent report lifts of more than 30%.
While print was not included in the survey, it’s hard to imagine that if marketers are getting these results in other channels, they would not see similar results in print.
Personalization is not just a worthy goal. It has become a critical strategy for engaging and retaining customers and motivating customers and prospects.
Is increasing your investment in personalized communications on your “to do” list for 2020?

Please give us a call at 440-946-0606
Or visit our website here for more information.

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When It Comes to Profits, It’s Time to Sort Your Customers


Let’s face it. When it comes to profitability, some customers are worth more than others. That’s why, before deploying any marketing plan, you need to know who your most profitable customers are.
Understanding Customer Lifetime Value (CLV), or how much a customer is worth over time, is a critical part of the equation. One customer may spend $250 with you initially, but then never order again. Another customer may order only $150 the first time, but then become a loyal (and far more profitable) customer who orders thousands of dollars’ worth of products over time.
This is why in order to understand the true profitability of your customers, you need to look at campaigns from a broader perspective. If you were to look at the ROI of the above campaign in the short term, you would think the first customer netted the highest ROI. But it was the second who was the most profitable.
How do you determine CLV? First, you need to decide which measure (or measures) you are going to use.
  • Do you want to determine CLV based on revenue generated?
  • Do you want to use profitability?
  • Do you want to include hard dollar values only?
  • How about the frequency of purchases? Is having consistent, predictable revenue streams more critical than larger, less consistent ones?
  • How important are other factors, such as social media influence, to your calculations?
You also want to consider your customer acquisition cost (CAC). If you use static direct mail combined with generic email, you may spend less but net fewer customers. Or you can run a short-run, highly targeted campaign that costs more overall, but acquires more customers and has a lower CAC that results in a higher CLV.
Customer Lifetime Value is an important calculation, but its value to your marketing strategy depends on the accuracy of the numbers you put in. Talk to us about creating accurate CLVs for your customers.

Please give us a call at 440-946-0606
Or visit our website here for more information.


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Monday, December 23, 2019

Little Known Ways to Boost Your Mailing Results


Did you know that direct mail recipients purchase 28% more items and spend 28% more than non-direct mail recipients?1 This is excellent news for marketers. But with increasing pressure on marketing budgets, you still want to make every direct mail dollar count. Here are three overlooked ways to boost your mailing results and maximize your investment.

1. Keep addresses current with public and private address correction sources.
Most mailers know about the National Change of Address (NCOA) service offered by the U.S. Post Office. However, did you know that only 60% of actual address changes get filed with the USPS? Or that NCOA only catches moves filed within the past 18–48 months? By using private address correction services in conjunction with NCOA, you can find moves not reported to the USPS and can often correct address changes as far back as 15 years.
2. Get addresses right in the first place.
It’s a simple principle, but it is too often overlooked. If you don’t get the address correct on the envelope, the mail won’t be delivered. 1234 Bay Avenue is not the same as 1234 Bay Street. Use professional address correction services to ensure that your mailing addresses are accurate and complete, so your mail pieces arrive as intended.
3. Suppress bad addresses.
Sometimes boosting results isn’t just about targeting people who are most likely to respond. It is also about not targeting those who won’t. Suppression services flag records in your list that are highly unlikely to respond because they have registered for the Direct Marketing Association’s “do not mail” service, have an address in a prison or extremely low-income area, or are deceased. In one analysis of five client mailings, for example, BCC Software saw an average return on investment of 300% by using deceased suppression alone.2
Don’t leave money on the table. Talk to us about standard address correction and the private address correction and suppression services available. You work hard to develop your list. Get the most out of it!

1  “Mail: Convert Browsers into Online Sales” (USPS)
2 “Find the 5 Bottom Line Impacting Items Hiding in Your Data” (BCC Software)

Please give us a call at 440-946-0606
Or visit our website here for more information.

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Friday, December 20, 2019

Small Marketing Budget? No Problem!


Just because you have a limited marketing budget doesn’t mean you can’t have big results. With the right strategy, you can maximize your investment, no matter how much you have to spend. Let’s look at seven ways to do that.
1. Find and target your best audience. You might think that the more people you reach, the better your sales, but that’s not necessarily true. You’ll make more money by finding 100 people who spend $250 each than 500 people who spend $50 each.
2. Get expert advice — upfront. Involve us in the design of your printed and digital projects from the beginning. With print, in particular, we can recommend paper, ink, trim sizes, and layouts that save you money.
3. Be smart with your postage. Postage rates are always rising, so don’t mail less—mail smarter! Let us advise you on creating mail pieces that minimize your postage expense while maximizing your ROI.
4. Switch from letters to postcards. Postcards can deliver key information at very low cost, with near certainty that your message will get seen. Ask us for assistance in creating low-cost postcards that meet USPS specifications for reduced postage.
5. Establish yourself as an expert. When prospective clients need your product or service, you will have instant credibility if they have seen your name elsewhere in print. Create a newsletter or blog, write articles for magazines, newspapers and journals, or consider producing your own branded magazine.
6. Get out there. Be visible in your local community. You might be surprised how many jobs you can win by being a featured speaker at a local event or networking at a trade show. Utilize online networking resources, such as LinkedIn.
7. Partner with non-competing businesses. Identify companies that offer complementary goods and services, and create cooperative marketing collateral using a pool of shared dollars.
There are many cost-effective ways to maximize your marketing budget and get great results even from limited dollars. Just plan ahead and plan smart!

Please give us a call at 440-946-0606
Or visit our website here for more information.

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Get to Customers Before Your Competitors Do

As a smart competitor, you know that you need to snap up the opportunities before your competitors do. This includes potential customers. Your competitors are going after the same customers you are, so how do you attract them first? Here are three proven strategies that start at the mailbox.
1. Choose the right mailing format.
Not all mailing formats are created equal. There are many different formats available: postcards, folded mailers, mailers placed into envelopes, envelopes that are personalized or not personalized, window envelopes, and more. Envelopes and mailers can be different sizes, thicknesses, and colors. Experiment with colored substrates, clear envelopes, and on-envelope personalization.  Choose the right format for the type of campaign, and mix it up, too. Don’t always send mail that looks the same. Keep prospects interested in what you’ll be doing next.
2. Go dimensional.
In a stack of envelopes, a padded envelope, a package, or some other three-dimensional mailer gets attention. When 3D mailers arrive in the mailbox with a bunch of flat mail, they are almost always opened first. While dimensional mailers cost more than flat mailers, they get response rates that can make your mouth water. According to the Direct Marketing Association, dimensional mailers receive response rates 200%–300% higher than traditional mailers. So when your marketing ideas take shape, make it a literal shape!
3. Wow them with unusual finishes, folds, and bindings.
Tangible elements are what make the print channel stand out. Consider using some of the many spot coatings, textured coatings, die cuts, pop-outs, and foldouts that your customers don’t see every day. If you have been meaning to investigate fresh new options and still haven’t had an excuse to do it, maybe now is the time.
It’s time to get noticed! If you need some ideas or want to test new formats, substrates, and finishing options, just ask. 

Please give us a call at 440-946-0606
Or visit our website here for more information.

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Wednesday, November 27, 2019

There Is No “I” in “Personal”

You’ve heard the phrase, “There is no ‘I’ in team.” So it is with print and digital personalization. By itself, data is just that—data. To be truly personal, it takes a collective effort to capture the customer’s attention and create relevant communications that move the needle. Let’s look at some of the most common marketing elements that marketers combine with personalization to maximize response rates.
1. Audience selection. 
Great results start with having a highly targeted audience that is more likely than average to respond to your offer. A home improvement contractor might target new movers. A boutique salon might target female residents within a specific ZIP Code. Layering on personalized information, such as name and offers based on household income, are a bonus.
2. Stand-out design.
Personalized messaging is powerful, but only if people read it. You have to draw recipients’ attention in the first place. To do this, marketers often use unusual design elements, such as oversized postcards, clear envelopes, or lumpy mail, to capture recipients’ attention long enough for the personalized message to get seen.
3. Remind them. With even the best offer, people need to be reminded to respond now and then. You can improve response rates by sending follow-up postcards or emails (or both). Remove recipients’ names from the follow-up list once they respond. Something as simple as a reminder card or email can boost response rates significantly.
4. Mix up your channels. Effective campaigns use multiple channels to reinforce the message. Pair postcards with email and social media mentions, then use great in-store signage as the coup de gras.
5. High-value incentive. This technique is common in lead generation or information gathering campaigns. To motivate recipients to respond to an initial call to action, you might offer a gift or monetary incentive, such as a restaurant gift card or entry into a sweepstakes.
Personalization is a powerful tool, but it’s not a magic wand. Like all marketing elements, it works best when it is part of a collective effort. 

Please give us a call at 440-946-0606
Or visit our website here for more information.


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