Wednesday, June 24, 2020

3 Insider Tips All Nonprofits Should Know


Fundraising is the lifeblood of any nonprofit. Without donations, your mission doesn’t go on. Here are three tips for making the most of your efforts.
1. More donations are driven by direct mail + digital.
Direct mail is one of the most effective ways for nonprofits to solicit donations. However, these efforts work best in concert with other channels. For example, one study found that marketing campaigns that used direct mail and one or more digital media experienced a 118% lift in response rates compared to using direct mail only. In contrast, another found that combining direct mail with digital ads yielded 28% higher conversion rates.[1]
2. Success starts with your house list.
As long as they continue to believe in your mission, most people who donate to your organization will do so again. That’s why your house list is so important. Prospecting helps to expand your donor base, but your house list will always be the primary source of your fundraising dollars. Keep this list clean up to date, and treat your donors like the most influential people in the world — because they are.
3. Engage beyond donations.
When it comes to a person’s likelihood to donate, the most important factor is his or her emotional connection to your organization. To increase donations, be proactive about building real, lasting relationships with donors over time.
·         Make sure your donors understand your mission and where their money will be used.
·         Write to donors by name and personalize your messaging based on the specific areas or projects to which they have donated.
·         Provide pictures or stories about the ways their donations are being used. If people are donating to an ongoing project, keep them in the loop on the progress.
People want to help, and they enjoy being part of efforts to do good for the world around them. Use direct mail, email, and other digital channels to make them feel part of your mission and continue to move it forward.



[1] https://nonprofitssource.com/online-giving-statistics/email-direct-mail/

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How Marketing Is Changing in This “New Normal”


As the U.S. economy gradually begins to reopen, you may want your marketing strategy to look different than it has in the past. Why? Because the market is in flux, and consumers are re-evaluating existing brand relationships. A new study from Influence Central outlines just how impactful some of these changes are.  Here are three of those changes and what they mean for you.
1. Customer loyalty is in flux.  According to the survey, 75% of consumers are unable to find many of their regular products in stores. Nearly half (45%) are unable to find their regular products online. As a result, they are open to new brands they might not have been in the past. 
What this means for you: There has never been a better time to introduce yourself to a new group of potential customers.  Think about launching a prospecting campaign to grab those buyers before your competitor does.
2. Known brands must prove value. Customers are open to change, but they are sensitive to price, too. Only 12% of consumers say they are “very willing” to pay for a preferred brand over a generic label, and 52% are “somewhat” willing to do so. More than one-third (37%) favor generic brands for their cost savings.
What this means for you: Known brands need to clearly articulate their value proposition more than ever. Use your direct mail, email, and mobile communications to communicate why your products and service are worth paying for.  
3. Customer habits are changing. Consumers are changing the way they live. They are ordering out more, supporting small, local businesses more, and bringing more lifestyle elements in-house (For example, 56% of consumers are brewing more coffee at home than they used to.)  Some of these trends will stay long after the pandemic is over.
What this means for you: Understand how your customers’ habits are changing and how you should adapt your marketing strategies to address them.  You may still use the same mix of channels you have in the past. You may just need to position your messaging differently to reflect new consumer habits and sensitivities.
Need help? Let’s talk strategy!

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Tuesday, May 19, 2020

5-Step Checklist Before Refreshing Your Marketing

Mid-year is always a good time to re-evaluate your marketing strategy, especially when there has been a period of downtime. Whether you are using direct mail, email, mobile, or social media, here is a quick checklist to make sure that, as you look forward to the rest of the year, you are hitting all of the basics.
1. Make a plan.
What are your marketing objectives? They are likely somewhat different than they were at the beginning of the year, and that’s okay. What are your goals now? Re-engage your audience? Recapture lapsed subscriptions? Build your e-commerce engine or delivery services? Have specific goals and apply numbers to those goals to help you measure success.
2. Target emotion.
How do you grab attention and get your audience to act? Now more than ever, people respond to how products make them feel rather than the details of what those products do. Insurance makes people feel secure. Freedom to travel makes people feel adventurous and independent. Developing personas rather than just demographic data can be a great investment.
3. Understand the journey.
Some sales happen quickly. Others are the result of a process that includes discovery and education before the decision is made. This is called the “sales journey.” Take the time to understand what your customers’ journey looks like. Also, take the time to understand the benefits of each communications channel. Where does print fit? Email? Social media? Video? Which channels work best to move your prospects from one stage of the sales journey to the next?
4. Market to the generation of “me.”
This is the “me” generation, so tailor marketing content to your target audience. This can be done through personalized communications that match images, messages, and offers to individual recipients. Or it can be done through strategic targeting and segmentation.
5. Create a timetable.
When and how do you intend to deploy the components of your marketing strategy? Success depends not just on getting the right message in front of the right audience, but on getting the right message in front of your audience at the right time. Create a plan for what content to deploy, using which channel, and when.
Miss something on the checklist? Need help with implementation? Give us a call. That’s why we’re here. 

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Got Myths? 3 Misperceptions About Print


Print continues to receive a lot of attention from marketers. Why? First, because it works. Second, it’s simply less annoying. (According to PrintIsBig.com, print is 43% less annoying than the Internet.) Less annoying or not, there are many misperceptions about print that cause marketers to overlook its value. Let’s look at three myths about print marketing and the reality behind them:
1. Print is all or nothing.
Many marketers think that either you live in the age of print or the age of digital, but not both. The reality is that print and digital channels work together. One study found that 51% of consumers prefer companies to communicate with them using a combination of physical mail and email. Even if buyers do end up purchasing online, 39% say they tried a business for the first time because of direct mail.
2. Consumers prefer digital communication.
Sure, consumers love to connect with brands digitally, but they also want to connect with brands through print. They want to communicate across both print and digital. According to the Direct Marketing Association (DMA), 92% of shoppers prefer direct mail for making purchasing decisions. In part, this is because print continues to have a trust factor. It also motivates people to buy. The DMA found that for every $167 spent on direct mail, marketers sell $2,095 of goods. There is something about print that spurs consumers to action.
3. Personalization only works for email and online.
Print can be personalized, too. Personalized direct mail can increase ROI by 3x to 10x. Furthermore, 40% of consumers say they buy from retailers who personalize the shopping experience across channels.
Don’t fall for the myths. Know the real value of print marketing.
Want to learn more? Just ask!

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Why the Digital Generation Loves Mail


You’d think that the first digital generation, Millennials, would stick their noses up at direct mail in favor of electronic alternatives, but the opposite is true. Millennials love mail! Studies show that Millennials are more engaged with direct mail than other generations. According to “USPS Mail Moments,” for example, Millennials are more likely than non-Millennials to do the following:
  • Scan their mail (71% vs. 66%)
  • Organize and sort their mail (45% vs. 40%)
  • Read their mail (36% vs. 35%)
  • Show their mail to others (24% vs. 19%)
Millennials also show a greater preference for direct mail over email in some key areas. For example, 64% would rather look for “useful information” in the physical mail than email, and while the average person spends 8.4 minutes sorting their mail, Millennials spend 9.2 minutes doing so.
Why do digital natives love engaging with direct mail? In part, it’s because they are inundated with digital media. Physical mail stands out in Millennials’ otherwise electronic worlds. This generation is also geared toward visual content, and direct mail caters to the physical senses.
If you are marketing to this audience, try connecting the physical world to the social media world to create relevance. For example, members of this generation are massive consumers of social media like Instagram, Snapchat, and YouTube, so consider designing to your direct mail be “Instagram-like” or “Snapchat-like.” Try incorporating print-to-mobile and print-to-video tools like QR Codes and augmented reality. Turn direct mail into an experience.
Even when direct mail graphics are static, use those graphics creatively. For example, one direct mail piece uses an image of a surfer riding a wave several stories high. At first glance, you might think this was for surf products or Caribbean cruises. In fact, it was for mortgage refinancing. The text read, “Ever feel like your home mortgage is like 60 tons of water ready to crush you and your family? We can help!” Instead of focusing on interest rates and mortgage terms, it used images to show what it feels like to be crushed under debt.
When targeting Millennials, incorporate direct mail. But understand how this audience thinks, then design campaigns intended for this audience in a way that they are most likely to connect with.

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Thursday, April 23, 2020

Is a Custom Magazine Right for You?


When you think about adding new channels to engage with your customers, starting a custom magazine is probably not high on the list. It may never have crossed your mind. But it might be something you want to consider.  The use of custom magazines as a customer engagement tool is growing.
“Hold up!” you might say. “Aren’t magazine subscriptions on the decline?” Traditional magazines, yes, but not custom magazines. Custom publishing is on the rise, and these publications often become the glue around which other marketing elements—personalized direct mail and email, social media, mobile marketing—are built.
Here are three companies that have been successful using custom magazines to enhance their brands:
Lowe’s: This DIY giant offers both an e-zine and a print version of its “Creative Ideas” magazine, which provides solutions for everything from hidden bedroom storage to painting a faux brick wall. This content drives readers back to Lowe’s stores for supplies. The magazine’s design style mimics DIY pinboards and online communities, creating a sense of being an integral part of the larger DIY family.
Airbnb: There is certain kitsch to being part of the Airbnb community and hosting travelers from all over the globe. To reinforce this identity, Airbnb’s magazine, “Pineapple,” features stories from San Francisco to London told by Airbnb hosts. Since travelers often return to the same hosts over and over again, the goal is to keep hosts engaged so that travelers can build long-term relationships with them and with the Airbnb brand. 
Uber: Being an Uber driver is like being part of your own world. To keep drivers connected, Uber created a magazine, “Momentum,” just for its drivers. Topics range from stories from the field to tips on how to keep your back from hurting when constantly on the go. The goal is to build a broad base of connected, brand-engaged drivers that drives the mission forward. 
So why invest in a custom magazine? It is not to make money through advertising or subscriptions. It is to enhance customer engagement and enhance and solidify your brand in a way that creates long-term profitability.
Want to build a community around your brand? A custom magazine might be just what you need.

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For Better Results, Follow Your Curiosity

Do you have curiosity? If you’re doing personalized print marketing, a little can go a long way. By asking questions of your customers, whether in print or digital surveys, you can uncover valuable information that can improve your sales. 


One governmental agency shows us how it’s done. When the agency began implementing a new set of regulations, it set up a compliance program to help affected businesses. It also scheduled an educational event to let companies know about the changes and help them get on board. In advance of the event, it surveyed attendees about their knowledge of the new regulations and compliance initiative. To encourage them to respond to the survey, it offered a guaranteed prize plus a chance to win a new iPod. 

The survey provided critical insights, including: 
More than two-thirds of attendees did not know whether or not they were in compliance.
54% had never visited the agency’s website designed to educate them on the regulations.
48% did not know how the compliance program would help them.

Imagine how this information helped the agency tailor its message during the event!
In another example, one mid-sized marketer used personalized surveys to improve its prospecting efforts. It asked customers to indicate where they needed the most help in critical areas of their business, what services would make their jobs more manageable, and what their pain points were. This information helped the salespeople create highly targeted presentations directed at the individual needs of each prospect. The result was a whopping 73.9% conversion rate. 

Are you doing regular customer and prospect surveys? If not, there are many ways to work them into your marketing projects, from personalized URLs to pre-filled tear-out forms, to online and email forms. 

To create these surveys, ask yourself what information you do not currently have that would help you open doors, increase the relevance of your messaging, and ultimately help you close the sale. Once you know what information you need, we can help you craft the surveys to get the best results. 

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What’s Another Name for Personalized Print Marketing?

What’s another name for personalized printing? Relationship marketing! This is an approach that uses personalized printing to focus on nurturing long-term customer relationships rather than pursuing just the short-term sale. How does this work?
Say you are a family-owned hardware store. Typically, a customer walks in, does his shopping, and you are available to answer questions and recommend products. You hope that your excellent service, quality merchandise, and expertise will maintain the customer’s loyalty. You might have special promotions or discounted merchandise in a bin at the front of the counter, as well.
What might this look like if you decide to add relationship marketing?
It looks a little different. Each time a customer walks in, you smile and greet them, but you also ask if they would like to be on the mailing list for your newsletter “Tips for Shop & Home.” If they say yes, you collect their name, address, and additional information, such as whether they rent or own, have children and their ages, and any specific home needs such as a garden, pool, or workshop.
Once a month, you send out a personalized newsletter addressing each customer by name. You customize the content, providing weatherizing tips, suggestions for ongoing home maintenance, and relevant offers based on what you know about their property. If they garden, for example, you might offer planting tips and discounts on seeds, berry bushes, or garden mulch. If they have a pool, you might offer winterizing or seasonal opening tips.
To deepen the relationship, you find other opportunities to engage your customers, as well. This might include an occasional customer survey, feedback form, or contest (such as best recipe using home-grown vegetables or DIY project). This makes each customer feel valued and more deeply engages them with your store, while at the same time giving you more information to further personalize future mailings.
That’s relationship marketing—and it’s one of the opportunities that make 
personalized print so powerful.

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Thursday, March 26, 2020

Do Your Business Cards Tell a Story?


Have you ever thought about what story your business cards are telling? If you are like most people, they say to your customers, prospects, and peers little more than how to get in contact with you. But used right, they can do much more. Here are some ideas for doing more with this under-utilized tool. 

1. Use a non-traditional stock. 
Instead of using the same high-volume plain white stock that your competitors are using, why not choose something that better represents what you do? If you sell party supplies, for example, consider a business card coated with colored foil. If you own or manage a “hard-bodies” gym, find paper made from rocks! (Yes, there is such a thing.)

2. Use both sides. 
Most business cards are not printed on the back, creating a massive opportunity for you. Think “mini brochure.” Add text that tells a story about what your specialty is and what you’ve accomplished. Add QR Codes or augmented reality to take prospects to videos or landing pages where they can learn more. 

3. Segment cards to target different audiences. 
Just as you can segment your direct mail and email to different target audiences, you can do the same thing with business cards. If you sell landscaping equipment, consider creating one card for customers selling into the residential market and another for customers selling into the business market. 

4. Add embellishments and dimensions. 
Black-and-white or colored text on white stock. Is that how you want people to remember you? Add iridescence, embossing, foil, or specialty coatings in ways that, when people look at your business card, remember your story. If you sell water systems, for example, add a water drop with a satin coating to pop off the uncoated stock. You want customers and prospects to easily recall your earlier conversation or marketing interaction and why they wanted to stay in contact with you in the first place.  

Your business card is a mini-canvas that you can use to truly sell yourself and help people remember you and tell them what you can do. It’s a great opportunity. Don’t miss it!

Source: Inspired by Pat McGrew’s “Storytelling Business Cards” on Print Sample TV.

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5 Buckets That Help Your Marketing

Did you know that by segmenting your audience into universal “buckets,” or like-minded groups, you can better target your messaging and get better results from your print and digital marketing projects?

“Buckets” is a helpful term that describes grouping your customers into categories that reflect common wants, needs, and purchase motivators. By assigning each recipient to the appropriate bucket(s), you can target your message more precisely. Here are five basic ways to do that:  

1. Geography. Where do your targets live? Are they grouped into neighborhoods or geographic regions that share common characteristics and needs? 

2. Company Profile. If you’re doing B2B marketing, companies with common characteristics, such as being in the same market vertical or being of similar size, tend to share common challenges and pressure points. You might have a bucket for each vertical market, as well as the number of employees, annual revenues, and the number of locations. 

3. Demographics. This is one of the most common ways marketers think about targeting their customers. What is their gender? Age? Household income? How does each of these demographics influence how you craft the message?

4. Behavior. People with very different demographic makeups can still have shared values and behave in similar ways. For example, a 20-something recent college grad living in New York City might fall into the same “green consumer” bucket as a 60-something retiree residing in Colorado. This is where knowing common interests (such as through magazine subscriptions) and tracking common behaviors (such as white papers downloaded or seminars attended) can pay huge dividends. 

5. Purchase patterns. People who buy the same products have similar needs for upsells and cross-sells. Tracking purchases can provide insight into the next marketing steps. 

These are just some basic ways of understanding and targeting customers, but there are many more. Talk to us about the best ways to slice and profile your data to get maximum results!

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Data: You Can’t Market Without It


There is no getting around the increasing importance of data in marketing. In fact, according to Forbes Insights,[1] 64% of global marketers “strongly agree” that data-driven marketing is crucial to success within a hyper-competitive economy. Similarly, Gartner found that 69% of marketing leaders expect the majority of their decisions to be driven by data.[2]
Why do data-driven decisions matter so much? Even the best marketers can be misled by going with their guts. Think of some of the famous missteps in branding. Remember the disastrous introduction of “New Coke”? Or GAP’s infamous logo reintroduction that was universally hated by its customers? These were the result of great ideas not sufficiently backed up by data.
The same principle applies in marketing. If you are selling a new beauty product, do you need to create different messaging for women who are Gen Z versus Millennials? Are your customers more likely to respond to a call to action highlighted in yellow or red? Do response rates improve if you swap out images based on gender, age, or geographic location? These are the kinds of decisions that should be made based on data.
Need to learn more about your customers? Here are three ways to do that:
Customer surveys: If you want to learn more about what your customers think and what they value, ask them.
Tracking and metrics: Use barcodes, redemption codes, cookies, and other forms of response tracking. Don’t just ask people what they think. Watch what they do.
Purchase data: You can learn a lot about your customers by purchasing insights such as their interests (based on purchases, magazine subscriptions, etc.), contributions to charities, and other third-party data.
Your marketing is too important to base it on guesswork. Use data as your “eyes” to make sure you are getting it right. If you need help, just ask!





[1] Data is derived from a survey of 162 U.S.-based senior executives conducted by Forbes
[2] Gartner Marketing Analytics Survey (2018)


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Wednesday, March 18, 2020

Direct Marketing is More Important Now Than Ever Before: Top 6 Things Marketers Need to Keep in Mind During COVID-19 Pandemic

Great! The whole world has gone seemingly crazy and you don’t know what to do. Information is changing hour by hour and even minute by minute. It’s difficult to know what to do, what kind of effect this will have on your business, how to anticipate, prepare for and mitigate the losses that are inevitably coming your way. It is undisputable that every single action that you take (or don’t take) will affect your business for weeks, months and even years to come. That is really heavy huh? Well, don’t panic. What goes down must come up. You will very likely make it through this. Many of us have been through similar times before (2008 was not that long ago and we’re still here).
Whether this is your first time through an economic downturn or you’ve been here before, here are some things that you need to keep in mind as you are putting together your actions steps.

  1. Don’t Stop Marketing - Do NOT completely halt all of your marketing efforts – if you can INCREASE them and capitalize on the opportunity for maximum exposure
  2. Niche Market Analysis - Do a deep dive analysis of your target audience and their behaviors during economic downturn
  3. Customers First - Focus heavily on your customer base and internal file as they are the most likely to continue to buy from you.
  4. Direct Market - Increase overall conversion rates by utilizing direct marketing methods that targets only people who are most likely to continue to buy during an economic downturn.
  5. TRACK TRACK TRACK - Analyze and track every marketing action and the return on investment
  6. Be in it for the “Long Haul” - Buckle your seatbelt and get ready for a long ride – you may not see immediate results, stick with it! 

If you implement these 6 actions then you will be more prepared and better off than most businesses who will cut their marketing completely on a knee jerk reaction to the current situation. Over 400,000 small businesses went bankrupt or permanently closed in the last recession. Let’s take the lessons from the past and apply the successful actions today.

Pandemic Marketing Rule #1: Don’t Stop Marketing
When economic downturn strikes the last thing that you want to do is halt all of your marketing efforts. Promotion is the bloodline of your business, cutting the supply will severely damage or kill your overall business especially during a time of crisis. Building and maintaining your brand is the way your customers and potential customers will be able to maintain their recognition and trust in you as an organization. They need to know that you are here and you are weathering the storm. You can also utilize this time to capitalize on exposure. Most business’s first action will be to cut marketing budgets and promotional outflow.  This allows you the space, time and audience to make a maximum impact and impression on your target audience.

Pandemic Marketing Rule #2:  Niche Market Analysis
Take a deep dive analysis of your target audience and specifically their buying behaviors during an economic downturn. There is an article put out by the Harvard Business Review that goes into the psychology of consumer behavior and purchasing habits during a recession. https://hbr.org/2009/04/how-to-market-in-a-downturn-2. “It’s critical to track how customers reassess priorities, reallocate funds, switch brands and redefine value”.  From groups that will “slam on the brakes” and not buy anything to people who “live for today” and continue purchases without missing a beat. Assess what this means for your organization to build the most effective marketing plan to the segments within your niche market. You have the raw data and there are resources available to assist you in analyzing that data to build your effective pandemic marketing strategy.

Pandemic Marketing Rule #3: Customer First
The good ole 80% of your sales come from 20% of your customers is so important during this time. Hang onto those customers for dear life, they will be your largest asset during this time. You cannot effectively retain their business and loyalty if you aren’t communicating with them. And let’s face it – every organization in the country is sending emails on how they are handling COVID19 including your florist so let’s not pretend that email is going to cut the mustard. Focus the bulk of your marketing efforts on your existing clients.

Pandemic Marketing Rule #4: Direct Market
This may be the most important rule of all. With today’s cutting-edge technology, we are all in a much better position than we were during the Great Recession. In addition to focusing on your customer base, you can pin-point target market exactly who is interested in your products or services right now. You can eliminate the prospecting guessing game focus only on people who are visiting your website. Identify the anonymous visitors through modern technology like LEADMatch and send them a direct mail piece (heck everyone is going to be home anyway). You can also retarget those visitors digitally through the Google Display Network and social media platforms such as Facebook and Instagram. Focusing on only the people who are browsing your products and services right now will allow for more effective use of your marketing dollars and overall higher conversion rates. Utilize direct marketing in a very targeted manner to ensure you are staying in front of the appropriate base and creating the serendipitous moment of being in the right place at the right time – when they’re ready to buy!

Pandemic Marketing Rule #5: TRACK TRACK TRACK
You need to track everything that you do (period). Tracking will give you full visualization into market infiltration, exposure, engagements, conversions and overall marketing impact. It will also provide you with the visual transparency that you need in order to test and tweak messages, call to actions, market segments, etc. Gather the data and analyze constantly. Once you know what is working strengthen those actions and knock off any waste. The ultimate goal is to refine your marketing strategy and enhancing best practices continuously to ensure overall success and sustainability. Be willing to adapt and pivot quickly as data and trends become more and more clear. Trust the process.

Pandemic Marketing Rule #6: Be in it for the Long Haul
This situation may have seemingly exploded overnight and the impacts are hard and fast. This will not be the same story for the rebuild. Much like a natural disaster, it takes a short period of time for catastrophic damage but a lot of time, patience and hard work for the repairs and overall reconstruct to take place. Buckle up and be ready to ride this thing through. There is no “quick fix” here. Marketing is a long game anyway, now it will be even longer. Have patience and know that every effort that you make right now will pay off in the long run. Do everything in your power to keep up the consistent outflow. It will not only keep your business alive during this time but it will almost certainly ensure future growth.


Need help marketing during the pandemic? Check out our Partner Locator: http://directmail2.com/partner-locator. Expert strategists are standing by to help you through this crisis. We have the tools and guidance that you need in order to make it through.

Source Links
https://www.entrepreneur.com/article/304099

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Wednesday, February 19, 2020

Want to Improve Results? Look to Readability


Printing is a visual industry, but the copy matters, too. If people can't read your messaging easily or if it's difficult to understand, you won't get the results you want. Here are five tips for improving readability and thereby improving your response rates, conversions, and sales, too. 

1. Be specific. 
People are drawn to details. For example, which copy is more likely to draw your eye? 
  • "Save money."
  • "Save hundreds of dollars."
  • "Save an average of $386 per year."

It's the last one. "Save $386" really jumps out. Details draw the eye and command attention. Use them!

2. Be relevant. 
People's eyes are drawn to copy that talks about things that matter to them. Let's say you are a bank marketing to a target audience with a high percentage of families with children about to graduate from high school. Sure, you can talk to this audience about how your savings accounts have the highest rates around, but "We offer half-percent higher interest" might not be the messaging that resonates most. "Put the extra earnings from our high-yield savings accounts toward college tuition!" might be a better approach instead. 

3. Add images. 
Even the most specific, relevant copy can fall on deaf ears without an image to accompany it. For example, you might create a banner ad that says, "Download your free retirement guide," that goes totally unnoticed, even if it's hitting your target audience. Add an image of the cover, however, and suddenly the ad is getting tons of clicks.  

4. Use numerals when possible. 
When discussing numbers in running text, use numerals instead of spelling them out. For example, which draws your eye more? "Save ten thousand dollars"? Or "Save $10,000"? Numerals make details pop. 

5. Avoid using all caps. 
For the most part, the human eye has difficulty distinguishing between words and letters in all caps. Avoid using all caps except in rare instances. 

Want more ideas for great design and type that make your message stand out? Give us a call!

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Want More B2B Accounts? Try This!

Marketing to businesses can be tricky. Unlike marketing to individuals or households, where there might be only one or two decision-makers, in businesses, decisions are often made by committee. In fact, “Chief Marketer” notes that, on average, B2B accounts have 13 influencers involved in the process. Thirteen! This is why successful B2B marketing requires a different approach. How can you run a successful B2B marketing campaign?
1. Use multiple touches every time.
According to BrightFunnel research, it takes an average of 18 touches to close a B2B deal. Combine that with 13 influencers, and you have a complex decision-making process that requires a coordinated approach targeting multiple people in multiple areas of the company. 
Multiple touches are also necessary because individual stakeholders may need distinct types of information at each stage of the sales journey. Different channels have different strengths, so the channel you use to bring your product to the company’s attention may not be the same as the one(s) used to drip more detailed information along the way.
B2B campaigns require multiple channels and multiple touches at different stages of the process.
2. Get to know who all of the influencers are.
Getting in front of influencers requires knowing who those influencers are. Sometimes, they can be hidden. If you are selling IT equipment, for example, you might know that you need to contact the directors of IT and finance, but the purchase decision might also be influenced by people in marketing, sales, and customer service. Find out who all of your influencers are because, at some level, you need to be marketing to all of these people, too.
3. Get fresh data.
The more you get to know your influencers, the more you can motivate them with relevant messaging. There are many effective data suppliers out there, so don’t be afraid to try something new. When a single account may be worth hundreds of thousands of dollars, it’s worth the effort to find new sources, test their effectiveness, and make sure you are reaching the right people with the right message at the right time.
Need help navigating the labyrinth of B2B sales? Let us help!

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Study: More Channels = Better Results

Have you ever wondered how using multiple channels impacts your results? A recent study from Demand Metric / PFL gives some insights. In this study, “2019 Multichannel Marketing Report,” which surveyed 579 marketers, researchers asked how many channels respondents were using and how happy they were with the results.
The study found that two-thirds of study participants use between three and five channels for their campaigns. Fewer respondents use six or more channels, but those that do are getting better results.
How Many Channels Are You Using in Your Campaigns?
1 Channel
3%
2 Channels
11%
3 Channels
29%
4 Channels
21%
5 Channels
17%
6 Channels
5%
7 Channels
4%
8+ Channels
6%

Next, researchers asked participants to rate the effectiveness of their efforts. Consistently, respondents using more channels reported getting better results:
·         7+ channels: 77% report good or very good response rates
·         4-6 channels:   69% report good or very good response rates
·         3 or fewer channels:   61% report good or very good response rates.
Adding channels boosts results!
Which channels should marketers integrate? It depends on their marketing goals, budget, and available time and resources. But direct mail comes in very high as a component of these campaigns. When asked which channels were the most effective at reaching their target audiences, 78% of respondents cited “integrated, branded, personalized direct mail” as being effective or very effective and 61% said traditional direct mail is effective or very effective.  Not only this, but 80% of study participants report that direct mail directly improves multichannel campaign performance.
When it comes to multichannel marketing, there is no magic bullet, but there are some trends we can count on: 1) well crafted, integrated multichannel campaigns get better results, especially when those campaigns include direct mail; and 2) all types of direct mail are powerful, but especially those that are branded and tightly integrated with the other channels being used.
What does a well-crafted, branded, integrated direct mail campaign look like? Let us show you.

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