The Remarkable Collision of Social Media and Direct Marketing
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The Remarkable Collision of Social Media and Direct Marketing

I recently came across a great illustration of how businesses are using direct marketing and social media together to achieve immediate results and ongoing “viral” benefits. I’d like to share this story in narrative form… The Setup: New Marketer Seeking Reliable Results The owner of a local franchised restaurant decides to increase business by spending...

Posted by April 21, 2011February 8, 2021
Eight Secrets to Using Personalized Landing Pages
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Eight Secrets to Using Personalized Landing Pages

Ever since PURLs (or Personalized URLs) hit the scene, the integration of offline and online media has become a powerful way to improve direct marketing results.  Now, direct mail and email can link to a URL that can be customized to the individual and can be tracked at the individual level. After working with PURLs for many years, I’ve come to some...

Posted by March 8, 2011February 8, 2021
Seven PURL Mistakes You Might Be Making
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Seven PURL Mistakes You Might Be Making

Personalized URLs (PURLs) or personalized landing pages are definitely a game changer for direct and database marketing.  With PURLs, all that great data you’ve collected about your prospects or customers can be used to construct a truly personalized online marketing experience with customized data, imagery, offers and the all-important pre-populated form. The key to success with...

Posted by March 1, 2011February 8, 2021
Reach and Engagement: Email Marketing’s Big Challenges this Year
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Reach and Engagement: Email Marketing’s Big Challenges this Year

Theoretically, a marketing department should constantly be testing, reviewing their budget, and moving money to the best performing initiatives.  Unlike other forms of media, which can prove influence, but are challenged to prove profitability, direct marketing has an advantage in that it can produce exact ROIs. In my marketing practice, I find myself continually striving to get...

Posted by January 18, 2011February 8, 2021
One-to-One Marketing Campaign Tips
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One-to-One Marketing Campaign Tips

The combination of using variable data direct mail, email and PURLs (personalized URLs) together can be an overwhelming proposition.  But, with many statistics to support the financial results of one-to-one cross-channel campaigns, it’s impossible to ignore the need to use them in the New Year. In an article from XMPie entitled “Five Things to Keep in Mind...

Posted by December 23, 2010January 18, 2018
World’s Best Personalized Calendar Returns
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World’s Best Personalized Calendar Returns

I will admit to bragging.  Every two years my company, NextPage, produces what I believe to be the coolest personalized calendar I’ve ever seen.  I am biased.  My staff works diligently for months to come up with neat and clever ways to demonstrate variable data marketing using this calendar.  The result is a functional, personalized...

Posted by October 12, 2010May 29, 2019
Guide to QR Codes for Direct Marketers
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Guide to QR Codes for Direct Marketers

What’s black, white and read all over? It’s not the newspaper anymore; it’s the square 2D barcodes called “QR Codes” that have already taken over Asia and Europe and are making strong inroads in the U.S. Unless you’re looking for them, there’s a chance that you may have overlooked these small squares filled with seemingly-random...

Posted by September 23, 2010January 18, 2018
Personalize Your Marketing The Google Way
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Personalize Your Marketing The Google Way

It’s safe to say that Google, the worldwide leader in search, knows a thing or two about beating out competition and increasing loyalty. Over the last 12 years, Google has built their empire on a seemingly simple function: providing relevant information to their “customers” (searchers). Even with a 70% market share, Google continues to develop...

Posted by August 21, 2010February 8, 2021
Enhancing Transactional Email Marketing to Improve Customer Engagement
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Enhancing Transactional Email Marketing to Improve Customer Engagement

Did you know that 25% of the people who never open your emails will be among the top 10% of your customers? – Email Experience Council In a recent BtoB Magazine Online post-Karen Bannan says, “transactional messages can help you reach out to new or current customers to help build brand awareness and even create...

Posted by August 3, 2010February 8, 2021
Direct Marketing vs Mass Marketing Defined By Seth Godin
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Direct Marketing vs Mass Marketing Defined By Seth Godin

In a recent post from Seth Godin, the influential author and speaker divulges a main difference between direct marketing vs mass marketing.  The process of mass marketers and direct marketers are different in how they are creating and scaling their message to reach their audience The comparison below is based on Godin’s main points: Mass...

Posted by July 21, 2010February 23, 2022