Match Direct Mail Frequency to Purchase Frequency
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Match Direct Mail Frequency to Purchase Frequency

Why waste precious marketing dollars sending direct mail or email marketing to your customers weekly when they purchase from you monthly? Not matching your mailing frequency with your customers’ buying frequency makes your messages go from ripe to waste. Companies that hammer customers with repetitive offers may make them feel stalked, not catered to. If your company truly knows its...

Posted by September 22, 2011May 29, 2019
Ten Ways to Decrease Direct Mail Spending
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Ten Ways to Decrease Direct Mail Spending

Create. Implement. Measure. Repeat… At NextPage, everyday we learn from and refine our marketing processes. Our primary goal is to help you make money. Your return on marketing investment has two sides, the cost side and the revenue side. Here are 10 ways to improve both sides of the ROI equation with your direct mail campaigns:...

Posted by August 25, 2011May 29, 2019
ROI Summary of Direct Response Driven Sales
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ROI Summary of Direct Response Driven Sales

Direct Response Driven Sales per $1 of Advertising The Direct Marketing Association has released findings on the historical and projected returns of direct marketing channels. The results in the graph below are calculated to show the average return on investment for a dollar spent in each channel. Notable Observations on the ROI of Direct Marketing...

Posted by July 6, 2011January 18, 2018
Do’s and Dont’s of Using Personalized QR Codes in Direct Mail
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Do’s and Dont’s of Using Personalized QR Codes in Direct Mail

Direct mail – such as postcards, letters, brochures, and trans- promo communications – is a perfect medium for incorporating a personalized QR Code.   So perfect, in fact, that the United States Postal Service is getting in on the action by offering a discount for using a QR Code this summer.  We’ve covered a lot of ground...

Posted by June 20, 2011June 10, 2019
B2B Marketing Best Performing Channels
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B2B Marketing Best Performing Channels

If you need statistics about the potential potency of multi-channel communications in business-to-business marketing, this blog post is for you.  Pitney Bowes recently surveyed 4,000 B2B marketers—divided equally throughout the U.S., U.K., France and Germany—to uncover current B2B thinking regarding marketing channel choice and business communications in today’s complex and challenging communication environment. Here is a...

Posted by June 2, 2011January 9, 2017
The ABC’s of Mobile Marketing
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The ABC’s of Mobile Marketing

The mobile marketing industry is filled with more than its fair share of TLAs (Three Letter Acronyms). Here’s a quick primer on the shortened vocabulary of mobile marketing. CSC (Common Short Code) A short numeric sequence (4-6 digits) to which text messages can be sent from a mobile phone. Most CSC-powered marketing campaigns prompt mobile...

Posted by May 5, 2011February 6, 2017
How to Develop Triggered Customer Life Cycle Communications
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How to Develop Triggered Customer Life Cycle Communications

Using business intelligence along with triggered communications is the new rocket science behind digital and direct marketing. Identifying prospect and customer activities and behaviors that indicate the need for more or less contact, business intelligence is what makes everything else happen. For example, using strategic business intelligence to detect when a prospect has moved further...

Posted by February 15, 2011May 29, 2019
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, 2011January 18, 2018
Halloween Special: Using Direct Mail to Destroy the Environment
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Halloween Special: Using Direct Mail to Destroy the Environment

Earlier this week I posted an article about being an environmentally friendly mailer.  Unfortunately, I have witnessed companies who don’t have a clue about how to use direct mail in an environmentally-friendly way.  In the spirit of ghost, goblins and Halloween, I fabricated a list of how to use direct mail in evil ways. Here’s the...

Posted by October 28, 2010June 10, 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