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Tapping Your Envelope’s Most Powerful Real Estate What is the most important real estate on your mailing envelope? It is the upper left-hand corner, the location of the return address. It is here that your prospect will often decide to open your envelope… or not. Here are three reasons this space helps recipients decide to…

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Personalization Works—But You Have to Get It Right Studies consistently show that personalization works, but you have to get it right. Get it wrong, and customers will move on. This comes from Accenture’s “13th Annual Strategy Global Consumer Pulse Research,” which surveyed more than 25,000 consumers around the world. Accenture found that 41% of U.S….

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Make Your Print Faster to Read

Make Your Print Faster to Read

Make Your Print Faster to Read Who has time to read marketing communications these days? Consumers love print, but they have less and less time to read. You have to hook them fast—and keep them engaged. The solution? Make your printed pieces faster and easier to read. Here are five ways to freshen things up…

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The Empowerment of Personalization

The Empowerment of Personalization

Every now and then, data points jump out at you. Here are two data points about personalization that jumped out at us recently: • 35% of Amazon’s revenue is generated by its recommendation engine. • 75% of consumers are more likely to buy from a retailer that recognizes them by name, recommends options based on…

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Sell More by Educating Your Customers

Sell More by Educating Your Customers

Are most of your marketing campaigns used for direct sales? If so, why not mix it up? Try using your next mailer to offer advice or a helping hand instead. It’s a great way to sell products and deepen customer loyalty at the same time. Just look at Home Depot. Why do you think it…

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5 Copy Tips for Better Direct Mail Response

5 Copy Tips for Better Direct Mail Response

Target Marketing recently published a terrific article on generating responses with direct mail. It doesn’t point to data-driven personalization, multichannel integration, or psychographic targeting, although all of these are important strategies. The article talks about the basics of effective marketing. We’ll summarize the points here and illustrate them with a TV commercial most of us…

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Why Foil Stamping?

Why Foil Stamping?

Printed collateral, direct mail, and other printed marketing communications remain the bedrock of successful marketing campaigns, but their “look” is changing. Consumers today, especially Millennials, are drawn to marketing touches that produce an experience. They love the novelty of print, and their ability to handle a tangible, quality piece stands out in the crush of…

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Why You Need a MultiChannel Strategy

Why You Need a MultiChannel Strategy

We live in an era of gadgets. Research shows that 94% of people have their cellphone within arm’s reach at all times, consumers are shopping on tablets while watching television, and more email is opened on mobile devices than a desktop. Customers continue to move into a multichannel world, and responsive marketers need to go…

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How the Brain Responds to Print vs. Digital

How the Brain Responds to Print vs. Digital

One of the marketing surprises of the last few years has been how strongly Millennials—the smartphone and fully wired generation—respond to direct mail. In fact, according to “USPS Mail Moments 2016,” Millennials are more likely than other generations to read, organize, and sort their mail than all other generations. They are also less likely to…

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Study Tests Effectiveness of Mailing Formats

Study Tests Effectiveness of Mailing Formats

What happens when you create a marketing promotion from a fictitious travel agency to test the effectiveness of different mailing formats? RAPP Germany, a multichannel marketing agency, hired Neilsen to find out. With all other factors equal, RAPP wanted to know, which techniques would be most successful? It tested five mailing formats: standard envelopes, printed…

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