5 Steps to Create a Company Blog that Supports Direct Marketing, Part 1


We see it all the time: a company has a blog on their website but consider it a nuisance. They only post a new article after realizing “it’s been a while” and no one on staff is raising their hand to develop content. But that’s because they haven’t figured out that their blog can support their direct marketing efforts, helping to bring in leads and nurture customer relationships that lead to more sales.

Start Thinking about Your Company’s Blog as a Strategic Tool
Blogging has grown up a lot since it started back in 1997. In fact, many corporate websites were designed with a blog component because it was the “thing” to do—not necessarily because the company planned on using it for a strategic purpose. We remember this well, because we were there, too!

In the early days, some companies posted content simply toRead more


The 3 Simple Keys To Maintaining An Up to Date Website At Minimal Cost

Gone are the days when you put up a website and ask a web programmer to make a change every month or so. Really, think back to 1997, or even 2007, when your website was more or less a digital brochure telling your visitors “About Us” and “Our Products.” Today, your site serves a much broader purpose—and keeping it up to date means, “what’s new today.” A robust content management system (CMS), with your marketing team at the controls, can do just that.

Meeting Visitors Expectations for Timely Content
According to a Vistaprint small business website report, 68% of consumers say that up-to-date and accurate content is the most important thing when it comes to having a positive experience with a small business website. And 60% indicate they are less likely to buy from SMBs with neglected or ‘old’ websites. For a larger enterprise company, the stakes could be even higher.Read more


Who, Me? 3 Best Practices for Direct Marketing Personalization

Have you found a bottle of Coca Cola with your name on it? More than 1,000 first names and 200 last names are included in the “Share a Coke” campaign, which is connecting more people than ever with ice cold, delicious refreshment—and a warm sense of “this was made ‘specially for me!”

Coke’s use of personal identifiers is just one (very high profile) example of how marketers can employ personalization to engage customers and drive desired outcomes, whether that’s buying a soft drink or returning a business reply card.

But take note: personalization is more than just inserting someone’s name into a letter (or onto a bottle)—it’s using your marketing data to deeply target content and offers and build stronger personal relationships with customers and prospects.

We Think You’ll Find This Interesting
Now that we’ve got your attention, we’d like to present some stats from various consumer surveys:

  • 40% said they buy more from retailers that personalize their shopping experience across channels; 41% said they buy more from retailers that send them personalized emails, and 39% said they buy more from retailers that personalize Web recommendations. (MyBuys)
  • Personalized digital ads delivered a click-through rate that was 230% higher (3.3x) than Google Benchmark for rich media creative. (Jivox)
  • Over 84% reported that personalization made them more likely to open a direct mail (InfoTrends)

Do you see why marketers are gobbling up opportunities to personalize across channels? It tells them, “We pay attention to you, we know some things about you, and we think you’ll find this helpful, so please act on it.” Personalization helps keep your marketing messages conversational and relevant, while capturing their interest, to boost response.

How about we share some of our best practices for using personalization in direct marketing?Read more


9 Reliable Ways to Grow Your E-mail Marketing Database

There comes a time when your trusty e-mail list no longer delivers like it used to and stops growing. You’re getting lots of bounce-backs, not seeing the results you expect, or simply want to add more leads into your marketing database. This is all part of the natural process of database decay—sounds scary, right? Fortunately, there are some things you can do to freshen up your list and bring it back to life. Let’s jump right in!Read more


6 Most Effective and Time-Honored Direct Mail Creative Techniques

Eager to put a fresh coat of paint on your direct mail strategy? Not so fast. We’re all for changing up the same old, same old, but before you fix what isn’t broken, make sure you know what works. The tried and true direct marketing techniques that have stood the test of time continue to be used in the control kits for many marketers. Read on to find out why.

Love Response? Use Direct Mail!
Direct mail has always been extraordinarily effective form of direct response marketing. Not only are people curious about what’s in their mailbox, but direct mail packages are designed to trigger an emotional response and drive action. They’re simply compelling!

Here’s some statistical back-up. DMNews.com reports on findings of a 2016 DMA study showing thatRead more