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


Wildly Effective Newsletters for The Digital Age: Your 5-Point Checklist

Were newsletters the first form of opt-in content marketing? People have been reading newsletters since 1538, long before interested audiences started visiting the Internet—or even picking up inky newspapers—for relevant news and enticing offers. By the early 1900s, newsletters began to flourish due to businesses’ need for specialized industry information. And the rest, they say, is history.

What makes newsletters such an effective form of customer communications? And why are they still in vogue? Once again, we’ll take a page from our direct response marketing playbook, and share our take on marketers’ love affair with the newsletter. Make that the e-newsletter.

E-Newsletters: Engaging, Retaining, and Re-Engaging Your Key Customers
With our without the “e-,” newsletters contain important information targeted at a specific audience: people with a known interest in a topic, company, or brand. While they may share some valuable evergreen content, newsletters mainly alertRead more


Optimize Your Landing Page For A Results-Driven Customer Experience

You crafted a winning offer and promoted it with persuasive copy and beautiful design. People were responding! Well, sort of. They took your call-to-action—clicked on the ad, keyed in URL, or followed the link—and ended up on your offer’s landing page, but then…crickets.

Very few of the responders actually redeemed your offer and your campaign fell flat. You got them to the landing page, so kudos! But what went wrong? All we can safely assume is that your customers’ experience was disrupted on the landing page, preventing follow-through and stopping results in their tracks.

Why is the Customer Experience So Important, Anyway?
When your landing page doesn’t deliver conversions, chances are good you didn’t take the customer experience into account. Even the best offer in the world won’t perform optimally ifRead more


3 Reasons to Apply Mobile-First Email Design

Are you viewing this e-mail on your mobile device? Cool! Thanks to our mobile-first approach to web and e-mail design, it’s nicely optimized for the small screen. Our goal is to provide you with an excellent user experience because we want you to keep engaging with and enjoying our content.

Let’s take a closer look at why we’re taking this approach—and why it’s one you’ll want to consider.

What’s Mobile-First Email Design?
In short, mobile-first means designing the online experience for mobile before the desktop web. This concept applies most specifically to application and website development, but email marketers need to pay attention to it and apply the principles to their development work. Read more