Have You Checked Your Marketing Personalization Techniques Lately?

Once upon a time, “personalization” was a term that was relegated to greeting cards and office name plates. In a different era, consumers never expected to be directly targeted; in fact, many of them didn’t even think about the ads they were seeing or the interactions they were having with businesses. What a different world we live in now!

Personalization in marketing is more important than ever. Consumers have gone from not noticing ads to expecting full-fledged personalization that not only addresses them by name but suits their interests, needs, moods, and the times of day in which they’re most likely to become buyers.

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Our 5-Point Checklist for Evaluating Direct Response Creative

How do you know if your direct marketing creative -- the integration of copy and design ­­-- is up to the task of connecting with the target audience and doing its part to drive a successful campaign? Nothing—no direct mail piece, email, website or social media ad—makes its way out the door without careful evaluation.

  • “It’s pretty” doesn’t necessarily equal “It’s effective.”
  • “That’s such a cool idea” doesn’t always translate to “It’ll resonate with our target market.”
  • “Wow, that really pops!” doesn’t mean “It’s on strategy.”
  • “I wouldn’t respond to that” doesn’t mean “It isn’t right for the target audience.”

Our creative team, which consists of art directors, designers, and copywriters, approach each project with a clean slate—and fresh ideas. But they also takeRead more


generations

Generation Segmentation

Have you ever thought about segmenting your customer database by generation? Each generation—Baby Boomers, Gen X, and Gen Y—represent a different set of needs, priorities and preferences.Read more


37 Power Words to Use in Direct Response Marketing—and Why

From the time we were kids, we’ve been told by family members, teachers, and marketing gurus to “use the right words” and avoid using the wrong ones. Most of us have figured out how to communicate effectively—in most situations, anyway—and we know how powerful words can be. The right ones can make your heart sing, and the wrong ones can cut like a knife.

Write the Right Words, All Right?
In direct response marketing, the right words can work like magic. Word choice is fundamental to creating a message that resonates and building an offer and call to action that performs. Let’s take a look at which words tend to “work” for today’s direct response marketersRead more


Understanding Net Present Value vs. Lifetime Value

Reading a LinkedIn article I came across the term Net Present Value (NPV). Wikipedia describes NPV as “the present value of money today compared to the present value of money in future, taking inflation and returns into account.” It’s However, I found the writer, Sallie Krawcheck’s, personal explanation more thought provoking: “the willingness to forgo earnings today, to invest smartly for more earnings tomorrow.”

Instead of applying to finances, economics and accounting, I started to think how NPV can be applied to marketing and customer relationship building. As marketers, we’ve been programmed to calculate something similar called a Customer’s Lifetime Value (LTV), the predicted net profit for the entire future relationship of the customer…but what about a prospect’s Net Present Value? Are they even worth acquiring? In the years to come, will they be worth more or less than they are right now?

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