5 Steps to Create a Company Blog that Supports Direct Marketing, Part 2

In Part 1 of this 2-part series, we started you thinking about how your corporate blog can be used as a strategic tool. Indeed, it doesn’t have to just “sit there” on your website! By posting articles and content that keep your customers engaged and your sales funnel filled with leads, your corporate blog can help you achieve measurable business goals.

Picking up where we left off, once you’ve determined what you want your blog to “do” for your company—and you’ve defined some goals—it’s time to get to work! Get to work blogging, that is. Here, we’ll explain how to get your corporate blog from the idea phase to published, promoted, and income-generating!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


5 Successful Direct Mail Practices in B2C Insurance Marketing

Direct Mail Practices in B2C Insurance MarketingLike a stamp on an envelope, direct mail and insurance marketing just go together. They always have—and we believe they always will. The classic direct mail package is a stalwart of insurance marketing, carrying a personal and protect-your-peace-of-mind message to the consumer’s home. And if it didn’t deliver ROI, our clients wouldn’t keep sending them out.

Direct Mail and the Insurance Customer
Consumers like direct mail because it’s familiar, tangible, and engaging. Marketers like it because it’s reliable, personal, and measurable. Compared with digital media, according to a 2015 study of the neuroscience behind the response-driving power of direct mail, direct mail is:Read more


5 Healthcare Marketing Assumptions That Could Cost You

We’d be surprised if you never made any assumptions about your customers when deploying a marketing campaign. But we’d be even more surprised if you didn’t “miss the target” once or twice. False assumptions can be costly—and that’s why it’s so important to do your research and get your facts straight.

Let’s jump right in to looking at common consumer marketing assumptions made by healthcare companies and health insurance carriers along with the facts that challenge them.Read more