Big Brother Is “Micro-Targeting” You

Written by Kim Chapman - Account Executive

Political parties have been using marketing tactics for as long politics have existed. After all, isn’t a political campaign the act of marketing yourself to your audience?

One really smart way that parties have been marketing themselves in recent years is through the use of micro-targeting. Essentially, this is a fancy word for political parties using data to market at a more targeted level.

A lot of this work is done by campaign consultant groups. Not only are these groups collecting consumer data from data-housing companies, they are also merging this data with voter registration records. These records include important information: whether someone is a registered voter, with what party they are registered, and how often they have voted in past elections.

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The Long and Short of Email Copy

Written by: Mark Weinstein, President

Since it is important to quickly grab the attention of an email reader, most email marketers believe, and rightly so, that emails should be visually engaging, short in length and contain a very focused call-to-action.  Most often the goal is to get the reader to click through to a website or microsite.

We agree.  But, are there times when a long copy approach in email makes sense?  Yes.

In a recent series of tests for one of our retail clients we tested a long email with multiple visually impactful coupons versus a short email with one visually engaging coupon and clickable links to the other offers.  The coupon offers and the email broadcast dates were constant. We virtually saw no difference in open rates, click-throughs and most importantly, conversion to sale, between the two email lengths.

But, there are situations when email marketers should consider a bit more copy to engage the reader build relationships and increase clicks.

An Apple online computer accessories and supply company, Other World Computing, effectively builds relationships with its customers with a long copy approach.  Their emails have a friendly, conversational style that often digress into topics like support for the troops, and makes the reader feel he/she received a personal email.  However, throughout the email are tips, links to instructional videos and software updates, and many special, often limited-time, customer-only offers.

Time and Space Toys sells nostalgic collectibles and toys, such as Peanuts, The Grinch and Rudolph the Red Nosed Reindeer. They use a newsletter email format, offering details and images from a variety of lines and products. It's the email version of searching through a bin of goodies at a flea market.  Readers keep scrolling hoping to find a special discovery somewhere within the email. Collectors appreciate detailed information, and are willing to take the time to read through copy before clicking through.

If building relationships, sales and making your customers and prospects feel like there are real people on the other side, try a personal long-copy approach.  The results may surprise you.


What's up with LevelUp?

Written by Chris Czachor, Account Executive

I recently received a piece of mail that really jumped out at me (see images above).  It wasn’t because it was all that great (although it did grab my attention) but it was more because of the company that was sending it to me.

That company is called LevelUp and they are mobile payment company.  LevelUp is trying to change the way people pay for goods and services by allowing them to pay for items with the mobile phones.  Basically, you put in your credit card information on their secure app and use it to pay for goods and services at places that have the LevelUp technology.  It is supposed to make it easier for the consumer to purchase things and better for the business by providing less transaction fees and better customer information.  This industry is huge and there are already plenty of others vying for market share in this exploding market.

So, why was I so intrigued by LevelUp sending me a mailer?  Well, LevelUp is an online-based company dealing with the mobile payment market and they are sending me direct mail, that’s why.  The last few years has seen a huge shift in advertising and marketing dollars to the digital and mobile space and here is a digital company spending some of their marketing budget on direct mail.

I think this is a testament to the effectiveness of direct mail and just shows how even online-based companies see the value in customer acquisition campaigns that include direct mail as a channel.

So, will this direct mail campaign show a positive ROI and be considered a success?  Time will tell, but I will say that for now LevelUp has one new customer.


Too Much of Good Thing?


Written by Account Executive, Kim Chapman

A debate in the email-marketing world has been going on for over a decade: how often to send out emails.

When brushing up on my research, I found advice/factoids concerning this topic from the early 2000s all the way up to this past month. Here are some tidbits:

  • At a minimum, communicate with your customers once a month. If not, you are not staying top of mind.
  • Send e-blasts a maximum of once per week; click-thrus and opens both drop dramatically once you get more frequent than weekly.
  • Declining open rates could signify an increase of indifference towards your brand, possibly caused by over-mailing.
  • If you’re considering an email campaign more frequent than once per week, you have to ask yourself whether the information is really that time sensitive.
  • At a minimum, you should send weekly if you are selling a product or service.

While some of this information is helpful, it seems a bit contradictory. So what’s a marketer to do?

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The QR Code…or the Snap Tag?

Written by Janelle Schenher - Account Supervisor

QR Codes, or quick response codes, gained popularity quite quickly and generated buzz especially when companies like Best Buy and Macy’s started using them. QR codes are so simple and affordable for companies to integrate into their campaign.  Consumers then use their smartphone to scan the QR Code which took the consumer to either the company’s webpage or a special microsite.

It’s been hard for consumers to take to them.  They require a smartphone AND a special app to scan the barcode.  They haven’t been adapted as mainstream by companies either.

So is there an alternative to the QR Code?  Now there is…the Snap Tag.

The Snap Tag was developed by Spyderlynk.  It turns any logo or recognizes symbol into an interactive tool for mobile marketing.  The sample from Spyderlynk below illustrates the Snap Tag.

The Code Ring around the logo or icon is what is scanned.  But again, consumers must use a “special app” to scan the Code Ring that will take you to the website or desired response.

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