A Day In The Life...

As told by TWO's summer intern - Sean Enright

Before beginning my internship with The Weinstein Organization, I never looked at a website or an email campaign and thought about it in any other way than myself as a consumer.  Since starting in May, when I click to a website or read my emails, I look at these marketing tools in a completely different context.

When dealing with our client, Weight Watchers, I have to get out of the mindset of being a 22 year old male.  I have to think and look at what we are doing as someone completely different.  I never thought I would be spending days at the office in the mindset of a man or woman, who is trying to lose weight, and 30 years or older looking to change their life.

Each day I look at what we are doing for Weight Watchers and try to put myself into the shoes of these people.  When they open an email or go to a website, what do they want to see that will make them want to keep reading or keep clicking through?  We want to push people to join and we have to do that by putting material on our websites and emails that is informative and exciting.

To get ideas of how to do this I am beginning to look at what other websites and email campaigns do for their target audiences.  When I get an email from Sports Authority with their summer deals, I look at it to see how they convey their information and make their material look exciting.  That helps me get ideas to use for when we do our next Weight Watchers website or email.

This is something that was so surprising to me when I started.  When I get these emails or view a website, I am now looking for ideas to use for our clients or try to critique what another company is currently doing with their material.

It has only been a little over a month with The Weinstein Organization and I already look at websites and email campaigns in a new light, as marketing tools.  I guess that means I am officially a marketer.


Too Much Information?


Post written by Kim Chapman

The other day, I received a postcard from my insurance company promoting coverage for dependents up to the age of 26, and/or for returning military dependents.  The problem is that I am a 29 year old who has never been in the military.  The scenario got me thinking about how important it is to be able to utilize customer information for any given campaign.  If my correct information would have been utilized, I may have received a relevant promotion that I could take advantage of.

In order to target the right audience, information has to be available. Most businesses obtain customer information through surveys or questionnaires. But as we know, some people (maybe you) are hesitant to give out too much information and this is where the problem arises.  Sometimes providing little or no information may not be in the best interest of the customer if it gets in the way of marketers sending them relevant, targeted promotions that would help them save money.

If you trust a company, and utilize them on a regular basis for a good or service, I would argue that you should provide them with as much information as possible about yourself (should they ask for it).

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New moms ♥ Active moms ♥ Super moms ♥ every MOM

Did this catch your eye?  It definitely got our attention. We chose to write about this for two reasons:  (1) because it was just recently Mother’s Day and this sample subject line is literally speaking to MOMS… so on behalf of The Weinstein Organization, Happy Belated Mother’s Day to all of you Super Moms and Grand Grandmas out there!  (2) It is a recent clever trend in email marketing that you should be aware of.

Many retailers, such as Red Envelope, are capitalizing on the use of symbols, such as hearts, in their subject lines to call greater attention to their promotional message and to stand out from the clutter, or should I say competition, in your inbox.

There are many symbols available to choose from, but you need to ensure that they support your message and are legible in small point sizes. If it is squished and doesn’t make sense, it is not going to help increase your open rates.

It is also a good idea to test the symbols across multiple email clients (Gmail, Yahoo, Outlook, etc.) and mobile devices (iPads, iPhones, Blackberry, etc.) before deploying your email campaign to ensure that the majority of your audience can see them. There will always be consumers with outdated equipment that cannot get the full impact of your message, but many email clients have been improving their support for world languages as well as their support for these symbols commonly known as Unicode.

Potential Idea? Favorable Response :)  Test it on Your Next E-Marketing Campaign!


It Used To Be Called "Interactive"

Remember way back (circa 7 years ago) when digital media was called "interactive"?

It seems as if many marketers have forgotten that the roots of digital/online/social media are in the now time-worn idea of interactivity. Isn't that the wonderful inherent advantage of marketing and communicating on the internet? The ability to engage in a real-time back-and-forth with your customers and prospects is something that can't be replicated by TV, Radio, Print and Mail.

Instead of just simply pushing out content on your social media portals, email campaigns and web pages, use them simultaneously as broadcast networks and response channels. Instead of just requesting a like or a follow, incentivize a click to a landing page. Lead them to a pURL. Reward people for sharing your content. Encourage them to come back and bring their networks to your brand.

Think responsively. Promote interactivity. Push Marketing and Pull Marketing can coexist on the internet.


Put “List Maintenance” On Your 2012 To-Do List

You’ve devised the right strategy, crafted the right message and followed all the best practices for generating high response rates for your direct mail campaign. But if you don’t focus the same amount of attention to your mailing list, all that hard work (and a lot of money) can be wasted. With the January USPS postage increase, make 2012 the year you place extra effort to List Maintenance.

The Weinstein Organization offers many List Maintenance services to help ensure your list data is accurate, meets USPS mailing standards, improves deliverability and ultimately increases the effectiveness of your campaign:

  • Data Standardization: Includes address standardization, ZIP correction, ZIP+4 coding, delivery point coding, carrier route coding
  • NCOA (The National Change of Address) Process: Updates old addresses to new addresses when consumers or businesses move.
  • Data Appends and Enhancements: Adds phone numbers, demographic criteria (age, HH income, Home Value, ethnicity, etc.), and Customer Profiles (buyer behavior codes) to your data so you can better understand who your customers are, and target your message more effectively.
  • CASS (Coding Accuracy Support System): Improves accuracy of 5-digit ZIPS, Zip+4, carrier routes and delivery point bar codes, and helps achieve the lowest possible postage rates.
  • Merge/Purge: Combines multiple data files and removes duplicate data, which saves you money in print production and postage.
  • List Hygiene: This process “cleans” your list by correcting addresses, spelling of names, punctuation, and removes any extraneous information that can hinder the deliverability of your mail piece.

Make your list as accurate and efficient as possible to ensure that you don’t waste money, time and resources. Effective list management should be an ongoing process throughout the year. With 20% of the U.S. population moving each year, a “good” list from 6 months ago may not now have the most accurate and up-to-date information. Contact your TWO Account Executive for more information on our List Maintenance services.