Should You Be Personalizing? The Data Has the Answer

Recently, McKinsey, a respected business research firm, had this to say about direct mail and email communications: Customers decide very quickly—in a matter of seconds—whether they like your marketing message. Provide something relevant, and you’ve got a satisfied...

Why Lifetime Customer Value Matters (A Lot)

As a marketer, you invest a significant amount of time in your print and multichannel campaigns. It’s essential to understand what (and who) brings in the most revenue. With traditional models of evaluating success, the emphasis is placed on immediate results. But is...

5 Best Practices for Multichannel Marketing

There is an old saying that two are better than one. That applies to marketing channels, too. Combining channels reinforces the message, keeps you top of mind, and amplifies results. Let’s look at five best practices from the field. 1. Just do it. New to multichannel...

Breaking Out of Marketing Stereotypes

Do you market to stereotypes? Do you make assumptions about what your customers look like and how they behave? Or do you base your messaging on robust data? Too often, we do the former without realizing it. A great example comes from the self-care industry. According...

5 Psychological Marketing Principles to Engage Customers

While every buyer is unique, there are certain principles about human behavior that marketers should know. Implementing these principles in their direct mail and digital marketing strategies has helped countless marketers sell more products. Ross Kimbarovsky, founder...