What makes a great customer? Is it the one who places a huge order once, but never again? Or the one who places small orders but orders from you consistently year after year? We need to measure Lifetime Customer Value (LCV) to answer this question. LCV is an important concept. Think about your loyalty to […]
With the current supply chain crisis, some companies may wonder if they should pull back on their marketing. Should you drive demand when retail distribution can be inconsistent? What about access to paper for direct mail and other marketing projects? Specific grades can be challenging to find. Should you just pull back? The answer is […]
Did you know that people don’t read their direct mail randomly? There is a flow to where their eyes naturally go, and their eyes land on specific areas of the envelope or letter before others. These places are called “hot spots.” Once you know them, you can reap huge benefits by using that knowledge to […]
Did you know that the United States Postal Service is giving you free multichannel exposure every day? You don’t need to do anything extra to receive this benefit, although there are some tricks you can use to make the most of it. USPS Informed Delivery is a free service to residential postal customers. Individuals […]
Anyone having success with email marketing knows that, at some point, certain customers “go dark” or stop responding to your offers. This doesn’t necessarily mean that they are no longer interested. Going dark can happen for any number of reasons, including an overflowing inbox. One proven win-back strategy is to re-engage them using oversized postcards. […]
There are many channels that allow you to communicate with your customers. From direct mail to email and social media, the options have exploded. But not every customer prefers the same channels and depending on the type of communication, customers might prefer different channels for each. Get the channel right, and you make it easy […]
