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Did you know that more than half (57%) of people who own branded promotional items keep them for five years or more? That’s an incredible statistic when you think about it. This longevity is one of the reasons that businesses are increasingly seeing the value in incorporating branded products into their marketing plans. While many…

Let’s face it. Marketing isn’t easy. There are so many things to think about — creative, offer, list, personalization, and more. Are those extra hours of investment worth it? To find the answer, let’s look at the results of a classic study from The Rochester Institute of Technology (RIT). Conducted in conjunction with Dr. Frank…

Getting ready to launch your next mailing campaign? Stop! Even if you’ve got the correct list, the right variables for personalization, and a “knock your socks off” design, don’t forget to double-check your content. Too often, businesses send the same messaging over and over again, and even if it’s still effective, it gets stale. Here’s…

Do you have loyal customers? Do you even know? According to experts, there are “loyalty behaviors” that, when tracked, can help you understand how loyal your customers are. Once you have the answer, you can develop marketing strategies to improve loyalty where necessary and keep those customer relationships strong. Here are the five behaviors of…

No matter what channel you are using — direct mail or signage, email or print advertising — a great headline grabs the reader and won’t let go. It makes them stop what they are doing and say, “Wait! I need to pay attention to this!” Here are five “marketing insider” tricks that will increase the…

We all love reading about marketing mistakes as long as they aren’t our own. Not only do these tales make us say, “Whew! Glad that wasn’t me!” But we also learn from them. Here are five real-life mistakes and how the marketers fixed them. Learn from their experience! Tapping into the wrong motivation. One nonprofit…

For some sales, a single postcard or letter mailer will do the trick. But for more complex products, the sales cycle can be longer. In this case, marketers will often send different types of content at different times based on what their prospects require in order to move forward. Gently nudging them along with the…

Remember all of those forecasts about the demise of print? They haven’t come true. Like most offline channels, direct mail took a hit during the COVID-19 pandemic, but it is still remarkably effective. Research by PFL found that, even during the pandemic, marketers were 18% more likely to see “good” or “very good” ROI when…

Direct mail and email are for selling things, right? But what about building trust? While many marketers may not think about it, trust should be one of your top marketing goals. To understand why let’s look at the example of Morningstar. Morningstar is a financial services company that serves both seasoned and new investors. If…

When businesses plan their direct mail or email campaigns, their goal is generally customer acquisition or retention. But what about branding? Marketing campaigns explicitly designed to build your brand are as important as those for customer retention and sales. Why is branding so important?   Awareness. When people talk about your category of product or…