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With the exploding growth in e-commerce, the ability to prove print’s value as a primary driver of online activity becomes increasingly important. This includes m-commerce, which is growing even faster than e-commerce in general. This makes investment in print-to-mobile technologies a must. If you’ve been ignoring the data on growth in e-commerce and m-commerce, thinking it’s not relevant to the print business, think again. One of the primary drivers of online shopping is print, and with print under continual pressure to prove its value, we must always look for ways to track how print drives online sales. Print-to-mobile is a big part of that. The more e-commerce grows, the more important and valuable this tracking becomes. According to eMarketer’s “ U.S. E-commerce Performance StatPack 2017 ”: Nearly 80% of U.S. adults shop online. Nearly 70% buy online. The volume of U.S. digital shoppers is forecast to grow 2.8%. Those who buy online (as opposed to just browsing) is fore...

When you are calculating the ROI of your print, email, or multichannel marketing campaign, how long a view do you take? Do you stop tracking revenue after a month? One year? What about the lifetime of the customer? Lifetime customer value (LCV) is an overlooked metric that should be part of how marketers measure success. Customers gained through personalized printing campaigns, in particular, tend not just to purchase more, but to be more loyal than customers acquired through traditional methods. Thus, real ROI should include recurring revenue as well as the immediate revenue generated. How do you determine LCV? There are a variety of factors to consider: •     Churn rate: How often do customers leave your customer base? •     Retention cost: How much does it cost you to support, bill, and incentivize your customers? •     Periodic revenue: Do you have recurring revenue streams? How much do customers spend during an average period?...

Marketing Artists + Attribution Data = Highly Coveted Marketers No matter your familiarity with marketing attribution, if you work in  any marketing role  today you know what the ultimate goal of your efforts is... to grow the business. For all the complexity of modern marketing, there are really only three ways to grow: customer acquisition, customer retention, and customer upselling. Success in each of those boils down to how good we are at  the art of persuasion. As marketers, we're all artists, and our currency is persuasion. But to become among the most sought-after, elite marketers in the world, we must know what actually persuades. And for that we must understand—and intelligently apply—attribution. In my 12+ years as a marketer, I've seen firsthand how marketing attribution transforms careers and businesses. It is the rocket fuel marketers need to take us to the next level. Keep reading, and I'll tell you three things you need to figure out so you can sta...

Direct mail has been around for a very long time. If you continue to do the same old pieces you have been mailing in 2017, you will see a drop in your response rates. You must create new, fresh and engaging direct mail pieces to get the results you need. Why should you continue to mail with all of the other channel options? Here are two stats from the DMA 2017 Fact Book: Direct mail customer response rates increased year-over-year by 43 percent and prospect response rates increased year-over-year by 190 percent. How can you best leverage these response rates for your 2018 mail campaigns? Know what your audience wants so you send that to them and use the tips below: Engaging There are so many creative ideas to get people to engage with your mail pieces. Sometimes it’s hard to know where to start. So we have a few ideas that have worked really well for others. They do not have to be expensive: Paper  — Look at the paper you are using, consider adding texture with either diff...

Do you know the primary reason companies lose customers? They stop communicating with them. It is that simple. When companies stop communicating, their customers lose interest. They move on to the competition and brands that pay attention to them. This is why it is not enough to just have a customer acquisition strategy. You must have a customer retention strategy, too.   In this effort, one of your most powerful tools is personalized print. Think personalized newsletters. Personalized postcards. Personalized holiday giveaways and gifts. These are your customers. They should not be treated the same way as people you have never done business with. You need to reinforce the existing relationship and speak to customers on a personal basis. When one chain of hair salons wanted to reduce guest churn, for example, it set up a customer retention program that included personalized direct mail. It personalized its mailers based on customer name, images, offer, salon location, and rewar...