Archives

5 Ways to Maximize Your Print Investment

Published March 30, 2023

Have a limited print budget and want to make the most of it? Even if your dollars are limited, your impact can be significant. Start with focusing your efforts on the customers most likely to give you the best return. Let’s look at four strategies […]

Tagged data driven marketing strategies, direct mail, direct mail design, direct mail strategy, direct mailers, direct marketing, marketing, marketing communications, personalized marketing

Effective Communication Breeds Customer Loyalty

Published April 20, 2022

Are you up for a surprise? In a customer satisfaction study of 10 major industries, nearly three-quarters (72%) of respondents indicated that they were delighted with the products or services they purchased, yet 88% said that they were willing to switch providers for any reason!

How […]

Tagged cross-channel marketing, customer engagement, customer loyalty, customer relationships, customer surveys, direct mail, direct mail design, direct mail strategy, direct marketing, drip marketing, marketing, marketing communications, multi-touch marketing, multichannel customer experience, multichannel marketing, multitouch marketing, personalized marketing

Silos Are for Farmers, Not Marketers

Published February 9, 2022

Got a silo problem? If you’re like most companies doing targeted and personalized marketing, you do. You may have plenty of customer data, but it might be in different places (silos), and these places often aren’t talking to each other. As a result, your marketing […]

Tagged accurate data, data driven marketing strategies, digital marketing, direct mail, direct mail budget, direct mail design, direct mail measurement, direct mail spending, direct mail statistics, direct mail strategy, direct mail success, direct mailers, direct marketing, marketing, marketing communications, personalized marketing, standardize data, variable data

Lessons Learned from Real-Life Split Testing

Published January 25, 2022

If you want to know what’s working, test it. Is this recipe better than that one? Is this pair of shoes more comfortable than those? Marketing is no different. By taking a portion of your list and testing one element at a time, you can […]

Tagged content marketing, cross-channel marketing, data driven marketing strategies, digital marketing, direct mail, direct mail design, direct mail strategy, direct marketing, marketing, marketing communications, multichannel marketing, personalized marketing

Be Authentic and Connect with Customers

Published January 4, 2022

Increasingly, marketers understand the power of emotions. Product features and benefits are essential, but someone’s need, fear, or desire often motivates the actual purchase. Just look at some of the most iconic brands on the market. Johnson & Johnson doesn’t sell Band-Aids based on their […]

Tagged content marketing, cross-channel marketing, customer engagement, customer loyalty, customer relationships, digital marketing, direct mail design, direct mail strategy, direct marketing, marketing, marketing communications, multi-touch marketing, multichannel customer experience, multichannel marketing, multitouch marketing, personalized marketing

Lagniappe #5: Happy Holidays / Tips for Next Year’s Marketing Campaigns

Published December 2, 2021

In this special holiday edition of Lagniappe, Matthew Holliday sends Hol(L)iday wishes on behalf of the Franklin team, and shares several tips to keep in mind as you plan for the upcoming year’s marketing campaigns. Covering everything from Address Resolution Service to oversized postcards to […]

Tagged accurate data, Address Change Service, Address Resolution Service, ARS, data driven marketing strategies, direct mail, direct mail design, direct mail strategy, direct mailers, direct marketing, high-quality data, Informed Delivery, marketing, marketing communications, National Change of Address, NCOA, personalized marketing, standardize data, USPS Informed Delivery, variable data

Shoppers: How Brands Treat People Matters

Published November 18, 2021

How brands treat people during national crises like a global pandemic impacts shoppers’ purchase decisions. This means that even subtle elements in your direct mail, email, and newsletter messaging matter—a lot.

This is the finding of Global Web Index (GWI), one of the premier players in […]

Tagged brand awareness, content marketing, data driven marketing strategies, direct mail, direct mail design, direct mail strategy, direct marketing, email marketing, marketing, marketing communications, multichannel customer experience, multichannel marketing, multitouch marketing, personalization, personalize, personalized marketing

In 2021, Businesses Are Marketing Smarter, Not Harder

Published November 4, 2021

With the U.S. economy starting to re-open following the height of the coronavirus pandemic, what does this mean for marketing? Are companies continuing to hunker down? Or are they getting back to business? This is important to know both as a benchmark and for competitive […]

Tagged customer engagement, customer loyalty, customer relationships, digital marketing, direct mail, direct mail design, direct mail strategy, direct mail success, direct mailers, direct marketing, email marketing, marketing, marketing communications, multichannel marketing, personalized marketing

Customer Retention Ideas That Don’t Involve Price

Published October 19, 2021

Since the start of the coronavirus pandemic, businesses have faced challenges due to the growing instability in brand relationships. Especially during the early days of the pandemic, buyers often switched brands due to changes in availability, logistics, and their own economic situations. This quickly challenged […]

Tagged content marketing, cross-channel marketing, customer engagement, Customer Experience, customer loyalty, customer relationships, data driven marketing strategies, digital marketing, direct mail, direct mail design, direct mail strategy, direct mail trends, direct mailers, direct marketing, Lifetime Customer Value, marketing, marketing communications, multichannel customer experience, multichannel marketing

Lagniappe #4: Franklin Insider Newsletter & Wrap

Published October 5, 2021

In September’s episode of Lagniappe, Matthew Holliday talks through the details of our Summer 2021 Franklin Insider Newsletter mailing, which was featured in the latest edition of WhatTheyThink! magazine, highlighting the power of embellished print marketing. We used our CreativiD dimensional embellishment system to create […]

Tagged data driven marketing strategies, digital foil, digital foil finishing, direct mail, direct mail design, direct mailers, direct marketing, foil, foil personalization, marketing, marketing communications, personalized marketing, textured varnish, variable data, varnish