Say Goodbye to Duplicates and Hello to Increased Campaign Success
As marketers, we do everything we can to streamline our campaigns to run as smoothly and efficiently as possible. In the never-ending quest for peak performance, one of the most consistent frustrations we deal with is data quality.
We all know bad data is frustrating to deal with, but beyond that, the reality is that bad data represents wasted effort, and wasted effort represents a loss of money.
We have access to a ridiculous amount of data, and in many ways, that’s a good thing — more data translates to more targets, a better understanding of those targets, and more avenues by which we can interact with them.
The problem is that all data is not created equal. In addition to generally corrupt data, duplicate data is prevalent, including name and address, household, and family (if multiple families live at the same address).
So, how do we ensure that in a world of abundance, we’re separating the wheat from the chaff?
Step 1: Educate Yourself with Regulative Processes
It’s worth doing some exploring and familiarizing yourself with postal address regulations and how they affect your deliverability rates. Luckily there are numerous services and mail management software that can help you through this.
For example, Coding Accuracy Support System (CASS) is a USPS developed software that ensures mailing addresses are complete and accurate. In other words, it determines if an address actually exists. CASS also standardizes an address into a format the USPS prefers, which is an invaluable tool for creating easily comparable data points when checking for duplicates.
Another great resource is the National Change of Address (NCOA) registry. The NCOA is a dataset of permanent address changes filed by individuals, families and businesses, and can be important for weeding out which address to keep — and which to toss — in your datasets containing multiple addresses for the same customer.
Step 2: Double Check Mail List Data for Common Errors — By Hand
While it’s easy to be lulled into the convenient trap of relying too heavily on software solutions, it’s important to comb through your data — yes, manually — for common errors. Even the most advanced mail management software still requires human interaction and understanding for optimal outcomes.
How? It’s not uncommon for things like commas, missing spaces, or data simply entered in the wrong field to throw CASS off. Simple mistakes can cost you big when it comes to getting rid of duplicate data sets.
Once you’ve used software to get your data into a great starting point, it’s important to remember that that’s all it is — a great starting point. It’s up to you to do the manual work and ensure the data is uncorrupted beyond that.
Step 3: Remove Excess Info from Your Files
Since we’re solely talking about mailing, it’s important to remove as many variables as you can from your mailing lists, and that means dumping the excess information.
This excess information includes things like email addresses, phone numbers, revenue, years in business, etc., all of which aren’t pertinent to your direct mail vendor.
In short, avoid the clutter and dump the details for your mailings. Keep it simple and save that info for later.
Step 4: Choose Your Direct Mail Vendor Carefully
Much like data sets, not all vendors are created equal, and some will prove to be nightmares to work with. This speaks for itself. You want to consider attributes like experience, referrals, and knowledge of the postal regulations.
A good tip? Make sure you’re working with a vendor who proactively takes initiative when it comes to cleaning lists.
Step 5: Enjoy A Job Well Done
Cleaning and getting rid of the duplicates in your mailing list can be a process, but one that is well worth the effort. When it comes to direct mail campaigns, remember: the better the data you put in, the better the data you get out.
Need a hand with your direct mail marketing? We have the knowledge and experience to help you every step of the way. Contact us to see how we can help you design and execute and effective direct mail program.
Mapping Out You’re Next Hyper-Personalized Campaign
Hyper personalization – it’s something we’ve touched on a lot in our blogs (check it out here), and for good reason. Consumers are experiencing mass communication fatigue and in today’s uber-competitive business landscape, hyper-personalized experiences make a difference. It’s all about what stands out.
So, while in the past we’ve given you the low-down on why hyper-personalization is important and why it makes such an impact, today we’ll hit on the who’s, what’s, and how’s, and give you the info you’ll need in order to map out your next customized marketing experience.
Getting to Know Your Audience
In our previous blog, we mentioned how marketers can use technological advances like big data, AI, and machine learning to collect behavioral data and take generic customer characteristics to the next level. But with that, there comes a catch – it’s not a one shoe fits all deal.
Before you begin mapping out your hyper-personalization game plan, be sure to define your ideal customer. This can be anyone from a top prospect to a target at a specific high-value account – but it’ll be specific to you and your business.
Data for Success
After you figure out who you’re going to target, you’ll want to implement tactics to get in touch with them. Think of this as a time to strategically gather data points for your outreach.
When it comes to gathering data points, your end result will only be as good as the effort you put in at the beginning. It’ll take a lot of trial and error, and a mixture of using data you already have along with various data collection tools for optimal results, but the end result will be worth it. Here are just a few tactics to consider:
- Analytics platforms to aid in the collection of data
- Customer Relationship Management Software (CRM) – your hub to customer info
- Post-click landing page platform
- Data management platform
From there, segmentation is key. As the data pours in, segmentation will allow for new personalization opportunities, and the ability to integrate it into your emails, direct mail, dimensional mail, digital ads – basically anything and everything in your omnichannel campaign arsenal. It may seem like a simple concept, but it’s important enough to make all the difference at the end of the day.
A Couple Clicks to The Goldmine
Once you’ve defined your ideal customer, gathered your personalized data, and segmented it, it’s time to marry them together and execute your hyper-personalized campaign.
According to InstaPage, nearly 79% of consumers will likely only engage with a brand’s offer if it is directly tied to their previous interactions with the brand making, so it’s smart to start with simple personalization such as gender and/or age. From there, put yourself in the shoes of your customer and think about what YOU would like to see next, then tailor your campaign from there.
The level of personalization in your messages should be at a happy medium between information you already know about your prospect at a level that they’re comfortable with, but not so much that they’re “creeped out” by how much you know about them. Balance is the key to success here. Show them you care about them, without scaring them away.
Give the People what they Want
It’s an obvious assumption – giving your targets what they want will help ensure trust and build lasting relationships. Consumers hate the feeling of being sold to, but they sure do love it when they feel like someone “understands” them. So, look at hyper-personalization as a way to “sell” without ever presenting a cheesy pitch. It’s a win-win.
We get that hyper-personalization may seem intimidating, but with time and some tweaking, it will make all the difference to your marketing efforts. If it helps, think of your hyper-personalized campaign like a sales process – it starts with initial prospecting that leads to an approach and then the wraps up with a closing and a follow-up. The follow-up in this case with be the continual testing of your campaign. What’s working? What’s not? Who else can be reached within each segment? Consistently ask yourself these questions and alter audience segmentation as needed for optimal results. If it turns out your strategy is working, why fix what isn’t broken.
If you’re sick of just getting by with generic marketing strategies, contact us to see how we can help.
Executing Your ABM Strategy
Innovation: It’s crucial in the world of business. At Strata, we follow this motto very closely and history has shown that innovation in one area can churn to great success in other areas.
But that means as marketers, we need to always be on top of our game when it comes to new trends in the land of marketing. What’s working? What’s not? What can actually cut through all of the noise?
Enter virtual reality – or as the cool kids call it, VR.
What is VR?
There are endless options of MarCom tools available to us, but one tool we’ve really seen evolve in the last few years is virtual reality. Even the name sounds like something you want to Google, doesn’t it? While this technology isn’t exactly going to transport you to a literal virtual reality, the visual concept can surely do the trick if it’s incorporated into a marketing campaign. Here’s how it works.
Virtual reality is basically a “near-reality” or a type of reality emulation. To put that simply, using a special headset or gloves fitted with sensors, a person can use sight and sound to transport themselves into a computer-generated, life-like environment.
So, here we are. It’s 2020, we’re in a global pandemic, and businesses have been forced to operate from home. Things like in-person meetings, tradeshows, and direct outreach are all up in the air. As a result, we’re all taking a dive into the innovation pond and scrambling for marketing alternatives that can supplement human interaction and reach people at the right time.
Can VR be that alternative we’re looking for while we’re all away from each other? If you ask us, the answer is yes, but it needs to be done correctly and be part of a larger omnichannel campaign.
How It Can be Used
With VR, you’re “there” without actually having to be “there”. It gives you the ability to visually send a message to your audience without having to be with them. So, while the true human interaction is still absent, this is a great alternative that will get you “in front” of your audience before the competition. Do you see my point?
But how do you actually provide this VR experience to your audience? Here’s our solution. Approach the idea as part of a larger omnichannel campaign that can start with digital ads and email. Then you can include a low-cost cardboard VR viewer inside of a high-impact dimensional mailer. It’ll have the ability to cut through all of the digital noise we’ve been experiencing lately, provide a hyper-personalized experience, and give that much desired human interaction that we’re all craving. Image how you would feel if you received that type of package – wow!
But here’s the thing. These types of campaigns aren’t always the cheapest. If this is the road you want to go down, make sure that you truly think about your audience, qualify them, and target only your top prospects and clients. This way, your ROI can justify the high price of a VR dimensional mail campaign.
Looking to the Future
When it comes to marketing, the name of the game is innovation and evolution. Unprecedented times call for new, outside of the box tactics. What might seem like a wild idea now (VR) may be the norm in the future – and in our opinion it’s always better to be a trailblazer than a crowd follower. That’s when you really make an impact with audiences.
If VR – or any other outside of the box tactic – is on your mind, and you’re looking for a way to incorporate it into your next omnichannel campaign, contact us to learn more.
Executing Your ABM Strategy
Welcome to the exciting conclusion of our six-part Account-Based Marketing (ABM) series!
In part six, it’s finally time to put it all together and execute your strategy. Here’s how to do it in four easy to follow steps.
Let’s get started.
1. Identify Online Habits for Ideal Engagement
The first step is to identify where your stakeholders spend the bulk of their time online and the ways they like to view content. To illustrate this, we’ll base our example around an ABM approach to social media.
Once you have their habits and preferences identified — for instance, a preference for Facebook vs. Instagram — it’s time to carefully coordinate your messaging across key touchpoints. This means a multi-faceted approach.
For example, you might get the ball rolling by demonstrating value through social media engagement. In this scenario, you’d find groups and conversations decision makers from your target accounts are participating in. You’d then join the conversation, ideally with some relevant content your team has created.
Hopefully this would lead to a more direct dialogue — after you’ve established yourself, you can further the conversation via direct messages on social media. This is a great strategy, particularly when supplemented by more traditional means of approach, like personalized email outreach.
2. Build Out Customized Channels for Engagement
Having an attractive and convenient means for deeper engagement is crucial to building your relationship with those in control of target accounts.
This “means for deeper engagement” most effectively takes the form of a multi-channel approach to promotion such as:
- Building custom landing pages tailored to the needs, questions, and concerns of accounts
- Offering gifts for engagement and interaction (e.g. prizes, swag, and discount codes) while utilizing dimensional mail and PURLs
- Distribute content such as blog articles across channels that are relevant to each account (e.g. website, social media, and emails)
- Creating ad campaigns and social ads to target different factors such as location, skill, and job title
- Inviting contacts to (physical or digital) events and asking attendees to invite their colleagues
3. Forge Strong Relationships with Buying Committees
Here’s an obvious statement: swaying the buyer is the most important part of making the sale.
So how do we do that? Buyers rarely fall for glitz and superficial offerings, which means you need to take the right approach.
The right approach is basically comprised of the following:
- A focus on educational, value-add pieces
- Hyper-personalized content
- One-to-one (not one-to-many) communications
- Hosting events and webinars that speak to your target buyers
4. Measure Success and Plan for Your Next ABM Campaign
Once you’ve launched, the execution isn’t complete. You’ll need to look back on your efforts and evaluate their success. Remember, ABM is a long-term strategy, not a quick one-off.
You’ll want to turn to easily interpreted metrics for our evaluation separated into three categories: awareness, engagement and relationships.
The best ways to measure awareness is by evaluating things like website visits, social media mentions, and social shares.
To measure engagement, you’ll assess website behaviors like page visits, number of return visits, time spent on site, content downloads, product demos, and email sign-ups/response rate.
Finally, you’ll want to look at your relationships. To put numbers on what appears to be an intangible, take a look at things like the number of decision-makers reached, meetings set, proposals submitted, trial sign-ups, etc.
A Final Note On ABM
Over the course of our six-part series, we hope one thing has stood out above all others: the importance of relationships.
That’s really what ABM is all about — relationships founded on providing opportunity. Above all, ABM is about meaningful connection to create mutual success.
We hope you’re enjoyed this series. For more information on Strata and launching your own ABM strategy, contact us to see what we can do for you.
Understanding the Ins and Outs
MarTech – we throw around the term as if it’s universally understood, but plenty of people aren’t entirely sure what it is, exactly.
Don’t panic. That’s normal.
We don’t have to tell you that technology is playing an increasingly larger role in all businesses, and MarTech (Marketing Technology) is simply an extension of that — it’s a catch-all term referring to any piece of software designed to make marketing easier.
Here are some quick examples:
- Software tracking promotional use of coupons
- Automated email campaign software
- Social media automation
The answer to “What is MarTech?” essentially boils down to this: MarTech is any piece of software that executes a marketing process so you don’t have to.
The Progression of MarTech
Think of the progression in the same way we experienced the evolution of apps for our smartphones. What started as a few hokey, low function tools exploded into everything from day trading platforms to photographic check deposits and real-time delivery tracking.
In much the same way, MarTech has boomed and currently offers a precise solution for nearly every need of the modern marketer.
MarTech’s Role Today and Tomorrow
A hallmark characteristic of the most successful marketer is their willingness to embrace and utilize new technology.
Smart marketers embraced MarTech early, and since its inception, MarTech solutions have become an absolute industry standard. These types of MarTech have typically been focused on a few core functionalities, like automating emails and processing the data into easily digestible reports.
While many MarTech tools, like MailChimp or Hootsuite, have asserted themselves as a consistent presence in the marketer’s toolbox, a new era of MarTech is on the horizon. Technological enhancements, like AI and machine learning, are honing the cutting edge of MarTech capabilities.
This incorporation of advanced tech means powerful new tools, like AI-fueled CX marketing, more adaptive lifecycle marketing solutions, better conversational marketing, and more precise data-driven marketing. These are all tools to market like never before, redefining what it means to be a marketing professional and deeply, inseparably linking our jobs with MarTech.
Exploring Our Options
One advantage of modern times is the seemingly limitless options we are presented every day, whether that be shopping on Amazon or unlimited streaming packages. We’re simply spoiled by choice, and MarTech is no different.
Over a diverse range of needs, like CRM MarTech, Web Analytics MarTech or SEO MarTech, there are literally thousands of (7,040 to be exact) MarTech solutions geared towards each and every niche of the marketing spectrum.
There are so many options, it can even be a little intimidating.
To simplify our choices, we can look at this handy Periodic Table of MarTech. It outlines 24 main subcategories of MarTech software and services providers within those categories. So, if you’re trying to decide what MarTech is right for you, this is a great place to start.
Benefits of MarTech
The primary reason MarTech has become an industry standard is simple: MarTech gets results.
Let’s look at an Ascend2 report on MarTech’s performance in the workplace.
Ascend2’s surveys suggest that 87 percent of marketers believe that MarTech is improving performance in their organization. In the same report, 67 percent of marketers thought that their organization could benefit from introducing more MarTech. This shows that MarTech is an advancement welcome across the board and the level of integration into the day-to-day workflow will only increase.
What’s Right for Me?
The simple answer is that your demands will dictate the right MarTech for you — identify useful tools and ignore ones without obvious practical application.
What is really important — and what we want to stress here — is what not to buy, and that is anything that does not have a proven functionality within your organization. MarTech can be expensive and with so many good options available, there’s no reason not to invest in anything less than ideal solutions.
That said, there is something out there that’s right for you — MarTech is one of the most exciting things to happen to business in a long time, it’s proven and it’s here to stay.
The only question is how you’ll embrace it.
Are you interested in creating or adding to your existing MarTech stack? Contact us to see if our cloud-based MarCom solutions are the right fit for you.
Six More Marketing Tips to Help You Succeed in 2020
Welcome to Part 2 of our holiday marketing series, 12 Days of Smarter Marketing.
Let’s pick up where we left off with six more great tips to close out 2019 and start 2020 off on the right foot.
A/B Test Campaigns and Content
If you’re putting time and energy into the creation of campaigns and a steady stream of content, it’s crucial you’re getting the maximum return possible. This includes A/B testing different approaches to fine-tune your offerings for maximum effectiveness.
Take the opportunity to gather data on what’s working, what isn’t working and discovering why. It’s a simple strategy that will make a big impact on the overall performance of your future output.
Taking Control of Your Brand
The new year is a great time to implement new strategies and solidify standards when it comes to branding. Introducing style guides, for example, is a great way to ensure organization-wide consistency.
Creating a centralized marketing hub is another great way to maintain brand consistency. Housing resources like logos and content in one central location (along with other digital assets) is an excellent strategy to deliver a clear, on-brand message time and time again.
Try Something New
Try new things in the New Year. Exciting marketing options like dimensional mail may be the boost your marketing needs to stand out from the pack and get your message heard.
Similarly, new email campaign tactics — whether that’s formatting, tone, or core campaign concepts — can inspire creative evolution in tired, repetitive campaigns.
That said, it’s important to not lose sight of your brand. Make sure that the new move is a logical step for your brand and not a complete off-brand departure. Exploring a new direction while maintaining the crux of your brand is the ideal to strive for.
Educate (and Appreciate) Your Employees
There is little that’s more valuable to your business than the people who run it, and when those team members are happy, your business runs smoothly. Take time this holiday season to show appreciation to your employees.
Also be sure to take the New Year as an opportunity to go over clear goals, detail new missions, and run refreshers on standard operating procedures (or introduce new ones). This is an excellent time to brush up on training.
Keep Your Content Going Strong
Great content is the key to successful followings, and producing that content should be a priority for your business. Focusing on the quality of the content — the insight that it offers, the value it provides, and the way it reflects your brand.
The aspects above are what separates quality content from spam — the type of content put out for the sole purpose of putting something out or overly self-promotional purposes.
When you’re creating your next piece of content, make sure to ask yourself why you’re producing it and what value it provides for its end consumer. This type of questioning will ensure that your content is where it needs to be.
Continue to Evolve
The marketing world is ever-changing and “business as usual” is not a successful long-term business strategy. If you see something that isn’t working, change it, and don’t look back. Be fearless when it comes to taking thoughtful risks and deviating from the norm. It will pay dividends.
Get ahead of what your customers want in 2020 and give it to them before they ask. Embrace the change and watch your business continue to prosper.
At Strata, we wish you well going into the New Year and hope that your 2020 is full of innovation and prosperity.
To learn more about how we can help with your marketing solutions for 2020 and beyond, contact us.
Marketing Tips to Help You Succeed in 2020
The holiday season is here, but smart marketers know the grind never really stops.
Enter our two-part series, “12 Days of Smart Marketing”.
In this series, we’ll discuss twelve smart marketing choices and tips that virtually guarantee continued success in the New Year.
Enough preface, let’s get straight to opening presents.
1. Utilize Marketing Automation
Pushing a to-do item like a social media post or email campaign blast to the back of the pile may not seem like a big deal at the moment, but ultimately, these types of mistakes can have a serious impact on your bottom line.
Luckily, there’s an easy solution — automation. Keep using it.
Not only does marketing automation allow you to tackle tedious day-to-day tasks in time-saving batches, but it also creates better data, particularly in the realm of social media (where timing is crucial). Using automated MarTech allows you to observe patterns like a data scientist by reducing the human variable of inconsistency.
The case for automation put simply – better data and greater efficiency means higher ROI.
2. Create Marketing Personas
Are you using personas? You should be.
Personas — the idea of using a fictitious customer profile to hone segmented messaging — are an increasingly popular marketing tool that yields dividends when reaching out to segmented audiences.
You can generate them through internal customer information to help you tailor messaging to your audience. You can also use outside research to develop a template of what a new audience might look like.
Personas are a powerful tool that helps solidify your branding and guide your sales team towards delivering consistent and resonating messages. The limits of their utility are the limits of your creativity.
3. Improve Your Database Quality
It wouldn’t be a New Year if it didn’t involve some housekeeping, and your database probably could use a cleanup. This is a chore, so we’ll keep it brief.
First, there’s plenty of MarTech that can make this process be less of a headache. Find what sort of data managers work for you and implement them, it’ll pay dividends in saved time.
Next, revisit your processes and see what has become obsolete or simply isn’t working. Now might also be a good time to conduct some basic training on data hygiene and its importance. Employees operating with a more complete understanding of the impacts of bad data and how to maintain a quality database will be a boon to your company’s efficiency.
Database cleaned up? Great, use it to its fullest.
4. Understand and Leverage the RIGHT MarTech
MarTech is not the place to be playing “keeping up with the Jones’”.
It’s important to do internal evaluations of your needs, considering the real-life obstacles you routinely encounter, to inform your MarTech purchases. Buying a MarTech product that only has limited application to your business or feeling the need to purchase a product simply because a competitor has success with it can be a tremendous waste of money.
5. Merge Print and Digital
If there’s one facet of marketing we love, it’s the merging of print and digital technologies to better resonate with the customer.
Delivering print with digital assets in the form of a dimensional mailer gives you the opportunity to stand out from the competition in big ways — whether it’s the visual and tactile impact of a box received in the mail or the many, many technological options you can include (everything from QR codes to pre-loaded videos), dimensional mailers equal impact.
Not only is a more immersive experience something the customer will appreciate but the opportunity it presents in streamlining direct outreach with digital assets, more efficiently moving customers down the sales funnel, is invaluable.
6. Listen to Your Customers
We recently outlined what makes a great listener and how important truly listening to your customers can be. Listening to customer feedback and looking to your customers as a primary source of critique is a sure-fire way to make constructive changes to your business.
Developing your relationship with your audience is never a bad thing, and thoughtful dialogue between business and customer is something that can ensure you develop these relationships again and again. More importantly, this type of relationship makes customers feel heard, and that level of acknowledgment is often what begins to shift an audience into a fanbase.
That’s it for Part 1! Stay tuned for Part 2, where we’ll explore more marketing tactics to greet the New Year.
If you’d like to learn more about how we can help you make smart happen in 2020 contact us today.
Tips to Make Your Direct Mailer Successful
Great direct marketing is a mixture of utilizing time tested technique, adapting to new market trends and consistent creative excellence.
That’s no small order.
The fact is, the road to great direct marketing can be anything but direct, and while your team may experience the occasional misstep, here are 6 direct marketing mistakes you don’t have to make.
- Using Bad Outreach Data
There’s no better way to shoot yourself in the foot than working with a bad list of corrupted data.In fact, the Harvard Business Review recently found that bad data costs US business around 3 trillion dollars each year.Most data needs some cleaning up upon acquisition, and basic data hygiene and maintenance is important, but there’s a difference between cleaning up good data and diverting excessive resources to salvage a bad list.Here are some indicators your team may be working with bad data.
- Failing to Consistently and Quickly Change
Change is a good thing and the only constant in any thriving industry. Direct marketing—particularly direct mail marketing—has seen a lot of change over the years.As new mediums have come to rise (like specified social media direct marketing) and time-tested mediums have been adapted to better perform (like direct mail offerings in the form of dimensional mailers), many direct marketing campaigns have achieved success by adopting the latest in techniques.Keeping up with sites like MarketingWeek.com or TargetMarketingMag.com (here are their dominate direct marketing trends for 2018) can keep you in the loop when it comes to new trends taking over the direct marketing world and identifying those on the horizon (here’s a link to our own blog, consistently updated with more original content).Remember: new tech means increased efficiency, even for traditional methods of marketing many mistakenly believe tech will render obsolete. Here’s a great article by Forbes on how tech is changing traditional direct mail for the better.
- No Call to Action
It’s shocking, but it’s something even otherwise great direct marketing pieces occasionally fail to include: a clearly defined call to action.A CTA that catches the eye and does its job of provoking an immediate response is one of the most powerful direct mail marketing tools you can employ, particularly when it comes to digital direct marketing and the ability to bring users from an outreach email to your website.Many campaigns use their CTA as a sort of mission statement or slogan. Here are seven of the best. Make sure your campaign includes a clear CTA in each of your direct marketing efforts—it may be the key to turning your direct marketing efforts into responses and conversions.
- Bad Design Elements
Good design can be the difference between direct marketing that is considered or direct marketing that is ignored. This is particularly true for direct mail campaigns—unlike digital direct marketing (where the opportunities to effortless link other related content are endless), direct mail has to stand on its own.First and foremost, your direct marketing has to be visually interesting and easy to read. When it comes to content, consider the size, color and fonts you choose very carefully.While the majority of your designers’ effort may go into a direct mail brochure or nailing the layout of your newsletter, the vehicle in which is arrives should be considered. For instance, oversized envelopes have the highest household response rates at 6.6%, per the 2017 Data and Marketing Association Response Report.Looking for a place to get started? Entrepreneur discusses some of the most popular ways to package and format your direct mail here.
- Forgoing personalization
Some campaigns fail to invest in the means to personalize their direct marketing, even when sources like the Wharton School of Business report that 85% of marketers notice increased response through personalization.In the digital and direct mail world, personalization means using data to provide prospective customers with a truly individual direct marketing experience via data driven marketing. Personalization can mean different things for different direct marketing campaigns, but including efforts to personalize is considered good practice across the board.Even if it’s something as small as including a prospective customers name in the design of your marketing materials, it’s simply worth doing.
- Saving the Best for Last
When your team is choosing how to best present the benefits of a product or service to prospective customers via direct marketing outreach, it may be tempting to bring it all home by saving the best benefits and ad copy for last.When pitching via direct marketing, your best writing on the best benefits should always be up front, capitalizing on the limited window in which your audience will decide whether or not your outreach is worth their time.Don’t save the best for last, we didn’t.
Planning a direct marketing campaign and don’t know where to start? From mailers to cutting edge digital solutions, see what Strata’s 25 years of print and marketing excellence can do for you.
CMS Wire Article
Jeff Sammak bylined a piece on CMS Wire about how Customer Communications Management (CCM) software allows businesses to operate more efficiently. In this piece, Sammak offers tips to eliminate inefficiencies, mistakes and unnecessary costs associated with obsolete or manual processes. He also outlines the benefits of CCM software and how this technology can eliminate common issues including:
- Unwieldy creation of complex documents
- Risk of penalties/fines for not adhering to strict industry regulatory requirements
- Bottlenecks in execution due to a lack of customer data management automation
- Drain on human resources from overreliance to compensate for obsolete systems
For the full article and more tips on how your business can operate more efficiently, read the CMS Wire article here.
Strata Company specializes in technologies that streamline and automate customer correspondence, with both custom development and customizable cloud-based solutions. With over 20 years of experience, Strata helps businesses transform their customer communications experience – executing correspondence with precision accuracy and speed. Call 610-941-6100 to speak with a specialist, or contact us to request a personalized demo.