Smartphones, groceries, copper and postage—just a short list of some items expected to be more expensive in 2013. Among these, maybe the least surprising is a postage hike. According to Pitney Bowes Small Business, a price increase on postal rates of 2.75 percent went into effect on Jan. 27. If you rely on postage as an integral part of your business or use postage for marketing purposes, you will see price increases. Small business owners can be more creative in their use of postal services to help offset the increase. Others may finally switch their print-mailed campaigns efforts to email
Yesterday, I received a direct mail piece from my local grocery store which immediately caught my attention. The mail piece was personalized on the outside with my name in color and it promised great deals and coupons on the inside. I opened it right away. I was quickly disappointed when I looked at the contents, however. Not a single coupon in the mail piece was for something I would actually buy. There was $2 off a 12 pack of soda. Is that a good deal? I have no idea because I never buy soda
Marketing is a numbers game. Much of the marketing strategy’s effectiveness is ultimately based on how many from your target audience you have turned into customers or leads. There are other factors to consider, but sales is pretty much the be-all-end-all metric of marketing. Simply put, the higher the sales figures, the better the strategy. Among the different marketing channels used for hiking up profit, direct mail marketing is as effective as they come.
Apparently, no one read the memo about tracking the results of their direct mail campaigns. A free e-book entitled "Pitney Bowes Small Business Survey" compares the different marketing strategies run by small businesses. ... A glaring statistic about direct mail is that 80 percent of the participants do not track down the results produced by their respective campaigns. There is still a sizable number of businesses that primarily employ direct mail for marketing purposes (22 percent), a segment that values customer response as a metric to determine the success of their direct mail campaign.
"Stay in touch?" That was the headline on an email I got today from the folks at Pitney Bowes. What was notable, however, was the first line of copy: "We notice it's been a while since you opened an email from us ..." I honestly can't decide if this is a strategic insight gone awry, or a little creepy.
According to technology research firm IDC, the Big Data market is expected to grow from $3.2 billion in 2010 to $16.9 billion in 2015. Consumers are willingly providing companies with boatloads of personal information. Even with all the data in the world, marketers are still frustrating customers with irrelevant communications. There is a quid pro quo here: In return for giving up information, consumers expect the data to be used appropriately and intelligently. In order to tailor one-to-one messages, huge amounts of data need to be analyzed and applied to deliver accurate information and offers.
Recently, I came across several writings about bad marketing practices that I wanted to share with you. I thought they might help you with your own marketing plans and campaigns. The first is a 2012 survey conducted by Pitney Bowes. The accompanying report entitled “Why Some of Your Customers Are Just Not That into You” gives the results of the survey and identifies several marketing no-no’s, from the consumer’s perspective. At the top of the list of bad practices, receiving the highest percentage of negative feedback, is weekly emails. A whopping 89 percent of those surveyed found emails sent …
An average consumer receives more than 3,000 marketing messages every day, truly an information overload. As a result, more consumers are opting out of email messages and throwing away direct mail that is not catered to their wants and needs. The relevance of any given communication can no longer be defined simply as serving offers that "could be" of interest—instead marketers need to suppress the offers that "may not" be of interest.
Pitney Bowes surveyed 6,000 consumers across the US, UK, Germany and France to clarify what customers expect and desire from interactions with businesses, and which interactions irritate them. The findings are important because a few larger marketing trends amplify the consequences of effective vs. ineffective customer communications. Actions Seen as Negative by Consumers: Sending weekly emails (89 percent negative), asking customers to support a brand’s charity or ethical concerns (84 percent negative), sending offers from third-parties (83 percent negative), encouraging interaction with other consumers via an online community (81 percent negative)
The Direct Marketing Association (DMA) today announced that the 2012 International ECHO Awards competition is underway. These prestigious awards honor the world's outstanding marketing campaigns that demonstrate exceptional creativity, visionary strategy and results. The awards will be presented at a gala ceremony held October 16 in Las Vegas, Nevada. The deadline for submissions is April 25, 2012. This year's ECHO competition will honor excellence in 12 channels: alternative media, catalog, direct mail, email, mobile, print; search engine marketing, social media, telemarketing, television/video/radio, Web advertising, and Web development.