Failing to feed the “missing link” makes a green goal attainment impossible.
The Postal Service is now making money, albeit in shipping packages, and recently will start rolling back some postal prices.
In addition, some of the larger B2B companies are using unusual shape and size packages to get past the office gatekeeper and on the desk of some decision maker in upper management.
Even old but reliable direct mail is getting a re-birth, especially usage in multi-channel or Omni-channel marketing programs and campaigns.
If the present is anything like the for seeable future in digital marketing, you may need to dust off or find your step-by-step print specifications.
Back in the fast-paced world of direct marketing and mail printing, it always took a reminder to slow down and look at your production and printing while still in proofing and even film.
More importantly today, look at the move to digital printing. Here are a few important reasons your future mail recipients can appreciate.
When using digital printing it pays to invest in data management. In fact, if you still do not believe in the importance of data in marketing, you are leaving a lot of cash on the counter.
In the past few years, some of the wind was removed from the sails of digital printing. For example, to experience a better return in going digital, knowing what the customers want and like, increases your chances to sell more product. That has always been a given.
These are all worthwhile endeavors and done right will likely increase your business or for the non-profits, your donations. That’s a clear advantage of a customer-centric marketing strategy. Here’s a question you need to ask yourself-
In data management, people see data compiled from a variety of different sources. Some can come from social media, content marketing, a blog or even an email newsletter.
When no one bothers to update and record customer data, that’s a lot worse than not going green. To reach any type of a decent response without data management is a nightmare. Nightmares don’t come cheap.
Here’s a headline I recently came across while reading Direct Marketing News:
What does this mean to you? What is your answer?
If you're a small business hoping to steal customers from the big boys, there is a great opportunity to hone your data skills.
Use your time and money wisely because the payoff is greater than you think.
Please share with others, except of course, your competition.
Do you have questions about your marketing performance? Don't procastinate, eValuate!
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Why you ask? If you made it this far, you like what I write.
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