Are You Short-Sighted? Or Long-Sighted?

 

When you are calculating the ROI of your print, email, or multi-channel 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 […]

By |March 22nd, 2018|Digital, Marketing, Printing, Training|0 Comments

3 Tips for Maximizing Your Print Investment

Are you tired of hearing people talk about the benefits of going entirely paperless? We are! Especially when it comes to marketing, that’s just not a smart move. When our inboxes are clogged with spam and any company can look big and successful online, print carries weight and inspires confidence in a way that digital channels do not.  People just trust print more.

While digital channels have their place, now is not the time to give up print. But smart marketers are making their print contacts even more powerful.  Let’s take a look at three strategies that can help you make […]

By |January 22nd, 2018|Digital, Marketing, Offset, Printing, Resources, Uncategorized|0 Comments

Want More Trees? Buy Paper!

Did you know? In North America, it takes less than two seconds to grow the fiber for a standard #10 envelope. Surprised? You shouldn’t be. According to Two Sides North America, here are some little known facts about paper and trees.

The time required to grow the fiber needed for a #10 envelope is 0.3 to 1.9 seconds.

The time required to grow the fiber needed for a ream of 500-sheet office paper is 0.3 to 2.2 hours.

Growth rates are based on 100 acres of managed forest in North America.*

The fastest growth rates are for Loblolly Pine and Hybrid Aspen. […]

Best Practices in 1:1 Printing

Personalized printing, in which marketers personalize marketing text, images, and other content based on what marketers know about the recipient, gets better results than static mail. But by itself, just dropping in data-driven content doesn’t guarantee success. Let’s look at three best practices that need to be the foundation of all 1:1 print marketing.

Traditional marketing rules apply.

1:1 might be personalized marketing, but it is still good old-fashioned marketing, too. Ultimately, it is all of the elements—the creative, the message, the offer, the segmentation, and the call to action—that come together to determine success.

Focus on relevance, not “personalization.” […]

By |August 17th, 2017|Digital, Mailing, Printing|0 Comments

Inventory Management Driving You Crazy?

Struggling with your inventory of printed collateral and other documents? How about fulfillment items for your marketing kits? If so, you’re not alone, and if you’re not careful, it could hurt your bottom line.

According to Capterra, inventory numbers for most businesses are profit killers. In fact, Capterra finds that businesses keep $1.43 of inventory on hand for every $1 of sales. To make matters worse, the average inventory on hand for businesses of all sizes rose 8.3% between 2000 and 2015.

What’s a marketer to do? Unless you have a highly efficient inventory management system, you might be better off moving […]

By |May 23rd, 2017|Digital, Marketing, Offset, Printing, Training, Uncategorized|0 Comments

Make Your Direct Mail Stand Out

Every day, postcards, flyers, and other direct pieces and other printed material bombard us. How do you ensure that yours stands out in the crowd? Here are four highly effective methods for designing printed material.

1. Grab Their Eyes: People can’t read your message if they don’t see it. The first thing you must do is grab their attention. There are two complimentary techniques for doing this:

Pick the perfect images. People are hard-wired to respond to images. Bright, vibrant, compelling imagery will hook your audience every time.

Tweak the design to appeal to your specific audience. For example, if the audience is […]

By |November 17th, 2015|Digital, Graphic Design, Mailing, Uncategorized|0 Comments

Thinking Direct Mail? Think Timing

When we think about the benefits of direct mail, we think of tangibility, message retention, and breaking through the clutter. But when GrayHair Software thinks about direct mail, it thinks about timing.

In a recent e-book, GrayHair, which provides software for postal tracking and multichannel marketing services, described multiple benefits of direct mail in a multichannel marketing strategy based on the timing benefits direct mail provides. Let’s look at three of them.

1) Gain control and greater visibility.

Direct mail tracking allows you to determine the precise time that your mailer arrives at the target destination. This can provide you with critical insights.

Let’s […]

By |October 15th, 2015|Digital, Mailing, Marketing|0 Comments

Can’t Touch This: 5 Reasons Online Can’t Replace Print

In a world in which people have already checked their email, logged into Facebook, and responded to a dozen text messages before they drink their first cup of coffee, what is the enduring allure of print? Let’s look at five reasons print marketing remains the anchor of any great multichannel marketing program.

1. Print is beautiful.
It doesn’t matter how gorgeous your JPGs are, a beautifully printed piece will blow away your screen graphics any time. Print has a richness, depth, and allure that mobile devices and laptops can’t match.

2. Print communicates beyond the subject line.
When you communicate by email, recipients can’t […]

By |March 9th, 2015|Digital, Mailing, Marketing, Resources|0 Comments

But it looked great on my screen…

I often am asked “why does the printed pieces not look like the image on my computer screen?” I usually end up sitting with the customer and having a very long complicated discussion about CMYK vs RGB ColorSpace. I have already covered CMYK and now it is time for RGB…

RGB ColorSpace use Red Green & Blue to create your color pallet.

RGB Color is typically used with equipment that used light to create the mix. As you can see in this image, three colored spotlights are being use to mix or create colors.

Things like your computer monitors are RGB (if you […]

By |September 13th, 2013|Digital, Graphic Design, Offset, PrePress, Printing Definitions|0 Comments

What is a Bleed and Why does it matter…

According to Wikipedia a “bleed” “…refers to printing that goes beyond the edge of the sheet before trimming.” One of the most common problems we face when we receive “print-ready” files from our customers is that they do not include a bleed in the document when they send it to us. This give us, as the printer, two options: 1) getting a new file from our customer, which takes time, or 2) short trimming or under sizing the final piece, resulting in a final piece not exactly as the designer intended.

The challenge really comes down to the issue that the […]

By |September 3rd, 2013|Digital, Graphic Design, Offset, PrePress, Printing Definitions|0 Comments