Print is often referred to as traditional media, or even old media. In terms of age, that’s understandable. A German goldsmith built the first printing press in 1439 to mass produce books. Digital printing, however, has a much shorter history. The world’s first digital color printing press, called Indigo, was launched in 1993. Does that Read more…
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Trigger-based marketing uses action-based data to automatically deliver a marketing message to someone based on a predefined event. The goal is to capitalize on a small window of high relevance and opportunity and motivate the consumer to take a specific action. Google once referred to this capability as critical to “winning the moments that matter.” Read more…
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There are countless surveys and studies that reinforce how people recall and respond to direct mail compared to other marketing channels. There are plenty of success stories that validate direct mail’s ROI. But what’s happening below the surface? On a subconscious level, how are people processing brand messages? What inspires them to take action? These Read more…
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It’s easy to assume that print catalogs would be destined for the same fate as the sabre-tooth tiger, given the growth of email, social media, search marketing, video, and other digital platforms. After all, a marketing format that’s 175 years old should be obsolete by now, right? If that’s the case, why did Wayfair launch Read more…
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While not many people will be disappointed to see 2020 in the rearview mirror, the year’s events have helped shape several direct mail trends that should be taken into account in 2021. It would be easy to look at 2020 as a total outlier that should be discounted in future marketing strategies. Although 2020 was Read more…
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Adding a tagline to your corporate identity is a small but mighty way to communicate how you want people to identify with your brand. This short phrase might address what you do, how you do it, why you do it, or even convey a feeling or philosophy. According to the Merriam Webster online dictionary, a Read more…
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The USPS has unveiled its 2021 Mailing Promotions, continuing its annual initiative to incentivize innovation in direct mail. As in previous years, the USPS is offering postage discounts to companies that incorporate emerging technology, print techniques, services, and creative approaches into their campaigns. Essentially, the USPS rewards you for developing innovative strategies that can drive Read more…
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When the pandemic first hit, many marketers and brands were forced to abandon, at least temporarily, any engagement strategies that involved face-to-face or physical interaction with people and products. They shifted to email, social media, Zoom events, and other online platforms that allowed for social distancing and respected concerns about COVID-19. This isn’t likely to Read more…
