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Before You Personalize… Want to rock the results of your next personalized marketing campaign? Profile before you personalize! What do we mean by that? We mean understanding what your customers look like as aggregate demographic or psychographic groups before you send targeted mailings or personalize to them as individuals. As a very simplified example, let’s…

Designing a new direct mail campaign? Let the creativity flow! However, the basics still need to come first. Before setting your designer loose, take a step back and make sure you’ve covered the fundamentals. Mailing list Is your mailing list current? Are you mailing to the right people? Are the names up to date? Are there…

Often, when we want to boost revenues, we think about drumming up new customers. But why not look to your existing customers instead? You spent a significant amount of time and money winning them over. If you treat them right, they can become your most fertile ground for growing sales. Tapping into this market is…

It would be great if everyone who responds to a print or email contact would make a purchase right away, but they often don’t. Even when people don’t convert right away, don’t assume that’s a dead lead. It just might need nurturing. According to Brian Carroll, author of Lead Generation for the Complex Sale, up…