What happens when you create a marketing promotion from a fictitious travel agency to test the effectiveness of different mailing formats? RAPP Germany, a multichannel marketing agency, hired Neilsen to find out. With all other factors equal, RAPP wanted to…
What is the most important real estate on your mailing envelope? It is the upper left-hand corner, the location of the return address. It is here that your prospect will often decide to open your envelope... or not. Here are…
Creating a personalized print or multichannel marketing campaign takes significant investment in time, energy, and resources. You want to get maximum return on your investment. How do you know what is working and what isn’t? You have to measure the…
When we think about adding color to marketing pieces, we often think about photos, charts, and graphs. But color can be added in many other ways, as well. These include highlight text, brightly colored banners, borders, and backgrounds, and symbols…
Printed collateral, direct mail, and other printed marketing communications remain the bedrock of successful marketing campaigns, but their “look” is changing. Consumers today, especially Millennials, are drawn to marketing touches that produce an experience. They love the novelty of print,…
When you are calculating the ROI of your print, email, or multichannel 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…