Category Archives: email marketing

MINI Cooper: Covert Data Gathering

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I recently read a case study on a smart multichannel campaign by BMW utilizing personalized URLs. It’s an older campaign, but a good one, and there is an interesting lesson about the use of survey questions that we can all draw from. It’s true that consumers are becoming more and more comfortable giving out personal… Read More »

Want More Print Jobs? Add Mobile

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Mobile is all around us, but too few printers are integrating mobile into their clients’ multichannel marketing campaigns. As the marketing environment continues to fragment, not offering the ability to integrate mobile is like sending your competition a hand-addressed invitation to woo your clients. Offering mobile integration in a multichannel world is a must. Here… Read More »

Superbowl Ads Prove Repeated Exposure Works

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Encourage your clients to take a lesson from Superbowl advertising. According to Neilsen, when viewers were exposed to a Superbowl ad during the pregame, as well as during the game, that ad scored higher on likeability. Viewers were also more likely to remember the ad correctly. That is exactly the response your clients want from… Read More »

Is Your Marketing Working?

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Your business spends all this time, money, and resources on marketing your products and services. But, is it even worth it? The only way to tell if your organization’s marketing is working is through proper reporting and analytics. If your marketing efforts aren’t trackable, they’re not even worth doing. It’s time to take a good… Read More »

In Marketing, Timing Is Everything

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Have you ever gotten a marketing piece that made you think, “Gosh, these people don’t know my business at all!” My husband, who is the director of facilities for a private high school, feels this way a lot. In fact, here is the pitch that landed in front of him this morning. Hi, STEWART, Remember… Read More »

Top 10 Best Practices for QR Codes

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I have recently updated my brandable white paper “Best Practices for QR and Other 2D Barcodes.” From watching implementation of these codes (the good, the bad, and the ugly) over the years, this is my Top 10 list. Do you agree with it? What might you add or delete? 1. Create marketing campaigns, not QR… Read More »

Personalized URLs Grow Up

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I just released my update to “State of Personalized URLs,” my nutshell observations and analysis of the usage and best practices of personalized URLs. What do I see has changed in the past year? Deep integration with multichannel campaigns that include email, direct mail, and social media (particularly Facebook). Integration with broader campaigns. We still… Read More »

Thoughts on QR Codes Designers Need to Hear

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I recently posted a response to a discussion that is raging in one of the LinkedIn graphic designer discussion groups about QR Codes. I might more accurately describe it as a bash session. There were a handful of posts in support of QR Codes, but most of those were mine. Designers were railing against QR… Read More »