Why You Should Be Reading Marketing Newsletters

By | June 3, 2011

Have you signed up for e-mail lists like those from MediaPost, Marketing Profs, and Targeted Marketing? If not, it’s worth your time to do so. It’s not just for your own benefit — to keep up with industry trends, monitor changes in technology, and shape your business strategy — but you can use the links to encourage customers to spend more money with you.

Just this week, I saw three links that might have seemed like, “We just want to keep you up on the latest trends,” but in reality, encouraged customers to take actionable steps to send out a marketing campaign (with you, of course).

1. Affluent shoppers are spending more money on Made in USA goods.

Got customers who produce American-made products? This article is a great opportunity to encourage them to send targeted direct mail to their more affluent customers (which also means they can justify spending more on the campaign).  If those clients don’t have a direct mail list, it’s an excuse to encourage them to purchase one. Or if they have a list but don’t track income, encourage them to append the list.

2. Father’s Day spending to hit $1.1 billion. What percentage of that are you getting?

Have clients with products appropriate for Father’s Day? Links like this encourage them not only to market the tar out of Father’s Day products, but perhaps even to make a little extra investment in a multi-channel campaign or personalization to really tap the opportunity.

3. Social media is cool, but direct mail still beats it for ROI.

Social media is an important component of marketing strategy, but research shows that basic non-targeted, non-segmented direct mail still beats it for ROI. Use this research to help prevent erosion to your clients’ print budgets.

These are just a few of the many examples of great links that come through daily or weekly marketing e-newsletters. It takes time to scan through them, but smart delegation can really help. You don’t have to do everything yourself. Use an intern, your sales teams, your marketing and CSR staff to filter through the articles to find the gems that work for you. But whatever you do, make sure somebody is doing it. It’s worth the time!

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