For years, the dominant question in marketing was which channel to use. Email or social? Print or digital? Paid search or organic? A growing number of businesses are now asking a different question first: Who are we talking to, and do they actually trust us? That shift (often described as a "people first" strategy) is [...]
A truly optimized marketing strategy starts with physical materials (direct mail, postcards, brochures, catalogs), then reinforces those touchpoints with digital follow-up. Instead of treating print as an afterthought or a "nice to have," fully optimized marketing uses print as the foundation of your marketing to engage your audience, then uses email and digital channels to [...]
What is the difference between sales and marketing? Marketing encompasses the strategies used to attract, engage, and nurture potential customers before they are ready to buy. Sales is converting leads into customers through personalized interactions and closing deals. In other words, marketing happens before the buyer contacts you. Sales is what happens after. How much [...]
Every time you send a marketing campaign, you have a choice: print or digital. So when should you use print? When should you use digital? Both print and digital channels have their pros and cons. Digital is a great choice when targeting younger buyers or when you need rapid or real-time engagement. Print channels work [...]
Are you designing a new brochure? Postcard? Setting up an email template? The choice between serif and sans-serif fonts plays a pivotal role in shaping text's visual identity and readability. Let’s examine the difference between these two font types and when to use each for maximum impact. Serif Fonts: Tradition and Elegance Serif fonts are [...]
Print and email are powerful tools for getting information out there quickly or engaging your audience on a frequent or programmatic basis. But when you want to communicate with your audience at a deep and emotional level, you want to turn to print. The reasons have to do with the way our brains are wired. [...]
More than any other factor, a donor's relationship with the organization determines their likelihood of donating. Print and emailed surveys can go a long way toward achieving this goal. What are the keys to sending effective donor surveys? Clarify your goals and objectives. What specific information do you want to gather? Are you looking to [...]
Communicating with customers using formats they love makes them more likely to pay attention. When it comes to marketing materials, that means sending more print. Over the years, there have been dozens of studies on the impact of print on human comprehension and learning. Information read in print is embedded more deeply in the brain, [...]
Looking forward to 2023, what tone will you use in your direct mail pieces? The emails that you craft? After analyzing 240 million data points on U.S. Internet users, GWI, an audience-targeting company, has some suggestions. It found that the uncertainty and unsettledness over the last few years have profoundly impacted consumers’ psyches. They crave [...]
Paper is harder to come by these days. Everyone is feeling the strain. Whether you're a small business, a large corporation, or a marketing firm, you wonder what is happening. Even if your favorite paper grade is available, prices and lead times are up. Why has this staple suddenly become so difficult to find? Paper [...]
