Author: Mark Hendry

MA 2 24 blog 2

Want More from Your Print Budget? Try This!

Direct mail is a highly effective marketing channel, but many marketing conversations must continue before they bear fruit. Your direct mail piece may prompt someone to visit your website, for example, but they often need another nudge. This is where retargeting comes in. Once a prospect visits your website, you can target them again (retarget them) on social media. This allows you to engage them further and complete the sale.

Retargeting is possible because once people visit your website, you can track their movements even after leaving it. Your target audience will be shown relevant digital ads on social media sites like Facebook based on the pages they visit.

Don’t Let Them Get Away!

Say you are a manufacturer of pool accessories. You have recently dropped your spring direct mail promotion and want to follow up with people who respond by visiting your website to look at fun add-ons like diving boards and slides. Buyers start flocking in, but most of them are only casual lookers. Some, however, are more interested. If they are curious enough to dive deeper into your product pages to look at the detailed specs, these are the buyers you want to capture.

For example, suppose buyers get to the details on your spiral slides but don’t make a purchase. In that case, you might retarget them with Facebook ads with real customer testimonials about how much their kids love the slide they are interested in. If they go further (say, they click through to the customer reviews) but still don’t make a purchase, you might target them with an urgent call to action that pops up in both their Facebook and Instagram feeds.

They grow up so fast! Use this 20% off coupon to turn your pool into a water wonderland they will NEVER FORGET!

Keep the Conversation Going

You make a significant investment in pulling people into the sales funnel, so keep the conversation going until they are ready to purchase. Retargeting makes the most of your investment in print marketing and can be a vital component of any lead-nurturing strategy.


MA 2 24 blog 1

Why the Upper Left-Hand Corner of the Envelope Is Critical to Your Marketing Success

Where is the most critical area of the direct mail envelope besides the mailing address? The upper left-hand corner. Yes, where you put the return address! How you use this humble section of the envelope can be the deciding factor in whether someone decides to open your envelope or not.

Why is this space so important?

  1. It’s where customers recognize you. If the mailer is to someone you already do business with, they will often open the envelope simply because of that relationship. Even if they do not have an immediate need for your product or service, they will often open it because it is you. Play up that relationship and make sure your company is clearly identified. Add your logo, use brand colors, and ensure you can be recognized, even from a distance.
  2. It taps your brand reputation. Even if the recipient has not done business with you in the past, if you are a well-known brand that the recipient respects, they will often open the envelope out of curiosity. This is why brand-building is so essential. When you invest in building your brand, customers will often open an envelope simply because your brand has become familiar and they have a positive association with it.
  3. It’s where their eyes go naturally. In English, we read from left to right, so the upper left is where people’s eyes will naturally go first. This makes the upper lefthand corner the perfect place to add attention-getting techniques such as images, colorful brand logos, and callouts. Some companies have even added the signatures of celebrities. One nonprofit, for example, gained permission to use the signature of actress Natalie Portman above its logo to attract attention. If you go this route, ensure you have the correct permissions and that the signatures (or images) relate to the product or service you are marketing.

Take advantage of this powerful area of envelope real estate. Use it to create an emotional connection and tell a story, even before the envelope is opened.


MA 1 24 Blog 2

Mastering the Unboxing Experience

Some packages are just fun to open. Regardless of the product inside, the experience of just opening the box is exciting and makes us feel special. We know brands that are masters at this. Apple. Ulta. Glossier. These companies have mastered the art of “the unboxing experience.”

“Unboxing” is how the buyer experiences taking the product out of the retail packaging. Unboxing can be mundane and functional or engage the senses and create an emotional connection between the consumer and the brand.

Whether you sell high-end electronics or specialty baked goods, you can create delightful, engaging unboxing experiences just like the big brands.

How do you create an engaging unboxing experience?

  1. Make it beautiful: Which would you rather open at Christmas? A gift wrapped in a brown paper bag? Or one wrapped with beautiful paper, crisply folded, with perfectly tied ribbons? Unboxing is much the same. This is why Crumbl Cookie packs its cookies into its iconic pink box—one that is both highly recognizable and “Instagrammable.” Even purchasing a single cookie feels like a luxurious experience.
  2. Make it unusual: Do something different to create surprise and delight. When shoppers open Ulta’s Hello Beautiful Deluxe Make-Up Pallet, the eyeshadow pans and brushes are artfully arranged, and the package is designed so that a flap printed with “Hello, Beautiful!” pops up. This makes the buyer feel special every time.
  3. Create an interesting structure: The physical structure of the packaging can enhance the unboxing experience, too. Consider unique opening mechanisms, well-placed compartments, and thoughtful detailing. Even something as simple as a fabric bow can create a sense of luxury.
  4. Tactile elements: Incorporating tactile elements, such as embossing, debossing, or textured finishes, adds a sensory dimension to the unboxing process. Apple is known for its luxurious soft-touch coating, making its boxes delightful to handle.
  5. Reveal moments: Create moments of anticipation and reveal. This can be achieved through nested boxes, layered packaging, or unveiling hidden messages, enhancing the overall excitement.

In the competitive retail landscape, the unboxing experience has become a powerful tool for brands to differentiate and build a memorable connection with consumers. By paying attention to aesthetics, materials, structural design, and sensory elements, you can create packaging that leaves a lasting and positive impression and makes customers repeatedly want to buy from you.


MA 1 24 Blog 1

Curbing Customer Churn: 4 Key Strategies

Customer churn is part of the business for even the most successful companies. New customers come, and some customers go. The question isn’t how to stop customer churn. It’s how to reduce it. What are some of the ways you can keep churn to a minimum? Here are four steps to get you started.

Identify customers at risk.

The first step is to figure out who you are most at risk of losing. Identify your most “inactive” customers. Who hasn’t purchased from you in a long time? Look for commonalities among them. For instance, if most are concentrated in a specific geographic area, ask yourself why. Are the demographics in that location changing? Is a new competitor moving in?

Assess your communication frequency.

Sometimes, customers churn simply because you aren’t communicating with them often enough. Don’t bombard them, of course, but don’t let customers slip through the cracks due to infrequent outreach.

Want to know why they are leaving? Ask!

Once you have identified your most inactive customers, create a plan to re-engage them. As part of this plan, send surveys to gain insights into why they are disengaging in the first place. Offer incentives to participate. If customers don’t respond to your surveys by email, follow up with direct mail. Print communications don’t get caught in spam filters and are more likely to be opened and read.

Recognize and engage your top customers.

One of the best ways to reduce customer churn is to keep active customers happy. Pay attention to them. Offer insider deals, and tell them, “Thank you.” Everyone likes to feel noticed and appreciated. Make your best customers feel valued by offering them something special.

Customer churn is a part of business, but high customer churn doesn’t have to be. So engage both groups—lapsed and engaged customers—each in their unique way. Sit down and create the right channel mix, with the right messaging and offers, to address the specific needs of each group. Then, watch your churn rate drop.