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Got Incentive? Are You Matching the Right Incentive to the Right Audience?

Incentives can be critical to getting people to respond to your marketing offer, and not every incentive will motivate every buyer. The two have to be properly matched. Do you put as much thought into the incentive as you do into your list, your creative, and your message? Does the value of the incentive match how much the response is worth to you? For many marketers, for example, an incentive is a discount or entry into a sweepstakes. But especially for higher value products, the incentives can become much more creative. When one company wanted to add more value-added resellers, for example (something in which even bringing on one more reseller could bring in millions in additional revenue)

Are You Giving Your Mailing List Enough Love?

Quick! If you had to identify the most important component of your marketing, what would you say? Did you say your mailing list? If so, make sure it gets enough love. Let’s look at some basic steps you should be taking regularly to keep your list in top shape. 1. Address correction. If you do bulk mailings, the United States Postal Service requires you to run your list through NCOA within 90 days of every mailing. Even if your mailings don’t fall under the “bulk” category, using NCOA on a regular basis is just a good idea. 2. Enhanced change of address. NCOA is only about 80% effective. It only works for people who file their change of address with the Post Office, and it is only accurate fo

9 Components Every Marketing Campaign Must Have

Want to make your marketing campaigns the most effective they can be? Be sure to hit all of the key marketing components. Most marketers know the importance of the list, the message, and the offer, but there are other components, too. Here are nine “must haves” for any marketing campaign. How many do your campaigns have? 1. List: You have a target audience, but is it the right audience? Or the right segment of that audience? Your campaign won’t go far if you are marketing to the wrong people. 2. Segmentation: What does your target audience look like and how do they behave? How well do you understand them? Have you created customer profiles? Personas? Do you know the difference? 3. Design an