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What if people were willing to pay you for the privilege of receiving your marketing materials?
A while back, I spoke with Laura Fitton about the idea of “useful” marketing, and we thought that, if you could actually get people to pay you for your marketing, that that would be a leading indicato…
Continue reading "Who Does Your Marketing Serve?"Design isn’t just for products—it should be a careful consideration in the overall customer experience. Case in point, with its “Dream it. Build it. Drive it” program, BMW is taking the concept of a personalized customer experience to a whole new level.
It’s common knowledge that when …
Continue reading "Build a Better Customer Experience (& Build More Business)"Marketing response rates rise when communication is personalized. That’s what the stats tell us. But, what’s the point in doing it if you do it BADLY?
Continental Airlines sent me a promotional e-mail today. Here’s the subject line:
continental.com Specials – Not that exciting.
At the top, underne…
Variable data printing allows companies to personalize their consumer communication. It’s a nice touch and certainly gets my attention more than, “Dear Customer.” But, when Citibank changed my surname to “Forgel,” my positive first impression went downhill fast.
First of all, some background info …
Continue reading "Personalized Direct Mail: From Wow to Whoops!"
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