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Creating More Value in the Mail

DMNews published a story about trends in marketing campaigns that stress customers’ ideas of “value”.

US consumer spending grew at the fastest rate in three years during the first quarter of 2010, according to figures from the Commerce Department. Overall spending grew 3.6%, with spending on durable goods increasing 11.3%. For nondurable goods, the increase was [...]

Empathy Improves Response

The Boston Globe reported that 62% of patients receiving intentionally fake treatment from friendly, empathetic doctors reported relief from their irritable bowel syndrome. This high number compared with 44% of a group that got the same fake treatment from impersonal, businesslike doctors.

Science is confirming that people respond much better to friendliness that demonstrates an understanding [...]

Tips for Compelling Mail

Use your own list

Your own list of customers and prospects who know you and have previously responded to your advertisements will generate a much greater response. Update your list frequently with changed addresses.

What is in it for the reader

What excites you may not be what resonates with your audience. What’s most important to your reader [...]

Customer Lifetime Value

BNET recently posted an article titled, “Treat Your Customers Like Lifetime Investments”. They told the story of most retailers having a dismal year, with larger companies laying off employees and closing stores, and a smaller operations shutting down altogether. At the same time, Zane’s Cycles, a Branford, CT bicycle retailer, increased revenue 20 percent. How? [...]

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