PFL Blog

Leveraging Direct Mail Throughout the Customer Lifecycle - Part 1

Fusion of Tradition & Innovation

The reality today is that direct mail is a versatile, engaging, and dynamic force in modern marketing. It is a creative fusion of tradition and innovation that can captivate your audience, ignite conversations, and build lasting relationships. Here's Part 1 of a three-part series exploring how direct mail can be used throughout the customer lifecycle.

Be Very Afraid...It’s Direct Mail—Not!

Fears about direct mail are based on stories and myths--there is really nothing about direct mail to be afraid of. Here we take a look at some of these direct mail “things that go bump in the night” to see what’s really scary and what’s not.

PFL’s 2024 ‘Holiday Cheer Lookbook’!

The holidays are the perfect time to thank VIPs, show appreciation to employees, drive store traffic, boost holiday sales, or reward customer loyalty. No matter the holiday or the business, our “Lookbook” is designed to offer creative gift ideas that leave a lasting impression.

Beyond the Inbox—Part 2: The Maturity Curve

Jennifer Bellin, PFL’s CMO, hosted a virtual event titled, “Beyond the Inbox: Unleash the Power of Direct Mail into Your Marketing Mix.” She was joined by Erica Shattuck, Programs Marketing Manager at SAP Concur. In this second, and final, part, the discussion turns to how direct mail can be strategically implemented throughout the customer lifecycle. This is an edited version of that conversation.

Beyond the Inbox—Part 1: The Campaigns

Jennifer Bellin, PFL’s CMO, hosted a virtual event titled, “Beyond the Inbox: Unleash the Power of Direct Mail into Your Marketing Mix.” She was joined by Erica Shattuck, Programs Marketing Manager at SAP Concur. The two marketing pros talked about, among other things, how to integrate direct mail with other channels and how direct mail can be strategically implemented throughout the customer lifecycle. Here is an edited version of that conversation.

Dimensional Mailers: The Power of a Physical Presence

Unlike traditional flat mail, dimensional mailers are both intriguing and memorable. When done right, they extend engagement time and leave a lasting impression, making them ideal for high-value targets and special promotions.

Extra! Extra! Brand Newsletters Educate and Entertain

Inform. Educate. Entertain. These are generally agreed to be the three goals for branded content. And there is no better way to get that content to customers and prospects than by sending out a newsletter.

Direct Mail: The Holiday Gift that Keeps on Giving

Our early holiday gift to you: These tips to help you create unforgettable seasonal direct mail campaigns. Whether you're a marketing manager, small business owner, or retail marketing specialist, these insights will help you make your holiday direct mail experience a happy and successful one. It's never too early to get holiday ready.

10 Real-world Examples of Holiday Campaign Excellence

While we all don’t have the resources and budget to reach this level of direct marketing, here are 10 the most successful and memorable winter holiday campaigns from the last decade that can serve as an inspiration.

5 Tips for Maximizing Your Fall Budget

This autumn, we’re celebrating products that combine affordability with the essence of the season. Our “Fall Lookbook" features items designed to elevate your brand and boost customer engagement. Here are five tips to help you make the most of your marketing budget.

A Case for Direct Mail: It’s Not the Medium, It’s the Message

Billions of pieces of mail are sent each year in the U.S., and much of it ends up in the trash. Why? Because most are unintelligent and meaningless—truly the definition of “junk mail.” It doesn’t have to be that way.

Part 4: The Power of Direct Mail—Singing the Praises of Letters

Who doesn’t love a letter? Direct mail letters are the purest form of personalized communications sent directly to a recipient's mailbox. They are a crucial part of direct mail marketing, often leading to higher engagement compared with digital communications.

Part 3: The Power of Direct Mail: Types & Benefits of Catalogs

Even in our digital age, direct mail catalogs remain a powerful tool for engaging customers and driving sales. Here’s a look at some best practices, benefits, and strategic uses of direct mail catalogs to help you broaden and charge your omnichannel marketing efforts.

The Power of the Catalog: 10 Real-world Examples

Direct mail catalogs have been a successful marketing tool for many businesses over the years. Here are some real-life examples of renowned companies that have used direct mail catalogs to the max, demonstrating how direct mail catalogs can be a powerful marketing tool for all.

Part 2: The Power of Direct Mail: Types & Benefits of Postcards

With direct mail, brands can deliver one-to-one personalization with direct mail— no matter the physical nature of the items (flat or dimensional), no matter who the sender, no matter who the recipient.

Unlocking the Power of Direct Mail: Introducing the PFL 'Revenue Calculator'

In today's fast-paced marketing world, companies are constantly seeking innovative ways to maximize their return on investment (ROI). Here's a tool to help you see how you can do it.

Part 1: The Power of Direct Mail—5 Types & Tips

Direct mail marketing remains one of the most effective ways to reach your audience. Despite the ubiquity of digital marketing—email, ads, social, etc. —physical mail can capture attention and drive engagement in ways no other medium can.

PFL’S ‘2024 Summer Lookbook’

With the vibrant summer season in full swing, we unveil our “PFL 2024 Summer Lookbook.” From adaptable accessories to ingenious solutions, each product in the Lookbook reflects our dedication to balanced and responsible living and can help you create direct mail that delivers.

Roundtable Part 5: How To Level Up Your Mailbox Mojo

Expert Strategies to Optimize Direct Mail and Make Every Connection Count

Acting Mature

Roundtable Part 4: How To Level Up Your Mailbox Mojo

Expert Strategies to Optimize Direct Mail and Make Every Connection Count

Measure for Measure

Roundtable Part 3: How To Level Up Your Mailbox Mojo

Expert Strategies to Optimize Direct Mail and Make Every Connection Count

Getting Personal

Roundtable Part 2: How To Level Up Your Mailbox Mojo

Expert Strategies to Optimize Direct Mail and Make Every Connection Count

Trends: Meaningful Connections

Roundtable Part 1: How To Level Up Your Mailbox Mojo

Expert Strategies to Optimize Direct Mail and Make Every Connection Count

How Did It All Start? & Priorities and Goals

Introducing PFL’S ‘2024 Spring Lookbook’

At PFL, our mission goes beyond providing products. We strive to empower businesses to thrive while having a positive impact on the environment and society. With this ethos at our core, we're excited to share with you our latest offerings for the Spring of ‘24.

The Power of a Compelling Call to Action for Direct Mail Campaigns

Whether you're sending out direct mailers or printing promotional materials, whether your business is B2B or B2C, the effectiveness of your CTA can make or break your campaign. Let’s have a look at why a good CTA matters and how it can drive results for your business.

Lost in the Sea of Emails? Dive into the Direct Mail Pool!

It's easy to see why your message—whether to a co-worker or a prospect or a customer—can be but a tiny fish lost in a vast digital sea. With hundreds of emails flooding our inboxes daily, it's no wonder that important messages often get lost. But fear not, there is a life preserver, of sorts: direct mail.

The Little Tale of Sister’s Irish Soda Bread

In what has become an annual tradition here at PFL, here is a reader-favorite blog we posted a couple of years ago about Irish Soda Bread—and the secret and venerable recipe for it. If you’re thinking, “What does this have to do with direct mail and marketing?” the answer is: “Nothing.” We just want you to enjoy the story and make the bread—something special to eat with your St. Patrick’s Day dinner, whether you’re Irish not. It really is the best. As is PFL.

SAP Concur Uses the Personal Touch to Reengage with Customers

The SAP Concur marketing team realized they were out of touch—with some customers, that is. They noticed that some people who had not engaged with marketing activities within a certain timeframe were becoming inactive and are no longer marketable. To reengage, quickly and successfully, the team decided to add a personal touch.

In the Spring, Small Biz Fancy Lightly Turns to Thoughts Of. . . . Flat Mailers?

As spring approaches, seasonal businesses of all sizes are gearing up to make the most of the timely opportunities available. One powerful tool in their marketing arsenal is the direct mail campaign—particularly those utilizing flat mailers.

How To Elevate Your Direct Mail to Be ‘More Than Mail’

When direct mail is elevated, it becomes more than just mail. It can be more than a postcard or a routine letter. Mail can certainly be more than sheets of folded paper in your mailbox or a package left on your doorstep. The “More Than Mail” concept empowers every marketer to transcend the expected and the forgettable. In the end, it is about fashioning powerful and memorable experiences for your customers and prospects.

Happy (Re)new Year! Direct Mail Solutions that Deliver

The “2024 Winter Lookbook: Renew in the New Year” is all about purposeful, responsible, and sustainable direct mail solutions available from PFL. The full-color catalog suggests that 2024 is the perfect time to refresh your campaigns; renew your commitment to sustainability and social responsibility; reimagine what’s possible for your business. And it all starts with the latest trends, the first of which is products you can feel good about.

What PFL Readers are Reading: From Strategy to Soda Bread

What interests our readers? We are starting the New Year off by serving up the list of the “Top 10” most read blogs on our site. What did you find most interesting and worthwhile in 2023?

‘Tis the Season to Celebrate the Customer: The Manner of Giving Is Worth More than the Gift

For businesses, the manner of giving means using a personal touch that sets brands apart and makes them feel truly valued. Celebration and recognition are essential components of a successful marketing strategy, which are amplified when using an automated direct mail strategy. The end-of-year holiday season is the perfect time to give it a go.

SAP Marketers: Direct Mail Today Is a 'Personal Experience' | PFL

SAP Concur's senior marketers instinctively knew their direct mail could work harder for them. They turned to PFL's direct mail solution to go beyond merely talking about products to making personal connections and accelerating deals.This is the story of how SAP and PFL have made the channel "more than mail."

Pitt CTSI Finds Optimized Direct Mail to Be a Marketing Shot in the Arm

The University of Pittsburgh’s Clinical and Translational Science Institute (CTSI) helps accelerate scientific research and clinical discoveries into modern medical techniques. One of these projects is NIH's “All of Us Research Program,” which invites one million people across the U.S. to help build one of the most diverse health databases in history. But how to go about successfully conducting such a major research program? While direct mail had always been a channel CTSI used, nobody was thrilled with how it was working. Here is the story of how the marketing team better optimized the direct mail channel for some real success.

McKinsey Report: Top-notch Customer Service Ensures Success for Insurers

McKinsey & Co. recently launched a survey of more than 8,500 insurance customers of the 40 largest North American insurance carriers. Among the main insights gleaned: Delivering a winning customer experience (CX) is a strong predictor and driver of successful financial and organizational outcomes in the insurance world.

Marketing Life in the Luxury Lane

Moments of celebration capture us at our best and commemorate our achievements. PFL recently interviewed Jan-Patrick Schmitz, CEO at John Hardy, to learn more about how customer celebration plays out in the luxury-retail world. “Understanding your consumers is key to creating meaningful celebrations and interactions with them,” Schmitz told PFL.

From Ghosted to Engaged: Unearth the Power of Direct Mail for 'Wake the Dead' Campaigns

In the oversaturated world of digital marketing, it's easy for messages to get lost in the shadows of endless emails and notifications. That's why "wake the dead" campaigns have become a staple for marketers looking for creative ways to reengage with contacts who have gone silent. To successfully resurrect your leads, however, you’ll need to take a more hands-on approach.

Gee Whiz! PFL Earns Three G2 Fall 2023 Badges

The Fall 2023 G2 badges are in, and PFL has been awarded top honors across multiple categories. G2, a respected software marketplace, is used by many to make informed software decisions based on authentic peer reviews.

4 Pillars and 5 Tips That Add Up to Holiday Gifting Success

The holidays are an especially important time of year for businesses. Understanding that, the PFL team works very hard to provide everything you need to make your direct mail count.To help ensure success for Q4 revenue and beyond, here are several strategies and tactics to keep in mind no matter where, or what, you're sending for the season.

When You Wish Upon a... Catalog?

As was the case back in the 1930s with the Sears Holiday Catalog, the appearance of PFL's “2023 Holiday Lookbook” means the holidays have begun. PFL invites you read about the history of such catalogs, and to see what's in store from our carefully curated catalog chock full of ideas to make your holiday giving the best ever.

PFL, Naturally, Has Some Great ‘Resources’ for You

When we redesigned the PFL web site back in February, we knew that, in addition to detailing everything our technology platform has to offer, we wanted to provide readers with educational, informative, and entertaining content—preferably all three simultaneously.

Orchestration and Amplification Lead to Revenue Multiplication

The key to successful customer experiences and patient, client, and employee engagement is attention, but it’s hard to captivate people fatigued by digital-engagement methods. Digital marketing is a must. It’s the great enabler that allows marketers to scale. That’s why, today, enterprises in all industries have an engagement problem, not a reach problem.

Direct Mail Experts Answer the Three Most-Asked Customer Questions

As a leader in the direct mail marketing-automation world, PFL hears a lot from our customers. We hear the good, the bad, we get suggestions, and we get new ideas. But, most of all, because we are experts in the field, we are asked a great many questions. Of all the questions, these are the three we get asked the most, according to PFL’s customer-experience experts:

It’s Actually Easy Being ‘Green’—For PFL

What do we mean by “green”? Simply that we are proud to be a partner that offers you environmentally and socially responsible products. In our Fall Lookbook, we feature brands that give back, are responsibly sourced, have diversified ownership, and make eco-friendly and sustainable products.

How Direct Mail Can Support Data-Privacy Compliance

The increase in data breaches over the past few decades has forced many countries to set up data privacy laws to protect consumers personally identifiable information (PII). Deploying a marketing program that leverages both physical tactics, such as direct mail, and digital methodology allows brands to minimize their concerns about data-privacy compliance while ensuing cohesive messaging across all touchpoints.

How To Create Powerful Moments with Direct Mail—and Why

It’s critical to put the right message in the right form in front of customers at the right time. Direct mail plays a key role here. Ultimately, CMOs that focus on customer engagement are poised for far greater success.

Salesforce-commissioned Study Explores Value of AppExchange Market

The Salesforce AppExchange offers a wide range of apps that can help marketers improve campaigns, track results, and save time. The value of this marketplace lies in how integrations–such as PFL–build a better, more valuable, and efficient tech stack for driving growth. There is great power on which to build your complete GTM motion.

Celebrating the Freedom to Connect

The 247th celebration of our country’s independence is fast approaching. While this momentous event was clearly a breaking away, it was also the impetus for a coming together—for freedom and connection are kindred in several ways. People crave personal contact—those “moments of connection” that bind us together. Here's a look at some of the ways freedom has fostered that kind of connection.

Part One: The Nature of Insight and ‘Tripping Over the Truth’

When we create powerful moments of insight, we can transform the minds of our audiences and drive urgency and action. In Part 1 of this series, we look at highlights from a recent virtual event that explored the nature of "insight" and how it can help marketers better engage with customers and prospects.

Rethinking the Rules of Engagement

One of the perplexities about today’s digital marketing frameworks is that, despite increasingly powerful tools and capabilities, companies constantly get their use wrong. They barrage customers with the right message at the wrong time, the wrong message at the wrong time, or simply spew too many messages all the time.

PFL & Paycor Create Powerful Moments with High-ROI Direct Mail

A while back, PFL hosted a virtual event featuring Jennifer Bellin, CMO of PFL and former marketing leader at Paycor, and Gretchen Swan, Paycor’s Senior Principal Marketing Program Manager. The discussion focused on why certain memorable experiences can cause us to take action and how we, as marketers, can learn to create those moments ourselves for our prospects and customers. Here are the highlights of this lively and informative discussion.

PFL Earns TrustRadius ‘Direct Mail Automation’ Award

PFL is excited to announce that we have been recognized as the winner of a Top-Rated Award in the “Direct Mail Automation” category by TrustRadius. Customers have also previously rated PFL as Best in the “Relationship,” “Feature Set,” and “Value for Price” categories.

Promo Products: You’ve Come a Long Way, Baby!

The cheap, silly, disposable promotional junk from yesteryear doesn’t cut it anymore. No, things have changed—and for the better. A perfect example of the depth and scope of that change can be seen in PFL's recently published “2023 Spring & Summer Lookbook: Fully Branded Direct Mail Solutions by PFL.” Read on to see some samples and learn what unique trends mark today’s promotional products world.

All “Aha!” Moments Won’t Change the World—But They Can Change Your Business

It is possible for marketers to create "moments of insight"--aha! moments--that will help the audience recognize a problem so they can fully appreciate the solution you provide. These moments deliver realizations and transformations. And they drive action.

Future-Proof Your Business with First-Party Data

Cookies Don't Just Crumble In the Mail

A simple settings change in Google’s Chrome browser is going to wreak Y2k-like havoc on the entire digital marketing industry by the end of 2024. That change? Third-party cookies will default to being blocked. For marketers who predominantly rely on third-party cookies to reach eyeballs, this is bad news, indeed.

Trip the Insight Fantastic

“Insight” can be acquired in many ways—experience, reading, conversation, research, to name a few. You can consciously try to gain more insight into something, or an insight can hit you like a lightning bolt—generally called “eureka,” and “aha” moments. The question is, are you ready, wise, and prepared enough to make use of an insight? 

Direct Mail for the Digital Age, Part 3:

The Power of Action

Recently, PFL hosted a virtual event based on the findings of a PFL-commissioned Forrester study titled, “Direct Mail for the Digital Age.” The first in the series of blogs explored where direct mail is today and where it looks to be heading. In Part 2, we examined how the ability to personalize and measure modern, automated direct mail makes all the difference. Here we hear what the roundtablers had to say about putting it all into action. All data and analyses in the blog are from this report.

Direct Mail for the Digital Age, Part 2:

The Power of Personalization

Recently, PFL hosted a virtual event featuring CMO Jennifer Bellin, VP Customer Experience Kara Trapp, and Forrester Research’s VP and Principal Analyst Laura Ramos. This roundtable discussion was based on the findings of a Forrester-PFL co-created report titled, “Direct Mail for the Digital Age.” The first in the series highlighted the “Power of Engagement.” Here, in Part 2, we examine how the ability to personalize and measure with modern direct mail makes all the difference. All data and analyses are from the research report.

Direct Mail for the Digital Age, Part 1:

The Power of Engagement

Recently, PFL hosted a virtual event featuring PFL CMO Jennifer Bellin; VP Customer Experience Kara Trapp; and Forrester Research’s VP and Principal Analyst Laura Ramos. This roundtable discussion was based on the findings of a PFL-commissioned Forrester report titled, “Direct Mail for the Digital Age.” What follows is the first of a series of articles highlighting insights from the webinar.

The Little Tale of Sister’s Irish Soda Bread Recipe

Last year, we ran this blog about Irish Soda Bread and the, until now, secret and venerable recipe for it. If you are thinking, "What does this have to do with direct mail and marketing?" the answer is: "Nothing." Maybe it's just our way of "breaking the script," as suggested by the Power of Moments. In any case, if you like want something special to eat for your St. Patrick's day dinner, try it out. It really is the best.

Don’t Just Engage, Elevate!

More and better digital marketing isn’t going to change that people today have limited attention, making it harder than ever for marketers to connect with customers and prospects. Many of today’s innovative marketers see the inclusion of physical mail as a key tactic to address this challenge. What can rise above the routine is the concept of "elevation."

Going Green, the PFL Way

In today’s corporate world, sagacious companies are making a concerted effort to help bring about a more sustainable world. At PFL and Printing for Less, we are extremely proud of the work we’ve done and the choices we’ve made to be great environmental stewards.

How a Handwritten Note Elevated One Executive’s Customer Experience

An Interview with Jan-Patrick Schmitz, CEO, Muirbury & Co

Global executive Jan-Patrick Schmitz recently found a handwritten note on his seat on a flight out of Frankfurt. It got him thinking about how businesses must think about ways to enhance customer experience with more personal moments, personal touches, such as this note. This is the story of the note.

Core Values: Progress—The Link to Results

We must be diligent to leave the old things behind and move forward with the knowledge and expertise we've gained from our experience.

It’s a ‘Brand’-New Day for PFL

Our new brand, our new look and design, are all ways to say to today's marketers that direct mail is the way of the future, and we are here to partner with you to make the process simple and successful.

Failing to Acknowledge Digital Fatigue Will Be a Fatal Marketing Flaw in 2023

As marketers plan their customer-engagement strategies for 2023 and beyond, failing to consider current levels of widespread consumer burnout will be a costly mistake.

Top 10 PFL Blogs in 2022

2022 was an interesting and challenging year, to say the least, and readers of the PFL blog were interested in many and varied topics, from budgets and personalization to content marketing and even baking.

Core Values: Relationships—A Matter of Trust

The reason is clear: the right people build relationships that create progress and deliver results. In the same way that not all people are destined to be a part of the team, not all relationships lead to progress.

Core Values: People—Friendly Relations

As part of the continual improvement of PFL, the executive leadership team and I recently settled on some new “Core Values” that represent our priorities as a company.

Three Ways PFL Can Help Quickly Launch Direct Mail Programs

It has been definitively proven that direct mail allows marketers to counter digital burnout. Its usefulness across the entire buyers’ journey makes direct mail a valuable marketing tactic.

Put Some Life in Your Lifecycle with Direct Mail

When all the various touchpoints are aligned across the customer lifecycle, it’s possible to focus less on the act of selling and more on building a stronger and more attractive brand.

PFL’s 12 Tips of Holiday Gifting for Marketers

Now you might be thinking, “Really? A holiday greeting a week before Halloween?” Believe it or not, now is the time to get your holiday strategy in place, and we have the tips and tricks to make your planning painless.

Budgeting Blunders: Don’t Slash Marketing Spend in 2023, Streamline Instead

With looming reports of economic uncertainty in the days ahead, many businesses will be forced to carefully evaluate budgets across departments—and marketing is no exception.

5 Scary Direct Mail Myths Busted

Today, marketers have processes they need to follow and analytics they need to gather, so the thought of dealing with direct mail again is enough to intimidate even the most intrepid marketer.

5 Ways to Spark Joy and Peace of Mind with Your Corporate Holiday Gifts

The last few holiday seasons have been anything but normal, with continuing supply-chain troubles, a dicey economic climate, and the ever-growing public consciousness of the environmental impact of holiday largesse.

Where are Marketing Budgets Headed in 2023?

Marketing leaders do believe that there are significant gaps in the ability of their teams to execute on strategies. From increased cost of ad spend due to cookie changes to lower-than-expected returns on their investments, marketing leaders will have their budgets put to more scrutiny than ever.

In the Crowded Attention Economy, Direct Mail Still Stands Out

One of the common traps marketing leaders fall into is expecting lightning-quick results. If a program or initiative doesn’t deliver immediate, decisive wins, it’s tempting to double down or, more often than not, move onto the “Next Great Thing.” Quick, easy, and relatively inexpensive digital messaging feeds this tornado.

Three Trends for B2B Marketers To Watch in the Coming Year

As marketers seek out new ways to revitalize their engagement tactics for the coming year, establishing marketing objectives with data and hybrid experiences at the forefront—and planning to budget for all of this now—will be important in the development of effective campaigns.

The Metaverse and Web3 are Coming but the Physical World Rules

It’s remarkably easy to get caught up in digital hype. As wave after wave of new technologies appear, pundits and prognosticators inevitably forecast all the ways these newfangled systems will change the world.

Digital Gives Direct Mail the Boost It Needs

When integrated with SF Marketing Cloud, today’s direct mail is highly personalized—and effective. Hybrid is the future of marketing. By bridging real-world interactions with digital engagement, you can ensure your message doesn’t just reach your ideal customers—it will inspire them to take action and engage.

The Media Speaks, So Listen: Direct Mail Is Back with a Vengeance

Digital marketing was all the rage a decade ago, and the media was quick to sing its praises. But it became so ubiquitous that people are now pretty sick of it. Digital fatigue is a real thing—it, too, has been written about extensively over the past year or so.

More Tech Does Not Equal Better Martech

It’s no small matter. Forrester concluded that a more personalized, contextualized, and scalable hybrid platform makes it possible to take relationships and performance to a new level. Suddenly, automation is an ally rather than a hinderance.

Consider Physical Marketing as Another Channel

Back in the days before the internet, “physical,” or “analog,” marketing was the name of the game. It was a booming, heady industry. Direct mail provided a way for marketers to use data to understand how well their efforts were converting to sales. But it was an expensive proposition—all that printing, assembly, and postage cost a bundle.

Tough Economic Times Require Smarter Marketing Decisions

Behaving in economical and opportunistic ways isn’t mutually exclusive; they actually are two pieces of the same puzzle. When CMOs approach marketing from a hybrid perspective and use the right analytics tools to understand customers and conditions, their organization is positioned to make smarter investments and maximize ROI.

Modern Marketing is All About Conversations

There is no doubt that, as far as marketing is concerned, the internet changed everything. Companies that failed to participate in the conversation in the marketplace, at best, put themselves at great disadvantage.

Salesforce Report: Customers Want to Know and Be Known

Our CEO, Nick Runyon, sends out these great Sunday night “Updates”—musings, really, that are sometimes about our business, sometimes about his personal philosophies, sometimes just “hey, hope everyone’s doing well and ready for another successful week.”

Attention Economy, Meet Hybrid Experience

This article, from almost a year ago, still resonates today. This is one of our most popular posts. As we emerge from the pandemic and get back to business as usual, nothing has really changed–in fact, people’s attention might even be harder to secure today than ever.

Wake Up, Marketers, Digital Fatigue is A Real Thing

When the COVID-19 pandemic wreaked havoc across the United States and forced millions to work remotely, the technology and devices people used were no longer nice-to-haves, but essential tools to get everyday work done.

Engagement, Not Reach, Is the Marketer’s Challenge Today

We’ve come a long way from the early digital marketing days covered by CMO.com. And, in some ways, what’s old is new again. And the combination of digital and physical marketing—the hybrid experience—is the future of marketing.

It’s Time for Businesses to 'Keep it Real'

We all know a phony when we see one: someone who is talking himself up, showing off, trying hard to be something she’s not. It’s an immediate turnoff. Humans crave honesty, and we gravitate toward people who are authentic.

Elevating the Hybrid Experience is Critical for Customer Engagement

As marketing executives sort through today’s often confusing array of digital tools and channels, it’s painfully clear that success requires more than state-of-the-art technology. How a company approaches and interacts with customers is at the heart of engagement—and business success.

Pssst [YOUR NAME HERE], Have I Got a Deal for You!

Strategies must evolve with the channel. Many marketers don’t recognize the availability or value of modern hybrid platforms that marry the best of digital and physical and make direct mail even more effective.

Beauty Is in the Eye of the Receiver

All gifting is direct mail, but not all direct mail is gifting. So, what does a high-quality direct mail experience look like?

Has Content Marketing Reached a Saturation Point? Part 2

Content Marketing is going to have to become a product in and of itself.

Has Content Marketing Reached a Saturation Point? Part 1

To this day, HubSpot define it this way: “Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don’t always want, inbound marketing forms connections they are looking for and solves problems they already have”.

Ensuring Your Customers’ Privacy is Good Business

Protecting customers’ data privacy might be viewed by many marketers as an unwelcome impediment to their ability to effectively tailor customer communications and experiences. Not so. In fact, on the contrary, ensuring such privacy and data security can be both a business benefit and differentiator.

5 Ways CMOs Can Transform Marketing

If there’s a mantra for the digital age, it’s automate, automate, automate. To be sure, the ability to use computers to handle various tasks is often transformative. It slashes costs, boosts speed, and improves productivity—thus making a business more competitive.

Bringing Direct Mail into the Digital Age

Direct mail has been an effective tool for marketers across industries since the dawn of, well, mail. In fact, research shows that more than half of consumers want direct mail from brands that interest them. What’s more, 70 percent of them say these physical engagements are more personal than online interactions. Now it’s time for direct mail to realize its full potential in the digital age.

Why Every Company Should Be a Data Company

The reality for modern businesses is that the ability to gather, ingest, integrate, and deliver customer data to the appropriate marketing technology platforms—and to achieve goals, such as personalizing the customer experience—is going to be a key differentiator that can set your business apart from competitors.