Digital marketing and digital media have changed the way many marketers communicate with their customers and prospects. Email has provided a cost-effective and expeditious vehicle to communicate with customers.
When we think personalization, we think data. But as I’ve said on here many times before, data is just that — data. It’s how you use it to create relevance and engagement that makes it personal.
SmartPulse — our weekly nonscientific reader poll in SmartBrief on Social Media — tracks feedback from leading marketers about social media practices and issues. This week, we asked: Do you attempt to blend social media into your offline marketing efforts?
Ah, when a well-intentioned QR Code goes wrong. This was a great, well-intentioned use of a QR Code. The marketer added it to the top left of the direct mail piece — highly visible location — with text saying, “Scan to speak to a sales rep.” Nicely done! But there's a problem.
One of the most active online discussions I’ve ever been involved in involved real handwriting versus handwriting fonts for personalizing and addressing envelopes. Does one make a difference over the other? Both raise response rates, but is real handwriting worth the cost?