Explore Our Colorful World

Marketing to businesses can be tricky. Unlike marketing to individuals or households, where there might be only one or two decision-makers, in businesses, decisions are often made by committee. In fact, “Chief Marketer” notes that, on average, B2B accounts have 13 influencers involved in the process.

Let’s face it. When it comes to profitability, some customers are worth more than others. That’s why, before deploying any marketing plan, you need to know who your most profitable customers are.Understanding Customer Lifetime Value (CLV), or how much a customer is worth over time, is a critical part of the equation.

Did you know that direct mail recipients purchase 28% more items and spend 28% more than non-direct mail recipients?1This is excellent news for marketers. But with increasing pressure on marketing budgets, you still want to make every direct mail dollar count. Here are three overlooked ways to boost your mailing results and maximize your investment.1.

How the marketing world has changed! Whether you are being asked to produce projects in print, email, mobile, or for your website, schedules are compressed. There are more channels to integrate.

Postal costs are one of the most substantial items in a marketer’s direct mail budget. But even if your budget is tight, don’t compromise this critical customer contact and retention tool. Don't mail less.

Any marketer has access to high-quality printing, but far fewer take the time to invest in high-quality coating. For those that do, the extra time can make the difference between buyers seeing your project as “a nice piece” and a really great, memorable one. Let’s look at three reasons you might want to add a coating before your project goes “live” into the hands of your target audience. 1.

Top brands have key written marketing strategies, but they have visual strategies too. Think about some of today’s most iconic brands—Nike, McDonald’s, Disney. Just one glance and the entire brand—its core messages and key products—rush into your mind.

You want to keep your most profitable customers, right? Right! According to research by Frederick Reichheld of Bain & Company, increasing customer retention rates by 5% increases profits by 25% to 95%.[1]You can double your profitability just by keeping the customers you already have.

Did you know that the weight of the paper you use in your print marketing can impact how well your audience engages with your message? That heavier weight paper creates a more positive image of your brand and increases the likelihood that your information will be shared with friends?These findings come from a study funded by SAPPI North America and conducted by the Eagleman Lab, run by Dr. David Eagleman, well-known neuroscientist and director of the Baylor College of Medicine's Laboratory f...

Color is a critical element of any marketing program. In fact, a new study from Go Inspire Group found that, increased design vibrancy produced an overall revenue increase of 20%.[1]But color isn’t just for images. With a little creativity, you can find great new ways to grab attention and draw your customers’ eyes to places in your printed materials that you want them to look.

Paper is more than a substrate on which to print. It has personality. It can be warm or cool.

As marketers, we know that personalizing your print and email communications works. But how well? Metrics from personalized campaigns range from single digits to nearly 100%.

You may have heard a new term circulating around the marketingverse, “omnichannel,” and wondered how it differs from a more familiar term, “multichannel.” What is the difference between the two and why does it matter? Multichannel is just that — multiple channels used in the same marketing campaign. Commonly, companies will try to “break through” the marketing clutter by using different delivery channels, such as direct mail, email, and mobile marketing, ...