For most of us, New Year’s resolutions are a losing proposition. Who actually is still going to the gym by January 15? And, of course, all the leftover pumpkin cheesecake needs somewhere to go. Yet, while our personal resolutions may have limited effect, our business ones can have a lot greater value. Chosen wisely — and kept — they can have tremendous impact on our companies, our customers, and our bottom lines.
As marketers, you certainly have the strategic thinking to execute a good plan. You may just need a few ideas. In that light, here are 4 resolutions to improve your marketing in 2018.
1. Clean Your Lists — Good list hygiene isn’t just about running NCOA checks or de-duping. You need to make sure the customers and prospects you’re mailing to actually want your stuff. At least once a year, check in with your list and make sure you’re not wasting your time. Try also to capture more data elements and preferences that will improve your initiatives. You can call, email, or even use this time as an opportunity to send a marketing message along with your humble check-in.
2. Use Your Data — Once your house list is in good shape, it will be primed to get better results. Challenge yourself on your next postcard or direct mailpiece to use two more fields than what you typically do. Think a bit more out of the box by using all the possibilities of digital printing. Personalization and relevance are key. DMA statistics show that these features can improve response rates by 5% or more!
3. Adopt Measurement Tools & Metrics — Fine-tuning is important in continuing your improvements. First, use a good response mechanism and coding so you know exactly where any lead or conversion comes from. Then take a look at what analytics programs make sense based on how you operate. There’s a bunch of free ones out there too, so make sure to look at all your options!
4. Embrace New Technology — Staying ahead of (or at least with) the curve is essential in ensuring your business stays competitive. The latest technology can give you an advantage in attracting new customers or staff recruits. But this doesn’t always have to be a huge investment. It could be implementing apps for more efficiency, using hot keys in text marketing, adding 2-D barcodes, or creating pURLs. Digital Lizard can also set up online storefronts for your products or a print portal. These tools are a great way to streamline purchasing and reduce costs.
As expert marketers and digital print experts, Digital Lizard has an exceptional lineup of data management, print, and technology tools. Plus, we have some very talented designers to help you utilize your improved resources. Ready to launch your 2018 marketing plan? Give us a call at 702.852.3400 or click below. We’ll get you off to a good start.
