Arkansas Graphics BLOG

Think Outside the Box

Move Beyond Sales Promotions with These Successful Marketing Strategies

When marketers think about 1:1 print personalization, they think about increased response rates and higher per-order values. Certainly, these are neccessary benefits, but 1:1 print can have benefits far beyond direct sales. While many of these “non-sales” applications are powerful, they are often overlooked. By putting them into your toolbox, marketers might find that they now have a plethora of new bottom-line-boosting solutions.Read More

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Small Investment, Huge Impact on ROI

Good personalization starts with a good data cut.

When marketers first experiment with 1:1 print marketing, one of the mistakes that they often make is trying to do essentially the same print marketing programs they were doing before — just personalized. The result is often a disaster. The campaign is overly expensive, and the return on investment isn’t what they had hoped.

What are they doing wrong? Simply put: there are few instances in which you want to personalize a mailing to your entire database.
Good personalization starts with a good data cut. There is no question that, on a per-piece basis, 1:1 print marketing is more expensive than traditional marketing. So you don’t want to throw this investment away on elements of your database that aren’t likely to provide a good return.Read More

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1:1 + Marketing = Easy

You no longer have to be an expert in 1:1 print marketing in order to use 1:1 print marketing.

A real estate agent goes to a Web site and orders a series of 1:1 personalized postcards. The goal? For each of her clients to receive a postcard with full-color images of the latest houses to come on the market that fit their individual criteria. On the back of the card are bullet points — price, school information, taxes, lot size — whatever is most important to each family. By the end of the next business day, the cards are in the mail.

Sound like science fiction? Or is this real estate agent really an IT guru with a side job?

In reality, she is just like many small business owners and marketers — the beneficiary of some of today’s most sophisticated market applications without requiring her to have specialized knowledge, thanks to the miracle of technology.Read More

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How Do You Spell Success?

Why Response Rates Are the WRONG Way to Evaluate VDP Success.

Since VDP (variable data printing) was introduced more than a decade ago, the focus has been on response rates. Early market research claimed average response rates of 40% or more, and marketers achieving 20 to 30% response rates were trumpeting them loudly. Soon, these double-digit numbers became the standard by which marketers evaluated all VDP campaigns. If they didn’t see upwards of 20% response, they considered the campaign a failure. After all, with VDP more costly per piece than traditional direct mail, they figured that such response rates should be the norm.

As VDP marketing has matured, however, marketers have learned that response rates are often the wrong way to evaluate the success of a VDP campaign. And not only are 30 to 40% response rates not the norm, but they don’t need to be.Read More

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