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Universal Wilde Blog

The Universal Wilde blog features the latest news on marketing, printing, fulfillment and distribution. Here you'll find posts on emerging trends in marketing services.

Cheer Up Their Mailbox - How Customers And Marketers Benefit From A Strategic Holiday Campaign

Mon, Dec 04, 2017

For many it is the happiest time of the year. For some, it causes stress and anxiety. For all, there is no doubt when the holiday season is back in full swing. It seems that every year (similar to back to school) retail stores and TV commercials alike are pushing the boundary of when it is acceptable to start rolling out the holiday "cheer". As marketers, we have learned to take advantage of the holiday-based interests and needs of our customers. Whether it be Thanksgiving, Christmas/Hanukkah, or New Year's, selection of which specific holiday marketers want to base their campaign around is important.

Marketers' next choice is what is the offering/message based on their customers' needs/behaviors; and lastly, what channels to use to reach these valued customers. Since consumers are using an average of 5-7 channels before making a purchase, an omni-channel marketing approach with a strong direct mail component may be a wise strategy.

The USPS estimates 15 billion pieces of mail will be sent this holiday season. See below a helpful infographic on USPS facts and deadlines for the 2017 holiday season: 

Who doesn't enjoy a personalized, dynamic mail piece around the holidays? After all, Santa's main form of contact is a wish list sent by letter to the North Pole! As marketers, we need to embrace this concept to ensure the best response from our valued customers.

 

Below are four guidelines to follow when designing and implementing your holiday-focused campaign.

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Categories: marketing, direct mail, print marketing, holiday mail, christmas, holiday, mail, direct mail campaign, happy holidays, USPS, marketing campaign


5 Data-Driven Email Marketing To-Do’s Based on the Latest Research

Fri, Oct 27, 2017

INTRODUCTION:

There are many best practices to consider when implementing email as part of your integrated marketing campaign efforts. Leveraging customer data to deliver a highly personalized and relevant message is one of them. But if you have poor data, poor testing or both, it can work hurt your brand and your relationship with the customer.  Email marketing presents many challenges, including getting the attention of the recipient who is inundated with emails every day. 

Jay Schwedelson, President & CEO, Worldata, shared the latest Worldata research in his presentation “Data-Driven Email Marketing: What’s New, What’s Next” at the recent &THEN DMA Annual Event. It was chock-full of proven email best practices and tactics to use, backed by their latest quantitative research, which will help yield higher response rates based on metrics from email marketing campaigns executed in the past year.

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Categories: marketing, personalization, trending, Data Science, statistics


3 Marketing Takeaways from &THEN Annual Event

Mon, Oct 23, 2017
I recently attended the &THEN® DMA Annual Conference in New Orleans, where our company exhibited and we took advantage of the many experiences, events, speakers, and content. I was inspired and motivated to take action on a number of ideas and perspectives that were shared with us at the two-day conference.  There were several common themes which I've captured here that I felt were compelling and actionable for marketers.
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Categories: marketing, advertising, personalization, direct mail, direct mail conversions, trending, Data Science, statistics


Innovative Mail Technology Presentations Inspired and Educated Marketers at UW Forum

Mon, Oct 02, 2017

I recently attended our 2017 Open House & Forum, which featured two great presenters who spoke about the power of direct mail and the latest innovations in combining technology.  And it made me wonder...How many e-mails did you delete this morning, or any morning for that matter, with only looking at the subject line and sender? How easy was it? Was there much thought behind it?

Every day, our e-mail inbox is flooded with information. Many people may have two or even three e-mail accounts. Now, I would like for you to ask yourself, when is the last time that you threw away a physical, tangible, dynamic piece of mail without even opening it to discovering what is inside? If you are like 86% of Americans, you will pick up the mail and spend an average of 8.4 minutes sorting it at your very first opportunity. Is it not true that many will send a more personal, heartfelt, caring message in the mail rather than an e-mail? Imagine getting an e-mail from Mom of yet another cooking recipe. The subject line reads “Check Out These 10 Delicious Cookie Recipes”. What are the chances that the e-mail is saved? Now, what if Mom sends in the mail a handwritten cookie recipe with one of her famous baking masterpieces? Are you going to throw it away? I doubt it. You may even take that handwritten recipe and proudly display it on your refrigerator for all to see. Oh, the power of mail...

USPS' Irresistible: The Integration of Mail and Technology

On September 12th at our 2017 Open House & Forum, I had the pleasure of witnessing, along with a captivated audience of 80 or so other marketers, Coakley Workman, Manager Mail Innovations of the United States Postal Service, and Stephen Flood, CEO of Universal Wilde, present the very idea that mail is not dead, but is very much alive and is combining the latest innovations in data and mobile technology and what it can mean for marketers. 

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Categories: marketing, direct mail, print marketing, direct mail conversions, Postal Service, Universal Wilde News, print industry, statistics


Discover how John Hancock made their retirement services campaign relevant and exciting

Tue, Jul 25, 2017

I recently attended the Ad Club of Boston's CMO Breakfast Presentation by Barbara Goose, John Hancock's CMO, in which she spoke about their recent ad campaign starring David Ortiz. Their campaign goal was to increase brand recognition among consumers, a relatively untapped market for retirement services, and to convert this awareness to engagement in social media.

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Categories: marketing, advertising, trending, Insurance


3 Keys to Success as a Marketing Intern

Wed, Jul 05, 2017

Our Northeastern Co-op, who’s been with us for the past 6 months, is awesome! We cannot underestimate what she’s brought to our organization in her short time with us. We’re sorry to see her go. Kristen didn’t come to us with years of experience, but she came with three qualities that are key to her success and would be key to the success for any intern.

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Categories: marketing, Universal Wilde News, Storytelling


Discover Why Sappi’s Marketing of Higher Education is a Must-Read

Thu, Jun 29, 2017

Where does one begin with the higher education market? It’s highly complex and marketers need to keep an eye on trends and customer behavior patterns to stay relevant and competent in the field.

I was delighted to discover Sappi’s incredible guide for higher education marketing professionals, The Marketing of Higher Education, which seeks to simplify everything for marketers in this field. Sappi provides a slew of information including industry stats, case studies with full spreads of creative, myths and facts to be cognizant of in marketing, and a jaw-dropping, 5-page pullout brimming with ideas for crafting a multi-channel approach.

Although there are many impressive things about the guide, I’ve distilled my top 3 insights for why you should read it and keep it for reference:

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Categories: marketing, personalization, print marketing, higher education


[INFOGRAPHIC] Discover How Numbers Can Inspire New Ideas

Fri, Jun 23, 2017

Over the past year we have researched and published 24 videos to support best practices in digital and direct marketing, in a “By The Numbers” series, communicating scientific proof through statistics or numbers.

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Categories: marketing, personalization, statistics


Why Data Science & Behavioral Insights Are The Key To Connecting With Insurance Customers

Fri, May 19, 2017

There is no doubt that the multitude of new channels and people’s ever-decreasing attention span make it a challenge for insurance companies to connect with their audience and get them to engage with their brand. As marketers, we must continually adapt to the new realities in the marketplace.

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Categories: marketing, Behavioral Science, Storytelling, Insurance Industry, Data Science


2016 Insights + Trends: Shift from Multichannel to Omnichannel

Mon, Jan 11, 2016

To cap off our 2016 Trends and Insights Series, this week we are talking about omnichannel marketing. If you’re not already thinking about making the move from multichannel to omnichannel, then 2016 should be the year you decide to do make it happen for your company. Why, you ask? Let us break it down:

More than just interacting with potential customers on various platforms, marketers are going to begin this shift to better offer customers a true continuity to their experience. With more and more touchpoints available to interact with brands, there has to be feeling of congruency across each point. Marketers are now tasked with a customer who can come to them via a website, a social media account, a phone call, an email, a piece of direct mail….the list goes on.

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Categories: marketing


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