As marketers, we know our customers and prospects all consume content differently. Some prefer in-depth eBooks, some prefer quick-to-scan infographics, and some prefer video or audio-based content.
To that end, we launched the Lobcast Podcast: Mixers and Marketing awhile back to meet the needs of our audiences that prefer audio or video content.
We thought it’d be fun to revisit our most recent episodes and pull out some key takeaways, expert advice, and some mic-drop quotes.
Episode 16: Marketing Optimizations & Old Fashioneds
Optimization is a journey, not a destination. On this episode of the Lobcast Podcast, we had Mike Tuffley, VP, Solutions Engineering in the studio to dig into the science and principles behind continuous marketing optimizations, especially in the direct mail space. We discussed where to focus optimization efforts, what tests to run, and how to measure results.
Key highlights include:
Learn more about the RVA principle in marketing optimizations: Recency, Velocity, and Accuracy
Leveraging technology to automate and optimize marketing campaigns, whether digital-based ones or direct mail campaigns
What problems marketers are looking to solve through optimizations, such as reducing campaign costs or increasing ROI per campaign
What metrics to track to effectively measure A/B tests and marketing campaign optimizations
Listen to the full episode:
Direct mail marketing optimization
Really want to dive deeper into the topic of direct mail optimization?
On this episode of the Lobcast Podcast, we mixed up piña coladas and talked all things personalization. Personalization is the name of the game in marketing, but it can also be a challenge to get it right. Learn how to personalize your marketing campaigns to drive better results and ROI.
Key highlights include:
79% of consumers are only likely to engage with a brand’s offer if that offer has been personalized to reflect previous interactions that the consumer has had with the brand
Preference centers provide insight into what your customers want, and you can aggregate learnings to uncover trends within your own customer database by age, gender, household income, size of family, type of purchase, etc. You also create a new level of trust with your customer because you show them you care about their wants and only wish to provide them with communication they look forward to
Before setting up any automated workflows, it's important to have a clear strategy in place that outlines your goals and how personalization will help you achieve them. This strategy should take into account your target audience, their preferences and behaviors, and the specific messages or offers you want to deliver
Social media sentiment, seasonal trends, local events, and customer behavior patterns are variables marketers should pay attention to in order to improve campaign performance
Listen to the full episode:
Drive direct mail conversions with personalization
Dive deeper into the topic of personalization in direct mail marketing and learn how to leverage personalization variable to drive better results and ROI.
On this episode of the Lobcast Podcast, we’re sipping on orange margaritas and talking about a different type of direct mail: operational mail! Like marketing mail, this type of mail benefits from automation, integration, and optimization.
Key highlights include:
Organizations sending operational mail can improve results and customer engagement by A/B testing mail formats, and including marketing messages relevant to the customer
Direct mail automation improves workflows, allows resources to be reallocated to impactful work, and provides tracking information for regulated industries
Those sending operational mail need to have quality data hygiene practices in place to ensure mail is personalized and sent to the right recipients
An easy way to increase efficiency with operational mail is to partner with a company that has an expansive print delivery network
Listen to the full episode:
Learn more about operational mail
Curious about operational mail and how it can be used or optimized in your organization?
On this episode of the Lobcast Podcast, we’re putting our marketing measurement skills to the test. From CPA to ROI, we’re talking all things marketing metrics and what marketers should keep in mind when analyzing the results of their campaigns.
Key highlights include:
Marketers should start by matching the right marketing channel to budgets and goals to more effectively track results
Marketing tools modern marketers should use to report on campaigns include Marketo, Salesforce, and Tableau
Marketers should run A/B tests to improve marketing results and know what metrics to track to ensure the test was successful
Marketers should make sure the whole marketing team is aligned on how to interpret the metrics and data and has access to the same dashboards or reports
Browse our full library of episodes covering topics from marketing data and list building to cleaning up marketing workflows on our podcast resource page.
Prefer to stream via your favorite podcast service? No problem! Our marketing podcast is also available on Apple Podcasts, Google Podcasts, and Spotify.
This blog provides general information and discussion about direct mail marketing and related subjects. The content provided in this blog ("Content”), should not be construed as and is not intended to constitute financial, legal or tax advice. You should seek the advice of professionals prior to acting upon any information contained in the Content. All Content is provided strictly “as is” and we make no warranty or representation of any kind regarding the Content.
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