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Insights and inputs from our team and around the web.

We all know that personalization drives results, but what do consumers really want? And does personalization impact all consumers equally?

According to InfoTrends, consumers respond strongly to personalized mail. The research firm found that 84% of consumers say that personalization makes them "much more likely" or "somewhat more likely" to open mail. Yet businesses are not using this to their advantage. How do we know? Because these same consumers say they "rarely" or "infrequently" receive personalized mail.

Some print pieces stand out from all of the others. Maybe the color is more brilliant. Maybe the gloss has a shine that catches your eye. Or perhaps it’s the reverse—the piece has a luxurious matte finish but with brilliant accents that you can’t seem to look away from.

“Wow,” you think. “There is something special about this piece. I wonder what it is?”

The answer is likely UV coating.

When it comes to interactions, consumers hold power in their hands. They choose what content they want to see, when they want to see it, and what channels they want to engage with. That’s why successful companies do more than simply build their brands. They motivate their customers to choose them—to choose to engage. How do you get your audience to say yes to your messaging when they could so easily say no?

When you conclude any important sales meeting, you want to leave more than a good impression. You want to leave behind materials that will continue to sell your company and your products long after you’re gone. Let’s look at three great leave-behinds to leave behind.

We hear a lot about content marketing these days. Why is it so important? Content marketing builds customer trust, engagement, and loyalty — which are the foundations of long-term revenues and growth.

As you are starting or continuing to build your content, here are three things to pay attention to.

Just because you have a limited marketing budget doesn’t mean you can’t have big results. With the right strategy, you can maximize your investment, no matter how much you have to spend. Let’s look at seven ways to do that.

Have you ever wondered how using multiple marketing channels impacts your results?

A recent study from Demand Metric / PFL gives some insights. In this study, “2019 Multichannel Marketing Report,” which surveyed 579 marketers, researchers asked how many channels respondents were using and how happy they were with the results. The study found that two-thirds of study participants use between three and five channels for their campaigns. Fewer respondents use six or more channels, but those that do are getting better results.

How Many Channels Are You Using in Your Campaigns?

Supply Chain this, Supply Chain that. Everything starts as raw materials and then through their own process becomes the finals goods, ready to go to the consumer. The idea of Supply Chain Management is overseeing and simplifying the process of products and services from start to finish and everything in between.

Every business loses customers, but just because customers stop purchasing from you doesn’t mean that they are gone forever. You can win them back! You just need a plan. Here are five tips for re-engaging lapsed customers.

Mid-year is always a good time to re-evaluate your marketing strategy, especially when there has been a period of downtime. Whether you are using direct mail, email, mobile, or social media, here is a quick checklist to make sure that, as you look forward to the rest of the year, you are hitting all of the basics.

There are many ways to engage your audience, raise your company's visibility, and define your brand in the marketplace. From drip marketing to event planning to strategic direct mail campaigns, you have many tools at your disposal. Regardless of which tools (or combination of tools), you use, here are five tips to keep in mind.

When it comes to marketing, no channel reigns supreme. Every channel has its strengths and weaknesses, and part of creating relevance is capitalizing on the strengths of each one. For example, email is powerful for flash sales and quick updates, while print has a beauty, longevity, and stopping power that digital channels can’t replicate. Here are some ways to capitalize on the strengths that are unique to print.

As marketers, we love personalized printing. It offers a lower cost per lead. It also results in higher per order values and increased ROI. But there is another (often overlooked) benefit of personalization, too. It improves sustainability.

Is personalized marketing more sustainable? Yes! Here’s why.

When it comes to marketing, one channel doesn’t reign supreme. All channels work together, and the foundation beneath them is data. Data helps you create relevance, whether you are sending print or email, and is what ties the two channels together. Gather as much data about your audience as possible, regardless of channel, and this data will help make your message richer and more effective.

Are you measuring the success of your marketing campaigns? No matter how beautiful the design or snappy the copy, what is most important is that it gets results. But what does success even look like? “Success” can be defined in many ways. Let’s look at five of the most common ways to determine whether your efforts are working.

What makes a great customer? Is it the one who places a huge order once, but never again? Or the one who places small orders but orders from you consistently year after year? We need to measure Lifetime Customer Value (LCV) to answer this question.

Want to create awesome direct mail? You must always carefully consider the list, the message, and the call to action, but other factors make a highly effective mail piece, too. These include things like the trim size, shape, and texture of the piece. Let's look at five considerations for creating standout mail pieces.

Did you know that people don’t read their direct mail randomly? There is a flow to where their eyes naturally go, and their eyes land on specific areas of the envelope or letter before others. These places are called “hot spots.” Once you know them, you can reap huge benefits by using that knowledge to maximize those spaces.

Let’s be honest. Nobody likes spending money on their mailing database. But these days, it’s essential to improve profitability any way you can. One of these ways is by eliminating any duplicates your mailing list may contain, especially since these duplicates may be costing you more than you might think.

Think you don’t have enough duplicates to worry about it? You might be surprised. Creating duplicates is easy. A customer must contact or order from you more than once. Now, enter the human element. A CSR (or even customers themselves if they are ordering online) might enter things a little differently from the first time during order entry. They might miss a period, use an alternate spelling, or abbreviate a street name rather than spelling it out. Now you have a new record. What are the consequences?

At first, you might see labels as a simple product. They need to stick to your folding cartons, your envelopes, and your corrugated containers. They need to look nice, give the buyer information, and reflect your brand.

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