Audience Segmentation: Tips for a Strong Digital Marketing Program

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Audience Segmentation: Tips for a Strong Digital Marketing Program

Pam Audience Segmentation blog image
Audience Segmentation • Fine Tuned Listening • Automation

Like almost every marketer, you must make difficult decisions each day about how you will spend your limited time and resources.  Because of that, you’ll want to be sure you’re making the most efficient use of the strategies and tools you will be employing. Many marketing articles will go on about specific tactics and how to maximize your approach to one key task. Improving calls to action to deliver the best possible offers by working closely with your business development associates is an excellent strategy to drive more revenue.

But sometimes, the advice can (and should) take a higher look at how to remake your entire marketing effort.  One of the best ways to maximize your marketing resources is to focus on mastering three key strategies and then base your future success on delivering your best work in these areas. This tip sheet focuses on the critical “Big Three” of Listening, Audience Segmentation and Automation. And yes, you should think about them in that order – beginning with listening and ending with action. So let’s dive into 10 tips across these three key areas of digital marketing.

1. Expand the way you think about listening.
Many marketers do an excellent job of capturing prospect and customer behaviors in some areas, but either neglect others or do so only at an aggregate level. Make it a goal to listen more closely to individuals — and at scale. Look at the customer journey and think about all the ways contacts interact with you across channels – purchases, emails, mobile apps, social, Web behaviors, etc. Where could you do a better job of listening?

Listening is more important than ever for driving success in marketing these days – especially in various social channels. That might sound insane, but if you’re not dedicating a large portion of your effort to listening – you’re likely missing the point. Look at it this way: There’s so much more value in using social channels to engage and listen rather than just shout a sales pitch.

Identify some key behaviors which are most important to your business. If you don’t have a

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Ten Tips to Drive Value & Engagement with Transactional Emails

Transactional emails can be a digital marketer’s best friend. They are likely the most relevant emails you can send out to your customers since they reflect what your contacts have already done – purchased goods or services, downloaded digital content, entered a contest, signed up for a mailing list or new account, etc. The metrics for engagement clearly show these type of messages driving spectacular performance, particularly for the top 25 percent of marketers. Here are some of the stats from the “2015 Email Marketing Metrics Benchmark Study” conducted by Marketing Cloud:

  • Transactional emails generated an average 44.9 percent open rate (20.8 percent for non-transactional emails). They did even better for top email marketers, with a 72.2 percent open rate (40.8 percent for non-transactionals).
  • The click-through rate on transactional emails was an average 10.4 percent (3.2 percent for non-transactionals) and 30.2 percent for top emailers (9.2 percent for top non-transactionals).
  • Transactional emails also generate a high click-to-open rate (how many email openers also click through): 20.1 percent compared to 12. 5 percent for non-transactionals and 51.2 percent for top emailers (28.5 percent for non-transactional email).

A transactional email is triggered by behavior such as a purchase, free trial sign-up, account creation or customer support contact. B2B transactional emails can include a link to a downloadable .pdf or slide presentation or confirm a webinar registration.

If you’ve already decided ‘yes’ on transactional emails, and you’re already using them, make sure you’re taking advantage of the following 10 tips for a good strategy. These tips will help you turn your

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Six Good Reasons To Make Use of Predictive Analytics

predictive analytics blog pam
Six Good Reasons To Make Use of Predictive Analytics

This is the data that helps you see into the future.

Volumes of data continue to grow. Customers can be reached (and turned away) through a continuously growing range of channels. “Blast” marketing continues to fall out of favor due to the lack of offer relevancy.

predictive analytics imageThe Solution: The growth of predictive analytics helps to address all of those needs, while the technology is keeping pace with demand. There is a natural progression of more adopters, lower costs of resources, and more momentum to reach out. Whether it’s gaining better understanding of changing market dynamics, or zeroing in on the best next message for every customer in your database, predictive analytics can deliver. If you’ve been entertaining the idea of predictive analytics, here are six good reasons to get on board:

1. Make better use of collected data. When you understand how customers are likely to react in real-time, you can start making more powerful strategic shifts in spending and messaging. Don’t run from high data volume. Gather it. Focus on quality, and let predictive analytics dive deeper to help model the ongoing customers responses to your marketing activity.

2. Evolve beyond RFM (recency, frequency, monetary) models. RFM models use a lightweight predictive component since they focus on messages which will move customers from their current standing up to the most recent purchase category. The most prominent limitation is that the data is always just a step behind, so they are taking data from only the past.

Predictive analytics can do much more. Instead of only focusing on the offers that have generated past sales, you can model the behaviors and exposures which will keep customers engaged and keep them from becoming inactive.

3. You will be able to understand customers better than your competitors.  According to Forbes Insights data, only 15 percent of marketers use multi-channel/multi-touch attribution data in their predictive models, or approximately one-third as many as use website data and

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Magnet Postcards with Punch-Outs Turn Your Business Into a Household Name

Magnet Postcards featuring a handy punch-out card are now ready for action! Give your marketing campaign the competitive edge by including a magnet punch-out coupon or business card right on your direct mail postcard. These customizable postcards keep your name and contact information easily accessible for your customers right when they need you – which translates to year-round returns for your business. Click here for more information.

Service industries benefit greatly from this type of direct mail campaign due to the ‘permanency’ of a detachable magnet.

Magnet Postcards featuring a handy punch-out card - Direct Mail

Magnet Punchout Postcard

Custom printed magnet postcards are affordable, highly effective marketing tools. Why?

Magnets have proven to be a good value with top effectiveness because so few people ever throw them away.

This ‘permanency’ keeps your name and promotional message prominently displayed in the home or office for a very long time.

A good majority of people have promotional magnets placed on their refrigerators, file cabinets, tool boxes, etc… Do you?

Magnets are functional! They come in handy to hang up the grocery list or to-do notes. Any consumer facing business – from an auto repair shop, to a heating and air company, to a pizza parlor – is well suited for promotional magnets because the contact info remains readily available.

Businesses tend to have associates who will keep magnets from vendors and service providers stuck on metal desks and file cabinets for quick reference. Some other ideas include calendars, which are commonly incorporated into promotional magnets because they provide information that is referred to frequently. The possibilities are endless, and the returns are limitless!

Go ahead – Call today • 1-800-826-2869 • to see how
Our magnet punchout postcard can work for you,
and Stick ’em on your customers’ fridges ASAP.




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How to Create the Best HVAC Direct Mail Campaign

The heat is on and it’s the perfect time to execute an effective HVAC direct mail campaign. Whether you want to sell more units or increase the number of maintenance clients you have today; HVAC postcards are proven to be effective for generating new business for HVAC contractors for over 30 years.  With the heat starting to hit its high, consumers are concerned about being without their AC, and are more likely to spend money on new units, a tune-up or start a regular maintenance program to lessen the worry!

Your company may be busy right NOW – and businesses often reduce advertising in their busy season – however; it makes more sense to be in front of prospective customers when they are most likely to be looking for your product and service – TODAY.

Choosing Your HVAC Direct Mail List

For New Customer Acquisition You Should Target:

  1. Homeowners in specific neighborhoods based on your current or targeted service areas.
  2. Elimination of non-homestead homes, town homes and apartments.
  3. Specifics: you can add household income to ensure potential customers can afford to purchase your products and services.

The Key Elements of the Design of Your Postcard:  HVAC direct mail postcard sample

  • Clear layout and design – Less is more
  • Bold Headline & Subheads that lead to text
  • Graphics that support your message
  • Color that makes the ad really stand out
  • Your company address, phone, website, email & logo
  • STRONG OFFER – see below

Choose a STRONG Special Offer

  1. Aggressive offers are going to drive a better response.
  2. Have a strong call to action, for example: CALL TODAY TO RECEIVE 50% OFF!
  3. Clients need a reason to switch their business to you to eliminate the worry of change!

Mail Out Consistently

  • The key to all advertising is consistency – and direct mail is no different.
  • Mailing monthly at a minimum will deliver the best response.


Check out some samples of HVAC mailings here:
(click an image to expand the gallery):



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MailPAK Gets Opened!

MailPAK envelope direct mail blog image Pat  By Pat Tucker, Production

MailPAK 9×12
Envelopes Now ONLY 10¢ Per Envelope!*

(Previously 15¢ and up)

Urgent Deliveries pique consumer curiosity!

MailPAK envelope direct mailThe bold, yet simple packaging of the MailPAK is sure to get opened once it’s in your customer’s hands. Because this direct mail package has a look similar to the urgent mailing envelopes provided by special delivery carriers, the MailPAK 9×12 envelope will generate interest as to what is inside. When coupled with enticing calls to action on

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LARGE Full Window Direct Mail Package Brings BIG Returns!

Becky Direct Mail Blog Image By Becky Paulsen, Client Services

LARGE Full Window Direct Mail Packages Produce BIG Returns on Your Direct Mail Campaign, and here’s why:

Full Window Direct Mail Package Brings BIG Returns

With a LARGE full window direct mail package, you’re able to conceal just enough to spark curiosity. “Is that real money that has fallen to the corner?” Open it to find out! “What DID I win under this scratch off?” These are “I wonder” questions that get customers in the door for you to close your deals. Go ahead Have a look through the galleries here for some ideas on how this type of direct mail campaign can work for you.

These produce results especially well for the Automotive Industry because of the large area on the back to list inventory specials, but can be customized to any business that will be offering limited time promotions, discounts or sales.

What do I get with this Full Window package?

Besides getting a tremendous RESPONSE, here’s what is included in this package:

•  Customized mailer printed on glossy card stock
•  Choice of scratch off, affixed
•  9×12 full window envelope

…and of course, the expertise of our professional account managers who will be happy to answer any questions you may have so you can get your campaign rolling.

For more information on this product, please take a look at the details listed here.

Give us a call today to discuss details, pricing and scheduling! 1-800-826-2869.



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New Casino Pull-Tab Package Proven to Boost Revenue

PrimeNet’s Casino Pull-Tab Package offers fun and prizes for customers and helps increase profits for your business!

PrimeNet’s Casino Pull-Tab game piece, when included with a custom direct mail campaign, has been proven to generate amazing response rates! The Casino Pull-Tab Package is a unique and fun way of driving customers into your business. Because ‘everyone’s a winner’, this custom-designed Casino Pull-Tab Package with a choice of three game piece inserts works very well for the Automotive and Service industries, and really any business considering running limited-time promotions.

Casino Pull-Tab package direct mail

To find out more about this package, additional information is available here, or we’d be happy to speak with you about developing a direct mail campaign using this, or other game piece packages!

Just give us a call at 1-800-826-2869.




Mark Keefe

Julie Fleming

Bill Koepp
IT Support

Pam Wellnitz

Amanda Dunn
Creative Services
& Marketing
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Jack Flick

Pat Tucker

Scott Kohler

Becky Paulsen


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Traci Blair
& Print

Ronda Michaels


& Administration

Brandi Payne
Creative Services
& Marketing



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