Personalization Makes Results Soar

With consumers squarely in charge of product research long before they ever contact your company, content marketing is more important than ever. One of the most important forms of content marketing is the customer newsletter—and more and more are moving to personalized editorial.

What happens to results if you switch from a general-education newsletter to a fully personalized one? One community-based healthcare system found out. After sending a traditional newsletter for years, it began matching the content to what it knew of patients’ health conditions. Personalized content ranged from advances in treatments to schedules for clinical trials.

After about a year, the healthcare system conducted a readership survey to find out how the new approach was being received. The results?

  • ·         93% of respondents felt the articles were relevant and of interest.
  • ·         73% read the entire newsletter every time it came in the mail.
  • ·         77% said it was easier and quicker to read.
  • ·         95% said they became aware of services that were previously unknown.

Not only did the healthcare system solidify its relationship with existing patients, but nearly every one of those patients learned about some of the provider’s services they didn’t know about before. Imagine the impact on revenues!

Not every marketer can track to this level of detail, but there are many simple, cost-effective steps you can use to monitor your marketing effectiveness too. Personalized URLs, barcodes (visible and invisible), discount codes, and multiple landing pages for various iterations of the same campaign are all ways to track and measure results.

Talk to us about converting your content marketing into personalized content marketing!


Design Campaigns Like Award-Winners!

Have you ever wondered what goes into an award-winning marketing campaign? Sometimes it’s crackerjack copy. Sometimes it’s stunning images. Increasingly, however, it’s the smart integration of multiple elements, from creative to media selection. Let’s look at five components of award-winning campaigns here.

1. Multiple media, including print. Marketing campaigns using multiple media channels, including print, in strategic, integrated ways are the most successful. Award winners understand which channels are most effective for each element of the campaign, then use the best of each to accomplish the goal.

2. Unusual spins on traditional media. Print is exploding with options in innovation. Think unusual folds, die-cuts, and dimensional inks and coatings. One award-winner used a vertical gatefold tipped onto the cover of a magazine to catch attention. Imagine using personalized teasers in your marketing to get recipients to open a tip-on, then exposing them to a personalized message underneath!

3. Reader interaction through personalization. If you can encourage people to interact with (and, better yet, create) their marketing pieces, they are more likely to act on them. “Create your own” (personalized) brochures on everything from home décor to travel itineraries are great examples accessible even to small and mid-sized businesses.

4. Knowing your audience. Award-winning marketers know their audiences. They match the message, the channel, and the response mechanisms to the preferences and habits of the people receiving them. Are recipients most likely to respond using the phone? Personalized URLs? General URLs? QR Codes? Know your audience and design your campaigns to them.

5. Tracking and measuring goals and results. Award winners carefully track and monitor their results. When you know what works, you can build on what’s effective and ditch what isn’t. This gives you the freedom to innovate and maximize your profits!

Need help designing a marketing campaign worthy of attention and that gets results? Let us help!



Boost Customer Loyalty with Surveys

One of the best uses of your marketing dollars is to protect your existing customer base. You’ve worked hard to earn their loyalty. Now you want to keep it. Consider the benefits of utilizing customer surveys.

Let’s look at an example. A regional grocery store chain was experiencing increased competition from a large national chain and wanted to preserve its most valuable customer relationships. The chain sent two personalized surveys to its top 400 customers: one in the fall and one in the spring.

The first survey included six personalized questions and a letter addressed to the shopper, signed by the store manager of the location they frequented most. In the second, questions were designed to see how well the chain had addressed the issues raised in the first survey. Recipients also received a personalized cover letter from the store manager.

The surveys received a 52% response rate. While specific data on customer retention was not provided, a research study conducted by Rice University and published in Harvard Business Review found that, over the course of a year, customers who received similar customer surveys were twice as likely to continue their relationship with the company than those who did not.[1]

There are no surprises here. Once people have made a purchase from you, they are your customers to lose. Show them that you care what they think, that their opinions are valuable, and you will act on information they share with you. They will reward you with their loyalty.

Why not talk to us about incorporating a customer survey into your next mailing?

[1] “Sending out a Survey to Customers Can Double Sales,” by Vivek Bhaskaran,


3 Ways Paper Choices Can Stretch Your Print Dollars
What goes up must come down. Like everything else, the economy is cyclical. But no matter the current economic conditions, it’s important to keep marketing your business. Here are three easy ways you can use some simple changes in your paper selection to help lower your costs without impacting the quality of your print campaigns.
1. Use less expensive papers.
Paper prices fluctuate often, so if you haven’t standardized on a specific paper, ask about less expensive options. Just because you notice a subtle difference between stocks doesn’t mean your customers will. In fact, they probably won’t.
If you are mailing multi-page documents, consider switching to a lighter stock. This not only can help you save on paper, but it can help you save on postage, too.
2. Use the house paper.
If your piece doesn’t demand a specialty paper, opt to use our house stock. House paper isn’t less expensive because it’s lower quality. It’s less expensive because we purchase it in volume and pass the savings on to you. House paper is almost always the least expensive option.
3. Avoid bleeds.
If color needs to go to the edge of the page, depending on the specs of the job, the job may need to be printed on a larger sheet of paper or on a larger press. This can increase your costs. If you don’t include bleeds in your artwork, your project might require less paper or be able to be run on a smaller format press. You might also be able to get a similar effect less expensively by using colored paper.
We are experts at helping our customers succeed with their marketing projects. Talk to #ThinkIBP for ideas on how to help with your printing projects.

ThinkIBP had a great turn out for our Promotional Idea Show last week.  We will be doing it again.  Thank you to everyone that attended.  Please check out for pictures.  We will send out the date for next year as soon as we have it on the calendar.

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ThinkIBP would like to invite you to attend the Promotional Idea Show on August 13 from 10-2:00 at LP Field.  IBP will be providing lunch to attendees or you can just come and browse the vendors.  Please go to to register.  We will have special giveaways for attendees.

ThinkIBP is excited to be competing in the Nashville Business Journal Social Madness Contest and we have made it to the 2nd round.  Please go vote for us at or by visiting  Thanks for your support!

ThinkIBP is a proud sponsor of Grassland Baseball 11/12 Division.   Go Rattlers!

ThinkIBP is happy to announce the wedding of Eddie Brawner and Sharon Hornback Burns this past weekend April 20, 2013.  They are enjoying a honeymoon this week at the Greenbrier in West Virginia and will return to a new home in Franklin, TN.

ThinkIBP was proud to compete in Nashville’s Social Madness Challenge for charity.  Local businesses competed to increase their online presence, all with the hopes of being the company selected to gift $10,000 to the local charity of their choice.  We are excited to see which charity is gifted on July 16th, 2012.