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Retailers who neglect mobile ad campaigns could be losing a huge chunk of in-store sales. Direct Marketing News magazine recently reported that a new study found mobile campaigns drive more than double the offline sales delivered by desktop ad campaigns. In the study by ad platform 4Info, mobile executions produced about $30 in sales per 1,000 impressions versus only $13 for desktop, with the average return on ad spend for mobile hitting 257%. 4Info claims its research is the first true benchmarketing of the mobile channel's impact on in-store sales. The study focused on 83 mobile campaigns by 59 brands in seven consumer packaged goods categories over their entire durations, with the average being 11 weeks, and was performed using Nielsen Catalina Solutions, which integrates Catalina frequent shopper data with Nielsen homescan to derive results representative of national activity. See the DM News story for links to more detail, including 4Info's free report download: http://www.dmnews.com/mobile-marketing/study-mobile-campaigns-drive-twice-the-sales-of-desktop/article/413941/
A mobile ad platform releases what it claims is the first true benchmarking of the channels impact on instore sales.
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Video ads get great response–if they are seen. But almost half (46%) of video ads served across the Internet–excluding YouTube–will never be seen by consumers in the United States, according to a study from Google recently reported by The Drum marketing site. Viewability depends both on where an ad is served on a page and how quickly it disappears when a user scrolls. And nearly a quarter (24%) of video display ads today are scrolled off screen in less than two-seconds, according to the report, which recommends that advertisers use video players in a higher and more centrally located position on web pages. Another way to insure that video ads are seen is to go with YouTube. Google found that viewability figures massively improve when ads are served on YouTube, where over nine out of 10 will be viewable. Also, video ads are significantly more viewable on mobile devices, where 83% of ads are viewable, compared with 81% on tablet and just 53% on desktop. For the full story, read http://www.thedrum.com/news/2015/05/11/only-half-video-ads-served-across-web-will-be-seen-versus-91-youtube-says-google
Almost half (46 per cent) of video ads served across the internet – excluding YouTube – in the United States will never be...
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Even before all the Republican presidential hopefuls can enter the 2016 race, the hottest online ad inventory is selling out, especially for the New Hampshire and Iowa primaries, reports the National Journal. There were digital-ad shortages ahead of the 2012 and 2014 elections, too, but not so far in advance, note political pros and online sellers like Google. But, with the summer of 2015 still ahead, winter 2016 ad inventory is booking up in this presidential race. The ads that are selling out the fastest are those that automatically play on Hulu, YouTube and other Internet-based videos that users can't skip. With a field of nearly 20 GOP candidates, and super PAC money, the ad crunch is not surprising, and Peter Pasi, now vice president of political sales at Collective and a former GOP digital ad strategist, predicts "a huge shortfall." The ad space that will be available for late arrivals includes Facebook, which sells video ads at auction, so campaigns can't lock them up in advance, and YouTube's skippable ads, which are also sold at auction. But political strategists advise conservative campaigns to grab prime ad real estate early, especially since there is little penalty for pre-buying; most ad reservations can be cancelled later at no cost or for a small fee. Perhaps just as important, campaigns are urged to use more sophisticated data targeting than in the past to make the most of scarce ad inventory, avoiding wasted dollars by serving ads only to likely caucus-goers or primary voters. "It's BYOD--bring your own data--if you will," remarks Kenny Day, head of political-advocacy sales for Yahoo. For the full story, read http://www.nationaljournal.com/2016-elections/websites-are-already-selling-out-of-ad-inventory-for-2016-20150512
These highly targeted digital ads will reach the few thousand caucus-goers and primary voters who decide the GOP nominee. ;
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The U.S. Postal Service is raising Standard Mail prices by an aggregate 1.937%, starting May 31, per reporting by Direct Marketing News magazine. Helping commercial mailers swallow the pill, four commercial-mail promotional programs also have been okayed to proceed as scheduled for 2015. The Postal Regulatory Commission approved the U.S. Postal Service's proposed price and classification changes for Standard Mail and Periodicals after rejecting two previous requests. The Postal Service's approved promotions for commercial mailers, set to launch this summer, are the Earned Value Promotion, the Color Transpromo Promotion, the Emerging and Advanced Technology Promotion and the Mail Drives Mobile Engagement Promotion. Prior to PRC approval, only the Earned Value Promotion had been cleared for registration. The latest rate increases come as the USPS announces a net loss of $1.5 billion in its 2015 fiscal second quarter, ending March 31, per a subsequent DM News report. Yet that loss is actually an improvement over the $1.9 billion shortfall of last year's second quarter, and operating revenue for the 2015 second quarter actually increased by $223 million over the same period last year, largely due to a 14% gain in shipping and package business. Also, for the first six months of the fiscal year, Standard Mail volume increased from 2014, with the 4.3% exigent surcharge in effect. The surcharge is scheduled to be removed later this year, however, so the PRC, in approving the latest 134 changes in Standard Mail pricing, asked USPS to come up with two price lists, with and without the surcharge. For more detailed information on the latest USPS changes, see http://www.dmnews.com/postal/postal-rate-increases-approved-by-prc/article/413387/
New Standard Mail prices, up 1.937, take effect May 31. Mail promotional programs will proceed as scheduled.
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Targeting and personalization may be the mantras of today's e-mail marketers, but many are still missing the mark, according to an Aimia Institute study recently reported by Direct Marketing News magazine. The penalties for faulty targeting are steep. Poor e-mail communications caused 70% of respondents in the study to close accounts or subsciptions, 66% unfollowed brands on social media, 59% opted out of all e-mail communications, 57% blocked phone numbers, and 54% deleted apps. Excessive e-mailing was another common misfire for marketers; 68% of Americans surveyed complained that they received too many brand e-mails. Of course, some industries are doing a better job than others. For example, 33% of consumers surveyed felt they received relevant e-mail information from credit card providers, and 29% said supermarkets and banks send useful e-mails, too. And there were glimmers of hope in the study for e-mailers who need to take better aim: 56% of Americans said thay are still willing to share personal details to receive relevant offers, and 48% felt personalized e-mails from brands are useful. For an infographic of study findings, see the DM News article at http://www.dmnews.com/marketers-fail-to-hit-the-target-infographic/article/412023/
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A New York Times article recently noted moves by Snapchat, America's fastest-growing smartphone app, to enter the political media arena. With its more than 100 million users, most between the ages of 18 and 31, Snapchat's ambitions could have significant impact on 2016 election coverage for candidates and causes. One sign that Snapchat is serious about growing political content: It recently hired Peter Hamby, a political reporter for CNN, to head its emerging news division. While Facebook is talking with media companies about using their political content, Snapchat is moving to create its own content, leveraging resources to hire editors and reporters. Snapchat's "Discover" feature already allows media partners, such as CNN, to post content to the app every 24 hours on their own Snapchat channel, but Snapchat also has its own channel, which could increase political coverage under Hamby. Snapchat also has its "Live" app that allows the company to drop a digital boundary around an event, a "geofence," so that Snapchat users can upload their image or video "snaps" to be stitched into a story by Snapchat. For example, 40 million watched Snapchat's feed from the Coachella music festival over three days in April. Imagine the application to a political event. As the NYT story pointed out, Snapchat has the potential to bring millions of first-time voters and millennials into the political arena."There are a lot of young people who are just killing time on their phones, who are on Snapchat and are not getting all that much political news right now," Tim Miller, a communications adviser for potential Republican presidential hopeful Jeb Bush, told NYT. "I doubt there will be any policy symposiums taking place on Snapchat, but you've got to find a way to reach people who aren't reading long-form political articles." Definitely a heads-up for campaign strategists! Read more:...
The question of how the fast-growing app could shape the election arose after it hired a CNN political reporter to lead its nascent news division.
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Sophisticated data analytics and variable data printing are great tools for targeted political mailings--but they also make data quality and proofing essential to avoid mistakes that will cost dollars and votes. A recent post on The Campaign Workshop blog noted how data printing errors in an Arizona ballot cost that state tens of thousands of dollars in last year's election, and cited some practical ways to make sure your political mailings avoid a similar fate. Of course, the initial step that we would advise is to make sure you have updated, properly segmented and hygiened data files and mailing lists. As data professionals, it's one of our most important roles in working with campaigns and causes. But then we agree that mailers must build time in the production and mail schedule for the three key steps advised by the blog post. First, talk to your print and mail vendors before you start working on creative with a designer and data person. Direct mail production vendors have expertise in their equipment and can provide guidance about setting up art files and databases for best results. Second, get data to vendors as early as possible so they have time to alert you to problems before going to press. Third, ask for at least a dozen random set-up proofs before running the job, and cross-reference those proofs against the source data to be sure all variable data is in the right place and matches the source file. That's good advice from http://thecampaignworkshop.com/proofing-direct-mail/
Printing errors can turn your message into a crisis overnight. Whether it is a mailing of your company holiday card or official ballots in an election, it is imperative to put in place protocols and best practices to ensure that your direct mail job gets into mailboxes without a hitch.
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Stanley Steemer's e-mail and direct mail strategies were sending customers on a messy path through channel silos and poorly targeted messaging, until the company decided to clean up its marketing. Take a look at the national carpet and floor cleaning firm's successful marketing revamp, as reported recently by Direct Marketing News magazine. Stanley Steemer's e-mail and direct mail weren't working together and results were hard to track, the company says of its pre-2014 marketing efforts. The cleaning firm decided to tackle one channel at a time, starting with upgrading e-mail frequency, content, and segmentation. So it went from one promotional e-mail a month to three, with the same offer at the beginning of the month and end of the month and a content-driven e-mail in between. Its e-mail welcome series' design and content were also refreshed. Then Stanley Steemer changed its e-mail segmentation strategy, going from segmenting only by branch or franchise contacts to segmenting by customer engagement (opens and clicks), purchase behavior, and offers, as well as branch or franchise group. By April 2014, it was time to tackle direct mail segmentation and content targeting, too. Now Stanley Steemer sends nine direct mail pieces a year with 10 to 20 different segmented versions per campaign, based on list information and purchase behavior. Results? Stanley Steemer saw a 33% increase in direct mail-generated bookings, and a 200% increase in mail response rates after launching its acquisition strategy. For e-mail, campaigns have delivered a 20% month-over-month increase in online bookings. Just introduced this March, a new e-mail trigger program for incomplete or cancelled orders had delivered a 50% rise in average open rates by April. For more details, read http://www.dmnews.com/email-marketing/stanley-steemer-cleans-up-its-email-and-direct-mail-strategies/article/410071/
An orderly and seamless customer experience is just what the carpet cleaning company needed.
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Surging mobile usage has tech giant Google "mobilizing" resources to adapt and profit--with important marketing impacts. Marking a clear tipping point, Google announced this May that its influential search engine now has more search requests on mobile devices than on personal computers in the U.S. and many other parts of the world, according to an Associated Press report in The Washington Post. The growth in mobile use --for e-mail, search, social networking, even shopping and donating--has been rapid since Apple first introduced the iPhone in 2007. Among Google's strategies to accommodate mobile preferences was the launch in April of a "mobilegeddon" change in its search recommendation system to favor websites that easily read and load on smartphones. The change sent websites scurrying to make themselves mobile-friendly to avoid demotion in search results. Google also has been introducing advertising formats that tend to work better on mobile devices. For instance, rooms can now be booked within hotel ads, and car ads can be swiped to comparison shop, the report notes. Mobile ad prices are on the upswing, too. Previously, marketers were unwilling to pay as much for commercial messages displayed on the smaller smartphone screens, but the race for mobile space is heating up. The AP story quotes Google as saying that mobile ad prices are climbing steadily and will continue to do so. Jerry Dischler, Google's vice president in charge of its “AdWords” service, summed up the urgency of a mobile strategy for today's marketers: "The future of mobile is now." See the complete AP story: http://www.washingtonpost.com/business/economy/google-searches-on-mobile-devices-top-those-on-pcs/2015/05/05/cccd64de-f366-11e4-bcc4-e8141e5eb0c9_story.html
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Will Facebook become a more significant ingredient in the political fundraising mix of 2016 candidates and causes? Consider mid-term election research conducted by Facebook, as reported in a recent medipost.com article. Facebook tracked the Senate campaigns of Democrats Michelle Nunn of Georgia and Mark Udall of Colorado. OK, so the candidates lost, but their Facebook ads won in terms of donor power. Facebook found that not only did Facebook ads provide at least a 200% ROI but people who saw the ads gave more on average than those who did not. Specifically, people who viewed Udall's Facebook ad gave $47.87 on average, while those who did not see the ad gave an average $42.70. There are good reasons Facebook will be an attractive fundraising addition in 2016, argues a recent mediapost.com article by Shawn Kemp, co-founder of ActionSprout, which helps nonprofits optimize Facebook. Facebook has the deepest social reach: 42% of Americans have a Facebook account, compared with 19% on Twitter, the second-largest social network. Facebook offers attractive targeting options such as geo-targeting and look-alike audiences. And Facebook ads, while not a key donation driver alone, can have a multiplier effect in multi-channel efforts, as shown by Facebook's mid-term election experiments. So, for example, combining Facebook ads with an e-mail campaign to the same targeted list could boost giving per donor. For more, see http://www.mediapost.com/publications/article/248996/facebook-advertising-matters-for-political-fundrai.html#
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Today's business-to-business buyers may have completed 90% of the buying process by the time they see a company's marketing message! So a lot of B2B lead gen is probably missing the mark with mistimed or irrelevant messaging, which is why marketers who want to improve their B2B aim should check out a recent b2bmarketing.net post's four-step plan. Step 1: Realize that one-size-fits-all automated communications aren't enough in today's competitive landscape. Create data-driven "buyer personas" to personalize and guide relevant messaging along the sales cycle. For B2B buyers, a persona would include names of the person and company as well as key characteristics such as job responsibilities, sources of information, role in the purchase process, business goals, pain points, preferred content medium, objections anticipated, etc. Step 2: Win over leads by matching messaging to the B2B buying journey so you deliver desired content at each stage. Note that a recent B2B buyer survey found 61% of buyers choose vendors who deliver a better mix of content. Step 3: Accept that today's average sales cycle is 22% longer than it was five years ago, so invest in nurturing leads for the extended sales journey. Research shows nurturing produces a 20% increase in sales leads on average. Use intelligence across multi-channel touch points to keep buyers moving toward sale. Step 4: Create brand advocates to cheer on those leads as they travel toward purchase. Research shows that 67% of B2B buyers say they had heard of the chosen supplier before they ever purchased. So make it easy for customers and partners to become brand advocates by rewarding and recognizing referrals, reviews, content sharing, and content generation. For a free B2B marketing guide, including how to build buyer personas, along with links to relevant articles, see http://www.b2bmarketing.net/blog/posts/2015/04/21/marketing-modern-b2b-buyer
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Neuroscience offers proven ways to turn your next call-to-action effort into a click magnet, according to a recent eM+C article. The article cites three brain-science tips for boosting digital conversions. First, use images that point visitors in the right direction. It turns out that images of people and faces are what grab the brain's attention in your landing page or e-mail design. In fact, if you add a smiling face looking at a CTA button, studies show people will look where the image is looking--right at your CTA. Next, choose a button/text color that reinforces your message. Science shows that 90% of immediate subconscious judgment is based on color. For example, orange encourages immediate action (great for low-cost join /buy appeals); red increases the sense of urgency (a good limited-time offer choice); and blue builds trust and security (a financial offer favorite). Not sure which color will drive clicks? That's what A/B testing is for! Third, tell prospects exactly what you want them to do. For example, scientific testing finds the most effective CTAs use active, specific verbs (Download, Get, Start) and keep it short (the top converting buttons in a recent study were all two words or less). But don't forget urgency; just adding "Now" can significantly boost conversions. For more science-based tips to improve CTA results, read the full article at http://www.emarketingandcommerce.com/article/want-more-clicks-3-brain-science-hacks-that-boost-conversions/1
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Since 1988, list brokerage, direct marketing and digital marketing services
Introduction
AccuList USA is a leading provider of list and insert media brokerage and management to domestic and international companies and nonprofit organizations. Since 1988, AccuList USA has delivered an array of quality direct-marketing services to thousands of clients. Its selections of proven, targeted postal, e-mail and telemarketing lists are based on in-depth competitive analysis and market-tested experience. AccuList USA also excels at data processing services such as merge-purge, list hygiene, list appending and list geocoding. Tapping into digital marketing options, AccuList USA has expanded its services to include online display advertising, co-registration lead generation, mobile marketing and social media. Via partners, AccuList USA offers predictive modeling and printing and mailing services. To tap into the latest direct and digital marketing news and opinion, see President and CEO David Kanter's blog. We welcome you to start a dialog with AccuList USA by following our blog, signing up for our quarterly e-newsletter or joining our fans on Facebook, Twitter and LinkedIn.