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This privacy notice discloses the privacy practices for startatonepoint.com. This privacy notice applies solely to information collected by this website. It will notify you of the following:

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We take precautions to protect your information. When you submit sensitive information via the website, your information is protected both online and offline.

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While we use encryption to protect sensitive information transmitted online, we also protect your information offline. Only employees who need the information to perform a specific job (for example, billing or customer service) are granted access to personally identifiable information. The computers/servers in which we store personally identifiable information are kept in a secure environment.

If you feel that we are not abiding by this privacy policy, you should contact us immediately via telephone at 765-644-3959 or info@startatonepoint.com.


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Marketing Is Hard. But Doing It Right Pays Off.

Let’s face it. Marketing isn’t easy. There are so many things to think about — creative, offer, list, personalization, and more. Are those extra hours of investment worth it?

To find the answer, let’s look at the results of a classic study from The Rochester Institute of Technology (RIT).

Conducted in conjunction with Dr. Frank Romano, professor emeritus of RIT, and one of his students, David Broudy, the study took a deep dive into the impact of varying elements of a campaign on response rates. Elements included name, geographic imagery, and marketing message. This is an older study, but because of its depth and controlled research, it offers rare insights that every marketer should be aware of.

Romano and Broudy conducted a controlled study of 36 mailings in nine categories. Four thousand pieces were sent in each mailing. The team used a mix of direct mail offers to both businesses and consumers. All mailings were professionally designed and produced.

Their search was designed to test the effects of three variables: color versus black-and-white, the addition of simple name personalization, and the integration of more complex data, such as demographics and interests. Variables were measured both in isolation and combination.

Here are the results:

Control mailing: (b/w with no personalization)

Responserate: .46%

Second mailing: (simple name personalization)

Responserate: +44%

Third mailing: (full-color, no personalization)

Responserate: +45%

Fourth mailing: (full color, name personalization)

Responserate +135%

Fifth mailing: (full-color, name personalization + more complex data personalization)

Response rate +500%

One of the first takeaways is how adding color has a similar impact on responserate as name personalization, a lift of 44%. While there is plenty of color inprint marketing these days, this result suggests that not just using color but maximizing its use, such as by using itto enhance psychographic or demographic personalization, can demonstrably increase response.

The second takeaway is that, to maximize impact, color should not be relied upon alone. It is best used in combination with other elements, including personalization.

If you’re thinking about foregoing some of the “extras” in your next mailing campaign, such as the strategic selection and use of color and personalization — don’t! These elements are more than just pretty. They are powerful response-boosting tools.

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