Don't Neglect Your Health in the New Year!

With the New Year upon us and winter in full swing, it's important to take care of your business — but that doesn't mean you should overlook taking care of yourself. We often get so caught up with work that we neglect things like fitness, a balanced diet and maintaining healthy skin. During the warm weather season, it's easy to remember to take care of your skin, but in the wintertime, we sometimes forget while we stay bundled in our sweaters, scarves and mittens.

Woman in beanie and scarfHere are some skin care tips for winter from the American Academy of Dermatology, courtesy of Baylor Scott & White Health.

Take Shorter Showers


Long, hot showers can strip skin of its natural oils and dry it out.  Limit your time to five or 10 minutes and avoid using overly hot water.

Moisturize While Wet


Moisturizers work by trapping moisture in your skin, so be sure to apply it immediately after toweling off, while skin is still damp.

Opt for Ointments and Creams


They’re more effective than lotions at keeping skin moisturized.  Pick products with ingredients such as olive, mineral or jojoba oils; shea butter; glycerin; hyaluronic acid; and petrolatum.

Avoid Harsh Ingredients 


Steer clear of anything that can irritate dry skin, such as deodorant soaps and products that contain alcohol or fragrances.  Consider switching to hypoallergenic laundry detergents, which generally don’t have chemicals that can aggravate skin.

For more information and some myths and tips about dressing for winter, visit BSWHealth.com/StayWarm.

Wishing everyone a happy and prosperous new year!

Direct Mail vs. Email: Which Channel Should You Focus on in 2018?

Person viewing marketing analytics on mobile devices
With the New Year now here, it's the perfect time to plan ahead for an effective new campaign this year. Take a step back and re-evaluate which marketing channels are giving you the most bang for your buck.

Harvard Business School finds the most effective advertising strategies combine multiple advertising channels to reach a larger audience. Fifty-one percent of consumers specifically prefer companies to communicate with them using a combination of mail and email. Knowing how and when to use direct mail or email will be crucial to your success in 2018.

Direct Mail


People are already speculating about technological advances this year: advanced self-driving vehicles, augmented reality and robots that are eerily similar to humans. With our increasingly technological world, why would marketers take a step back by continuing to send direct mail pieces?

In this digital era, it may be hard to believe, but 79 percent of consumers will act on direct mail immediately. Furthermore, for every 5,000 targeted customers, direct mail receives 175 responses.

Advertisers use direct mail for a number of reasons:

  • It’s Targeted — Direct mail pieces are the only way to accurately reach the demographics of your specified market. After you’ve analyzed who you’re trying to reach, you can easily target that demographic within specific ZIP codes, but that’s not so easy with radio or TV.
  • It’s Cost Effective — You save time and money by creating a strict target market and sticking to it. The majority of your advertising dollars will be well spent with this approach because while email is significantly cheaper at first glance, the cost per sale is much cheaper with direct mail.
  • It’s MeasurableUSPS has Intelligent Mail Barcodes, so marketers can track every piece they send out to prospects. Another way to easily see which campaigns are successful is to place a unique toll-free number (TFN) on the direct mail piece and track the number of phone calls it generates.

Not everyone will respond well to receiving direct mail, but with all the benefits, it’s worth a shot!

Email


By the time you finish reading this article, you’ll probably have an email waiting for you in your inbox. With 269 billion emails circulating daily, email is definitely not dead — that number is only increasing. How can you benefit from using this channel?
  • It’s Inexpensive — For every dollar marketers spend on it, email marketing generates $38 in ROI, which is the highest conversion rate across all channels. If you don’t use email, your bottom line could be negatively impacted.
  • It’s Easily Accessible — On average, Americans check their phone every 12 minutes, and 91 percent of them check their email every day. It’s one of the easiest ways to deliver your message to your prospect.
  • It’s Measurable — Email is easily tracked, and email marketing platforms have granular analytics to help you fine-tune your email marketing strategy. To drive and track offline response rates, you can add a Click To Talk button to your emails.

Email is clearly here to stay, but to maximize your reach, be sure to combine it with direct mail and other channels.

Integrated, Multi-Channel Marketing


After discussing only two of numerous options for marketing channels, it’s clear why these specific mediums will continue to be beneficial to your 2018 plans. Using direct mail and email together — and monitoring your results with call tracking — strengthens the effectiveness of your marketing. Plus, 72 percent of consumers want an integrated marketing approach.

How do you plan on achieving a successfully integrated marketing campaign for 2018?