Return to flip book view

Message © iStockphoto.com/CoreDesignKEY• Direct Mail Inuences Purchasing DecisionsCost Per Acquisition: The Metric You Should Not OverlookThe AI AdvantageSwitch to Paper-Based Packaging and Stay Ahead of the Curve• Sustainability Is Important to Most Consumers• Many Marketers Are Using AI in Their Content CreationWhy AI and Print Content Are a Great PairLexinet

AI is great at producing high-quality, relevant, and original content. This includes engaging headlines, strong calls to action, and concise descriptions that capture attention and drive action. However, for digital channels, there are drawbacks, too. Search engine optimization (SEO) is one of them. While AI-generated content can produce large volumes of original text quickly and eciently, AI can have a negative impact on SEO. Why? Lack of OriginalityAI-generated content can be repetitive and lack unique insights, which can negatively impact SEO rankings.e’ve all been hearing about the use of articial intelligence (AI) programs like ChatGPT to write marketing copy. Often, the focus is on digital channels like email, social media, and the web. But as we will see, AI’s greatest benets may be for print.2 Lexinet Corporation • 800.767.1577 • lexinetcorporation.comTHE AIADVANTAGEWhy AI and print content are a great pair

Thin ContentAI can produce content that lacks depth. Content that fails to provide substantial information may be penalized by search engines.User EngagementAI-generated copy might not engage readers as eectively as human-written content, leading to higher bounce rates and lower dwell times.AI-GENERATED COPY IN PRINT: A WINNING STRATEGYThe issues that create challenges for AI-generated copy in digital channels are not issues for print. In fact, print materials such as yers, direct mail, and brochures benet from the type of clear, concise messaging at which AI excels.Source: Blue Yonder© iStockphoto.com/Thx4Stock© iStockphoto.com/da-kuk (AI), lo (pen)© iStockphoto.com/lerbank3Sustainability is Good Business78% of consumers say that sustainability concerns are “very” or “somewhat” important to them when buying a product.Source: WebFXAI: The Handy Helper45% of marketers are using AI in their content creation.Thus, while AI-generated copy may face challenges in the digital realm, it oers the promise of ecient, consistent, and cost-eective content generation for all types of print. You may still need to tweak it to your own needs and voice, of course, but AI oers a great starting point in producing content your customers will love. AMONG THE KEY BENEFITS OF USING AI FOR PRINTAI can generate large volumes of copy quickly, ensuring a consistent voice and messaging across dierent materials.AI can tailor messages to specic audiences in seconds. For example: “Rewrite this copy for a Millennial audience.”AI is great at generating engaging headlines, persuasive calls to action, and concise descriptions. AI is particularly good at producing clear and informative content that highlights product features, benets, and unique selling points.

4 © iStockphoto.com/gurinaleksandr (cat and dog), FrankvandenBergh (toys)Impossible to Choose One?Use the Cost Per Acquisition metric to help with your toughest marketing decisions

hen planning your marketing strategy, you have many channels to choose from. From direct mail to email and social media, there are myriad metrics that you can use to measure your success. While metrics like response rate and conversion rate are well-known, one metric that often ies under the radar is Cost Per Acquisition (CPA). CPA is a key performance indicator that calculates the cost of acquiring a new customer or lead through a specic marketing campaign. This metric can provide valuable insights into the eectiveness of dierent marketing strategies and help you make informed decisions about budget allocation, audience targeting, and more. Lexinet Corporation • 800.767.1577 • lexinetcorporation.com 5Comparing CPAs . . . Now What?Of course, the CPA isn’t the only metric to take into consideration. It’s important to take into consideration other factors, as well, such as how much a new customer spends with you once acquired and how frequently that customer buys from you over time. So even if cat owners cost more to acquire than dog owners, if you nd that they spend more on their pets over time, that’s an important factor in the equation.While CPAs may be unfamiliar to many businesses, it’s easy to see how useful they can be. You know your audience, and very often, your intuitive understanding of what works is accurate. But data is important, too. By comparing the CPAs of various campaigns, that data becomes an important piece of the puzzle.© iStockphoto.com/damedeeso, Russia, TSDesign (cards)CPA for Direct MailOne of the marketing channels where CPA has been extensively used is direct mail. Calculating the CPA for a direct mail campaign involves dividing the total cost of the campaign by the number of new customers or leads generated as a result. Say you own a pet store and develop a direct mail campaign to current customers. To improve relevance, you divide that campaign into target segments: cat owners and dog owners. The overall campaign costs $10,000 and generates 100 new customers. That’s an average of $100 per customer. But when you break it out by type of animal owned, the numbers look very dierent: Does this mean you immediately ditch prospecting to cat owners? Not necessarily, but if you want to get the most bang for your buck, you know that dog owners should be the priority. Consider other metrics as part of the CPA analysis. Which pet owner spends more on their pet over time? CPA OF PET OWNERS Cat owners = $120 Dog owners = $80

While this legislation (called the Single-Use Plastic Ban) comes out of the United Kingdom, there is an important takeaway for U.S. brands. It is part of the larger trend in which companies are shifting away from plastics to paper in their packaging. That shift is happening in the United States, as well. Although not as a result of legislation, high-prole companies like Amazon, Chick-l-A, and Peet’s Coee are leading the way by making the shift proactively. Here’s how they are staying ahead of the curve: • Amazon is eliminating air pillows in its e-commerce packaging. Already, 95% of its packaging uses paper-based ller, and the remainder will be paper by the end of this year. • Chick-l-A is replacing its traditional cups with double-wall ber-based cups for cold beverages and milkshakes. • JDE Peet’s has announced plans to launch new, fully recyclable, paper packaging for its instant coee ranges.6 Lexinet Corporation • 800.767.1577 • lexinetcorporation.comDid you feel that? It was a seismic shift in the future of packaging. It’s new legislation that does the following: • Implements waste reduction targets.• Bans using plastics that contain PFAS (forever chemicals).• Reduces single-use packaging.• Incentivizes high-quality recycling.Tough new rules for consumer brands? Not necessarily. Paper packaging is exempted from all measures.© iStockphoto.com/Nikita Burdenkov (containers), byLSS (rolled paper)Stay ahead of the curve by switching to paper-based packagingTHE PAPER PREFERENCE

There will likely always be some products, such as frozen food and products requiring moisture barriers, that will need plastics or the equivalents. However, packaging that uses plastic simply for aesthetic reasons continues to face pressure from paper. Why?• Paper is easy to recycle and as such has much higher recovery rates than plastic. • Paper is a renewable resource. • Consumers increasingly prefer paper to other materials.Want that exciting, glossy look? New recyclable varnishes add intriguing nishes, and tactile eects for labels and packaging are emerging constantly. There are a growing number of substrate suppliers specializing in compostable, recyclable, paper-based and innovative plastic exible packaging solutions even for challenging sectors such as food, personal, and household care and tobacco. “Paperization” of packaging is already happening, driven by the purchasing preferences of today’s consumers. The tide is already turning. If you make the switch to paper-based packaging now, you’ll be ahead of the curve. Ask us about switching to paper-based packaging solutions!Any brand can be brought to life on beautiful, paper packaging. The combinations of paper stocks and the variety of nishes are endless.7© iStockphoto.com/Devashish_rawat, goolyash, Roxy Lau with TSDesign (printed package illustrations)

Copyright © 2024 GRC INC8 Lexinet Corporation • 800.767.1577 • lexinetcorporation.comWelcome to the latest issue of 1:1 Messenger. is newsletter is designed to provide you with information that will keep your 1:1 print campaigns cutting-edge and protable. Find out why companies are shifting away from plastics to paper in their packaging.The Direct Mail Factor33% of shoppers say direct mail is a major inuencer in their purchasing decisions.© iStockphoto.com/Ainul Azhar (background)Source: Sequel© iStockphoto.com/AlexandrBognat© iStockphoto.com/bsd studio701 N Union St. Council Grove, KS 66846LexinetFor the latest industry tips, connect with Lexinet Corporation on our social accounts: Let’s talk and come up with a high-impactmarketing plan!Do you know someone that could benet from our services?Help us by sharing information about Lexinet with your business network, friends and family.Please contact us at:800.767.1577