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White Papers

We're dedicated to marketing performance. Our library of white papers addresses today's challenges, compiles best practices and approaches strategic new ideas so you can improve marketing success for direct impact to your business.

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10 Ways to Battle the Postage Increase

Postage increases aren’t new, but the postage increase of 6% may be! Here are some practical ideas to offset the postage rate hike.

From Browsers to Buyers

Consumers today live in a mobile world. Thanks to the Internet and the proliferation of mobile devices, consumers are using modern technology to help them shop smarter. With the rapid adoption of mobile devices, new opportunities exist that allow you to influence and enable shopping, better engage with consumers, and ultimately build loyalty.

What’s your mobile marketing strategy? If you are like many other Consumer Packaged Goods (CPG) marketers, you may still be operating in silos. Now is the time to look beyond traditional couponing methods and understand how to engage multitasking consumers through mobile devices.


How to Use Data to Build Loyal Customer Relationships

Retailers understand that it costs more to acquire new customers than it does to keep their existing ones happy. That’s why building loyalty is the top priority for brands today.

Much like in your personal life, it takes more than a handful of interactions to build strong relationships. It requires lots of information, a little patience, and just the right touch to generate a holistic, 360- degree view of your best customers and their buy-in for you to communicate with them in a meaningful way. When you understand customers well enough to speak to them in a way they relate to, a loyal relationship can blossom.

Consumers want to do business with you if they can relate to you and trust you, and they want you to align with their interests and values. Creating this type of relationship requires responsive and relevant communications — all developed with the right data. By pulling in data from a variety of different sources, you have the power to create the foundation for true brand loyalty for your customers.


Capitalizing on the Mobile Wallet: A Roadmap to Achieve Success

Consumers today interact with brands differently, thanks to mobile devices. The need for consumers to carry their physical wallet no longer exists when they have their mobile phones handy. The adoption of the mobile wallet is quickly coming, and various players are launching different initiatives to dominate the marketplace.

As the mobile landscape continues to evolve, it’s imperative to embrace mobile as the centerpiece to connect the online and offline worlds to remain successful today. This white paper offers insight into how you can take advantage of the impending mobile wallet adoption and how to properly integrate a successful mobile wallet solution for your business needs.


How Big Data Killed the Click-through Rate

Historically, marketers have simply lacked more accurate and easy to use alternatives. But as the rising tide of Big Data blends online and offline marketing, you finally have a chance to move beyond the click-through rate. You can now enable postal - or email based data for online use by working with a provider to match these data elements to anonymous online profiles. This means traditionally offline data, like transactions, in-store purchases, loyalty, and demographics can become more robust tools for measuring and optimizing online marketing programs.

But to stay ahead of the curve, you need to embrace new metrics that leverage offline data to better measure the impact of your online marketing program.


Increase Your Business Potential by Up to 30%

As a consumer products manufacturer, you face mounting pressure from retailers to improve your product sales. You’re in a constant battle for shelf space, and you must justify your brand. While you may concentrate on achieving your sales volume goals, that threshold don’t help you understand where to grow other areas of your business to capture a greater share of wallet.

Knowing your most popular products and how much you sold at retail are no longer enough. To stay competitive and advance your brand, you must focus on understanding your true potential. This whitepaper offers best practices on how you can assess business potential by using third-party customer data and competitive insight to increase your wallet share and mitigate risk on low-performing investment areas.


Turning Guests into Loyalists: How to Build Emotional Bonds that Create Lifetime Customers

While travel volume and money spent on the pastime have increased, growth in travel and hospitality loyalty programs has slipped considerably since 2010. That trend is expected to continue thanks to the myriad of market disruptors and the commoditization of the industry.

This whitepaper explores how innovative travel and hospitality companies like yours can impart real value, surpass guest expectations, and move customers from a transactional relationship to one that creates an emotional bond with your brand and generates lifetime loyalty.

Download now! For questions or more information, please email Andrew Karr at


Unified Communications: Driving the Insurance Industry into the Future

In today’s multichannel environment, consumers expect insurers to be modern communicators, able to engage them with relevant, real-time messages in any channel. But insurance companies have struggled to adopt an integrated approach that allows them to understand the needs of their consumers and achieve effective cross-channel communications.

This whitepaper illustrates how insurers can create a unified communications model, one that enables them to react to consumers’ life events so they can engage them when they are ready to buy. You’ll learn the key to developing personalized, consumer-centric marketing programs with faster response times and the importance of providing a single customer experience across channels to optimize customer acquisition and retention.


Data Onboarding: The Key to a Successful Marketing Kingdom

Epsilon, the industry’s leading marketing services firm, and LiveRamp, the leading data onboarding company, have authored the “Data Onboarding: The Key to a Successful Marketing Kingdom” to help marketers understand the need to bridge the gap between online and offline marketing strategies and adopt a more integrated view of online and offline data. This whitepaper examines how to leverage what you already know – your CRM consumer data – online, and how vital a privacy-complaint matching partner is to successfully bring your offline data online. See how industry leaders view and address the security issues of matching and how marketers are meeting the challenge of onboarding and leveraging offline data.


The Data Management Platform: Foundation for Right-Time Customer Engagement

Epsilon understands the evolving data management challenges that marketers face, and is proud to be a supporting sponsor of the Interactive Advertising Bureau (IAB) and Winterberry Group Data Management Platform (DMP) white paper.

Over the last decade, the worlds of digital advertising, marketing, commerce and media have nearly drowned in data. The data management platform (DMP) emerged just a few years ago as an ad hoc response to the growing, basic need created by continuous data aggregation from numerous sources. The DMP acts as a central hub that seamlessly (and rapidly) collects, integrates, manages and activates those large volumes of data.

This white paper, produced by Winterberry Group in partnership with IAB, explores the mission and likely evolution of DMP technology, as well as the broad landscape of users and third-party developers that have propelled its growth. It identifies a series of six use cases that may be supported by DMPs, and describes another half-dozen major dynamics that are expected to define the evolution of such solutions over the next 12 to 18 months.

If you have additional questions about DMP solutions, please email


Improving Mail Prospecting Efficiency

It was only five years ago that acquiring new customers was a formula-based exercise with predictability in several important stages. While this isn't to say prospecting was neither simple nor guaranteed, the dynamics were extremely different. And then in May 2007, with a perfect storm on the horizon, marketers changed the way they found customers as paper, production and postage costs increased. Direct mail went from being a darling to an albatross around the neck of response-driven marketers – it was perceived as a less efficient means to grow.

Direct mail's use was changed significantly. Programs were scaled back and mail focus shifted away from acquisition to existing customers but at the expense of replacing in-active buyers. But at the same time, consumers had become promotionally focused which, impacted by a waning economy, led to a decline in direct mail response and overall campaign performance.


Why it's Time to Rethink the Quality of Your Marketing Data

In today’s increasingly omnichannel world, smart companies are leveraging consumer data from multiple channels to not only improve the customer experience, but to enhance their marketing Return on Investment (ROI).

CIOs and CMOs increasingly are focused on building businesses by making optimal use of reliable, relevant, and accurate data. Campaign performance, testing, rollout, and improvements to business results are fueled by mining Customer Relationship Management (CRM) data, fleeting Internet clicks, and search data, as well as third-party data across market behaviors, market channels, and market segments. This enormous set of structured and unstructured data from customers is often referred to as “Big Data.”


Acquisition Email Strategies - Life Beyond Housefile Marketing

Information in the marketplace about acquisition email programs is sparse, with most of the email advice, information, and statistics referring to retention programs (a.k.a. house file email). This creates a problem; many marketers grasp onto this information and assume it is also applicable to acquisition email programs. Unfortunately, that is not the case, and it often leads to mis-set expectations and frustrated marketers.

Logic (and experience) tell us that it is always harder (and more expensive) to acquire new customers than to maintain the ones we have, but many marketers forget this when it comes to email. To be successful, it’s important to consider and understand the key steps involved in creating a robust acquisition email program.


Modeling Pitfalls

The role of analytics, specifically modeling, in the marketing operation is growing at rapid pace as managers seek to understand what variables are driving performance in campaigns, including who should be targeted. While modeling has been used for quite some time in specialized roles, modern modeling software is now enabling marketers to easily and efficiently generate their own algorithms improve segmentation and guide budgetary spend more wisely.

Epsilon Targeting's modeling teams, with hundreds of thousands of models performed, have suggested a few critical considerations to help your business benefit when working on models. The following modeling primer has been developed to help marketers get the most from their efforts by pointing out the most common model development pitfalls in each of five critical phases: Goal Setting, Data Preparation, Model Development, Testing and Roll-out.


Five Keys to Building the Right DMP Solution

In a 2011 IBM study, 71% of CMOs said that the ‘explosion of data’ was their area of greatest concern, while 65% said ‘growth of channel and device choices.’ Marketing seems to become more complicated every day — more media channels, more data, more service providers, more parts of the organization getting involved. But, at its core, marketing is still all about communicating with people. It is easy to lose sight of the fact that, on the other side of the reports and the analytics and the technology, there is a real person having a conversation with your brand.