Posts tagged direct mail campaign
Keep it Short and Sweet:
Resist the urge to cram every bit of information into one marketing piece, whether it is an email, flier or direct mail piece.
- Simplicity is Better: Provide pictures to help your customers visualize the products and services. You can also include a QR Code, taking the user to a mobile site that further engages them in your brand.
- Ask Questions: Pique interest by asking your prospects a thought provoking question. This method not only raises awareness about your products or services, but encourages customers to read more of the content. Example, “Did you know that Mail Print offers a Marketing Communications Portal?”
- Highlight Benefits: Do not just write about your products and what colors or versions they may come in. Your content should focus on the benefits of your products and services. Customers want to know how your product will influence their lives.
Follow these simple tips to convert more readers into customers.
The growth of modern online marketing and its integration with traditional advertising has created a communications overload, in which the average consumer may hear or see as many as several thousand marketing messages every day. Marketers and business owners looking to overcome this ground noise must develop effective cross-media strategies. Cross-media marketing campaigns use different products and properties to promote each other by way of multiple media. This might include direct mail, email marketing, radio, television, podcasts, social media posts, print ad campaigns, landing pages, and more.
The use of direct mail has shown significant positive feedback when it comes to measuring the response rates of cross-media marketing campaigns. According to a recent statistic in Deliver magazine, customers who were sent a printed catalog to the magazine’s website not only logged more time on the website, but also purchased 28% more of the product on average than customers who were not mailed a printed catalog.
This is not to say that direct mail should replace online marketing, but rather that the two should be integrated into a combined marketing campaign. Direct mail is most effective when it drives the customer to a website or landing page. Online marketing is most effective when the customer interacts with an online entity like filling out a form, giving the marketer or business owner product or service leads, or by sharing the site through social media. The key to the successful cross-media marketing campaign is that integration.
Increasing response rates of cross-media marketing campaigns does not have to be expensive or time-consuming. Something as simple as direct mail postcards can help build a business when integrated with online marketing tools.
Two great ways to integrate:
1. Use a postcard campaign to collect email addresses and basic information
Email addresses are a cost-effective way to keep tabs on your current and potential customers and clients. Several popular email services, such as Mailchimp, even allow the user to track email openings and clicks, so the sender can better understand a campaign’s effectiveness. However, you can’t track email responses without obtaining emails and a postcard campaign is a great way to reach out to potential customers who would otherwise never know how or where to register.
2. Have postcards point potential consumers to a landing page
Landing pages are critically different than a website’s homepage in that a landing page lists only the information necessary for your selling point, whether it’s an offer, special, or product promotion, whereas a homepage often lists more products and information that might be otherwise distracting. Websites allow browsing, landing pages are a direct sales pitch; they guide the customer through a sale or intended interaction
The two major benefits of direct mail:
1. Ability to target the ideal consumer
Few products and services are attractive to everyone. By outlining the characteristics of a company’s best customers, a model of who best to target in a direct mail campaign can be achieved. This could mean targeting by gender, age, income level, and more, allowing a mailing campaign to reach the people who might be most receptive.
2. Increase your responses
While yes online marketing strategies are awesome, great response rates of cross-media marketing campaign consistently point to the necessity of direct mail. This is because direct mail continues to be opened at greater rates than email advertisements.
Whether you are in the marketing business or are a business owner looking to increase company marketing effectiveness, integrating direct mail and online advertising is the best way to influence response rates of cross-media marketing campaigns.
VISIBLE BENEFITS OF MARKETING AUTOMATION
One of the biggest benefits of marketing campaign automation is that it reduces and eliminates a multitude of repetitive tasks associated with the marketing process. Marketing automation software can easily divide and classify customers, providing customer segmentation and subsequent campaign management. This type of automation simplifies identifying target audiences and measuring the efficiency of allocated resources.
Beyond segmentation, marketing automation software can be used to communicate with prospects in a variety of ways. An email management campaign can be developed to send pre-formatted messages and content about products and services. Marketing automation software can be used to generate responses that further segment the targeted audiences, and send additional nurturing communications geared to meet the needs of specific individuals within each group.
Even when prospects do not respond, marketing automation software can identify where prospects drop off, and help retain them with ongoing targeted messages. Marketing automation software is the best solution for developing and implementing email marketing, direct mail and other channels to manage sales campaigns that drive revenue. Sales benefits of marketing campaign automation include increased lead conversion rates, increased average sale, increased overall sales and better forecast accuracy.
HIDDEN BENEFITS OF MARKETING AUTOMATION
One of the biggest hidden benefits of marketing campaign automation is that it allows marketers to do less and be more. In recent years marketers and organizations have grappled with the challenge of needing to reach thousands, if not millions, of prospects utilizing integrated communications that reach across multiple channels at numerous times. Beyond the dizzying magnitude of this task alone, these prospects must be communicated with in a manner that is personalized and unique to their needs and preferences. Without marketing campaign automation, meeting these objectives would require an immense allocation of time and man hours. However, by automating these processes, marketers are able to focus more time and resources on fine-tuning existing campaigns for maximum efficiency and implementing additional marketing efforts.
Management Guru Peter Drucker once wrote “Marketing is the distinguishing unique function of the business.” OK, no pressure there. Yet, if you were to ask any marketer or their boss what marketing entails they will tell you that marketing encompasses much, much more. Marketing is responsible for defining the business identity and creating a need for the businesses products and services in the minds of the targeted audiences. While consistently remaining under budget and within deadlines. In addition to streamlining processes and maximizing budgets, marketing campaign automation takes the guess work out of many marketing functions and as a result can provide the reliable benefit of lasting stress relief.
Marketing campaign automation provides an additional hidden benefit, which is perhaps one of the most important objectives of any business, and that is to have happier, more satisfied customers. Marketing automation can eliminate frustrating communications that fail to meet customer needs, and it can also help marketers anticipate customer needs and respond accordingly. In addition, marketing automation programs can reward customers and keep them coming back for more. Marketing automation can help marketers respond to customer needs in real-time, unlike with manual systems where a time delay can often lead to an unhappy customer.
For years, companies have been capitalizing on the power of print advertising to attract customers in cross-media marketing campaigns. Cross-media marketing helps companies take advantage of the variety of different media formats that are available for modern advertising: of these media components, print media is supreme in many regards. Although email marketing is popular today, there are key areas where print mail is still much more effective at helping a company increase response rates of cross-media marketing campaigns.
Improved Response Rate And More Competitive Costs
Because print media provides a physical piece of advertising that buyers can hold in their hands, it enjoys a better rate of response than email. According to a study conducted by the Direct Marketing Association, direct mail campaigns to existing customers have a response rate of 3.4%. Similar email campaigns had a response rate of only 0.12%.
In the same study, the DMA showed that printed media also had a better cost per lead or order. Print mail campaigns had a cost of $51.40, while e-mail campaigns had a cost of $55.24 for each lead. This is especially important for businesses that have a set budget for their cross-media campaign and want to ensure that they stay inside of this budget, an issue that is paramount in the minds of today’s business professionals that want to raise response rates of cross-media marketing campaigns while keeping costs down in a struggling economy.
Advantages In B2C Marketing
For B2C marketing, an arena in which many organizations both small and large operate in, print media has many advantages over email marketing. According to a survey performed by Target Marketing, 34% of direct response marketers reported that printed mail campaigns delivered the best ROI in terms of customer acquisition, compared to email, which was selected by just 25% of those marketers as being best for B2C. This is in part because of the ability to personalize printed media through handwritten notes or signatures, something that email cannot do.
Printed media is also effective to improve response rates of cross-media marketing campaigns because of how many people still rely on printed materials mailed to them to either decide where they will go for a purchase or actually make the purchase. Integris marketing cites a study by the U.S. Post Office, which reports that 80% of consumers view and/or read their direct mail, and 50% of households have ordered products from catalogs. Conversely, many people have spam filters that keep out marketing emails, or simply do not even bother opening these types of digital messages and just move them right to the trash.
More Resonance Among The Highest Earners
Even for companies that do not market B2C, they are often targeting a specific business owner or high level executive for B2B media marketing campaigns. For these top-earning Americans, print media is extremely important. Adage.com reports that 93% of this population read hard copy magazines, while less than 30% read them online. Similar statistics were shown for the reading of newspapers. This means that if you are targeting wealthy business owners or financial officers, you are more likely to increase response rates of cross-media marketing campaigns using print media than digital media.
Sales professionals and business owners have numerous options when it comes to pursuing new business through media. Despite its age, print media remains a hugely vital aspect of any advertising effort. Use print media wisely in tandem with other media elements today so that you can grow your sales by improving the response rates of cross-media marketing campaigns.
You may be questioning your general approach to your print marketing campaigns in light of the fact that there are so many new ways consumers are being bombarded with information. Response rates of cross-media marketing campaigns are proving cross-media is not only successful but measurable meaning you can benefit from print in a traditional way by adding the benefits of personalized marketing in less traditional ways.
Personalized marketing campaigns are seeing solid results compared to standard, flat or static campaigns. Response of cross-media marketing campaigns are successful as they combine online and offline marketing. This allows you to use an initial small response rate to eventually drive a higher response.
By speaking to your audience numerous times in numerous ways allows you to maintain contact and remain top of mind. You are using repetition in a more innocuous way because the consumer is not being hit over the head with the exact same method. Cross-media marketing offers a constant reminder using direct marketing to invite the consumer to visit your website with a personalized URL that leads them to personalized information and messaging tailored directly to them.
This is far more valuable than a general message that may or may not apply to them. A personalized survey can then collect information that is saved in a general customer data base that alerts your sales team via email that a potential client is on the radar screen. They then have a legitimate reason to contact the lead with good background to get things started. At the same time, the information is tracked and stored for future CRM use in your system.
Response rates of cross-media marketing campaigns continue to show solid results. An analysis done by MindFireInc of 1,856 cross media campaigns in 30 cross vertical markets showed that an average visit rate of 6.5 percent and an average response rate of 4.5 percent. Results for some markets included:
- Education: 3.3 percent visit rate and a 2.1 percent response rate
- Non-profit: 5.3 percent visit rate and 3.5 percent response rate
- Financial: 4.6 percent visit rate and 3.1 percent response rate
- Insurance: 5.6 percent vist rate and 3.6 percent response rate
- Arts, Media and Entertainment: 7.3 percent visit rate and 5.9 response rate
As you can see despite the varying vertical markets the response rates of cross-marketing media show solid results. The visit rate also demonstrates the opportunity to collect information for future CRM campaigns.
Marketing firm Epsilon Targeting found that 6 out of 10 Americans preferred to get information via direct mail. Response rates of cross-media marketing campaigns demonstrate success and direct mail plays a role. The findings of Epsilon detailed that regardless of preference through email or post, the reason people enjoyed either was due to the ability to refer back to the info when convenient. However, of those citing this reason 73 percent were pro postal versus 45 percent for email. This means that direct mail as an initial contact will impact the response rates of cross-media marketing campaigns in a positive manner. Further proof of this was reflected in these findings:
- 62 percent enjoy checking their mail box for mail
- 59 percent enjoy getting mail about new services and products
- 73 percent found they were getting email they never open
- 67 percent said they get too many emails each day
Cross-media marketing campaigns are making marked progress in customer response compared to traditional means. Cross-media marketing also allows you to use the response rates of cross-marketing media as a way of saving money for future print campaigns by allowing you to focus only on those with proven interest.
Look around the next time you’re in a coffee shop, airport, bookstore or public area and you’ll see Millennials (often called Gen Ys) pecking away on their smart phones or iPads like there wasn’t another human being around for miles.
However, just because Generation Ys are completely absorbed in technology that doesn’t mean the only way to reach them is through social media or integrated email campaigns.
Lamont Swittenberg, managing director at Luminosity Marketing, says, “Sending something by direct mail is a way of breaking through the clutter because they receive so much communication that comes digitally, and you still can’t replace the personal touch from direct mail.”
To engage Gen Ys most effectively, marketers should recognize that Gen Ys read printed materials with a different “lens” than baby boomers.
Jason Ryan Dorsey, author of “Y-Size Your Business,” explains that Gen Ys (born between 1977 and 1995) prefer pictures and directions to an online video rather than long blocks of text or explanation or background info.
10 Ways to Engage Gen Ys with Print:
- Personalize it. Use variable data printing to ensure you’re speaking to Gen Ys personally.
- Keep it visual (infographics are received well among Gen Ys).
- Treat them like a VIP.
- Make them feel deserving.
- Connect them to a cause or part of a community for the greater good
- Believe in them.
- Add a QR Code® or drive them to your social media sites.
- Make it interactive.
- Create a daring but relevant appeal. Read Gen Y targeted whitepaper, No Guts, No Glory, for bold ideas from Joeri Van den Bergh, Gen Y expert.
Chances are your office is at least half filled with Gen Ys. So run the copy by an associate before finalizing your multi-channel campaign. Believe me, they will tell you exactly how they feel about your message and if it resonates with them or not.
QR Code is a registered trademark of Denso Wave.
When a Dallas-based advertising agency, VLG, needed to engage prospects, it opted to show off its interactive technology through a sitelet or mini-site. The sitelet used a mock company called Crescent Bluffs to demonstrate the amount of time VLG could engage the prospect in the demo.
I was engaged for 1 minute 41 seconds. I took VLG’s bait of virtually opening a hotel door to a room with a virtual key on the screen. I was then asked to meet them in the lobby and then in the restaurant to have a virtual lunch; and at the end of the lunch a virtual note appeared on the screen announcing how long our business courtship lasted. VLG then asked me on the screen if I would be interested in learning how to conduct my own sitelet campaign to create new business for my company.
VLG’s campaign, Accept the Invitation, began by mailing a hotel napkin and faux hotel key with a note that read, “Let’s Meet.” The note sent prospects to a mini or microsite for a faux hotel named Crescent Bluffs. You can walk through the prospect experience here.
Because of sitelet successes such as VLG’s, other agencies and companies are using sitelets to launch a product, provide support functions and for targeted advertising campaigns. By using a separate domain name, you can choose a unique descriptive URL that pertains specifically to the campaign.
Flash, online databases and advanced programming can be combined to create powerful customer support tools. It is possible to preload your existing offline data or structure an entirely new database.
Another key benefit of using a targeted sitelet approach is that you do not have to significantly modify your existing company website for a specific campaign. You will want to integrate links and content for maximum exposure, but this is significantly easier than modifying website navigation and page structure.
How can you use mini-sites to bring in business?
Mail is still first class in the eyes of 73% of consumers in America who still prefer to receive direct mail for brand communications. So despite all the press and pixels that social and email marketing get, direct mail is still tops in the eyes of consumers.
Despite the exposure of digital channels, direct mail is expected to grow 1.4% annually for the next five years to $13.8 billion.
Personalization Makes Direct Mail Even Hotter
Companies that gather data on customers who segment the information into relevant marketing communications delivered via variable data printing win big with double-digit responses.
If you are a marketing leader who invests in direct mail as a channel, do you consistently ensure what you send out is variably printed and designed? Consumers expect communications to be relevant across all channels, including direct mail.
Discover credit card company targets its list based on different customer attributes and then tags each piece with a personalized invitation number. “Direct mail is a great way for us to target consumers,” says Laks Vasudevan, Discover director of acquisition. “It’s our most targeted platform.”
Pull the Trigger
DSW sends personalized birthday postcards with offers to its 20 million plus rewards members. Who wouldn’t want $10 off a new pair of shoes as a gift to self?
And there’s something special about getting a real card with physical value versus a mass email with fashion tips, according to Kelly Cook, DSW’s Senior Vice President of Marketing.
When the company tested sending birthday coupons via email, it didn’t perform nearly as well as direct mail.
Give Your Customer What They Want When They Want It
Long gone are the days of sending one universal offer to everybody. For instance, I recently received a special offer for a college loan for my children from my bank. Yet, I don’t have children. I know the marketing team at my bank and I know they have access to some very sophisticated database tools to monitor my account activity and have done a lot of data mining, they failed to connect with me as a valued customer.
Give your customers the perks they want when they want and don’t delay. With today’s 24/7 marketing automation systems, there’s no excuse.
SOURCE:Direct Mail Advertising in the U.S., October 2012, research report by IBISWorld.
SOURCE:“Direct Mail, Evolved,” by Dianna Dilworth of Direct Marketing News, March 01, 2013.
It’s tempting to skimp on segmenting because of the focus on results. Don’t. In a tight economy, or any economy, casting a bigger net doesn’t mean you’ll bring in more fish. It just means you’ll use more energy and use your resources ineffectively to cast that net.
Blanket broadcasting or mass marketing are gone, but companies still waste approximately 37% of their annual marketing budgets, according to a research study that analyzed one billion dollars in advertising spending.
SOURCE:Tim Suther, Dec. 2010, “From Broadcast to Narrowcast,” Direct Marketing News
Narrowcasting is about narrowly defining an audience and engaging them in a discussion that’s emotional and persuasive over time.
Chief Content Marketing Officer at Avaya, Mark Wilson, says narrowcasting works in the noisy environment to make your B2B programs work.
He suggests you narrow your audience to about 10,000 people who look similar. He says 10,000 is a round number that’s affordable to reach and manageable to physically and digitally communicate. You will see results with your marketing communications as long as the people you’ve selected are passionate about the topic.
SOURCE: Carla Johnson, Feb, 28, 2013, “B2B Content Marketing: “Create Intimate Conversations with Narrowcasting.” Johnson is a consultant to Content Marketing Institute, which published this article on its blog.
Segment, Segment, Segment
Do you really know your audience inside and out? It goes far beyond surface demographics. Do you know what makes this person tick as well as your spouse? What they think? Their behaviors, patterns, shopping inclinations, biases?
Wilson says at Avaya they target contact center businesses and know whom to contact down to every possible business title. They build a highly targeted, narrow prospect list using LinkedIn or Dunn & Bradstreet. Then Avaya crafts thought-provoking, compelling content that resonates with the prospect.
Anyone who has purchased pay per click (PPC) advertising knows narrowcasting versus broadcasting. Rather than broadcast your message across multiple websites much like you would by posting a corporate news release on 100 news syndicates, you only send the information to the specific websites that publish content relevant to your product or service (maybe The Motley Fool, Kiplinger, or the Money blog for a finance type message or product).
Building a Better Direct Mail Campaign
Narrowcasting works in direct mail campaigns, too. By using prospect modeling services such as Snapshot® or VisualIQ®, you can refine your mailing list to the tightest possible scope– shaving mailing costs and reaching only your most ideal prospects in your particular segment.
The days of spray and pray mailing are over. So if you’re still basing your direct mail programs on age, gender and income, you’re missing the mark. Go deeper by sorting with additional indicators such as psychographic, lifestyle, brand loyalty, etc.
No audience is static. So narrowcast and rerun your modeling reports frequently to capture the ideal prospects for your business.