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Posts Tagged ‘cross media marketing’

Direct Mail vs. E-Mail in the Current Environment

July 25, 2012 Leave a comment

This is a re-post from “Eds Tips” by Ed Glaser

Direct Mail vs. E-Mail in the Current Environment

Direct Mail vs. E-MailThe purpose of this Tip is not to pit email against direct mail, but to explain why this is a particularly good time to lead off a multi-touch cross media marketing campaign with direct mail. As a cross media evangelist, I take every opportunity to further the principle that multi-touch cross media marketing campaigns are much more successful than any “one and done” campaign, no matter which media is chosen for such a campaign.

I believe that the time is right because of the proliferation of email these days, from 2007 to 2011 – email volume increased by 61%. I’m sure that you can see this in your own inbox. As the volume of emails reaching the inbox increases, the likelihood that recipients are opening and interacting with emails starts to diminish. How many emails do you delete without opening? This explains the slow and steady decline of email open rates over the last few years. The click rate for emails currently stands at only .12% according to the DMA’s recent 2012 response rate report. Also, please remember that “click rates” are not a reliable measurement of the success of an email campaign (see Ed’s Tip of 7-11-12).

Because of this glut of emails, many postal mail boxes have become uncluttered and the receptivity of direct mail by consumers is on the rise. Many companies believe that they are saving money by opting for emails in place of direct mail. Sure it costs less to send an email, but are they really getting their money’s worth? You would need to send a large number of emails as opposed to a very small number of highly targeted direct mails to accomplish the same result. As opposed to a .12% click rate, direct mail boasts an impressive 4.4% purchase or other significant activity response rate according to the same DMA Report.

Cross media campaigns that start with direct mail will “push” the recipient to a website or to a landing page more often than an email. Those that do not respond quickly, if they are properly identified as having a relevant interest in the offer, should be contacted by email to see if they will respond to that medium. If still unsuccessful, at least one more round of contacts, direct mail followed up by email, should occur. You need to remember, timing can always be an issue as to when the audience is triggered to action and ready to make a purchase decision.

This is the perfect time to send an email alerting the audience that their ideal offer is about to arrive in their postal box and also alert the sender to prepare to hear from their audience.

If you are interested in learning more about  mail piece tracking, or cross media campaigns give me a call and we’ll talk about enhancing the value of your next campaign!

Until next time!

To Your Success!

Accuchris

Chris Daniels

Contact me

800-948-4110

chris@acculink.com

Make Your Next Direct Mail Campaign Go Viral!

April 13, 2012 Leave a comment

With social media and video marketing when a campaign goes “viral” it is considered marketing nirvana.  How is this possible with direct mail though considering the personal nature of the medium? This personal nature is one reason direct mail can be so effective. It is the only marketing channel that lets you so precisely target your audience and put something in their hand.

The keys to success in this medium are the same as ever: a good target list, good offer and relevant messaging. So how do you make a direct mail campaign go viral?

First consider this. There are more marketing channels available today than at any time in history. Use them to make your message shareable then make your message share worthy.

Incorporate as many relevant marketing mediums and channels into your campaign as possible:

On the mail piece you can include:

  • Personalized variable print or images
  • pURLs (Personalized URLs) a website that welcomes the responder by name and can include survey, contest entry or reply fields to gather more data
  • QR CODE (2D bar codes that when scanned by a mobile device makes the experience interactive)

On the web response form include:

  • Social media sharing (include links that allow recipients to share your offer with others)
  • Video (post a video and link it to your web page for better engagement)
  • A Survey form to capture more data and better qualify the prospect.

Be sure to capture other contact info like email and phone/cell number for lower cost future marketing efforts.

By using all relevant channels available you can increase the effectiveness and share-ability of your message and potentially create a viral campaign. Just remember to make your message resonate with the recipient.

Here is a helpful document if you are new to direct mail Direct Mail 101

Here is a great video that shows a new mail format and how it can include other channels Video

I am always glad to help marketers plan campaigns to maximize and measure results. Feel free to contact me as you consider your next marketing move.

Until next time!

To Your Success!

Accuchris

Chris Daniels

Contact me

800-948-4110

chris@acculink.com

InteliMailer Delivers a 30-50% Response Lift To Marketing Campaigns!

January 25, 2012 Leave a comment

Your customers and prospects have never seen anything like this! You thought it was just an envelope but…

Incredible, intelligent and attention grabbing. InteliMailer is used as a stand alone mail piece or integrated into complete cross media marketing campaigns that feature full color personalized letter packages, pURLS, custom landing pages, QR codes, mobile messaging and more. Watch this and see for yourself.

Contact me to learn more.

Until next time!

To Your Success!

Accuchris

Chris Daniels

Contact me

800-948-4110

chris@acculink.com

Why Are Sales & Marketing So Often At Odds?

January 17, 2012 Leave a comment

There is a long standing perception that marketing and sales are at odds with one another. Marketing departments often say “sales people don’t get what we do”.  Sales people often say “If marketing would just give us some good leads and materials we could close more sales.”

I consult with and sell marketing technologies and services to marketing departments and agencies. These technologies are designed specifically to integrate marketing channels, track and measure results and deliver qualified leads to sales in real time.

Since this benefits both sales and marketing you’d think it would be the bridge to bring them together. It can be but often the divide between the two is deep and long lived. Both often blame the other when results don’t materialize.

So what’s the solution? Accountability. We should all be accountable for what we do. Accountability diffuses the argument and clearly shows where blame belongs. When all is working it really isn’t important for sales to understand all that marketing does or vice versa. A culture of mutual respect can be built when efforts and results are measured and transparent. This can get all oars moving in the same direction.

How is this done? The technology we have today gives marketing departments the ability to integrate all media channels. Direct mail, Email, Broadcast, Print, Web, Mobile and more can be combined, tracked and measured for accurate determination of ROI. Leads can be qualified and delivered to the sales force in real time as it happens. This empowers everyone and holds all accountable with real numbers and accurate result reporting. It is hard to improve what you don’t measure.

Emerging technologies that track and measure all our marketing and sales efforts are the bridge between sales and marketing. What are your experiences with this subject? What have you seen or done that has worked to bridge the gap between sales and marketing?

Until Next Time,

To Your Success!

Accuchris

Chris Daniels

Contact me

Online print ordering, the end of customer service?

November 16, 2011 Leave a comment

With a multitude of online print companies to choose from, for ordering a variety of print items, through a desktop order interface, many have said the days of the print CSR (customer service rep) are numbered. Many of these online companies provide only email or IM support. The products they offer have become standardized and commoditized. After all, where is the value in paying for real person to person interaction. Wouldn’t we all be better off just choosing from what these companies offer us and accepting that we  likely payed the lowest price possible for our business cards, brochures, postcards etc.? What do you think?

The company I represent builds and hosts web based print order storefronts. Clients appreciate the ease of ordering that they bring. The benefits are many and problems are few when used appropriately. Our storefront offering is actually fully customizable unlike the standard web printer which restricts you to set paper stocks, sizes and finishing options. When used for appropriate applications this automation can be the best way to order print. So what is the problem?

Technology will continue to create efficiencies but the needs of most clients will continue to fall outside the parameters of a fully automated workflow. Most will want to work with experienced knowledgeable people to help create the channels and products to communicate their message and stand out from their competition. I don’t know of many visionary business people that are happy to always settle for Choice A, B or C.

Automated online workflows are perfect for repetitive jobs with set variables and predefined spec options however most of my client’s jobs/projects introduce some new variable not accounted for in that pre-built workflow. I’m not talking about business cards, letterhead & envelopes. I’m referring to:
*Multi-component products that include multiple operations and involve a complex dance of scheduling to meet deadlines.
*Complex cross media marketing campaigns with many moving parts, schedules and components that can change while in progress.
*Clients that demand something different resulting in material or process changes that affect workflow and scheduling.

I believe that automated workflows will continue to create efficiencies but we are far off from eliminating the CSR from the equation. Our clients (even those with online order systems we created) count on our CSRs every day to masterfully handle the unanticipated changes caused by, changing needs, equipment, material availability and more. The CSR is able to somehow perform a dance that makes it all work out more often than not and make us shine as a company in the eyes of our clients. Until we can build that into an automated workflow we better keep in mind that businesses are made up of people. Technology is a tool. A tool without people is really just an obstacle to our goals.

Until next time…

To Your Success!

Chris Daniels

AccuChris

How Do PURLs Work in Marketing and Why Should I Care?!

September 29, 2011 2 comments

You may be asking yourself “What is a PURL?” or saying “Who cares. I’m busy.” Well, if you are involved in marketing your business or someone elses you should care. Why? PURLs are a powerful new marketing technology that allow you to reach out to your prospect in a personal way and start a dialog to learn more about them. PURLs gain a higher response rate than traditional websites in marketing messages due to their personal way of addressing the responder by name. PURLs also can deliver qualified sales leads in real time for immediate response. Do you care now?

PURLs or personalized URLs are personal internet microsites that are unique to each individual in a database. An example is http://www.CharlieSmith.winsresults.com where a landing page on the internet is hosted just for Charlie Smith. This landing page can welcome Charlie by name and present messages and offerings that are personal and relevant to Charlie based on the information we have on him. It can also gather more information on him that we may want in the form of a survey. The answers can be delivered in real time to you and can be followed up on immediately.

Why would anyone give you more information? We are all willing to give a reasonable amount of information or take a brief survey in exchange for a discount on something we want or free gift that we value. Be creative in your marketing offering.

Why are PURLs such a powerful marketing tool? Studies show that personalized communication delivers much higher response rates than impersonal communication. Studies also show that most people today are more comfortable responding via the internet.

How do I use PURLs in marketing? They are merely a tool, though a powerful one, that can be included in direct mail and email advertising to greatly increase response rates and gain actionable information on your audience. You can even use a general URL in broadcast advertising (billboards, magazines, TV, radio, flyers, SMS text, email…) to capture an email or physical address then add that to your database for PURL marketing communications.

Want to test drive a PURL? Simply go to www.winsresults.com

Feel free to contact me to learn more and to discuss how you may be able to use PURLs in your marketing efforts to gain greater results and measurable marketing ROI.

Until next time…

To Your Success!

Chris Daniels

AccuChris

Automate your marketing efforts and watch the leads roll in

September 9, 2011 Leave a comment

Automation is critical in today’s complex mix of marketing mediums. Cross media campaigns can be the most effective way to target prospects, qualify them, segment them then nurture them to become full fledged customers. These complex campaigns can contain a mixture of direct mail, broadcast media, email, text messages, web surveys and more. This complexity makes it imperative that we automate our touches to insure responders get the information they need in the way they want it as quickly as possible and no one falls through the cracks.

Tools like QR Codes, pURLs and micro-sites included in your marketing message connect your media to the web, allow the prospect to engage with you immediately and gain the information they are seeking instantly. Through these channels and response triggered automation the prospect can have a personalized engagement experience that could include social media sharing and other referral links. This can greatly improve the overall reach and success of a campaign while allowing for precise measurement of your results.

Marketing automation is good because it forces us to plan through the entire process of prospect engagement. This can seem daunting since a campaign can be made up of many touches designed to guide the prospect to their destination. The real beauty of this though is once it is done there is no need to micromanage each part of the campaign. You just sit back and watch the qualified leads roll in.

To download a free 8 page booklet that overviews tools and technology available today for building effective cross media marketing campaigns click here .

To learn more about how marketing automation can help you save time and deliver leads feel free to contact me.

Until next time…

To Your Success!

Chris Daniels

AccuChris

chris@acculink.com