This is a re-post from “Eds Tips” by Ed Glaser
Direct Mail vs. E-Mail in the Current Environment
The 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!
In these times of tightening budgets it is more important than ever to target our marketing dollars. This is made even more challenging with the splintering of our society across so many mediums both old and new.
Campaigns that reach out to a highly targeted audience then invite a response via the web and gather more information on the prospect result in more personal engagement and in turn higher conversion. The information gathered in this type of outbound/inbound campaign allow for multiple touches across multiple media and result in better qualified prospects.
The marketing toolbox available to us is fuller than ever. When creating a campaign consider your goals and the data you have on your prospects then select the tools for the job accordingly to build the best campaign to reach those goals. Tightly define your ideal prospect then surgically target them with a relevant message and offer that elicits engagement.
We have produced cross media campaigns like this that incorporate direct mail, email, personalized web sites with survey pages, referral links and social media sharing that resulted in a ten fold or better return on investment. Many of the tools are familiar some are new. The key today is to leverage them all in the most appropriate way to build effective campaigns that engage your prospects across multiple media and discover the communication channel(s) preferred by each individual. Through this you will close a higher percentage of your target and can even gain new targets.
I would be glad to discuss specifics if you wish : email@example.com
here is a video where I discuss this type of marketing: http://youtu.be/OgsQC7b-Wj4
How are you marketing your business?
Chris Daniels of AccuLink explains cross media marketing and how to incorporate print, direct mail, email, pURLs and QR codes to create a comprehensive marketing campaign that delivers results with measurable ROI.
Feed your sales force with pre-qualified leads. Build loyalty of existing customers. Offer new channels of two way communication that build your business and strengthen relationships.
Watch the video at this link: