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!
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!
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!
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 : firstname.lastname@example.org
here is a video where I discuss this type of marketing: http://youtu.be/OgsQC7b-Wj4
How are you marketing your business?
If you are asking what is a QR code then please do yourself a favor and google “QR codes”. Also, read back in my blog because you can no longer afford not to know about them. They are everywhere. Go ahead. Do it now then come back to this blog post.
Now to answer the question. “why wouldn’t most every printed marketing piece incorporate a QR code?” I have no #$%! clue why not. We do live in the global, connected, cross media, internet information age right? Why wouldn’t a marketer use something that is free to generate and will link their ad directly to their website?
Now for an abridged list of reasons and ways to use these awesome tools to your benefit…
Why Use QR Codes?
1. are free to generate.
2. link print to the web
3. can dial a phone number
4. can put contact information (Vcard, MeCard) directly into a phones address book.
5. can play a movie.
6. can take the person directly to a web storefront to shop.
7. can be optimized to deliver campaign analytics and metrics.
8. can be put in any print ad or printed marketing piece.
9. add value to any piece by incorporating a portal to more resources.
10. can be a point of entry to any multi-touch cross media campaign.
11. interact with the viewer through their mobile phone anywhere, anytime.
12. they are just plain cool! (did I say free?)
So, if you see them scan them. It is like a treasure hunt. You don’t know what you might find. If you market your business use them, but do so wisely. I will speak more about this in a future post. If you currently use QR codes in your marketing or just have a cool experience to share about how you have seen them used please post a comment.
If you are interested in getting a free white paper on QR codes email me email@example.com with the subject line “Send QR code whitepaper” and I will get it to you. It contains a brief history of 2D barcodes, uses & tips.
Until next time…
7 Reasons to Use More Than Email to Promote Webinars and Teleseminars
By Jenny Hamby
Email is the most common tool used to promote webinars and teleseminars. It’s particularly effective because it easily allows an event promoter to stay in touch with prospects and continue marketing the event right up until the last minute. This is important because most registrations for webinars and teleseminars occur in the final 48 hours before the event. However, relying only on email marketing can be detrimental. Here are 7 reasons to use more than email to promote your webinars and teleseminars.
- List fatigue. If your subscribers get bombarded by emails constantly, it’s possible that they will become less responsive. They see your name constantly, so it becomes easy to skip messages. This is particularly true when your emails are usually promotional. Readers assume that your messages are only trying to get them to buy something, so they delete your emails and move onto something more interesting.
- Poor customer relations. If subscribers believe that your messages are designed only to get them to buy something, some may become angry with you and remove themselves from your list. As a business owner, you are focused on generating revenue. Viewed from this angle, unsubscribing from your list is simply a subscriber disqualifying themselves as a good customer for your business and, therefore, may be an acceptable cost of doing business. But some organizations, such as associations, may need to be more sensitive to subscriber complaints about the amount of email being sent. Members may become so unhappy that they’ll decline the opportunity to renew their membership – a price that’s too high to pay simply to get more people on association-sponsored webinars and teleseminars.
- Spam filters. Although you ask clients and members to put your email address on their email whitelist, you have probably discovered that your messages are still blocked by spam filters from time to time or with certain subscribers. If you are relying only on email to promote your webinar or teleseminar, some prospects may never even hear about your event if your messages are mistakenly intercepted by a spam filter.
- Appeal to a wider audience. The more tools you use, the more likely you are to connect with any particular individual. Some people respond to email; others tend to ignore it. Some people response to social media; others don’t. Still others read direct mail, while others don’t even glance at it. Using multiple marketing channels creates more opportunities to connect with your audience via their preferred channel of communication.
- Appeal to non-email users. There are people who not only don’t like receiving promotional messages via email, they don’t use it at all. My sister recently started a new job and was surprised to discover that two of her coworkers don’t know how to use email. A close friend of mine only started using email within the past year. A client of mine knows that an entire segment of its database doesn’t use email (at work, at least) because the work environment doesn’t allow them to have convenient access to a computer.
- Appeal to younger subscribers. Generally speaking, Generation Y tends to communicate more with texting and social media. If you incorporate these additional forms of communication into your marketing mix, you may be more apt to grab the attention of these younger subscribers.
- Create a more stable marketing program. Depending on only one marketing tool can be risky. If the tool suddenly becomes unreliable, you’ve endangered your entire marketing program. For example, consider companies that relied primarily on fax marketing. When the Do-Not-Fax regulations went into effect, they had to scramble to find new ways to reach prospective customers. The more marketing tools you use, the more stable your program will be and the less impacted you’ll be if one tool stops working.
Using a multi-channel marketing approach allows you to build a more stable and robust marketing system to promote your events. One way to approach this task is simply to incorporate more marketing tools into your mix. If you have the resources and capability to do so, you may want to invite prospects to tell you what their preferred method of communication is and then build different marketing sequences to communicate with each group of subscribers.
Jenny Hamby is a Certified Guerrilla Marketer and copywriter who helps consultants, speakers, and coaches promote their own seminars, workshops, teleseminars and webinars. Get your free copy of her e-course, 31 Secrets to Seminar Promotions.
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