Try 3 simple strategies to monitor effectiveness. Print is a key player in any cross-media marketing mix. And with increasing personalization options and the ability to seamlessly integrate print pieces with digital components, today’s marketers can drive serious results. But how do you know what’s working and what’s not? You can easily measure the ROI of your next print marketing campaign using these three strategies.
There are certain questions that are sure to spark a lively conversation. Dogs or cats? Waffles or pancakes? Coca-Cola or Pepsi?
Inside marketing circles, few questions stir as much discussion as the well-established debate over Email versus Direct Mail.
Each has their supporters with unique positions and arguing points. And certainly there is a time and place for both.
But when it comes down to it, which is truly more effective? Let us suggest some talking points that may be surprising and help settle this debate.
1. Direct mail gets delivered.
The delivery rate of direct mail stands at an impressive 98%, while email delivery rates hover around 50%. This is largely due to abandoned email addresses, unreliable list data and spam filters that are becoming more rigid with each passing day. If the email does then make it to the reader’s mailbox, there is a slim chance that it will actually get read in totality.
2. Direct mail does not require an opt-in.
Simply getting an email delivered to your target audience is becoming more difficult and complicated, thanks to evolving anti-spam legislations. In Canada, brands are only allowed to send email to people that have agreed to receive communications.
With direct mail, you don’t need permission before sending and there’s no risk of getting fined.
3. Direct mail stands out.
The average office worker receives 121 business emails a day. Meanwhile, more than 100 personal emails land in the average consumer’s inbox each week. With new filters on most email services — promotional emails are often filtered out of the readers primary mail box.
Compare that to the roughly 16 pieces of physical mail that the average household receives each week, and it’s no wonder why email messages get buried while direct mail stands out.
4. Direct mail gets noticed.
With email, the only real way to grab attention is with an ultra-compelling subject line. That’s about 60 characters of real estate.
Meanwhile, the ways to get noticed with direct mail are limitless. Oversized mailers, personalization, specialty substrates, die-cuts, colored envelopes, embosses, spot varnishes, metallic inks…the list goes on.
5. Direct mail is read.
All any marketer can hope for is that his or her message be given a chance. That’s why it’s a big deal when you’re only competing against a few other messages in the mailbox each day rather than the aforementioned 100+ emails.
The icing on the cake? With direct mail, your message will almost certainly be read. That’s because 98% of American’s check their physical mailboxes every day (USPS), 77% sort through their mail as soon as they receive it (Epsilon), and 79% of mail is read for at least a minute. Compare that with the rather pedestrian email open rates most companies see – around 20% – according to MailChimp’s 2017 benchmark research.
6. Direct mail tells a story.
Need to convey your brand, pitch a product, generate awareness or create an emotional connection? With email, you’re limited to pixels on a screen. Print affords you an almost endless amount of space to tell your story. From double-sided postcards to cleverly designed mailers and multi-page brochures – you’re limited only by your imagination. Creative design elements alone account for up to 25% of enhanced response to direct mail.
7. Direct mail sticks around longer.
If you’re like most, your sorted mail probably sits on the kitchen island or coffee table for. In fact, people tend to keep direct mail for an average of 17 days, whereas the lifespan of an email is just 2 seconds. The longer the lifespan, the longer your advertising time – strengthening the chance your recipient will engage.
8. Direct mail has higher response rates.
When it comes to actually generating action, direct mail substantially outperforms email. According to the Data & Digital Marketing Association Response Rate Report; direct mail outperforms all digital channels — combined — by nearly 600%.
The Data & Marketing Association (DMA) found email to achieve a 3.7% response rate with house lists and a 1.0% response rate with prospect lists. Compare that to the 0.1% response rate email achieves for both house and prospect lists.
9. Direct mail is viewed as more trustworthy.
The DMA also found that 56% of consumers believe printed marketing to be the “most trustworthy” of media channels. This isn’t surprising, as email marketing has the perception of being ‘informal’ and ‘spammy’. Besides, you can’t get a virus or malware from opening printed direct mail.
10. Consumers prefer direct mail.
Consumers are finding physical mail to be a welcome retreat from the avalanche of emails they are constantly buried beneath. Supporting this belief is an Epsilon survey, which found nearly 3 in 5 American consumers said they enjoy receiving postal mail from brands about new products, compared to just 43% who said the same about email.
Originally published by Mohawk Fine Papers, Inc.
Grab your customers’ attention and draw them in with eye-popping (and effective) design.
It’s the time you have to catch a customer’s attention with your business signs, according to Mike Barrett, a wide-format specialist at Millcraft. And in a world where messages come at us from all directions, effective signage is more important than ever.
A survey by FedEx Office® found that “almost eight in 10 (76 percent) American consumers enter a store they have never visited before based on its signs, and nearly seven in 10 (68 percent) have actually purchased a product or service because a sign caught their eye.”
Whether it’s indoor or outdoor, the most important thing to remember about signage is “to keep it simple,” stresses Barrett. Here he offers five tips to help you supercharge your signage and get customers in the door.
Audience appeal. Know your target audience and align your message and overall design accordingly.
Brand specific. Every sign—whether all-purpose or event-specific—should remain consistent with your brand image.
Color conscious. Multiple colors blend together at first glance. Barrett recommends one strong pop of color that will catch the peripheral vision of passersby.
Design for readability. Keep signs clean and simple, with few words, in an easy-to-read font, and with a maximum of one visual.
Eye-catching placement. Avoid placing signs too high or too low. Keep them close to your place of business and in the line-of-vision of passing customers.
Broaden your customer base and strengthen your brand with strategically designed business signage targeted to your specific audience.
By Laurie Hileman (Original Content Here)
The influx of digital dependence has brought about many changes to marketing, specifically the onset of content marketing; consequently, this has also brought about many changes within the print industry.
These stealthy changes to the print industry have been happening for years as the internet and online marketing have soared. However, some industry pros, in both marketing and print, think that the best strategy to a well-rounded multi-media marketing campaign is to incorporate both printed marketing materials and online marketing and promotion.
Here are 5 reasons why print is still an important, if ever changing, industry in the digital age
1. Multi-Media/Cross-Channel Marketing
Research indicates that a well-rounded approach that combines both print and online marketing strategies is effective in increasing consumer and, in the case of Associations and Nonprofits, member reach. Not everyone surfs the web and is engaged in social media and not everyone goes through their postal mail, trying to determine what’s worth saving and what’s not.
According to Jonathan Mitchell, managing director at Arjowiggins Creative Papers, “Research has shown that cross media campaigns deliver the highest response rates.” Additionally, he purports that “Powerfully designed, high-quality print firmly establishes a brand’s positioning and the value it places on its customers and can create an emotional bond and brand loyalty” (“Paper & print focus: How can print and digital be integrated in the marketing mix?”).
2. Baby Boomers and Older Consumers
As stated above, not all consumers are reachable through web content and social media; as a result, it is crucial to take into account the online habits of older generations.
In any marketing campaign, a multi-generational approach is best. And, the best way to achieve that is to truly understand how older generations interact online as well as off. For example, baby boomers tend to prefer Facebook over Twitter and read consumer reports. As a result, an effective multi-media approach, could start with printed materials that lead baby boomers and older consumers to online resources that include Facebook resources in addition to consumer reports.
Also according to Tom Priestley of Liaison Print Management, “The most important question is, how is this piece of communication going to make the consumer change their behavior and where will they go from here” (“Paper and Print Focus”).
Ultimately, when considering how to integrate print and web into a marketing campaign, you have to consider consumer buying and consumption and how you can alter that to the benefit of your campaign.
3. Not everything can be digital (and it shouldn’t be)
Despite the power the internet holds…not all media can be transferred seamlessly from print to web and while marketers are trying to make this move, some things just can’t be replicated. Mr. Priestley says, “Consumers have an array of connection points with a brand, company, service or product and they don’t all live in a virtual space. Print and digital content should rarely be exactly the same. They shouldn’t be performing to the same goals but there should be cohesion between the two” (“Paper and Print Focus).
The takeaway…we do still need some printed materials, and they should be cohesive in branding and concept to online efforts. Additionally, when taking into account that not everyone surfs the web and it can’t all be done online, the benefits of a multi-media campaign become apparent.
4. Sometimes folks need something they can hold
Sometimes we just like to have something to hold. When the internet really started to boom, we made a move to purge all printed materials out of our mailboxes; utility companies insisted consumers sign-up for e-bills, employers insisted that employees sign-up for direct deposit and e-stubs, families started to send e-cards, and old school marketing practices started to wane…then we realized that all this paper hating was perhaps going a little haywire and just maybe, some consumers wanted to get more in their mail boxes than non-delivery notices for Amazon packages.
Because sometimes, it is just nice to get something in the mail that you can hold and marvel at. For instance, my grandmother still mails me a real, bona-fide birthday card, and I look forward to it every year. And, my realtor still sends out circulars from time to time. I appreciate these things because they seem more direct and personal than an e-card or mass email.
Additionally, because direct mailers and other printed materials have fallen out of vogue in the last ten years as many businesses have taken all of their marketing efforts online almost exclusively, now is a good time to start a mailer campaign as a means of standing out above the rest. In that light, it is time to jump back on the bandwagon…before it gets too crowded, again.
5. Direct consumers to your digital efforts
In the end, the biggest advantage to a multi-media marketing effort that includes print as well as web resources is reach. You want to reach as many people as possible, and you want them to interact with as many of your marketing materials as possible. For example, according to Millward Brown, a leading research agency, “physical media–AKA direct mail–left a ‘deeper footprint’ in the brain” (“Direct Mail: Alive and Kicking”), meaning that when consumers were given something to physically hold, the message presented stayed with them longer and was more memorable. Also, keep in mind that a goodmailer campaign will go beyond the typical postcard and will include creative, useful and unique media that the recipient can hold onto and engage with.
Yet another advantage of incorporating print into your marketing campaign is the ability to direct consumers to your online efforts. Therefore, including a mailer campaign in your overall efforts with QR codes and links to social media involvement is beneficial to your efforts by increasing reach and, in some cases, interaction.
In our ever changing technological scope, it is important to recognize that there is a great deal of content and media being presented to consumers on a daily basis and so a well-rounded, cross media approach utilizing both print and web is crucial to increasing reach, maintaining attention and growing ROI.
Original Article written by James Reid, March 12, 2015 HERE