There are lots of reasons to use direct mail, and you may have heard many of them. So here are three statistics on the value of direct mail marketing that you may not have heard.
- Direct mail has higher value in persuasion.
According to a recent study by Canada Post and True Impact Marketing, direct mail generates a motivation score that is 20% higher than digital media. The study found this score to be even higher when direct mail creative uses print enhancements (for example, special coatings, dimensionality, and print-to-mobile technologies).
- Direct mail is easier to understand.
A wide variety of studies confirm that information provided in print is easier for people to understand and process than information provided in digital form. In the case of the True Impact study, direct mail was found to require 21% less cognitive effort. That means your message is absorbed more quickly and effectively.
- Direct mail results in higher brand recall.
Not only is information in direct mail easier to process, but it is more likely to be retained. True Impact found that brand recall was 70% higher among participants who were exposed to direct mail ads rather than to digital ones.
Need more reasons to love direct mail? Just ask!
 “A Bias for Action” (Canada Post and True Impact Marketing, July 2015)
Are you looking for ways to spice up your direct mail campaigns? Even if your response rates remain high, are you looking to freshen things up? Here are a few ways you can update your direct mailings and give them new appeal.
- Update the package.
Are you using the same envelopes you have for years? If so, change the color. Change the size. Add a personalized teaser on the front (“John, check this out!”). If you are selling high-value products, consider dimensional mail or novelty envelopes that look like UPS packages or USPS Priority Mail.
- Tweak your text.
Still using the same marketing text from last year? Try a new approach. If you’ve been using an informational style, insert some humor. If you’ve been sending punchy one-liners, try adding more educational text.
- Freshen up the images.
How long have you been using that same picture of your headquarters? Is your headshot on the back of the postcard from the 1990s? Take a new company photo. Upload a current headshot with a fabulous smile. Or maybe you just want some new images as backgrounds or illustration.
- Add a new variable.
If you are personalizing your mailings, why not add a new variable? If you’ve been personalizing by name and gender, add age bracket or income. If you’ve been personalizing by ZIP Code and household income, refine by life stage.
Look for fresh, new ways to relate to customers and increase the relevance of the message.
- Try a new offer.
What incentive have you been using to get people to respond? 15% discount? If so, try 10% or 25%. Go crazy and try BOGO. How are you encouraging people to log into their personalized microsite? Entrance into a sweepstakes for a gift card? Try a set of concert tickets instead.
Mixing things up can be a great way to stay fresh and relevant, even when sending to the same audience. So get creative. Step outside the box and see what happens.
Need some ideas? Contact us. We can help!
What makes 1:1 printing work? What turns an average marketing campaign into an outstanding success? Is it the graphic design? Is it the mailing list? Is it selecting just the right variables like income, age, or gender? Those things are important, but there is one ingredient that trumps them all. Relationship.
At its core, 1:1 printing is “relationship marketing.” Relationship marketing is an approach that focuses on nurturing long-term customer relationships rather than focusing exclusively on the short-term sale.
What might this look like in your business?
Say you are a local, family-owned hardware store. Normally, a customer walks in, does his shopping, and you make yourself available to answer questions and recommend products. You hope that great service, quality merchandise, and your employees’ wealth of project expertise will hold their loyalty. You might have special promotions or discounted merchandise in a bin at the front of the counter.
But what might this look like if you decide to implement a proactive relationship-marketing program using 1:1 printing?
When a customer walks in, you smile and greet them, but you also ask if they would like to be on your mailing list for your newsletter, “Tips for Shop & Home.” If they say yes, you collect their name, address, and critical information for personalizing content, such as whether they rent or own, whether they have children and their ages, and any specific home needs such as a garden, pool, or workshop.
Once a month, you send out a personalized newsletter addressing each customer by name. You also customize the content, providing weatherizing tips, suggestions for ongoing home maintenance, and relevant offers based on what you know about their property. If they garden, you might offer planting tips and discounts on seeds, berry bushes, or garden mulch. If they have a pool, you might offer maintenance tips and discounts on pool supplies.
Because relationships are about interaction, you may want to create excuses to open dialogs with your customers. This might include an occasional customer survey, feedback form, or customer contest (such as best recipe using home-grown vegetables or best home workshop project). This creates an interaction between you and your customers that makes each person feel valued and gives them a stake in their relationship with you. At the same time, it gives you more information to further personalize future mailings!
That’s relationship marketing—and it’s one of the factors that makes 1:1 printing great.
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