It would be great if online marketing (websites, pay-per-click, email, etc.) were all you needed to get the most out of your business’s marketing plan, but that just isn’t the case. Could you make it work? Sure. But you’d be leaving money on the table, money that could be brought in, say, with a strategic postcard campaign.
by Candice Russell
Yesterday I received a personalised direct mail piece from my local supermarket which immediately caught my attention. The mail piece was personalised on the outside with my name in colour, and it promised great deals and coupons on the inside. I opened it right away.
The influential fast.MAP Marketing Gap tracking study was published early in October. And the good news for those involved with direct mail is that consumers are still receptive to the medium of mail through the letterbox.
In an article at MarketingProfs, Dean Rieck says a direct-mail campaign might be just what you need to drive targeted online traffic to your website. “According to the 2009 Channel Preference Study by ExactTarget,” he notes, “direct mail influences 76% of Internet users to buy a product or service online.”
Here are some of Rieck’s tips for successful integration in your print/online campaign:
Want to get your business-to-business prospect’s attention? Done the right way, good old-fashioned direct mail can be a key part of your strategy.
Chief Marketer magazine recently talked with Michele Fitzpatrick, senior vice president, strategy and insights of The Agency Inside Harte-Hanks and Kevin Kerner, managing director of Mason Zimbler US, for ideas on incorporating direct mail into a B2B multichannel marketing strategy.
The Fundraising Standards Board’s claim that complaints about charity email campaigns rose 282% last year (MWlinks.co.uk/ EmailFundraising) ties in with a report from across the Atlantic, published recently by Dunham and Company, which highlights that people who make donations via charity websites are three times more likely to have come via direct mail (17%) rather than email (5%).
While it is understandable that cost-cutting has led to many charities opting for email over direct mail campaigns, they would do well to remember that consumers really are multichannel, even if brands are not.
Charles Ping Strategy director, Communisis
Source: Marketing Week
A familiar part of most of the envelopes that we all receive through the post is about to change.
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