BHP Printing Blog

Is your business still not taking advantage of the power of direct mail? Recent marketing surveys show the impact direct mail plays in the multi-media marketing mix.

The first study analyzed the performance of 260 marketing campaigns across all industry sectors. It found that combining direct mail with other channels increases campaign payback by up to 20%. The study also revealed that online and outdoor marketing channels achieved the highest rates of success when integrated with direct mail.

The second study found that nearly half of consumers then visit a company’s website because of direct mail they received. The survey found that 47% of consumers visited a website after receiving a promotional direct mail piece. The figure rises to 53 % for the 18-to-24 age group.

All of this should make the case for direct mail marketing. The findings certainly show that direct mail is still a powerful tool. Direct mailers play a pivotal role in any business’s efforts to contact consumers despite the increasing use of e-mail and regardless of how consumers make the purchase.

For information and assistance creating and printing an informative and creative direct mail piece, contact Blue Hill  Press.

These days your potential customers are bombarded with messages. With e-mail, texting, connecting on social networking sites, hundreds of television channels, viewing online videos and listening to satellite radio, they see hundreds of product messages a day.

Marketers should understand that all mediums can work with direct mail in new and interesting ways that get results. By taking advantage of diversified channels, you can add impact, build engagement and strengthen your database.

For instance, catalogs drive more traffic to your websites and increases the amount people spend when they get there.

Likewise, you can use direct mail marketing to promote an upcoming store event. For a bigger impact send an e-mail soon after and promote the event on social networking sites. The day of the event, grow your database by gathering information from every attendee, then follow up with a custom direct mail piece to your newly expanded list.

3 ways direct mail integration can help gather customer data

Combining marketing channels can help you capture customer data in other ways, too.

• Direct mail can drive targets to a personalized URL where they can see customized information and fill out a profile.
• Mail and mobile can be combined.
• Social networking followers can be invited to join your mailing list to receive a free product sample or discount.

As your database gets stronger, you will begin to understand how your targets want to communicate with you and which mediums best complement your direct mail efforts.

By keeping the tone, look and feel of your message consistent across multiple media, you’ll also gain increased brand awareness. Contact Blue Hill Press for assistance with your direct mail campaign.

Original article – Deliver Magazine