![]() If discounts and features are included in the body of the piece, consider using a sidebar to repeat the information visually using icons.Īnother benefit of B2B direct mail is: Print is perceived as being more tangible, more trustworthy, and “not as cold” as electronic communication, Ciszek concludes. “The challenge is to present content in an interesting manner that is also concise.” One direct-mail best practice is to repeat the offer/benefit information in two different ways. “You don’t want the piece to look like ‘junk mail,’” Ciszek adds. “Variables include the physical dimensions of the piece and whether it will include digital elements, such as a QR code or landing page URL,” Schultz says. The average direct mail open rate varies between 57.5% and 85%, and the average ROI is $4.09 for every $1.27 spent on direct mail.Ī different design hierarchy governs the creation of printed pieces. By comparison, email response rates average around 0.6%. The average response rate for direct mail is between 2.7% and 4.4%, according to U.K. Most B2B marketers demand data analytics so they can measure campaign success. Mail Metrics and DesignĮven when accounting for the added costs of printing and postage, direct-mail touchpoints can be highly cost effective. ![]() Here’s a great article about the role of direct mail in a digital marketing strategy. Nearly 85% of marketers agree that direct mail dramatically increases digital campaign performance, including improved conversion rates and overall investment return, according to research conducted by NAPCO Media. To work best, efforts need to be integrated, coordinated, and complementary.” For example, a series of two emails may kick off a marketing campaign, followed up by a postcard reminder. “Omnichannel marketers want to get in front of their business customer audiences in every way – online and in print. ![]() “Cadence is a key strategic component,” stresses Corey Ciszek, another veteran agency creative director based north of Chicago in Evanston, IL. The relationship between so-called competing media can be symbiotic as opposed to adversarial. And the personalized, variable-data capabilities of digital presses substantially improve response rates – marking another way the print medium stays competitive with its e-counterparts. “With printed direct mail, if someone at a business receives it, they’re going to see it,” he observes. Though email might seem the logical choice for B2B marketers, Schultz points to two common problems:ġ) Due to the sheer volume of electronic messages being transmitted, a large percentage of business email gets ignored and goes unread.Ģ) Many business email systems filter messages or block images, which decreases impressions and lessens the desired impact of the marketing message. Postcards, two-sided letters, card inserts, or trifolds and buck slips often feature references to landing-page URLs and encourage customers to contact companies via email. Much of this material works hand-in-hand with digital resources. The primary types of direct-mail advertising aimed at businesses are postcards, self-mailers (sans envelope), letters in envelopes, dimensional mailers, brochures, and catalogs. For more impact, people are going back to some of that print work.” “That’s primarily because digital is over-saturated. “There is definitely more direct mail being produced now than in the recent past,” acknowledges Curt Schultz, creative director at Paul Gregory Media, a digital marketing agency in Naperville, IL. ![]() Why is there so much ink (or toner) on paper in the mail stream? Competing with the barrage of daily emails, website solicitations and even LinkedIn advertisements, many brand managers, including business-to-business (B2B) marketers, seek to rise above the online clutter. One mailing firm has reported sending an average of 3.1 million pieces of mail each week - 15% more than in 2021. Through last September, direct mail volume for 2022 totaled 25.9 billion pieces – an increase of 3.4% from 2021 volumes during the same period. Direct marketers mailed more than 6.3 billion pieces in Q3 ’22, according to other industry tracking data. The global direct mail advertising market is expected to reach more than $73 billion over the next three years (compound annual growth rate of 0.3%), according to market research firm ReportLinker.
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