Integrating Direct Marketing With Online For The Best Roi


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Presentation made at the Integrated Marketing Summit: Integrating Offline and Online Media

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Integrating Direct Marketing With Online For The Best Roi

  1. 1. Presented By: Rhonda Basler VP of Marketing, Mail Print Integrating Direct Marketing with Online for the Best ROI
  2. 2. Direct Marketing ROI <ul><li>For every $1 invested… </li></ul><ul><li>Email returns $43.62 </li></ul><ul><li>Direct mail returns $15.22 </li></ul><ul><li>Use email wherever possible </li></ul>(Direct Marketing Association)
  3. 3. Reach Your Audience (Email Experience Council) 85 % will stop reading your emails after the third message. Did you know that of the people on your email list… A multi-channel approach is needed to reach your entire audience will not get your emails because of ISP blocks. 30 %
  4. 4. Use Channel Preference Only 37% of marketers know what channels their customers prefer to use (Forrester Consulting/Exact Target, Oct. 2009) Plan to use a multi-channel approach
  5. 5. <ul><ul><li>Trigger email from direct mail and direct mail from email: </li></ul></ul><ul><ul><li>Email hard bounce  Send mail piece to verify email address </li></ul></ul><ul><ul><li>Email disengagement  Attempt re-engagement via the mail channel </li></ul></ul><ul><ul><li>Use mail to obtain more email addresses and channel preference </li></ul></ul><ul><ul><li>Email unsubscribe  Send survey or switch to mail communication </li></ul></ul>Trigger Between Channels
  6. 6. 67% of online actions driven are by offline messages (iProspect Study) 43% of consumers prefer to respond online. (Direct Marketing Association) Integrating digital with direct mail increases customer spend by almost 25% (Royal Mail) Using online & offline response If you don’t know channel preference, give both an online and offline way to respond.
  7. 7. URL or PURL? PURLs can increase response up to 30% Custom landing pages can increase conversion by up to 40% (Marketing Sherpa) Test, Test, Test.
  8. 8. There must be a reason for a personalized URL. URL or PURL? <ul><li>Acquisition </li></ul><ul><ul><li>Least likely to be successful with a PURL </li></ul></ul><ul><ul><li>Must test PURL vs. URL </li></ul></ul><ul><li>Retention </li></ul><ul><ul><li>Most likely to be successful with a PURL </li></ul></ul><ul><ul><li>Testing still a good idea </li></ul></ul><ul><li>Lapsed Customers </li></ul><ul><ul><li>Always test </li></ul></ul><ul><ul><li>Depends if your lapsed customers behave like former customers or new customers </li></ul></ul>
  9. 9. Unique Ways to Use PURLs Remember, your PURL needs to make sense to the recipient. <ul><ul><li>Obtain channel preference and permission to mail or text </li></ul></ul><ul><ul><li>Update database records </li></ul></ul><ul><ul><li>Serve videos depending on location and interests (variable video) </li></ul></ul><ul><ul><li>Customer surveys (forward looking only) </li></ul></ul><ul><ul><li>Deliver relevant content, offers and images </li></ul></ul><ul><ul><li>To learn who hit the page without requiring a form completion </li></ul></ul>
  10. 10. Email for Mobile <ul><li>44% of online adults check their personal email on their mobile at least occasionally, while 25% check it at least once a day. </li></ul><ul><li>(Merkle) </li></ul><ul><li>64% of B2B decision makers read their email on mobile devices. (Marketing Sherpa) </li></ul>Make sure your email rendering tool includes mobile devices
  11. 11. QR Codes <ul><ul><li>Widely adopted in other countries </li></ul></ul><ul><ul><li>US adoption has been slow </li></ul></ul><ul><ul><li>Test before making this a </li></ul></ul><ul><ul><li>go-to-market strategy </li></ul></ul>Scan to read: Guide to QR Codes for Direct Marketers
  12. 12. Summary <ul><li>Use channel preference and multi-channel strategy to reach your entire audience </li></ul><ul><li>In direct communications, use both online and offline response mechanisms </li></ul><ul><li>Employ PURLs and landing pages to satisfy the needs of those who will only respond online </li></ul><ul><li>Always test: something old vs. something new </li></ul>
  13. 13. About My Company <ul><li>Core expertise: </li></ul><ul><li>Multi-channel direct marketing </li></ul><ul><li>Variable data for email, mail and online </li></ul><ul><li>Marketing print automation </li></ul><ul><li>Marketing Communications Portal </li></ul><ul><li>Connect with Rhonda: </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>@rkbasler </li></ul>