1. A QUARTERLY FROM THE DIGITAL PRINTING PROFESSIONALS WINTER 2012
<<First>>, Welcome to the latest issue of
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that contain helpful information to assist Your
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<<Company>> produce effective data- Postage
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In This Issue:
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In today’s world of electronic
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media, does print still pack a punch? You bet!
The Direct Marketing Association finds direct mail
still delivers better response rates over electronic <<First>> <<Last>>
methods of communication. <<Company>>
Not only does direct mail work, but we have some <<Address>>
ways to make it even better. Read on for some <<City>>, <<State>> <<Zip>>
best-in-class ideas.
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QR CODE FPO In a world dominated by electronic media, how
Need a QR code? <<Rep Name>
Call Great Reach can direct mail create a big bang for your buck?
Communications at <<Rep E-mail>>
978-332-5555 <<Rep Phone>> irect Marketing IQ interviewed Patrick Fultz, founder
and chief creative officer of the DM Creative Group
(Suffern, N.Y.) and president of the Caples Awards, an
international design competition. We liked Fultz’s ideas
so much that we applied them to the world of 1:1 marketing.
Multi-Channel Marketing Works! continued inside
About
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Paper Used
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Equipment Used
Well-executed cross-media Your printing equipment here
marketing campaigns
generate a sales lift of Design Programs Used
7%–34% over traditional InDesign CS5
marketing approaches. Adobe Illustrator CS5
Why? Multiple channels Adobe Photoshop CS5
Source: Interactive Advertising Bureau
reinforce your marketing
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communications Gill Sans Standard
clutter. ITC Franklin Gothic <<First>>, have some fun and sound off in our survey.
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2. Direct Mail for a Digital Future
Continued from front page
stickers. One financial mailer was
highly successful using what Direct
Marketing IQ has called “the efficient
4. Easy to read = good response.
Make the mailer easy to read and easy
to respond to. Are you using good
Hit Your Target with Direct Mail
1. Stop them in their tracks. envelope,” or a fold-open mailer with typography? A nice mix of images Direct mail tops e-media for response rates, while email support increases success.
Before people will read a personalized a wafer seal. When the reader breaks and clever copy? How about the copy
I
message, you’ve got to get them to the seal, the mailer unfolds into two itself? Is it easy to read? Can you use t’s official . . . again. Direct mail average, direct mail using an in-house Here at <<Your Company>>,
stop long enough to take a look. panels packed with information. Or numbers or charts to tell your story delivers better response rates than list received a response rate of 3.4%, we’re big fans of personalization
Think of the try pop-ups or accordion folds. in “bites” instead of words? How electronic media. This is according while direct mail using a prospect too. The data back that up. Studies
outer envelope about the offer? Does it stand out so to the 2012 Response Rate Report list averaged 1.3%. If you want even conducted by the Rochester Institute
as a storefront. the reader can see it easily? Are there from the Direct Marketing better response rates, the DMA of Technology, for example, have
With email, multiple ways to respond? Association (DMA). found, oversize it! Oversized mail found that personalization alone
you’ve only got A reply card prefilled with a The DMA’s annual report looks using house lists averaged a 4.0% can boost response rates by 44%
a subject line. recipient’s contact information at response rates from a variety of response rate. Using prospect lists, over static communications, while
With print, the is another great way to use media, including traditional direct oversized mail averaged 1.4%. personalization plus color can take
possibilities personalization. By prefilling the mail, oversized mail, postcards, How does direct mail fare response rates up 135%.
are endless. Try different colored reply card, this removes a barrier and catalogs. The report compares in comparison to its electronic But wait — it gets better!
stocks. Experiment with different to response by making it faster and these forms of print marketing to counterparts? Extremely well. On Multiplying media amplifies your
plastic substrates or textures. One easier to respond to the offer. electronic media like email, display average, email received a .12% results even more. Here is where
marketer was highly effective with a 3. Get recipients to interact People love direct mail, but they ads, and paid search. The results? response rate for in-house lists and email can be a great benefit. Don’t
see-through red envelope with white with the piece. like things to be easy too. Fultz Direct mail out-performs its .03% for prospect lists. Display ads ditch email. Use it as a teaser before
knock-out copy. Try a new printing What can you do to get recipients to points out that nobody will work hard electronic counterparts by and paid search didn’t do much you send your direct mail piece.
technique. Use great illustration interact with your mail piece in some to hear your message. The message a wide margin. better— .4% and .22% response Or use it as a follow-up if people
and photography. Quirky headlines. way? This is the idea behind asking has to do all the work. It has to grab The DMA rates, respectively. All the talk these haven’t responded. Email can be a
Eye-catching offers. Make people consumers to detach stickers and attention and stand out. It also has to report found days is about e-media. Certainly great way to support your direct mail
look twice. apply them to reply envelopes or gift be easy to respond to. To know if your that, on electronic alternatives are seen as less efforts and make them
cards. Any interaction with the mailer message is working, Fultz suggests expensive. But if your goal is to even more
2.Take advantage of new formats. increases response. QR codes and the following boost your response rates, then less effective.
These days you can do a lot more than personalized URLs are other rule of thumb: expensive isn’t the way to go.
© iStockphoto.com/bowdenimages (woman); DNY59 (yellow sign); ollo (stop sign); Breathe Fitness (peacock); tfsneddon (QR)
just send a postcard or stick a great ways to get people to “If you were
letter in an envelope. interact with the piece. receiving this
Try different types piece, how hard
of folds. Unusual would you work
die cuts. Add to respond to it?”
eye-catching labels or
Average Response Rates from
Move Over, Consumers: Print and Electronic Media
Facebook! “We Like HOUSE PROSPECT
LIST LIST
Getting Mail!”
62%
of Direct Mail 3.40% 1.28%
consumers
Nearly 60% of U.S. consumers Oversized Mail 3.95% 1.44%
find direct
say they enjoy receiving postal
Source: DMA Response Rate Report (2012)
mail a useful channel for Postcard 2.47% 1.12%
mail from brands, about new
promotions. Only 27% said
products. Only 43% feel that Catalog 4.26% 0.94%
Facebook was useful. Even
way about email.
© iStockphoto.com/Scanrail
fewer — 3% — said Twitter Email 0.12% 0.03%
was useful. Source: Epsilon Targeting “Consumer
Channel Preference Study” Telephone 12.95% 8.21%
Source: Baynote survey of 1,000
holiday shoppers (2011)
Display Ad n/a 0.04%
Paid Search n/a
© iStockphoto.com/YvanDube
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