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1. also in this issue:
Making Digital and Print Marketing Work Together
Busting the Myths About E-Media and Paper
Multichannel Marketing
Produces Results
Your logo here
ISSUE THIRTY-NINE
MARKETING
ADVISOR

2. 1. Distracted consumers.
In a survey of 1,600 U.S. consumers,
Google and IPSOS reported that 90% of
consumers move sequentially between
different screens (i.e. smartphone, laptop,
tablet) on the same day. At the same
time that they are using more channels,
however, they are paying less attention
to each one of them. Responsys found
that customers tend to spend 30 seconds
or less absorbing digital content.1
Consumers are highly distracted.
You never know which channel is
going to reach them, so deploying
multiple channels is necessary to stay
in front of them. It’s also why print
is critical to the mix. Print channels
tend to hold attention longer.
2.Consumers expect it.
Consumers expect marketers to provide
them with seamless access across
channels. So while you are deploying
multiple channels, you need to maintain
consistent branding and messaging too.
When consumers move from channel
to channel, they want consistency. It’s like
what you expect from McDonald’s. When
you walk into a McDonald’s in Texas,
you know the food will taste identical
to when you walk into a McDonald’s in
New Hampshire. The same expectation
exists in retail. One day a shopper might
want to go into a store to physically see
and handle a product. On another, they
might want to do comparison shopping
and read reviews online. They want
the same messaging, offers, and brand
experience in both.
3.Multiple channels
produce results.
In a multi-screen world filled with
distracted consumers, multichannel
marketing produces results. Not
only do response rates go up,
but conversion rates do too.
An InfoTrends study2
found that
when print was the only channel used
in a campaign, the average response
rate was 6.0%, with a conversion rate
of 16.2%. When email was added into
the mix, the response rate rose to 7.6%
and the conversion rate rose to 18.3%.
When print, email, personalized URLs,
and mobile were used together, the
response rate jumped to 8.7% and the
conversion rate rose to 19.0%. These
results are typical for well-produced
personalized marketing campaigns.
Are You Giving Your Customers
What They Want?
Consumers are looking for a consistent
brand experience between their print,
social, mobile, and Web campaigns
and want your online and offline
presence tied together. Are you
giving them what they want?
3 1
photos©istock.com
Reasons Multichannel Marketing Rocks
Lorry
PRINTONLY PRINTandEMAIL PRINTandPURLs PRINT,EMAIL
andPURLs
PRINT,EMAIL,
PURLsandMOBILE
CONVERSION
RATE
16.2%
RESPONSE RATE
6.0%
CONVERSION
RATE
18.3%
CONVERSION
RATE
15.3%
CONVERSION RATE
16.5%
CONVERSION RATE
19.0%
1
http://www.responsys.com/blogs/nsm/cross-channel-marketing/
digital-marketing-reach-todays-distracted-consumer/
2
http://printinthemix.com/fastfacts/show/715#sthash.NdXMVMfp.dpuf
3
Source: InfoTrends, 2012
Response Rates by
multiChannel Mix3
The data is undisputable. More channels (print, email, social media, mobile) equal
more results. While producing multichannel campaigns requires additional time
and investment, it’s worth the effort. Let’s look at three reasons why...
RESPONSE RATE
7.6%
RESPONSE RATE
7.6%
RESPONSE RATE
8.2%
RESPONSE RATE
8.7%

3. 3
photos©istock.com
Play Nice! Digital and Print
Marketing Work Together
Both of these examples show the flexibility of direct mail
and email in working together and how they can be used to
produce more powerful results than when used alone. Need
help combining email and direct mail to improve your marketing
effectiveness? Ask us how!
How often have you heard a parent turn to a child and say, “Now play nice!” When used properly,
print-based and digital communications do just that. They not only play nicely together, but
when working off one another’s strengths, they are more effective than when used alone.
Case Study:
College Sees a Boost in Donations
Using Nontraditional Approach
A small liberal arts college wanted to boost
donations using a nontraditional approach, so it
invited graduates to a virtual networking party
where they could reconnect with old classmates
and professors on Facebook. To promote the party,
it used a combination of 1:1 printing and email.
When the college had current email addresses, it
made the initial contact by email. The email provided
a sign-up for the party and announced that the class
donating the most money would win a free happy
hour. For those alumni for which the college had
street addresses only, its first contact was by direct
mail. Over a period of several days, the college kept
participants updated on activity during the party
and which class was leading in its donations.
Once the party was over, the college sent another
direct mail piece with personalized URL to graduates
who did not attend. The mailer gave them instructions
for viewing pictures and stories that they missed.
The last page of the mini-site had a “soft push” to
give and enabled them to still make a donation.
The results? Twenty-nine percent of those contacted
attended the Facebook party and more than half
(52%) of those who attended gave a gift. The college
doubled the number of alumni donating to the school
and added many
new names to its
database for the
subsequent year.
Case Study:
Restaurant Utilizes Unique Ways to
Improve Customer Communications
Consider the example of a restaurant looking
for a better way to communicate with existing
customers. It had tried in-store surveys that
patrons could fill out at the restaurant table,
but the completion rate was low. The process
was also manually intensive because employees
had to interpret handwritten comments and
input the data into a spreadsheet by hand.
So the restaurant kicked off a program using
short-run digitally printed cards handed out by
the servers. Each card was printed with a URL and
password that would take patrons to a microsite
where they could fill out a survey in exchange
for free
meals and
cash prizes.
Upon
completion
of the
survey
(which
required
patrons to provide an email address), they
received an email containing a prize coupon.
Using this multichannel approach, the
restaurant deepened customer loyalty, expanded
its database, and updated email addresses
for future marketing communications.
Combining direct mail and email can work
together to optimize marketing costs, as well.

4. 5
photos©istock.com
Busting
the
Myths about
E-Media and
Paper
We’ve all seen it on the backs of
envelopes and on pop-ups for bank
and retail account login pages.
Go Paperless! Go Green! Save
Trees! But is going paperless really
about saving the environment? Or
cost reduction for the sender?
5
I
t is about cost reduction. According to ESP
Consulting, telecommunications companies
can expect to save 45% per bill when a
paper bill is converted to an e-bill. Credit card
companies can expect to save 37%. No wonder
the push is for customers to go electronic.
The irony is, going paperless does not save trees. The
commercial value of forestry products like paper and
lumber provides forestland owners with an incentive
to manage their lands rather than selling them for non-
forest uses such as development. By going paperless,
consumers reduce demand for paper and thereby reduce
the incentive of landowners to maintain their forests.
Going paperless actually encourages deforestation.
To counter the growing volume of greenwashing
out there, Two Sides, an organization dedicated to
presenting the facts about electronic and print media,
has put out a detailed fact sheet to provide businesses
and consumers with what it calls “rigorous, factual, and
verifiable life cycle assessments of each alternative.”
Furthermore, because forest products can require little or
no fossil fuels for production and store carbon throughout
their useful life, they can have inherent climate change
advantages over all other materials with which they compete.
This is not to bust on email. Both print-based and
e-media have environmental footprints, and email has
an important place in the marketing mix. But paper
has power to communicate in ways that electronic
media cannot. It is tactile, disruptive, and offers the
power of unique and compelling binding, folds, and die
cuts that command attention in ways email can’t.
When it comes to print and electronic media, it is
not a matter of choosing one or the other. It is about
choosing wisely and using each most effectively.
Let’s look at a few eye-openers.
Computers require a lot fossil fuels. The total
weight of the fossil fuels used to make one desktop
computer is more than 529 pounds. This is 10 times
the weight of the computer itself. This ratio is very
high compared to many other consumer goods, including
automobiles and refrigerators.
Computers have hazardous constituents. Some
of the constituents of computers, including lead,
nickel, cadmium, and mercury, pose risks to human
health and the environment if mismanaged at
their end of life. We all know how many computers end up in
landfills when they are not supposed to.
Paper mills depend on recycling programs.
By contrast, nearly 80% of America’s paper mills
are designed to use paper collected in recycling
programs, and they depend on paper recycling to
supply the raw materials they need to make
new paper.
Paper mills utilize renewable energy. More
than two-thirds of the energy used to produce
paper comes from renewable sources, such as
water and biomass.
Trees are flourishing. Over the last 50 years,
the volume of trees growing on U.S. forestland
increased 49%.
529lbs529lbs
Going paperless does
not save trees.

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MARKETING
ADVISOR

6. 8
photos©istock.com
ShowThem
YouCare
Getting Personal with
Your Customers Makes
Them Feel Valued
E
verywhere you look, today’s marketing
communications are personalized.
Log into Amazon.com and you’ll
get personalized recommendations based
on your past purchases. Go to the grocery
store and you’ll receive personalized
coupons based on your checkout receipt.
Just look at your mailbox. It’s likely filled with personalized
offers, addressing you by name and making you offers
based on something the marketers know about you.
All around us, companies are personalizing their
communications to address who their customers are
and what their customers need. Is your company
capitalizing on those opportunities, too?
Why It Works
Let’s look at some of the reasons personalized
marketing works and why you should be doing it.
1 First, personalized
communications give your customers
the feeling that you care about them.
It takes more time and effort to talk to
someone by name (“Hi, Jane! We have a
special offer just for you!”). Targeting based on their needs
and wants makes your customers feel noticed and valued.
2 Second, personalized mailings
are more relevant to your
customers. When you market
based on their interests and needs,
they are more likely to respond. The
combination of more relevant communications and
the customer’s greater sense of value is powerful.
Better Response Rates
That personalization can really pay off in your response
rates. When Caslon & Company, a training and educational
consultancy for the 1:1 printing industry, released its 2012
Response Rate Report, it had some very encouraging findings.
The report provides average response rate increases for
best practices 1:1 printing campaigns over static campaigns.
The results are based on an analysis of the Print on Demand
Initiative’s database of 1:1 case studies and compares the
results to the typical response rates for static mailings
listed in the DMA’s 2012 Response Rate Report.
Here are the average lifts for 1:1 campaigns
over static campaigns in the lead generation,
direct order, and loyalty program categories:
Lead generation: 10.2% lift over static mailings
Direct orders: 9.3% lift over static mailings
Loyalty programs: 25.2% lift over static mailings
Let Us Help!
You do have to take different steps to personalize your
documents than you do for traditional campaigns. But
don’t be intimidated. It doesn’t need to be difficult.
You don’t have to be an expert in databases or IT.
We are here to help. Talk to us about going from static
marketing communications to making it personal.