Marketing blogs and trade journals create endless gigabytes of content about online marketing techniques, yet many marketers continue to rely on direct mail as a primary tactic for generating sales. In fact, several BKM Marketing clients have dramatically increased their mail volumes this year within their marketing mix because it provides them with the best return on investment compared to other less predictable channels.
Everyone can agree that in 2015, if you're a marketer with no digital presence you're out of the game. With round the clock updates and messages from social networks, texts, and emails that we're accessing through a range of mobile devices, we are all constantly connected. To reach prospective customers and clients, your company has to be where those customers are looking for your goods or services.
Without a doubt, YES!! To go even further, direct mail is seeing a resurgence and clear uptick in usage and performance. Between constant mobile notifications and our email inboxes flooded with messages (some helpful and others not so helpful), properly targeted direct mail with information that is relevant to the recipient can be a welcome change!
Data is a marketer’s most important asset, and today’s marketing data options are deeper and more complicated than ever before. Join Bruce and Sam on March 3rd at the Direct Marketing Innovations Symposium in Cambridge, where they lead a session on New Options in B2B and B2C Lists. They will cover the latest list strategies available to marketers trying to reach business and consumer targets through traditional and digital direct marketing channels.
Topics will include:
As with any bank merger communication plan, hard copy printed and mailed communications are critical elements to the overall campaign. Not only are hard copy communications necessary for legal reasons, but they are also a great opportunity to develop a relationship and paint a positive image of your institution for your new customers.
Working with great creative professionals is one of the most exciting parts of my job. The magic they impart is incredible. Hand them a creative brief and they come back with cool designs, unique formats, and fantastic use of color and paper stocks. You may ask why a “printing and production” guy is working so closely with the creative team. The answer is, as talented as these people are, they still need guidance and direction in order to keep within budget, meet postal specs and ensure their designs reproduce well on whatever medium you have chosen.
Long gone are the days of macro marketing – when one message or offer was effective for an entire campaign. These days, with the all of the great database marketing tools and techniques we have (data appending, CRM systems, variable lasering, etc.) it is relatively easy to version a personalized letter with all sorts of one-to-one marketing information that can help your response rates to skyrocket.
Next to postage, printing is often the next most costly element of a direct mail campaign. Lower your printing costs and your ROI will skyrocket, making your campaigns much more profitable - turning you into an office hero. In this series, I will review 5 ways to reduce your printing costs without sacrificing response rates.
One of the most frequently asked questions I get from clients about direct mail options is “Should we mail to the same audience multiple times or just once?”. The answer I tell everyone is “it depends”. Don’t get me wrong, a multi-touch, multi-medium campaign is always the best approach. However, the realities of limited budgets and the composition of the customer database or prospect list can have a significant impact of on how we execute our marketing campaigns.