This week I received two interesting things in the old post box, both from big online providers.
The first was a package from Google, providing me material on AdWords I’d asked about online. Much was a copy of their online stuff, but the printed, personalised AdWords vouchers with my name on it together with a Google-embossed (paper) notebook was slick.
The tracking abilities in the digital realm are now immense. Those who have run email campaigns see a glimpse of the possibilities. We know who opens our emails, when and if they clicked on any of the enclosed links. Handy stuff.
A while back, my Australian partner Malcolm Auld sent me a piece by a ‘marketing expert’ named Tom Evans, which stated that "direct mail for customer acquisition is dead." You should still put your money into direct marketing, said Tom — but do it online.
Sometimes it’s a obvious things that can make a big difference. How would you like to double your mailing response rates AND sales within 30 days? Here’s an idea I stumbled on courtesy of the Dan Kennedy website here. (I’m a big fan of Dan and his crew, often recommending other small business owners subscribe to their monthly mailers).
Despite the Prevalence of Digital Media, Entrepreneurs Find Old Fashioned Direct Mailings Still Key to Winning Customers
Wall Street Journal, 12 January 2010
Looking to cut costs amid the recession, Alicia Settle initially thought it would be a good idea to eliminate her company’s annual direct mailing.
It’s a common cry that applies to both direct mail and advertising generally. Sales are static and not increasing, even though we’re spending more on marketing and even becoming more creative in our copy or offer.
You’d think it would be easy. You’ve a new brochure, catalogue, voucher or monthly bill you want to get out to your customer base. You just want to save on paper and stamps, so it makes sense to email out a pdf.
Following on from David Frey’s article last week, I’ve spoken with visiting friends from the UK, Auzzie and US recently, specifically asking them their impressions of NZ. Not the touristy stuff, but how we compare in the marketing and technology arenas. It makes for depressing conversation. Inevitably they mention our huge internet and mobile phone charges, as well as our old-fashioned marketing strategies.
Extract by Ethan Boldt, editor-in-chief, Inside Direct Mail
Wow, times have changed. In the two-plus years in my job as editor of Inside Direct Mail, the multichannel universe has exploded.
Few direct mail pieces and the companies behind them can afford to be without a comprehensive and coordinated multichannel marketing plan—and the Web site as a major part of it all.
"It is more important today than ever that direct mail campaigns be integrated with multichannel online campaigns," declares Michael Bloom, general manager of direct marketing operations for New York-based Datran Media. "The goal of every marketer in our rapidly evolving direct marketing landscape must be to deliver speed and convenience to consumers by enabling them to engage and transact easily via the channel they are most comfortable with."
For many, usually sooner than later, that inevitably involves their Web sites, perhaps moments after prospects get the mail pieces. Here’s how your Web site can best support your direct mail (and vice versa).
1. Be very consistent.
According to Bloom, direct mail works most effectively with Web sites when the offers, creatives and engagement processes are consistent across the multiple channels. In some ways, it’s remarkably simple: Consumers driven online by direct mail are most likely to convert on Web site offers when the look and feel of their Web site experiences are consistent with the look and feel of their direct mail experiences.