Wednesday 30 October 2013

Direct Mail Campaign’s Stopping Power

Part 1 of 2
Even though in three years, 42% of marketing budgets will be directed to online and social methods (including mobile, of course) compared to the 32% they have today, direct mailing is a strategic alternative that shouldn’t be easily discarded.

Almost 70% of all Canadians open their mail right away, and almost all of them read it the same day it arrives. If the direct mail piece is really appealing, 89% of Canadians will open it… and there is also the issue of trust; people will consider direct mail to be more trustworthy than social media or spam emailing, in a three to one rate.
The best way to leverage direct mail is to deliver a powerful integration of direct mail with other strategies such as email, printed media or radio advertising. Let’s see some samples of how this worked out for some known companies:
. Through a compelling offer of reusable “gas shopping cards” with a Bonus Air Miles treat, Shell took their brand into customers’ homes instead of just wish they’d drive by their stations, and also got an average response rate of almost 40%.
. The combination of a flyer and email used by Staples got them a response rate –and the following revenues, six times higher than those with just email.
. Direct mail worked also for Quiznos restaurant; they combined it with a coupon unaddressed admail campaign sent to prospective and existing customers, translating instantly into sale results up to an 8% increase.
In next week article, we will share with you some guidelines you can put into practice to generate greater results in your business.
For more information on this subject, please visit our website at
www.linkage-group.com

Written By Bob Proctor,
President
The Linkage Group Inc.

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