With the surge in email marketing this past decade, marketers might think it's the best -- or only -- way to reach customers. Recent research suggests differently.
Direct mail marketing delivered the strongest return on investment in business-to-consumer relations, in both acquisition and retention, according to the Media Usage Forecast 2012 (see chart 5). Email marketing was not far behind, and delivered the strongest return on investment in business-to-business relations.
At Monogram we believe multiple touch points lead to sales -- the best marketing combines print and online advertising into one cohesive program. By using a combination of these strategies, you can capitalize on the strengths of both direct mail and email.
Direct Mail -- Credible and Appealing
Printed pieces add authenticity and credibility to your brand. When customers hold your piece in their hands, they get a sense that your company is real. There is an old adage still widely perceived to be true: "If someone invested enough to print and mail it, it must be important."
Direct mail also creates an emotional connection with your customers. It can excite, inspire, persuade, and motivate. There's something powerful about touch, whether it's ripping a tab, peeling something back, or feeling a new substrate -- direct mail delivers a "real" experience over a virtual one.
Email -- Speedy and Trackable
Email marketing, on the other hand, can be done in just a few hours and allows you to tailor the timing. Because it's instantaneous, you can capitalize on events and other factors that impact when customers will buy.
Results can also be measured more accurately in the digital world. Email marketing is a great way to test things out and get quick answers. For example, you can send an e-blast with two different headlines or promotions, and quickly see which one yields better results.
Uniting the Two
Blending print and email yields higher dividends than putting all of your efforts into only one method.
Let's look at an example. A printed piece is sent out announcing an upcoming sale. It offers 15 percent off to anyone who signs up to receive your company email. A few days before the sale, the promised coupon is emailed to all new sign-ups.
The benefits are twofold. You now have a new name on your e-mail marketing list and you can measure online responses against those who received the direct mail piece, giving you a highly targeted direct mailing list.
This is just one example of the myriad ways to unite print and digital marketing. It's important to look at the big picture and take advantage of all the resources available. Alone, each is a powerful marketing tool -- together they are unstoppable.
Sincerely,
Mona Graham
Monogram Communication Services
798 University Avenue
Sacramento, CA 95825
Phone: 916.922.0930
Fax: 916.922.0929
In 2012, we want to help you get the most from your marketing budget. Call us today to learn how we can take away the pain that often comes with creating brilliant solutions.
