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Greetings!
Ahhh, it’s finally Spring… a brand new season – the season of growing. And it’s time to pave the way for the new growth in our garderns and in business as well.
Watching the grass come back to life is definitely a welcome sight, but there’s something about watching business activity start buzzing again that takes on a life of its own. Now is the time to roll up our shirt sleeves, commit to some effective marketing and make something happen. But the question is what kind of marketing to start with?
Well, this issue of Hello explores how some good old fashioned (yet highly effective) direct mail may help. In this world of high-tech, online, information-on-demand, there is a place for those personalized direct mail messages. Find out more below. Meanwhile, join us in celebrating Spring and…
"Let’s Get Growing!"
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Is There Still a Place for Direct Mail?
Remember the days when you’d go to the mailbox and find it overflowing with direct mail marketing messages? Those of us who saw the crest of the direct mail wave first-hand remember it fondly. Back then it was easy to calculate the return on investment based on a 3-5% response rate.
But that world came to a screeching halt with the advent of the digital age. Online marketing became the new new. It leveled the playing field while allowing us access to postage-free instant communication. This surely was the new face of direct mail. Direct mail done better, cheaper, faster, and more targeted.
Although the online revolution brought about many changes, one thing remained constant: the strategy behind targeted direct marketing. The name of the game was still all about getting your message out to a responsive targeted audience who would remember it and take action to become your customers.
Fast forward to 2011. Now while our regular mailboxes may be covered in cobwebs, it’s our e-mailboxes that are stuffed with marketing messages. And, this oversaturation of email messages now comes with spam filters, firewalls, and security settings. Our "throw-away" rates are surpassing our click rates and it’s difficult at best to access and maintain a consistent good quality email database. So, how do you break through and get noticed? Think multi-channel marketing. That’s where direct mail steps in.
Sure, you’ll have printing and postage costs, but the payoff of this multi-channel strategy could be well worth that expense and more. Now that postal mailboxes are cleared of our competitors and there are fewer pieces of tradtional mail waiting for us, our open rates are a bit higher and our attention spans a bit longer. This all adds up to a great time for an effective targeted direct mail program.
Read More >>
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PROJECT SPOTLIGHT:
American Baby Magazine Direct Mail Promotion
American Baby Magazine was planning an all-new national satellite conference designed to help childbirth educators and medical professionals stay on top of the major issues affecting new parents. American Baby needed to spread the word quickly and effectively to make this event a success.
LHA/World jumped in and began to explore what was needed in order to successfully invite a national audience to a learning conference within three weeks. Once we were supplied with an effective targeted list, we were able to dig a bit deeper into the psychology behind what drives our target audience to respond. We learned about the things that were important to them professionally and personally, then crafted our message and designed a package to tap into those areas.
The result? A direct mail invitation package that generated a 19% response rate, and an event with all attendance goals met!
To see more samples of LHA/World work, visit our
online portfolio
today.
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