also in this issue: Making Digital and Print Marketing Work Together

Busting the Myths About E-Media and Paper

Multichannel Marketing Produces results

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ISSUE THIRTY-NINE

MARKETINGADVISOR

1. Distracted consumers. In a survey of 1,600 U.S. consumers,

Google and IPSOS reported that 90% of

consumers move sequentially between

different screens (i.e. smartphone, laptop,

tablet) on the same day. At the same

time that they are using more channels,

however, they are paying less attention

to each one of them. Responsys found

that customers tend to spend 30 seconds

or less absorbing digital content.1

Consumers are highly distracted.

You never know which channel is

going to reach them, so deploying

multiple channels is necessary to stay

in front of them. It’s also why print

is critical to the mix. Print channels

tend to hold attention longer.

2.Consumers expect it. Consumers expect marketers to provide

them with seamless access across

channels. So while you are deploying

multiple channels, you need to maintain

consistent branding and messaging too.

When consumers move from channel

to channel, they want consistency. It’s like

what you expect from McDonald’s. When

you walk into a McDonald’s in Texas,

you know the food will taste identical

to when you walk into a McDonald’s in

New Hampshire. The same expectation

exists in retail. One day a shopper might

want to go into a store to physically see

and handle a product. On another, they

might want to do comparison shopping

and read reviews online. They want

the same messaging, offers, and brand

experience in both.

3.Multiple channels produce results. In a multi-screen world filled with

distracted consumers, multichannel

marketing produces results. Not

only do response rates go up,

but conversion rates do too.

An InfoTrends study2 found that

when print was the only channel used

in a campaign, the average response

rate was 6.0%, with a conversion rate

of 16.2%. When email was added into

the mix, the response rate rose to 7.6%

and the conversion rate rose to 18.3%.

When print, email, personalized URLs,

and mobile were used together, the

response rate jumped to 8.7% and the

conversion rate rose to 19.0%. These

results are typical for well-produced

personalized marketing campaigns.

Are You Giving Your Customers What They Want? Consumers are looking for a consistent

brand experience between their print,

social, mobile, and Web campaigns

and want your online and offline

presence tied together. Are you

giving them what they want? 31

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Reasons Multichannel Marketing Rocks

Lorry

PRINT ONLY PRINT and EMAIL PRINT and PURLs PRINT, EMAIL and PURLs

PRINT, EMAIL, PURLs and MOBILE

CONVERSION RATE

16.2%

RESPONSE RATE

6.0%

CONVERSION RATE

18.3%

CONVERSION RATE

15.3%

CONVERSION RATE

16.5%

CONVERSION RATE

19.0%

1 http://www.responsys.com/blogs/nsm/cross-channel-marketing/digital-marketing-reach-todays-distracted-consumer/

2 http://printinthemix.com/fastfacts/show/715#sthash.NdXMVMfp.dpuf

3 Source: InfoTrends, 2012

RESPONSE RATES BY MULTIChANNEL MIx3

The data is undisputable. More channels (print, email, social media, mobile) equal more results. While producing multichannel campaigns requires additional time

and investment, it’s worth the effort. Let’s look at three reasons why...

RESPONSE RATE

7.6%RESPONSE RATE

7.6%RESPONSE RATE

8.2%RESPONSE RATE

8.7%

3

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Play Nice! Digital and Print Marketing Work Together

Both of these examples show the flexibility of direct mail and email in working together and how they can be used to produce more powerful results than when used alone. Need help combining email and direct mail to improve your marketing effectiveness? Ask us how!

How often have you heard a parent turn to a child and say, “Now play nice!” When used properly, print-based and digital communications do just that. They not only play nicely together, but

when working off one another’s strengths, they are more effective than when used alone.

Case sTuDy: college sees a Boost in donations using nontraditional approach A small liberal arts college wanted to boost

donations using a nontraditional approach, so it

invited graduates to a virtual networking party

where they could reconnect with old classmates

and professors on Facebook. To promote the party,

it used a combination of 1:1 printing and email.

When the college had current email addresses, it

made the initial contact by email. The email provided

a sign-up for the party and announced that the class

donating the most money would win a free happy

hour. For those alumni for which the college had

street addresses only, its first contact was by direct

mail. Over a period of several days, the college kept

participants updated on activity during the party

and which class was leading in its donations.

Once the party was over, the college sent another

direct mail piece with personalized URL to graduates

who did not attend. The mailer gave them instructions

for viewing pictures and stories that they missed.

The last page of the mini-site had a “soft push” to

give and enabled them to still make a donation.

The results? Twenty-nine percent of those contacted

attended the Facebook party and more than half

(52%) of those who attended gave a gift. The college

doubled the number of alumni donating to the school

and added many

new names to its

database for the

subsequent year.

Case sTuDy: restaurant utilizes unique Ways to improve customer communicationsConsider the example of a restaurant looking

for a better way to communicate with existing

customers. It had tried in-store surveys that

patrons could fill out at the restaurant table,

but the completion rate was low. The process

was also manually intensive because employees

had to interpret handwritten comments and

input the data into a spreadsheet by hand.

So the restaurant kicked off a program using

short-run digitally printed cards handed out by

the servers. Each card was printed with a URL and

password that would take patrons to a microsite

where they could fill out a survey in exchange

for free

meals and

cash prizes.

Upon

completion

of the

survey

(which

required

patrons to provide an email address), they

received an email containing a prize coupon.

Using this multichannel approach, the

restaurant deepened customer loyalty, expanded

its database, and updated email addresses

for future marketing communications.

Combining direct mail and email can work

together to optimize marketing costs, as well.

5

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BUSTING ThE

MYThS ABOUT

E-MEDIA AND

PAPERWe’ve all se

en it on the backs

of

envelopes and on pop-ups for bank

and retail account lo

gin pages.

Go Paperless! Go Green! Save

Trees! But is

going paperless really

about saving the enviro

nment? Or

cost reductio

n for the sender?

5

i t is about cost reduction. According to ESP Consulting, telecommunications companies can expect to save 45% per bill when a

paper bill is converted to an e-bill. Credit card companies can expect to save 37%. No wonder the push is for customers to go electronic.

The irony is, going paperless does not save trees. The

commercial value of forestry products like paper and

lumber provides forestland owners with an incentive

to manage their lands rather than selling them for non-

forest uses such as development. By going paperless,

consumers reduce demand for paper and thereby reduce

the incentive of landowners to maintain their forests.

Going paperless actually encourages deforestation.

To counter the growing volume of greenwashing

out there, Two Sides, an organization dedicated to

presenting the facts about electronic and print media,

has put out a detailed fact sheet to provide businesses

and consumers with what it calls “rigorous, factual, and

verifiable life cycle assessments of each alternative.”

Furthermore, because forest products can require little or

no fossil fuels for production and store carbon throughout

their useful life, they can have inherent climate change

advantages over all other materials with which they compete.

This is not to bust on email. Both print-based and

e-media have environmental footprints, and email has

an important place in the marketing mix. But paper

has power to communicate in ways that electronic

media cannot. It is tactile, disruptive, and offers the

power of unique and compelling binding, folds, and die

cuts that command attention in ways email can’t.

When it comes to print and electronic media, it is

not a matter of choosing one or the other. It is about

choosing wisely and using each most effectively.

Let’s look at a few eye-openers.

computers require a lot fossil fuels. The total

weight of the fossil fuels used to make one desktop

computer is more than 529 pounds. This is 10 times

the weight of the computer itself. This ratio is very

high compared to many other consumer goods, including

automobiles and refrigerators.

computers have hazardous constituents. Some

of the constituents of computers, including lead,

nickel, cadmium, and mercury, pose risks to human

health and the environment if mismanaged at

their end of life. We all know how many computers end up in

landfills when they are not supposed to.

Paper mills depend on recycling programs.

By contrast, nearly 80% of America’s paper mills

are designed to use paper collected in recycling

programs, and they depend on paper recycling to

supply the raw materials they need to make

new paper.

Paper mills utilize renewable energy. More

than two-thirds of the energy used to produce

paper comes from renewable sources, such as

water and biomass.

trees are flourishing. Over the last 50 years,

the volume of trees growing on U.S. forestland

increased 49%.

529lbs

Going paperless does not save trees.

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MARKETINGADVISOR

8

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Show Them You Care

Getting Personal with Your Customers Makes Them Feel Valued

e verywhere you look, today’s marketing communications are personalized. Log into Amazon.com and you’ll

get personalized recommendations based on your past purchases. Go to the grocery store and you’ll receive personalized coupons based on your checkout receipt.

Just look at your mailbox. It’s likely filled with personalized

offers, addressing you by name and making you offers

based on something the marketers know about you.

All around us, companies are personalizing their

communications to address who their customers are

and what their customers need. Is your company

capitalizing on those opportunities, too?

Why it WorksLet’s look at some of the reasons personalized

marketing works and why you should be doing it.

1 First, personalized

communications give your customers

the feeling that you care about them.

It takes more time and effort to talk to

someone by name (“Hi, Jane! We have a

special offer just for you!”). Targeting based on their needs

and wants makes your customers feel noticed and valued.

2 second, personalized mailings

are more relevant to your

customers. When you market

based on their interests and needs,

they are more likely to respond. The

combination of more relevant communications and

the customer’s greater sense of value is powerful.

Better response ratesThat personalization can really pay off in your response

rates. When Caslon & Company, a training and educational

consultancy for the 1:1 printing industry, released its 2012

Response Rate Report, it had some very encouraging findings.

The report provides average response rate increases for

best practices 1:1 printing campaigns over static campaigns.

The results are based on an analysis of the Print on Demand

Initiative’s database of 1:1 case studies and compares the

results to the typical response rates for static mailings

listed in the DMA’s 2012 Response Rate Report.

Here are the average lifts for 1:1 campaigns

over static campaigns in the lead generation,

direct order, and loyalty program categories:

LEAD GEnErATion: 10.2% lift over static mailings

DirECT orDErs: 9.3% lift over static mailings

LoYALTY ProGrAMs: 25.2% lift over static mailings

let us help!You do have to take different steps to personalize your

documents than you do for traditional campaigns. But

don’t be intimidated. It doesn’t need to be difficult.

You don’t have to be an expert in databases or IT.

We are here to help. Talk to us about going from static

marketing communications to making it personal.