Direct Marketing in the Digital World

Presented by Erika LeonPaula Montanez

6 Ingredients for Direct Mail Success1. Identify your best customers, members

or donors 2. Find more like them3. Make an offer they can’t refuse4. Be personal & interactive5. Choose the best format6. Measure & improve

Direct Mail Success in the Digital World

Challenges Today

What you are up against: Competition of Attention

• 5,000 messages per day• Notice about 50• Remember only 4 or 5

Source: Wizards of Ads, Roy H. Williams citing Yankelovich study, USPS Study delivered to PIA Variable Data Conference, January 2007

More Media OptionsWhich of the following media types does your company use for marketing?

ElectronicPrint

Multiple Responses Permitted

Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010

Online & Mobile Statistics

Stats about your customers that impact your marketing:

• 50% of people prefer to respond to direct marketing online• More than half of adults in the U.S. and Canada own a

smartphone• By 2014, mobile internet is predicted to take over desktop

Internet usage • 57% of consumers will not recommend a business with a

poorly designed mobile site. Similarly, 40% of consumers will go to a competitor’s site after a bad mobile experience

Sources: Internet World Stats, Q1 2012 ; Direct Marketing Association; Pewinternet.org, 2012; ComScore 2012

80% of all U.S. adults have responded to DM

When evaluating products or services, buyers highly prefer

direct mail (69%) over email (28%) or phone

(3%)

84% of Generation X & Y read and keep direct

mail.

Direct Loves Digital: Direct Mail is up to

35% more successful when integrated with

online channels

Direct Mail Statistics

Source: Direct Marketing Association study, 2012

Prospects

House List

20062012

Postcards (2012)House = 2.47%Prospect = 1.12%

2.3%

3.4%

1.7%

1.7%

Note: Does not include catalogs or dimensional mail.

DMA 2012 Response Rate Report

Direct Mail Response

Email Response Rate Trend

Prospects

House List

2006

2012

3.0%

2.1%

0.12%

0.03%

DMA 2012 Response Rate Report

So … What Do We Know?

• Bad News– Harder to get noticed

• More general noise• More media channels

• Good news– Mail continues to be a top performer

• Personalization enhances mail• Web and mobile integration is essential

Direct Mail: 3 Critical Factors

• Factors that affect DM’s success:

Creative20%

List50%

Offer30%

– Analyze data so you can:• Be personal & relevant• Know how to clone to attract more

– What you can learn:• Consumer: Age, gender, family status, home

ownership, income, etc.– Religion, political views, donors to certain causes, etc.

• Business: Sales volume, employee size, industry, square footage, etc.

1. Identify Your Best Customers

2. Find More Like Them

• Know how to clone…or come close– Over 70,000 list rental opportunities across

230 business and consumer market categories– Consumer lifestyle databases with more than

three dozen selections available– Business lists that identify specific decision

makers, subscribers to magazines, product purchasers and more

• Call to action is essential! • Be personal and relevant• Don’t waste time/money

by not asking for what you want

• Create a sense of urgency

3. Make an Offer They Can’t Refuse

4. Make it Personal & Interactive

Personalization

• 50% of Direct Mail respondents prefer to do so online (DMA)

• Consumers use at least three channels when shopping

• Cross channel shoppers spend up to 10 times more and are 25-50% more profitable (shop.org)

Response can be tracked easily on landing pages with Google Analytics

FPO

QR Codes

Applications

• Business cards • Print ads • Direct mail • Invitations • Posters • Menus •

Brochures • Anything!

Image source: 2d-code.co.uk and qranywhere.blogspot.com

Your Mobile Site

Wherever you direct your readers, make sure the landing is mobile optimized…

QR users are mobile users!

Cross-Channel Works!

5. Pick the Best Format

Most Frequently-Used Formats

Source: The DMA Getting Creative

Source: The DMA Getting Creative

Self-mailers vs. Envelope Mailer

• Every Door Direct Mail– No list, no personalization– Drive local traffic to retail/ bricks and mortar– Common Format: Postcard or Self Mailer

• Mail is used by Everyone!– Google, Fab– Universal medium

Different Objectives, Different Mail

6. Measure & Improve

• Increase Response Options for Increased Response

– Personalized URL or Generalized URL

– Business Reply Card– Phone/Fax

• Appointments set• Sales made• Traffic to website

In Summary

• Know who your best customers are• Find lists of “like-kind”

businesses/consumers • Create a strong call to action • Make your message/offer personal

and relevant• Use Web (PURLs) and mobile (QR

codes) to enhance performance• Choose format that best fits with

your objective• Test … Measure … Improve!

What Allegra Corona Can Offer You

• Newsletter printing• Business card printing• Corona, printing• Labels Corona• Website design• Business forms• Postcards• Promotional Products

Can we help?

For a no-obligation consult, contact us today. We’ll learn more about your business and your challenges, and offer creative and effective marketing solutions.

Allegra Marketing Print Mail Corona, CAErika Leon951-734-8181AllegraCorona.com