Welcome to the Dove Direct Print and Marketing Blog. Today's post, "6 Solutions That Improve Marketing Results," highlights a set of solutions that improve direct mail response rates and digital marketing initiatives. Response rates are now taking the lead among all other metric calculations in the marketing world, before engagement, likes, shares, and other communication metrics. Likes, shares, and engagements continue to register positive, uplifting endpoints, however, they often fall short of getting the prospect to cross the purchase line. That said, that's not to suggest that those likes, shares, and engagements fail to matter, of course, they do, but in the scheme of marketing strategies such as ROI, they fall short of getting the brand to the promised land, where sales results are the final barometer.
Further, what is more, challenging for all marketers in the age of the pandemic, is the ability to deploy marketing collateral that is trustworthy. For example, it's no secret that the official COVID guidance and public policy are undeniably muddled at best, and downright confusing, with multiple official reports that don't align with the science. Trust is the central issue of all marketing communication efforts. Now more than ever, as the sales mantra goes, "People buy from whom they like and trust."
In the age of the pandemic, more folks use the internet for search, news, social media, and of course, online purchases. Internet trustworthiness is a considerable concern as more unsubstantiated posts and false information is shared, thus leaving the reader to determine what content is real or not. Mail falls under federal guidelines, and as such, can have penalties imposed for sending false information through the US postal system. For example, transactional documents, billing statements, and promotions cannot overstate charges as that would be a federal offense. With this in mind, the following six marketing solutions, when bundled, can lift marketing's ROI. Quote of the Day: "The way to get started is to quit talking and begin doing." - Walt Disney
Engaging with Marketing Content
Direct mail marketing is heads and tails above email marketing based on each medium's open and read rates. Both the Direct Marketing Association (DMA) and the United States Postal Service (USPS) have recent reports that substantiate the data analysis.
In fact, according to the USPS, 98% of people check their physical mail every day. Therefore if you send out direct mail collateral, there is high confidence that the marketing message will be viewed. According to the USPS, the more mail a brand sends from a branding perspective; the more people will be aware of it.
Solution #1 - Data Management
According to Gartner, by 2022, 35% of large organizations will either be sellers or data buyers. Most organizations collect some data, including employees, customers, prospects, vendors, suppliers, etcetera. Data is the bedrock of any enterprise. However, you can't harness data unless you manage that data efficiently for targeted results. Data management, when executed correctly, can deliver a holistic view of your data by providing insights, automation, and analytics, including;
Capturing and Storing Data
Solution #2 Variable Digital Printing
Digital printing has been with us for more than a decade and will continue to advance for the foreseeable future. Variable Digital Printing, aka Variable Data Printing, aka VDP, has come of age. Digital presses now understand and print data points for custom collateral with distinct text, graphics, and messaging for each recipient. To that end, marketers can customize each message for each recipient with Variable Digital Printing, including such attributes as;
Custom Printing and Finishing
Unique Text, Graphics, and Images
Personal Highly Targeted Messages
Scalable Variable Digital Documents
Integrate with Digital Promotions
Solution #3 Lettershop & Fulfillment
According to the DMA, 48% of consumers keep direct mail marketing for future reference. Which brings us to the prospect of why Lettershop & Fulfillment is so important. Lettershop & Fulfillment is the single source to efficiently and effectively manage your projects with the following offers to site a few;
Address integrity & Mail Fulfillment
Large-scale & One-to-One Initiatives
Kitting, Assembling & Bundling Services
B2B, B2C, & Association Communications
Inventory Management & Order Fulfillment
Solution #4 Marketing Support
Today's marketing strategies include multi-channel and omnichannel placements. Multi-channel involves utilizing multiple channels to distribute marketing collateral, including social media channels, email marketing, video marketing, website marketing, television, cable networks, outdoor, radio, and podcasts. Omni-channel is similar except that the strategy focuses on creating a seamless, personalized experience that covers all marketing channels and mediums the brand uses. With this in mind, brands should have marketing support that enables them to realize results more efficiently. The support that an integrated solutions provider can extend includes the tools and resources that move a marketing message from creation to destination and have;
Flexible and Scalable Solutions
Response-based Email Integration
Campaign Consulting & Design Analysis
Regional, National & International Support
Quality Control/Quality Assurance Program
Solution #5 Secure Data Lifecycle Management
Securing data has become a significant consideration among brands, individuals, entrepreneurial start-ups, government agencies, and individuals. Gartner reports that by 2025, 90% of all data created in the global data sphere will require some security level, although less than half of the data will be secure. That is why it is of utmost importance for brands to seek vendors that provide a Secure Data Lifecycle Management Solution as part of their solution based offerings. Aligning information with the resources to support customers' needs should be a 24/7 cycle and offer the following;
Secure VPN and SFTP Access
SAS 70 Compliant Data Centre
Integrated Document Technologies
CISCO VPN and Firewall Appliances
Audited & Logged Physical & Logical Access
Solution #6 MLOCR
MLOCR stands for Multiline Optical-Character Reader. MLOCR is a unique mail sorting machine. MLOCR machines employ optical character recognition (OCR) technology to understand how to route mail via the postal system. MLOCRs capture images on the front of letter-sized mailpieces and can extract the complete mail address from each piece creating efficiencies.
Brands that require a higher level of efficiency and professional mail preparation should opt to engage a USPS certified fully automated MLOCR Presort Bureau. The mail solutions available help speed up delivery, lower costs, and help you get the most out of your business communications. Organizations should look to engage vendors that can offer the following solutions;
Standard Class Bulk Mail
Fully Automated MLOCR Presort Bureau
International Mailings & Aviation Security
Mail, Trace, Track, and Delivery Verification
Drop-Shipment with at least 52,000 square feet of secure storage
When a marketer decides to bundle these six solutions as part of its marketing strategy, the response rates will undoubtedly improve for both sales and brand equity. It is incumbent upon marketers to look at these solutions and invest in a direct mail marketing medium. In the age of all things digital, direct mail marketing delivers trustworthiness and personalization while providing a lift to any online marketing initiative. Thanks for reading 6 Solutions That Improve Marketing Results!
Let's have a conversation about integrated business solutions and how they can help grow your business, change behavior, and improve the customer experience. Let us show you how to improve your document processes to optimize your workflow, reduce your costs, and maximize your organization's printing, letter shop, and mailing capabilities. Dove Direct has an official USPS certified bureau located within our offices that will save you time and money. We can even create a demo file for you.
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