Welcome to the Dove Direct Print and Marketing Blog. Today's post, "Direct Mail Improves Digital Conversions" speaks to the resurgent value direct mail marketing is experiencing particularly when it comes to improving digital marketing response rates. Without getting mired in trend numbers, of which there are multiple 2018 reports cementing direct mail's influence on the online world, it is important to acknowledge that Google (a digital organization), was the number one direct mail marketer in 2017-18.
That Google observation speaks volumes about the current state of direct mail's value, and from that perspective, any organization looking to improve their digital marketing ROI may want to rethink their overall marketing strategy and revisit direct mail as one of the industrial marketing concepts. Let's make no mistake, the online digital world will continue to add more channels, more tools and new technology to improve the customer experience.
That said, let's place the "more channels" aspect into perspective. For one, "more channels" raises an interesting question. Does that mean there will be more people to use more channels? Highly unlikely! Will the online population become even more segmented as a result of more channels? Most definitely!
Market Segment Implications
The implications associated with more channels to address segmented 'tribal' communities means that for one, cutting through the proverbial online marketing clutter becomes more challenging and costly. The year 2018 unveiled statistical data that elevated direct mail marketing response rates above that of email marketing response rates.
Additionally, surveys and reports also uncovered that direct mail can improve email open rates. In a sense, this email versus direct mail open and response rate comparisons bring to mind the budget wars that ensued as a result of online growth in the early 2000's and how agencies pulled television and print dollars for online advertising. Budgets failed to increase during that period to account for adding online marketing to the strategy.
Therefore, it would be consistent that in the age of burgeoning online channels and market segmentation, the marketing mantra will be forced to calculate how to address cutting through the avalanche of online clutter. The online clutter is growing exponentially, therefore, brands and marketers are continually facing strategic marketing decisions to navigate better visibility and response rates.
At the end of the day, direct mail, aka industrial printer mail (B2B), aka evolved marketing mail, dominates the personalized, uncluttered approach to gaining higher visibility, better response rates, and increased conversions.
Will Direct Mail Factor In 2019?
Most savvy marketers and brands are aware of the upcoming digital newbies projections and trends set to storm the online user landscape. Several questions now loom over addressing new forecasted trends:
Consumers will call out brands for driving them to a social platform just to transact.
Advertisers are already forecasting the future of AVoD (Advertising-funded video-on-demand) such as Now TV, Hulu and Sony's Crackle, as well as growing interest from Amazon, although still in its infant stages when compared to other media.
Instagram will garner more ad spend from Facebook.
Podcast listener-ship is growing and so will ad dollars.
News publication advertising dollars are down due to growth of Google and Facebook.
These aforementioned forecasts and possible trends will have to be factored into any significant marketing campaign. As online users move to participate in some of these newly apprised destinations, the fact remains that digital marketing campaigns in general will be hard pressed to cut through more clutter.
The question remains, how will brands and marketers cut through the new digital clutter expected to hit in 2019? You could ask Google, but moreover, it is more of an imperative to look at marketing and advertising mediums which are the least cluttered for starters and further inquire as to which mediums produce the most efficient ROI. To that end, direct mail marketing is acutely aligned with being among the most clutter free advertising mediums currently on the market.
You will never receive 10,000 direct mail pieces in a single day. In addition, direct mail's response rates factor into the marketing investment scenario in that the customer acquisition cost is among the top performers, and in some cases defaults as the number one medium for the highest ROI.
Industrial Direct Marketing Requires Industrial Printers
Simply put, direct mail marketing's personalization dictate has evolved much further than first and last name status. It is no longer advisable to send out direct mail without first tackling the particulars endemic to a group, market segment, or a list of prospects/customers. People are extremely mindful of how they are addressed, the type and validity of information they are presented with, whether their likes and/or dislikes are considered, including depicting their specific needs versus wants. Properly executed, we contend that direct mail marketing can meet and or surpass these type of marketing expectations well into and beyond 2019.
Therefore, marketers and brands should be searching for a print organization that can adequately handle direct mail best practices from end-to-end. These best practices include database management, high volume printing, barcode and presort, on-site USPS clerk(s), lettershop and fulfillment, and shrink wrap if necessary, all under the protection of a secure life cycle process. Commercial or industrial printing companies that meet the direct mail marketing and mailing best practices criteria are the ones that should be on any marketer's vendor list.
Direct mail marketing improves engagement, responses, open email rates, conversions and ROI. Lastly, due to direct mail marketing's high response rates, direct mail investments are quite efficient, all things considered. We hope you enjoyed reading "Direct Mail Improves Digital Conversions." Happy 2019!
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