As modern marketing practices become increasingly high-tech and advanced with every innovation in communications technology, you might be surprised to learn that overwhelming research indicates that a standard of the industry, direct mail marketing, continues to be a strong and high-yielding option, especially in today's slowing economy.  Print in the Mix, a  clearinghouse on print media effectiveness, follows marketing data in all areas of print marketing, including direct mail, magazines and catalogs, newspapers, and custom publishing.  According to Print in the Mix, in 2008, direct mail marketing campaigns produced a ROMI (return on marketing investment) of over $15 for every ...

The natural tendency among small businesses during an economic slowdown is to conserve resources as much as possible.  Marketers who begin to see a decrease in sales as a result of troubled economic times may be tempted to cut their advertising budgets in order to make ends meet; however, relevant marketing data reveals that this is the wrong decision in light of research results. Research indicates that businesses that maintain or increase their advertising budgets during a recession experience positive sales growth.  During the 1981-1982 economic slowdown, businesses that maintained or increased their marketing campaigns actually averaged higher growth during the ...

One of the newest marketing strategies in the direct mail or email mail world is the use of PURLs.  While PURLs (Personalized URL) allow you to easily track the effectiveness of your campaign and even obtain new information about your prospective clients, a PURL isn't anything if you don't have a solid campaign behind it.  As with any type of campaign, you have to make sure that you remember the basic rules about what makes a successful campaign.  Going back to Marketing 101, make sure that you've covered the basics.   Make an Irresistible Offer:  For any type of campaign to work, you ...

Much has been written about the benefits of using as much web-based technology as possible in your marketing campaigns.  The argument goes - correctly - that more and more people are shopping online, networking online and reading their newspapers online.  Producing and sending an eDirect-mailer is cheaper than producing and sending a traditional direct mailer.  That is all useful information.  But where a lot of people go wrong, is in the assumption that email marketing campaigns should replace, or at least begin to phase out traditional direct mail campaigns. The evidence shows that the most effective marketing campaigns are ones that ...

Studies Show VDP & PURL Successfully Drive Up Response Rates & ROI Recently, we have been writing about the benefits of personalization in a marketing campaign.  Today we want to drill home the point further.  One of the main reasons some people may be hesitant to adopt VDP (Variable Data Printing) or PURL (Personalized URLs) solutions is a lack of numbers indicating probable success.  We want to erase any hesitancy you may have. James Mikes, Director of Technology for PODi, said last year that companies generally double their response rates when they switched from a static marketing campaign to a personalized one.  These rates ...

Study Shows Personalization Trumps Other Factors In Improving Direct Mail Response Rates In 2004 a study was commissioned by InfoTrends/CAP Ventures entitled The Impact of Color in Graphic Design.  The basis for the study was to show how color, when used boldly and well in a design, can greatly increase the response rate of direct mail campaigns.  While the study successfully showed that a color direct mail piece drew a greater response than a black and white piece, a closer look at the figures reveals something more interesting.  Personalization of the direct mailer was the most important factor in driving up ...

A long-held truth amongst marketing professionals is that an accurate, clean, well-populated database of client info is key to connecting with your customers.  This is especially true when it comes to utilizing variable data printing and personalized URL marketing.  If you are looking at VDP and PURL you already know that every customer is different and you want to find a way to tailor your sales pitch as much as you can (we have explored in previous posts just how beneficial this area of marketing is).  Database management will greatly increase the effectiveness of your project. There are many creative ways ...

The Taser Inc. case finally gives us evidence. The theory of using a personalized web page to grab a potential customer's attention is a good one, but where are the figures to back this up?  Personalized URL  (PURL) is certainly an exciting new addition to marketing strategy.  Never before have marketers been able to connect with their customer base in such a personal way.  There is a widely-held belief that VDP (Variable Data Printing) and PURL greatly increase response rates in campaigns and drive down the cost of each new marketing lead.  Until now, however, there has been a paucity of ...

Direct customer feedback is by far one of the most invaluable tools available to businesses. While it may sound simple enough, doing so may prove a bit more complicated.  Customer feedback is useful when learning which of your marketing or advertising campaigns was successful, and also to understand your conversion rates. Most often when calling a business, you’ll be asked where and how you found out about them.  In hindsight, this is a good approach at finding out the success rate of your marketing, but beware of the data you are collecting.  Using a question like “How did you hear about ...

Are you considering a direct mail campaign in the near future? Looking for some tips on how to be successful at it? Read on to discover a few proven direct marketing strategies to double or even triple the response rate. 1. Enhanced Data – First and foremost get the right list, and get it right! It is very critical that you set the criteria for the recipients of your direct mail piece. What does that mean for your business? Let’s break it down. 60% of your mails success depends on the list itself. It is imperative that you obtain a mailing ...