Ten years ago, it was simpler for marketers to choose the right channels for reaching consumers. Advertising was limited to direct mailing, phone calls, TV and radio commercials, printed media and displays. These days, consumers process over 3,000 brand impressions a day. It’s becoming more difficult for organizations to attract the attention of the consumer,…
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Part 4/4: Be creative Using creativity to enhance direct mail can help companies stand out from their competitors. The right look and careful choice of words can have a strong impact on how customers and prospects perceive a product. After all, about 20% of your response rate is affected by the creative content of your…
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Part 3/4: Making it functional Making sure direct mail is effective and functional enough to achieve the maximum return on your investment requires an organised approach. Whom business owners approach and how they promote their offer can make or break a campaign, while measuring results can mean success in the future. Mailing list The mailing…
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Part 2/4: Making it actionable Getting your direct mail piece into the hands of a (potential) client accomplishes only the first step of your direct mail marketing mission. Next, you must convince the recipient to read and to respond to your message in a positive way. This difficult task can be made much easier by…
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Part 1/4: Personalisation Many business owners used to regard direct mail as the “ugly stepsister” of advertising. Today, however, some of the most innovative and effective advertising is delivered through the mail. That is why we have decided to dedicate a series of four articles to this topic. Make it personal Today, more and more…
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Over the last several years, business mail has seen a decline. This is partly because of the economy, and partly because email has made significant inroads. While email has its advantages (messages are delivered quickly and the cost-per-contact can be low), evidence suggests email alone may no longer be the best business mail solution. The…
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With accurate direct mail customers are more likely to remain loyal, and give a company repeat business. Companies handling direct mail for their customers also need to ensure each mailing piece is designed to produce the maximum impact, delivered on time and with, of course, the correct addressing. The rise in direct mail According to…
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Almost 380 billion letters are sent every year and air mail plays an essential role in their delivery, according to the International Air Transport Association. Since 1911, the Designated Postal Operators (DO’s) of the world have counted on the airlines to provide fast and reliable services for their mail products. Naturally airlines are also keen…
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