Digital marketing and advertising were hailed as the answer to printed marketing and predictions were rife that this would end our love affair with printed documents. However, click through rates are in decline and a surge has begun toward direct mail marketing again.
What appears to be the trend now Is that marketeers are using a combination of both to try and attract new customers and many businesses are using print to send vouchers or discounts to entice new customers, or as in some food retailers’ cases, printed food brochures with a certain amount off should you shop with them. Certainly, retailers appear to be engaging with potential customers if they have placed something in their baskets and forgotten about it, personalised printed vouchers may encourage them to remember the items in their basket and entice them to buy.
Whilst GDPR has made businesses reconsider how they contact customers, often the methods now used by direct mail marketeers are via a postcode drop and not based on a database of names and addresses. However, people still like the personalised touch and if you can identify those that have visited your website, then it is of benefit for you to send a personalised direct mail. Be careful with personalisation though as it must be relevant to that person and not just a mail merge. Also, compliance with GDPR law should be adhered should the person insist that their data is removed from your database.
However, marketeers are beginning to realise the value of print and how good quality print is attractive to customers. People are becoming bored with junk in their inboxes and immediately hitting the delete button. Whereas dwell time on printed products has increased and there is value in producing a beautiful brochure/pamphlet to entice people if your offer is right for them.
Recently Print Brain conducted research about the effectiveness of Direct Mail versus Digital marketing and the results were exceedingly interesting! They conducted a cold acquisition campaign split between direct mail and email contacting over 900, 000 cold customers. 1 third received email only and 2 thirds a piece of direct mail.
- The email campaign resulted in just 0.02% of email recipients enquiring with a conversion rate of 42%.
- The DM campaign resulted in almost 1% of recipients making enquiries of which over half resulted in a sale.
- And when the calculations were made, the cost per sale for the printed direct mail campaign was 57% lower than for the email campaign!
So, whilst these results show the love affair with print reigniting, a cohesive combination of printed direct mail and email may be a winning combination in acquiring new business.
A ‘Bring Your Own Device (BYOD)’ workplace is, as the name suggests, the growing popularity of employee owned devices within a company. One example of this is smartphones, but it could also include tablets, laptops and USB drives. As with anything, there are both benefits and drawbacks to having a BYOD workplace. It saves money for the company, because devices won’t have to be provided to each employee. It can also improve employee satisfaction and general morale, thus boosting productivity.
Unfortunately, there are also risks. Malware, viruses, unsecured devices and other issues can jeopardise corporate data, including sensitive client information and intellectual property. Fortunately, there are ways this risk can be significantly reduced, through the creation and management of BYOD policy guidelines.
Users must enrol in ‘Find My Device’ so that they have a better chance of finding their gadget if it is misplaced. Remote wipe services are also great, because they will allow the user to erase the data from their device if it goes missing, so that it can’t fall into the wrong hands. Frequent backups will prevent any significant loss if a device does have to be wiped. Regardless, corporate data should be encrypted anyway, so that compromised devices are still secure. Of course, another vital security measure is strong passwords across all smart devices.
It is also possible to prevent access to sensitive documents or applications when the user is offline. In other words, the user won’t be able to download or cache data on the device when they’re not connected to the corporate network.
So, with productivity in mind, BYOD policies have become widespread and with adequate management, it is possible for it to work successfully and safely.
Today more and more businesses are seeing the benefits of offering their employees flexible working opportunities. With improved staff productivity, extended availability and reduced business downtime, flexible working can offer a number of advantages for both your staff and your business.
To help you get started we’ve put together our top tips to enable your workforce to stay connected and productive, at home or on the go….
Agree with your employees how you are going to communicate and when they will be available. Set expectations around reply times to messages and working hours.
Keep up regular web-video meetings with your remote workers. These meetings are key to a connected and productive team.
- Pick up the phone
Even if you have a detailed email, it is still easy to misunderstand written messages. Don’t forget to pick up the phone regularly to ensure all messages between your staff are clear and understood.
- Mobile printing
It is essential to set up mobile printing options for your remote workers. Mobile printing will allow your employees to connect and use various printing services using their own devices.
Mobile printing can be more cost effective for your business, improve your print queues and it can still be as secure as printing from within the office.
- Keep a schedule
Have a way of communicating what all of your team are working on, this way you can all help each other to meet deadlines and learn from each others work