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.