Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Print Production Spotlight: Defining Print’s Role in Modern Direct Marketing

April 27, 2011 By Gina Testa
Get the Flash Player to see this rotator.
 
An Internet information company seeking to boost response rates and drive traffic to its website was reluctant to use direct mail. After the campaign generated so-so results in numerous online channels, however, a direct mail test produced the highest response rates and the most stickiness of any medium they used—even for the coveted new-media generation of 18- to 35-year-olds.

The moral: "Sometimes you find a role for print in the areas you least expect it," says Matthew Downey, vice president, Anderson Direct Marketing, agency to the aforementioned Internet information company.

Many marketers still have high expectations for printed direct mail. The Winterberry Group projects spending on direct mail to increase 5.8 percent in 2011 to $47 billion dollars, more than any other direct or digital advertising category. This would be the second consecutive year of growth, following three years of decline.

"Print is alive because you can create an integrated mix that is relevant to the person you're targeting," says Alan Scott, member of the CMO Council Advisory Board and former senior vice president and chief marketing officer at Enterprise Media Group, Dow Jones and Co. "Print plays a vital role, but it's different than it used to be."

Print Is in the Mix
The mean number of media used in today's direct marketing campaigns is three, according to market research and strategic consulting firm InfoTrends. A recent test conducted by the Xerox 1:1 Lab demonstrated the role that relevant, personalized print can play in these campaigns. 

The 1:1 Lab program runs tests comparing the results from a traditional direct mail campaign to the same campaign with customized messaging that is relevant to each recipient. In tests run in multiple industry vertical markets, the customized messaging has consistently delivered positive results. Highly regarded direct mail leader Reader's Digest Canada as much as doubled response rates with a more personalized approach.

 

SPONSORED CONTENT

MORE ON PRINT PRODUCTION & FULFILLMENT >>

FROM THE BOOKSTORE

From essential overviews to how-to-search skills, this practical book gives development officers the tools to understand how to use prospect research in ways that best fit their goals for each stage of the fundraising cycle.Provides practical insight to understand the best use of each prospect research tool and techniqueFeatures a companion website with a variety of online tools to help readers implement key conceptsPart of the AFP Fund Development Series Prospect Research for Fundraisers: The Essential Handbook

From essential overviews to how-to-search skills, this practical book gives development officers the tools to understand how to use prospect research in ways that best fit their goals for each stage of the fundraising cycle.Provides practical insight to understand the best use of each prospect research tool and techniqueFeatures a...

ORDER NOW

Is fundraising fun for you? Are your board members beating down your door with new donors that are ready to make a gift? If that’s not your reality yet, Ask Without Fear! by author, speaker, and fundraising expert Marc A. Pitman is for you!In plain English, Marc:Reveals how to take the fear out of asking for – and getting – large gifts!Explains in a step-by-step, easy to remember process how to building authentic relationships with your donors – and help them connect with your cause in the way that matters most to them!Identifies time-tested research tools to help you plan your fundraising campaign and get to know your donors, and more! Ask Without Fear!

Is fundraising fun for you? Are your board members beating down your door with new donors that are ready to make a gift? If that’s not your reality yet, Ask Without Fear! by author, speaker, and fundraising expert Marc A. Pitman is for you!In plain English, Marc:Reveals how to take the fear out...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: