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 DIRECT MAIL, PRINT AND POSTAL >>

FROM THE BOOKSTORE

Written by Millennials about Millennials, Cause for Change: Examines how Millennials communicate, volunteer, take action, influence their peers, and choose to give their time and moneyExplains how Millennials view their role in the workplace, and how their approach is re-shaping nonprofit culture from within Cause for Change: The Why and How of Nonprofit Millennial Engagement

Written by Millennials about Millennials, Cause for Change:
Examines how Millennials communicate, volunteer, take action, influence their peers, and choose to give their time and moneyExplains how Millennials view their role in the workplace, and how their approach is re-shaping nonprofit culture from within...

ORDER NOW

Reading The Ultimate  Insider’s Guide to Winning Foundation Grants is like peeking at someone’s  secret diary or personal email.  You feel  guilty.  This is privileged information.
Only in this case Martin Teitel WANTS to reveal everything  to you. A
 long-time foundation CEO, he’s fed up with the smoke and mirrors of  
grant seeking. Ultimate Insider's Guide to Winning Foundation Grants

Reading The Ultimate Insider’s Guide to Winning Foundation Grants is like peeking at someone’s secret diary or personal email. You feel guilty. This is privileged information. Only in this case Martin Teitel WANTS to reveal everything to you. A long-time foundation CEO, he’s fed up with the smoke and mirrors of...

ORDER NOW

 

COMMENTS

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