How to Deliver High Impact Direct Mail at Lower Costs (Free Webinar Still Available On-Demand)
PHILADELPHIA—June 27, 2014—Marketing service providers and service bureaus need to continuously look for innovative ideas and new ways to help their clients achieve even stronger results through better targeting and timing while maintaining a healthy bottom line for themselves. In the "Direct Mail Advantage: Delivering Higher Impact at Lower Costs" Webinar recently presented by Printing Impressions and In-plant Graphics, and sponsored by Pitney Bowes, more than 500 registrants learned how to deliver higher impact direct mail pieces at a lower cost, how to create more engaging, personalized communications, and how to effectively use technology in direct mail.
Presenters included Barb Pellow, group director, InfoTrends; and Todd Stoker, vice president of operations, Anderson Direct Marketing, a direct, digital and database marketing firm, in Poway, CA.
Pellow noted that direct mail has a strong influence on how consumers are making their decisions to purchase items. "On average, 6.5 in 10 people who receive direct mail marketing make purchases or otherwise engage with that business. If you look at that in comparison to e-mail, direct mail has 30 percent of a chance of receiving a response from a customer." Pellow also added that the overall volume of direct mail went up slightly in 2013 to 87.3 billion, accounting for 56.2 percent of all mail; and 2.9 billion coupons were redeemed in 2013.
"We are also seeing a movement to color and personalized color, and it's especially important when you look at emerging technologies like inkjet," explained Pellow. "Response rates will also increase when print is combined with other channels such as mobile devices—using QR Codes, Augmented Reality and Near Field Communications. The winners in the marketing place will be those companies that can make the technology work together."
Stoker pointed out that Anderson Direct Marketing offers agency and production services in-house and has developed systems and procedures to ensure timely, efficient and high-quality transition from creative through production. "This is why we have an in-house agency, as well as production capabilities within our vertically integrated model. By having all services under one roof, we are dedicated to and culturally accountable for the success of our clients. When we do utilize outside service providers, we employ a modified version of our internal system to manage the process."
Registrants of this Webinar reported positive feedback. Here are just a few of the comments:
"Seeing the ROI for the more personalized and integrated campaigns, and how to use technology (QR Codes, Augmented Reality, etc.) properly is helpful."
"Interesting to see the analytics and hear from a direct marketing agency."
"Liked the current market trends discussion and the prediction of the future markets"