For those who enjoy reading and keeping up with our blog on a regular basis, you already know about Wednesday’s Xplor International webinar. If you’re a first time reader, or just happened to miss last week’s preview article, let me bring you up to speed. I had the pleasure of participating in an interactive webinar entitled, “Anatomy of a “Direct Marketing Campaign: Making Technology Work.” The event was sponsored by HP and moderated by Barb Pellow, Group Director of InfoTrends. The discussion centered on how new, high-speed inkjet technology is transforming direct mail services to drive integrated marketing campaigns. Here are three key takeaways:
- Direct mail is an enabler in the integrated marketing space. While direct mail pieces often provide a printed response mechanism, they also offer a link to interactive digital channels like websites, social networks and mobile applications. The reasons for blending print and digital? It can reach a broader audience or a targeted demographic. And it also increases response rates. We’ve tested this theory with clients. When mail is pulled out of the mix in a particular market, response in other channels actually declined. When mail is added back, response rates improve across all channels.
- Relevance is the biggest marketing driver. It’s all about communicating with customers through their preferred channel, with the right offer, at the right time and with the perfect number of touches. How do relevant marketing campaigns exist? Variable data allows message relevance – not just a personalized name and address – but the ultimate targeted communications objective. That is matching an offer to a need (with variable text/imagery) and getting at the one-to-one marketing goal. The ability to create a relevant offer has resulted in faster response times, higher participation and conversion rates and a triple-digit lift in response.
- High-speed color inkjet is an investment in relevant marketing. Direct marketers wouldn’t be able to cost-effectively create the same relevant (or effective) campaigns without the flexibility and variability that inkjet technology provides. What’s more, it enables optimal production efficiencies by eliminating multiple pre-printed versions and allows us to take advantage of additional discounts provided by the Postal Service. In the words of Charlie Corr at the recent Inkjet Summit, “Inkjet is the disruptive digital printing technology today.” Not only is it driving new applications for direct mail, it has become a competitive requirement and will play an increasingly important role in the production of direct mail down the road.
For more information on how to drive your integrated marketing campaigns with direct mail, and the use of high-speed color inkjet technology, don’t hesitate to give me a call at 952-470-3295. I’m also available via email or the comments section below.
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