Direct Mailing
Function
Direct marketing is one of the oldest forms of advertising. The best known example of this is the direct mailer. When customized for the target group, it represents a very efficient component in customer communication, as proven in numerous studies. Print mailings increase the willingness to buy and enhance brand and customer loyalty.
As a standalone or a viral element, print mailings can achieve conversion rates that are many times higher than digital campaigns, making the question of cost of printed mailing less of an issue when weighed against the return on investment. The enormous activation potential of print mailers must be amplified to trigger the strong leverage effect they produce for e-commerce that lead to enormous conversion rates.
Situation
After experiencing a lull in the market, the popularity of direct mail is again on the rise. One of the reasons for this is "digital background noise". Companies are making so much material available online that consumers are "overrun" with articles, posts and extensive information that they've become pretty adept at ignoring.
Today, we have the digital tools at our disposal to better understand the needs, ideas and habits of our customers and potential buyers; enabling us to build a customer-centered dialogue based on that information. Successful direct mailings are part of a digital strategy and are designed to provide interested parties and customers with highly individualized offers. In this way, companies using the tactile print medium will stand out from the "digital flood" of the competition.
Trend
If we consider that over 70% of consumers use three or more marketing channels during their customer journey, there is no way around direct mail. Whether for prospect acquisition or in after sales outreach to existing customers. If, for example, historic order data is evaluated, the print mailing is geared to this target group and the recipient provided with vouchers or other responsive elements prompting products to end up in the shopping cart – a guaranteed high conversion rate!
The keys to success are personalization and time. Just after an order has been placed, the buyer is in prime "buying mode", increasing the opportunity for an additional order. But, even after weeks and months, printed promotional mailers continue to generate purchases in the online shop making data evaluation, personalization, individualization and speed decisive components in determining the success of print mailings. These challenges can only be effectively managed through automation.
One Solution for all print touchpoints
Our Customers use the priint:suite to create an endless selection of print media like catalogs, leaflets self-mailers, datasheets and much more.
The priint:suite enables them to integrate the most diverse data sources (e.g. ERP, PIM, MDM, DAM, CRM, CMS Web-Shops or MRM systems), making their information usable for marketing and print touchpoints. The same data that fuels the digital channels can be seamlessly utilized in the print channel with the click of a button. This ensures a consistent customer experience across all communications channels. The modularity and scalability of the priint:suite makes it possible to successfully automate print process and customer touchpoints created by any department within the company and methodically integrate them into the digital communication strategy.
- Promotes direct communication with the customer
- Prompts higher conversion rates in the online shop
- Action-related campaign support
- Medium with high acceptance
- Competitive advantages
Get your Copy of our Touchpoint Travelmap
More than 30 print relevant touchpoints help to make multi-channel communication more effective, so perfect customer journeys can be orchestrated. The priint:suite, with its powerful components, helps you create print touchpoints quickly and easily based on existing data sources in your company. Filter touchpoints and discover how priint:suite can help you put this into practice.