Benefits of Pairing Direct with e-Mail

As the business world continues to make the transition from paper to more electronic methods of communication – from statements and invoices to investor communications and personal correspondence – organizations of all shapes and sizes are increasingly replacing printed mailings to their customer base with e-mail communications. This isn't surprising given the rising cost of postage, the time and effort involved in printing, and the constantly evolving postal regulations. But it leads many to wonder – does a place still exist for direct mail?

In this economy, e-mail serves as a cost-effective alternative to direct mail and often delivers a strong return on investment.  However, as Neil Feinsten, director of creative strategy for True North Inc. stated in the October 2009 issue of Deliver Magazine, “People still like – and respond to – mail.”  Many people look forward to receiving their daily mail. In fact, 98 percent of consumers bring in their mail the day it's delivered, and 77 percent sort through it immediately according to the United States Postal Service.

In addition to that kind of exposure, direct mail offers these benefits:

It's flexible.
From letters to postcards to brochures, there is a large variety of inexpensive and easy formats you can use to create direct mail campaigns. You can add impact by including a special offer or free sample in the envelope.

It's tangible.
Direct mail allows you to physically place your message in your customers' hands and encourage interaction. Along with an engaging message, you can make an unforgettable impression by incorporating elements that actively involve the customer, like stickers, and coupons.

It's easy and cost-effective.
You don't have to be a direct mail expert with a big budget to communicate with mail. As competition continues to increase and cost management becomes more essential in day-to-day activities, it's important to have a reliable resource for producing cost-effective communications. A trusted partner that offers cost-effective design and printing services, plus easy-to-use technology to help you create and deliver targeted, personalized communications becomes an invaluable asset in your efforts to attract new customers, maintain existing relationships, and communicate your value to clients.

It allows for true market saturation.
Despite all of the technological innovations, not all individuals have an e-mail address or internet access in this day and age. But everyone has a mailbox, or at least a mailing address associated with their name.

It's a powerful driver of results across the marketing spectrum.
Got a web site? Direct mail can drive more traffic and more sales. Got brick-and-mortar stores? Direct mail can push people to open the door and come inside. Hosting or attending an event? Direct mail can bring customers to your booth.

So when should you use direct mail vs. e-mail? Rather than relying on only one of these forms of communication, industry experts suggest a blended approach. Each channel has its strengths and weaknesses, so it's really a decision of investment, simplicity and immediacy.

Start with e-mail if all you have is an e-mail address. However, direct mail has been a powerful marketing tool for the last 50 years and continues to be so today. According to the Direct Marketing Association, for every $1 spent on direct mail, approximately $15.60 is generated in revenue. When time and money allow, direct mail with creative messaging or a clever promotion might be the better way to go. Let's face it – in this age of congested inboxes and message overload, a great print piece has tremendous opportunity to really stand out.

Both avenues are marketing opportunities that shouldn't be ignored. And when a direct mail campaign is paired with an e-mail campaign, the message will carry that much further.

At Standard Register we not only produce and fulfill your marketing materials but also partner with you to control your brand, effectively target your audience, and improve your marketing strategy – ultimately leading to increased customer response rates and repeat business. Contact us today to learn how you can benefit from a one-stop-shop for increasing the effectiveness and efficiency of your marketing efforts.

Sources:
1 Deliver Magazine, Dynamic Duo – An expert formula for pairing direct with e-mail, Neil Feinsten, October 2009 Vol. 5 Issue 5.
2 Deliver Magazine, Getting It Done – Leader Column, October 2009 Vol. 5 Issue 5.
3 Unfurl Consulting Group LLC, Unfurl Information Center – Why Direct Mail Still Works, October 2008.