With so many options, it’s no surprise more than 92 percent of North American consumers shop on more than one marketing channel.
Considering shoppers need an average of nearly six touch points before making a purchase decision, it’s clear that a multichannel marketing strategy has become a must-have.
Multichannel marketing is often achieved online with your website, email marketing, digital ads, social media and more. One powerful offline component that can boost your multichannel efforts is direct mail marketing.
Still, it’s important to establish a presence where your customers are likely to be found – online. Fortunately, there’s a simple bundle of services that will upgrade your direct mail campaigns to automatically bring you the advantages of multi-channel marketing, specifically on Facebook and the Google Display Network. Here’s how it works:
You send a mailer to your defined list, driving them online to your website. The mail recipients who visit your website and later log into Facebook will see an online display ad in their newsfeed that matches your direct mail piece for a 30-day period.
Through a code added on your website, you can automatically repeat advertising efforts to visitors who have not purchased a product, filled out a form, etc. Plus, for 30 days, ads matching your mail piece will follow these prospects when they visit any of over a million sites on the Google Display Network.
Make multichannel marketing easier for your 2019 plan. Download your free copy of Marketing Insider to learn more or ask us about our integrated, multichannel solution. We can also help with sourcing mailing lists or designing mailers and online ads.
Testing can help you put the stamp of success on your next mail campaign.
Following are some of the most common questions from small and mid-sized businesses, organizations and nonprofits in regard to testing mail campaigns.
Why test direct mail?
The short answer is because you can. With other media such as outdoor or radio, you often have to dive right in. But with direct mail, it’s relatively easy – and potentially cost savvy – to dip your toe in the water before fully committing yourself.
What should I test?
Many test their mailing lists to see which one is most effective in gaining responses. Another popular test subject is the offer. Which works best, a dollars-off offer or a percentage discount or a free trial? You also can use testing to evaluate headlines calls-to-action, formats and campaign timing.
How do I test a mail campaign?
Perhaps the easiest way is to create “test cells” to compare key variables of your campaign. You might, for example, divide your mailing list into four parts and send Offer A to 25%, Offer B to 25% and so on. Just be sure the sample size is large enough to provide “statistical significance” – meaning that the results from the test are likely to be replicated when you mail again to the rest of the audience.
When do I test?
If planning a big campaign, it can make sense – and save dollars – to pre-test on a smaller scale prior to the launch.
Another less formal way to benefit from testing is to track your results on a continuous basis, adjusting as you go. If 2017’s campaign drew a great response from a free trial offer whereas 2018’s effort featuring a percentage discount gained fewer responses, consider repeating or refining the free trial offer in your campaign this year.
Need help? We invite you to put our direct mail expertise to the test.
While predictably receptive to online promotions and communications, research shows tech-savvy millennials have an unexpected affection for more traditional direct marketing.
The 2017 Annual State of Marketing Consumer Survey from Keypoint Intelligence – InfoTrends reveals 71 percent of North American millennials say they look at most of the direct mail they receive.
“There’s just not as much clutter in traditional media, like print and mail, and it’s engaging to digital natives,” says Kate Dunn, Business Service Director at Keypoint Intelligence – InfoTrends.
However, not all mail will capture the hearts of millennial buyers. Here are three ways to win them over and inspire long-term loyalty:
Get personal. Most appealing is customized, printed content that reflects a website they’ve visited or products they recently purchased, according to the Consumer Survey.
Interactivity is important. Dunn notes that millennials are more likely to use a QR code to access special offers, coupons or video, bringing digital assets into the conversation. Augmented reality is another big hit, creating opportunities to bridge the gap between the physical and digital world.
Multi-channel matters. You’ve captured their attention with a direct mail piece – don’t lose their initial engagement with a lackluster website. Ensure your website is well designed, mobile friendly and recognizable based on their first exposure to your brand, Dunn advises.
Allegra Marketing Print Mail hosted speaker Carla Johnson, world-renowned storyteller and author of Experiences: The 7th Era of Marketing, for our latest webinar: “How to Fast-Track Great Ideas … and Make Them Stick.”
While there are people who seem to effortlessly come up with great ideas on the spur of the moment, there’s no special magic trick you’re missing out on. In this webinar, Johnson teaches marketers powerful ways to not only come up with great ideas, but also how to pitch them and receive buy-in from peers and managers.
In three highlighted case studies, see how businesses and nonprofits have launched powerful campaigns by seeking unexpected sources of inspiration.
By generating better ideas faster and learning how to draw on past experiences, you can overcome the barriers holding you back, help your organization reach its goals and inspire your next big success. No matter your role or experience, you can benefit from this proven formula and take your ideas to the next level.
With just five seconds — or less — to catch a prospect’s interest, you must first get them to notice you. One of the best ways to accomplish this is through the use of eye-catching creative design and clear, concise text.
How do you get there? Try following some best practices for good “creative”:
Focus on the benefits.
Stick to customer benefits in your copy rather than your product’s features. For example, the weight and dimensions of a power drill are far less meaningful than saying it fits securely in your hand with a comfortable grip.
Add contrast to add interest.
Headlines, subheads and quotations will add visual emphasis and draw the reader to your most important information. Add visual contrast by leaving white space and varying the size of graphic elements. For example, two photos of dramatically different sizes on a page are more appealing than two photos of equal size. The “weight” difference also communicates which elements are more important.
Project the right image.
Use consistent typefaces and colors to create an easily identifiable “look” that distinguishes you from your competition. For example, you may want your audience to perceive your company as professional, friendly, corporate, dynamic or cost-conscious. The design you create reinforces these qualities and elicits the appropriate emotional response.
Never forget strategy.
Creative is designed to get results. And you can’t get results without strategy. Here’s how to motivate the desired action:
• Use a targeted list for your direct marketing to avoid waste and reach those most apt to buy.
• Create a sense of urgency. (Example: limited-time offer)
• Use incentives, like cash-back or free additional services.
• Include a clear call to action. Your prospects can’t respond if you don’t tell them what you want them to do or how they should do it. (Examples: Download a white paper, register for an event, make a donation, visit our website or contact us today.)
Talk to us about your creative challenges! Allegra can help.
Infographics are a great content marketing strategy that can serve as a powerful, informative tool for your business. Not only are they an eye-catching way to educate and promote products and services, they can also simplify complex information or processes for customers and internal audiences. Here are three ways that infographics can take your marketing to the next level:
1. They are attractive and digestible. Given that 90 percent of information transmitted to the brain is visual, infographics help any important numbers, facts and figures you want to share really stick. Using striking colors, interesting font pairings and graphic elements that align well with your brand image help appeal to the visual needs of consumers and those who crave a quick way to digest content.
Infographics serve as a compelling way to deliver information to your audience in the most attractive way possible.
2. They help create a narrative.
Memorable, measurable content marketing comes from good storytelling. Turning information and processes into a narrative, especially ones that are complex and difficult to understand, can help your audience receive the information more easily and retain it.
Say a veterinarian has an infographic in their waiting room telling the story of an owner’s first year with a new puppy. Relying heavily on visual elements to tell the story, it can grab someone’s attention and break down details, such as finding the best food for their puppy or housetraining tips.
3. They can be repurposed on social media.
Infographics are great for printing and hanging around your office for employees and customers or embedding into emails, but they’re also social media-ready. Posting clickable infographics on your social media channels is a perfect way to capture the attention of your followers and drive clicks to your site or collect more leads, depending on your call to action.
Plus, they boost engagement, making them more likely to go viral. Infographics are liked and shared on social media three times more than any other type of content.
Need help creating compelling infographics for your business? Contact your local Allegra to take your content marketing strategy to the next level.
One of the most widely embraced marketing tactics for establishing and maintaining customer rapport and loyalty is personalization. Personalized marketing leverages your customer data to individualize messaging, adding important relevancy. Personalization can be applied to most of your marketing channels: direct mail, email, social media and other digital campaigns.
Though personalized marketing can seem daunting, chances are you’ve already collected basic customer data that can be used to tailor your campaigns. Studies show that any form of personalization can pay off when it comes to engaging your targeted audience. According to a report from Econsultancy, 74 percent of marketers say targeted personalization increases customer engagement.
Here are a few ways to integrate personalization into your current marketing efforts to boost engagement:
Using data collected from your current customer base, create your ideal customer personas and tailor your marketing strategy to meet the needs of each identified group. For multi-channel marketing campaigns, segment by group and tailor your approach based on communication preferences and customer demographics.
Personalize a direct mail campaign by tailoring the messaging to a desired customer experience, rather than just a target customer. A pet supply store that offers grooming, for example, could share coat-care tips with a coupon for shampoo to a targeted list of past purchasers.
Enhance your direct mail campaign with personalized landing pages to extend engagement and drive conversions for those who like to respond online.
The Harvard Business Review suggests that it is anywhere between five to 25 times more expensive to acquire new customers than retain them depending on the industry. Here are a few considerations as you develop what works best for your company’s retention strategy:
Keep VIP customers happy.
Track the buying patterns of your best customers and reach out with personal communication if they lapse. A dormant accounts survey may be the first step to determine the why behind their absence: needs have changed, moved their business to a competitor or there’s some level of dissatisfaction that should be addressed.
Start a rewards program.
According to a Bond Brand Loyalty Inc. report, 76 percent of shoppers think that loyalty programs are key to their relationships with businesses.Small businesses can use customer loyalty programs to reward customers who regularly buy products and/or services to incentivize repeat sales.
Give special offers. Customer appreciation strategies go a long way when it comes to customer retention. From branded gifts and personal notes to promotional giveaways and birthday cards, regular customer appreciation activities are tangible ways for your company to show appreciation that can generate positive sentiment and measurable brand loyalty.
Don’t forget the follow up. According to DMNews, 53 percent of consumers feel that it’s important for businesses to recognize them as the same person across all channels and devices. Engaged customers are likely to remain long-term customers, so gear your small business’ blog content, emails and other communications with customers in personal ways that keep their attention.
Whether you’re looking to establish a new content strategy, spice up your branding, earn new customers or simply find some inspiration, there’s no shortage of expertise on the shelf. Here are five of our favorite books:
YouTube says it has more than a billion users — almost one-third of all people on the internet — and each day they watch hundreds of millions of hours of video generating billions of views. Many marketers have seized the opportunities the popularity of video presents.
According to the State of Video Marketing 2017 report by Wyzowl, 63 percent of businesses are using video as a marketing tool, and out of those, 82 percent feel video is an important part of their marketing strategy.
Not making the most of your visual content? Here are three reasons why you might want to consider video:
Increased reach.Wordstream estimates that videos on social media generate 1,200 percent more shares than text and images combined. Brainstorm ideas for interesting ways to present targeted messaging during four distinct buying stages: awareness, interest, decision and action. For example, at the decision stage, customer testimonials or “about us” videos that show your team’s expertise help to personalizes your brand.
Better retention. According to Invisia, viewers retain 95 percent of a message when they watch it in a video. With smartphones, tablets and quality webcams, nearly everyone in your organization can be a video content creator. And, capturing a variety of perspectives may offer new angles to storytelling that you hadn’t anticipated.
Long-lasting. Video content can also be used as blog articles, slide decks, interactive web experiences and more. All these things could alternately be turned into video.Looking to take the first step to add video to your marketing strategy? Contact your local Allegra Marketing Print Mail today for assistance.
Eleven Allegra Franchise Locations on Printing News Magazine’s Annual Top 100 List
Eleven Allegra franchise locations have been named to the Printing News Top 100 Quick & Small Commercial Printers list. Allegra Network’s corporate-owned center in Plymouth, Mich., ranked eighth overall in the listing...