Despite a heavy online presence, consumers still prefer to receive advertising via mail to govern their purchase activity.
Erie, PA (PRWEB) February 14, 2013
There are many changes that have been taking place in the direct marketing world lately. The USPS has recently announced that they will be cutting back on Saturday delivery. Some mailers worry about the effect this will have on postal marketing campaigns. Also, the rise in postage costs again put some mailers on edge. David Pavelka, Sr. Executive Manager at Paramount Direct Marketing, says: "This really brings the importance of mailing smarter into the limelight. Most mailers want their offer to be in the consumer's hands by Thursday. This makes it easier for shopping and using coupons on the weekends."
There are many costs associated with a direct mail campaign. Marketing budgets are being cut which means that marketers need to be saavy and creative when it comes to spending on printing, postage, prospect list acquisition and more. Companies need to make sure that their advertising is being looked at and received by those that will be the most interested in their product or service. Two important factors in a successful mailing campaign are: (1) utilizing targeted mailing lists and (2) using multiple channels to boost ROI.
By using targeted mailing lists, advertising on services or products that the consumers are most interested in are being presented and are able to be read at their time of convenience.
Is direct mail still relevant in today's world of mobile, email and social media? Epsilon recently released results from a study dealing with consumers' preferences in receiving advertising. The following statements were released:
- Women prefer to be educated about products and services with direct mail.
- Despite men preferring to get information via email, they trust direct mail more as a reliable source.
Despite a heavy online presence, consumers still prefer to receive advertising via mail to govern their purchase activity. Read the full results from this study in the attached document.
Catalogs influenced both in-store and online purchases more than social media did. While 2012 saw the continued rise of social media platforms, their influence on holiday shoppers paled in comparison to the time-tested paper catalog. According to the survey, print catalogs influenced twice as many consumers as both Pinterest and Twitter for both in-store and online purchases. Print catalogs influenced 81.9% more in-store purchases and 42.9% more online purchases than Facebook. Social platforms were most influential to consumers between the ages of 25 and 34, while print catalogs were most influential among consumers 45 years and older.
Another way to increase response on mailings is to incorporate email campaigns to those same individuals. When and email and direct mail campaign is combined you will notice that the response rate has always increased. Emails are a great and relatively inexpensive way to generate brand awareness.
The USPS is offering special discounts throughout the entire 2013 year. Read the attached document to take advantage of these savings.
Paramount Direct Marketing has been assisting companies with their marketing challenges since 1972. Paramount can help you to reach your target audience by managing a marketing campaign that utilizes both email and targeted responsive postal lists. Allow one of Paramount's experienced account executives to assist you with an upcoming campaign.
Paramount Direct Marketing
3126 Peach Street
Erie, PA 16508