Question: It’s 2014, and what marketing channel is picking up a whole lot of buzz?
Answer: It’s our dependable, reliable and relatable workhorse, direct mail. Surprised?
While growth is projected for digital channels, direct mail is far from being left in the
dust. Among its many fine features, the physicality of direct mail has helped to bring its
sexy back. Research shows our brains are wired in such a way that the touch and feel
of a “hard copy” connects more effectively than when the same information is viewed
on a computer screen.
That doesn’t mean we should ignore digital communications by any stretch of the
imagination. In fact, integrating the mail with digital technologies makes it more relevant
than ever and builds a cross-channel strategy that allows you to better meet your prospects
and customers at each stage of the path to purchase. See
pages 6-9
to learn more about
the power of direct mail and how to create a harmonious blend of mixed media.
Does your email marketing need a tune-up? If you’re like many, you face the ongoing
challenge of building a robust opt-in list. On
pages 2-3
, we share important tips to
grow and maintain your customer email data so that your messages reach the in-boxes
of your best audiences.
Once there, a great way to boost email engagement is to include video. According to
a 2013 study
1
, 82% of marketers confirmed that video marketing has had a positive
impact on their business; 60% indicated they use video for email marketing. Check out
pages 10-11
where we share ways to elevate your game when producing videos that
teach, explain, introduce and connect.
Proving value in all of your efforts to company executives, a board or yourself should
be built into every campaign. On
page 12
, see some of the key metrics you can
measure to help analyze the success of your marketing efforts or guide you to
re-direct dollars and efforts to the strongest channel performers.
We love to talk “shop” with our fellow marketers, so we hope you’ll share your
challenges and successes with direct marketing. And if you need some support, be
sure to let us know.
Until next time,
Gasper Lipari
Hamilton - 905-528-2999 x11
P.S. Ask us about our exclusive FREE resource,
The Ultimate Guide to Direct Mail
.
It’s packed with ideas to elevate your next direct mail campaign.
1
Web Video Marketing Council, ReelSEO and Flimp Media,
2013 Online Video Marketing Survey and Business Video Trends Report
