ISSUE 01
|
2014
07
elcome to the age of “big data,” brought to you by the
digital revolution.
“Big data” loosely defines all of the ways in which
businesses and organizations are now able to collect,
store, analyze and leverage digital information about
their customers and prospects to bring more dollars
to the bottom line.
6
reasons why
mail
rocks
a multi-channel
campaign
Forward March!
igital did not kill the direct marketing star — a.k.a. mail — as some might have
predicted a few short years ago. Recent research reports indicate that direct
mail is experiencing a resurgence among marketers as a go-to channel for
driving response – the primary objective of direct marketing.
There’s no denying its strengths. According to the Direct Marketing
Association, direct mail remains competitive with digital channels in its cost
per order or lead, and response rates for direct mail are 30 times higher than
those for email.
1
At most turns, marketers are being reminded that people
like print.
Consider:
• 70% of Am ric s, including 69% f 18- to 24-year-olds, say
they prefer to read print and paper communications than reading
off a screen.
2
• 61% of Canadians made an in-store purchase within six months of
receiving an ad in the mail, compared to 34% by email and 30% on
a website.
3
Still, any one channel can’t do it all. Teamed with today’s digital strategies and
each playing to its strengths, a multi-channel campaign delivers the strongest
performance.
1
DMA Response Rate Report, Statistical Fact Book, 2013
2
TwoSides
3
Canada Post
Direct Mail Omnibus, 2013
D
