Why 1:1 Print Beats Online “Targeting”

-
If you want to communicate quickly and inexpensively, online marketing can be a powerful tool. But if you want relevant marketing communications that consumers truly respect, then try your personalization in print.

In a survey of more than 1,200 people conducted by Zussi Research for ad:tech London, for example, 69% percent of respondents saw traditional advertising as relevant to them. By contrast, only 45% saw online marketing as relevant. Respondents also described online marketing as “chaotic.”

This data reflects how misdirected and intrusive ads can create a high level of annoyance, even when those efforts are targeted.
Compare this to print. Mailing databases tend to be more accurate and their targeting more focused. Personalized print earns consumers’ trust and respect. Consumers also appreciate the purposeful investment print requires in the marketer’s relationship with them. It creates a sense they are valued.

What does this mean for you? While it’s important to expand your marketing to create a comprehensive multichannel marketing strategy, it’s important to remember that digital channels should be additive to print marketing efforts, not a replacement.

If you want better targeting, don’t make the mistake of replacing print, just personalize it!

Comments

Post a Comment

Popular posts from this blog

Personalization and the Power of Me

-
Epsilon’s study “The Power of Me” is a terrific data dump for those looking for insights to help their customers justify moving to—or increasing their use of—personalization. Here are some key takeaways. If you haven’t seen Epsilon’s study “The Power of Me: The Impact of Personalization on Marketing Performance,” you might want to take a look. It is a treasure trove of data to help encourage customers to start personalizing their marketing communications if they are not already doing so, and if they are personalizing, increase the level at which they are doing it. For the study, Epsilon partnered with GBH Insights to survey consumers to understand just how personalization enhances the relationship between brand and consumers. The appeal of personalization is high. However, Epsilon found that while consumers want and expect personalization, they are most comfortable with providing personal data when they are able to manage and control the resulting experiences. Financial ince...
Read more

How to Save Money on Postage

-
When done correctly, direct mail can be a very cost-effective way to reach targeted prospects and customers. Your return on investment typically exceeds most other forms of marketing. However, inefficient list targeting and poor mail piece design can cost you a lot of money. Because postage rates are rising every year, it is very important to keep your postage rates as low as possible. So now, let’s help you maximize your ROI in your direct mail marketing. Lists: Save Postage With Good Lists People : Sending to the right people really matters! Target your lists to reach only the people most likely to be interested in your product or service. There are many tools available to help you to better target people. You can profile your mailing lists utilizing the amazing amount of information accessible today on households and businesses. This will give you valuable information to know exactly who your best customers are and find prospects just like them. Clean : How old is your data ...
Read more

Direct Mail: Create USPS Informed Delivery Ads

-
Image
USPS Example |  Credit: USPS email by Summer Gould By  Summer Gould FACEBOOK FACEBOOK TWITTER TWITTER LINKEDIN LINKEDIN EMAIL EMAIL 1 COMMENT COMMENTS What is USPS Informed Delivery? It allows customers who sign up to receive emails with grey-scale images of the address side of letter-sized mail pieces that have processed through automated equipment. Why is this helpful for companies that send direct mail? You are now able to send the post office your artwork along with your mail.dat file to be included in the email that is sent to customers with a link to a web page of your choice for the campaign. Basically, customers get a digital preview of their mailbox. This means that prior to getting your mail piece, people can click on your link and start buying. Here is an example: How it works: Your content is associated with an individual mail campaign. You can run multiple campaigns at one time for a single mailing. You may also run multi...
Read more