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Presented By: Rhonda BaslerVP of Marketing, Mail Print

Integrating Direct Marketing with Online for the Best ROI

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Direct Marketing ROI

For every $1 invested…• Email returns $43.62• Direct mail returns $15.22

Use email wherever possible

(Direct Marketing Association)

Reach Your Audience

(Email Experience Council)

85% will stop reading your emails after the third message.

will not get your emails because of ISP blocks.30%

Did you know that of the people on your email list…

3A multi-channel approach is needed to reach your entire audienceA multi-channel approach is needed to reach your entire audience

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Use Channel Preference

Only 37% of marketers know what channels their customers prefer to use(Forrester Consulting/Exact Target, Oct. 2009)

Plan to use a multi-channel approach

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Trigger email from direct mail and direct mail from email:

• Email hard bounce Send mail piece to verify email address

• Email disengagement Attempt re-engagement via the mail channel

• Use mail to obtain more email addresses and channel preference

• Email unsubscribe Send survey or switch to mail communication

Trigger Between Channels

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67% of online actions driven are by offline messages(iProspect Study)

43% of consumers prefer to respond online.(Direct Marketing Association)

Integrating digital with direct mail increases customer

spend by almost 25%(Royal Mail)

Using online & offline response

If you don’t know channel preference, give both an online and offline way to respond.If you don’t know channel preference, give both an online and offline way to respond.

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URL or PURL?

PURLs can increase response up to 30%

Custom landing pages can increase conversion by up to 40%(Marketing Sherpa)

Test, Test, Test.

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There must be a reason for a personalized URL.

URL or PURL?

Acquisition • Least likely to be successful with a PURL• Must test PURL vs. URL

Retention• Most likely to be successful with a PURL• Testing still a good idea

Lapsed Customers• Always test• Depends if your lapsed customers behave

like former customers or new customers

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Unique Ways to Use PURLs

Remember, your PURL needs to make sense to the recipient.

• Obtain channel preference and permission to mail or text

• Update database records

• Serve videos depending on location and interests (variable video)

• Customer surveys (forward looking only)

• Deliver relevant content, offers and images

• To learn who hit the page without requiring a form completion

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Email for Mobile

44% of online adults check their personal email on their mobile at least occasionally, while 25% check it at least once a day.(Merkle)

64% of B2B decision makers read their email on mobile devices. (Marketing Sherpa)

Make sure your email rendering tool includes mobile devices

Make sure your email rendering tool includes mobile devices

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QR Codes

• Widely adopted in other countries

• US adoption has been slow

• Test before making this a

go-to-market strategy

Scan to read:Guide to QR Codes for Direct Marketers

Scan to read:Guide to QR Codes for Direct Marketers

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Summary

1. Use channel preference and multi-channel strategy to reach your entire audience

2. In direct communications, use both online and offline response mechanisms

3. Employ PURLs and landing pages to satisfy the needs of those who will only respond online

4. Always test: something old vs. something new

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About My Company

Core expertise:

• Multi-channel direct marketing

• Variable data for email, mail and online

• Marketing print automation

• Marketing Communications Portal

Connect with Rhonda:• www.mailprint.com• www.linkedin.com/in/rhondabasler• @rkbasler