2016 marketing guide - xpressdocs · 2016 marketing guide three steps to marketing success in 2016...
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2016Marketing Guide
Three Steps to Marketing Success in 2016
Why Businesses Are Rethinking Their Digital MarketingOver the last seven years, there has been a mad rush in the marketing world to embrace everything digital (e-commerce, email marketing, social media marketing, mobile marketing, as well as search/display advertising). Since then, however:• Consumershavebeenbombardedbydigital
marketing they don’t want (spam, display ads, search ads, social media advertising, free-subscription ads, etc.).1
• Thedigitalmarketinglandscapehasbecomefarmore complicated, complex and competitive.2
• It’sharderthanever–andmoreexpensive–todevise a winning digital marketing strategy. (And as soon as you do discover a winner, you can count on at least one of the underlying principles tochangesoonthereafter.)2
• Today,manymarketersarerealizingthatdigitalmarketing is good at some things, bad at other things, and not nearly the panacea everyone hoped it would be.
How “Integrated” Marketing Can Help You Succeed in 2016Studies prove that integrating digital marketing with traditional direct-mail marketing can help you achieve the best of both worlds:• Anew,long-termRoyalMailstudyfoundthat
when direct mail is added to an email campaign, 13% more consumers visited the sender’s website, 21% more made purchases, and 35% more redeemed coupons or vouchers. 3
• Anin-depthbrain-responsestudybyTempleUniversity proved that combining digital and direct-mail marketing could better capture the audience’s attention, leave a stronger impression and result in better recall. 4
• Integratingyourmarketingcanboostyourcompany’sROI(returnoninvestment)by20%,the U.S. Postal Service recently reported. 5
• Thebottomline:Combiningdigitalanddirect-mail marketing through an integrated campaign makesbothofthemfarmoreeffectiveandpowerful.
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The Real Power of Integrated MarketingThe truth is: No single medium can be successful for allofyourmarketing.Theone-size-fits-allapproachsimply doesn’t work. Each marketing option has its own unique niche:Direct mailisthebestforfindingnewcustomersand getting them to make a purchase.
Email is ideal for getting existing customers to make a follow-up purchase, provide a referral and otherwise interact.
Facebook, Twitter and other social media are great for encouraging customer feedback, introducing new products/services, having conversations and building long-term relationships.
The key: When you combine all of the above into an integratedcampaign,RoyalMailresearchshows… • Yourmarketingeffortsbecome27%morelikelyto deliver top-ranking sales performance. 6
• Andyourcustomer-acquisitioneffortsbecome40% more likely to reach top-ranking levels. 6
Itallmakesperfectsensewhenyouconsideritfrom the consumer’s perspective: Most people have distinct preferences for how they receive marketing offers,customercommunications,product/serviceannouncements and more. The better you tailor your campaigns to match those preferences, the better your results.
Step #1: Know Your Target AudienceIfyou’regoingtohavesuccesstailoringyourmarketing and communications campaigns to the wants of your target audience, you need to know what they want.Targeted efforts work best–Marketingeffortstailored to select sub-groups of your target audience workfarbetterthangenericefforts.Thesmallerthe group, and the more targeted the message, the better the results.
Postcards are the most popular–Directmailconsistently scores the highest sales response rates(morepeoplerespondtoDMsalesoffersthanany other digital or print marketing medium). And postcardsrankasthemosteffectiveformofdirectmail. 7
Directness counts–Yourtargetaudiencewillonlyallow you a few seconds to prove yourself. That means you need to communicate just one over-riding marketing message, and communicate it well.
Emphasize the benefits–Itisnotenoughtosimplylistthefeaturesofyourproductorservice.Youneedtospell-outthebenefitsofeachfeature.
“Differentiate” your business –Ifyouwantyourtarget market to choose you over your competitors, you’ve got to highlight the little things that make yourbusinessdifferent(orevenjustseemdifferent).
Use facts–Anybusinesscanmakeboldclaims. To be believable, you need to back your claims up withfacts,figuresandstatistics.
Three Steps to Marketing Success in 2016 (Continued)
“In today’s marketing environment, the one-size-fits-all approach simply doesn’t work.”
Step #2: Learn How to Leverage the MailMany integrated marketing campaigns use direct mail as the primary outreach tool, because it’s so powerful, measurable and consistent. However, to achieve top results, you’ll need to leverage these best-practices:
Focus on the list–Themostimportantcomponentofanydirect-mailmarketingeffortisthemailinglist.Ifyoudon’thaveoneofyourown,useXpressdocslists.
Always be adding–Mailinglistshaveawayofshrinkingovertime.Trytoincreasethesizeofyour list by 10% each year (while at the same time weeding out those folks who have moved on or asked to be removed).
Use first class for targeted mail–Whenyouwantyour mailing to not only target select households but also arrive on a particular day (to coincide with other integrated marketing activities), you’ll need to payafewpenniesmoreforfirstclasspostage.
Consistency is key–Youcan’tbuildabusinessrelationship with just one mailing, or a mailing every once in a while. That’s why the most successful marketers launch a new mailing about every three weeks.
Make sure your marketing gets delivered–Alwaysuseamailingservice(likeXpressdocs)thatcorrectsanyaddressingerrorsandaddsanymissingzip-code information.
Step #3: Analyze the Response to Improve Your ResultsWhen using an integrated marketing program, it’s important to track the results (to make sure each component is doing its part).
Unique Web addresses–Insteadofincludingyourmain Web address on every integrated marketing effort,useuniqueURLs,whichallowyoutotracktheonline response generated by digital and direct-mail marketing.
Promo codes–Whenyoumakeaspecialoffer,require the person redeeming it to provide the associated promotional code, which instantly tells youwhichintegratedmarketingeffortproducedtheresponse.
Tracking codes–Specialcodescanalsobeprintedon coupons, forms and other direct-mail pieces to help you track response.
Always try something new–Evenifyourcurrentmarketingeffortsareproducinggreatresults,youshould test new approaches that are fresh, relevant and maybe even better.
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REFERENCES1.DirectMarketingAssociationstudy;reportedinDirectMarketingNewsmagazine,6/14/122. DirectMarketingAssociation2015StatisticalFactBook3.RoyalMailstudy,“ThePrivateLifeofMail,”2/154.UnitedStatesPostalServicereport,“EnhancingtheValueofMail:TheHumanResponse,”6/15/155.UnitedStatesPostalServicebrochure,“AMarketer’sHow-toGuidetoUsingDirectMail,”20126.RoyalMailstudy,“ThePrivateLifeofMail,”2/157. Surveyresultsreportedin:TargetMarketingmagazine,8/6/15/ChiefMarketermagazine,6/22/12/DirectMarketingAssociation2015StatisticalFactBook