Direct Mail: Key Factors That Drive High Response Rates. A White Paper by

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1 Direct Mail: Key Factors That Drive High Response Rates A White Paper by

2 If you re a marketing executive or business owner who is interested in leveraging direct mail marketing to help drive your strategic objectives, you know that a key measurement of success is return on investment (ROI). But, what does this really mean? Simply stated: does the revenue or leads generated justify the campaign expense? Sounds simple, but is it? We see some marketers who consistently hit the ball out of the park, generating very high ROI. However, we also come in contact with businesses that are not seeing a positive return and expressing frustrations related to their direct mail campaigns, such as: Poor response rates Not sure what their results are Poor campaign ROI Difficulty in obtaining the necessary data to improve results Sales staff complains that they receive few leads, and the ones they get are cooled off or poor It doesn t have to be this way. Direct mail is one of the most effective marketing communications tools, allowing an almost infinite variety of messages, creative and strategies to be delivered to seemingly endless categories of consumers and businesses. In direct marketing, the art and science of effective marketing communications intersect. It can be persuasive, personal and powerful if you know how to use it effectively. Fortune 500 corporations and database marketing firms spend tremendous sums every year measuring, testing, and refining their pitches, packages and data to achieve ROI goals. They know exactly how much money or how many leads they will generate when they execute a campaign. For them, sending out direct mail is like opening a faucet. When they open it, new business comes out. When they get as much business as they can handle at any given time, they turn it off. Wouldn t it be nice if we all had the same financial resources and staff of a large corporation? Wouldn t you like a crystal ball that could provide you with the insight to not only hire the right people, but also foresee which campaigns will or won t work? It would also be great to test campaigns without fear of failure to find the best methods. This white paper from Marketing Impact provides you with critical information concerning key drivers that will impact your direct mail marketing. In addition it offers results you can expect from various types of direct mail campaigns and what works best to deliver bottom-line impact. It also reviews new direct mail technologies and how they will benefit your direct marketing efforts. These technologies provide both large and small businesses with the ability to achieve the same results as the big guys. Page 2

3 The challenge facing direct marketers Consumers are bombarded by commercial messages via various forms of offline and online advertising sources. Television ads, web banners and pop-ups, direct mail, , magazine ads, radio ads, billboards, transit signs, and more all compete for consumer attention. The average consumer: Encounters 2,904 media messages daily and this number continues to grow May remember 52 of them But 4 of them will be positive! 1 Peter DeLegge, publisher of Marketing Today states, Unprecedented access to information and new technologies have empowered consumers and business buyers with the ability to tune out marketing messages with ease. In most cases, when given the choice, they choose to skip these messages. Whether it's using Tivo to zap television commercials or software to block online ads and marketing, they're sending a message to all marketers: get relevant or we'll ignore you. 2 That same dynamic exists in the world of direct mail marketing. Consider for a moment how mail is handled in your own home. Mail is pulled from the mailbox and sorted. Some is viewed, some is discarded. Some never makes it up the driveway or past the trash can does this sound familiar? What influenced your decision-making process to either read or discard? Both the Direct Marketing Association (DMA) and the United States Postal Service (USPS) have conducted exhaustive research on consumer attitudes towards direct mail and their behaviors with respect to direct mail. The USPS calls the moment when the consumer decides what mail they will view and keep The Mail Moment. In addition, according to the DMA 2010 Statistical Fact Book, seventy-nine (79%) percent of households either read or scan advertising mail sent to their household. In two-thirds of homes, the female is the primary person sorting the mail. In the short time it takes to get from the mailbox into the home, decisions are made regarding what is useful and what is refuse. Bills and personal correspondence are separated from magazines, circulars, catalogs, flyers and postcards. What pieces receive more than a casual glance? Well, that depends on the viewer. Marketers should derive two conclusions from this information: Direct mail must be relevant to be effective Relevance in direct mail terms means sending the right offer to the right person at the right time. Database marketing techniques, discussed further in this paper, will help you identify who pieces should be directed to, when they should get them, and what offers should be promoted. Relevance also encompasses headlines, images and copy. Do the headline, images, and copy relate to the individual and address a need, problem or desire with which they are currently dealing? You are competing for attention, so it better be good If it looks like junk, it will be tossed. While what qualifies as good can be subjective, this paper discusses the impact of copy, creative and other important techniques necessary for developing a piece 1 Think Customers, Not Campaigns: Four Best Practices in Relationship Marketing. White Paper by Unica and 2 The Marketing Relevance Imperative, Marketing Today, Peter DeLegge Page 3

4 that will get, and keep, attention. Marketing research firm Ask Your Target Market (AYTM) recently undertook a survey examining the effectiveness of direct mail. Surveying 400 U.S. online panel participants, they found 3 : Nearly one in five (17%) respondents receive advertisements or special offers from businesses via direct mail every day. One third (33%) say they receive this type of mail fairly often, 33% receive direct mailings sometimes, and 17% say they rarely or never get direct mailings. Of those who receive direct mail from businesses: 6% say they always read the printed mailings 23% say they read it more often than not 33% say they read it about half the time 35% state they rarely read it 4% don t ever read mail from businesses. When it comes to making purchases: 21% say they are more likely to purchase based on direct mail promotions rather than offers 13% are more likely to make purchases based on offers rather than direct mail offers 38% said it makes no difference they are just as likely to make purchases based on direct mail offers as they are to do so based on promotions 28% claim they never make purchases based on direct mail or messages. Impact of 1:1 on direct mail response rates 1:1 marketing is the ability to deliver customized messages to each recipient. According to consumer feedback and experiential marketer data, the Winterberry Group identified three key drivers of consumer response 4 : 1. Timing The ability to deliver an offer at the point of maximum interest. Coordinating offers with lifecycle events (e.g. births, marriages and moving), seasonal developments (holidays) or ancillary purchase behavior (using the purchase of a new car, for example, as an indicator of auto insurance interest) heightens the chances a recipient will find immediate value in a marketing communication. What timing factors do your customers and prospects have that might coincide with your ability to market to them? 2. Relevance The ability to deliver an offer that responds (in descending order of importance) to unique consumer needs, desires, preferences, attitudes and attributes 3. Personalization The ability to deliver an offer that is tailored for a unique recipient. Broadly speaking, personalization takes three forms: 3 AYTM, Direct Mail Survey: Some Customers Still Prefer Mail to , March 21, Winterberry White Paper, The Impact of 1:1 on Consumer Response, January 2007 Page 4

5 a. Aesthetic Look and feel of message are tailored to expressed consumer preferences or attitudes b. Contextual Unique content elements, including message text and offer components, vary according to recipient preferences c. Conceptual Using available data as a driver, the offer and message are developed specifically for the intended recipient Now that the importance of sending the right offer (relevance) to the right person (personalization) at the right time (timing) has been addressed. There are additional key drivers that you should add to your arsenal of effective direct mail marketing tools to develop a campaign that will deliver measurable results. The following key principles have stood the test of time, as well as our own research and that of Ruth P. Stevens in her Direct Mail Essentials paper 5, in terms of continuously delivering enhanced ROI for marketers. You should use it as a checklist when developing your own direct mail marketing strategies and campaigns. Key principles that drive enhanced ROI your direct mail checklist ü Personalization almost always pays for itself. Name personalization alone won t generate positive results. Offers, messaging and images must be personalized. ü Weaker offers to a highly targeted mailing list will outperform powerful offers to a poorly targeted list. Remember: highly targeted lists = right person part of the strategy. ü Always include your address, contact and website information on every part of your direct mail campaign in case any piece becomes separated from the response vehicle. ü Trial offers average an 85% acceptance rate. ü Letters that begin with a direct benefit will drive a better response. ü If your copy is relevant and compelling, long copy will persuade better than short copy. ü Powerful words in direct mail are: you, your, free, new, success, order now, bonus, satisfaction guaranteed and success. ü If you intend to mail to the same list within a few weeks of the initial mailing, the second mailing response rate will be 50% less than that of the first. ü When the person you are marketing to knows you or has done business with you, the results are always better. This is true for all campaign objectives. Moral of the story: Continue marketing to customers and find ways to identify more hand-raisers to market to. ü In retail, proximity absolutely matters. Most people won t drive a long way to buy something or demo something when they can get it nearby. ü If you re sales is complex, i.e. high dollar, possibly with multiple decision-makers, consider what the customer s decision-making funnel looks like and employ multiple calls to action that are appropriate for the various stages of that funnel. 5 Direct Mail Essentials White Paper, How to Improve Your Response and Generate More Business, Ruth P. Stevens Page 5

6 ü In a complex sale, a nurturing strategy must be developed to move handraisers through the funnel. ü Direct mail and used together are a powerful combination. They work better together than either does alone. ü Retention costs far less than prospecting and yields much stronger results. Don t ignore retention. Impact of variable data print by campaign objective. In a response report published by the Print on Demand Initiative (PODI), results obtained from static vs. variable direct mail efforts were compared for five different campaign objectives. In the attached chart, the blue bar represents Variable Data Print (VDP), the brown bar represents static. As you can see, variable consistently outperforms static. There was no comparative on loyalty as, for all intents and purposes, just about all loyalty marketing is datadriven and therefore variable. For data gathering, the DMA does not designate a category for data gathering in their report, so we do not have a static response rate for comparison. Treatment of mail based on type of piece The type of piece also impacts the results of your campaign. The graphic below, taken from the DMA 2012 Statistical Fact Book shows to what extent pieces are read, looked at or discarded for various types of direct mail pieces. Several types of pieces were evaluated, including: letter size envelopes with enclosed letters and inserts, large (flat size) envelopes with enclosed letters and inserts, detached label cards (the cards that accompany marriage mail packets), post cards, catalog self-mailers (i.e. Lands End and Dell), flyers (brochures), and Newspapers/Magazines. Mail read by product (represented by the brown section of the bar) 6 6 Letter size envelope packages: 35.9% Large envelope packages: 43.5% Detached label cards 29.7% Postcards: 53.9% Catalogs: 39.2% Flyers: 38.1% Direct Marketing Association (DMA) 2012 Statistical Fact Book Page 6

7 Newspapers and Magazines: 40.8% Other meaningful statistics include multiple readers (blue bar) and looked at (green bar). There are several conclusions you can draw from these numbers: Postcards are the strongest performers Detached label cards and letter/envelope packages are the weakest Catalogs, flyers and magazines are all fairly strong, particularly when you take multiple viewers into account A certain amount of this is common sense. Postcards get looked at because you don t have to open them. Catalogs and magazines have high readership rates because, typically, they have been requested by the recipient or relate to a known interest. Envelopes and circulars on the other hand scream junk mail, and have lower perceived value. Direct mail and a collective powerhouse Without a doubt, technology has changed traditional marketing, and everyone agrees that is an important tool in the marketing toolkit. When it comes to keeping in touch with prospects and clients or re-engaging, s cost effectiveness makes it very valuable. However, direct mail still has its place and should not be replaced by . Prospects are 10 to 20% more likely to convert on a direct mail offer versus an offer, which proves that direct mail should not be abandoned for only campaigns. Each method has its own unique advantages, which is why together, and direct mail are an unbeatable combination. In fact, customers spent 25% more when businesses used both direct mail and in their marketing, according to research by Royal Mail. used in conjunction with a direct mail campaign achieves the following: Branding Using multi-channel marketing enhances brand awareness, especially when consistent, relevant messaging is used Recall Multiple exposure, especially through different channels, helps consumers recall an offer and makes them more likely to respond Better Customer Experience Giving consumers multiple ways to respond creates a more userfriendly experience Better ROI For all the reasons stated above and more, a direct mail/ combination campaign will yield greater bottom line results Page 7

8 Copy and creative the one-two punch We have seen direct mail campaigns with big budgets go down in flames because of poorly conceived messaging and poor calls to action. With respect to copy, know your audience; know what their pain, need or want is; and speak to them in a way that they care about. Too many marketers focus on their features and products, rather than focusing on the interest of the prospects. Make sure you answer the question: What s in it for me? Make it as easy as possible to respond. Carefully consider your campaign objective and what the customer s next step might be. For instance, for many large transaction prospects or B2B customers, the next step is to visit the Internet or request information. For catalog buyers, it s a call to order or go on the web and buy. For potential retail customers, it s visit the store. Never lose sight of the fact that you want action. If you can add legitimate urgency to offers, that s a real plus. For B2B or service-related pieces, testimonials can be very powerful. However, only use them if they are sincere and heartfelt. They should illuminate the benefit in a unique way, not just reiterate a copy point. Don t be afraid to edit testimonials, but don t change the meaning. Case studies, white papers, live events and relevant giveaways are proven to attract high-quality respondents. Good direct mail copywriting is a craft. This is an area where it pays to spend some money with someone who understands marketing, the audience, and has the ability to wordsmith. Don t cheap out. USPS data says you get about 3 seconds to capture someone s attention during the Mail Moment. It is imperative that your headlines and mailer panel teaser copy speak to prospects interest or need. It is also imperative that the piece be outstanding visually. Eye-catching graphic design, lumpy mail, UV coating, oversize pieces and other techniques that make a piece stand out in the mail pile can make a big difference. Consumers throw away pieces that look junky, amateurish or cheap. Remember, they will be exposed to thousands of ad messages per day. 5 essential creative rules As stated by Ruth P. Stevens in her Direct Mail Essentials paper, there are critical creative rules of direct mail marketing copy and design that have been proven to be effective. These rules should not be broken. Rule #1: Copy trumps art. Direct marketing is more about selling and less about creating an impression or being memorable. So, great direct marketing communications must focus on persuasive copy. The rule of the illustrations and design is to deliver the message clearly. Rule #2: Use a friendly, me-to-you tone. Avoid formality. Avoid jargon. Write the way you speak. This is not mass advertising. This is one person talking to another. What is the most powerful word in direct marketing copy? You. Rule #3: Keep it clear and simple. Focus on only one thing. Sell the offer, not the product. Don t introduce choice into your offer. Don t try to sell two ideas at once. You confuse, you lose. Rule #4: Be credible. People won t respond to someone they don t trust. So, your offer must be believable. And your messaging must be warm and personable. Eliminate risk by adding testimonials and guarantees. Rule #5: Stress the benefits versus the features. Explain why the customer should care. What s in it for me? Don t talk so much about the product per se. Talk about what it can do for the customer. Page 8

9 The Internet changed the role of direct mail According to a study by Jupiter Research, 66% of consumers responding to any form of offline advertising visited the web site of the company advertised or a search engine to learn more, while only 14% called a phone number from the advertisement. Today, it is essential that the Internet be a vital part of your integrated marketing strategy. In campaigns for our clients, we have seen Internet response rates as high as 80-89%. Embedding a web address in direct mail has been a common practice for many years. Some companies, like Dell, utilize different file extensions based on the response channel or group being mailed to. This enables them to measure effectiveness of various lists and channels. You should also request, and review on a regular basis, the activity reports from your site to see what kind of lift results were achieved from your direct mail campaigns or other forms of advertising. Important marketing decisions and strategies should be made based on this data. However, this creates some nagging questions: first, who actually visited the web site? And, did they ever raise their hand or buy as a result of the direct mail piece? A new technology has emerged that links direct mail with the power of the Internet and answers those questions. That technology is personal URLs. Personal URL s help you attract, interact and react A personal URL (PURL) is a web address with the recipient s name embedded in it. Variable data print technology allows personalized content, which includes personal URLs, to be included in direct mail pieces. When a recipient uses a PURL to access the web, the very act of accessing the web page identifies the visitor. That produces important benefits. The first is obvious: the ability to track effectiveness and identify interested prospects. Because you know who is visiting, you can use available data on the recipient to carry on a more personal conversation. Web content can be variable, just like print pieces can be. Landing pages can be created with multiple content, image and contact options. Data can be embedded in the layout. When a recipient logs in, the availability of data allows you to make the web page more relevant. These landing pages are web micro sites which can be constructed to present information directly related to the direct mail campaign and the recipient s interest. This is definitely more user-friendly than making the prospect navigate through an entire company website to find the appropriate content. Here are some of the advantages of using PURLs: The website satisfies the prospect s need for more information and can walk them through a process, which can include a survey or information request page. On the survey page, you can have them answer questions that further specify their interests. Personal URL sites with survey pages can be used to accomplish numerous marketing campaign objectives including: event registration, downloading of coupons, fulfillment requests, customer satisfaction surveys, data gathering to drive future campaigns, appointment scheduling, and much more. Page 9

10 The act of completing the survey automatically triggers delivery of a lead report, which includes all basic contact information on the recipient, as well as data related to the way they answered the questions. These leads can be pushed down real time. Business rules and logic can be used to determine who in an organization receives the leads. This is a quantum leap forward compared to business reply cards. A company s sales staff, marketing department or call center can receive this lead within minutes of a site visit. The person has raised their hand and is almost always available for immediate contact. Business reply cards, in contrast, cool considerably while they navigate through the mail stream back to corporate. Thank you pages can be automatically displayed, and triggered s can be sent to the site visitor. These pages should contain relevant links to other sources of information, relevant contact information for further interaction, confirmation details, and more. The response tracking capabilities available with PURL campaigns are dynamic. Reports can be generated to show site visitors, multiple visitors, who didn t visit, compiled question results, overall campaign performance and ROI, individual list performance, statistics by day, by list, by region, and much more. The response tracking portals, which are web accessible 24/7, provide marketers with the ability to measure and react that previously was not available. Data can be exported and included in spreadsheet applications or imported into external databases and CRM systems. There is data that suggests that utilization of PURLs, in conjunction with relevant direct mail, can create a 2-5x lift in results. Consider these illustrations: Illustration A Personal URL s not utilized Company has an average customer value of $2,000 They mail out 100,000 pieces at a per piece cost of 75 cents, including creative and postage Campaign cost is $75,000 Response rate is 1% Sell 1,000 customers at $2,000 each Total business from campaign = $2,000,000 Campaign ROI is 26.67:1 ($2,000,000 / $75,000) Illustration B Personal URLs are utilized Same quantity mailed to and per piece cost on print remains the same Personal URL and web creative cost added at a cost of $12,000 with total campaign cost at $87,000 Response rate lifts from 1% to 2% Sell 2,000 customers at $2,000 each Total business from campaign = $4,000,000 Page 10

11 Campaign ROI = 45.98:1 ($4,000,000/$87,000) Remember, however, that the inclusion of personal URLs in direct marketing efforts will not rescue poorly conceived campaigns, bad strategy or bad creative. Marketers must give careful consideration to the calls to action in the direct mail piece that will entice readers to utilize the PURL. Further thought must also be given to what will entice the viewer to raise their hand and provide information on themselves. Personal URLs are one of the most exciting marketing technologies to come along in years. If you re not using them in your direct mail efforts, you may be missing out on connecting with a whole segment of prospects. Personal URLs deliver personalization, relevance and measurement a powerful combination. Tracking phone calls Some customers will still prefer to pick up the phone and call you. It may not be the first step after receiving the direct mail, but some will call and you need to be ready. Companies often ask the receptionist or marketing staff to record the number of calls that come in from direct mail campaigns. This method is very unreliable as staff members forget to ask the caller where they heard about them and forget to record the data. How many good direct mail campaigns have been killed because the person answering the phone didn t record solid data, and the marketing department relied on that poor data to determine campaign effectiveness? Call tracking numbers are a very useful tool to capture telephone response. For less than 50 dollars per month, Marketing Impact can provide you with toll-free numbers that record the number of calls and important data on the callers. These toll-free numbers can be forwarded to whatever phone number you like. It is invisible to the prospect and recipient where the phone call came from, however, software monitors the call and captures the caller ID tags on about 65% of all phone calls. By capturing the caller ID tags, the caller s name, address and phone are recorded. That information can be migrated into your prospect database or CRM system. This provides the marketer with a much more accurate picture of campaign effectiveness. Good data: how do you get it? It is no mystery that the highest performing campaigns are loyalty programs and other efforts directed at customers. Customers who have already shown some predisposition to do business with a firm will consider doing business with them again as long as they are satisfied with their previous encounters. For retail marketers, the proximity of your prospect to your retail location is another critical component since nearly 90% of customers are located within a 3-mile radius of your location. There is another reason customer campaigns can be particularly effective. In a word, it s data. If a company keeps good data, then they know what their customers buy, how much they buy, and when they buy it. That knowledge can be analyzed and leveraged to drive direct mail that places the right offer in front of the right person at the right time. If you aren t capitalizing on your customer intelligence, you should be to help jumpstart your business. The auto service business has utilized database marketing techniques and variable data print with a high degree of effectiveness. We have seen campaigns with response rates in the 11-35% range and campaign ROI as high as 100:1. Auto service transactions are typically not big-ticket purchases. So, in a way, they buck the concept that direct mail works only for firms with high-value transactions. In fact, auto service Page 11

12 customers, because they have an ongoing need to service their vehicle and often own multiple vehicles, can become high value customers. Auto service facilities know many things about their customers including, make, model, number of miles driven, previous services performed, services needed, manufacturer s service recommendations, and more. They leverage this information to present highly tailored offers. We should point out that this industry has received a high degree of attention from database marketing firms. Auto service firms typically are associated with a manufacturer (i.e. GM or Toyota) or a parts label (i.e. NAPA, Michelin or AC Delco). Most individual auto service firms could never effectively develop and execute these highly complex data gathering and marketing processes. However, as a collective group, they can become viable clients for a variable data print/mail firm or a database marketing company. Once conceived, these programs can run fairly automatically. So, the manager of the store in Topeka, KS doesn t have to understand how to do it. He just has to notify his staff to scan the coupons that come in. The database marketing firm extracts his customer data on a periodic basis to generate the mailing data and the ROI reports. And, the ROI numbers do add up. This year, make it a priority as part of your marketing plan to learn and record more information about your customers. Think about the factors that would enable you to make predictive offers, in the end it will pay off. Successful prospect mailings can also be conducted. Data from the DMA shows that customer programs do outperform prospect programs. However, if a company does not continually bring in new customers, that business will decline. There is an old paradigm; a business must replace 20% of their customers annually just to replace attrition. It can be considerably more difficult to conduct highly tailored, relevant campaigns to prospects. Why? You don t know as much about them. Lists can be purchased with simple SIC, income, and household characteristics like income, presence of children, value of home, etc. Those can help you develop a prospect list, but may not give you the additional data characteristics you need to get the right offer to the right person at the right time. There are a couple of very interesting ways to learn more about prospects or to execute prospect campaigns that have a higher likelihood of access. Modeling One method involves data modeling. To model data, we take a firm s customer database and have it appended. Experian and Equifax maintain and continually update large, compiled databases on virtually every individual in the United States. They access land use records, magazine subscription data, warranty registrations, consumer sales data and more and develop ever-expanding consumer profiles. When a database is appended, these additional data profile characteristics are appended or added to each of your customers. Then, the data on all of your customers is analyzed to determine which data characteristics are most prevalent in your customer database. This knowledge can be used to purchase additional prospect names that fit the profile. We have seen this process used to dramatically improve list quality and the likelihood of a sale. The additional data characteristics may be valuable in enabling you to create more relevant pieces. Information gathering campaigns Some companies run campaigns to gather data that will help them execute more successful campaigns in the future. One of the most successful examples we have seen involved a pet food company who gave away free pet name ID tags. Pet owners are typically very concerned about their pets safety. So, a tag Page 12

13 with the pet s name, address and phone has broad appeal. Consumers were asked to visit a website to provide information that would be used to create the tag. They were also providing information that the pet food company needed to make highly targeted offers including: breed, number of pets, age of pets, address, pet owner name, etc. The collected data was used to send future relevant offers (i.e. puppy chow vs. senior dog food). This is an area where personal URL s can be effectively used in a prospect campaign. The respondent receives a direct mail piece that steers them to the personal website. You can present an offer to give something away that is valuable enough that the responder will be willing to volunteer some information. Once at the personal website, they complete a short survey to receive their free or highly discounted item, and you have the information you need for future marketing efforts. Postage cost affects campaign ROI Many organizations will bid all of their direct mail projects out to at least three possible providers, but not take into account what the postage will cost. Postage matters. In fact, on the majority of direct mail projects we see, postage cost is several times higher than print and mail cost. If you can save money on postage, campaign ROI immediately increases. Many steps can be taken to pare down high postage costs. We look at things like automation compatibility, mail piece specifications, list quality, mail entry points, walk sequencing and more to help our clients spend as little as possible on postage. However, low cost pieces that arrive after an event or promotion ends do not make any money. There are circumstances where it pays to spend extra on postage, either to ensure timely delivery or to make an impact. We have mailed 10x15 jumbo post cards, which certainly cost more to mail. However, the impression that is made when it arrives at the recipient s location often justifies the extra expense. Some firms use priority mail or parcels sent in boxes or cardboard envelopes. These types of mailings look important and have a higher degree of success making it past mail screeners. If you are producing high volume mailings, let us analyze your mail to see if postage savings can be achieved. The Marketing Impact advantage Measurable results: Marketing Impact produces direct mail with a laser-like focus on measurable results. Our mission is to help our clients execute marketing campaigns that achieve marketing and ROI objectives. Simply producing quality pieces on time does not ensure client success. We want your mail to work for you and deliver bottom line impact. Single source convenience and accountability: The traditional direct mail creative/production model utilizes a creative director, copy writer, art director, print production person, print firm, list house, and a mailer. Marketing Impact is your one-stop, turnkey solution. We provide all of those services in-house, efficiently and cost effectively. From strategy through production and delivery, we do it all and, do it well. High-quality delivered cost effectively: We have seen many situations throughout the years where designers have crafted pieces that resulted in significantly higher postage expense with little, if any, additional return. It can be very difficult to save big money when the pieces are already designed. Additionally, our competence in postal logistics (deciding where your mail should be entered) can save money and result in more predictable in-home dates. Page 13

14 Variable data print expertise: Marketing Impact has extensive experience in data management, mailing, and document template development. We produce tens of thousands of variable data print pieces every day that successfully achieve our clients objectives. Personal URL competence: We have been creating and executing successful, personal URL campaigns for many years. Our campaigns have succeeded where others fell short because we thoroughly understand purls and know how to navigate through the technical, creative, and marketing aspects to ensure that your campaigns run smoothly and achieve your strategic objectives. Want to learn more about how we can help you create and execute successful, measurable marketing solutions? Please contact Kevin Naughton at or Marketing Impact is a national, full-service marketing, print and integrated digital solutions firm with more than 50 years of experience across multiple industries. Marketing Impact delivers innovative marketing, print, direct mail and cross-media solutions that enhance response rates, sales revenues and return on investment. Corporate headquarters are located in Flint, Michigan. Please visit or call for more information. Page 14

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