Direct Mail. with a Kick. Tradition + Technology =

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4 Tradition + Technology = Direct Mail with a Kick T echnology has made marketing more scientific. Smartphones and tablets have increased echnology has made marketing more scientific. Smartphones and tablets have increased interaction, software makes it easier to measure results, and social media makes nearly everything shareable. But according to Beth Smith, owner of Smith Browning Direct, Inc., and creator and education director of the Direct Marketing Association s (DMA) Direct Marketing Institute, both technology and the traditional basics matter. She says despite massive growth in new channels, consumers have a preference for direct mail and that can t be ignored. Direct mail response rates have dipped, according to the DMA 2012 Response Rate Report. However, the report indicates that even with the dip, direct mail still remains highly competitive with digital channels. The report shows that for every 1,000 customers receiving direct mail, the average response is 34. For , the average response is just one in 1,

5 Direct mail has that universal reach that other channels don t, and this means direct mail doesn t go away. BETH SMITH,, SMITH BROWNING DIRECT, INC. The future of marketing is multi-channel, Smith says. But direct mail has that universal reach that other channels don t, and this means direct mail doesn t go away. Multi-channel marketing creates the opportunity for a variety of tools to come together to achieve a specific outcome. While there are plenty of tools that can be used along with direct mail to boost response personalized URLs (PURLs) and QR and other two dimensional mobile barcodes, for example smart marketers use them without forgetting the basic rules of marketing success: relevance, timing, the right audience and the right offer. Step back from the tactics, Smith says. No matter what you do tactically, if you don t have the right audience, the offer is not right, and the timing is not right, it s not going to work. Use tactics to get there, but know tactics won t get you there alone. Once you ve targeted your audience and developed an offer and your plan for relevance, what tactics can help boost the response of your direct mail piece? Variable data printing Smith recommends thinking of variable data printing (VDP) as adding personal and relevant information. Relevance is huge, she says. It helps you get attention. But, you also have to take it further and address your prospect s most relevant need. Ask what will make the strongest connection. For example: saying When can I finally retire? is a much stronger message than Start small to save for retirement. Personalization is more than using someone s name. VDP customizes images and offers, too. Use big things to elevate the piece, Smith says. If you re mailing to a pet owner, don t show a cat if you know they own a dog. This also works for nonprofit solicitations. Don t ask a $100 level donor to give $5, because they will. Offers In the 40/40/20 rule that says the success of a mail piece is based 40% on the list, 40% on the offer and 20% on creative, Smith says the 40/40 portion comes first because you first have to get the audience and the offer right before you can create or execute a piece. Can you create an offer that implies the prospect would be crazy not to take advantage of it? she asks. That s the litmus test you want to use. Everyone uses 15% off. Not everyone offers $1,000 off. That makes a 15% offer much more appealing. Of course, that s applicable to big ticket purchases. PURLs/landing pages Personalization is not enough, Smith says. PURL success stories include a promise of a personal experience, and that needs to be delivered on. That s when it becomes incredibly powerful. Mobile barcodes follow the same logic. Smith says she s seen reports showing a 40 to 200% lift in response when PURLs and mobile barcodes are used correctly. To deliver on a great offer, try links to informative videos or some type of reward, such as a free trial or exclusive discount. Physicality Finally, Smith mentions studies showing the brain fires more when someone is touching something. This is a great reason to use print. Physicality, accomplished with a thicker piece of paper, a peel-off sticker, lumpy mail or three-dimensional boxes leaves a stronger impression on the brain. You ll get a higher engagement factor and sense of curiosity when you make it physical. In the end, Smith advocates remembering what direct mail has to offer that other channels do not. No matter the tactic, use the direct mail channel to its greatest strength. Mistakes in direct mail come most often in trying to lower costs; for example, using the smallest postcard, which just reduces the piece to something could be. n 03

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7 casestudy: How we help customers meet their goals Restaurant franchisor is served up fast, easy way to order printed materials Background and Objectives A restaurant franchisor with 21 locations and market expansion plans wanted to give its multiple locations the ability to order their own printed collateral. A primary concern was to protect the corporate brand by allowing the usage of only approved images, logos, colors and fonts. Additionally, the franchisor wanted to ensure the ordering process would not distract users from running their restaurant efficiently by requiring too much time designing and ordering the marketing materials. The franchisor was already using a Web-to-print solution but felt it failed to keep up with newer technology and was no longer meeting expectations. The company began looking for a new provider whose solution would have higher levels of customization, be easier to use, and provide cost and time savings. Solution A fully-customized, Web-to-print solution that offered each location a variety of templates for menus, mailers, bumper stickers, coupon books and grand opening kits that can be printed and fulfilled automatically at the close of the order. Designed for ease of use, the new online portal allowed users to see only the materials available to them based on their location and restaurant classification. Benefits Brand protection was accomplished by choosing a provider with the ability to customize the website as well as the templates. In contrast to the company s previous solution, users of the new system would never see the logo of the solutions provider. The entire backdrop of the site with its customized header, footer and login page showed only the franchise s logo and brand identity. All templates were fully-designed according to the franchisor s specifications. Individual customization/ease of use was built into the system. Upon login, the user chooses his/her location, and templates automatically populate with that location s address, phone number and map. Because the templates were already built to brand standards, each restaurant can place the order without waiting for approval, and it can be done 24/7. Faster turnaround times. Because the solution requires no internal approval while also working to print and fulfill the order immediately, delivery averages just five days. Results The franchisor realized immediate cost savings. After initial set-up charges, the monthly fee to maintain the site was lower than that of the previous provider. Additionally, because the provider of the new solution has printing capabilities in-house, orders are completed faster and shipping costs are lower. Brand protection and ease of use requirements are being met with each error-free order placed. 05

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