Direct Mail and Printed Newsletters WORK – the Experts say why! Are you using them?
Direct Mail and Printed Newsletters WORK – the Experts say why!
A recent study by ExactTarget, an international company that specializes in interactive marketing, helps illustrate direct mail’s continued relevance. The survey asked consumers to indicate how they would like to receive 11 different types of messages. A headline in ExactTarget’s 2012 Channel Preference Survey screams the results: “DIRECT MAIL LIVES!”
Here’s why:
It is tangible. The sense of touch, taking action like turning a page or opening an envelope – makes a physical connection. Holding a printed newsletter adds a sense of validity.
Jeffrey Rohrs of ExactTarget: “As I look at our 2012 survey compared to our 2008 survey, the real story is that we have multichannel consumers due to the explosion of devices, so you’d better have cross-channel communication strategies. You need to be integrating your channels so that you can influence your consumers in different ways. This is where direct mail can work hand-in-glove with e-mail and social media. There will always be a place for channels that break the mold and pleasantly surprise consumers.”
It is fun. The power of mail, lies in the mundane consumer ceremony of walking to the mailbox every day. It is a ritual – beyond habit. It is part of what people do. Printed materials will differentiate your brand in interesting ways that will produce a return on investment.
It is less competitive. The digital age has boosted the impact of direct mail. “Your e-mail inbox is the new mailbox, filled with bills, letters from friends, family and work,” Jon Yokogawa, vice president of consumer engagement for interTrend. “So the amount of paper in your mailbox is less. Therefore, you would be more inclined to look more carefully at any type of mail that you do receive from the Postal Service.™”
A printed newsletter can be picked up and re-read at their convenience. Besides, if you load the printed newsletter with targeted “health” information or local resources, consumers will place it on the frig.
It has a long shelf life. Consumers will hang on to news worthy print items for months (especially if it’s relevant; give them useful tips and education to help with daily activities.)
It is proven. The Direct Marketing Association (DMA) has found that direct mail boasts a 4.4% rate, compared to email’s average response rate of 0.12%, says Yory Wurmser, director of marketing and media insights at the DMA.
As to why direct mail remains such a strong channel – the reason could be related to the fact that consumers are — now more than ever — continually bombarded by digital messages they don’t want.
It builds loyalty. Printed newsletters and mailed information cultivates loyalty and brand evangelism among consumers. “We know from our research at the Content Marketing Institute that only about 30 percent of our customers create and distribute a custom magazine, but we think there’s great opportunity in that channel to build loyalty,” Joe Pulizzi of the Content Marketing Institute says. “Social media is selective. It’s hard to get on that must-read list.”
It helps you target. Denver-based Heinrich Marketing likes to think of itself as the CSI of the marketing world, asking the tough questions before getting the creative department involved. Heinrich managing director Laura Sonderup says the research has shown that mail continues to be one of the most cost-effective methods for targeting that any marketer can deploy: “In many instances, mail allows us to localize lead generation far more efficiently than other marketing channels — down to the census tract and neighborhood level when necessary. Our largest clients insist that direct mail be included in their marketing plans as a means of maximizing budgets and increasing return on investment.”
It delivers results. Whatever its evolution, direct mail ultimately continues to resonate with marketers for one primary reason: It gets results. Robert Salta, owner of Maryland-based DirectMail.com and a 30-year direct marketing veteran, has strong views about mail’s staying power: “It’s all about results. Direct mail works,” he says. “The majority of people will open and read direct mail, but often will choose to ignore e-mail solicitations. The fundamentals of direct mail haven’t changed, partly because their efficacy has been proven time after time. What has changed is the advent of data and digital print technology, and both have benefited direct mail immeasurably.”
AND… it’s a great differentiator!
Sources include: Exact Target and DeliverMagazine.com.
Repubished from a recent CareBuzz newsletter with permission.
The adult care services are in a price battle – you don’t have to fight that battle. There are easier ways: know your difference, know your audience, and create care packages and plans that take you out of the pricing war.
Thanks, Steve, for posting.
Carol Marak
[email protected]
From LinkedIn Groups
I thought it was outmoded, but perhaps it depends on the demographic. It might work for senior care. I throw out most of the mail before it even gets in the house 😉
What do you think?
By Lorie Eber
From LinkedIn Groups
Steve
I can certainly agree with some of the reasons identified with ExactTarget for using printed newsletters, but they left out one pretty significant factor – that of cost.
In our case, we send out more than 250,000 newsletters per month. Printing and mailing such a number would be an expensive proposition compared to the near zero cost of using e-newsletters. Even assuming the statistics of roughly 4% response rate for a printed newsletter versus much less than 1% (a statistic I might challenge based on the quality of the mailing list) for an e-newsletter may present an interesting business case.
Among the other benefits of e-newsletters vs. a printed newsletter are:
1. An ability to actually monitor, through simple and accurate delivery reports, the number of people who read the newsletter.
2. The ability of a newsletter recipient to easily share information by forwarding the newsletter, or a part of it, to a someone who may be interested in the content.
3. An ability of a recipient not wanting to receive the newsletter to merely opt-out.
4. An easier and more accurate ability to maintain a mailing list which is comprised of actual readers.
I certainly enjoy going to the mailbox and finding something potentially useful to read, but I also used to like to get a daily newspaper delivered packed with content – and now settle for what seems to be a well abbreviated version from the good old days.
Thanks for the interesting topic.
By Arthur R. Kupperman
From LinkedIn Groups
When I was chapter president for the NJ Chapter of the American College of Health Care Administrators, we maintained a printed quarterly newsletter. the article you posted neglects to mention that the conventional wisdom of people who Constant Contact cite an open rate of only 20%. I’d bet the reading rate of a printed newsletter is significantly higher.
By Michael Hotz, LNHA, CNHA, FACHCA
From LinkedIn Groups
The idea is to communicate using all channels. I suggest having not only a print, Web, and email version of newsletters, but have a mobile phone version as well. The challenge will be that each will require different formatting and must be optimized to work with more popular devices. The length of your messages and headings will vary as well, with email and mobile versions having headings and sub-heads linking to the full stories on the website.
By Montgomery Place
From LinkedIn Groups
My 91 year-old mother-in-law stays connected with email, but also reads through her snail-mail. Communicating using more than one channel means that your message will be less likely to be overlooked. It also serves to reinforce the messages you want to convey.
Also, it is important to remember that seniors are not your only audience. The children and grandchildren should read the newsletters as well.
Kevin
By Montgomery Place
Lori, many of us who have time constraints are frugal with the mail that makes it into the house from the mailbox. Older adults, in my personal experience, find that checking the mail is a ritual they enjoy doing.
Arthur, you are right about having more control of stats and proving ROI with an online newsletter – besides 250K monthly newsletters (cost) would be crazy.
Michael, I know my stats for my own online newsletter is higher that 20% – and as you state – I think if the news is worthy, they will hold on to it longer – using it as a reference.
Kevin and Montgomery Place, thank you for the wise marketing tips.
Have a great day!
Carol
From LinkedIn Groups
We still mail printed newsletters to those who prefer to touch their newsletter and send it electronically to those who prefer that medium.
By Teresa Long
Steve,
Great article. I truly believe that direct mail stands out more than email. It IS the new email, because now it’s less common!
However, the best approach is to use a combination of both! We developed ConnectAround.com to complement paper newsletters and newspapers in adult communities, not replace them!
What does that mean?
It means that we digitize their calendar and send reminders of special events, which go STRAIGHT to smart phones. This is especially helpful when you are out of the house and don’t have the newsletter.
Many residents say they lose the newsletter and appreciate the second source which is always reliably online.
Furthermore, less mobile residents can use our site to connect with others, coordinate ride shares, and view the PDF version of the Flyers in the clubhouse.
We use direct mail (postcards) to verify new members are residents, which has worked very well for us!
Bottom line, I think it’s a combination, and would be happy to guest blog about this if it’s interesting to anyone!
Marcie
Marcie
I would be interested in knowing more!
Eileen
From LinkedIn Groups
Thanks so much for connecting with me. If there is anything I can do to be of assistance please don’t hesitate to ask.
If you have a chance, I would appreciate your taking a look at my blog seniorhousingforum.net, the fastest growing senior housing blog on the web, and giving me any feedback you might have.
You might also want to join the Senior Housing Forum LinkedIn Groups
http://www.linkedin.com/groups/Senior-Housing-Forum-wwwseniorhousingforumnet-4152056/about
Steve Moran