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While close in proximity, the dynamics involved with characterizing a topic like content marketing for a large group of countries like Europe is more than ambitious. However, the demand and interest for information about content marketing in Europe is high and there are a small number of studies available to better understand how European businesses currentlyA view content marketing as part of the digital marketing mix. Of course these are just raw stats, so I’ll be sharing connections, correlations and insights from these reports at the Content Marketing Conference Europe event on Tuesday 10 June, 2014 in Antwerp. If you are aware of digital marketing research in any region of Europe that focuses on Content Marketing, please share where we can find it in the comments. Subscribe by EmailSubscribe to Tatango's SMS Marketing Blog to receive great SMS marketing content delivered right to your inbox.
Beyond your house list, renting a list from an experienced list broker can provide you with segmented and targeted contacts to approach that may be strangers, but comprise people with interests and demographics that align with your business and direct mail message. Managing a proper and well-performing mailing list can take time and be tedious for some, but ita€™s vital to the performance and ROI of your efforts. Test postcard performance by using your best-performing promotional email as the starting point. Remember, postcards are a great deal less expensive to print and mail than most forms of direct mail. Personalized communications will almost always out-perform generic pitches in all categories.
But using a persona€™s name is just the beginninga€”the content needs to be personalized as well.
Direct mail campaigns used to take weeks to execute because of the time it took to develop concepts, print, etc. 3-D or dimensional mailings, whether they take the form of a box with a teaser on the outside or a tube, outperform standard formats by 250%, according to the DMA, but increase the cost per lead by only 50%. Amid a plethora of promotional techniques that are extremely hard to quantify (such as social media marketing), direct mail remains refreshingly measurable.
Contact Tom Brassard at Paw Print & Mail to learn how direct mail can best perform for your business or organization.
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Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on integrated content, search, social media and influencer marketing. We respect your privacy.PhoneThis field is for validation purposes and should be left unchanged. I found this infographic the other day, which was chalked full of mobile marketing statistics related to the QSR industry. In this post Ia€™ll touch on some best practices and ideas to maximize your direct mail efforts.
Generally speaking, depending on what your business or organization is and what your goals are, the best list to use or start with is your own house list.
Whether playful, loud, and flashy, or more conservative and business-like, craft the graphic design and content writing that clearly expresses your intention thata€™s appropriate and relevant to your audience. This means that to be effective, the prospect needs to understand your offer within seconds of glancing at it.
For example, if you are marketing high tech products that run on different platforms, users will have different hot buttons. That can still be true of large and elaborate campaigns, but now marketers can take advantage of digital print-on-demand. For example, American Signature Furniture once conducted a test, sending a self-mailer to people who visited a showroom but did not buy. People who receive the mailer and return to purchase spend about 40% more than those who did not receive the mailer.
Salespeople who complete a sales call can drop a postcard in the mail on the same day, thanking the customer and perhaps offering a special discount.
If your swimming pool-supply business peaks during the warm months, be sure to send direct mail in March reminding pool owners of the delights of the summer to comea€”and the importance of having a clean, sparkling pool to enjoy. Within a given mailing, split the list in half with half the recipients receiving Headline or Offer A and the other half receiving Headline or Offer B. When not at conferences, consulting, or working with his talented team, he's likely on a beach somewhere doing absolutely nothing. These are people who have either purchased from you in the past, have expressed interest in doing so, or are prospects you are cultivating.


For one mailing, a fun postcard would work best while for another an envelope mailing comes off as more credible.
Some of the same rules apply to postcards as to emails in terms of how much information can be effectively communicated. A generic message that focuses on only one platform will not be relevant to other customers. The mailer included the customersa€™ names and the name and contact information for the sales rep who served them, as well as the date and time of the visit. This allows you to experiment with different approaches to determine which ones are the most successful. People do business with people they know, like, and trust so a familiar face or name is the best asset you have. A good practice is to collect direct mail pieces that catch your eye and form an idea generating foundation for your next direct mail marketing campaign. Consider a message on the outer envelope to encourage an open; and further consider testing different messages a€“ either within the same mailing or over multiple mailings a€“ to help determine which perform best.
Wording that tries to cover issues for all platforms will be cumbersome and uninteresting to most recipients. This can provide valuable data for not only evaluating the results of that mailing, but for planning and strategy going forward. If some people on your house list havena€™t bought from you for awhile, now is a good time to approach these folks and inspire them to return.
Include testing a blind outer envelope, with only your return address as well; they can sometimes pull better than an envelope with a teaser line because they dona€™t notify recipients that they are opening a solicitation. Ita€™s worth the extra time and small expense to assure that your piece says the right thing to the right people.



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