A Match Made In Marketing Heaven: Direct Mail + Email
While we obviously have a soft spot for Direct Mail marketing, that doesn't mean other marketing channels don't play an essential role. In fact, when...
Direct Mail Marketing is a way for companies to communicate with new and existing customers to boost sales. The fundamental principle behind Direct Mail Marketing is that the expenses incurred are justified by the additional sales and profits generated, a concept referred to as "Return On Investment" (ROI).
It is crucial to effectively track campaigns and accurately attribute sales to the correct campaign. Digital advertising lures users to "Click" on a display advert and tracking is facilitated by a unique URL link behind the click. This link redirects the user through a tracking server to the destination website landing page. Once the user completes the desired action, the ROI can be calculated and the acquisition cost price determined. This allows for individual optimization of each campaign, with adjustments made to media bid prices accordingly.
Programmatic advertising revolutionizes the entire process by utilizing sophisticated algorithms to optimize every step in real-time. This is why programmatic advertising claimed over 50% of the online digital ad spend in 2016.
In contrast, offline direct marketing has been largely neglected over the past decade, considered costly and outdated. Email marketing took massive chunks of offline marketing budgets with great success. However, in recent years, email opening rates have plummeted to below 20%, signalling a decline in effectiveness. Consequently, customers who are less digitally inclined are often overlook in the marketing communications, particularly among older generations aged 50-70.
Stannp.com is a crossover, it can be controlled programmatically so template messages can be generated dynamically and sent to users who are not responding to email or display campaigns.
The offline campaign can be tracked easily by analysing the data that the campaign was sent to and the sales which are generated.
A daily print run is processed for letters and postcards, and they are sent using specialist bulk discounts; using these discounts, Stannp.com can send individual mail pieces for a great price. The company has hundreds of clients across all sectors sending hundreds of thousands of mail pieces a week.
Ready to elevate your Marketing solutions through Direct Mail? Discover the full range of services we offer at Stannp.com.
