Insights

The Email-Direct Mail Duo

March 28, 2017

A trend we’ve been following closely is cross channel performance multipliers. Digital marketers, media industry leaders, and our own clients have been sharing stories of how targeting audiences one-to-one across all major channels is driving success. The article below by MediaPost caught our interest about how an “old school” approach fits right in with the…

A trend we’ve been following closely is cross channel performance multipliers. Digital marketers, media industry leaders, and our own clients have been sharing stories of how targeting audiences one-to-one across all major channels is driving success. The article below by MediaPost caught our interest about how an “old school” approach fits right in with the current multi-channel landscape.

We thought it was so good, here is the article from MediaPost in its entirety:

 

The Email-Direct Mail Duo

by Ray Schultz, Columnist, March 2, 2017

You wouldn’t think that Printing Impressions, a magazine about print, would be happy about email outpacing direct mail in this year’s budgets. But it sounds neutral at least. A survey by its sister publication Target Marketing, shows that 31% of those polled are increasing their direct mail budgets this year. vs. 60% for email. What’s more, 96% of the respondents use email — “a high vote of confidence in a channel that sometimes seems to be waiting to pass its torch,” Mark Michelson writes. In contrast, 72% use direct mail.

Does direct mail still have a role to play? Of course. It generates trust that it didn’t enjoy when it was simply considered junk mail. And it works well when used with email in a coordinated multichannel campaign.

For example, Gaggenau, a European appliance maker, pulled open rates of over 60% with follow-up emails for a pop-up restaurant event. But the campaign started with direct mail, DMN reports.

This type of crossover is common. But here are a few tips on how to do it, based on input from experts, past and present.

  • Time it well — Depending on the proposition, start with the postal piece, then send the first of a series of emails. As one pundit has written, direct mail packages have a longer shelf life than emails, and people remember them longer.
  • Choose the right lists — Your first hurdle is to get email addresses for all the postal records on either your customer or outside rental file. This can be done with email appends. But make sure that you’re in keeping with all provisions of the Can-Spam Act, and applying them in the postal channel, too.
  • Have a strong Call to Action (CTA)  What They Think recently reported on what it called the Danish Cancer campaign. Tests showed that more people remembered the direct mail CTA than the email one. But don’t be swayed by that. People may remember the direct mail CTA. Given the interactivity of email, they are probably more likely to respond in that channel.
  • Maintain consistent branding — Use the same offers and creative in both channels, and be sure the name in your from lines matches the one on your postal envelopes.
  • Don’t be afraid to be repetitive. “It’s like the old story about the clergyman who had so many converts,” said the late direct marketer John Stevenson about direct mail. “He was asked his secret. He said, ‘I tell them what I’m gonna tell them, then I tell them, then I tell them what I told them.’”

 

 

Increase ROI and Confidence in the Media Mix

September 26, 2016

The top challenge marketers face this year is increasing or proving marketing ROI.  Part of the problem is 50% of advertisers aren’t confident in their own media mix.  A surprising 55% of advertisers aren’t confident they know and understand how to effectively reach and influence people along the customer journey.  One of the root causes…

The top challenge marketers face this year is increasing or proving marketing ROI.  Part of the problem is 50% of advertisers aren’t confident in their own media mix.  A surprising 55% of advertisers aren’t confident they know and understand how to effectively reach and influence people along the customer journey.  One of the root causes of this dilemma is they’ve been unable to measure campaign results across isolated media channels and big data silos.

 

So, what can be done about this problem?

 

The obvious answer is to improve campaign measurements so ROI and media effectiveness will reveal themselves, but I suspect most sophisticated marketers are already pushing the limits of tracking reports.

 

abilitytotrackroibychannel

 

What if there was a way we could measure the impact of channels that are currently limited in their own tracking capabilities?

What if we could also increase wholesale lift across the board at the same time?

 

Let’s take an example of a campaign running across channels, using the audience targeting features each network or site has available.  Just because we instruct Facebook and AdWords, for example, to target the same profile of person doesn’t mean those same people will be served our ads in both places.  If we’re doing a good job there has to be some overlap, but there’s no reliable or measurable way of seeing that.

 

Compare a different approach where we force an overlap of most of the people targeted in the campaign.  These isolated channels and platforms on their own, or using a management tool like AdRoll, don’t have the ability to force this audience overlap.  Fortunately, there are marketing data firms that provide the one-to-one targeting data to ensure the same people see ads in a truly omni-channel experience for each person.

Anytime an impression, click, page visit, or site conversion comes from an ad unit served to the overlapped audience, you will automatically know that person was also influenced by all the other channels in the mix.  If you weren’t serving ads to the same people in all channels you wouldn’t know the total impact each channel has on the customer journey.  By forcing the overlap of audience targeting you have the ability to aggregate the total impact and ROI of this mix-within-the-mix.  This approach has resulted in campaign performance increases of up to 66%.

 

Going back to our original problem of increasing and proving ROI, there is a light at the end of the tunnel.  Reaching hyper-targeted audiences one-to-one across channels has been proven to boost campaign performance.  This approach gives marketers the ability to measurably prove the ROI, boosts confidence in the media mix, and increases performance all at the same time.

 

 

Based on Getting Digital Right by Millward Brown Digital

Email Paired With Social Drives More Purchases

July 25, 2016

  Studies by Fluent show that email advertising, coordinated with social campaigns, boosts engagement and purchases. Here are the highlights:   62% of consumers make weekly in-person purchases when reached across 10 or more marketing channels. 49% of consumers make weekly online purchases when reached across 10 or more marketing channels. Social media is the most…

 

Studies by Fluent show that email advertising, coordinated with social campaigns, boosts engagement and purchases. Here are the highlights:

 

62% of consumers make weekly in-person purchases when reached across 10 or more marketing channels.

49% of consumers make weekly online purchases when reached across 10 or more marketing channels.

Social media is the most effective at driving purchases when it’s paired with email.

Purchase frequency is highest when people are reached by both email and social campaigns.

Based on study by Fluent

3 Trends Influencing Digital Advertising

June 9, 2016

  Mobile Ad Spending is Exploding while Desktop is Flat There’s a $21 billion untapped opportunity for brands to catch up with how people consume media. Internet advertising revenue increased 20% in 2015 over 2014, hitting $60 billion total. Spending on Mobile ads grew more than 66% while Desktop increased just 5%. Only 12% of…

 

Mobile Ad Spending is Exploding while Desktop is Flat

There’s a $21 billion untapped opportunity for brands to catch up with how people consume media. Internet advertising revenue increased 20% in 2015 over 2014, hitting $60 billion total.

  • Spending on Mobile ads grew more than 66% while Desktop increased just 5%.
  • Only 12% of ad budgets are for Mobile, where people spend 25% of their time.
  • People spend 22% of their time on Desktop where 23% of ad budgets are earmarked.

 

Facebook and Google are Winning

Google and Facebook combined caused 75% of online advertising growth in 2015 over 2014.

  • Facebook’s ad revenue increased 59%.
  • Google’s ad revenue grew 18%.
  • Only 13% of growth was contributed by all other digital players combined.

 

Millennials Still Use Facebook

Industry reports keep saying that Facebook is out of vogue for teens and young adults, but the data tells a different story. Facebook surpasses all other social media platforms on both reach and time used with 18-34 year olds.

 

 

Based on KPCB Internet Trends Report

Winning Content and Customer Experiences

May 10, 2016

Brand value from a customer perspective is not always decided by the almighty dollar. Customer experience (CX) strategies are driving successful content marketing initiatives, higher customer satisfaction, increased revenue, reduced churn, and overall more effective marketing campaigns. Research by Econsultancy and Adobe ranked these touchpoints as the most important for optimizing CX: 90% – Desktop…

Brand value from a customer perspective is not always decided by the almighty dollar. Customer experience (CX) strategies are driving successful content marketing initiatives, higher customer satisfaction, increased revenue, reduced churn, and overall more effective marketing campaigns.

Research by Econsultancy and Adobe ranked these touchpoints as the most important for optimizing CX:

  1. 90% – Desktop website experience
  2. 86% – Mobile website
  3. 85% – Email
  4. 79% – Telephone support / sales
  5. 77% – Digital advertising
  6. 76% – Social media

 

Content distributed through these touchpoints tends to perform better if it falls within these categories:

Best performing content is 3 times more likely to be emotional. Perhaps this is stating the obvious, but content that provokes excitement, anger, hope, sadness, or anxiety get our attention. Pulling on heartstrings still works and cements the experience in our minds.

Content with rankings and comparisons drive more engagement. This airport rankings comparison is an example of easy-to-digest content that pulls in readers to find which detail is important to them.


Combine relevant topics with familiar touchpoint data. For example, people know and understand Instagram. If travelers are looking for top points of interest in a state they want to visit, this chart gives a quick snapshot using a reputable platform’s crowdsourced data.


Knowing and targeting your audience is crucial to delivering your valuable content through the most engaging touchpoints. People don’t want to see every offer or message from every brand. Content and CX strategies that match the desires of your best customers will give your content the highest value in their minds. Hyper-targeting audiences based on demographics, past behavior, purchase history, geography, and lifestyle interests delivers the customer experience your audience wants.

Personalizing the experience should be done wherever possible. Strategies can include discounts based on browsing history, greeting people by their name in emails, or tailoring offers to micro-segments. This is a huge part of the overall customer experience and can add real value to the bottom line:

  • 73% of consumers prefer to do business with brands that use personal information to make their shopping experiences more relevant (Digital Trends)
  • 86% of consumers say personalization plays a role in their purchasing decisions (Infosys)
  • 45% of online shoppers are more likely to shop on a site that offers personalized recommendations (Invesp)
  • 40% of consumers buy more from retailers who personalize the shopping experience across channels (Monetate)
  • 80% of consumers like when retailers emails contain recommended products based on previous purchases (Listrak)

Marketers have an opportunity to set their brands apart by offering better digital experiences and more relevant content. A study by Accenture revealed that “customer experience is at the heart of digital transformation”. 56% of companies look at the impact of digital in relation to customer experience and 80% of firms use third-party providers for at least one part of their digital transformation. The report also said that, “Companies are focusing on digital channels to make customer interactions more engaging: 63% are planning to enhance their online experience, 46% are looking to add or improve their mobile offerings, but only 39% want to improve their in-store experience.” Consumer preferences are clearly driving how brands change the way they distribute content and create digital experiences.

 

This post is based on articles from MarketingLand and Business 2 Community

Publishers Rely on Email to Drive Readership

May 3, 2016

  Publishers have been increasing their reliance on email tactics to drive traffic and readers to their websites. 41% of publishers credit email marketing for driving more than a quarter of total revenue, compared to 24% for general marketers. Research from The Relevancy Group also found that emails sent by publishers have higher engagement rates.…

 

Publishers have been increasing their reliance on email tactics to drive traffic and readers to their websites. 41% of publishers credit email marketing for driving more than a quarter of total revenue, compared to 24% for general marketers. Research from The Relevancy Group also found that emails sent by publishers have higher engagement rates.

“Email marketing is being relied on more heavily today than ever before, and the data indicates that publishers depend on it even more than most,” says Nicholas Einstein, vice president of research and principal analyst at The Relevancy Group.

Email is a top traffic driver for Buzzfeed.com, shared Kraig Swensrud, CMO of Campaign Monitor. Google Analytics reporting confirmed that email is a crux of readership engagement for that media company. He also said that email is becoming more common in the media industry because they need new ways of keeping in touch with readers on a continual basis.

“Publishers, who rely on email even more than others, have specialized requirements, and often need to leverage different strategies, tactics, and tools to drive their core business objectives,” says Einstein. “Those who allocate resources on six key areas of focus will be well positioned to take advantage of the tremendous opportunities that channel proliferation, and the current evolution towards distributed content, currently present.

The recommended six focus areas to optimize publisher email campaign performance are:

  • Optimize at the top of the funnel
  • Showcase highly relevant content
  • Operate mobile-first
  • Use A/B testing
  • Multichannel integration
  • Identify and leverage key market influencers

 

Post based on MediaPost article

Email Advertisers Should Stop Ignoring Mobile

April 21, 2016

  “75% of Americans simply delete emails if they aren’t optimized for mobile” Email campaigns with responsive mobile designs see dramatically higher results. Consumer engagement with email messages are largely influenced by the email’s design. Emails optimized for mobile reading achieve 24% higher clicks on average. Full responsive design emails see click-to-open rates increase by…

 

“75% of Americans simply delete emails if they aren’t optimized for mobile”

Email campaigns with responsive mobile designs see dramatically higher results. Consumer engagement with email messages are largely influenced by the email’s design. Emails optimized for mobile reading achieve 24% higher clicks on average. Full responsive design emails see click-to-open rates increase by 55% on mobile devices and 23% on desktop.

Revenue growth is directly impacted by how people interact with email messages on mobile devices. Mobile was responsible for a quarter of all email-driven revenue in the 2015 holiday shopping season. Online mobile purchases increased 15% year-over-year in Q4 of 2015 compared to only 13% for desktop. It shouldn’t be surprising how critical mobile design is for driving email advertising ROI.

Mobile holds a major share in the email advertising world with 69% of all opens happening on a mobile device, compared to fewer than a third of opens on desktop only. Marketers are missing huge opportunities to gain customers and build awareness because only 17% use responsive design in every single email. This is critical for digital campaign success because 75% of Americans simply delete emails if they aren’t optimized for mobile.

 

Post based on MediaPost article

In-the-Trenches View of Ad Blocking

April 13, 2016

Written by Chris O’Neill | @chrisoneillpro   A recent poll of my network revealed how in-the-trenches media professionals are dealing with the growing issue of ad blocking. Responses showed diverse approaches to what could be the biggest hurdle for digital media this year. Here is a summary of what industry leaders had to say.   How…

Written by Chris O’Neill | @chrisoneillpro

 

A recent poll of my network revealed how in-the-trenches media professionals are dealing with the growing issue of ad blocking. Responses showed diverse approaches to what could be the biggest hurdle for digital media this year. Here is a summary of what industry leaders had to say.

 

How are media professionals dealing with this issue?

  • Diversifying across media channels so issues with display will have less impact
  • Deciding that people who choose to block ads aren’t a qualified audience anyway
  • Increasing native, social, email, and blog efforts because they are not blocked
  • Relying on outside media partners to manage the situation
  • Using this as a wakeup call to re-evaluate opportunities for effective non-display tactics

 

What work still needs to be done?

  • Identify qualified people without ad blockers to ensure they get added to targeting pools
  • Know definitively how many people actually use ad blocking, to accurately quantify potential impact

Millennials Find Products via Email More Than Other Age Groups

March 28, 2016

  Millennials are using retailer emails more than other age groups to find products and services. 43% of Millennials have increased engagement with retailer emails the past six months compared to 32% of other shoppers, according to Epsilon’s new shopper behavior study. This isn’t too surprising because Millennials check email more than other age groups,…

 

Millennials are using retailer emails more than other age groups to find products and services. 43% of Millennials have increased engagement with retailer emails the past six months compared to 32% of other shoppers, according to Epsilon’s new shopper behavior study. This isn’t too surprising because Millennials check email more than other age groups, and do it on their mobile device which is the more effective context for email engagement. We expanded more on those details in this post: This is How to Reach Millennials

Not only are they using email more than ever to research and influence purchase decisions, but have also turned to other “old school” channels the past six months:

  • 47% of Millennials used more printable coupons in the past six months compared to 34% of other shoppers.
  • Nearly 53% of Millennials used daily deals compared with 34% of others.
  • Almost 56% of Millennials increased their use of price comparison sites.
  • 51% of Millennials also increased direct searches to brand sites.

 

Post based on AdWeek article.

Why Email Marketing Still Matters to Building Products Brands

March 8, 2016

Originally published by the fantastic people at Point To Point LinkedIn, Facebook, Pinterest, Vine, Instagram, Periscope—and the list goes on and on. With all these ways to connect, it looks like email is on it’s way out, right? Wrong. In fact, more people use email today than ever before. Which is great for building products brands…

Originally published by the fantastic people at Point To Point

LinkedIn, Facebook, Pinterest, Vine, Instagram, Periscope—and the list goes on and on. With all these ways to connect, it looks like email is on it’s way out, right?

Wrong.

In fact, more people use email today than ever before. Which is great for building products brands that need to connect with their audience. According to a recent report, more than 3.8 billion people have email accounts.

Whatever the channel, each digital connection still depends on great content and context. Remember what we said here? If the email is not tailored or educational, it will have hard time breaking through no matter what stage the buyer is in. And the only way to ensure the content is tailored is to always, always, know your audience and approach email marketing as a part of an overall Inbound Marketing strategy.

Here are five more reasons why email still matters to the building products industry:

It’s a 1-on-1 relationship.

Email is a direct connection to builders, contractors and consumers. No matter where they’re at, on the road or the jobsite, they have access to email.

Refresh, refresh, refresh.

If you’re like everyone else in the world, you check email multiple times everyday. And contractors regularly catch up on email during lunch hours. That gives companies an opportunity to hit them with content consistently.

Email has a long shelf life.

Unlike banner ads or mailers, email has the opportunity to stay in an inbox for a long time. That works especially for hard-working suppliers, builders and buyers.

95% of online buyers use email.

Whatever a builder or contractor chooses to buy online from bulk products to small supplies, chances are they have an email account. And from it comes notification, reminders, shipping dates and so forth.

More people prefer email over other forms of marketing.  

Email is an easy way for builders and contractors to control their brand experiences on their terms. If the content isn’t relevant, they simply trash it and move along. Otherwise they can keep it in their inbox and decide later when to read it.

Any way you look at it, there’s one thing clear about building product brands. They’re all about information. Whether it’s the latest specs, newest products or simply an easier way to do something, email is the key for dispersing that info to your time-driven audience. It is a lifeline that still in it’s old age has yet to become last year’s marketing technique.

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