Friday, July 21, 2017

Did You Know Personalized Printing Is Green Printing?

When you think about personalization, do you think about lower cost per lead, higher per order values, and increased ROI? You should. But you should also get excited about how personalized printing helps you go green.
Here are three reasons why:
  • Targeting means you send out fewer pieces of mail—saving trees, chemicals, and fossil fuels.
  • A cleaner database means that your recipients deliver fewer pieces right to the trash can.
  • Digital production has many green benefits, including no plates, no chemicals, and no spray powders.
Say you are a small college printing four-color catalogs to mail to prospective students. Each catalog is 252 pages, covering the full range of disciplines and activities. As a result, only 25% of the material is relevant to the prospective student. Now, instead of printing 252 pages, you print 64 pages of material relevant to each student. Not only does this increase the effectiveness of each booklet, but you’ve just reduced your consumption of paper, ink, and chemicals by 75%.
As another example, in a static mail campaign, you might send out 15,000 postcards to a generic list. With personalized mail, you are likely to select only a percentage of that list. This might be the top 10% of your customers, customers who are most likely to purchase certain products or customers who, based on defined triggers (such as an expiring auto lease), are most likely to be in the market for a new purchase. Now, instead of mailing 15,000 pieces, you might mail only 1,500. Not only are these offers more targeted and relevant, but you’ve just reduced your printing and mailing volume by 90%, a huge slash in your carbon footprint.
It pays to be green. Not only should you consider green alternatives because it’s the right thing to do, but also because it’s good business. Consumers want to do business with companies that are good stewards of the environment.

So double marketing dip—personalize it!

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How the Brain Responds to Print vs. Digital

One of the marketing surprises of the last few years has been how strongly Millennials—the smartphone and fully wired generation—respond to direct mail. In fact, according to “USPS Mail Moments 2016,” Millennials are more likely than other generations to read, organize, and sort their mail than all other generations. They are also less likely to discard their mail without reading it.
Why do even so-called digital natives still respond so strongly to print? Could it be, in part, how we are wired? The answer is yes. Neuromarketing research shows that our brains react differently to printed material than to digital media.
To more fully understand how the brain reacts to physical vs. digital mail, the United States Postal Service partnered with the Center for Neural Decision Making at Temple University’s Fox School of Business to gauge responses to physical and digital advertising pieces. Researchers used brain images, biometrics (e.g. heart rate and respiration), eye tracking, and questionnaires to measure reactions.
They found that:
  • Participants processed digital ad content more quickly.
  • They spent more time with physical ads.
  • Physical ads triggered activity in a part of the brain that corresponds with value and desirability.
  • Participants had a stronger emotional response to physical ads and remembered them better.
Canada Post found similarly intriguing results in its neuromarketing research project. They measured the response to campaigns that used the same creative and messaging for both physical and digital media.
They found that:
  • Direct mail campaigns required 21% less cognitive effort to process.
  • Participants’ recall was 70% higher if they were exposed to direct mail rather than a digital ad.
  • Activation in parts of the brain that correspond to motivation response was 20% higher for direct mail.
As human beings, we are wired to respond more strongly to physical, printed messages. For marketers who want advertising with long-lasting impact and easy recollection, printed materials can clearly make a difference.

Excerpted and edited from the USPSDelivers.com presentation “Still Relevant: A Look at How Millennials Respond to Direct Mail” (2017).

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Why You Need a MultiChannel Strategy

We live in an era of gadgets. Research shows that 94% of people have their cellphone within arm’s reach at all times, consumers are shopping on tablets while watching television, and more email is opened on mobile devices than a desktop.  Customers continue to move into a multichannel world, and responsive marketers need to go there, too.
Channel integration isn’t something marketers can afford to ignore. According to Target Marketing’s Media Usage Survey, 37% of marketers’ 2016 budgets went to online marketing, 29% went to print (direct mail, magazines, newspapers), and 21% went to live events. The rest was split between radio, television, and space advertising.
Even as direct mail remains the bedrock of highly effective marketing campaigns, digital components are increasingly part of the mix. According to Target Marketing, the following digital channels are growing the most rapidly:
•          Online advertising (54%)
•          Email   (49%)
•          Mobile marketing (38%)
•          Search engine marketing (41%)
•          Search engine optimization (43%)
•          Social media engagement (55%)
•          Social media advertising (49%)
Consumers’ lives are multichannel, so marketing is increasingly multichannel, too.
The multichannel approach also produces better results. In a data analysis of retailers, McKinsey found that the more channels customer use to engage with the store, the more they spend on an annual basis. Customers who shopped both in store and who used catalogs spent three times more than those who did not. When Internet marketing is added to the mix, revenue grows by four times. Likewise, customers who shopped online spent four times as much when catalogs were added to the mix and six times more when they also shopped in store. 
Why does multichannel work so well? One reason is that it provides repeated exposure and reinforcement of the message. Another is that different media play different roles in moving customers along the sales funnel.
What does your channel mix look like? Why not talk to us about adding, not just more channels to your mix, but creating the optimum mix of channels to keep your message in front of customers, move them through the sale funnel, and get them all the way to a sale. 

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Monday, June 19, 2017

3 Tips for Optimizing Your Multichannel Marketing

Want to energize your print campaign? Combine print with other media to amplify its effect.
The most common channel pairing with print these days is email, but you might also want to consider text messaging, banner ads, social media (such as Facebook), and search engine advertising, as well. Each channel has different benefits depending on your marketing goals and the target audience you are trying to reach.
No matter which channels you choose, here are some basic guidelines to keep in mind:
1. Maintain consistent branding across all channels.
Different media have different requirements, so you can’t maintain 100% cross-channel consistency all the time. But whenever possible, use the same images, color schemes, primary messaging, and offers to maintain a consistent brand image and a consistent brand message.
2. Think strategically.
Know what role each channel is supposed to play. If you are going to combine email with print, what are you trying to accomplish? Are you trying to create awareness and anticipation of the print piece? Are you using email as a reminder to respond? Maybe if you’re driving traffic to a campaign-specific website, you might want to consider banner advertising in demographic hot spots.
3. Create appropriate channel-audience pairings.
Ensure that you are selecting the best combination of channels to communicate with your target audience. You’re not going to reach as many retirees with text marketing as you are Millennials, for example, and social media preferences vary, as well. Sixty-five percent of GenXers and Baby Boomers say their favorite social media network is Facebook, and while Millennials overall prefer Facebook, too, among younger Millennials (ages 18-24), the favored social media network is Instagram.   
There is a learning curve associated with multichannel marketing, but the ability to amplify and reinforce your marketing message can be invaluable. Need help matching your channels to your marketing goals? Just ask!

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Paper Coupons Are Alive and Well

Despite the popularity of mobile coupons and discount apps, consumers are slow to give up their paper coupons.
eMarketer estimates that 52% of adults will use digital coupons in 2017, up from 51% in 2016 and 48% in 2015. Growth is expected to continue through the forecast period (2017-2021), although that growth will gradually slow from 3.8% in 2017 to 2.1% in 2021.
Consumers clearly love the convenience of digital coupons, particularly mobile ones (eMarketer estimates that, of digital coupons users, 93% are using mobile versions), but slow growth points to deeper challenges that paper doesn't seem to have.
Why do consumers love paper coupons? According to eMarketer:
  • They love the familiarity.
  • They like finding all of their coupons in a single place (circulars) rather than having to wait for them to show upon on their phones or go hunting for them when they want them.
Take one retail category where coupon use is heavy — grocery. A February 2017 survey by Market Track found that when it comes to deals on grocery items, 59% of adult consumers search print circulars compared to only 32% using digital coupons, 23% using the circular’s digital version, and 12% downloading coupons from the retailer’s site.
Although growth in digital coupons may be slow, it is growing. By 2021, 55% of the U.S. consumer population is expected to be using digital coupons.  
However, while consumers may not be ready to switch from paper yet, don’t be exclusive, either. Not every consumer wants to use coupons the same way, and paper and digital coupons will continue to share the stage for some time to come. Continue to give consumers a choice!

URL: https://retail.emarketer.com/article/emarketer-forecast-us-consumers-slow-let-go-of-paper-coupons/

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Study Tests Effectiveness of Mailing Formats

What happens when you create a marketing promotion from a fictitious travel agency to test the effectiveness of different mailing formats? RAPP Germany, a multichannel marketing agency, hired Neilsen to find out.
With all other factors equal, RAPP wanted to know, which techniques would be most successful? It tested five mailing formats: standard envelopes, printed envelopes, self-mailers, wrappers, and email. It found that envelopes have a tremendous impact on the effectiveness of the direct marketing piece, especially if they are personalized.
According to the study, while custom-manufactured envelopes have the highest open rate of all of the marketing techniques tested (85%), personalization is key to success. For example, recipients who received non-personalized mailings were three times more likely to throw the mail in the trash or delete it than recipients who received a personalized mailing.
Even when recipients were predisposed to the marketing message, recipients of personalized messaging were more likely to indicate that they intended to investigate the travel offer further. Forty-four percent of those receiving the personalized mailings said they would investigate the travel offer compared to 37% of those who received static mailings.
Mailings received via a personalized, printed envelope were also more likely to be passed along to friends and family. According to the survey, marketing messages mailed in personalized envelopes were twice as likely to be passed along to others (14% vs. 8%) than personalized emails.
Want to increase your response rates? Personalize your message inside and out!

Source: “Consumers Value Physical Mail, Even In This Digital Era,” Print in the Mix (www.printinthemix.com)

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Thursday, May 18, 2017

Want More Reasons to Add Color? Here It Is!

When we think about adding color to marketing pieces, we often think about photos, charts, and graphs. But color can be added in many other ways, as well. These include highlight text, brightly colored banners, borders, and backgrounds, and symbols such as starbursts and arrows. 
Why think about more places to add color? According to Shoshana Burger, director of corporate strategy and customer insights for X-Rite Pantone, there are some powerful reasons:
  • People are 78% more likely to remember words and phrases in color.
  • Time spent reading a document is 80% higher in color.
  • Basic understanding of content is 80% higher in color.
  • Color increases brand recognition by 87%.
  • 65% of purchasing decisions involve color.
  • Color printing is 55% more likely to be read than black-and-white.
  • Response time is 30% faster in color.
  • When used in promotions, color increases the likelihood of purchase by 80%.
“Eighty percent of our human experience is filtered through visual cues,” noted Burger, speaking in a presentation titled “The Power of Color in Communications,” hosted by Printing Impressions magazine.  “Color also creates an emotional connection. Choosing the right color, and how that color conveys to the right user, is important.”
So look for ways to increase the use of color in your next mailing. Add a colored background to a text box. Use highlight color in your text to draw attention to offers or critical product details. Add an extra image, chart, or graph, or enlarge a colorful image that you already have.

Whatever you do, get more color in there!


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