Get Your Message Across the Right Way – Print that Makes Sense

Get Your Message Across the Right Way – Print that Makes Sense

You may be questioning your general approach to your print marketing campaigns in light of the fact that there are so many new ways consumers are being bombarded with information. Response rates of cross-media marketing campaigns are proving cross-media is not only successful but measurable meaning you can benefit from print in a traditional way by adding the benefits of personalized marketing in less traditional ways.
Personalized marketing campaigns are seeing solid results compared to standard, flat or static campaigns. Response of cross-media marketing campaigns are successful as they combine online and offline marketing. This allows you to use an initial small response rate to eventually drive a higher response.
By speaking to your audience numerous times in numerous ways allows you to maintain contact and remain top of mind. You are using repetition in a more innocuous way because the consumer is not being hit over the head with the exact same method. Cross-media marketing offers a constant reminder using direct marketing to invite the consumer to visit your website with a personalized URL that leads them to personalized information and messaging tailored directly to them.
This is far more valuable than a general message that may or may not apply to them. A personalized survey can then collect information that is saved in a general customer data base that alerts your sales team via email that a potential client is on the radar screen. They then have a legitimate reason to contact the lead with good background to get things started. At the same time, the information is tracked and stored for future CRM use in your system.
Response rates of cross-media marketing campaigns continue to show solid results. An analysis done by MindFireInc of 1,856 cross media campaigns in 30 cross vertical markets showed that an average visit rate of 6.5 percent and an average response rate of 4.5 percent. Results for some markets included:

  • Education:3 percent visit rate and a 2.1 percent response rate
  • Non-profit:3 percent visit rate and 3.5 percent response rate
  • Financial:6 percent  visit rate and 3.1 percent response rate
  • Insurance:6 percent vist rate and 3.6 percent response rate
  • Arts, Media and Entertainment:3 percent visit rate and  5.9 response rate

As you can see despite the varying vertical markets the response rates of cross-marketing media show solid results. The visit rate also demonstrates the opportunity to collect information for future CRM campaigns.
Marketing firm Epsilon Targeting found that 6 out of 10 Americans preferred to get information via direct mail. Response rates of cross-media marketing campaigns demonstrate success and direct mail plays a role. The findings of Epsilon detailed that regardless of preference through email or post, the reason people enjoyed either was due to the ability to refer back to the info when convenient. However, of those citing this reason 73 percent were pro postal versus 45 percent for email. This means that direct mail as an initial contact will impact the response rates of cross-media marketing campaigns in a positive manner. Further proof of this was reflected in these findings:

  • 62 percent enjoy checking their mail box for mail
  • 59 percent enjoy getting mail about new services and products
  • 73 percent found they were getting email they never open
  • 67 percent said they get too many emails each day

Cross-media marketing campaigns are making marked progress in customer response compared to traditional means. Cross-media marketing also allows you to use the response rates of cross-marketing media as a way of saving money for future print campaigns by allowing you to focus only on those with proven interest.

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