Higher Response Rates. Less Waste.

Direct mail still provides businesses with a means of putting a physical message in the hands of prospects. Unlike electronic media this message stays visible after the initial delivery so it is not as easily ignored or forgotten.

But the traditional approach to direct mail is highly inefficient. Response rates industry [...]]]> by Dave Blanchard

Higher Response Rates. Less Waste.

Direct mail still provides businesses with a means of putting a physical message in the hands of prospects. Unlike electronic media this message stays visible after the initial delivery so it is not as easily ignored or forgotten.

But the traditional approach to direct mail is highly inefficient. Response rates industry wide typically average between 0.5% and 3%. In other words at least 97% of direct mail goes right from the mail box to (hopefully) the recycling bin (or worse, the trash can). That’s 85.7 billion pieces of mail wasted per year! (1) By sending mail only to the prospects most likely to respond, and by using direct mail to gain permission to carry on a marketing dialog via electronic media, this waste could be cut by half or more.

Cross Media Campaign Management

Four key factors contribute to a higher response rate. First, the prospect is touched multiple times through different media. This repetition increases retention off the message. Second, the content of the marketing message is highly personalized. Increased relevance increases the chances of connecting in a meaningful way with the prospect and eliciting a response. Third, once a prospect does respond, immediate telephone follow up reached the customer at the time of peak interest. Finally, all response activity is tracked so that marketing resources can be shifted to the methods that are delivering the best results while the campaign is running.

An integrated campaign starts with:

• Personalized direct mail or e-mail sent to a list.

• Response is to a web page with personalized messages and images.

• A personalized survey page collects additional prospect information which is saved in the customer database.

• An alert is triggered and sent to the salespersons’ e-mail inbox or cell phone for follow up along with a thank you email.

• All campaign activity is tracked on a real time dashboard. Campaign data can be downloaded in to a CRM system such as ACT or SalesForce.com

One particularly cost effective way to use Cross Media Marketing is to reach out to a target group and invite them into an opt in marketing communication program where they receive regular e-mails containing interesting and engaging content, announcements and special offers. Typically an incentive is offered in exchange for emailing permission. This moves the marketing dialogue from offline to online.

Companies employing Integrated Marketing Campaigns have seen sales volumes double, and achieved double digit response rates – far better results than with traditional methods, Superior response combined with lower printing costs results in a far greater return on investment. With Cross Media Marketing Campaigns, you can market smarter and be kinder to the environment at the same time.

Dave Blanchard is the owner of Cognesis Marketing. To a mission of helping small businesses attract more customers for the time and money they invest in marketing, Dave brings over 26 years of fortune 500 marketing experience and a passion for producing measurable results for his clients.

(1-Robert Coen-Presentation on advertising expenditures, July 2008)

Paper and print sustainability issues have been part of the recycling dialogue since the tree-hugging sixties and the idea of reusing what we write our memories on and pack our groceries in, jump-started much of the environmental movement that we know today.

Eco-savvy printers like David Hell of Graphics Plus have been part of [...]]]> Interview by Emily Corey

Paper and print sustainability issues have been part of the recycling dialogue since the tree-hugging sixties and the idea of reusing what we write our memories on and pack our groceries in, jump-started much of the environmental movement that we know today.

Eco-savvy printers like David Hell of Graphics Plus have been part of the conversation for a long time. A native of North Dakota, he spends as much time as he can in the wilderness and is acutely aware of the need for sustainability in the land, and at the printing press. EcoZome caught up with him at his print shop in Seattle, WA.

EZ: What’s being done in the paper industry to minimize the damage to the world’s forests?
DH: Traditional logging practices contribute to water pollution and the destruction of human and wildlife habitats. The Forest Stewardship Council (FSC) was founded in 1993 to challenge traditional forestry practices and explore sustainable ways to manage forests and the communities that surround them.

EZ: Has it been successful?
DH: Scientifically managed forests promote a healthier environment, enhance water, soil, and air quality, and support biodiversity. FSC certifies that forests around the globe meet these standards. Consumers are looking for positive news about the environment and certification translates into that.

EZ: How does that impact paper?
DH: It used to be people didn’t care what they printed on. Now, people do. Paper is synonymous with wood fiber. Where that wood comes from makes a huge difference. Using wood from a certified forest doesn’t alter the quality of the paper—but it does improve the business experience.

EZ: But doesn’t the public want recycled paper?
DH: Recycled paper is a great thing and consumers were a major force behind its development. Recycled paper also diverts waste from landfills and helps sustain the recycling process. But the average recycled paper only has about 35% recycled fiber and 25% comes from new cut timber. That makes the impact of the FSC management program even more important.

EZ: What other environmentally-friendly things can we do?
DH: Choose paper with pulp that is brightened without chlorine. Trim thoughtfully. You’d be surprised how a little adjustment in a layout can reduce the waste on a print run. I often recommend clients reduce their paper weight by a fraction—from 80 lb. to 70 lb. text, for example. That way, it takes fewer fibers to get the job done. Also, use inks made from renewable sources like soybeans, vegetables, and linseed oil. A good printer can help reduce toxins from pre-press through printing.

EZ: Do you think the print industry does enough to get the word out about paper?
DH: No. We could do a much better job. I think consumers got very comfortable with the idea of recycled paper, but there’s much more that can be done. Printers need to be more proactive with their clients and designers and get more involved. We need to have more consultations with them—earlier in the design path.

EZ: Printing on environmentally-friendly papers can be more expensive. Can people be converted?
DH: Absolutely. They just have to stop focusing on the price point. They have to look at the whole picture. Using eco-friendly paper is a selling point for companies and goes a long way with their customers. They just have to remember that when they look at their bottom line.

EZ: What advice would you give someone looking to print a new piece?
DH: Ask questions. Don’t assume just because a paper says it’s recycled that you can’t go even further into the sustainable world and get great printing results. Look for printers who actively engage in sustainable practices, use smarter papers, and are willing to spend more time with you to figure out the greenest approach.

David Hell is an independent, artisan printer and owner of Graphics Plus. He is the printer for the EcoZome Journal.