Melanie De Caprio, VP of Marketing at SG360°, discusses the key findings of a recent study confirming how B2C marketers value personalized direct mail as part of their marketing mix, and why consumers — especially digital natives — enjoy receiving relevant direct mail pieces.
view short video at: https://www.piworld.com/xchange/digital-printing/study-confirms-marketers-consumers-preference-relevant-direct-mail/#ne=d7f0e6e16b0d037f71fc050491da5623&utm_source=today-on-piworld&utm_medium=newsletter&utm_campaign=2021-10-07
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It occurred to me the other day while I was noodling email subject lines (trying to eke out another 1 or 2% increase in open rate) that even if I was successful, it would only lead to a fraction of a percent of click-through improvement. We tend to call email marketing “consumer direct,” but really, it’s “inbox direct.” This is no joke: I have 42,933 unopened emails in my Gmail inbox. Promotional emails have become invisible. As marketers, we try to get our emails noticed by using emojis in subject lines, or we drive curiosity with verbiage like, “You won’t believe this!” (urgency); “Only hours left!” (exclusivity); “For our best customers” (value); “FREE!!” … and the list goes on and on, like a barker on the midway. Sometimes we get results from barking, but results are more likely due to timing rather than “clever” subject lines. So, how do we drive consideration (and business) beyond natural demand? read more at: https://www.jschmid.com/blog/100-open-rate-guaranteed/
Rising postal rates pose a significant challenge for industries that rely heavily on direct mail. However, increased costs don’t have to spell the end of your direct mail strategy. With a few strategic adjustments and considerations, brands can offset these higher rates while continuing to achieve their marketing goals. Here are some strategies to consider: 1. Optimize Mail Specifications - Postal rates often vary based on the size, weight, and format of your mail. By designing your mail pieces to fit cost-effective dimensions, you can reduce postage expenses. 2. Purchase Paper Directly from Midland - Paper costs can make up a significant portion of your direct mail budget. One effective way to manage these costs is by purchasing paper directly from Midland. 3. Utilize Postal Discounts and Programs - Take advantage of postal discounts and incentive programs offered by postal services. For example, USPS often has promotions that can help reduce costs. 4. Test and Analyze Campaigns - Regularly test various aspects of your direct mail campaigns—such as design, copy, offers, and targeting criteria. Use the results from these tests to refine and optimize future campaigns. 5. Invest in High-Quality Creative - Eye-catching, high-quality designs can significantly boost response rates. Unlike website or email designs, direct mail benefits from professional, compelling visuals and copy.
At unBoxed 2024, Amazon Ads introduced AI creative studio and Audio generator, two new generative AI tools designed to lower creative barriers and expand opportunities for advertisers to scale their reach. By building a suite of self-service, AI-powered tools, Amazon Ads is enabling brands of all sizes to create engaging content across media types and eliminating boundaries across ad formats. With Audio generator, Amazon Ads expands its suite of AI-powered creative tools – including Image generator and Video generator – empowering brands to connect with customers across the shopping journey. These tools make it simple to build and activate new campaign creatives, helping brands experiment more freely and optimize based on performance – with little more than the information on their Amazon product page. According to Amazon Ads findings, on average, brands who used Image generator between October 2023 and June 2024 saw almost 5% more sales per advertiser.