Tag Archives: postcards

  • Direct Marketing Then and Now

    Direct marketing practices are changing in today’s world, but many of these changes are rooted in the industry’s history. It’s important to understand the history of direct marketing in order to predict where the industry is headed.

    Direct Mail Marketing

    Direct mail marketing traces its roots back to Benjamin Franklin, who used it to market Poor Richard’s Almanac. It surged in popularity in the 1800s thanks to the Montgomery Ward and Sears catalogs, which provided people in rural areas access to the products they wanted without leaving their homes. For some companies today, direct mail marketing has turned into email marketing to encourage people to shop online.

    Telemarketing

    Telemarketing took hold in the 1970s when technological advances made it easier for companies and their customers to interact at little or no cost. Eventually, public perception of telemarketing changed, prompting the government to pass laws banning companies from cold-calling prospective customers. Telemarketing is challenging today, but businesses that take the right approach find that a person-to-person connection still pays off.

    Direct Response Advertising

    Direct response advertising was traditionally used by businesses that sent customers a postage-paid envelope, making it easy for them to order a product. The practice was adapted for television through the use of toll-free numbers to call, and later for email, where companies sent customers links to specific products on their websites. Today, businesses create product ads that are displayed to potential customers on the websites and social media platforms they visit.

  • Super Shoes Rocks Personalized Content

    Lead gen3Super Shoes Rocks Personalized Content
    Recently, we heard about a major retailer who rocked its print personalization, and we wanted to share its success with you. We hope you find it inspirational as you plan your print marketing for the upcoming year.
    Super Shoes sells more than 200 shoe and apparel brands in 40+ stores in eight states. To increase the effectiveness of its direct mailings, Super Shoes decided to get personal.  Super Shoes started with channel preference. While many of its competitors were turning to digital marketing, the retailer knew that its customers still preferred to receive direct mail promotions like postcards and catalogs.

    "We have an email database, but our customers tend to respond more to print," says Matthew Willard, marketing director at Super Shoes, as quoted in 1to1 Media.
    Super Shoes layered in attitudinal behavioral attributes (which can be purchased much the same way as demographic data) and past purchase histories. This allowed it to target its mailings based on demographic and psychological profiles. Customized content included images, copy, messaging and offers.
    Super Shoes had tested different mail formats (postcard, oversized postcard, newspaper insert, catalog) and found that an oversized postcard was the most effective for its customer base.
    It sent eight different versions of its mailer and tested against the generic version. The results? The generic offering had a 2.5% conversion rate. The personalized mailing had a 6.7% conversion rate.
    Want to personalize your next direct mailing and see how your conversion rates soar?

    Give us a call. 888-679-0255 or visit: www.allprodm.com

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