Introduction

Guilford Press designates a handful of their book titles as Free for Adoption Consideration. This means that professors can get the book for free to examine it before agreeing to adopt it for use in their course.

 
Versions

This mailing consisted of 71,000 6×9 postcards, but this total quantity was spread out over 12 different course books being promoted. To help cut costs dramatically, we produced this job as one run of 71,000 postcards with 12 different versions. Always gang-run if possible.

 
Results

Guilford Press has been using this strategy for awhile because it works for them. That being said, tracking ROI accurately is difficult because they are giving out free copies that can’t be tied to a promo code. Instead, they look back 18 months later and measure:

• How are course adoptions doing for these specific titles?
• Did they get a spike in free copy requests after the postcard mailed?

 
Samples

If you would like a printed sample of this postcard, or have a project you want us to quote, please contact us.

The white paper covers trends in direct mail, email marketing, integrating traditional marketing processes with technology and social media, and more.

The trend predictions are based on the input from industry experts and Ballantine’s over 45 years of experience in direct marketing.

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Experimenting with Enhanced and Unique Formats

Many companies have been thinking “out of the envelope” when it comes to direct marketing. According to Direct Marketing IQ, they’ve seen an increase in the use of larger formats, even as marketing budgets have shrunk. “The percentage of mail that was larger sized (bigger than 6″ x 9″s) actually went up by 9 percent!! Now larger formats are being used a full quarter of all mail — 25.5 percent to be exact. How long this trend can hold remains to be seen.” A mailer size that is out of the ordinary such as an oversized postcard or a slim-jim magalog will be more likely to catch the eye of your prospect.

Taking Advantage of Intelligent Mail Barcodes

The Intelligent Mail Barcode, or IMB, is an upgrade of the coding processes used by the United States Postal Service (USPS) to sort and track pieces of mail that travel through the postal delivery system. The IMB includes the data types from the POSTNET and PLANET Code barcodes, plus additional information. While the IMB can help your direct mail reach your customers, it provides so many other benefits, including greater accuracy with all data in one barcode, greater accountability and tracking from USPS, and improved error correction.

Personalization

Tailoring marketing messages, whether through direct mail or email, was a huge trend in 2011 that caught the eye of many customers. Digital print processes have allowed companies to create personalized content right off the press in a single print run, including content that was relevant to each individual customer. Personalized URLs, or PURLs, helped link print media or email to personalized landing pages with unique content. PURLs are easy to remember and usually include the customer’s name, so that it not only catches the prospect’s eye, but makes them more likely to go online and visit the URL. A personalized landing page will contain information that is specifically relevant to that customer. The content can be dynamically generated based on preferences and prior purchases, resulting in truly relevant content.

The Continuing Dominance of Email

While some pundits may have predicted the slow death of email marketing, 2011 showed that email is not dead, and very much an important part of the majority of marketing campaigns out there. However, bulk email blasts are an endangered species. Marketing Sherpa notes that triggered emails were a big success in 2011, and resulted in significantly higher engagement than standard promotional email messages. “A case study shows how Microsoft implemented a multi-stage, months-long triggered email series to improve engagement and educate new B2B Office 2010 customers. They increased open rates by 800% and clickthrough by 2,100%.”

Video Reaps Results

A case study on Marketing Sherpa showed how enterprise software developer repurposed existing content to reengage with neglected prospects. The content was used to create, videos, white papers, links to third-party content, data sheets, and a combination of PDFs and links. “The big result of the campaign? The email sends with video accounted for 54% of the total clicks. The videos included calls-to-action to download educational papers and analyst reports.” Videos can be used in so many ways to support a marketing campaign, including basic educational videos describing a product or service and testimonials of customers who have already purchased a product or service. Videos can be used to answer customer questions, highlight a new product, and introduce company experts.

Integration of Multiple Marketing Media

Integrated marketing was predicted to be a big trend in 2011 and it certainly followed through on its expectations. It is almost mandatory to have a consistent and integrated message across several types of media, from direct mail to email, from websites to radio and TV advertising. Integration isn’t just repeating the same message on every type of media; it’s creating complementary messages that build upon each other to drive home your message to your prospect. For example, you can set up a campaign that begins with an email message prompting the customer to visit a specific website, where additional information is located. The email message can be followed up with a print postcard with a PURL to encourage prospects who have not yet visited the website to check it out. All of these media can also be integrated with social media efforts on Facebook and Twitter, along with supporting videos hosted on YouTube.

QR Codes

Quick response, or “QR” codes, represent another trend that saw success in 2011. QR codes are two dimensional bar codes that allow prospects with mobile phones to easily access product or service information. QR codes can be placed on postcard mailers, print advertising, or even billboards and posters. The code can link to anything online, from a specialized landing page to an explanatory video. While companies such as Microsoft have created their own 2D code styles, they can only be read by specific Microsoft programs, whereas standard QR codes can be read by many different programs. Another benefit to QR codes is that you can re-use the code to update to new and improved content whenever you want without having to update the code itself.

While trends do come and go in direct marketing, these specific trends have shown success and staying power in 2011. If there are some tactics in this list that you haven’t tried, make a resolution to add them to your campaigns in 2012 and tap into some of that success. As always, if you need additional information about any of these strategies, or want to speak to us about your direct marketing, give us a call.

Happy New Year from the Ballantine Corporation!

Image – © fotogestoeber – Fotolia.com

A great tactic to add to your marketing campaign is targeted email lists, which segments your contacts into specific categories.  Better response rates lead to increased conversion rates, which is the ultimate goal of any marketing campaign.  As explained by Ina Steiner, co-founder and Editor of EcommerceBytes, “Segmenting email contacts vastly improves the ability to target your message, which helps improve the open-rate and click-throughs on links in your email. Over the long-term, it increases personalized rapport and long-lasting, profitable relationships with customers.”

Email lists can be filtered along pretty much any category, such as:

• Demographics – if your product or service offerings can be separated demographically, such as by industry, location, economic status, gender or age, you can create targeted email lists for your relevant demographics.
• Previous Purchases – You can build an email list of customers that have purchased a specific product to alert them to updates on the product, or to upsell the customer to another product.
• Documented Interests – If a customer has shown interested in a certain product or services by requesting information, attending a webinar, or downloading a white paper, you can send them a targeted email to let them know about products related to those information products.

The most effective categories for targeted email lists for your business will depend on your specific company products and/or services, and other variables.  Emily Keye, Marketing Strategist for Bronto Software adds, “You won’t have the best offer for every subscriber every time, but the more frequently you reach consumers with deals matched to their interests and preferences, the more you’ll set yourself apart and be remembered as the company that ‘knows what I like’.”

Image – © fuzzbones – Fotolia.com

However, the simplicity of a direct mail postcard can be deceptive. You might be tempted to put too much information on that small space, and your customers might be visually overwhelmed. Let’s take a look at the parts of a direct mail postcard.

The card itself can be simple matte card stock or a glossy white. A postcard can be printed in single color or full color. Your graphic design service can help you to decide what types of paper and printing processes are right for your project and your budget.

The address side of the postcard has several requirements that have to be met in terms of address information, postage and the intelligent mail barcode. These requirements will dictate how you lay out the addressing information, but there may be additional space on this side that you can utilize for your message, but keep it simple.

The media side of the direct mail postcard is all up to you. There are no requirements for addressing and such, so you have a blank canvas to work with, which is both a blessing and a curse. Think about the reason for sending this postcard: if it is a notification of an event, put the event details clearly on this side of the postcard. If you are sending a coupon, use the whole area for the coupon so your customer doesn’t have to cut anything out, and the details are large enough to view and understand quickly. Be clear about your message and provide a way (via phone, web or email) for the customer to get more information.

Image – © DavidMSchrader – Fotolia.com

On the other hand, an email can be delivered via computer, tablet, or smartphone, viewed in a half a dozen or more different web browsers, and your prospects may limit how they receive graphics in their email. As a result, your message could end up being viewed in ways you never expected.

This is a great reason to use bulk email marketing services when you want to deliver an email message to your customers. A company that specializes in developing and sending email can do the following:

• Design an email message and layout that will be viewed by the maximum number of people.  This means that the content is compatible with a wide variety of browsers and mail programs, and will still provide the message effectively on smartphones and to customers who choose to receive text-only emails.
• Deliver your message using mechanisms that won’t label your message as spam.
• Help you to maintain your email list to minimize bad addresses and to make sure your messages are consistently read.
• Help you to collect statistics on how effective your email messages are and work with you to improve their effectiveness.

Bulk email marketing can be used in so many ways, from standard advertising to trigger emails and simple thank you messages.  Using bulk email marketing services can help ensure that your email is read and acted on.

Image – © fuzzbones – Fotolia.com

The Ballantine Corporation has created an SEO and social media agency division called Ballantine Digital. In a nutshell, we provide full-service SEO & social media solutions to mid-sized companies looking for increased search engine rankings & social visibility.

Ballantine Digital will be run by Ryan Cote who has over 10 years of SEO and online marketing experience. Ryan has helped Ballantine.com (at the time of this writing) achieve over 400 top 20 rankings on Google for targeted keywords.

Adding social media marketing services to the mix was an obvious choice because of its ability to increase online visibility and brand awareness. Plus, it’s playing a growing role in effective search engine optimization.

If you want to chat about SEO and/or social media for your company, please call Ryan at (973) 305-1500 x206 or via email at ryan@ballantine.com.

The benefit of a multi-channel marketing approach is that different channels attract different demographic groups, and by using multiple channels, a company can maximize its reach.  The best approach is to combine both traditional media with technology based media.

Derek McAllister of 123Print notes, “Despite the influx of digital marketing tools available to businesses, the use of both digital and classic direct marketing initiatives continue to produce the best results for their investments.”

One of the biggest challenges of multi-channel marketing, as reported by Econsultancy.com, is providing a consistent message across all channels.  This is why a successful multi-channel marketing campaign has to be backed by an integrated marketing solution.

What are the best methods to keep your message consistent?

Here’s a few tips:

1. Keep strong communication lines between all of your employees and vendors that are developing each marketing channel to ensure that all parties are on the same page.
2. Use a common design scheme (colors, graphics, font, tag lines) across all media to keep the message familiar through multiple touches
3. Meet regularly during the design and implementation periods to coordinate the content and distribution of your campaign elements.
4. Use an experienced agency that can help you design a multi-channel marketing campaign from the top down to ensure a consistent message across all media and expert execution of each stage.

What challenges are you facing when it comes to multi-channel or integrated marketing?

In case you’re new here, our mini marketing interviews feature various Marketers with different areas of expertise. So even if today’s interview isn’t relevant to you, the next one might be.

 
1. Can you give me a very brief bio about yourself and your company?

With more than 14 years of marketing experience, I am currently the Director of Marketing and Communications at EcoHealth Alliance – an international conservation health nonprofit based in New York City.

Now in its 40th year of operation, EcoHealth Alliance integrates innovative science-based solutions and partnerships that increase local scientists’ capacity to achieve two interrelated goals: protecting global health by preventing the outbreak of emerging diseases and safeguarding ecosystems by promoting conservation.

 
2. What is your marketing expertise?

My expertise in public relations, marketing, social media, special events, and web strategy has successfully propelled EcoHealth Alliance through a complete rebranding of the organization. Prior to EcoHealth Alliance, I served as the Director of Marketing for Schneider Associates, an independently owned Boston-based PR agency. During my tenure there, I managed marketing campaigns for both the agency and its broad array of consumer and corporate communications clients. As an aside, I am also a classically trained chef, an advocate for the slow food movement and a supporter of local sustainable agriculture.

 
3. Regarding your expertise, if you had to choose one tip to share, what would it be?

We are currently updating our mission and vision statements for the organization as part of fine-tuning our rebranding process. This exercise has been invaluable as it allows everyone involved to actively shape messaging for the future.

My tip is to involve members of your organization from various departments when developing messaging strategy – their individual knowledge and expertise will help provide a point of view outside of the marketing toolbox.

 
4. What do you think the future of direct marketing is?

I think the future of direct marketing will rely on improved consumer data. I believe marketers need to carefully target niche audiences and create data-driven communications and direct mail that will speak directly to those individuals. Your organization’s direct mail needs to work even harder to deliver your message, gain acceptance and create a call to action. I think direct marketing in the future will be ultra-personalized and laser-focused reflecting on a person’s likes, interests, affiliations and influencer groups.

 
5. If you use direct mail, what is working for you right now?

I find direct mail to be an important part of our annual fundraising appeal cycle. Depending on your donor base, we find that older professionals still respond to direct mail as opposed to electronic solicitations. We use both channels to reach our target groups. In house, we develop communications that are personalized and are individually hand signed by our team giving the direct mail piece a human touch.

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If you want to be considered for our interview series, please send your answers to the same questions above to Ryan Cote. Thank you!