We recently hosted the 4th presentation in our 2017 Marketing Seminar Series, and found the content that Daniel Dejan from Sappi Paper shared with us was very interesting! In fact, I came away from this with a lot of neat ideas and really a fresh look at what a direct mail campaign should include. And while certainly it involves ink on paper plus postage, Daniel suggested that through quite a bit of research, they have found that the planning around a specific audience and what is relevant to them, is the real key to success.
Many of us have heard the concept that 40% of the effort in planning a campaign is based on the audience, another 40% on the offer, and the last 20% is on the creative (copy, design, color, paper stock, format, etc.). Daniel suggested that in today’s marketing landscape, with the influx of “big data,” the emphasis has shifted much more so to the audience – in fact he pointed to a 60 – 20 – 20 formula to be followed instead. Some of the research also pointed to facts that suggest mail is more effective than digital online marketing, and this is true even amongst the millennials! Highlights of this include the following…
- 70% of consumers reportedly feel like they receive too many emails*
- The average email lifespan is 2 seconds*
- 44% of people could recall the brand directly after seeing a digital ad, whereas 75% could directly after receiving direct mail*
- 79% of consumers act on direct mail immediately compared to 45% who act on email**
* https://glw.media/direct-mail-marketing-vs-email-marketing/ ** DMA https://socialmediaweek.org/blog/2015/06/direct-mail-vs-email-king/
Other research that Daniel had shared was from the DMA (Data and Marketing Association), and it showed that 3 elements of a successful campaign were:
- Be bold. Humans have an attention span of 8 seconds. Marketing that cuts through the clutter with graphics and copy are paramount to success.
- Visuals rule. The brain processes visuals 60,000 times faster than the time it takes the brain to decode text.
- Keep it simple. Due to cognitive fluency, the brain craves ease and order. Direct mail that creates a simple decision path with limited copy/explanation always tests better.
In addition though, it is critical to keep in mind the use of some of the most powerful words – including “you.”
There was quite a bit more included in the seminar, and some of the explanations of these or the personal experience that Daniel shared was really what made it interesting! I am always intrigued listening to individuals that take you beyond just the topic, but dive much deeper into the subject. Examples from companies we have all seen materials from, ideas on what makes a printed piece stand out, the emotional drivers that can trigger a response – these are what can inspire us to embrace the challenge of creating an effective marketing campaign.
If you would like to hear more of what was shared in the seminar, or would even like to receive a copy of the presentation slides, simply click on the link to request a copy: http://www.clgraphics.com/direct-mail-seminar-presentation—2017/landing.html