Take it to the Bank - Integrating Direct Mail & Digital

Take It To The Bank

IntegratingDirect Mail & Digital Marketing

Dale Filhaber Dataman Group Direct

Dale Filhaber Dataman Group Direct

“Marketing is not an event…..it is a carefully planned,

well-thought out program that takes into consideration

your goals, your budget, your resources and your

brand.”

Dale Filhaber Dataman Group Direct

Dale Filhaber Dataman Group Direct

64% of adults say they like getting things in the mail (USPS)

76% of adults say they made an on-line purchase as a result of getting something in the mail (USPS)

76% of small businesses agree that the ideal marketing mix is multi-channel (Pitney Bowes)

54% of small businesses are actually using multi-channel marketing (Pitney Bowes)

Dale Filhaber Dataman Group Direct

Everyone Loves Statistics

Dale Filhaber Dataman Group Direct

Prospecting vs Nurturing

And how different media comes into play…….

It is 10 times more costly to acquire a new customer than retain an existing one

Dale Filhaber Dataman Group Direct

Prospecting

No choice It’s perpetual We are bombarded by messages You need to get your message to the right

person at the right time

Dale Filhaber Dataman Group Direct

It’s a Fact of Life

Direct Mail Rocks!

Dale Filhaber Dataman Group Direct

Hot – Hot – Hot Best medium for Prospect Marketing Gets your message in the door Allows for pinpoint targeting Highest response rates for Luxury products Highest response rate for Ethnic offers

Response based on: List – Creative – Offer - Timing

Direct Mail

Dale Filhaber Dataman Group Direct

Slice and dice Make sure everything

matches Be creative! Use Continuity Programs Think multiple mailings Say NO to lukewarm offers Test & tweak

Stand Out from the Crowd

Dale Filhaber Dataman Group Direct

E-mail & Prospecting Fact vs Fiction

Dale Filhaber Dataman Group Direct

So Why Not?

Who are Your Customers 80/20 Think Lifetime value Repeat business Referrals

Get them to opt in!!

Dale Filhaber Dataman Group Direct

Nurturing

◦ E-mail is a fabulous CRM Tool Keeping in touch Renewals Branding

Social continues the conversation Builds community Encourages dialogue

Dale Filhaber Dataman Group Direct

Digital Rules

Dale Filhaber Dataman Group Direct

Using Direct Mail to Drive People to Digital Media:

Website Landing Page Catalog Facebook Page Blog

BTW – are you using a QR code?

Integrating Direct Mail & Digital Marketing

Dale Filhaber Dataman Group Direct

Using E-mail / Digital as a heads-up

Watch for a mail offer Reminder to respond before expiration date

Or, as a Thank you

Build the dialogue Ask for preferences

Dale Filhaber Dataman Group Direct

And The Other Way Around

Use to encourage DM response Promotes your Brand Become “bigger” than yourself Show another side of your

business Promote conversation

Timing is Key!

Using Digital as a Companion

Dale Filhaber Dataman Group Direct

Coach use Facebook to tell fans that its look book was coming out – Warming up the audience

The Girl Scouts tweet when their branded magazine is coming out

US Air used a direct mail piece with a PURL

Barclays uses a QR code on statements to promote their mobile banking app

Dale Filhaber Dataman Group Direct

The Big Boys….

Dale Filhaber Dataman Group Direct

Idea Factory

Dale Filhaber Dataman Group Direct

Providing lists to Help You Reach the Right People at the Right

Time

561.451.9302 800.771.3282

www.datamangroup.com