The idea that digital marketing is a low-cost channel is false
Print is often seen as an expensive marketing channel. That does appear true if one compares the cost of sending out a printed item against the cost of an e-mail. However, this is not a relevant comparison.
For a start, we need to look at response rates. Research by the Data and Marketing Association shows that the response rate to direct mail is 37 times the response rate to e-mail. Suddenly, e-mail doesn’t look like such a low-cost alternative.
It’s the same when we look at pay-per-click advertising. In some sectors, the cost of a PPC keyword in search can be over £4.50 for a click. That is substantially higher than sending a piece of direct mail.
Print stands out against digital
People are becoming overwhelmed by digital communication. Print stands out in this digital avalanche. According to the DMA, the average household receives over six times as much digital communication as it does print. And print is still being engaged with up to a month after it has been received. A large amount of e-mail is deleted on receipt.
The strategy of marketing with print can drive impressive results. But how does one carry it out in practice? A print marketing campaign can be a lot easier to put into action than many people think.
Here’s a case study that proves how effective print can be
Every month, one accountancy firm sends out a simple letter to prospects. And, without fail, they win new business. Here’s how it works.
The firm research which local companies have accounts that are due to be filed. They then send a simple personalised letter to these companies, reminding them that their accounts are due and offering their services. It is not a complicated campaign. There is no expensive special print effect. It succeeds because people take notice of a letter.
Everything is done for the accountancy firm by their print service provider. Al the accountancy firm does is to provide a list of prospects. The firm knows that the letter will be sent out within a few days and that they should be expecting new business. It is a lot simpler than managing the average digital campaign.
The cost to the accountancy firm is around £150 per month. Every month they win three to four new clients. And many of these clients stay for years, offering a very high lifetime value compared to the marketing cost.
What could you achieve with a similar print campaign?
To get started, look at our Ten Tips for highly effective Direct Mail print campaign. Contact Alan today via email at [email protected] to find out how we can help you win more clients with print marketing.
