Chew on this:

Research Shows that Mail is Still the Best Way to Reach Consumers

– Survey Reveals Strong Consumer Preference for Mail to Receive New Product Offers and Confidential Business Communications –

STAMFORD, Conn., June 11, 2007 – A recent survey completed by International Communications Research (ICR) revealed that even in today’s digital world, consumers clearly prefer mail over other communications vehicles such as e-mail for receiving new product information and offerings as well as confidential business communications, such as bank statements and financial reports.

The study, the fourth mail preference survey commissioned by Pitney Bowes (NYSE:PBI) since March 1999, found that the majority of consumers (73 percent) prefer mail for receiving new product announcements or offers from companies they do business with, as compared to 18 percent for e-mail. Mail was also preferred by 70 percent of respondents for receiving unsolicited information on products and services from companies with which they are not currently doing business. For confidential communications such as bills, bank statements and financial reports, respondents overwhelmingly preferred mail (86 percent) as their channel of choice, as compared with 10 percent for e-mail.

This response is virtually identical to the response in the 2004 survey, which also showed consumer preference for mail at 86 percent.  “The research clearly shows that consumers still prefer mail over e-mail,” said Stacy DeWalt, vice president, Vertical Market Development and Marketing, Pitney Bowes Management Services (PBMS). “In working with our customers, we continue to find that mail is the most effective marketing tool businesses can use when communicating with their customers. Offerings such as our Pitney Bowes MailWorks™ solution helps businesses leverage the mailstream more efficiently and effectively to strengthen existing customer relationships, establish new relationships and grow their business.”

The survey also found that consumers are less likely to discard unopened mail (31 percent) – including new product brochures, catalogs or other advertising materials – than they are to discard unsolicited e-mails about new products (53.2 percent).  “In an environment crowded with marketing messages, it’s important for marketers to utilize the most effective mailstream tools available,” said Jeff Marshall, vice president of customer marketing for Pitney Bowes Global Mailstream Solutions. “While mail is the preferred vehicle for reaching consumers, businesses and organizations need to remember that it is critical to target consumers with relevant messages at appropriate times to get a meaningful return-on-investment.”

The survey also probed consumers on specific advantages they see in mail versus unsolicited e-mail and telephone calls. Compared with other communications channels, including e-mail and telephone, survey respondents found mail to be:

• Less intrusive — doesn’t interrupt other activities (45.3 percent);

• More convenient — can be saved and considered at leisure (40.2 percent); 

• Less high-pressured — lets you consider your decision (30.2 percent);

• More descriptive — lets you picture the offer (22.7 percent); and 

• More persuasive — encourages you to respond (12 percent).

Article from AMA (www.marketingpower.com)

Let me ask you something…

What is your biggest marketing struggle? 1) managing response 2) keeping good data 3) creating a viable campaign 4) breaking out of the mold 5) budget concerns View Results

Stop Talking Trash

Good nutshell commentary from 1 to 1 magazine about the next wave of using data driven marketing:

 http://www.1to1media.com/View.aspx?DocID=30232

(You’ll have to register. But it’s worth it,  there’s some good stuff on there.) 

Know if’s, and’s, or but’s.

We’re featured in a great article in the PIA/GATF newsletter, Digital Impact.  The article is on page 6.  It offers great advice for considering what to plan for a digital job versus a traditional print job.  The printer in all of the case-studies is unnamed.  But that printer is us.

http://edumarc.files.wordpress.com/2007/06/aprillores.pdf

(The second article “Head’s up, Here it comes” is a useful read about the postal changes.)

Page 9

We’ve talked a little around the office about how unbelievably hip the USPS’s magazine, Deliver is.   Not only is the magazine very visually appealing,  it offers great insight to direct marketing.

 Here’s an article lately about personalisation and how it increases response:

http://delivermagazine.com/wp-content/uploads/magazine/Deliver-14-2007.pdf

(If it doesn’t go straight to it,  you’re looking for page 9)

Integrate your marketing efforts

Great article from AMA yesterday.  More proof that integrated targeted marketing works!

Brand Marketers Take “Direct” Approach

Companies are incorporating direct marketing tactics into their brand marketing campaigns, according to a new Direct Marketing Association survey. “The Integration of DM and Brand,” suggests that the lines separating these marketing categories have all but faded away.“Direct marketing’s scalability, measurability, and undeniable ROI has moved it to the forefront of all marketing, including branding,” said Eugenia Steingold, PhD, DMA senior research manager and author of the new report, in a statement. “The findings of our latest report show that direct marketing tactics designed to increase consumer awareness and action are ubiquitous—from URLs on all marketing materials, to 800 numbers, to calls-to-action in TV, radio, and print ads—and across every other type of marketing media.” “Our findings indicate an extremely active multichannel marketplace, where traditional direct marketing tactics are being put to work alongside the Internet and other ‘new’ media in ways that achieve enhanced results,” added Peter Johnson, PhD, DMA’s vice president for research and market intelligence. According to the DMA, the report explores how companies are integrating direct marketing and brand building to increase response rates, sales, profitability, and brand awareness. It examines such topics as current branding practices, direct marketing’s impact on brand marketing, measurement of brand campaigns, and the impact of brand marketing on direct marketing. Some of the report’s key findings include:

• More than half (56%) of respondents use at least one direct marketing channel in conjunction with brand awareness advertising. 
• Approximately 70% of brand marketers rate personalization as having a positive or strong positive effect on brand. Meanwhile, 64% rate targeting as having a positive or strong positive effect.
• Companies commonly combine e-mail marketing with various direct marketing tactics, such as calls-to-action, targeting, and trackable offers and response mechanisms.

The results!

Daniels Graphics put out an e-survey polling some of our customers about our company.  The question was posed:  Describe Daniels Graphics in one word.  There was a free form box.  The following are the answers:
• Effective
• Expensive
• Expensive
• Expensive
• Service
• Quality
• Quality
• Quality
• Quality
• Quality
• Quality
• Quality
• Quality
• Responsive
• High quality
• Helpful
• Supportive
• Excellent
• Excellent
• Excellent
• Wonderful
• Professional
• Professional
• Professional
• Professional
• Reliable
• Reliable
• Reliable
• Friendly
• Friendly
• Great
• Ned
• Consistent
• not sure
• Professional.
• Awsome
• Perfection
• Dandy!
• great quality
• Precise
• Flexible

• Jim

 We couldn’t have made this list up or we wouldn’t have left in “expensive”.  (And certainly not “Not Sure”).  Although,  it occurs to me that even though that is our reputation,  is it really so terrible to be considered expensive?  To us it says that what we deliver in profit exceeds what people see as the price.   

Thank you so much to everyone that took the time to let us know how we’re doing.  We’re are taking the advice we received to heart and are working to help you make the most of your marketing!