Direct mail is one of the most viable marketing channels available, and it produces some of the highest levels of customer engagement and ROI. It cuts through the crowded digital ecosystem and connects with your target audience in a personal, tangible way.
Marketo's Definitive Guide to Engaging Email Marketing claims we see 2,904 messages every day, pay attention to 52, and remember only four. According to marketing advice firm Smart Insights, your message has a mere three seconds to gain the prospect's attention and another 12 seconds to capture interest and compel the prospect to act.
To cut through the noise surrounding your potential customers, you have to make your communication stand out and establish a connection. But if you rely only on digital forms of communication, you're missing an opportunity to make meaningful, one-on-one connections with your customers.
While print is still the most effective method of communication, combining it with digital can expand your reach and result in increased revenue. A multi-channel campaign increases the audience you're able to reach and makes the sum of your efforts more effective.
Research from the Rochester Institute of Technology suggests adding direct mail to your marketing mix can increase ROI by 20 percent. In one survey, 56 percent of respondents found printed material to be the "most trustworthy" of media channels. But print can't always produce results on its own. To act upon direct mail marketing, customers often have to go online to complete the conversion. Alone, each approach can only do so much, but together, they work to increase conversion, engagement and retention.
Looking for ideas for your next direct mail effort? Check out the following print marketing materials for some inspiration.
Variable Data Map Mailer
The most effective direct mail pieces are timely and personal. The variable data map mailer was geared toward people who were moving—when their need for a new bank, doctor, dry cleaner or car mechanic was at its peak. It features a tear-off map with directions from the new residence to the business location.
Pop-Up Holiday Card With Sample
Direct mail is the perfect medium to engage all the senses and create a lasting impression. Samples are an inexpensive way to get your product in the hands of real people and convert them into customers. This holiday card features a creative pop-up heel and a sample of the product.
Iron Cross Mailer
Iron cross mailers not only provide ample printing real estate, but also allow you to tell a story. The real beauty of an iron cross lies in its four unfolding panels. By using creative crossover imagery and copy on each panel, the iron cross becomes an interactive experience. Coupons, magnets and inserts can easily be glued or placed inside.
Wallet Mailer With Inserts
A wallet mailer with inserts is a unique piece that captures customers' attention. One detail that could make the piece stand out is the soft-touch coating. Its velvety smooth texture elicits an immediate response. It feels rich and elegant. Inside, the wallet includes a die-cut bill holder for special offers and a separate slot for your business card.
Andrew Field is the president and CEO of PrintingForLess.com, a print and marketing technology solutions company that prides itself on being called "America's Print Shop." Connect with him on Google+ and on Twitter at @PFLcom. This piece originally appeared on DirectMarketingIQ.com, the home of direct marketing intelligence.