Success of Online Marketing Boosts Old-School Marketing

Email marketing is one of the defining aspects of our tech-driven age. It’s as commonplace as online ads as well as the many marketing stunts brands pull off on social media. But perhaps the best part is that these same technologies continue to improve methods that were already being used long before the internet.

 

But first, let’s start with the success that email marketing has generated so far. According to Express Pigeon:


  • Asides from broadcast email, today’s email marketers also demand measurement & analytics, personalization, automation, and segmentation in their campaigns.

 

  • 91% of consumers check their email at least once a day.

 

  • 56% of businesses say they plan to increase their use of email marketing in 2014.

 

  • 42% of marketers use email service providers for services beyond email broadcasting. This is up 12% from 2010.

 

  • Companies that use an email service provider are more likely to be satisfied with their email marketing than companies who do not.

 

  • Businesses are looking for deeper integration of email with other business functions.

 

It wasn’t long ago that technologies like email was considered the death of print and direct mail marketing. But in truth, it continues to thrive because of the support of new online technologies.

Direct mail continues to be used heavily, with a 43% share of total local retail advertising. And, according to a Pitney Bowes survey, 76% of small businesses say their ideal marketing strategy encompasses a combination of both print and digital communication.

 

The same interaction between email and print can be emulated in telemarketing as well. For example:

 

Email can be used to enable CTAs after a telemarketing call.


First you start with the usual. You make the call, check the needs of a prospect, and then make sure they qualify. But instead of wasting time spelling out a URL, you simply send them an email with all the links they need to finalize an appointment (and their own leisure too).

 

People don’t make calls as often either


In an age of digital communication, print isn’t the only form that’s used less frequently. With the right subject line and the right copy, the promise of a live phone call can show prospects how seriously you take their interest.

 

Granted these are just some of the ways you can mix old and new forms of marketing. But if the stats indicate anything, the success of online marketing can only contribute more to the success of older methods as well.

 

Best Lead Generation Metric: Response or ROI?

The debate seems to be in favor of ROI. After all, what good is spending money on marketing when you’re not getting much of the money back in return? Yet on the flip side, is ROI truly a mark of effective marketing or is it simply because some financial aspects are in the favor of one channel? In the contest between email and direct mail marketing, the statistics below demonstrate an even case for both.

 

In the Direct Marketing Association’s 2012 response rate report, email has been touted as possessing higher ROI while direct mail boasts higher response rate.

 

The score is as follows: direct mail had 30 times the 0.12% response of email among households but the latter had $28.5 ROI compared to only $7 for direct mail.

 

There are also other variations according to message type as well as recipients. Letter-sized direct mail garnered 3.95% response rate from households while prospect lists yielded 1.44%. Consumers responded more positively to catalogues compared to business prospects. Meanwhile postcards fared somewhere in the middle with 2.47% response rate for B2C and 1.12% for B2B.

 

Unfortunately, the cost of letter mailing reached $556 for B2C and $919 for B2B. And despite the seeming advantage of a higher response rate, that same rate had actually been dropping 25% over the course of nine years.

 

Not all hope seems lost though. The rise of email marketing has also brought with it the side effect of desensitized consumers (both for B2B and B2C). With so many marketing emails sent to inboxes, it’s become easier to attract a response through channels that are no longer as cluttered. Whether this means that direct mail’s dwindling response rate will actually improve; only time will tell. So in the mean time, here’s a brief series of steps you can execute to ensure that both high-response and high ROI channels root out more inefficiencies.

 

ROI


  • Learn more about a process/tactic/tool and how to boost its performance.

 

  • Identify financial aspects and adjust performance indicators to minimize their influence.

 

Response


  • Identify the strongest sources of overhead costs and promptly minimize them.

 

  • Integrate other channels whenever possible to tie up ROI.

How Email Marketing Maintains Its Hold On Response Rate

Mobile and social media maybe today’s favorite marketing tool but email still stays on top when it comes to reaching potential B2B buyers. So what exactly is in email that allowed it to hold its position for so long?

 

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