CMDC Media Digest, 2015-2016
DIRECT MARKETING DIRECT MAIL Common types of direct mail include brochures catalogues coupon booklets envelopes and flyers Approximately one half of PMB respondents 18 read catalogues 46 and coupon booklets 44 Direct Mail Types Read Look Into 000s Brochures 11312 40 Catalogues 13163 46 Coupon Booklets 12572 44 Envelopes 8812 31 e Flyers 8526 31 e Newsletters 5680 30 Flyers Newspapers Magazines 11112 39 Flyers Polbybag Polysac 7529 27 Source PMB 2015 Spring 2 Year Readership and Product Database 18 Sometimes Often Always The goal of direct mail is to have customers open read the communication piece and perform the desired call to action usually in a timely manner Accordingly direct mail campaigns focus heavily on creative tactics to entice consumers to open the direct mail piece and take action Messages are often targeted by geography life stage or personal interests to ensure the communication is personalized while still respecting privacy concerns Effective call to actions identify a pain point propose a remedial action and frequently offer a discount or reward in exchange for acting now Canada Post research suggests direct mail is a highly effective way of reaching consumers The organization claims that 91 of Canadians are likely to open direct mail if it looks official or important 90 if they recognize the sender and 89 if it looks interesting or intriguing In addition 94 of Canadians are likely to open mail if they already do business with the company EMAIL MARKETING Email marketing most commonly comes in one of four types welcome messages newsletters alerts notifications and product promotional offers Depending on the type of email the goal may differ but generally it requires delivery of a concise and timely message that is customized to the recipient which encourages them to click through to find out more or take action Email allows marketers to frequently communicate with consumers who have expressed an interest in their brand via a cost effective channel with the ability for robust measurement and realtime optimization Among consumers who read flyers and inserts 50 rely on them for grocery purchases 14 for furniture and home accessories and 23 for cosmetics and beauty purchases As well 24 of women rely on flyers and inserts when they are making a fashion purchase decision 24 Fashion 50 Grocery 14 Furniture Electronics 23 Cosmetics beauty Source NADBank 2014 156 Media Channels CANADIAN MEDIA DIRECTORS COUNCIL
You must have JavaScript enabled to view digital editions.
