You’re a marketing manager and your business’s annual event is coming up. This event consistently brings in big leads and gives you the chance to interact with current clients. You have a specific group of people you want in attendance and so you ask: How do we get these people to our event? You can choose between an email campaign, a print campaign or other integrated methods, but it’s up to you to determine the best approach.
Conversion rates
The impact of print campaigns on sales is staggering. If action is your objective, print should be a key tactic. According to PrintIsBig.com, 78% of donations for non-profits come through direct mail efforts. Since 2004, direct mail marketing response rates have steadily increased by 14% while email marketing response rates have declined by 57%. Print campaigns consistently have higher conversion rates than email campaigns, yet email campaigns offer a cost effective method of reaching a large number of people.
Questions to ask
Email can be a powerful tool if used correctly and targeted at the right audience, but direct mail drives action. Every business has different products, audiences and objectives, so before diving head first into a purely print or email campaign, ask these questions to get the most value out of your time and money.
- What is your current business objective?
- Which audience will help you reach that objective?
- How can you leverage your relationship with that audience?
- What self-interest of your target audience can your business serve?
- What message will bring you and your audience together?
- How do you best get that message to your audience?
All types of communication channels serve different purposes whether print, email or direct contact. If you ask the right questions, you’ll make effective decisions and your campaigns will have been worth the time effort.
