Print mailing services increase brand building, boost
website views
Author: Bill Laforme
November 14, 2009

Direct mailing services such as postcards and flyers may be one of the more traditional marketing strategies when compared to the social media and web 2.0 revolution, but they are also one of the most successful.

For existing customers, mailing services such as sale and event alerts, coupons, and even holiday greeting cards can enhance the client relationship and keep customers engaged with the business and its brand. Especially during a recession, when the majority of customers are looking for ways to save money and stretch their dollars, a business that puts effort into alerting them of sales and providing them with coupons will not go unnoticed or unappreciated.

For marketing to new customers, some of the same techniques apply, such as coupon and promotion alerts. But in this scenario, the purpose of mailing services is more for brand building and awareness than anything else, and should be treated accordingly - printed products that are more on the informational side, such as brochures, business cards and catalogues, would be of greater use to this target audience than to existing customers.

Another often-overlooked use for mailing services is in cross-platform marketing. A flyer or brochure should not stop at catching the consumer's eye or even having them visit the sale, but should prompt a deeper levelof engagement.

One way to do that is by using the printed materials to promote the business' website, where potential customers can get additional information about the company or make online purchases. Even if a sale is not completed, the deeper level of engagement has provided additional time and opportunities for brand impression and exposure.

Although this use of printed marketing materials is often neglected, it has the potential for a high return on investment.

Recent research by the Direct Marketing Association found that, of clients who received print advertisement inserts in various types of magazines, an average of 52 percent went online to the advertiser's website.

The sectors receiving the best website responses were cosmetic surgery, which saw a 70 percent online response; toy retailers, which received 58 percent; and charities, which received 27 percent.

Direct marketing and other mailing services remain important investments to businesses despite the recession, as a recent study by Ernst & Young found that 93 percent of small business owners are maintaining or increasing their focus on broadening their customer base.