How to transform your mailings using Hybrid Mail

Mailing solutions from your desktop designed to save you time and money!

It seems that direct mail is making a bit of a come back actually paper is making a come back; did it ever go away?

I’d like to go out on a limb here and state that people are probably getting fed up having their inboxes full with unsolicted emails from companies, individuals selling their services, expertise and skills from how to improve your SEO to how you must have the latest business management training and techniques.

Direct mail prospect opening rates have increased from 88% to 91% since 2006 and email acquisition open rates have fallen from 21% to 11% since 2007. (DMA)

In 2010 an average of 91% of prospect direct mail was opened including 96% for personal banking and 95% for stores mail. (Ebiquity Rapport 2010) Open rates for acquisition email 11% (DMA)

Social media and email campaigns are reducing marketers ROI “marketers are failing to maximise user engagement and the ROI of their social media and email campaigns by mis-timing the day and hours of their general release”(YesMail) The companies in this study included Banana Republic, Gap, Diesel, Abercrombie & Fitch and their social media activity was tracked over a three month period on facebook, twitter and YouTube.

If they cant get it right what hope for the rest of us?

SME’s are challenged with trying to attribute resources, time and money to fulfil a worthwhile social media campaign that generates enquiries for their business.

Is it psychological?

Organisations are becoming weary of sending email newsletters and are changing tactic by sending hard copy newsworthy items in the post.

There’s a tangible colourful product in your hand that you can glance through on the way to making a cup of coffee; theres also a sense of well being reading the written word rather than picking your way through an email and of course you can read it anywhere on the train, office, home and in the garden.

Increase in this type of activity is largely attributed to better targeting for example the percentage of mail where customers took action has increased from 4% in 2004 to 5% in 2010. (Royal Mail Consumer Panel 2010)

Enter hybrid mail. A combination of printing and posting as a bundled service. By combining mailings for lots of customers and by optimising downstream access, mailings just got a whole lot cheaper and easier to manage.

Using print-2-mail and effective personalisation can have a dramatic effect on your ROI – that is, good direct mail used in conjunction with intelligent e-commerce.

If you want to find out more about how to transform your mailings but not sure where to start then leave your details here and one of advisors will call you back.

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