“Still wondering about the best channels through which to deliver your messages when you’re trying to boost your bottom line? Consumers are more likely to purchase based on messages they receive through traditional media. In this year’s study, we included television commercials and infomercials as channels through which consumers may have been directly influenced to make a purchase. While this approach does not take important factors like branding into account, it does give us a basis for comparison where branding may be the primary goal—as is often the case with social media.

Our research shows:

Direct mail has directly influenced more consumers to purchase than any other channel.

76% of consumers have been directly influenced to purchase through direct mail.”

For the first time in years, someone has actually taken the time to look at media channels in an objective way. And what media channel came second as an influencer of purchases? Television. Email came in third, which considering email marketing is a tiny fraction of the cost of TV advertising, is an excellent result.

Another gem in the report was the statement that email is still very popular and we love it, but only 15% of people like to receive marketing messages via this channel!

Thomas D. Glenn
East Coast Graphics, Inc.
p. 631.231.9300 x.11  |  f. 631.231.5159
ECoastGraphics.com

Currently, many marketing campaigns are still developed around “old school saturation mail techniques.” Printing several thousand of a generic, “one message fits all” piece and applying a mailing label or black ink jet personalization on the front to achieve greater postal discounts and keeping the unit price down.

This impersonal approach is compared to going to a singles bar and winking at all the women in hopes of landing a date. It is also the most expensive because it generates the national average response of a mere .005%, which can cost almost $600.00 to generate a prospect, not a sale.

In order to improve your response rates and sales cycles, you have to set your company apart from your competition. You can do this by using digital, on-demand, personalized mailers. In fact, everything you send out should be so personalized that the receiver wants to actually open and read what’s inside. It’s a form of “Show and Sell.”

Remember, every company needs new business development products, and in today’s competitive arena, they must stand out and generate a positive response in the receiver or they won’t come back for more. Remember, it’s not just business, it’s personal!