How The Internet Will Rescue A Direct-mail
When speech comes about the direct response and particularly offline programs like direct mail we think how use of web resources can raise efficiency. It is a simple question: How it is possible to apply technology to raise efficiency of traditional channels?
And the simple answer consists that online tools allow to raise control and to increase value. But being correctly applied, they can become also the bridge between channels which is capable to raise in times efficiency of campaign as a whole, both in short-term and in long-term prospect.
Direct programs, in their elementary kind, divide program cost into the income received as a result to estimate investments. At the same time, you can check up efficiency of various profiles of a mailing list, texts or offers. A problem is that there is a large quantity of extremely valuable personal in each segment of data which can’t be tested well. Online tools, such as registration, assurance of receipt involving in the loyalty program allow retail dealers to move dialogue from a usual mail box to the electronic. But addressees do not begin to accompany you on purpose to reduce the price of your correspondence. Carrying over of values should take place also to propose to the significant.
Many people say that addressees of a direct-mail seldom (or at all never) come on online resources as a result of reception of a package of a direct-mail. But if you don’t expect that this person will come on an online resource why you believe that he will go to your shop to realize the offer? Interest is dictated by quality of the offer and our consumer filters all become more rigid. And any level of coordination is not in a condition to overcome this problem. But without online resources, realization will fall to 1 %.
Tools for monitoring of efficiency a direct-mail exist and the new every day are added. They vary from the elementary, as the notice on delivery, to the POS-units allowing instantly to notify on profit on concrete initiatives of the company.
For example, company SendTech Inc. offers possibility to trace the online purchases caused by offline-activity. And many suppliers including OnDialog sell the constant URL-addresses allowing direct-experts in marketing to adjust the online address on personal needs. But a problem of extra-market resources is that they aren’t rather integrated into the programs which have been adjusted on the addressee. There are no doubts that they improve much for participants of the market, but “response” assumes the action made by means of the computer. And what advantage is brought by such tools? What elements have been developed to improve perception of the concrete addressee specially? Introduction of similar innovations undoubtedly influences control but it is not the magic button for really considerable changes in branch.
One element is lost sight: efficiency indicators between reception and realization. Not each gift certificate or the discount coupon which has remained non-realized means the bad client. Many of us have missed magnificent offers having forgotten the coupon in a glove compartment of the car. Therefore it is important to involve tools which allow to receive the report on efficiency in real time, from start of the program before purchase. Marketing experts also should understand how the offer dispatched by mail, finds distribution online or it is reflected in the user responses in a site. For the present capitalization of investments, programs should increase as much as possible return and capture each unit of the helpful information.
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