In the last blog post written by my colleague, Michelle Houston, she demonstrated the symbiotic relationship that postal retargeting shares with digital marketing. She also articulated why it’s vitally important to integrate postal retargeting into the marketing mix. I couldn’t agree more. I wanted to continue on that thread of print being a digital champion by covering some other areas where digital programs, as well as companies’ performance, benefits from a robust print program. Frequently in our client engagements, we uncover “turf wars” that exist between siloed marketing groups who fight for their share of the budget to run somewhat independent programs. Here’s how it typically breaks down: •The digital team is interested in driving performance online; •The retail team is interested in driving in-store sales; •The print team is just trying to survive since there is no real “print” channel.
Direct mail is experiencing a long overdue resurgence for retailers, hastened by the pandemic. Increasingly crowded ads on social media and Google, full email inboxes, SMS dings all day long … while the much-maligned mailbox remained emptier as credit card offers dwindled and in-store postcard coupons were recycled.
It’s not surprising that many e-commerce brands decided to communicate in a new “old” way and test direct mail. We had the pleasure of assisting several launches in 2020 — some planned before the lockdowns, others as a new COVID strategy.
Two of the biggest surprises for folks new to mail are:
- the amount of time it takes to properly put together an effective mailing; and
- how expensive mailing can be.
One of our print partners and I assisted a pure-play that mailed within three weeks of our first discussion … this is NOT typical and we don’t recommend it. Haste makes waste. A well-thought-out plan needs time and the proper foundation, and the first mailing should allow for the upfront prep in list analysis and preparation, along with creative. A tip for new mailers: most seasoned mailers have already booked press time for Q4 2021 by the end of Q1.
much more at: https://www.mytotalretail.com/post/catalog-costs-how-low-can-you-go/