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COVID-19 providing a rare opportunity for printers to use direct mail and printed newsletters In previous articles, I’ve highlighted the enduring power and better response rates of printed direct mail marketing versus email-only campaigns, all backed by statistics from Canada Post and other recent research. According to several online searches, email newsletters can average click-through rates from .5% up to 1.6%. However, a printed direct-mail newsletter can generate a 3% to 5% response rate. To give you another comparison, Mailchimp pegs the average click-through rate for all emails across all industries at 2.62%. Statistics also show that emails have a small “opening window” that begins to plummet after the first hour of sending. Now, Two Sides North America (a proactive industry organization promoting the ongoing sustainability of print and paper) has identified a unique opportunity for printers to cut through the noise and make a huge impact with current and potential customers. “The continuing spread of COVID-19 and its tragic effects have left very little of the print world untouched,” it said. “The combination of an economic lockdown and staff either furloughed, laid off or working from home has completely transformed the industry landscape, with the majority of print companies reporting a significant decrease in order levels. There are, however, glimmers of light in the darkness. Many are seeing an opportunity for direct mail.”
Reach a captive audience With most people spending the majority of their days at home due to the current pandemic, being able to get a directmail piece or a printed newsletter directly into their hands, or simply to introduce yourself in a fun, informative and memorable way, is a huge advantage for any for any print shop – particularly at a time when possible customers are becoming tired of television and being online each and every day. “Offering
20 | June 2020 | GRAPHIC ARTS MAGAZINE
something physical that communicates an appropriate message can be a powerful way to build a brand or ensure loyalty once this is all over,” Two Sides emphasized. “Direct mail will certainly have more attention now from people than it’s ever had in the past,” said Simon Biltcliffe, Chief Executive of marketing agency Webmart, in an interview with the UKbased online publication PrintWeek. “People are at home, and if something comes through their letterbox, they will look at it. Print will be a really strong medium for people to build their brand and awareness.” Two Sides added that, while TV has the reach, it remains a highly expensive option for many and lacks the targeting power of direct mail and even partially addressed mail. “Of course, right now many people are living their lives online, but the constant bombardment of online ads and content makes it difficult for any company to really cut though and engage a consumer or potential client. Done well, direct mail has the power to stop people in their tracks, grab their attention and compel them to take action. The physical nature of the medium also means that it’s likely to stay around in the home for longer – 17 days according to the Royal Mail study ‘The Private Life of Mail.’ What’s more, direct
mail has a perceived value and importance that virtual media simply doesn’t.”
Staying ahead of the curve In any crisis, marketing is usually the first budget to be slashed. But most marketing experts agree that continuing to communicate with customers and potential clients – via compelling and colourful printed newsletters or direct-mail pieces – is vital. Printers are no exception, especially when they can showcase their creativity, talent and product range in the very piece they create. Let your informative and engaging directmail ‘masterpiece’ reflect your shop’s professionalism. “The best time to market to people is when others are not,” said Robin Sumner, Managing Director of marketing agency Romax. “After the initial panic subsides and society accepts the ‘new normal’, then business will return swiftly – and those that have continued to promote during that time will be well ahead of the curve.” Finally, if you feel you don't have the time or the staff to create an engaging monthly newsletter, especially during this pandemic, we can help. Please see the next page. Tony Curcio Editor, Graphic Arts Magazine tony@graphicartsmag.com
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