Create Direct Mail Campaigns In-House to Achieve Awesome ROI
Direct Mail Is Not Dead
For several years experts debated whether or not direct mail advertising is dead.
Perhaps the best indication that it is not dead is the fact that experts are still arguing about it.
But most businesses probably want more proof than that before sinking their advertisement dollars into a direct mail campaign.
It's true that the rise of digital marketing stole the spotlight from direct mail for quite some time. Digital marketing was faster easier, and less expensive than print advertising (at least it was in the early days).
But as with all advertising channels, it didn't take very long for the internet become saturated and for people start blocking ads with spam filters.
Today, marketing professionals agree that a balanced mix of digital and print advertising provides the best results.
In fact, one study indicates that print-only campaigns achieve average response rates of 7.4%, but campaigns that combine print with digital achieve an average of 9.5%.
Another study provides some insight into these numbers when they discovered that "direct mail requires 21% less cognitive effort to process than digital media,
suggesting that it is both easier to understand and more memorable."
Printing Direct Mail Campaigns In-House Offers Great ROI
If you're looking for a cost effective way to reach potential customers, direct mail offers a number of benefits.
Current print technology and workflow automation tools are once again convincing businesses that direct mail can provide more relevant, customized, personal communications.
And research from the Direct Marketing Association demonstrates that direct mail (especially oversized postcards) offers "strong return on marketing investment" with an average ROI of 15% to 17%.
Once a company has been persuaded to benefits of direct mail marketing, they must then decide whether to outsource the project or if it makes more sense to print in-house.
Costs vary greatly when outsourcing direct mail projects, and while it may initially be tempting to simply toss the project to an outside firm, the value of in-house marketing should not be ignored for several reasons.
In-House Printing is Convenient
First, every organization has need for some type of printer device and marketing is not a one-shot task. If company is investing in a direct mail campaign, they have other marketing projects that
could also be accomplished in-house. A print device like the Xerox C60/C70 provides an organization with the capabilities to perform daily office functions and also creates professional quality marketing materials.
In-House Printing Will Reduce Expenses and Waste
Next, is the cost savings achieved by bringing the simple marketing jobs in-house. No matter how good a price you are quoted, the cost of outsourcing will always exceed the cost of printing in-house.
In order to take advantage of price breaks, organizations find themselves ordering significantly more than they really need, and the overage typically sits on a shelf gathering dust.
All too often those materials become obsolete before they are used, which means that any savings realized became uncalculated waste, negating any up-front savings.
In-House Printing Gives You Control
Finally, printing marketing materials in-house provides choice and control. Whether you are changing menus every month, sending direct mail postcards, providing educational brochures,
or using flyers as leave behinds, print in-house allows you the freedom to change your design and message as often as you like, without generating waste. You gain control of you materials
and can wrap materials into a fixed monthly cost by using workflow solutions like Managed Print Services from Conway Office Solutions.
The Bottom Line - Direct mail pays off! People are more receptive to marketing messages that come through their mail box than their email inbox.
And thanks to innovative office technology, any organization can create professional quality marketing materials in-house.