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Mixing traditional and email marketing builds impressions with the clients you need I regularly get direct mail from Yahoo, which is curious, because ever since the rise of the web, I’ve been hearing about the impending doom of the commercial printing industry with predictable regularity. We’re moving to a paperless society. Printing is over. But print isn’t over. It’s just evolved to take its place in a more fragmented, complicated — and interdependent — marketing mix. When websites advertise with TV spots and send me mail, this tells me that traditional marketing is alive and well. It just changes with the landscape, making room for interlocking digital media. Email marketing has risen as a powerfully effective way to cultivate relationships with highly targeted groups of prospects. But like the website that advertises on TV or the mail order company that still prints a catalog to drive people to their website, you have the option of increasing your awareness with your critical audience by using more than one medium to deliver a one-two punch. If Yahoo doesn’t just bank on digital media to get the awareness they need, why should you? Using email and print as a one-two punch Filling the top of your conversion funnel gets easier when you can affordably give your prospect more reasons to think about you. Hit them once in one medium and you’re a lot more likely to fall off the radar and not return. If you send them an email with a compelling subject line timed with a piece of direct mail, your prospect is more likely to open one or the other — or at the very least, get your value proposition lodged in his or her brain. The recipients here are important: this is most effective with a targeted prospect list that you have cultivated and to whom your value proposition is relevant. Give yourself the edge of knowing the exact person you need to reach at an organization, both with email or direct mail. Ideally, your list will be comprised of existing clientele from whom you’re trying to win more business or a list of prospects that you’ve contacted in the past with warm or cold calls. This simple multimedia marketing campaign-in-a-box is well within the reach of even the smallest businesses. Email marketing is extremely cost effective (even more so with iContact’s free trial) and printing has become more affordable than ever in recent years, partially enabled by web-based customer service. A small run of postcards used to run you $500 with setup; now you can get a quick turn on 1,000 of them for about $100. You don’t have to be an industry giant to mount multimedia campaigns that give your prospect an extra reason to think about you in a noisy messaging environment.


Scott Wolfson is a sales executive at Eveready Printing. Founded in 1900 with a commitment to expert printing solutions and unparalleled customer service, Eveready Printing provides a full array of commercial printing, binding, design, pre-press and direct mail services — including www.WePrintQuick.com, an online commercial printing service. For more information, please visit www.evereadyprint.com.


Mixing traditional and email marketing builds impressions with the clientsyou need