CRW Graphics

Posts Tagged ‘Direct Mail Campaign’

Who says direct mail is dead? It’s just personal and we have the results to prove it!

Friday, March 25th, 2011


A recent article highlighted a prominent Midwest university who successfully deployed direct mail with a PURL to appeal to honors students as part of an admissions campaign. An A/B split test was conducted to research the affect of utilizing variable data printing in a marketing campaign.
Variable data printing tailored the direct mail postcard to the individual student’s interest in major, gender and whether or not they had visited the campus. Images and text were aligned to reflect the individual’s data. The PURL directed the students to a personalized landing page. For the other students, the Midwest university sent a more general mailing.

The university reported a 32% increase in student enrollment in 2010 over the prior year. 91% of those who registered were recipients of the PURL campaign. The use of a more focused mailer resulted in a 29% savings in printing costs.

“It’s all about making it relevant versus having high volume.”

At the same time, a non-profit organization used a personalized postcard and PURL to appeal to donors as part of their annual giving campaign. It reported that their normal donation rate is 2% to 3%. This campaign returned a 14% donation rate. “This is a bit more expensive, but it drove more conversions.”

“The trend is toward more efficiency and figuring out a multichannel approach with a much more layered cadence of communications.”

As online marketing becomes more saturated, innovations in printing and production are driving more marketers to use traditional channels to drive multichannel efforts.

How are you using direct mail in your multichannel marketing mix?

Variable Marketing Part 5: Best Ways to Determine the Right Look and Feel of Your Variable Marketing Campaign

Thursday, September 16th, 2010

A marketing campaign can never go wrong by testing it first. Sometimes concept and design on a screen can turn out much differently in its final printed version. Testing images, overall layout and the physical look and feel of a project can be a good idea, especially if you’re trying something a bit different. What looks good onscreen isn’t always great on paper. So, here’s our next tip.

TIP #5: Test images and overall layout of the project in short-runs.

One of the great advantages to running on a digital press is that you are able to print short runs – including test runs – and it can be very affordable. It’s important to ensure run-ability and color accuracy in production when images are involved. This allows you to keep testing different images and layouts until you’ve satisfied the exact look and feel your team was going for.

Why test? Because it can save you a lot of money in the long run if your mailing list is really large. You can run a test for two reasons. First, to see the final, visual piece. Make sure it matches your expectations. The second, if you run a small test and mail it out to the targeted audience and notice it’s not getting the response you wanted; there’s still time to make changes in an effort to improve your campaign’s results.

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