The Latest Findings on What Really Works in Marketing
Posted by Mary Fletcher Jones
Invest in Marketing Now, When it Really Counts
The importance of social media in marketing today is not to be minimized, but it’s also essential to realize that time-tested marketing techniques like direct mail and email marketing continue to deliver the highest return on investment. Now is not the time to pull back on marketing. In past economic downturns, the companies who ramped up their marketing efforts were the ones who endured. Now is the time to drive sales with email marketing and direct mail, coupled with social media outreach.
Social Media AND Direct Marketing: A Winning Combination
Don’t believe what some social media marketers may tell you — email and direct mail are NOT dead. In fact, they comprise the bulk of most major marketing investment today, and email marketing has the highest ROI of any marketing technique! If anyone challenges that, ask them to show you the math.
You and I both know that the best integrated marketing campaigns combine both social media outreach and time-tested marketing techniques like direct mail, advertising, and email marketing. Don’t we? 🙂
Do the Math
Here are some statistics from the Direct Marketing Association. The Direct Marketing Association has just released a number of interesting research findings.
According to their 2009 Statistical Fact Book,
- Email to customers and direct mail (other than catalogs) are top direct marketing promotion methods.
- The average US consumer receives 25 pieces of any type of mail per week.
- About 81 percent of households either read or scan advertising mail sent to their homes.
- In response to mobile offers — text messages are most effective.
- 77 percent of the Inc. 500 reported use of at least some social media tool. (The Inc. 500 is a list of fastest-growing private US companies compiled annually by Inc. Magazine.)
- Permission-based, business-to-business email lists command the highest price. In November of 2008 these lists cost $293 per thousand.
- Direct marketers in the nonprofit arena find newspapers and magazines to be the most effective advertising channels.