IN CUSTOMER RELATIONSHIP MARKETING,
DIRECT MARKETING IS BEYOND COMPARE

Direct marketing is particularly suitable as a customer relationship marketing tool. It offers many different ways to acquire new customers, to develop customer relationships into loyal customer relationships, and to manage loyal customers. Direct marketing also helps tempt back former customers.

Multi-channelled approach has increased the efficiency of direct marketing and further highlights the traditional benefits of direct marketing:

  • Testability
  • Repeatability
  • Learning
  • Customer management
  • Measurability
  • Cost effectiveness
  • Interactivity
  • Profitability

DM’S ROLE IN THE MEDIAMIX

  • DM’s essential profession is sales. DM speaks to customers, tempting and activating them to buy.
  • DM can also teach, guide and inform.
  • DM also builds and strengthens a company’s recognisability, image and brand.
  • DM reaches a wider target group, but can also be targeted towards a more clearly defined segment or target group.
  • DM reaches your customers personally; print ends up in the homes and hands of its target group, e-direct in the personal mailbox and mobile direct in the screen of one’s own phone.

So what exactly happens? How does Suora stand out from the rest of the mail, and how can the customer be tempted to open the envelope? Continued use of traditional printed direct marketing is the best proof of its results, but integration of multi-channel approach has been proven to present even better results.

A PRINT CAMPAIGN FORMS A GOOD BASIS FOR INTEGRATED DIRECT
A print campaign is composed of many elements, each one of which has its own function to perform. The whole will be greater than the sum of its parts.

ENVELOPES
An envelope is for opening! It needs to stand out from the rest of the mail, and to be as enticing and as different as possible.
Our innovative solutions invite the customer to open the envelope and look inside.
Excitement inside the envelope:
LETTERS
The letter – in the role of a salesman. A personal communication, an informative presentation, a message and offer directed to and designed for the recipient.
The aim is to encourage the customer to read the letter and to awaken interest in the products or services being offered. The job of an impressive letter is to encourage a decision to purchase and/or to elicit a commitment from the customer.
BROCHURES
The brochure – in the role of an expert, gives more information about the product or service, guides, directs, educates.
The aim is to enthuse and interest the customer still further, who then decides to order, or to learn how to use the product.
FLYERS, INSERTS, POPUPS ETC.
Competition flyers, which present competitions and prizes.
Campaign posters, when you want more impact in your message.
Inserts highlight your message, popups attract attention.
Feedback elements:
FEEDBACK ELEMENTS
Reply/order envelopes – it must be easy to reply! Return address + post paid (”yes” envelope), also an addressed ”No” envelope in case of competitions
Reply/order card – easy to fill in and use.
Additional activating elements which may be included:

ADDITIONAL ACTIVATING ELEMENTS

  • Discount coupons, vouchers
  • Winners’ forms, lottery cards, prize draw tickets
  • Vouchers, stickers etc.
  • Gifts for orderers
  • Small gifts inside the envelope

These tempt the customer to open the envelope and to read the contents for longer, as well as activating the decision to order or purchase.
Note! Carefully consider how to use these tempting additional elements. If an element has no clear role or purpose, then it should not be included.

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