quinta-feira, 1 de janeiro de 2009

Direct Mail + Online: uma mistura explosiva.

Leio o artigo "Stamp of Approval – Why Direct Mail is thriving, not dying".de Sandra J. Blum na última Dynamic Graphics+Create Magazine (Dezembro/Janeiro) e acho que também deviam ler. Não posso pôr aqui o artigo na totalidade, mas creio que uma parte não incomodará a Sra. Blum.

"Business-to-business lead generation best practices
Data and testing continue to confirm that direct mail combined with e-mail marketing and telemarketing or telemarketing works better than e-mail marketing or telemarketing alone or in combination without direct mail in lead generation.
Marketing Sherpa notes in Lead Nurturing Best Practices: New Data, Charts, Tips to Put More Punch in Your Cultivation Tactics that multi-touch campaigns employing mail as a key tactic are used by the most successful b-to-b lead nurturing efforts.
The Kern Organization, highly regarded in direct response circles, reports in BtoB Magazine that its campaigns data confirms "mail responders are 10 to 20 percent more likely to convert to a marketing-qualified lead than their online counterparts. Cost-per-qualified mail lead is 5 to 15 percent less than online. And field sales reps report a 7 to 15 percent higher likelihood of working a mail-based lead". (www.btobonline.com)
Rain Today found in its comprehensive How Clients Buy: The Benchmark REport on Professional Services Marketing and Selling from the Client Perspective that direct mail is the number one way business decision makers find out about events they attend in order to source new service providers.

How do business decision makers learn about events to source vendors?
• Direct mail: 74%
• Referral: 61%
• E-mail sent by provider: 57%
• E-mail send by third party site: 39%
• Invitation by telephone: 33%

Online best practices
According to the research presented in How Direct Mail Helps Strenghthen Online Sales, direct mail and catalog recipients are more likely to make an online purchase than shoppers who do not receive direct mail. Plus, they typically buy more items and spend more money.
Catalog recipients purchased 28 percent more items and spent 28 percent more money than their non-catalog counterparts, with direct mail percentages trailing only slightly behind. The study also noted a revenue lift of 163 percent for websites supported by catalogs as opposed to those that were not."

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