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Direct Mail Industry News
Email Helps Southern California Restaurants Compete: Permission Based Messages Beat Ads and Direct Mail
/24-7PressRelease.com/ - Santa Ana, CA December 18, 2004 Restaurateurs all over Orange County are enjoying success using EMPACT, a powerful, inexpensive marketing tool to market for their highly competitive locales. Newport Beachs trendy Sol Grill is just one of the restaurants that is keeping in touch with diners using mUrgent Corporations (http://www.murgent.com) permission-based EMPACT software.
New owners of Newport Beachs Sol Grill dinner house, Misty and Peter Thorne, are capturing about 20% more new diners with email marketing than they expected to bring in with display ads or direct mail. They recently purchased the restaurant and, being new to the business, were perplexed about how best to maintain the former owners customer loyalty while attracting the attention of new customers.
We were confused about marketing, because we wanted a more personal approach than direct mail or display advertising, which we usually ignore when we receive it ourselves, the Thornes said. We started collecting emails from every diner and distributed our first EMPACT message last August to a fairly large database. The response was a real shock. Dozens of couples actually came in with their emails in hand!
More Response than Ads or Direct Mail
mUrgent research clearly demonstrates the advantages of e-marketing over traditional advertising and direct mail. Only an average 1.8 percent response rate comes from TV and radio ads, telemarketing, web banners, door-to-door, display ads, targeted and bulk direct mail.
Permission-based email and SMS marketing average a 16 percent response, because recipients are volunteering to receive information they are interested in, so it is expected, relevant and personalized.
By contacting customers more frequently with information they have already expressed interest in, EMPACT users capture far more share of mind than their competitors, says Boris Bugarski, CEO of mUrgent. With EMPACT, business owners can include a graphic letterhead that will appear at the top of each message and even include each recipients name throughout the email to add a personal touch. We have found that this type of branding effort, along with customer name personalization is exceptionally effective.
mUrgent, an e-marketing authority, delivers EMPACT, a proven, easy-to-use e-marketing solution businesses can rely on to automate more frequent, personalized communication to your customers for a higher return on your marketing investment. For more information, visit http://www.murgent.com
About mUrgent Corporation
New Technology Can Improve Direct Mail Response Rate Up to 500 Times - Marketers Using Variable Data Printing to Connect with Consumers
New variable data printing technology improves Direct Mail Response Rates by connecting directly with consumers.
(PRWEB) June 23, 2005 -- New variable data printing technology improves Direct Mail Response Rates by connecting directly with consumers. With the advent of digital printing; personalized customer data such as first and last name, company name, and title can be taken from any database program, such as Excel, and incorporated directly into the printed piece while on press. Each piece of collateral is unique, personalized and in full color. The digital printing process variable data printing (VDP), also referred to as variable digital printing, and is producing direct response rates as much as 500 times higher than traditional methods.
"The ultimate goal in the execution of any direct mail campaign is to make every piece personal, relevant and timely," said Print Pelican CEO Grant Morris. "This highly personalized approach will deliver effective campaigns that generate increased response rates, lower costs per lead, and improve customer retention."
The more time you take to know your customer demographics, buying patterns, buy windows and preferences, the better your response rates will be. Three factors must exist in order to execute a successful variable direct campaign. These are:
1. Accurate customer data
Commercial printing services using variable data printing equipment (manufactured by Xerox, HP/Indigo, NexPress, to name a few) and creative direct marketing campaigns regularly top 20%-35% response rates and in some case studies better than 50%.
In the future, successful commercial printing companies will deliver variable data printing solutions and content management systems via the web. Simply arrive at your online variable print supplier of choice and start creating your very own highly targeted and personalized one-to-one direct marketing campaign that speaks directly to your customers.
About Print Pelican
PrintPelican.com delivers exceptional full color printing from any Mac or PC file. Simply create your own business card, newsletter or stationery and send us the file in one of the following formats: Quark, PageMaker, Illustrator, Publisher, Corel Draw and Microsoft Word.
Print Pelican offers quick turn-around times. Once a customer approves an online proof, printpelican.com ships within 5 business days (unless otherwise specified). Rush delivery is offered on most products and the pricing is still less than most other printers.
The Print Pelican Guarantee: All jobs are completed in accordance with industry-wide standards for color printing and registration. At printpelican.com we want our customers to be completely satisfied with your printed product. If you find an error introduced by us or a manufacturing defect, we'll reprint the job from original files at no cost once the first job has been returned.
Print Pelican offers commercial printing services including new variable data printing which can improve your Direct Mail Response Rate up to 500 times. Visit Print Pelican online at www.printpelican.com or call us toll-free at 800-474-0461.
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