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CMA Weekly Watching Brief – February 5, 2010
Nearly 20% of email campaign messages fail to deliver: Research
Despite minor improvements, about 1-in-5 commercial, permission-based emails still fail to reach consumers’ inboxes, according to new research from Return Path. In the second half of 2009, 19.9% such emails never reached consumer inboxes in Canada and the U.S. — representing only a slight improvement over the first half of the year when 20.7% such emails missed their target. Continue Reading
Source: CMA Website
The truth is, testing is the only way to determine which format works better for your particular product or service. However, you can make some assumptions by asking yourself the following questions:
- Is it a consumer or a business-to-business mailing? For B2B mailings, dimensional packages tend to get through the “gatekeeper” by looking more substantial.
- Is your product or service promotional, or does it tend to be more serious and personal? A #10 envelope tends to look more business-like. Self-mailers tend to be more promotional. However, this logic doesn’t hold 100% of the time.
- Is the objective of your mailing acquisition or retention? You should be talking to your current customers differently than those prospects you’re trying to acquire.
For the complete article visit: CMA Direct Mail Marketing FAQs
October 7, 2009 Canada Post “Inside the Box” Conference:
Keynote Speaker – Mike Maguire, CEO Structural Graphics
High Impact Direct Mail in the New Millennium
At the Canada Post “Inside the Box” conference Mike Maguire, the CEO of Structural Graphics, our US strategic partner was a keynote speaker. Continue Reading