Ensuring yoursitesupportsdirectmailactivityfinal
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The document discusses ensuring that an e-commerce website supports direct mail marketing efforts. It emphasizes that offline engagement through direct mail drives online engagement. The document provides considerations for integrating direct mail and website design, such as having consistent branding, easy navigation to catalog items online, and calls to action that guide customers seamlessly from print to web. It also notes that direct mail continues to be an effective marketing channel, with much higher response rates than digital channels alone. The key is finding the right mix of print and digital efforts to engage customers across channels.
Ensuring yoursitesupportsdirectmailactivityfinal
- 1. ENSURING YOUR SITE SUPPORTS DIRECT MAIL Sarah Willocks, CEO Screen Pages Ltd
- 2. Screen Pages | A Magento Professional Partner Agenda Introduction to Screen Pages Ltd Why direct mail is important in eCommerce What you need to do to make the customer journey seamless
- 3. Screen Pages | A Magento Professional Partner Screen Pages key facts UK based, privately owned, profitable business Proven track record in lifestyle, fashion, charity and B2B verticals All staff are certified on Magento 1 and trained on Magento 2 300+ e-commerce websites since 1997 Substantial collective eCommerce website experience (ca. 100 yrs.)
- 4. Screen Pages | A Magento Professional Partner
- 5. WHY IS DIRECT MAIL SO IMPORTANT?
- 6. Screen Pages | A Magento Professional Partner Customer engagement Offline engagement drives online engagement A beautiful catalogue or insert achieves the following:- Tells a story – who doesn’t like a good story? Print engages more of the senses – touch ensures customers associate tactile memories with your brand Presents your products and brand in a different light Makes your customers feel valued Sets you apart from others and makes your brand more personable Builds credibility in your brand and shows that you are serious, especially if you are online only Encourages loyalty
- 7. Screen Pages | A Magento Professional Partner
- 8. KEY INITIATIVES FOR YOUR SITE
- 9. Screen Pages | A Magento Professional Partner Design considerations Consider how well your visual design translates across different media. Ensure your logo and colours look great on a monitor, as well as on paper and ink. Is your product categorisation the same? Is it easy to find things customers have seen in the catalogue – ensure you have excellent search capabilities on your site.
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- 12. Screen Pages | A Magento Professional Partner Functional considerations Do you have a catalogue request page? Consider including a quick order page on the site Promote your online presence through print media – Use landing pages in your print campaign with specific urls so you can measure the return (http://www.donaldrussell.com/saga1804) – consider including QR codes in your print catalogues as they are mobile friendly Include calls to action with a seamless customer journey from print to web – competitions, social media campaigns, etc.
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- 17. Screen Pages | A Magento Professional Partner Summary Print continues to have a place in the marketing mix - because it works. Four-fifths (79%) of consumers will act on direct mail immediately compared to only 45% who say they deal with email straightaway. Targeted directed mail boasts a 4.4% response rate, compared to email’s rate of 0.12%. That is why online brands like Airbnb launch print magazines to reach important stakeholder. “The catalogue is an amazing way of showing our customer curated product imagery, which is hard to replicate online or in email form. We are also able to give our ranges an editorial viewpoint, which is becoming increasingly important. The challenge we face is finding the right mix of relevant printed material to excite and engage the customer whilst complementing the digital experience”. “We really value the tactile experience it gives our customers. We know it’s a powerful tool and is particularly loved by our best customers who really engage with it.” Matthew Hiscock, director of global marketing at Boden
- 18. Text box in here THANK YOU FOR LISTENING