Allegra Design Print Mail

Able to rise above the noise, cut through the clutter and inspire action, direct mail remains a true marketing channel hero. When you pair its unique strengths with marketers’ waning single-minded digital love affair, the result is a more balanced approach to channel selection, according to Ted Stein, owner of Allegra Print/Marketing in Providence.

“Every media has gone through a shift, and there’s so much more challenging us than ever before,” says Stein. As marketers, we are treading water on a whole lot of different things, but not focusing on one thing.” Therein lays the opportunity to connect on a more human level with printed mail. “Though digital marketing has been the focus of interest and dollars in recent years, it seems to have increased marketing complexity and decreased effectiveness. This creates an overinvestment of interaction and under-delivery of action,” says- Stein.

• Just 42% of marketers say they are able to measure social media ROI.
• Less than half (45%) feel like their Facebook efforts are working
• though 52% choose it as their more important platform.
• Nearly one in four commercial emails land in a spam folder or go missing, with inbox placement falling from 87% in 2014 to 76% in 2015.

Ad blocking tools, unpredictable pay-per-click costs, strict email filters and the splintering effect of ever-growing social platform are some of the realities that can challenge digital marketing efforts.

“Ultimately it’s being able to define the strengths of each channel to align them with your goals,” Stein points out. New research underscores the power of this traditional marketing strategy in a digital world. It’s mail’s physicality, connectivity and ability to deliver measurable data that enables a unique kind of human connection that drives action. Mail gets noticed or people simply prefer to read print. “The tactile quality of mail causes a deeper level of engagement than digital messages,” he explains.

Direct mail inspires. Direct mail persists. Direct mail persuades. In a business environment, a physical reminder can be even more important. “Owners of a small business or a senior executive at a large organization are simply busy people, likely to stack reading material on their desks for later review,” says Stein. Contact Ted Stein at Allegra to discuss print and direct mail strategies for your business.

Allegra Design Print Mail
102 Waterman Street, Providence
421-5160 / AllegraProvidence.com