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Digital Options Lead 2019 Insurance Marketing Trends

Digital marketing trends dominate professional advice for AccuList USA’s insurance marketing clients this year, from e-mail to social media to online search.

Trends Favor Personalized, Client-Focused Campaigns

Whether insurance marketing via digital or traditional channels such as direct mail, there are some general trends affecting success in 2019, per the American Agents Alliance. First comes the continued value of cultivating brand advocates with testimonials, referrals and word of mouth. Quoting Forbes magazine, “the top four most-trusted sources of advertising are people you know, branded sites, editorial sites, and reviews.” A myopic focus on impersonal advertising will miss these important lead drivers. The personal touch needs to extend into offering targeted, personalized digital and print content that is useful and engaging, as well as client interaction that is real and humanized, not generic and automated. Plus, marketers should take a longer view of prospecting and retention by continuing conversations via remarketing, the AAA advises. And finally, insurance marketers need to really listen during conversations with clients and prospects to understand pain points and how people shop online with search and voice queries in order to develop effective creative content and include key phrases for paid and organic search.

Tweak E-mail & Search to Retain Their Digital Clout

Insurance agency/broker marketing agencies like EaseCentral and OutboundEngine offer some advice on where to focus digital marketing energies more specifically in 2019. Start by revisiting e-mail strategy. With an average $32 return per $1 spent in 2018, e-mail remains an attractive direct marketing option not only because it is inexpensive, highly targeted, and an ROI leader, but because it also offers opportunities for the forwarding, social sharing, and referral business in line with the general trends noted above. However, be sure to check e-mail creative to make sure it is personalized and shares valued content, focusing less on promotion and more on audience needs. Another tried-and-true digital driver, paid and organic search engine ranking, still matters, but search strategy needs an important tweak this year to cater to the growth of voice searches. EaseCentral points out that ComScore forecasts close to 50% of all searches will be made through voice search by 2020. Plus, due to the increasing use of voice search, Google and other search engines are beginning to factor it into their algorithms. Mobile optimization will play a big role in effective leveraging of voice search since these searches occur mainly on mobile devices.

Leverage the Power of Social Media Marketing

Making the most of social media will be a challenge in 2019 as organic reach shrinks and promotional pricing rises, but social platforms offer some unique advantages for insurance marketers looking for a way to humanize and personalize services. For example, EaseCentral suggests using social media to implement a more personalized customer service, with client accessibility on Facebook and LinkedIn. OutboundEngine meanwhile urges more direct marketing via promoted posts and social ads, taking advantage of social media platforms’ increasing ability to target zip codes, professions and other demographics to hone response. In the social media sphere, blogs are the king of content creation, reminds EaseCentral, allowing an insurance marketer to prove expertise and build trust. But remember that a blog’s content-marketing success will require avoiding sales pitches in favor of engaging information of value to the audience.

Embrace Video As the New Must-Have Tool

Video is now a proven response driver in digital marketing for almost all industries, and with online video projected to account for 80% of all web traffic in 2019 per Cisco research, it is a must-have tool in insurance, too. It works for consumer and business prospecting; OutboundEngine cites a recent Forbes finding that an average of 40% of decision-makers call a vendor after watching a video. How to capitalize on the video wave? OutboundEngine suggests the following ideas for website and social media insurance-branding videos: Live stream (with permission) part of an event or fundraiser attended; record a 30-second clip once a week answering a frequently asked question; or post an Instagram story about volunteering in your local community.

2019 Marketing Creative: Simple, Bold, Interactive Design

A new year brings new marketing creative inspirations for AccuList USA’s direct marketing clients, for both digital and printed promotions. Some interesting trends are shaping up, per graphics and ad agency experts.

Simplified Design, Bold Colors & Retro Vibes Win in 2019

The Ballantine and Brand Shouter agencies and the Digital Agency Network suggest some key digital creative trends to embrace this year, many of which can also be applied to direct mail and print advertising. This year, expect more clean, minimalist designs and less use of borders, bars and boxes to separate elements, all say. At the same time, minimalist doesn’t mean drab; more designers are forecast to embrace bright colors and bold color transitions and gradients with black or white text. And speaking of type, Brand Shouter foresees more beautiful, complimentary, brand-consistent typography as well, especially since marketers are shifting toward more text-only designs, while DAN forecasts more use of multicolored vector fonts. Plus, thanks to print technology advances, metallics will rise in popularity to pop in simplified designs, per DAN. Meanwhile, the minimalist flat look, which works well in mobile presentations, also can be livened with the inclusion of 3D elements, as Apple is doing, notes Brand Shouter. And since everything old is new again at some point, several retro trends are forecast. DAN sees use of the bold duotone graphics of the 1970s as well as vintage fonts and motifs, while Ballantine thinks the bright colors and funky designs of the 1990s and early 2000s, which remind many of today’s designers and target buyers of childhood, will reappear to leverage nostalgia. Finally, hand-drawn illustrations will be used to create that feeling of originality and authenticity, predicts DAN.

Story-telling, Video and Mobile Will Be Ubiquitous

Ballantine underscores three ubiquitous trends for creative this year. Video will only continue its impact in marketing, especially in social media, now that 54% of Internet users watch social media videos at least monthly and 65% of ad impressions on Instagram come from video ads, making video a necessary part of most creative budgets. Story-telling over selling is another general trend, especially in social media advertising, where story ads are designed to reflect a platform’s personal user experience rather than slick promotion, mimicking a post from a friend. Finally, marketing design must cater to mobile users now that 57% of online searches originate on mobile devices, almost 50% of web page views worldwide occur on mobile devices, and 95% of Americans own a cellphone and 57% own a smartphone. Any creative that is not mobile-optimized is sacrificing a huge market.

Watch for Interactivity and Diversity to Break New Ground

A Marketing Week article goes beyond colors, fonts and platforms to highlight other underlying trends likely to impact 2019 creative. For example, the rise of voice-enabled technology creates a push for sonic branding to complement visual creative across platforms, channels and media. Look for brands to begin to weave sound into interactive video, chatbots and voice recognition software. Visa, for example, spent a year working on a signature “chime,” heard whenever customers pay through their phones, to evoke a sense of security and efficiency. Meanwhile, the growing demand for diversity within organizations and their outreach to customers will push marketing creative beyond stock photos of diverse employees or graphics of multicolored hands, suggests Marketing Week. In fact, businesses can use creative development as a non-confrontational, thought-provoking, story-led effort to honestly address concerns. For example, multinational food services and facilities management firm Sodexo launched a campaign supporting its disability inclusion commitment with new creative that presented people as tennis coaches, parents and musicians, rather than focusing on their disabilities.

Check out this useful infographic that includes many of these marketing design predictions at https://venngage.com/blog/graphic-design-trends/

 

2019 Forecast Stresses Mobile Marketing Innovation

As mobile use has expanded to include the majority of the population, mobile marketing has become integral to AccuList USA clients’ multiple marketing channels, including direct mail’s mobile-scanned QR & AR codes, mobile-optimized e-mail, nonprofits’ mobile giving and retailers’ geo-located ads and apps. When the average U.S. adult is expected to spend more than three and a half hours a day on a mobile device and 70% of digital advertising is already mobile, it’s no surprise that 2019 is forecast to be another banner year for mobile marketing. A recent ClickZ post outlines some of the big trends to expect.

Increased Efforts to Combat Mobile Ad Fraud

Mobile ad fraud is on the rise, doubling year-on-year during the first quarter of 2018, which also saw an increase in fraud sophistication, such as SDK spoofing and click injection. As a result, ClickZ author Luca Mastrorocco predicts that advertisers will push to avoid fraud and boost brand safety by demanding supply chain transparency from vendors, increasing use of anti-fraud metrics for mobile apps, and seeking to engage users directly via mobile network operator rather in-app.

More Apps and More Diverse Apps

Even with over 2 million apps in both Google Play and the Apple App store, Mastrorocco asserts that the mobile app landscape is far from saturation, citing innovations such as J.P. Morgan’s online banking app offering free or discounted trades in its digital investing service, the success of TikTok’s viral 15-second video app, and Facebook’s investment in a new Lasso app to compete with TikTok. He foresees even more app development and innovation ahead, especially in AI-based apps and use of virtual reality and augmented reality (AR).

An Embrace of Mobile Interactivity

Mastrorocco also predicts that interactive mobile experiences, such as IKEA’s new AR app allowing users to virtually place furniture in their homes, will blossom in 2019, blurring the line between mobile advertising and content. Gamification will play a central role in interactive mobile marketing, even among non-gaming brands, he adds, as brands use playable ads to communicate with users in a entertaining way and to join digital and brick-and-mortar sales, such as by rewarding players with prizes or discount vouchers that can be redeemed in-store.

A Focus on Real-Time Data Tracking & Analytics

Expect data-driven tactics to expand significantly in 2019. Brand marketers are forecast to increase their demand for user-centric advertising that tracks performance and analyzes results in real time to optimize media and creative in-flight. Their goals will be to both produce the best possible user experiences and more cost-effective ad spending. Brands using real-time data to produce iterative in-house creative can gain a competitive edge over those relying on agency creative, per Mastrorocco, who sees a resulting rise in experimentation with geo-location targeting and dynamic creative optimization. For the complete article, go to https://www.clickz.com/mobile-marketing-2019/221210/

Is Your E-mail Optimized for Best 2019 Performance?

E-mail marketing is constantly evolving, and AccuList USA tries to keep our e-mail list and e-mail marketing services clients up-to-date on the latest tactics and best practices. A good overview of trends for 2019 was recently supplied in a Business2Community post by Rohit Munipally.

Targeted, Segmented and Automated Marketing

The value of e-mail targeting and list segmentation is so clear that it will be a given for smart marketers in 2019. Munipally cites HubSpot research showing that e-mails that are relevantly segmented and targeted account for 58% of all e-mail earnings and increase profits up to 18 times more. When combined with automation, e-mail content power is further enhanced. Munipally gives examples of how e-mail marketers can track behavior to boost response and conversion. For example, if a contact hasn’t opened an e-mail for an extended period, the contact can be dropped from deployments, while a contact who has visited a web page several times or opened multiple e-mails can receive relevant automated e-mails prompting action. In fact, global automated e-mail marketing alone is expected to account for $2.7 billion in spending by 2025, Munipally reports.

Text-Only, Interactive & Story Content

Watch for acceleration of the trend away from graphics-heavy e-mail designs in 2019. Research shows e-mail users prefer plain text over HTML-style e-mails because plain text e-mails resemble a personal message that would be sent by a family member or friend. So marketers now use plain-text e-mails to create a more personable, sincere and less sales-oriented brand. Also expect to see interactivity dominate over product display and sales pitches in e-mails next year. Response data favors interactive e-mails that encourage engagement through quizzes, surveys, games, contests, GIFs, and call-to-action messaging that lets recipients shop, edit an order, update a wish list, send a shipping confirmation, etc. Story-telling also has proved itself as another content-engagement tool. E-mails that begin with a story that grabs the reader and then leads into the value and services/products offering have been shown to be highly influential–if delivered to a relevant audience (again underscoring the value of targeting and segmentation).

Focus on Mobile, Personalization and AI

Mobile optimization of e-mail will be essential for success in 2019, with 53% of e-mails opened via mobile devices and 75% of gmail users viewing accounts on mobile devices. Meanwhile, consumers demand content that is relevant and personalized whether they view it on a computer or mobile device, which means using data to go beyond the first name in the second paragraph to delivery of information unique to the reader’s account or buyer persona. Plus, next year should see growing use of AI for everything from targeting, subject line choice, image selection, unsubscribe prevention and more. To illustrate the power of AI, Munipally reports that Adobe recently developed an AI technology with a series of sophisticated algorithms based on e-mail campaigns and audience behaviors, resulting in e-mail users opening nearly 80% of work and 60% of personal e-mails.

For the complete post, see https://www.business2community.com/email-marketing/7-email-marketing-trends-for-2019-02120824

 

These Digital Tactics Can Power Insurance Marketing Lead Gen

Sometimes insurance marketers, used to face-to-face sales and targeted direct mail, struggle to adapt to the highly competitive and noisy digital marketplace for lead generation. Some helpful tips from the Blue Corona web marketing agency should be of interest to AccuList USA’s insurance marketing clients looking to improve their digital lead results.

Fast, Mobile-Friendly Pages Capture More Leads

The natural place to start is the insurance marketer’s website, where the majority of potential policyholders will first interact with the marketing message. Basically, the website must grab attention almost immediately. If consumers don’t connect with what they see within 10 seconds of landing on a web page, they’ll move on, per studies. That means up-front contact information, compelling call-to-action, plugins that localize content, etc. But it also means speedy page loading. Studies show that a website needs to load in under 3 seconds (in fact, 47% of people expect a web page to load in two seconds or less, points out Blue Corona). And that speed needs to happen on a mobile device. Over half of all digital searches for insurance information occur from mobile devices; more specifically, 58.6% of average monthly auto insurance searches and 55.4% of life insurance searches are via mobile, reports Blue Corona. If digital pages and ads aren’t mobile-optimized, they aren’t going to optimize leads.

Invest in SEO, Pay-per-Click Ads to Drive Traffic

How do you get prospects to those fast-loading, compelling, mobile-friendly pages? Search engine optimization is a basic requirement today for driving traffic. Out of the over 200 ranking factors, Blue Corona lists a few top tactics for getting to that coveted first page of a Google search: optimized title tags and meta descriptions on pages; site security (https vs http); mobile-friendly pages; schema markup; quality content; fast page downloading; social media signals; quality backlinks; and optimized images. But all searches are not created equal. Marketers want high-converting leads not shoppers. So Blue Corona suggests buying pay-per-click ads targeting search phrases that indicate high-commercial intent, such as “buy auto insurance” rather than “do I need auto insurance?” The ad content can then target a top consumer trigger. In most cases, that means competitive rates; for example, 70% of consumers say they look for the best deal when renewing an auto policy.

Engage via Blogging, Focused Content

A blog is another way to not only build traffic but also establish authority on insurance topics, build trust and go from policy hawker to insurance resource in the eyes of potential policyholders. If the average person consumes 11.4 pieces of content before making a purchasing decision, per Forrester, then insurance marketing wants to be at the top of that content list in terms of impact and quality. Blue Corona suggests blog topics such as “Factors You Didn’t Know Affect Your [Life/Auto/Liability/Etc.] Insurance Coverage,”  “How Much [Health/Auto/Liability/Etc.] Insurance Do You Need?” and “10 Tips for Keeping Insurance Rates Low.” Whether a blog post or a website page, the goal is to help insurance shoppers deal with an often confusing topic. TransUnion’s 2017 Healthcare Millennial Report found that 57% of millennial consumers identified as having “no understanding” or a “limited understanding” of their insurance benefits, while 50% of Generation X and 42% of Baby Boomers said the same. So don’t give prospects too many choices on website main pages, which can overwhelm and drive them away, and focus instead on the key solutions people need from insurance, advises Blue Corona.

For even more digital marketing suggestions to help retain policyholders and hone competitive edge, see https://www.bluecorona.com/blog/insurance-marketing-ideas-strategies

Want E-mail Marketing Success? Here Are Some Basics

E-mail is a key part of most omnichannel marketing strategies, and AccuList USA supplies data and support for a growing list of e-mail marketing clients. Yet dodging spam filters and reeling in responses from crowded inboxes is an ongoing challenge. A recent Direct Marketing News article laid out some basic tips on how to get the most out of e-mail marketing:

Data Is Key to Deliverability, Targeting

As a data broker, AccuList USA naturally stresses that data matters. The DM News article listed data last among its tips, but we’ll put it first. Even the most well-crafted e-mail will end up in spam folders if delivered to an e-mail list with too many duplicates, outdated addresses, missing permission hygiene, spam traps, etc. Quality e-mail data is essential to deliverability, which means regular cleaning and updating of house lists, or carefully vetted rental lists (sponsored e-mails) for prospecting. Quality data is also key to the targeting that maximizes response, using segmentation and personalization to tailor offers and messaging to specific audiences and individuals.

Make Good First and Last Impressions

Once an e-mail lands in the inbox, the subject line, a brand’s first impression, impacts open rates.  While there are few absolute guidelines, be aware that 50-70 characters in length is the “sweet spot” for readability, per the article. In those few characters, the subject line needs to quickly convey an offer/value and tone that intrigue the audience. Beyond avoiding words and symbols likely to trigger spam filters, A/B testing is usually the best way to find which subject line leads to higher open and click rates, as the article advises. While focusing on a first impression, too many e-mail marketers forget the importance of a closing impression. For example, after gaining response and conversion, marketers can use transactional e-mails (e-mails acknowledging a purchase, donation, sign-up, etc.) to expand customer/donor value by offering a reward (discount on next purchase as an example), a loyalty program, a newsletter, social links and more.

Design With Mobile in Mind

When it comes to design, the key to success today is the ability to translate across desktop, tablet and mobile devices. Remember, research shows that more than two-thirds of consumers access e-mail through their smartphones! Other common general guidelines include formatting within standard dimensions and fonts, creating a layout with quick-scan logic and clear call to action, optimally sized images with alt text in case of blocking, and personalized or even dynamic content.

Embrace Social Media and Sociability

E-mail isn’t usually the only method for connecting with an audience, or necessarily the channel preference of all recipients. That’s why e-mails also should highlight social media buttons, invite readers to share content, or urge them to visit appropriate social pages and profiles, notes the article. Meanwhile, with personalization, humanization and authenticity as benchmarks of today’s marketing, e-mail marketers should avoid generic messaging and deliver content in a tone that speaks to the target audience yet remains in line with a consistent brand voice across channels.

For more detail, see the complete article at https://www.dmnews.com/channel-marketing/email/article/13034539/6-email-marketing-tips-to-stand-out-in-the-inbox

Marketing With Online Video? If Not, You’re Behind the Curve

In supporting our digital marketing clients, AccuList USA has seen rapid growth in online video use, and a recent Forbes magazine article by John Hall, CEO of Influence & Co., cited video as one of six essential trends to include in 2018’s digital marketing budget. Why? Researchers forecast that by 2020 online video will account for 80% of all consumer internet traffic. Already over 500 million people are watching video on Facebook every day. If you want a crack at that audience, you’ll need to join the video world.

Low-Cost Video Ads Boost Engagement and Sales

Video ads are not just good at promoting brand awareness and engagement; they deliver sales. Video creation service Animoto’s most recent survey of 1,000 consumers and 500 marketers reinforces online video’s clout: 64% of consumers say they purchase after watching branded social videos. No wonder more businesses are jumping on the video ad bandwagon and investing in paid/sponsored video as well as paying to “socialize” or promote videos. Helping the video boom is the relatively low production cost; in fact, 92% of marketers told Animoto they make videos with assets they already have. Meanwhile, a nationwide pricing survey of videographers and photographers found that the average small business marketing video cost less than $1,000 in 2015 and a medium-sized product demo video was around $2,000.  Cost is not a barrier; coming up with engaging, targeted content is the challenge.

Marketers Focus on Multiple Platforms, Mobile Viewing

So what platform will best deliver the target audience? Animoto’s survey shows where consumers engage with branded videos daily: 49% on Facebook, 32% on YouTube, 24% on Instagram, 22% on Snapchat, and 22% on Twitter. Most brands hedge their bets by using multiple platforms, paying to capture eyes on YouTube and Facebook, for example. The more important goal, regardless of platform, is to optimize for mobile viewing since 84% of online video viewers watch on mobile devices–which is why 81% of marketers are optimizing their social videos for mobile viewership, per Animoto. Timing counts, too. Animoto’s survey found 33% of video consumers watch during the lunch hour, 43% during the afternoon, 56% during the evening, 38% before bed, and 16% in the middle of the night.

Square, Live and Soundless Creatives Gain Traction

Square video, as opposed to horizontal video, is growing in popularity, with 39% of surveyed marketers creating square and/or vertical videos now. Why? Square videos take up 78% more space in the Facebook News Feed, and get more engagement, than horizontal videos, according to Animoto. Live streaming video is also growing in popularity. According to IT/networking giant Cisco, live Internet video will account for 13% of  total online video traffic by 2020. But before you spend time and dollars crafting a great video sound track, note that video editing software firm Camtasia reports that 85% of Facebook videos are watched without sound.

For a summary of Animoto’s social video marketing findings, go to https://animoto.com/blog/business/state-of-social-video-marketing-infographic/

 

Use Digital Donation to Turbocharge Fundraising Direct Mail

AccuList USA would like to pass along some key facts to marketers planning fundraising direct mail: 1) 35% of all donors say they like to respond to direct mail by giving online (with 50% of Millennials and Gen Xers saying they prefer online response); 2) 51% of website visits are made via mobile device, and 3) mobile devices are now used by the majority to read e-mail (54% of opens) and access social networks (80% of social time spent). Bottom line, if you want to get the most from your nonprofit direct mail (still the best channel for capturing donor dollars), a multi-channel, mobile-optimized approach is essential.

How Nonprofits Miss Mail-to-Online Giving Opportunities

MobileCause has developed a powerful infographic laying out the case for a nonprofit direct mail-digital marriage. Unfortunately, many fundraisers fail to make an easy connection between direct mail and online response, and are discouraging donations as a result. As the infographic points out, 84% of donation pages are not mobile-friendly, 73% of nonprofits do not offer social sharing, and 65% of nonprofits require three or more digital clicks to donate.

Smart Practices Give Mail Multi-Channel Power

At the same time, the infographic data highlight ways to correct that digital lacuna in fundraising direct mail. First, commit to making direct mail part of a multi-channel campaign–because donors are 50% more likely to give when they receive multiple reinforcing messages via multiple channels. Fundraisers can even optimize response by catering to generational preferences: Millennials like text reminders, Gen Xers like e-mail reminders and Boomers like call reminders, per MobileCause. But for goodness sake, mobile-optimize e-mails, landing pages and donation pages! Then maximize donations by promoting QR codes, shortlinks and texting keywords across channels (and let the U.S. Postal Service reward that mailer QR code with a discount). Plus, data shows that by branding landing/donation pages to promote a specific mailer campaign or gift rather than a generic message, there’s a 38% increase in donation amount and a 66% likelihood that the donor will return and give again. Of course, don’t forget the basics: Make the call-to-action clear and giving easy to execute, whether by check or online.

Download the infographic for more tips.

E-mail Earns Top Digital ROI Via Personalization, Mobile Strategies

To support our e-mail list brokerage clients, AccuList USA keeps up with e-mail strategy benchmarks, such as those cited in the “2017 Email Marketing Industry Census” from Adestra, in association with Econsultancy.

E-mail Tops Digital ROI Rankings

E-mail marketers will be happy to know that, per the census, e-mail outpaces other digital channels in terms of reported return on investment, ahead of SEO, content marketing, paid search, and social media.  E-mail ROI was rated as good to excellent by 73% of marketers surveyed, just edging out SEO, with 72% giving SEO a good to excellent ROI rating. Content marketing slipped to third place, with 63% calling its ROI good to excellent. Paid search followed with 60% ranking its ROI as good to excellent, and social media trailed (44%). But the report also raised questions about how accurately marketers assess e-mail impact. The majority of marketers are using click-through rate (91%), open rate (80%) and conversion rate (62%) to track e-mail performance, while other important metrics, such as bounce rate, delivery rate and list growth rate, are used by a minority. List segmentation is another challenge that may be impeding even higher ROI, falling midway in the ranking of best practices even though those who carry out advanced segmentation are more than twice as likely to report “excellent” ROI from e-mail marketing as those who don’t segment.

Personalization Leads Marketers’ Best Practices

What practices do marketers use to push e-mail opens and clicks? The census found that sending personalized and relevant messaging led the list of e-mail best practices reported; 80% of marketers are already doing this and 14% are planning for it. Personalization was followed by mobile-optimizing of e-mail (73% doing and 19% planning to start), regular list cleaning (57% doing and 24% planning), and promoting social content sharing (49% doing and 22% planning on it). Looking ahead, personalization also is the area of e-mail marketing where most respondents (30%) say they need to focus in 2017, even ahead of automated campaigns (cited by 28%).

Mobile Optimizing Faces Cross-Device Challenges

With data from other studies showing that 56% of e-mail users prefer opening e-mails on mobile devices (and that 42% delete an email if it doesn’t display correctly), e-mail marketers have embraced the mobile-first imperative, and mobile optimization won second place in the ranking of best practices. But challenges remain for optimizing across devices. Although 90% of respondents report some strategy for optimizing e-mail for different devices, just 22% of marketers describe their approach as “quite” or “very” advanced.

To download the full report, see http://www.adestra.com/resources/downloadable-reports/2017-email-marketing-industry-census/

USPS & Science Encourage Merger of Digital & Mail Efforts

For any direct marketers who haven’t committed to combining direct mail with digital media, 2017 is a perfect year for experimentation. At AccuList USA, we have seen the positive impact on direct marketing clients’ results (and have developed our Digital2Direct program in support). And now  “brain science” and U.S. Postal Service incentives further increase the attractions of a mail-digital marriage.

Brain Science Shows Impact of Mail-Digital Mating

For example, an article from The Association of National Advertisers (ANA) recently highlighted the “neuromarketing” evidence for mail-digital pairings.  (Neuromarketing is the application of neuroscience to marketing.) ANA cites a recent study by Temple University and the U.S. Postal Service (USPS) Office of Inspector General, “Tuned In: The Brain’s Response to Ad Sequencing.” The research explores the relative effectiveness of physical mail and digital advertising in cross-media marketing campaigns, using not only self-reported responses but actual MRIs of participant brain activity while viewing ads. A key finding: Consumer “willingness to pay” was significantly higher when media was delivered across both digital and physical channels rather than a single channel. Another notable study, “A Bias for Action: The Neuroscience Behind the Response-Driving Power of Direct Mail,” comes from a partnership between the Canada Post and True Impact Marketing, a leading neuromarketing research and strategy firm. Their study seeks to quantify the effectiveness of physical (direct mail) and digital (e-mail and display) media by focusing on two key indicators of media effectiveness: ease of understanding and persuasiveness. The results indicate that while digital media provide key platforms for customer interaction, direct mail is actually better at closing the marketing-sales loop. So for marketers, a mail-digital combination offers the best of both worlds and helps bridge the gap between interaction and action.

USPS Promotes Enhancing Mail With Digital Power

Why wait to reap the benefits? Especially now that the U.S. Postal Service is offering a range of 2017 programs that make the economic decision easier. The new Informed Delivery program, which inserts mail into consumers’ daily digital routines, is one example. Informed Delivery users receive e-mails that capture grayscale images of the address side of their mail. Currently, preview images are for letter-sized mailings processed through automated equipment, but flat mailings, such as magazines and catalogs, can be displayed if the mailer supplies a color image to be included in the Informed Delivery notifications. Under the program, marketers can take advantage of three potential touchpoints with one mail piece: an advance preview via e-mail/app, actually delivery in the mailbox, and inclusion of a unique URL in the digital preview to drive trackable traffic to a website. Plus, the USPS has two more promotions supporting mail-digital pairing. The Emerging & Advanced Technology Promotion (March 1 – Aug. 31, 2017) encourages mailers to integrate direct mail with advances in mobile technology using NFC technology, Video in Print (ViP), Beacon technology, “Enhanced” Augmented Reality, Virtual Reality (newly included this year) or, as of 2017, use of Digital to Direct Mail to boost response with dynamically printed, personalized messaging automatically triggered by digital interaction. Mail-digital pairing is also rewarded by the Mobile Shopping Promotion (Aug. 1 – Dec. 31, 2017), which encourages mailers to invest in technologies that take recipients directly from the mail piece to a mobile-optimized online shopping experience via Quick Response (QR) Codes, Snap Tags, Watermarks and other technologies. For details on these and other USPS promotions, see https://ribbs.usps.gov/mailingpromotions/documents/tech_guides/2017PromotionsCalendar.pdf