Dealers have a tremendous opportunity to attract repeat business by cleansing and data mining their existing customer records, and then contacting those customers through the proper sequence – using both electronic and physical mailings.
April 26, 2017
Should a business send an email to customers in the market for power sports equipment? Or does sending marketing materials through the mail a better route to catch consumers’ attention?
The short answer is both, in a very specific sequence: A 2016 neuromarketing study done for Canada Post shows that an integrated campaign that combines the two appeals to customers emotionally and rationally for the longest period of time.
The study used electroencephalography (EEG) to measure emotional responses among a study group as participants looked at materials. It also used eye-tracking technology to track attention and did follow-up surveys to assess brand recognition.
“The findings provide the science that supports what we already practice,” said Danny Neveu, vice president of marketing for Marketing Loyalty Solutions, based in Toronto, a company that specializes in customer loyalty programs for automotive and power sports dealers.
“Dealers have a tremendous opportunity to attract repeat business by cleansing and data mining their existing customer records, and then contacting those customers through the proper sequence – using both electronic and physical mailings,” Neveu said. “This is the smart way to market.”
Integration is the key. The report published by Canada Post shows that:
- Potential customers spend 39 percent more time looking at materials sent in an integrated direct mail and digital campaign than a campaign that offers only email.
- Potential customers experience a five percent greater emotional response from materials sent in an integrated campaign as opposed to materials sent only by mail or only by email.
- Potential customers remember 10 percent more about the brand in a campaign that combines direct mail and email.
The Canada Post study also found that integrated campaigns work best when potential customers are contacted first by email and second by direct mail.
“Brand recall peaks when direct mail follows email, outperforming the average for the other single and integrated media campaigns by 40 percent,” Canada Post reports. To view report, Click here.
The dealer opportunity
Marketing Loyalty Solutions taps clients’ existing customer loyalty records to develop effective integrated marketing campaigns. First it cleanses those records, updating things like contact information, eliminating those records that are no longer valid and properly addressing duplicate records. Then it…