40% higher response rates for postal with online component
Integrating online/offline marketing is hot, hot, hot. According to Gavin Twigger, Creative Director RappDigital Dallas, you can raise your classic direct (postal) mail response rates by 40% if you include an online component – such as a Web site folks can go to for information.
Which brings me to my award for seriously cool marketing Web site of this week — Printbuyers Online. Created by Suzanne Carnes Morgan, who’s been buying print for more than a dozen years, it’s got loads of very hands-on articles and resources to help you pick paper, learn about printing technology, and find the right suppliers. As Suzanne says, most print buyers fall into the job and often receive little training, so her free site is designed to help. Bravo!
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