Smartmail Marketing is an omnichannel approach that uses neuroscience and ethnographic studies to understand how consumers think and feel. What do consumers want, and how can marketers work competitively towards it? Smartmail Marketing combines Physicality, Data and Connectivity for optimal success:
Designing a direct mail product that generates intrigue and physical engagement with the piece
Using accurate databases and strategic targeting to determine your most relevant direct mail audiences
Coordinating digital and direct solutions to create robust campaigns with longevity and multiple touch points
In our rapidly changing marketing landscape, all businesses must work hard to maximize exposure and remain valuable to their customers. How do companies choose from the abundance of advertising mediums in order to reach the right people, with the right message, at the right time? Troi Mailing Services and Canada Post advise that the best way to get your brand-in-hand is to creatively engage with Smartmail Marketing. It’s the “science of activation”, which brings digital and direct mail closer together and better together.
It’s getting more difficult to grab the attention of consumers – even more so when you’re marketing to a cohort of individuals as large as a generation.As many of us are turning to generational marketing to help devise their strategies and communications, understanding what those generations value, believe and are motivated by is beneficial for all marketers.
Do integrated media campaigns that combine direct mail and digital advertising have the same consumer
impact as digital-only campaigns? And what effects does the sequencing of direct mail and digital
advertising in integrated campaigns bring to bear on engagement? In a first-of-its-kind study that used
a combination of neurophysiological and survey techniques, Canada Post and Ipsos found:
Leading neuromarketing research company True Impact Marketing partnered with Canada Post to conduct the largest study of its kind to date. Brain imaging and eye-tracking technology were used to “see” into the brains of people interacting with physical (direct mail) and digital (email, display) advertising media. The whitepaper explains 4 key findings:
The ethnographic study into physical mail’s visibility, longevity and impact in relation to digital mail shows that this channel helps your brand to:
You all did a great job working with me on the project. Now that the sale is being opened up to the public we are shifting dollars into TV and digital. Glad to know I have a reliable, fast, competent and creative private mail team to call on when work arises for Tiger in Toronto.
When I was searching for a company to handle my mailers, Troi was the first company that came up. I contacted them and I’m glad that I did! I have worked with the Troi Mailing & Timeline Printing team (Peter and Ken) for a couple of years now.
You and your team made it very easy for us and the reason that we kept coming back is because of the service, speed of delivery and the fact that you answer the phone!! Believe me it makes the biggest difference to be able to call and get a quick response.
Posted by Seamus Barton on 16 November 2020
If you’ve invested your time and money into a direct mail project, it’s no surprise that you want to see the fruits of your labour and quantify it however possible. That is where the concept of ‘Return on Investment’ — or ‘ROI’ — comes into play. ROI is a measure of performance...Read MoreView All