Overview
A research paper published by the Direct Marketing Association in 2005 found that e-marketing to the education sector had grown significantly and was predicted to expand still further during 2006. Likewise, in 2006 a Royal Mail review highlighted that direct mail volume to the education sector had increased by 10.4% across all postal courier companies.
So why has DM volume increased at the same time as email broadcasts?
The answer is response rates.
Today there are three main channels with which educational suppliers reach schools: solus mailings, shared mailings and email shots. Different companies in different sectors utilise varying routes to market based on tried and tested campaign methods, while other decisions may be based on cost.
E-marketing offers a visibility of responsiveness not previously available. With Education Direct's email broadcasting suite you can monitor who has received your email, who has opened it, who has clicked on links and who has proceeded to your online checkout.
But visibility does not necessarily equal responsiveness
The determining factor in choosing your route to market should always be your return on investment (ROI).
For example, the response rate for a solus mailing campaign consisting of customers and prospects would typically be between 3 and 6%, while the click rate on an e-shot would rarely exceed 3%. But of course, an e-shot costs significantly less to implement per item than a solus mailing. It is therefore important to factor in ROI when chosing your medium of communication.
When to share and when to go alone
Shared mailing and solus mailings are traditionally used for distinct purposes; solus for targeted messages and shared for wide exposure. A solus mailing is an excellent means by which you can reach named contacts within specific target criteria. A shared mailing, on the other hand, is a great way to increase brand awareness to prospects or to announce new products and services.
To find out how we can help enhance your return on investment, or to request a free consultation, call 01634 291122 and ask for a member of our account management team. Alternatively, you can use our contact form.