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The Big 3 Direct Mail Marketing Trends for 2019

While everyone is worried about their next email blast or social media post, you’re gearing up for your next direct mail campaign. You’ve mastered every front of marketing: social media, display ads, email, web content, sponsorship, and more. You even understand the power of direct mail as a marketing technique. You also know that trends change and consumer preferences aren’t static. So in an effort to create a well-rounded campaign that tailors to the present customer, you educate yourself on direct mail marketing trends.

Trends 2019 written under torn paper.

For 2019, here are some of those trends:

Design

When it comes to your design, you should keep it sweet and simple. For example, lose the clutter and long paragraphs telling about you or your company.  Rather implement strong call to actions or offers.  A strong call to action statement will increase urgency from your prospect, which will increase response rates.  Your design and offer need to be relevant to your audience and speak to their needs. During the design phase, you should leverage variable data components to make your campaign more relevant to the recipient. For instance, consider using the recipient’s name or company within the messaging or the use of attractive images and colors that speak to your intended audience.

Technology

Just because it’s direct mail doesn’t mean you can’t utilize technology. With applications such as augmented reality, you can create a completely new virtual world in which to advertise. If that isn’t a direction you want, or are willing, to go then consider at least bridging the two worlds. Placing QR codes or personalized URLs on direct mail can make it easy for consumers to use their technology to reach your company. Since 66% of people are more likely to use a voucher or coupon if they have a physical copy, presenting them with one and then directing them to your site is the perfect way to expedite a transaction and allows your customer to respond how they want to, when they want to.

Mailing Strategies

In the past, the normal strategy was to mail out as much as you could afford to, blanketing an area, whether it was relevant to the addressee or not. Currently, advertisers and direct mail marketers are creating more specific, tailored lists of clientele. This means less blindly mailing in bulk and more targeted demographics. With Variable Digital Printing technology, you can customize each piece of mail to suit the addressee as well. Many digital printing companies can offer you VDP services.

Trends will always change, but that doesn’t mean you should ignore them. Success isn’t accomplished by doing something once and never doing it again. Rather, it comes from a perpetual cycle of evaluation and action. To be successful in marketing, utilizing trends is key.

Looking to change digital printing companies, or find one that can handle your next campaign? Call us today.

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The Backbone of Your Marketing Campaign: Creating Direct Mail Lists

Your direct mailing campaign is only as good as the list you’re sending it to.

You could build your own direct mail lists. Or, you could use brokers, compilers, and expert services. Either way, you’ll want a list that’s hot, hot, hot and responsive to your campaigns.

How do you go about getting and/or building a list for your direct mail campaigns? Try some of these strategies!

Use the Data You Have

Look no further than your customer list when building your direct mailing list.

Your customer list would include:

  • Names
  • Addresses
  • Purchases

These three data points provide enough to launch a campaign. You know they’re acquainted with your brand. Plus, they’ve bought from you before. You’re nudging them to repeat business versus going after them cold! In addition, studies have shown the highest response rates from direct mail come from your current and past customer lists. They know your business best and welcome receiving new offers and information.

Set Up Lead Funnels

Funnels attract and collect visitor information — build them using forms like:

  • Website contact
  • Service request
  • Live Chat
  • Click-to-call
  • Directory listings
  • Contests

Use a two-stage confirmation when people sign up or exchange information. It involves sending a follow-up to confirm their info and agree to the mailing terms. This ensures they are open to you mailing them and makes the leads “hot” since they’re responsive.

Use Lead Magnets

You can improve the effectiveness and reach of list building efforts by using a lead magnet. A lead magnet is a freebie or resource enticing info exchange. It may also include tangible or non-tangible items.

Lead magnets could include items like:

  • eBook or online course
  • Stickers, t-shirts, or cups
  • Coupons or freebies

You get the idea, right? Give away something of value in exchange for their information. Then, validate the information by sending a test campaign. Those who respond goes into the final direct mailing list.

Seek List Brokers or Compilers

Buying or renting a list is a quick and efficient solution to assist in finding new prospects.  The best prospecting list is one that looks like your current customers.  You want to find like people, so profile your client base first and try to find like people.   You have the ability to target a specific type of prospect by…

  • Demographic Information
  • Geographic location
  • Lifestyle Interest
  • Business type
  • New Homeowner

The lists are compiled from all sorts of data bases but mainly credit bureaus, warranty responses and public records.  It’s important to inquire about what type of guarantee the list vendor has on the accuracy of their data and how frequently they clean and update their files with the National Change Of Address.  You want to make sure any list you purchase is cleaned within 30 days of your purchase.

Mailing lists are never 100% accurate from any source but do your due diligence before investing tons of money into a list source.

Clean your List

Keep your list Clean.

It is important to keep up with your mailing list and prune those that are unresponsive.  When doing a direct mailing, your mail house should be NCOAing and CASS Certifying your data file every time you do a mailing to help you in this process but you need to be sure to get those moves that were updated in your mailing so you can update your database.  If you don’t, after a certain period of time those records will not get flagged and you will be mailing to the wrong prospect.  You should also be removing any undeliverable pieces you receive back, along with outdated users.

You could also include a call-to-action with a campaign to help your manage your data base.  Those who respond go into a new hitter list for a specific type of follow up mailing and those that don’t respond, get into a cold file that receive a different type of offer in the next mailing.  Having your offers match your mailing list is key to generating a higher response rate.

We Can Help Build Your Direct Mail Lists

Over 45 years of experience in print and direct mailing makes us experts. We’ve helped countless businesses build and launch successful campaigns.

Above all, we’d love to work hand-in-hand building your direct mail lists. In addition,, help you see success through this powerful form of advertising and marketing.

Browse our mailing services. Then, call us at 888-430-6245 for a quote.

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Fonts and Feelings: Choosing the Best Font for Marketing

Imagine the dread of having spent thousands on a marketing campaign to later notice a typo. What if it wasn’t a typo but something worse… bungled-up font! You’d make it onto a list of marketing fails — but you’re not laughing.

What is the best font for marketing? That’s a bit tricky.

The typography of your marketing wholly depends on your brand and its image. There are factors such as the history of said font and typeface, too. And, what people think of these fonts are bundled into the experience.

Let’s give it a shot and try…

Finding the Best Font for Marketing Materials

Fonts convey emotions. They leave an impact.

Script fonts tend to convey elegance. Blocky fonts have you expecting some big, impactful news. Stylized type may feel cartoonish or eclectic.

The point being that fonts have a long history and influence. You’ll want to keep this in mind while experimenting with fonts for your materials.

The Audience

Consider the targeted audience in the business mailing list you’re building:

  • Demographics
  • Location
  • Education
  • Lifestyle

Use resources to figure out the font they enjoy:

There’s a good chance audiences appreciate familiarity. But, do consider your audience and their nuances. Then, find a font that’s appropriate for this group.

A Simple Test

Simplify the font selection by running a simple A/B test.

The process involves the following:

  1. Pick two variants (fonts) of the same word/phrase
  2. Show both to a group, asking which they like best
  3. Set the favorite from this test as the new favorite

Repeat this process using the new favorite until you’ve landed the perfect pick.

Ask not only what they thought of the font but how they felt. And, how easy the font was to read or if it resonated with them. This will get to the bottom of what leaves an emotional impact on your audience.

Using “Classics”

Truly stumped on which fonts to choose for your marketing materials? Try using the “classic” fonts we’ve come to know and love.

Classic fonts include:

  • Helvetica
  • Times
  • Futura
  • Georgia
  • Minion

Or the popular fonts making their way around the design circle as of today.

This goes back to knowing the audience and familiarity. Using a familiar font may express emotions one has with a major brand or product. You could leverage this by making your brand convey this same emotion and connection.

It’s Versatility

You have to think of all the ways you’ll use the font:

Take your font choice and play around with its design. Scale it teenie tiny, then really big, seeing if it holds up. Swap around colors to see if you can still read it.

You want a font you could replicate over and over without losing its message.

Let Us Make the Hard Decision For You

Well, at least when picking the best font for marketing!

We’ve coordinated countless direct mail campaigns. We’ve printed far too many materials than we can count! We know a thing or two about what fonts make the most sense in marketing campaigns.

Why not get in touch and see what we have in mind? Go now and inquire about our printing services for the details.

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Must-Have Information to Include on Direct Mail Postcards

Direct mail postcards allow you to target the right customer, at the right time and leave a tangible offer in their hands. In addition, it allows you to set your company apart from your competitors. According to the Small Business Chronicle, the return on investment for direct mail postcards is anywhere from  ½ – 2%. So, for 1,000 postcards sent, you should expect 5-25 potential customers to respond to you and approximately half of that response could become new paying customers.

 

If you are ready to add direct mail postcards into your overall marketing strategy, read on to learn about the key information you need to be sure to include.

direct mail postcards - Vintage Postcards Of California Resting On Map Of California

Key Elements to Include in Your Direct Mail Postcards

You don’t have to be an expert at copywriting to design a great postcard.

1. Start with a Great Headline

Your goal is to grab their attention. The headline needs to be eye-catching and engaging. Then, once you have them, write a 17-19 word subheading. The subheading can include more information on your product or service.

2. Write the Content

Now that you have their attention, keep them reading. Think about your ideal customer as you are writing.

Give them information on your product or services, but keep it light, not overly technical. Focus on the benefits of your product or service, address common objections. Right and re-write this section of the postcard, great content in this area will increase your response rate.

Below is a list of Power Words you can use to increase your impact.

  • Welcome
  • Excellent
  • Superior
  • Now
  • Discover
  • Personalized
  • Special
  • Exciting

3. Offer or Call to Action

You have hooked them, kept them reading, now what do you want them to do? Contact you, follow you on social media, go online to purchase something? Your call to action should stand out visually from the rest of your copy and be clear.

Consider offering a coupon, or extra product or service for using the postcard, it allows you to track the impact of your direct mail postcard.

4. Don’t Forget These Items

A Picture — We live in a visual world. You need to have a stunning visual with the appropriate caption. This, along with the headline, will grab their attention. Don’t forget to include your logo in a prominent place on your postcard it helps increase brand awareness.

Social Media Profiles — Since it is not electronic most people forget to include these on their postcards, but it does help drive people to your online presence.

Website — Yes, believe it or not, this is often overlooked.

Contact Information — You should include all ways to contact you, phone, email, web form, and or location. Everyone has a communication preference, so you don’t want to miss out on a potential customer by not sharing theirs.

Driving Directions — Include this if your call to actions is to drive traffic to your physical storefront.

5. Other Postcard Considerations

People like guarantees. Consider adding a 100% money-back or satisfaction guarantee. There are three other considerations for your postcard copy. The first is to consider adding a guarantee. A 100 percent money-back or satisfaction guarantee can boost response rates by eliminating risk.

Don’t forget to use the back of the postcard. Yes, it has their mailing address, but there is plenty of space to put an eye-catching image or heading.

Are You Ready?

We are a family-owned company that can help with all your direct mail postcards.

Contact us, so we can help you push your company to the next level.

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7 Advantages Variable Data Printing Has on Marketing Strategy

Shoppers want brands to target them with personalized direct marketing. In fact, 86% of consumers like when retailers personalize their marketing pieces directly to them and believe this does significantly impact their buying decision. To actualize this, businesses need to incorporate personalized marketing messages into their strategies.

One of the best technologies that can allow you to do this is variable data printing.  

Want to know more about variable data printing?

Keep reading!

variable data printing

What Is Variable Data Printing?

This refers to a digital printing technique which replaces static elements with personalized ones. It enables your target audience on your marketing list to receive personalized messages specific to them.  The nice part is with Variable Date Printing, you don’t have to manually design each direct mail piece to the recipient.

Variable data printing was first introduced in the 1980s but perfected in the 1990s. Today, it’s one of the best ways to improve your marketing strategies with direct mail.

Advantages of Variable Data Printing

Do you want to capture the attention of your target audience? Want to connect with your target audience on a personal level? Try variable data printing services.

Read on and learn the 7 advantages of variable data printing has on your marketing strategy.

  1. Personalize Your Direct Mail

Variable Data Printing (VDP) allows you to personalize every piece to the recipient, helping it stand out amongst all your mail. VDP allows your direct mail piece to speak specifically to your prospect and stand apart from the rest of the mail they receive.  It gives you the ability to have specific offers and coupons based off your prospects needs and wants, which will increase response rates.

  1. Incorporate Eye-Catching Images and Colors

Secondly, variable print allows you to incorporate eye-catching fonts, images, and colors. This helps to transform your direct mail piece and allows it to stand out.  For example, if you were a lawn care company, you could spell your prospects name mowed in the grass, grabbing their attention while speaking to what you do and are offering.

  1. Can be used on a variety of applications

VDP allows you to personalize any of your printed mail pieces for instance letters, postcards and brochures can now all be specific towards your recipient. Instead of saying, “Hey you,” you can now call them by name and personalize the message and offer towards the recipient.

  1. Can Batch Different Artwork within an Order

VDP Printing can allow you to combine multiple artworks within one order by using what is called a Letter Code. This will help you measure what message or offer will provide a higher response rate. It also allows you to maximize your order. For example, 1 order of 500 pieces instead of 4 orders of 125 pieces, which allows you to mail at a cheaper postage rate and save money on printing.

  1. Makes Data Analysis and Customer Tracking Easy

Want to track your customers and know the response rate of your direct mail marketing efforts? VDP allows you to include QR codes, call tracking numbers, and personalized URLs in your direct mail. Once you analyze the data, you can learn if your marketing efforts were successful or not.

  1. Targeted Campaigns

Variable Data Printing allows you to do smaller, more targeted direct mail campaigns that will yield a higher return on your mailings. So, instead of printing large static direct mail campaigns that you can’t track or measure response rates on, you can now leverage digital printing with VDP to do not only personalize your direct mail piece but to also do test campaigns and measure a true return on your investment. Less can be better with the use for smaller targeted direct mail campaigns.

  1. Higher Response Rates

Personalized direct mail has proven to generate a higher response rate compared to non-personalized pieces. In fact, direct mail returned an average response rate of 4.9% for prospect lists and 9% for house lists when using VDP on their marketing piece.

Why Variable Data Printing Is Perfect for Your Business

Variable data printing is perfect for all industries. Examples include: finance, telecommunications, retail, service industry, and pharmaceuticals. You can combine it with other marketing strategies such as social media and email.

Above all, this improves brand engagement, brand reputation, sales, and ROI!

For more information on variable data printing services, contact Modern Mail and Print Solutions today!

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Business Mailing List 101: 5 Important Steps to Know Before You Buy

On a good day, 80% of direct mail gets opened while only 20% of emails get opened. This means that direct mail has a higher response and conversion rate compared to email marketing. The success of any direct mail marketing campaign rests on a few factors. One of those key factors is a targeted business mailing list.

Business mailing lists ensure that you get to send eye-catching direct mail pieces to the right audience. Without a targeted direct mail list, you risk sending your mail to the wrong prospect and wasting your money.

Want to buy quality business mailing lists? Read on and learn 5 important steps to know before you buy a mailing list.

business mailing lists

  1. Know Who Your Target Audience Is

Before you buy business mailing lists, you need to learn more about your target audience. In other words, you have to know who you sending it to for your campaign to be successful. Sometimes the best way to do this is to look at your current customers. Your future customers will typically look like them, so when buying a list you want to find like-minded people. With your mailing list, you have the ability to narrow it down based on specific elements that are key to your marketing campaigns.

For example, you can segment your mailing list as follows:

  • By geography
  • Demographics
  • Business stats
  • By traits and hobbies
  • By customer status

In some cases, you may need to combine different segments to reach your target audience. For instance, you can combine data from geography, demographics, and traits or hobbies to compile of the most effective list.

  1. Determine the Update Frequency

Before buying a mailing list you will want to know where your list vendor is getting their data form and how clean the list is. Mailing to the wrong list or an outdated one will dramatically affect the success of your campaign. So, it is important make sure your list is NCOA and CASS certified before buying.

Second, a clean list ensures that you don’t send direct mail to people who no longer live at a particular address. If this were to happen, you will end up losing money and time. In fact, this can be all be avoided during the NCOA process, which should be done on all mailing lists.

Another tip: Before buying business mailing lists, always find out when it was last updated from your vendor. For reference, a quality mailing list should get updated every 30 days.

  1. Have a Clear Marketing Goal

What would you like to achieve after running your direct mail marketing campaigns? Would you like to improve your brand engagement? Are you just trying to get your name out to possible prospects? Or simply direct your target audience to your new store? Would you like to make a quick sale or foster long term relationships with your customers?

Having clear marketing objectives before sending out your direct mail pieces is very important. With clear objectives, it is easier for you to design your direct mail for your target audience. As such, it makes it easy for you to achieve your marketing objectives.

  1. Cost of Business Mailing Lists

List owners sell business mailing lists at a cost per thousand. As such, you can find general mailing lists ranging from $20 to $85 per thousand and those prices can increase if you purchase for multi usage.

For specialized lists, the price is a bit higher per thousand but the goal is that you are getting a more targeted list, which will yield a higher response. If you need the phone contacts only or business email lists, you can add those to a mail file and purchase on the per thousand basis from the list vendor.

  1. List Source

There are many list vendors out there selling data so you will want to know where they are getting their lists from and do they guarantee the information. Most data is profiled from Credit Card reports and mail back rebates, but understanding where your vendor is getting the information is very important.

As mentioned previously, you want to make sure they are selling you clean, up-to-date data that they will back. Not knowing where your lists are coming from is a dangerous game and could not only hurt your brand but waste thousands of dollars.

How to Get a Mailing List

When it comes to sourcing business mailing lists, find a reputable company. It should offer quality, accurate, clean and up to date data. Doing so ensures the success of your direct mail marketing campaigns.

For all your direct mail and custom mailing list needs, get in touch with us today. Above all, we at Modern Mail & Print Solutions will ensure your business needs are met.

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You’ve Got Mail: 5 Benefits of Effective Direct Mail Marketing

Over 56% of consumers who received direct mail went online and visited an online retailer. Of those who responded to direct mail, 62% of shoppers made a purchase online. Today, most businesses think email, social media, and digital marketing are the most effective. What they don’t realize is that direct mail is the perfect complement to their digital marketing and nets a high response rate. Want to know more about effective direct mail marketing?

Woman Putting Letter In Mailbox - effective direct mail

What Is Direct Mail Marketing?

Direct mail marketing refers to marketing that involves the sending of physical promotional material to customers. The majority of direct mail marketing goes through the US Postal Service. They deliver promotional printed material to the target audience which can be Business to Consumer or Business to Business.

Types of direct mail include postcards, catalogs, newsletters, sales letters, and brochures.

Benefits of Effective Direct Mail Marketing 

Although technology is shifting towards more digital marketing, direct mail is still the best marketing mean for businesses to hit a target market with a marketing piece specific to the recipient.

Read on and learn the 5 essential benefits of effective direct mail marketing.

  1. Flexible

Direct mail marketing can serve different marketing goals. First, it promotes upcoming products. Second, it acts as an invitation or a promotional tool where your potential customers can redeem it for coupons.

Direct mail is also a perfect tool for educating your target audience. This helps to create long-lasting relationships. A good example is a newsletter that gives updates on current happenings in your industry.

Don’t forget that direct mail can help your business gather useful information by driving them to a specific website or landing page. Information that includes email addresses and phone numbers.

  1. Efficient

Over 47% of millennials check their physical mailbox every day. This is great news to businesses considering that millennials spend a lot of time online. As a marketer, you can incorporate extra elements such as QR codes and scannable coupons to your direct mail piece which will help increase response rates.

By doing so, you provide a well-rounded approach not only to millennials but to the Gen Xers too. This helps to leverage their multichannel interests.

  1. Helps Your Brand Connect with Prospects

Personalizing your direct mail evokes emotions from your target audience. This gives your brand the power to connect with your target audience. In fact, including the person’s full name increases the response rate by 50%.

What you need to know is that direct mail can connect with people from all generations. The reason for this is that it leaves a positive impression and also makes the customer feel valued.

  1. Gets Your Brand Noticed

Direct mail such as brochures put your brand’s name, and message right in front of your target audience face. Compared to email where most marketing messages go to the spam folder and remain unopened, direct mail success rate is higher.

Want to ensure that your brand stands out? Be sure to use postcards, brochures and newsletters that have an eye-catching design. Include a call to action, and use personalization.  Calling your prospect by name rather than a generic “hey you” will help you get noticed!

  1. Supports Extra Marketing Key Performance Indicators

Direct mail does not support sales only but extra marketing key performance indicators. For instance, if you send a postcard or catalog to your target audience, they will take action.

That is, to browse and shop from your online shop. In fact, over 92% of customers have ended up shopping online as a result of direct mail.

Effective Direct Mail Marketing Strategy for Your Business

Want to take advantage of effective direct mail marketing? Go after the right people, make sure your message is clear and easy to read. To do so, incorporate text highlights and bullets.

Remember, you can ensure your prospects flow from your direct mail to your website. To do so, incorporate QR codes, and scannable coupons.

Are you ready to get started on a direct mail marketing campaign of your own? Contact Modern Mail & Print Solutions today and be one step closer to dominating your industry.

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Offset Printing vs Digital: Who Comes Out on Top?

For the commercial printing industry, sales will grow by 1.5% to 2.5% in 2019. This translates to $87 billion in new business. This means the printing and direct mail industry is continuing to grow and is not going anywhere!  Tapping into direct mail marketing is a big opportunity for any businesses continued growth.  Knowing how to get the best “bang for your dollar” though will be key in keeping your costs down and ROI high.  This is where knowing the difference between digital and offset printing comes in and how to best leverage the two different types of printing.

Want to learn more about offset and digital printing?

Keep reading!

Worker in printing and press centar uses a magnifying glass - offset printing

What Is Offset Printing?

This is a printing method of mass-production printing in which the image gets transferred from a plate to a rubber blanket and finally the printing surface. Offset printing is a planographic method of printing because the material is flush with the plate’s surface.

What Is Digital Printing?

As a method of printing, a digital based image gets transferred directly onto the printing surface. Unlike offset printing where the use of aluminum plates is common, digital printers rely on toners and liquid ink.

Offset vs Digital Printing

In commercial printing, both digital vs offset printing are useful. Problem is, they are very different in many aspects. In this post, we discuss the differences between offset vs digital printing.

  1. Cost

Firstly, when it comes to cost, digital printing is cheaper for short-run printing. The reason for this is because digital printing requires less set up costs. Problem is, it costs higher per unit.

For offset printing, cost decreases as units increase. This is because the machine needs a wash between color changes. For longer runs, it’s cost effective.

  1. Turnaround

Secondly, digital printing is suitable for short runs and the setup costs are cheaper. As such, it allows printers to provide a quick turnaround.

In offset printing, the setup and maintenance costs are higher. This makes offset printing to have a slower turnaround time.

  1. Color Matching

In digital printing, printers use a toner (laser) and ink (inkjet). The system has a four-color matching process plus the CMYK mode. As such, digital printers can print grayscale and CMYK but not true colors like Pantone.

For offset printers, you have four ink rollers – Cyan, Magenta, Yellow, and Black. Here is how it works. Ink gets applied on a printing plate which is then offset to a sheet of paper via a rubber blanket.

As such, offset printing is perfect for jobs that need a Pantone match.

  1. Printing on Different Surfaces

Lastly, digital printers are able to print on paper only. The reason for this is due to the printer design which cannot accept other types of materials. When it comes to offset printing, it is easy to print on many surfaces.

For instance, you can print on round containers, sleeves, wrappers and plastic bottles.  Offset lithography is the best for printing on fabric, metal, and canvas. An offset printer is able to achieve this because of the flexible rubber blanket.

This offsets the image onto any material.

Offset Printing vs Digital Printing- Which Is the Right Choice?

There are a few factors to keep in mind when deciding between offset printing and digital printing. They include the type of work you are printing, proofs, the volume and ability to customize.  Remember, always make a smart decision as this will better serve your business and needs.

For more information on offset and digital printing and how you can save money, get in touch with us today!

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Direct Mail vs Digital Marketing

Direct mail requires 21% less cognitive effort. As such, there are many customers who will absorb the message quickly. Not only that. Companies are experiencing a 70% recall rate compared to other forms of advertising.

In 2019, mobile marketing will account for 72% of US digital ad spending. It is expected that mobile ad spending will reach $65.87 billion by the end of 2019. As such, it will surpass desktop advertising spending.

In email marketing, segmented campaigns have a higher open rate of 14.32% compared to non-segmented. The reason why segmented campaigns have an upper hand is that they help you reach your target audience. Also, they help you get higher click rates.

Why direct mail isnt dead? When it comes to direct mail vs digital marketing, the former is trusted more than the latter. Is this true?

Read on to find out why direct marketing mail is the best option for business.

Personalization

When it comes to direct mail vs digital marketing, there is a huge gap in personalization. For instance, it is common for social media users to notice an ad on their feed. Normally, the ad is a product they searched for recently.

What would be the reaction of the user? You guessed it right. The user will be alarmed. This is the same with emails from companies you are not familiar with. That is why you find your spam folder is full.

With direct mail, businesses carry out a personalized approach that is not intrusive. For instance, you may receive a custom postcard that is colorful with your name on it in your mailbox. Even with other direct mail options, consumers are always eager to open and learn more.

Simply put, direct mail is more straightforward compared to digital marketing. This makes the customer feel valued.

Content Quality

Today, there is an increase in low-quality content embedded with most advertising. This content is saturating the digital landscape making advertisers worried. When a platform is saturated with questionable content, advertisers will not consider it.

For instance, a lot of businesses engage in black hat SEO techniques just to achieve top page rank. As such, you will end up finding less credible information on the first page of the search engine.

As the digital landscape is rife with questionable content, advertisers are turning to direct mail. With direct mail marketing, businesses add a personal touch with each postcard. This helps to increase their conversion rates.

A touch of personalization increases the response by 135%.

That is not all. They are also using high-resolution images, strong CTAs, and heavy stock paper.

More Memorable

Today, whether we are searching, streaming, or swiping, we are assailed with digital ads. From text-based ads to video-based ads, they flash before our eyes in blazing speeds.

Forty-four percent of the people can recall a brand directly after watching a digital ad. In another survey, 75% of the people could recall a brand after receiving direct mail.

The reason why customers recall brands is because of the personalized touch. It could also be the use of coupons, fliers, tailored messages, and postcards.

Direct Mail vs Digital Marketing – Why You Should Use Direct Mail Marketing

When it comes to direct mail vs digital marketing, direct mail is the better option. Why? It’s cost-effective, personalized and highly flexible. With a compelling creative postcard, you can make a great first impression.

This increases your conversion rates.

Looking for the right direct mail services for your business? We at Modern Mail & Print Solutions can help. Contact us today!

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B2B vs B2C Direct Mail Marketing: Know Your Audience

If you’re looking to drum up business, then direct mail marketing is a good strategy to employ. Up to 90% of direct mail gets opened, which means the money you spend on direct mail marketing will be well spent. Depending on the services or products you offer, your approach to this type of marketing will have to be different if it’s B2B, as opposed to B2C. In this article, you’ll learn some tips for B2B vs. B2C direct mail marketing.

b2b vs b2c direct mail marketing

B2B Direct Mail Marketing

With B2B marketing, the buying cycle is longer than with B2C marketing. So, you need to make sure your marketing is consistent all throughout the cycle. If your marketing isn’t optimal at any point, it can cause people to lose interest and look somewhere else.

Another key aspect to keep in mind about B2B direct mail marketing is that the piece typically has to go through a Gatekeeper. This means you would want your marketing piece to appear to have the utmost importance and be addressed to the ultimate decision marker.

For example, you should consider using a letter in an envelope rather than a post card and personalize it to the specific person you are targeting and not to just the business. Gatekeepers typically won’t open a letter that looks personal or important to others. This will increase the chances of your prospects opening your marketing piece and in turn create a higher response rate.

While most people believe that B2B means cold and unemotional, the opposite is actually true. Since the buying cycle is so long, there’s more of a need to appeal to the emotional side to get buyers to commit and take a risk.

This means that while your B2B direct mail marketing shouldn’t be too casual or humorous, you still have to do your research into what appeals to the emotional side of decision makers. Find out what their pain points are, address them, and position your company as one to trust to solve their problems.

The most important messages you want to get through in your B2B direct mail marketing are ones that you can build a lasting relationship upon. This will include reliability, expertise, and credibility.

B2C Direct Mail Marketing

B2C marketing involves more storytelling than B2B marketing does. The B2C buying cycle is a lot shorter than the B2B one, which means you need to catch your prospects’ interests quickly. B2C purchase tend to lean towards impulse buys more, so if you can appeal to the emotions effectively, then you’ve almost certainly secured a sale.

When you use B2C direct mail marketing, you want to have strong branding. You’ll need to focus heavily on the graphics on your mailings. Since you want to connect with customers on a personal level, your copy can take on a more casual and friendly tone. In fact, you can even incorporate humor.

You want to ensure your B2C offer is clear and stands out. You only have a few seconds to grab the attention of your prospects, so you want it to be impactful. In fact, postcards are a great way for you to get your message in their hands, while making sure they see your offer right away.

Another commonly used strategy is to place a letter in an envelope that appears to be a personal card/invitation. Everyone likes to receive birthday/holiday cards or invites in the mail, increasing the chances of the consumer opening the piece.

Since you’re going for impulse buys, it may be a good idea to include coupons for either discounts or free items. These things can make all the difference between someone keeping your mailing or throwing it away immediately.

B2B vs. B2C Direct Mail Marketing: Know the Difference

When it comes to B2B vs. B2C direct mail marketing, knowing the difference in approach can have a huge impact on your marketing. Most other direct mail marketing is considered as “junk mail” by consumers. But if you use the right techniques, then you’ll create something that your potential customers will see,  like, and remember.

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