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3 Common Direct Mail Mistakes To Avoid

Direct mail marketing, also known as print marketing, is one of the oldest and most influential ways of marketing. While it may not be as lighting fast as digital marketing, it has its advantages. For instance, almost half of Millennials will ignore digital ads, but only 15% will ignore direct mail. Direct mail marketing also yields an average 13-to-1 return on investment.

But before you run off to one of your local printing companies to start creating direct mail postcards and fliers, there are a few common mistakes you need to avoid making. Here are three common mistakes typically made in print marketing.

Unclear Or Missing Call To Action

The goal of any marketing campaign is to have people respond to it. Unfortunately, it’s difficult to get this response when you’re missing the call to action. You need to make sure that this call to action is specific and easy to follow. Highlight the great things a customer will get when they respond, and remember that this is all about the customer when you’re reaching out to printing companies. As previously stated, the goal of print marketing is to get a great customer response.

Marketing segmentation, target audience, customers care, customer relationship management (CRM) and team building concepts.

Designed Without Postal Regulations

The United States Postal Service (USPS) has many regulations on direct mail, and if you don’t follow them it can cost you more in postage. And since postage will be your biggest expense in any print marketing campaign, that means a lot of money wasted. Follow the regulations on where addresses can be placed based on your mail category, as well as the folding and paper-weight regulations. Make sure you know all of these things before you start printing.

Not Sending to a Targeted Mail List

One of the keys to a successful direct mail campaign is the list you mail to. Don’t make the common mistake of thinking that “everyone” could use your service so you don’t really need to target a specific population. Although this could be correct in theory, with direct mail you could be wasting thousands of dollars mailing to someone who doesn’t necessarily need your service. You should always look at your current customers, identify where they live and certain characteristics that make them unique so that you can try to find similar people. You wouldn’t want to mail a direct mail piece about baby formula to an elderly bachelor. The mailing list you send to will have a direct reflection on your response rate.

When you’re working with printing companies for your direct mail campaign, keep these three common mistakes in mind. You want to make sure you avoid them, as they could cost you time, money, and even affect your ROI!

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3 Proven Techniques To Boost Direct Mail Advertising Response Rates

In recent years, many people have incorporated the use of digital advertising into their marketing strategies in hopes of reaching a wider audience. However, researchers find that almost half of millennials ignore digital ads, yet only 15% ignore direct mail. In fact, when executed properly, direct mail ad campaigns can bring in significant response rates and subsequent sales. Here are just a few ways to boost the response rate of your next direct mail advertising campaign.

Know The Formula

Direct mail household response rate is currently at about 3.7% (compared to .2% mobile, .1% email, .1% social media, and .02% internet display). One of the main aspects of executing a successful direct mail advertising campaign is having a formula that works. It requires just three simple elements: a strong offer or call to action, a targeted list of direct mail recipients, and a high enough frequency of communicating the message to the intended market.

Don’t Sell Products — Sell Solutions

Some of the most successful businesses in the world use this proven technique to connect more to potential clients and customers. Instead of simply listing the features of a product or service, boost engagement by relating to problems that cause the need for your business’ product or service-based solution. Target Marketing Mag writer Dean Rieck summarizes this method perfectly: “Bob doesn’t want a drill, he wants a hole. Mary doesn’t want a dress, she wants to look thin at the party this Friday…Ted doesn’t want a recipe book, he wants new ways to impress his friends at dinner parties and generate the compliments he thrives on.”

Prioritize Personalization

While the content of any given mailer is undoubtedly critical, addressing readers by name is another element that can work wonders in boosting response rates. But it’s deeper than simply changing the content to read “Dear (Customer’s Name)” as opposed to just “Dear Customer.” Your call to action should also try to reference the customer’s name at least once. Plus, mentioning a relevant geographical location will make customers feel even more connected to the brand and thus more likely to respond, i.e., “If you’re in need of wholesale printing services in Tampa, call us today for a free quote!”

Ultimately, keeping these proven techniques in mind can help you create a direct mail advertising campaign with higher response rates than you ever thought possible. For more information about wholesale printing services, contact Modern Mail and Print Solutions.

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Simple But Effective Ways For Businesses To Save Money On Postage: Part 2

In the last post, we talked about some simple ways for your small business to save money on postage costs, but there are additional methods that can be taken advantage of to save you money. Here are some more effective ways for small businesses to cut back on postage costs.

Maximize content and efficiency:

Instead of sending out 2 individual pieces of mail to the same person, consider sending multiple coupons or offers in each envelope. Janet Attard writes on Business Know How, “When you do send invoices by mail or ship merchandise to customers, insert ads and promotions for other products and services you sell. The ad gets to ride along for free as long as the weight of the paper it’s printed on doesn’t bump the cost of the mailing into the next rate range.”

Consider Saturation Mailings:

Saturation mailings allow you to target specific neighborhoods and areas around your location at the most cost-effective postage rate. The idea is that like-minded people live in similar areas, so instead of having to do a demographic mailing, blanket the areas you are currently working in or have customers in. The process is simple — just identify the postal carrier routes you want to target and you will save on both the mailing list and postage costs. For more detailed information, talk to your mail service provider or contact Modern Mail & Print Solutions.

Size and Weight Matter:

To qualify for Bulk standard class mailings, your piece can’t weight more than 3.5 ounces. Once you go over that weight limit, you risk going into a higher postage class at the piece-per-pound rate which can be very expensive, so it is important to know the weight of your piece. You also need to know the difference between “letter size mail” and “flat size mail” pieces. It costs significantly less to mail your piece in a standard size business envelope than it does in a 9-inch by 12-inch envelope. Don’t get caught having to mail at a higher postage rate after you print just because your piece is one inch bigger than it should be. Check with your local Post Office to make sure your direct mail pieces are properly sized and set up correctly to qualify you for the best automation rates.

Ultimately, taking advantage of these tips can help your small business cut back on shipping and postage costs. For more information about Mail Services in Tampa Bay, contact Modern Mail & Print Solutions.

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Simple But Effective Ways For Businesses To Save Money On Postage: Part 1

Direct Mail Marketing has proven to be the best one-on-one marketing tool for small businesses. No other marketing mean allows you to target the right prospect, at the right time, with the right message, with a personalized offer. With postage making up a substantial portion of the direct mail cost though, it is important to find ways to keep your postage down without sacrificing the amount of direct mail you send. So here are some simple methods for small businesses to save money on postage costs.

Clean your mail file

Keeping your mailing list up to date is key in reducing postage costs. There are mail processing tools available by commercial mail houses that will NCOA and CASS certify your addresses. This process will eliminate bad addresses, along with removing those homes owners on your list that have moved with no forwarding address and any duplicate records from your file. By simply removing un-mailable records, you can save a lot of hard postage costs.

Postage Letter Parcel Stamp Mail Graphic Concept

Take advantage of bulk mailing discounts

Bulk mailing is a term that applies to mail that is meant to be sent out as standard class mail in quantities of 200 pieces or more. It can be a great resource to help businesses save on postage because it costs less to mail each individual piece. To qualify for Bulk Mail, the USPS requires you to clean your mailing list first, then prepare your mailing list in a specific presort order for the postal carriers to distribute. Mailing standard class will allow you to save as much as $.19 – $.28 a piece in postage costs compared to mailing first class.

Take advantage of Drop Ship savings

Commercial Mail houses like Modern Mail and Print Solutions can provide an additional mail service to save you money on postage cost by Drop Shipping your bulk mail directly to the Bulk Mail Entry Unit (also known as the BMEUs.) By Drop Shipping your mail through a mail house, you can save an additional $.01 – $.034 a piece in postage costs. These savings can become significant on large orders, putting the hard cost of postage back in your pocket.

Ultimately, these are just a few simple and effective ways your small business can save on your direct mail postage costs. Keep an eye out for the next post, where we’ll discuss even more creative methods for saving on postage

. For more information about commercial mail house companies in Tampa Bay, contact Modern Mail & Print Solutions.

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Debunking 3 Major Myths about Direct Mail Advertising Campaigns

For business owners looking to implement marketing programs, many are under the belief that digital marketing medians have more cost effective programs and produce better results compared to direct mail marketing campaigns. But what most business owners fail to realize is that over 60% of people responding on a website were influenced by a direct mail piece, with the greatest influence on first-time shoppers, this according to a USPS study. Direct mail campaigns are still one of the BEST ways of getting your message in the hands of targeted prospects, so don’t be fooled by myths that are misleading and misinforming. Here are some common misconceptions about direct mail.


Myth: Reaching the most people should always be the number one goal of a direct mail campaign.

It may seem logical, but these days, the key to successful marketing campaigns comes with quality – not quantity — of viewers. So the thought that getting your message out to as many prospects as possible isn’t the best way to get the best response. The simple goal of any advertising campaign is to increase sales, so you can’t blindly distribute your marketing message and hope to get something in return. The capabilities of Direct mail campaigns have evolved in the last 10 years, allowing business owners to be more targeted and more personalized to the recipient, producing higher response rates. Targeting a more specific audience will allow you to save on materials, increase the quality responders and produce a higher ROI!

Myth: You can’t track response rates with direct mail marketing.

Many believe it is extremely hard to track response rates from direct mail marketing. This may have been the case with old school mass mailings, but now with personalized direct mail communications you have the ability to not only know who you are sending to, but how and when they respond. Campaigns using direct-in-dial phone numbers, tracking codes or personalized URLs can show you who your responders are and when they are responding, along with providing you information on how they want to be reached moving forward. These enhanced tools with direct mail allow companies the ability to engage their recipients in additional marketing messages via direct mail, email or social media, creating a true multi-level marketing campaign.

Myth: Putting an offer on your direct mail piece won’t help your response.

This is an outrageous myth. Not putting an offer or call to action on your direct mail piece should never be an option. You have to give your prospects a reason to contact you now and not later. You have done the hard part of reaching your prospect, now you have to get them to call you and offers will do that. Putting an offer on your piece gives your prospects a sense of urgency and definitely helps drive a higher response than just a blanket advertisement. Direct mail campaigns give you the ability to test your message and offer with your target audience to see what generates the best response. The only way to get the return you are looking for in any marketing mean is by hitting the right person, at the right time, with the right message. The Right Offer will directly impact your ROI!

Ultimately, direct mail campaigns will remain a viable method of advertising and should be a part of any Marketing Campaign. For more information about wholesale printing services, contact Modern Mail and Print Solutions.

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Is EDDM Really the Least Expensive Direct Mail Option?

About 92% of shoppers say they prefer direct mail for making purchasing decisions. That being said, many business owners consider EDDM (Every Door Direct Mail) as a marketing technique that can contact and saturate an entire geographical location because it is the cheapest way to get mail out. But before your business invests in an EDDM marketing campaign, it’s important to be aware that EDDM postage is not always the cheapest or best option. Why? These 3 reasons may surprise you…

Print Cost and Fulfillment:
When it comes to EDDM, you may get a good postage rate for getting your piece in the mail, but what you have to be aware of is your direct mail piece has to be a Flat Size piece. What that means is you can’t do a regular postcard or letter size piece to qualify for that discounted postage rate. And Flat size mail pieces are generally more expensive to produce because they are larger sizes (must be over 6.25” high or 11.5” long to qualify). Another key thing to know is that you have to bundle your mail in groups of 50’s and actually deliver them yourself to the retail post office locations that distribute the mail to those carrier routes, unless you are doing projects of over 5000 pieces. A Carrier Route Saturation mailing on the other hand, allows you to use a regular postcard or letter size piece, while mailing your piece to an actual address through the regular mail stream.

Bad Addresses:
One aspect of EDDM that many people neglect is the inevitable fact that your company could essentially waste up to 10% of materials by sending to addresses that are vacant or are otherwise bad addresses. In an EDDM mailing, you are unable to remove any bad addresses or do not mail addresses, so you essentially waste money and resources by mailing to every home in the route. This could be avoided by using a regular Saturation list, in which you can remove bad addresses, do not mail records, businesses trailers and PO boxes, allowing you to hit a more defined market, at a cheaper postage rate.

Low ROI:
The EDDM program was designed for retail locations to get their information out to the closest neighborhoods around their location. In theory it is a cost effective tool to get your name out there, however it does not provide businesses a measurable ROI method. Because you can’t filter who you are sending to, you end up not mailing to a person but a house, which make it extremely hard to get a high ROI on your direct mail. Prospective customers respond to direct mail when it is relevant and personalized to them. The EDDM program does not allow you to do that with your marketing piece because every piece is the same in the mailing.

Ultimately, EDDM is a good method for reaching every single mailing address in a given area, but that doesn’t mean it’s perfect for every situation. For all of your direct mail printing needs, consider Modern Mail and Print Solutions, where we make every effort to respond to all queries within four business hours. We always prioritize structure and accuracy, and we’re willing to work with all of our clients to give them the best customer service experience possible. For more information, contact us today.

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Don’t Dismiss It Just Yet – 3 Reasons To Consider Direct Mail Advertising

As many companies search for new ways to reach potential customers and prospects, the traditional methods of marketing are being replaced with online advertisements and technology-based techniques with the thought that it is more cost effective and produces better results.

But, that isn’t entirely true. The truth is that Direct Mail is still the most consistently effective form of one on one advertising methods that businesses can use to get their message into a prospects hand. And the response rates on Direct Mail is consistently higher…Direct Mail response rates are on average at 3.7% (compared to .2% mobile, .1% email, .1% social media, and .02% internet display).

Not only does Direct Mail produce higher response rates, but it also yields, on average, a 13-to-1 return on investment.

Additional benefits of using Direct Mail as a part of your marketing campaigns…

Highly Targeted Advertising

Direct Mail is highly targeted and allows you to identify your specific type of prospect you want to do business with, and send your message to them. By looking at your current client base and identifying certain characteristics, direct mail providers can help you target those potential prospects in your geographical area that best looks like your current clients. Then you have the ability to tailor each mail campaign, message and offer for that specific audience. Customers can receive mail that only offers information that meets their specific individual needs and buying habits, increasing the likelihood of a purchase.

Personalized And Tangible

In addition to direct mail having the ability of providing more relevant information for the customer, direct mail pieces can be customized to include names and other personal information for the prospect. This information means that customers are more likely to see your mail piece and to read it, especially if the offer is geared to meet their needs and wants.

And since mail is tangible, they are holding it in their hands. The can feel it, and thus are more likely to keep it if they don’t have the immediate need. Customers often view things they can hold and feel as more reliable.

Cost Effective And Proven

Direct mail can be incredibly cost effective when you view it from a return on investment comparison. You’re capable of sending out as little as 200 targeted mailers or hundreds of thousands if that is what you need. Utilizing printers with both digital and commercial printing presses allows you to get your direct mail produced both easy and affordable. Plus, with bulk mailing capabilities there are tons of ways to save on postage costs to keep your mailings affordable.

Direct Mail has a deep history and a proven track record in marketing. The technique is established and widely used in the past, but with new advancements and capabilities, response rates have increased over the recent years. There is sufficient data that exists to demonstrate its effectiveness.

These are just some of the benefits of working with printing companies to create ad campaigns with direct mail. If you have any questions regarding this method of advertising, please feel free to contact us at Modern Mail.

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A Few Important Benefits of Direct Mail Marketing

Digital marketing might seem like the be-all, end-all in such a technical era, but the truth is that sometimes traditional methods can be effective, too. In fact, digital printing services and direct mail can be extremely beneficial to you in more ways than one! Here are just a few of the many benefits that come with direct mail marketing.

Highly Targeted

One of the biggest advantages of a direct mail marketing campaign is how targeted you can be with who you are sending to. As a business owner, you can use geospatial data to learn what your current customers and potential customers look like and are buying. Then you have the ability to send direct mail materials specifically to them…making your message 100% more relevant to their needs. When you’re working with online ads and social media, there’s no guarantee that you target audience will actually even see your advertisement.

Personalized Content

Getting your mail in the right person’s hands is only the first step of direct mail marketing. The ultimate goal is to connect with customers through the content you’re mailing them. A successful mail piece will have customers welcoming your services to their dinner table. Direct mail simply allows a greater physical connection than email, and it allows for even more customization in terms of layout, content and offer, allow your marketing piece to be more relevant to the recipient.

Flexible

One of the best things about a direct mail marketing campaign is how many options you have. If you’re looking to save some money, simple postcards will do the trick. Have a bigger budget? Maybe a personalized letter with a coupon offer inside is more your style. Depending on how much you want to spend on a campaign, the possibilities are practically endless.

Cost-Effective

Above all else, direct mail marketing campaigns are cost-effective and produce a higher Return on Investment. Direct Mail is the ideal marketing strategy for small businesses running marketing campaigns on a tight budget. Direct mail allows you to segment who you are sending to and marketing specially to those that will yield the highest responses. Commercial Mail houses can also help save tons of money on postage costs, driving expenses down and revenues up!

Direct mail marketing has some pretty impressive benefits. And considering that 66% of consumers are more likely to use a voucher if they have a physical copy, a direct mail marketing campaign may be a great project to get started on.

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3 Critical Mistakes To Avoid When Making A Direct Mail Flyer

About 39% of customers say they try a business for the first time because of direct mail advertising. But in order for your direct mail flyer to be effective in attracting the customer to your product or service, it has to meet a variety of important criteria. Here are a few critical mistakes to avoid when designing and printing a direct mail advertisement.

Mistake: Not making the offer clear

If you want to put in the effort of a direct mail marketing campaign, it’s crucial to state your company’s offer, loud and proud on the flyer. Give them a strong Call to Action, you want to give your prospect a reason to call now, not later. The consumer should never have to go looking for it — they’re likely to get frustrated and give up after just a few seconds. Similarly, try to avoid having a laundry list of terms and conditions below the offer. Yes, they serve a legal purpose, but if they look like nothing more than a massive block of text, the recipient may be turned off entirely, and your mailer will end up in the trash.

Mistake: Not designing for the eye

Direct mail flyers need to be well-designed to be well-received by your potential customers. That means they should be appealing and stand out amongst the rest of your mail — no overtly clashing colors or crazy fonts. Keep it simple, keep it legible, but also make sure to keep it informative and exciting!

Mistake: Not using personalization in your flyer

Being able to incorporate personalization into your design and direct mail piece is key to the success of your campaign. Being able to say, “Hey John”, instead of “Hey You” when marketing to a prospect is much more impactful and will yield a higher response from your direct mail piece. You can even personalize the message, offer, or images to be more specific to the audience you are sending to, using multiple messages, offers, or images within the campaign.

Ultimately, designing an effective direct mail flyer comes down to creativity, simplicity, and transparency. For more information about graphic design and marketing solutions, contact Modern Mail and Print Solutions.[/caption]

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Debunking 3 Major Myths About the Modern Printing Industry

When it comes to marketing, too many people leave direct mail out of their plans. While social media can be a valuable part of a company’s marketing strategy, it can’t be the only means in which they market. Direct Mail Marketing is the only means that puts your marketing message into the hands of your prospect at the right time, making it the most valuable part of any marketing strategy. Not only does direct mail allow you to target who to send to, but it yields the best ROI out of any marketing strategy. So although many believe that because postage rates increase, printing is going to the way side, it’s not going to become obsolete any time soon.

Here are some other common myths about the printing industry.

 

 

Myth: Print ads are a lost art.

Despite the fact that digital marketing is skyrocketing in popularity, people continue to enjoy reading printed content. And in many industries, direct mail marketing is still extremely popular as well (think retail, auto dealerships, and fundraising). In fact, thanks to low costs, direct mail marketing yields on average a 13-to-1 return on investment. That’s largely due to the fact that direct mail feels more personal than other forms of communication, and allows you to not only personalize your message to your audience but specially target who you send your piece to.

Myth: Printing is harmful to the environment.

This was a very popular myth years ago, but many people still seem to think this way. The fact is, all paper materials are able to be recycled and used again, unlike many other materials. Recycled paper can even be made into more paper and the majority of your commercial based paper has a recycled component. Also, most inks used on commercial presses are SOY based inks, making them much more environmentally friendly. Ultimately, the recycling technology that has been developed in the past decade has greatly decreased the carbon footprint of the overall paper manufacturing process.

Myth: Printed materials are impersonal.

Many people are quick to assume that a printed letter will always be less personal than, say, a handwritten letter, but that’s simply not the case. Variable Data Printing (VDP) allows you to easily customize your message for each individual recipient, and the resulting product is certainly more personal than a spammy email blast. Rather than an one-message-fits-all TV or radio spot, VDP allows people to carefully craft their message to be specific to the recipient. In addition to the message, you can also design a beautiful background image or graphic to take the personalization one step further.

Ultimately, these are just a few myths about the printing industry. The fact is, direct mail has made a huge comeback, and while it’s true that digital marketing is gaining popularity, many people will always appreciate the personal touch that comes with direct mail marketing.

At a time when we all spend hours of the day staring at screens, there’s always going to be something special about a physical message you can hold in your hands.

For more information about Direct Mail Marketing in Tampa, contact Modern Mail and Print Solutions.

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