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Archive for February, 2019

Ways To Improve Your Campaign: 3 Ways for Dang Good Direct Mail

There’s no doubt that the world is changing. As technology becomes more and more pertinent, advertising campaigns have to adapt. At the same time, consumer behaviors are shifting; the demand for personalized marketing strategies is higher than ever. Making ways to improve your campaign seem difficult. If your company doesn’t incorporate both mobile and direct mail campaigns in their marketing methods, it’s only a matter of time before you fall behind the competition. Here are three ways to bring your direct mail marketing campaign into the modern era.

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Ways to Improve Your Campaign:

Presentation

It takes less than a second for people to form first impressions, and often times they change. Treat the design and aesthetic of your direct mail advertising like you would your store itself; it needs to be professional but not too serious, and casual but not lazy. As with most things in life, balance is crucial to success.

Personalization

Though this will be trickier for new customers, personal campaigns can greatly boost your odds of a sale. It has been statistically proven that customer experience trumps cost — try to treat your customer like an old acquaintance rather than someone with deep pockets. Collect as much information as legally possible to create an experience that is personal and unique rather than vague and generic.

Provide Value

Even the best direct mail campaigns fail if they’re not relevant to their target demographic, or if they don’t offer something useful in return. For example, people are less likely to visit your site if there’s no promotional sale currently going on. Try to focus on things that will encourage your customers to learn more about your business; the closer they get, the more likely they are to support your company.

Did you know that over 60% of direct mail recipients went on to visit a promoted website? With success like that, your company will be one step closer to domination in its field. You’ll need to find quality commercial printing services to handle the production of your direct mail campaign, and then you can truly experiment with the benefits direct mail offers.

If you’re ready to get started on a campaign of your own, contact Modern Mail and Print Solutions at 888.430.6245 for all your commercial printing needs today.

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How to Make a Millennial Direct Mail Campaign Successful

Contrary to popular belief, millennials do read direct mail. In fact, research has found that about 77% of millennials actually pay attention to direct mail advertising. But it is important to know what millennials are looking for in a direct mail campaign in order to make it successful. So if you have a direct mail campaign in mind, here are a few ways you can ensure it attracts the attention of your millennial audience.

Group of young people with smart phones standing in a row outdoors against a wall

Make it personal

One of the main things millennials look for in direct mail advertising is personalization. And with customers saying only 31% of the direct mail they receive incorporates useful personalized content, it’s crucial to go beyond just using their name. Putting other personal elements like a birthday coupon or their reward program balance could give you that extra edge against competitors. Working with a direct mail and printing company to create direct mail that focuses on individualism is key when trying to appeal to millennials.

Link it to digital platforms

While millennials do check and read their mail, they often put a heavier focus on online marketing. This is why combining direct mail and digital platforms could be beneficial. Direct mail should be used to lead consumers to online resources. This can be done by including links to social media and websites or even adding QR codes for increased convenience. Combining print and digital marketing tactics is a great way to get the attention of younger generations.

Use an emotional angle

Millennials are known for taking action when something is important to them. This is why more and more marketers are working with a direct mail and printing company to create campaigns that make emotional appeals to their customers. Making a social statement and showing how the company is making an impact in the world is a great way to attract a younger audience. Pledging to make donations, talking about the support of specific causes, or even just using the right colors and pictures can make a huge difference in standing out in the pile of mail.

While millennials do read their mail, it takes a little more effort to actually catch their attention. So consider implementing one of these tips and your direct mail campaign is sure to appeal to the millennial audience.

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Color v. Black and White Printing: Which One Is Right For Your Campaign?

Selecting colors for your direct mail marketing project might be one of the most important steps in your campaign. Though you may be tempted to simply choose your brand colors, and send the job to your in house printing company of choice, proceed with caution.

Color card with magnifying glass.Similar photographs from my portfolio:

Though using your brand’s colors will certainly help your audience recognize your company, sticking with the same color palette isn’t always effective. Different colors send different subtle messages, each of which can boost or hinder your campaign. In some scenarios, color printing might not even be appropriate at all– after all, black and white prints can still convey information effectively while also reducing costs.

Whatever the goal of your campaign may be, use these three tips to motivate your audience with effective color marketing:

1. Work With, Not Against, Cultural Color Signals

Every culture in the world attaches different meanings to colors. Generally, in the United States, warm colors like orange and yellow communicate fun, energy, positivity, and urgency. In comparison, cooler blues and greens communicate growth, stability, maturity, and dependability. That’s why you’ll notice banks and hospitals using blues and greens, while ice cream shops use more pinks. Consider the message you’re trying to convey, and choose a color for your mailers that support those ideas.

2. Know Your Audience

Different audiences will react differently to color messaging, and some might even respond better to black and white. After all, black and white tend to convey elegance and authority, like in a wedding invitation or a legal document. If you’re mailing documents that need to be filled out and returned, definitely opt for the cheaper and more readable black-and-white option. Most in house printing services will offer several different color and color-free printing methods to choose from.

3. Conduct Cost-Benefit Analyses

Finally, learning audiences and color theories will help your team save money during the printing process. It might make sense to impress new clients, potential donors, or other VIP audience members with full-color graphics, since these individuals are most important to sustaining your cause. However, devoted return customers, volunteers, or personal acquaintances might not need to be wooed with pretty graphics. Your team may be able to save money by communicating with these already-loyal individuals through affordable black-and-white newsletters and brochures.

Overall, about 92% of consumers say they prefer direct mail for making purchasing decisions. However, direct mail might not be quite so effective if the color scheme doesn’t make sense for your business, budget, or campaign. Use these three tips to make the right color selection for all your mailing needs.

For more information or to learn about our in house printing services, contact Modern Mail and Print Solutions today!

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The Common (And Costly) Direct Mail Mistakes You Need To Avoid

The marketing campaign of a company tends to first rely on digital marketing to get the attention of consumers, and then on direct mail marketing to rope them in. According to 92% of shoppers, direct mail is the preferred channel for making purchasing decisions. With all of that being said, it’s extremely important for your business to produce the best pieces of direct mail possible. As long as avoid these common mistakes, you’ll be firing up your offset printing machine for production in no time.

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You’ve Buried The Special Offer

While you may hope that your customers will be happy enough to get a well-designed piece of mail from you, they are almost always going to be looking for a discount or special deal above anything else. If that offer isn’t apparent from a customer’s first glance at the piece of mail, it might go right in their garbage can. Make sure that you lead with the offer and make it the focal point of the mailer. When customers can see the deal from the start, they’ll quickly understand how they can benefit from reading your mail.

Your Mailing List Is Ineffective

No matter how nice your mailer is or how good your offer is, it won’t have any effect on the wrong list of contacts. Make sure that you’ve identified your audience and that you’ve generated an up-to-date list of contacts who will actually be interested in your offer. Before you spend time designing the mailer and long before you’ve invested in using an offset printing for your mass mailing, be sure that you’ve nailed down your list and that it is targeting the right people.

You Don’t Have A Call To Action

Even when you’ve made your offer apparent and have sent the mailer to the right people, you need to include a clear call to action. Consumers can read an offer, but without a presentation of the next steps to take, they may let the offer lay on the counter and get buried by other mail. Make sure you tell them to take advantage of the offer through specific channels of contact like in person, on the phone, or on your website. You will also need to include a clear time frame that conveys a sense of urgency in order to inspire them to act quickly.

Direct mail can be a great advertising tool when done correctly. Steer clear of these mistakes and you will soon see the benefits of taking the time to design direct mail pieces and mass print them with offset printing.

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