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Direct Mail Campaign: 3 Vital Elements For Improvement

Marketing is a complex field. Many firms have some difficulties with their direct mail campaign process. Though each individual company may have different personal goals, they all must rely on marketing campaigns — either through digital strategies, direct mail advertising, or a mix of the two — in order to successfully achieve those goals.

However, even the best attempts can go awry; direct mail marketing campaigns can miss their target, digital campaigns can get lost in the fray, and mistakes can crop up in both. These are the problems many companies face with their direct mail campaign.

Direct mail campaigns, in particular, can be more difficult because less data can be mined from their implementation; on the flipside, they are more profitable if done well due to the fact that 92% of shoppers prefer direct mail for making purchasing decisions. Rather than take another shot in the dark, consider the following vital elements of direct mail marketing campaigns.

Close-up Of Postman Hands Putting Letters View From Inside The Mailbox referencing to a direct mail campaign

Direct Mail Campaign Improvements

  • Audience

As a business, your demographic is your livelihood. In order to appeal to their needs, you must understand who they are and — more crucially — how you can get in contact with them. Make sure all of your data is up-to-date: clean up your mailing list by eliminating false addresses and continue to track purchase history and geographics so you can better target them. The more information you can collect, the more you can narrow down who they are; the more you do that, the better your response rate will be.

  • Offer

You know who they are, but what do they like? Garnering loyalty (and making sales) hinges upon what you’re willing to offer your prospective customers; if your offer does not resonate with them, they’ll find one that does elsewhere. Consider taking a look at your past strategies — what worked, what didn’t, and how they differ.

  • Design

First impressions happen in fractions of a second, but can take a lifetime to change. You’ve got a great offer — now make it look great. Pay attention to colors, layouts, and spelling! Grammatical and spelling errors can turn someone off of your company before you have a chance to get your foot in the door.

By truly understanding these elements, you can build a direct mail campaign on their solid foundation. Then, all you’ll have to do is find a reliable printing company to handle your commercial printing needs. Don’t let another campaign fall by the wayside; improve your foundation and get started with commercial printing today.

Click here to learn more about direct mail campaigns in the Tampa Bay Area. 

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Direct Mail Don’ts: 3 Things To Avoid During Your Campaign

In this digital marketing era we live in, the consumer rules. With a plethora of businesses all vying for their attention, they have the opportunity to be choosy. Marketing strategies must be well thought out or they will fall by the wayside while your competitors scramble to the top. You have to be aware of direct mail don’ts to avoid client conflict.

Direct mail marketing campaigns offer a way to give your consumers what they want — personal attention and motivation to swear fealty to your brand. Let’s take a look at three things you should not do when working on your direct mail campaign.

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Direct Mail Don’ts

  • Fail to proofread

Although you may be excited about your mail processing campaign, don’t rush things. Nothing turns a customer off more — and puts your mail in the garbage faster — than a glaring typo, noticeable formatting issue, or overall poor print quality. Before you give the go-ahead to mass produce the product, take some time to actually look at it and read it over.

  • Forget to follow up

Direct mail marketing is an easy and profitable way of getting your company’s foot in a customer’s door, but it’s going to take a little more effort to fully secure a lead. Make sure that you’re re-engaging after that initial interaction, or your consumers may lose interest and go elsewhere.

  • Ignore the Internet

As effective as direct mail can be, it shouldn’t be your only marketing strategy. We live in a digital and mobile age. Meaning nearly everyone in the world owns a cell phone, so not establishing an online presence is damaging. Find a sustainable balance between direct mail marketing and digital marketing, and you’ll be hitting customers on all fronts.

You can’t create an effective direct mail advertising scheme without a quality printing company at your disposal. By utilizing all manner of printing services and implementing a direct mail processing plan, it will be surprising at how many new leads your company receives. Approximately 90% of millennials believe that direct mail advertising is reliable; by resisting the above mistakes, you can help raise that percentage even higher.

Additional resources about our direct mail services we offer, click here.

Additional resources about what other direct mail mistakes to avoid are here. 

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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.

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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.

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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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Do Flyers Still Work In The Digital Marketing Age?

Nowadays, it seems everything is online. In an increasingly virtual world, however, clients appreciate getting a greeting in the mail once in a while. Direct mail strategies are still a lucrative business for marketing across the country.

But what about flyers? Where is their place in the marketing world today?

Why flyers are important

Flyers still hold a firm position in the marketing world. Just as people fight for the print versions of books over electronic readers, flyers are a physical reminder designed to engage the complete attention of the individual.

In fact, a recent study found that recalling ad information was 70% higher among those who received direct mail over a digital ad. Physical presence is just as important to implement in your marketing strategy as digital marketing techniques.

The perks of flyers

There are still countless benefits to using flyers made through commercial printing options. Digital printing companies have streamlined the printing process in order to curate the perfect flyer for the job. Here are just some of the benefits of relying on flyers:

  • They’re affordable — Flyers are a great way to reach a lot of people in a short amount of time for little cost to your business. Instead of shelling out for advertisements and redesigning your entire website, flyers are still a great way to reach numerous clients with ease.
  • They cater to your locale — Many online businesses get caught up in trying to reach new consumers across the country. But your local roots are what’s going to keep your business strong. Handing out flyers allows you to engage with your local community and interact with current and soon-to-be current clients. It’s a personal touch that many people appreciate.
  • They help you form connections — When you want to hang your flyer at your local cafe, you’re likely to strike up a conversation with the manager. The same could be said at the restaurant down the street, the museum across the block, and the small business next door. Commercial printing your flyers will appear around your entire neighborhood if you walk out your front door. While your flyers help you engage with your consumers, they can also help you engage with fellow local businesses.
  • It creates something tangible — As mentioned above, people are more likely to remember your direct mail marketing and flyers than online options. This is because the consumer loves the feeling of something tangible. This characteristic allows the consumer to hang the flyer on their fridge, carry it to a local shop, or hand it to a friend.

Direct mail marketing companies have still realized their niche in an increasingly online world. When you realize your business can benefit from wholesale printing services, contact Modern Mail and Print Solutions online today for the best in commercial printing, direct mail marketing, and mail processing.

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Why Your Marketing Strategy Should Marry Direct Mail And Digital Marketing

There are articles upon articles about the importance of digital marketing in today’s tech world, yet the effectiveness of traditional direct mail strategies shouldn’t be overlooked. At the same time, ignoring the necessity of a strong digital marketing campaign will destroy your business. The obvious solution, then, is to artfully combine digital efforts with direct mail strategies in order to maximize the success of your marketing campaigns. If you’re not convinced yet, read up on these reasons why you need both methods to succeed.

Digital Inundation

Digital ads and banners are on every page, platform, and video. The average American is exposed to thousands of advertisements per day, according to recent reports. With this much digital content, consumers have become accustomed to scanning over these ads as they read or scroll through websites and social media platforms. Only about 2% of digital ads actually receive a person’s full attention each day, making most of them useless background images. This saturation of digital content also means that its quality has significantly decreased and it has become less trustworthy in the eyes of consumers.

Mailboxes vs Inboxes

This saturation affects your email inboxes as well. Consumers lose track of the hundreds of promotions sitting in their inboxes, but they will have much less content in their physical mailboxes. Over 60% of direct mail recipients were convinced to visit a promoted website, and the greatest influence was on first-time shoppers, according to a USPS study. Partner with local commercial printing services, like a printing company Tampa Bay trusts, and your physical promotions and ads will make it right into the hands of your target audience.

People Love Print

When you work with an experienced and local printing company Tampa Bay has to offer, you’re creating content that consumers can easily process. According to a sweeping study a neuromarketing firm conducted for Canada Post, direct mail takes 21% less cognitive effort to process than digital media. This suggests that direct mail is easier to understand as well as being more memorable. Consumers could recall a brand 75% of the time when they receive direct mail offers, but only 44% of the time when they received digital-only versions.

In the world of marketing, the most effective campaigns do not rely solely on one technique or another. By marrying digital marketing with direct mail strategies, a business can capture the attention of more consumers and generate more leads.

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3 Things You Need To Be Doing with Your Direct Mail

Your direct mail strategies could use a revisit, right?

That’s probably why you’re here, to find out what you could be doing better. Well, there are hundreds of different things you could be doin to enhance your direct mail marketing campaign. However, there are a few things that you should be doing.

When it comes to your direct mail strategies, make sure you’re doing three things.

Using the right medium

Not every company is the same and therefore not every company should use the same content medium. Direct mail marketing is effective, but it isn’t a universal fix for every business, it needs to be personalized and unique. That’s why you should pick the material that best suits your company as well as your target audience. Direct mail postcards tend to be the medium of choice for many businesses, but perhaps that’s where you’re falling short. You want to stand apart from the crowd and intrigue the recipients with a unique piece of mail. Consider useful objects such as magnets or bottle openers, or simply change it up by sending a brochure or a greeting card instead. Be relevant to your prospect and stand out in the mail, that is key to a successful direct mail campaign.

Get in your customer’s head

If you were the customer, what would make you pick up that piece of mail and read it? Chances are, you get your own direct mail on a daily basis. What makes you look at them? Do you respond to any of them? Getting into your customer’s head and “being the customer” can help you figure out an effective way to reach them. If you are trying to find new customers that look like your current customers, ask your customers what would make them respond to a direct mail piece. Chances are if you are trying to target like prospects, they too will respond to those offers. Maybe your customers like bland and boring and you’ve been adding too much sparkle to your mail, or maybe they like to see patterns and you’ve been using plain-paper. Little things can make a world of difference and standing out in the mail to your prospects is what drives results!

Follow up

Probably the most ignored part of direct mail advertising is following up with the customer after they’ve received your initial contact. Studies show hat sometimes it takes three contacts of your brand/logo for a potential customer to remember what you do. So, if you’ve identified a potential prospect as a good target market, then keep your marketing message in front of them. The more they see your message and offer, the more likely they are to use your business.

Direct mail is powerful; 60% of direct mail recipients were persuaded to visit a promoted website, particularly those who are first time shoppers, according to a USPS study. That means your direct mail strategies need to be effective.

If you’re in need of printing professionals to handle your direct mail campaigns, give us a call today.

 

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How to Create Personalized Direct Mail in 3 Steps

It shouldn’t come as a surprise that direct mail advertising is one of the best ways to reach your target demographic, no matter the product or location. However, what many companies fall short on is the ability to personalize direct mail so that it is unique to the recipient. With current technology and the services of printing professionals, you can make personalized direct mail postcards, letters, and other content with relative ease.

There are a few things that should be included in your personalized piece of mail.

Their Name

This is a no-brainer. The first step that you should take in creating personalized direct mail is to simply include their name. Don’t just slap it in the address block and call it a day though, you want to sprinkle it in the offer as well. The whole point of personalized direct mail advertising is to make the customer feel special like your company is taking an interest in them by making them an exclusive offer. Using a conversational tone (as though you are speaking to them directly) and using their name or company name every so often will really make the content feel personalized.

Their Purchase History 

If they’re previous customers who have gone inactive and you’re trying to reactivate them, then adding their purchase history into the offer can be another useful tactic. For instance, if a particular customer frequently bought things like shampoo, conditioner, or other hair care products, then you can offer them a promotional discount for all things hair care. Be relevant to what they want and will use and they will respond!

Their Location

Be the Neighborhood specialist! Offer promotional discounts and offers if they respond while you are servicing their neighbors or community. Let them know you are doing work in their neighborhood and their neighbors work with you because you are the specialist for their community. Like people, live in like areas and have like interest and if someone is using you, chances are their neighbors will too…especially if there is an incentive to!

Creating personalized direct mail advertising is a great way to draw customers in, especially since a mere 31% of direct mail is considered to have personalized content that customers find useful. Use that to your advantage in your next direct mail campaign.

If you’re looking for a printing company in Tampa to handle your direct mail campaigns, give us a call today.

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