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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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Proposed Change In Mailing May Affect Direct Mail Strategies

The direct mail strategies used by companies have evolved drastically over the years, and another change may be on the horizon with recently proposed rules by the U.S. Postal Service (USPS). According to the Advertising Specialty Institute, the USPS is proposing a limit on all Marketing Mail to content that is only paper-based or is printed matter.

A Change In Marketing Mail

This potential change means that no other merchandise or goods, such as pens, buttons, or magnets, would not be allowed to ship as Marketing Mail. The rule would apply to regular and nonprofit businesses and to both letter-size and flat-size envelopes. As many companies rely on sending out physical goods to grab the attention of consumers, this could impact their direct mail strategies.
The exact pricing for sending mail with non-paper goods has yet to be determined, but senders would have to use another shipping method, such as Parcel Select or Priority Mail. Based on the most recent USPS Price List, companies would be looking at a price increase of several dollars per parcel when they have to switch from Marketing Mail to Parcel Select.
The USPS claims within the proposal that the change would allow the USPS to track more merchandise and it would reduce the number of operational inefficiencies caused by inflexible letter- or flat-size parcels that machines can’t process. The Alliance of Nonprofit Mailers strongly disagrees with these listed benefits and issued a letter to the USPS that calls the proposal unlawful. Before Oct. 22, the USPS is inviting comments on the proposed change.

Other Effective Direct Mail Strategies

If you rely on sending non-paper goods in your direct mail campaign, there are several options that are still very effective at engaging consumers and promoting your business.

    • Dimensional mailers are taking the direct mail marketing world by storm. Design 3D mailers that grab the attention of consumers, thereby instantly increasing the ROI of your marketing campaign. Typical 3D formats include boxes and tubs that have teasers on the outside.
    • Postcards have a huge impact as mailers. Oversized postcards have the greatest response rate over other mediums at 5%, and regular postcards are close behind at 4.25%. They’re easy to read, and with the right design they’ll instantly engage consumers.
    • Discounts and freebies are the perfect way to encourage customers to read the rest of the direct mail piece and to then go online or visit your physical business. These incentives are essential to increasing ROI and gaining returning customers.
    • Interesting envelopes create a connection with the consumer immediately. An envelope with an interesting marketing message or design will encourage consumers to open it right away.

The proposed change by the USPS can be intimidating for many businesses, but if you’re concerned about paying more to send promotional merchandise, consider switching to a different direct mail strategy.

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Offset Printing vs Digital Printing: What Is The Difference?

When you are looking for the right printing company for your business, you may go into it thinking that there is really only one option for your project. Printing is printing, right? In actuality, you will have a whole slew of options when you bring your project to printing professionals. One of the decisions you will have to make is between offset printing and digital printing.

Offset Printing

This type of production is called offset printing because the ink is not transferred directly on to the paper. Instead, the process involved plates usually made from aluminum that transfer an image on to a rubber surface. That image is then rolled on to a sheet of paper. Offset printing is designed to produce high volume orders because of the process it takes to set up a job. So the more you print, the less expensive the price is per piece. Since the majority of shoppers (92%) prefer to make their purchasing decisions by receiving direct mail, using offset printing for a large mailing job is very cost effective. This method also gives your printing job the best possible printing quality, with a crisp and clean look and vivid color reproduction. Offset printing can also utilize a range of paper types with custom finishes and custom inks.

Digital Printing

Digital printing is a company’s best option when looking for Short run capabilities. This process prints using dry ink toner and goes directly onto the paper without plates. One of the Key Benefits of Digital printing is leveraging variable data, such as unique codes, names, images or even letter versions. Offset cannot provide variable data between printing pieces so all of the material is the same, but digital printing allows you to personalize each piece to the recipient. As the technology in digital printing has progressed, its quality has become more acceptable for more uses. Its speedy process is another advantage, as printing projects that use digital printing often have faster turnaround times. This makes smaller printing jobs more cost-effective when using digital printing and you won’t be stuck with extra materials after the job is done.

It is essential to understand the options when selecting a printer so you are selecting the right choice for your specific needs. Most printers aren’t able to do both types of printing so they won’t give you the option, which could jeopardize your potential response rates. Knowing is half the battle and Modern Mail & Print Solutions is here to assist you with all your printing and mailing needs.

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3 Common Myths About Digital Printing Debunked

Even though digital media has revolutionized the marketing industry and created a whole new facet to how businesses promote themselves, print isn’t dead. There are still many positive and effective benefits to using direct mail in your marketing strategy. So in an effort to prove that digital printing companies can help with a successful print marketing effort, here are some debunked myths.

  1. MYTH – Direct Mail is expensive: Direct mail actually costs less to set up than email marketing or PPC. From a per piece cost, direct mail may appear more expensive but it allows you to be more targeted than any other marketing mean, providing a higher Return on Investment. Also, the larger the volume of pieces you print or the more saturated the mailing is into one area, the cheaper the piece gets.
  2. MYTH – Direct Mail is Generic: This is a very large misconception about the industry. Direct mail can be personalized to each personthey’re sent to. Digital printing uses a technique called Variable Data Printing, or VDP, that allows for changes to be made to each piece allowing it to be personalized to the recipient. That means headings can be changed to have recipients names, birthdays and other personalized information can be added, as well as discounts and vouchers for specific demographics. You could print a voucher for one customer that gives them 20% off their next purchase and one that gives their neighbor a BOGO discount without having to stop the printing process.
  3. MYTH – Direct Mail is Ineffective: A whopping 92% of shoppers stated that when it comes to making purchasing decisions, they prefer direct mail. Many consumers prefer to have a physical copy of a coupon or voucher rather than a virtual one from something like an email. They’ll be more likely to come into your store or business and actually use the voucher if they can hold on to it.

Even though you might think that the best route to go is still digital marketing, you are limiting the capacity of which a much more rounded campaign can produce results. Rather than isolating yourself to one method or another, try them both. Work on targeting demographics that shop mostly online as well as those who prefer in-store purchases.
Contact your local digital printing company for your next direct mail campaign.

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How to Revamp Your Marketing Strategy with Direct Mail

Marketing messages are everywhere now, more prevalent than ever with the increasing amount of digital platforms that allow for display advertising and targeted ad campaigns. Social media sites have drastically changed how many businesses view their marketing strategies and achieve demographic coverage. So with everyone playing the same game with similar marketing strategies, how can your business stand apart?  The answer is to take a fresh look at one of the original vehicles for reaching consumers: direct mail.

Direct mail may be an older form of marketing, but that doesn’t mean it’s less effective. It is proven to be the best one-on-one form of marketing that you can control who you hit and when you hit them with your message.  In fact, it’s typically more effective than some digital marketing practices. And here’s the kicker — everybody still gets mail and they look forward to seeing what is in their mail box. Mail hasn’t disappeared in the slightest! Utility bills may be going paperless, but that presents the perfect opportunity for you to take over the mailbox with your own personalized piece of direct mail. If 66% of shoppers are more likely to use a coupon or voucher if they have a tangible form they can hold in their hands, then why not be the company who gave it to them?

  • Start by gathering data. This includes addresses of all current customers as well as prospective ones. Analyze shopping trends and methods. Compile all data that can help you in the campaign.
  • Create a way to personalize it. Use the data to send out coupons or discount vouchers to shoppers who buy more of one thing or shop at certain times. Add names and shopping history if you can as well. It makes customers feel special and more willing to continue using your business.
  • Find a great printing company. You’ll want to make sure you find a printing company that can handle your printing and cater to your needs. Don’t confirm to templates and doing what everyone else is using for direct mail. Work with someone that will help direct you and get you thinking outside of the box!  Work with a Direct mail marketing company that can help you execute the perfect campaign at a cost effective price.
  • Once you’ve started your campaign, you’ll want to make sure you continue to review it’s success and reevaluate if necessary. Continue to offer new promotions and member discounts to keep people’s interest peaked.  Track your response rates and adjust your offer and message based off those responses.

The success of your business is about being different while remaining relevant. Don’t count out old tactics for new ones, and always pay attention to the data. If customers want physical mail, then you should definitely be the one to oblige them.

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4 Ways to Make Direct Mail Marketing Work for You

Direct mail marketing, if done correctly, can be an effective means of forging strong customer relations and brand awareness. If done incorrectly, then your mail will be considered “junk mail” and end up in the trash.

In truth, your well-composed, articulate piece of direct mail might end up in the trash anyway — that’s a significant risk of direct mail marketing. However, it is still the best marketing mean that can hit your target prospect at the right time, with the right message.  There are many uses of direct mail that might encourage recipients not to throw them away. Here are a few.

Catalogs

Not everything has to be a colorful, oversized postcard. Sometimes the best way to grab a potential customer’s attention is to be an open book (pun definitely intended). Sending a catalog that lists all of your products and services takes the ‘spam’ out of direct mail campaigns and leaves recipients with a straightforward list of what you can do for them. You can even include a coupon, but ultimately you’re leaving it in their hands to make a decision.

Discount Vouchers

The tried and (sometimes) true method of direct mail: discount vouchers. What better way to get someone interested in your product or service by giving it to them a Discount to response now, rather than later.

Useful Tips

Even though it’s technically “direct mail marketing,” you don’t always have to be direct. Sometimes all you need is to put your brand in someone’s brain and let it marinate there for a bit like a good steak. Eventually, they might need a product or service you offer, or know someone else who does, and your name will come to mind. You can do this by sending helpful industry tips, recipes, calendars, and more.  Keeping your message in front of your audience and staying Top of Mind is a great way to increase responses with your customer base.

Free Stuff

Going along the same lines as the discount voucher, if you can afford to give away samples, then you might have a great marketing opportunity. People love free stuff, even if they’ll never use it or have no interest in it, they’ll gladly accept it if it’s free. You can do this by sending a free sample directly to potential customers, or to whoever responds to your mailing. You could even use the piece of mail as a trade-in voucher, stating that if they come to your business on this day during this sale, they can “present this card for a free such and such.”

If you’re still hesitant on direct mail in a general sense, you shouldn’t be. Direct mail is preferred by 92% of shoppers for making purchasing decisions. All it takes is targeted direct mail lists with a reputable printing company, and some creativity to make your campaign a successful one.

Looking for a printing company in Tampa, FL? Call us today.

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9 Facts and Benefits of Digital Printing

With the boom of digital technology that has swept the entire world over the past 20 years it’s hard for people to think that printing has advanced as well. The truth is that there have been significant improvements to the printing process and quality using the same advancements in technology. If printing is just a monotonous task for you, like printing out this week’s expense report or your flight itinerary, then you’re missing out on the benefits that digital printing can provide, especially over offset printing.


There are a few aspects of digital printing you should know about:

  1. Paper: Digital printing usually requires a specially certified type of stock that’s just for digital, but depending on the printing company you choose they may use non-certified paper.
  2. Quality: The quality of digital printing is much like that of offset printing, and has extremely high quality black and white printing.
  3. Speed: Since there’s no need for plates or mixing the inks in digital printing, the process is much quicker.
  4. Minimal Costs: There aren’t any set-up costs or minimum print quantities with digital printing as well as no plate costs. Some machines are even capable of doing bindings as well.
  5. Prints what you need: Digital printing is great for small to mid-sized print jobs.
  6. On Demand: Digital printing is great for last minute print jobs and changes.
  7. Variable Data: The use of variable data is possible with digital printing. In other words, content can be changed from one piece to the next without slowing down or changing the quality of the process. This means you can personalize each piece which is a fantastic feature for direct mail campaigns. Roughly 90% of millennials find direct mail advertising to be reliable according to a recent survey, so being able to efficiently create personalized mail is crucial.
  8. Cool Effects: Certain machines are able to print special effects like white ink, UV ink, raised ink, and more.
  9. Environmental: Digital printing means less waste since there are no plates, films, or photo chemicals to worry about. Digital printers don’t need water anymore so a lot of water is conserved each year as well.

So the next time you’re in need of a print job for a direct mail campaign or maybe just new business cards, contact your printing company to discuss the benefits of digital printing.

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Direct Mail Marketing: How to Create a Campaign That Works for You

Direct mail can be an effective way to get people engaged with your company and drive sales, but only if it’s done correctly. When tackling your direct mail campaign, there are a few things you’ll want to make sure you get right — including finding a printing company that can handle your printing needs.

Proof Read

This incorporates two aspects of your direct mail: editorial and design.

If you’ve written the copy yourself, or have a copywriter, then you’ll still want to ensure that everything is correct and readable. If you think a “there/their” mistake isn’t detrimental, you’re wrong. It can be the quickest way your piece of mail ends up in the trash without a second thought. Take the time to look over your copy once you think it’s ready to print, and then have multiple other people look at it as well. Grammar, punctuation, and spelling are all aspects that should be focused on, as well as flow. Even if your copy is a grammatical masterpiece with not a single comma out of place, it can still feel choppy and hard to understand. So make sure it’s simple and gets the point across.

Same goes for the design. The more complicated it is, the more inclined people will be to discard it. Most consumers won’t spend the time to understand the direct mail postcards that you’ve sent if they’re confusing or have an overly complex design. Keep things aesthetically pleasing, but simple and comprehensible.

Use Direct Mail to Boost Online Traffic

Even though it seems like an extra step, using direct mail can be extremely effective in promoting your online traffic. More than 60% of people who received some piece of direct mail were influenced to visit a promoted website and most of them were first-time shoppers, according to a USPS study. Add a call to action about following your company on social media. Promote giveaways for new followers. Give people a voucher if they use the website to make a purchase. Any of these can be effective ways of boosting the online part of your business.

Don’t let your competitors out market you, use direct mail to your advantage and increase your company’s success.

If you’re looking for someone capable of meeting your printing needs, then contact Modern Mail and Print Solutions today.

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How to Revamp Your Marketing Strategy With Direct Mail

Marketing is more prevalent than ever with the increasing amount of digital platforms that allow for display advertising and targeted ad campaigns. Social media sites have drastically changed how many businesses view their marketing strategies and achieve demographic coverage. So with everyone playing the same game and having every team on the same field, how can your business stand apart? The answer is to take a fresh look at one of the original vehicles for reaching consumers: direct mail.

Direct mail may be an older form of marketing, but that doesn’t mean it’s less effective. In fact, it’s typically more effective than some digital marketing practices. And here’s the kicker — everybody still gets mail. Mail hasn’t disappeared in the slightest! Utility bills may be going paperless, but that presents the perfect opportunity for you to take over the mailbox with your own personalized piece of direct mail. If 66% of shoppers are more likely to use a coupon or voucher if they have a tangible form they can hold in their hands, then why not be the company who gave it to them?

  • Start by gathering data. This includes addresses of all current customers as well as prospective ones. Analyze shopping trends and methods. Compile all data that can help you in the campaign.
  • Create a way to personalize it. Use the data to send out coupons or discount vouchers to shoppers who buy more of one thing or shop at certain times. Add names and shopping history if you can as well. It makes customers feel special and more willing to continue using your business.
  • Find a great printing company. You’ll want to make sure you find a printing company that can handle your printing needs. You can even use direct mail marketing companies who can help execute the perfect campaign.
  • Revisit. Once you’ve started your campaign, you’ll want to make sure you continue to review it’s success and reevaluate if necessary. Continue to offer new promotions and member discounts to keep people’s interest peaked.

The success of your business is about being different while remaining relevant. Don’t count out old tactics for new ones, and always pay attention to the data. If customers want physical mail, then you should definitely be the one to oblige them.

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