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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 direct mail mistakes, you’ll be firing up your offset printing machine for production in no time.

Family Making Shopping list and coupons for modern mail and direct mail

You’ve Buried The Special Offer

You hope that your customers will be happy enough to get a well-design piece of mail from you. In reality, 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, 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 needs to have the correct contacts. The first step is to make sure that you’ve identified your audience. Then you need to create an up-to-date list of contacts who will actually like your offer. Before you spend time designing, be sure that you’ve nailed down your list to the right people.

You Don’t Have A Call To Action

Even when you’ve made your offer apparent, you need to include a clear call to action. Consumers can read an offer, but without a call to action, they it 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. Above all, 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. They 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:

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

They 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. Here is why everything should integrate for your marketing strategy…

a team discussing a marketing strategy

Digital Inundation

Digital ads and banners are on every page, platform, and video. The average American is sees thousands of advertisements per day, according to recent reports. With this much digital content, consumers have become accustomed to scanning over these ads. They do the same as they read or scroll through websites and social media platforms. In fact, only about 2% of digital ads actually receive a person’s full attention each day. This saturation of digital content also means that its quality has significantly decreased. In addition, 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 convincing to visit a promoted website. 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, 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 strategy, 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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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 Direct Mail Marketing Mistakes You’re Probably Making

You know the power of direct mail marketing, it’s worked for you before. Yet, for some reason, this go around it doesn’t seem to be producing the same effects. Did your clientele change? Did the entire world suddenly delete their email accounts all at once?

Probably not. As with any type of marketing strategy, direct mail is subject to change in correspondence (get it? A little direct mail joke there for you) with the fluctuations of society. So before you bail on your next direct mail campaign, compare your strategy with the list below of what not to do.

You don’t stand out from the crowd

People open up mail on a daily basis and do you want to know what they see? A lot of white envelopes. One of the worst things you can do for your direct mail campaign is to blend in with every other Joe Schmoe’s piece of mail. Adding a little bit of color or design to make your mail stand apart from everyone else’s is a sure fire way to at least draw the recipient’s attention.

Having an vague call to action

Your call to action is essentially your statement of what you want the recipient to do once they’ve read your mail. Do you want them to visit your website? Take advantage of an upcoming sale? Sign up for your newsletter? Having an unclear call to action will ultimately result in a pretty poor conversion rate, no matter how good your overall campaign maybe. Ensure that the recipient doesn’t have to guess what you want them to do, clearly state it for them.

Bad Copy

Proofread, proofread, proofread. The last thing you want to do is send someone a piece of mail and ask them to trust your product or services when you have glaring typos or grammatical errors in your copy. You also don’t want to overdo it with language or use a weird format. Stick to a basic, well-written bit of copy and you’ll do wonders.

You will also want to pay attention to your demographic. Perhaps you’ve been targeting the older generations with direct mail and the younger generation with email, even though 90% of Millennials find direct mail advertising to be reliable according to a recent survey. So take a bit of time to rework your direct mail campaign strategy and avoid these mistakes.

If you’re getting ready for your upcoming campaign and need wholesale printing services, call us today.

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Direct Mail Marketing Versus Email Marketing: Pros and Cons

Direct mail advertising and email marketing: which one is best for your business? Well, it could really go either way and it’s dependent on your business and the strategies that you use. However, there are many advantages and disadvantages to each method and it’s important to know which one is best for what time and purposes.

Below you will find the pros and cons of both email marketing and direct mail marketing.

Direct Mail Marketing Campaigns

The pros and cons for direct mail are far more extensive than this list, but here are just a few to get the ball rolling.

  • Pros
    • Direct mail has come a long way from the traditional, boring postcard that you get from your dentist every time you have an appointment coming up. With technology such as variable data printing and things like QR codes, direct mail can be engaged on a completely different level than before.
    • Direct mail can instill a personalized feeling in the recipient that can’t be matched with an email. People feel as though you put in more of an effort to send them a physical piece of mail and consider it to be more important.
  • Cons
    • It’s not always easy to build a reliable direct mail list because people aren’t as willing to give out their physical address as they are their email address. Not to mention people move and don’t always think to update you.
    • While direct mail can pay off substantially in the long run, it tends to cost more upfront compared to email marketing. You have to purchase paper, ink, templates, and contract a printing company as well.

Email Marketing Campaigns

As with direct mail, email marketing has its benefits and downfalls.

  • Pros
    • Email marketing is probably one of the least expensive avenues to use in your campaigns. That also means it tends to have a higher ROI than other methods.
    • Sending an email is instantaneous compared to the average week-long wait for direct mail. That means you can send out next day promotions and reach your target audience at a much faster rate.
  • Cons
    • Despite all the benefits of email marketing, it is becoming less and less effective with time. In fact, when it comes to making purchasing decisions, 92% of people state that they prefer direct mail. That could be because there is something inherently “spammy” about email marketing and people’s diminishing trust in the content.
    • Emails often don’t look as good as you want them to compared to the look and feel of direct mail.

When it comes down to which one is better for your business, the truth is that you should probably continue to use both. You may lean on direct mail marketing campaigns more but you shouldn’t stop using email marketing altogether. Find what works for you and use it.

Looking for a printing company to handle your direct mail marketing campaign? Give us a call today.

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3 More Creative Direct Mail Advertising Ideas to Get You Noticed

In the last article, we learned about some pretty creative and fun ways to make your direct mail stand out from the others. Sending custom made maps that show the customer exactly how to find you, balloons with secret messages that are only able to be read once blown-up, and useful items such that the customer can use were the creative direct mail ideas discussed last time.

In this article, you’ll find out about some more creative direct mail campaign tips.

Get Funky

Chances are you’ve received plenty of direct mail in your life, and they all tend to blend together. Not just in design, but in shape and medium as well. How many times have you gotten direct mail postcards from the dealership where you bought your car, or a card from your dentist reminding you about your appointment, or any other piece of direct mail for that matter? They’re all usually pretty similar. right? Well then don’t make your mail anything like theirs, be funky instead. Send odd shaped pieces of mail that catch the eye, or throw 2D out the window altogether and send a 3D object. You can send someone any number of things to make sure they remember you.

Origami Your Mail

Remember those pop-up books you used to read as a child or read to your child now? You can take that same principle of interactivity and apply it to your direct mail campaign. Anything could work, so long as it doesn’t remind you of a postcard. Send a paper airplane, pop-up card, or an origami creation to let people know that you’re not like the other guys.

Code a Conversion

Your direct mail is supposed to serve a specific purpose, one that leads to conversions. Rather than sending a piece with your website printed on it and hoping for the best, add a custom QR code that the recipient can scan to take them right where you want them to go. You can even create a custom QR code that looks like a work of art rather than a bunch of black and white blocks.

When it comes to your direct mail campaign, don’t be fooled by the convenience of technology. Despite the popularity of mobile devices, 66% of shoppers are more likely to use a voucher if they have a physical copy. So find a printing company and get to creating unique and creative direct mail that sets your business apart.

For all of your direct mail printing needs, give us a call today. We’re here to ensure your campaign runs without a hitch.

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