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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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3 Direct Mail Marketing Tips for Real Estate

The real estate industry is a tough one without a doubt. It’s subject to inventory that is available and a market that can be extremely unforgiving at some points and overly generous at others. It’s no secret that successful real estate agents work hard to get leads and new customers, especially during times when the housing market is uncooperative.

If you ask the agents that sell consistently they will tell you that you have to keep your name in front of your market and stay top of mind with them for when the need arises. Direct mail has been a proven marketing tool for Real Estate Agents for years and a consistent tool used to keep your message in front of your prospects. Use these direct mail marketing tips to help boost your real estate game, even in the offseason.

Find Your Audience

The success of Direct Mail is dependent on the list you send to. Taking the time to prequalify your mailing list and identifying who your ideal customer is will significantly increase your response rates. A common practice by Realtors is to market to their Sphere of Influence (those that know you best) or by marketing in areas you are currently working in with Just Sold and Just Listed Postcards. The idea of like people, live in like areas and have like means, is a good starting place for selecting a good target audience for your marketing message. Keeping your name and face in front of them for when the time is ready is a successful strategy used by the best Agents. The more someone sees your name and message, the most top of mind you will become with that prospect.

Be a Resource

Building your brand with a new prospect takes time. When someone doesn’t know you or what you do, you have to build trust and break down the stereotype that it is only about you the Agent. Once successful strategy used by Real Estate Agents is using the power of information. Provide your prospects with tips on selling their house and market trends for their community. Don’t always make your marketing piece about you, instead gear it towards them and how you can help them. Portray yourself as the neighborhood specialist that knows their market better than any other. Quarterly newsletters or postcards with current events in their area are great ways to keep your name in front of your target market with helpful tips so that when they do want to buy/sell, you’ll be who they think of.

Don’t Go Overboard

If it’s important to send out mail, then what’s the magic number of how many times to hit them? Do you send out something once a week? Holidays only? The truth is there isn’t a magic number, and the frequency of your mail depends on you. It’s important to stay relevant though, so one piece of mail a month is a good baseline to work from. Being able to send your piece around a Special Event or Holiday does help get your message seen and will increase response rates. Using direct mail pieces with a shelf life is a very common practice too, something like a sport schedule or calendar. The more your prospects see you, the more top of mind you stay.

Direct mail marketing can be one of your most influential marketing tactics as a sales professional, especially if you work with a reputable printing company. If you’re looking to make your name a household name, go with direct mail marketing.

Need printing professionals for your campaign? Contact us today.

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How Variable Data Printing Can Help Your Next Direct Mail Marketing Campaign

Direct mail marketing is still an extremely viable way to target consumers and businesses. The reason for an unsuccessful campaign involving direct mail usually has to do with the inability or unwillingness to personalize. With advancements in the printing process, being able to personalize any and all direct mail is easier than ever. Most printing professionals are able to personalize your direct mail for you with a process known as Variable Data Printing.

What Is Variable Data Printing?

Variable Data Printing, or VDP for short, is the process in which a printing company can change printed elements from one piece to the next. VDP doesn’t slow down the printing process and therefore each article of mail can be quickly altered according to specific data. The data used to print the personalizations are from a database, or in some instances, an external file. There are three levels of VDP: simple text conversions such as the name on a letter, more complex alterations that can change things like graphics to target the different demographic groups (all the people who live here get this one, and the people who live there get that one, etc.), and full modifications for individual pieces. Depending on the need, there are different operational approaches to VDP involving file merging or data conversions.

What VDP Means For Your Business

Using Variable Data Printing means that you can tailor each piece of direct mail you send out to the person you’re addressing it to. This can include names, birthdays, coupons and discount codes, promo offers, location sales, and more. With that said, you will need to keep a continuously updated customer information file including things like history purchases, average amount spent, addresses, birthdays, etc. That way the data can be directly processed using VDP and you can offer things like promotions if a customer has been inactive for a certain period of time.

Variable Data Printing can be just the thing your next direct mail campaign needs to be successful. Of the direct mail that they receive, customers only find that 31% of it is personalized content that they believe to be beneficial. So change that by finding printing professionals who can accommodate all of your printing needs and help you successfully reach your customers.

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4 Ways You Can Save Money On Direct Mail Postage

Direct mail campaigns are one of the most effective forms of marketing. In fact, up to 84% of millennials look through their mail and 90% believe direct mail is reliable.

However, direct mail marketing can sometimes feel like a bigger investment compared to email marketing what with postage prices on the rise. So how can you save money on postage while capitalizing on direct mail’s ROI?

Consider the following ways you can save money on postage when sending out your business’ direct mail postcards:

Clean up your direct mail lists regularly

One of the best ways you can save money on your direct mail postage is by regularly cleaning up the list of people you send direct mail to. Remove the consumers who don’t respond to your advertising and target those who do.

Utilize print services

Print services allow you to print your direct mail campaigns on-site quickly and efficiently without having to worry about suspending the productivity of your own employees. What’s more, by using print services that also house mailing services you can save money on postage using drop shipping and increase your ROI.

Give your audience an online means to respond

Direct mail is more likely to get the attention of your intended audience compared to email marketing. However, it can be cheaper for you and more convenient for your audience to provide them with an online means to respond to your ad. Still, it’s important to pay attention to your target audience. If your audience isn’t tech-savvy, it may be in your best interest to provide the pre-paid postage for a response as usual.

Know your target audience

As mentioned above, it’s essential to know your target audience before making marketing decisions. By growing your mailing list strategically and editing it regularly to market towards those who respond, you’ll be more likely to get the ROI you want and the customers you need. When you market toward anyone and everyone, you risk wasting money and marketing materials.

When you use wholesale printing services, you can save money on direct mail postage by using drop shipping. For more information on digital printing and how you can save money on postage, contact Modern Mail and Print Solutions today.

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Millennials Actually Prefer Physical Mail. What?

We all know the stereotypes of the millennial generation. They are constantly glued to their smartphones. All they do is go to social media, text their friends, and read online blogs.

Companies do their best to market to millennials and gain their business. How do they do this? Through digital advertising. Although there may be some truth to this, millennials are not completely addicted to their phones. Surprisingly, the best way to reach a millennial is actually not through their smartphone.

Research has revealed that 77% of millennials pay attention to direct mail advertising. To that end, print ads are actually better at getting millennials to respond than digital advertising. Small businesses everywhere are now contacting printing companies and investing in printing services to have marketing material physically mailed to millennial consumers. How exactly does this work? Why do millennials prefer direct mail ads to digital ones? Let’s take a look.

They Ignore Digital Ads

A study conducted by the United States Postal Service (USPS) demonstrated that almost half of millennials ignore digital ads. It also revealed that only 15% of the same millennials ignored direct mail. “The study shows that 77% of millennials pay attention to direct mail advertising, 90% think it’s reliable [and] 57% have purchased in response to direct mail,” writes The Media Post. The study found that this could be a result of processing speed. Digital ad content is processed much more quickly, making it easy to skim over. In opposition, the nature of physical mail requires millennials to spend more time looking at and reading the material they receive.

Physical Mail Makes Them Happy

There’s something about receiving mail that just makes millennials giddy. Okay, not quite. But physical mail and advertisements do trigger brain activity associated with feelings of self-value and desirability. Participants of the study had much stronger emotional reactions when receiving the physical mail as opposed to an email or other online marketing messages. This means they were much more likely to remember and take stock in physical advertisements.

Although it may be hard to believe, millennials actually are much more likely to respond to direct mail ads than emails or other ads they see on the internet. If you are a business owner and are looking to reach these millennial consumers, take advantage of printing services near you to get your ads out there.

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