August 2018 - Modern Mail

3 Common Myths About Digital Printing Debunked

Posted by ModMail on August 30, 2018

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.

Common Myths About Digital Printing

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. However, it allows for more targeting than any other marketing mean. Which, in turn, provides you a higher Return on Investment. The larger the volume of pieces you print, the cheaper the piece gets.

MYTH – Direct Mail is Generic: This is a very large misconception about the industry. Direct mail can be personal to each person. Digital printing uses a technique called Variable Data Printing, or VDP. This allows for changes to be made to each piece allowing it to be personalized to the recipient. In other words, it means headings can have recipients names, birthdays and other personal information. Also, other items can be added as well, such 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.

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 and actually use the voucher if they can hold on to it.

Target Audience

Even though you might think that the best route to go is still digital marketing, you are limiting the capacity. 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.

Direct Mail Marketing Work: 4 Ways to for Your Business

Posted by ModMail on August 22, 2018

Direct mail marketing work, 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.

How to Make Direct Mail Marketing Work:

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. Let it marinate there for a bit like a good steak. Eventually, they might need a product or service you offer. In addition, they might 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. Hopefully these tips help you in marking direct mail marketing work.

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

Posted in: Business Resources

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