Archive for June, 2019

7 Advantages Variable Data Printing Has on Marketing Strategy

Shoppers want brands to target them with personalized direct marketing. In fact, 86% of consumers like when retailers personalize their marketing pieces directly to them and believe this does significantly impact their buying decision. To actualize this, businesses need to incorporate personalized marketing messages into their strategies.

One of the best technologies that can allow you to do this is variable data printing.  

Want to know more about variable data printing?

Keep reading!

variable data printing

What Is Variable Data Printing?

This refers to a digital printing technique which replaces static elements with personalized ones. It enables your target audience on your marketing list to receive personalized messages specific to them.  The nice part is with Variable Date Printing, you don’t have to manually design each direct mail piece to the recipient.

Variable data printing was first introduced in the 1980s but perfected in the 1990s. Today, it’s one of the best ways to improve your marketing strategies with direct mail.

Advantages of Variable Data Printing

Do you want to capture the attention of your target audience? Want to connect with your target audience on a personal level? Try variable data printing services.

Read on and learn the 7 advantages of variable data printing has on your marketing strategy.

  1. Personalize Your Direct Mail

Variable Data Printing (VDP) allows you to personalize every piece to the recipient, helping it stand out amongst all your mail. VDP allows your direct mail piece to speak specifically to your prospect and stand apart from the rest of the mail they receive.  It gives you the ability to have specific offers and coupons based off your prospects needs and wants, which will increase response rates.

  1. Incorporate Eye-Catching Images and Colors

Secondly, variable print allows you to incorporate eye-catching fonts, images, and colors. This helps to transform your direct mail piece and allows it to stand out.  For example, if you were a lawn care company, you could spell your prospects name mowed in the grass, grabbing their attention while speaking to what you do and are offering.

  1. Can be used on a variety of applications

VDP allows you to personalize any of your printed mail pieces for instance letters, postcards and brochures can now all be specific towards your recipient. Instead of saying, “Hey you,” you can now call them by name and personalize the message and offer towards the recipient.

  1. Can Batch Different Artwork within an Order

VDP Printing can allow you to combine multiple artworks within one order by using what is called a Letter Code. This will help you measure what message or offer will provide a higher response rate. It also allows you to maximize your order. For example, 1 order of 500 pieces instead of 4 orders of 125 pieces, which allows you to mail at a cheaper postage rate and save money on printing.

  1. Makes Data Analysis and Customer Tracking Easy

Want to track your customers and know the response rate of your direct mail marketing efforts? VDP allows you to include QR codes, call tracking numbers, and personalized URLs in your direct mail. Once you analyze the data, you can learn if your marketing efforts were successful or not.

  1. Targeted Campaigns

Variable Data Printing allows you to do smaller, more targeted direct mail campaigns that will yield a higher return on your mailings. So, instead of printing large static direct mail campaigns that you can’t track or measure response rates on, you can now leverage digital printing with VDP to do not only personalize your direct mail piece but to also do test campaigns and measure a true return on your investment. Less can be better with the use for smaller targeted direct mail campaigns.

  1. Higher Response Rates

Personalized direct mail has proven to generate a higher response rate compared to non-personalized pieces. In fact, direct mail returned an average response rate of 4.9% for prospect lists and 9% for house lists when using VDP on their marketing piece.

Why Variable Data Printing Is Perfect for Your Business

Variable data printing is perfect for all industries. Examples include: finance, telecommunications, retail, service industry, and pharmaceuticals. You can combine it with other marketing strategies such as social media and email.

Above all, this improves brand engagement, brand reputation, sales, and ROI!

For more information on variable data printing services, contact Modern Mail and Print Solutions today!

Posted in: Printing

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Business Mailing List 101: 5 Important Steps to Know Before You Buy

On a good day, 80% of direct mail gets opened while only 20% of emails get opened. This means that direct mail has a higher response and conversion rate compared to email marketing. The success of any direct mail marketing campaign rests on a few factors. One of those key factors is a targeted business mailing list.

Business mailing lists ensure that you get to send eye-catching direct mail pieces to the right audience. Without a targeted direct mail list, you risk sending your mail to the wrong prospect and wasting your money.

Want to buy quality business mailing lists? Read on and learn 5 important steps to know before you buy a mailing list.

business mailing lists

  1. Know Who Your Target Audience Is

Before you buy business mailing lists, you need to learn more about your target audience. In other words, you have to know who you sending it to for your campaign to be successful. Sometimes the best way to do this is to look at your current customers. Your future customers will typically look like them, so when buying a list you want to find like-minded people. With your mailing list, you have the ability to narrow it down based on specific elements that are key to your marketing campaigns.

For example, you can segment your mailing list as follows:

  • By geography
  • Demographics
  • Business stats
  • By traits and hobbies
  • By customer status

In some cases, you may need to combine different segments to reach your target audience. For instance, you can combine data from geography, demographics, and traits or hobbies to compile of the most effective list.

  1. Determine the Update Frequency

Before buying a mailing list you will want to know where your list vendor is getting their data form and how clean the list is. Mailing to the wrong list or an outdated one will dramatically affect the success of your campaign. So, it is important make sure your list is NCOA and CASS certified before buying.

Second, a clean list ensures that you don’t send direct mail to people who no longer live at a particular address. If this were to happen, you will end up losing money and time. In fact, this can be all be avoided during the NCOA process, which should be done on all mailing lists.

Another tip: Before buying business mailing lists, always find out when it was last updated from your vendor. For reference, a quality mailing list should get updated every 30 days.

  1. Have a Clear Marketing Goal

What would you like to achieve after running your direct mail marketing campaigns? Would you like to improve your brand engagement? Are you just trying to get your name out to possible prospects? Or simply direct your target audience to your new store? Would you like to make a quick sale or foster long term relationships with your customers?

Having clear marketing objectives before sending out your direct mail pieces is very important. With clear objectives, it is easier for you to design your direct mail for your target audience. As such, it makes it easy for you to achieve your marketing objectives.

  1. Cost of Business Mailing Lists

List owners sell business mailing lists at a cost per thousand. As such, you can find general mailing lists ranging from $20 to $85 per thousand and those prices can increase if you purchase for multi usage.

For specialized lists, the price is a bit higher per thousand but the goal is that you are getting a more targeted list, which will yield a higher response. If you need the phone contacts only or business email lists, you can add those to a mail file and purchase on the per thousand basis from the list vendor.

  1. List Source

There are many list vendors out there selling data so you will want to know where they are getting their lists from and do they guarantee the information. Most data is profiled from Credit Card reports and mail back rebates, but understanding where your vendor is getting the information is very important.

As mentioned previously, you want to make sure they are selling you clean, up-to-date data that they will back. Not knowing where your lists are coming from is a dangerous game and could not only hurt your brand but waste thousands of dollars.

How to Get a Mailing List

When it comes to sourcing business mailing lists, find a reputable company. It should offer quality, accurate, clean and up to date data. Doing so ensures the success of your direct mail marketing campaigns.

For all your direct mail and custom mailing list needs, get in touch with us today. Above all, we at Modern Mail & Print Solutions will ensure your business needs are met.

Posted in: Business Resources, Campaigning Help

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You’ve Got Mail: 5 Benefits of Effective Direct Mail Marketing

Over 56% of consumers who received direct mail went online and visited an online retailer. Of those who responded to direct mail, 62% of shoppers made a purchase online. Today, most businesses think email, social media, and digital marketing are the most effective. What they don’t realize is that direct mail is the perfect complement to their digital marketing and nets a high response rate. Want to know more about effective direct mail marketing?

Woman Putting Letter In Mailbox - effective direct mail

What Is Direct Mail Marketing?

Direct mail marketing refers to marketing that involves the sending of physical promotional material to customers. The majority of direct mail marketing goes through the US Postal Service. They deliver promotional printed material to the target audience which can be Business to Consumer or Business to Business.

Types of direct mail include postcards, catalogs, newsletters, sales letters, and brochures.

Benefits of Effective Direct Mail Marketing 

Although technology is shifting towards more digital marketing, direct mail is still the best marketing mean for businesses to hit a target market with a marketing piece specific to the recipient.

Read on and learn the 5 essential benefits of effective direct mail marketing.

  1. Flexible

Direct mail marketing can serve different marketing goals. First, it promotes upcoming products. Second, it acts as an invitation or a promotional tool where your potential customers can redeem it for coupons.

Direct mail is also a perfect tool for educating your target audience. This helps to create long-lasting relationships. A good example is a newsletter that gives updates on current happenings in your industry.

Don’t forget that direct mail can help your business gather useful information by driving them to a specific website or landing page. Information that includes email addresses and phone numbers.

  1. Efficient

Over 47% of millennials check their physical mailbox every day. This is great news to businesses considering that millennials spend a lot of time online. As a marketer, you can incorporate extra elements such as QR codes and scannable coupons to your direct mail piece which will help increase response rates.

By doing so, you provide a well-rounded approach not only to millennials but to the Gen Xers too. This helps to leverage their multichannel interests.

  1. Helps Your Brand Connect with Prospects

Personalizing your direct mail evokes emotions from your target audience. This gives your brand the power to connect with your target audience. In fact, including the person’s full name increases the response rate by 50%.

What you need to know is that direct mail can connect with people from all generations. The reason for this is that it leaves a positive impression and also makes the customer feel valued.

  1. Gets Your Brand Noticed

Direct mail such as brochures put your brand’s name, and message right in front of your target audience face. Compared to email where most marketing messages go to the spam folder and remain unopened, direct mail success rate is higher.

Want to ensure that your brand stands out? Be sure to use postcards, brochures and newsletters that have an eye-catching design. Include a call to action, and use personalization.  Calling your prospect by name rather than a generic “hey you” will help you get noticed!

  1. Supports Extra Marketing Key Performance Indicators

Direct mail does not support sales only but extra marketing key performance indicators. For instance, if you send a postcard or catalog to your target audience, they will take action.

That is, to browse and shop from your online shop. In fact, over 92% of customers have ended up shopping online as a result of direct mail.

Effective Direct Mail Marketing Strategy for Your Business

Want to take advantage of effective direct mail marketing? Go after the right people, make sure your message is clear and easy to read. To do so, incorporate text highlights and bullets.

Remember, you can ensure your prospects flow from your direct mail to your website. To do so, incorporate QR codes, and scannable coupons.

Are you ready to get started on a direct mail marketing campaign of your own? Contact Modern Mail & Print Solutions today and be one step closer to dominating your industry.

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Offset Printing vs Digital: Who Comes Out on Top?

For the commercial printing industry, sales will grow by 1.5% to 2.5% in 2019. This translates to $87 billion in new business. This means the printing and direct mail industry is continuing to grow and is not going anywhere!  Tapping into direct mail marketing is a big opportunity for any businesses continued growth.  Knowing how to get the best “bang for your dollar” though will be key in keeping your costs down and ROI high.  This is where knowing the difference between digital and offset printing comes in and how to best leverage the two different types of printing.

Want to learn more about offset and digital printing?

Keep reading!

Worker in printing and press centar uses a magnifying glass - offset printing

What Is Offset Printing?

This is a printing method of mass-production printing in which the image gets transferred from a plate to a rubber blanket and finally the printing surface. Offset printing is a planographic method of printing because the material is flush with the plate’s surface.

What Is Digital Printing?

As a method of printing, a digital based image gets transferred directly onto the printing surface. Unlike offset printing where the use of aluminum plates is common, digital printers rely on toners and liquid ink.

Offset vs Digital Printing

In commercial printing, both digital vs offset printing are useful. Problem is, they are very different in many aspects. In this post, we discuss the differences between offset vs digital printing.

  1. Cost

Firstly, when it comes to cost, digital printing is cheaper for short-run printing. The reason for this is because digital printing requires less set up costs. Problem is, it costs higher per unit.

For offset printing, cost decreases as units increase. This is because the machine needs a wash between color changes. For longer runs, it’s cost effective.

  1. Turnaround

Secondly, digital printing is suitable for short runs and the setup costs are cheaper. As such, it allows printers to provide a quick turnaround.

In offset printing, the setup and maintenance costs are higher. This makes offset printing to have a slower turnaround time.

  1. Color Matching

In digital printing, printers use a toner (laser) and ink (inkjet). The system has a four-color matching process plus the CMYK mode. As such, digital printers can print grayscale and CMYK but not true colors like Pantone.

For offset printers, you have four ink rollers – Cyan, Magenta, Yellow, and Black. Here is how it works. Ink gets applied on a printing plate which is then offset to a sheet of paper via a rubber blanket.

As such, offset printing is perfect for jobs that need a Pantone match.

  1. Printing on Different Surfaces

Lastly, digital printers are able to print on paper only. The reason for this is due to the printer design which cannot accept other types of materials. When it comes to offset printing, it is easy to print on many surfaces.

For instance, you can print on round containers, sleeves, wrappers and plastic bottles.  Offset lithography is the best for printing on fabric, metal, and canvas. An offset printer is able to achieve this because of the flexible rubber blanket.

This offsets the image onto any material.

Offset Printing vs Digital Printing- Which Is the Right Choice?

There are a few factors to keep in mind when deciding between offset printing and digital printing. They include the type of work you are printing, proofs, the volume and ability to customize.  Remember, always make a smart decision as this will better serve your business and needs.

For more information on offset and digital printing and how you can save money, get in touch with us today!

Posted in: Printing

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