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The Importance of Branding Consistency in Direct Mail Marketing

The Importance of Branding Consistency in Direct Mail Marketing

Branding consistency can increase revenue by a third. For digital marketing, this is possible. For direct mail marketing, branding is a little bit different.

If you find yourself asking, “What is branding consistency, and how can it help my business?” Look no further. This guide shows you what a consistent brand looks like using direct mail—and how it benefits marketing strategy.

Use Similar Design

Familiarity is best. In fact, consumers are 80% more likely to recognize your brand if you use similar colors. Design features are crucial to branding consistency.

Customers want familiarity, especially in their mailboxes. Direct mail marketing branding demands recognition and personalization. Consider the first thing your clients experience when they grab their mail.

Sensory appeal through paper quality and color are the first things. Use direct mail to build that recognition and breed trust. If people know what to expect with your design, they’re more likely to open your mailers.

Maintain Outreach

Another crucial element to branding consistency is how often you send out mail. What kind of mail do your recipients receive and when? If you send out newsletters, promotional pamphlets, or reminder cards, these are likely on a timeline.

If your branding consistency for direct mail marketing does not include timelines, you need them. Consistent outreach (i.e., communication) indicates how organized you are with your clients. It can even demonstrate how well you know the people opening your mail.

Depending on your direct mail campaigns, you can reconnect with long-term customers. This means sending them special deals to demonstrate appreciation for their loyalty. If you send an incentive too late after an interaction, the recipient may be put off your brand.

Consistent outreach can draw in hesitant or weaker leads, too. The more you reach out, the more recipients will recognize your brand.

Stay On-Message

No matter what kind of mailer you send out, you must stay on-message. Your design is the first attention-grabber. Your message is second.

If your direct mail copy varies too widely, you can lose customers. A consistent copy is possible if you campaign for branding consistency for direct mail marketing. Track how your customers behave and find ways to test your mailing.

Knowing what content works best helps you stay on-message. On-message content varies based on who you mail. Long-term and newer clients have different needs, so make sure your mail copy addresses these accordingly.

The simplest way to stay on-message is with a clear brand voice. This reflects the messaging you offer to anyone you market. Your brand voice reflects your offering, purpose, vision, and the things that make your company memorable and personable.

Elevate Your Branding Consistency With Modern Mail

Now you understand the benefit of branding consistency and direct mail; you need a trustworthy agency. Modern Mail is all about maintaining your brand with high-quality materials. We understand the power of a personal touch.

Our solutions boost any direct mail marketing campaign and help your brand stand out. Reach out to us today for our personalized support. We look forward to working with you and boosting your reach!

Posted in: Business Resources

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Boost Your Sales and Grow Your Business: 8 Benefits of Print Marketing

Boost Your Sales and Grow Your Business: 8 Benefits of Print Marketing

So much marketing takes place in the digital sphere these days.

Or at least that’s the received wisdom. But predictions of the demise of print marketing are much exaggerated.

When it comes to digital vs. print marketing, there are certain clear advantages for digital. For instance, it can be cheaper and more accurately targeted. But it’s also less personalized, and it can be lost among the deluge of emails and clickbait ads that swamp us every day.

In the right situations, a print marketing campaign can make much more sense. It’s tangible, it can be personalized, and it tends to be more memorable for customers. Let’s look at some of the many benefits of print marketing.

1. Digital Saturation

This is an important factor in the question of print marketing vs. digital marketing.

The fact is, people are overloaded with digital advertisements. Whether it consists of bulk emails or ads on Google or YouTube, digital marketing has reached a definite saturation level.

It’s even reached a point where people automatically tune out these advertisements—becoming, in effect, blind to them. Turning to something old-school, like print marketing, is just the thing to re-engage a customer’s attention.

2. Print Marketing Is More Appealing

Physical objects are just more appealing than impersonal, ephemeral digital ads.

Despite the growth of e-books, people are still reading good old-fashioned printed books. There’s an important lesson here: something physical and attractive, like a well-designed catalog, conveys a sense of worth and demands attention.

3. Print Makes a Connection

Print marketing is much more likely to make a lasting impression. There’s a kind of “touch memory” involved, and high-quality printed material suggests that a business is professional and trustworthy.

4. Effective Local Advertising

A print campaign is a great way to build your brand locally. Whether through leaflets, posters, or brochures, print marketing is an effective means of boosting awareness where it matters most—local neighborhoods and businesses.

5. Printing Is Changing All the Time

Don’t make the mistake of thinking that print advertising is an old fossil.

Using new technology and methods, like variable data printing, print continues to evolve. And it’s not as expensive as it used to be. New methods of printing have conspired to lower costs, meaning budget considerations are less of a concern when choosing print marketing.

6. Better Sales

These days, people spend an awful lot of time on the computer or mobile devices.

Printed media, such as an old-fashioned catalog, lets them take a break from staring at a screen. Just the action of flipping through a catalog, examining products at leisure, can realize more actual sales.

7. Longevity

Printed ads last longer because they’re physical objects. Digital ads are ephemeral—here one minute, gone the next. They only exist so long as the customer is online.

But printed material can stick around, and even if it doesn’t make a first impression, there’s always a chance for a second or third later on.

8. Trustworthiness

Believe it or not, people trust printed advertisements more than digital ones. A report by MarketingSherpa found that 82% of respondents trusted print ads in newspapers and magazines more than any other type of advertisement.

If you want to make a real impression, print marketing is the key.

Boost Your Sales With Print Advertising

The advertising pendulum is starting to swing back, and print marketing is looking much more attractive now than digital ads.

Printing has been a tried and true marketing strategy since the invention of the printing press, and its future is looking bright. So contact us today at Modern Mail to learn how we can help with your print marketing needs.

Posted in: Printing

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