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How to Tell If a Direct Marketing Mail Campaign Fits Your Goals

How to Tell If a Direct Marketing Mail Campaign Fits Your Goals

Did you know that 18 to 34 year olds have the best response rate to direct mail campaigns? It sounds counter-intuitive, but this young generation is so inundated with online spam that they self-filter harshly. Direct mail is a quieter form of communication and makes it easier to have your marketing message heard.

So how can you tell if marketing mail is right for your campaign strategy? Use this guide to determine if you should include direct mail in your marketing.

What Is Your Goal?

There are four stages of the customer life cycle, to make your mailings effective, you need to speak to the stage the customer is in.

  1. Prospect
  2. Warm lead
  3. Ready to buy
  4. Current customer

If someone is a prospect, then you want to establish trust and communication by offering them something of value. Accomplish this by directing leads to your website for a downloadable guide.

You’ll establish trust by not pushing the sale and communication by requiring an email for download. This is key because 56% of consumers think print marketing is the most trustworthy form of marketing.

Customers in the ready to buy phase can be encouraged by offering an incentive. You can push the sale harder at this point by reminding them why your company and product is the right choice.

Targeted Marketing

Direct mail lets you target demographics that are harder to target online. These include marital status, age, and household income. Use direct mail to target your audience offline and then bring them into an online conversation.

The most obvious use of targeting is for geographic regions. This is especially helpful if you have a localized business.

Personalized Touch

Direct mail marketing can enable you to have that personalized touch that consumers crave. It’s no secret that personalization has become the marketing standard in the last few years. About 80% of people are more likely to give their business to a company that makes the extra effort for a personalized experience.

You can start that experience with direct mail that personally speaks to the receiver. Then direct them to a landing page on your website that directly addresses their problem.

Your Business Is Local

If your business is local or you host local events, then direct mail is a great way to target those who live in the area. You can supplement your online efforts and ensure you reach the exact people you want to target.

Be sure to have one call to action that brings them back to your website or event page for more information. This can help you determine its effectiveness while continuing the conversation and building trust.

Try Marketing Mail Today

Isn’t it time you added print marketing to your campaign strategy? You could use marketing mail as its own campaign or have it supplement your online content marketing efforts.

Our knowledgeable team can help you create an effective campaign while also targeting the ideal audience for your marketing materials.

Contact our team today and let us create a modern mail and print solution for your business.

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News from Your Direct Mail Manager: 3 Innovations from the Last Year

News from Your Direct Mail Manager: 3 Innovations from the Last Year

Technology is the way of the future—or is it?

There’s no doubt that the digital world makes it easy to connect with people, but does that mean direct mailing services are irrelevant?

Absolutely not. 77% of Millennials take the time to read any direct mail advertising they receive. And direct mail requires 21% less brainpower to process than email—something everyone in our digital age can appreciate.

If you have a direct mail manager, you’re probably up to date on the latest trends from last year. In case you don’t have one (yet), here are 3 important innovations in direct mail from 2019.

1. Retargeted Direct Mail

Imagine if you could see what your target customers are doing online. Imagine you could track their email, social media, and web browsing usage to see what they’re most interested in.

Now imagine you can use that information to send them highly personalized direct mail within 24 hours of those initial actions.

Sound like science fiction? As of 2019, it’s reality. In as little as 12 hours after digital interaction, you can create a personalized piece of mail to send directly to the user’s home.

This hyper-targeting allows you to reach your potential customers while your brand is still fresh in their minds. No wonder the current ROIs for these campaigns average nearly 30%.

2. Informed Delivery Notifications

What if you could combine your digital marketing and direct mail strategies? USPS is now offering informed delivery notifications that allow you to do just that.

Customers can access a daily “preview” of their incoming mail—including your direct mail. They can view an image of their mail’s exteriors from an app, email, or online dashboard.

But wait—it gets even better. You can include digital content as part of your campaign, allowing them to connect to your website, app, or social media pages. They can do all of this before they even receive the physical piece of mail.

This powerful one-two punch gets your brand in front of customers up to three times before they ever open your envelope. Imagine how your conversion rates could soar with this new technology!

3. Informed Visibility Tracking

A final innovation we love from 2019 is the informed visibility tool from USPS. It allows you to track every piece of mail from barcoded envelopes to bundled packages.

Why is this important? You’ll know exactly when your mail has been delivered, allowing you to coordinate the timing of your marketing efforts.

You can use this delivery information to plan the best time for paid ads and other marketing tactics on Google and your social media channels. This ensures your campaigns are both timely and perfectly optimized for maximum conversion rates.

Do You Need a Direct Mail Manager?

As a savvy business owner, you might be tempted to tackle your own direct mail campaigns.

Wouldn’t it be better to enlist the help of a professional marketer who understands the latest trends? If you want to reach your direct mail campaign goals, our direct mail managers can help you get there.

Click here to learn more about our direct mail marketing services and how we can help your company grow.

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Why Your Business Needs Direct Mailing Services

Why Your Business Needs Direct Mailing Services

Direct mail has been around for decades — and it won’t go away anytime soon. Despite the rising popularity of digital advertising, people are still eager to read their mail and get personalized offers. Whether you’re a small business owner or an established company, direct mailing services can increase your sales and revenue. On top of that, you’ll find it easier to build lasting relationships with your customers and keep them engaged.

According to a recent report, four in 10 Americans look forward to checking their mailbox. Over 40 percent either read or scan their mail.

The same report states that direct mail has a 21 percent return on investment. But that’s not all.

Consumers who receive offers by mail spend nearly 30 percent more money than those who don’t get those flyers, brochures, and other promotional materials.

Need more proof? Read on to find out how direct mail can benefit your business and improve customer experience!

Target Your Customers More Effectively

When you use social media, targeting your audience is a breeze. Direct mail, though, is tangible and allows you to connect with your prospects on a more personal level.

With this advertising method, you can laser-target your customers and send them the right offers at the right time. Consider working with a wholesale direct mail provider to lower your costs and reach a wider audience.

Build Trust in Your Brand

More than 293 billion emails were sent in 2019. This number is expected to reach a whopping 347.3 billion by 2023.

In addition to hundreds of emails that end up in the trash folder, consumers are exposed to dozens of banners and online ads on a daily basis. Many of these offers fail to meet their expectations because they are poorly targeted.

Direct mailing services, on the other hand, can help you build trust with your customers and increase brand awareness.

According to the report mentioned earlier, over 70 percent of Americans say that direct mail is their favorite way to connect with brands. Additionally, nearly 60 percent enjoy getting mail about new products from their favorite brands.

However, this doesn’t mean you can send a bunch of flyers and catalogs to your customers every week. Personalize your offers for each target market. Make your promo materials stand out by using the right colors, fonts, and other branding elements.

Gain a Competitive Advantage

Another reason to use direct mail is that it can give you a competitive edge.

This advertising strategy is becoming less common. Some of your competitors might not be using it at all.

By sending promotional materials to your clients by mail, your offers have a higher chance of standing out. The Internet, on the other hand, is full of ads that customers may or may not trust.

Leverage the Power of Direct Mailing Services

From memorable customer experiences and higher ROI to increased brand awareness, direct mailing services can benefit your business in a multitude of ways. This marketing strategy is highly targeted and personalized, creates a sense of trustworthiness, and comes in a familiar format.

On top of that, you can choose from a wide variety of formats and styles for your marketing materials. Oversized catalogs, brochures, postcards, and flyers are just a few to mention

So, what are you waiting for? Leverage the power of direct mail to reach more customers in less time. Contact us today to discuss your needs and find the best mail and print solutions for your business!

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Are Direct Mail Marketing Costs Worth It?

When was the last time you sent an exclusive offer or a brochure by mail to your clients? If you can’t remember, it’s time to do it more often. Direct mail marketing is far from dead.

According to a 2017 survey, this marketing channel has an average return on investment of nearly 30 percent. That’s significantly higher than online display and paid ads.

Furthermore, about four in 10 American consumers look forward to checking their email every day. In fact, approximately 41 percent of those aged 50 to 64 years and 56 percent of those over 65 do so.

Direct mail marketing costs aren’t necessarily higher than those of email or social media marketing. Although postage costs have increased over the past years, print costs have dropped. Additionally, this marketing strategy has a high ROI, so it pays for itself.

Whether you want to build lasting relationships with your clients or drive engagement through personalization, direct mail is the way to go. It’s a proven way to increase customer engagement, build trust, and gain a competitive advantage.

So, what are the advantages of direct mail advertising? Why should choose this marketing channel over others? Read on to find out!

Breaking Down Direct Mail Marketing Costs

Wondering how much does direct mail cost? The answer depends on several things, including what you sell, who your audience is, and what products you’re planning to send by mail. However, direct mail costs might be cheaper than you think.

In fact, direct mail is extremely cost-effective considering it’s the only marketing mean which puts the message right into the consumer’s hands. Conducting a direct mail campaign leads to higher conversion rates, can be easily trackable, and is a personal touch from company to consumer.

The actual price of a direct mail campaign can cost anywhere from 30 cents to more than $10 per person and that’s worth it and rewarding for your business when you have the right message to the right person.

What you sell matters too. For example, if you provide legal services, you’ll most likely send brochures or traditional letters. A company that offers floral arrangements or party dresses will send a colorful postcard, so the price will be higher.

Next, consider your audience. It’s one thing to target existing clients who are familiar with your products, and another thing to reach out to new customers (who may need more information).

Direct mail marketing costs also depend on whether you hire a graphic designer or use pre-made templates for your advertising materials. Some websites offer free templates that users can customize and print with a few clicks.

Other factors that influence the average cost of direct mail advertising include:

  • Mailing list selection
  • Marketing copy
  • Printing and distribution
  • Reprints and new designs

The good news is that you can purchase most services at affordable rates. A reliable commercial printing company can assess your needs, provide free samples, and make an offer that fits your budget.

For further savings, consider using wholesale printing services.

Above all, no matter the final price of your direct mail campaign, it will help with brand exposure, increase traffic to your site, and add an extra touch point for your consumers.

Is Direct Mail Really Worth It?

Direct mail isn’t the cheapest marketing channel, but it’s worth the cost.

Think about it: everyone is online in this competitive era. Consumers are tired of having their inboxes flooded with countless emails.

In fact, many of them don’t even bother to read their emails — unless they come from a friend or colleague. Some use advanced spam filters, so they might not even see your message.

Direct mail offers more opportunities for personalization than email. Additionally, it makes it easier to target specific markets based on their age, location, income level, and other criteria.

A staggering 80 percent of customers are more likely to purchase from brands that offer personalized experiences.

Greater privacy, increased brand awareness, and ease of execution are just a few of the many advantages of direct mail. Plus, you can easily measure the results of your marketing efforts without complicated analytics.

Leverage the Power of Direct Mail Marketing

Direct mail adverting has been around for decades — and it won’t go away anytime soon. Use this marketing channel to give your brand a human face, connect with your customers on a more personal level, and make your products stand out.

Interested to know more about direct mail marketing costs? Contact our team to discuss your idea and get a free quote!

From mail fulfillment and data processing services to custom mailing lists, we’ve got you covered!

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Direct Mail Response Rates and Other Metrics: How to Measure Your Campaign

Email, social media, and other online advertising get most of the attention in today’s world but old-fashioned direct mail still works like crazy. In fact, direct mail outperforms digital marketing by 37 percent with a house list.

One of the reasons a lot of marketers avoid direct mail is because it takes more work to track everything. But that will work in your favor if you do the work to set up your direct mail campaigns effectively.

Let’s look at how to measure your direct mail response rates and other important metrics.

What Are Direct Mail Response Rates?

The response rate of your mailing is the percentage of people who responded to the offer. For example, if you mail 1,000 packages and 50 people respond, that’s a 5 percent response rate (50 divided by 1,000).

According to the Direct Marketing Association (DMA), the average response rate for house lists is 9 percent and the average rate for prospect lists is 5 percent. There are lots of factors that affect a given campaign including:

  • Cost of the offer
  • The complexity of the market and product or service
  • How well targeted the list is

Conversion Rate vs Response Rate

Conversion rate is another metric that you should always measure on your direct mail campaigns. The conversion rate is the percentage of people who not only responded but also took the offer.

Conversion rates and response rates can sometimes be so similar that you don’t need to track them separately. On lower-cost offers, especially for things that are impulse items, the two numbers will be virtually identical. The only response might be to take the offer.

Tracking the two metrics independently is more important on offers with a higher price or a longer sales cycle where the prospect may take some time to make a buying decision.

How to Measure Your Response and Conversion Rates

Part of what makes online marketing so attractive is the ability to track prospects at almost every step of the sales funnel. It’s easy to pinpoint where a customer first saw your ad or read about your company.

You can do the same thing with direct mail but it takes a bit more planning. The key to direct mail tracking is to make every step identifiable so you can connect a conversion back to the source of that lead.

If your mailing directs the reader to your website for more information, set up a unique landing page for every mailing you send. Instead of directing them to www.yourcompany.com, point them to www.yourcompany.com/product-x-landing-page.

You can also use Google’s Campaign URL Builder tool to create URLs that you can track from within Google Analytics.

The same goes for phone numbers. If the goal of your mailing is to have prospects call you, every mailing should have a unique number whenever possible. The number might forward to your main number but with a unique number, you’ll know how many people called in response to that particular mailing.

You can also use coupon codes, department numbers, extension numbers, or any other unique identifier in your ad. When the prospect calls, ask them for the number.

Creating Direct Mail Campaigns

Getting your campaign set up so you can measure direct mail response rates takes planning and preparation. Once you send the mailing, you can’t go back and make changes the way you can online.

The best way to ensure you’ve got everything in place before the first letter goes out the door is to work with an expert in direct mail campaigns. Modern Mail & Print Solutions can help. We’ve been providing dependable, high-quality services for over 40 years.

Get in touch with us today to get more information about our direct mail marketing services. We’ll help you plan and implement your campaign so you can see exactly what kind of results it’s getting.

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Principle of Postcard Design! Our Top 5 Tips

Are you looking for an efficient way to strengthen your advertising? Postcards might be just what you’re looking for.

52% of people are more likely to look at a postcard than take the time to open an envelope.

With that said, your postcard needs to stand out with a postcard design that is eye-popping and exciting.

Keep reading for five tips that’ll help you design better postcards.

  1. Prioritize Pictures

When it comes to grabbing your audience’s attention, your best bet is to show, not tell. Therefore, you’ll need to choose high-quality images that are sure to catch readers’ eyes.

Once you’ve found the perfect image(s) that speak to your audience, you’ll need to make sure they look professional when enlarged. Fuzzy and grainy photos come across as unprofessional, and not just any photo will do.

Your best bet is to stick with vector graphics, as they appear sharper and less pixelated.

  1. Keep It Short and Sweet

Though a picture is worth 1,000 words, you’ll still need to include at least some text on your postcard but keep it short and to the point.  The shorter your message, the likelier recipients are to read it.

Get in, deliver your message, and get out.

Not only will your message stick in readers’ minds, but less text often results in lower costs.

  1. Find a Font That Meshes with Your Message

Since you’ll need to include text on your postcard, it’s your job to find the right font for the job. Your company is special, so not just any font will do.

Think about your company and what it represents, then look for a font that meshes with those ideals. It might sound strange, but an appropriate font makes all the difference.

Say you’re creating an event postcard to advertise an upcoming antique sale. You’re not going to want a cartoonish font like Wingdings, and Times New Roman is just boring. You’ll want to go with something as sleek and elegant as your event.

  1. Highlight the Most Important Info

Studies show that our eyes naturally gravitate toward certain colors, especially when it comes to advertising. Not only that, but color plays a central role in how we perceive a message.

Red, for instance, can mean anything from danger to passion and romance. Blue, in contrast, can symbolize calm and quiet.

Using colored fonts to highlight your message may, in turn, strengthen the overall power of your message.

  1. Include a Strong Call to Action

If you’ve visited our site before, you know how important this step is.

Whether your postcard contains a paragraph of text or a sentence, it needs to include a strong indicator of what steps recipients should take next.

How should customers get ahold of you and what should they do when they reach out? Don’t forget to add contact information, including a phone number, email address, or website.

Great Postcard Design Translates to Stronger Sales

Direct mail marketing is still alive and thriving. And while less competition means increased attention, you’ll need to create a postcard design worthy of your brand.

So follow these tips to create a beautiful, professional postcard!

And if you’re looking for help with your direct mail marketing campaign, get in touch today.

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Must-Have Information to Include on Direct Mail Postcards

Direct mail postcards allow you to target the right customer, at the right time and leave a tangible offer in their hands. In addition, it allows you to set your company apart from your competitors. According to the Small Business Chronicle, the return on investment for direct mail postcards is anywhere from  ½ – 2%. So, for 1,000 postcards sent, you should expect 5-25 potential customers to respond to you and approximately half of that response could become new paying customers.

 

If you are ready to add direct mail postcards into your overall marketing strategy, read on to learn about the key information you need to be sure to include.

direct mail postcards - Vintage Postcards Of California Resting On Map Of California

Key Elements to Include in Your Direct Mail Postcards

You don’t have to be an expert at copywriting to design a great postcard.

1. Start with a Great Headline

Your goal is to grab their attention. The headline needs to be eye-catching and engaging. Then, once you have them, write a 17-19 word subheading. The subheading can include more information on your product or service.

2. Write the Content

Now that you have their attention, keep them reading. Think about your ideal customer as you are writing.

Give them information on your product or services, but keep it light, not overly technical. Focus on the benefits of your product or service, address common objections. Right and re-write this section of the postcard, great content in this area will increase your response rate.

Below is a list of Power Words you can use to increase your impact.

  • Welcome
  • Excellent
  • Superior
  • Now
  • Discover
  • Personalized
  • Special
  • Exciting

3. Offer or Call to Action

You have hooked them, kept them reading, now what do you want them to do? Contact you, follow you on social media, go online to purchase something? Your call to action should stand out visually from the rest of your copy and be clear.

Consider offering a coupon, or extra product or service for using the postcard, it allows you to track the impact of your direct mail postcard.

4. Don’t Forget These Items

A Picture — We live in a visual world. You need to have a stunning visual with the appropriate caption. This, along with the headline, will grab their attention. Don’t forget to include your logo in a prominent place on your postcard it helps increase brand awareness.

Social Media Profiles — Since it is not electronic most people forget to include these on their postcards, but it does help drive people to your online presence.

Website — Yes, believe it or not, this is often overlooked.

Contact Information — You should include all ways to contact you, phone, email, web form, and or location. Everyone has a communication preference, so you don’t want to miss out on a potential customer by not sharing theirs.

Driving Directions — Include this if your call to actions is to drive traffic to your physical storefront.

5. Other Postcard Considerations

People like guarantees. Consider adding a 100% money-back or satisfaction guarantee. There are three other considerations for your postcard copy. The first is to consider adding a guarantee. A 100 percent money-back or satisfaction guarantee can boost response rates by eliminating risk.

Don’t forget to use the back of the postcard. Yes, it has their mailing address, but there is plenty of space to put an eye-catching image or heading.

Are You Ready?

We are a family-owned company that can help with all your direct mail postcards.

Contact us, so we can help you push your company to the next level.

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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.

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Direct Mail vs Digital Marketing

Direct mail requires 21% less cognitive effort. As such, there are many customers who will absorb the message quickly. Not only that. Companies are experiencing a 70% recall rate compared to other forms of advertising.

In 2019, mobile marketing will account for 72% of US digital ad spending. It is expected that mobile ad spending will reach $65.87 billion by the end of 2019. As such, it will surpass desktop advertising spending.

In email marketing, segmented campaigns have a higher open rate of 14.32% compared to non-segmented. The reason why segmented campaigns have an upper hand is that they help you reach your target audience. Also, they help you get higher click rates.

Why direct mail isnt dead? When it comes to direct mail vs digital marketing, the former is trusted more than the latter. Is this true?

Read on to find out why direct marketing mail is the best option for business.

Personalization

When it comes to direct mail vs digital marketing, there is a huge gap in personalization. For instance, it is common for social media users to notice an ad on their feed. Normally, the ad is a product they searched for recently.

What would be the reaction of the user? You guessed it right. The user will be alarmed. This is the same with emails from companies you are not familiar with. That is why you find your spam folder is full.

With direct mail, businesses carry out a personalized approach that is not intrusive. For instance, you may receive a custom postcard that is colorful with your name on it in your mailbox. Even with other direct mail options, consumers are always eager to open and learn more.

Simply put, direct mail is more straightforward compared to digital marketing. This makes the customer feel valued.

Content Quality

Today, there is an increase in low-quality content embedded with most advertising. This content is saturating the digital landscape making advertisers worried. When a platform is saturated with questionable content, advertisers will not consider it.

For instance, a lot of businesses engage in black hat SEO techniques just to achieve top page rank. As such, you will end up finding less credible information on the first page of the search engine.

As the digital landscape is rife with questionable content, advertisers are turning to direct mail. With direct mail marketing, businesses add a personal touch with each postcard. This helps to increase their conversion rates.

A touch of personalization increases the response by 135%.

That is not all. They are also using high-resolution images, strong CTAs, and heavy stock paper.

More Memorable

Today, whether we are searching, streaming, or swiping, we are assailed with digital ads. From text-based ads to video-based ads, they flash before our eyes in blazing speeds.

Forty-four percent of the people can recall a brand directly after watching a digital ad. In another survey, 75% of the people could recall a brand after receiving direct mail.

The reason why customers recall brands is because of the personalized touch. It could also be the use of coupons, fliers, tailored messages, and postcards.

Direct Mail vs Digital Marketing – Why You Should Use Direct Mail Marketing

When it comes to direct mail vs digital marketing, direct mail is the better option. Why? It’s cost-effective, personalized and highly flexible. With a compelling creative postcard, you can make a great first impression.

This increases your conversion rates.

Looking for the right direct mail services for your business? We at Modern Mail & Print Solutions can help. Contact us today!

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What Is The Difference Between Direct Mail and Email Marketing?

Do you know the difference between direct mail and email marketing? Have you ever received a coupon, discount offer, or information on an upcoming sale in your mailbox? Or perhaps you prefer finding out about discounts via email promotions. In either case, you were the target of a marketing campaign designed to get you in the store. Today, email marketing and direct mail are two of the most popular forms of consumer marketing. Yet, many people don’t really understand these techniques. In this post, we will explain how these marketing methods work and how they might benefit you.

a graphic representing the different between direct mail and email marketing

Difference Between Direct Mail and Email Marketing:

What is Direct Mail and Email Marketing?

Direct mail encompasses a wide variety of marketing materials, including brochures, catalogs, postcards, newsletters, print services, and sales letters.  This marketing mean goes out via the postal system targeting either current customers, past customers or potential prospects that would utilize your services. The most effective direct-mail pieces often feature discounts and coupons for consumers.
Email marketing involves sending a mass commercial message, usually to a group of people that have shopped for your service before, using email. Email marketing includes using email to send advertisements, request business, or solicit sales or donations.

Direct mail vs. Email marketing

We typically look at a new email for just two seconds. Because of the sheer volume of emails in our inbox and advertisements on the web, digital messages can be slightly less memorable than print messages. Brand recall directly after seeing a digital ad is just 44%, in comparison to direct mail which has a brand recall of 75%. Although the US Post Office has increased postage costs over recent years, there are Drop Ship services available to save on bulk mailings that make direct mail very cost effective. Plus Print Services and Mail Services have dropped throughout the past few years due to advancements in presses and efficiencies making direct mail more affordable.  Email marketing might be cheaper to facilitate and might get a higher response rate of opens. But direct mail has proven to generate a larger return on investment.

Benefits of Direct Mail marketing

Direct Mail is the only marketing mean that allows businesses to target a specific type of prospect and hit them at their home or business with a marketing message knowing that it has been received. Other Marketing means like Radio, TV and Email marketing are all effective marketing methods but there is never a guarantee that your prospect will see your message, hear it or open it due to SPAM filters and full inboxes.  In fact, Direct Mail has the perception of a more personal form of marketing. While email has the perception to be rapid and informal. Research suggests that Direct Mail is better for generating new customers. In fact, 13.8 billion letters are sent every year, 12,098,60 a day are direct mail messages created by print services. In addition, the average lifespan of direct mail is 17 days.

Benefits of Email Marketing

The average return on investment for an email is $38 for every $1 spent. Each year, 74 trillion emails are sent, and the average lifespan of an email is two seconds. Email is better for generating profit fast with Flash Sales or huger offers. Email marketing is significantly cheaper and faster than traditional mail. It can reach a very broad network of prospects, but with SPAM filters and the majority of retailors sending daily emails, a lot of them go unopened or seen.
How do you decide between direct mail print services and email marketing?  There are benefits to each and they both should be a part of your marketing strategy.  But keep in mind when sending an offer or coupon to a potential prospect, research has found that 66% of consumers are more likely to remember to use a voucher if they have a physical copy of a coupon verses an email copy.  Hopefully this cleared up many concerns when it comes to the difference between direct mail and email marketing.

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