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Best Solution: 4 Reasons Marketing Your Small Business Is Important

Best Solution: 4 Reasons Marketing Your Small Business Is Important

Did you know that up to 90% of direct mail gets opened? Direct mail is one of many forms of marketing for your business. Why is marketing your small business important? What ways can your business grow from employing marketing efforts? Where does your business see the most marketing success?

Keep reading to learn more about the importance of marketing your business.

1. Engaging Customers

Engaging customers is important when marketing your business. One way to do this is to utilize social media channels to connect with your customers. By starting a conversation here, you can market without worrying about high costs.

One example of this is user-generated content being used to market your product or service. This marketing is formed by asking your customers to promote your business by using specific hashtags or sharing their content. This form of marketing allows your business to spread through each customer’s social network.

Engaging customers is important throughout the sales cycle, from initial contact to creating repeat business in the future.

2. Communication

Communication is important when marketing your business. If you can communicate well as a company, it will not only help you attract customers but also people that want to work for you that align with your vision.

Direct mail marketing can be used to increase consumer awareness while communicating details about your business. If you are able to deliver the right message or offer to interested prospects, you can achieve a high response rate.

The ability to personalize the content and deliver it in a cost-effective way is a benefit of using this form of marketing. Consider partnering with a reliable direct mail marketing company such as Modern Mail and Printing Solutions. We have a broad range of marketing solutions and direct mail strategies you can choose from. We can help increase your communication. Start a personal relationship with our partnership.

The goal of communication in marketing is creating brand awareness for your business so that potential customers can become familiar with who you are and how you can help them. In order to have continued success in creating this awareness, your company must do research on the different demographic groups and find out who your target customer is.

3. Sales: The Highest Importance of Marketing Your Business

Sales. Revenue. Profit.

Your business needs to be making sales in order to continue functioning and marketing helps get you in front of potential customers. Imagine if a company never advertised anywhere and called a list of random people to sell their product. It would be very difficult for them to sell something that the customers have never been introduced to.

Effective marketing will bring in more potential customers and increase the chances of successful sales in the future. Think of marketing as a conversation starter for a salesperson.

Marketing pieces that have a clear call-to-action can create new inbound leads for a business. This is very important because your business will not be spending time and money calling on people who have not expressed interest in your product or service.

4. Choose a Quality Direct Mail Printer

When looking for a company to fulfill your direct mail and marketing needs, there are some key questions to consider. For example, does the printer work on your project in house? Or do they outsource the work? Another key question to ask is if they have mailing capabilities in house? Another one is, what is the scoop of their work?

Choosing a printer that has the ability to do both large runs and small runs gives you flexibility with your project. In other words, you can do small targeted mailers and large blanket campaigns. Depending on your needs, finding a partner that has the ability to do both offset print runs and digital print runs is another benefit.

Contact Us Today

Please contact us today for help with marketing your business. We recognize the importance of marketing your business and are here to help you. Check out our blog for more articles about the importance of marketing your business. We have a full service mailing house to fulfill your direct mail and marketing needs.

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How to Choose a Direct Mail Printer: 5 Tips

In this digital age, would you be surprised to learn that close to 90% of direct mail is opened by the recipient? On the contrary, only 20-30% of emails get clicked to open. What is the key to a successful direct mail campaign? Should you include coupons? Does your target customer prefer direct mail to keep abreast of updates and promotions? Will a direct mail campaign bring traffic to your website or social media accounts?

If you’re thinking about running a direct mail campaign, your first priority is to find a direct mail printer you can trust. Stick around for 5 tips you need to know when looking for the best printer for direct mail.

Finding the Best Direct Mail Printer

The success of your direct mail campaign depends highly on the direct mail printing. It has to be aesthetically pleasing and done right. Here are our 5 tips:

1. Choose a Printing Company with Experience

Firstly, choosing the best printer for your business is imperative. Look for a company that has experience with direct mail campaigns.

Look at sample work especially those that are similar to what you desire for your business.

Someone with a lot of experience will be able to offer advice, catch mistakes, and work more efficiently.

Experience may cost a little more but will save you time, headaches and money in the end.

2. Don’t Forget the Details

Secondly, printing direct mail postcards, flyers, or letters involves a lot of little details. Choose a printer that pays attention to detail.

When getting a quote for your job, it should include pricing for everything.

If the printer leaves out some of the details in the quote, that should raise a red flag.

3. Your Signature Color

Does the color of your mailer matter? It sure does. Different colors elicit certain feelings. You’ll want to choose wisely.

Do you have a color that is unique to your brand? You need to find a printer that can match your color exactly.

4. Quality Work

Quality printing and direct mail need to go hand in hand.

The quality of their work has to go beyond just the print aspect. How is their cutting, folding, collating, etc.?

You want the whole package to be perfect.

5. Customer Relations

Does the printer have a contact person with whom you can speak directly when you have an issue or concern?

Business moves at a fast pace. When you need to make changes and time is of the essence, you want a company that will work with you on a personal level.

Let’s Get Started

Now that you know the tips to find the perfect direct mail printer, are you ready to get started? Do you know who can help you with all of your printing needs? We, at Modern Mail and Print Solutions, are a full-service printing company.

Our business is family-owned and operated. We believe that our clients should be treated like family. Contact us today.

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The Dos and Don’ts of Sending Direct Mail Flyers

Nearly 60% of consumers say they enjoy getting campaign mailers from companies and brands they like. If you’re thinking of making mail flyers a part of your marketing strategy, you need to ensure you’re doing it right. So, what are the biggest do’s and don’ts when it comes to your business mailers?

Read on to find out.

1. Do Include a Specific Call to Action

When you’re sending out mail flyers, we strongly suggest that you have one specific call to action in mind.

In short, this means the action that you’d like for the customer to take.

Don’t send out a mailer with a vague goal, such as to “raise awareness” about your business. Instead, invite people to an upcoming sale. Encourage them to follow you on social media. Include a discount code they can use for 10% off their next purchase.

Having a singular, specific goal is how you see real results from direct mail marketing.

2. Don’t Cram in Too Much Information

One of the biggest mistakes we see in direct mail campaigns?

Companies that include far too much information on their flyers and other pieces of marketing mail.

We suggest you include no more than two images, one headline, and no more than one or two paragraphs of text. If you can get it down to bullet points, all the better.

Remember, your mailer is about sending digestible and actionable content to consumers. It’s not a blog post or a product description. Too many words mean your mailer simply won’t be read — and that you’ve wasted your money.

Put the most important piece of information up top, and use plenty of negative space in the design.

3. Do Remember to Proofread

Over 40% of consumers say they think negatively of a brand if its content has too many spelling or grammatical errors.

Always proofread your mailers. It’s not just about making a good impression. It’s also about avoiding a costly reprint.

4. Don’t Let Poor Design Ruin Your Campaign

Above all, focus on clear, clean, and unique design for your campaign mail.

We strongly suggest that, as opposed to going the DIY route, you work with a professional mailing and printing company.

They’ll help you design the perfect layout, personalize your mailers, and help you understand the technical side of things. This way, you can focus on the important things, like the content of the mailer itself.

Make sure you study up on the latest design trends in mail flyers, postcards, and more to keep your mailings as engaging as possible.

Ready to Send out Your Own Mail Flyers?

When you’re ready to send out your business mail flyers, make sure you work only with the best.

That’s where we come in.

We offer incredibly marketing, mailing, and printing services that will give your company the competitive edge it deserves.

Whether you need assistance with mail fulfillment, folding, addressing, and more, we urge you to reach out to us to learn more about how we can make your mailing process easier than ever before.

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How to Get Discount Postage for Your Direct Mail Campaigns

Did you know that 80 – 90 percent of direct mail is opened by consumers? Direct mail is an effective marketing tactic, but are you concerned about the cost of Postage?  If you want to utilize direct mail in your marketing strategy, let us show you how to leverage discount postage deals and increase your ROI.

US mailbox from the front with upright flag

 

1. Create Effective Mailing Lists

Make sure your direct mail order is large enough to meet the bulk postage rates. The USPS offer discounted bulk postage rates for both Standard Class and first Class mailings.  Ensure that your targeted mailing meets the minimum requirements. From just 200 pieces for Standard Class mail to 500 pieces for First Class mail.  The denser the list into one area, the great the savings.

Utilizing a commercial mail house to NCOA & CASS certify your mailing list, eliminates bad records and cuts down on duplicates, also will create savings.  Another option is to utilized clean lists from a Mailing List Broker. This can help cut down on mailing to irrelevant customers.

2. Design with Mail Regulations in Mind

  1. Most graphic designers don’t understand the USPS rules and regulations on direct mail. This could end up costing you big money in Postage.  So, it is important that you keep the guidelines in mind when setting up your direct mail piece or work with a mailing specialist to make sure you avoid those costly design mistakes.  The length of the piece, weight of the paper, folds, tabs and where the address block is placed all factor in the Postage costs.There are simple changes you can make to your piece of mail that will cut down on the postage costs. Knowing the difference between a postcard, letter and flat size mail piece can save you up to $.20 a piece in postage costs.And remember to keep your direct mail to the point. When in the direct mail design phase try to prioritize an enticing call to action rather than long blocks of text.

3. Take Advantage of Automation Rates

  1. The USPS provides considerable discounts when your mailings qualify for automation rates.  Contact your local USPS representative or be sure to work with a commercial mail house to ensure you have your mail piece set up correctly and are able to present the appropriate postal paperwork with your job that is required.  If your mailing doesn’t qualify for Automation rates, your postage could double so it is important to .

4. Utilize Drop Shipping Options

The USPS offers additional discounts if your mail is qualifies for SCF or NDC rates.  This typically happens on larger orders that are dense into one specific area or zip code.  The saving could be as much as $.028 a piece in addition to the standard class rates.  So it is important to use a mail house that understand how to drop ship your jobs to put additional postage costs back in your pocket.

Get Discount Postage for Your Campaigns Today

Direct mail can increase consumer awareness about your business while attracting new prospects. Are you ready to save money with discount postage on your next direct mail campaign?

At Modern Mail & Print Solutions, we are here to help you capitalize on the direct mail savings available to you and your company.

Contact us today to work with a family-owned and operated business dedicated to treating customers and employees be treated like family.

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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!

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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!

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Offset Printing vs Digital Printing: What Is The Difference?

When you are looking for the right printing company for your business, you may go into it thinking that there is really only one option for your project. Printing is printing, right? In actuality, you will have a whole slew of options when you bring your project to printing professionals. One of the decisions you will have to make is between offset printing and digital printing. Continue reading to learn about Offset Printing vs Digital Printing.

Offset Printing vs Digital Printing:

Offset Printing

This type of production is called offset printing because the ink is not transferred directly on to the paper. Instead, the process involved plates usually made from aluminum that transfer an image on to a rubber surface. Then, the image rolls on to a sheet of paper. The design of offset printing is to produce high volume orders because of the process it takes to set up a job. So the more you print, the less expensive the price is per piece. Since the majority of shoppers (92%) prefer to make their purchasing decisions by receiving direct mail, using offset printing for a large mailing job is very cost effective. This method also gives your printing job the best possible printing quality. Also, with a crisp and clean look and vivid color reproduction. Offset printing can also utilize a range of paper types with custom finishes and custom inks.

Digital Printing

Digital printing is a company’s best option when looking for Short run capabilities. This process prints using dry ink toner and goes directly onto the paper without plates. One of the Key Benefits of Digital printing is leveraging variable data. Such as unique codes, names, images or even letter versions. Offset cannot provide variable data between printing pieces so all of the material is the same, but digital printing allows you to personalize each piece to the recipient. As the technology in digital printing has progressed, its quality has become more acceptable for more uses. Its speedy process is another advantage, as printing projects that use digital printing often have faster turnaround times. This makes smaller printing jobs more cost-effective when using digital printing. You won’t be stuck with extra materials after the job is done.

It is essential to understand the options when selecting a printer so you are selecting the right choice for your specific needs. Most printers aren’t able to do both types of printing so they won’t give you the option, which could jeopardize your potential response rates. Knowing is half the battle and Modern Mail & Print Solutions is here to assist you with all your printing and mailing needs.

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Is EDDM Really the Least Expensive Direct Mail Option?

About 92% of shoppers say they prefer direct mail for making purchasing decisions. With that in mind, many business owners consider EDDM. EDDM is short for Every Door Direct Mail. It’s a marketing technique that can contact and saturate an entire geographical location. This is because it is the cheapest way to get mail out. But before your business invests in an EDDM marketing campaign, it’s important to be aware that EDDM postage is not always the cheapest or best option. Why? These 3 reasons may surprise you…

EDDM:

Print Cost and Fulfillment:

When it comes to EDDM, you may get a good postage rate for getting your piece in the mail, but what you have to be aware of is your direct mail piece has to be a Flat Size piece. What that means is you can’t do a regular postcard or letter size piece to qualify for that discounted postage rate. And Flat size mail pieces are generally more expensive to produce because they are larger sizes (must be over 6.25” high or 11.5” long to qualify).

Another key thing to know is that you have to bundle your mail in groups of 50’s and actually deliver them yourself to the retail post office locations that distribute the mail to those carrier routes, unless you are doing projects of over 5000 pieces. A Carrier Route Saturation mailing on the other hand, allows you to use a regular postcard or letter size piece, while mailing your piece to an actual address through the regular mail stream.

Bad Addresses:

One aspect of EDDM that many people neglect is the inevitable fact that your company could essentially waste up to 10% of materials. This is due to sending to addresses that are vacant or are otherwise bad addresses. In an EDDM mailing, you are unable to remove any bad addresses or do not mail addresses. So, you essentially waste money and resources by mailing to every home in the route. You can avoid this by using a regular Saturation list. In which you can remove bad addresses, do not mail records, businesses trailers and PO boxes. Which allows you to hit a more defined market, at a cheaper postage rate.

Low ROI:

The EDDM program was designed for retail locations to get their information out to the closest neighborhoods around their location. In theory it is a cost effective tool to get your name out there, however it does not provide businesses a measurable ROI method. Because you can’t filter who you are sending to, you end up not mailing to a person but a house, which make it extremely hard to get a high ROI on your direct mail. Prospective customers respond to direct mail when it is relevant and personalized to them. The EDDM program does not allow you to do that with your marketing piece because every piece is the same in the mailing.

Ultimately, EDDM is a good method for reaching every single mailing address in a given area, but that doesn’t mean it’s perfect for every situation. For all of your direct mail printing needs, consider Modern Mail and Print Solutions, where we make every effort to respond to all queries within four business hours. We always prioritize structure and accuracy, and we’re willing to work with all of our clients to give them the best customer service experience possible. For more information, contact us today.

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Variable Data Printing: What Is It and How Is It Used?

representing variable data printing

When it comes to reaching out to your customers, your primary objective is to engage them. Like many businesses, you have a number of people of different ages and backgrounds on your mailing list. This might be hard to personalize your mailed content. Variable data printing might be the solution to your problem.

In this digital age where we can optimize just about anything. Don’t forget that mail and printing services haven’t been left in the dust. In fact, thanks to variable data printing, modern printing services are more sophisticated and flexible than ever.

What is variable data printing?

VDP, also known as one-to-one marketing or personalized printing, is one of many digital printing services. However, this type of printing allows printed information to vary from one piece to the next, within the same order. VDP uses additional information from a database on file to customize the content of each piece based on customer information. Age, gender, and interests are just some things that may change the layout of the content. Altering content will make the marketing piece more relevant to the prospect.

Why is variable data printing useful?

This technique is primarily used in direct marketing, customer relationship management, advertising, invoicing, and applying addresses on self-mailers, brochures, and postcards. Some companies completely forego customization for the sake of convenience. For example, a letter that starts with “Dear Customer” isn’t likely to see much engagement. In the past, even changing something as simple as a name from letter-to-letter presented a huge challenge. But with variable data printing, your organization’s printed content can be custom for the recipient.

When your messaging requires that personal touch, digital printing services like VDP are your best bet.

How does VDP work?

VDP employs the use of software to customize portions of printable content. Some things that could vary depending on the customer include font size, color, and style, as well as the addition of photographs (color or black and white), or other graphics.

The VDP software registers the need for customized artwork on a particular page and pools information from the customer’s profile in a separate database in order to choose an image that is relevant to them specifically. Typically customers say that only 31% of direct mail contains useful, personalized information. Integrating custom information may help your customers in the long run.

For example, if a travel agency is offering a deal on trip consultations, they won’t want to send out the same offer to each customer. They should know what kind of places their customers like to travel to. One customer might be receive a custom brochure that offers trips to European countries. While others may be receive offers for the American southwest. The idea is to be relevant to what the customers wants and needs are, that is what will drive higher response rates.

Variable data printing may seem like a complicated undertaking for a direct mail communication, but it will increase response rates! It will allow you to narrow down your target market, personalize the communication to your target market and give personalized offers/promotions that are relevant to that marketing…which will in turn increase your response rates! Let Modern Mail and Print Solutions help you better your mail marketing strategy to increase consumer engagement and increase response rates.

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