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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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3 Common Myths About Digital Printing Debunked

Even though digital media has revolutionized the marketing industry and created a whole new facet to how businesses promote themselves, print isn’t dead. There are still many positive and effective benefits to using direct mail in your marketing strategy. So in an effort to prove that digital printing companies can help with a successful print marketing effort, here are some debunked myths.

Common Myths About Digital Printing

  1. MYTH – Direct Mail is expensive: Direct mail actually costs less to set up than email marketing or PPC. From a per piece cost, direct mail may appear more expensive. However, it allows for more targeting than any other marketing mean. Which, in turn, provides you a higher Return on Investment. The larger the volume of pieces you print, the cheaper the piece gets.
  2. MYTH – Direct Mail is Generic: This is a very large misconception about the industry. Direct mail can be personal to each person. Digital printing uses a technique called Variable Data Printing, or VDP. This allows for changes to be made to each piece allowing it to be personalized to the recipient. In other words, it means headings can have recipients names, birthdays and other personal information. Also, other items can be added as well, such as discounts and vouchers for specific demographics. You could print a voucher for one customer that gives them 20% off their next purchase and one that gives their neighbor a BOGO discount without having to stop the printing process.
  3. MYTH – Direct Mail is Ineffective: A whopping 92% of shoppers stated that when it comes to making purchasing decisions, they prefer direct mail. Many consumers prefer to have a physical copy of a coupon or voucher rather than a virtual one from something like an email. They’ll be more likely to come into your store and actually use the voucher if they can hold on to it.

Target Audience

Even though you might think that the best route to go is still digital marketing, you are limiting the capacity. Rather than isolating yourself to one method or another, try them both. Work on targeting demographics that shop mostly online as well as those who prefer in-store purchases.
Contact your local digital printing company for your next direct mail campaign.

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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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Debunking 3 Major Myths About the Modern Printing Industry

When it comes to marketing, too many people leave direct mail out of their plans. While social media can be a valuable part of a company’s marketing strategy, it can’t be the only means in which they market. Direct Mail Marketing is the only means that puts your marketing message into the hands of your prospect at the right time, making it the most valuable part of any marketing strategy. Not only does direct mail allow you to target who to send to, but it yields the best ROI out of any marketing strategy. So although many believe that because postage rates increase, printing is going to the way side, it’s not going to become obsolete any time soon.

Here are some other common myths about the modern printing industry…

Myth: Lost art with print ads.

Despite the fact that digital marketing is skyrocketing in popularity, people continue to enjoy reading printed content. And in many industries, direct mail marketing is still extremely popular as well (think retail, auto dealerships, and fundraising). In fact, thanks to low costs, direct mail marketing yields on average a 13-to-1 return on investment. That’s largely due to the fact that direct mail feels more personal than other forms of communication. Allowing you to not only personalize your message, but also specially target who you send your piece to.

Myth: Printing is harmful to the environment.

This was a very popular myth years ago, but many people still seem to think this way. The fact is, all paper materials are able to be recycled and used again, unlike many other materials. For example, recyclable paper can even be made into more paper. Plus, the majority of your commercial based paper has a recycled component. Also, most inks used on commercial presses are SOY based inks. Which makes them much more environmentally friendly. Ultimately, the development of the recycling technology has greatly decreased the carbon footprint of the overall paper manufacturing process.

Myth: Printed materials are impersonal.

Many people are quick to assume that a printed letter will always be less personal than, say, a handwritten letter, but that’s simply not the case. Variable Data Printing (VDP) allows you to easily customize your message for each individual recipient. The resulting product is certainly more personal than a spammy email blast. Rather than an one-message-fits-all TV or radio spot, VDP allows people to carefully craft their message to be specific to the recipient. Additionally, you can also design a beautiful background image or graphic to take the personalization one step further.

Ultimately, these are just a few myths about the printing industry. In fact, direct mail has made a huge comeback. While it’s true that digital marketing is gaining popularity, many people will always appreciate the personal touch that comes with direct mail marketing.

When we all spend hours staring at screens, there’s always going to be something special about a physical message you can hold.

For more information about Direct Mail Marketing in Tampa, contact Modern Mail and Print Solutions.

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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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