Tag: Direct Mail

Marketers intuitively understand what surveys have told us for years: Direct mail ROI rises dramatically when direct mail is part of an integrated, multichannel marketing strategy.

According to NAPCO Research, response rates from direct mail campaigns increase by 41% when used as part of an integrated marketing campaign compared to mailings not integrated with other channels. ROI rise nearly 63%.

Sound good? There’s more. The research found that when direct mail is personalized and tightly integrated into the channel mix, it results in the following:

• 62% increase in mailers reporting “good” or “very good” response rates.
• 80% increase in those reporting “good” or “very good” ROI.

How many channels should you integrate? Research by Demand Metric looked to see what marketers were doing. Half of the respondents reported using between three and four channels. Just over half (56%) include direct mail.

When channels were compared, direct mail was considered one of the most effective. Next to events, “integrated, branded, personalized direct mail” was cited as the “most effective channel, with 78% of respondents citing it as “effective” or “very effective.” Non-branded, non-personalized direct mail was cited as “effective” or “very effective” by 61% of respondents.

Which direct mail formats were most commonly used?

• Postcards — 53%
• Letters — 52%
• Dimensional mail — 42%
• Oversized postcards — 29%
• Oversized letters — 9%

Regardless of format, 52% of respondents reported that adding direct mail to their multichannel mix delivered “moderate to major” improvement to their overall campaign performance. That number jumps to 89% when direct mail is personalized and tightly integrated into the channel mix.

Direct mail’s effectiveness does vary by market segment. While it is effective in the technical markets, for example, it is highly effective in reaching the financial and C-Suite markets.

Multichannel marketing campaigns are highly effective tools, but just as Popeye grew even stronger when he ate spinach, these campaigns grow stronger when you add direct mail. Try it and find out for yourself.

When creating successful direct mail campaigns, the U.S. Postal Service (USPS) is the ultimate expert. Here are five of its most helpful tips for creating foolproof direct mail campaigns:

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In today’s digital age, it’s easy to overlook the enduring impact of print media. While digital marketing offers unparalleled reach and flexibility, there are certain situations where print simply outshines its digital counterparts. Here are five scenarios where print comes out on top.

1. When it needs to last. Print materials have a physical presence that can last for months or years, making them ideal for content that must withstand time. Unlike digital content that can be easily overlooked or deleted, a well-designed print piece can continue to make an impression long after receiving it.
2. When you need to make a statement. Print has a tactile quality that digital simply can’t match. A beautifully designed brochure or a high-quality, embossed business card can make a strong statement about your brand and leave a lasting impression on recipients. This physical interaction can create a sense of value and importance that digital content often lacks.
3. When you need to work around opt-in requirements. With the rise of GDPR and other privacy regulations, getting people to opt in to receive digital communications can be a challenge. On the other hand, print materials can be sent directly to individuals without their explicit permission, making them a valuable tool for reaching new audiences.
4. When it absolutely, positively must get there. While email can be a quick and convenient way to send communications, there’s always the risk that it will end up in the recipient’s spam folder or get lost in the digital ether. With print, you can be sure that your message will physically arrive at its intended destination.
5. When it’s location-specific. Print materials can be strategically placed in physical locations where they are likely to be seen by your target audience. Whether it’s a poster in a high-traffic area or a flyer handed out at an event, print allows you to take advantage of location-based marketing opportunities in a way that digital can’t replicate.

When marketing your business, think of the different marketing channels as various tools. Not every tool will be suitable for the job. While there are many situations where digital marketing is a highly effective and cost-effective option, other times, print is—hands down—the best tool in the box.

Where is the most critical area of the direct mail envelope besides the mailing address? The upper left-hand corner. Yes, where you put the return address! How you use this humble section of the envelope can be the deciding factor in whether someone decides to open your envelope or not.

Why is this space so important?

1. It’s where customers recognize you. If the mailer is to someone you already do business with, they will often open the envelope simply because of that relationship. Even if they do not have an immediate need for your product or service, they will often open it because it is you. Play up that relationship and make sure your company is clearly identified. Add your logo, use brand colors, and ensure you can be recognized, even from a distance.
2. It taps your brand reputation. Even if the recipient has not done business with you in the past, if you are a well-known brand that the recipient respects, they will often open the envelope out of curiosity. This is why brand-building is so essential. When you invest in building your brand, customers will often open an envelope simply because your brand has become familiar and they have a positive association with it.
3. It’s where their eyes go naturally. In English, we read from left to right, so the upper left is where people’s eyes will naturally go first. This makes the upper lefthand corner the perfect place to add attention-getting techniques such as images, colorful brand logos, and callouts. Some companies have even added the signatures of celebrities. One nonprofit, for example, gained permission to use the signature of actress Natalie Portman above its logo to attract attention. If you go this route, ensure you have the correct permissions and that the signatures (or images) relate to the product or service you are marketing.

Take advantage of this powerful area of envelope real estate. Use it to create an emotional connection and tell a story, even before the envelope is opened.