Beginner’s Guide to Print Marketing Collateral
Is your business considering new marketing opportunities?
There’s no question marketing and advertising tactics have gone digital. But tried-and- true methods like direct mail and print marketing collateral still have a place in the market.
So, what is direct mail?
It is when you physically send your message straight to someone’s mailbox, through the United States Postal Service. Unlike online ads or email marketing, direct mail puts something in someone’s hands. They can touch it. They can feel it. And believe it or not, it’s wonderfully effective. In fact, 82% of consumers trust print ads the most when making a purchase decision.
Make no mistake—direct mail continues to evolve and become more efficient. In the last 10 to 15 years direct mail options have become very dynamic. For one thing, it’s no longer “spray and pray.” Technology has allowed companies to take a much more targeted approach with direct mail.
Also, this marketing method has even grown to include a digital print aspect. Digital print solutions help users to print only what they need, saving money (and trees) in the process.
From quick-hit postcards to in-depth brochures, your business has many direct mail options.
What are the risks of print marketing collateral?
Different marketing methods come with different risks. Digital print solutions are no different. However, the risks that your business will encounter can be managed. And with notably higher customer response rates than with digital alone, it’s certainly worth trying.
The biggest risk associated with print marketing collateral is the cost. Because physical materials are used, costs are higher than digital ads. Additionally, postage costs can add up quickly. But it’s also worth noting that printed collateral also has a higher ROI than its digital counterpart.
You can minimize your cost risks by taking steps to ensure your mailing list is up-to-date. Whether built or bought, mailing lists lose value over time. People move, change their name, and even close their doors. That’s why utilizing USPS data tools such as CASSTM, NCOALink®, DPV, LACSLink®, and SuiteLink® along with de-duplication of both purchased and customer lists is so important.
Another way to minimize cost risks associated with printed collateral is targeted list building. While it’s tempting to send your direct mail piece to a wide audience, it won’t generate the response you’re looking for. Instead, ensure your direct mailing is only going out to ideal, targeted customers. On the other hand, the wrong list leads to a lower response rate. In turn, this causes a lower ROI with no opportunity to regain the capital.
Sending your direct mail to the right audience will lower print costs and potentially boost your ROI.
Three elements of successful campaigns
Every successful direct mail campaign has three elements: A great list, a strong offer, and a tracking method.
The right list
The importance of a good mailing list can’t be overstated. You may need to buy a list. Purchase from a reputable data company that will help you build one filled with highly targeted prospects. On the other hand, you may already have a list. Make sure your printing partner can cleanse your data with USPS address products, de-dupe, and enhance customer information. This service, which we’re happy to provide, ensures your direct mail piece gets into the right hands.
The right offer
To create a strong offer, you must consider your customer. Many businesses make the mistake of offering what they think a customer would want. In talking to customers, reviewing feedback, and studying customer data, your business will understand exactly what potential customers need. This will help you come up with a compelling offer that would appeal to them such as a demo or a free trial. A more hands-on offer also presents the opportunity for you to navigate specific pain points and overcome specific objections. This is the base of a compelling offer. Including a discount or freebie can also help generate a better ROI.
The right tracking
Your business should also have a way to track its campaign. This is the only way to truly understand your ROI. This information is key to creating stronger future print collateral campaigns. Today’s tech offers a variety of ways your business can track its campaign:
- QR codes: Can lead someone to a specific landing page on your website.
- Unique codes: Someone can enter this at the checkout for a discount or free gift.
- Bring it in: Present a physical mailer to a brick-and-mortar store for a special gift or discount.
When you have all those things, your campaign has all the makings for success. And of course, a reliable partner to help guide you will make the journey that much smoother.
Partner with a printing expert
In addition to expert guidance, a great partner provides support throughout the print marketing process. From understanding your target audience to designing an effective mail piece, they know what will work for your business.
Also, a good partner has the resources and technology needed for the smooth and efficient execution of your direct mail print marketing collateral. And they’ll handle all the details. From printing and data management to addressing and sorting to entry into the USPS mail stream for delivery, the right partner helps to save you time and effort with your direct mailing campaign.
And lastly, a reputable partner can help you measure the success of your campaign with comprehensive analytics and tracking tools. This ensures you can adjust your strategy moving forward and even improve your ROI.
Have you thought about using direct mail marketing? Maybe you tried it in the past and didn’t get the results you wanted.
Don’t give up just yet!
Whether you’re a new business or an established one, we’ll help you expand your brand awareness and bring in new customers through print marketing collateral. Contact us today.