Get ready to dive into direct mail printing, where postcards, flyers, and brochures come to life and leap into the hands of your future customers!
Picture this: your carefully crafted message, delivered straight to your customer, ready to captivate and spark action. Direct mail printing isn’t just about putting ink on paper; it’s about creating a buzz, making heads turn, and inspiring reactions.
Whether you’re launching a new product, unveiling a special offer, or simply aiming to be unforgettable, direct mail printing can help. Let’s talk about lining up the best printer for your needs so you can get the most out of your campaigns.
Why Direct Mail: The Numbers Don’t Lie
You may be asking yourself why direct mail – wasn’t paper so last year? The answer is, perhaps surprisingly, no! Check out these numbers from NerdWallet:
- 62% of consumers who responded to direct mail made a purchase.
- 39% of consumers try a business for the first time because of direct mail.
- Direct mail open rates can reach up to 90%! The open rate for email is only 20% – 30%
And, it’s not just NerdWallet. An InfoTrends study reported that:
- 66% of direct mail is opened.
- 56% of responding consumers went online or visited the physical store.
- A whopping 62% of consumers who responded to direct mail made a purchase.
It’s valid logic. Just think about it, when was the last time you just tossed your mail without flipping through each piece to make sure it wasn’t something you needed? We regularly look at each piece of physical mail individually, read through it, and then decide if it’s applicable or not. Compared to the thousands of emails that sit unopened amongst the constant barrage of emails from every turn.
Choosing the Right Printer
Choosing the right printer for your marketing campaign can be a make-or-break decision. With so many options on the market, it’s important to consider your specific requirements and find a printer that aligns with them so you can keep your current customers engaged while reaching out to the potential customers on your radar.
When considering which printer to choose, there are a few important factors to keep in mind:
- Personalization
- Target Audience
- Variable Everything
The Power of Personalization
In direct mail marketing campaigns, there’s one mantra that echoes louder than any other: personalization, personalization, personalization! There is an art and science to reaching hearts and minds by tailoring your message to the right audience.
From variable messages to images that resonate, you want a printer who can help you transform a generic postcard into a targeted masterpiece.
When choosing a printing service, keep an eye out for features that elevate your ability to craft tailor-made experiences. Look for a printer that seamlessly integrates with data analytics, allowing you to target the right audience with precision.
Find a printer that offers variable data printing capabilities, ensuring that each direct mail solution is unique, and resonating with recipients on a personal level.
Targeting the Right Audience — It’s Personal
Understanding your target audience is more like handling a precision instrument than a broad brush. Hitting the bullseye with your message means capturing the attention of those who matter most in your business.
A proficient printer plays a pivotal role in this pursuit. Seek a printer that not only understands the nuances of your business but also provides tools to refine and target your mailing lists. Remember, it’s not just about sending messages; it’s about ensuring that each piece of mail finds its way into the hands of those who will appreciate and respond to it.
Variable Data Printing Capabilities
A top-notch direct mail provider should empower you to customize not only text, but also images, fonts, and colors, aligning with the preferences and behaviors of your diverse audience. From details segmentation options to intuitive design tools, the ideal printer will be your partner in transforming generic messages into a captivating, personalized direct mail marketing strategy that helps you create lasting connections with your customers.
Variable Data Printing (VDP) is a powerful tool that allows for personalization at mass-production rates. With VDP, each printed piece can be customized with unique text, images, and other elements based on data specific to the recipient. This means that personalized direct mail pieces can be created in large quantities, making it efficient and cost-effective.
The impact of personalization on response rates is significant. Studies have shown that personalized printing can lead to higher response rates compared to generic, non-personalized pieces. By tailoring the message and design to the individual recipient, companies can capture their attention and increase the likelihood of a positive response.
Through the use of data, VDP allows for the customization of direct mail pieces for individual recipients. This data can include information such as names, addresses, purchase history, or other relevant details. By leveraging this data, companies can create personalized marketing materials that are more relevant and engaging for their target audience.
Postage Costs
As a direct mail marketer, understanding the factors that affect postage costs is crucial for creating an effective campaign. When you’re thinking about postage costs for your direct mail marketing campaign:
1. Determine the type of mailer: Postcards, letters, and flats each have different postage rates.
2. Choose the mailing options: First-class, standard, non-profit, and presorted rates all have different pricing tiers.
3. Consider bulk discounts: The more pieces you mail, the lower your postage cost per piece.
4. Factor in targeted mailing lists: Sending mail to specific demographics or geographic areas may affect your postage costs.
It will be important for you to partner with a direct mail printer who can help you minimize and control your direct mail costs.
Bringing It All Together
We’ve talked a lot about personalization, target audiences, and variable data printing, but what does all of that look like in real life?
Imagine Shane’s Shoe Store. They are looking to collect data on their buyers and they want to periodically send out postcards to promote additional purchases.
In Scenario #1, Shane’s Shoe Store designs a single version of a postcard with an identical image of a red stiletto. The postcard is printed and mailed with just the name and address of the recipient added. This is unfortunately what a lot of Shane’s customers might consider junk mail – not personalized, not targeted, just a postcard with a red shoe.
Now picture Scenario #2 where Shane’s Shoe Store designs a postcard BUT they personalize it. The background color is adjusted to pink or blue based on the recipient being female or male. The image is changed to match the buying history of the recipient, so a female who made 10 purchases in the past year and 8 of those were stilettos, gets a picture of the red stiletto; a male who has been purchasing dress shoes gets an image of dress shoes. Next to the image, there will be a specific offer for that shoe, be it heels, flats, athletic shoes, or dress shoes.
This is how personalized, targeted, and variable marketing all come together. Each piece of mail is getting to the appropriate person, with a tailored message that will speak to them.
The personalized touch doesn’t merely capture attention; it establishes a connection, making each customer feel valued.
