You may think direct mail is old news in todays’ techy world, but it’s not! In a mailbox full of bills, statements and letters you have an opportunity to stand out with something unique. Especially when consumers are getting tired of spam, email ads and online ads. According to the USPS the average household receives only two pieces of direct mail a day compared to 157 e-mails. Media reports of statistics from eMarketer suggest that by the end of 2019, 30% of all Internet users will use ad blockers. That number is sure to rise as consumers tire of digital ads.
Don’t let this digital world scare you away from the sales possibilities provided by direct mail. Do you remember a day that you didn’t bring in your mail and look through it almost immediately? I thought not. We all sort though our mail every day, because we don’t want to miss anything important. In addition, printed mailers have a longer lifespan than other types of marketing. This includes email and digital ads. It’s also “sticky” as we refer to marketing terms, because it sticks with your audience longer than a digital ad.
Reach your target with direct mail marketing
You may have been scared off seeing figures of mail volume going down at the USPS. Fear not, less volume actually means a greater chance of your printed postcard being seen! In reality, less volume may have a lot to do with people opting in for online bank and credit card statements, as well as online bill pay. Therefore, there’s much less clutter in all of our actual mailboxes lately, don’t you agree?
In today’s hectic world, personalization is the name of the game in reaching your target market. Direct mail is called direct for a reason. It connects you directly to your audience. It’s also so easy to personalize. According to the DMA in their DMA Response Rate Report 2018, direct mail response rates are 9% when a house list is used and 5% when a prospect list is use. This is up over 5.1% and 2.9% respectively the previous year. Industries taking the most advantage of printed marketing mailers include travel, hospitality, not for profit, publishing, financial services, casinos and healthcare. These industries have realized just how much direct mail can enhance their marketing efforts.
Printed mailers that work
Medical and Dental postcards
Financial newsletters & postcards
Retail mailers & brochures
Financial advisor booklets
Auto dealership postcards
Even Google, the king of online advertising, uses direct mail. For instance, as a business owner, I often receive Google postcards in the mail. They use printed postcards to advertise and offer discounts on business services such as Google AdWords. Obviously Google sees the benefits of direct mail in helping them quickly and effectively reach their target market. Another surprise user of direct mail is Apple. Of course they did it in the most attention-grabbing way, sending out printed posters to specifically targeted consumers to advertise the features of a Mac.
With direct mail you aren’t just running an online ad and
hoping your message hits the right person, you are actually targeting that
specific group you want to reach. Still think using the good ole’ US Postal
Service doesn’t work? According to Forbes, even Millennials respond to direct
mail with 77% of millennials saying they pay attention to direct mail.
The right marketing mix for your business
If you are a savvy businessperson, you will want to consider integrating direct mail into your marketing strategy this year. Use it as a way to grab attention and direct people to your website or drive foot traffic to your location. Reaching your target across multiple channels of advertising can help keep your business top of mind. In conclusion, direct mail can boost ROI significantly when used as part of an integrated marketing campaign. When it is well executed, direct mail can get you the attention you need to grow sales.
Whether you need a printed mailer for your car dealership or printed postcard advertising your new chiropractic practice, Corcoran Printing delivers professional printed direct mail pieces at a cost to fit your budget.
Printed company holiday cards connect businesses to the recipient in a way that an electronic greeting can’t. A printed corporate holiday card connects on a much deeper level than a social media or email greeting. People still love to get mail, even in this digital age. Consequently, customers really look forward to receiving and opening company holiday cards.
In addition, printed business holiday cards can help you generate goodwill. They will reconnect your brand with customers and also strengthen business relationships. A printed company holiday card will demonstrate the importance of your customers and how much you value them. Especially if you keep your approach sincere, with no sales pitch, just a genuine holiday message.
Facts about direct mail and customer loyalty
According to the Direct Marketing Association (DMA), direct mail has the greatest impact because it offers a tangible experience for the customer. Research found that all age groups are interested in receiving and responding to mail. Company holiday cards are an ideal way to strengthen loyalty. Furthermore, branded holiday cards can also help improve customer retention. A study by Harvard Business School found that increasing customer retention by even 5% could increase profits between 25-95%. Achieve higher customer retention by building a strong rapport and developing loyal relationships. Build better customer relationships through personalized printed company holiday cards. Your loyal customers will soon become your best brand ambassadors.
10 Tips for effective company holiday cards
First of all, don’t go digital. Print is worth the extra time, effort and expense, so you may show your customers they are valued. Printed branded holiday cards are much more meaningful. Paper cards have a much longer shelf life than a holiday email that can be easily deleted before being read.
Custom design a vibrant corporate holiday card to fit your brand. If you don’t want to invest in a custom design, find an existing business holiday card design that best represents your business. Be sure your corporate greeting card is high quality and tasteful. The tone and style of your company holiday cards should reflect your business and your brand.
Be aware of religious and cultural beliefs. Keep the card message and design more generic to avoid offending anyone. You can personalize more through a message.
Try to avoid making a sales pitch. Keep the tone of your printed corporate greeting card more an expression of goodwill.
Impress with special print effects on our holiday greeting card. Consider foil stamped company holiday cards. The effect will really stand out. Die cut holiday cards and embossed holiday cards are sure to get your brand noticed.
Select quality paper for your custom printed branded holiday cards. Corcoran Printing will be able to help you select the paper stock and envelope style to best fit your card. There are many thicknesses and textures from which to chose. The paper selection should enhance the design of the printed corporate greeting card. It should also enhance any hot foil stamping or embossing.
Personalize your printed corporate greeting card with a signature and personal message. Signing a card and adding a handwritten message is a wonderful touch. Printed company holiday cards signed by the business owner will also show a very personal touch. If your list is too large for hand-written personalization, incorporate your digital signature and a personal digital message. What will be most welcome and appreciated by the recipient? It could be a simple message of thanks and gratitude for their support over the past year.
Start planning now. Most of all, be aware of the holiday mail rush. Be sure to order and mail your printed company greeting cards on time. You don’t want them arriving after the holidays. You can begin to mail your holiday card anytime after Thanksgiving.
Double-check the accuracy of your mail list. Be sure to update contact names and addresses. There’s nothing worse than addressing it to the wrong person or having a typo in the recipient’s name.
Finally, consider including a corporate branded holiday gift for VIP customers and clients. Corcoran Printing offers a wide array of branded promotional items and branded holiday gifts. You may have a few customers or business contacts that you would like to acknowledge with a bit more this holiday season. Corcoran Printing can help.
Order your company holiday cards today
Printed branded holiday cards will let the recipient know they are important and valued. Remember, people like to get mail, especially cards. Therefore, you can make a customer’s day this holiday season. Printed company holiday cards are a great investment in customer relationships. Most noteworthy, this small gesture of thoughtfulness can help solidify your business relationships.
As a printer in Pennsylvania, I see the concern faced by businesses that are looking for a quick and inexpensive way to direct mail market to prospective customers in certain areas. They worry about researching and purchasing lists also about the size of their direct mail pieces and cost of postage. Every Day Direct Mail (EDDM), a relatively new service offered by the U.S. Post Office, is the perfect solution to this direct mail dilemma. With EDDM, a business can reach customers with a printed mail piece for as low as 17-18 cents per piece.
EDDM works by zip code and mail carrier route. A business, such as a retailer or physician, can target a direct mail campaign based by zip code and saturate the market around their business, reaching all potential customers. Prospects could even be selected by carrier routes with multiple zip codes to specifically target certain geographic areas while eliminating others, which could be very beneficial to companies, such as a realtor trying to reach certain homes. Retail users can mail up to 5000 pieces per day per zip code. You can also mail as little as 200 in a particular zip code. You can filter by specifying that you’d only like to reach residential delivery points and not other businesses. You can also eliminate PO Boxes.
This U.S. Post Office link will help you begin your EDDM zip code search and see how easy it is to target potential customers. You must also have an active USPC Standard Mail permit number in order to process EDDM. Printers who offer full service direct mail services, including Corcoran Printing, have a mail permit number for customers to use at no charge.
EDDM is great for a variety of printed pieces and allows for much creativity with design and print of your direct mail piece. The printed direct mail piece must be a standard flat, a rectangular with four square corners. It must be taller than 6.125” or longer than 11.5” and smaller than 12” X 15”. The finished piece must also weight less than 3.3 ounces and meet a minimum thickness requirement. EDDM is ideal for oversize postcards and also tri-folds, such as local restaurant menus or salon brochures. Imagine the impact of getting a full color 8.5 X 11 postcard in the mail. It is sure to stand out and get noticed by your prospective customers! Incorporate a coupon, and you’re sure to increase business.
We all love to shop, eat and do business locally. Every Door Direct Mail is one of the most cost effective forms of advertising for any business, especially small and medium sized businesses that rely on local customers. EDDM is also effective for larger businesses looking to target specific geographic areas or promoters looking to advertise special events.
Ideal EDDM marketers:
Retail stores and small shops
Art & Cultural Centers
Real Estate Agents
Auto Repair Shops
Amusement Parks/Area Attractions
Special Events/Grand Opening
The direct mail print experts at Corcoran Printing can walk you through the entire EDDM process, from searching your target zip codes, through design and print, bundling, and delivery to specified post offices. Focusing on specific neighborhoods is an ideal way to increase foot traffic for your business and grow your customer base. Call the direct mail printers at Corcoran Printing toll free today at 800-564-0085 or visit us online at http://corcoranprinting.com/printing/direct-mail. We are experts in EDDM and service customers in Pennsylvania, New York, New Jersey and across the country.
If you are a retailer or manufacturer looking for a way to increase sales, a full-color printed catalog of your products might be your answer. Retail giants have realized the value of catalog marketing in a digital age in driving web traffic and sales. After eliminating their catalogs, and seeing a reduction in customers as a result, J.C. Penney’s recently brought back its print catalog in an effort to increase sales, according to CBS News. Land’s End saw a similar decrease in sales after reducing the number of catalogs they mailed. CBS reported that most catalog readers spend more money, both online and in the store.
Other retailers have transformed their catalogs, both visually and in terms of content, to enhance the overall customer buying experience. Some now look more like eye-catching coffee table magazines, offering valuable information for the consumer, such as decorating tips and even recipes. They have become much sought-after sources of inspiration and information for the reader, and more importantly have succeeded in increasing website traffic and sales for many retailers.
Today’s most successful direct mail printed catalogs incorporate stylish color photos and some even tell stories. They succeed in catching a shopper’s eye and encouraging that important online visit to make a purchase. They are even driving traffic into stores to get certain items that might be featured in the catalog. According to the American Catalog Mailers Association (ACMA), 90 million Americans shop from catalogs, with consumers spending an average of $850 per year on their catalog purchases. The ACMA also found that 58% of consumers look at catalogs as soon as they arrive in the mail. If you are retailer, I’m sure you know that getting a piece of this catalog action can help to increase your sales.
Professionally printed catalogs, such as Williams-Sonoma, Anthropologie, Pottery Barn and Restoration Hardware have all focused on improving the look and content of their catalogs. Williams-Sonoma offers recipes and cooking tips, while Pottery Barn and Pier One provide seasonal decorating tips featuring their many products. It’s also enabling retailers to enhance their brand and stay in front of their customers for a longer period of time. Even digital retailers, such as Bonobos and Birchbox, are using catalogs to drive traffic to their websites.
Retailers and others mailed 11.9 billion catalogs in 2013, according to a research by the Direct Marketing Association. This was an increase after years of decline in catalog marketing. Retailers such as Athleta and Victoria’s Secret travel to beautiful locations for photo shoots, showcasing their products in dream destinations that that offers an escape to consumers that flip through their full-color catalogs and truly enhance the customer shopping experience. These professionally printed catalogs and others are building a real connection between customer and retailer.
An article in The Wall Street Journal quoted Bonobos VP OF Marketing as stating that 20% of the website’s first time customers are placing their orders after having received a catalog and are spending significantly more than new shoppers who did not receive the catalog. You can’t argue with these results when looking for a way to increase your sales and expand your customer base.
The most successful brands going into the future will be those that recognize the value of integrating various forms of marketing into their plan. This includes printed catalogs and other direct mail marketing pieces, combine with their social media and online marketing efforts. It’s all about a better customer experience and developing a stronger bond with your target market.
Benefits of a direct mail printed catalog
Develop a closer connection with your customers and stay top of mind
Drive visitors to your website – Print is a driver of online behavior
Better targeting of customers and prospects
Keep in touch with customers to get them beyond that initial purchase
Enhance the overall customer buying experience
Allows you to better express your brand
Has a much longer shelf life than other advertising
Will keep a customer’s attention for a longer period of time than other forms of advertising
Five Tips for creating a more effective printed catalog
Invest in an eye-catching, colorful design
Showcase your products with beautiful color photos and other visuals
Provide editorial content focusing on a reason to buy – offer recipes that utilize kitchen equipment or food items you are selling, offer landscaping tips and sample projects that utilize flowers, gardening or landscaping materials you sell, provide fashion tips and suggested pairing for your clothing and accessories or offer design tips that utilize your home furnishings
Provide a strong call to action to drive people to your website or store with your printed catalog- provide coupons and QR codes
Track effectiveness of your printed catalog through offer codes
A professionally printed, color catalog offers a window into your brand. Take advantage of this effective marketing method to increase sales and develop a closer relationship with your customers. Other direct mail printed marketing materials, including flyers, postcards and booklets also work well to keep you top of mind with your customers and drive business to your website or store. The catalog printers at Corcoran Printing can help you with your next printed catalog project. Call 800-564-0085 today for an estimate on your catalog printing or other direct mail project or visit Corcoran Printing.
Despite the growing popularity of social media and online marketing, many businesses still find direct mail to be very effective in helping to sell products and services. Politico Magazine reported that direct mail isn’t just alive, but it’s thriving. Research shows that spending on direct mail reached nearly $45 billion in 2013 and still generates more consumer response than electronic marketing.
According to research by the Direct Marketing Association (DMA), in 2013, nearly two thirds of all consumers say they purchased something as a result of direct mail. DMA also found that direct mail still has an average response rate of 2% to 6% as compared to email marketing, which only has an average response rate of .12%. Direct mail seems to evoke immediate action. Research by the Chief Marketing Officer Council Worldwide (CMO), found that 79% of consumers will act on direct mail immediately, as compared to only 45% who say they deal with email immediately.
Another encouraging sign for direct mail marketing, DMA reported that very young adults, age 24 and younger are the age group most responsive to direct mail. Why do so many major companies still use direct mail? According to Forbes Magazine, it’s because direct mail is profitable, it brings in revenue that the companies can’t touch with electronic marketing.
What type of direct mail works best? The U.S. Postal Service found that postcards are the mail format most likely to be read or scanned by the recipient, and DMA studies suggest that a whopping 56% of postcards are read by the recipient.
How can you develop a more effective direct mail campaign? Here are a few tips from the Corcoran Printing team:
Consider an oversized postcard.
Feature an offer prominently on the front.
Use a professional graphic designer for an eye-catching design.
Increase your impact with full color printing.
Invest in a good mail list.
Be sure to evoke action with your copy or offer. You need a great call to action.
Direct mail may not be trendy, but it’s is an efficient and cost-effective way to place your brand, coupons, and promotional items right in the hands of the consumer through a targeted mailing list. Unlike social media, direct mail is tangible, you can hold it in your hand, and many consumers still value that. Social media may be fun and exciting, but it is not a replacement for direct mail.
The professionals at Corcoran Printing can help your next direct mail campaign stand out. From targeted mailing list selection through design, full color printing and mail processing services, we will take you every step of the way. For more information or to get started visit us online or call or 1-800-564-0085.