Digitally ENHANCED Direct Mail: Direct Mail, But Better

Direct mail has been the foundation of great marketing programs since the days of the Pony Express. From cheerful birthday cards to heart-tugging nonprofit appeals, there is something about a printed piece that’s special. Now there is something that makes it even better. We call it Enhanced Direct Mail.

Digital marketing channels like email, social media, telemarketing, and online ads all compete for your customers’ attention. What if you could combine the power of direct mail with the cost effectiveness of digital channels so that instead of competing with one another, they work together?

You can. With Enhanced Direct Mail, we can match your target audience in your mailing and email lists to their social media and IP addresses (matching at a rate of about 70%). We integrate them into a single program so that your direct mail piece can be automatically followed up with a reminder email, a phone call, or online ad. One mail piece triggers multiple touches, each reinforcing your message and working to dramatically increase your response rate.

• Direct mail
• Email
• Online advertising
• Social media advertising
• Telemarketing

But wait—it gets better. Every piece of mail that leaves our shop is also tracked. We know where it is going, when it hits, and soon will even know the time of day it hits. This allows you to combine your channels in the right order at exactly the right time.

What does this look like in action? Say you are a charity benefiting underprivileged children. The donor comes home, opens his or her mail, and sees your end-of-year fundraising appeal. Later that night, they check Facebook and see an online ad with the same message. This triggers them to go back to the mail piece. Or, since they’ve already seen the appeal, they might decide to make a donation right then and there.  You could also follow up with an email or phone call.

Regardless of the channel (or channels) you use, the important thing is that one piece of mail generates multiple, integrated touches. The more marketing touches a prospect receives, the more likely they are turn to into a customer. It’s no wonder that Enhanced Direct Mail clients are seeing returns of 20%, 30%, and even 40%.  

This works for reward programs, too. Let’s say you have both postal and email addresses, so you set up a program with direct mail to be followed by reminder emails. The day after the loyalty member receives the mailer with their updated loyalty information, they might get an email that says, “Did you get our postcard? Don’t forget to redeem your points!” Or you can set it up the other way around. Send the email before the postcard hits. “Your rewards points are on their way! Don’t miss them!”

No matter how you use Enhanced Direct Mail, you can’t beat the ROI. Like any great team, marketing channels work better together. So check it out — one program, multiple channels, and integrated touches. It’s only pennies on the dollar, and you cannot beat the results. 

Please give us a call at 440-946-0606
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Why Some Personalized Mailings Just Work Better

When it comes to increasing response and conversion rates, personalized communications are a powerful tool. However, don’t think that all personalization is equal. It isn’t. To get great results, you must use the right variables with the right audience in the right way.

Response rates for personalized mailings can vary widely. One study found response rates ranging from 6% to 75%, with an average of 21%. These are some eye-catching numbers, but why is the range so wide? To understand the variation and set realistic expectations for your own campaigns, it’s helpful to ask specific questions.

•    What type of campaign was it? Customer acquisition? Customer retention?

•    What kind of list did you use? Highly targeted, moderately targeted, or undifferentiated lists will yield different results.

•    Did recipients have a previous relationship with your company?  Or are you using a prospect list? 

•    What is the value of the product? Are you marketing a webinar or selling a Tesla? 

•    Did per-order value go up with personalization, and if so, by how much?  A “low” response rate combined with a high per-order value will often net you better ROI than a high response rate with low per-order value.

•    How are you measuring success? Response rates? Conversion rates? Cost per lead? Average sale? Each measurement tells a different story.

The answers to such questions can have a dramatic impact on understanding ROI. So before setting your expectations for your next personalized mailing, talk to us about your goals, expectations, and the data you are working with. Setting realistic expectations is a critical component to making your 1:1 print program a success.

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Want to Keep Customers? Ask Their Opinion (Then Act on It)

Want to keep your customers loyal and continuing to shop from you? Ask their opinion . . . then act on what you learn.

One of the most important ways you can value someone is to ask their opinion. When you ask what they think, it makes them feel important. From a marketing perspective, this deepens customer engagement and solidifies their loyalty.  If you actually act on what you learn from those customers, so much the better.

Let’s look at an example. A regional grocery store chain was experiencing increased competitive pressure from a large national chain and wanted to preserve its most valuable customer relationships. The chain sent two personalized surveys to its top 400 customers: one in the fall and one in the spring.

The first survey included six survey questions and a letter addressed to the shopper, signed by the store manager. The second was a follow-up to find out how well the chain had addressed the concerns raised in the first survey. Recipients of the second mailer also received a personalized cover letter from the store manager.

The surveys received a 52% response rate. While specific data on customer retention was not provided, a research study conducted by Rice University and published in Harvard Business Review found that, over the course of a year, customers who received similar customer surveys were twice as likely to continue their relationship with the company than those who did not.[1] We can assume a similar result here.

Once people have made a purchase from you, they are your customers to lose. Show them that you care what they think, that their opinions are valuable, and that you will act on information they share with you. They will reward you with their loyalty.

Need help designing a customer survey to incorporate into your next mailing? Let us help!

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[1] “Sending out a Survey to Customers Can Double Sales,” by Vivek Bhaskaran, www.questionpro.com.

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3 Approaches to Measuring Results

When you invest in any marketing effort, you want to know if it’s working. There are many approaches to results measurement, and the right choice for any marketing campaign will depend on your marketing goals. For numerous marketers, response rates are the first measurement they use. But there are other measures that are more telling.

Let’s look at three of them. 

1. CPL (cost per lead). When you are developing a mail campaign, it’s easy to focus on the price per piece. It’s hard for personalized mailers to compete with high-volume static mail on a cost basis, but everything changes when you look at what your program costs per lead.

If you mail 100,000 postcards at $.25 each (including postage), that’s a project cost of $25,000. If that campaign achieves a 1% response rate, that’s 250 leads at the cost of $100 per lead. On the other hand, if you mail 25,000 personalized mailers at $1.00 each, that is still a project cost of $25,000. However, if you achieve a 12% response rate, that’s 3,000 leads. Now your cost per lead drops to $8.33!

2. CPS (cost per sale). Not all leads translate into sales. To find out what it costs you to actually close a sale, divide the number of people who make a purchase into your total costs. If only 33% of respondents to the above campaign make a purchase, for example, your cost per sale is $300 for the static campaign, while for the personalized campaign, it is $25.00.

3. LCV (lifetime customer value). The value of the sale often goes beyond the initial purchase. If personalized communications woo the buyer of one automaker to another, and if that customer becomes loyal to that brand, the return on investment from that mailing piece includes the value of every car purchased by that customer over his or her lifetime. This is an important metric for marketers of long-term purchases, such as automobiles, financial products, and insurance.

The bottom line? Before you measure your results in any print campaign, make sure you understand all of the available measuring sticks, then use the one(s) that are the most meaningful to you.

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Should You Gamify Direct Mail?

As you brainstorm ideas for making your direct mail more engaging, have you considered gamification? In this strategy, you turn your direct mail pieces into components of a game. You might deliver game boards, tokens, or pieces of a puzzle. Gamification creates an element of fun and engages your target audience in a fresh and interesting way.

In an article written for Marketing magazine, Jennifer Browers, director of loyalty marketing, Epsilon, listed four benefits of gamification. We added number five.

1. Takes the dull out of onboarding.

Introduce your products by letting recipients learn about them by adding pieces to a game board. Or mail out a series of surveys over a period of time, allowing you to gather data on your customers while they earn prizes for the surveys they complete.

2. Get your competition on.

Create competition between household members or colleagues in the same organization.  Or create a group challenge for members of a team.

3. Bidder, bidder, bidder! 

Browers points out that auctions are a form of gamification, too. Nonprofits can really benefit from this strategy.

4. Buddy up for a good cause. 

Rewards earned in games can be used for a variety of purposes. Consider allowing recipients to donate the prizes they earn to programs and causes they care about.

5. Create long-term engagement.

Games create engagement that lasts over time.  It gives you an opportunity to send a marketing touch every few days or week.  These are contacts that your customers and prospects will not only tolerate, but actually look forward to. That’s marketing gold!

Are you ready for marketing gold? Let’s get your gamification on!

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Securing Your Customers’ Loyalty

Your customers are a hot commodity. Everybody wants them. So how do you keep them loyal to you? Make your relationship so great that they don’t want to go anywhere else.

1. Market in the age of “me.”  

Know your customers well enough to give them a personalized experience. This goes beyond targeting with basic demographics like gender, age, and household income. Look at the channels your customers respond to, when they make purchases, and what they buy. Acting on this data helps your customers see that you know and care about them. It helps with cross-sells and upsells, too!

2. Coupons galore!

Consumers have a love affair with coupons, including mobile. According to Juniper Research, mobile coupons are 10x more likely to be used than printed coupons.

3. Don’t be channel agnostic.

Know which channels your customers are most likely to respond to, then use them. If a customer requires two emails to respond but responds the first time to direct mail, get them on the “mail first” list. If someone else is more likely to respond to an email than a printed newsletter, get them on the “email first” list. Keep your branding, message, and imaging consistent regardless of channel.

4. Ask their opinion.

Use response cards, personalized URLs, and other survey mechanisms to get your customers’ opinion on products, services, and potential business changes. When one specialty retailer wanted to give its location a facelift, it used a targeted direct mail piece with personalized URLs to ask its customers about products and services they wanted but the company didn’t offer. It got an earful! The retailer incorporated the most popular suggestions, and its sales soared.

5. Remember to say “thank you.”

Everyone likes to be appreciated. Send a personalized “thank you” letter, postcard, or other mailer once in a while. Attach a no-strings coupon or discount just to engender their goodwill . . . and you will.

Gaining customer loyalty doesn’t have to be rocket science. You just have to put in the effort.  

Please give us a call at 440-946-0606
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Don't Let Print Buying Stress You Out

Does print buying stress you out? There are so many details that can make or break a print job. Then you have finishing, mailing lists, dealing with the USPS. . . . and oh, yes, schedules. Print buying can be a daunting task. Try these common sense strategies to make your experience more predictable and (hopefully) stress-free.

1. Get into our ears. By involving us early in your project, you will get a high quality result while saving time and money. Tell us your concept, then we will suggest colors, papers, layouts, and finishes that can minimize production time at the best cost.

Plan backwards. Given today’s advances in printing technology, buyers often underestimate the time required to deliver a job. Sure, we may be printing on a digital press, but you still have prepress, proofing, special order requirements, and finishing. Providing ample lead time will save money by preventing rush charges.

Know your specs. The more explicit your instructions, the more likely you are to be happy with the quality and cost of the end product. One missing piece of information or last-minute change can delay a cost estimate, proof, or final production.

Proof everything. We will alert you if we identify errors in your file, but we aren’t experts in your marketing copy—you are. Your print job cannot move into the next stage of production until you sign off on the proof, and that includes your copy.

Even if you do not have a job to submit today, give us a call so we can start preplanning your next project. Together, we can create a stress-free print buying experience that will exceed your expectations for quality, efficiency, and cost.

Please give us a call at 440-946-0606
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5 Stats that Show Print Still Matters (A Lot)

Think print is starting to “lose its cool” in the age of digital marketing? Actually, the opposite is true. With the growth of digital, print has solidified its place as a channel that marketers cannot ignore. Here are five print marketing statistics that every marketer should know.

1. Some customers can only be reached by print. Even in today's digital age, there are still large groups of consumers who cannot be reached through digital channels. According to the Pew Research Center, 11% of Americans have no Internet access at all, and among certain populations, such as older Americans, rural Americans, and those without high school diplomas, this number is significantly higher. (Source: Pew Research Center, 2018)

2. Many consumers use print and digital coupons equally. Who doesn't like a deal? While some consumers prefer digital coupons for their convenience and immediacy, 41% of shoppers use print and digital coupons equally. (Valassis, 2017).

3. Direct mail is the number one driver for online fundraising.  According to MobileCause, donors are three times more likely to give online in response to a direct mail appeal than an e-appeal. (MobileCause 2018)

4. Consumers spend more time with direct mail. According to a widely cited study on the neuroscience of print, people spend 118% more time considering direct mail than they do digital mail. (CanadaPost, 2016)

5. Millennials love direct mail. Nearly half (47%) of Millennials look forward to checking their mail every day. In a digital world, even the most digitally embedded crave human connection.  (United States Postal Service, 2016)

There is a reason that print remains the bedrock of today’s most successful marketing campaigns. Email, mobile, and social media all have important places in the mix, but print remains the cornerstone of truly successful multichannel marketing for a reason.

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Got Relationship? It’s the Key to Nonprofit Fundraising

Pop quiz: What is the factor most likely to impact a person’s willingness to donate to a nonprofit organization? According to a survey by YouGov, it’s relationship. Key to this relationship is helping donors feel great about their donations and see how their giving is making a difference.

How do you deepen your donors’ relationships with you? Get to know them. Use surveys, third-party data sources, pop-up web forms, and other methods to gather information about your donors that you may not already have. This information can be used to tailor your communications in ways that are most effective. 

Say you are providing services to underprivileged children around the world. If your survey reveals that potential donors are in the medical field, for example, you might emphasize the value of their donations to fight disease or provide clean water. If, on the other hand, donors are teachers, you might highlight the ability to give the children good educations. Or you could provide the same messaging to both groups, but use different imagery.

Not everyone wants to take the time out of their day to fill out a survey, so if you are going to ask people to do so, give them something of value in return. “Value” doesn’t have to mean a monetary incentive, such as a gift card or entrance into a drawing. It can be something as simple as exclusive insight into a project you are funding ("Respond to our survey and receive a link to an exclusive behind-the-scenes video of our volunteers at work").

Donors give because it makes them feel good. The response incentive needs to reflect that motivation, and it will be different for every organization.

Need help creating a donor survey to further the mission of your organization? 
Give us a call at 440-946-0606.
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Proof That Personalized Content Marketing Works

While push marketing remains an important component of any customer acquisition or retention program, pull marketing has become even more so.  Often times, consumers have already done much, if not the majority, of their research before reaching out to a salesperson. This is why content marketing has become such a critical part of any marketing program.

One of the most common forms of content marketing is the customer newsletter. It educates, creates thought leadership, and presents the company as a valued resource. Adding personalization makes this content even more compelling. One community-based healthcare system found out just how much.

After sending a traditional newsletter for years, the organization began matching the content to what it knew of patients’ health conditions. After about a year, it conducted a readership survey to find out how the new approach was being received.

The results?

• 93% of respondents felt the articles were relevant and of interest.

• 73% read the entire newsletter every time it came in the mail.

• 77% said it was easier and quicker to read.

• 95% said they became aware of services that were previously unknown.

Not only did the healthcare system solidify its relationship with existing patients, but nearly every one of these patients learned about some of the provider’s services they didn’t know about before. That’s great cross-marketing!

Because the organization tracked which articles patients received as well as patients’ usage of services, it was also able to calculate ROI on its efforts. ROI on individual articles ranged from $50 to $444 per dollar spent.

Would you like to add personalized content into your company newsletters? Talk to us about how!

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Are Your Fonts Like a 1970s Suit?

On one hand, using multiple fonts in a print layout can open you to a world of creativity. On the other hand, if you use too many fonts (or if the fonts you choose don’t work well together), you don’t end up with creativity. You end up with a mess.

Type often obeys the law of engineering “form follows function.” That is, a typeface should be appropriate to what the typesetter designed it to do. At the same time, that form needs to be aesthetically pleasing. The basis of good typographic design is balancing the two.

For example . . .

Bell Gothic was designed in 1938 to improve the legibility of phone directories, as well as provide economy of space.

Frutiger was designed to make airport signage easy to read from a distance.

Courier inspires a sense of nostalgia.

When choosing a font, choose a font appropriate to the task at hand. Think of fonts like clothing. What we wear should be appropriate to the weather as well as to the context (formal versus casual), but also be attractive. Likewise, some fonts look dated and scream “1970s,” the typographic equivalent of a plaid leisure suit.

Like everything else, typefaces go in and out of fashion. While it’s tempting to think that no one really pays close attention to fonts, there is often a subconscious visceral reaction to bad type, not unlike the subconscious reactions that we have to poor color combinations or out-of-date clothing.

Understanding how font choices affect the perception and reception of documents is one of the crucial elements to good design. You should not treat it lightly. If you need help, just ask. You can use one of our in-house designers or we can recommend a good designer to assist you. 

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Visual Differences Between Digital and Offset

Gone are the days of debating the benefits of digital vs. offset printing. With the quality being nearly indistinguishable between the two, most marketers hardly think about it anymore. However, there are still production differences between digital and offset printing, and it’s always good to know what they are.

Most digital presses use dry toner. Consequently, one of the visual differences between digital and offset is how the toner impacts the brightness of the print.

Toner tends to sit on top of the sheet rather than soaking into it like offset ink. This results in a vivid image that can be slightly shinier than offset. Some digital presses use toner suspended in liquid (sometimes called “ink” and other times “liquid toner”) that creates a slightly softer image.

If you will be coating your pieces, the visual difference between offset and digital disappears. This is because the coating masks any difference in gloss between the two. While many marketers prefer the bright, glossier image of toner-based digital, if you are among those who prefer the softer look (and are not using liquid toner printing), you may want to consider a matte coating.

Another difference between offset and digital is how the presses handle large areas of solid color. Although digital presses can print 100% solids, if your design will be using large areas of solid color, it is recommended that you build your solids using color blends. If you are printing black, for example, instead of using 100B, you might use 40C, 40M, 40Y, and 100B.

There are other subtle differences between digital and offset, but in the end, what’s most important is whether the printed piece achieves your marketing goals. We’re here to make sure that, regardless of which process you use, the answer is unequivocally yes!

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5-Point Checklist for Top-Notch Folds

First impressions matter. When a recipient reaches into his or her mailbox or picks up a piece of marketing collateral, what impression are they getting from your company? The quality of the folds you use is one of those details that matters more than you might think.  Here is a five-point checklist to make sure your piece looks its best.

1. Create a mock-up.

Before finalizing the design, create a mock-up to make sure everything looks right. For example, check that folds don't run awkwardly through visual elements and that everything lines up correctly. You don't want to be making last-minute corrections because something got missed.  

2. Double-check the folding sequence. 

When the piece is run through the folding machine, the folding sequence is often different from how the panels appear on the printed sheet. Make sure that the panels are in the correct order even after the piece gets folded.

3. Allow for creep.

If you are doing multiple folds, adjust for creep. Especially with thicker paper, every time the sheet is folded, it moves over a little each time. If you are doing roll folds, each consecutive panel must be slightly narrower.

4. Don't assume it's machine foldable.

Don't assume that every piece is machine foldable. With more complex constructions, pieces may need to be hand folded.  You don't want to be redesigning the piece right before the deadline to avoid an unexpected expense. 

5. Consider the paper grain.

Ensure that the folds go with the grain of the paper, not against it. This will minimize the potential for cracking across those fold lines. If you have heavy ink coverage, you may want to pre-score the folds to keep them crisp.

These are five simple steps that can make for a piece that stands out in its professionalism and stays within the budget. Before creating any complex folds, talk to us first!

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Showcasing Print in an Omnichannel World

Print remains the bedrock of great marketing. However, marketing still needs to be multi-channel. As put so well by Lazar Dzamic of Kitcatt Nohr Digitas, a London-based creative agency, “People don’t think ‘offline’ and ‘online.’ They just see a brand in all its touch points.” In other words, there isn’t print marketing and digital marketing. It’s all just marketing. So how does print fit into this larger, omnichannel world?

Regardless of channel, marketing success starts with data. You want to gather as much data about your target audience as possible to make the message richer and more effective. You also want to present a consistent brand and marketing message across channels.

Here are some best practices to get you started:

•    Verify and correct existing customer data.

•    Update and expand on that data to learn as much as possible about each customer.

•    Segment messages based on full customer profiles.

•    Layer on personalization.

•    Be consistent in your branding and messaging across all touch points.

When you develop the print portion of your campaigns, focus on those aspects that are unique to print or that are particularly suited for it:

•    Invest in exceptional design that leaps off the page. 

•    Capture the richness and depth of printed color to create a lasting impression that digital cannot match.

•    Add special effects such as coating, die-cuts, or embossing.

•    Integrate tactile media such as textured surfaces, unusual coatings, or memorable stocks.

•    Use dimension, folds, pulls, and other interactive elements to create a physical 3D experience.

Print offers unique benefits that cannot be replicated on a screen. Take advantage of them!

Please give us a call at 440-946-0606
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Does Your Multichannel Strategy Need an Update?

When was the last time your print marketing strategy was freshened up? When was the last time you looked at your creative approach, value proposition, and media mix with fresh eyes? If it’s been a while, maybe now is the time.  Here are three areas to consider.

1. Does each tactic prove its worth?

Technology is cool, but don't throw new things into the mix just for the sake of doing it. Test, evaluate, and incorporate new components in ways that create results.

Say you make your first contact with a customized postcard, direct mail letter, or self-mailer that drives the reader to a personalized URL.  Offer the option of connecting to the site by either entering a web address or scanning a QR Code.  Track your metrics to see which channel recipients do and do not respond to.

No matter which response mechanisms you use, be sure to look at more than top-line numbers. You might think that a response rate is “low” until you discover that it gets the most responses from a segment of your target audience that is particularly important to you.

2. Demographics are important — go further.  It may be tempting to base your marketing efforts on the most readily available information, such as gender, age, and income. For the best results, however, take it a step further. Seek to understand what your prospects care about.  Today’s consumer wants to be an individual, not a segment. 

3. Track and measure your results. Which elements of the campaign do you track? How do you determine a “response rate”? Is it a click or a scan? Is it the completion of a form or a purchase? Connect your marketing goals with clear metrics, so you know which of your marketing efforts are working and which are not.

Marketing is about results, and consumers often respond to different tools and tactics at different times. Track, test, and measure so you can keep up.

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Is Social Media Print’s New Best Friend?

While print and social media may compete for your marketing dollars, they don’t have to compete for your customers. In fact, using them together can make your marketing more effective.  Let’s look at five ways print and social media can work together.

1. Print drives traffic to social media.  

How do you drive traffic to your social media sites? Often, it’s with print. Whether it is through direct mail, store signage, or company invoices, print is often your customer’s first exposure to your social media presence.

2. More channels help you reach more people.

Even in today’s tech-driven world, not everyone uses social media or uses it on a regular basis. Use print to ensure that you are reaching the largest swath of your audience as possible. As the old adage goes, “Don’t put all of your eggs in one basket.”

3. Say it again . . . and again.  

Consistently, studies show that reinforcing your message through multiple channels increases brand awareness, heightens engagement, and boosts response rates. The combination of print and social media, along with other traditional and digital media, is more effective than any single channel alone.

4. Boost credibility.

Survey after survey shows that consumers still trust print more than they trust online media. A survey conducted by Ball State University’s Center for Media Design in coordination with ExactTarget found that even Millennials are more likely to be influenced to make purchase decisions based on communications they receive by email and direct mail rather than through social media advertising.

5. Print has staying power.

Your message on social media might stay for a few hours, then gets buried under the avalanche of other messaging. Print has staying power. Your direct mail piece might live on someone’s desk or bulletin board for weeks or months.

Using print and social media isn’t an “either or” proposition. Understanding when and where to use each channel is the key to getting the best results.

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Got Customers? Now Keep Them!

Congratulations! You’ve gotten new customers through the door. But wait—you’re not done. Now you need to retain them. One of the best ways to do this is through personalization. Here are five ideas for engaging customers with personalized communications that will really help you to stand out.

1. Send a surprise discount.

Everyone likes to be appreciated. Send a coupon with a discount on your customer’s next purchase “just because.” It will surprise them and foster goodwill.

2. Help them remember.

Many companies recognize their customers’ birthdays, but how many help them remember the birthdays of their loved ones? Offer to collect important dates for special occasions for your customers’ friends and family and send gift ideas with unique insight from your area of expertise.

3. Give them inside access.  

People like to be in the know. Encourage customers to sign up for your newsletter or connect with you on social media, where you can give them sneak peaks of new products or offer them ways to use your products they might not have thought about.

4. Say “thank you” for loyalty and longevity.

If you know when your customer first began working with you, why not send a personalized thank you card and gift commensurate with the value of their business?

5. Ask their opinion.

Use personalized URLs or online surveys to ask customers’ opinions about your company, your offerings, or bounce new product ideas off them. People like to do business with companies who care about what they think.

The more you can engage your customers beyond the sale, the more you earn their goodwill and loyalty. So think beyond the initial purchase. Think about building a relationship for life.

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