Businesses of all sizes and all purposes the world over have become so consumed with digital communication that they have forgotten one simple and important fact – direct mail is simply unbeatable. How can the old-fashioned approach possibly hold worth in the digital age? Read on for three golden rules to consider when looking to boost your response rate.
No Spam Filters
First and foremost, it really doesn’t matter how genuine your message is or the quality of your advertising, is the recipient’s spa filter doesn’t like the look of your email, they’ll never even know you sent it. Going back to the title of the piece, conventional mailboxes do not have spam filters and therefore you can be assured that your message will at least get to who it was intended for in the first place – assuming you pay the correct postage, of course.
When it comes to finding the best and creative way to start a marketing campaign you would want to think about what your target audience would want to see in an advertisement. When you are thinking about reaching a greater amount of people you would want to think about using direct mailing to reach more potential clients in the area. One great program to go with is the USPS “Every Door Direct Mail” to help your business to reach more potential clients in one day.
If you are a small business owner you will find that by using the USPS program that it can give you a cost efficient alternative and they work to bring you direct mail programming that will work best for the budget that a small business owner has to rely on for their direct mailing campaign. When you are thinking about going through this direct mailing process you would want to find a reliable printing company that would work best for your printing needs.
When it comes to having the perfect direct mail marketing campaign you would want to make sure that every factor works perfectly in union together. By making sure that everything flows perfectly you will find that your marketing campaign will hold up better against your competitors. One of the more common methods of marketing is through paper. With a marketing campaign that revolves around paper it is essential that you use the proper type with the marketing campaign that you have chosen.
Different Types of Paper Causes Different Reactions
Using the right type of paper can essentially make or break a marketing campaign. So taking the time to do the proper research and weighing your options, you can choose the right type of paper to fit any campaign. You will find that when you use different types of paper the recipients of that marketing campaign will have a variety of different reactions. By testing out a set of paper you will be able to find which type of paper works best for your target audience.
Ordering, buying or selling print over the web can now be done through an intelligent technological mix to benefit both the customer and your company. Web-to-print allows one to design portals dedicated to individual clients, these being able to edit documents and to order them, to get price quotes or check invoices, or to have special access to the website. If a company has multiple locations, this development is highly beneficial because it eliminates the need to micromanage each site. On the other hand, occasional clients could benefit of a public access portal.
Placing orders through web-2-print storefront is one of the great benefits. The company’s client get quick access through a customized portal right on their desktop, a where they can view the entire history of their orders, too. New orders can be placed through this system. The software makes print jobs easy, and the customer can also fill out necessary forms right within the portal, which makes it very efficient and convenient. The client has to click on the portal icon, upload the file to print, and fill in the necessary information required to complete the order. Some systems can offer options to help select the right paper, ink, finish etc.
Your business is all about delivering quality to your customers, and this is why customer-centric marketing is essential. When your marketing efforts are directed towards engaging, informing and energizing your target market, you can be assured of long-term benefits and loyalty.
Why It’s Essential
The arena of marketing has changed greatly over the past few decades, mainly because customers are now more meticulous and more informed. Take the case of response rates on social media, for example. Social media can play a great role in interacting with your customers. Now more than ever, customers clearly have the tools to understand and to gauge the claims companies make. Inadvertently, they also have the power of choice to find various other options and to go for better alternatives.
In a time where email and other forms of communication via an electronic channel reign supreme by being easy to use and extremely economical, direct mail surprisingly represents in developed countries a growing part of the advertising industry and a significant amount of the total volume of sent mail. Given the resources it uses, it is wrongly perceived as harmful to the environment.
Although it may appear as wasteful, direct mail is known to have a small environmental impact. The stages of the process are: mail design, manufacturing the paper to write on and the envelopes, the production of the letter distribution and, finally, the disposal. In terms of CO2, there is much more of it being produced by daily activities such as watching television, running a dishwasher or a refrigerator. A study has shown that taking a two-minute shower is the equivalent of getting 40 letters. Direct mail is based on a renewable resource and generally the transportation issues represent a concern for environmentalists.
The two major ways to print currently is with offset printing and digital printing. Offset printing is the type of print that has been used for years – way before digital printing came along.
With offset printing there are some advantages and disadvantages. Offset takes longer to get a print job done as it takes time to set up the plate to print from. And, this type of printing is only cost effective if you are printing over 1000 or more of whatever the print job consists of. The quality of the print will also be exactly the same each time. Offset printing also has more numerous options on print medium. For example you can print on wood, cloth as well as nearly any type, weight, paper or size finish.
There is nothing in the world quite like letting a client or customer known they have all the time in the world to reduce response rates and generally see any ROI dwindling all-too rapidly. Conversely, it has been proven time and time again that if and when a consumer or potential client is made to think that the offer they have been ‘’blessed’ with is something of a limited offer; chances are an enormously higher quantity will respond, and respond fast.
The key is to use a balanced approach, whereby the customer or potential customer in question is made aware of the fact that their prompt action could prove rewarding for them, without ever crossing the line into using a frantically forceful approach or threats.