Category Archives: Marketing

Snatch Customers Before Your Competitors Do!

Investing in direct mail for customer acquisition? Your competitors are! As their efforts become more proactive and strategic, how do you plan to attract those same customers before your competitors do? Here are three proven strategies for grabbing attention in the mailbox.

  1. Use dimensional mail.

In a stack of envelopes, a padded envelope, a package, or some other three-dimensional mailer gets attention. Usually, these are opened first. While dimensional mailers cost more than flat mailers, they get response rates that can make your mouth water. According to the Direct Marketing Association, dimensional mailers receive response rates 200% – 300% higher than flat mailers. So when your marketing ideas take shape, make it a literal shape!

  1. Try out unusual finishes, folds, and bindings.

Tangible elements are what make the print channel stand out. Consider using some of the many spot coatings, textured coatings, die cuts, pop-outs, and foldouts that your customers don’t see every day. If you have been meaning to investigate fresh new options and still haven’t had an excuse to do it, now you do.

  1. Try new mailing formats.

Not all mailing formats are created equal. There are many different formats available: postcards, folded mailers, mailers placed into envelopes, envelopes that are personalized, envelopes that are not personalized, window envelopes, and more. Envelopes and mailers can be different sizes, thicknesses, and colors. Experiment with colored substrates, clear envelopes, and on-envelope personalization.

It’s time to get noticed! If you need some ideas or want to test new formats, substrates, and finishing options, just ask.



Want More Sales? Drip It!

What is drip marketing? It is a powerful form of marketing in which marketers gradually “drip” content out to customers and prospects over time. Drip marketing includes a wide variety of channels, including direct mail, email, newsletters, and social media. It can be used for brand building, product introduction, cross-sells, and a variety of other marketing goals.

Let’s look at how one marketer used drip marketing with direct mail to get 1400% ROI.

Phase #1: Step one was sending an eye-catching, high-gloss trifold mailer that grabbed instant attention inside the mailbox. Once the mailer was opened, recipients were greeted with name personalization, relevant text, and a personalized URL that allowed them to enter an email address and download a free, high-value white paper. They were also encouraged to fill out an optional survey to provide the marketer with more insight into their individual needs.

Phase #2: Step two was a follow-up mailing to nonresponders. This mailing built on the name recognition built by the first mailing, but it was tweaked to differentiate the two. The piece also included a personalized URL.

After the second mailing, the marketer was swamped with responses — so much so that the third mailing was delayed for several weeks so that the response team could keep up.

Phase #3: The third mailing went to people who had not responded to the first two mailings. The marketer used an invitation-style A7 envelope with full-color brochure insert, personalized note, and personalized URL. To sweeten the pot, respondents were offered the chance to win a sporting package or high-end coffee brewing system.

The results? The company exceeded its sales goals by 400% and achieved more than 1400% ROI!

What made this program such a success? The marketer understood that sometimes it takes more than one contact to build name recognition and trust. In a drip campaign, each piece builds upon the next, and in the end, you gain results not possible with a single marketing touch.

Want to tap into the power of drip marketing? Give us call!

Marketing in an Omnichannel World

We are bombarded with electronic media. Cellphones. iPads. Kindles. Nooks. Facebook. Video streaming. Where does print fit? Right square in the middle.

To be effective, marketing needs to be multi-channel. From a consumer perspective, there isn’t print and online media. There is just marketing. As succinctly stated 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 touchpoints.”

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 present a consistent brand and marketing message across channels.

Here are some best practices to get you started:

  • Verify and correct existing customer data.
  • Append that data to learn more about each customer.
  • Customize messages based on customer insight.
  • Personalize consumer interactions across all touchpoints.
  • Integrate communications and present a consistent message across all channels.

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

  • Use great design that pops off the page in a way not possible on a screen.
  • Tap into the richness of printed color to create a lasting image. Add special effects such as coating, die-cuts, and embossing.
  • Integrate tactile media, such as textured surfaces or stocks to create a memorable experience.
  • Include product samples, personalized booklets, and other incentives not possible in a digital world.

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

Need some fresh ideas? Just ask.

Switching from Static to Personalized Makes Results Soar

With consumers squarely in charge of product research long before they ever contact your company, content marketing is more important than ever. One of the most important forms of content marketing is the customer newsletter—and more and more are moving to personalized editorial.

What happens to results if you switch from a general-education newsletter to a fully personalized one? One community-based healthcare system found out. After sending a traditional newsletter for years, it began matching the content to what it knew of patients’ health conditions. Personalized content ranged from advances in treatments to schedules for clinical trials.

After about a year, the healthcare system 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 those patients learned about some of the provider’s services they didn’t know about before. Imagine the impact on revenues!

Not every marketer can track to this level of detail, but there are many simple, cost-effective steps you can use to monitor your marketing effectiveness too. Personalized URLs, barcodes (visible and invisible), discount codes, and multiple landing pages for various iterations of the same campaign are all ways to track and measure results.

Talk to us about converting your content marketing into personalized content marketing!