If you’re a commercial printer, you’ve no doubt spent some time defending the merits of direct mail. You’ve probably heard things like: “Direct Mail is too expensive”, “Email marketing is so much cheaper” or “People throw junk mail away.” While it’s true that some advertising dollars have been moved out of direct mail, the industry is still relatively healthy. Recent research has indicated that direct mail spending nationwide should grow approximately 3% in 2017.
Direct mail is still one of the best options to get promotions and offers directly into the hands of consumers. This is especially true when compared to email marketing where the latest data suggests that over 98% of all emails go unread. With over 100 billion spam emails sent daily, we can understand why.
However not all direct mail is created equal. You need to do everything possible to ensure that your campaign is a success. At Post Press Specialties, we’ve added print enhancements to tens of thousands of direct mail pieces. Here are some of the things we’ve learned over the past twenty-five years that will make your next campaign a hit.
- Say “No” to the ordinary.
In order to get noticed, you have to have your piece stand out. If you’re sending your messages via a standard #10 envelope, STOP. Your piece will just blend in with the dozens of standard letters your prospect is already getting. One of the best ways to get noticed is producing an “odd sized” piece. You’ll have a much better chance if your piece is “unusual”.
Our Young Shin 57” Die-cutter is perfect for producing pieces that are extraordinarily different. We are always telling designers to “stop thinking in right angles”. Chances are, if you can imagine it, we can produce it. Call us at 816-257-1919 and we’ll be happy to show you some of the innovative projects we’ve collaborated on.
- Don’t scrimp, Quality is key.
It may be an old saying but it’s true: “You don’t get a second chance to make a good first impression.” This is especially true with direct mail. If a prospect isn’t engaged with your piece in the first few seconds, chances are they will never will.
A study by MWV showed that consumers equate the “feel” of a sturdier mailer with a high-quality brand or offer. That perception can drive more consumers to read your message, respond to your offer and increase your campaign’s success.
Thinner, cheaper and flimsier stocks can negatively impact your results. Keep this in mind when choosing paper stock. Saving a little can cost you a lot in the long run.
- Enhancements, Enhancements, Enhancements
Make your piece impactful. Compel the reader to pick up and touch your piece. With our expertise and state-of-the-art equipment, we can produce visually appealing pieces that command attention.
Adding print enhancements like metallic finishes, 3D effects and foil embossing will increase your chances of success. Not only do enhancements increase the likelihood your message will be heard, but they also convey an underlying tone of quality for your product and brand. Our MGI JetVarnish 3D spot UV coater is one of our most prized pieces of equipment. The 3D effect that the MGI can do is truly amazing.
- Use all five senses
Create a multisensory experience with your piece. Touching and feeling will create a connection between your product and the prospect. Adding tactile effects (like 3D effects) will create a visceral and emotional connection with the consumer.
We can create a wide variety of print enhancements that will engage the consumer. Enhancements breathe instant life into an otherwise mundane piece.
You will also be surprised on how cost effective enhancements can be.
- It’s Personal
Direct mail has to feel personal to drive action. Sure, it’s impractical to design a piece specifically for one person, but try to make each prospect feel special.
With variable print technology, we can show you how to tailor a piece for each prospect. Want to create a loyalty program and send personalized cards to each recipient? We can do that. Whether it’s small touches of personalization such as embossing a recipient’s name or full-on personalization through specialty kits, making direct mail personal and exclusive increases response rates and strengthens brand loyalty.
Direct mail isn’t dead. In fact, it’s beginning to grow again. A well-designed direct mail campaign can be successful in any industry. Using print enhancements will increase response rates and make your campaign a rousing success.
We’ve become one of the largest binderies in the Midwest by delivering innovative, creative print finishing services to the commercial printing industry for almost twenty-five years. Call Post Press Specialties at 816-257-1919 and we’ll be happy to discuss your next project.