Print Management Allows Businesses to Spend Resources on Growing Strategies

canstockphoto14068037Every growing strategy needs a powerful marketing process. This is a necessary component for businesses to seek new customers and win new clients. There are many marketing strategies that businesses use: television, newspapers, radio, but these strategies do not posses the influence of a great print marketing strategy. Businesses can use print marketing to reach a greater audience through many ways including direct mailers. A print management service provider allows businesses to develop growing strategies without locking resources on one project.

Print Management

When businesses need something printed for marketing projects, a print management service is an invaluable partner. Print management service providers help businesses by delivering variable quantities of printed materials in small batches to large volumes. Providers also help businesses by delivering their products to customers through the mail. This can be for direct mailers or sending information for customers. These services help businesses to put marketing in the front for their growing strategies.

Business Advantages

Because print management service providers absorb the time and resources for making prints and delivering them, businesses can focus on operations. Businesses can spend their resources for production, providing services, or other processes vital to developing growth. Businesses can turn their energy towards their production while knowing that their printed marketing strategies will be winning influence.

Direct Mailer Influence

Direct mailers are one of the most influential forms of marketing. It is available to most people as they sort their mail, it provides a quality that grabs the attention of consumers, and it is available at affordable rates.

Steve Olenski, a contributor to Forbes, details direct mailers in an article as “media that consumers can touch and feel [resonating] and [touching] more emotions than those of the digital variety.”

People find direct mail to be a more encompassing way to learn about products and services, and direct mail is far more likely to win customers and make sales than advertising elsewhere.

Print management services offer businesses distinct advantages. They provide print services and delivery to customers which allows resources and time to be freed for businesses to spend on maintaining operations. Businesses can develop strong marketing strategies with print management services and have direct mailers sent to customers, which help make sales.

4cp provides businesses with print management and temporary staffing solutions. Please contact us with questions about our services.

Be Creative With Your Direct Marketing Mailings

canstockphoto14668183In today’s digital world more and more companies are relying on the internet for Direct Marketing. Fewer and fewer mailings are arriving in mailboxes each day, however, there is still enough competition that your mailing may get tossed out before it is read. Your direct marketing piece needs to stand out, so get creative.

Customize your mailers to different demographics and geographical areas. What appeals to big city residents may not capture the attention of rural residents. Do a little research for each area you are marketing to before designing your mailer.

Stand out from other mailings. An odd shaped or odd sized flyer might cost a little more, but curious recipients will take a second look. Bold, bright colors and interesting textures fashion packaging that is impactful and not easy to ignore.

Be mysterious by sending out packaging that is three dimensional, chunky, thick, or uneven. This can be perceived as containing something valuable and will be opened right away.

Free is a word that immediately grabs the eye. People like to get things for free. Offer a small free item when the customer redeems your coupon or makes a purchase.

Market to your employees, vendors, and contractors by offering initiatives or an additional discount for a product. Often, the best customers come from inside your own business.

Keep it simple, short, and sweet. Sometimes less is best. Say it simply and cleanly. Don’t overload your customer with too much information.

Make it interactive. People love games. Create a game or puzzle where each piece is placed on a separate mailing. Your customers will have to watch the mail for each flyer that arrives in order to get the next piece, but they can only get another mailing if they order something or use your coupon. The completed game or puzzle is then mailed back to you for a prize or you can supply a code on the last piece that accesses a special or free item on your website.

By getting creative with your direct marketing campaign you will attract the attention of more customers and many of them will wait eagerly for your next mailing. When you need a helping hand with your direct marketing mailing contact us.

Don’t Forget These Little, but Important Tips When You Plan Your Direct Marketing Campaigns

canstockphoto12041085Direct marketing is a smart choice for you if you’d like to decrease your marketing expenses without sacrificing any of your marketing quality! Rural Roots states that, “Direct marketing often brings a better return for your product since you avoid giving a cut…” to advertising agencies. They give a handful of tips that you can incorporate into your direct marketing strategy:

  • Keep current on marketing trends. So your direct marketing campaigns are very successful, however your research shows that pop quiz blogs are increasing in popularity – you should attempt to incorporate pop quizzes into your SEO content. What might be successful for you now, might not work so well in the near future – it’s wise to adapt to the market before you get left behind!
  • Give a little more value to your products or services and regularly communicate with your customers! Direct marketing isn’t solely about obtaining new customers – it also encompasses customer retention. Add a thank you note or small gift with your products and services – your consumers will appreciate the extra personalized sentiment and will think your gestures are authentic. You should also regularly contact your customers using weekly newsletters or personalized emails with free tips or tricks that they will be interested in. Giving free advice on matters relating to or not relating to your products and services will make your consumers more loyal.

Presently, a trending and surprisingly effective direct marketing tool is regular blogging on your website. Pepperdine University reveals, “Sixty-six percent of [companies] who blog weekly, and 78 percent of those who blog daily, have gained new customers.” They list guidelines for successful blogging like limiting your posts below 500 words, using SEO keywords, incorporating images, and encouraging your customers to interact via comments under each blog.

4CP, Inc. has almost two decades of experience in marketing! We’re all about teaching you how to fish rather than selling you fish. We will work with you to come up with strategic and effective marketing strategies! Contact us today to learn more!

Neuroscience Shows Direct Mail Matters for Non-Profits

canstockphoto16850474Direct mail and neuroscience? Who knew?

On Sept. 15 Direct Marketing News reported that the Office of the Inspector General of the U.S. Postal Service is seeking neuroscientists to research the role direct mail plays in consumer buying decisions and engagement.

The Office of the Inspector General of the USPS foresees that the findings of his new study will have great implications for how businesses interact with consumers in the future.

His new endeavor comes on the heels of a recent study facilitated by UK-based Royal Mail. The findings revealed by Royal Mail’s undertaking not only affect the for-profit world, but show proof that direct mail will continue to produce results for not-for-profits as well.

Neuroscience and not-for-profits

It’s not rocket science. Not-for-profits exist to help others. And they rely on others’ help to thrive. That means they must find ways to reach their different audiences which often include the people they serve as well as volunteers and donors.

Making that emotional connection with their audiences is essential, especially for non-profits looking to change the world in a meaningful way.

Social and mobile media are taking over in terms of how organizations interact with consumers. However, a recent case study shows that the emotional response evoked by direct mail walks hand in hand with the imprint not-for-profits are looking to leave in the brains of their stakeholders.

The case study, published in 2009, showed how team members from Millward Brown and Bangor University used neuroscience to track the emotional response produced by direct mail.

The study’s key findings included:

  • Tangible materials leave a deeper footprint in the brain
  • Physical materials produced more brain responses connected with internal feelings, suggesting greater “internalization” of the ads
  • Physical material involves more emotional processing, which is important for memory and brand associations

So, how should not-for profits continue to use direct mail to interact with their audiences moving forward? Probably in just the same ways they had been doing so before:

To Inform/Educate

Non-profits can use direct mail to promote its own upcoming events. Non-profits can also provide helpful tips or other bits of information to the people they serve. For example, if the not-for-profit is children-centered, then mailing parents and children local school updates or a list of family oriented fall activities in their communities is a surefire way to engage that specific audience.

To Fundraise

While it is easy to click “donate” on a computer screen, offering a tangible reminder of the fundraiser and the option for donors to send in their payments proves essential. Non-profits want to connect donors to their cause, partly because they need financial backing to carry out their mission. That’s why on paper, non-profits should spell out their achievements and show how their services have improved the lives of those they serve. Plus, non-profits should not ignore the fact that there are often people who just prefer to send in their donation.

To Thank

Thank-you notes, postcards or letters are obviously an integral part of the not-for-profit world. And it should be common sense that a physical thank-you note trumps an eCard any day. Donors undoubtedly appreciate the thought and time that goes into crafting a well-versed written expression of gratitude. And finding a way to include a personal touch is always the way to go.

It’s clear. Scientists are proving that direct mail is still relevant in this digital age. Non-profits should be reassured of the power of direct mail to leave deeper footprints and engender emotional responses in the minds of volunteers, donors and the people they serve moving forward.

4CP, Inc. is committed to helping not-for-profit groups with their direct mail campaigns. Contact us for your next project.

How to Boost Direct Mail Response Rates with Variable Data Printing

584_0__appleSucceeding with your direct mail campaign is all about response rates, the percentage of recipients who buy your products or subscribe to your services.  Direct marketers are constantly looking for new ways to increase response rates, from mailing multiple pieces over a defined period of time to spending more on highly-polished pieces to carefully refining their mailing lists to include only the recipients most likely to respond.

The search for ever-higher response rates was the impetus for the introduction of variable data printing, a process which allows direct mail marketers to pull individual data elements (such as first and last names) from prospect files and merge these into the printing process.  According to some estimates, the use of variable data printing can increase response rates by as much as seven-fold.

How It Works

Imagine these two scenarios.  You sell customized t-shirts.  In the first scenario, you send out 15,000 post cards with a picture of a football t-shirt, including the name of a pro team, say the Eagles, along with the name of one of the team’s top players.  In the second scenario, you send the same postcard, with one difference.  Instead of one of the top players, the t-shirt prominently features the name of the post card recipient.  Seeing his own name not just on the address label, but right there on the printed piece will get some added attention—and boost response rates.

How to Leverage Variable Data Printing

Not all direct mail campaigns which incorporate variable printing are equal.  Here are 4 ways to take direct mail to the next level using variable printing:

  1. Use Color to Grab Attention:  you can save some money if you opt for black and white, but studies show that using color will get you better response rates.  Color will also add to your design options.
  2. Consider Design Options:  advancements in printing technology have increased your options for the design of you variable print piece.  Letters can be configured in ways that are customized to your industry—for example, if you do lawn maintenance, you could spell out your customer’s name in fallen leaves.  Don’t be afraid to get creative to take full advantage of variable print.
  3. Segment Your Mailing List:  variable printing can accommodate a mailing list which has been segmented based on any number of prospect preferences.  Consider a variable print direct mail campaign which is more personalized based on those preferences.
  4. Measure Your Results:  it’s important to know what works and what doesn’t.  You can do this by carefully tracking your variable print campaign.  You can also do some split testing, sending only some of your mail recipients the variable print piece and sending the rest a piece without variable print.  Analyze these results to improve your next campaign.

Direct mail is constantly evolving, as are the print technologies which support it.  Your best bet is to work with an experienced company who can explain all of your options to make your next direct mail campaign a winner.

For more information on your printing and mailing options, contact us today.

It Seems Just Like Yesterday


We would like to express our sincerest appreciation to our clients for trusting us to provide them with the best possible service for the past 10 years. We look forward to continuing and strengthening our relationships with you in the years to come.
We would also like extend a special thanks to our supplying partners. Without you, we could not have made it this far.
Thank you all,
Kyle Welch


Direct Marketing: Still at the Heart of Sales

78397007Direct Marketing is a word that, unlike many of our tech words, has been around for a long time now. But it has changed in meaning. When we say this word now, many people think of online ads on Facebook, video marketing techniques, and social media. But the truth is there is one thing that is still at the heart of direct marketing: PRINT MEDIA.

As a matter of fact, this industry has only gotten stronger with the advent of the internet and online marketing. Here’s why:

  1. Internet ads need print ads to complement their message and drive more sales to their online websites, coupons, and other messages.
  2. Print ads put the message in the hands of the consumer in the physical world, something that internet will never be able to do.
  3. Print ads, flyers, and hard copy coupons are something people keep with them and can act on at any time. Therefore, it always stays in the consciousness of the potential customer.
  4. You can integrate phone numbers, email addresses and websites on your hard copy materials so that it works together seamlessly with your internet marketing strategies.
  5. Print resonates with older customers, who grew up with print as their primary advertising medium.

Direct marketing  has changed in that we can now incorporate a host of internet online strategies to get our message across. But leaving out the most important piece of this strategy would be a costly mistake. Print ads and mailers are still the single most important way to reach mass numbers of people in the shortest time.

Direct marketing is still at the heart of sales. And the most important part of this is print mailings. If you need anything printed for your business, or if you need mass mailings and want to reach the greatest number of people at the lowest cost, contact us. We’re at the heart of direct marketing. Let us help you reach the masses.

Targeted, Tighter and More Personal: 2014 Trends in Direct Mail Marketing

canstockphoto5746597Mark Twain once said, “The rumors of my death have been greatly exaggerated.”  The same could be said about direct mail marketing.  The truth is that direct mail is alive and well, but it’s changing, as direct mail marketers hone their skills and dive deeper into their customer base to produce mailings which are more engaging, more personal, and more targeted at specific subgroups.

Here are 4 2014 trends which are shaping the future of direct mail marketing:

  1. Follow the money:  to be successful, direct mail needs to find consumers with the financial means to buy.  According to the most recently-available Census data, that means targeting households of those aged 45 to 54 years, whose median household incomes are in excess of $65,000, this compared to $30,000 for those 15-24 and about $50,000 for those 25-34 years old.  Increasingly, direct mail will be targeted to consumers with more disposable income and create mailings which better address their concerns and habits.  Older consumers are, for example, not as fully committed to online shopping and digital communications and not averse to crediting advertising which arrives in their physical mailboxes.
  2. Customer retention vs. customer acquisition:  to be successful, direct mail marketing requires a steady stream of customers, some new, some current.  Direct marketers, understanding that current customers are their best resource, will continue efforts to acquire new customers, but will also spend more time and money developing strategies to retain their current customers. 2014 will see an increased emphasis on incentives, some of them financial (such as points, coupons and discounts) to drive subsequent sales from current cusomters, and other strategies to improve current customer service and satisfaction.
  3. Direct mail and online integration:  increasingly, direct mail will drive consumers to the web, or at least provide the option to continue the sales conversation there.  Post cards, letters, magazines and catalogs will include more online pushes with embedded URLs and QR codes targeted to custom landing pages which dovetail with the direct mail message.
  4. More sophisticated market segmentation:  the amount of direct mail received daily by consumers is a testament to its continued efficacy, but it’s also a challenge for direct mail marketers who will find new ways to make their mailings stand out.  To grab recipients’ attention, mailings will take advantage of more finely segmented mailing lists and mailings customized to specific buying histories and demographics.  Increasingly, variable printing and more finely-tuned mail merge letters will achieve a  new degree of sophistication to engage consumers and drive sales.  Mailing lists will also be more tightly configured to justify increased mailing costs.

Direct mail remains an effective and cost-effective marketing channel for acquiring new and retaining current customers.  That said, direct mail campaigns which target those consumers most likely to buy and send those prospective buyers more highly-personalized mailings will be more successful than those which don’t.

To learn more about the ways in which a targeted direct mail campaign can help you achieve your sales goals, contact us today.

Improve Your Direct Mail Response Rate With These 3 Easy Strategies

canstockphoto10545642So you took the plunge and sent out your first direct mail package, but the response rate was a bit lower than you were expecting. If this sounds like you, don’t fret. Many businesses don’t hit it out of the park with their first mailer.

Just like any marketing effort, direct mail takes some trial and error to find out the right method for your business. If you want to see a better response rate from your direct mail campaigns, then try implementing one or more of these strategies:

Narrow Your Mailer To a Single Purpose

If your recipients cannot discern a single clear request from your direct mailer, then all your beautifully designed and carefully written work is likely going to wind up straight in the trash with the rest of the “junk mail” in the stack.

Whether you are trying make an immediate sale or your goal is simply to get them to contact you back for more information, your purpose should be singular and clear. Your direct mailers should not be an abbreviated version of your company catalog.

Add Immediacy To Your Call To Action 

Your direct mail package only has a few moments of time to convince a potential customer to take action and contact or buy from your business. In order to stir them to action, you need to instill a sense of urgency through your copy and design.

Your call to action is one of the most powerful tools in your direct mail package, so you should make sure it packs as much punch as it can. Let the customer know they need to contact you today, purchase immediately, or call right now in order to benefit from your offer.

Personalize Your Package

Starting your sales letter with “Dear Valued Customer” or any of its derivatives just isn’t going to cut it if you want amazing response rates from your direct mail packages. Take the time to personalize your package to each individual on your mailing list.

Sound like a lot of work? Well, that’s because it is, but its work that pays off big time. Hopefully you have a well targeted mailing list because that will make this essential strategy much easier, if not then you may want to take a few steps back and narrow your marketing focus.

For more information on how to leverage the power of direct mail for your business, contact us today for a personal consultation.

How Retirees Are Shaping The Future Of Direct Mail Marketing

boomersDirect mail marketing has and always will be one of the most effective ways to garner the attention of a targeted market. People love getting fun stuff in the mail. Whether companies are sending out coupons, promotional products or complimentary catalogs, they are virtually guaranteed to make new conversions and form better relationships with their existing customers. In order to succeed in future direct mail marketing endeavors, however, companies must know exactly who they’re targeting.

Targeting The Aging Demographic

More companies are recognizing the benefits of targeting the aging demographic. These are baby boomers who are in relatively good health and who enjoy financial comfort and stability.  They are not taxed by the pressures of raising families or sending children off to college.  Ultimately, they have more money to spend on entertainment, gifts and non-essentials.   Thus, targeting this demographic with mailers is a great way to get a good return on investment. New cloud-based software can track customer behaviors and buying habits in order to create mailing lists that are best representative of those consumers who are willing and able to buy.

Current Customers

What this really means for companies is that the greatest profits can be gained by simply fostering a loyal customer base. Direct mail marketing will soon become far less outreach-oriented and more about building better relationships. Rather than disbursing educational materials that assist in moving people through the buying process, companies can focus on producing high-quality distributions that showcase their products. These efforts are more about standing out from the competition than creating awareness.

Value-Oriented Clients

The bulk of a company’s new customer base is also likely to be value-oriented. Thus, it is vital for companies to place an emphasis on value in their distributions. People are more likely to respond to these offers if they feel that they have a limited opportunity to get a great deal.

Businesses must be aware of the way in which their targeted markets are changing. Direct mail marketing campaigns should focus on interested consumers who are qualified to buy. These efforts will always provide the best returns. Contact us to create your next direct mail campaign.