Research Shows Direct Mail Is The Most Effective

78397007It might seem like snail mail is a bad venue for advertising considering that we are exponentially turning everything digital. However, an article states, “Research has revealed that [direct mail marketing] is still one of the cheapest and most effective” methods of advertising. The article lists specific reasons for this:
  • You can’t ignore physical mail. With email, there are automatic filters and the one-click delete button that destroys advertisements before any kind of viewing. Direct mail requires that recipient physically open the mail so that he can shred it for privacy reasons. So, at the very least, the consumer takes one look at the letter. If you present your direct advertisement very well, the consumer might even read through your letter and might decide to take an interest in your business.
  • Versatility. Unlike email, with direct mail you can actual send consumers more than just a piece of paper. For example, you can send them a sample of your product. If you’re creative enough, direct mailing takes you beyond the limitations of a piece of paper and words!
  • Better targeting. Email is very anonymous, you can’t be really sure who you’re sending emails to unless you obtain an email list along with signup information. With physical addresses and actual names obtained from legal and government registries open the public – you’re sure of the demographics of the people you mail.

4CP is a professional print management company. Our expertise in direct mail advertising has been honed from the 15 years of experience we have in these fields. We offer the following services: Print Management, Laser and Mailshop Management, Press Check and Mailshop Site Checks, and On-Site Project Support. For more information on these services, contact us today!

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.

Reach Customers For Your Business With Direct Mail

canstockphoto9353265If you are looking for a cost effective way to directly engage potential customers near your business or across town direct mail is the answer for you.

Newspaper, television, radio and online ads can be costly and not really target the audience that you are trying to reach. Direct mail can be specifically addressed to people who live near your business or who are likely to patronize your establishment.

Postal bulk rates allow you to mail your advertisements at a fraction of the cost of more expensive methods saving you money that you can use to invest in your business.

The United States Postal Service offers many options that will help you to get your business information in front of the people that you want to reach.

There are two direct mail options available from the postal service: 1) Every Door Direct Mail/Retail and 2) Every Door Direct Mail.

Every Door Direct Mail/Retail is used by most local businesses according to USPS because it is the simplest, most cost effective option. It allows you to send up to 5,000 mailpieces per day per zip code and by using the approved Every Door Direct Mail Retail Indicia you don’t have to purchase a postage permit.

The Every Door Direct Mail option allows businesses with larger mailings to distribute their materials using a mailing permit. This method requires a postage permit and a BMEU (business mail entry unit). Every Door Direct Mail is great for announcing new store openings, sales and other events. And with this method there is no need to print names and addresses on each mail piece.

The major advantage of direct mail is that it gets your business information directly into the hands of your target consumer base and that is what every business owner wants.

4CP Inc. will take your designs and produce them into quality direct mailing material that will make you stand out and draw customers to your business.

Contact us to see how we can help your business grow through direct mail advertising.

Is Your Business Making These Direct Mail Mistakes?

35_2516978Direct mail can be a powerful tool to bring attention and new customers to your business, but to reap the rewards of this type of marketing you need to do it right. Just throwing together a package and sending it out into the wide world will not achieve the results that you need.

If you feel like you are not getting what you expected out of your Direct Mail campaigns, then you should make sure you are not engaging in any of these common direct mail mistakes:

Neglecting To Improve Your Mailing List

You should always be actively trying to cultivate a more effective mailing list. This doesn’t mean just adding more names onto the list either, bigger is not always better here.

You will achieve a much better response rate from a well targeted list of 100 people or businesses who are likely to have a need for your product than you will with a list of 500 people who you have not screened for potential.

Failing to Test Different Types of Packages 

A lot of work goes into developing a polished direct mail package, which can make it very tempting to continue sending out the same thing over and over. Unfortunately, it can take many attempts to find the right package to bring you maximum benefit.

It is well worth the effort to design and test many combinations of direct mail components to see what brings you the best response rate. Many businesses see huge differences in response rate depending on what they include in their mailers.

Having Poor Follow Up

While potential customers may take their sweet time before contacting you, they are still going to expect a fast response from you. If you are taking more than 48 hours to follow up with contact from direct mail responses, then your are probably missing out on many possible conversions.

You should also make sure to follow up on your most promising mailing lists with more than one mailing. Many times recipients who don’t respond to the first piece of direct mail will contact you on the 3rd or 4th mailing.

To find out what direct mail can do for your company, contact us for more information today.