Direct Mail Marketing: An Important Piece of The Puzzle
Newer technologies and distribution channels have made some people question the effectiveness of direct mail marketing in today's business world. But smart marketers continue to find success using direct mail. A recent study from MarketingSherpa found that 79% of more than 1,000 marketing professionals questioned still consider direct mail to be effective or very effective marketing.
And why not? Done properly, direct mail marketing can deepen customer loyalty and increase front-of-mind awareness for a company and its brand.
When you're ready to launch a direct mail campaign, we can help. We're experts at creating super-successful direct mail materials that "wow" customers and prospects alike.
From creative concepting and eye-catching design, to expert production, mailing list curation, and efficient, effective distribution, we can manage your direct mail project every step of the way. Whatever the goal, we'll help you get the word out and succeed.
Click on 'Integrated Marketing' to learn more.
Direct Mailing Services
When your printed project is finished, we can also manage your mailing services to save you time and energy. We offer a full-service, turn-key mailing solution. To learn more, follow the links in the Mailing section above.
New Product Launch
Say you're launching a new product and want to give it a competitive edge. Or perhaps you're ready to introduce your services to a new market or to a new segment of prospects who have previously gone untapped. Whatever the case, you want to make a big splash, but you also want to make sure it's the right kind of splash (think Olympic diver vs. cannonball or belly flop). That's where we come in.
Our marketing support team provides the services and expertise you need to make a positive impact (and impression). From printed postcards, product literature, PURLs, and media kits to complete multichannel marketing campaigns, we'll get you started on the right foot and lead your journey every step of the way.
All business is personal, whether we realize it or not. The fact is, companies don't do business. People do. Understanding the personal nature of business is what one-to-one marketing is all about.
One-to-one marketing can take different forms, depending on the medium involved.
- In email marketing it may mean a personalized message, tailored to a person's specific interests or tastes, with a PURL that takes the person to an offer, again tailored specifically to them.
- For direct mail, it might mean a postcard, flyer, or brochure using variable data to make the recipient feel more appreciated and less like just "postal patron" number 48927.
- For website visitors, it could be anything from a personalized greeting on the homepage and content selected based on personal preferences to an ad delivered based on geography and other demographic data.
Whatever the case, we can help with all your one-to-one marketing needs—from gathering pertinent customer information and storing it efficiently, to designing highly targeted marketing campaigns that put that data to its most effective use. Give us a call. We're here, just for you.
Personalizing occurs when each of the printed pieces includes the name of the person who's receiving it. Instead of saying "Dear Occupant" or "Dear Sir or Madam," the mailer would say, “Hi Tom, here's a special offer for you!"
Have you ever received something that you know is bulk mail, but yet you read it because it is personalized with your name? It's amazing how seeing your name in print can raise the level of curiosity you have about the contents of a mail piece. Your customers and prospects will have the same reaction when they receive a mail piece that has been personalized using variable data printing.
Variable data printing enables you to be more intentional about your marketing strategy by providing a way to personalize any printed piece. However, moving personalized information from a database to paper can be a difficult task, especially when the database is large or complex. We can help.
We would be happy to partner with you in exploring the world of variable data printing. Call our print shop today for more information about how you can incorporate variable data printing into your company's marketing strategy.
Versioning is a type of variable data printing where different versions of the same printed piece can be automatically printed on a digital press. For example, a postcard direct mail piece could be printed in one color for men and a different color for women.
Personalized URLs (or PURLs) are custom website addresses set up to deliver highly specialized content to your customers and prospects based on their individual preferences and tastes.
The premise is fairly simple. When you add a PURL to a print or email marketing campaign, each recipient will receive their own unique website link, associated with their specific account or contact information. On a print piece, such as a postcard, flyer, or newsletter, the PURL will appear as a printed website address, somewhere on the page. For an email campaign, it will be a clickable link. In both cases, the address is unique to each recipient, so no two are the same.
When the customer clicks the PURL (in an email message) or types that PURL (from a direct mail piece) into the address bar on their favorite browser, the website they are linking to will use that PURL to identify the visitor and deliver personalized content targeted specifically to them.
PURLs are an effective way to connect with customers on a very personal level. As such, they're good for verifying and updating customer information, presenting highly targeted offers, and eliciting feedback. They're also great for tracking click-throughs and measuring the effectiveness of a marketing campaign.
Top brands use PURLs all the time—and you can, too—without spending a fortune and without the need for an advanced degree in computer science (or even a basic understanding of web technology). Want to learn more? We'd be happy to help.