Everything you need to implement a direct mail campaign, all under one roof.
Direct mail is one of the most powerful communication strategies available to marketers, boasting a proven track record of generating a high return on investment. Our team of experts can put your data to work, increasing response rates with powerful segmentation and modeling tools.
With Vision, personalizing doesn’t have to be expensive or challenging. Variable Data Print (VDP) allows businesses to greet customers with customized text and images. Personalized one-to-one direct mail can be measured and customized across a wide range of projects, including postcards, letters, brochures, benefit kits, non-profit fundraising, annual reports, dimensional direct mail and loyalty programs.
We offer a full range of mailing services including:
What is Direct Mail in Marketing?
Direct Mail is a marketing channel that can be utilized to reach a target audience, cost effectively. Direct Mail advertising consists of a wide variety of marketing materials including catalogs, brochures, postcards, newsletters, political mail, sales letters and kits and at $44 billion, on average, is the second largest marketing channel in the U.S. Targeted direct mail marketing allows one to target specific people on a personalized one-to-one basis.
How Do I Send a Direct Mailer?
There are various ways to approach sending a direct mailer. The most common is developing a mailing list for the audience you want to target, whether that is purchased or a customer list, design a mail piece that will get the recipients attention with a strong call to action. Adding personalization and full-color to the mail piece will help increase open rates. Once the direct mailer is launched, wait for the results and review.
You can also take the omni-channel approach where you integrate a direct mail campaign with other digital channels. Using an omni-channel approach, a direct mailer is sent based on actions of the prospect ensuring they have an interest in the product or service you are offering. Using an omni-channel approach with your direct mail marketing strategy will help improve results significantly.
Is Direct Mail Still Effective?
Direct mail marketing is extremely effective. There are not many advertising mediums where you can personalize a piece for a specific person and have it delivered directly to their mailbox. “The Direct Marketing Association (DMA) analyzed Bizo and Epsilon data and found that direct mail achieves a 4.4% response rate, compared to 0.12% for email.” The reason direct mail is so effective is that in today’s world, people are inundated with emails and digital advertisements all day long.
The digital space has become oversaturated. Of course, emails and digital ads have their place but if you really want to make an impression, then sending something tangible, something they can touch and feel will really carry some weight. Add full color custom designs and personalization, you will certainly capture the prospects attention. With new direct mail automation tools, streamlining production and fulfillment processes will cut the cost side of the equation dramatically making direct mail a very cost-effective tool for every marketer.
Direct Mail Strategy
Our team of designers, data-techs and strategists are here to help you build your strategy from data to design to production.
Learn more about Direct Mail Marketing
What Are the Disadvantages?
Direct Mail is a powerful channel for companies to reach their customers on a personal level, but it is not for everyone. There are several disadvantages of direct mail. First, it’s costly. Direct Mail requires labor behind setting up the campaign, the materials and printing production, and the cost to mail the campaign. It can be a large investment, but it can also create large results if executed correctly.
Unfortunately, poor mailing lists or poorly designed campaigns can severely hurt results. Second, results are not instantaneous which may be challenging to track and understand the true return on investment.
What is the ROI?
ROI on Direct Mail depends on a number of variables. Variable such as how clean the mailing list is? Is the mailing list purchased or is it your customer list? Does the recipient know who you are, or did they make an action that showed interest in the product or service you are providing?
Is the mail piece designed well and is it personalized for the prospect? Is there a clear call to action? Are you targeting the prospect at the right time? A lot goes into designing the perfect direct mail campaign.
The average rate of return on direct mail campaigns is generally ½ to 2% in a campaign involving 100 pieces of mail, two to four people can be expected to respond and half that number to make a purchase. However, when you take an omni-channel approach and mix digital direct marketing with targeted direct mail, the return on investment can increase by 60%.
What Types of Direct Mail are the Most Effective?
The type of direct mail that is most effective is the direct mail that stands out from the rest of your mail. Oversized envelopes, full color, creative designs, and personalization are all things that significantly helps open rates, conversion rates, and overall ROI.
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