Category: Custom Design & Printing

Let’s get Personal!

Posted On: Category: Custom Design & Printing, Marketing InsightsPosted By:

Personalization has long been a staple for marketers looking to increase response rates. Using variable data to make a piece truly unique is a time-tested and proven method. However, we took that one step further last year and introduced a line of dimensional direct mail pieces that can be printed digitally and personalized. So is this going to be a long and shameless plug? Well, some may see it that way, but I prefer to think of it as a wake up call!

When you combine a high-impact dimensional piece, which in its own right is a powerful ROI booster, with the benefits of personalization, you get amazing direct mail. Furthermore, if you have a good list you can really have some fun.

Personalization goes beyond seeing your name on a printed piece, although people love that. I don’t know what it is, but people like seeing their name and are always surprised by it. If you have the right data you can do so much more. What about sending a piece with geographically relevant images on it? For example, a recipient in New York can see the beautiful city sky line, while someone in Wyoming gets an image of a huge pasture with cattle grazing. They have cattle in Wyoming, right? Or, maybe a cruise line could send a piece to current customers featuring images from a cruise they have not been on yet. By the way, whenever I am fortunate enough to book a cruise we always receive brochures from other cruise lines all the way up to our sail date. What is the point of that?

Recently we offered a way to take personalization to the natural next step. Adding a personalized URL (PURL) to your piece adds a third element of engagement for the recipient. Several recent campaigns have used a personalized piece with a PURL and have seen great results. Let us combine all three of these elements along with a good list and compelling offer and well, you’ll have yourself a winner.

To learn more about BtoMe, our line of high-impact data-driven pieces click here.

Five Day Mail Service, Not so Fast!

Posted On: Category: Custom Design & Printing, Direct Mail MarketingPosted By:

The USPS announced last year that they were working on a plan to reduce the postal service delivery days to five, instead of the six we have now. Since then there has been vibrant debate on both sides of the issue. Some saying that the cost savings are a necessary step to reducing the multi-billion dollar losses each year. Others believe the measure goes too far and will ultimately hurt the USPS by reducing dependency on the mail service.

Regardless of where you stand on the issue it looks like you have at least six months to mull it over. Nothing happens quickly in Washington and the Postal Regulatory Commission is no exception. They have just announced a six month review period to discuss the effects of the proposal. In that time they will conduct town hall meetings in several major cities, hold hearings with Congress and review with major stakeholders.

What do you think about the issue? Will it affect the direct mail industry? Sound off below!

Muffins, Coffee and the Truth About Direct Mail

Posted On: Category: Custom Design & Printing, Direct Mail MarketingPosted By:

I recently participated in a webinar about direct mail and ways to improve response rates. All of the advice the speaker offered was sound, but he was missing one fundamental aspect of direct mail. Your direct mail needs to get noticed to work.

In my mind there is no question that direct mail needs to stand out from the usual clutter in your mailbox. Take for example a recent Dunkin Donuts flyer I received in the mail. I was sifting through my stack of bills, insurance and credit card offers when I noticed the glossy mailer with a large picture of a cup of coffee and muffin. I grabbed it without hesitation and stuck it to the front of my refrigerator with a large fish-magnet. In fact, the next morning I was tearing out one of the coupons and graciously offered to pick my wife up one of her favorite muffins, the chocolate chip. I don’t know how she can enjoy that in the morning, but I digress. Her only response was to point out that I had hung the flyer over the picture of my daughter.

Unless your offer includes something as tasty as coffee and a muffin, you’re going to need something more. A high-impact mailer offers the opportunity to grab the recipient’s attention and engage them. How could you possibly ignore a pop-up Bookcube™ that jumps into place when an envelope is opened up, or a mesmerizing Flapper™ that can fold into itself over and over? These are the type of mailers that get pulled out of the pile. The ones that translate your message visually. Furthermore, the recipient will usually hang onto a direct mail piece if it’s different and likely to show it to someone else.

Most direct mail marketers can offer their tips for improving a piece’s response rate. Of course, there are crucial elements like your offer and the quality of the list. But there is one fundamental truth about direct mail that will never change. Your piece has to get noticed. Without that, everything else is moot.

Real insoles in a magazine ad?? You bet!

Posted On: Category: Custom Design & Printing, Dimensional Print Marketing, Inside Structural GraphicsPosted By:

We worked with Sandy Alexander Inc., a well respected New Jersey based printer, to hand-apply actual Dr. Scholl’s Insoles to over 3,000,000 magazine inserts delivering the ultimate tactile experience. An article ran in this week’s New York Times Advertising section about the campaign. The article as well as an image of the insert can be found here.

Great article on making email and direct mail work together

Posted On: Category: Custom Design & Printing, Direct Mail Marketing, Marketing Insights, TechnologyPosted By:

Greg Grdodian, EVP of ePostDirect, recently wrote a terrific article about the ROI benefits of combining direct mail with e-mail.  He states that response increases across the board when direct mail and e-mail are combined in a multichannel campaign, and if executed correctly, response can be double!  Here is a link to the article as well as 5 key tips to executing an integrated campaign successfuly.

Nissan Cube Mailer on YouTube

Posted On: Category: Custom Design & Printing, Direct Mail MarketingPosted By:

We produced a pop-up cube mailer for Nissan to promote the launch of their new Cube vehicle. The cool thing about the mailer is that it shipped flat and then automatically popped up into a dimensional cube when the envelope was opened up. The cubic shape of the mailer tied in perfectly with Nissan Cube’s look and branding. The mailer is on YouTube and has generated over 9,000 views. Check it out!

Poll finds most OK with 5-day mail service.

Posted On: Category: Custom Design & Printing, Direct Mail Marketing, Marketing InsightsPosted By:

A recent USA TODAY/Gallup poll finds most americans are ok with 5-day mail. The results were based on telephone interviews with 999 adults ages 18 to over 55. The study found that younger americans use the Postal Service less than older Americans, but they also are less supportive of cutting a day of service. 73% of adults aged 55 and over were in favor of a 5-day mail service. To read the full article, click here.