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Showing posts with label #booklet #catalog printing #printing long island #printing new york city #direct mail #design #custom labels #signs #banners #printing new jersey #post cards. Show all posts
Showing posts with label #booklet #catalog printing #printing long island #printing new york city #direct mail #design #custom labels #signs #banners #printing new jersey #post cards. Show all posts

Thursday, July 21, 2022

Tips for More Cost-Effective Direct Mail

You know direct mail works and has worked for decades. But now the question is: How can you save money on mailing your next project?

Here are some tips to make it more cost-effective to mail.

First, make sure you don’t have duplicate or wrong addresses. Scrub lists on import for invalid addresses, zip codes, and state codes. Next, run every mailing through the CASS™ program and NCOALink database from the United States Postal Service.

Mail advertising boasts a much higher response rate than social media, email marketing, and other digital channels. It’s also more memorable and, in some cases, beautiful enough to make people keep it for decades. Think of an old holiday postcard that was saved.

Direct mail might seem expensive, but it’s worth it.

Here are some things to consider when creating a direct mail piece. You can do some of these things in-house, while others will need professionals to care for them.

  • Design services
  • Copywriting cost
  • Size and volume of a mail piece
  • Mailing list volume
  • List selection (purchased from third parties or custom-built)
  • Printing quality (paper, ink, equipment, etc.)
  • Personalization
  • Chosen mail postage rate (standard and first-class mailing costs significantly differ.)
  • Before you buy or rent a list, consider using free lists. Then, if you have a digital platform, use the lists from this to start your direct mail campaign.

Finally, try tracking your success by using specific URLs or coupons.

5 Ways to Make Your Direct Mail Lists Deliver

1. Determine demographics.

Lists determined by geography and demographics are typically less expensive than those that break it down to interests and hobbies.

2. Plan ahead.

Give yourself time to edit. For example, mistakes might mean you have to send out two copies to customers instead of just one. This, of course, raises your cost to mail.

3. Clear messaging.

Reduce brand confusion by keeping your marketing message clear and consistent. For example, suppose you have two different looks and statements online and offline. In that case, people get frustrated, and you could lose business, which wastes money.

4. Choose your paper wisely.

By using thinner paper and smaller sizes, you can save money. But make sure you aren’t sacrificing your standard. For example, if people have a particular image of your company, keep it consistent.

Maybe you need a thicker postcard or larger envelope to make a statement about the quality.  

5. Allow people to unsubscribe.

Even though you want people to receive your mail, cutting out those who don’t want your marketing will save you time and money.

There are several ways to save money on direct mail. Reach out today to learn more!

Hone your advertising today with high-quality printing! Call the Print Cafe of LI, Inc at 516-561-1468 or Visit Our Website at: www.printcafeli.com



Tuesday, July 12, 2022

Why Direct Mail is Irreplaceable

Direct mail is not a new marketing topic, but it shouldn’t be forgotten. It is tried and true and will be here for the long haul.

Recent studies show that direct mail’s average response rate of 9% is higher than the 1% average rate for email.

9 Reasons Direct Mail is Irreplaceable



1. Direct mail is long-term.

It’s something you touch and feel and need to think about before moving on to the next step of your day.

2. Direct mail is easy to understand.

There is limited space if you use postcards, brochures, or even letters, making your appeal quicker and easier to understand than online websites filled with endless copy.

3.  Direct mail entices customers.

Using a quick, direct mail campaign lets you send teasers to get your customers excited and curious about what you are up to.

4. Direct mail is customizable.

You can use unusual die cuts, folds, tear sheets, or other fun printing options to make your customers interact with your marketing.

5. Direct mail is more official.

Direct mail is a more permanent and trusted form of communication. People know that anyone can go online and get noticed, but serious businesses send out printed communication.

According to Marketing Sherpa, 76% of people trust ads they receive in the mail.

6. Direct mail is memorable and sentimental.

We all remember getting letters in the mail…right? Well, sending mail to your customers brings back that sentimental feeling.

Add a handwritten note or signature, making it even more personal.

7. Direct mail is inclusive.

Direct mail is more inclusive for older adults who don’t go online.

If you want to appeal to people who don’t even use websites or Google, direct mail is the best way to reach this target market.

8. Direct mail pairs with other media.

You can pair social media and digital content marketing with direct mail for a seamless customer journey.

Cross-promotion works wonders.

By incorporating your message online with the printed word, you will reach a broader audience and answer more of their questions.

9. Direct mail is dependable.

People like to check their mailboxes. On average, people get 122 emails per day. Compare that to the fact that 4 out of 10 people like checking their actual mailbox for items in the mail.

Oversized envelopes have the highest response rate (5%), followed by postcards (4.25%), dimensional mail, or anything more than 0.75 inches thick (4%), and catalogs (3.9%).

With this in mind, be creative and have fun with your direct mail so your customers will enjoy getting mail from you.

If you need further ideas on creating great direct mail pieces, we are here to help. 

Hone your advertising today with high-quality printing! Call the Print Cafe of LI, Inc at 516-561-1468 or Visit Our Website at:www.printcafeli.com



 

Tuesday, June 28, 2022

10 Direct Mail Myths Debunked

Myths can sidetrack your marketing efforts and keep you spinning your wheels. Be on the lookout for these common misconceptions regarding direct mail.

Direct Mail Myths Debunked

1. Direct Mail is Dead.


Direct mail is still a driving force behind a successful business.

As more companies look to online communication, you have a better chance of standing out in the mailbox. In addition, direct mail paves the way for the recipient to fully engage with your content on their schedule instead of being a quick (and annoying) interruption to their day.

2. Online Ads Are Better than Direct Mail.

Online ads indeed help businesses succeed, but what is also true is that direct mail helps drive traffic to your online site. Without direct mail, people tend to click away. Direct mail is permanent and begs for attention in the palm of your hand.

3. You Can’t Target the Right People with Direct Mail.

It is even easier to target the right customers with the new lists and technology. You can decide what ages you want to reach, the location of homes, gender, household income, and even if they typically respond to direct mail.

4. You Can’t Track Direct Mail.

You can track direct mail in a variety of ways.

One way is to have a designated email or phone line that only goes to that direct mail campaign. Or, offer a specific coupon or coupon code that corresponds with your campaign. You can even get personal with personalized URLs or PURLs that provide a unique web address for each recipient’s direct mail piece.

5. There Isn’t Enough Room to Tell Your Story in Direct Mail.

The great thing is that you can work together with your online presence by including a QR code, a website, or an email.

You can get your main point across in your direct mail piece and then continue to tell the whole story online. Or you can use a beautifully designed brochure that offers more room for print. Not only that, but people can hang onto it much longer, and they can easily pass it to a friend.

6. Email is More Effective than Direct Mail.

Did you know that 80% of direct mail recipients take immediate action on the mail they receive versus 45% of email recipients? Those statistics are powerful when evaluating the efficacy of direct mail.

7. Young People Don’t Respond to Direct Mail.

Studies have shown that 95% of 18- to 29-year-olds respond positively to direct mail. That’s a great way to reach those used to being bombarded by online ads.

8. Direct Mail is Forgettable.

Direct mail yields a 70% higher recall rate than other advertising, showing how memorable this is for customers.

The fact that they need to tangibly hold the item before tossing it shows that the message sticks in their heads easier than just clicking away.

9. I Only Need to Advertise Online.

You need both digital marketing and direct mail.

According to IWCO Direct, cross-channel marketing can increase your response rates by 35%. The important thing is that it works together to serve your purpose: increased sales.

10. Email Marketing Works Better Than Direct Mail.

Forbes states that direct mail achieves a 4.4% response rate, compared to 0.12% for email, proving that direct mail is essential in your marketing efforts.

If you need a boost in your direct mail efforts, we are here to help. We will produce gorgeous marketing materials that will be noticed and remembered. Check out our website today!

 Hone your advertising today with high-quality printing! Call the Print Cafe of LI, Inc at 516-561-1468 or Visit Our Website at:www.printcafeli.com


 

Thursday, June 16, 2022

Direct Mail is Not Failing. Here's Why.

 

Direct mail is king in advertising.

It’s direct, in your hands, and grabs attention right away. There’s no cold calling, knocking on doors, or guessing if your direct mail made into your customers’ hands.

In a 2020 consumer survey, 71% of people reported reading the ads that come in the mail. And 54% say that direct mail ads motivated them to try a new business.

The Direct Mail Comeback

Postcards are an excellent example of direct mail that has made a comeback in the last few years due to the pandemic leaving people at home more.

Not leaving their homes meant people weren’t out searching for a better deal. Instead, they were at home, opening their mail and seeing great offers sent directly to them. Consumers learned that direct mail is a great starting point for their shopping.

The Personal Touch of Direct Mail

Direct mail has the advantage of personalization by putting the recipient’s name on it.

This connection is better than a TV commercial or online ad because readers know the offer is intended directly for them. Right now, there are programs designed to target just the right market so that your return on investment is spot on. You can pick people of the correct ages and genders for your product and tailor it to people who typically respond well to postcards and other direct mail.

During the pandemic, consumers were directed with QR codes to download menus everywhere. And when you add QR codes to direct mail, it adds a little more social interaction with the mail. It gets people to take the next step and download your information, and it works wonders.

The Rise of Digital Fatigue

Digital fatigue is real and prevalent.

In fact, 75% of consumers report being overwhelmed by the number of digital ads they see daily. This is good news for direct mail marketing because it won’t tire out the consumer with ads blinking in front of their faces. Instead, it presents a calm way to ask for their business.

Direct mail has a median ROI rate of 29%, which is only 1% behind social media. It’s proof that direct mail is still in the running, according to Neil Patel. “Like hot baths and candlelit dinners, direct mail has become romanticized in our culture,” Patel says. Direct mail campaigns let people know you want their business specifically, instead of sending out a broad email blast or digital ad.

According to the US Postal Service, 54% of people surveyed tried a new product or business in a six-month period in 2020 because they received a mail piece. That’s a great opportunity that many businesses are missing when they only focus on online ads.

Direct mail will always remain important to the business world, whether you use a postcard, brochure, or a letter directed to a specific type of person. We are here to help you in your efforts to run a direct mail campaign. Check us out today! 
Hone your advertising today with high-quality printing! Call the Print Cafe of LI, Inc at 516-561-1468 or Visit Our Website at:www.printcafeli.com


Monday, April 25, 2022

How to Compare Direct Mail Printer- Author:Jordan Crawford

No all direct mail printers are created equal. Don't just compare based on final per-postcard cost. But there are tons of great questions you can ask that will help you determine how to get the best bang for your buck.


Direct Mail Printers Quick Start Guide

Here's a 3 minute video if you'd prefer to watch, it will go over the basics of how direct mail printers are different from one another and how to price compare, but the post below goes into greater detail. I personally consume information better in audio-format, so I like making the videos for you.



What Impacts Postcard Printing Costs

Besides simply size and postcard, there are a ton of factors that can impact your bottom line across various direct mail printers. Let's take a quick look at the different capabilities of direct mail printing companies that effect you.

  1. EDDM vs Addresses
  2. Postage options (there are a ton, actually)
  3. Type of postcard (printing process)
  4. Scale of your postcard send
  5. Personalization
  6. Technology

Each of these factors can impact the cost of your campaign. I'm going go through each of them so you can understand them all and at the end of this post there's an email template that will help you reach out to printers to be able to compare their cost. 1. Every Door Direct Mail (EDDM):

First, EDDM stands for Every Door Direct Mail. It’s a way for you to send postcards to entire carrier routes (subsections of zip codes). This impacts cost because EDDM postage goes to every address in a carrier’s entire route (there’s no sorting needed) allowing you to send at a super reasonable price.

“The Every Door Direct Mail-Retail price per piece for Flats weighing no more than 3.3 oz is $0.197.”

It’s way cheaper for the post office to give a bundle of postcards to a route carrier than to have to sort the mail. While you save a lot of money going this route, you can’t personalize and you can’t do address targeting. We don’t do a lot of EDDM for this reason, as most folks do targeted direct mail. Some businesses do work well using this model, though. This is the cheapest you'll ever pay for a postcard for any direct mail printing campaign, so keep that in mind when considering your marketing efforts. Postage Options, First Class:

Postage costs 55 cents, right? No way. It’s one of the biggest tricks in the mailing service industry… to talk about printing plus 55 cent postage.

Let’s look at your various options. First class mail is the highest priority mail. If sent in the US, it arrives 3-4 business days after it is sent. Also, if you send a postcard with a bad address or is undeliverable for any number of reasons (which, happens a lot surprisingly) it will return back to the address you provided. Your mail also gets auto-forwarded to someone if they have moved.

First class mail also includes tracking information and guaranteed delivery time. Presorted First-Class is about 20% cheaper than first class. This gives you all of the benefits of first class, but all mail needs to be cleaned by the NCOA (National Change of Address) registry, the printer must be CASS certified, and each card must be presorted.

Postage Options, Standard Class: Standard class is cheaper than first or presorted, of course. But it comes with some downsides. Mailtypically takes 10-14 business days to arrive, but don't come with guaranteed delivery times. Your mailwill not be returned to sender and is not tracked at all. You usually need to mail a bunch to qualify for this (200 - 5k+ pieces, depending on your direct mail printer). If you’re a non-profit you can qualify for significantly cheaper pricing (70% off first class even), but you’ll need to fill out the three page PS_3624 to qualify.

Direct mail printers vary a LOT with postage options, so you can save a lot of money if you just ask about these options alone. Type of Postcard: For this, it’s just best to make sure that your printer uses these specifications:Printed in color, back and front, 120# 14PT UV Coated. These measurements are the thickness of the card and a protective coating that helps prevent the postcard by getting marked up too much by the USPS sorting tools.

Your Scale: I tried to find fish on a scale, so there was a double pun. But, you'll have to settle for this single pun. Ok ok, back to the content.

If you’re sending over 100k direct mail pieces in one print run, you’ll want to do offset printing. It’s different printing process than what you’ll often find at most printers and you’ll want to seek out offset printers. This allows you to do printing at much cheaper price at huge scales.

Personalization and Technology Needs: A ton of people doing postcard marketing are using outdated techniques. And, doing so will save you a good amount of money because there are a lot more printers that don't do personalized printing (often called variable printing) and aren't very tech savvy. 

Personalization is one of the most efficient ways to improve your conversion rate by 2-5x. Here’s a campaign we ran that included the first name, address, a calculated savings per year based on the customer’s roof, a heat map of the customer’s roof from space, and a phone number with an area code unique to each city. This can really improve your conversion rate, even if you just do things like add the person’s name. A lot of direct mail printers offer an API for personalization, but it's often stone-age level quality... perfect if you could hire Fred Flintstone as your engineer... but not really great for anyone else. Always ask your engineering team to evaluate your options.

But, it will cost you more generally. Here’s a good Quora post on a bunch of API printers and this programmable web post. While we won't recommend a specific API, if you contact me I am happy to talk about the API that Scout uses. Direct mail printers are mostly stuck in the past. Consider finding a direct mail printer that supports the API route if you're a more advanced marketer. If you don't have engineering resources, you can use Scout or I can put you in touch with a few engineers and graphic designers that may be able to help you build something custom. Call Today 516-561-1468 or FOR MORE INFORMATION ON ANY OF OUR MARKETING PRODUCTS GO TO:www.printcafeli.com