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

 

Bleed and Crop Marks: 

What Do They Mean For You?

If you have worked with a printing firm, you have probably heard the words “bleeds” and “crop marks” come up before. But what does that actually mean to you, the print buyer?

What are Crop Marks?

Crop marks tell the printer where to cut the paper, especially if it’s a finished product, such as a business card or postcard. But there are crop marks on pages for a booklet as well sometimes.

If you look at a proof of your project, you will probably see these tiny lines that go horizontally and vertically, giving the margins for your project to be cut down. All crop marks in the USA should be either one-eighth or one-quarter inch. Since projects are printed on oversized paper with bleeds, these tick marks help guide printers when trimming the print job down to the final size.

What is a Bleed?

A bleed is when the color or text goes off of the page, and the cut will trim excess color off of it.

A bleed makes for a complete look as the artwork typically goes (or “bleeds”) off the page. There are two types of bleeds: full bleed and partial bleed. A full bleed is when all the artwork goes off the page, whereas a partial bleed is when only some of the artwork goes off the edge.

How to Use Crop Marks and Bleed Marks

These two tools ensure that you get a quality printed product containing all the words and artwork you desire. To have your project print-ready, you need to use crop marks so that bleeds can be done correctly.

When you save your project, you will want to use a PDF so that it remains permanent and the crop marks are solidified. This ensures your project will come out as you planned.

A PDF document contains embedded fonts, so the printer won’t have issues with what you laid out. One of the most common issues related to printing is fonts that are contained within the document.

For example, they might be incompatible versions, corrupted fonts, or missing fonts. Font issues tend to occur when using programs such as Illustrator or Adobe InDesign. A PDF eliminates these types of issues because all your design elements are embedded within the file.

No matter what your project is, we are here to help. If you aren’t sure how to create a PDF, let us help you. We want to partner with you to get successful print project results. Visit our website to learn more! At https://www.printcafeli.com/help/glossary.html

 

Creating a Successful Experience 

for Your Remote Team

According to a recent global study by Logitech, more than 43% of employees are expected to work from home part or full time. Certainly, hybrid work environments are here to stay. And with the increase in remote workers, a smart balance of collaboration is critical. So, what does that look like?

7 Tips for Creating Successful Remote Teams

1. Space

Remote workers will need a comfortable space at home to work in, so you may need to budget for a new desk and chair for their homes and/or be clear in your expectations of what you provide and what the employee will be responsible for.

2. Workflow

You will need to make sure you are using efficient workflow and task management tools so that everyone is on the same page.

For example, you could use Workzone, Trello, Jira, or others just as effective. Then everyone will know when things are due and when someone is done with a project.

3. Daily Communication

Include remote workers in your daily communication.

They might feel isolated and alone if they are used to the banter and camaraderie of the office. Make sure you keep the lines of communication open so they can ask questions, provide information, and be a part of planning for different events and projects.

4. Time

Ensure employees know when their start and stop times are so that they don’t go over their allotted time, costing you money if they are paid by the hour.

Not only that, but you don’t want your employees to get burned out. Most people say this is the hardest part of working at home--knowing when to quit for the day. Many people forget the time and focus on their projects.

5. Structure

Structure is a critical step in making remote work successful.

Although working at home is more flexible, things can go array without structure. You will need to have standards and specific goals for remote workers, so they know what is expected of them. If you expect them to work 9 to 5, make sure they know that. Otherwise, they may think it’s okay to start at noon as long as they get their hours in.

6. IT Safety

Recently, the US Secret Service issued an alert warning of fraudulent emails related to Covid-19 that contain malicious attachments.

This is a good reminder to practice the same standard of privacy and protection of information no matter where your team is working.

7. Internet Usage

Remember that while employees are working at home, their spouses and children might also be using the Internet.

This means they may have a slower connection and might need to be taught how to best deal with this. Consider setting up additional connections for employees or advising them on connecting and disconnecting various devices when not in use.

We can all agree that remote working is here to stay for many people, and for others, we never know what the future holds. With that said, it’s nice to know we are here for each other. Our printing firm is here to take the weight off your shoulders when it comes to professional printing. We are your partner when it comes to printing high-quality designs and styles. 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

 

 7 Top Design Decisions Direct Marketing

 and Web Designers Share

You might think that web design is entirely different from direct mail marketing.

But there are many things web and offline print marketing designers can learn from one another.

7 Top Design Decisions Direct Marketing and Web Designers Share

1. Create a compelling message.

According to David Ogilvy, five times more people read the headline than the body copy. It’s essential to use a powerful, bold headline telling your story and describing your offer or service.

2. Be clear and concise.

Avoid jargon in the body text or on the webpage. Remember that being transparent and avoiding jargon doesn’t necessarily mean talking down to your audience. 

Be sure that the product or service is appropriate and compelling to your target audience.

3. Utilize data.

In the world of marketing, and mainly B2B marketing, the correct use of data can be transformative.

Understand who is in your audience – what are the demographics of the new homeowners? This information may influence your design.

4. Branding, branding, branding.

A brand is more than just a logo on your direct mail piece or website.

It involves your online experience, your retail or workplace environment, the tone of your copy, and everything that relates to the “personality” of your business.

Use your logo consistently on every online and offline component you create.

5. Focus on fonts

Typography plays a crucial role in the success of a new design.

Use a strong sans-serif font like the Helvetica or Frutiger families for your headlines and a softer serif font like Times, Goudy, or Palatino for your body text.

It’s best not to mix two sans serif typefaces, or two serif faces on one piece. Go for the contrast between sans serif and serif.

6. Make a unique masthead.

The designs that work or catch your eye will have a point of difference by instantly communicating their tone and mood from their masthead, cover line typography, and image choices.

7. Follow a style guide

Comprehensive style guides define the company image from a visual and editorial perspective to ensure a unified brand. Style guides define the company image from a visual and editorial perspective to ensure a unified brand.

Make sure you have a style guide to keep things consistent.

Great design, especially for direct mail marketing pieces, can put you ahead of your competition and in front of new customers.  

We’re here to help you get there. Check us out today! Call 516-561-1468 or FOR MORE INFORMATION ON ANY OF OUR MARKETING PRODUCTS GO TO: www.printcafeli.com

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

 The Benefits of Banners

A banner is a large piece of fabric or flag used to advertise a business by displaying a slogan, logo, symbol, or promotional offer. It is one of the oldest forms of advertising, and it is still around today because it is low cost and effective.

Benefits of Banners

Banners have a wide array of benefits. Below is just the tip of the iceberg.

• Visibility. Banners are highly noticeable. Pair it with an eye-catching design, and it’ll be hard to miss.
• Positive response. Unlike t.v. or radio commercials where the audience can become quickly tired of the advertisement and eventually irritated, banners don’t have that problem. The audience can choose to look at the banner or not. Therefore, the chances of them becoming annoyed by it are lower than alternative forms of advertising.
• Cost-effective. Compared to t.v. commercials or media advertising, banners are much more cost-effective. In advertising, you’re going to want to spend as little as possible to generate the most sales. Banners are a good intersection.
• Reusable. If you make sure to use durable, high-quality inks, your banners should be reusable time and time again. This is perfect for local events, trade shows, and social gatherings. The banner’s reusability adds to its cost-effectiveness.
• Easy. Getting banners printed is usually just a call away!

Perhaps one of the greatest benefits of banners is their vast customizability.

Ways to Customize Banners

No two banners are alike because they are customizable.

• Size. Banners come in various sizes ranging from 2’ wide by 4’ high to 6’ wide by 30’ high. The standard size is 6′ wide x 3′ high. The size you end up choosing largely depends on where you’re placing your banner.
• Portrayal. Banners can come single or double-sided. If you’re placing your banner against a brick wall, it’s probably best to go with the single side. But, if your banner will have both sides exposed, then it’s best to go double-sided.
• Material. Banners can come in matte, gloss, fabric, mesh, or vinyl, depending on your printer. The material you choose often depends on the placement of your banner. For example, if the banner is outside and needs to survive the weather, it is best to choose more durable options.
• Finishing. Depending on how you want to hang your banner, you can choose grommets, hems, or pole pockets. Grommets are the holes on the outside of the banner for it to hang. Usually, you can select the material of your grommets, such as brass, stainless steel, or plastic.
• Viewing distance. Depending on your printing company, the quality of the design can be adjusted based on how close-up people will be viewing your poster. If they’re only going to be seeing it from far away, there’s no point in wasting money on a detailed design.
• Design. The banner’s design is highly customizable, and it’s what makes your banner unique and stand out. Using excellent design skills helps draw in customers’ attention. Try incorporating graphics, a memorable logo, complementing color schemes, patterns, and your unique selling proposition. A unique selling proposition states why customers should buy from your business over your competitors.

Banners are the perfect addition to your advertising campaign for customizability, effectiveness, and price! 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

 Using Direct Mail to Promote Your Website

Both direct mail—the printed word—and websites are essential in promoting your business.

So, how does it work? What’s the secret to using direct mail to promote your online presence? Let’s take a look.

Don’t rely on Google to sell your site to anyone. Just because you have a website doesn’t mean you will become an overnight success. There are so many websites and businesses competing for consumers’ attention that you will need a little more help than just having a site.

As Barry Fieg, author of “Streetwise Low-Cost Web Site Promotion” says, “Google doesn’t care about your sales. Nor does Google help you target your market.”

Fieg says two things have to happen: First, you need to get people to your site. Second, you need to convert them from surfers to buyers. And, according to studies, you have about seven seconds to grab peoples’ attention.

And this is where direct mail comes in.

Direct mail can lead people directly to your site.

Direct mail prepares prospects and clients for what they are about to see on your site.

You can tease them with a little bit of information in the direct mailer. Then, you can elaborate on it when they go to your website. You could show people the details of your product, give a tour of your business, or show options that you offer in real-time.

Direct mail allows you to target the exact people you want to reach. 

You can pinpoint your audience, send direct mail to them, and lead them right to your site online.

Direct mail is like a personal invitation to your guests to see what you offer and to buy it online. Most people actually appreciate the fact that you sent them something directly in the mail, versus in a quick email, and it has more of a personal touch.

Direct mail allows recipients to engage with you on their time.

If you send out postcards, you allow customers to carry that information with them until they sit down in front of the computer.

Postcards are convenient, catchy, and direct. It doesn’t take long to get someone to punch in your website address now that it’s in their hand. And if your direct mail is creative, it will grab people’s attention right away.

Direct mail is preferred over email.

People get lost in hundreds of emails a day and often delete them without truly looking them over.

But direct mail is different. It is tangible, and it gets noticed.

Successful businesses realize that there needs to be more than just an online presence; direct mail is the transition from advertising to buying. In a recent Info Trends study, people actually preferred direct mail three times as much as receiving emails.

Direct mail is cost-effective.

Direct mail is cheaper than radio ads, which disappear in 30 seconds, and it has a longer shelf-life than TV ads.

Direct mail can be read over and over, even if it’s just sitting on a desk, and it commands attention.

No matter what your direct mail is—whether it’s postcards, catalogs, brochures, flyers, or other items—the tangible mail is worth the extra effort to drive people to your website. You can’t rely only on search engines to bring you virtual traffic.

If you need fresh, new ideas, we are here to help make you even more successful. Reach out today! Call the Print Cafe of LI, Inc at 516-561-1468 or Visit Our Website at:www.printcafeli.com