When we think about great direct mail results, we tend to think about the list, the message, and the call to action. However, things like the size, shape, and texture of the piece play a key role, too. Let’s look at five considerations for creating standout mail pieces.
Need something to make your printing pop? Create an eye-catching piece that will get your business noticed and remembered by adding a foil stamp to business cards, invitations, stationery, and other promotional materials
When you think about printing you may be thinking of a printed sheet as a flat, 2D product. But in fact, what makes print such a compelling and effective medium is its physicality. Holding a printed item in your hand, whether it’s a brochure, postcard, or envelope, is shown to increase marketing success. Print boasts a 70% higher recall over digital, is trusted 34% more than digital, and is easier to process—92% of individuals ages 18-23 find it easier to concentrate on and process printed content.
Print has power. And when you’re able to get your printing in front of potential lead, you’ve got to make it count. You can make your printing more powerful by using artistic techniques like embossing and debossing.
It’s no secret that digital printing revolutionized the print industry. It has allowed commercial printers to print more, faster, while maintaining quality and consistency across a print job.
And those are all good things. However, the beauty of printing lies in its versatility. While sometimes a short turnaround time is needed, there are occasions when producing a piece using more traditional and artistic techniques is better suited for your brand or message. These so called “old school” processes aren’t as commonly seen these days, but the impression they leave is one of quality, craftsmanship, and class.
What does “printing” mean to you? The first thought that may come to mind is sending a document to a home or office printer and receiving a print-out on white 8.5″ x 11″ paper.
But this doesn’t even begin to scratch the surface of the capabilities of print. Standard printer paper works great for everyday documents. But when it comes to marketing your business, it’s important to consider the qualities of the paper you’ll be using, including:
Provocative. Thoughtful. Forward thinking. What do these words mean to you? They’ve been used to describe the 2018 Pantone Color of the Year: Ultra Violet.
Whether or not you’re a fan of the shade, Ultra Violet has been chosen as the most fitting color for the year ahead. We’ll likely be seeing it everywhere. But what is Pantone, and how does a color become the Color of the Year? Continue reading “Color Trends: The History of Pantone”
Think about the last purchase you made. What did it take to bring you from prospective customer to committed buyer?
Prospects typically need multiple touches before they commit to a purchase—over 7, according to the Online Marketing Institute. While it’s relatively easy to send out lots of emails or post on social media, we’re in an age where many of us are experiencing digital overload. (The average office worker receives 121 emails per day!) In such a crowded digital space, it’s hard to make your voice heard. If you’re not getting the kind of response you’d like from your marketing campaigns, it may be time to add direct mail to the mix.
Direct mail consistently rates as being more trustworthy, more memorable, and read more often than email. It provides a personal touch and the kind of experience digital just can’t deliver.
Direct mail may seem limiting if you have limited experience with it. However, printing has advanced considerably, giving you a wide range of options for texture, color, shape, design, and personalization.
As with any marketing communication, direct mail works best when it is relevant to the recipient and tailored to your audience. Just like digital communications, you can automate your direct mail to make the process more efficient. Continue reading “Have You Gone to the Mailbox Today?”
As much as we wish warm weather would stick around, summer is winding down, vacations have been taken, and a new school year is about to begin. If you’re involved in fundraising for a nonprofit, you’re probably looking ahead to the next few months as you prepare fundraising campaigns to meet end of the year deadlines. Nearly 1/3 of annual giving happens in the holiday month of December. A year-end appeal is critical for achieving fundraising goals. It’s never too early to plan your holiday fundraising strategy. One of the most basic questions to ask is, what format should I be using?
Fundraising at its core is like any other marketing effort, in that it relies upon making a connection with your donors. Since 70% of Americans find direct mail communication more personal than digital forms of communication, a personalized mailer is an obvious choice for achieving maximum donor impact. Millennials like direct mail too, with over 90% considering it a reliable source of information. You can be sure a direct mail appeal will allow you to reach a wide audience.
Reflecting on the different ways to get your message in front of your intended audience, you may be thinking about marketing emails, social media strategy, or hosting an event. All of these are essential to a well-rounded marketing plan. But a piece is missing. You’re forgetting direct mail.
When you buy a new car, sweater, or sofa, you consider a number of factors: durability, comfort, ease of use. These are, of course, important qualities. But the initial appeal of the product, what draws you to it, may depend on one thing—the color.
So when evaluating and strategizing your company branding, how does color play into the mix?
Items like sofas and sweaters have the advantage of coming in multiple colors. If you don’t like one, there may be another that fits your needs. But when it comes to your company’s brand, there can only be one color combination to consider—the one with the best chance of making a good first impression.