MARKETING MONDAY – 5 Key Mail Piece Design Elements

MARKETING MONDAY – 5 Key Mail Piece Design Elements

5 Key Mail Piece Design Elements Images — These are extremely important. Images that are emotionally compelling work really well. Facial images stand out and our eyes are naturally drawn to them, so use faces if possible. You can also use images that are iconic and easily recognizable; our eyes and attentions are drawn to familiar images. You need to make sure that you are using images that are consistent with your brand and your message. Fonts — These are commonly overlooked in direct mail marketing. Not all fonts are the same. When you use interesting or unique fonts, you draw people in. Be careful about using too many different fonts. Your mail piece can look cluttered with too many fonts. The same goes for font sizes, try not to use more than three sizes throughout your mail piece. Layout — The layout of your mail piece is crucial to response rates. You need to make sure you include white space so that the layout is not cluttered and overwhelming. Images and concise copy need to flow together in sync with each other. Depending on the type of mail piece you may need more than one image, so make sure they work together and do not clash. Do not place wording over the top of images, it will be ignored. Copy — Keep in mind that people find it easier to read copy that starts on the outer left edge and reads into the center. They pay less attention to copy that starts in the center and reads to the right edge. Make sure you are concise and use common language without acronyms....
MARKETING MONDAY – Anti-Targeting

MARKETING MONDAY – Anti-Targeting

If you haven’t gotten on the Anti-Targeting bandwagon, it’s not yet too late to turn your Occupant/Saturation business into the best ROI you’ve ever had. Commonly Asked Questions: What is Anti-Targeting? Anti-Targeting is used with Saturation lists, or in place of EDDM to maintain Saturation postage, while removing the worst prospects. What makes it different from traditional targeting?  With targeting, typically you are purchasing a Consumer list with specific demographics and are not as worried about overall postage. With Anti-Targeting, postage is still the most important factor in the list, but records are trimmed based on poor performing demographics. What is an example of Anti-Targeting?  With our Response Booster product, we can remove households in the bottom 5% of income in a zip, or households where everyone is 80+ in age. These are the two lowest performing demographics in terms of response rates. How does it compare to EDDM? Our clients have been using it to sell against EDDM because of its superior results. Also, Saturation with Response Boosters has a lower postage rate than EDDM. Source:  Mailer’s...
MARKETING MONDAY – How to Use Direct Mail in the Modern Marketing Mix

MARKETING MONDAY – How to Use Direct Mail in the Modern Marketing Mix

Far from dead, direct mail marketing gets a higher response rate than it did more than a decade ago. Here’s how marketers can take advantage​. Many marketers have long awaited the death of direct mail. Surely it couldn’t last much longer, they thought; after all, smartphones, video marketing and social media have all become vastly popular. Why would consumers still want to get physical mail? Neil O’Keefe, senior vice president of marketing and content at the Data & Marketing Association, says that marketers began questioning direct mail’s endurance in 2007. That year, Statista reports that smartphone sales jumped 70% from the previous year to $8.7 billion. At the same time, the volume of mail sent through the U.S. Postal Service began to plummet: In 2006, people in the U.S. sent 213.1 billion pieces of mail, according to USPS; by 2017, they were sending 149.5 billion pieces each year, a 29.9% decline. By this point, smartphone sales had reached $55.6 billion. The price of postage and paper had skyrocketed, as did the number of internet users—everything seemed to hammer a nail into direct mail’s coffin. But a strange thing has happened in marketing: Direct mail response rates have risen in the past 10 years. The DMA’s 2017 Response Rate Report finds that the response rate for mail sent to people on house lists (subscribers who opted in to mail) was 5.1% for the year, and the response rate for prospect lists (potential clients) was 2.9%. These numbers are up from 2003, when house lists drew a response of 4.4% and prospect lists a response of 2.1%. And even though online...
MARKETING MONDAY – Custom Hang Tags

MARKETING MONDAY – Custom Hang Tags

Custom Hang Tags are a great way to tell your company’s story along with your product.  They help increase brand awareness, add essential product information and display logos.  Suggested Uses:  Clothing and Apparel Retail Products Merchandise Tags Special Promotions Event Invitations  Gift...
MARKETING MONDAY – The Power of Direct Mail

MARKETING MONDAY – The Power of Direct Mail

Following is a great article on the power of direct mail from Target Marketing. Because direct mail is the little engine that could for your marketing funnel, it can sustain you through troubled times. Direct mail is most powerful when used in a long-term, multi-touch plan. The average prospect needs to see your mail piece seven to 10 times before buying from you. So a well-planned direct mail program includes multiple drops with various mailers and postcards. Then once the prospect makes a purchase from you, you move the consumer into your customer retention mail program. These types of programs are extremely effective and can be counted on to consistently generate sales.  See the full article from Target Marketing here – How Direct Mail Is Your Little Engine That Could.   “Mailboxes in ivy,” Creative Commons license. | Credit: Flickr by Ryan McFarland...
MARKETING MONDAY – Integrate Your Campaigns

MARKETING MONDAY – Integrate Your Campaigns

Print and digital really are like chocolate and peanut butter, they simply compliment one other beautifully. If you haven’t been integrating your campaigns, you’re missing out on increased reach potential. You should be advertising your print pieces on your social media pages and including social media icons and addresses on your print marketing materials. Just be sure your brand has the same look and core message across all channels.   Source: Media Space...