Direct Mail

Green arrows in a circular pattern

Want to Be More Sustainable? Embrace Circular Design

In recent years, circular design has gained traction in many industries, including printing and packaging. Circular design aims to minimize waste and maximize the lifespan of products by following the principles of reduce, reuse, and recycle. Not only can embracing circular design lead to significant environmental benefits, but it can result in operational efficiencies, too.

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Figures being attracted to a magnet

5 Tips for Boosting Your Donor Retention Rate

The average donor retention rate for nonprofits is between 40% and 45%. That means for every 100 donors you have, only 40-45 will donate the following year. But what if you could retain more of them? Imagine the impact on your mission!

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Gatefolds of various styles sitting on a desk

Creative Gatefolds That Get Attention

Want to get your customers’ attention? Incorporate creative folds that add dimension and interest. Gatefolds, in particular, are cost-effective tools that add high interest and engagement to your pieces. Whether you are producing marketing collateral, event invitations, or direct mail, these fun, creative folds can repeatedly engage your audience with your marketing content.

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Colorful printing running off a digital press

Five Elements That Make Print Shine

In the ever-evolving marketing world, getting caught up in the digital buzz is easy. However, there’s a timeless charm to a well-executed print campaign that captures attention and makes a lasting impression. Print has unique qualities that can elevate your direct mail efforts. Let’s look at five elements that make print special.

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Out of frame person holding a USPS envelope and looking down at it

Avoid the USPS’s Top Mailing Mistake

In the world of direct mail, creativity is everything. You want to design pieces that stand out and catch the customer’s eye. But be careful! Sometimes this leads to designing mail pieces in nonstandard sizes that, in some cases, can make the mailpiece undeliverable. Failure to meet minimum mailing dimensions is the number one mailing mistake cited by the United States Postal Service.

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Professional people shaking hands in an office

Turning a Bank from “Stodgy” to “Personal”

Do you always need lots of data to make your mailings seem personal? No. Take the example of MB Financial, a Chicago-based financial institution that used segmentation to achieve great results. It’s a formula that any company can follow to make its mailings feel more personal and increase conversions without personalizing them down to the individual level.

 

MB Financial wanted to target more than 430,000 small companies in the Chicago area. MBF has 86 branches, but it wasn’t connecting well with its audience. Small businesses saw the bank as an old, stodgy institution like all others. MBF wanted to put a more friendly face on its branches and make banking at each location seem more inviting and accessible.

 

To do this, MBF developed a four-pronged messaging strategy: “We deliver the personal attention you want, the banking services you need, business advice you can use, and business connections you wouldn’t expect.” The heart of the campaign was direct mail, but it also used radio and digital media ads.

  • First, MB Financial used customer modeling to identify 30,000 small businesses that were its most likely prospects.
  • Second, it broke its mailing into highly versioned segments, one for each local branch.
  • Third, it created targeted postcards that appeared to be coming directly from the bank manager at each SMB’s closest branch.

 

Each postcard included a photo of the branch manager, a personal message from the manager, and an invitation for the recipient to call their direct line. To sweeten the pot, MB Financial included an offer to receive “bonus cash” for opening an account or line of credit.

 

The results? High visibility and a 205% increase in sales leads attributed to the direct mail campaign alone. What a great way to make a large business seem small!

 

Inspired? Let’s discuss creating a similar campaign to reach your target audience!

Brain cell neurons making direct connections with each other

Why Our Brains Prefer Direct Mail Over Email

Want to geek out on marketing science? Check out neuromarketing, a field examining consumers’ responses to marketing stimuli. Neuroscience looks at how the brain receives and processes information, and neuromarketing looks specifically at the impact of this process on the various marketing channels. Spoiler alert: These studies consistently find that while email is an important channel, it isn’t for everything. Especially for higher-end products that require more thought processing, direct mail is a better approach.

 

How do researchers come to these conclusions? They use three primary methods:

 

Eye tracking: Camera and infrared technology that monitor eye movements in speed and duration of attention. Eye tracking tracks visual attention in reaction to predetermined areas of interest.

 

Core biometrics: Sensors placed on participants’ fingertips that measure heart rate, skin conductance (sweat), motion, and respiration: Core biometrics gauge the depth of emotional engagement.

 

Functional Magnetic Resonance Imaging (FRMI): Brain scanners measure changes in oxygenated blood flow to reveal regional activation during a task or experience. FRMI pinpoints specific deep brain activity beyond surface cognitive function (e.g., empathy and reward).

 

What do these methods show? A good example comes from one study conducted by Temple University’s Center for Neural Decision Making in concert with the U.S. Postal Service Office of Inspector General (OIG). The study found that while participants could process the information from digital ads more quickly than from print ads, the details weren’t retained or recalled as easily later.

 

What made participants more likely to retain and recall that information more easily in print?

  • They spent more time with physical ads.
  • They had more robust emotional responses to those ads.
  • While they stated similar preferences and willingness to pay for the item, whether it was delivered in physical or digital format, their brain activity indicated a greater subconscious desire for printed products.

 

“These findings have practical implications for marketers,” note the report’s authors. “If short on time, the digital format captures attention quicker. However, for longer lasting impact and easy recollection, a physical mail piece is the superior option.”

 

So, there you have it! When given a choice between print and digital media, especially for products and services that require deep cognitive processing, the brain loves print.

 

 

Effective Communication Breeds Customer Loyalty

Are you up for a surprise? In a customer satisfaction study of 10 major industries, nearly three-quarters (72%) of respondents indicated that they were delighted with the products or services they purchased, yet 88% said that they were willing to switch providers for any reason!

 

How can this be? If customers are happy with the products they buy, how can they switch so easily? Because so many companies offer products and pricing similar to one another’s. That’s why maintaining customer loyalty takes more than the basics. You have to make people feel valued, not just by offering them great stuff, but by how you treat them. Give them a great customer experience.

 

According to Price Waterhouse Coopers, 73% of consumers consider customer experience important in purchasing decisions. This means that all things being equal, they will go where they feel most valued and appreciated.

 

That’s why a consistent, high-quality drip of customer communications is so important. It makes customers feel noticed and valued, not just when you want them to purchase something.

 

• Set up a series of “nurturing” mailers throughout the year. Make it a continuous client contact program that demonstrates that you are sincerely grateful for their business at regular, pre-planned intervals.

 

• Use the data you’ve collected to grow your relationship with these customers. Offer valuable tips, newsletters, and case studies that remind clients of your commitment to service, value, quality, innovation, and loyalty.

 

• If you are going to cross-sell or upsell, make those suggestions valuable and relevant to your customers based on the information you have collected, such as their past purchases or subscriptions that are expiring.

 

• Ask for their feedback. People love when you ask their opinions. Now act on what you learn. Communicate through tangible actions that you not only care about what they have to say but are willing to act on it, too.

 

Direct mail isn’t just for customer acquisition marketing anymore. It is a critical part of effective customer retention.

Customers

Be Authentic and Connect with Customers

Increasingly, marketers understand the power of emotions. Product features and benefits are essential, but someone’s need, fear, or desire often motivates the actual purchase. Just look at some of the most iconic brands on the market. Johnson & Johnson doesn’t sell Band-Aids based on their adhesive properties. It shows a crying child being soothed by a loving parent. Nike doesn’t sell shoes based on the resilience of its soles. It shows athletes overcoming obstacles and achieving greatness.

 

Here are three ways you can tap into emotion in your marketing.

 

1. Think “simple” or “complex.”

 

Simple sales are those for which people can make quick, easy decisions based on numbers: This product is 10% cheaper than that one. That product offers 25% more longevity than the one I have. However, with complex decisions like financial, insurance, and medical products, emotion plays a much more significant role.

 

What makes me feel safe? How can I best protect my family long-term? When writing your product copy, think about which category your products fall into.

 

2. Be authentic.

 

Nobody likes a phony. That includes customers. Honesty makes consumers feel connected and creates trust and respect for the brand. Consider Allstate Insurance. In its 30-second slice-of-life commercials, homeowners fall prey to their humanness by opening car doors into oncoming traffic or crashing into parking lot barriers because they’re looking at their children’s birthday balloons in the rearview mirror. We’ve all done it. It feels natural and familiar. Be honest, and make your brand something people can relate to.

 

3. Think beyond the sale.

 

Show an interest in your customers and prospects beyond the sale. Drop them tips and tricks that help them with everyday problems. Create emotional engagement that transcends the immediate need. Stanley Steemer does this well. It sends a high number of direct mail pieces and emails every year. While some of these pieces are designed to sell, cross-sell, and upsell, the majority are tips for various household cleaning projects. This is information people can use whether they end up purchasing Stanley Steemer services or not.

 

Emotion and brand connection sell. Maybe not right away, but over time. So be honest, be relatable, and invest in your customers long-term. It takes more effort, but it pays off in the long run.

Direct Mail Trends

The 5 Most Consistent Direct Mail Trends That You Can Apply Now

The national direct mail database Who’s Mailing What! (WMW!) recently analyzed its database of more than 130,000 mail pieces to find the strongest, most consistent direct mail trends over the past 20 years. We’ve picked five that we think are most relevant to small to mid-sized businesses. How many of these do you see in your own marketing?

 

1. Postcards are on the rise

 

Between 2009–2021, the number of postcards being mailed increased by approximately 20%, while self-mailers and envelopes declined slightly. This trend is in line with the next one, which is…

 

2. Businesses are using less copy

 

Over the past 20 years, WMW! found that the number of words used in direct mail pieces has declined, on average, by 62%. Direct mail is also using shorter sentences, more concise paragraphs, and bullet points. Many campaigns have replaced the text with images, charts, and graphics that provide quick, easy comprehension in today’s fast-paced world.

 

3. Focus on print-to-digital

 

Whether businesses are engaging with their audiences with QR Codes or driving them online to their websites or social media channels, the interaction between print and digital channels is rocketing. The use of user names (@ username), QR Codes, and digital CTAs such as “follow us” or “visit our website” have doubled in the past four years.

 

4. Sustainability messaging is hot

 

Buyers care about the environment, and they appreciate brands that show they care, too. The WMW! database was established 20 years ago, and of the direct mail messaging that contains a sustainability element, 75% has come in the last five years.

 

5. Even young companies are using direct mail

 

When WMW! looked at the age of the companies in its direct mail database, it found that the percentage of companies founded in the 1980s, 1990s, 2000s, and 2010s was nearly identical. Very young companies like Uber Eats, DoorDash, and Payson are all using direct mail.

 

Why has direct mail remained strong, even in the age of digital? Who’s Mailing What! editors wrapped it up concisely:

 

  • Done right, it has a higher response rate than digital channels.
  • It reaches audiences that digital channels don’t.
  • Using paper, ink, and interesting finishing, even young companies can stand out from their older, more established competitors.

 

The numbers don’t lie – direct mail still works!