With all of the digital communication options available today, you might not think much about direct mail, but consider this:
It’s the most effective communication channel for non-profits and also works best for event promotions, fundraising, and capital campaigns.
People read print more intensively than digital messaging.
Direct mail sticks around! Long after digital communications have vanished. It’s tangible and shareable.
Marketers and corporate communicators are coming back to direct mail for one good reason – it works. Targeted direct mail can produce a high return on investment, especially combined with other communications channels. New print technology enables marketers to personalize mailings, and time deliveries to amplify their digital efforts and increase response.
Concept, Design, and Message
Design is a key consideration when planning a direct mail project. We’ll work with you to create art that fits your brand standards, but also to determine the best format for your mailing. Beyond informational content, every mailing should include an offer and a clear call to action. It’s the combination of concept, design, and message that generates response.
List and Data Management
Print House can work with you to select and purchase narrow focused lists based on the demographics and behavior of your target market. Segmenting the list can help with analysis of results and can also allow you to manage the timing of follow up calls, emails, or additional direct mail messages.
First Class postage may be appropriate for letter mail to a C-level audience, while Every Door Direct Mail (EDDM) is an inexpensive way for a company to saturate a neighborhood. Print House will work with you to determine the mailing method that will produce the best results at the most economical cost.
Before sending a large mailing, it makes sense to test the concept. Time permitting, we can help you segment your list to check the effectiveness of different versions of copy and offers. Short digital press runs also allow you to test personalization and response channels.
Variable data printing enables you to incorporate personalized data in your messages. If data is available, it’s very possible to use purchase or preference data to create one-to-one messages. Geographical or location data can also be used to personalize mailings with maps or directions to nearby locations.
Direct mail open rates can reach up to 90%
versus email which is only 20% – 30%
Sources: Epsilon; Data & Marketing Association; United States Postal Service