Direct Mail Campaign Tips

Here is a score of suggestions to energize your creative marketing mail campaign or 21 ways to add flair to your direct mail campaign:

 1. Keep the Message Bright. Convey your message graphically and with few words. Keep it simple and colorful. Rely on a single dramatic image to introduce a product, announce a clearance sale, remind customers of a deadline, or offer a discount.

 2. Upscale the Envelopes. Your choice depends on the message you want to convey. Be creative in placing your sales message on the front of your envelope. A good place to start is with your #10 envelopes.

 3. Include a Token Gift. A coupon for a freebie. A special discount for return customers. A refrigerator magnet, flexible jar grip or mini notepad are all easy envelope stuffers that have value for homeowners.

 4. Make Your Mailer Count. Use a direct mail piece as a calendar countdown to a special event. Choose an eye-catching large type font, and keep the message short and to the point to create urgency. Use color to distinguish your piece from other mail, and follow up with periodic reminders if that’s appropriate.

 5. Never Underestimate Postcards. At one time when people communicated regularly with picture postcards. The appeal still exists. Postcards are fun — and if they’re unique, they’re also sometimes collectible. Use a great photo or a humorous message. A postcard direct mail campaign can jumpstart a new promotion, or serve as a continuing reminder of your services.

 6. Sponsor a Charity. If your business supports a local organization during the holidays or throughout the year, include a pitch for support in your invoice mailings. Send special requests for support as needed. Customers like to be part of charitable efforts: Make it easy for them to participate and to lend a hand! Then send thank you notes for the support.

 7. Employ Special Shapes and Sizes. Let’s be honest. Standard envelopes can be easily tossed in the trash. But the impact of a brightly colored, oversized envelope can’t be ignored. Attract attention any way you can, but be sure your mailer conforms to postal regulations. (We can help you with that requirement. 

8. Fold It Up! Flipbooks require customer interaction and promote engagement. Special folds encourage revisiting pages and allow prospective clients to reread your message in different ways. 

9. Die Cuts Tell a Story. It’s simplistic, but shapes add interest. There’s a reason: Our brains are wired to remember the unusual. Let us help you design a unique mailer that tells your story differently. There are endless possibilities. 

10. Add Sensory Surprise. All too often, a written message is forgettable. But there are other ways to elicit a response. Experiment with texture, scent, or even sound. While not for every business, scratch and sniff cards, a “touchy-feely” insert or a card that plays music will grab its share of attention. Maximize the element of surprise. 

11. Go for 3-D Appeal. The flat is not the only way to send your message. Small boxes and tubes don’t have to cost an arm and a leg, but they are likely to garner lots of extra attention. 

 12. Personalize Your Marketing Materials. Fight the “junk mail” label by personalizing your message. Don’t address mailings to “Resident.” Send birthday greetings and holiday cards. Offer a discount on an anniversary-year purchase, or make a customer feel special by providing incentives using Commercial Printing with Variable Data for continued business support. 

13. Keep In Touch through Newsletters. Let your customers know what you’re doing. It’s only natural to respond to stories of achievement and growth. So, if your business has a good story to tell, don’t hesitate to share it through a monthly or quarterly newsletter, circulated either digitally or in print. Yes, Preferred Direct offers digital services as well as printed and mailing services. 

14. Shine a Spotlight on Your People. Recognize achievement, publicize promotions, and introduce new service technicians. Include photos. Use your direct mail campaign to personalize your business. Add some flair to your marketing. 

15. Celebrate Your City. Partner with other local businesses to promote civic awareness and community celebrations. Show you care about your locale and your customers are likely to respond in kind. 

16. Get Behind Good Causes. While you’ll want to be selective about what you support, don’t feel that every mailer has to be only about business. Many worthwhile efforts can benefit from more public awareness. Always include your name and logo! 

17. Provide Usable Information. If you sell products or offer services, informative mailers about important topics are often welcome and appreciated. Be discerning, but don’t hesitate to share your expertise or communicate your concerns. 

18. Determine the Most Effective Delivery Option. Postage and delivery options affect price, and effectiveness varies. Know your options, or ask your direct mail printing partner for advice.

 19. Know Your Niche. Always consider the unique requirements of your business or industry, governing rules and regulations, and projected changes that will affect your message. Preferred Direct is HITRUST-certified with extensive experience with EOBs, and we assure that health care mailings are always HIPAA-compliant.

 20. Consider New Technologies. We agree that technology is changing the face of the direct marketing industry. We take pride in our ability to embrace new possibilities and pass new technological advances on to our customers.

 21. Track Your Success. No advertising and marketing program will be worth your time, energy, and money unless you know how well it’s working for you. Preferred Direct will work with you every step of the way to help you get it right. 

Our “can do” attitude has served us well over the past three decades. What can we do to help you? We believe we can help you attract and inform clients, advertise products, explain your services, create goodwill, and establish strong bonds with your customers. We don’t perform magic, but we consistently achieve results by working with you to create magical direct mail pieces. We do it all within your budget constraints and following your timeline. We respond quickly, and we meet deadlines. Why not schedule a call to discuss options? We’ll be waiting to hear from you. At the risk of tooting our own horn just a bit, we have comments and testimonials from satisfied clients all over the country to support our claims. Let us know how we can best help you with your specialty direct mail needs. 

The Preferred Marketplace of Ideas 

Our collective experience over the past 30-plus years has reinforced the values that were exemplified at our founding: Service, Value, and Creative Response to Client Concerns.  

We practice those principles every day in every way, embrace new technology and modern materials, and continue to focus on creative problem-solving. We value your collaboration, comments, and service evaluations, and rely on your feedback as we move in new directions. We value the ongoing relationships we have established with our customers. We will boost your marketing with variable data direct mail and commercial printing. 

For each project, Preferred Direct will provide a project manager to work with you to guarantee fast, efficient, accurate and confidential processing of information for your commercial printing or direct billing project. Our Commercial Printing and Direct Mail Platform provides for medical billing services, municipal utility bills, statement generation, e-billing, and transpromo marketing, a company’s direct billing is completed in a timely and professional manner.

Why Direct Mail Is Still Relevant

Why Direct Mail Is Still Relevant, even in the digital age in which we live, is because many people still prefer to get communications from companies by direct mail in print form. This is especially true when messages are tailored specifically for them.

A majority of respondents to an online survey conducted by Consumer Action said that they prefer to receive all types of bills by mail—even if they’ve opted to pay the bills online. For medical, utilities, insurance, property tax, mortgage, and credit card notifications, 45 to 74 percent (depending on the account category) said they choose paper over electronic communications.

And even with brands leveraging digital marketing and mobile apps, 73 percent of U.S. consumers still prefer to receive direct print mail. Why? because they can read it whenever they want.

As you can see, direct mail is still relevant, especially when it’s personalized through variable data printing.

What Is Variable Data Printing and Why Is It So Important for Direct Mail?

HP Digital Printer at Preferred Direct

Variable data printing (VDP) is a digital printing technique used to personalize print communications. VDP allows for various page elements, such as text and graphics, to be different on each piece of a print run. 

 Variable data printing can involve something as simple as changing the greeting or name on each copy of a print piece (akin to a mail merge). Or it may be more complex, involving the customization of other text and graphic elements, according to customer information, address, or other data. For example, at Preferred Direct, our variable data detailer allows us to add custom messages, coupons, maps, and other elements to invoices, letters, notices, and more.

 The ability to tailor print messaging to individual recipients has become essential for maintaining customer satisfaction and generating revenue. Customers expect brands and organizations to send personalized communications. And personalized communications mean that customers receive relevant content that drives them to action (e.g., pay a bill, purchase a product, or do something else that the sender desires).

 Variable data technology has become essential for many different applications—such as statement generation, collection letters, and more—in a wide array of industries. Examples include:

 Financial 

• Account statements from banks and credit unions
• Investment portfolios 
• Credit card statements

Healthcare 

• Medical bills
• Medical EOBs (Explanation of Benefits) 
• Patient appointment reminders 
• Collections letters 

Insurance 

• Invoices for premiums 
• Policy updates 
• Insurance EOB Statements 

Municipal and Energy 

• Invoices for gas, water, sewer, electric, trash 
• Collections letters 
• Special Notices 

Communications 

• Cable TV invoices 
• The phone company and wireless provider invoices 
•  Collection letters 

Sales and Marketing 

• Targeted direct mail marketing campaigns 
• Sales letters

Nonprofit Organizations 

• Fundraising campaign letters 
• Event invitations 

Colleges and Universities 

• Financial aid statements 
• Admissions letters 
• Invoices 

Retail 

• Revolving credit statements
• Direct mail marketing pieces

The above examples are just a sampling of the many types of direct mail print communications that leverage variable data to make them more effective. 

What to Look for in a Direct Mail Printing Provider 

Some Preferred Direct Team Members in front of our HP Digital Printer for VDP

When choosing a direct mail printing services provider for your organization’s communications, there’s much to consider. Not all printing resources have the expertise or equipment to handle the demands of variable data printing. Using variable data is one of the reasons Why Direct Mail Is Still Relevant. 

Below are some key characteristics to look for: 

• Ability to handle a wide array of variable data printing applications
• Flexibility in how they can receive your data
• Experience with variable data printing applications in your industry
• Compliance with HITRUST and HIPAA 
• Advanced printing technology to ensure the utmost accuracy and print quality
• Services beyond printing  

Ability to handle a wide array of variable data printing applications 

Your needs may evolve over time, so look for a direct mail print partner that has the knowledge, experience, and equipment to handle all types of variable data printing applications. 

No matter what your organization requires, at Preferred Direct, we are equipped with the expertise and technology in-house to create all varieties of personalized print pieces.

 Flexibility in how they can receive your data  

Find out if the commercial printer you’re considering will allow you to send your information your way.  

When you work with us, we will accept your information via a secure FTP (file transfer protocol). We aim to make the process convenient for you. 

Experience with variable data printing applications in your industry  

Every industry has unique concerns and nuances to address. Therefore, industry experience matters when selecting a print partner for your variable data, direct mail projects. 

Preferred Direct has vast experience and a proven success record in many different industries, including those that must meet strict privacy and security requirements. 

• Healthcare providers
• Insurance companies
• Financial services providers
• Colleges and Universities
• Businesses and Retail
• Nonprofit organizations 

Compliance with HITRUST and HIPAA 

Preferred Direct is HITRUST CSF certified. We approach every project with the HITRUST Common Security Framework (CSF), the most widely adopted security framework in the U.S. healthcare industry, in mind. Following HITRUST CSF standards means we handle our customers’ data in a way that meets regulatory compliance requirements and reduces risk.  

We also adhere to the latest HIPAA regulations for protecting sensitive patient data. We apply the necessary security measures so that organizations have compliance with peace of mind.  

Advanced printing technology to ensure the utmost accuracy and print quality 

Technology changes at a rapid pace. To ensure you get the best quality outcomes and efficient pricing from direct mail production runs, make sure your commercial printer has the latest equipment and software. 

Preferred Direct has cutting-edge digital printing technology. Our HP T240 HD press delivers optimal production speed and cost-effectiveness for continuous feed inkjet printing. We specialize in accurate, high-speed lasering and ink-jetting, with the flexibility to communicate custom, personalized messages, thanks to our state-of-the-art equipment, software applications, and skilled team.  This is Why Direct Mail Is Still Effective. 

Services beyond printing  

In addition to mailing database management, customization, and printing of your direct mail, we also: 

• Match mail
• Fold
• Perforate
• Insert
• Postal discounts
• Deliver mailings to the post office
• Manage inventory 

We also offer expert design services to give your direct mail the visual appeal needed to attract your recipients’ attention and engage their interest.

Direct Mail is Here to Stay

Why Direct Mail Is Still Relevant?  In summary, direct mail—particularly, personalized direct mail—remains an essential tool for building customer loyalty and improving bottom-line results. Keep in mind that working with variable data requires making privacy and data security a priority. Therefore, it’s critical to work with a commercial printing company you can trust to uphold the highest standards of quality and protect customer data. Fortunately, you don’t have to look further for a reliable partner for your personalized direct mail solutions.

Preferred Direct has all of the experience and capabilities necessary to handle all of your direct mail and variable data printing needs. Contact us to discuss your next project!

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