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Winning Your Campaign with Omnichannel Political Marketing

Winning Your Campaign with Omnichannel Political Marketing

by | Direct Mail Marketing, Direct Marketing Solutions, Political, Printing, VDP

Winning Your Campaign with Omnichannel Political Marketing

Winning Your Campaign with Omnichannel Political MarketingIn the world of politics, capturing the hearts and minds of your constituents is key to success. In today’s digital age, traditional political marketing strategies alone may not suffice. Enter omnichannel marketing – a multifaceted approach that seamlessly integrates various marketing channels to create a compelling and impactful political campaign. Preferred Direct, an industry leader in print, direct mail, and digital communications, is here to guide you through your candidate journey with proven solutions for a successful political campaign.

The Power of Omnichannel Political Marketing

In the realm of political marketing, you’re not just reaching out to potential voters; you’re connecting with citizens who are deeply invested in the future of their community and country. Omnichannel marketing offers a comprehensive strategy to effectively engage with your audience across various touchpoints. By utilizing multiple marketing platforms such as social media, direct mail, grassroots campaigns and more, candidates can reach a wider and more diverse audience than ever before. Here’s a breakdown of the top channels for effective political communications and how Preferred Direct can assist you:

Local News Advertising

local newspaper political marketingIn a world saturated with digital content, local news remains a trusted source of information. Preferred Direct can help you craft compelling advertisements that resonate with your constituents through local newspapers and news websites. Whether it’s a candidate profile, a policy announcement, or an event invitation, we ensure your message reaches the right audience.

Digital Marketing

In today’s interconnected world, digital marketing via social media and email are powerful platforms for interacting with your community. From running targeted ad campaigns to creating supporter groups, weekly email newsletters to email pledge campaigns, these digital marketing platforms are effective channels that many of your supporters use each day.  Preferred Direct can assist you in crafting engaging email campaigns that complement your overall strategy. Our clean databases, appealing templates, and strategic content ensure that your campaign messages are delivered effectively to your supporters.

Direct Mail Marketing

direct mail political marketingDirect mail remains a cornerstone of political marketing campaigns. Preferred Direct specializes in direct mail printing and mailing. You can partner with us to design, print and deliver impactful mailers, flyers, newsletters, and postcards to get the word out of your campaign. As a HIPAA-certified printer, Preferred Direct will safeguard your recipient data and process all mail with the utmost care. With our Every Door Direct Mail (EDDM) service, you can target specific neighborhoods, zip codes, counties and more to ensure your message reaches the right households for your political campaign. Preferred Direct also offers variable data printing which allows you to personalize each direct mail print with tailored visuals such as individual’s name, local landmarks, custom slogans, languages and more.

Grassroots Political Marketing

While digital channels are essential, nothing beats the authenticity of face-to-face interactions. Preferred Direct understands the value of grassroots marketing, where candidates can connect with voters on a personal level. Handshakes, handing out flyers, and genuine conversations leave a lasting impression. We can support your grassroots efforts by providing high-quality campaign materials, including signs, pamphlets, and flyers, to help you make a memorable impact.

SMS Text Marketing

SMS text political marketingIn the era of smartphones, Preferred Direct’s SMS text marketing is a highly effective way to engage with voters. It’s immediate, direct, and cost-efficient. Whether you need to send polling locations, promote pledging opportunities, or share important information, Preferred Direct even offers SMS text marketing to help you connect with supporters on a one-to-one basis effectively.

Preferred Direct: Your Winning Partner for Political Marketing Campaigns

With over three decades of experience assisting political candidates, Preferred Direct is your go-to partner for all your political campaign marketing needs. We pride ourselves on delivering high-quality print and mail products, on time and within budget. As a HITRUST-Certified Printer, we prioritize the safety and security of your campaign information.

In 2022, Preferred Direct was honored as the Top Printer in Virginia Beach, a testament to our commitment to excellence. Winning a political campaign requires an omnichannel approach that spans over traditional and digital channels. With Preferred Direct as your political marketing partner, you’ll have the expertise and technology needed to create a winning campaign strategy that connects with your constituents on every level. Contact us today to discuss how we can help you achieve victory this election year through the power of omnichannel marketing. Your success is our #1 priority!

Contact Preferred Direct Today!
Printed Collateral is Here to Stay

Printed Collateral is Here to Stay

Printed Collateral is Here to Stay   With the constant push for higher digital engagement, perfectly curated social feeds, and algorithm optimized content, it’s easy for businesses to focus...

Remaining HIPAA Compliant with Third Party Printers

Remaining HIPAA Compliant with Third Party Printers

Remaining HIPAA Compliant with Third Party Printers Are you truly HIPAA compliant? Maybe you’ve set up certain measures of data security and protected your processes internally, but what about your...

About the authors

As President, Chris Nee is responsible for connecting the many aspects of PDM’s operational organization. His focus is on bringing together people, processes, and products to drive performance. Chris facilitates the key drivers for PDM’s success as a print and direct mail company, including engaging and retaining employees, and perpetually innovating to drive top-line revenue, and enhancing productivity across the company. Chris brings a wealth of experience to this role, previously driving sales, leading teams, and negotiating deals with some of the largest companies/brands in the US, including The Hershey Company, Clorox, and Dole Foods.

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Maximizing Impact: How Direct Mail Boosts Donations for Non-profits

Maximizing Impact: How Direct Mail Boosts Donations for Non-profits

by | Direct Mail Marketing, Direct Marketing Solutions, Not-For-Profit, Printing, VDP

Maximizing Impact: How Direct Mail Boosts Donations for Non-profits

Non-profit organizations play a crucial role in addressing various social issues and causes. To continue their vital work, they often rely on the generosity of donors. In today’s digital age, where online fundraising platforms and social media dominate the scene, one traditional method still stands strong: direct mail campaigns. In this blog, we’ll explore how direct mail can be a powerful tool for non-profits to boost donations and make a lasting impact.

The Power of Direct Mail in Fundraising

Direct mail is a tried-and-true method of fundraising that has stood the test of time. Its effectiveness lies in its tangible nature. Unlike digital communications that can be easily deleted or ignored, a well-crafted direct mail piece physically lands in the hands of your potential donors. According to the Data & Marketing Association (DMA), the response rate for direct mail to a house list was 9% in 2018, compared to just 1% for email.

Understanding Your Non-profit’s Audience

Before launching a direct mail campaign, it’s crucial to understand your audience. Non-profit organizations typically have diverse donor bases, including individuals, corporations, and foundations. Each of these groups may have different motivations for giving. Direct mail allows you to tailor your message to specific segments of your donor base, making it more likely that your message resonates with the recipient.

Crafting Compelling Direct Mail Campaigns

To maximize the impact of your direct mail campaigns, focus on creating materials that capture attention and evoke emotions. Start with eye-catching design and imagery that aligns with your cause. Preferred Direct can assist with direct mail design services – contact our team today for a quote. Your message should be clear, concise, and emotionally compelling. Include a strong call to action, guiding recipients on how they can make a difference by donating.

Data-Driven Decision Making

Data plays a crucial role in optimizing direct mail campaigns. Segment your donor lists based on factors like giving history, demographics, and location. Personalize your messages using variable data printing to make donors feel valued and understood. Track the performance of your campaigns using analytics to refine your approach over time.

Case Studies and Success Stories

Nothing speaks more persuasively than success stories. Share real-life examples of how your organization’s work has made a tangible difference in the lives of those you serve. Highlight the impact of past direct mail campaigns, including specific results and how donations were put to use. Direct mail catalogs and newsletters are a great way to share impact stories and generate engagement through genuine connection.

Ensuring Data Security and Compliance

Non-profits often deal with sensitive donor contact and financial information. It’s crucial to ensure data security and compliance with regulations like HIPAA when handling healthcare-related data. Partnering with a HIPAA-Compliant and HITRUST-Certified Printer like Preferred Direct can provide peace of mind in this regard.

Measuring the ROI of Direct Mail

Calculating the return on investment (ROI) is essential to assess the effectiveness of your direct mail campaigns. By comparing the cost of the campaign to the donations received, you can determine how efficiently your efforts are driving donations.

Integrating Direct Mail with Online Fundraising

QR codeDirect mail and online fundraising can work hand in hand. Include URLs or QR codes in your direct mail materials that link recipients to online donation pages. This provides an easy and convenient way for donors to contribute, and it allows you to track the online response to your mailings.

Tips for Non-profits Getting Started with Direct Mail

For non-profits considering direct mail for the first time, it’s essential to start with a clear strategy. Define your goals, target audience, and budget. Partnering with a reliable print and mail provider like Preferred Direct can help you navigate the complexities of direct mail campaigns.

Conclusion

Direct mail continues to be a potent fundraising tool for non-profit organizations. Its ability to deliver tangible, emotionally resonant messages to potential donors sets it apart in a crowded digital landscape. By understanding your audience, crafting compelling campaigns, and leveraging data, you can maximize the impact of your direct mail efforts. Remember, it’s not just about sending mail; it’s about making a difference.

If you’re ready to explore the potential of direct mail for your non-profit organization and want to ensure the highest level of data security, consider partnering with Preferred Direct. Our expertise in commercial printing and direct mail can help you craft impactful campaigns that drive donations and support your mission. Contact us today to learn more about our services and how we can assist your non-profit in maximizing its impact through direct mail.

Contact Preferred Direct Today!
Remaining HIPAA Compliant with Third Party Printers

Remaining HIPAA Compliant with Third Party Printers

Remaining HIPAA Compliant with Third Party Printers Are you truly HIPAA compliant? Maybe you’ve set up certain measures of data security and protected your processes internally, but what about your...

About the authors

Bill Nee Jr. is the CEO of Preferred Direct Marketing, where he oversees all aspects of administration, operations and business development. He has guided the company’s overall strategic growth since he stepped into the leadership role in 2015. Bill has been with the company for nearly three decades, joining Preferred in 1996, shortly after it was started as a mail house by his parents, Patricia and Bill Nee Sr. Bill launched and developed the offset printing side of the business before moving into production management, marketing and other leadership positions. His emphasis has been on technological innovation to position Preferred as an industry-leading and customer-focused print, direct mail and digital communications partner.

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5 Key Considerations When Choosing a Third-Party Medical Marketing Partner

5 Key Considerations When Choosing a Third-Party Medical Marketing Partner

by | Direct Marketing Solutions, Outsourced Medical Billing, Printing, VDP

5 Key Considerations When Choosing a Third-Party Medical Marketing Partner

Marketing a medical practice comes with unique challenges not seen in most other industries. Making sure patient data is secure, communications are HIPAA-compliant and that important healthcare messages are reaching the correct audience are all challenges that differ from that of the average marketing campaign. 

If you are looking for a solution to market your practice, consider outsourcing your medical marketing print campaigns. Choosing a reputable partner is not only good for business, but it can also help avoid financial penalties and data breaches. Not sure how to vet a company for your medical marketing needs? Here are some key considerations: 

Am I Using Sensitive Information? 

Information that discloses conditions, treatments, and care for a specific patient is protected by law. Even accidental infractions have steep financial penalties. It is important that parties on both sides of the healthcare marketing vendor relationship understand what information requires extra care. 

The content of your marketing messages will dictate which medical marketing partner is best for your needs. If sending out appointment reminders are part of your patient retention strategy, many printers can assist with this broad, universal content. If your print marketing is more specific about conditions, it may inadvertently disclose a patient’s diagnosis or treatment and put your practice at legal and/or financial risk.  

Awareness of HIPAA and medical privacy regulations protects your patients, your practice, and your reputation. For print marketing based on a patient diagnosis such as medicine recommendations, peer support groups, outpatient care options, and more, it’s important to work with a Commercial Printer that is familiar with healthcare privacy regulations to ensure you’re always in compliance. Preferred Direct is a HIPAA-compliant commercial printer with extensive experience handling not only medical marketing print services but third-party billing as well, for a variety of healthcare organizations.  

Does This Printer Have Any Relevant Certifications? 

There are industry certifications a printing partner can earn to display their medical marketing expertise. How will you know if a potential printer has them? In most cases, these certifications will be visible on the company’s website and other marketing materials.  

Look for mentions of HIPAA compliance, HITRUST certifications, and ways they keep data secure. Without these, you run the risk of incidental violation, compromised data, and workflow challenges. 

A strong reputation also goes a long way. Does the printing company have a working relationship with others in the healthcare industry? Preferred Direct, for example, works with one of the largest health insurance providers in the US, assuring HIPAA compliance every step of the way. We are also a HITRUST-certified printer, strictly following the HITRUST Common Security Framework (CSF) to ensure the utmost security of your patient data. In 2022, Preferred Direct was also named one of the top commercial print services in Virginia Beach. From reputation to certification, Preferred Direct has taken the steps to be the medical marketing partner of choice. 

What Healthcare Industry Experience Do They Have? 

At the end of the day, your best choice for a printing partner is the provider that excels at the services your practice or office needs. Most printing companies can execute direct mail campaigns or design high-quality brochures for a broad array of business types. Not all can do so for the healthcare industry. And even fewer can be a one-stop-shop for all medical printing needs.  

Say you want to expand into outsourcing your printed billing statements. The risk of small, yet costly mistakes is high when working with an inexperienced printer. 

Did you know that something as simple as using the wrong envelope can be a HIPAA violation? In this case, the window in the envelope disclosed personal information about patients, including a condition they underwent treatment for. Through this envelope, anyone who handled the piece of mail was able to see personal medical information, which ultimately culminated in a lawsuit.

At Preferred Direct, we pay careful attention to these areas of risk and ensure there is no exposures or violations before all mailing projects. We are incredibly proud to have never had a client HIPAA violation in our 35 years of business! 

When shopping around for a medical marketing partner, ask directly about their healthcare industry experience. While printers may not be able to disclose specific client or project details, a brief conversation can reveal a lot about an organization’s capabilities. Request samples of materials similar to those you are planning to use in an upcoming campaign. Use these to guide the conversation to medical marketing standards. A little bit of research and discussion can help prevent unnecessary stress and errors down the line. 

printing security

What Technology Does the Company Utilize? 

The technology used by a third-party medical marketing partner can be a deciding factor on whether they can securely handle your campaigns. Combined with industry expertise, the right technology can keep your communications professional, secure and credible. Here are three technologies to ask about: 

Variable Data Printing (VDP) 

Variable Data Printing is a process in which sections of information- such as Personal Medical Information, can be switched out from piece to piece, without slowing down the printing process. This capability shows they have the equipment necessary to handle the accurate, fast, and secure printing of potentially sensitive information. 

Internal Security Processes 

While you cannot be there to personally supervise the print job, there is no harm in inquiring about the internal processes that help keep sensitive data secure. Data encryption should be standard practice, as well as other visible forms of trust, such as certifications and a trusted staff. Ask about any data breaches the company may have experienced and their resolution. 

System Testing 

A good printing partner will allow for scheduled system tests. During these tests, mailing lists are pulled and prepared for sending. This is an opportunity to discover gaps in process, identify missing or duplicated recipients, and verify print quality long before your that first piece of mail delivers.

What About Finishing? 

Imagine your surprise when you receive a box of 5,000 unfolded brochures because the partner you chose only performs the printing portion of the job. Avoid the time-consuming stress and ask early about finishing options offered by your potential print marketing partner. 

brochure printing servicesMedical marketing collateral commands a higher level of professionalism to win the trust of patients. Exploring other finishing options, like binding or adding perforated sections can elevate the perceived quality of your printed marketing materials. Preferred Direct offers not only printing services but also bindery, collating, cutting, tabbing, scoring, perforations, drilling, folding, and other finishing services.  

Preferred Direct has years of experience and a stellar reputation in managing variable data and sensitive healthcare information. We guarantee prompt and confidential processing of your information while giving you flexible solutions to accommodate your medical marketing requirements. From designing to printing, to finishing to postage, we have the experience, technology, security, and personnel to be an invaluable asset to your healthcare communications. 

 When you partner with Preferred Direct, you partner with a data-secure, technology-focused medical marketing printing partner dedicated to your goals. Contact us today for an estimate! 

Contact Preferred Direct Today!
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How Creative Commercial Printing Can Elevate Marketing Results

How Creative Commercial Printing Can Elevate Marketing Results

by | Direct Mail Marketing, Direct Marketing Solutions, Printing

How Creative Commercial Printing can Elevate Marketing Results

Tips for Elevating Marketing Results with Creative Commercial Printing

Creative commercial printing can make a difference in how customers perceive your company. Think about it; every marketing and sales piece that you print represents your brand. The more polished and professional your print marketing materials are, the more prospects will view your business as credible and trustworthy and the more your marketing results improve.

Benefits of Commercial Printing Services and Print Marketing

preferred direct commercial printingPrint marketing pieces by a commercial printing company give people a well-prepared, tangible way to learn about your brand and have your contact info close at hand. In this digital age, commercial print services supplement your online marketing messaging—which makes you more memorable as the print pieces reinforce what customers see online.

Moreover, print marketing collateral helps build awareness of your business’s online presence. By sharing your website URL, email address, and social media profiles in your print communications, you can steer people to connect with you online and more accurately track marketing results digitally.

 

How to Use Creative Commercial Printing Services to Boost Your Marketing Results

Here are some tips for how to get optimal results from print marketing products created by a  commercial printer:

– Partner with a reputable, experienced commercial printing company that understands what it takes to create marketing materials that will have a maximal impact.

– Use a professional graphic designer if you don’t have that expertise and skillset in-house.

– Use a professional copywriter if you don’t have that expertise and skillset in-house.

– Make sure that your brand elements (logo, colors, terminology, etc.) have consistency across your print marketing materials.

– Opt for specialty finishing and binding services to achieve a more professional look.

– Make sure all of your contact information is on your print products.

– Include social media information so that people will know where they can connect with you online.

– Proofread your print marketing materials.

– Consider print-on-demand and inventory management services to save your business money and time.

Examples of Print Marketing Materials That Work

Rack cards

Rack cards have many uses and do well where there’s a lot of foot traffic. Some of the locations where you may have seen them include visitors’ centers, restaurants, hotels, and landmarks. Many different types of businesses have success with rack cards. For example, they can help efforts to promote fundraising events, live entertainment acts, charitable causes, tourist destinations and attractions, food festivals, and more. Rack cards are an inexpensive way to attract attention and communicate the most important information about what you want to promote.

Brochures

Brochures deliver a means to include more details than rack cards while still in a print format that’s convenient for people to take with them. They are cost-effective and easy to distribute at events or locations where you want them to be accessible to your target audience. Also, brochures allow you to communicate your brand’s value and essential details about your products and services in a tangible form.

Catalogs

Catalogs are critical drivers of sales and brand loyalty. Often, print catalogs are the catalyst for getting prospects to visit a retailer’s website or visit a store. Also, many retailers have found that sending catalogs to customers who have made online purchases often results in additional sales from those same customers.

Flyers

Flyers offer a simple, short-and-sweet way to grab people’s attention and impel them to learn more about your business. They’re easy to hand out or leave as a take-away at trade shows.

Newsletters

Print newsletters allow businesses to provide more in-depth information to readers than do e-newsletters. Moreover, a print newsletter is convenient for readers to pick up and read it at their leisure. People can enjoy them when they have time and aren’t distracted by a barrage of online notifications and emails.

Direct mail postcards

Personalized direct mail postcards can be highly targeted, enabling your company to reach ideal prospects easily. Moreover, they’re very affordable to produce and mail. As more and more customers are becoming inundated by email marketing messages, print marketing postcards help make brands stand out.

Signs and posters

For local events and fundraisers, signs and posters can help raise awareness and generate word of mouth. When strategically placed within communities, they serve as a powerful grass-roots marketing tactic. Of course, the more attractive they are (professional design and superior print quality), the more attention they’ll attract.

Sales packets

Usually consisting of folders with a variety of sales and marketing collateral, sales packets help move potential B2B buyers one step closer to making a purchase. An exceptional sales packet will reinforce the positive impression your sales team made during their sales visits.

And there’s more

These are just a few samples of the types of print marketing materials that your business might benefit from. Meanwhile, your imagination and creativity expand the possibilities. And you can count on our team at Preferred Direct to help you brainstorm ideas to differentiate your company from your competition. 

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.

 

Request a quote online or contact Preferred Direct toll-free today. 1-833-425-7007

Request an Estimate today!
Printed Collateral is Here to Stay

Printed Collateral is Here to Stay

Printed Collateral is Here to Stay   With the constant push for higher digital engagement, perfectly curated social feeds, and algorithm optimized content, it’s easy for businesses to focus...

Remaining HIPAA Compliant with Third Party Printers

Remaining HIPAA Compliant with Third Party Printers

Remaining HIPAA Compliant with Third Party Printers Are you truly HIPAA compliant? Maybe you’ve set up certain measures of data security and protected your processes internally, but what about your...

About the authors

Read More
How It Works: Commercial Printing with Variable Data Technology

How It Works: Commercial Printing with Variable Data Technology

by | Direct Mail Marketing, Printing, VDP


How It Works: Commercial Printing with Variable Data Technology

Variable data technology allows companies  to target specific customers based on personal preferences, including location, demographics, buying history, and numerous other factors and is one of the keys to planning highly-effective direct mail marketing. It requires attention to detail, the ability to identify and target distinct populations of recipients, specialized equipment, and the coordinated efforts of marketing personnel and printing/mailing specialists dedicated to keeping costs as low as possible. Not all commercial printers have that ability.

Also, specialized expertise is necessary to make targeted direct mail efforts possible. Personalization with Variable data is the key to a direct mail project.

Variable data printing (VDP) represents another step along the marketing continuum. With the ability to personalize the message without making time-consuming adjustments during actual printing, VDP allows text, images, graphics, and colors to be individualized with no slowdown in the process. The extent of personalization can be varied as needed, from recurring name changes to differences dictated by specific interests, buying habits, location, or other variables. The appropriate data is stored in a database file, retrieved as needed, and printed in one seamless operation. Personalization with Variable data is the key to a successful project.

 

VDP Automation and Its Advantages

VDP has revolutionized direct mail, allowing customers to insert different names, addresses, and messages as desired, and to match each mail piece with a similarly-personalized envelope. VDP has altered the landscape of marketing; any direct mail piece, from a postcard to a multi-page invoice or Explanation of Benefits statement, can be personalized in a variety of ways. Marketing with Commercial Printing with Variable Data is the obvious best plan.

The advantages are multi-faceted. Variable data personalization isn’t limited to names and addresses, geographic regions, or specific wording changes. Graphics, colors, pricing, dates, and additional specifics can be changed and applied to target individual customers or appeal to previously-determined demographics. Personalized mail invariably increases the potential for engagement, helps companies “capture” potential customers, and boosts ROI.

VDP is versatile and almost infinitely customizable, allowing mailings to be more relevant. There is nothing like receiving an envelope in the mail and all text and images are all relative to me and things that are pertinent to me. Although costs may be incrementally higher, the measurable return is also higher. The effectiveness of commercial printing and mailing efforts depends, at least in part, on the sophistication of the printing equipment. At Preferred Direct, we employ the latest technology and state-of-the-art printers that produce high-speed and high-quality variable color or black & white printing ability, along with myriad finishing options.  This can all be accomplished with Print-on-Demand equipment reducing the need for inventory.

An Integrated Approach to Variable Data and Direct Mail

In addition to design and data, delivery is a prime requirement for an effective direct mail effort. Both time and cost are vital considerations. Postage either Presorted Standard or First Class Presort typically represents the most costly item in any direct mail program. At Preferred Direct the best possible postage rate is used for any planned mailing. 

With this kind of attention to detail and an equal emphasis on cost and inventory control, our clients have come to depend on Preferred to provide unmatched service across the whole spectrum of direct mail printing and postage. As an industry leader, we know how to craft the most desirable and practical solutions using variable data. Our client-centric approach helps us “turn on a dime” when asked to respond to changing needs and demands. We can easily alter the specifications of any planned printing using variable data techniques and responsive printing technology. 

Advanced equipment allows us to complete printing projects in record time, whether they employ VDP and matched mail services or not. Our ability and our nationwide reach enable clients to request last-minute adjustments whenever necessary, to reduce inventory, and to respond quickly to new and changing situations. Best solutions are creative, cost-effective, scalable, and repeatable. Also, we work with our clients to determine the best solutions to all printing and mailing needs.

We stay abreast of the news in the field, and we help our clients determine and take advantage of the latest innovations in the realm of direct mail.

How to Craft Targeted Solutions

With expertise honed over three decades in business, we specialize in working with clients in the following industries:

  • Healthcare Industry
  • Municipalities
  • Financial Services
  • Non-Profits
  • Colleges and Universities
  • Insurance
  • Franchises & Agencies
  • Business and Services

We have no desire to design direct mail pieces that add clutter to a mailbox. Instead, our ongoing effort is to work with existing clients and to demonstrate to new clients our ability to produce effective, pertinent, targeted, informative, and eye-catching variable data printed pieces. We believe this approach adds value to commerce, actually gets opened and read, and elicits a favorable response. We are convinced that’s why our clients choose us and continue to use our services. 

Whether you require us to print individualized EOBs, announce an annual fund-raising effort, promote a holiday sale, or provide information for a new class of students, we “have your back” and will work enthusiastically to design a strategy that caters to your specialized needs, acknowledges your goals, respects your stated budgetary constraints and adheres to your deadlines.

Based on our experience, we will, if possible, suggest solutions that can save you time, money, and effort. And we will work with you to refine your lists and individualize your messages or images.

In addition to direct mail, Preferred direct can respond to requests for SMS and Email marketing assistance, and help you target specific customers – “Target Marketing” – and prospects through digital resourcing. Request an estimate today and talk to our team to get started on your next commercial print project with variable data technology.

Request an Estimate today!
Printed Collateral is Here to Stay

Printed Collateral is Here to Stay

Printed Collateral is Here to Stay   With the constant push for higher digital engagement, perfectly curated social feeds, and algorithm optimized content, it’s easy for businesses to focus...

Remaining HIPAA Compliant with Third Party Printers

Remaining HIPAA Compliant with Third Party Printers

Remaining HIPAA Compliant with Third Party Printers Are you truly HIPAA compliant? Maybe you’ve set up certain measures of data security and protected your processes internally, but what about your...

HP 240T HD Roll to Roll Press

Xerox Roll to Roll Press

High Speed Inserter

About the authors

Bill Nee Jr. is the CEO of Preferred Direct Marketing, where he oversees all aspects of administration, operations and business development. He has guided the company’s overall strategic growth since he stepped into the leadership role in 2015. Bill has been with the company for nearly three decades, joining Preferred in 1996, shortly after it was started as a mail house by his parents, Patricia and Bill Nee Sr. Bill launched and developed the offset printing side of the business before moving into production management, marketing and other leadership positions. His emphasis has been on technological innovation to position Preferred as an industry-leading and customer-focused print, direct mail and digital communications partner.

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Why Direct Mail Is Still Relevant

Why Direct Mail Is Still Relevant

by | Direct Marketing Solutions, Printing

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?

variable data printing HP

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

Man in blue scrubs with a stethoscope holding out a prescription RX sheetHealthcare 

  • 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 

direct mail services

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 

Blue images with the words Database Security HIPAA Compliant HITRUST CSF Certified with a graphic imagePreferred 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 and Xerox® Impika®, presses deliver 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!

Request an Estimate today!
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About the authors

As President, Chris Nee is responsible for connecting the many aspects of PDM’s operational organization. His focus is on bringing together people, processes, and products to drive performance. Chris facilitates the key drivers for PDM’s success as a print and direct mail company, including engaging and retaining employees, and perpetually innovating to drive top-line revenue, and enhancing productivity across the company. Chris brings a wealth of experience to this role, previously driving sales, leading teams, and negotiating deals with some of the largest companies/brands in the US, including The Hershey Company, Clorox, and Dole Foods.

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