What is Transpromo Marketing?

Transpromo marketing, short for “transactional-promotional” marketing, is the practice of merging transactional documents (like bills, invoices, or account statements) with promotional content. These documents are already being sent to customers as part of regular business operations, making them a cost-effective channel for adding marketing messages. When done strategically, using billing documents as a dual-purpose tool to both inform customers and drive revenue has massive potential to increase ROI.

Transform Billing into a Revenue Driver

By combining billing with carefully crafted promotional content, businesses can transform routine mailings into a powerful marketing tool. For example, a billing statement could include a promotion for a new referral program, or a utility bill might highlight discounts for energy-efficient lighting and power cords.

By integrating advertisements, cross-sell offers, or informative content into billing documents, you leverage the high open and read rates of transactional mail. Viewers are more likely to open a bill, than they are to open unknown promotional mail.

The key lies in personalizing these promotions. Using customer data and variable data printing (VDP), businesses can tailor the message, piece by piece, to align with the recipient’s known needs, demographics or habits.

Why Does Transpromo Work?

Transactional documents boast some of the highest engagement rates in the direct mail space. Customers are known to likely to open, review, and retain them. Incorporating promotional content into these documents helps your message reach a highly attentive audience.

Additionally, this approach eliminates the need to send separate promotional mailers, reducing marketing costs while maximizing impact. This dual-purpose format is especially effective for financial institutions, business and home services, universities, utilities, healthcare providers, and subscription-based services.

How Preferred Direct Marketing Maximizes Transpromo Potential

Preferred Direct Marketing specializes in creating customized financial documents that seamlessly combine essential transactional information with eye-catching promotional content. With expertise in secure data management, advanced printing techniques, and integrated direct mail strategies, PDM ensures that every piece of transpromo material delivers measurable results.

Leveraging financial documents as a marketing channel is a low-cost, high-impact way for businesses to reach their customers. Utilizing personalization techniques such as variable data printing can help boost billing ROI by connecting essential customer information with promotional messages that resonate with their needs.

Contact PDM today to get started with your own transpromo marketing campaign and see the ROI for yourself!

Color Psychology in Marketing: Choosing the Right Palette for Your Brand

Selecting the best color palette for a brand or print marketing campaign is more than a visual choice—it’s a strategic decision. Consumer studies have shown that color can increase brand recognition by up to 80% and over 90% of people make purchasing decisions based on your brand visuals. Colors have the power to evoke emotions, shape perceptions, and influence behavior. As a leading commercial printer, we know that understanding color psychology can help you connect with your audience and achieve your marketing goals.

Let’s explore the emotional and psychological impact of different colors and how they can be used effectively in your marketing efforts.

For a visual illustration, check out our color psychology chart.

Blue

Fun Fact: Blue is the most popular color worldwide–57% of men and 35% of women citing it as their favorite.

• Positive Emotions: Trustworthy, loyal, secure, serene, professional
• Negative Emotions: Cold, emotionless, appetite-suppressing, sad
• Associations: Sky, water, calmness

Blue is often used by social media platforms, healthcare organizations and insurance companies to convey trust and reliability. Different shades of blue can convey different messages such as soft blues for wellness, bold blues for innovation, and dark blues for professionalism. Blue’s versatility and trustworthiness makes it a great color to place throughout any branded print and marketing pieces.

Purple

Fun Fact: Purple’s rarity in nature has historically linked it with royalty and luxury. From Roman emperors to Queen Elizabeth, it has been a color of choice for the elite.

• Positive Emotions: Regal, wise, sophisticated, imaginative
• Negative Emotions: Excessive, moody, indulgent
• Associations: Royalty, religion, chocolates

Purple is less common in brand logos, which helps it stand out. Hallmark leverages purple to appeal to its predominantly female audience, whereas Yahoo! uses purple to stand out from the standard blue often used by tech companies. Purple’s sophistication and uniqueness can be used to call attention to specific messages or to set your branding apart.

Orange

Fun Fact: Orange is one of the least favorite colors globally, with 29% of people listing it as their least favorite.

• Positive Emotions: Confident, creative, courageous, enthusiastic
• Negative Emotions: Immature, frustrating, ignorant, warning
• Associations: Affordable products, innovation, traffic & construction.

Nickelodeon embraces orange’s playful and creative qualities to resonate with children and families. Orange is a highly visible color, often used for traffic cones, construction signs and work wear. You can use orange’s visibility and playfulness to call attention to important messages in your marketing.

Red

Fun Fact: Red has physiological effects, including increasing heart rate and stimulating appetite.

• Positive Emotions: Passionate, energetic, adventurous, strong
• Negative Emotions: Angry, aggressive, dangerous
• Associations: Urgency, hunger, action

As one of the most eye-catching colors in the visible spectrum, red is widely used in food branding to stimulate appetite and calls-to-action , like sale signs and stop signs, to drive engagement. Be careful, too much red can be overwhelming and can lose the color’s impact. Use red as a contrast to neutral colors and it will bring attention directly where you need it.

Green

Fun Fact: Green is another fan favorite, chosen by 14% of people across all demographics.

• Positive Emotions: Healthy, fresh, hopeful, harmonious
• Negative Emotions: Envious, toxic, disgust, wicked
• Associations: Nature, health, wellness, growth

Grocery stores and wellness brands often use green to promote health and freshness, emphasizing their connection to natural products. The color promotes focus, concentration and productivity and can even reduce stress levels. In Western cultures, green is also associated with money. Lately, green has been the iconic color and name of the sustainability movement, promoting a “green” economy.

Yellow

Fun Fact: Yellow’s eye-catching nature makes it a popular choice for warning signs and marketing elements designed to create urgency.

• Positive Emotions: Optimistic, happy, warm, extroverted
• Negative Emotions: Impulsive, irrational, anxiety-inducing
• Associations: Sunshine, warmth, caution

Brands use yellow sparingly to draw attention and encourage quick decision-making. Yellow can bring a happy pop of color to your print marketing or highlight important details that the viewers must see.

Pink

Fun Fact: Certain shades of pink have been shown to have calming effects, even reducing aggression.

• Positive Emotions: Imaginative, creative, quirky, soft
• Negative Emotions: Childish, excessive, moody
• Associations: Femininity, love

T-Mobile and Barbie use pink effectively to stand out and appeal to specific audiences. It is often a very feminine color, though can help your brand or print pieces stand out when implemented strategically.

Black

Fun Fact: Nearly 28% of the most recognizable brands incorporate black or gray in their logos.

• Positive Emotions: Sophisticated, sleek, powerful, elegant
• Negative Emotions: Oppressive, cold, mourning, dark
• Associations: Luxury, high-end products, mystery

Black is a bold color, often used in fashion and luxury industries. The dark emotions associated with black make it less suitable for healthcare, wellness, childcare, and care-related branding.

White

Fun Fact: White symbolizes purity in Western cultures but is linked to mourning in many Eastern traditions.

• Positive Emotions: Clean, pure, innocent, simple
• Negative Emotions: Sterile, plain, distant
• Associations: Simplicity, new beginnings

Technology companies use white to convey a clean, modern aesthetic. White space is extremely important to incorporate into your print marketing to ensure your designs are clean, organized and readable. A lack of white space in your print could create a jumbled message that your audience struggles to read.

Fluorescents and Metallics

Fluorescent Colors: These vibrant shades amplify the characteristics of their base colors, adding energy and urgency. Use them sparingly to highlight key elements without overwhelming your design.

Metallic Colors:

• Gold: Power, wealth, prestige
• Silver: Elegance, balance, sophistication
• Bronze: Maturity, earthiness, stability

Metallics can add a sense of luxury and value to your branding when used thoughtfully.

Preferred Direct Marketing offers specialty printing options, including fluorescent inks and metallic finishes, to make your designs unforgettable.

Partner with Preferred Direct Marketing

Whether you aim to build trust, evoke excitement, or convey luxury, understanding color psychology will ensure your design decisions support your goals. Choosing the right colors is just the beginning of an effective marketing campaign. Preferred Direct Marketing combines innovative design expertise with high-quality full-color printing services to help you bring your vision to life.

Ready to transform your ideas into impactful marketing materials? Let us help you create a visually compelling marketing campaign that connects with your audience. Contact Preferred Direct Marketing today to get started!

5 Pro Tips for Your Annual Company Newsletter

In the world of business, annual company newsletters are the best source of distributing a company’s journey over the past year. These annual reports have become far more than just a measure of successes in numbers. Companies have used these newsletters to showcase achievements and company growth, highlight employees, share customer stories and testimonies, as well as future company goals and aspirations.

Are you new to the world of business marketing? Here’s a few tips from the Print & Mail Pros at Preferred Direct to ensure your next company newsletter captivates your shareholders, customers, employees and beyond.

#1 Use Engaging Visuals!

Nothing will lose a team’s attention faster than looking at a company report of words and bullet points. Incorporating strong visuals such as photos, charts, graphs, and infographics make data and content more digestible. If possible, try to use real photos of your headquarters, team members and customers. A stock photo can be easy to spot and makes it less relatable. It’s important to incorporate your company colors throughout your report to always reinforce your brand message and look. Annual reports don’t need to be boring! Contact Preferred Direct for a design consultation and we’ll help you ideate your next  company newsletter for top ROI.

#2 Make Your Company Newsletter Personal

An important aspect when it comes to your company newsletter is to be open and honest about your company health. Take this as an opportunity to showcase your successes and achievements, environmental/social initiatives, key milestones, and noteworthy events. This is also a good place to provide an overview of financial achievements such as profits and revenue. Alternatively, incorporating lessons learned and other shortcomings can show company transparency, inspiring loyalty and helping prevent larger loss in the future. By sharing future plans and strategies, along with potential challenges, you can add a personal touch to your company newsletter that help empower and inform your greatest assets – your employees and supporters.

#3 Keep it Clean & Organized

To ensure your message is received accurately, the content must be clean and structured to be easy to read. Not everyone reading your company newsletter is an executive or even a tenured team member, make sure to use easy-to

-understand verbiage and visuals so readers of all professional levels can follow along.  Using easy-to-read typography, incorporating sections and titles, and having a clear strategy to your newsletter is imperative. Contact the Preferred Direct team for pagination services.

#4 Make it Professional

We’ve all gone to events where you end up with a handful of brochures you never even look at. Make your annual reports stand out with professional bindery and finishing options from Preferred Direct! We offer spiral bound, perfect bound, and saddle stitch binding, along with the printing and mailing of your newsletter. Your board members, shareholders, employees, customers, and donors deserve a professional polished print they can take pride in.

#5 Embrace Digital!

Embracing the digital world allows viewers to access  your annual newsletter more readily and at their own pace.  With the increase of individuals using their phones to view professional documents, having a digital copy of your annual report can help spread your message even further. Using Preferred Direct’s email marketing service, you can share the digital newsletter, as well as grow your direct mail newsletter list annually. You can also combine print and digital mediums by using QR codes in your printed company newsletters that link to special landing pages. Contact our team to learn more.

Now that you understand your newsletter is more than just a transfer of information down the chain of command – it’s a strategic communication tool for multiple audiences. Let’s get started!

At Preferred Direct we offer a wide range of services that will set your annual reports apart from the rest. Our skilled designers and state-of-the-art equipment provide what you need to achieve a professional look and the consistent branding your company deserves. From pagination to distribution, we can design, print, and mail your next annual company newsletter, from start to finish. Contact us to get started today.

Print-on-Demand: A Game-Changer for Economical Print

Businesses and entrepreneurs alike are constantly seeking ways to streamline their processes and reduce costs. More and more companies are moving away from traditional mass printing methods with large print runs, substantial overhead expenses, and the risk of unsold inventory. With the emergence of the Print-on-Demand (POD) through digital printing technology, customers now have a more economic and efficient solution for their mass printing needs. Preferred Direct, an industry-leading print, direct mail, and digital communications partner, is proud to offer Print on Demand services to customers throughout North America. In this blog, we will explore this lean printing technique, how it works and its advantages and applications for businesses today.

What is Print on Demand (POD)?

Print on demand (POD) is a business model and printing technology that allows companies to print products in small quantities. The key concept behind the growing success of print on demand is that products are printed or manufactured only when they are ordered, reducing the need for large, upfront inventory and associated costs. Here are some of its unique advantages:

Reduce Costs & Waste

Traditional printing often entails substantial upfront costs for mass orders and the risk and burden of storing inventory. With Print-on-Demand, customers can eliminate these overhead costs by printing copies in smaller batches over their contract lifetime. While the per-unit cost of Print-on-Demand books may be slightly higher than bulk offset printing, the overall cost savings come from avoiding warehousing and waste costs.

Companies and entrepreneurs can maintain a manageable inventory of print collateral at a time and order more (or less) throughout their contract, reducing the financial risk of unpredictable sales or fails. Talk to your print partner to understand lead times, order minimums, payment terms and more. Preferred Direct’s digital printing and finishing services ensure your books, catalogs, documents and more remain available without the need for extensive storage space or the risk of obsolete inventory.

Economic Self-Publishing

Print-on-Demand is an economic and accessible option for independent authors and small publishers. With the rise of entrepreneurs selling print products direct on platforms like Amazon and Facebook, Print-on-Demand can help the average author get to official publisher level. While traditional offset printing may not be cost-effective for those with limited resources or those who don’t need large print runs, currently. This democratization of mass printing has expanded the range of voices and content available to consumers, and Preferred Direct is here to support entrepreneurs on this exciting journey!

Rapid Turnaround

Time is of the essence in the world of business. Print-on-Demand technology allows for quick turnaround times, enabling orders to be anticipated, printed, and shipped to customers within days. This rapid response reduces lead times and allows for faster printing and delivery. With Print-on-Demand, the printer and customer must have a relationship based on communication to strategically print as needed.

Customization and Personalization

Considering you are printing in small batches, clients can make updates and revisions to each run with Preferred Direct’s variable data and digital printing technology. This feature is particularly useful for educational materials, corporate publications, and political or niche markets, giving you the flexibility to tailor your content as things change.

Eco-Friendly

Print-on-Demand takes a lean approach to publications and is more environmentally friendly than traditional printing. Bulk printing can result in significant paper, energy, transportation, and resource waste when books go unsold. POD reduces waste by printing only when there is a confirmed demand, contributing to environmental sustainability.

Print and Digital Integration

In this digital age, many companies now offer a combination of print and digital formats for their titles. POD can be seamlessly integrated with e-book distribution and other digital channels, providing readers with multiple options for accessing content.

Preferred Direct for POD

Preferred Direct offers Print-on-Demand solutions among our various print and finishing capabilities. We understand the quality, urgency, and logistics needed to successfully carry out a Print-on-Demand program for your print campaign. Whether you are a business, an entrepreneur, an author, or a publisher, Preferred Direct has the experience to print and deliver your products, on time and on budget. Contact Preferred Direct today to discover how our Print-on-Demand technology can transform your operations to be efficient, cost-effective, and eco-friendly.

What is Saddle Stitch Binding?

From comic books to corporate brochures, examples of saddle stitch binding are everywhere we look. But what is saddle stitch binding exactly?

Saddle stitch binding is a bookbinding method where sheets of paper are folded and secured together with staples or stitching along the folded crease. The term “saddle stitch” comes from the saddle-shaped equipment used to drape booklets over during the stapling or stitching process.

Typical booklets range anywhere from 8 to 100 pages. Depending on paper thickness, the maximum page count can increase or vary by application. To create a saddle stitch booklet, the pages must be in multiples of four, including the front and back cover. A printed sheet of paper with graphics on both the back and front will create four “individual” pages when folded in half. Therefore, four pages are added to the booklet for every additional sheet printed.

At Preferred Direct, we have multiple finishing technologies to perfect and progress the saddle stitch process to ensure you receive a perfectly stitched booklet with incredibly fast lead times. Learn about our printing and saddle stitch finishing services on our website.

The Saddle Stitch Binding Process

Saddle stitch binding is a simple, cost-effective, and efficient binding method offered by Preferred Direct. This finishing process requires specialized stapling or stitching equipment and significant investments from your commercial printer to complete this process quickly and accurately. Booklets that are not stitched correctly will have trouble folding and flipping from page to page, as well as have trouble laying flat and maintaining quality throughout handling.

There is a specific process you must follow to achieve successful staddle stitch printing and finishing. Here’s a quick overview:

Folding and Collating: Once the booklet pages are printed, the sheets of paper are folded to create individual pages. This folded crease is often referred to as the spine. The folded sheets are then arranged in sequential order and prepared for binding.

Saddle Stitching: To begin saddle stitching, the folded paper is placed on a saddle-shaped equipment with the spine of the booklet in the center. The staples or stitches are inserted through the folded crease, securing the booklet together. Most booklets only use two staples along the spine, but stitching may vary depending on the paper size or the number of pages.

Trimming: After the stitching step is complete, an excess of paper may extend beyond the edge of the booklet. Printers trim the excess, creating a neat and uniform edge, preparing the booklet for finishing.

At Preferred Direct, we have multiple automated finishing technologies that fold, collate, stitch and trim your booklets for fast, efficient service and quality print. Unlike other printers who may outsource the binding process, Preferred Direct can complete all printing and binding in-house, as well as mailing and fulfillment services to distribute your booklets around the nation. Contact our team to request a project estimate and get started on your first print project with Preferred Direct!

Popular Applications of Saddle Stitch Binding

Saddle stitch binding is all around us. It is a very common method of booklet finishing and is used in a variety of print types that we interact with every day. Here’s some common applications of this finishing option:

• Magazines & Newsletters
• Corporate Brochures
• Product Catalogs
• Travel Guides
• Small Booklets & Children’s Books
• Annual Reports
• Handbooks, Manuals & Directories

If you’re looking to print one of the above projects, then saddle stitch binding is most likely your best finishing option.

Advantages of Saddle Stitch Binding

Known for its simplicity and efficiency, saddle stitch binding provides a quicker turnaround, a lower finishing cost, and a professional look to any booklet printing service. This binding method only needs a few staples to secure a booklet, whereas perfect binding uses glue to attach pages to a spine and requires more specialized equipment. Saddle stitched booklets can be completed quickly and are ideal for time-sensitive print projects. Their spine can lay completely flat when open, along with being compact, low weight and portable. Saddle stitch also offers more versatility for customers. From booklets to catalogs, newsletters to magazines, this form of binding accommodates a variety of paper sizes, weights, finishes, print designs and more.

With over 30 years of experience providing quality printing, finishing and mailing services to businesses around the country, Preferred Direct is the go-to commercial printer for professional saddle stitched print projects. We have the technology, experience, and capacity to assist you in creating high quality saddle stitched booklets from printing to binding to fulfillment and beyond. Contact the experts at Preferred Direct to get started on your booklet printing project today! Request an estimate online or give us a call at 757-461-2730.

Not sure if saddle stitch binding is the correct finishing for you? We also offer perfect-bound and spiral bound finishing options for larger books and print pieces. Contact the PDM team today to discuss your print project and we’ll steer you in the right direction.

Navigating the Agency-Printer Relationship

In the fast-paced world of business, collaboration and synergy are key ingredients for success. One very important partnership that often is underestimated is the relationship between your company, your marketing agency and your commercial print partner. In an era where digital marketing dominates, the tactile power of printed materials can be overlooked. Yet, there’s an undeniable charm to holding a beautifully designed brochure or receiving a thoughtfully crafted direct mail piece. This is where the partnership between a marketing agency and a commercial print partner shines. Seamless interaction between these two entities can greatly impact the effectiveness of your marketing and the overall success of your business. In this blog, we’ll explore setting expectations, defining roles, choosing the right partners and the benefits of using a well-connected print partner.

Setting Expectations and Defining Roles

The foundation of any successful partnership is clear communication and well-defined roles. When it comes to the relationship between your marketing agency and print partner, the following points need to be established:

• Design Needs & Deadlines: Clearly communicate your design requirements and deadlines to ensure your agency can meet the artwork deadline and your printer can achieve the desired quality in your timeframe.
• Print Types: Discuss the specifics of the print job, including paper type, color options (full color or black and white), and any bindery, folding, collating or finishing required. Ensure your printer has the capabilities for a wide range of print types, i.e., newsletters, postcards, brochures, handbooks etc. Consider whether you need mailing services as well.
• Responsibility for Fulfillment: Determine who will handle the fulfillment process. Some print partners, like Preferred Direct, offer comprehensive services that include printing, mailing, and even kitting for promotional campaigns. While some marketing agencies are responsible for kitting specialty client gifts and will need the print piece sent to them for fulfillment.
• Budget: Transparency in budgeting is essential. Evaluate all costs involved, from the marketing agency’s fees to the printing invoices, shipping charges and more. This holistic view helps prevent surprises down the line.

Choosing the Right Partners

There are several factors to consider when choosing the right marketing partner. The first factor to consider is industry knowledge. A marketing agency that understands your industry can hit the ground running. They’ll have insights into your target audience, competition, and trends specific to your field, all of which will greatly impact the effectiveness of your campaigns. You can also request samples from a marketing agency, this will help you to evaluate the quality of their work and help to determine if they are a good fit with your brand. If the samples include case studies or metrics, you can gain insights into how effective the agency’s campaigns were for their previous clients in your industry. This can give you an idea of the potential ROI you might achieve by working with them.

When looking for the right commercial print partner, you will want to consider things like data security, equipment and technology, customer service, and experience. Protection of sensitive data is paramount. Make sure your print partner has security measures in place to protect your information and maintain client confidentiality. As a HIPAA compliant and HITRUST certified printer, Preferred Direct values the level of security required when dealing with personal information.

Preferred Direct is committed to quality at every step of the way. We use advanced print, fulfillment, and data technology to deliver custom communication solutions, on time and on budget. We take pride in being a highly skilled business partner who can deliver on your most pressing marketing and communications needs. Whether your project is transactional, informational, or promotional, Preferred Direct has over 30 years of experience in delivering engaging, secure print pieces for companies in a variety of industries.

Preferred Direct: A Multi-Faceted Partner

With years of experience in key industries such as healthcare, insurance, finance, energy & utility, and not-for-profit sectors, we have collaborated closely with various marketing agencies. Our extensive capabilities, renowned customer service, swift lead times, nationwide print services, and a data-centric approach have earned a reputation as a reliable, technology-focused print and direct mail partner for companies across the nation. As a family-owned business, we prioritize personalized care and are well-equipped to assist you or connect you with an excellent marketing agency tailored to your industry needs.

The partnership between your marketing agency and commercial print partner is a cornerstone in your marketing strategy. Clear communication, well-defined roles, and selecting the right partners, like Preferred Direct, can elevate your campaigns, simplify the campaign process, and drive substantial results. Teamwork makes the dreamwork!

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 their marketing budgets into the digital space. But is it really worth it? Digital marketers estimate that the average person sees over 4,000 ads in a single day and spends only 0.7 seconds “gazing” at each social media ad. In this massive sea of digital ads, how can businesses differentiate themselves or stand out? Short answer: Printed Collateral.

Digital Marketing vs. Print Marketing

Before we take a closer look at the advantages of print marketing, let’s quickly compare the two. The term “digital marketing” covers a broad range of marketing channels such as, social media, email marketing, google ads, and more. Every day up to 500 million people browse their Instagram feed, 600 million people scroll through TikTok, and 2 billion users log onto Facebook. With the potential for reaching a broad audience and its cost-effective nature, it’s no wonder why companies gravitate to this form of marketing.

Where digital marketing lacks, printed collateral thrives. Rather than creating content for the masses, print marketing campaigns are highly targeted, more memorable, and bring credibility to your business. Print marketing includes physical marketing pieces such as newsletters, catalogues, postcards, direct mail, brochures and more.

• Just opened a new brick and mortar location? Send a Every Door Direct Mail (EDDM) invitation to all households within a 15 mile radius to your grand opening.
• Releasing a new product line? Give your customers a first look in an exclusive catalogue.
• Have exciting news, upcoming events, or a change in leadership? Send a newsletter to keep your internal team up to date and the public in the know.

Preferred Direct is a family-owned commercial printer, operating for over 30 years in direct mail printing, binding and delivery. Ready to get started in print? Our team can help! Click here to request a consultation or project estimate.

Advantages of Printed Collateral

So, how does print marketing differentiate your business in the digital age? Here’s a quick list of the advantages of printed collateral and why it’s here to stay:

Builds Credibility

The accessibility and ease of social media can be a double edge sword. Apps like LinkedIn, Instagram, and Facebook have simplified account creation, meaning anyone can create an account and start marketing a product or service immediately, even if it doesn’t exist. Since most consumers are aware of fake or suspicious accounts, they err on the side of caution when interacting or purchasing products online. One way a company can build credibility as a trustworthy business is by sending printed collateral to their audience. According to a survey by MarketingSherpa, 82% of people trust print ads when making a purchase decision. Having a tangible print piece acts as an extension of your brand, putting the credibility of your product or services straight in their hands.

Memorable Marketing

In a study conducted by USPS and Temple University testing the effectiveness of print versus digital advertisements, they found that the physical ads were “more effective at leaving a lasting impression than their digital counterparts, regardless of the consumer age.” The research also concluded that the participants had quicker recall, stronger emotional responses, and a longer lasting impact from the physical ads. The physical aspect of holding a printed ad appeals to more senses than just scrolling through your phone. At Preferred Direct we have a team of graphic designers ready to create the artwork needed to make a great first impression.

Less Competition

Any company you name off the top of your head most likely has a prominent digital presence. This oversaturation of the digital space is what creates high competition and makes it very difficult to rank above larger companies with big marketing budgets. Even when you do prevail, there’s still that dreaded ad blocker in the way. In the U.S., more than a one third of internet users use some sort of ad blocker when they browse the internet. That means you’re paying money for 33% of the viewers to not even see your digital ad. These wasted marketing dollars could instead be used for a direct mail campaign where the consumer will not only see your ad but hold it in their hands. Rather than having to compete with the thousands of digital ads we see daily, your competition reduces to the handful of mail your audience gets every day.

An Omni-Channel Approach

When it comes to marketing it isn’t always a one size fits all. The best marketing strategizes take an omni-channel approach having a healthy mix of both printed collateral and digital marketing. While print marketing is effective for exposure and recall of brand information, digital marketing keeps your brand top of mind and can communicate to a broader audience.

With over 35 years of experience providing quality print and mail services to businesses around the country, Preferred Direct is the go-to direct mail printer for effective, data-secure print campaigns. We have the technology, capacity, and drive to assist you in your print marketing endeavors. From printer to post office, trust us to deliver high quality printed collateral pieces on time and within your budget. Contact us today to get started.

5 Key Elements of a Successful Postcard Mailer

Postcard mailers have long been a trusted and effective marketing tool, delivering concise messages and capturing attention with their tangible marketing appeal. In this comprehensive guide, we will delve into the five key elements that contribute to the success of a postcard campaign. By understanding and incorporating these elements into your postcard designs, you can significantly enhance recipient engagement, maximize conversions, and achieve your marketing ROI goals.

#1 Postcard Size

The size of a postcard mailers plays a vital role in its impact and the recipient’s perception of your message. While there is no one-size-fits-all answer, opting for standard postcard sizes like 4″ x 6″ or 5″ x 7″ ensures cost-effectiveness and easy mailing. However, larger, or uniquely shaped postcards can help your message stand out. There is no limit to postcard size, though choose wisely.

Consider the purpose of your postcard. If it aims to showcase vibrant visuals or provide detailed information, a larger size might be ideal. On the other hand, if you want to convey a short and compelling message, a smaller size can deliver the impact you desire. Remember to strike a balance between grabbing attention and ensuring practicality.

#2 Key Visual Image/Graphic

A captivating visual image or graphic is the cornerstone of any successful postcard mailer, it catches the recipient’s eye and sparks their interest. When selecting an image, ensure that it aligns with your brand identity and effectively communicates your message.

High-quality, professional images of your products, people or services can have a greater impact than generic stock photos. Consider investing in custom photography or illustrations that reflect the unique aspects of your business. If you are promoting a specific product or service, display it prominently in the visual. People connect with visuals on an emotional level, so choose images that evoke the desired response.

With a wide range of full color printing capabilities, Preferred Direct has the experience and technology to create vibrant, bold visuals for your next postcard campaign. Contact us today to request a quote.

#3 Strategic White Space

White space, or negative space, refers to the intentional blank areas in your postcard design. These areas play a vital role in maintaining a clean and uncluttered layout. White space helps guide the recipient’s attention to the different key elements of your postcard, such as the visual image and message.

While the visual elements are crucial, it is equally important to leave white space on your postcard to accommodate essential compliance elements. These areas include space for the stamp, address, post office markings, and any additional information required by postal regulations. By incorporating these compliance elements seamlessly into your design, you ensure that your postcard meets all necessary mailing requirements and reaches its intended destination without any issues.

Post offices typically apply barcodes, postage labels, and other markings to process and deliver the postcard efficiently. Failing to allocate sufficient room may result in valuable information being obscured during the mailing process, or an undeliverable piece of mail. As a general guideline, leave at least ½ inch (1.27 cm) of empty space at the bottom of the postcard to accommodate these markings without interfering with your design or message.

By strategically incorporating white space, you can create a sense of balance and enhance readability. It allows the recipient’s eyes to rest, making it easier to absorb the information you present. Moreover, white space helps ensure compliance with postal best practices and will guarantee that it gets stamped and delivered, quickly and easily. Partnering with a knowledgeable print and mail provider will help. Preferred Direct will assist with any design assistance needed so your postcard is a success.

#4 Strong Call to Action/Clear, Concise Message

The success of your postcard hinges on delivering a clear and concise message that resonates with your target audience. A strong call to action (CTA) is the driving force behind your postcard’s conversion potential. For a successful direct mail marketing campaign, you must have a clear message – to have a clear message, we must start with having a clear goal. Take time to define what your campaign goal is and do your best to state it in one complete, yet powerful thought. This approach will boost your ROI and bring in the most qualified leads.

Keep your message concise, using clear and urgent language. Ensure that it aligns with your overall marketing strategy and resonates with your target audience. Consider the pain points your product or service addresses, the competitive advantages you may have, and emphasize the unique value you bring. Incorporate a sense of urgency in your CTA to motivate recipients to take immediate action.

#5 Unique Elements: QR Codes, Coupons, Perforation

To make your postcard mailer even more engaging and valuable, consider incorporating unique elements that provide additional incentives for recipients to respond. QR codes have recently gained popularity and have the ability to link printed items directly to specific landing pages or digital content, making it easy for recipients to access more information online or take advantage of special offers.

Coupons or discount codes are highly effective in enticing recipients to make a purchase, set up a meeting, or visit your physical or online store. Providing exclusive deals through postcard promotions can significantly boost response rates. Another creative element is the addition of perforation, which allows recipients to tear off a section for a specific purpose, such as redeemable vouchers.

By including QR codes, coupon codes and custom URLs exclusive to your postcard campaign, you can track ROI metrics such as page views, coupon redemptions, and engagement, allowing you to make data-driven decisions and maximize your marketing budget.

Pro Tip: Choosing the Right Print Partner for Postcard Mailers

By mastering the five key elements of successful postcard mailer, you can create impactful marketing campaigns that captivate your target audience. Remember to carefully consider the postcard size, set clear goals, select a compelling visual image, utilize strategic white space, craft a clear and concise message, and incorporate unique elements such as QR codes, coupons, or perforation. With these elements combined and a strong call to action, your postcards will become powerful tools for boosting engagement, driving conversions, and achieving your marketing objectives. Discover move in our Postcard Infographic.

Of course, that’s only if you choose the right direct mail printing partner. Don’t waste dollars and time! Preferred Direct has been printing and sending direct mail campaigns, domestic and international, for over 35 years. We have the experience, technology, and postal relationships to get your campaign printed and delivered on time and on budget.

Ready to unlock the potential of postcard marketing? Start your own impactful postcard mailer campaign with Preferred Direct today. Discover how Preferred Direct can help you boost engagement, increase conversions, and take your marketing campaigns to new heights. Contact our team to request a consultation.

Why Now is the Perfect Time for Print Newsletter Marketing

When was the last time you received a newsletter…that was not sent to your email? Keeping your clients, customers or patients consistently informed is a big key for brand engagement. And it simply makes sense to reach them where they are… online, right? Not exactly. Due to changing standards in online privacy, a large influx of email marketing, and increased competition in the digital marketing space, a printed newsletter may be the best medium to attract and engage your true audience base.

As a provider of commercial printing and mailing solutions for over 35 years, the team at Preferred Direct knows a thing or two about the consumer landscape. Although direct mail has been around for centuries, there are many reasons why now is the best time is to invest in printed newsletter marketing campaigns for your business.

Get Out the Cluttered Email Inbox

We’d like to think that customers eagerly await our emails for the latest promotions and news. Realistically, their email inbox looks just like ours— cluttered, with hundreds of unopened e-newsletters dying a slow death in the automated “Promotions” folder. With email providers implementing changes effecting deliverability rates and SPAM categorization, it’s likely that your audience isn’t receiving your emails in the first place, wasting the time and effort of your marketing team.

What makes print different? Printed newsletters offer a tangible experience using a marketing medium that has statistically become much less cluttered than the average email inbox. As many companies shift their marketing to online channels, the opportunity to be noticed in the mailbox has grown tremendously. However, there’s still a possibility of your newsletter going directly into the trashcan. That is where brand recognition, quality print materials and professional design come into play. Treating print newsletters like a tangible extension of your company’s product or service quality will differentiate your print marketing in a way that cannot be captured in a short email headline.

To cut through the email clutter even further, reference your most recent digital campaign in your print newsletter (or reference your newsletter in an email!) with a special incentive. You do not need to abandon one method for another, but rather, have them work together for best results. For customers and prospects that you simply are struggling to reach via email, printed newsletters through Preferred Direct may be the way to go!

Reach Clients in a New Way

With most of our daily communication taking place digitally, there is something refreshingly different about receiving mail that speaks directly to our wants and needs. A printed newsletter can be a unique space that elaborates and highlights your company story like no other. Whether through special print promotions or coupons, exclusive insider stories, or unique event incentives, there are plenty of opportunities to surprise and delight your newsletter subscribers in a way they are not accustomed to.

Are your competitors using a printed newsletter to reach their customers? If not, then this is a perfect time to reach your shared audiences in a way that your competitors do not. Your loyal customers will be pleased to see your direct communication and your competitor’s audience may be intrigued by this new touchpoint and the effort you put into the campaign. Though we may not think of the mailbox as “new”, we should. Print marketing is in a modern-day renaissance and this old medium could be the new way to communicate to your audience, effectively.

Forgo Online Privacy Barriers

Online privacy protection laws are actively being passed on national and local levels, highlighting the growing scrutiny on how personal information is found and used. Companies, such as Apple, Google and Microsoft, have responded by introducing various privacy features, that ultimately limit many marketers’ ability to effectively target audience segments. With these changing privacy laws, it may become harder for businesses to collect accurate email information. This has also impacted the number of bogus emails created for the sole purpose of downloading digital content through lead forms, without giving true, personal information.

On the other hand, It is much less common for your audience to set up P.O. boxes for junk mail. Therefore, when you deliver to a given address, you’re most likely reaching a real person and not a junk email bot. Every Door Direct Mail (EDDM) campaigns can also help you target an audience by location. At Preferred Direct, we work with our local USPS office to designate the best geographic location for your campaign and pull accurate mailing lists on your behalf.

Here’s a common EDDM newsletter example:

Local veterinarian contacts Preferred Direct to send a print marketing newsletter to its 200+ existing customers and to every residential home within a 5 mile radius of their office using EDDM.

Customer – Jane opens her mailbox and sees the familiar logo of her local veterinarian’s office. The front page features a photo of two dogs posed in front of a holiday display, inviting readers to come in for a special pet photo event. Jane places the newsletter in her “keep” file and quickly texts her friend about the pet photo event. Later that evening, Jane reads the newsletter, adds “Make Fluffy a Vet appointment” to her to-do list, and clips a coupon for dog food.

Email alternative – Jane opened your email, forwarded to her friend’s email (where it hit the junk box) and forgot to follow up for a vet appointment since the email wasn’t consistently visible in the real world.

Prospect ­– Bob is new in town and has been researching veterinarians for his 8-year old Lab mix. Though he had his eye on another practice, he received a quality newsletter in the mail from this local veterinarian. This prompted him to check their online reviews and prices. After reading through their website and newsletter, which features more customer testimonials, health tips and a local dog park guide, he decides to call and set an appointment using his “FREE consultation” coupon clipped from the mail.

Email alternative – Your email went directly to junk mail because Bob does not have you on his email contact list.

In our example, the local veterinarian was able to engage different types of audiences, more than once from one newsletter. They may not have had the same return on investment if they sent out an email newsletter only. In our 35 years of experience with direct mail campaigns, it is not unheard of that a recipient might share a physically printed mail piece with a friend or family member – extending a campaign’s ROI.

Though you may be hesitant, we can confidently say NOW is the time to invest in print marketing and overcome the privacy barriers found in the digital marketplace. With a name and address, you can send professional, informative newsletters with 100% deliverability rates. No cookies, trackers, bots or privacy policies in sight!

Benefits of Newsletter Marketing

Not every printed marketing newsletter will yield the same results as our hypothetical veterinarian’s office example. But for those who work with a professional Print & Mail shop, the odds are in your favor. Here are a few advantages print marketing has over other forms of digital marketing:

• More Qualified Leads – Client addresses are updated regularly to send invoices and charge payments, so you know your print newsletters are sending to the right address. Through our partnership with USPS, you can verify mailing addresses and even target an audience you do not currently have access to, using EDDM.
• Longer Engagement Rates – The average ad is viewed for mere seconds. The simple act of holding a newsletter outlasts these digital methods exponentially. On average, a print piece will have a more lasting engagement than a digital marketing ad. Customers interested in your content may save it to read later, use as a bookmark, clip it on a fridge magnet etc. to keep it top of mind. You can increase the likelihood of this by choosing specialty bindings, paper sizes, and finishing options.
• Reaches a Broader Audience – Not all customers are online, and for those that are, the digital landscape is constantly changing (and so are their email addresses). Through printed newsletter marketing, you can reach a larger audience than just those with working emails. You can also target new audiences by locations relevant to your business, casting a wider net for future clientele.
• Direct Ways to Measure Impact – Whether it’s through a coupon, event/sale, or connecting print and digital efforts through a campaign-specific landing page, there are multiple ways to measure the success of your printed newsletter without relying on third-party metrics. Work with your print & mail provider to discuss the best way to track campaign ROI.

There has never been a more perfect time to add print newsletter marketing to your company’s mix. With all the clutter and privacy concerns occurring in the digital marketing realm, the mailbox is a very attractive marketing channel that has already been proven to engage, communicate, and inform your audience. Start NOW and solidify your spot in the mailbox before your competitors begin flocking to the post office. Keep in mind, every business has unique marketing goals and abilities. Therefore, it is important to partner with a knowledgeable print provider to discover the right newsletter marketing option to meet your goals.

As a HIPAA-compliant and HITRUST-certified printer, Preferred Direct has invested in top print and fulfillment technology and follows the strictest data security standards to ensure the safety of your data. Partner with Preferred Direct today to get started on your company’s next marketing newsletter campaign today!