Winning Your Campaign with Omnichannel Political Marketing

In 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

In 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 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

In 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!

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

Direct 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.

Preferred Direct Expands Capacity With 2 New Equipment Technologies

Second Generation Family-Owned Printer Invests In Their Future

Norfolk, VA – Preferred Direct, industry-leading print, direct mail, and digital communications partner, is proud to announce the successful installation of a new Hunkeler-Horizon roll-to-fold converting machine and a new performance upgrade to their HP 250 Digital Press. These strategic investments will further increase the quality, efficiency, and lead times of the company’s printing, finishing, and mailing services nationwide.

Purchased from Standard Finishing Systems, the addition of the Hunkeler Roll to Cut to Horizon AFV-566/T564 Folder System marks a pivotal step for Preferred Direct’s production capabilities. This advanced technology streamlines the process of converting large rolls of paper into neatly folded, ready-to-mail products. The machine’s precision and speed will provide a seamless transition from printing to finishing processes, reducing turnaround times, and increasing overall efficiency.

Furthermore, Preferred Direct has invested in a performance upgrade for their existing HP 250 Digital Press. The upgrade now allows the company to achieve an impressive speed of 800 feet per minute (fpm) for monochrome print and mail jobs. This upgrade will accelerate production while maintaining exceptional print quality for Preferred Direct’s transactional and informational print clients.

“We are thrilled to add these new technologies to our equipment line up,” said Bill Nee, President at Preferred Direct. “These investments reflect our commitment to remaining a local family-owned printer with BIG print and finishing capabilities. As a technology-forward company, we are always looking for innovative solutions to automate and streamline our processes and empower our employees. Our focus will always be our clients and our employees, and these new technologies will enable us to serve them both more effectively.”

To discover the Hunkeler-Horizon roll-to-fold system from Standard Finishing Systems, visit https://www.sdmc.com/product_stand/roll-to-fold-gen8/.

To discover the HP 250 Digital Press solution, visit https://www.hp.com/us-en/commercial-industrial-printing/pagewide/t250-hd-web-presses.html.

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 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.

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 30 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.

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 third-party vendors? As a HIPAA compliant and HITRUST certified printer, Preferred Direct invests in quality equipment and proven processes to ensure printing projects for healthcare, insurance, finance and other data sensitive industries comply with HIPAA requirements. From securing sensitive digital files to choosing the right third-party vendors, we put together a quick list of ways to ensure your organization remains in compliance.

The 3 HIPPA Rules

Before getting started with HIPAA compliance, we first need to understand the three HIPAA rules which all compliance best practices build upon:

HIPAA Privacy Rule

The HIPAA Privacy Rule establishes a federal standard for safeguarding the privacy of individuals’ personal medical records and other identifiable health information.

HIPAA Security Rule

The HIPAA Security Rule establishes a federal standard for safeguarding electronically stored personal medical information of individuals to ensure the privacy, confidentiality, and security of these records are maintained.

HIPAA Breach Notification Rule

A HIPAA data breach is defined as an individuals’ protected health information (PHI) being disclosed or used without permission that compromises the security and privacy of the information in any way.

Once the breach is discovered, the organization has 60 days to notify the individuals whose information was exposed and submit a report to the Department of Health & Human Services. If the breach exposes over 500 individuals’ PHI, the organization must also notify a notable local media outlet.

Technology Security

With technology becoming more advanced, it’s important your organization takes the necessary precautions to prevent data leaks or PHI breaches. Digital ways to secure access to sensitive data is encryption, creating secure access portals, and managing user roles/admin levels. Physical ways to protect this information include computers automatically log out when not in use and personal logins for all employees. For facilities with portable devices, conducting device inventory checks frequently could prevent these devices from leaving the premises without permission.

Ensure your outsourced print & mail vendor also maintains secure access, provides secure file transfer options, and encrypts all data transferred. As a HIPAA compliant and HITRUST certified print and mail vendor, Preferred Direct offers healthcare customers individual client logins for secure FTP file transfers and encrypts all print and mail data.

Facility Security

You can’t protect devices with secure data access or PHI records, without having a secure facility around it. Ways to prohibit unauthorized access to protected health records is having alarmed security systems throughout the building, storing records and files in authorized personnel only areas, and tracking devices with ePHI access. Knowing who is coming in and out of your facility at all times makes it easy to identify a potential breach point if a data leak does occur.

Training

An often overlooked practice of securing PHIs is training staff and faculty. Having quarterly or annual HIPAA compliance training keeps experienced staff up to date and gives new hires HIPAA compliance best practices. Holding training sessions on staff security, ethics, integrity, data breaches, and more will empower employees to speak up if they see malpractice occurring and remind them of the proper protocols when handling sensitive data.

Audits & Compliance

It’s important to complete the proper audits annually. Completing risk assessments, policy reviews, contingency plans, and vendor audits will ensure your organization remains HIPAA compliant. Allowing protocols or policies to “slip through the cracks” is where HIPAA compliance is more likely to be compromised.

Also, be sure to audit your third party print vendors and other outsourced organizations. Requesting information on their security protocols, testing for vulnerabilities, and having policy conversations with your vendors will help prevent a third-party data breach.

Print Security

HIPAA compliance also applies to your outsourced commercial printer. When it comes to choosing your third-party vendors, it’s important they also take the necessary precautions when printing and distributing sensitive data. One way to remain compliant when printing protected medical records is by using HIPAA compliant print vendors with secure data transfer portals, HITRUST certified common security framework, and secure digital and inkjet VDP technology – choose Preferred Direct.

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. If you’re looking to get one step closer to ultimate HIPAA compliance, contact Preferred Direct for third-party medical bill printing and mailing services. See for yourself why Preferred Direct is the trusted health industry print partner – contact us to get started on your next print project today!

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.

Infographic: HIPAA Compliance Checklist

Is your printer HIPAA Compliant? From choosing the right vendors to maintaining secure digital files, remaining HIPAA Compliant takes planning and oversight of facilities, technology, third-party vendors, and more! Check out this quick HIPAA Compliance Checklist for the top tactics to remain HIPAA Compliant.

10 Healthcare Marketing Ideas To Help Grow Your Practice

As a medical professional, the care of your patients is top priority. When operating a medical practice, however, the business side of medicine is not far behind. Whether you are facing patient retention challenges, looking to expand locations, add new talent, or simply increase the number of patients you see, healthcare marketing can help with sustainable growth of your practice. Here are ten ideas to do just that:

#1 Develop a Brand Identity

A medical practice is still very much a business, and with that comes the need for a brand. Develop a cohesive brand for your practice by choosing a logo, color scheme, and fonts. Work with a marketing professional to take the branding a step further by developing a brand tone and brand values. Combined, these visual and emotion-provoking components will become your enterprise’s brand and create a clear identity to your customers. Over time, your brand will become synonymous with the quality of care that your practice provides.

#2 Outsource Billing to a Third Party

If your office is still billing internally, you may find you can maximize your staff’s time by outsourcing your bill printing and mailing processes. After bill coding and contact verification, your team can transfer billing data through a secure data portal to a print and mail partner for fulfillment. This allows your billing staff to attend to patients, customer service and more urgent matters.

It’s important to seek out a partner with expertise in handling sensitive medical information. Be sure to verify they can uphold HIPAA standards and have appropriate data security protocols. Working with an inexperienced printer can lead to problems ranging from reputational damage to costly lawsuits. Preferred Direct is proud to be a HIPAA-compliant and HITRUST-certified commercial print and mail partner. Our state-of-the-art print technology and strict data security standards ensure our medical customers can safely outsource their billing and maximize their internal staff for other pressing financial and care-related matters.

#3 Create a Healthcare Marketing Plan

Healthcare marketing is necessary when growing your enterprise. However, your efforts may be wasted without setting specific goals. Identify measurable areas in which you wish to grow and develop a strategy around those goals.

Utilize both print and digital marketing and seek out ways to integrate them. Examples can include using social media to promote an upcoming event, sending out a brief version of your company newsletter via email, or including a QR code on a postcard.

#4 Become a Thought Leader

Leverage your knowledge as a medical professional and find ways to share your expertise publicly. Medical blogs and publications often seek guest writers. Be sure to name drop your practice, so your expertise is attributed correctly.

For a more direct, local impact, create a printed newsletter for your practice. In one of the segments, include informative content. This can include debunking medical myths, explaining emerging medical technologies, or a list of preventative health advice.

If you want to be very hands-on, get in front of the camera. Some medical professionals have seen success on video-centric platforms like TikTok, YouTube, LinkedIn etc., delivering knowledge in short, digestible formats.

#5 Set Up a Referral Program

Word-of-mouth is still among the strongest ways to grow a business. Encourage your current patients to tell friends, family, and coworkers about your practice. You can offer an incentive for them to do so, such as grocery gift cards, entries for a giveaway, or a complementary service. Use forms or comment cards, where new patients can disclose if they were referred by an existing patient and capture the ROI of your healthcare marketing campaigns.

#6 Recruit and Retain the Best

A medical enterprise is only as good as the people who work there, from the doctors to the front desk personnel. It is important to attract and retain the best possible staff when growing your practice.

Celebrate employee accomplishments and milestones in your newsletter, to express appreciation. Recognize the risk of burnout in the medical field and make resources available to keep your team happy and healthy, so they can keep patients happy and healthy.

Be proactive in hiring by attending job fairs, connecting with post-secondary institutions, and using recruitment resources to find the right fit for your practice.

As a bonus, recruiting within the community can double as a promotional activity, increasing brand recognition in the area.

#7 Leverage New and Existing Technology

Seek out opportunities to add new technologies to your practice that are patient-friendly. Telehealth is quickly moving from a “nice-to-have” to an expectation of care. If your practice can offer these visits, make it known!

For a busy office, scheduling can be challenging for both the office and the patient. Online scheduling can help by reducing call wait times and automating the confirmation process.

Keeping your web presence updated can impact the impression of your practice. While not a new technology, regularly updating your social media pages with relevant content shows that you care to keep patients informed where they are. Similarly, your website requires routine content updates, as the place many new and existing patents will go first for information.

#8 Solicit and Utilize Reviews

If you are unsure where to focus your time and efforts, encourage feedback from your existing patients in the form of reviews.

When you receive a five-star review, ask the reviewer for permission to share their feedback in your healthcare marketing. This feedback can also be used to get an idea of the patient’s experience. This information can highlight critical growth areas for your practice.

#9 Expand Your Reach Locally

As a medical enterprise, you will likely have multiple locations under your business umbrella. When it comes time to open a new office, develop a healthcare marketing campaign around introducing yourself to the local community. This can be done through a direct mail campaign, social media ads, or even a grand opening event! Using every door direct mail (EDDM), practitioners can target every house within a specific radius to the facility and introduce local households to their practice.

Adding additional practitioners can also bring new patients that may not have previously sought out your practice. Highlight expansions of service in your direct mail newsletter or on your website, encouraging new patients to make an appointment.

#10 Stay Connected

Make it easy for patients to stay connected to your practice. A mailing list, both for physical mail and email is a great place to start. Appointment reminders also remind people to connect with your office. Work with a healthcare marketing designer to develop an eye-catching, on-brand design that cannot be missed among other pieces of mail.

For a more hands-on approach, participate in local events as a vendor or sponsor. Health fairs, holiday festivals, and marathons are great venues for a medical enterprise to engage with the local community. Give out branded freebies, offer screenings, or host a giveaway. Be sure to include a sign-up for your mailing list at the booth!

*Bonus: Leverage Preferred Direct!

Healthcare marketing takes effort and strategy. When it comes to your medical print and mail campaigns, Preferred Direct has years of experience in managing sensitive healthcare information, as well as marketing materials, with security and diligence. From designing to printing to finishing to postage, Preferred Direct has the experience, technology, and security to help you grow your medical practice. Contact us today for a print marketing estimate!