Despite what naysayers claim, the Internet age has not killed direct mail marketing. The art of using digital printing services to send custom mailers directly to potential customers is alive and well. In fact, businesses spent $47.8 billion on direct mail marketing in 2011. Not only that, but digital printing companies expect spending on direct mail marketing to have increased by 3.6% by the end of 2014.
The reason marketers still rely so heavily on digital printing services is simple: direct mail marketing works. Compared to emails sent to previous customers, direct mail marketing is 30 times more likely to receive a response. What’s more, a company that spends about $167 on direct mail marketing can expect to see $2,095 back in sales.
All this being said, success is not guaranteed. The key to making direct mail marketing work lies in the mailer itself. Believe it or not, 94% of customers will judge a mailer by its physical appearance, making an unconscious judgement of your business in as little as 90 seconds. You can’t simply send out a regular old postcard and expect it to bring customers in.
Thankfully, digital printing services have tons of customizable options. Here are a few tips to help you make direct mailers that will work.
Shape & Size
Most direct mailers are based around standard sizes, which means that you can set your self apart by having digital printing services to create mailers that are oddly formatted and shaped. If something literally sticks out in a person’s mailbox, it’s more likely to stick out in their memory.
You could say that color is pretty important when you consider the fact that 62% to 90% of a person’s judgement is based on the mailer’s color. In fact, having digital printing services add full color to your mailers can increase their response rate by 45% of more.
It’s not enough to have digital printing services make your mailers stick out to the eye — they should stick out in a person’s hand, too. Digital printing services have tons of custom applications, like special paper, finishes, unusual printing surfaces, and more that can all make a mailer more interactive. If the mailer looks good and feels unique, it’s practically screaming for attention.
Using custom label printing to send personally addressed marketing mailers to potential customers is a great way to increase revenues and generate a buzz about your business. You might even say that direct mail marketing leads to direct profits.
If you have any questions about how a digital printing company can help you get the word out about your business in the most cost effective way possible, feel free to ask in the comments.