Although digital printing jobs can be costly and seemingly outdated compared to Internet communication, there are some distinct advantages to using direct mail as a form of communication, advertising and marketing. The numbers don’t lie — in 2014, American companies spent over $44 billion on direct mail marketing.
Indeed, this method is in fact preferred over digital by many people. 73% of American consumers and 67% of Canadian consumers report that they like direct mail for brand communications more than other methods, because it allows them to process the information at their convenience. Slightly lower numbers of each of those demographics reported enjoying checking the mailbox for postal mail.
How is this direct mail marketing disseminated? The methods are widely varied. Printing jobs for this sort of work might include conventional mail items like flyers, envelopes and so on, but could also include promotional calendars, gifts or directly mailed business cards. Digital printing services can print your company’s logo in any number of ways on a promotional mailing, which will lead to 84% of Americans retaining your company’s name when they receive those gifts.
Although it may be tempting to order up a few dozen printing jobs of one kind or another and call it a direct mail marketing campaign, there are a few things that should be well-understood first. Understanding your ideal customer and targeting them is at least half the battle in mounting a successful direct mail marketing initiative. Picking a mailing list type, which range in category and cost, will help you maintain the connection between your brand and your consumers that you want. Finally, developing the content that you mail out is the last step.
Any of these tasks can be outsourced to marketing companies, or in some cases the print company itself, which will save you the trouble of having to become a master of mail marketing. Contact some printing companies today to find out what they can do for you.