Years ago, printing on either a web press or sheetfed press was a clear-cut choice – your project was a fit for one or the other. With today’s technology and state-of-the-art equipment, such distinction between web and sheetfed printing has been erased. Now you can glean the efficiencies and advantages of both processes – often on the same project – while enjoying optimum results.
The United States Postal Service (USPS) filed a notice with the Postal Regulatory Commission (PRC) that it intends to remove the exigent surcharge currently in place. Assuming no legal intervention takes place, the postage rate changes will go into effect on April 10, 2016. The average savings will be about $0.0125 per piece or about 4%.
Many months ago, I sat down with the data team at John Roberts and I grilled them about variable data printing. I wanted to understand how variable data works. And, no, I didn’t need a basic overview of what variable data is, and the components that were needed to make it happen.
I understood the principles of the process, what I needed to know was how a normal human being can start using variable data from scratch for the first time. I needed the practical tips and strategies for the common man, so to speak. Luckily, I was talking to the right people.
On Thursday, December 10, the Postal Regulatory Commisions (PRC) approved the USPS's 2016 proposed postal promotions sparking direct mailers to use advanced print techniques, A/B testing and mobile technologies to increase engagement and response in their mailing campaigns.
The approved promotions offer a 2% upfront discount on qualifying mailpieces, with the exception of the Earned Value Reply Mail Promotion, which offers mailers a rebate credit on qualifying reply mailpieces.
I’ve seen a lot of mail, and I can tell you that a lot of it is the same. Different content, yes, but the carrier is often a #10 envelope or a large card (a “billboard” as they call it in the mail industry). Now, I’m not knocking these staples in the mailing industry — they’re proven formats that can be very effective, however they’re predictable.
These days I study all of the different ways we can be engaging as direct marketers, and the great news is, you don’t have to spend a ton of money to stand out. Today I’m going to share with you a few of my favorite “cheapskate” direct mail ideas.
On Friday, October 16th, the United States Postal Service (USPS) filed a notice with the Postal Regulatory Commission (PRC) for a proposed rate increase. The PRC has since approved the request and the postage rate changes will go into effect on January 17, 2016.
A few things to note:
- The changes are primarily for Priority Mail and Parcel Services.
- There are no changes for First-Class Mail or Standard Mail rates of letter or flat sized pieces.
As marketers, we’ve really met our match in the Millennials. They’re hard to reach, and they have the innate ability to completely tune out conventional marketing methods. In fact, a current study of Millennials by SocialChorus1 uncovered some horrifying statistics for marketers:
- Only 6% think online advertising is credible
- 67% never click on sponsored stories
- 95% see friends as their most believable source for product information
We also know they skip commercials, skim content, multitask and have short attention spans. Their attention is limited, of course, because they are inundated with content—consuming more than 8 hours of content per day, according to a recent study by ZenithOptimedia.2 So how can marketers break through the noise and get noticed?
Every interaction your customers have with your brand is an opportunity for you to connect and engage with them. Your customers have come to expect your marketing to be relevant, timely and ultimately useful. Deluxe Corporation understands this and designed a self-mailer that is visually striking, highly interactive and personalized for every recipient.
We’ve chosen to showcase this project because we love the creative self-mailing format, skillful data-driven personalization, cutting-edge print, coating (including Scodix), and finishing techniques. Learn more about out how Deluxe Corporation partnered with John Roberts to create this project.
When you are planning your next print communication project, don't forget to think about a few key project elements:
- Who will be using the print piece?
- How will the piece be used?
- Where will the piece be used?
- How long does the piece need to last?
If you can answer these questions - then you are ready to make an educated decision about your print protection needs. As you can imagine, there are quite a few options out there - one of the most effective and low-cost options is aqueous coating.
The USPS Mail Drives Mobile Engagement promotion provides an upfront 2% postage discount on Standard Mail® letters and flats that integrate with mobile technology to provide recipients with a convenient method for purchasing your products or service.
Your best leads and customers are already considering purchasing your products and services - getting the right message in their hands and providing them with a convenient next step to purchase is a recipe for success.