Guilt is a powerful, negative emotion, one which has been used by Marketers for decades. Throughout history entire cultures have been influenced by guilt. A guilt culture is one in which social control is based on individuals believing certain behaviors are undesirable and avoiding those behaviors in order to prevent feelings of guilt. It is the internalization of a moral code which produces conformity. Marketers have learned to harness consumer feelings of guilt by crafting messages designed to elicit a specific response. Nonprofit organizations are especially adept at utilizing consumer guilt as a central theme of multi-channel marketing campaigns, and they have perfected direct mail solicitations which rely on the emotion. 79% of Nonprofits use direct mail, according to the DMA Statistical Fact Book 2016. Nonprofit class mail generates higher response rates than regular Standard class and First class mail.
Your mailbox today is almost certain to contain at least one postcard. This is for the simple reason that postcards perform well for marketers. Marketers know what works best because direct mail is easy to track. Direct mail postcards are an ideal choice for your next direct mail project because of their impact, lower cost, and outstanding ROI.
Data drives marketing. Connecting with customers and creating a personalized experience depends upon quality data. According to the Direct Marketing Association’s 2016 Statistical Fact Book, spending in the US on collecting, purchasing, and managing data in 2015 totaled $11.6 billion, and 40% of all data used for marketing purposes was purchased from third party list vendors. This 40% equates to billions of dollars in list purchases. With so much money being spent on data supplied by third party vendors, Marketers need to understand what they are getting for the money, especially regarding email lists.
Have you ever received a postcard in the mail or picked up a brochure that was so glossy it almost seemed as if it were still wet? That super glossy sheen is a UV, or Ultraviolet, coating. Advances in print coating technology means there are more options now than ever before, and more to know. The following is a quick reference guide for print buyers and marketing professionals.
An eye-catching design and enticing offer are only part of the total direct mail package. Many “behind the scenes” processes contribute to its success, including prepress, mail list processing, variable data composition, printing and delivery. Of course, the success of a direct mail campaign can only be measured when responses start pouring in but keep these tips in mind so your campaign is handled properly before and after it drops.
With a century of practical application, the validation of countless business and academic studies, and robust statistics supporting its effectiveness, direct mail marketing is firmly established as an essential marketing channel. Any marketer can create a successful campaign by sticking to the core elements of a quality list, appealing design, and a strong offer. You may be satisfied with achieving average response rates, but you could take your direct mail to the next level by triggering response through appealing to our hidden addictions.
You designed what you believed to be the perfect mail piece for your direct mail marketing project. You incorporated eye-popping color and catchy graphics. You narrowed down your target audience to the best possible prospects. You're sure you did everything right, but your mailing was a failure anyway. You find yourself asking how is this possible? Where did I go wrong?
Savvy marketers know that utilizing multiple channels is the best way to reach a targeted audience. However, some choose not to utilize what is arguably the king of all marketing, Direct Mail. The reasons why are varied and sometimes based on incorrect assumptions, but the most common reason is cost. Those with a tight budget may not believe they can afford to include direct mail in their marketing mix. Others have experienced impressive results and automatically include direct mail. Whether you think you can't afford it, or are absolutely committed to using direct mail, there are options to fit any budget that you can count to achieve a winning ROI.
In the print production of direct mail there are many factors which affect costs. Because price is dependent on the design specifications unique to a project, commercial printers price every job individually. Color, paper choices, print method, and bindery finishing all contribute to cost and should be taken into account during project planning and budgeting. It is important to have a basic understanding of how your direct mail project will be produced. The following overview covers some of the more common considerations every marketer should be aware of and how different production techniques affect cost.
When was the last time you received a birthday present, wrapped in decorative paper, tied with a brightly colored ribbon, and you chose not to unwrap the gift? If you’re like me the answer is never. What’s in the box? Shake it. Does it make a noise? Is there something loose inside rattling around? How heavy does it feel? What could fit inside? These are some of the thoughts that might go through your mind.