Category Archives: direct mail

Make Your Print Unforgettable: The Power of Embellishments

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In a mailbox full of standard postcards and plain envelopes, texture wins. Weight wins. Shine wins. If you want your printed piece to get noticed, opened, and remembered, embellishments aren’t just nice to have. They’re your competitive advantage.

The Touch Factor

Human beings are tactile creatures. When someone runs their finger over raised foil, feels the texture of embossing, or notices the satisfying weight of premium stock, something happens in their brain. Neuroscience research shows that sensory experiences create stronger emotional connections and better memory retention than visual input alone. A spot UV coating that creates contrast between matte and glossy, or a die-cut that reveals a surprise underneath, transforms your mail piece from information into an experience.

Standing Out Starts in the Mailbox

Your direct mail piece has about three seconds to prove it’s worth opening. Embellishments buy you those critical seconds. A metallic envelope, a textured cover, or dimensional elements signal quality and importance before a single word is read. Recipients instinctively know that embellished pieces cost more to produce, which subconsciously communicates that your message matters. That perceived value translates directly into higher open rates and engagement.

The Right Embellishment for Your Message

Not every piece needs the complete treatment, but strategic embellishments amplify your message. Foil stamping adds elegance and prestige, perfect for luxury brands, awards, or upscale event invitations. Embossing and debossing create sophistication and permanence, ideal for corporate communications or high-end product launches. Spot UV creates visual pop and draws the eye to key elements like logos, headlines, or calls to action. Specialty coatings like soft-touch or scratch-and-sniff engage recipients in unexpected ways that digital simply cannot replicate.

Investment, Not Expense

Yes, embellishments add cost. But consider the math. If a foil-stamped mailer costs 50 cents more per piece but doubles your response rate, you’ve just dramatically improved your cost per acquisition. Premium finishing techniques signal that your brand values quality, which attracts quality customers who appreciate and are willing to pay for superior products and services.

In a digital-first world, physical marketing that feels extraordinary doesn’t just stand out; it becomes extraordinary. It gets results. When you’re ready to elevate your next campaign, talk to your printer about embellishments that align with your brand and budget. Your ROI will thank you.

Drawing Customers into the Sales Funnel with Direct Mail

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What is a sales funnel? How do you draw someone into it using direct mail? The sales funnel is the journey prospects take from first becoming aware of a product to purchasing. For businesses, using the word “funnel” can help visualize attracting, nurturing, and ultimately converting leads into paying customers.

A sales funnel can be short. A sales funnel can be extended. Generally, we associate it with longer, more complex sales. Here’s what the process might look like:

1. Lead with the Call to Action

The journey begins with your direct mail piece’s call to action (CTA). The purpose of the CTA isn’t always to close a sale immediately. Instead, it can be to get potential customers curious enough to take the next step. That might be visiting your website, downloading a resource, or attending a webinar.

2. Enter the Funnel

Once recipients respond to your CTA, they become warm leads. Use content to continue to draw them deeper into the funnel. Entice them with a free trial, for example, or a downloadable white paper. Whatever the specific action you want them to take, the goal is to keep them moving.

3. Use Drip Marketing

As prospects progress further into the funnel, continue with drip marketing. Following your initial mailing, send a series of strategically timed follow-ups, such as product fact sheets, success stories, or testimonials. Each piece of content should address common objections or questions, guiding prospects steadily toward making a purchase decision.

4. Follow Up with a Phone Call

When leads exhibit enough interest, follow up with a phone call. These now “hot leads” are primed for conversion. Since your sales team is focusing on leads that have been pre-qualified, this makes them more efficient and helps increase their conversion rate.

Some sales happen quickly. Others take time to develop. That’s why visualizing your sales process as a funnel can be so helpful. This can help you design the right pieces, send the right content, and follow up at the right time so that, ultimately, you can convert those prospects into customers.

Paper 101: Master the Lingo for Your Next Print Job

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Ever feel a bit lost when picking paper for your print projects? Terms like basis weight, points, and color cast can sound confusing, right? No worries! Here’s a handy guide to help you navigate the basics.

Basis Weight: This term refers to how much a ream (500 sheets) of paper weighs at its standard size—the uncut dimensions printers use. For instance, if you’re looking at book paper, a ream that weighs 70 pounds is called 70-lb. paper. In metric terms, that’s about 104 g/m².

Points: When it comes to thicker stocks like cover or card, you’ll often see thickness measured in points, abbreviated as “pt.” One point equals 1/1000th of an inch, so if you see an “8-pt. cover,” the paper is 0.008 inches thick.

Paper Grade: This term helps describe what the paper is meant for. For example, bond paper is typically used for letters and documents, while book paper is—you guessed it—used for books. Thicker options include cover, bristol, tag, and index.

Coatings- C1S and C2S: Many papers are coated during production to improve color quality and detail. C1S means “coated one side,” which is great for labels and packaging. C2S means “coated two sides,” making it ideal for double-sided printing for brochures, catalogs, and similar applications.

Brightness: This refers to how much light a sheet reflects. Basic white copy paper typically has a brightness of around 92. Higher-brightness papers are generally used for commercial printing applications such as print marketing and business cards. Lower brightness tends to be used for books, flyers, and applications designed to have an eco-friendly or vintage appearance. Paper can also reflect different amounts of red, green, or blue light, which can affect the final color of your print if you’re not careful.

Choosing the right paper can enhance the look and feel of your projects. Interested in diving deeper into how your paper choices can elevate your work? Let’s chat!

Incorporating Direct Mail into the Buyer’s Journey

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How do you shift potential buyers who have never heard of your product to customers eager to make a purchase? After all, nobody wakes up one day and decides, “I think I’ll go out and buy a brand-new product I’ve never heard of.” The journey involves a series of steps, from awareness to final sale. Providing relevant content at the right time can guide shoppers along.

Let’s say you are introducing a new product, the VR Master Virtual Reality Headset. Let’s explore how direct mail, in particular, can be integrated into your content strategy at each stage.

Stage 1: Awareness

Before potential buyers can even consider purchasing your new VR headset, they need to know its existence. Direct mail can be crucial in introducing the headset to the target audience at this stage. You could design eye-catching mailers showcasing the product’s features and benefits and a call to action directing recipients to learn more online.

Stage 2: Consideration

Once consumers are aware of the VR Master headset, the focus shifts to getting them to consider it a viable option. You can use direct mail to send personalized postcards or brochures highlighting customer testimonials and use cases. Include a QR code that leads to a product demo or video to engage recipients further and encourage consideration.

Stage 3: Evaluation

When potential buyers compare virtual reality headsets during the evaluation stage, direct mail can provide valuable information to sway their decisions. Send detailed product comparisons or customer reviews via mail in a visually appealing format. Include a limited-time offer or discount exclusive to direct mail recipients to incentivize a purchase.

Stage 4: Purchase Decision

As consumers reach the final stage of purchasing, direct mail can be a powerful tool to drive conversions. Sending out personalized purchase incentives, such as discount codes or free accessories with purchase, can create a sense of urgency and prompt immediate action.

By integrating direct mail into the content marketing strategy at each stage of the buying journey, marketers can effectively engage with potential customers and move them closer to purchasing. Remember, delivering the right content through the proper channels at the right time is critical to maximizing the impact of your marketing efforts.

Is Your Mailing List Stale? (And What to Do About It)

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Direct mail marketing remains a powerful tool in the marketer’s arsenal, boasting high engagement rates and a tangible connection with consumers. However, the effectiveness of direct mail campaigns largely depends on the quality of your mailing list. A stale or outdated list can lead to wasted resources, low response rates, and missed opportunities. Let’s look at how you can freshen up your direct mail list and keep it generating the best results for you.

1. Purchase a New List

One of the most straightforward ways to update your mailing list is to purchase a new one from a reputable provider. Many providers offer targeted lists based on demographics, geographic location, buying behavior, and other criteria. This allows you to reach a specific audience that is more likely to be interested in your products or services.

Use a reputable list provider that regularly updates its databases to ensure accuracy.

2. Add to an Existing List

Expanding your current list with new contacts can breathe new life into your direct mail campaigns. Here are three places you can start:

  • Run online and offline lead-generation campaigns to capture new contacts. This could include offering free resources, webinars, or exclusive discounts in exchange for contact information.
  • Collect contact information at events, trade shows, and industry conferences. Networking events are an excellent opportunity to connect with potential customers and expand your mailing list.
  • Encourage your existing customers to refer friends and family by offering incentives.

3. Conduct Your Surveys

Surveys are valuable for gathering fresh data and updating your mailing list. Here are three approaches you can use:

  • Regularly survey your customers to gather feedback and update their contact information. This helps you maintain accurate data and understand your customers’ changing needs and preferences.
  • Conduct market research surveys to identify new target segments and gather insights into consumer behavior.
  • Offer incentives such as discounts, freebies, or entry into prize drawings to encourage survey participation. Higher participation rates lead to more comprehensive data and a more robust mailing list.

Maintaining a fresh and updated direct mail marketing list is crucial for success. Investing time and resources in keeping your mailing list current will ultimately lead to higher engagement rates, better ROI, and more effective campaigns. Interested in what a new list, data append, or customer survey can do for you? Just ask!

Want Buyers to Remember You? Choose Print

When you create marketing communications, whether print or digital, you want your audience to read and remember them, right? That’s why it matters what channel you use. After decades of research, studies continue to point to the same conclusion: Print is simply better when processing and retaining complex information is required.

Most print versus digital studies come from the education world. In these studies, researchers ask students to read passages in print and digital formats and then follow up with tests to measure their comprehension and recall. Decade after decade, these studies reveal that print outperforms digital in several key areas:

  • Handling of longer texts: Print is more effective for longer texts, typically those exceeding 500 words. This suggests that the physical nature of print aids in processing and retaining information over extended periods.
  • Abstract and inferential thinking: Tasks that require abstract or inferential thinking are better performed with print materials. The tactile experience of reading in print enhances the brain’s ability to engage with and interpret complex ideas.
  • Detail-oriented responses: When study respondents were asked to provide more detailed responses, print was again the preferred medium. This indicates that the physicality of print facilitates a deeper level of engagement with the content.
  • Interpreting material from multiple sources: Tasks that involve interpreting material from various documents are also better accomplished with print. Studies consistently find that the tangible nature of print materials allows for easier cross-referencing and comparison of information.

So, what makes reading in print so different? The physical engagement with print materials seems to play a significant role. With print, individuals engage multiple senses, including touch, which enhances information encoding in the brain. Additionally, physically turning pages and visually scanning each page creates unique cognitive markers that aid recall.

These findings have profound implications for marketing communications. Print is the way to go if the product you sell requires potential buyers to handle longer texts and facilitate abstract thinking.

5 Tips for Better Direct Mail Pieces

Want to create awesome direct mail? You must always carefully consider the list, the message, and the call to action, but other factors make a highly effective mail piece, too. These include things like the trim size, shape, and texture of the piece. Let’s look at five considerations for creating standout mail pieces.

1. Trim size. For the lowest possible postage cost, go with a standard 4″ x 6″ postcard. However, a nonstandard-sized card will stand out, and while it will cost more in postage, it is guaranteed to get noticed. It might even be the first piece they pick up. What’s that worth?

2. Weight of the stock. Consumers tend to associate the weight of the stock used in the mailing with the brand’s quality and, by extension, the marketed product. Heavier stocks command respect and attention.

3. Texture and “feel” of the paper. In a sea of smooth envelopes, mailers with textured finishes get noticed. Many options exist, from high gloss and spot varnish to specialty processes.

4. Personalized messaging. Even using someone’s name on the front of a card will engage the recipient more than a static card. This extra level of engagement might only last for a split second, but sometimes, that is all you need.

5. Colored stock. Most mailers are printed on traditional white paper. When you print on a colored stock, it grabs attention. Use knock-out type, graphics, and images on dynamic backgrounds to get your mailer to jump out of the box. If your mailbox contains a sea of white envelopes and one bright red one with a white knock-out type, which would you pick up first?

There are many ways to get your direct mailer to stand out from all of the others. Why not try something you have not tried before? You might love the results!

Heavier Weight Paper Is a Better Communicator

Are you creating a brochure? Postcard? Sales letter? When you use heavier-weight paper, it gets more attention. That attention translates into a more positive perception of your brand and, according to a study from SAPPI North America, increases the likelihood that your information will be shared with friends.

The study, conducted by the Eagleman Lab, was run by Dr. David Eagleman, a well-known neuroscientist, and director of the Baylor College of Medicine’s Laboratory for Perception and Action (as well as best-selling author and creator of PBS’ series, “The Brain”). In the study, participants read a brochure for fictitious companies on three different media: high-quality coated paper, lower-grade uncoated paper, and online. The design was similar for all three media, and the brochure for each company was randomly assigned a medium.

The results? When respondents read a marketing message on high-quality paper, they:

  • Understood the content better.
  • Were more likely to remember the content.
  • Had better impressions of the brands they read about.
  • Were more likely to recommend those brands to friends.

The study found that those results held over time, as well. Even one week later, participants still preferred the companies they read about on high-quality paper, with name recall for those brands highest by a factor of 3:1.

“Online reading is often purposeful and utilitarian, a kind of information foraging for a clear goal,” said Dr. Eagleman in a statement to Two Sides NA, which analyzes environmental and social issues related to paper and digital communication. “But paper [heavier weight paper, in particular] directs attention and working memory much differently, with a resulting increase in understanding and retention.”

Heavier-weight papers will cost more, of course, but for the right projects, the message will be better anchored in recipients’ brains and more likely to be shared with others. This will make your marketing dollars go even further.

Is heavier-weight paper right for your next project? Let’s talk!

5 Ways to Motivate Your Target Audience

Are fewer people responding to your direct mail pieces? Maybe it’s because they’ve seen the same or similar design multiple times. It could be time to try something new. Here are five simple ideas to improve your marketing and get more people interested in your offers again.

1. Mix up envelope styles.

Use the same envelope every time, and it will lose effectiveness. Change sizes. Change the color. Add a personalized message (“Special Offer Just for Bob Jones!”) or test a handwriting font.

2. Making responding easier.

In today’s digital world, reply cards are often overlooked, but they are still a highly effective way for people to respond to offers. If you aren’t using a reply form, consider adding one. Prefill it with your customer’s contact information. The fewer steps people must take, the more likely they are to respond.

3. Freshen up the content.

Are you still using last year’s wording in your marketing letters? Write a new one. Or try a new opening paragraph or a change in the level of detail. Not a great writer? Experiment with a free AI writing assistant like ChatGPT.

4. Create new offers.

Are your customers seeing the same offer over and over? Change it up! Offer a free trial or a money-back guarantee. Try a new level of discount or a BOGO offer. 

5. Add a time limit.

Time limits are potent motivators. Use a personalized message on the outside of the envelope (“Charley, offer expires in 10 days!”) or create a piece of art that looks like you’ve rubber-stamped the time limit across the top of the letter. “Joan, your offer is set to expire. Respond now!”

If you make changes, test them to see which ones are most effective. Create control groups to compare current designs or offers with the previous ones. You begin learning what motivates your audience by testing design, content, and offer changes. Then roll those things back into your next campaign and watch your results soar!

Need ideas? Give us a call!

Customers: “Give Me a (Digital) Break! Use Print!”

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Communicating with customers using formats they love makes them more likely to pay attention. When it comes to marketing materials, that means sending more print.

Over the years, there have been dozens of studies on the impact of print on human comprehension and learning. Information read in print is embedded more deeply in the brain, is more easily recalled, and is recalled more accurately. But buyers don’t love print simply because they remember things better. They love it because it makes them feel good.

For example:

  • Consumers find hard-copy versions of books, magazines, and newspapers more enjoyable than electronic alternatives.
  • Consumers see print as more relaxing to read than computer screens, e-readers, and (yes, even) smartphones.
  • Consumers are becoming increasingly aware of (and concerned about) the health effects of spending too much time on electronic devices. 

Health concerns about the over-use of digital media are growing, and that concern is increasing the “feel good” factor of traditional printed materials, whether books, magazines, or direct mail.

One study from Two Sides/Toluna found that, even several years ago, consumers were already starting to show signs of concern. The study found that consumers…

  • believed they spend too much time on electronic devices,
  • were concerned that the overuse of electronic devices could be damaging to their health, and
  • believed in the importance of “switching off” and reading more in print.

These feelings have only been amplified since the COVID-19 pandemic, with the time children spend staring at their screens up 52%. As the number of news reports on the impact of over-digitalization on our culture rises, more and more consumers ask themselves, “Am I spending too much time on my screen, too?”

The takeaway? If you love your customers, then love what they love. Digital communications have their place in the multichannel mix, but when it comes to “feeling the love,” it’s still very much about print.