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This Trick Will Make Your Print Marketing More Effective

Personalize your print with Variable Data Printing

Personalized marketing feels impossible in a world of infinite choices. Customers control the conversation, and even small and medium-sized businesses have to recognize and adapt to this new landscape. One thing remains constant, however, and smart marketing takes notice: everyone wants the VIP treatment. Creating relevant messages for targeted audiences is the crux of marketing, but without the proper toolkit, it can be a daunting task.

Spray and pray marketing is a waste. Sure, digital technology makes it easier to spray more and pray harder, but what’s the point? You want quality results from your marketing dollar (are you making at least $3 for every $1 you spend?) and customers don’t want to sift through junk. Maybe the answer is going old-school.

We love direct mail, and studies show that we aren’t alone. According to the USPS, 47% of Millennials happily check their mailbox each day. But they don’t want junk mail that goes into the garbage, 95% of them want the feel-good effect of getting personalized direct mail. If it appeals directly to you, it isn’t junk. Millennials are commanding a growing slice of US dollars and already control $600 billion a year in spending power. Here are some tips to get the message out to Millennials:

Personalize Your Print Marketing

Millennials value individuality. Personalization in direct mail is not a new concept, but it is an initiative that bears many unexplored possibilities. With services such as Variable Data Printing, businesses can intelligently personalize marketing with a startling amount of variables. Want to send different offers to people with blue eyes and brown eyes? Done. Want to change images on your print based on demographics? Easy. As long as there is data for it, anything can be changed with variable data.

Bridge the Gap Between Digital and Physical Channels

Of course, we’re fans of physical marketing, but we know digital marketing isn’t going anywhere. It offers ease of insight, it is nimble enough to react to changes in your market, and it is incredibly affordable. Closing the gap between digital and physical channels makes both more effective. In fact, you can bank on seeing a 7.9% lift in engagement when you bridge this gap. Here are some ideas to get you started:

  • Send a postcard with a coupon for items in an abandoned shopping cart
  • Send a mailer that includes only items the customer is likely to buy, based on their past buying behavior
  • Welcome kits tailored for specific customers
  • Send a gift card honoring a customer’s birthday, anniversary, etc.

Make Print Marketing Scream Quality

One thing that print does better than digital is delivering real, tangible quality. We’re paper, packaging, ink and color experts. We can tell the difference between 30# and 40# paper by sight, but even if you’re not a print expert, you know quality when you feel it. A high-end smartphone box feels expensive, well-made and flawless. Imagine the disconnect if your $1,000 smartphone came in a flimsy tissue paper box! That’s the power of print!

You don’t need the budget of a multi-billion dollar company to use personalized, targeted printing. At Printing for Less, we use an innovative process to lower the cost of VDP so it is affordable for the rest of us. Give us a call, and we’ll help you find a solution that fits your budget, timeline, and goals.

Give us a call and see how we can bring extreme personalization to your print.

Need help with your print? Talk to a live print expert today: 800-930-7978.

USPS Changing Bulk Mail to Marketing Mail

Harness the USPS rebrand to your Marketing Advantage

Attention, multi-channel marketers! A recent United States Postal Service (USPS) rebrand could help you reshape the way you send direct mail.  The USPS recently announced that it will change the name of its Standard Mail (aka Bulk Mail) to “USPS Marketing Mail,” active January 2017. Marketing Mail now officially includes printed matter, flyers, newsletters, catalogs, bulletins and small parcels.

According to the USPS, the shift was made to, “better communicate to mailers how this mail class can be used.”

Printing for Less is here to help you use USPS Marketing Mail to get your message into your customers’ hands. But what does that mean, exactly, for you if you plan to do a mailing campaign? There was a change in the postal rates on January 20th, but that’s already implemented. But there are some specific criteria for your mailing to qualify for USPS Marketing Mail classification. Check them out:

Minimum per piece weight: None

Maximum per piece weight: Less than 16 ounces

Minimum quantity: 200 pieces or 50 pounds of mail

One great perk for direct-mail marketers is that mailing material doesn’t have to be mailed as First Class mail, or periodicals, which are both subject to different postage rates. There will  also be lower postage rates for non-profit organizations.

Another great feature is that USPS Marketing Mail will not have a per-piece price. There are; however, different prices for different classes of materials. Postage varies depending on whether you’re mailing a, “letter, large envelopes, parcels, Marketing parcels and Parcel Select Lightweight parcels,” says the Postal Service.

Add-on service options, like tracking, insurance and return receipts, will be available. Forwarding service is not include unless you request and pay for it. For the full details, please visit the USPS Marketing Mail website. 

 

Benefits of USPS Marketing Mail

One of the main benefits of Marketing Mail is cost. Compared to a service like First Class, it’s a particularly affordable mailing option. Marketing Mail is a great option for US customers, since it’s a domestic-only service. There are also add-on services, like Priority Mail Open and Distribute, that can help speed up the delivery times for your mailing project.

 

Drawbacks of USPS Marketing Mail

Unlike more expensive options, this mail class does not have forwarding services unless you pay extra. There are minimum piece requirements (200 pieces, or 50 lbs) as well.

Marketing Mail has a generally a longer delivery timeline, with an average of five days for local mail, and up to three weeks for national mail. Any time-sensitive mailing needs may require turning to a more expensive mail class.

 

How to Deliver Your Goods

Printing for Less is here to help you create the mailing piece of your dreams, and will get it out the door and into the right hands on time, in the right class and within your budget.  

We have dedicated mailing experts ready to walk you through all your options. Whether you’re a mailing neophyte, or a grizzled direct mail veteran, we will make your mailing project painless and compliant with postal regulations. We can help you build your mailing lists, check against the National Change of Address (NCOA) registry, schedule and even mail your final pieces for you.

Need help with your print? Talk to a live print expert today: 800-930-7978, or read about our Direct Mail Service Options to learn more. Let’s get started today.

Direct Mail Recharges Marketing


DM_Recharges_HEAEDER_01272017 Banging your head against an inbox? You aren’t alone – email has a dismal response rate no matter how you cut it: 1.3% percent, according to Silverpop. Attention spans are shrinking, email is getting clogged – and frankly – emails just aren’t very fun.

Direct mail brings a much higher response rate to the table, with more people acting on direct mail and preferring it to email. Direct mail is even better when it works with digital channels – netting a 7.9% response rate.

Why does direct mail work so well?

Direct Mail is a Real Thing

In an increasing digital world, the concept of a real thing has special weight. Open an email and get bombarded with ads, retargeting, annoying video ads, pop-ups and more. It’s a circus of crass marketing and we’re trained to ignore it, or even worse, use an ad blocker to kill it dead.

With direct mail, it is just the consumer and your message. You reach them with their physical senses. Studies show they look at direct mail more closely, remember it better and longer, and are more likely to act on it.

Print Can be Personalized

Digital printing lets direct mail enter the world of one-to-one personalization that’s been the playground of digital channels for years. Personalized direct mail can have impressive results, scoring a 20% lift in response rates. Personalization isn’t just limited to copy either – you can swap out new images, designs, and more based on any criteria: demographic, geographic, even lead score.

Direct Mail is a Blue Ocean

Direct mail isn’t being used much anymore. There’s a misconception that it’s too expensive and doesn’t work. Well, let your competition think that – because for you it is an open field. Why compete for attention in a crowded marketplace when you can engage on a channel that nearly 80% of consumers say they always pay attention to? Build your brand, start a conversation, keep their attention in an uncrowned space.

Digital and Direct Mail Work Together

Direct mail isn’t going to win on its own, no channel will. But together, you can use direct mail to bolster your digital engagement. Imagine an abandoned shopping cart, send a postcard with a discount card to the customer that references their shopping cart – personalized offers will drive them back to pull the trigger. Want more ideas? Check out our idea book filled with great direct mail ideas your competitors aren’t using.

Direct Mail is for Everyone

Nearly half of all people over age 65 do not use the Internet at all. It is seen as a daily gift, it is held, opened, and passed around – and not just by Baby Boomers. Digitally jaded Millennials respond to direct mail with as much vigor as their parents.

Direct Mail Can be Automated

Direct mail can be seamlessly added to marketing automation and CRM systems. You can set it up once and forget about it – as leads pass through your workflow they can trigger the send of direct mail. Shameless self promotion: we’re pioneering that technology and we think we’re the best.

Putting the power of personalized real stuff in your customer’s hand makes you stand out, builds an unforgettable customer experience, and drives real action.

Need help with your print? Talk to a live print expert today: 800-930-7978.

Dimensional Mail Delivers Better Results

Dimensional Mail

Dimensional Mail Delivers Better Results. Imagine arriving home from work to find a package on your doorstep and an envelope in your mailbox. Which are you most excited about?

Packages generate excitement and anticipation. Packages, also called dimensional mail, can be anything from a box to a tube, or a cool gift inside of an oversized envelope. It’s got bulk, heft, and it stands out in a way that flat mail can’t.

The Numbers Behind Dimensional Mail

Statistics from the 2015 Direct Marketing Association (DMA) Response Rate Report show that dimensional mail campaigns can generate effective results. Of all the mailing options, dimensional mail had the best response rate for prospect mailing (5.3%).  When dimensional mail was used to specifically target business prospects, rates jumped to 12.7%.  

The ROI Argument

Dimensional mail costs more upfront but generates a larger return. Before sending dimensional mail, make a solid plan. Define early on what, where, to whom and the stage in the customer journey that you plan to send dimensional mail.

Even though postage cost increases with larger mail, dimensional pieces generate higher response rates. If you are concerned with price, check with the post office before you land on a particular box, tube, package, etc., to determine the most functional and affordable option.

Here are a few tips:

  • Standard mailing options can be less expensive than custom options but just as effective.
  • Dimensional mail as a first touch can be expensive, it may work better after you’ve engaged a bit with cheaper options.
  • Dimensional mail can also be effective as a thank you gift or follow up.
  • Gauge return vs. potential cost to ensure the campaign is worthwhile.

Dimensional Mail Use

Looking for a creative way to incorporate dimensional mail into your campaign?  Consider these examples:

A hybrid disk and storage developer used dimensional mail to get inquirers to take a demo. They sent a bento box shaped package to prospects. The box contained chopsticks, a photo of sushi and a mock-up $150 restaurant gift card.  Customers who completed a demo received a real $150 gift card to the restaurant.

Another use case was for a medical company.  The company was trying to get candidates to sign.  They sent a box of healthy snacks including a company calendar and personalized postcard that highlighted the company benefits to entice potential candidates.

Everyone is excited to receive a package, regardless of what’s inside of the box. Make your mailing count with a well-defined list, thoughtful strategy and thorough follow up.

Need help with your print? Talk to a live print expert today: 800-930-7978.

Brochure Best Practices

Brochures that Don't Bore

Brochures are the best way to market just about anything. Perfect for tradeshows, leave-behinds, in-store service offers, menus, maps, mailers – the list goes on and on and on. Here are some tips for making the most out of your brochures.

The 5 Essential Brochure Archetypes

There are different kinds of brochures appropriate for specific scenarios.

  • Leave behinds
  • Point of sale
  • Direct mail
  • Response
  • Sales support

Your company doesn’t have to narrow its focus to just one category, but can use multiple brochures to promote different aspects of your company’s services.

Custom Features: High Octane Print Fuel

One of the best ways to make your company stand out is with custom features. Soft touch paper, hot foil stamping, die cuts, custom folds, metallic inks, spot UV coating, foil stamping and embossing add a polished touch that grabs customer attention.

Tight Cuts For Tighter Budgets

Die cuts are the coolest: you can get a brochure that looks like Abe Vigoda’s face, but that’s gonna cost you. On a tighter budget? Consider cuts that have flair without the expense of a die cut. Our favorite example is the Angled Stair Step Cut, for brochures that are 8.5 x 11 (flat paper size) or larger. This unexpected look is modern, stylish, and cost effective. And your competition isn’t doing it (yet).

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Do’s and Don’ts

These tips will make your brochure current, clean, refined and most importantly, effective.

Why are you doing this?

Before you begin, know why you’re creating your brochure and what you want it to accomplish. This will help with messaging, and with knowing if you should use custom features to execute that messaging.

Make the cover count

People judge books by the cover. Brochures are really just big covers. What we’re saying is: your brochure cover should be powerful, captivating and pristine.

White space is your friend

It’s a brochure, not a novel. Don’t cram too much on a page. If your brochure appears too busy, the eye will have no path to follow, and people will abandon it.

Creative typography never hurts

While Times New Roman is more classic than an Audrey Hepburn movie, a little Marilyn Monroe never hurt anybody. Use creative typography that represents your business and that grabs the eye. But remember: everything in moderation. And stop with the Comic Sans. Seriously.

Break conventional perspectives

Brochures are perfectly designed to break your ideas into neat little compartment, if you like being boring. Break perspective and traditional brochure expectations to surprise customers.

Have a clear call to action

Marketing works if it drives action so make sure your reader knows exactly what  to do. Make the call to action visible, concise and put it front and center.

Don’t forget pictures

Show, don’t tell. Throwing paragraphs of text across your brochure panels without any visuals is boring.

But don’t use the same old stock photos

With so many companies outsourcing or taking their own high-quality photos, stock images can dull your edge on the competition and come across as kitsch. There are still good stock photos out there, just dig a little deeper.

Don’t just list features

People are only interested in what applies to them. Sadly, all the fancy features of your product don’t fall into that category. The benefits of those features, however, have everything to do with your customer.

Don’t talk about yourself

Zip it and listen. Think about your customer and center your brochure on the problem you solve for them, not the product and not yourself.

Don’t try to say it all

Trying to cram too much information into your brochure can hurt your messaging because if you’re saying everything you’re saying nothing.

There you go, all the everything you need to make a great brochure. Well except the artwork. Want it to look amazing? We can’t help you because amazing doesn’t describe how perfect our brochures look. We can do better than that.

Need help with your print? Talk to a live print expert today: 800-930-7978.

3 Tips for Creating a Stellar Menu

Menu_header_11152016 (2)

A menu is the only form of advertising that is guaranteed to be seen by your customers. If you’re reading this, you aren’t willing to settle for any ordinary menu. And why should you? With a large variety of paper stocks and custom printing effects available, you don’t have to succumb to standard ink and paper.  Take charge of your menu.  Create a memorable and impactful piece that grabs your customer’s attention. Interested?  Check out our insider’s tips below.

Know How to Fold Your Menu

Seriously? Fold my menu? Is this really your tip? Yes! Folding your menu is actually important! It reduces the size of a menu without compromising the space for messaging. Physically smaller menus are easier to maneuver in crowded restaurants. Folds create small sub-sections within your general menu. Creating a separate panel for appetizers, entrees and desserts draws attention to the fact that your customer may want a starter, main dish and after dinner treat. Folds can be used to steer your customer’s attention in the direction you want. A compact, well designed menu helps your customer navigate through your offerings.

Expert Advice:  Consider the placement of your text and photos when you are designing your menu template. Don’t place text or entrée images over a fold because they will be hard to read.

Standard Folding Options

Half-Fold Menus

A half-fold is a single sheet menu printed on both sides and folded into half. Perfect for menus with two categories such as appetizers and entrées.  You can easily separate your menu into two sections while keeping a front and back cover for your company logo and information.

Half_Fold (2)

Tri-Fold Menus

A tri-fold menu is a single sheet of paper printed on both sides and folded into thirds. They are perfect for a large menu or a menu that offers variety. Tri-folds allow several panels for multiple categories such as breakfast, lunch and dinner options.

Tri-Fold (1)

Don’t Forget Custom Printing Effects

Special Effects encourage your customers to interact with your menu.  They draw your customer in and leave them with a lasting impression about your premium establishment and menu options. Wondering what effect will give your menu the biggest impact? The answer depends what you’re trying to achieve.

Here’s the Skinny:

  Spot UV

  • Use Spot UV to draw your customers attention to a particular item on your menu such as your world famous cheesecake.
  • Gives an image or text contrast so it pops off the paper.  Text or images with Spot UV catch your eye when a menu is tipped back and forth.

  Foil Stamping

  • Adds shimmer and texture to help highlight a specific word or image.
  • For an example, make your business logo stand out with foil stamping.

  Metallic Inks

  •  Special inks with reflective metallic particles.  Metallic inks create a subtle shine and luster you won’t see with standard inks.
  •  Use metallic inks to highlight your company name.  Make menu text pop by using silver ink on a black paper stock.

 Embossing

  •  Creates a raised, three dimensional image.
  •  Use embossing on your company logo to convey your premium market position.

  Die Cut

  •  Allows you to create a unique shape for your menu (Ex. wine bottle, hamburger or surfboard).
  •  A die cut can create a cut out, layered look or special image design on your menu.
  •  For an example, embossing a triangle with an image of a pizza slice helps customers make the unconcious connection between a shape (triangle) and your renowned deep dish pie.

Use SmartFlex® Paper For Tough Menus

Yes, it is a thing and yes, it does exist!  SmartFlex® synthetic paper is water, tear, stain and heat resistant.  It is durable and can withstand spills.   With SmartFlex® you will save time and money because you won’t have to keep printing your menu over and over.

SmartFlex looks and feels much better than lamination AND lasts much longer.

Sound amazing?  Well, it is!

Need help with your print? Talk to a live print expert today: 800-930-7978.