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By Printing for Less Team

Recently, Jennifer Bellin, CMO of Printing for Less, led a Roundtable on how to transform direct mail programs into memorable moments that bridge the gap between your brand and your audience. (Bellin was a Printing for Less customer at two previous companies, including Paycor, one of companies that took part in the event.) The expert panel shared their experience and tips for using mail to drive engagement across the customer lifecycle and foster lasting connections. The Roundtable transcript has been edited and trimmed for clarity.

We’ve broken this in-depth discussion into five parts:

• How Did It All Start? & Priorities and Goals
• Trends: Meaningful Connections
• Getting Personal
• Measure for Measure
• Acting Mature

The Roundtable panelists:  

Gretchen Swann, Senior Principal Marketing Program Manager at Paycor, leverages direct mail in a highly automated and scalable way across a number of different use cases and departments.

Rob Willingham, Director of Marketing at LexisNexis, has been leveraging, testing, and refining direct mail campaigns, which target attorneys, for a number of years.

Paul Bobnak, Direct Mail Evangelist at Who’s Mailing What, has worked for more than 20 years analyzing thousands of direct mail pieces every year. He is a deep industry expert and creator and host of Meet the Mailers, a podcast series.

HOW DID IT ALL START?

Bellin: In our webinar today, you are going to learn some tips on how to transform your direct mail programs into memorable moments that bridge the gap between your brand and your audience. We’ll be diving into the power of personalization and storytelling, how to integrate direct mail with other channels, and how to optimize campaigns and measure results. So, my first question is, how did you all get started with direct mail?

Swann: I was actually working with Jennifer when we started our direct mail journey at Paycor. We were doing some direct mail, but it was not scalable with a lot of hands-on work. We were basically mailing things out ourselves from our office. Literally kitting packages together and figuring out who to send to from Excel sheets. Then we’d have lots of it come back because of bad addresses. This was definitely not efficient, it wasn’t scalable, yet we could definitely see the opportunity and we wanted to do more with direct mail. But the way we were doing it wasn’t something we could even think about expanding.

Bellin: Thanks, Gretchen. Rob, what about you?

Willingham: Thanks, well first, I should say for many out there that I don’t have a direct mail background. I just walked into a role a couple years ago. I basically oversee ABM and one of the channels I inherited was direct mail and gifting. At the time, our sales reps were just using gift cards, very ad hoc, stopping by a local bakery when they were stopping by a prospect’s law firm, things like that. Disorganized and no structure to it. I saw an opportunity, though, if we could come up with a cohesive strategy. I eventually found another division that had a dormant contract with a vendor and they had some dormant seats. I grabbed them.

The sales manager was interested, too, so I picked Florida and ran a pilot that became the baseline of how we scaled our direct mail. I proposed to leadership that that we invest in this and direct mail soon became a new channel of pipeline that’s continued to expand since then.

Bellin: That’s great. And piloting is so important. Paul, what about you?

Bobnak: Well, my background originally was in database and information publishing. When I was asked to take over running Who’s Mailing What, I really had a baptism by fire trying to learn about all the ins and outs of direct mail, all the rules you’re supposed to follow and the rules that you can break.  

PRIORITIES & GOALS

Bellin: Rob and Gretchen, what are your priorities and goals for this year and how do you plan to incorporate direct mail?

Willingham: Well, it’s to make money and drives pipeline and revenue. One of the reasons I value direct mail is because, in this digital age, there’s an opportunity with this experiential channel that pierces through the digital noise and surprises and delights people with something that’s not a bank statement or a credit card offer or HOA newsletter. The more that we can personalize and make that experience better, the more awesome direct mail becomes.

Swann: That definitely sounds familiar. Pipeline is definitely a huge priority of ours. Of course, being able to show what the direct mail programs are actually delivering is imperative too. From our perspective, as a B2B company, a lot of the direct mail programs are focused on driving interest and getting that appointment for our sales reps. As Rob said, we used to get so much direct mail, but now we get so many emails people are quick to delete them all. So, it’s almost unusual when you get an actual physical piece of direct mail.

That’s why it’s important to incorporate direct mail pieces into your campaigns because it really is breaking through more than other channels right now. From my perspective, I’m thinking about how I can strategically weave direct mail tactics into other programs that I’m running. I’m always thinking about how we can drive that initial interest and get people interested to have another conversation with our sales reps.  

And at Printing for Less we can help you with all of this, of course. We have experts and technology that can help you simplify, personalize, drive engagement, and measure results at scale.  

Want to lean more? Set up a time to meet.  

Next time, Part 2: Getting Personal

Now, ready for our CTA? Take your direct mail campaigns to the next level. Contact us today to learn more about how we can help you create compelling CTAs that drive results.  

By The Printing for Less Team 

In the world of marketing, where every message competes for attention, the importance of a compelling “Call to Action” (CTA) cannot be overstated. A recent article on Martech suggested that regular, cold mail—whether digital or physical—can bring an average reply rate of 5 percent to 10 percent, and personalized CTAs have been known to perform 202 percent better 

Whether you’re sending out direct mailers or printing promotional materials, whether your business is B2B or B2C, the effectiveness of your CTA can make or break your campaign. Let’s have a look at why a good CTA matters and how it can drive results for your business. 

What is a Call to Action (CTA)? 

A CTA is simply a prompt that encourages the reader to take a specific action. It asks—or tells—the recipient what to do next. 

Why is a Good CTA Important? 

• Drives Action: A well-crafted CTA motivates your audience to take the desired action, whether it’s visiting your website, making a purchase, requesting more information, or responding in another way. Without a clear and compelling CTA, your direct mail efforts could fall flat. 
• Increases Conversion Rates: A strong CTA can significantly boost conversion rates by guiding prospects through the sales funnel. By clearly articulating the next step, you make it easier for potential customers to move from interest to action. 
• Builds Engagement: A compelling CTA encourages interaction and engagement with your brand. Whether it’s through a phone call, filling out a form, or visiting your physical location, each response to your CTA represents an opportunity to deepen the relationship with your audience. 

Tips for Crafting an Effective CTA 

• Be Clear and Direct: Your CTA should leave no room for ambiguity. Clearly state what action you want the recipient to take and why they should take it. 
• Create a Sense of Urgency: Encourage immediate action by incorporating language that conveys a sense of urgency, such as “Act Now” or “Limited Time Offer.”  
• Offer Incentives: Provide an incentive to motivate action, such as a discount, free sample, or exclusive offer for responding to the CTA.
• Make it Visible: Ensure that your CTA stands out visually from the rest of your direct mail materials. Use contrasting colors, bold fonts, or strategic placement to draw attention to the call to action. 
• Tailor it to Your Audience: Understand your target audience and tailor your CTA to resonate with their needs, desires, and pain points.  

Some Examples of Effective CTAs for Direct Mail: 

• “Buy One, Get One Free” 
• “20% Off Your First Order” 
• “Redeem Your Exclusive Discount in Store Today!” 
• “Call Now to Claim Your Free Sample” 
• “Visit Our Website for a Personalized Consultation” 
• “Limited Time Offer: Upgrade Your Service and Save” 
• “Reply to this Postcard for a Special Gift with Purchase” 

Avoiding the Missteps 

Of course, while it’s great to know “what” to do, it’s also important to know “what not to do.” According to Martech, “crafting compelling CTAs is crucial, but avoiding missteps is equally important.” Here are three common pitfalls they such you avoid: 

• Don’t overload your direct mail with multiple CTAs—keep it focused on one clear action. 

• Don’t make your CTA too complex or lengthy—keep it concise and easy to understand. 

• Don’t neglect to track and analyze the effectiveness of your CTAs—use whatever data you might have to continually test and improve your campaigns. 

Drive Action, Increase Conversion with Direct Mail CTAs 

A compelling Call to Action is a crucial component of any direct mail campaign. By crafting clear, persuasive CTAs tailored to your audience, you can drive action, increase conversion rates, and build meaningful connections with your recipients. So, the next time you’re designing your direct mail materials, remember the power of a strong CTA can propel your business forward. 

Now, ready for our CTA? Take your direct mail campaigns to the next level. Contact us today to learn more about how we can help you create compelling CTAs that drive results.  

By Tim Moran, VP Brand 

A little “inside baseball” about marketing life here at Printing for Less. While we don’t have a large team, we have a crack team—especially those who do for us what we suggest and help you do: use direct mail innovatively to successfully engage with prospects and customers.  

As part of that process, we must, first, deal with email in a couple of ways. For instance, we might have a campaign running with customers in which we offer them, via email, a variety of options from which to choose. This will connect them in some way—link, QR code, etc.—to some place that begins the steps towards receipt of direct mail. The details are irrelevant, for I’m sure all of the savvy marketers reading this know exactly what I’m talking about. 

Now, these emails must be written, edited, proofed, approved, and added to our CRM, all of which takes a good deal of internal cooperation and communication—often via, yep, email. Which is what prompted this little blog. When one of these campaigns is nearing the sending stage, “test” emails go out for one last look by the team. We usually monitor and communicate this process through Slack. 

Just the other morning, there was this interaction about one such campaign (initials are those of marketing team members): 

SM 

Did you receive my test this morning? I filled out the form just to make sure I would receive all emails. 

KS 

Like a notification to me to let me know what customers opted into? 

SM 

Yes, you should get a notification, did you get the notification this morning of my form fill?  

KS 

Yes, got it. Sorry, it got lost in the sea of emails. 

And there it was: A real person at a real company—our company—doing real marketing and complaining that even internal email winds up being missed because of the volume of digital mail received. We at Printing for Less have been preaching for quite some time that people, today, are bombarded with digital content, pop-up ads, and, yes, emails—we call this “the sea of sameness.” Which, in this particular case, as KS said, is more specifically, “the sea of emails.”  

A Life Preserver 

That’s why it’s easy for your message—whether to a co-worker or a prospect or a customer—to be but a tiny fish, like Dory, lost in a vast digital sea. With hundreds of emails flooding our inboxes daily, it’s no wonder that important messages often get lost. But fear not, there is a life preserver, of sorts: direct mail.  

Direct mail has a surprising superpower: Unlike yet another email, it’s hard to miss. Mail doesn’t easily vanish into the abyss of unread messages. A physical postcard, mailer, or a creatively designed box with cool stuff in it demands a certain amount of attention. 

Imagine your target audience sifting through their stack of mail, fingers flipping through envelopes until—bam!—they come across your eye-catching postcard or package. It’s like finding buried treasure amidst the waves of bills and junk mail. Suddenly, your message isn’t just another digital blip—it’s a tangible, memorable experience. 

Now, might this mail just end up in the trash or recycling bin? Perhaps, but that’s where the art of captivating design and strategic targeting comes into play. By crafting compelling visuals and tailoring your message to the audience’s interests and pain points, you can pretty well ensure that your direct mail piece doesn’t just get noticed—it gets remembered. BTW, Printing for Less is great at helping you do this. 

And let’s not forget the power of personalization. It’s easily possible today to laser-target your direct mail campaigns to reach the right people with the right message at the right time. Whether it’s a personalized postcard addressing them by name, or a custom-designed box filled with goodies curated just for them—the possibilities are endless. 

So, the next time you find yourself drowning in the sea of emails, believe that your customers and prospects are as well. But don’t despair—even you, KS. Take a plunge into the direct-mail waters and watch your message perform swimmingly. 

Want to see how Printing for Less can help you with print & mail?

By the Printing for Less Team

For that past couple of years, our parent company P F L, has published this blog about Irish Soda Bread—and the secret and venerable recipe for it—on its site. It has become a reader favorite. If you’re thinking, “What does this have to do with printing and direct mail?” the answer is: “Nothing.” We just want you to enjoy the story and make the bread—something special to eat with your St. Patrick’s Day dinner, whether you’re Irish not. It really is the best. As is Printing for Less.

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“Sister” Gilbride was the cook/baker in my family. She was my great aunt—real name, Catherine—and her Irish soda bread recipe is one I’ve been using for many, many years. [“Sister” was just one of the nicknames my mother’s family was riddled with: Sister, Baby—Sister’s and my grandfather Frankie’s sister, ergo, another great aunt), Sugar (my mother), Charlie the King, Cibby, Mamie, and probably more I never heard of. For the sake of comparison, my father’s side of the family tended to me more uppity—what were called “lace curtain Irish”—where names such as Cyril (my father) and Anastasia (his sister), were as whimsical as they got.]

But this is all about Irish soda bread. Have you ever had it? If so, was it a puny cellophane-wrapped yellowish loaf tied with a Kelly-Green ribbon and dusted with powdered sugar? I thought so. Pretty lame, right? Well, Sister would have none of that, for, every year, she would make three or four or five loaves of what she considered to be the real deal. I have no knowledge of her recipe’s provenance. It was simply the only—and the best—Irish soda bread I ever had, and the only one I will eat. I, too, now make multiple loaves every year for all who want one.

Wash down with pots of tea

As it turns out, the history of soda bread is more interesting than one would imagine for a food that has barely a handful of ingredients. “This simple Irish classic is a staple in many households, used to mop up hearty stews and wash down pots of tea,” writes a site called Trafalgar. “It’s also a symbol of celebration, baked in droves in the lead up to Saint Patrick’s Day. . . . While soda bread is most famously attributed to Ireland, it was actually first created by Native Americans. They were the first to be documented using pearl ash, a natural form of soda formed from the ashes of wood, to leaven their bread without yeast. The Irish later discovered and replicated the process.”

So, for all we know, local Montana tribes could have been making some form of soda bread for hundreds of years before the Irish.

There are, however, some controversies surrounding this staple. For one, the shape of bread is also steeped in tradition. Trafalgar again: “The Northern regions of Ireland divide their dough into four triangular shapes, with each triangle cooked on a flat griddle. The Southern Irish regions bake their loaves in a classic round fashion and cut a cross on top of the bread. This was done for superstitious reasons, as families believed a cross on top of the bread would let the fairies out or ward off evil and protect the household.” Since my people are, as best I can determine, from the south—County Mayo area—Sister’s bread recipe is the classic round with the cross cut in the top. Fairies optional.

Leave the eggs out

Another matter of contention is, what else goes into the bread? First, if there is an egg in your recipe, it is NOT traditional soda bread. Let that be on your head if you make one with egg. Beyond that, according to Trafalgar again: “While the basic ingredients have remained the same, many Irish families add their own extras like raisins, caraway seeds and honey. No two soda breads are ever the same, and you’ll find all sorts in bakeries.”

For Sister’s recipe, the only options are raisins or caraway seeds, or both. That’s it. The resulting bread is hard on the outside, firm yet soft on the inside, and receptive to as much butter as you care to slather on it.

Here is Sister’s recipe. I have been making it for decades, and, if their ability to eat it is any indication, my kids and their kids will be making it long after I am gone—the way I am long after Sister. Please try it. It will make your St. Patrick’s day special. . .and it will make Sister happy. As the Irish say: Ithe go maith! Eat well.

Sister’s Irish Soda Bread

Ingredients:

• 4 cups all-purpose flour
• 1 tsp salt
• 1 ½ tsp baking soda
• ½ cup sugar
• 2 tsps baking powder
• ½ cup Crisco
• 1 cup (plus more as needed) buttermilk
• Raisins and/or caraway seeds to taste

Steps:

1. Preheat oven to 325 degrees.
2. Sift together flour, baking soda, baking powder, salt, and sugar.
3. Cut in Crisco and mix (hands work best here).
4. Add raisins and/or caraway seeds to taste.
5. Add buttermilk and mix into a biscuit-like dough. Add more buttermilk by the tablespoon as needed.
6. Knead for a few minutes, then shape into an oval loaf. Cut a cross in the top.
7. Bake for 1 hour on an ungreased pan at 325 degrees