The marketing world changes constantly to keep up with a rapidly evolving culture and world. As a result, there are new trends every year in marketing to keep up with technology and culture. Direct mail marketing is no different. These are some of the trends we believe will come to the direct mail market in 2014.
Brooks Litho News
Since the introduction of the printing press in 1440, Direct Mail Marketing has been an increasingly popular choice for advertisers and business owners hoping to connect with new markets and customers. For a very long time, it operated on a simple principle- send out a ton of advertisements in the hope that a portion will open them and want that product or service. This method has been depended on for centuries, mainly because it worked so well. Even if more than half of the recipients threw them out, the amount of positive responses and increased business usually more than covered the initial cost and brought in plenty of profit.
In every industry there has to be a standard of excellence set so that those striving to succeed are able to measure themselves against their competition. That is why in 2012, we at Brooks Litho, were overjoyed to learn and later announce that we had won the nationally recognized printing industry award known as the Benny.
On November 29, 2013, the US Postal Service formally announced that they would delay the requirement for Full Service Intelligent Mail Requirements for Automation prices. The implementation requirement was originally scheduled to take effect January 26, 2014.
In today’s world advertising has adopted a multitude of platforms and techniques in order to reach consumers. Time and time again it has been proven that by being available to your consumer in a variety of ways and experiences, helps to ultimately drive business back into your company. This technique is known as cross media marketing.
For decades, marketers have used direct mail to capture attention and generate sales. But once the Internet revolution hit, dozens of new marketing channels emerged, and left many wondering about the relevance of direct mail marketing. Does it still work?
Consider this. Studies show about 98 percent of consumers pick up mail on the same day of delivery – and 77 percent open and sort the mail immediately. This means that direct mail is still getting read. But what about email marketing? How does it stack up?
Unlike direct marketing, email marketing runs into trouble getting through servers and spam blockers. If the message gets through, it has a 10 percent average open rate. In contrast, variable data printing used in conjunction with direct mail has the ability to increase your ROI even higher. But this isn’t the only advantage of direct mail marketing.
This year, a large group of companies joined forces to create the Paperless Coalition. The primary goal? To remove the paper from “paperwork” and reduce environmental waste. Together, they launched the Paperless 2013 Campaign.
The idea sounded straightforward. If you use less paper, you save more trees. But does reducing paper consumption really make an impact? The answer might be surprising.
Campaigns that stress the environmental impacts of printing are misleading, and often reinforce widespread misconceptions about printing. For example, many people truly believe that printing anything out, whether it be an email, or thousands of marketing pieces is bad for the environment. But this isn’t the case. Read on to learn the surprising truth about printing, and its environmental impacts.
You’ve designed, printed and stored 10,000 new brochures. But in a single moment, the project turns into a complete nightmare after discovering it lacks an important marketing disclosure. All 10,000 pieces, along with your valuable marketing dollars, are headed into the recycling bin.
Digital print solves this problem.
While digital print is one of the most exciting advancements in the print industry, it’s also the most misunderstood. Most people believe that digital printing is merely an alternative to short run conventional offset printing, but it’s actually much more. The advancements have come a long way over the past two decades.
With this technology, you print only what you need – when you need it. Plus, there are other benefits that make digital print a worthwhile option.
After producing 10,000 self-mailers, the pieces are sent to the post office for mailing. But when the pieces arrive, you get an unexpected surprise.
They don’t meet new mail requirements.
At this point, you could lose the automation mailing rate, along with paying an extra surcharge per piece. For larger quantities, this can add up fast, and make reprinting the entire mailing cheaper.
Even if you’re working with an experienced graphic designer or agency, they might not have considered how the new mail requirements will impact your self-mailer. Brooks Litho is up-to-date on the new changes, and can review your self-mailer before you print, saving you the headache and unexpected costs.
Here’s a few of the largest changes, and how they may impact your next mailing.
Web-to-print isn’t new. But recently, it’s been gaining traction. In the beginning, the quality was low and the process was tedious. The technology simply didn’t offer the advantages of traditional offset printing. This is when most companies wrote it off. Since then, a lot has changed.