Programmatic Direct Mail: A Modern Twist on Established Marketing

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Direct mail is one of the most established marketing tools of our time. For as long as any of us can remember, receiving a brochure or letter in the mail from our favorite stores has been a staple of the American household. But with the arrival of digital marketing, many view direct mail as an old-fashioned and outdated marketing medium.

This is a dangerous assumption for those in the marketing industry. 

In fact, quite the opposite seems to be true. Direct mail is providing advertising companies in the US with a 1,300% return, with an average ROI of between 18 and 20%. Moreover, last year direct mail had a response rate of 4.9%, the highest since 2003, and still pulls a higher response rate than any digital direct marketing medium. 

Direct mail hasn’t continued its dominance in a vacuum, however. Largely, this success is due to the emergence of programmatic direct mail. In this article we discuss what programmatic direct mail is, how it works, and look at the impact it’s had on the “old-fashioned” direct mail marketing system. 

 

What is Programmatic Direct Mail?

A simple way to consider programmatic direct mail is to think of it has a marriage between digital data and retargeting. Platforms such as PebblePost search for specific indicators as consumers browse the internet, and focus on how an individual interacts with a brand or product online. For example, it will track a consumer’s website browsing and make a note of when an item is added to a shopping cart but not purchased, or when a particular social media post about a product is made or read. 

At this point you may be thinking, “Well, this is nothing new. Plenty of algorithms do this.” And this is true. But here is the difference: instead of simply delivering a programmatic advertisement on the consumer’s screen, the programmatic direct mail algorithm will send direct mail.  

Here is a quick example to demonstrate how it works: You are a customer who just created an account on Nike.com to get a new pair of kicks at 10% off. You open the email that was just sent to your inbox and shop around the site for a bit. You add a couple of pairs to your shopping cart that you’re on the fence about, but you leave without making a purchase. Instead of another algorithm meant to flood your screen with annoying ads (which may happen anyway), the programmatic direct mail algorithm will kick in and send you a post card with a personalized offer inside.  

 

Connecting Online and Offline Behavior 

As we saw above, programmatic direct mail combines data-driven decisioning with automation to enhance marketing efficiency and optimize consumer response. And it does so by connecting the online and offline behavior of consumers without trying to change their behavior altogether. 

Lewis Gersh, CEO of PebblePost puts it nicely: 

Unlike digital advertising, Programmatic Direct Mail doesn’t attempt to change a consumer’s behaviour. If you think about how consumers use their devices, it’s very task-oriented. . . If that consumer is predisposed to engage with a piece of Programmatic Direct Mail, they can do so when the situation is best for them, as we provide a tangible, physical reminder. We make it easy and desirable for consumers to engage with that brand message — on their terms — and act on it however they like, by returning to the brand’s website or visiting a store, for instance.

 

As Mr. Gersh points out, programmatic direct mail leverages consumers actions online and their task-oriented approach on digital devices. While many digital marketing tools expect (or assume) immediate responses by consumers, programmatic direct mail allows them to respond on their terms.

Solving Direct Mail Problems 

A few of the main criticisms of direct mail over the years is that there are often long lead times to production, data is either difficult to collect or out of date, and it often requires significant capital resources to keep the tool moving. Indeed, it’s difficult to match consumer needs with direct mail campaigns when most of the consumer’s data is now tracked online, and by the time data is collected, the time it takes to produce and deliver direct mail leaves it obsolete.

Programmatic direct mail integrates the benefits of digital (e.g., data optimization, targeting, etc.) with the consumer preference of direct mail. The marriage of the two mediums produces a new, high-functioning marketing channel that can be used across web and delivered to anyone with a mailing address.

Importance of Using Direct Mail to Follow Up with Conference Leads

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Conferences and trade shows are an ideal place to market your product, generate leads, develop a business network and drive revenue growth. Being surrounded by industry professionals offers on opportune time to invest in your marketing tactics and showcase your business ventures. 

However, it’s equally important that the connections you make during these events are not lost, and to recognize that your work isn’t over once the event is over. 

Most businesses will send generic follow up emails after a conference, and while an email may suffice, the most successful enterprises go further. Following up with direct mail is an excellent way to go above and beyond the expected communication medium, and show that you care about fostering relationships and have more to offer. 

The importance of using direct mail to follow up with conference leads cannot be understated. Below are a few methods to ensure you make the most of your direct mail follow up’s. 

 

Build Right List and Set a Schedule 

Although it may be fairly obvious, the first step to any successful direct mail follow up campaign is to build an accurate and comprehensive list of recipients. The best way to do this is to anticipate who will be attending the conference and start there. Usually you can obtain a list of prospective attendees though the host. From there, consider who you may want to connect with and start building your mailing list. 

The next part requires some time management skills. According to a recent study, 57% of organizations say it takes about four days to follow up with leads after an event. If you have a dead start on your mailing list, you can beat over half of your competitors to the punch. 

After building on your initial list and including those that you recently connected with, set a schedule for constructing your message, developing your mailer, and sending it out. By having a pre-set schedule, you can cut down on your follow up time and set your business apart from others whose communication may come days later.  

 

Broad and Editable Communications

Similar to building the right list and setting a schedule, having a communication that is pre-developed can help ensure that your follow up is sent out quickly, without losing the personal touch. 

Consider these statistics: 

  • 98% of marketers believe that personalization helps advance customer relationships.
  • In 2019, 72% of consumers engaged only with marketing messages that provided a customized message that matched their specific interest. 
  • Direct mail pulls a higher response rate than any digital medium.

 

One of the main benefits of direct mail follow up’s is also one that most organizations miss: personalization. A generic follow up email will not garner much (if any) attention, and the probability of losing a valued connection or consumer will be lost. Direct mail provides an opportunity to create a message that is personalized and shows your interest in the recipient. 

In striking the delicate balance of creating a message that is both personal and not time consuming is tough, however. The best way to do this is to create a message that is broad enough to reach a large audience, but can be easily tailored to an individual before it’s sent out. Remind them of the conference name, your contact information, and add any details about what they need or were interested in. Once you add this personal touch, it can be sent out quickly without sacrificing personalization. 

 

Call to Action 

The most effective direct mail campaigns include a call to action on behalf of the recipient. A call that is straightforward, not too intrusive, and provides a simple way for them to interact with you is ideal. For example, a call to action asking that a consumer make an immediate purchase is likely too aggressive. However, proving a QR code with a discount or asking them to follow you on social media works well. 

Direct mail is one of the most effective methods for following up after a conference or trade show. It provides an opportunity for you to demonstrate the value of your business, but also offer a personal touch that allows you to connect with your audience. Avoid generic email follow up messages and don’t miss the advantages that direct mail offers. 

How Digital Printing is Disrupting the Packaging Industry

From a relatively contemporary standpoint, the packaging industry began to flourish with the introduction of metal packaging in the early 1800’s. Since then, several technologies have disrupted the industry, from polyethylene, to cardboard, to plastics. Today, it’s digital printing that is changing the way the packaging industry operates.

When you consider the mass consumerization of today’s society, it’s becomes clear how significant the packaging industry is in modern economics. According to a recent publication in Business Wire, the packaging industry in the United States is expected to grow at a consumer annual growth rate of 4.1% from 2019 – 2024. The most successful packaging companies will leverage this growth to establish or continue their brand recognition, connect their tangible product with their digital operations, and promote environmental sustainability. 

 

Access to Digital Content 

Digitalization and access to the “internet of things” is one of the most significant trends that is projected to change the packaging industry over the next ten years. This should come as no surprise. With virtually everyone having access to a smartphone, the most efficient method of marketing a brand is by bringing the consumer online. 

Digital printing allows companies to do this by adding links or QR codes, linking consumers to endless digital content. Once the digital connection is made, companies can leverage this online channel to feed customized promotions to buyers. In a similar vein, digital printing affords companies the ability to provide consumers with easy ways to access their apps and continue digital marketing.   

 

Design and Customization 

The shopping experience is more than just purchasing a product. Consumers are purchasing a brand and seek personalized products that link the brand to their lifestyles, opinions and beliefs. Companies are recognizing that as the packaging industry grows, they must tailor their packaging in ways that speak directly to their consumers. 

A recent study by Transparency Market Research shows that the market for personal packaging was valued at $25.6 billion in 2017, and is projected to reach $38.1 billion by 2025. Digital printing offers the easiest and most cost-effective method of customizing a package to meet the expectations of consumers in this market. 

With digital printing, companies can quickly print customized labels or messages on their product at a low cost. Moreover, digital printing allows marketing teams to switch up their designs frequently and mass print them in a more cost-effective way than was previously available, such as offset printing.  

 

Sustainability 

As we mentioned above, the packaging industry is expected to continue growth at a significant pace. One of the largest trends within this expansion is sustainable packaging. As consumers become more aware of their environmental impact, the more interested they are in how companies are adapting sustainable packaging initiatives. According to a report from Smithers Pira, sustainable packaging is projected to be the number one challenge facing companies by 2023, becoming even more important than reducing costs. Digital printing offers one of the best methods for the environmentally friendly company. 

Sustainable and environmentally friendly packaging is more than just using recycled materials. It’s about improving the production process so that the entire supply chain is sustainable. Digital printing is a more sustainable method for creating packaging than using recycled or renewably sourced materials because it reduces waste produced during the printing process. 

Digital printing doesn’t require the creation and use of printing plates, and it uses four times less ink. Moreover, because digital printing allows companies to print small quantities faster and cheaper, it reduces excess inventory that becomes obsolete or no longer usable. When this is all put together, digital printing has a 30% lower carbon footprint than traditional methods. 

Over the past decade, digital printing has become the accepted standard for packaging converters. The ability of companies to integrate digital content into packaging, customize their message to consumers, and offer sustainable and environmentally sound practices into their packages means that it will continue to disrupt the packaging industry. 

 

Trends That Changed the Design Industry

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The practice of graphic design is one that is in constant flux. Although there are major elements that drive change every few years or so, industry trends often fluctuate year-to-year, or even month-to-month. 

However, there are a few trends that have transformed the practice altogether, and it’s minor alterations of these trends that designers focus throughout their career. From the introduction of color schemes, to the introduction of sound, to the influence of technology, graphic design has been influenced by a handful of significant changes. In this article, we discuss the four major changes that have shaped the industry. 

 

  • Color 

 

Although it can be argued that graphic design has been around for centuries or even millennia (think the Rosetta stone of 136 B.C. or newspaper design in the 1700’s), it wasn’t until the late 19th century that graphic design began to separate itself as a stand-alone practice. In the 1960’s, it really began to take off when then-Yale professor Josef Albers formed the basis of modern art educations of the twentieth century. 

Albers book, Interaction of Colour, posed a theory that color in design changes in direct relation to its surroundings. Color produces deceptive and unpredictable effects, which allow viewers to engage in a dynamic relationship with two-dimensional space. The way graphic designers use color today is largely based on the ideas and theories put forth by Alder nearly half a century ago. Although it may seem obvious, the impact color has had on graphic design is one of the most significant and substantial trends of the industry. 

 

  • Motion 

 

In taking some of the theories put forth on the use of color, graphic designers over the past few decades began to expand on the notion that audiences can engage with pieces on a deeper level. While color produces subjective effects based on objective surroundings, motion takes this a step further. 

Any believe that motion graphics are as important as typography, and the trend shaped modern graphic design. Pieces of animation or digital footage can create the illusion of motion and provide another way for viewers to engage with the piece. Motion has taken on a more significant role as it’s combined with many technological features that are available today, including audio. 

 

  • Audio

 

When most people think of graphic design, they think of an image on a canvas or a well done website. Sound is usually not one of the main factors. However, when you consider graphic design as a whole, many of the best websites, for example, include some sort of audio dimension. Similar to color and motion, audio provides yet another way for the viewer to connect with the final product. 

What’s more, viewers may not even realized the impact that audio has on their viewing experience. Take a few brand logos for example. If you were to look Intel’s logo, it’s fairly bland. However, the audio that’s associated with it launches viewers into a completely different dimension. Or the iconic “BWWAAHHHH” sound of THX. It may be subtle, but the introduction of audio into graphic design should not be understated. 

 

  • Technology 

 

Of course, what would this article be if we didn’t mention technology? Yes, technology itself is a broad category that can include everything from color, to motion, to audio, to 3D and virtual reality. But it’s technology that is the basis of practically every significant achievement in the field of graphic design, and as we get into a new decade, there’s no telling where technology will take designers in the future. 

While technology gave designers the ability to incorporate motion or audio into their pieces, computers today allow them to create three dimensional portals for the audience to step into, or use sensory design to mimic the phenomenon synesthesia (tasting sounds or hearing colors). 

Color, motion and audio were undoubtable three of the most impactful trends on graphic design today. And while technology helped establish these trends, the technology we have at our disposal today will produce some of the most amazing developments in graphic design we have ever witnessed. Buckle up!

Top 10 Graphic Design Predictions For 2020

Each year there are subtle, yet impactful changes in the trends of graphic design. Designers that are out-of-touch with these trends will be left behind and see their product suffer as a result. 

In order to help combat this and keep graphic creators abreast of imminent developments in the new decade, we’ve composed a comprehensive list of the top 10 graphic design predictions for 2020. Now, go forth and conquer the design world!

 

 

  • Augmented Reality & Virtual Reality

 

2020 is the future, and the future is here. AR and VR have been around for a few years now, but in the new decade these technologies will become a staple in the graphic design world. These “experiences” in design efforts will be used extensively as designers seek to engage readers on a more innate level.  

 

  • Minimalist Landing Pages

 

With the influx of information from virtually every digital outlet in our lives, combined with our increasingly shortened attention spans, sleek landing pages keep audiences more engaged. Next year expect to see pages with less information and simple design schemes. 

 

  • Three Dimensions

 

Similar to AR & VR, 3D is a style that is becoming more and more popular with graphic designers. 3D offers a different technique that engrosses the audience and keeps them intrigued as they gaze as the fascinating elements in three dimensions. Advances in design technology will also make using 3D easier and more user-friendly. 

 

  • Vintage Look (with Earthy Tones)

 

In a change from what we saw in the late 2010’s (and in an effort to reinforce the element of minimalism), graphic designers will use more “throwback” vintage elements into their products. This includes simple images (yes, including simple 3D graphics) and calm, earthy tones. 

 

  • Liquids

 

In an effort to produce designs that reflect agility, movement and liveliness, designers will be incorporating liquids into their products in 2020. By nixing edges, designs achieve a smooth and soft look that creators are seeking in their work. When combined with elements such as transparency and animation, liquids can produce really cool design effects. 

 

  • Animation 

 

As mentioned above, animation is a great way to produce effects that are not only cool looking, but really engage your audience. Many designers and companies use animation to keep their static images or logos come alive, and this trend will increase in the new decade. 

 

  • Interactive Development 

 

A common theme as we move into 2020 is engagement. Designers that develop their web sites, for example, with interactive features such as slides and transitions will really attract users. Interactive development can also be used with design elements such as 3D, AR/VR or animation. 

 

  • Metallic Look 

 

Getting into the use of colors and materials, the metallic look as been ultra-trendy over the past year and this trend will continue. Metallic colors and materials bring a strong graphic element, and because of this they keep the simple, minimalistic design that we’ll see in 2020. Most designers that incorporate the metallic look use gold, which conveys class and luxury. Expect to see golds and silvers as a mainstay in designs in the future.  

 

  • Simplified Illustrations

 

Similar to the trend of an increased use of the vintage look, graphic designers will be developing illustrations that don’t try to do too much. Simplified illustrations don’t distract users, and this look will be very popular as designers seek to keep things simple. Finding a balance between sess noise and more information is key, here. 

 

  • Futuristic Patterns 

 

As we noted in number one, 2020 is the future. And as expected, designers will be using futuristic patterns in the new decade to showcase their place in the futuristic world. This is especially true with corporations that are often seen as stuck in the past. The pillar of this trend is that the future is wide open and unknown. Designs will reflect this idea. 

5 Tools to Improve Marketing Strategy & ROI

Developing a strategic marketing strategy that drives brand awareness, consumer investment and underlying profits is the goal of any marketing team. However, even professionals with years of experience and proven tactics are constantly seeking new methods to improve marketing ROI. 

With dozens of tools available to help marketers, choosing the most effective is challenging. Below are 5 of the best tools to improve your marketing strategy and ROI in 2019.  

 

  • Google Analytics 

 

The first tool on the list may be the most obvious to many marketers. Google Analytics is probably the trendiest digital analytics platform available. It uses big data technology to track web user behavior and provides users with ample amounts of data that can be used to predict consumer behavior. Moreover, Google Analytics offers one of the simplest and cleanest user interfaces out there.

A data-driven marketing strategy that uses a platform such as Google Analytics will provide marketers with predictive models that allow them to answer future questions, problems or issues that may arise. In a recent McKinsey Global Survey, “high performers are more likely than low performers to say their primary purpose with analytics is building competitive advantage—and less likely to say they are simply trying to cut costs.”

 

 

  • Optimizely

 

Staying on the data-driven marketing strategy path, Optimizely is another valuable tool that provides marketing solutions and website optimization on the world’s leading experimentation platform. This platform conducts A/B split tests for websites, apps and mobile devices with innovative features. 

According to a recent publication in Venture Beat, Optimizely is “all about optimizing adoption, engagement, and conversion by tweaking features, such as the wording on a call-to-action button, or by testing entirely new tools on audience subsets before rolling them out more widely.” This allows audience targeting options such as data export, preview mode, stats engine and behavior targeting. 

And perhaps most importantly, it generates ROI in real-time. 

 

 

  • Facebook Insights

 

Switching gears into the world of social media, Facebook Insights allows marketing teams to disclose information of how your businesses social media account is performing. The tools allows users to track the performance of their Facebook page, each individual post and each of your followers’ behaviors. In short, you can optimize your social media presence by examining visitor behavior and make adjustments to your account based on what you see. 

The importance and influence of social media in the digital marketing world cannot be overstated. Facebook Insights is a close examination into how consumers are interacting with your page, and how you can tailor your page to match what your audience needs. 

 

 

  • Agency Analytics 

 

Agency Analytics, allows you to gather not only social media data similar to Facebook Insights, it also provides tools to gather SEO for your business and your clients. The tool is essentially an all-in-one SEO, PPC, social and analytics tool—all of which can be viewed and operated from a simple dashboard. Users can gather data on Google AdWords campaigns and social media networks, for example, and Agency Analytics will generate automated reports of your custom data. 

With Agency Analytics, you can integrate over 30 different platforms, including YouTube, Facebook, Instagram, LinkedIn and Mail Chimp, and generate data on user information that you can then use to tailor your marketing campaigns and avoid unpopular or expensive strategies.

 

 

  • Hemingway Editor

 

So far on this list we’ve addressed two heavy hitters in digital marketing strategies: big data and social media. However, the importance that readability offers not only to marketers developing effective and efficient strategies, but also on their audience, cannot be overstated. (If you don’t believe us, brush up on Flesch-Kincaid readability tests and see how important readability really is to the bottom line.)

Hemingway Editor is a tool that improves the readability of your content by examining grammar and giving your content a final “grade”. Moreover, the tool provides suggestions on how to improve your grade and offer the best readable content possible for your audience. 

Yes, developing a marketing strategy that optimizes ROI can be difficult. However, buy using these 5 tools to gather data, tailor your online presence, and make your content readable and user-friendly, you can ensure your business is adapting the best strategy possible.  

Personalization in Marketing: Look to the Numbers to See its Importance

Creating a customer-focused experience is at the top of virtually every successful marketing campaign. And consumers continue to be frustrated with businesses that do not tailor their content to bridge the gap between product and consumer interests. Recent statistics prove that while delivering a personalized experience is more important than ever, it’s often easier said than done.    

Below are some important (and eye-opening) stats that show not only how important personalization is to build customer relationships, but also how consumers believe most companies are missing the mark in this capacity. 

 

Personalization Builds Relationships and Increase Long-term Revenue 

  1. 98% of marketers believe that personalization helps advance customer relationships.
  2. In 2019, 72% of consumers engaged only with marketing messages that provided a customized message that matched their specific interest. 
  3. Personalization engines that are used to recognize customer intent can increase digital business profits up to 15%.
  4. 92% of online shoppers will complete a purchase if there are personalized recommendations or promotions on a business’s website.
  5. A recent study by Gartner shows that 87% of consumers claim that personally relevant content will positively influence their outlook on that particular brand. 
  6. Nearly 50% of consumers have purchased a product they did not intend on purchasing merely because they could personally engage with the content. 

 

Marketers Agree on its Importance

  1. 51% of digital marketers believe that personalization is their number one priority. 
  2. According to Adobe, 77% of marketers state that real-time personalization is crucial to a successful marketing campaign
  3. 58% of marketers view “original written content” is the most important type of content, outpacing visuals, videos and other content forms that come from other sources.
  4. Nearly 90% of digital businesses are investing in personalization, including Wells Fargo, Coca-Cola, Sephora and Netflix.
  5. 92% of marketers are using personalization techniques in their marketing 

 

Most Marketers Are Still Missing the Mark 

  1. A majority of marketers see room for improvement their personalization marketing efforts, while 70% are moderately or slightly satisfied.
  2. 92% of marketers report using personalization, however, 55% don’t believe they have sufficient customer data to implement it successfully.
  3. A recent study by Adobe shows that 60% of marketers struggle to personalize content in real-time. 
  4. 70% of millennials are frustrated with brands sending them irrelevant marketing emails and prefer personalized emails over batch and blast communications.
  5. On average, 70% of consumers are frustrated by shopping experiences that are impersonal.  

 

Adopting personalized marketing and ad campaigns are critical in order to connect with consumers and drive revenue. Although many marketers believe they are missing the mark or there isn’t enough consumer data to utilize, those companies than can successfully implement personalized strategies will undoubtedly recognize increased profits and happier customers. 

The Importance of Lead Generation for Successful Modern Business

It’s no secret that most successful businesses in today’s environment require a larger audience base and constantly seek methods for improving their marketing strategies to increase this audience. Lead generation is one of the most important aspect of any marketing strategy and acts a stimulant for potential customers. It is the driving factor from initial customer engagement all the way through a final purchase.

This article provides an overview of lead generation, discusses why this method is crucial for successful modern businesses, and argues why lead generation is beneficial for both the buyer and the seller.  

 

What is Lead Generation?

A business lead is anyone that has expressed interest in your product or a desire to utilize your service. Leads may be generated through word of mouth, phone calls, etc., but the most common source is through online engagement, such as your website or advertisements. The abundance of information readily available online has contributed to this through the rise of self-directed buyers. 

Today, there is a wide variety of techniques that successful business capitalize on in an effort to establish potential sales leads before they migrate to the company’s sales division. Bringing in business through lead generation can be one of the most important aspects of a marketing strategy. 

 

How does it Work?

Generally, a typical lead generation strategy for today’s companies begins when a business or agency develops a website or partners with websites to promote and advertise their product. The consumer then locates these informational sites and completes an online quote request form. Their information is then verified and matched to appropriate providers, and a matched lead is sent to employees in the sales department. 

At least that’s the theory. 

Although there are a variety of lead generation techniques, and the practice seems simple in principle, it can be difficult to execute efficiently and effectively. In fact, 1 in 10 B2B lead generation marketers say they have a highly operational and well-organized strategy. However, for those that can establish a successful lead generation scheme, it can pay off immensely.

 

Why is it so Important?

Lead generation is important for a number of reasons, but mainly because of the benefits it offers not only businesses by reach consumers, but also to consumers because it allows them to make the best purchase decisions. 

In addition to being able to target consumers, lead generation also enables businesses to:

  • Choose geographic areas in which their business is interested
  • Choose the product or service they want to offer 
  • Tailor pricing on a per-lead basis
  • Control the number of leads they wish to receive
  • Only pay for leads that are successfully generated 

All of these attributes are important because unlike traditional cold-calls or email blasts, they allow businesses to structure a generation scheme that allows for maximum return and reduced noise. Businesses can now shift their focus from exerting effort to find customers, to concentrating on the customers finding them. 

 

What are Effective Tactics?

As the overarching goal of lead generation is to attract as much quality business as possible, the most effective tactics are the ones that turn leads into sales, and do so with minimal cost. This means looking at a variety of methods that prove to be the best way to get in front of their target customers. 

In the past, companies would focus on buying thousands of leads from brokers, or lead generation agencies. However, successful modern companies are hiring experienced sales people that help support lead generation efforts with publishing highly relevant and relatable content. 

Additionally, successful lead generation campaigns tailor and produce culture-applicable content that is specific to their intended audience. This can mean having content that is easily and accurately translated into various languages for various multi-cultural audiences. 

If done properly, lead generation can be one of the most important, successful and cost-effective marketing tools available. The most successful modern businesses that use lead generation can predict their consumer’s needs, and tailor their message to show why they have the best product or service to match those needs. 

Avoid These Common Mistakes for Effective Mail Piece Design

Direct mail campaigns are one of the most effective tools in a marketing team’s arsenal. It’s one of the best ways to communicate with customers and one of the most important methods for gathering consumer data. However, even the slightest error in the design or mailing process can mean lost customers, and lost business. 

Below are some of the most common mistakes you should avoid when developing an effective mail piece design. 

Not Meeting Minimum Dimensions

When mailing a piece of direct mail, dimensions are extremely important. In fact, when parcels do not meet the minimum requirements established by USPS, the mail becomes undeliverable. There are several reasons why a piece of mail may be undeliverable due to incorrect dimensions. 

One of the more frequent mistakes businesses make is not meeting the minimum height dimension of 3.5”. Some businesses will send out a 3”x5” index card, believing that it would be cheaper. However, this .5” can be the difference between your mail reaching your customer, and it being thrown in the garbage. 

For reference, below are the current postal minimum dimension requirements established by USPS: 

  • Minimum height: 3.5”
  • Minimum length: 5.0”
  • Minimum thickness: .007”

Odd Shapes

Different shapes is a popular way for direct mail marketers to attempt to have their mail stand out from the rest. Although a different shape or size may catch your customer’s eye, it may end up costing you in the end. 

According to USPS, “Certain shapes like squares and tubes are charged a higher price because those pieces must be processed manually. Such pieces are referred to as Customized Marketing Mail, or CMM.” 

Moreover, USPS notes that businesses should not mail “bulky, odd-shaped things like pens or bottle caps in regular letter-size envelopes. You’ll pay more in postage, and the items are likely to damage the envelope and be lost.”

While creativity is an effective marketing tool in some aspects, keeping it simple with direct mail is typically preferred. 

Incorrect Addresses 

Although an incorrect address may seem like an obvious mistake to avoid, incorrect address placement, no return address and elaborate fonts often lead to undeliverable mail. 

For example, postage goes on the top right corner of the parcel. And information on the class of mail, such as First-Class Mail, Marketing Mail, etc., must be printed as part of, directly below, or to the left of the stamp. Also, delivery addresses must go on the front of the mail piece, along with the postage. 

USPS is also pretty specific when it comes to address boundaries. Again, for reference, below are the dimensions USPS currently require for address placement: 

  • 1/2 inch from the left edge of the piece
  • 1/2 inch from the right edge of the piece
  • 2-3/4 inches from the bottom edge of the piece
  • 5/8 inch from the bottom edge of the piece

 

Screening and Imaging 

Issues with screening and imaging are one of the most frequent mistakes seen in direct mail. Screening and imaging refers to how barcodes are read on a specific parcel. The print reflectance requirements must be met by both the barcode and the surface on which the barcode is printed. If these don’t match, the barcode may not be able to be read accurately.

When printing, it’s important to consider the presence of dark fibers on the outside of an envelope or piece of mail, as well as the potential bleed-through of internal photos, security screens, etc. This bleed-through can disrupt the ability of a barcode to be accurately scanned in transit.  

According to USPS, 15% is the maximum print contrast ratio for fibers, designs or bleed-though. In fact, if you’re unsure if your parcel meets this number, you can have it tested by a print design analyst using the USPS envelope reflectance meter.

Making the right choices and avoiding these common mistakes can help ensure you have an efficient and effective direct mail campaign. It can also prevent you from wasting capital on undeliverable mail, and help you increase your consumer response rates.

Double Whammy: Reverse IP and Direct Mail

Although it may be argued by many, direct mail continues to not only be a powerful marketing tool for effectively reaching customers and bring them to action, it’s also outperforming digital ads in a number of ways. Recent studies are showing the positive effects direct mail has on cognitive recognition of consumers, and statistics continue to prove it’s ROI and response rate exceed digital ads. 

The one problem, however, is that with the great migration to digital-based formats for seemingly everything in our lives, it can be difficult to determine physical addresses in order to send this direct mail. This is where reverse IP, or IP targeting, comes in. And the combination of reverse IP and direct mail provide a significant arsenal for marketers and advertisers. 

 

What is Reverse IP? 

Although it may sound complicated at the outset, reverse IP is actually a fairly simple concept. It goes like this: when a consumer visits a website, their IP address is logged by that site. Reverse IP essentially captures that IP address, and with that information you are able to determine the physical address of the users. And when you have the physical address, voilà! Direct mail can then flow. 

One of the main appeals of this type of advertisement targeting is that the ads will only be seen by households on your mailing list. You’re not paying for impressions and click-throughs of people you don’t want to reach (or that don’t have some interest in your information/product). Moreover, because it’s not cookie-based, it’s not blocked or deleted by filters.  

 

What is Needed When Combining Reverse IP and Digital Mail?

Reverse IP can bring the location-specific accuracy that comes with direct mail to multi-impression digital advertising. And while the idea of how it works is simple, there are several components that are needed to ensure a successful interplay between reverse IP and direct mail. These components include, 

  • An accurate mailing list of consumers 
  • A compelling call-to-action for your audience 
  • Content that is attention-grabbing 
  • A landing page that is simple, direct and easy to find 
  • A defined conversion path
  • Post-campaign data that is both current and accurate 

A few of these components should already be available for advertisers with current direct mail campaigns, including an accurate mailing list and post-campaign data. However, many of these will be new for those that are just starting their reverse IP schemes.

By creating attention-grabbing content you will bring consumers to your page, while a call-to-action will force them to act. A defined conversion path will then allow you to convert an action into collection of an IP address, and subsequent physical address.  

What are the Benefits of this Duo?

By delivering mail to hyper-targeted audiences the likelihood that prospects will take notice increases substantially. In addition to this exposure to audiences that you know have at least a notion of your brand or your product, there are also two main benefits that businesses will recognize: increased brand awareness and an escalation in customer acquisition.  

By using reverse IP and direct mail you can target key customer segments that may not have otherwise been targeted. By attracting interested users to your site, they will notice your brand when they click to view the site, while reviewing your site and surfing the web, and finally when that postcard arrives in the mail. This boosts brand awareness, and ultimately will boost direct mail response rates. In fact, campaigns using reverse IP and direct mail have seen average response rates increase between 30% and 70%, with some seeing as much as a 200% increase.  

Moreover, reverse IP and direct mail together are a perfect pair for increasing customer acquisition. By matching your database with the IP and demographic data of a specified audience, you can deliver relevant ads to not only the exact audience you’re aiming to reach, but you can also create “look-a-like” audiences that may not even be aware of their interest. By reaching a new consumer base, you can increase customer acquisition and sales.