Hitting the target with direct mail campaigns

We’ve all suffered the irritation of having to sift through a slew of junk mail on a Saturday morning.  It’s not surprising, therefore, that a lot of companies have been put off considering direct mail campaigns for themselves.  With the right planning, some know-how and a little inventiveness, direct mail can be an effective weapon in your marketing, sales and promotions arsenal.

Of late direct mail response rates have seen a revival, particularly in the tech-savvy 18-34 year old demographic (http://www.forbes.com/sites/marketshare/2012/03/11/direct-mail-alive-and-kicking/).  It is widely considered that printed creative is now seen as something special to keep and it has earned its place as a different, meaningful medium that can be heard above the digital noise of social media and email marketing.

So what should you be considering to make your direct mail campaign effective?  Here are Pepper’s top five tips:

1. Pain is gain

Consider a campaign that will scratch an itch, or soothe a pain.  A direct mail campaign that solves somebody’s problems, or appeals to their mode of thinking will be more effective as it will feel like it is speaking to them.  If a customer feels like they are being understood, they’re more likely to engage with your business.


2. What and who are you aiming for?

It’s time to put away the shotgun mentality of direct mail campaigns and to consider a sniper rifle instead.  Direct mail can be a numbers game, but you have to be aiming at the right demographic first.  Be bold and highly selective in honing down your mailing lists and aim only for individuals that meet your strict marketing criteria.  Fewer, well-aimed mailings are better than relying on mass-market pot luck.

Once you’ve pinpointed your target audience, think very carefully about your message and use only one theme in your communications.  Multiple messages will leave people feeling confused and unsure about what you are saying to them.


3. Get personal

Somebody is more likely to open a piece of mail that is addressed personally to them.  Make sure you spell their name correctly and check that gender titles are also right!  It is quick and efficient to merge all sorts of data on to a printed mail campaign, so get inventive and maybe consider different enclosing solutions.  Also think about key dates, such as birthdays, or appeal to people in a particular town.


4. The clock is ticking

Although creative print is more likely to be retained by the recipient, don’t give people the excuse to file it under ‘maybe later’.  Making your direct mail time sensitive is a great way to increase your response rates and track the feedback of a campaign.  Make it clear that the recipient has a limited time in which to respond to your offer.  Additionally, scarcity is the best friend of time-based triggers; not only is there limited time to respond to an offer, there is also limited stock.


5. Get Creative

Research shows that a well designed piece of direct mail is more likely to get a response; particularly if it utilises clear, bold colours and has a simple message (http://www.mmc.co.uk/knowledge-centre/Expert-advice/How-to-use-eyetracking-to-maximise-the-effectiveness-of-direct-mail/).  Beyond getting the basic anatomy of your design right (i.e. a well-placed logo and clear message), being creative is more likely to get you noticed.  There are obvious triggers, such as putting something inside an envelope to encourage people to open it, but your communication will be enhanced by standing out from the crowd, making people smile and giving them a real reason to engage with the mail you’ve sent them - maybe they want to show it to their friends.

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Tell us what you think; without naming and shaming, what have been the worse bits of junk mail you’ve received and why?  What do you enjoy receiving in the post and which, if any, direct mail campaigns have you responded to?

5 tips for managing print collateral

Look in to your office store cupboard; we’re willing to bet that there is some unused print collateral in there; anything from dusty, out-of-date brochures, through to unused stationery with the wrong address on it. Take heart, you’re not alone in having a surplus of unused print collateral. Not only is unused print costly it’s also wasteful and impractical - what else could you be storing instead?

So what if you could avoid a surplus of print in the first place? Here are Pepper’s top 5 tips to better print management:

1. Think Direct
How about if your print never even found its way to your office, but went directly to your customers and prospects? A well-managed mailing list can be invaluable in helping you target your customers, know exactly what quantities to print and manage the timing of a campaign. Next time you print, think that a well planned direct mail or direct print campaign could be the answer.

2. Piggy back
If a direct campaign won’t work for you consider using other distribution and fulfillment methods to spread your message to the widest possible audience. How about inserting print in to magazines or newspapers, or simply distributing handouts on foot or at a trade exhibition?

3. Use your staff and set targets
Make sure your staff are well equipped with brochures and that they know how to use them. Set a target to distribute a set number of brochures within a certain amount of time. Before you order your print be realistic about how your field staff may be able to use it and consult with them to establish what will be most useful.

4. Beware the stock cupboard
You know the old cliche; if you fail to plan you plan to fail. Don’t order print with a store cupboard in mind - it’ll simply stay in there. Think about print in terms of fulfilling set objectives over a fixed period of time.

5. Find the balance
Simple economics dictate that it’s cost-effective to print in larger quantities, right? Well, certainly, printing too few and relying on re-prints will probably mean you pay more in the long run, but it’s also a costly exercise to print in huge quantities and have a lot of surplus. You’ve probably got the idea now; plan your print to ensure that you get the quantities spot-on.

Tell us what you think; what have been your most successful print campaigns and what has spectacularly failed for you?

The Benefits Of Litho Printing

Litho printing is a fantastic option if you have runs of over 250 pieces as the price usually reduces based on the amount you order. The image quality of Litho printing is far better than digital printing, so if you have any shading or fine detail on any of your images Litho printing would defiantly be the better option for you. To find out more about the huge selection of Litho printing services we have available visit us online at http://www.pepper.co.uk/

The Benefits Of Digital Printing

Digital printing is much cheaper than traditional printing methods such as  Litho printing (lithography) this is because plates are not necessary. Digital printing is a great option if you have less than 250 pieces to print and a small budget as you have lower start-up costs and  much faster turn-around times. To find out more about our fast digital printing services visit us online at http://www.pepper.co.uk/

You Can Use Our File Upload Facility To Send Us Artwork And Data!

Did you know that to send us artwork and data you can use our File Upload facility to send it directly to our manufacturing base in one quick and easy step! Visit our file upload page by clicking on the following link http://upload.pepper.co.uk/upload.asp to find out more!

Litho Printing

The most modern applications of litho printing now take advantages of photographic processes, with the plate being a photographic negative of the final desired image. The plate is roughened and covered with a photosensitive media, following which it is exposed to UV light. Despite its invention as far back as 1796, litho printing is the most widely used means of printing on mass.

Modern Litho printing

Modern litho printing involves creating an image in a polymer coating which is then applied to an aluminium plate. The surface of the plate is roughened and manipulated chemically so that some regions are hydrophilic and act to accept water, and repel ink, while others are hydrophobic and act to repel water and accept ink. As a consequence, printing can be done directly from the aluminium plate, resulting in a reversion of the image, or the image can be transferred onto a sheet of rubber.

The main process of litho printing is the production of hydrophobic and hydrophilic regions on the stone or aluminium plate. The terms hydrophobic and hydrophilic are chemical terms, literally meaning ‘water loving’ and ‘water hating’ respectively. Unlike processes of etching, or engraving, the plate does not act as a ‘stamp’ with raised sections. Instead, the entire plate is at the same level, with the ink adhering or not based on chemical reactions. To find out more about our litho printing services visit us at www.pepper.co.uk

Litho Printing

Lithoprinting, also called lithography is a method of printing that uses a completely smooth surface, traditionally stone or a metal plate. Litho printing was invented in 1796, and it was initially developed as a method of producing theatrical works at low cost. To find out more about our Litho printing services please visit us at www.pepper.co.uk