Even though the role of catalogs has undergone a change in recent years, they are hardly a thing of the past. Research has shown that catalog recipients account for 22% of website traffic and 37% of e-commerce dollars.
The Key Catalog/Multichannel Issues Survey, conducted by Vovici EFM late last year revealed that 96% of respondents agreed that their printed catalog generates online sales, and more than 60% said it influences half or more of those sales. A majority of the respondents saw a 20% – 50% increase in online sales immediately following a catalog mailing.
Another study conducted by comScore showed that direct mail and catalog recipients are more likely to make an online purchase than shoppers who do not receive them. Not only are they more likely to make a purchase, but they typically buy more items and spend more money. Direct mail and catalogs not only influence shoppers to go visit a site, but they also discourage comparison shopping.
Even though the role of catalogs has changed a bit, catalogs and other direct mailings are an effective way to increase online sales. Make sure you mail regularly to keep your brand top of mind. Contact your Sales Rep at Professional Print & Mail to learn more about using direct mail to drive web traffic.
Wednesday, July 14, 2010
Monday, July 12, 2010
Should I Mail it?
There are many ways to promote your products or services. Research consistently proves that one of the best ways to get your message into the hands of your audience is to mail it. With direct mail, your message reaches your customers’ home or office in a non-intrusive way where they are free to browse it at their leisure.
So how do we get these printed products where they need to go?
Start with a database of names and addresses. Professional Print & Mail can work with your database, or we can help you buy a list that will best reach your target audience. We then run this data through “cleanser” software that will validate and certify the addresses to make sure that the piece will be going to a real address with a real recipient. We also update the list by performing a “move update”, which brings your data current with change of address notices that have been submitted to the US Postal System.
To get the best possible postage rates, we sort the addresses and take advantage of mail “automation” by adding a bar code to the mail piece. The less work the post office has to do, the less expensive your mailing becomes.
Once the data is perfected, we run the printed mail piece through our high-speed addressing machine, which utilizes the latest in inkjet technology to print addresses, bar codes, and endorsements onto it. The mail pieces are then correctly bundled, labeled, and entered into the mail stream.
The direct mail experts at Professional Print & Mail will work with you, from start to finish, to make sure that your direct mail projects meet your marketing objectives as well as minimize your costs by complying with the countless and ever-changing postal regulations.
So how do we get these printed products where they need to go?
Start with a database of names and addresses. Professional Print & Mail can work with your database, or we can help you buy a list that will best reach your target audience. We then run this data through “cleanser” software that will validate and certify the addresses to make sure that the piece will be going to a real address with a real recipient. We also update the list by performing a “move update”, which brings your data current with change of address notices that have been submitted to the US Postal System.
To get the best possible postage rates, we sort the addresses and take advantage of mail “automation” by adding a bar code to the mail piece. The less work the post office has to do, the less expensive your mailing becomes.
Once the data is perfected, we run the printed mail piece through our high-speed addressing machine, which utilizes the latest in inkjet technology to print addresses, bar codes, and endorsements onto it. The mail pieces are then correctly bundled, labeled, and entered into the mail stream.
The direct mail experts at Professional Print & Mail will work with you, from start to finish, to make sure that your direct mail projects meet your marketing objectives as well as minimize your costs by complying with the countless and ever-changing postal regulations.
Wednesday, July 7, 2010
Tracking Response…The Easy Way!
It’s easy to play direct mail response detective…
Like every business, you want to make the most of the money you spend on advertising. That means you need to know what’s working for you and what’s not.
By using a keycode to identify not only your mailing piece (letter, flyer, postcard) but also the recipient (customer list, rented list, past buyers), you can track response.
Playing direct mail detective requires you and your staff to question inbound sales calls, inquiries, and orders. You simply ask, “Would you give me the number that appears in the lower left-hand corner… or just above the name?” See how this can help you identify what is driving your responses?
In order to be a good detective, you must ask the question and you must keep track of the answers. That will lead you into reinvesting your direct mail dollars in those messages that work the best!Another effective way to track response to your direct mail campaign is to add an online response vehicle such as a pURL (personalized URL) or QR Code (quick response) that directs the recipient to a unique landing page. The advantage to using these types of response options is that tracking is immediate and automatic – notification comes to you instantly via email without having to ask any questions or wait for the recipient to call you. To learn more about adding an online response vehicle to your next direct mail campaign, contact the direct mail experts at Professional Print & Mail.
Like every business, you want to make the most of the money you spend on advertising. That means you need to know what’s working for you and what’s not.
By using a keycode to identify not only your mailing piece (letter, flyer, postcard) but also the recipient (customer list, rented list, past buyers), you can track response.
Playing direct mail detective requires you and your staff to question inbound sales calls, inquiries, and orders. You simply ask, “Would you give me the number that appears in the lower left-hand corner… or just above the name?” See how this can help you identify what is driving your responses?
In order to be a good detective, you must ask the question and you must keep track of the answers. That will lead you into reinvesting your direct mail dollars in those messages that work the best!Another effective way to track response to your direct mail campaign is to add an online response vehicle such as a pURL (personalized URL) or QR Code (quick response) that directs the recipient to a unique landing page. The advantage to using these types of response options is that tracking is immediate and automatic – notification comes to you instantly via email without having to ask any questions or wait for the recipient to call you. To learn more about adding an online response vehicle to your next direct mail campaign, contact the direct mail experts at Professional Print & Mail.
Thursday, July 1, 2010
5 Ways to Utilize QR Codes in Direct Marketing
- The journey to your message or offer just got shorter. With QR Codes, prospects no longer have to write down or type a lengthy URL – all they need to do is point their camera and scan – your message is literally in their hands.
- Response tracking. Like pURLs (personalized URLs), QR Codes are great for tracking a host of valuable information, such as identifying what offers are working and who is responding. These are particularly helpful when testing.
- Reach new customers. The WOW factor of QR Codes can create a high pass-along rate with existing recipients.
- Say more with less. Keep your direct mail message short and sweet. QR Codes can point the recipient to additional information on a website.
- Immediate conversion. Direct recipients to a URL that has a special offer, a coupon, or a survey, instantly.
Tuesday, June 29, 2010
QR Codes Go Mainstream
Take a look at this clip from an episode of CSI NY where investigators explain QR Codes, and get one step closer to solving the crime.
http://www.youtube.com/watch?v=43886f2c06I
http://www.youtube.com/watch?v=43886f2c06I
Monday, June 28, 2010
QR Codes
Reach the Busy, Mobile Consumer
QR (quick response) Codes are images that compact data into graphic form. Also called mobile barcodes, they work by scanning the QR Code with a camera phone equipped with reader software. The phone’s browser will then open and be redirected to a URL, text message, or contact information.
To learn more about the services we offer, activate the code reader on your mobile phone and take a photo of this QR Code to visit our website. Mobile barcodes can help reach customers anywhere, anytime. They allow you to measure ROI (return on investment) of your marketing campaigns-based on actual responses and actions of consumers.
To learn more about adding a QR Code to your next direct mail campaign, contact the direct mail experts at Professional Print & Mail.
To learn more about the services we offer, activate the code reader on your mobile phone and take a photo of this QR-Code to visit our website.
QR (quick response) Codes are images that compact data into graphic form. Also called mobile barcodes, they work by scanning the QR Code with a camera phone equipped with reader software. The phone’s browser will then open and be redirected to a URL, text message, or contact information.
To learn more about the services we offer, activate the code reader on your mobile phone and take a photo of this QR Code to visit our website. Mobile barcodes can help reach customers anywhere, anytime. They allow you to measure ROI (return on investment) of your marketing campaigns-based on actual responses and actions of consumers.
To learn more about adding a QR Code to your next direct mail campaign, contact the direct mail experts at Professional Print & Mail.
To learn more about the services we offer, activate the code reader on your mobile phone and take a photo of this QR-Code to visit our website.
Wednesday, June 9, 2010
5 Things to Minimize Costs on your Print and Direct Mail Projects
You always want to make every dollar in your marketing budget count, and it’s that much more critical when your budget is feeling the effects of an unsure economy. But there is hope! There are many things you can do to minimize your printing and direct mail costs and make each project as cost-effective as possible. Review this checklist each time you begin a print or direct mail project.
1. QUANTITY DISCOUNTS – Planning ahead is key! Take advantage of quantity discounts when printing. Look ahead at your marketing calendar and print more than one project at a time. All the printed pieces don’t have to be the same. As long as there are commonalities in paper or ink, you can save by combining jobs. It may take a little extra time in planning, but the cost-savings will far outweigh the time spent. And just think – every mailing will be ready to go at a moment’s notice.
2. MAIL SCHEDULING/PROCESSING – In addition to print quantity discounts, there are additional savings to attain by processing all your jobs, or at least several at a time, at the same time. This approach really lends itself to mailings that go to the same list each time, or when one list is staggered over several different drop dates.
3. PAPER OPTIONS – Paper cost is a significant portion of every print project. Paper quality requirements vary from job to job. An annual report will most likely be printed on a better quality sheet than a self-mailer might. With practically endless paper options, ask your Sales Representative to recommend the most cost-effective paper for each project.
4. DIGITAL vs. OFFSET – Digital printing can be a cost-effective alternative to offset printing in smaller quantities. With no lengthy turnarounds and limited setup costs, digital printing may be an effective alternative for some projects. Digital printing also offers the flexibility of fully customized pieces using Variable Data Printing technology. Ask your Sales Representative to price jobs as both digital and offset.
5. SIZING (printing set-up & mail size) – Paper comes in various standard sizes. It is important to look at the size of your finished piece and how it will fit on the press sheet. Minor adjustments to the dimensions of a piece can significantly reduce paper waste. The size of your direct mail pieces also determines postage parameters and greatly impacts the postage you pay on each piece. This is also something to review before designing and printing pieces for mailing.
Rest assured, our Sales Staff already takes all of these items into consideration when pricing your print and direct mail projects. We make it our responsibility to evaluate your project based on these various items to make sure that your projects gets completed in the most cost-effective manner while still meeting your marketing objectives.
1. QUANTITY DISCOUNTS – Planning ahead is key! Take advantage of quantity discounts when printing. Look ahead at your marketing calendar and print more than one project at a time. All the printed pieces don’t have to be the same. As long as there are commonalities in paper or ink, you can save by combining jobs. It may take a little extra time in planning, but the cost-savings will far outweigh the time spent. And just think – every mailing will be ready to go at a moment’s notice.
2. MAIL SCHEDULING/PROCESSING – In addition to print quantity discounts, there are additional savings to attain by processing all your jobs, or at least several at a time, at the same time. This approach really lends itself to mailings that go to the same list each time, or when one list is staggered over several different drop dates.
3. PAPER OPTIONS – Paper cost is a significant portion of every print project. Paper quality requirements vary from job to job. An annual report will most likely be printed on a better quality sheet than a self-mailer might. With practically endless paper options, ask your Sales Representative to recommend the most cost-effective paper for each project.
4. DIGITAL vs. OFFSET – Digital printing can be a cost-effective alternative to offset printing in smaller quantities. With no lengthy turnarounds and limited setup costs, digital printing may be an effective alternative for some projects. Digital printing also offers the flexibility of fully customized pieces using Variable Data Printing technology. Ask your Sales Representative to price jobs as both digital and offset.
5. SIZING (printing set-up & mail size) – Paper comes in various standard sizes. It is important to look at the size of your finished piece and how it will fit on the press sheet. Minor adjustments to the dimensions of a piece can significantly reduce paper waste. The size of your direct mail pieces also determines postage parameters and greatly impacts the postage you pay on each piece. This is also something to review before designing and printing pieces for mailing.
Rest assured, our Sales Staff already takes all of these items into consideration when pricing your print and direct mail projects. We make it our responsibility to evaluate your project based on these various items to make sure that your projects gets completed in the most cost-effective manner while still meeting your marketing objectives.
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