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CUT
THROUGH THE
CLUTTER
WITH
DIRECT MAIL
DIGITAL IS
OVERCROWDED
Wait, did we hear someone whisper, “it’s
outdated?”
PHYSICAL MAIL GRABS
THEIR
ATTENTION
Do you throw out the tire iron
because you have fix-a-flat? Know
… fix-a-flat won’t fix all flats.
It’s not print that’s outdated, it’s the
thinking you can throw out proven
ways to grow a business that is
outdated.
Direct Marketing Association:
direct mail averaged a
4.4% response rate,
compared to email's average
response rate of 0.12%
PHYSICAL MAIL GRABS
THEIR
ATTENTION
Isn't it smarter to keep all
the (post)cards on the
table so your marketing
toolkit is complete?
If you miss out on physical marketing, you could be invisible in
your prospects’ 3D world and lost in the crowd of their 2D digital
screens.
But if you use direct mail, it’s quite possible you’ll stand alone in
your niche, in their mailbox.
Your prospects’ attention: All. To. Yourself.
BREAK FROM THE CROWD
.. .and since
“everyone” is online.
Doesn't it show
more market
leadership to go
where your
competitors aren’t?
Direct mail
opens
opportunities to
stand out.
OK, THERE’S A FEW VARIABLES TO
CONSIDER
All of
them
pivoting
on the
key.
The key to Direct Mail
success is to give it enough
TIME.
I Need A Postcard!
1 - Have a Design?
2 - Have a List?
3 - Have Clear Postage
and Printing Logistics?
No?
All These Take
Time!
“TAKE TIME FOR ALL THINGS: GREAT
HASTE MAKES GREAT WASTE.” –
BEN FRANKLIN
So…Time is Money
In Direct Mail. Take the time
and make the money.
4 Categories ofOptions Open Up When MoreTimeis Available
Time to Target the right
prospects means you
have time to discover
and acquire the right
list.
1. Target
Have a Current Target List?
If not, researching who to send to will help your ROI.
Target
Target
Variables
Income
Biz Type
Age
+++…
2. Design
There are a lot of
variables to consider
with a direct mail
design.
Color or black & white?
What size? Do you
understand the
relationship between
size and postage costs?
What type of paper?
Findingthe
“Sweet Spot”
Design Production
Do you want to put
more resources into
how elaborate or nice
the mailing piece is?
Or do you want to print
more.
So many balancing
acts.
Balancing Designand Quantity
Balancing Designand Quantity
HowMany?Color orB&W?
3. Production
Digital or traditional
printing?
Or a combination of
both?
Digital printing offers
merging personalized
information into the
body of a printed piece.
Of course, digital
printing can be
expensive for large
volume, so there’s
another option:
combining offset with
digital.
Quantity= Size Less Important
HowMany?
The more you print, the
less sensitive the cost is
to size.
Another
“Sweet Spot”
Quantity Size
4. Delivery
Do you want the mailing
personalized to each
recipient?
Do you want a direct-
mail print + web
campaign with PURLs
(personalized URLs)?
Or do you want to use
carrier-route delivery to
save money per-piece?
Standard Size
= Less Cost
Postage Cost =
Multiple Variables
Delivery
Save $ / Maximize Impact
Find the
Sweet Spot
Size
Postage
Designto Delivery
2 Days = Crunch
3 Weeks = Plenty
How Much TimeisEnough?
Less Options
More
Options
PRESENTED BY YOUR DIRECT MAIL
EXPERTS AT
More Print and Direct
Mail tips at our blog
at….
RSAPrinting.com
2139 N. Boland Circle N. Charleston, SC 29406
sales@rsaprinting.com 843.745.0001
PrintInADigitalWorld.com
Thought Leadership with Thaut
Digital Media by 5th Level Web

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Cut Through the Clutter With Direct Mail

  • 3. Wait, did we hear someone whisper, “it’s outdated?” PHYSICAL MAIL GRABS THEIR ATTENTION Do you throw out the tire iron because you have fix-a-flat? Know … fix-a-flat won’t fix all flats. It’s not print that’s outdated, it’s the thinking you can throw out proven ways to grow a business that is outdated.
  • 4. Direct Marketing Association: direct mail averaged a 4.4% response rate, compared to email's average response rate of 0.12% PHYSICAL MAIL GRABS THEIR ATTENTION Isn't it smarter to keep all the (post)cards on the table so your marketing toolkit is complete?
  • 5. If you miss out on physical marketing, you could be invisible in your prospects’ 3D world and lost in the crowd of their 2D digital screens. But if you use direct mail, it’s quite possible you’ll stand alone in your niche, in their mailbox. Your prospects’ attention: All. To. Yourself. BREAK FROM THE CROWD
  • 6. .. .and since “everyone” is online. Doesn't it show more market leadership to go where your competitors aren’t? Direct mail opens opportunities to stand out.
  • 7. OK, THERE’S A FEW VARIABLES TO CONSIDER
  • 8. All of them pivoting on the key. The key to Direct Mail success is to give it enough TIME.
  • 9. I Need A Postcard! 1 - Have a Design? 2 - Have a List? 3 - Have Clear Postage and Printing Logistics? No? All These Take Time!
  • 10. “TAKE TIME FOR ALL THINGS: GREAT HASTE MAKES GREAT WASTE.” – BEN FRANKLIN So…Time is Money In Direct Mail. Take the time and make the money.
  • 11. 4 Categories ofOptions Open Up When MoreTimeis Available
  • 12. Time to Target the right prospects means you have time to discover and acquire the right list. 1. Target
  • 13. Have a Current Target List? If not, researching who to send to will help your ROI. Target
  • 15. 2. Design There are a lot of variables to consider with a direct mail design. Color or black & white? What size? Do you understand the relationship between size and postage costs? What type of paper?
  • 16. Findingthe “Sweet Spot” Design Production Do you want to put more resources into how elaborate or nice the mailing piece is? Or do you want to print more. So many balancing acts. Balancing Designand Quantity
  • 18. 3. Production Digital or traditional printing? Or a combination of both? Digital printing offers merging personalized information into the body of a printed piece. Of course, digital printing can be expensive for large volume, so there’s another option: combining offset with digital.
  • 19. Quantity= Size Less Important HowMany? The more you print, the less sensitive the cost is to size. Another “Sweet Spot” Quantity Size
  • 20. 4. Delivery Do you want the mailing personalized to each recipient? Do you want a direct- mail print + web campaign with PURLs (personalized URLs)? Or do you want to use carrier-route delivery to save money per-piece?
  • 21. Standard Size = Less Cost Postage Cost = Multiple Variables Delivery
  • 22. Save $ / Maximize Impact Find the Sweet Spot Size Postage Designto Delivery
  • 23. 2 Days = Crunch 3 Weeks = Plenty How Much TimeisEnough? Less Options More Options
  • 24. PRESENTED BY YOUR DIRECT MAIL EXPERTS AT More Print and Direct Mail tips at our blog at…. RSAPrinting.com 2139 N. Boland Circle N. Charleston, SC 29406 sales@rsaprinting.com 843.745.0001 PrintInADigitalWorld.com Thought Leadership with Thaut Digital Media by 5th Level Web