Why Marketers Should Incorporate Emerging Technology in Direct Mail

Technology can be a great way to engage your customers and prospects with your direct mail pieces, connecting offline to online marketing efforts. I previously shared the USPS’s 2020 Tactile, Sensory, and Mail promotion, and today want to highlight another promotion that can save marketers using direct mail some money, as well as encourage them to embrace new tech.

Technology can be a great way to engage your customers and prospects with your direct mail pieces, connecting offline to online marketing efforts. I previously shared the USPS’s 2020 Tactile, Sensory, and Mail promotion, and today want to highlight another promotion that can save marketers using direct mail some money, as well as encourage them to embrace new tech.

The 2020 Emerging and Advanced Technology promotion from the USPS runs March 1 through Aug. 31 this year, and encourages mailers to incorporate technologies such as “enhanced” augmented reality, virtual reality, mixed reality, Near Field Communication (NFC), video in print (ViP) featuring shoppable video, integration with voice assistants, and digital into direct mail campaigns. You can create really fun and unique experiences while getting a 2% postage discount for eligible pieces.

For this promotion, you can use presorted first class, standard and nonprofit letters or flats, but please not that you cannot use it for periodicals, bound printed matter, or Media Mail. You must meet automation requirements for letter or flat size pieces.

Since there are quite a number of emerging technologies available for this promotion, let’s take a look at them:

  • Mixed Reality: This combines both augmented and virtual experiences through a combined immersive technology that can include sight, sound, and touch.
  • Virtual Reality (VR): VR is commonly defined as a computer technology that creates replicas of an environment, real or simulated, that includes a user’s physical presence to allow for user interaction. Virtual realities artificially create sensory experiences, which can include sight, touch and hearing.
  • Digital to Direct Mail: This is also known as automated or re-targeted direct mail. It encourages mailers to produce mail pieces that create a greater connection and elicit a higher response from consumers by using dynamically printed, personalized messaging that is automatically triggered based on a digital interaction. Unlike other options in this one starts with digital behavior such as a form filled out on your website that then creates customized mail pieces that get sent to them.
  • Near Field Communication (NFC): NFC technology generally consists of embedding a small chip into a mail piece that can be recognized by a NFC enabled device such as smartphones or tablets. The interaction is initiated by touching the mobile device on the NFC embedded item or by placing the device within close proximity to it. No app or download is needed to launch this technology so it is seamless for your prospects and customers.
  • “Enhanced” Augmented Reality (AR): “Enhanced” AR provides robust features that allow consumers to engage in experiences using the technology. “Enhanced” AR also includes video animation and 3D interactive graphics playing in front of or over physical objects so they appear to be interacting with the physical object. The “enhanced” experience can also use gamification or mobile game play. Think of the popular Pokémon Go game, this can be really fun for people to play around with.
  • Video in Print (ViP): ViP is video advertising that integrated into a printed mail piece. ViP can be integrated into a printed piece in several ways including, but not limited to Integrated video screen within a printed, mail piece, Integrated Video/Picture utilizing translucent paper, Personalized Interactive Video, or Shoppable Video. These are pretty cool, but they can be very expensive so make sure if you use this you are selling high end items that make it worth the investment.
  • Integration With Voice Assistants: Direct mail can be an effective way to educate recipients about the benefits of voice branding and how to interact with voice assistants such as Siri, Cortana, Alexa, Google Home and Nest. This should allow for the purchase of a particular product, provides a business related “tip of the day,” etc. with the assistant.

Each of these technologies gives you a different way to draw your prospects and customers into interactive experiences that not only have a wow factor, but work to generate more business for you and increase your response rates. Of course, be sure to refer to the USPS program document once you’ve thought about what you’re interested in experimenting with, especially to review the specific requirements of each technology. Are you ready to get started?

The Benefits of the USPS 2020 Tactile, Sensory, & Interactive Mail Promotion

Do you want to create awesome direct mail pieces that stand out and get results? Well now you can do that, and save 2% on your postage! The purpose of this promotion is to encourage sensory engagement with physical mail pieces, and it’s my favorite promotion the USPS is running this year.

Do you want to create awesome direct mail pieces that stand out and get results? Well now you can do that, and save 2% on your postage! This USPS promotion runs from Feb. 1, 2020 through July 31, 2020, and all eligible pieces can claim the discount. The purpose of this promotion is to encourage sensory engagement with physical mail pieces, and it’s my favorite promotion the USPS is running this year. Why? Because only direct mail can provide a tactile experience — no other marketing channel can do this.

There are three featured categories in this promotion:

Specialty Inks

Qualifying inks may include but are not limited to:

  • Conductive inks: Inks with a circuit that can be used to activate an electronic device. Users press a “button” to activate lights, sound chips, or other electronic sensors and components.
  • Leuco Dyes/Thermochromics: Heat sensitive dyes or inks change color in variation in temperature.
  • Photochromic: Changes color with UV light exposure.
  • Optically Variable Ink: Contains metallic materials that change appearance when viewed from different angles.
  • Piezochromic: Change appearance under pressure.
  • Hydro chromic: Change appearance when exposed to water or liquids.

Each of these inks are very unique and interactive. They can make your mail piece fun for your customers and prospects.

Specialty Paper

The specialty paper must have one or more treatments such as scent, sound, taste, visual and/or textural. They must be connected to the marketing message on the piece.

  • Scent: Paper infused with scent such as catnip, fresh bread, or bubble gum, and grass.
  • Sound: Paper that incorporates sound chip or speakers.
  • Taste: Paper that incorporates edible components.
  • Visual: Paper that incorporates special effects such as filters, holographic, or lenticular.
  • Textural: Paper that incorporates textural treatments. Paper surfaces may be coated, or made of unique materials or incorporate techniques such as embossing or other surface treatments like sandpaper or soft touch.

I don’t think that using taste on a self-mailer is a good idea, but if you have a message that is best conveyed with taste you can enclose the piece in an envelope to keep it clean. On the other hand, I really love soft touch, I can’t help but to keep petting the mail piece. There are so many coating you can use for a wide range of different experiences.

Interactive Elements

The mail piece must include an experience that engages the recipient and adds dynamic effects in order to benefit from the promotion. Some examples are:

  • Infinite Folds: These fun folds provide a message at each turn of the fold and are usually folded through at least twice as they drive curiosity. Check out an example.
  • 3-Dimensional: These can be really unique and drive interest. As they are not flat pieces of paper but all kinds of things in boxes or tubes. Check out some examples.
  • Pop-ups: These mailers are fun and a little scary. They deliver flat and when you open them the pop up into a form. Check some out examples.

My two favorites from this group are the infinite folds and pop-ups. There are so many ways you can create interactive mail pieces.

You are only able to claim this discount for presorted standard and nonprofit letters and flats First class, presorted first class, bound printed matter, periodicals, and media mail do not qualify. All mail pieces must be submitted via USPS mail to the TSI Promotion Office for review and approval no later than one week prior to the mailing date. You can get all the requirements here.

Are you ready to get started?

Is Your Direct Mail Trustworthy? 6 Ways to Make Sure It Is

Direct mail is a very popular and effective marketing channel. According to MarketingSherpa, 76% of people trust ads they receive in the mail. But do they trust yours? If you are not getting the expected response rate on your mail pieces, you could have a trust problem.

Direct mail is a very popular and effective marketing channel. According to MarketingSherpa, 76% of people trust ads they receive in the mail. But do they trust yours? If you are not getting the expected response rate on your mail pieces, you could have a trust problem.

There could be many reasons why your direct mail piece is not trustworthy. In order to get the best ROI, here are some key things to focus on as you design and write copy for your direct mail campaigns.

  • Testimonials  Real reviews from real people make a big difference. Be sure to use reviews that are clear and specific, as they are more believable. Make sure to include their names and, if possible, pictures. Of course only include ones that are relevant to what you are selling on your mail piece.
  • Cluttered — When you provide too much information on your mail piece, it can be confusing. People like skimming, so make it easy for them to understand what you are saying. You don’t want them to feel like you are hiding something in all of that extra copy. Bullet points and bolding will help highlight the most important information.
  • Content — Be direct and specific with your headlines, calls to action, and copy. Be realistic with your statements and promises. Authentic and direct messaging is the best way to build trust. Do what you say and say what you do. Under-promise and over-deliver to build customer loyalty.
  • Dated  Are you writing new copy for each campaign or are you picking up old copy? Check your copy for out-of-date wording. These days, information is changing very quickly. Your copy needs to change, too.
  • Fonts — Your choice of fonts matter. Fonts that are hard to read or super small sizes elicit suspicion. Use easy-to-read fonts. This does not mean you have to stick with Arial or Helvetica; you can still be creative with easy-to-read fonts. Do not use all caps. While it is OK to use smaller font sizes for less important information, there is no reason to use a 6pt font size on your direct mail.
  • Images — Are you using images with just your product in them, or are you using images where people are using your products? People relate to other people; make sure that you use images that include people.

Clear and compelling messaging is necessary to make the right impression. You only have a few seconds before you end up in the trash.. Your message is your brand promise; it cannot be vague and open to interpretation. This also includes over-promising or using bait-and-switch tactics. These things leave a very bad impression about you and your products or services.

People buy from people and companies they trust. Are you one of them? It’s not just what you say on your mail pieces, it’s how you say it that matters most. Honesty is the best policy, so stick to the golden rule. The colors you choose affect your prospects’ and customers’ moods, so make sure you are using the correct colors to go with your message. Not sure what the colors mean? Check out the colors post. Now you are set to create the most effective direct mail campaigns.

Empower Your 2020 Political Direct Mail With These Tips

It’s that time again for political direct mail planning. Are you the one planning to win your election? Did you know that a USPS commissioned survey in 2018 found that 68% of voters believe direct mail to be the most credible source of political outreach?

It’s that time again for political direct mail planning. Are you the one planning to win your election? Did you know that a USPS commissioned survey in 2018 found that 68% of voters believe direct mail to be the most credible source of political outreach? (Opens as a PDF) You need to build a strategy that raises awareness, builds a following, and motivates voters. What is the best way to do that? Using a combination of direct mail, social media, Google ads, and YouTube ads to engage voters both offline and online will enhance your results.

Because 73% of Americans prefer the first contact to be by mail, you need to be in the mailbox before early voting ballots go out. Are you prepared with a realistic timeline? You should also know that 55% of voters use mail to decide how to vote. If you are not in the mailbox you are missing out on a huge opportunity. Yes, direct mail is expensive, but it more than pays for itself with big ROI.

So what should you include in your mail piece?

  • Stance on important issues
  • Contrast with an opponent
  • A list of endorsements
  • Important voting information, such as deadlines
  • A picture
  • Color
  • Personalization

You may think that the best way to win is to mail to every registered voter. But really, your best bet is to mail to only active voters. These are the people who will mail in ballots or show up at polling stations. You need to convince them to vote for you: Do not waste your money on the others. What size mailer should you send to them? Use a large piece, such as an 9 x 12, because oversized pieces have been shown to increase response rates by 10.4%. They really stand out in the mailbox.

As you are designing and writing copy, keep in mind that your text should be concise and easily scanned. The best designs use bolding, italics, color, and contrast to draw the eye to important content. The easier you make it for people to quickly understand what you are saying, the more effective your mail piece will be. Direct mail is better understood, remembered, and acted upon when you use best practices. After you design a piece, send a PDF to your mail service provider to review for potential postal regulation issues before you print. You do not want to waste money on postal penalties.

Remember, unlike a business that sells products or services, which has the ability to sell them over a long period of time, political mail needs to convince people quickly to either support or not to support a candidate or a proposition. You can also add texture to your mailers to give people a reason to hold your mail piece longer. A very popular one is the soft touch coating, which feels like velvet. People can’t help but pet the paper. Lastly, make sure that you use personalization on your mail pieces. It makes people feel more important and makes your message more personal to them. Are you ready to get started?

Simple Math: Direct Mail + Email = Better Response

The job of direct mail is specific. You can’t ask direct mail to do too much; just like you can’t ask Facebook ads or Instagram to do too much. Each channel has a job to do, and they all do different jobs.

Direct mail is a strong channel by itself for nonprofits, but like I’ve written before, the job of direct mail is specific. You can’t ask direct mail to do too much; just like you can’t ask Facebook ads or Instagram to do too much. Each channel has a job to do, and they all do different jobs.

And knowing this, you have numerous opportunities to parlay multiple channels to create a stronger response. Let’s dive into a combo that’s an easy one: direct mail and email.

Think of it like shortstop and second-base position players: They each have a distinct job on the field, but when a double-play is available, they work as a tight combination and move as a duo.

The reason direct mail and email is a natural pairing is because their jobs and strengths are so different, but they’re united by data and personalization.

Direct mail is great at storytelling and using its leave-in-the-basket physicality to just simply hang around until your donor acts. Email is great for peppering your donor with reminders and moving them through an easy click-to-donation experience. And both of these channels reference the donor’s name and drop their message right into that person’s life space — mailbox or inbox. It’s a personal outreach.

Plus, the data shows this works: All the studies from the ANA (formerly the Data & Marketing Association) reveal that combining digital and direct mail increases response about 20%.

Use the Strengths

Direct mail is strong with storytelling. Use direct mail to tell a longer story via a letter, and drop in some visual assets that linger as a reminder. Most folks don’t want to or have the basket space to keep a letter, but if you have an insert slip, sticker, bookmark or postcard as a visual leave-behind, it lets the user recycle the letter without feeling like they’re going to forget you. They can put the asset on the fridge, keep in the basket, etc. as a lingering reminder to get back to you with that donation.

Emails are strong in visual frequency. Since emails can be designed lots of ways, and with high frequency, reference a direct mail asset in the email. Visually connect the inserts of the direct mail package in the emails. And use snippets from the letter in the shorter form email, telling the story of the letter in multiple touches. Also, you can use the email as a preview for a letter package coming in the mail. If your open rates are 30%, then those folks may be on the lookout for the upcoming letter and be more inclined to open the letter, too.

Judo-Block Weaknesses

One of direct mail’s weaknesses is that postage is a necessary expense and the frequency needs to be paced based on your budget. It’s rare for a business or nonprofit to mail more than once per month to their own customer base, and letter rate postage varies widely (from as low at $0.18 up to $0.42). As you plan the project, ask your mailing services provider for postage prices.

Judo Block: Use different formats for mailing that may be less expensive. Postcard rates — especially for nonprofits — are less than letter rates and could be an alternative. The postcard postage usually runs about $0.24 per piece, and some mailing services co-mingle to get even lower rates (for a full rate sheet, see the USPS calculator).

One of email’s weaknesses is that the donor data is incomplete. To make the subscription process easier and have lower barriers, many nonprofits just have name and email in their opt-in forms. That makes it faster to subscribe, but it doesn’t give you their home address, which limits your ability to do multichannel touches.

Judo Block: Do reverse-append to get a mailing list of your email subscribers. Usually a good partner can get 60% to 80% of your emails matched to a home address. Next to your house file of donors, this is the best mailing list you can get. And since they’ve opted in with their email, appending address data is privacy compliant (including GDPR and the upcoming California Consumer Privacy Act).

In the end, you want your direct mail and email to work together to tell your story to your donors and move them along the next-step action. Cross-referencing, using images, pacing the story between the two, are all good ways to get the combo working together.

As you move into your 2020 marketing plan, pair these channels up in new and creative ways, as two players in an integrated double-play.

As always, I look forward to hearing your comments.

‘Crassmas’ Messages Show the Strengths of Snail Mail, the Weaknesses of Poor Digital Personalization

Even if the old-fashioned way of choosing, inscribing, and snail mail posting greeting cards has given way to “eCards,” the good intention is the same. It’s a reminder that someone is actually thinking of you. Which is why I was annoyed when I recently received cards from friends sent using the Jacquie Lawson platform.

Seasonal greeting cards are many things to both senders and recipients.

Starting at the top, they can be very personal communications of greetings, reminders of friendships often left to lapse during our busy year. At the bottom, they can be nothing more than purely commercial direct mail — with a bough of holly or a reindeer to give them a seasonal scent.

Either way, they are big business (estimated at 6% of the $7.5 billion greeting card market).

And even if the old-fashioned way of choosing, inscribing, and snail mail-posting them has to a great extent given way to “eCards,” the good intention is the same: If absence makes the heart grow fonder, the reminder that someone is actually thinking of you and expending time, effort, and money to send a greeting should be at least heartwarming, even if the non-digital examples have become somewhat anti-environmental.

Which is why, despite this un-Christmas like critique, I became really annoyed when I recently received cards from friends sent using the Jacquie Lawson platform. However brilliant the superb graphics (and they are truly beautiful) the gross commercialism of the accompanying messages totally detracted from the personal richness of the senders’ intent.

The notice in my inbox was straightforward enough. It said that my named friend had sent me an ecard. The “Correspondent” was simply, “Jacquie Lawson ecards,” a name I may or may not have known. And when, for no good reason, I had not opened the original missive, the day after Christmas I received a reminder. (Identification of the generous sender in the illustrations has been surpressed: what might her husband say?)

personalization absent
Credit: Peter J. Rosenwald

What Bothered Me?

These notices, instead of keeping the focus on my friend’s message to me and the hope that it would be something pleasurable, instead were Jacquie Lawson branding-dominant. Using the next-to-last paragraph of the reminder, right after “You can view your card here” to invite the reader to “learn more about us here” may be someone’s idea of a good promotional ploy. But to me, it was a rather good example of turning Christmas into “crassmas.” Can you imagine receiving a seasonal gift with a promotional message in the box?

Lest we have missed the Jacquie Lawson come-ons and just enjoyed the animated card, after the greetings message from the sender, at the bottom of the card this line with its links reminds us not of our friend’s greeting but of, you guessed it, Jacquie Lawson.

personalization absent, branding present
Credit: Peter J. Rosenwald

Perhaps this is a singular example, but there has been a growing tendency this past year for marketers to forget that “personalization” — the heart of truly successful targeted marketing — needs to stay focused not on the super technologies that make personalization and the accompanying graphics possible, but rather on not letting anything get in the way of truly personal interactions.

Sure, Jacquie Lawson has every right to promote the beautiful work done by her team and, no doubt, I’ll be receiving plentiful invitations to know more about it and purchase new designs from the company.  That’s the business we are in.

But in this New Year, let’s not let our desire for growth and profits outweigh the personalization sensitivities of our messages

Direct Mail Planning for Your 2020 Marketing Goals

As we start the new year, direct mail planning is essential. The strategies we used in 2019 need updates to be more effective in 2020. According to the DMA, direct mail had an average response rate of 9% for house lists and 4.9% for prospect lists. How do your response rates compare?

As we start the new year, direct mail planning is essential. The strategies we used in 2019 need updates to be more effective in 2020. According to the DMA, direct mail had an average response rate of 9% for house lists and 4.9% for prospect lists. How do your response rates compare?

Looking at more than just response rates, how did your other metrics do this year? Starting with the worst performing ones, devise a different strategy to increase performance in 2020.

About 66% of mail is opened and reviewed. Direct mail not only cuts through the daily marketing clutter, but has been proven to drive digital activity and influence online purchasing decisions. Are your direct mail campaigns as effective as they can be? In the digital marketing arena email fatigue, ad blindness, and the increase in ad blocking, have combined to result in stagnating and sometimes declining performance. Direct mail should be combined with these types of channels in order to boost overall performance. Are you taking a multichannel approach for 2020?

Direct Mail-to-Multichannel Marketing

We live in an interconnected world, your customers expect you to communicate with them through the various channels they use. The companies that do this effectively see the best results. When you use campaigns that include both digital and direct mail, you, on average, receive 39% more attention than a digital-only campaign. Research shows messages delivered via direct mail can be powerfully motivating, with 92% of people driven to digital activity and 87% influenced to make an online purchase. Are you planning how to be more effective at this for 2020?

Personalization

Are you using the true power of direct mail? Personalization through variable printing is powerful. You can alter copy, offers, and even images, based on each person in your list. There are even ways to utilize more information, such as demographics, geographies, psychographics, and behavioristic data to go beyond a regular piece to a truly specialized one. When you are able to do this, you drive response much higher than before. What are you going to try in 2020?

Retargeting

Want to try something new for 2020? What about retargeted direct mail? What do we mean by that? You can retarget online activity by reaching out with direct mail. Some of the most common ways retargeting works are: for abandoned shopping carts; people who visited your website, but did not purchase; contacting lapsed customers; or creating new customers. So how do you get the mail addresses for online contacts? You can take a list of email addresses and append mail ones, or you can take a list of IP addresses that have visited your site and append mail addresses to it, or you can use mobile devise owner information to append mail addresses.

Mail Formats

For 2020, we need to think outside of the box and try new things. If all you have sent are letters or postcards, try a new format to gain more attention. Consider sending larger pieces, because they get higher response rates. If you are selling a high-priced item, consider using dimensional mail in order to drive more sales. These are more costly to send, but the ROI is much better.

Get creative and have some fun planning out your 2020 direct mail strategy! Are you ready to get started?

Why Include Direct Mail In Optichannel Marketing?

Direct mail is highly effective on its own; however, when you combine it with other marketing channels, it gets even better. Demand Metric, in partnership with PFL, conducted a benchmark study. The optichannel marketing research is meant to understand the importance of multichannel marketing.

Direct mail is highly effective on its own; however, when you combine it with other marketing channels, it gets even better. Demand Metric, in partnership with PFL, conducted a benchmark study, “Multichannel Marketing Maximizing Program Engagement and ROI”. The optichannel marketing research is meant to understand the importance of multichannel marketing and the power of intentional, coordinated marketing efforts.

The goal of the study was to collect data to identify best practices and help marketers know how to reach specific audiences, and when to use particular tactics within their multichannel campaigns. The results indicate that direct mail needs to be a part of your optichannel marketing strategy.

Key findings:

  • When direct mail is personalized and tightly integrated into the channel mix and campaign technology: Average response rates improve significantly, with a 62% increase in those reporting good or very good response rates. The ROI of multichannel campaigns improves significantly, with an 80% increase in those reporting good or very good ROI.
  • Just over half of this study’s participants include direct mail in their multichannel campaigns, and 80% of them report that direct mail improves multichannel campaign performance.
  • The executive, or C-Suite, audience is the most sought after by study participants. Events and direct mail are the most effective channels to reach them.
  • While postcards are the most frequently used direct mail format, the dimensional format does the best job of representing the brand.
  • More channels produce higher response. Respondents using seven or more channels in their mix are 26% more likely to indicate their multichannel programs produce good or very good response.

Respondents use a multitude of channels that include:

  1. Email: 91% usage
  2. Social Media: 81% usage
  3. Events: 73% usage
  4. Display Ads/Remarketing: 60% usage
  5. Direct Mail: 56% usage
  6. Search/PPC: 51% usage
  7. Outbound Business Development/Sales Development: 47% usage
  8. Content Syndication: 35% usage
  9. Other: 5% usage

Most marketers are using between three and five channels on any given campaign, but results show that you should consider adding more channels. When marketers use seven or more channels, they report a 77% “very good” or “good” response rate. The report also found that marketers are not consistently using the most effective channels. The top three most effective channels are: events at 83%, integrated and personalized direct mail at 78%, and Search/PPC at 73%. What are you using?

Direct Mail Needs More Attention From Marketers

The report shows that marketers are most familiar with postcard and letter formats, and report that they use those formats most. Postcards are the least expensive direct mail format. Many marketers favor postcards because there is nothing to open: the message is easily visible. Dimensional mail formats are a close third in usage. This format includes pieces that are not flat, like the other types, but have an element of depth to them. A dimensional mail piece is often sent in boxes or tubes, and its very form invites opening it. These pieces evoke natural curiosity and tend to drive higher response rates. Have you tried dimensional mail?

According to study participants, direct mail clearly enhances multichannel campaign performance. In this study, 52% report a moderate to major improvement in campaign performance when direct mail is one of the channels. When direct mail is part of the channel mix, campaigns have slightly better response rates. Personalized direct mail generates significantly better response rates to multichannel campaigns. Are you using direct mail enough?

As you can see, adding direct mail to your optichannel marketing campaigns is significant. The more personalized and integrated it is, the better your response rate is going to be. Are you ready to get started with more personalized direct mail?

8 Direct Mail Enhancements, Other Than Paper, Finishing, Coating

Enhancing your direct mail through paper, finishing, and coatings are great, but there is one more category to discuss. And Part 4 in this series is about “other” direct mail enhancements.

Enhancing your direct mail through paper, finishing, and coatings are great, but there is one more category to discuss. And Part 4 in this series is about “other” direct mail enhancements.

So why use these things in your direct mail? The special effects of enhancements change the appearance, dimensions, and texture of your mail piece. They are beautiful and eye-catching, so that they draw attention to your message and increase your response rates.

So what are some options to consider in beyond paper, finishing, and coatings?

Other Types of Direct Mail Enhancements

  • Die Cuts: There are many options for die cutting, based on your design and desired effect. Make sure to consult with your mail service provider on postal regulations if you are sending a self-mailer. Create something really fun.
  • Maps: If you are trying to drive traffic to a store location or event, use personalized maps to show your prospects and customers how to get there. The easier you make it, the more likely they are to attend.
  • Informed Delivery: The post office has this program that sends emails to people who sign up every day with images of the mail pieces that they will get that day. You can include a web link with the image of your mail piece so that people can start shopping right away.
  • Personalization: Personalization of offers is an easy way to enhance the effectiveness of your mail pieces. When you send someone a special offer tailored to them, you drive response.
  • Augmented Reality: This is a really powerful and engaging enhancement for direct mail. You can make your mail pieces come to life when your prospects or customers scan the piece with their smartphone. This is only limited by your creativity and your budget. Imagine what experience you could create.
  • Video: You can include a video screen on your mail pieces to provide an enhanced way to share your message and create a little fun. Keep them no longer than 3 minutes and make sure they are not just informative but also entertaining.
  • Social Media: When you run social media ads for your mail list on Facebook or Instagram in conjunction with your mail pieces, you increase your response rates. Of course, they need to have the same offer and general design to be recognized as part of the same campaign.
  • Google Ads: Just like with social media ads, Google ads help increase response rates. You target only the people on your mail list by appending IP address information to it.

These are just some of the things you can do with your direct mail to enhance your ROI. When adding these enhancements, you increase the value of your mail piece and make a better impression. What we touch shapes what we feel, so how are you making your prospects and customers feel? Use enhancements to create a better experience.

One thing to keep in mind as you add enhancements, you increase the production time of your pieces. So make sure to add extra time into your schedule. Make the best impression with your next direct mail campaign and see your ROI increase. Are you ready to get started?

Direct Mail With Coatings Is Enhancement Strategy Part 3

The last couple of times we discussed how paper and then finishing can enhance your direct mail ROI. Now, it’s time to look at enhancing direct mail with coatings.

The last couple of times we discussed how paper and then finishing can enhance your direct mail ROI. Now, it’s time to look at enhancing direct mail with coatings.

Coating technology has really come a long way; there are a ton of options now! Coatings also protect your mail pieces as they travel through the mail stream — so that when your prospects or customers get them, they are not all scuffed up. So let’s look at some options.

First, there are some different types of coatings used for direct mail; they are UV, Aqueous and Varnish. UV coatings are cured by exposure to ultraviolet light to quickly dry and harden, as well as provide a highest-gloss finish. You would not want to use this on folded pieces, as the coating may crack. This can also have another challenge for mail pieces — when you plan to inkjet on the addresses, the ink does not dry on UV coatings. Aqueous coatings are pretty common for direct mail pieces. They are clear and a fast-drying, water-based coating. You can get a high-gloss or matte finish. Aqueous coating is more environmentally friendly than other coating options. Varnish coatings are basically clear ink. They come in gloss, satin, or matte finishes. This coating also causes issues for inkjet addressing.

Fun options to try on your mail pieces:

  1. Soft Touch — This creates a velvet feel to your mail piece. It is so soft, your recipients will feel compelled to pet it.
  2. Scratch-Off Coatings — These coatings are commonly silver or gold, but do come in other colors. These can be used for more than just a “see if you win” scenario.
  3. Step Tex — A raised UV for the embossed look, without the impression on the back side of the piece.
  4. Sandpaper — A sandpaper or grit-like texture with a rough tactile feel. The more tactile you make your mail piece, the bigger the impression you will make.
  5. Etch Coat — A very fine patterned coating with many options.
  6. Glitter Coating — A large glitter flake, where the color is influenced by the ink underneath it. There are various colors and pearlescent effects available.
  7. Metal Flake Coating — These are extremely fine metal flakes that are similar to auto paint, with many color choices.
  8. Glow in the Dark — These are high-gloss coatings that will glow in the dark.
  9. Tinted Coating — These are optically clear-color coatings, with many color options.
  10. Colored UV — These come in multiple colors, including white.
  11. Thermochromic — These are temperature activated coatings that come in multiple colors, which turn clear when heated.
  12. Photochromic — These are clear and are activated by sunlight to change color.
  13. Chalkboard Coating — These are available in black or clear, they emulate a chalkboard surface, which can be written on with standard chalk.
  14. Scented Varnish — There are many scents to choose from, which are realized when rubbed. So this works best on pieces inside of an envelope or on the inside panel of a mailer. It does not work well on a postcard.

As you can see, there are many coating options you can choose from to enhance your mail pieces. And you can use more than one at a time.

When you are in your design phase, take into account what coatings you would like to use to make sure you not only have the room — but that the design files are built correctly for the affects you want. Your print service provider can help guide you on the files. The most effective use of coatings on direct mail pieces are tactile and draw attention to your specific message. The better you integrate the enhancement element, the more your message will resonate and drive response. Are you ready to get started?