Top Mail Marketing Stats of 2015

The year is winding down (Or just getting started, depending on your marketing calendar), and it feels like the perfect weather to sit in front of your laptop with a mug of tea and a nice end-of-year wrap up list. We can't provide you with the tea, but we can provide the list.

Here are some of our favorite statistics from 2015, showing off the power of print, even fifteen years into the 21st century. Click the links for sources, and tell us in the comments what Direct Mail statistics stood out to you, this year.

$46 billion was the amount U.S. organizations spent on direct mail in 2014—up from $44.8 billion in 2013. $9.3 billion is the estimated amount organizations will spend on data for direct mail in 2015, an increase over the previous two years.  

42% of recipients read or scan direct mail pieces. 

14.1% of individuals age 45-54 respond to direct mail pieces, making them the demographic most likely to respond. 

92% of young shoppers say they prefer direct mail for making purchasing decisions. 

70% of Americans say mail is more personal than the internet. 

76% of small businesses say their ideal marketing strategy encompasses a combination of both print and digital communication. 

98% of consumers bring in their mail the day it’s delivered.  

Consumers who received offline direct mail advertisements were able to recall 75% of the time.

Direct mail ads take 21% less cognitive effort to process compared to same ads on digital media.

Direct mail averages a 3.7% response rate with a house list (across all industries).

 

 

From Purely Mobile to Purely Print - How Uber Markets Through Mail

In case you're not familiar, here's a quick crash course on Uber. Essentially a car-and-driver hire service, Uber is a mobile app that allows smart phone owners to instantly order a driver to pick them up and drop them off pretty much anywhere - essentially a taxi service without all that waving your hand in the street nonsense. Because of their simple app interface, polite and friendly drivers, and low rates, the service has taken the world by storm, and has even caused riots and protests from cab drivers in Europe.

But, much like Coca-Cola and PepsiCo, a successful brand can't just sit on their hands. Marketing is a 365-day cycle that can't afford to take success for granted.

So, clever marketers working with Uber have decided to go after the consumers that are perhaps less likely to live staring at their Twitter streams and mobile apps. Through a minimal print marketing campaign, Uber is reaching out to consumers where they live, with a mailer that mimics the simple appearance of their mobile app, and the clean lines of their web branding.

It just goes to show - no matter how entrenched in the web your service is, there is still value in print.

What Can Direct Mail Learn from Email?

Doing some reading and research, recently, we found this list from Digital Marketer, showcasing the best and worst email subject lines they had seen over their years of experience. The full list is worth reading, but what stood out to us were a few of the topics they believe are necessary elements of any successful email campaign. Here are three of the eight elements they suggest:

1 – Self-Interest
These are your bread and butter subject lines – you should be using them most frequently.
They are usually direct and speak to a specific benefit your audience will gain by opening the email. Self-interest subject lines also help pre-qualify openers by giving them a clue about your email’s body content.

2 – Curiosity
If self-interest subject lines work because they communicate a direct benefit of opening the email, curiosity-based ones succeed for the exact opposite reason. These peak the interest of subscribers without giving away too much information, leading to higher opens. Be careful though, because curiosity-based subject lines can get old fast and are the most likely to miss their mark.

3 – Offer
Do you like free stuff?  Do you like to buy things?
So does your email list. When you are giving something away or selling something your subscribers would be interested in, directly stating that in your subject line is a great way to convince them to open the email and learn more.

Notice anything?

These same topics and talking points would be just as at-home in a direct mail piece as they are in email. Really, what it comes down to is simple human nature. As much as some of us may not want to admit it, people are typically pretty predictable. By grabbing a consumer's interest with an eye-catching package, envelope, or postcard, you can dramatically improve the success of whatever piece of marketing that package is holding.

Simply sticking a coupon into a plain white envelope is not enough (except when it's exactly what's called for), and smart marketers and business owners are taking the extra time to develop more complex and interesting ways to deliver their marketing materials to their customers.

For the latest advances in print marketing, and information on how to take your mail pieces to the next level, contact us at 866.872.9249 or at info@trayinc.com

A Little Experience Goes A Long Way

When it comes to the world of marketing, there's a lot to be said for experience in the field. Over the years, Tray Inc. has had the privilege of working with - and learning from - some of the biggest and best brands here in Baltimore, and across the country.

Our client relationships are more than just a list of logos and past accomplishments. Each account we've worked with, and each campaign we've helped developed is another piece of experience that impacts all of the work we do today, and all of the work we'll do in the future.

No matter the size or limits of your campaigns, the knowledge and expertise our team brings to the table includes the building blocks of triumphs and failures that have gotten us to where we are today. We know what works, what doesn't, and when to flex our muscles and push the tools and options of direct mail even further.

The Old Gray Mare - Finding New Ways to Succeed With Print Marketing

If you want to prove that print marketing isn't effective anymore, all you have to do is trot out an old played-out idea, and point at it's failings as proof that paper just doesn't hold weight, anymore.

But that's cheating - right?

Print marketing, like any marketing, thrives on creativity and innovation. Full page newspaper ads and cheaply-made postcards probably don't win over many new consumers. On the other hand, Milton Berle slipping product placement into a TV variety show probably doesn't do a lot anymore, either.

The real marketing success today are wholly unique, and eye-catching, regardless of what medium they're created in. The latest viral YouTube hit isn't relying on old boring ideas - so why should your print efforts fall back on old standbys? If your marketing is constantly going back to the same well of ideas, time and time again, it's time to start looking at the future.

At Tray, we strive to take the execution of print marketing off of your plate, so you can devote more time and head space to coming up with something new - something exciting.

After all, content is still king - a brilliant, thoughtful idea will always be successful. Our business is to help turn your brilliant ideas into a well-executed strategy. Talk to us today to find out how.

Start The Presses: The Resurrection of Print Catalogs

If you've been following your competition, it should be no surprise that catalogs are back in a big way. Once considered old fashioned, many major brands - including top retailers - are going back to the books to attract new customers. What started as a kitsch trend to appeal to hipsters and tactile-loving indie shoppers has caught on once again with everyone from millenials to boomers.

So what's inspiring this sudden return to traditional marketing?

According to Harvard Business Review, it may simply be a sign of the improving economy.

But then the Great Recession hit, and retailers looking to trim their expenditures cut catalog budgets.  With the concurrent rise in online sales and marketing, print media seemed like a waste.  Although some holdouts remained (notably, Patagonia and Brookstone), catalog circulation continued to decline for the next several years.  According to the DMA, in 2012 mailings dropped to its lowest level since it began collecting annual data in 2001.The recent resurgence in the popularity of catalogs raises questions about their value and long-term viability.  Is the latest rebirth of the catalog merely a reflection of the Great Recession’s conclusion? Will they once again fall out of fashion at the first sign of softness in the market?

We have a somewhat more optimistic view. Here are our top three reasons catalogs are back in style:

1. Brands that utilize all marketing channels are more successful than those that limit themselves to one area.

This shouldn't be surprising, right? The more audiences you speak to, the greater your chances of success.

2. Catalogs provide consumers with a physical reminder of your brand.

Emails can be deleted easily. Social media posts can be hidden and ignored. Catalogs are a physical object. Even if consumers are immediately discarding a catalog, they are still pulling it out of a mailbox, looking at it, and carrying it somewhere else. The more time they spend with that book, the more likely they are to open it.

3. Catalogs feel more valuable than digital communications.

Today's consumer knows that printed materials aren't free. A brand that puts the time and investment into developing a catalog (particularly one that feels tailored to the consumer) is a brand showcasing their value and worth to the people that receive it. It makes your brand feel more real, more trustworthy, than digital-only competitors.

So, what do you think is causing this resurgence of catalog marketing? When you're ready to print your own, give us a call - we've got the experience to lead you through this new (old) trend.

The Word of the Day: Integrate

If we’ve said it once, we’ve said it a thousand times: The secret to marketing success is cohesion. Ensuring that your print, digital, social, and even broadcast advertising acts as a cohesive unit is both the most important, and most complicated, aspect of your marketing strategy.

Today, we’re going to look at building cohesion between two marketing tactics on opposite sides of that spectrum: Social Media, and Print Marketing.

Adding Social Media to Your Print Marketing

Despite all of the predictions, complaints, and marketing criticisms, Social Media has proven that it isn’t going away any time soon. Consumers are more active on social channels today than they ever have been before. In fact, many marketing experts claim that social media has given consumers control over your brand, and that social advocacy is the real secret to winning word-of-mouth business in the new marketplace.

But how can you incorporate social into an ongoing marketing plan?

Your customers can be your best sellers, so why not put them to work for you. Select a few online reviews of your product or service from your Facebook or Twitter page, and include them on your next mailer. Not only will this help show off your existing brand advocates, but it will help drive traffic back to your social media channels – and thus to your website.

Adding Print Marketing to Your Social Media

There’s a reason the hashtag is still such a popular tool. It’s easy to use, it’s universally-recognized, and it’s the easiest way to add a social component to any marketing piece.

Including a branded hashtag or Twitter handle on printed flyers, bumper stickers, postcards, or envelopes gives people new ways to interact with your brand. Even if a consumer doesn’t remember your website URL from that sticker they saw on the back of a Jeep in a parking lot, chances are they’ll remember your hashtag.

Now that you’ve got their attention, your social media channels do the rest – pushing out branded messaging that users can engage with on their own time.

The Perfectly Planned Direct Mail Timeline

Gearing up for a new direct mail campaign? As we’re sure you know, there is a lot that needs to happen between the time you settle on a new campaign and the minute that mailer hits the mailbox. With so many moving pieces, launching a new campaign can quickly become overwhelming. The best way to reduce stress and stay on track? A perfectly planned timeline for your direct mail campaign.

Here’s how:

1.) Keep Seasonality in Mind

Timing is everything. Think about the product you’re promoting. Would it best be served at a certain time of you or in a particular season? Heating an insulation services, for example, are best marketed just as the weather starts to cool down. Always keep seasonality, as well as holidays, in mind.

2.) Think Outside the Envelope

Roughly four months from the time you plan to send your new mailers, set aside some time for a solid brainstorming session. What are the goals of your campaign? Is there a promotion or event you can organize to help you attain it? Do you want to use a unique feature or freemiums to draw attention to your mailer? Get creative and take good notes!

3.) Spend Some Time with Your Database

Here’s a fun-filled fact you may not have known - it costs roughly six times more to acquire a new customer than to retain an old one. So, don’t limit yourself, and your chances of success, to strictly new audiences. It’s important to make sure any and all past customers are included on your mailing list. If enhancing that database is simply too overwhelming or time consuming for you, no problem! A qualified professional can help you create a comprehensive list and find the most cost effective way to deliver your pieces.

4.) The Early Bird Gets the Win

At least two months in advance of the target delivery date, get in touch with a professional print company. You don’t want to wait until the last minute and risk missing the target delivery date, or worse yet, compromising quality in order to meet time constraints! The success of your mail campaign relies on perfect timing, and that means timely delivery of mailing lists, due dates, target delivery dates, and artwork sent in a compatible format. It takes time to review those materials and generate a time estimate.

5.) Review the Blueline More Than Once

After receiving your artwork and files, you’ll receive a blueline and color proof that will need to be reviewed and approved. It is vital that you set aside a good amount of time to thoroughly review it, because any errors on the blueline will end up on your printed materials. Pay attention to everything you see – copy, line breaks, page breaks, borders and cropping. Aim to have the blueline reviewed and approved about 45 days before it’s due to be sent out.

6. Gather, Measure, Repeat

Once your mailers hit the post truck, the tough part is over and done. Congratulations, you did it! Now all that’s left to do is measure the response rates. You can expect the biggest boom in the first two weeks after delivery, but leads may trickle in for up to six months afterward. Use your measurements to gauge how successful your campaign was and how you can use those results to improve your next one.

How do you organize a campaign timeline? If you have any other tips or suggestions, tell us in the comments! 

Ways to Save on Your Next Direct Mail Campaign

Despite what the rumors might have you believe, direct mail is far from dead. In fact, with 92%of Millennials preferring to read something in traditional print over its digital counterpart, it’s quite the opposite. Given the right planning and execution, a direct mail campaign can produce incredible results for businesses of any industry and size. The trick is figuring out how to create an effective, compelling and unique campaign suited to your business’s needs without breaking the bank.

Here are some ways you can save on your next direct mail campaign:

Spend Some Time on Your List

It’s not good enough just to have a list. It has to be a smart list if you want it to be effective. That means creating an up to date list that is targeted at an identified and responsive audience. Updates to your mailing list should be done yearly in order to keep it in top shape for every campaign. Remember, your campaign is only as good as your list.

Set a Budget and Learn to Compromise

Nobody likes the word budget, but alas there comes a time when we all must adhere to one. Creating a new direct mail campaign is one such time. Set a clear-cut budget and stick to it. That may mean you need to be willing to compromise on certain aspects on your mailer, as some materials and mailer dimensions may put you in the red. When working with a tight budget, talk to a professional print company about how you may be able to create the best quality mailers at the best price.

Don’t Eat Up Man Hours Internally

Even if this is not your first time creating a direct mail campaign, attempting to keep your efforts in-house may prove to be more hassle than expected. After all, you already have a job to perform, so the less time you or your staff spends on marketing tasks, the more time there will be to focus on other priorities.  Not to mention, a professional print company can bring years of experience and expertise to your campaign, optimizing it to reach its highest potential and therefore giving you more bang for your buck.

Do you have any other tried and true tactics that your business uses to save on direct mail campaigns? Share them with us in the comments! 

Direct Mail Tips for Non-Profits

If you’re working with a non-profit organization, chances are you already know that the company purse strings are tight. The restraints of a small budget means that your marketing efforts need to pack a punch. Direct mail is the perfect outlet to accomplish that goal. Nearly one-fifth of all donations are attributed to direct mailing, so make sure that your DM pieces are as effective as possible with these how-to tips:

Newsletters are Important

This is key for all non-profits, but especially if your organization is small or just getting on its feet. Write a semi-annual or quarterly newsletter with updates on current events and activities, donor contributions and how they've helped the organization to get closer to the goal, and donation information. And always be sure to include an addressed return envelope to encourage donations.

Personalize Your Pieces

Want to up the chances of getting a tangible reaction out of prospecting? Write for the target audience rather than taking a broad all-encompassing approach. Add personal touches such as hand written signatures or a short letter from the president of the company. If possible, always finish off each year with a holiday card and thank you notes to donors and volunteers.

Don’t Neglect Past Donors

Repeat after me, your housefile is always important. If you don’t already know, a housefile is the list of any and all former contributors. Make sure to include it any time you run a direct mail campaign. The people on that list have donated in the past because they cared about your organizations goals and the chances are they probably still do. Stay in touch.

Measure, Measure, Measure

Measuring the success of your mailers is vital to both the organizations goals and its bottom line. Rather than spending the money to send your mailers out to thousands of prospects and hoping for positive return, choose a small portion of the group to send the mailers to first. See what the reaction is. If it’s not what you’d hoped for, revise the mailers wording, theme, appearance, etc. You’ll learn what works and what doesn’t and you’ll have saved some precious marketing dollars.

The Secrets to Getting More of Your Mailers Opened

Of course we all want every mailer sent out to be opened and adored by potential customers, but unfortunately we can’t pin the success of a mailer (or a business, for that matter) on hopes and dreams alone. Rather, it takes hard work, great data, and a few tips from our list of best kept secrets on how to get more of your direct mail pieces gaining the attention they deserve.

1. Be Useful

You’re great at multitasking, right? Why shouldn’t your mailer be, too? Beyond your company information or a great offer, give consumers another reason to keep your mailer around by making it useful. Give it dual purpose by providing your information and call-to-action on something that can also be used in other areas of consumer lives, say for instance, a task sheet or to-do list. Be as creative as you want with it. Just make it useful.

2. Go in Strong

Easing in on your consumers is overrated. Start strong. Lead your mailer with the offer or value up front. You have only a small window of time to catch a consumer before their attention is shifted elsewhere. It’s the first thing the consumer will see and may be all you have time to squeeze in, so lead with your best offer.

3. Lumpy Packages Get Opened More Often

Simply put, make your mailer lumpy. The allure of what’s causing the envelope to be misshapen is too much to be passed over by many consumers. It may seem silly, but the near 100% open rate isn’t. Trust us, lumpy is good.

4. Be Unique

Gather your team for a brainstorm session and get your creative juices flowing. How can you deliver the message of your mailer in a more creative way? Think outside the box. If it costs a little more than usual, don’t fear it. Just be smart and reduce the amount of prospects you send to – in this case, it’s about quality, not quantity.

5. Create Lasting Power

The easiest way to linger in a prospects home? A small tchotchke, but as stated in Secret #1, make it useful - a branded pen, a magnet, etc. Your prospect may throw out the mailer, but they’ll likely hold onto the token, so even if you don’t receive business immediately from it, you’re business’s name is being seen over the long haul.