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).

 

 

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 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. 

What’s Trending for Direct Mail in 2015?

 No matter what industry you’re in, December marks the start of some deep thinking over the same question – what does the year ahead look like? We look back at the months long gone, we rattle our brains over what it all means for the future, but it’s not always easy to read the signs. So, in this blog post, we’re going to take the guesswork out of it for you and break down 2015’s direct mail trends. Happy reading!

Trend #1: You Are Here

Directions are a lot easier to understand if you know exactly where you’re beginning. In the case of a potential customer, that would be their home. Cue the individualized maps! If you’ve planned to include a map in your DM pieces to show a particular end point, why not go the extra mile and show just how to get there, too? Variable data can be used to create a detailed “You Are Here” map that can be tailored to each prospects whereabouts. Just imagine the foot traffic that extra step could drive!

Trend #2: Seek Out the Ladies

This is the new golden rule for non-profits, in particular. Earlier this year, data was released showing that 64% of all charitable gifts are made by women. Not only are they more likely to donate, the data also revealed that women are more likely to make larger donations than their male counterparts, as well. That doesn’t mean you should tailor your whole campaign to appeal to a female audience, but just keep the ladies in mind. They’re going to be your friends in 2015.

Trend #3: Multiply Your Efforts

There are some things in life that are just better when there’s more.  Marketing is one of those things, and this year we can expect to see more businesses combiningdigital and traditional marketing efforts to make a greater impact on their prospects. It’s easy enough to do with the quick addition of QR codes or PURLs, so do yourself a favor and give it a chance. We’re guessing you’ll be happy with the results.

Trend #4: Look Pretty

Yep, it’s as easy as that – beautify your DM pieces. Now, that doesn’t mean you have to add flowery elements or swap your typeface out for something long and curvy. Think clean, classy and visually appealing. For a more subtle change, a simple colorswap could make your message more powerful. Most things in modern life are cluttered enough, do yourself (and your prospects) a favor by de-cluttering your mailer and putting the emphasis on simplicity.

 Trend #5: Adding In the Icons

When we say icons, we of course mean the modern pictograms representing Facebook, Twitter, and other social channels. In the digital age, those little icons have become powerful tools of communication. Their presence is a call-to-action in a sense. It says quickly and quietly to a prospect that they can still find your business on X,Y, and Z networks if they toss your mailer. That’s one more way to grab the attention of potential customers without compromising much space, so why wouldn’t you add your icons?

So, how will you use these trending tactics? Share your thoughts with us in the comments! 

The Hottest Holiday Direct Mail Tactics This Season

Holiday mailing is in full effect! But, if you’re like many businesses, you may only be on your second or even first round of mailers. Don’t worry, that’s good news! It means there’s still time to perfect the ideal seasonal direct mail piece. Perhaps you know that your mailer is tried, tested and true, but if it’s time to switch up your methodology, take a beat from these on-trend tactics:

1. Medium Is In

Medium-sized direct mail pieces are winning the show. Since 2010, nearly 71% of mailed offers were medium in size, one third of which used a #10 envelope. The trend is sure to continue through the holiday season. Medium pieces are big enough to stand out amongst other items, but not so large that they become a nuisance in the mailbox (It also doesn’t hurt they they’re healthier for your budget, too).

2. Make a Statement

Yes, of course, a clear call-to-action should always be a key component to your mailer, but that’s not the kind of statement we’re talking about here. If you consider the fact that your mailer is sure to be just one of many in a colorful stack of holiday mailers, it becomes clear why it’s that much more important to make a strong statement with the mailer itself. Think bright colors, catchy phrases, unique shapes, or a haptic element – anything to stand out and make your piece more unique.

3. Give Consumers a Present

It is the season of giving after all! Give your consumers, or potential consumers, a gift! Whether that come in the form of tempting discounts, offers, or a small item sent with your direct mail piece. In the words of Don Corleone, “…Make him an offer can’t refuse.”

4. Mail Frequently

Once is nice, but twice is better, three and they’ll finally buy that Christmas sweater. Okay, okay, we just made up that saying, but it fits the moral of point number four well. Consumers are being bombarded with offers during the holiday season so be sure to mail regularly to keep your business fresh in the mind.

We want to know – what tactics are you planning to use in your holiday mailers this season? Tell us in the comments! 

That’s a Wrap – Time to Prepare for the Holidays

Summer is on its way out the door, so you have a plan for holiday season, right? “But, it’s only September?!” you might be saying. Correction – it’s already September. Mid-way through September, might we add, and that means that if you haven’t started planning for your holiday mailers yet, you need to stop puttering around on blogs and get going already! Here’s a little nudge to get you going on the right path:

Aim to Send in Early to Mid-November. You want to get the attention of prospects early, before their mailboxes are overflowing with direct mailers – at which point most of those well-planned pieces will go straight from mailbox to trash bin, never having been seen. Begin prep work on your holiday pieces now, so that you can be sure they are clean, neat and finished by November. Be sure to contact your direct mail company early in the process to set deadlines and goals.

Be Jolly. You may be thinking Football season and bonfires now, but mentally fast forward to Thanksgiving as you prepare your piece. The holiday season is supposed to have a warm, festive feel so make sure your piece reflects that.  Add something fun and interesting to your mailer, or an incredible offer, to standout among all the other shiny glittering offers in the mail box. It is the season of cheer, so give your prospects something to be cheerful about!

Create, Send, Repeat. Repetition is key during the holiday season. Shoppers and customers are busy and distracted with the chaos of the season, so you have to give them a gentle reminder every now and then. If you’re first mailer goes out early, you’ll have plenty of time to send multiple rounds without pestering your prospects.

Befriend the Internet. Using direct mail to drive online traffic is a tried and true effective marketing technique. Be sure to include information about your online presence on your mailer. That way, you’re not only targeting the traditional brick and mortar shoppers, but the internet-savvy demographic, as well. Boom. That’s what we call the DM one-two punch.

How have you started planning for the holidays? Tell us in the comments! 

Color Your Mailer Successful

Your direct mail piece says a lot about your business. Literally – name, contact information, a call-to-action, but it’s also saying something more. Something you may not have even realized yourself. It’s subliminally stirring up an emotion within your prospects. How? Color.

The colors you use on your mailer could be sending a stronger message, or a conflicting one. Don’t believe us? Studiesshow that full-color ads are 26% more likely to be given further attention than their black and white counterparts. So, it’s no wonder that smart marketers use color strategically to enhance their message.

Here’s the breakdown:

Red - Stimulates the appetite and encourages action. Red is often used for restaurants and to target impulse shoppers.

Blue – Although the most popular color, blue is preferred by men. It promotes a sense of productivity and security and is seen as being non-invasive.  

Orange – Want your product or business to seem like a better value? Orange is the way to go.  

Green – Green is primarily associated with health, nature, and, of course, wealth.

Grey – When used in moderation, grey offers a sense of intelligence, conservatism and solidity.

Black – Represents sophistication and power, but can quickly become overwhelming to the senses. Use wisely!

Pink – Pink may just be the most complicated color in the spectrum. It evokes different reactions from men and women and induces various effects. Women feel empowered around the color pink, men become calm and less aggressive. It is used to both calm and energize. Additionally, pasties and sweets “taste better” when served on a pink plate due to the color’s ability to induce sugar cravings.

And two words from the wise:

• If you’re targeting a younger crowd aim for bright, vivid colors. If you’re focused on the elderly, go for subdued hues.
• Choose only a few contrasting colors. The greater the contrast the more impact it will have.

Now that you know the insider secrets, are you sure your colors are saying what you want? If you want your next mailer to have maximum punch using color marketing, talk to us about creating the perfect piece to suit your needs!

Save Money on Your Direct Mail Campaign

Are you spending too much on your direct mail campaigns? The answer is probably yes. There is plenty that you can do to save a bit of hard-earned cash on your mailers; it’s just a matter of knowing where to start. Think of this as your rulebook to a more profitable campaign.

Tip #1: Narrow Down Your Mailing List

Really, what are the chances that a high-powered Manhattanite is going to purchase your commercial-grade farm equipment? So why would you waste money sending a mailer to this type of person?  Refining your mailing lists will save you a lot of money and target prospects who are more likely to convert into customers. And don’t forget past customers, as well! It isn’t just about expanding your customer base, it’s also about retaining past purchasers.

Tip #2: Tweak the Size of Your Mailer

You may have requested that a piece be made to fit particular dimensions, but is it absolutely necessary that your mailer be that exact size? Your print vendor may be able to help save you big bucks simply by making teensy size alterations. Why, you ask? Depending on the dimensions of the mailer, your printer may be able to use a different, more cost-effective, press that won’t sacrifice quality but will make a difference in price.

Tip #3: Be Realistic About Needs

It may not be necessary to put a big dent in your budget depending on the goal of your message. Rather than creating a colorful mailer with all of the bells and whistles, could your goal be achieved by sending a simple, personalized letter to a core group? Letters are less expensive than many other alternatives. Consider what type of campaign would be best to help your business be successful in its campaign.

Tip #4: Use and Reuse

You remember that template from your last campaign? Yeah, it’s still good. You can reuse both your template and your mailing list again. Most experts agree that companies aren’t getting enough mileage out of their materials. So safe yourself some money by making a few small changes and send them back out!

Tip #5: Seek Professional Help

Does this all seem like too much? Maybe you’re just too busy to be bothered. If that’s the case, the best thing you can do is partner with a print company that you trust. We’ve prepared countless direct mail campaigns and have more than a few insider secrets to keep your costs low. All you have to do is ask! It can’t get easier than that.

With these budget-minded tips and tricks, you’ll soon find that stretching your marketing dollars further is simpler than you may have thought. Contact us today to get started saving! 

QR Codes: Where and How to Use Them

(Photo courtesy of Wikimedia Commons)

So, if you’re toying with the idea of addinga QR code to your next direct mail campaign, here’s what you need to know:

QR Codes Work

There is still some debate as to the effectiveness of QR codes. Some say they don’t pull in the numbers, others say they do. What’s causing the controversy? Many direct marketers aren’t using the technology correctly. However, when QR codes are smartly placed and properly used, the results speak for themselves. A 2013 report from ScanBuy shows 6.7 million scans in just one month.

They’re Not Limited to Retailers

Sure, QR codes are great for retailers. You scan, you get a coupon, BAM. Your chances of turning a prospect into a customer just skyrocketed. However, that’s not the only industry that benefits from the use of QR codes. Restaurants, such as The Melt, are now using the tech to allow their customers to quickly place an order. They scan the code as they walk in and before they are seated their order is already on the grill.

The use of QR codes even extends as far as the big screen. Producers used QR codes to help promote the 2010 movie Inception by placing them on t-shirts, posters, and other merchandise for consumers to scan. The code took them to website titled ‘What is Dream Share?’ - a page specifically designed to add intrigue and suspense prior to the big release date.

But There Are Limits

Ok, let’s get something straight here. QR codes can be great, but they do have their place and that place is not on the side of a speeding bus. How could anybody scan a code if it’s flying by them at 45 mph? Nor does it pay to place one on a poster in a subway station, where mobile service is questionable at best. Always keep accessibility in mind, and use the same logic when considering placement on your postcards and mailers. You won’t see any gain if your prospects can’t access the code.

With a well-considered strategy, QR codes can provide a wealth of opportunity you otherwise may have missed.

What’s your take? Have you come across any particularly innovative or creative QR codes? Tell us about it in the comments!

How to Create a Successful Direct Mail Campaign Timeline

So much to do, so little time! At least that’s what it feels like when you’re gearing up for a new direct mail campaign. Between the time you decide a new campaign is in order and the moment your DM pieces hit mailboxes, there’s a lot that needs to happen. How can you help manage stress and stay on track? Keep your campaign organized with a well-planned timeline. Here’s how to create your own:

1.) Look at the Big Picture

When planning a new campaign, the first thing you should do is consider the timing. What are you selling or promoting? Air conditioning services, for example, are best marketed just as the weather starts warming up. Always keep seasonality, as well as holidays, in mind.

2.) Get Creative

About four months from the time you plan to send mailers for your new campaign, gather your team or grab a strong cup of espresso - whatever your method is of brainstorming - and get those ideas generating. Think about the goal 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.) Brush Up Your Database

Did you know that it costs roughly six times more to acquire a new customer than to retain an old one? That’s why it’s so important that you make sure to include any and all past customers on your mailing list, in addition to reaching for new audiences. A well-made mailing database is vital to achieving campaign success. If you’re not sure how to build or enhance your database, a qualified professional can help you create a comprehensive list and find the most cost effective way to deliver your pieces.

4.) Get the Deliverables In Early

After you’ve decided what the goals of the campaign will be and how you plan to achieve them, get in touch with us at least two months in advance of the target delivery date. 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. You don’t want to procrastinate and miss your target delivery date, or end up compromising quality in order to meet time constraints.

5.) Check and Double Check the Blueline

After receiving your artwork and files, you’ll receive a blueline and color proof that will need to be reviewed and approved. Be sure to carve out the time you need 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.) Measure the Responses

Congratulations! Once your mailers hit the post truck, the tough part is over and done. Now all that’s left to do is measure the response rates. 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! 

The Marriage of Print and Digital Marketing

(Photo courtesy of sxc.hu)

Enough with the debate over print or digital marketing already! We know that direct mail marketing is still the king and digital marketing is coming in strong, but the newest theory is that together they’re a powerhouse of success. And it makes sense. Think about the fact that direct mail still boasts the lowest cost-per-lead and the highest conversion rates. Now, consider the creativity and personalization that digital marketing can provide. Bring them together and boom! You have an unstoppable marketing campaign.

Understanding the Union

We could ramble off a dozen reasons for choosing a mailer with digital elements vs. strictly digital, but honestly, the truth is in the numbers. Generation Y is much more greatly affected by traditional media than digital. In a recent poll, nearly half of the Gen Y’ers surveyed better retained information from a print ad, whereas not even a quarter said the same about digital. However, with 62% of young people accessing the internet daily, it would be unwise not to at least consider the growing power of incorporating a digital element into that mailer.

How to Make the Jump from Traditional to Tradigital

Right about now, you may be saying to yourself “That’s all well and good, but what does it mean? How do I make this marriage work for my campaign?” Well, the answer comes in the form of relatively new technologies like QRcodes and PURLs (Personalized Uniform Resource Locators).

Even Postmaster General, Patrick Donahoe, is quick to address the benefits of incorporating digital elements into direct mail pieces. He notes that these technologies have the ability to actively engage mailer recipients with the product or company by allowing receivers to use their smartphones to make quick purchases from a catalog or launch a video.

The generations that marketers need to appeal to now are of a different breed than those in years past. Millennials and Gen Y are clearly still affected by traditional print marketing, but they crave a certain level of personalization and engagement that print can’t always achieve on its own. The integration on new technology bridges that gap, thus creating a world of tradigital marketing.

So, you see, the future of B2C marketing relies not on replacing one material with another, but on evolving current methods. With new found knowledge and the help of an experienced print company, you too, can find yourself ahead of the curve with profits to show for your efforts. Contact us today to get discuss how we can help you’re business embrace the tradigital future!

Fact or Fiction: Busting Direct Mail Myths

(Courtesy of Wikimedia Commons)

All too often we hear the proclamation that direct mail is dead. In fact, this statement is a complete and utter fallacy. The reality is that direct mail marketing is alive, thriving, and expectedto grow by 1.1% this year. You may have known that, but if you didn’t, you’re just one of the many who may have heard the myths of direct mail. Well, we’re here to educate and clear the air. This is your guide to direct mail fact and fiction.

Myth #1: Self-Mailers Are Guaranteed to Fail

This is indeed a myth. Self-mailers can bring great success in reaching customers. The key is crafting an effective piece, which not all marketers know how to do. This is where a professional print company is worth their weight in gold. They understand that there is a right way and a wrong way to go about crafting a self-mailer. The right piece incorporate the goldenrules of direct mail and brings results, the wrong piece, well, that’s how this myth was perpetuated.

Myth #2: Direct Mail Could Never Trump Digital

Incorrect. Sure, digital marketing pieces have their place, but let’s take a moment to think about how you react to horde of emails in your inbox each day. Chances are you receive a mass amount of emails promoting this store or that promotion every single day. And what do we do with the bulk of them? Send them straight to the trash bin without ever opening them up. In the onslaught of digital pieces, a well-planned, personal, and eye-catching mailer comes as a nice reprieve and is far more likely to get a second look. Myth debunked.

Myth #3: Direct Mail is Old-Fashioned

Just because direct mail a tried and true marketing tool does not mean that it is an out dated thing of the past. It’s a long standing tactic because it works. Why would you want to do away with something that brings results? The trick to updating this faithful tool is very simple – integrate QR codes, web, or mobile apps. Boom. Modernized.

See, don’t you feel better now being able to decipher the fact from the fiction? With your new found knowledge and the help of an experienced print company, soon your direct mailers will be bringing in results for your business!

Have you heard any other direct mail myths? Tell us about them in the comments!  

Give Direct Mail Due Credit

Poor, direct mail. Another year, another Google search proclaiming the death of print marketing. The fact of the matter is those claims are less trustworthy than the latest supermarket gossip rag, and here’s why:

1.)    According to the 2013 Direct Mail Association Factbook, 65% of consumers, of all ages, made a purchase as a result of direct mail. Those are promising statistics. Now do you want to know what the average response rate for electronic mail was? Ready for this? 0.12%. Direct mail came in at 4.4% for both B2B and B2C mailings.

2.)    Direct mail yields the lowestcost per lead. That’s right. Lower than pay-per-click advertising, lower than print advertising, and yes, even lower than email.

3.)    Socialmedia and web marketing are popular and certainly have their perks, but we tend to overestimate their capabilities. Because social is a commonplace medium today, we think everybody must use it, but that’s just not true. An estimated 55% of senior citizens do not rely on internet messaging, so if that’s an audience you’re after, you need to reconsider your marketing priorities. We’re not saying to abandon your web efforts, but combining them with print efforts could reach a lot of potentialcustomers that you could be missing.

4.)    It’s creative. For example, one gimmicky marketer reports that he has, in the past, attached a cheap watch and asked consumers for a bit of their “time” or a mirrored mailer asking how consumers “see” themselves. Cheesy? Maybe to some, but it is creative and creative is what gets people interested.

5.)    39% of customers say that they decided to try a business for the first time becauseof a direct mailer. It accounts for an average of 78% of non-profit donations, and 44% of people will visit a company’s website after receiving direct mail.

So next time you see a headline reading  something like, “Is This the End for Direct Mail?”, you can rest assured knowing what the answer will be. Talk to us about how we can work together to ensure your marketing efforts are turning out the best results for your business. We’ll get you setup the Tray way!

Marketing in 2014: Out with the Old, In with the New

When the clock strikes midnight on December 31^st, 2013 will officially be behind us. What better time to step back, have a look at your old mail campaigns, and assess what’s in store for the future? This handy guideline to marketing in 2014 can help carve out the path to success.

Millennials are Changing the Game

One thing that marketers will need to realize in the coming year is that consumers, now more than ever, drive the content and channel. Millennials have been raised in an environment of constant messaging and are thus, more demanding. They’ve come to expect certain things out of modern marketing like engaging content and easy accessibility. Businesses who implement a proper system of analytics will better be able to determine which marketing tactics are being utilized by their consumers and will therefore be able to tailor to the Millennial consumer’s preferences.

Consistency is Key

Plan, plan, plan. Repeat it, know it, live it. This is vitally important for direct mail marketing. Now is a great time to have a look at the calendar and map out when you’d like to run promotions, sales, holiday events, etc. Mark them and set yourself a reminder weeks ahead of the start date to have any print materials that you’ll need made. 

Print May, Again, Take the Lead

With rapid advances in technology and social media, many feared the print age was at an end. Fear not, fellow marketers. One technology advance may lead us to a print revival. Augmented reality, or AR, blends new tech with traditional print. Those with the gumption to take the leap into AR in 2014 may very well see their efforts quickly rewarded.

Smaller is Better

Prepare yourself to do away with the idea that large, eye-catching mailers will be sure to get a second look. Studies show that large (over 6” x 9”) pieces are down by 6% in 2013 and they anticipate that number to continue declining. The predicted trend in consumer preferences for 2014? Little is more likeable.

Some of these tips and trends may come as a surprise, others may not. Either way, it never hurts to open your mind to new ways of thinking when it comes to the world of marketing. Follow our guideline and remember that the focus should always be on your customer and you may not even need good luck to be successful in the New Year, but we’re wishing it to you anyway!

Happy New Year from all of us at Tray Inc.!

A Holiday Direct Mail Marketing How-To

The holiday season provides a great opportunity for direct mail marketing. With the allure of gift-giving season right around the corner, there is no time like the present to build some promotions around your product or brand.

There’s one thing you have to keep in mind, though – your business is not the only one doing direct mail marketing right now. That’s why it’s more important than ever that your direct mail package stands out. Here are some tips to make that happen.

1.)   Seek Professional Help

Get expert help. Hiring a direct mail marketing company can help you craft an appropriate and professional-looking holiday design for your mailer. They also offer postal services that can help speed up the packaging process.

2.)   Don’t Underestimate QR Codes

The value of QR codes should not be overlooked. They can prove to be a valuable marketing tool. The opportunity to engage customers and get them excited about shopping with you is made simpler through a QR promotion.

3.)   Promotions to Get Excited About

This is the promotional portion. Ensure your direct mailers are bringing in the intended customers by offering them something to get excited about. Use mailers to inform potential customers about in-store prize drawings, buy-one-get-one free offers, and exclusive deals.

4.)   Add Intrigue

Recipients opening their mailbox to a stack of mailers are not likely to sift through each one, that’s why it’s important that your mailer stands out. One option is to create a three dimensional mailer. They are a bit pricier than their traditional 2-D cousin, but during the holiday season, that cost is well worth your while.

If the 3D mailer doesn’t interest you, consider other interactive options such as making your mailer into a scratch off. Each scratch off square could link to a particular percentage off of a product or purchase.

Either way, you’re getting your customer more engaged and looking at your mailer longer.

Now you have all of the information you’ll need to get started on a successful holiday direct mail campaign. Just don’t wait too long! With the holidays quickly hurdling toward us, customers are ready to buy.

Do you have any other ideas for creating a great holiday direct mail campaign? Tell us in the comments below.

From social to print, we are going to take you places. Contact us to get started today.






The Tray Way is the blog for Tray, experts in the printing, mailing, logistics and promotional products. You can learn more about our capabilities by visiting our website, as well as ourFacebook and Twitter pages. For information about the company and its successes, visitwww.trayinc.com

3 Ways to Save on Your Direct Marketing Campaign

Direct mail can have astonishing results when a great plan is executed. As we have discussed in the past, social and online marketing have seen a tremendous boost in recent years, but direct mail is still as relevant as it always been.

Consider this: studies show that 65% of adults in the millennial generation prefer to read something on paper.

Clearly, direct mail is an option for a business of any size, but what if your mailing list is big and your mail is complex? Direct mail campaigns can get expensive quickly. However, there are still plenty of ways to keep your direct mail fresh without breaking the bank.

Here are three ways to do just that.        

A Smart List is a Targeted List

Your direct mail campaign is only as good as your list. That’s why it is important to have a smart, targeted list. Make sure the list is up to date and is geared toward an identified responsive audience. If you want the highest possible ROI on your direct mail campaign, your list has to remain updated.

Keep your list updated every year or so by reaching out to each household directly. Especially do this when creating a new campaign or adjusting your service. Make sure each person on your list is part of your target audience. You should include only those who are likely to use your service or respond to your offer.

Know Your Budget; Know Your Capabilities

Keep your budget in mind when formulating your new direct mailing campaign. If certain materials are more expensive to buy large quantities of, avoid them in favor of a less expensive alternative. If some letter dimensions cost more than others to mail, choose a more standard size. Modify your campaign ahead of time if you know you will need to work within a tight budget. Be prepared to adjust multiple versions of your mail to cut down on production costs as much as possible.

Work with Professionals

Businesses often opt to keep things in house, but working with seasoned professionals can yield much higher results. This is necessary for two reasons: 1) We can customize a campaign to suit your exact needs based on past success and experience, 2) You already have a job to perform no matter what industry you are in – the less time you spend on marketing tasks, the more time you have to focus on your other priorities.

Staying in-house on a direct mail campaign can quickly become a process of wasting time and money.

From social to print, we are going to take you places. Contact us to get started today.






The Tray Way is the blog for Tray, experts in the printing, mailing, logistics and promotional products. You can learn more about our capabilities by visiting our website, as well as our Facebook and Twitter pages. For information about the company and its successes, visit www.trayinc.com