MARKETING SOLUTIONS | DIRECT MAIL
Helping You Get the Results You Need by Delivering the Right Offer to the Right Person at the Right Time
Whether you’re an enterprise trying to generate leads or drive traffic to events, a realtor trying to farm a neighborhood, a dealer or retailer trying to drive store traffic, or someone with entirely different needs or objectives, PrintComm and Marketing Impact can help. Effective direct mail means different things to different people. Some people want to acquire leads, others want to nurture leads, generate direct sales or retain customers. Whether your success equation is based on ROI, cost per lead, or some other metrics, PrintComm and Marketing Impact can help you accomplish your objectives. Effective direct mail, on a basic level, must be printed and addressed well, accurately and cost effectively. If that’s all you need, we’re happy to help. On the other hand, there is a lot more to effectively communicating with direct mail than just printing. We are members of the DMA. Our people understand direct marketing principles. It takes a special skillset to create winning direct mail campaigns. Success is accomplished via a variety of factors. We call them “the 4 D’s and a T.”
DEVELOPMENT of an Effective Concept and Strategy –
- Discovery process to understand our client’s needs and goals, what has been done before, what has worked and what needs to work better.
- Assist in development of strategies, concepts, and testing methodologies that can lead to profitable direct marketing approaches.
DESIGNING Effectively for Personalized Communication –
- We can build variable 1:1 logic into documents that are furnished by you or we can execute based on your creative brief and branding guidelines.
- Marketing Impact’s team of creative professionals can help you create integration pieces, i.e. general and personalized landing pages, mobile sites, coordinated emails and social media touches.
DATA Generation, Management and Utilization –
- Help you analyze data to determine the people most likely to respond
- List acquisition
- Data hygiene: Address standardization, NCOA, List merging, Duplicate removal
- CASS certification
- Radius Searches – to help you find the people that are closest to dealers, events of retail location
- CRM database integration
- Data enrichment
- Postal logistics
- Delivery is about getting the assets produced as effectively as possible and delivering it to your target audience as efficiently as you can.
- PrintComm offers a broad range of print and mail/lettershop equipment and services. We are fully capable of producing campaigns with static mail, fully variable mail or pieces that are a combination of static and variable. We can produce postcards, EDDM, self-mailers, and letter/envelope packages.
- If your campaigns are complex and involve multiple versions or drops, rest assured, our project management professionals can make it happen. We will find the most effective way to produce your communications pieces as well as find the most efficient way to get the pieces into the hands of the people who matter most to you.
- In order to get the most value from your communications projects, you need to close the loop by tracking the results and evaluating how effective the projects have been.
- Our team can help you monitor the results from your campaign by utilizing tracking pages, landing pages, custom phone numbers, personal URLs, custom tracking codes and more. These mechanisms can help you evaluate the metrics that matter to you.
- We can help you track, test and tweak your projects and campaigns to drive ongoing improvement in direct marketing performance.
Some further examples of complex direct marketing tools include:
- Variable data printing (VDP) allows you to accomplish true relevant marketing. Text, images, graphics and offers can be “varied” for each recipient or for audience segments to best meet a customer’s needs and issues. The more relevant your message, the higher the response rate will be for your campaign. A higher response rate means a higher return on investment. PrintComm and Marketing Impact can help you develop effective variable data direct mail.
- PURLs for more information on PURLS, click here
- QR (Quick Response) codes allow PDA/smartphone users to access a general URL or personal URL. 2-D bar codes with the general or personal URL can be embedded in print pieces. Cell phone users scan a bar code and are directed to a mobile web page.
- Segmentation helps you target your offers and messages to segments of your database, rather than sending the same static pieces to everyone. Segmentation can dramatically increase your overall response and profitability. Marketing segments fall into three general categories: geographic, demographic, and behavioral. Once the segments are defined, they can be highly effective in creating lift.
Want to know how EDDM could work for you?
IMPROVE YOUR DIRECT MAIL EFFORTS
FREE 22-Point Direct Marketing Assessment
- Your Success Metrics: How are the programs working?
- Data Evaluation: Are you sending to the right people?
- Are your offers and calls to action effective?
- Do creative and messaging engage the audience?
- What measurement and tracking systems are in place?
- What story are they telling?
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