A new trend in direct mail is an old-fashioned hand-addressed envelope and hand-written P.S. When is the last time you have received a genuine hand-written envelope with a live stamp? More than likely you immediately opened it. You see a personalized letter, and your eyes shift to the bottom and you see a hand-written P.S. You are hooked!
What do these direct mail pros do so successfully to engage scanners and involve readers? Here are some tricks of trade I've learned from direct mail maestro Phil Brown, SVP of marketing for RR Donnelley Response Marketing Services. Fancy title aside, Phil is actually a creative strategist who sees a gazillion mail pieces each year and knows from experience what works and what doesn't.
Providing the most comprehensive and cost-effective services to clients is critical for direct mail service providers that want to add value in what continues to be a very competitive marketplace. Offering the latest in postal expertise and solutions is one very important way to add critical value to client solutions. Very soon that will mean getting approval from the United States Postal Service to be an Intelligent Mail® barcode (IMB) supplier.
During 2009, the worst recession seen in years, the economy and legislative pressure caused issuers to dramatically pull back on offers, and annual mail volume dropped to its lowest levels since 1993. However, during Q1 2010 US households received 481.3 million credit card offers, a 29 percent increase versus the 372.4 million offers mailed during the same time a year ago, according Synovate Mail Monitor, the direct mail tracking service from global market research firm Synovate.
Variable data projects are more expensive than traditional direct mail, so ignoring the basics can cost you. Disasters can be avoided if you keep your eye on three components that you're already familiar with in effective direct mail: data, testing and ROI.
Direct mail continues to be one of the most effective ways to reach a targeted audience. In addition, choosing the right vendor can make or break a direct mail campaign. So, this week the Ballantine Corporation announced that they are offering their expertise in a newly released white paper that focuses on how to make the best vendor choice.
The Printing Industries 20/20 breakfast seminar at Rydges Parramatta this morning saw Pitney Bowes Australia marketing and business development director Michelle Sheehan give a marketer's perspective of how printers can increase their revenues with simple communication management.
Advancements in technology are making it possible to move to a true online marketing management system that gives corporations the ability to better connect with customers and reduce marketing costs and waste. Here are three ways an online print management system delivers on these objectives.
As a veteran of the paper industry, I am concerned for the U.S. printing industry regarding the international trade dispute initiated by three paper makers. Since mid-2008, more than 73,000 printing and graphics communications jobs have been lost, according to the Printing Industries of America, and if these few domestic paper producers get their way, it's only going to get worse.
Trade show direct mail invitations too often can be ho-hum affairs, but not the one sent to physician attendees at last month's American Academy of Orthopaedic Surgeons' annual meeting in New Orleans. Attendees were invited to bring the innocuous-looking direct mail piece, titled “Mobile Bearings,” to the Stryker Diagnostics booth for a demonstration of the company's hip- and knee-joint replacement products.