With pop-up blockers, no-call telemarketing lists, and required e-mail opt-ins, there are few ways left to reach customers one-on-one without explicit permission. As your mail box will attest, Direct Mail is still a valid marketing strategy, and when implemented correctly can yield impressive results. See our “3 Rules for Effective Direct Mail” to make your next mail project a success.
Turnkey means lower costs, quicker turnaround and less headaches. Clients have utilized our printing and mailing services for over 30 years for large scale or short run postcards, solicitations and custom-shape appeals. The entire process, from design to drop, is handled under one roof, providing unparalleled turn around, quality and price. Our in-house mailing services include address printers, stamping machines and automated inserters — which means there's no delay in the process. Once the job is printed it goes straight into mailing. We stay on top of the project from beginning to end, so the right piece gets to the right person at the right time.
With the advent of digital printing, you can take advantage of Variable Data Printing to customize each piece. Names, pictures and text can all be varied to get the right message to the right person, and personalized pieces lead to much better response. Check out how the Jimmy V Classic used Variable Data to create a compelling piece.
In addition to standard first class and pre-sort mail, Metro can utilize USPS Every Door Direct Mail® or EDDM®, an affordable service that targets homes and businesses in a radius around a certain address, and can even filter by age, income, or household size using U.S. Census data. EDDM® uses local mailing routes to hit every door on that route with your direct mail piece. We have seen Every Door Direct Mail® utilized by real estate companies to promote popular listings, local restaurants to attract residents, and even nonprofits to promote events to their local neighbors. As an added bonus, Every Door Direct Mail saves on your postage cost!
Effective Direct Mail has a headline, or opening, that grabs attention and drives the reader to more detail. Once into the detail, talk less about “me” or “us” and more about “you.” Address what the reader is experiencing, and how he will benefit from your service/product. Spend more time on the message and copy, and your piece will be more effective.
For direct mail, or any advertising in general, to drive a response, there must be a compelling reason for the recipient to take action. The offer MUST have meaning for the recipient — back to “YOU.”
The message may be perfect and the offer compelling, but if it’s being mailed to someone who isn’t interested, it’s a waste. There is more demographic data available now than ever before. But mining your own data is the best place to start. Can you segment your clients?
VDP means the data can change on each piece that is printed. This creates a dynamic process to specifically address “YOU” by changing content on every piece. With Variable Data Printing you can make simple text changes like name, appeal amounts, and offers to more targeted variations including graphics, images, and layouts. With our digital press, all we need from you is your data in an excel or csv file and our designers and production specialists will work their magic to create your dynamic and effective mailing.
Studies show that personalization drives higher response. For the Jimmy V Celebrity Golf Classic, we created a piece sent to the sponsors from the previous year that had name and photo personalization.
The front featured the name of the recipient. When the recipient opened the invitation, they saw their own picture from the previous year. These personalized touches resulted in a higher response rate from the mailing.
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