Why Choose Direct Mail?
Direct mail is an extremely effective marketing strategy to reach new or current customers. Minuteman Press Longwood has the equipment, experience, and expertise to help your direct mail project succeed! Whether you have your own concept and design or need assistance getting started, our team will help create engaging content with a clear call-to-action to get you the results you want.
Direct Mail Is…
Test and track the success of your campaign with response rates and other metrics.
Send out a variety of formats including letters, postcards, or brochures. You can be creative with colors and graphics.
Address your customers by name, speak to them individually, and appeal to their interests.
Physically place your message in your customers’ hands and encourage interaction.
Direct Mail is an affordable way to market to potential customers.
Focus on a smaller group of prospects who are more likely to respond to your offer.
EDDM
Today, the United States Postal Service has a gift for the small business owner. It’s called “Every Door Direct Mail!” With an EDDM campaign, the Post Office has made it easy and more affordable for you to reach potential customers. For approximately one third of the cost of a first class stamp per piece, you can blanket any number of carrier routes or even entire zip codes. This mailing will be delivered to every door without needing a mailing list. It’s a wonderful way to reach a community to promote your products and services. We are your Every Door Direct Mail partner from concept review and design through to printing and delivery.
Call us at 407.260.0116 or stop by for a FREE consultation today.
Every Door Direct Mail
Marketing to every door in the area that you select – Choice of all doors (Residences plus businesses) or all residential (no businesses)
You can view demographics of individual neighborhoods such as:
- Average Household Income
- Average Household Size
- Average Household Age
Then choose the routes that most closely match your target audience.
Variable Data
Did you know that using Variable Data (also known as personalization or customization) will potentially increase your ROI by 5-10 times over traditional Direct Mail campaigns? Why settle for the normal 1-2% response rate when you could potentially do much better? Using Variable Data techniques, we customize your direct mail piece specifically to your individual customers. Let us help you reach your customers by personalizing a variable data mail piece that connects to them. Contact us today for your FREE consultation.
Informed Delivery with Supplemental Interactive Content
Informed Delivery interactive campaigns provide additional benefits, allowing you to:
- Enhance the scanned grayscale mailpiece images that consumers are already receiving by displaying a color image and an additional interactive ride-along image below with a URL link in their daily Informed Delivery email.
- Give the mail recipient or other household members the opportunity to take action immediately on their mailpiece by clicking on a campaign image/website link—regardless of whether or not they retrieve your direct mail from the physical mailbox.
- Coordinate multi-channel campaigns.
- Gain greater visibility because mailpieces that are designed as interactive campaigns appear at the top of the list in the consumer’s email or dashboard.
- Collect information on campaign reach and results (e.g., open rates, click-through rates) through data analytics.
Informed Delivery also allows you to:
- Take advantage of a new digital channel, tying hardcopy mail to digital content.
- Receive an additional digital impression for the intended recipient and additional impressions for other household members who are Informed Delivery users.
- Experience high email open rates (over 60% daily average).
What We Offer
-
Direct Mail Campaigns – We can produce your direct mail campaign from concept to design to mailing. Using your lists, or lists we provide, we can mail items such as postcards, letters, self-mailers, newsletters. Using our permits or your own, we can get the lowest postage rates and save you money by eliminating duplicates and undeliverable items. Let us help you get connected to your customers and increase your ROI.
-
Data Management – This is the ongoing process of obtaining, updating and scrubbing mailing lists to ensure accuracy and to segment data by demographic, geographic and other variables.
-
National Change of Address (NCOALink) – a secure dataset of approximately 160 million permanent change-of-address (COA) records consisting of the names and addresses of individuals, families and businesses who have filed a change-of-address with the USPS, giving you the newest address for your mail piece
-
Coding Accuracy Support System (CASS) Certification – enables the United States Postal Service (USPS) to evaluate the accuracy of software that corrects and matches street addresses.
-
Intelligent Mail Barcode (IM barcode) – This is a 65-bar barcode used on U.S. mail. The term “Intelligent Mail” refers to services offered by the USPS for domestic mail delivery. This will help give you the best possible rate on your postage.
-
Every Door Direct Mail (EDDM) – The USPS offers EDDM – a direct mail service that lets you have your mail item delivered to every address or delivery point within your assigned carrier routes, at a low postage.
-
Customized Data-Driven VDP Campaigns – Drawing information from an external database file, this is a form of digital printing, including on-demand printing, in which elements such as text, graphics and images may be changed from one printed item to the next, without stopping or slowing down the printing process. This ads a unique quality to each printed piece.
-
Informed Delivery with Supplemental Interactive Content – We can design the “ride-along” piece and setup the mailing for Informed Delivery with the supplemental interactive contact to redirect to the URL of your choice, and if required, we can design a separate landing page.
I’m Ready to Start
We can help you every step of the way. Here are some things to think about:
Who is my Target Audience?
TARGETED LIST
We can supply a targeted list based on various criteria, including such demographics as: age, income, geography, business type, business size, etc. We can also use a customer-supplied list. Each mailpiece is addressed.
EDDM – Every Door Direct Mail
EDDM – Mailing to Every Door in a selected carrier route within zip code. Mailpiece is required to be a USPS “flat” size piece which requires the minimum height to be greater than 6-1/8” or the minimum width to be 11-1/2”. No list or addressing required.
What do I want to send?
FORM
There are several considerations about the mail piece. Form is one of the first and sizes include, postcard, self-mailer, envelope, or a shaped item. Standard sized letter or postcards can get lost among other mail pieces. A larger mailer will stand out more in your customers’ mailboxes. A non-standard size will also catch your customers’ attention, meaning all of your other design work and carefully crafted copy won’t go to waste.
MESSAGE
Just as your designer takes the time to carefully lay out your mail piece, so too should you take the time to carefully think about and write your message. Be sure to think it all the way through. WHAT you say and HOW you say it is essential. Here are some things you should consider to make your direct mail messaging more effective.
OFFER
With direct mail you have a very wide range of offers that can help you better position your message and show your product or service in the most positive light. To Maximize your response rate, your offer needs to break through the big wall of rising consumer skepticism, distrust and apathy. Click the link below to learn some of response copywriter, designer and consultant Dean Rieck’s types of offers, grouped by function:
CALL TO ACTION
Writing an effective call to action (CTA) is critical in driving up your response rate. Below are some suggestions for putting together an effective CTA:
PERSONALIZATION
With today’s technology, there’s no need to just put your recipient’s name on your mail piece. Our direct mail technology allows you to get as personal as you want and this includes not only text but images as well. Below are some reasons why you should maximize personalization:
QR CODE LINKING
Ever since Apple introduced it’s native QR code scanner to it’s iPhones in late 2017, the popularity of this instant web linking technology dramatically increased. Forbes reports: “Recent data shows usage is increasing: 34% of US smartphone users have scanned a QR code – rising to 46% of tablet owners. Expect these numbers to go up sharply in the coming 12 months.” If you’re wondering how QR codes can boost your direct mail marketing, consider these 5 powerful benefits:
What Are You Mailing? What Is the Shape & What Are the Dimensions?
What do I want to invest?
Start with your goals for the campaign. Determine what your target population should be to accomplish these goals. A direct mail campaign can start from as low as $500 for an all-inclusive EDDM (qty 500, design, print and postage). Use our cost calculator below!
Other Considerations
Cross Media Options
Adding cross media options to enhance the message, eg., adding a QR code to the mailpiece with a link to a landing page, website or Facebook page.
Eblast
Supplementing physical mailing with an eblast.
Repetition Works
Successful campaigns repeatedly contact the target, using different media – mail, email, phone, meetings. Experts suggest at least 4 to 6 different mail drops to the same audience over a period of 2-3 months.