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The Future of Direct Mail Printing: Innovations Driving Engagement and ROI

Paper mailers

Stand out in a crowded market with a print marketing presence. Direct mail printing campaigns allow uninterrupted, one-on-one communication with customers and prospects. One of the most highly-effective marketing strategies, direct mail can work for every industry. Whether businesses are looking to advertise sales, create coupons, or send appointment reminders, direct mail allows a company to deliver timely, relevant messaging. 

Direct mail has been a marketing staple for decades for many reasons, including the fact that its tangibility instantly creates a more personal connection with recipients and the physical document provides a long shelf life. Equally effective at both deepening existing customer relationships and forging new customer relationships, physical communication often has a more formal feel for recipients. 

When done correctly, direct mail marketing creates greater visibility, boasts better response rates, and builds brand loyalty. Discover direct mail trends, including technology integration and personalization, that businesses can implement to see greater engagement and ROI. 

What are some of the advantages of direct mail?

Direct mail offers businesses greater visibility, higher response rates, and increased engagement, and can be highly targeted. Direct mail can also be used for a variety of purposes, including generating leads, building brand loyalty, and increasing repeat orders. 

Technology Integration That Combines Print and Digital Marketing

Integrating technology with direct mail can be an exceptional tool for increasing audience engagement, generating higher response rates, and reaching a wider demographic. When businesses integrate print and digital marketing efforts, it also serves to reinforce a company’s brand in the minds of its customers as they are more likely to recognize a brand more quickly when they have seen it in both print and digital formats. 

A powerful call-to-action (CTA) can work just as well in print as they do in digital, and they are one of the keys to integrating your print and digital efforts. Businesses can integrate technology into their direct mail campaigns with these ideas:

QR codes – With the scan of a smartphone, a QR code can transport a potential customer to your website, video content, or directly to your online store. QR codes are convenient for businesses and customers, immediately delivering more information on demand.

Custom URLs – By including custom URLs on direct mail pieces, businesses can use the tracking data they gather to better understand when or where consumers are interacting with your printed materials.

Social media hashtags – the use of hashtags on print marketing materials can encourage customers to then follow those hashtags online and further engage with the business.

Tangible Elements That Enhance Engagement

The physicality of direct mail has the benefit of increasing connection and response rates with recipients. A physical document gives businesses an opportunity to be more creative with the type of direct mail they send, really working to engage all of a customer’s senses. Full color printing, specialty papers, or other interactive elements are all elements that businesses can add to help their direct mail piece stand out in the recipient’s mailbox. 

Color – Striking, full-color direct mail pieces not only attract the attention of potential customers but can also convey subtle meanings depending on the colors you choose. By using colors strategically businesses can increase the effectiveness of any print marketing piece. The color doesn’t have to be limited to the mail piece itself either. Stand out from all the plain white envelopes in a prospect’s mailbox by choosing an envelope in a bold color. 

Paper – The tactile experience of holding something physical can connect a customer to a brand in a way that makes it more memorable. Not only that, but the feel of different types of paper can evoke different sensory responses. For example, by choosing a paper that feels coarse a company might elicit a sense of strength and power. Depending on the message you are sending, paper communication can also have a more formal feel for recipients.

Interactive Elements – Consider adding an interactive element to your mail pieces to capture a prospect’s attention. For example including a sticker, attaching a card, adding a scratch-off, or incorporating a puzzle for them to solve. These interactive elements provide engagement that can make a mail piece fun. 

Target Your Audience Effectively 

Personalization is one of the keys to getting the most out of your direct mail campaign. More than simply putting your recipient’s name on the letter, personalization can include targeting customers based on their own preferences and choices, taking into consideration their location, and offering unique deals. Personalization helps establish a stronger bond with customers and allows them to feel as if a direct mail piece is unique just for them. 

At DFS we know that direct mail marketing is a great way to promote upcoming events, offer special discounts, and advertise to both new and existing customers. We will work with you to help create direct mail materials that can fit your customers’ needs and budgets.

Contact us today to be matched with a DFS business advisor and get free shipping on custom printing orders.

 

Key Takeaways

  • Direct mail offers businesses greater visibility, higher response rates, and increased engagement.
  • Integrating technology with direct mail can be an exceptional tool for increasing audience engagement and generating higher response rates.
  • Full color printing, specialty papers, or other interactive elements are all ways businesses can help their direct mail piece stand out. 
  • Personalization is one of the keys to getting the most out of your direct mail campaign.
  • DFS will work with you to help create direct mail materials that can fit your customers’ needs and budgets.

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