The need to be automated and high tech has shifted focus away from print marketing. The consensus is that people think printed marketing collateral is outdated, expensive, and just not cool.
We used to think that too, but according to the Direct Marketing Association’s 2105 Response Rate report, we were wrong.
Direct mail has a higher open rate than email.
Direct mail achieves a 3.7% open rate, while email only has a 0.1% open rate. The packaging you select for your direct mail can increase the open rate even more. Oversized envelopes have the best response rate at 5.0%. Catalogs have an open rate of 3.9% and letter-sized envelopes have an open rate of 3.5%.
Less Competition with Direct Mail
Direct mail marketing campaigns are down from 79% of businesses in 2012 to 50% in 2015. As businesses grow their online marketing efforts, they are dropping their direct mail efforts. This means there is more competition online and less competition in the real world. Now you have an opportunity to capture your prospects’ attention in their home or business.
Postcards are a smart little piece of print marketing collateral that work well as mailers, meeting leave behinds, and event handouts. In the Zanifesto office, we always have a big stack on hand.
To see the best result from your investment, we recommend following these three rules:
You don’t need to customize your marketing collateral for each recipient, but you should customize it for each type of recipient.
For example, Zanifesto prints postcards that briefly describe our product. We have one version targeted toward entrepreneurs that we leave at local incubators. We have another version that targets freelancers and Work at Home Moms (WAHMs) that we leave at their regular hangouts.
Each group has a different need that requires a different message. Start ups want Zanifesto for creating marketing collateral, whereas freelancers want Zanifesto as a tool to make their own products to sell on Etsy and similar sites.
One of the challenges, and we say benefits, of print marketing is the limited real estate. You have one postcard or flyer to convince someone to purchase your product or service. No mumbling or meandering with your message. You have to get right to the point.
Pay the extra dollar for nicer paper. Users can tell when you printed your postcards at home with Avery paper. We see the frayed edges from where you tore along the perforated lines. When you’re in a time crunch, we understand. You gotta do what you gotta do.
But if you have the time, have your collateral professionally printed (we use VistaPrint and Moo) and pay for some nice thick card stock. You’ll appear more professional and trustworthy, both of which are good for your brand and your growth.
Do you have any other tips to share?