Trends in Direct Mail

“Trends in Direct Mail” was presented by Jeffrey Dobkin, President of Danielle Adams Publishing, at last week’s GPPCC’s mini postal forum.
Following are some of the notable trends:
1. Direct Mail integration with Internet.
Direct Mail can serve to drive readers to the internet. Make it easy to get information and order with customized landing pages or micro sites. Many of the landing pages we do for clients are tested against direct mail with no landing pages. The pieces with landing pages always generate more revenue. This is because it is quick and easy to order. I know I prefer to order online rather than send a form back in the mail or even worse call to order!
2. Variable Data Printing is growing.
Personalization has always been a critical component of direct mail, but now you can incorporate variable images which make the mail even more special. We’ve digitally printed variable B-B mail pieces with the recipient’s website homepage on the piece.
3. Discount Coupons or Gift Certificates are hot.
Jeffrey notes his favorite envelope teaser is “Gift Certificate Enclosed” next best “Free Offer Inside…” Use these to get your mail opened.

Social Media and Direct Mail

More from the GPPCC mini postal forum…
How to Incorporate Social Media Into Your Direct Mail Campaigns from Steve Olenski.
1. Make your Direct Mail Interactive with a QR Code:
Simply create a QR Code that points directly to a mobile-optimized PURL or Guest site. If you place the QR Code on the direct mailer with a call-to-action, discount or offer, you can measure whether the majority of visitors are coming in through mobile or traditional means.
2. Create Shareable Landing Pages
When a customer or prospect receives your offer, they are directed to a landing page to redeem the offer. The best landing pages are those that have only one action for the visitor to do, usually filling out a lead form. After they submit the form, return a thank you page with share buttons on it. This will allow them to share the offer with their colleagues via social networks.

Direct Mail Is King

I attended the Greater Philadelphia PCC event yesterday on the Future of Direct Mail and got some excellent information. From Warren Hunter’s presentation, in case you thought otherwise, Direct Mail is still King. Here are some of the reasons:
1. According to a study by Millward Brown: “Physical Media leave a deeper input in the brain.” What does this mean? Something you can touch and feel will make a bigger impression than something like email which can be deleted immediately and is gone.
2. Marketers only have 3 or 4 seconds to make an impression, so relevancy is critical. Use data modeling to make offers relevant.
3. QR codes and Landing pages tied into direct mail campaigns generally increase response rates.
Stay tuned for more tomorrow…

How should my street address be set up in an outgoing address?

We get a lot of questions about address set up.
Should the Apt # be on its own line, above or below the street address?
Here is the official policy. The USPS prefers the address designator, ie Apt. # or Suite, to be on the same line as the main [...] Continue Reading…

USPS Activity on Capitol Hill

With all the activity on Capitol Hill regarding the USPS last week we felt an update of events would be helpful.

There are currently 2 bills with any kind of life, one in the house HR 2309, sponsored by Congressmen Issa of California & Ross of Florida. The [...] Continue Reading…

News on the Proposed 2012 Mobile Commerce and Personalization Promotion

Background and Program Description

The 2011 Mobile Barcode
Promotion was successful in generating increased interest in the use of mobile
technologies in direct mail. Mobile technologies continue to be one of the
fastest growing marketing sectors, and mailer resources will be increasingly
diverted to this medium.  As technology
changes the marketing landscape, the Postal Service [...] Continue Reading…

3D Printing close to becoming a household reality

What would it be like if you could order a part for your vacuum or washing machine and you received an email with instructions on how to print out your part at home, instant gratification? What if you ordered a lamp online and received an order confirmation with the [...] Continue Reading…

PRC Approves Mobile Barcode Promo

The Postal Regulatory Commission has officially approved the USPS Mobile Barcode Promotion and they have determined that Nonprofits can play too!  All of the other regulations have remained the same. If you have already planned on some great campaigns this summer that incorporate QR Codes then you’ll be all [...] Continue Reading…

USPS QR Code Summer Sale – Final Rules

The USPS has released the final qualifications and rules surrounding their new “Summer Sale”.  Unlike their other sales this one is actually available to every mailer and does not require an advanced degree in mathematics to figure out if you qualify.  This promotion is a great way to entice [...] Continue Reading…

What’s in the Box?

Not the box from Seven, but I am horrified at times when I look through my own mailbox.  There a lot of great pieces I receive as well, which is why Going Postal will now be doing a weekly review in mail.  We’ll sort through it all and pick [...] Continue Reading…