How to Use Direct Mail Marketing for Your Business
Having a direct mail marketing strategy is crucial for any business. Does yours have one? It can have an awesome one when you plan and print with Smartpress’ extensive direct mail products and services.
No matter your business, no matter your industry, direct mail presents an ROI opportunity you don’t want to miss. With so many mailers vying for customers’ attention, it can be daunting to know where to start, so let’s take a look at:
- Direct mail products you can print with Smartpress
- Smartpress’ convenient mailing services
- Direct mail examples across industries
What is Direct Mail Marketing?
So what is a direct mailing? It’s pretty simple actually. Direct mail marketing consists of any physical material you mail to target audiences. As a business strategy, it’s a tried-and-true way to promote your products, services and brand itself.
As for the printed materials, they can be anything and everything, from postcards and newsletters to catalogs and booklets. The goal, of course, is driving sales and generating leads, so it behooves you and your business to consider your direct mail strategy carefully.
(Side note: How often do you actually get to use behooves in a sentence? Ah, words.)
Does Direct Mail Work?
The short answer is yes. And before you think, it’s just junk mail, understand that direct mail is most effective when designed thoughtfully and your audiences are targeted using data. It’s the kind of mail that’s engaging and interactive, not boring and overlook-able.
But why does it work exactly? Three big reasons:
- Highly targeted: You can tailor your message to specific demographics or geographic areas. Things like age, income, location and marital status help you send the right message to the right customers.
- Tangible impact: Physical mail often feels more personal and less intrusive than digital ads. It’s a palate cleanser after being bombarded with digital content all day long.
- Cross-channel integration: You can integrate direct mail campaigns with digital ones to maximize engagement, increase sales, even boost customer loyalty.
See why direct mail should be just one part of your print marketing strategy.
Smartpress’ 11 Direct Mail Examples
At Smartpress, we offer 11 direct mail printing products to cover any and every campaign you can imagine. Each of these direct mail types gets your messaging straight to your customers, whether they’re existing repeaters or potential new ones. And with so many customizing options, your mailers will look exactly how you want them to.
Direct Mail Booklets
Nothing makes an impression like a booklet mailer. Our custom catalogs are perfect for presenting your product assortment and limited edition items, while saddle stitch booklets give you print flexibility as you turn them into annual reports or magazines. Perfect bound books take professionalism to a new level with a seamless square spine ideal for lookbooks and portfolios.
All of our custom booklets can be tailored to your campaigns with premium paper stocks (coated, uncoated, recycled, oh my!), protective cover coatings and full mailing services (more on that later).
Letter Mailers
Direct mail isn’t solely about grabbing your target audience’s attention. Sometimes it’s about informing and educating, and that’s where letter mailers come in. When you print them with Smartpress, you still get to customize your letter design with brand colors, logos and imagery. But most often, these mailers are effective when you let the content do the talking.
Get the word about your business or nonprofit with window mailers that make addresses unmissable, or request donations with letter mailers that include reply envelopes or window mailers with reply envelopes.
Mailers
Of course, direct mail marketing includes postcards that showcase promos and upcoming events, but don’t forget about newsletters. They’re a go-to for keeping people in-the-know about the goings-on of your biz or org.
And then there are direct mail cards and envelopes that target your audience for fundraisers, galas – they even make great holiday cards. Last but not least, we have folded self-mailers that promote it all without an envelope.
To stand out in a crowded mailbox, add perforation for tear-off coupons or loyalty cards, variable data to personalize each piece or digital laser cutting to create dimension and (even more) interest.
Need some mailer inspo? Here are 9 self-mailer examples to get you started.
Smartpress’ Direct Mail Services
Once you’ve designed and printed your direct mail assets, how do you actually get them to your target audiences? With Smartpress’ full mailing services. As a customer-focused online printer, we provide step-by-step instructions, how-to information and all the details you need to know to take advantage of our direct mail printing services.
Ensure your mailing (and campaign) is a success with the articles in our Support Center – check out a quick overview of them below.
Direct Mail Templates & Guidelines
In order for us to mail your marketing assets, they need to be set up correctly in your print-ready file. Our mailing design guidelines article walks you through it all, from dimensions to addressing and postage specifications, along with downloadable templates for you to follow.
We can also take the stress out of your direct mail marketing campaign with complete mailing and addressing services. Check out our variable data options and determine if a First Class or Standard designation is right for your mailing.
Mailing Advice
When it comes to direct mailing services, sometimes all you need is some advice. Make it easier to deal with return mail by understanding why it gets returned and learning how to avoid it in the first place. And for your direct mail postcards, find out why marks, smudges and scratches can appear on them and how to guard against them.
Get your direct mail questions answered with our list of FAQ.
Mailing Lists for Marketing
For your direct mail assets to be successful, you need the right mailing list to back it up. Find out how to send your mailers to the right audiences and how to determine who those people are with these articles:
- Mailing Permits: Find out if Smartpress’ permit or your own permit is needed to mail your project.
- Know Your Mailing Audience: Consider these tips when targeting your mailing audience.
- List Processing: Read about our list processing options and find the one that’s right for your direct mail project. We can use your existing mailing list or help you purchase one.
- Purchasing a Mailing List: Let us help you reach a reliable list of recipients with your mailing by targeting specific demographics.
- Mailing Lists – NCOA & PAF: See how easy it is to keep your mailing lists current when recipients change their addresses.
- Every Door Direct Mail®: With this convenient mailing service, all addresses in a carrier route are delivered a piece of your mail. See if it’s right for you.
Who Can Use Print & Direct Mail Services?
Here’s another short answer for you: Anyone. Any business, any organization, any industry – they can all benefit from direct mail advertising. Even the most digital of digital businesses can increase engagement and drive sales with physical mailers. Don’t believe us? Here’s the who and the how:
Retailers
- Online and brick-and-mortar businesses
- Promote sales, exclusive events, product launches and loyalty programs (catalogs are super common in this space)
Financial Services
- Banks, credit card companies and insurance providers
- Advertise special rates, loan products, retirement planning services or savings accounts
- Charities, churches and nonprofits
- Boost awareness for fundraising events or special initiatives (letter mailers with reply envelopes work wonders here!)
Healthcare Providers
- Hospitals, dentists and clinics
- Send appointment reminders, promos for new services or health tips
- Real estate professionals
- Promote new listings or recent sales, attract potential buyers and sellers
Educational Institutions
- Schools, colleges and training centers
- Communicate about open houses, events, course and campus information
- Politicians and advocacy groups
- Solicit donations and encourage voter turnout
Subscription-Based Businesses
- Subscription boxes, meal services or streaming services
- Send personalized offers for individual or bundled services
Travel & Hospitality
- Hotels, airlines and tour operators
- Provide special offers to encourage travel and bookings
Home Services
- Landscapers, cleaning companies, HVAC services or pest control
- Target local customers (hello, postcards!)
Small Local Businesses
- Local shops, gyms, salons, and restaurants
- Build a community presence and attract nearby customers
See? It’s a long list, we know. All the cool kids (er, companies) are sending direct mail.
Find Your Direct Mailing Solutions at Smartpress
Whether you’re a small business, a large corporation or something in between, direct mail marketing can pay off in a big way. Printed assets with your targeted messaging increase the likelihood of customer engagement and sales, and when you pair them with your digital campaigns, you boost your chances even more.
Along with Smartpress’ direct mail printing and mailing services, you also get a whole team of print experts to help you with it all. Use your personal sales rep for everything from guidance and advice to technical help. And if you don’t have a rep yet, contact us here to get started on your next campaign.
