Direct Mail

Savvy marketers know that a successful campaign requires an integrated approach. The best marketing programs combine digital and traditional marketing in a way that ties them together to better leverage all of them.  Direct mail can play a critical role in your traditional marketing that can help to solidify your brand's presence in the hands of your prospective customers.  

We all know our inboxes are over saturated with spam and the average attention span of users in social media sites is just seconds.  Direct mail pieces can be kept and browsed through over and over again. 

Mailpieces can be engineered with paper, specialty coatings, and folding that creates an interesting and memorable visual and tactile experience that can leave a lasting impression of quality, which is just not possible on a screen.

Direct Mail Services we offer include:

  • Mail piece design assistance and consulting
  • Variable data printing for targeted messaging and improved response rates
  • List acquisition
  • Data merging and cleansing
  • Ink Jetting, folding, affixing, inserting, and tabbing
  • Pre-sorting, bundling, and delivery to U.S. Post Office
  • Drop shipping regional and national mailings direct to SCF's for quicker delivery and even deeper postage discounts
Direct Mail Postal Trucks

Rather than an all-digital approach,  a multi-channel approach that leverages the unique benefits of paper with the convenience and accessibility of digital will often produce the best results for a marketing campaign.

An interesting article published by Forbes reported the results of a study sponsored by Canada Post and performed by Canadian neuromarketing firm TrueImpact. The study compared the effects of paper marketing (direct mail pieces, in this case) with digital media (email and display ads).  The technologies used in this study were eye-tracking and high-resolution EEG brain wave measurement. Conventional questionnaires were also used. The three key metrics evaluated in the study were cognitive load (ease of understanding), motivation (persuasiveness), and attention (how long subjects looked at the content).

Direct mail was easier to process mentally and tested better for brand recall. 

According to the report, "Direct mail requires 21% less cognitive effort to process than digital media (5.15 vs. 6.37), suggesting that it is both easier to understand and more memorable. Post-exposure memory tests validated what the cognitive load test revealed about direct mail’s memory encoding capabilities. When asked to cite the brand (company name) of an advertisement they had just seen, recall was 70% higher among participants who were exposed to a direct mail piece (75%) than a digital ad (44%)."

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