Staying Power

Staying Power of Direct Mail Catalogs

Maximize Your Staying Power With Custom Multi-Page Catalogs

How would you like your vendors to start competing for who will pay for your next mailing? A multi-page catalog is an incredible opportunity for your business to showcase multiple product lines, feature new or best-selling items with large, impressive images, and have your customers spend more time with your direct mail piece. Vendors will jump at the chance to buy space with co-op dollars!

At a generous 9”x7.5”, a standard eight-page catalog is an inexpensive way to make a big impact on your target audience, and have longevity that goes beyond traditional mail. Catalogs can, and often do remain in homes for weeks while your audience casually browses your featured products and plans when and how they will use your included offers. The ease of effortlessly leafing through a catalog is a welcome break from sitting in front of a screen and searching link after link – and the more time your audience spends with your brand, especially with tactile media like a catalog, the more brand recall and recognition you get!

Space limitations, on traditional mail, means you have to limit an entire category or product line to one or two representative items, and even how much vendors are willing to compensate with co-op money. With a catalog, you can dedicate as much real estate as you like to each category, product line or manufacturer, which will please your audience and your suppliers.

A great strategy would be to launch a semi-annual or quarterly catalog mailing to supplement event or holiday-driven mailings, to add longevity to your offers, feature more products, and have your audience spend more time with your brand and your product lines throughout the year.

Don’t forget to get print overruns to use as in-store handouts! Call to ask your Spectrum representative how to get started!

Hand It Out

8 Page Handout (7 x 9.5, 70# GLOSS TEXT)
1,000-1,500 pieces	$0.73 per piece
1,501-2,500 pieces	$0.68 per piece
2,500 pieces +	$0.52 per piece

*Need more room? Additional pages available as needed, call for special pricing!

Mail It

8 Page Mailer (7 x 9.5, 70# GLOSS TEXT)
10,000 pcs	$0.46 per piece
50,000 pcs	$0.39 per piece
100,000 pcs	$0.38 per piece
250,000 pcs	$0.37 per piece

direct mail direct marketing

Direct Mail Response Rates for 2016

Direct Mail Response Rates Rose Significantly in 2018

Direct mail still remains one of the most effective ways to market to your consumers due to its ability to create a lasting impression on consumers and return a high value for businesses.

There was significant growth in direct mail response rates from 2017 to 2018! House rates rose to 9% (3.9% increase) while prospect response rates rose to 5% (2.1% increase). This is the highest number for house lists since the report started.

With email and social media marketing on the rise, consumers have become exposed to hundreds of advertisements on a daily basis, some more intrusive than others. In doing so, consumers have become numb to digital media advertising and have even taken measures to remove the ads from their reach. Coincidentally, even as email continues to be the most used tool for advertising, it is hardly the most effective with a 1% response rate by prospect list (a 0.8% increase from 2017).

The difference we’re seeing in email marketing compared to direct mail marketing is that the ROI numbers for email marketing are high, but, that’s only due to its incredibly low cost.

Quantitatively email marketing is great, however, quality engagements and customer acquisitions come from direct mail.

Ignoring direct mail is more difficult than ignoring email.

Direct mail shines among consumers as your physical mailbox now harbors unique and effective pieces that catch the eye. It is much easier to breeze through your email account, or ignore large numbers of emails in your cluttered inbox. There is something special about holding a eye-catching creative mail piece in your hand and experiencing the special offer as it was meant to be.

Direct mail response rates are growing faster than other media.

Online display, email, and social media response rates have all rose as well though not as much, which, stands to reason that direct mail still has strong pulling power for business in attracting new customers while also keeping long-term customers coming back.

Looking to increase response rates for your company?

If your company is interested in increasing your campaign response rates, Spectrum has the proven strategies and solutions to get you there. If you are interested in increased ROI, deliverable brand awareness, and most importantly better marketing RESULTS; consider direct mail from Spectrum as your one-way ticket to more successful advertising campaigns.

Direct Mail Response Rate Continued From Blog

Direct Mail’s Explosive Growth

Top 7 Reasons Why Direct Mail Wins More Customers

*All relevant data has been pulled from this year’s 2018 Direct Marketing Association response rate report, publishing important data regarding direct mail relative to digital channels. (Source: ANA/DMA Response Rate Report 2018)

Meet the Monster Mailer

Meet the Monster Mailer

How to get increased visibility with direct mail marketing?

Direct mail is still the best way to directly let your current customers and new prospects know what value your business, product or services can offer. That is, why they should visit you, how to find your business or purchase your product and what benefit or special offer you provide. But here’s the catch: YOU STILL HAVE TO GET NOTICED! In the daily array of mail that reaches homes, you are still competing for visibility and engagement.

Mail is more difficult to ignore

Consumers can ignore emails (even emails they want to receive), use ad-blockers, and they must provide you their explicit permission to send them text messages. But there’s one place that you can reach them where they actually PREFER to be reached – the mailbox. Check out this article on why direct mail is still critical in this digital age.

The oversized “Monster Mailer” cuts through the clutter

There’s no better piece to cut through the clutter of mailboxes than with the MONSTER MAILER. Check out these pieces below to see the difference in size and how that can affect the amount of critical information you can include on your piece.

It's BIG

Stand out past all of the bills! Prospects are 15% more likely to respond to an oversized mail piece if they have never done business with you and at 8.5”x14”, there aren’t many mailers bigger than the MONSTER that still fit perfectly in both urban and rural mailboxes.

It’s Effective

Stopping power is crucial and size doesn’t pull the whole cart. The MONSTER has the real estate to display your offers, bigger and bolder, designed to turn a 3 second reader into a 30 second reader. Mail in general and the MONSTER particularly have an advantage in getting consumers to spend more time with your message.

It’s Affordable

The MONSTER is the perfect fit for the mailbox and your budget. When you have to stand out this fall, especially for Black Friday, the MONSTER is the piece you can use to find balance between efficiency, effectiveness, and cost-to-ROI.

Household Response Rates:

(Yes, the decimals are correct!)

direct mail direct marketing large postcard oversized mail

The Rule of 7

A very important rule in marketing and advertising that is utilized more often than you may realize is the rule of 7. The main point of this rule is repetition. The rule states:

“A prospective buyer should hear or see the marketing message at least seven times before they buy it from you.”

The two most important words in that sentence you should be paying attention to are “at” and “least”, specifically in that order. Please take a moment to remember the Farmers insurance commercials. Now, please hum the jingle from the end of those commercials. The reason you are able to do this so easily, besides it being catchy, is because you’ve heard it multiple times. Now imagine having that power for your marketing campaign.

How to Utilize the Rule of 7 to Achieve Success

Spectrum offers a number of proven turnkey direct mail marketing programs and solutions that can help your business reach your customers with the frequency necessary for success. In addition to stand alone direct mail, we offer integrated email marketing solutions that lift overall campaign response with digital channels. And extend your campaign with email retargeting on the web and Facebook and Twitter ads that target the same prospects in the same targeted geographic area for maximum results.

Offer Them Something Tangible

Send your customers direct mailers with compelling offers frequently so they have a reason to hold on to it. Direct mailers with coupons, gift cards, or interactive elements can win prospects and keep existing customers coming back again and again. Great pieces can end up on your customer’s fridge which serves as a constant reminder of your product or service.

Email Your Customers the Same Offers

Repetition is key to the rule of 7. By sending email that matches your direct mail piece to your customer base or targeted area, you can further remind them about your special offer and you also give them another channel to respond to. Learn more

Utilize Social Media Platforms

By implementing Facebook and Twitter ads into your marketing campaigns you can reach new people who are similar to your customer base in your targeted area. Target by hundreds of demographic selects including behavior, purchase interests and relationship trends.

Multi-channel direct mail marketing campaigns increase brand awareness and allow companies to effortlessly engage with target audiences more thoroughly. You also have the ability to drive more potential customers to your website and generate leads, gain insights and to see increased results.

Have a Strong Online Presence

Having an online presence doesn’t just mean utilizing social media platforms. It also means using online retargeting banners effectively. The main focus of this rule is repetition, so, having a strongly designed set ads that provide online reminders is key to a truly effective multi-channel marketing strategy. In addition to giving your campaign a boost when banners are clicked, the ads also serve to build your brand awareness by serving more impressions to your targeted audience.

All of these tactics are achievable with the Spectrum Marketing Advantage. The advantage is working with a partner who can streamline your project from concept, design, data analysis, mail list processing, print production, delivery, and postal logistics.

Increase Campaign Results by 23-46%

Our Spectrum Mail Plus program combines all of these technologies and more to give you the best possible results. Seamlessly Integrated Direct Mail, Mail Tracking, Online Follow-Up Ads, and Phone Call Tracking That Maximizes Your Marketing Impact! Instead of just sending out a traditional solo direct mailing, Spectrum Mail Plus combines your direct mailer with seven digital technologies that increase your ROI by reaching your target audience on multiple channels simultaneously.

We provide an online dashboard so you can easily track all of your campaigns performance in real time! Easily monitor each element of your Spectrum Mail Plus campaign online LIVE through our convenient client-side reporting dashboard. Learn more.

Increase Campaign Results by 23-46%

It’s never been this easy to be everywhere and be there all the time. Get started now and find out how Spectrum can help you design and implement successful direct marketing programs that remind your customers of your brand’s message and drive even more sales to your bottom line!

direct mail direct marketing

In Their Own Words Kabelin Ace Hardware

In Their Own Words: Kabelin Ace Hardware

Direct Mail Success

“We really enjoy working with Spectrum. They have an amazing design team! The monster mailers that we have done with them have done very well. We had about a 5% response rate! We are always impressed with the quality and service at Spectrum!”

Katie Parkinson,
Marketing & Communications Manager
Kabelin Ace Hardware • La Porte, Indiana

92% of shoppers say they prefer direct mail/advertisements in the mailbox for making purchasing decisions.

77% of people sort through their physical mail as soon as they get it (Epsilon) and the same person gets the mail 91% of the time!

74% of consumers always or sometimes notice advertising in Direct Mail.

56% of consumers say they have tried a new business after receiving direct mail, while 70% have renewed previous relationships with businesses!

direct mail direct mail success stories

Product Spotlight: Chunky’s Cinema Pub

Chunky’s Cinema Pubs is a New Hampshire based movie theater chain, which combines first-run movies and a full pub-inspired food menu to deliver an entertainment experience like no other.

In February 2017, Chunky’s began construction of its flagship location, boasting 10 state-of-the-art theaters and kitchen facilities capable of serving up to 1,200 guests. From the outset, it was determined that a bold visual statement was necessary to create a space that was worthy of the brand, and no expense was spared in the effort.

The accompanying images seen here represent a visual exercise designed to engage and entertain from the moment a guest walks through the door.

Theater Entrances: Each theater received its own themed entrance hallway, dedicated to instantly-recognizable classics from each genre. Textured adhesive vinyl provides long lasting protection to sensitive wall surfaces.

Main Hallway Filmstrip Mural: A centerpiece timeline dedicated to classic movies and their most recognizable quotes, rendered in a combination of adhesive vinyl, Sintra® PVC and reverse-printed acrylic. Approx. 90’ LOA.

Our goal was a visually stunning space that complimented our guests’ entertainment experience from start to finish. The end result was well beyond our expectations.

Mike Mannetta, Marketing Manager
Chunky’s Cinema Pubs

Main Lobby “Faces” Mural: Utilizing the full height of the nearly 30’ ceiling, the “Wall of Fame” has proven to be the conversation starter of the bar & lounge area, challenging guests to try to name them all. Matte laminated wall fabric with overlaid multi-layered acrylic logo is visible from outside.

direct mail direct marketing

Think Print is Dead?

Think Print Is Dead?

1. Print is tactile and leaves an impression

With print, content and design work together to stand out from the crowd. Email is limited to the flatness of the digital medium. Direct mail can offer dimension, texture, and variation that can leave a lasting impression on the reader.

2. It's effective

Email may get overlooked, deleted, or marked as spam before being read. A printed piece in your hand will most likely get read before being tossed out. Over 52% of recipients immediately scan or read retail & restaurant direct mail and respond by visiting a website or social media, going to a store location, or a combination of these methods.

3. It's an easy way to target an audience

Looking to reach a specific demographic? For example, consumers over 65 may be more likely to read print than online media and might be easier to target via direct mail. The ability to target and segment a list of desired customers is much more suited to print than digital.

4. Combined with digital, it is more successful

Marketers report an average improvement of 35% for multi-channel campaigns over single-channel campaigns. Using a QR code or trackable URL is a direct opportunity for email follow-up.

Don’t leave any lead behind! Increase your direct mail response by 23-46% with Spectrum Mail Plus.

direct mail direct marketing millennials

Stay On Target

Stay On Target

Hit Your Target Market Area Multiple Times

By targeting your same market area with Spectrum’s powerful local market email and social media platforms, we present your offers multiple times to the same prospects to create the frequency required to drive maximum response.

Find Your Audience

Target just the customers you want with geographic and demographic list filters. Gain access to the highest quality B2C and B2B email database available – over 95 million records! 100% opt-in lists and campaign reporting included.

direct mail direct marketing

3 Ways To Grow Your Business

3 Ways To Grow Your Business!

1. New Customers

Overcome the customer life cycle by developing a constant stream of new clients and customers. Direct mail is an excellent way to get noticed, especially if you use an oversized mail piece. Prospects are 15% more likely to respond to large format direct mail piece than a postcard or letter sized piece. A strong offer on a direct mail piece is absolutely critical to having new prospects consider your business – or even pay attention to your solicitation!

2. Increase Return Visits

Increase frequency of purchases by existing customers. Return visits are heavily impacted by promotional events. Be sure you’re reaching out to your customers at least once per quarter to ensure that your business is top-of-mind when your customers are back in the market for your product or service.

Retention direct mail is a great way to increase return visits through the use of coupons and offers that your customers are interested in. By giving them a reason to come back, you can both increase the chances that they will make a purchase and get them to make a return visit.

3. Up-Sell

Increase the average purchase by existing customers. Coupons can have a huge influence on this, especially when you have graduated offers that reward customers for spending more or purchasing multiple items as a package.

You can also suggest “companion” items at key stages of the purchasing process that complement or enhance an item that is currently being purchased. By suggesting items that either customers have purchased with another item or by suggesting items that enhance a given product, you can effectively “up-sell” to your customers by integrated strategically placed offers at specific stages of the buying cycle.

In addition to growth, it is important to have a reasonable method of determining the success of your campaign. Often, business owners only look at one of the following ways of measuring ROI, but please take a moment to consider all three:

Immediate ROI – What they spent on a promotion relative to what the promotion directly generated in sales during the promotion. This gets the most focus.

Lifetime Value of a Customer – For acquisition campaigns in which existing customers are excluded, it is more critical to view the ROI in the context of the extended lifetime value of a customer rather than just the immediate return.

Enterprise Value Enhancement – Acquiring new customers, and the related revenues, increases the business’s actual value.

direct mail direct marketing

In Their Own Words Mossy Oak

In Their Own Words: Mossy Oak Properties

Direct Mail is Effective

“Mossy Oak Properties Indiana Land and Lifestyle opened in November 2016. Since the opening we’ve had over 60 listings and at least half of those listings can be attributed to Spectrum Marketing Companies’ mailer. And this is with only 2 agents! Year to date we have over 5.5 million dollars in sales, and again, the mailers that Spectrum Marketing provided to us directly related to over 2.5 million dollars in sales. Working with Spectrum Marketing has been very smooth and effective, and the marketing plan that we jointly put together is working extremely well. The ROI is trackable and doing direct mail with David Keith at Spectrum has been an easy decision.”

Chad Renbarger,
Mossy Oak Properties • Indiana Land & Lifestyle

Direct Mail Converts Sales

“Spectrum Marketing has been a great partner for our direct mail marketing campaigns, and we have seen a large increase in new listings since our first mailing last year. They design, print, and ship everything right in their own facility, which makes the entire process a breeze; and Spectrum has access to multiple data sources to ensure full coverage of all the geography in our territory. We can choose from 1 acre to 1,000+ acres, which has aided us significantly in gaining leads and converting sales. With all of our direct mail needs taken care of under one roof, it allows us to focus all of our other resources on our core business. David Keith definitely understands our goals and has been great to work with.”

Brian Bauer,
Mossy Oak Properties • Land Sales & Services

direct mail direct mail success stories

Staying Power of Direct Mail Catalogs

Maximize Your Staying Power With Custom Multi-Page Catalogs

Hand It Out

*Need more room? Additional pages available as needed, call for special pricing!

Mail It

Direct Mail Response Rates Rose Significantly in 2018

There was significant growth in direct mail response rates from 2017 to 2018! House rates rose to 9% (3.9% increase) while prospect response rates rose to 5% (2.1% increase). This is the highest number for house lists since the report started.

Ignoring direct mail is more difficult than ignoring email.

Direct mail response rates are growing faster than other media.

Looking to increase response rates for your company?

Direct Mail Response Rate Continued From Blog

Meet the Monster Mailer

How to get increased visibility with direct mail marketing?

Mail is more difficult to ignore

The oversized “Monster Mailer” cuts through the clutter

It's BIG

It’s Effective

It’s Affordable

Household Response Rates:

The Rule of 7

“A prospective buyer should hear or see the marketing message at least seven times before they buy it from you.”

How to Utilize the Rule of 7 to Achieve Success

Offer Them Something Tangible

Email Your Customers the Same Offers

Utilize Social Media Platforms

Have a Strong Online Presence

Increase Campaign Results by 23-46%

Increase Campaign Results by 23-46%

In Their Own Words: Kabelin Ace Hardware

Direct Mail Success

Product Spotlight: Chunky’s Cinema Pub

Think Print Is Dead?

1. Print is tactile and leaves an impression

2. It's effective

3. It's an easy way to target an audience

4. Combined with digital, it is more successful

Stay On Target

Hit Your Target Market Area Multiple Times

Find Your Audience

3 Ways To Grow Your Business!

1. New Customers

2. Increase Return Visits

3. Up-Sell

In Their Own Words: Mossy Oak Properties

Direct Mail is Effective

Direct Mail Converts Sales

Improve your marketing campaign performance, conversions, tracking and attribution.

Improve your direct mail marketing campaign performance, conversions, tracking and attribution.