Get Measurable RESULTS with Direct Mail

Get Measurable Results with Direct Mail

Measure Your Marketing Effectiveness

The percentage of your mailing that responded is known as the response rate. Unless you’re mailing to people who have previously responded to the direct mail format, the typical response rate is 3.4%. The problem with measuring the response rate is when you are mailing two different direct mail campaigns with different mailing costs; or two different direct mail campaigns of the same cost, but with different offers. Rather than looking at raw numbers, you may want to find out your direct mail campaign value. Depending on the situation, you can measure the results of your direct mail campaign using advanced techniques called Key Performance Indicators, or KPIs, including:

Qualified Response Rate: Serious leads who have interest in buying now or in the near future.
Order Rate: What percentage of leads converted.
“Cost Per” Analysis: Accounts for the different costs of two direct mail campaigns.
Customer Acquisition Cost: A summary of all your costs for acquiring a new customer.
Revenue per Order: A summary of how much money, per order, the direct mail campaign produced.
Return on Investment: Did your campaign make money? Add up your revenue, then include all your costs.
Renewal Rate: The number of incentives you used to convert leads into customers.
Lifetime Value: Customers who—over a long period of time—continuously buy again and again.

Improve Your Direct Marketing Effectiveness by Adding Channels

Taking the time to measure your marketing effectiveness is worth the effort. You’ll never know how well your direct mail campaign is working unless you track them and measure your results. Once you take the time to see what your direct mail campaign value is, eventually you’ll be able to get maximum return on investment; you’ll know what changes to make to influence the campaign’s effectiveness.

direct mail direct marketing

Cover All of Your Bases

Generate Better Results With Cross-Channel Marketing

Using the high response generated by direct mail and combining it with additional media formats provides a marketing approach with superior performance. A blended approach allows for the strengths of each media format to offset any potential weaknesses of others to drive better results.

We all know that direct mail is the cornerstone of any cross-channel marketing experience for B2C companies and remains a healthy channel to drive engagement, but how can you effectively distribute a consistent message to other channels and drive increased results?

Modern direct marketing can use sophisticated customer behavioral and demographic data and can be personalized based on purchases and other behaviors. To further enhance performance, direct mail campaigns can have additional digital components added to boost response rates and enhance various aspects of the program.

Super-Charge Your Direct Mail With:

IP Targeted Web Display Ads – We can serve web banner ads to the same recipients of your direct mail program before and during the promotional window to improve overall campaign lift. Learn more
Targeted Email Marketing – Target the same local market with saturation email or append your customer or acquisition files with email addresses to add frequency to the message you’re delivering. Learn more
Spectrum Mail Plus – Combine physical direct mail with omni-channel digital marketing. Utilize up to 11 technologies to reach the right prospects and crete multiple touches with your marketing message. Learn more

Media Format	Direct Mail	Email	IP Targeting	In-Store Signage	Multi-Channel
High Response Rate	X				X
Can Be Targeted	X	X	X		X
Not Easily Blocked	X			X	X
High Visual Impact	X			X	X
“Sticky”	X				X
High Household Penetration Level	X				X
Brand Reinforcement	X	X	X	X	X
Supports Variable Data	X	X			X
Consistent Experience by Recipient	X			X	X
Low Cost per Impression		X	X		X
Influence of Point-of-Purchase				X	X
Capable of Delivering Frequency		X	X		X
Linked Directly to Online		X	X		X
Can Time Delivery to the Day		X			X

Since consistency in messaging is really what makes cross-channel marketing a successful strategy, Spectrum has several technologies designed to make this possible from one source – keeping your effort of execution to a minimum while we control the deployment process.

Depending on the length and type of campaign, our award-winning design team will create a killer direct mailer and any additional digital assets you may need including responsive email design, web banner ads, landing pages, and social media post images. We also deliver campaign results for each channel to help you understand the overall response and to craft follow up or additional promotions.

Spectrum offers multiple ways to integrate your message into additional channels, effectively boosting your promotional marketing campaign before, during, and after your mailer hits home.

Speak to your Spectrum representative about developing a cross-channel experience to cover all the bases you can and make your next promotional campaign a home run!

Digital Services direct mail direct marketing

Direct Mail with IP Targeted Web Banner Ads Promotional Campaigns

Direct Mail + Web Banner Ads Promotional Campaigns

Boost Your Direct Mail Campaigns With IP Targeted Ads

Imagine being able to target an audience that’s interested in your message with one cross-media marketing campaign. Utilizing our direct mail + IP targeted web banner ads solution, Spectrum will help you advertise to highly-targeted customers and prospects with both physical direct mail marketing and digital online advertisements to lift campaigns with more impressions.

How It Works

You provide Spectrum Marketing with a list of names, addresses and zip codes your sending the direct mail piece to. Addresses are run through an IP mapping system where the IP addresses are matched with physical addresses at a rate of, typically, 50-70% of the list size. Once complete, web banner ads designed with coordinated creative are served online using the IP address as the entry and direct them to your website or landing page.

Cookie-Based Retargeting Or IP Address Targeting. Which Works Better?

While cookie-based retargeting can be timely, there are many downsides including visitors who may clear their browser history; the cookies are deleted, as well as all retargeting efforts on that particular person. Cookie files also help companies collect personal data, including keyboard behavior, site history, and current location.

Meanwhile, IP Targeting is less intrusive than traditional cookies. Using verified, offline data to reduce and/or eliminate non-human bot traffic, your company will get recognized and receive more quality leads. IP Targeting also meets HIPAA compliancy.

IP Targeting takes the approach of traditional direct mail and matches postal addresses of businesses and homes to IP addresses. It works much like a postal worker delivering personal messages to your laptop and allows businesses to enable one-to-one marketing with clear precision.

Cookie-Based Retargeting	IP Targeting
Cookies are gone once deleted	Static IPs, capturing new IPs
Cannot verify person	Real people by name and address
Predictive data	Verified data
Non-human	Humans
Quantity	Quality

The Future is One-to-One Marketing

With IP Targeting, you will find highly-targeted customers and prospects who will likely be receptive to your message. New and unique ways companies are applying IP Targeting are happening all the time; it makes marketing efforts more efficient.

Who Can Benefit from Direct Mail Plus IP Targeted Advertising?

Digital Services direct mail direct marketing

Living Large Why Bigger Mail is Better

The Next Big Thing is Large Format Direct Mail

Think of all of the best-case scenarios you hope to achieve with your direct mail: recipients notice your mail; spend time reading your mail; remember your brand; notice and consider your offers; and most importantly, they take action.

Now, if only there was some way to…oh, wait! There is: LARGE FORMAT MAIL!

The larger format itself isn’t what ‘makes the sale,’ that honor belongs to the fabulous offers you use. The large format, though is a major component in getting your audience to actually notice, spend time with, and remember your offer. So, whether you’re going with a large, flat piece to prospects, or you’re mailing your customers a large piece folded down to add bulk, interest, and interaction, you are making the smart choice to use at least one large format mail piece this year. Before you equate bigger formats with bigger costs, consider the facts.

How You Benefit With Large Format Mail

Get Noticed

Prospects are about 15% more likely to respond* to an oversized direct mail piece if they are unfamiliar with your brand. Spectrum designs your mail pieces for the 3, 10, and 30-second readers. Even fractions of a second added to the initial interaction with your mail means a better chance your audience will convert from a 3-second reader to a 10 and eventually a 30-second reader.

Get Your Message Across

More real estate means more understandable messaging. When your content has room to breathe, it is easier for readers to digest the content. And because they are using multiple senses with your mail piece, the recall is at 75% compared to only 44% with digital messages. In fact, the Canada Post 2015 report found that your mail takes 21% less cognitive effort to understand and recall than digital messaging. Large format mail is easier to understand, more memorable, and provides a more positive interaction.

Get Better Results

On a large, flat piece to prospects, your offers can be larger and more noticeable – if you’re using the right offers, this means you’re increasing the likelihood of response. If you’re mailing your customer list, large, flat pieces can be more expensive in postage, so you can overcome the added postage by folding your piece. Don’t worry, though. You can direct your audience to the offers “inside” your mail piece, and, like the milk at the grocery store, get your audience to go through your great products and services before they get to the coupons/gift cards as they unfold your piece.

There are inexpensive, small mailers out there which can seem attractive for those business owners like you, who care about the bottom line. Understandable. But, when you consider the effectiveness of your advertising campaigns, a little extra cost that amplifies your offers, engages your audience and enables larger response is easily offset. Call your Spectrum Representative today and ask about some of our larger, more engaging direct mail formats!

*DMA Statistical Fact Book.

direct mail direct marketing

Impact of Coupons on Consumers

The Impact of Coupons on Consumers

Use Coupons While Developing Your Direct Mail Marketing Strategy

Coupons play a major role in helping consumers decide where they are going to purchase from. Coupons are a valuable tool for retaining existing customers and asking past customers to give your company another try. You can tailor your direct marketing offers to consumer behavior for the biggest impact. Look at the stats below from various sources to see how coupons affect purchasing behavior, how consumers are looking for coupons, where they’re getting their coupons from, and how much is spent on direct mail marketing.

Coupons are a great way to encourage new customers to give your company a try and to ask existing customers to return. Crafting the right offer so that you’re giving the customer something of value and also not putting yourself at a disadvantage is key to your marketing strategy. Creating eye-catching graphics and making your coupons easy to read and understand is also an important factor. Let Spectrum Marketing help you with your direct mail marketing offers and your graphic design.

direct mail Direct Mail Statistics direct marketing

In Their Own Words Golf Course Lawns

In Their Own Words: Golf Course Lawns

Direct Mail Program Success Testimonial

“The first time we used Direct Marketing with Spectrum, our first customer more than paid for the cost of the ad.

In the next few months, we had fifty new clients! We are continuing to use Spectrum to grow our business. They do everything they can do to satisfy our needs.

I would recommend Spectrum to anyone who wants their business to succeed.”

Fred Cheney,
Owner, Golf Course Lawns

Digital Services direct mail direct marketing

Equipment Spotlight: Bell+Howell Pinnacle Inserting System

The Pinnacle inserting system has been added to an already extensive line of direct mail production equipment.

It offers one of the fastest methods of processing mail, while still maintaining mail job integrity. The system also provides detailed job statistics for use in mail job analysis, as well as the ability to save a set-up for future recall, and provides one of the highest ratios of throughput-to-cycling speed on the market.

Along with this new inserting technology, we have added a Lake Image Systems Discovery MultiScan 3 Way Match Verification System, which includes an integrated three camera system which captures a Data Matrix code and/or OCR-A fonts for matching up to two inserts with a pre-printed envelope.

Key Benefits:

direct mail direct marketing

Equipment Spotlight: Heidelberg Stahlfolder CH56 KT AUTO

Exceptional quality. Fast turn times. High, stable productivity. These are just a few of the benefits that have made Spectrum the go-to source for over 4,000 clients nationwide, and our latest addition will help us take that trend to the next level.

With technology and efficiency unmatched anywhere else in the industry, our new Heidelberg Stahlfolder helps Spectrum deliver on its promise of high-speed, quality, and cost-efficient printing equipment.

UP TO

30%

REDUCTION IN PRODUCTION SETUP TIME

UP TO

9,000

SHEET-PER-HOUR-PRODUCTION CAPACITY

OVER

90%

OVERALL DOWNTIME REDUCTION

ONLY

FOUR

CLICKS REQUIRED FOR COMPLETE SETUP

direct mail direct marketing

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)

direct mail direct mail response rates Direct Mail Statistics direct marketing

Get Measurable Results with Direct Mail

Measure Your Marketing Effectiveness

Improve Your Direct Marketing Effectiveness by Adding Channels

Cover All of Your Bases

Generate Better Results With Cross-Channel Marketing

Super-Charge Your Direct Mail With:

Direct Mail + Web Banner Ads Promotional Campaigns

Boost Your Direct Mail Campaigns With IP Targeted Ads

How It Works

Cookie-Based Retargeting Or IP Address Targeting. Which Works Better?

The Future is One-to-One Marketing

Who Can Benefit from Direct Mail Plus IP Targeted Advertising?

The Next Big Thing is Large Format Direct Mail

How You Benefit With Large Format Mail

Get Noticed

Get Your Message Across

Get Better Results

The Impact of Coupons on Consumers

Use Coupons While Developing Your Direct Mail Marketing Strategy

In Their Own Words: Golf Course Lawns

Direct Mail Program Success Testimonial

Equipment Spotlight: Bell+Howell Pinnacle Inserting System

Key Benefits:

Equipment Spotlight: Heidelberg Stahlfolder CH56 KT AUTO

30%

9,000

90%

FOUR

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

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

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