Terms That Direct Mailing Professionals Need to Know

A brief glossary of some of the most widely used terms in the direct mailing industry.

The printing industry is much more complex than you might think. Producing specialty mail pieces requires a very careful process that can only be executed by direct mailing specialists with years of experience under their belts. Whether it’s business cards, brochures, rack cards, or a postcard printing service, there is a lot of industry-specific information that one must have knowledge on.

As an experienced direct mail company, we know that there is a lot of lingo to keep up with. Following the right language is crucial to how well your direct mail campaign turns out and being fluent with the industry’s terminology can make all the difference.

What Are The Most Important Printing Marketing Materials?

Before you put a direct mail marketing plan together, make sure that you brush up on these important terms:

  • Flat-Size Mail: Any flat item mail pieces like letters, magazines, and newsletters. There are two primary sizes for flat-size mail pieces. You’ll be able to print either packages with that measure 8 ½ X 11 inches or 9 X 12 inches.
  • Fugitive Glue Material: Fugitive glue is low-tack adhesive material that creates a sturdy, yet non-permanent bond between marketing materials. If you get a credit card in the mail, this is the sticky holding material that is keeping it attached to the mail piece.
  • Gloss Paper: Have you ever been mailed a letter or invitation that is especially shiny? That’s probably because it was printed on gloss paper. There are two levels of gloss paper: high and semi-gloss. For an extreme shine and smooth texture, you’ll want to go with a high gloss paper, while semi-gloss items reflect a soft, matte appeal.
  • Letter Size Mail: In order for a mailpiece to be eligible for postage service, the item needs to fit three important requirements. The item needs to be rectangular-shaped, and least 3 ½ inches high X 5 inches long. The mailpiece must not exceed a height of 6 ⅛ inches or a length of 11 ½ inches.
  • Machine Insertables: Some materials cannot be simply inserted into envelopes. These are usually special delivery items that must be placed into the envelope through machine delivery.
  • Matte Paper: Matte paper is best used for printing heavy text. Unlike gloss paper, sheets of matte paper have very little shine appeal.
  • National Change of Address (NCOA): The NCOA is a dataset of changes recorded by the United States Postal Service (USPS). This provides a long list of address changes for families and businesses.
  • Offset Paper: This is one of the strongest forms of paper stock in the direct mailing industry. Offset paper is made with special fibers that are designed to soak up the highest quality of ink from the printer cartridge.
  • PMS Ink: Often referred to as a spot printing solution, the pantone matching system (PMS) is responsible for producing exact color matches.
  • Process Ink: This is the ink solution that’s responsible for delivering your CMYK color scheme. With process ink, you’ll be able to choose from a variety of colored inks in either the Cyan, Magenta, Yellow, or Key (black) color segments.
  • Production Outsourcing: When most people hear this term, they often associate it with industrial production. Instead production outsourcing is a cost-effective way to manage direct mail items in its production stages.

St. Louis’ Sharpest Printing Experts – Presort Inc.

Now that you’re familiar with some of the direct mail industry’s most popular terms, it’s time to build the perfect mailing campaign and printing strategy. That’s where the experts at Presort can help most. As full-service mailing specialists, we’ll be there from the initial design to the final print and beyond. With nearly 30 years of experience as outsourcing professionals, our team will be able to support you with print marketing materials that help enhance any of your direct mailing efforts.

Give us a call today so you can take advantage of any of our unique printing solutions!

4 Reasons to Choose Direct Mail Marketing Over Email

Email vs. Direct Mail—They both get results, but even in a world that’s dominated by the internet, it’s better to take a traditional outreach approach.

Technology has completely transformed the way that companies conduct business. When it comes to marketing, many choose to adopt virtual outreach methods. Today’s industry is booming with social media and email marketing. While these methods may be quick and easy ways to promote your brand, there is a much more effective approach—direct mail.

Why Direct Mail Marketing Reigns Supreme

There’s no denying how powerful digital technology is. Sure, the internet has opened the door to a variety of innovative marketing tactics, but that doesn’t mean that mail advertising is going anywhere. The fact is that there will always be a need for direct mail services.

Here are some of the main reasons why it makes sense to develop a direct mail marketing strategy:

Less Clutter in Your Inbox

Are you one of those people that reads every email that hits your inbox? Don’t kid yourself, because in the business world, most of us send irrelevant messages straight to the spam folder. The fact is that we don’t have the time nor the desire to open every email. For the most part, email advertisements are easy to recognize by the title alone. With this said, many messages won’t even get opened for that matter. According to Smart Insights, only 24.8% of marketing emails are opened across all industries, so why waste your effort when the odds aren’t in your favor?

Sure, some prospects might throw away physical mail, but that number is extremely slim compared to the number of emails that automatically get deleted. Bottom line is that tangible mail pieces won’t overload your prospective customer’s mailbox and interrupt their workflow.

More Personal Connections

Once you’ve gotten your mail piece in the possession of the consumer, it’s time to leave a lasting impression with your audience. When it comes to direct mail, three important pieces need to be put into place:

  1. A sterling design: Put your sense of creativity on display by creating a mail piece with eye-catching visuals and a comfortable color scheme.
  2. Key deliverables on your sales piece: You won’t have the chance to pitch every prospect in person, so it’s important to have the deliverables of your product or service clearly defined on the mail piece.
  3. Personal messages: Marketing campaigns work best when you make a personal connection with each audience member. Tailor your messages specifically to each prospect and promote solutions that serve their unique pain points.

Builds Greater Trust

One of today’s biggest concerns is cybersecurity and privacy invasions. Hackers are always on the prowl and looking for ways to take advantage of network vulnerabilities. One of the most common—and dangerous—cyber threats are email phishing scams. Be wary if you get a random email from what appears to be a trusted source, especially if that message contains a suspicious link. Don’t click that link because chances are that it’s just a malware trap.

Bottom line is that there are so many threats associated with email marketing, which makes it difficult for consumers to evoke trust in companies that choose this outreach strategy. Luckily those threats are nonexistent with direct mail. There’s no dangerous clickbait to trick readers with. Your mail pieces can be attached with as much as you want, and the best part is that it won’t set off any alarms.

Supplements the Work of Web Technology

Electronic outreach is a very common marketing tactic especially as technology continues to evolve. Many might think that this is killing the mail printing industry, but on the contrary; it’s actually enhancing it. Web technologies give companies more opportunities to take their direct mail strategies to the next level. Businesses will be able to create CTAs that helps boost online results for your company.

You’ll be able to draw more leads by encouraging your prospects to visit your website, follow your social media pages, and subscribe to newsletters.

Special Surprises

People get the same types of boring, plain mail just about every day, but a unique marketing piece is a great way to keep things fresh. If you really want to stand out in front of consumers, bring some pizzazz to their mailbox. Sure, a postcard can be effective, but that’s are so many other ways to pique interest from your audience.

People admire effort so think outside of the box and send out some of these unique items:

  • Colored envelopes
  • Assets with “handwritten” font
  • “Lumpy” three-dimensional mail
  • Physical stamps
  • Freebies (pens, stickers, coasters, etc.)

Trust Presort for Your Direct Mail in St. Louis

At Presort, we are much more than an ordinary direct mail company. We are full-service printing and mailing specialists. Every day, we work tirelessly to help companies pull off successful mail marketing campaigns. We’ll help you design a flawless design, generate the right mailing list, and make sure that all items end up where they need to be.

If you want to improve response rates and generate more profit with direct mail outreach, then schedule a free consultation with the Presort team today!

How to Increase Your ROI Through Direct Mail Marketing

Make your direct mail marketing campaign a worthy investment by following these seven crucial tips:

Although today’s world is dominated by digital technology, some traditional forms of marketing will never fade and direct mail is a great example. If you looking for a unique outreach method to build brand awareness with target audiences, then direct mail is the right strategy for you to practice. Whether you are to showcase certain products or services to new consumers or you just want to show your appreciation to existing customers, this marketing tactic is a great way to get your message in front of the right eyes.

Here are some tips to help that can help you generate more revenue through direct mail marketing efforts:

Define Your Message

What do you want to accomplish in your direct mail campaign? Is it more sales, brand awareness, or a blend of the two? Whatever your motive is, make sure that it stands out in the eye of the consumer. Build conversational pieces that resonate with audience members. Use attention-grabbing headlines, promote solid offers, and make sure that your customers understand that it will benefit them.

Build a Direct Mail List

When it comes to prospecting, building a target list with potential sales leads can be extremely beneficial. This gives you the opportunity to do some smart prospecting so that you aren’t wasting a lot of money on outreach. A business mailing list can help you gauge the information that you are looking for. This includes contact information, demographic reports, buying behaviors, locations, and more.

Keep it Personal

Taking a personal approach on your direct mail campaign can go a long way. Whether you are targeting businesses or individual consumers, it always helps to personalize your mail pieces. Always address the recipients by their names and title of the profession. Tailor your offerings around their interests from the data collected in the mailing list. Do whatever you can to make each message applicable to the prospect.

Make it Social-Media Friendly

In today’s virtually-dominated culture, a social media presence is crucial for practically any business. Encourage your audience to follow your Twitter or like your Facebook pages. Having a unique link that sends clients custom landing pages is a great way to bring attention to your social media content. This will make it easy for people to stay connected with your brand.

Make the Call to Action (CTA) Clear

When it comes to direct mailing, simplicity is key. Too many businesses make the mistake of sending flashy mail pieces with a smorgasbord of glossy photos and textures. While this is great for aesthetic appeal, it might take too much attention from the mail item’s CTA. Don’t clutter the piece with too much information either. Provide 2-3 benefits that consumers will be able to take advantage of as a result of following the CTA.

Send Follow Up Messages

Nurturing your audience is one of the smartest approaches that you can take. Whether the prospect has become a customer or not, you want to make sure that they know you care about their business. Sometimes people just forget to follow the original promotion so this can be the reminder that helps them that leads them to take initiative. If you truly want to drive conversion and boost response rates, then always follow up with your prospects and customers.

Work With the Experts at Presort Inc.

At Presort, we understand the frustration that comes with running a direct mail campaign. There are many obstacles to overcome, but with us at your side, you’ll be sure to create a seamless and effective direct mail strategy. The experts at Presort will be there from the initial design to the final sendoff and beyond to ensure that your next outreach strategy is well-executed.

If you want to improve response rates and generate more profit with direct mail outreach, then contact St. Louis’ finest mailing professionals. Contact us today to schedule a free consultation!

How to Build a Direct Mail Marketing Campaign for Ecommerce Businesses

Creating a direct mail marketing strategy will help you bring much more attention to your eCommerce site.

Online shopping has been extremely popular since the great internet boom of the 1990s. Business eCommerce is more important than ever before. Although several companies specialize with their own, unique eCommerce platform, others have become dependant on shopping channels like Amazon or Shopify. It really doesn’t matter what your preferred outlet is as long as you have the right strategy that will bring customers to it.

When it comes to eCommerce, one of the best ways to bring awareness to your business is through direct outreach. If you’re looking for an out-of-the-box way to bring shoppers into your online store, then consider taking a direct approach. By implementing a direct mail marketing strategy, you are sure to turn some heads and bring attention to your eCommerce platform.

If you want to pull off a successful direct mail campaign that helps bring more activity to your eCommerce site, then make sure you follow these critical steps:

Establish CTAs of the Direct Mail Campaign

What do you hope to accomplish with your direct mail campaign? Do you want to bring in more customers, sell more products, or just bring awareness to your business? Perhaps it might even be a combination of any of the three. Whatever your goals are, make sure that they are clearly defined in the marketing strategy and persuasive enough on the mail piece. Make your call to action bold and clear so that you capture your reader’s attention.

Identify the Target Audience

Do you want to nurture current customers or gain the attention of new prospects? Either way, establishing a mailing list can help you get your mail pieces in front of the right eyes. Before printing and mailing any specific marketing material, make sure you define the target audience that is likely to respond to the campaign’s call to action.

Bring Your Audience to the Website

The most important thing is to get audience members to visit your website. Whether it’s a sales promotion or any other incentive, the main goal of the direct mail initiative is to bring more traffic to your business’ eCommerce website. It’s wise to create a CTA that entices readers to visit the website, because it will help generate sales in the process, thus turning profit for your business.

Create Personal Messages

Whether it’s a letter, brochure, pamphlet, or any other unique mail piece, make sure that you add a personal touch to it. Using data generated from your mailing list, you are able to find critical information that specifically relates to the consumer. Always address the recipients by their names and title of the profession and do whatever is necessary to make the message applicable to their needs or interests.

Automate Marketing Efforts

Once you have the right marketing strategy in place, it’s to put your plan into effect. Automated your marketing services can streamline every aspect of the campaign. This includes the initial design and printing phase to the distribution efforts and beyond. If you want to roll out an automated marketing process, make sure to follow these four guidelines:

  1. Use an automated customer relationship management (CRM) platform.
  2. Segment your mailing lists.
  3. Create a mailing schedule.
  4. Nurture your efforts with follow up messages.

Work With the Experts at Presort Inc.

When it comes to direct mail marketing, there is no one better to work with than the experts at Presort Inc. With nearly 30 years of experience as professional outreach specialists, we are able to create sterling mail pieces that help generate attention to your brand. We are full-service problems that will be there from the initial design to the outreach and beyond.

If you are a business owner with an eCommerce platform, we have the marketing solutions to help bring more traction to your site. Give us a call and schedule a free consultation with one of our experts so you can begin executing the perfect direct mail strategy

Benefits of Third-party Fulfillment Services

Fulfillment professionals can help your company take control of its inventory, fulfill unique orders quickly, and generate more sales.

It can be very difficult to keep up with demands, especially if you are running a small business that is experiencing growing pains. Not only are you responsible for manufacturer products, but you’ll also need to find a space to store them all. Following that, business owners will also have to conduct the distribution strategy. These are major responsibilities that take up a lot of time and energy. Fortunately, there is a solution that can help eliminate all of these frustrations.

This blog illustrates why it’s best to work with a third-party fulfillment company to help with inventory management, packaging, order fulfillment, and distribution.

Advantages of Using a Third-Party Fulfillment Service

If you want your business to build sustainable growth, then customer satisfaction needs to be your highest priority. That can be pretty difficult to achieve when your operation is functioning as a logistical nightmare. Luckily, this is a preventable issue because third-party fulfillment companies have several secret weapons that will help propel your business ahead of the curve.

These are the main benefits that come along with working with an order fulfillment service:

Lower Operating Expenses

Much of your budget will revolve around things like warehouse rent, packing supplies, maintenance, equipment purchases, shipping costs, and so much more. If you want to prevent your overhead costs from skyrocketing, then it’s best to outsource for fulfillment support. Working with a third-party fulfillment company is a surefire way to reduce capital expenditures that relate to distribution and warehousing services. Your third-party partner will be responsible for:

  • Reducing warehouse and storage leases
  • Cutting labor and shipping costs
  • Providing economically pleasing shipping services
  • Condensing pack material costs
  • Minimizing fulfillment taxes

More Business-Centric Focus

There’s no other way around it, order fulfillment is exhausting. It drains a lot of your time, energy, and focus that can be used to complete other tasks for the business. Think about it this way: If you are responsible for creating your company’s marketing campaign but are stuck having to help the team get caught up with packing orders all day, don’t expect to get a lot of strategic planning done.

Outsourcing your fulfillment services helps alleviate those types of responsibilities from your agenda. As a result, this frees up more time for you to focus on the most important objectives —growing your business and serving your customers.

The Ability to Scale

Think back to a month when you only had to deliver 150 units. Now fast forward just two months later when you have to fulfill an order more than five times that size. Does that worry or excite you?

Fulfillment companies make it easy for businesses to manage any amount of inventory. They have resources to accommodate any change in order quantity. So, if you come face to face with a sudden influx of orders, you’ll be able to easily adjust. When you work with a professional fulfillment provider, you’ll always have plenty of stock on hand to help you tackle any type of demand.

Various Fulfillment Options

Partnering with a fulfillment company can help in a variety of ways, but that doesn’t mean you have to give up full logistical control. Not every product needs to be shipped from your fulfillment provider. There are no long-term service contracts to sign, meaning you only need to use a third-party service when it makes the most sense.

These are some of the options that you’ll be able to decide on:

  • Self-fulfillment: For low-volume orders, it’s more cost-effective to handle the fulfillment process on your own.
  • Complete outsource control: Your third-party partner will take care of each order for you. This is ideal for companies that have to regularly serve high-volume demands.
  • Mixed order fulfillment: You can choose which orders are worth fulfilling on your own. This model is ideal when you are in charge of a regional business that experiences peak production during different seasons of the year.
  • Drop shipping: You may not have to purchase new inventory after all. Drop shipping completely foregoes this process. Your third-party provider will get the product directly from the manufacturer and ship it directly to the customer.

Order Fulfillment Made Easy With Presort

When it comes to order fulfillment, Presort is in a league of its own. We are logistical masterminds that will help eliminate any headaches associated with packaging, warehousing, and distribution. Give us a call today to find out for yourself. Contact us to schedule a free consultation with our team!