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Thinking Direct Mail? Think Timing

When we think about the benefits of direct mail, we think of tangibility, message retention, and breaking through the clutter. But when GrayHair Software thinks about direct mail, it thinks about timing. In a recent e-book, GrayHair, which provides software for postal tracking and multichannel marketing services, described multiple benefits of direct mail in a…

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Print beats Digital for Driving Purchases

Want proof that print drives sales? Just ask the researchers at Temple University, who found that print has more impact than digital when it comes to increasing reader engagement, recall, and ultimately, purchases. The study was sponsored by the Postal Service Inspector General’s office (OIG) in conjunction with Temple’s Center for Neural Decision Making. The…

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What Do Your Mailings Say About You?

Remember the old phrase, “You never get a second chance to make a first impression”? That’s true in marketing, too. What do your marketing campaigns say about you? Let’s look at two different approaches. Dear homeowner, We’re having a big sale! Come into our showroom this weekend and check out our wide variety of merchandise.…

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Want to Personalize? What to Avoid

When marketers talk about producing “personalized printing” or 1:1 printing, they are talking about printing that communicates with a customer in a way that static direct mail cannot. By definition, this approach is based on knowing something about each customer, even if it’s just name and address. When done correctly, however, 1:1 printing is more…

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Print Drives both Online and Off-line Sales

PRINT CONTINUES TO BE THE WORKHORSE OF MARKETING AND BRAND IDENTIFICATION EMOTIONAL FOOTPRINT — physical media, such as direct mail, “leaves a deeper footprint in the brain” and produces “more brain responses connected with internal feelings, suggesting greater “internalization” of the ads.”1 PRINT GETS READ – 78% of households either read or scan advertising mail sent to their household. 2 KEY…

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