Last week, Forbes published the article “An Appreciation For An Old Friend: Direct Mail” by Steve Olenski, CMO Network.

What makes it interesting to us is that the US experience is something we’ve experienced in Australia as well – many companies that have gravitated to virtual reality, digital ads and boosted social posts as advertising tactics are finding they don’t yield the same results as traditional marketing strategies.

The article cites some interesting statistics and a case study, which is worth reading in full (see our link to the original article below).

In the US, the thriving direct mail is a $44.2B industry, due to its effectiveness at customer engagement and conversion, especially when compared to other forms of advertising tactics.

US advertisers spend $167 per person on direct mail to earn $2,095 worth of goods sold – in other words, enjoy a 1300% ROI. The response rate to direct mail pieces is much higher at 3.7% compared to 2% for mobile, 1% for email, 1% for social media and 0.2% for Internet Display.

For brands looking to target millenials (those born between 1980-1995), InfoTrends research shows that US millenials, although glued to their smartphones, prefer direct mail (38%) to email marketing (26%). The US Postal Service found that 47% of millennials check their physical mailbox each day and they spend more time going through the mail they receive, including direct mail marketing material.

The key to a successful direct mail campaign is adding a call to action that prompt the recipient to do something, typically within a limited time frame, says Steve Olenski. Coupons are still a successful tactic in the US, with 93% of shoppers surveyed by Valassis saying they use coupons from the mail during 2018.

Read the original article: An Appreciation For An Old Friend: Direct Mail

Third-party logistics providers are a major catalyst in the success of businesses needing inventory management and storage, processing, transportation, assembly, shipping, and other logistics and management processes.

Take a look at these 5 benefits a third-party logistics provider can offer any e-commerce or brick-n-mortar business looking to grow or gain a competitive edge.

1. Outsourced Third-Party Logistics allows for maximized core competencies

To successfully build a business in a rapidly growing market, it must operate efficiently – and the greatest efficiency can be realized when the business is directing its energy, resources, and finances towards its core competencies.

Assigning non-core responsibilities such as managing inventory, shipping, or warehousing to core personnel swallows their time that could otherwise be invested in business growth. Scattered focus leads to inefficient work places, and it can ultimately affect the business’s bottom line and growth potential. Most businesses don’t have the expertise to successfully manage large volume logistics. Because of this, it’s a wise decision to partner with a reputable third party logistics company like Direct Mail Corporation.

2. Outsourced Third-Party Logistics means low capital commitment

By outsourcing to an experienced third-party logistics provider, a company can run their business with low capital commitment, thus avoiding large investment costs. Third party logistics partners have the proper warehousing infrastructure, equipment, transportation, technology systems, a scalable fulfillment team, and costly insurances. A third-party logistics provider absorbs these operating costs, which allow its clients to operate without have such large fixed overheads.

3. Outsourced Third-Party Logistics leads to overall cost savings

Achieving lower operational costs is one of the primary reasons a business may decide to outsource their logistics to a third party. Partnering with a third party logistics provider often delivers significant savings overall and keeps a business’s financials on track.

Cost savings in the supply chain billing, payroll, hiring, training, and other essential administration required to manage logistics. In addition to paying for warehousing space, utilities, equipment such as forklifts, logistics software can be costly. These costs are borne by the third party logistics provider rather than the business.

Normally a reputable third party logistics partner offers greatly reduced shipping rates due to the volume of parcels distributed.

4. Scalability – Efficiently handle volume peaks and fluctuating demand

An experienced third-party logistics company understands fluctuating demand and has a workforce in place that is ready to step in to manage peaks. Direct Mail Corporation’s casual workforce is experienced in coping with holiday orders, high-sale seasons, as well as last-minute promotional sales. Conversely, when demand is low, our workforce is able to quickly scale back, too.

5. Outsourcing logistics provides a market expansion opportunity

Working with a reputable third-party logistics company can provide the opportunity for a business to expand into new regions. Certain areas may be physically impossible to reach without third party logistics support.

As you can see, there are many benefits to partnering with a reputable third party logistics provider. Overall, it allows a business to effectively meet their market demands, as well as customer needs. In addition to this, it greatly benefits their ability to operate cost-effectively, allocate resources where needed, and grow their business successfully.

Find out more about Direct Mail Corporation’s third party logistics services.

Savvy business owners know that keeping on top of the future trends of direct mail is not only wise, but a competitive necessity. Direct mail trends have been constantly evolving to adapt to new market demands, making today’s direct mail campaigns more engaging and effective.

Direct mail providers predict a growth in volume over the next few years, especially since consumers are tuning out of overwhelming numbers of emails. Knowledge is power – in this instance, the power to keep your marketing competitive.

Trend 1: Programmatic Mail – Data leads to better audience profiling

Imagine being able to directly pinpoint your customer’s interests and needs, and create direct mail based on those findings? Direct marketers are excited about the emerging programmatic mail technology, a data-driven method for fine-tuning and personalizing your direct mail campaign.

Programmatic mail allows businesses to create accurate customer profiles to determine how to create appeal and interest by individuals. This is accomplished by monitoring real-time shopper interests such as keyword searches, page visits, product searches, cart activity, and so on. This data allows a business to tailor their direct mail to match their customer’s interests.

Trend 2: Think creatively or you’ll waste your direct mail opportunity

Marketers have been stepping up their game over the years when it comes to their direct mail campaigns, creating an extremely competitive market where plain and simple marketing pieces fail to capture consumer interest.

A powerfully-designed direct mail piece leaves a lasting impression on its recipient. For example, a World Water Day campaign in Belgium distributed a direct mail piece with a message that could only be read when placed underwater. It was a one-of-kind creative design that was infinitely shareable.

Even if your business doesn’t have the means to create expensive water pieces, experiment with texture, bold and bright colors, interesting designs and shapes to create visual impact.

Trend 3: Integrated Marketing keeps your customer engaged

Modern marketing trends focus on integrated marketing, in other words, the cross-pollination of creative across multiple media as one campaign execution. Integrated marketing channels include print, direct mail, video, mobile, radio, TV, online and outdoor.

You can integrate direct mail into other channels through adding a URL or QR code to a direct mail piece that takes your customer to a campaign landing page to leverage promotional discounts.

Trend 4: Emerging technology is a direct mail game changer

It goes without saying that the hottest marketing trends are tech related. This is why top businesses and agencies are incorporating innovative technology into their direct mail pieces. Technology mixed with direct mail print pieces can produce a dynamic marketing tool that will enhance the recipient’s experience. Two tech trends that are at the top of the list are augmented reality and video mailers.

Augmented Reality: AR technology can turn a simple mailer into a premium direct mail piece. It offers a new and exciting experience for the end user by allowing them to interact with digital elements.

Toy giant, Toys “R” Us cleverly implemented AR into their paper catalogs through enticing kids to find the hidden giraffe via their AR app. Children were excited to look through every single page of the catalog, more than a few times. They are not the only retailers embracing the AR technology trend, as these other examples of AR show.

Video direct mail: Consumers have an insatiable appetite for video, as YouTube proves. No you can add life to your direct mail piece, increase engagement, and secure new customers by embedding video in printed materials. A video mailer is normally constructed of a card-stock base that contains a small LCD screen that can store up to 2 hours of video. This type of direct mail piece is truly a step into the future and will be memorable to receive.

Direct Mail Corporation stays abreast of the latest trends of direct mail. Talk to us about how we can help you efficiently manage direct marketing campaign, increase response and give you that much needed competitive edge.

The 3PL provider you choose will make or break your company’s logistics. 3PL partners have a direct impact on customer satisfaction and repeat purchases, as well as your bottom line. Think of 3PL as an extension to your business and you will want to be certain all the pieces of the puzzle fit. Here is a handy guide you to help you choose the 3PL provider to best fit your needs.

1. Select a 3PL Provider that has Excellent Industry References

You cannot underestimate the importance of a proven track record. Slick marketing materials are no substitute for industry references. How many long-standing relationships do they have? This indicates if they are on top of their game in terms of client satisfaction. How long have they been operating? A new start-up 3PL does not have the depth of experience that a 20-year logistics veteran, such as Direct Mail Corporation, delivers.

2. Can They Effectively Scale as Your Business Experiences Growth?

If a 3PL provider can’t scale to meet your growth, forget them. Confirm that your potential 3PL provider is capable of quickly adjusting to spikes in demand or in response to volume fluctuation. A sudden growth significantly impacts your supply chain. Without the right 3PL in place, it could adversely affect your customer satisfaction and future sales.

A facility tour may indicate a 3PL provider has warehouse space for additional inventory. Capacity, though, is not the only concern in regard to growth. Staff must be able to effectively handle fluctuations in demand efficiently and accurately. Your 3PL logistics partner should be willing to work with you closely to understand your current growth pattern, manage product inventory and help with forecasting.

Direct Mail Corporation delivers scale through its casual workforce, which can be brought in to manage peaks in demand.

3. A 3PL Provider Must Invest in the latest Technology

If your potential 3PL provider doesn’t have technology to integrate with major e-commerce platforms, such as Shopify and WooCommerce, take them off your list. You need to keep logistics visible to you; ask for a dashboard so you see exactly what the 3PL provider sees.

Technology delivers efficiencies in time, cost and accuracy. If a potential 3PL provider uses subpar or old technology, you’ll end up paying more than needed. Direct Mail Corporation has the latest in 3PL technology – technology is a priority investment for our business.

4. Are They Able to Leverage Deep Postal and Courier Discounts?

A key reason business engages a 3PL provider is to maximise postal and courier discounts. Because of volume, 3PL providers can often negotiate much cheaper freight rates than if a business was to handle its logistics in-house.

Direct Mail Corporation passes discounts back to businesses, but some 3PL providers may not. So make sure you check.

5. Will Effective 3PL Account Management Be Provided?

Sometimes, if you’re a little fish in a big pond, you don’t get the attention you deserve. 3PL account management, especially when you’re first starting out, is critical. Without end-to-end 3PL support, your logistics cannot run efficiently. No matter your size, you need someone in your 3PL managing product inventory, returns, and suggesting opportunities to improve your overall efficiency.

Direct Mail Corporation offers full account management to all its clients, from the largest brands through to the entrepreneur starting out in their growing business.

As you can see, there are many factors to consider when choosing a 3PL provider. Do your research. You are bringing a logistics partner into the heart of your business.

Learn more about Direct Mail Corporation’s 3PL services.

DMC has installed the latest Xerox Color Press 1000 digital laser printing equipment on site to compliment our two Xerox Nuvera 144 black and white machines.

We are able to reproduce incredible lifelike color on single cut sheet up to SRA3 (oversize A3 STOCK) max 350gsm.

This equipment delivers outstanding results for postcards, letters and leaflets all personalised at the same time if required. (Also laying out and printing 4,6 or 8 up on a sheet saves on paper and print costs. DMC can trim and guillotine to size ready to mail.)

We can access any stock type you require.

Feel free to drop in and see this machine (and any of our equipment and facilities) in action.

• The Colour 1000 Press doesn’t use or generate alcohols, chlorinated solvents, acids or flammable materials. Emissions such as ozone, dust and volatile organic compounds are strictly controlled and well below regulatory levels.
• Dry inks used in the press are non toxic and have closed containers with a transfer efficiency rate of over 85%, meaning less dry ink waste is generated.
• Prints produced on the Colour 1000 Press offers good deinkability and are easily recycled.
• Components within the Colour 1000 Press and its consumables have been designed to be recycled or remanufactured in line with Fuji Xerox Australia’s goal of zero landfill policy.
• The Colour 1000 Press has been engineered with improved energy efficiency in mind, being the first press utilising EA Dry Ink and features an innovating cooling unit module.

Direct Mail Corporation is a full service mail house and 3PL service. To learn more about our industry-leading technology,please get in touch.

 

Image credit: Jerry Kiesewetter
 
It’s tough being one of many businesses competing for attention in our busy, noisy consumer marketplace. Direct marketers have known for years that everyone loves a letter. If the recipient of your letterbox piece is interested in what you drop through their letterbox, you’ll have engagement. To get their attention though, you’ll need to invest in creative that’s memorable.

The rise of the Internet and social media to reach customers has drawn a lot of your competition away from letterbox drops. With marketers focused on digital channels, competition for consumer attention through the humble letterbox delivery has reduced. Now more than ever it’s easier to get noticed.

Before you embark on your next letterbox delivery marketing campaign, take a look at our tips below. Then, when you’re ready to proceed, talk to us. We’re experts at letterbox delivery marketing campaigns, we do it effectively and efficiently.

#1. You must have attention-getting letterbox creative.

To get attention, you need to stand out with strong messaging and a call to action.

If you do something interesting, people will be interested. It’s this simple. Think carefully about your letterbox delivery campaign creative.

Product samples work great, but can be expensive. Other interesting items that suit letterbox delivery include pieces that spur sensory interaction, coupons, limited time offers and humour. Make sure your creative fits through a letterbox! Search the Internet to find many, many successful letterbox delivery campaigns to spur your imagination.

#2. Timing matters

Timing is everything with letterbox delivery campaigns. You should create a reason for people to respond quickly before you get forgotten. Consider offering an offer that is only available for a limited time.

#3. Test, test, test.

Like any advertising material, consider testing your creative. This usually involves choosing a small area, and letterbox delivering two different sets of creative to see which one works best. Then marketers choose the best and run with it for the bulk of their letterbox delivery campaign.

#4. Letterbox delivery is great for targeting defined locations, like suburbs.

How do you target clusters of households in small, defined suburbs? If you’re a business that offers services to defined locations, this is your #1 issue so you don’t waste your marketing budget. Letterbox delivery is a great option for any business looking to get its marketing messages into the hands of households in defined suburbs, streets, and even census collection districts.

#5. Letterbox delivery is still better than email.

How many emails does the average working person receive in a day? Often, it’s dozens (or more) and, as consumers, we’ve trained our inboxes to siphon junk email away so we never know it’s even there.

The humble letterbox delivers your cut-through creative straight into the hands of consumers and most letterboxes are checked daily, meaning timely delivery of your marketing messages.

Digital is great, but fleeting. Printed or physical materials last longer, so your customers see your message for longer, and this is especially true with compelling creative.

#6. Employ a good letterbox delivery partner.

Unless you plan to walk the streets yourself, you’ll need an experienced partner to help effectively execute your letterbox delivery campaign. Talk to us.

Direct Mail Corporation has many years experience in handling letterbox delivery campaigns, from the simplest to the most customised campaign imaginable.

Our team can offer a range of options to make your campaign successful.

To learn more about Direct Mail’s letterbox delivery services, please visit our letterbox delivery service page.

We have compiled a brief list of useful tips to help your job run smoothly. Should you have any questions regarding these or any other information provided, please do not hesitate to ask us!

Tip 1: Data Files

Please supply your data file in Microsoft excel, with field names (column headers) in the first line. One field per column, suburb state and postcode must be in separate columns.

For larger databases we will accept in text format, CSV or ASCII comma delimited.

DMC will append the Australia Post Point Identification Digit Barcode (DPID) to all client data files where applicable.

DMC’s Australia Post certified software will prepare your data for correct addressing regulations. However, should you require any additional work, such as deduplication, you must let us know.

Tip 2: Cover Sheets

• Please supply artwork for cover sheets as high resolution Adobe .pdf format.

Tip 3: Inserts

Most of our equipment operates by feeding from a solid edge of the mailing item. ie;

• A A4 folded letter has a solid edge.
• A C5 booklet has a solid edge.

If you’re mailing item does not have a solid edge to work from, such as a Z folded or concertina folded item, we will need to use one of our friction feeders or even insert by hand. This will slow the production time of your mailing down and we will advise you accordingly.

Tip 4: Envelopes

All envelopes must be lick & stick machine sealable wallets.
ie with the flap on the long edge.

• If mailing DL (99x210mm) inserts – use DLX (120x235mm) envelopes
• If mailing A5 (210x148mm) inserts – use C5 (162x229mm) envelopes
• If mailing A4 (297x210mm) inserts – use C4 (229x324mm) envelopes

Remember to include a return address in top left corner, Postage Paid Australia imprint and Print Post imprint if applicable in the top right corner.

Tip 5: Laser Imaging

If you wish to supply the stock for your job it needs to be laser compatible. Please check with DMC to ensure the stock will run. Usually if in doubt we will obtain samples from your printer to test first before you order.

• You will need to supply a signature – by email
• You will need to supply the letter text – by email

We will do the rest and supply live samples for your approval before we commence any printing.

Tip 6: Postcards

As with envelopes, postcards must;

• include the return address and postage paid imprints
• be oblong in shape – the length must be a least 1.414 times the width
• be no larger than 130x240mm to obtain small letter rates.

 

 

 
Looking to boost your direct marketing campaign performance?

If you have the budget, turn to TV, says UK’s Brand Republic, citing the findings of a recent UK study from ITV and the British Direct Marketing Association.

According to the study, television advertising boosted other campaign activity, including online activity by 175%, direct mail response by 143% and press ad response by 52%.

But for many Australian businesses (and collectively they spend about $500M per year on direct marketing), TV is simply not an affordable option.

For those businesses without the luxury of a large marketing budget to use TV, try some of these tried and tested tips for improving direct marketing performance.

#1: Build strong relationships.

Cold lists do not usually offer the ROI that a direct marketer gets from regular customers and warm prospects. Target regular customers and warm prospects as a first priority and use cold lists to test.

#2: Understand Opportunity Value

Know your numbers especially the response rate you need to justify your direct marketing campaign. In addition, if you are investing in non-standard fulfilment and 3D direct marketing packages, make sure you target high value customers and prospects only.

#3: Carefully target recipients to increase ROI

Not all shoe buyers will want the brown lace-up shoes you have on offer, so don’t target all shoe buyers. If you do, it will be expensive and the ROI won’t be realised. Direct marketing works best when you carefully define your niche audience and you target them, not absolutely everyone else.

#4: Data accuracy is King

As a full-service mail house, we work with data everyday. We merge lists, read multiple data formats, clean lists so that duplicates are removed and labels print professionally. Data is a critical component of your direct marketing campaign. Spending the time to ensure that your data is complete, current and accurate is time well spent. It saves money and reduces returns.

Get in touch with the friendly experts at Direct Mail Corporation to discuss your direct marketing. Call us today on 1300 337 100.