Get Past the Online Clutter with Print Marketing

It seems like online marketing is the new darling of the advertising world. There’s endless discussion of how to optimize your website for search engines, keep top-of-mind with email marketing campaigns, and harness the power of social media to grow your business.

But does email live up to the hype?

Email Marketing Costs

Though email seems like a cheap alternative to print marketing, there are hidden costs associated with using email for marketing purposes. Email is not a free service, especially not once companies invest in applications like Constant Contact and other tools. It also has hidden costs, such as the threat of data breaches and the time and money it takes to resolve them. Such breaches can also be detrimental to a company’s reputation.

Many companies believe that since email uses no paper, it is an environmentally-friendly way to market their businesses. However, it takes a lot of power to run the data centers that house email servers, and even more electricity to cool the rooms that rows and rows of servers heat up. After considering these factors, digital printing can be a greener product.

Aside from operational costs, the return-on-investment on email marketing campaigns is not always profitable. Email users have been bombarded with online offers in recent years. The saturated market makes it difficult for any individual company’s email offer to stand out.

One marketing expert decided to test the effectiveness of email marketing. She created an offer and sent it to half her recipients by mail and to the other half by email (the text and graphic on the print and email offers were identical). The response rate for the print offer was twice that of the email one.

Tap the Power of Print Marketing

Print marketing can increase the number of responses companies get from a marketing campaign. Many recipients who are tired of the barrage of email offers appreciate a well-designed printed offer or promotion. Companies can also take advantage of other print media, such as posters, catalogues, and brochures, to connect with recipients.

Additionally, printing, especially digital printing, is environmentally friendly. Companies only need to print as many copies of their advertising piece as they need. The ink and other materials used in digital printing are often byproducts of other industries, reducing waste. 

If you are ready to learn more about how digital printing can help you increase advertising response rates and maximize your marketing dollar, contact Matreks Printing today at 952-746-4010.

Implementing a Successful Direct Mail Project Is as Easy as 1-2-3

Are you ready to roll out your next direct mail campaign, but not sure where to start? Fortunately, planning and executing a direct mail project is easier than you may think.

Step One: Plan

An effective direct mail campaign targets an audience, delivers a clear message, and gives recipients a reason to act. Businesses can use their contact lists and the success of past advertising campaigns to guide the message and medium of their next mail project.

For example, an orthodontist may have found it more effective to send a letter describing their services and expertise to dentists than to send promotional postcards to parents with school-aged children. Thus, the orthodontist may choose to target dentists in future direct mail campaigns.

Developing clear messages and calls-to-action is also an important part of the planning process. Messaging should be direct, powerful, and engaging, while call-to-actions should be clear and easy to act upon. Businesses may ask recipients to “schedule a service today at 612-555-1234” or “scan the QR code to sign up for our newsletter”.

Step Two: Implement

Once businesses have an idea of what they would like to include in a direct mail campaign, there are a few powerful words they should incorporate into their messages to capture recipients’ attention. Words like “save,” “results,” “money,” “guarantee,” “new,” “easy,” “proven,” and “free” all resonate well with readers.

When a direct mail piece is ready to print, businesses can use variable data digital printing to customize mail pieces to each recipient. With variable data printing, businesses provide their printers with the electronic files of direct mail projects and a spreadsheet that lists recipients and pertinent demographic information. The printer uses these documents to produce the direct mail campaign quickly and cost-effectively.

Step Three: Track Performance

Business owners should not think their work is done once they send out their mail pieces. Savvy business owners track the performance of their direct mail campaigns to improve the effectiveness of future projects. Direct mail pieces have many different objectives. Some are designed to increase sales, while others aim to improve foot traffic or name recognition.

There are several ways to track a campaign’s performance. Following up with new customers with a simple “How did you hear about us?” can help companies evaluate their advertising campaigns. Including a coupon only redeemable in-store can also help businesses track the performance of a direct mail piece.

Analyzing the performance data of advertising campaigns helps business owners make changes to improve the effectiveness of their direct mail projects. Even minor modifications can make a big difference to the ROI of a print mail campaign.

To get started on your next direct mail campaign, contact Matreks Printing today at 952-746-4010.

Optimize Your CRM System for Variable Data Digital Printing

Every Twin Cities business has a customer list, and many companies use a customer relationship management (CRM) system to organize and track communication with clients. Companies can use their CRM systems to help customize their marketing materials to recipients. Integrating data from CRM systems can be effortless with variable data digital printing.

What Is Variable Data Digital Printing?

Variable data digital printing allows businesses to tailor print marketing materials to each individual recipient. Companies can change both the message and graphics used on a piece of marketing with variable data digital printing.

To do so, business owners simply provide their digital printer with the digital files of the marketing piece, including the variable text and graphics, and a spreadsheet with customer data from their CRM systems. The data should include customer names, addresses, and pertinent demographic information. The digital printer uploads these files to his or her equipment. Since every copy of a digitally printed marketing piece is an original copy of a digital file, the printer is able to customize the project nearly effortlessly.

A Real-World Example

Suppose an office supply company would like to send out a postcard advertising a fall sale. The company would like to use the same postcard template to target market to parents of grade school students, college students, and business owners.

Using variable data digital printing, the company can create back-to-school themed messages and graphics to use for the grade school and college recipients and a seasonal message and graphics for business owners. Then, the office supply company sends out these customized postcards to their targeted customers.

Making the Most of Variable Data Digital Printing

While even the most simplistic customization, such as using a recipient’s first name on a marketing piece, helps increase response rates, companies can boost the effectiveness of their marketing campaigns with more nuanced variable data techniques.

For example, businesses can use the location, gender, age, and even work duties of their recipients to personalize their marketing messages. In the above real-world example, the office supply company could customize its grade school postcard even further using ages of a recipient’s children, or perhaps even their genders. A parent of elementary school-aged children may receive a postcard with cartoon apples, rulers, and pencils, while a parent of high school-aged children receive a postcard with textbooks, binders, and calculators. Matreks can help your company produce an effective marketing campaign tailored to your customer list. Contact Matreks today at 952-746-4010 to learn more about variable data digital printing and how to customize your next marketing campaign

Why You Need Digital Printing for Your Next Direct Mail Campaign

Digital printing is a natural fit for most direct mail campaigns. With highly customizable and efficient digital printing, Twin Cities companies can complete their marketing projects quickly and digital printing is an excellent fit for your next direct mail campaign.

Variable Data Printing

One of the most impressive advantages digital printing has over offset printing for direct mail campaigns is variable data printing. With digital printing, copies are printed from digital files. This means companies simply need to provide a pdf or other type of file to their printers to produce their direct mail projects.

Variable data printing allows companies to change the text and even the graphics of a direct mail campaign mid-run to fully customize their projects for recipients. Companies simply need to include a spreadsheet of recipients’ names, addresses, and demographic information used to customize the message. Then, the printer integrates this data into the direct mail project, creating a fully customized final product.

Little or No Set-Up Time

Digital printing can be the best friend of a procrastinating business owner. Offset printing requires substantial lead time to create a physical master copy of a project, and then extra time for press checks as the project is run. Digital printers, however, need little or no time to prepare their presses for a direct mail project. The quick set-up time leads to a quick turnaround time for business owners.

Full-Color, Little Paper Waste

With digital printing, companies can take advantage of a full range of color options to attract the attention of their direct mail recipients. Digital printing is no longer limited to a few standard colors; instead, printers can offer their clients a full spectrum of hues for a vibrant final product.

Digital printing emphasizes quality over quantity. Often, customers of offset printers must order more copies of their direct mailers than they need to make the project cost-effective. With digital printing, every copy is an original of the digital file, so it is an economical choice for short-run projects or small business owners who have a recipient list of 1,000 names or less.

Consider digital printing with Matreks for your next printing project. To learn how Matreks can save you money and increase the quality of your direct mail campaign, contact the printer today at 952-746-4010.
cost-effectively. Here are a few reasons why

Spiff Up Your Print Project with These Font Tips

When designing a new advertising piece, most companies focus on crafting a targeted message and creating a vibrant, eye-catching design. However, the real impact of an advertising piece is lost when the target audience finds it difficult to read.

That’s why it is important to choose a font that is not only easy to read, but helps tie the design of a print project together. Here are a few tips business owners can follow to get the most out their print marketing projects.

Serif Versus Sans Serif

A serif is a short line attached to the ends of letters in certain fonts, such as Times New Roman. Serifs make text easier to read because they help the eye tell the difference between letters in a large section of text. Use serif fonts for projects where there is a paragraph or more of text, such as a welcome letter or brochure.

Sans serif fonts are fonts where no serifs are used on the ends of letters, such as Arial. While they can be difficult and tiring to read in longer bodies of writing, sans serif fonts are visually bold and are good choices for headlines, logos, and other text that needs to catch readers’ eyes.

Just One to Three Fonts Will Do

Using too many fonts can crowd an advertising design and turn people off from reading it. Most effective print pieces employ only one to three fonts. Choosing one font is simple and helps tie an advertising piece together, while using two or three fonts can help build contrast between different kinds of text, such as headlines and call-out quotes.

Color and Contrast

The color of the text and the contrast this color creates with the background hue are also important considerations. Black and white are obvious choices for the best contrast. Black text on white background is a traditional choice, while white text on a black background is actually easier to read for those who struggle with sight.

Other colors can be incorporated into text under certain circumstances. Colored text is not the best choice for the main text of an advertising piece because it can be difficult to read; instead, companies should stick with black text. Colored fonts can be used to highlight certain text, such as a headline or call-out.

Font Size

Lastly, companies should carefully consider the size of the text on their marketing materials. For projects like a postcard, flyer, or brochure, text should be at least 16 pt and ideally 18 pt. While these sizes may seem large to those used to the standard 12 pt used in word processing documents, the larger font helps ensure that all recipients will be able to easily read marketing messaging.

After following these simple tips, send your marketing project to Matreks, your Twin Cities digital printer. Matreks meets all of your paper, color, and graphic needs to produce a stunning end-product. To learn more, contact Matreks today at 952-746-4010.

Simple, Economical Ways to Test Direct Mail Effectiveness

Every Twin Cities company would like to increase responses to direct mail campaigns. But not all businesses can afford to roll out several tests of potential direct mail pieces, which can quickly become costly endeavors. Fortunately, there are a few simple things businesses can do to tweak their direct mail campaigns to improve responses without spending a bundle on testing.

Update Packaging

Sometimes, a simple update of the graphics and messages on a direct mail piece’s envelope can increase responses. Companies can try switching to a color envelope or one that displays a company’s logo more prominently. Graphics on the outside of an envelope can enhance messages on the envelope. Include copy on the envelope that will make recipients want to open the mailing. Even something as simple as “Look Inside” could prompt a recipient to take a look.

Strengthen the Message

Sometimes, updating and strengthening the main message of a direct mail campaign can increase responses. Businesses can try shortening a current letter or changing up the headlines on a brochure. Or, they can see if including a reply form helps boost customer responses.

Companies could also try tweaking their promotions or offers. Free offers are a favorite with recipients, but highlighting a money-back guarantee or discounted product can also do the trick. Though it seems counterintuitive, adding a time limit for acting on an offer often boosts response rates.

Repurpose Other Marketing Strategies

Companies may find that their most effective direct mail item is currently masquerading as their current flyer or brochure. Sending an existing flyer—with a personal note about why a recipient may find it interesting—can help save money and time.

Gauge Interest with a Postcard

Instead of spending a lot of money on a complete direct mail package loaded with letters, brochures, and reply forms and envelopes, companies can test the interest of recipients by sending out a postcard for a fraction of the cost. The postcard can offer free information about a company’s product and services and include a tear-off reply form for recipients to send back. That way, companies can better target the costlier direct mail pieces at recipients whose interest has already been piqued.

Whether they choose to update the messages of their letters, change the color and graphics of their envelopes, or roll out a new postcard to test interest in an offer, Matreks printing can help businesses create successful, economical, and high-quality direct mail campaigns. To learn more, contact Matreks today at 952-746-4010.

Include a Customer Survey in Your Next Mailing

Many Twin Cities companies already understand the value of including statement stuffers and other promotions in direct mail communication with customers. While promotions and other advertising help businesses connect with clients, companies can help foster a stronger, two-way relationship with customers by including a survey with statements and other direct mail communications.

Why Customer Surveys Are Effective

Customer surveys are a simple, cost-effective way to gauge customer satisfaction with a company’s products and services. Feedback from surveys provides crucial information about what is and is not working and often illuminates changes a company needs to make to grow and be successful. Without a survey, companies may only learn they are on the wrong track when they start losing customers. Surveys allow businesses to capture this information before clients walk.

Asking the Right Questions

Effective customer surveys rely on well-crafted and carefully considered questions. Companies should include questions about the value of a product or service, satisfaction with that product or service, a client’s customer service experience, and a customer’s perception of the company in general. Surveys can also include an inquiry into whether or not a customer would recommend a product, service, or the company as a whole.

Tracking Responses and Changes in Survey Answers

Information gathered through customer surveys is meaningless if it is not organized and analyzed. Analyzing the data from surveys will reveal areas where a company needs to improve as well as where it is successful. Companies can use this data to improve products and services to increase customer satisfaction.

Surveys are also a great way to track whether or not improvements are working. Repeating a survey after changes have been made is an excellent way to gauge whether those changes have been successful. A customer who rated a company 5 out of 10 on a customer service question may rate the company an 8 out of 10 on a subsequent survey after improvements have been made.

In addition to these tangible benefits, customer surveys can improve customers’ attitudes toward a company just by being included in mailings. Including a survey shows customers that a company cares about their opinions and that it strives to improve and perfect its products, services, and customer service experience.

Don’t Overdo It

Though customer surveys are powerful tools for companies, it is possible to have too much of a good thing. Customer participation in surveys tends to decrease the more clients are bombarded with opportunities to take a survey, so companies should consider sending surveys just a few times a year. It is also important for companies to reassure customers that the surveys are anonymous, and that results and any potentially identifying information are kept safe and confidential.

Matreks can help your business incorporate a customer survey into most direct mail campaigns. Companies can simply send Matreks the survey file electronically and Matreks will print, fold, and stuff the survey into existing direct mail projects. Matreks can also create envelopes so customers can return the survey with ease. To get started, call Matreks today at 952-746-4010.