There’s a very common misconception about the history of advertising, and that’s the idea Arron Montgomery Ward created direct mail catalogs. While Ward was a pioneer, he was far from the first.
Welcome back! This is part three in our series of articles highlighting some of the less-known or less-often used products that can be produced with direct digital printing services. (Here are Part 1 and Part 2 if you missed them.)
There’s no need for more buildup; let’s just get right into more great ideas for integrating digital print into your marketing and outreach!
It’s easy to neglect real-world advertising and outreach when there are so many new and trendy ways of engaging in e-marketing. However, while electronic media have gotten all the press, digital printing service options have been continuing to get ever-better.
Digital printing now offers numerous new options for getting your message out, and physical media is still one of the most effective forms of local outreach you can engage in. So, we wanted to write a few blogs highlighting some of the lesser-used forms of printed marketing, in hopes of giving you new ideas for your local campaigns.
Welcome back! This is Part 2 in our ongoing series exploring many of the lesser-used options in marketing when businesses uses a digital printing company. (You can find Part 1 here.)
Digital printing has revolutionized print marketing in many ways, as well as re-energizing some older forms of advertisements which had previously been seen as passe‘ thanks to the outdated technologies behind them. However, with today’s digital print options, there’s a new world of options for reaching out through printed mediums.
So, we have some more ideas you might be able to employ to kickstart your local marketing campaigns.
When it comes to holiday marketing, it’s time to start planning for it. The Holiday season – starting with Black Friday and continuing through New Years – is prime retail season for everyone, and you should focus your budget on proven direct marketing tactics.
Direct marketing via postal mail can still have a vital role to play, especially for smaller shops looking to compete with the “big box” stores in town. Creative, interesting, and engaging holiday marketing materials will help ensure people remember you, no matter what Macy’s has on special.
One of the most contentious issues in marketing today is the issue of privacy, especially in regards to data-gathering. A recent Pew Poll showed significant across-the-board concerns about the amount of private information that’s getting into the hands of business, and this is undoubtedly affecting customers’ attitudes towards companies and targeted direct mail campaigns.
Direct mail is still one of the most popular, affordable, and effective forms of marketing available… but you need to catch people’s attention quickly. 44% is never opened, and most of that boils down to a failure of presentation and not using well-known direct mail tips.
When consumers are time-pressed, your direct mail needs to immediately grab their attention and become the first thing they open.
You may think the advantages of direct mail might seem like last century’s marketing, but it’s not!
Despite all the advances in digital advertising in the previous decades, good old direct mail is still one of the single most effective and cost-effective marketing options available for local outreach. Physical mail never went away, and it’s still one of the most-used communications methods in the country.
If you haven’t thought about direct mail lately, here are a few things you might want to know about just how effective it still is!
One common mistake we see when an organization embraces direct mail is creating only one piece of mail for a given campaign. Sure, a little mail marketing is better than none, but it’s not the most effective method to develop successful direct mail campaigns.
Mailbox marketing can be a rewarding way of building brand awareness and engaging your leads via multiple types of messaging. Since virtually everyone checks their mailbox once a day, it gives you ample opportunity to put your brand in front of people… and in a format that’s separate from the distractions of nonstop electronic advertisements.
Creating A Captivating Mortgage Mailer Targeting Refinancers
Mortgage companies have an opportunity to capitalize on the current market stasis by pushing out a captivating mortgage mailer that focuses on refinancing. If you are in the mortgage industry, you probably have stayed up to date on the latest trends. But if this is not the case, here is what is being reported as of today, August 9th, and what changes industry professionals are projecting over the course of this next week.
Quick Overview of Mortgage Market Rates
According to an analysis conducting by Bankrate.com, Mortgage rates are holding steady. Here is what is currently being reported:
- The 15-year fixed-rate mortgage fell to 3.27 percent from 3.28 percent.
- The 5/1 adjustable-rate mortgage rose to 3.49 percent from 3.48 percent.
- The 30-year fixed-rate jumbo mortgage fell to 4.03 percent from 4.05 percent.
Also noted in the report is a drop in American buying sentiment. In fact, it has reached an all time low. Although homeownership rose with people under the age of 35 by 1.2% from last year, this segment of the population is still facing “inventory shortages and rising home prices.”
Moreover, according to a news release by Fannie Mae, buying sentiment is not the only thing down—so is the desire to sell.
In Bankrate’s weekly Rate Trend Index, where mortgage experts predict which way the rates are going to slide over the next week, 50% predicted they will fall, 30% predicted they will remain the same, and another 20% said they will increase.
Direct Mail Copy To Capture New Mortgage Customers
Although it seems the market looks grim for buying and selling, the rates are remaining low and steady with the possibility of going down ever further. This can be an opportunity for people to refinance their homes, which is where a well-timed direct mail campaign comes into play. Here are some things you should consider to create a successful mailer.
First, decide if you are going to go with a brochure, a postcard, or some other medium. This will allow you to plan how much copy and images you will need. On the one hand, brochures are great because people will typically flip through them, and you can have more room for images, such as a chart listing current rates and trends. However, postcards have the benefit of sticking around longer for people will most likely keep it for later, while with a brochure, they may discard it.
No matter what you choose, the copy should be concise and do a few things:
- Address how your company stands apart from your competitors
- Have a clear path to your website to start the application process
- Promote a sense of urgency with an expiration date
- Be written in a way where the recipient can skim it and still get your message
- Make sure it is personalized—e.g. Using pURLS or taking advantage of data provided by a mortgage mailing list
- Include all necessary contact information
Always keep in mind that the direct mail piece is the key to the door. If it is the wrong key, the door won’t open. That is why you need to make sure the information and images you are providing are highly relevant and to the point. The goal is to get potential customers in the pipeline, no matter if it is via phone with one of your mortgage professionals or filling out an application form on your website. Since direct mail is highly trackable, you can monitor your results and find ways to improve the campaign.
If the current rates weren’t enough to entice you, then consider what Michelle Peel shared in her article “Why Online Mortgage Marketers are Investing in Direct Mail.” According to Peel, research that was recently completed by Competiscan found that Quicken Loans dominated Q1 2017 by being the leading mortgage/refinancing direct mailer. Now is the time to get off the bench and get in the game.
1856 E 6th Street
Tempe, AZ 85281
Fri: 8AM-4PM MST
One Stop Print & Bulk Direct Mail Services
“One Stop Mail has been our absolute go to for large scale mailings. We love how professional and quickly they respond to our business needs along with top quality printing and reproduction. Highly recommend!”