Direct mail postcard marketing is one of the most successful advertising methods of all time.
No matter what line of work you may be in, you won’t get far without advertising your services. You need to market your business properly to gain the attention it deserves, and whole books have been written about the correct ways to do so in the digital age.
There’s no lie here: leveraging new technologies like social media, email, and other forms of digital marketing certainly do get the job done. Yet at the same time, traditional marketing methods, while perhaps nowhere near as popular anymore, are still just as viable as they ‘ve ever been.
In fact, in some cases, more traditional marketing methods might even outstrip the potential that modern digital marketing has to attract new prospects and convert them into consumers. This is particularly true in one specific case: direct mail marketing. In fact, direct mail postcard marketing is the perfect example of how traditional advertising methods can still be used to great effect, often paying for themselves and then some.
Want to know more? Read on!
No School Like the Old School
It is absolutely true that direct mail is an old advertising method. It’s a decidedly 20th-century technology, as it just involves, in its most primitive fashion, a piece of paper and a stamp.
There’s much more to it than that, of course — there are questions of audience targeting by gaining access to mailing lists and deciding on the marketing copy that goes into each and every marketing mailer — but at the very simple end of the spectrum, anyone with a pen, a piece of paper, and a postage stamp can become a direct mail marketer.
Say what you want about your granddad’s advertising methods, but this means that, compared to digital marketing methods, direct mail marketing has a decidedly low barrier to entry.
There’s also another incredibly useful little fact about direct mail postcard marketing: a highly competitive return on investment. In fact, research shows that even with the US Postal Service raising postage rates in January of 2019, direct mail has an ROI of 29 percent. This is almost identical to social media’s 30% ROI. It’s not every day that you can get a comparable ROI to social media, one of the most complex digital marketing methods out there all without having to know the ins and outs of how to market in the social media sector!
Variable Printing: Advanced Technology Makes Direct Mail Postcards Even More Effective
Yes, direct mail marketing is decidedly old-school. At the same time, though, that doesn’t mean that direct mailing hasn’t benefited from newer technologies that have accompanied the digital age. In fact, a technology known as variable printing, one of the biggest advances in digital printing tech to date, has the potential to supercharge your next direct mail marketing campaign in a number of ways.
In the olden days, printing up big runs of direct mail marketing material was pretty simple. Addressing them, however, was not. The address couldn’t be printed at the same time as the rest of the mailer, as you would have had to change the plates of the printing press each time. Instead, you would have to add each address separately, often at a time deficit.
Newer digital printing presses don’t have this disadvantage, however. They can provide variable printing, which means that, given the right data, the printer can fill in the blanks on a stack of mailers as they’re being printed, saving you time and money by not making it a requirement to add all those addresses on afterward.
The thing with variable printing, though, is that you can use it with anything you want on your marketing mailer. This can include not just addresses, but marketing copy that’s tailored to specific individuals with their name or other details.
This also enables you to include discounts, coupons, or other types of personalized offers as well. What’s the potential benefit of this? The Direct Marketing Association says personalized mail response rates are as high as 15 percent, compared to a non-personalized high of 4.4 percent! If that’s not an actionable reason to rely on variable printing for your next direct mail postcard marketing campaign, we don’t know what is.
Finding a Printer with the Tech You Need to Succeed
At this point, it should be crystal clear that there’s so much to love about traditional advertising methods like direct mail postcard marketing. There’s a low barrier to entry, an outstanding ROI, and, when combined with personalization through digital variable printing, a response rate that’s through the roof!
That being said, you can’t exactly just print up a stack of postcards in your office. You won’t be able to leverage technologies like variable printing unless you find a print partner that can do the heavy lifting for you.
Unfortunately, not every print house has the type of advanced digital printing presses that enable the use of variable printing. In addition, print houses that have the tech at their disposal might not be that accustomed to using it unless they have highly trained graphic designers working there that have experience in print material layout techniques that can leverage variable printing.
Finally, unless your print partner has experience in designing and printing direct mail marketing materials, you might not be getting the highest quality product you could otherwise.
This is why it’s so crucial to ensure your print partner has the right mix of equipment and staff that can handle the types of advanced printing jobs you’re looking for. The best print houses have expert graphic designers that can walk you through the process of laying out your advertising mailer, configuring a run for variable printing, and will overall work with you to see your vision come to life. Additionally, you can also look for a print house that also provides fulfillment services for your direct mail. Unless you like strolling into your local USPS office with stacks of hundreds of postcards to mail. Then you do you.
Las Vegas Color Graphics: The Perfect Direct Mail Print Partner
If you want to maximize the potential of your next direct mail postcard marketing campaign, you need a print partner you can trust. Someone that knows the ins and outs of direct mail marketing, can provide you with the best and newest technologies like digital variable printing for both designing and printing these postcards, and with the ability to provide fulfillment services all under one roof. That’s the type of professionalism we offer here at Las Vegas Color Graphics.
We’ve been providing our services to the Las vegas region for more than 40 years, making us one of the oldest and most-experienced full-service custom print houses in the area. Our crack team of graphic designers can show you how we can transform a blank postcard and, together with your design ideas, create the perfect direct mailer.
Our printing facility runs 24 hours a day to ensure your postcard orders are done on time and to your specifications, and we even offer fulfillment services as well for the ultimate in affordable one-stop shopping.
If you’re looking for the best of the best, you’ve come to the right place. Contact Las Vegas Color Graphics and let us show you how we can help you have your most successful direct mail marketing campaign ever!