targeted. tangible. and with lasting impact: the effectiveness of direct mail

Targeted. Tangible. And with Lasting Impact.The Effectiveness of Direct Mail

Did you know: studies show direct mail marketing leaves a longer lasting impression and can have a greater emotional impact on recipients? Think back many years ago when AOL would mail CD’s to access the Internet. Even after technology advanced, people were hesitant to throw them away and we began seeing CD art auctions appearing on EBay. Imagine- collectible art from sales promotions! But it demonstrates there is perceived value in the tangible.

Hummingbird by artist Sean Avery, created from CDs.

Mailed promotions foster user engagement. When you receive something in the mail, you are forced to touch it, to engage with it in some form: open the envelope, turn the postcard over, flip through a catalog. And as your reader engages, your message is received and increases the potential your reader will respond. Again, there is value in the tangible, which translates to marketing value for you.

Direct Mail has less competition for reader attention. Many marketers are driven to shiny lures, the newer marketing channels. With this, attention has shifted away from direct mail. This is all good news for marketers savvy in this area. The average consumer receives ~50 emails each day but only ~3-4 pieces in the mail. This means less competition and greater potential for readers to engage and respond to your message.

Effective marketing takes a fully integrated approach. Not all readers respond to the same communication channel. Many people, particularly adults ages 40+, do not enjoy reading extensively online and prefer the tactile experience of reading something they can hold in their hand. Especially catalogs—sometimes it’s just easier to look through a physical catalog vs. trying to navigate on a website or search online. Make sure your marketing plans are diversified and plan for the varying preferences of your target customer base.

Direct Mail integrates well with other marketing campaigns. Studies show mailing a catalog actually boosts online sales. As customers flip through a catalog’s pages, they can easily preview your offerings and select multiple items to purchase often without anticipating they were ever going to buy at all! Direct mail can prompt the unplanned purchase.

Match your marketing objective to your channel. Some messages are better suited for one channel over another. As you evaluate direct mail, use this channel for

campaigns in which you are seeking a steady response stream over a period of time vs. an immediate response spike.

As you evaluate your company’s marketing strategy, consider the benefits direct mail offers:

Ready to give direct mail a try?


Energizing people and business with information and ideasPO Box 1416, Broomfield, CO, 80038 • (800) 669-0424 • nbm.com2

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3 tips to getting started with Direct Mail

1. Start with your objective: what do you want to accomplish with this mailing and what’s the most effective way to present your message?Taking a step back and identifying your target objective will help you develop a more effective promotional piece. Good marketing answers the questions:

• What am I offering?

• What do I want the recipient to do about it? Offering multiple ways to respond- telephone number, website, mail/fax an order form will only help your response rate.

Additionally, direct mail offers unlimited potential for creativity. Your piece can be wildly visual—design it to match your objective, write it according to your company voice and position your message in such a way that it will resonate with your target customer. Tip: put the needs of your customer first, then present your product/service as a solution.

2. Develop a compelling offer with a clear call to action.Are you promoting a limited-time offer, special pricing, free shipping, or a bundled package? Or perhaps your goal is to promote an open house, request a catalog or alert your customers about upcoming training. Think about what you are offering and make sure your call to action is clear and prominently presented in your piece. Make it easy for customers to respond by offering multiple ways to reply: online, by phone, by fax—how ever your company is best set up to serve customers.

3. Think about the “Who.” Last but certainly not least, identify “who” your mailing is intended to reach. Tailor your message to your target customer, their unique needs and make sure your mailing list matches your target customer demographics. After all, it’s the list that fuels your campaign. The effectiveness of your design, the great price you are offering or anything else you are promoting will have little impact or significance if it’s sent to the wrong recipients. And ironically enough, the list is often the least expensive part of the campaign. Thus, it’s critical to the success of your campaign to have a quality list to fuel your potential results.



The list is also where most companies struggle most. While you may have your own internal database, to grow your sales, you’ll likely need to extend beyond that. Need help identifying your target customer and renting a list? NBM offers industry specific lists for your direct mail needs. With just a simple phone call, we can build a targeted list according to your campaign objectives.



NBM’s list services include:

List advisement and guaranteed list quality: only clean, hygiened lists to your target industry to fuel your direct mail campaign. Choose from industry specific categories, including:

• Awards and recognition• Engraving• Garment decorating, including screen printing, embroidery, sublimation, heat transfer,

digital direct• Commercial and architectural signage • Wide-format commercial printing • Electrical signage• Exhibit and display graphics • Vehicle wraps• Automotive accessory sales• Automotive performance• Hot rod builders and restorers

Geographic targeting: tailor your list to reach a specific state or region

List services: Have an internal database? Merge/purge services are available to ensure you are only accessing new prospects.

Free delivery to your mail house: You choose a 3rd party bonded mail house, we’ll send your list according to your mailing schedule…hassle free!

List Rental Pricing: 20¢ per prospect, 2,500 record minimum; multiple use discounts are available.Achieve maximum branding at a discounted rate!

Create a lasting impression and add impact to your mailing. Call today to discuss your campaign objectives and let us build a targeted list to fuel your results!

Krystal FranklinDirect Marketing Sales Specialist800-669-0424, ext. [email protected]

