Category Archives: Editorial

If you follow the pulse of the marketing mail industry, you’ll have heard plenty about the Top 50 Mailers moving to high-end, highly interactive direct mail pieces using materials like EnvyPak™ USPS-approved polypropylene. How can you dominate your market with interactive tactics before your competitors do?

• Turn opening your mailpiece into an event. What if your email subject line were a personalized, colorful poster? That’s the kind of power you get with custom-printed, truly interactive direct mail. Full-color print alone is potent, but printing on clear plastic allows you to playfully reveal what’s so exciting about your contents inside.

• Win big with a smaller list. Mail and the digital sphere are no different: you can either waste resources on uninterested recipients, or you can use rigorous targeting to double down on the most promising targets. Now you can affordably show your audience that you understand their specific pains.

• Pair creativity with value. When you match interactive design with a relevant offer, you finally have an irresistible mailpiece on your hands. “There is a huge difference in the performance of mail pieces that use color, irregular sizes and novel construction,” said Postmaster General Patrick Donahoe in September. “People react to great mail pieces. All of these strategies are focused on creating a more valuable experience for the receiver of mail – and that makes mail a more valuable tool within the marketing mix.”

• Make responding effortless. When LG set out on its cell phone recycling campaign, EnvyPak made the recipient’s response painless. Each envelope had a perforated compartment which allowed the recipient to seal up a phone and drop it right back in the mail. Not only can you appeal to more than one response channel, but you can make the response itself easy, obvious, and even fun.

• Test and test again. Want to see whether interactive direct mail envelopes can make an immediate difference for your campaign? Call EnvyPak to order your first test run today.

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The post Interactive Direct Mail: How to Handle Marketing's Secret Weapon appeared first on Univenture Blog.

You may have noticed that the past ten years have been pretty good to online marketing. The industry, which most of us can still remember living without not that long ago, grossed nearly $37 billion in the U.S. last year – and there’s always a steady stream of new ways to use targeted emails, landing pages, and social media to drive business.

While online marketing continues to evolve, many of the techniques and knowledge businesses have taken from their online endeavors have turned out to be incredibly useful for direct mail, too.

This past month we headed to Chicago to visit DMA13, which is the annual global conference for data-driven marketing of all varieties. DMA conferences are the perfect barometer for industry trends, hot ideas, and what to expect next – so we took note when we heard marketing industry gurus repeat over and over that their clients are more eager than ever to tackle direct mail again. This confirmed a feeling we’ve had from seeing a high volume of interest in our products for direct mail: businesses are looking for new, exciting ways to spice up their direct mail campaigns.

Why now? We’ve been hearing quite a few reasons:

1. Direct mail is still the king of meaningful responses. The disenchanted attitude many companies are showing toward email marketing in particular often stems from an illusion that efficiency always equals effectiveness. Caught up in the promise of easy-to-reach ROI figures, companies lost sight of the comparatively fantastic response direct mail is capable of. Any marketer worth their salt will tell you that one number can never tell the whole story; an astronomical ROI could mean, for example, that the target market just hasn’t been truly tested. Email certainly has its strengths, but even welcome results may suggest limitations with a one-dimensional approach.

2. Direct mail is a familiar medium. Americans are more conscious than ever of data mining, and the most harmless repurposing of information still seems to be met with some disapproval. Public opinion of online advertising that ‘follows your browsing’ is bound to fluctuate much more, but at least for now the time is ripe for businesses to jump back in to traditional methods that are comfortable for their customers.

3. Big data makes direct mail even better. Just because companies are getting back to basics doesn’t mean they’re putting aside all that valuable data they worked hard for – would you? Big data has only made direct mail an even stronger tool, because it allows for precise segmentation. The additional investment that comes with a mail campaign is easily justified when there’s that additional confidence in a robust list. Businesses and marketers alike can take what they’ve learned from their time entrenched in online marketing to develop a balanced, data-driven, and cutting-edge direct mail approach.

4. Real, substantial mail is practically guaranteed to get opened. There is something to be said for physical, tangible materials – especially now that people are inundated nonstop with junky promotional emails. A good mailer always goes to a real address; if packaged properly, it will also visually appeal to the recipient before even being opened. Simply put, there’s still no better way to elicit a response. Time and again we’ve seen that the additional investment results in a better final return.

5. Now is the time for brands to differentiate themselves with direct mail. In direct mail, companies with an eye for innovation now see an opportunity to leave their less resourceful peers in the dust. In a world where basic email marketing is available to anyone with an internet connection, the physical medium is the place for brands to noticeably differentiate themselves from the competition. Inventive designs such as EnvyPak™ clear poly envelopes and mailers set apart an important message from the duds in a way that a witty email subject line never will – and that’s from someone who tries to write witty email subject lines on a daily basis!

There’s simply no substitute for careful, complementary planning across multiple channels. As online marketing makes more measured strides, direct mail will take back its rightful place as the backbone of businesses’ marketing strategies.

The post 5 Reasons Direct Mail Is Trending appeared first on Univenture Blog.

You may have noticed that the past ten years have been pretty good to online marketing. The industry, which most of us can still remember living without not that long ago, grossed nearly $37 billion in the U.S. last year – and there’s always a steady stream of new ways to use targeted emails, landing pages, and social media to drive business.

While online marketing continues to evolve, many of the techniques and knowledge businesses have taken from their online endeavors have turned out to be incredibly useful for direct mail, too.

This past month we headed to Chicago to visit DMA13, which is the annual global conference for data-driven marketing of all varieties. DMA conferences are the perfect barometer for industry trends, hot ideas, and what to expect next – so we took note when we heard marketing industry gurus repeat over and over that their clients are more eager than ever to tackle direct mail again. This confirmed a feeling we’ve had from seeing a high volume of interest in our products for direct mail: businesses are looking for new, exciting ways to spice up their direct mail campaigns.

Why now? We’ve been hearing quite a few reasons:

1. Direct mail is still the king of meaningful responses. The disenchanted attitude many companies are showing toward email marketing in particular often stems from an illusion that efficiency always equals effectiveness. Caught up in the promise of easy-to-reach ROI figures, companies lost sight of the comparatively fantastic response direct mail is capable of. Any marketer worth their salt will tell you that one number can never tell the whole story; an astronomical ROI could mean, for example, that the target market just hasn’t been truly tested. Email certainly has its strengths, but even welcome results may suggest limitations with a one-dimensional approach.

2. Direct mail is a familiar medium. Americans are more conscious than ever of data mining, and the most harmless repurposing of information still seems to be met with some disapproval. Public opinion of online advertising that ‘follows your browsing’ is bound to fluctuate much more, but at least for now the time is ripe for businesses to jump back in to traditional methods that are comfortable for their customers.

3. Big data makes direct mail even better. Just because companies are getting back to basics doesn’t mean they’re putting aside all that valuable data they worked hard for – would you? Big data has only made direct mail an even stronger tool, because it allows for precise segmentation. The additional investment that comes with a mail campaign is easily justified when there’s that additional confidence in a robust list. Businesses and marketers alike can take what they’ve learned from their time entrenched in online marketing to develop a balanced, data-driven, and cutting-edge direct mail approach.

4. Real, substantial mail is practically guaranteed to get opened. There is something to be said for physical, tangible materials – especially now that people are inundated nonstop with junky promotional emails. A good mailer always goes to a real address; if packaged properly, it will also visually appeal to the recipient before even being opened. Simply put, there’s still no better way to elicit a response. Time and again we’ve seen that the additional investment results in a better final return.

5. Now is the time for brands to differentiate themselves with direct mail. In direct mail, companies with an eye for innovation now see an opportunity to leave their less resourceful peers in the dust. In a world where basic email marketing is available to anyone with an internet connection, the physical medium is the place for brands to noticeably differentiate themselves from the competition. Inventive designs such as EnvyPak™ clear poly envelopes and mailers set apart an important message from the duds in a way that a witty email subject line never will – and that’s from someone who tries to write witty email subject lines on a daily basis!

There’s simply no substitute for careful, complementary planning across multiple channels. As online marketing makes more measured strides, direct mail will take back its rightful place as the backbone of businesses’ marketing strategies.

The post 5 Reasons Direct Mail Is Trending appeared first on Univenture Blog.