At a time when everything seems digital, there’s one marketing medium that still reigns: direct mail.

No other medium captures more undivided attention from your audience. No other medium taps into multiple senses simultaneously to build a lasting impression. No other medium lingers long enough to elicit a response from its customers and prospects. No other medium works as effectively with other mediums to yield a successful integrated marketing campaign.

While some of your customers may still be against paper and print, here’s yet another opportunity to bust that myth and share the reality of direct mail’s success. Some reasons why it works and how you can avoid direct mail pitfalls:

• Personal. Direct mail is most effective when it’s tailor-made for its recipient. Gone are the days of “Dear Resident;” variable data printing lets you personalize your message for maximum impact.
• Precise. Your mail campaign works best when it’s reaching the right audience. One way to ensure that is through a quality mailing list that’s current and accurately reflects your target demographics. If you want to reach females ages 25-40, there shouldn’t be any “John Does” on your list.
• Promotional. Direct mail is a great way to promote special offers, but be specific so that your mailpiece gets results. For example, a peel-off coupon and reminder to make their next appointment packs more punch than a generic and elusive “save today” message.
• Professional. To compete effectively in a mailbox, your direct mail campaign should be polished and professional. Quality copywriting, graphic design and market research are the three main areas that should be done by experts.
• Proven. Any claims you make about a product or service should be supported by research and/or testimonials. Anyone can say they have the “best,” but demonstrating your track record builds credibility and boosts sales.

Watch for future blogs about how integrated print and digital marketing campaigns create a winning combination.

Want to see augmented reality in action? Watch the video below featuring our 2014 calendar envelope, which introduced recipients to augmented realty, as well as other technological developments that enhanced their traditional print offerings and offered amazing growth opportunities for their business.