Differentiators that Drive Results

When we meet with new and prospecting customers, we often get asked what sets us apart from others. We take pride in answering this question because we’ve had over 50 years of experience gathering reasons from customers we’ve had the pleasure working with. We’re happy to share some of the reasons that allow us to have long-lasting relationships and help us foster new ones every day.

 

Problem Solvers

At Nahan, we take pride in being more than just a print vendor, but a print partner. We take time to listen to our customers’ ideas, challenges and questions, offering the best print solution for their business. Sometimes a customer will contact us with an idea but is unsure the exact means it takes to execute the project. We offer solutions that not only meet the needs of the project but also find efficiencies along the way.

 

Results Driven

When discussing projects with customers, we want to know their goals and how we can help achieve them. If their goal is awareness, we ask ourselves what size and paper will make their piece stand out to customers. If it’s transactions, how do we personalize the mailer to target the audience and include exactly what they might want? We’re always ready to collaborate in order to bring results and show ROI on every project.

 

Detail Oriented

We’re here to make customers’ projects the very best they can be – and we do that with our attention to detail. Whether it’s our client services team working with customers on their print quotes to find the right size piece to best meet the Postal Service requirements or our production team making sure each piece aligns exactly with the design, we have the right people in the right place to ensure your project achieves the best results.

 

Quality Focused

Printing is our passion and when something is your passion, you want to produce the very best. We pride ourselves on developing the best quality product possible. We do this through our state-of-art presses, high-quality paper sources and G7-certified color standards, resulting in award-winning work. We ensure our customers are just as satisfied with the end result as we are, and that’s why we’ve been a leader in the print industry for over 50 years.

5 Stats About Direct Mail’s Persuasive Power

Ads surround the average person from the minute they check their smartphone in the morning until it goes on the charger at night. It’s been well-reported (and debated) that we see 4,000 plus ads a day, filling our screens and vying for our attention. What should your brand do to rise above the clutter of marketing messages? The numbers say direct mail, and here are five stats to prove it.

1. 69% of people feel that mail is more personal than the internet.

According to USPS, 69% of people find direct mail to be more personal than email and other digital messaging/ads. Even the subtlest personalization techniques can make a big difference. And with variable data direct mail, this personalization becomes scalable.

Not only is direct mail more personal, it is also more memorable than digital media. When tested, it was found consumer’s brand recall was 70% higher when shown a direct mail piece as opposed to a digital ad. Because physical media leaves a deeper footprint in the brain. If a consumer can see and touch a piece of direct mail, they’re likely to be more engaged with it.

2. 98% of Americans check their mail every day.

Some marketers may worry direct mail will go unread and never leave the mailbox. Numbers from the U.S. Postal Service prove that wrong. Do you think the same can be said for email inboxes? Even with the instant accessibility of texts, emails, and social media, a large crowd still appreciates the novelty and personal touch of a letter in the mail.

3. 76% of consumers trust direct mail.

MarketingSherpa asked 1,200 consumers to mark what channels of advertising they trust on the path to purchase. Traditional means dominated, with newspaper and print ads coming in first at 82%, TV finishing second with 80% and direct mail taking home bronze with 76% trust. Refreshingly free of privacy violations, direct mail may be the solution to reach guarded, tech-weary customers.

4. 73% of advertising mail gets read or scanned.

Think your marketing letter enters the mailbox holding a one-way ticket to the wastebasket? Think again. An investigation into mail use and attitudes by the USPS revealed nearly three-fourths of households at least glance at their direct mail. That number soars even higher when the message caters to the recipient’s lifestyle and interests. Boost your brand’s read rates by pinpointing your prospect’s age, income, gender, home value, hobbies and more with variable data direct mail.

5. Its response rate beats other channels.

A 2017 study by the DMA (Data & Measurement Conference) found direct mail’s response rate was 2.9% for prospect lists and 5.1% for house lists. Compare that to a 0.6% response rate for email marketing, 0.6% for paid search, 0.4% for social media and 0.2% for online display. Direct mail not only allows you to get into your prospect’s households and in their hands, but it also develops a meaningful connection.

Want to put these numbers to work for your marketing plan? See the eye-opening direct mail pieces we’ve brought to life for an array of clients.

Build a Dynamic Plan for Direct Mail

Are you familiar with the 40/40/20 rule of direct marketing? It states 40% of your campaign’s success is the result of list selection, 40% is because of your offer and 20% is based on creative. But what does that mean, exactly? Let’s break it down with some quick tips you’ll want to keep in mind for your next campaign.

 

Know Who You’re Talking To

Owning the right list is vital whether you’re trying to grow your audience, communicate with current customers or reach prospects you already know. Knowing your market allows you to nail down the tactics. You don’t talk to car salesman the same say you speak to the neighbor kid at her lemonade stand, so why waste words with a blanket message? Secure engagement and responses by tailoring your advert to interests, location and purchase history.

 

Seal the Deal

Now that you know your audience, it’s time to reel them in with a killer call to action. The second 40% is all about getting the reader to do something. Which sounds obvious, but you’d be shocked by how many mailers don’t inspire clear action. Do you want them to complete a survey? How about redeem a coupon? Lead the reader towards your goal with action verbs and explicit, easy-to-follow instructions. Don’t waste time and money on bland, generic messaging.

 

Get Creative

Creative may only be 20% of the rule, but it’s the cherry on top of your ROI-driving sundae. Think outside the box to boost your open rates and catch scanning eyes. One tip: make your mail lumpy. Including any item thicker than the envelope it comes in piques the reader’s interest and turns your ad into a prize. After all, who doesn’t love getting a gift?

See some examples of the 40/40/20 rule in action on our work samples page. Can you pick out the audience? Is the call to action clear? Are you attracted to the creative? Put these rules into practice and you’ll be a direct mail master in no time.