Direct Mail Campaign Development: Tips for Success

Posted on by Bryan.Formhals

When executed properly, direct mail is a highly effective way to reach target audiences and generate leads. What’s the secret sauce? Careful planning and execution. A successful direct mail campaign is not completed by flying blind, but instead by taking a deep dive into your objectives, data, and creative. 

An effective direct mail plan incorporates thoughtful strategy, data tests, creative tests, and more. To help break down what you need to know, we’ve enlisted the help of some industry experts and have compiled the insights below.  

  1. Build a sustainable campaign platform with measurable results

    Alan Sherman, VP of Marketing Strategy at Nahan, once said “Direct mail is changing. If you still think of direct mail campaigns as a “throw spaghetti at the wall” mass-mailing approach, you’re greatly mistaken.” Today, successful direct mail plans are built on a sustainable campaign platform that allows for measurable results.  

    Marketers must also define their goals and objectives. Determine what you want to achieve with your campaign, whether it’s generating leads, boosting sales, or increasing brand awareness. Then, develop a plan that includes projected metrics for success and a process for measuring and analyzing your results. 

  2. Test your creative and align it with your audience 

A creative audit can help you identify areas where you can improve your mail package format, messaging, offer, personalized copy and images, and integrated digital/direct mail campaign. This audit can provide valuable insights that will help you optimize your mail plan and improve its performance. Use this information to inform your creative tests, such as testing different formats, messaging, and offers. 

“Creative tests allow you to refine your messaging and design and make sure it is resonating with your target audience. Your data and your creative really need to align with each other to make sure the correct message is being spoken to the corresponding audience.”

-Mike Dietz, Executive Creative Director

3. Build predictive targeting models and profiles based on your current customer list, and target those most likely to respond

One of the most effective ways to target your direct mail campaign is by building models and profiles based on your current customer list. 

“Analyzing your customer data allows you to identify the most likely prospects to respond to your mail campaign,” Sherman says. “This can help you build a more targeted and efficient campaign that delivers better results.” 

To do this, data analysts must analyze your customer data to identify common traits and behaviors indicative of response, such as age, income, and purchase history. Depending on the industry, this could include analysis of credit data. Use this information to create targeted models and profiles that can guide your mailing list selection and messaging. 

4. Continual improvement through testing 

“Continual improvement is key to a successful direct mail program,” Krista Black, VP of Marketing and Account Services says. “By continuing to test your data sources and creative, you can refine your campaign over time to ensure it doesn’t fall flat.” Regular testing is an investment that puts the long-term odds in your favor. Every test is an opportunity to learn and improve. 

“We really cannot stress enough how vital direct mail testing is to the health of a direct mail campaign. It really is the lifeblood of it. While some marketers have a fear of testing for a “if it ain’t broke, don’t fix it” mentality, failing to test is more risky. Every package will eventually face a decline. Testing must be a regular ongoing process. Ideally, that means part of every campaign or at least testing quarterly.”

-Alan Sherman, VP Marketing Strategy

Let’s do a quick recap of the above: 

  1. Define your goals and develop a mail plan with clear metrics for success. 
  2. Incorporate best practices, data and creative tests into your mail plan. 
  3. Build models and profiles based on your current customer list to target most likely to respond. 
  4. Continuously test and refine your campaign to improve results. 

 

If you’re ready to test smarter and drive ROI for your program, fill out the form below for the full guide to direct mail testing today! 

Nahan Takes Home Best of Category at 2023 PIM Star Awards

Posted on by Bryan.Formhals

SAINT CLOUD, MN – June 23, 2023 – Nahan has received a Best of Category award win at the 2023 Star Awards, hosted by Printing Industry Midwest (PIM). The Star Awards is an annual five-state print competition that recognizes excellence in print quality in the printing, communication, and graphic arts industries. 

 

Nahan was proud to receive the award for Best of Category – Web Press Printing, which is the highest award a printer can receive in this category, for a catalog produced for Room and Board, a high-end furniture retailer. Nahan also received four Awards of Recognition in the Product Catalog and Single Promotional categories, and two Certificates of Merit. 

Nahan’s very own Jolene Simi, Senior Account Manager, took home the win for Customer Service Representative of the Year. Team members Dawn Volante Brown, VP of Business Services and Erik Turbin, Direct Mail Production Supervisor were also nominated for Young Professional of the Year and Production Professional of the Year, respectively.  

Dawn Volante Brown, Jolene Simi, and Erik Turbin 

 

It was also an honor to have our very own, Aaron Weekes, VP of Information Technology, speak at the event on behalf of the PIM Diversity, Equity, & Inclusion DE&I) Program.  

About PIM Star Awards 

The PIM Star Awards competition recognizes the companies, teams, and individuals who take part in the creation and production of print communications in the Midwest. For more information about the Printing Industry Midwest Star Awards, please visit www.pimw.org or call PIM’s office at 612.400.6200. 

About Nahan 

Nahan is a world-class, privately owned, direct marketing services and print solutions company. Nahan produces integrated marketing solutions for their clients, enabling them to successfully acquire, develop, and retain profitable customer relationships. Nahan leverages the power of omnichannel marketing strategy, creative, data, and analytics coupled with exceptional production and postal strategies to closely connect brands with customers. For more information about Nahan and to learn more about joining the Nahan team, please visit http://www.nahan.com. 

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Postal Rate Increase: The Role of Data Analytics in Optimizing Direct Mail Campaigns

Posted on by Bryan.Formhals

 

USPS postal rates are continuing to climb, with the latest increase set to take effect on July 9th, 2023. As a result, direct mail marketers are becoming progressively concerned with the rising costs of campaigns. However, increased postal costs do not mean that your direct marketing budget needs to go out the window.  

The Current State of Postal Rates 

The proposed postal rates were approved by the Postal Regulatory Commission on May 31st, 2023. This rate increase is the fourth of its kind since the post office moved to the twice per year cadence, and the Postmaster General has been clear that increases will continue to occur twice per year at least through 2025. 

As a company deeply invested in postal ongoings, two of our very own, Brandon Jacklin, Postal and Logistics Manager, and Kelly Marthaler, Sales Representative, went to Washington D.C. to collaborate with the ACMA (American Catalog Mailers Association) and Vogel Group to bring awareness around the impact of rising postal costs and tax laws to the Postmaster General Louis DeJoy. 

Direct Mail Optimization Amidst Postal Increases 

What can you do about rising postal rates? Optimize, optimize, optimize! By being wise about your data, you can be strategic in mailing less, but to highly responsive consumers, lowering your postage costs.  

Audience Segmentation 

The more people you mail to, the more postage you must spend, plain and simple. To save on postage, marketers should perform an audience audit. Who is your responsive audience? What is your key demographic and what is their past behavior?  Understanding better who your audience is will help you narrow the net you mail to. Less mail to a more responsive audience equals a higher ROI. 

Predictive Modeling

Data analytics allows marketers to leverage predictive modeling techniques to identify those most likely to respond. By analyzing historical promotional data and customer files, companies can build models that predict customer behavior, response rates and conversion rates. Predictive models optimize various aspects of direct mail campaigns, such as selecting the most responsive target audience, and determining the optimal timing for mailings.  By using data-driven insights, marketers can make informed decisions that maximize the impact of their direct mail campaigns and minimize the costs associated with postage. 

Testing

Data analytics enables marketing to conduct testing and optimization of their direct mail campaigns. By testing different variables such as messaging, design, offers, and call-to-action, companies can measure the effectiveness of each element and make data-driven decisions to improve their campaigns. Through continuous testing and optimization, businesses can identify the most impactful strategies, refine their mailings, and achieve better results while mitigating the impact of rising postal rates. 

Integration with Digital Marketing

Data analytics also plays a crucial role in integrating direct mail campaigns with digital marketing efforts. By leveraging customer data from various sources, such as online interactions, social media, and previous email campaigns, businesses can create a comprehensive view of their customers’ preferences and behaviors. This integrated approach allows for a cohesive and consistent customer experience across different marketing channels. Data analytics helps in identifying the most effective touchpoints, enabling businesses to create a seamless and personalized omnichannel experience that maximizes engagement and conversion rates. 

Don’t let rising postal rates get you down. Instead, focus on ways to optimize your direct mail campaigns to ensure a high ROI. Being smart about your data is one of the necessary tools marketers can use to achieve this optimization.  

If you’re ready to test smarter and drive ROI for your program, fill out the form below for the full guide to direct mail testing today! 

 

The Emotional Edge: Drive Consumer Influence with Direct Mail

Posted on by Bryan.Formhals

 

Direct mail holds a unique advantage that digital channels such as social media and email fail to replicate: the ability to forge genuine connections and evoke powerful emotions through touch. With crowded inboxes and social ads fighting for attention with the scrolling consumer, physical mail presents an opportunity to connect like no other.  

Emotionally resonating direct mail copy has the potential to create a lasting impact, influencing consumer behavior and driving conversions. 

In this article, we will explore how direct mail can engage recipients on a deeper level, highlighting the unparalleled impact it can have in a world dominated by screens and pixels. Understanding and harnessing the emotional potential of direct mail campaigns is vital for marketers seeking to create lasting impressions and influence consumer behavior. 

Understanding the Power of Emotion 

Emotions play a fundamental role in human decision-making. Countless studies have shown that emotions, rather than logic, often guide our choices.  

Psychologist Gerald L. Core, said human thought is “often automatic, heuristic, unconscious, and guided by emotion instead of being strictly logical and reasoned.”

When it comes to marketing, tapping into these emotions can be a powerful tool to connect with consumers on a deeper level. Direct mail has a unique advantage in this regard, as it allows for a tangible and personal experience that can engage multiple senses.  From the initial mailbox experience, when the consumer touches and feels the package and makes a decision to engage, it is a living and breathing channel. 

According to Nahan’s Executive Creative Director, Mike Dietz, “Evoking emotion through tactile components like paper weight, texture and treatments is a major driving force behind every successful direct mail campaign. It’s the key to creating a lasting impression and influencing consumer behavior.” By leveraging the power of emotion, marketers can create a memorable experience that resonates with recipients long after the mail has been opened. 

The Role of Resonating Copy 

The written word holds immense power to evoke emotions and shape perceptions. In direct mail, resonating copy acts as a catalyst to provoke an emotional response from the recipient. It goes beyond merely conveying information; it aims to captivate, inspire, and persuade. 

“In direct mail, words are more than ink on paper. They have the potential to connect with readers on a personal level, driving them to take action,” says Mike Dietz.

By crafting compelling and relatable copy, marketers can tap into the desires, fears, and aspirations of the target audience, creating an emotional bond that drives engagement. 

Let’s think about a credit card example. When students are going off to college, it is a prime time for credit card companies to target them with student credit card offers with low interest rates and tempting rewards. The emotional direction a direct mailer uses to target college students considering a credit card is different from a high-salary professional who might be seeking a high credit limit. With direct mail, marketers can create highly personalized messaging that speaks to them. 

By harnessing the power of four-color variable data printing, marketers can create unique 1:1 messaging to consumers. The internal components of a direct mail piece allows the marketer to create a journey unlike any other channel, with the ability to utilize a large variety of configurations to address barriers, develop relevant messaging tone that is focused exclusively on the individual consumer. Dietz says, “The ability to combine actionable data inputs and dynamic 4 color digital technology allows marketers to leverage direct mail to create a unique 1:1 experience.” 

Consumer influence

Creating Emotional Connections 

Harvard Professor, Gerald Zaltman, says that 95% of purchasing decisions are subconscious. To create emotional connections, direct mail campaigns must be rooted in a deep understanding of the target audience. You must know who you are trying to reach before you write anything. Market research and customer insights are essential in developing resonating copy that strikes a chord with recipients. By identifying the pain points, aspirations, and motivations of the target market, marketers can tailor their messaging to elicit specific emotional responses and respond positively to the call to action. Here comes the advantage of variable data printing again. 

Let’s think of the example of life insurance. A consumer cares about his or her family and wants them to be financially stable in the event of their passing. This is partially an emotion-based decision. Direct mailers can appeal to that desire not to leave behind familial financial strains. How a marketer appeals to that desire in the copy affects the consumer’s reaction.  

Leveraging Emotional Triggers 

Different emotions can be leveraged strategically in direct mail campaigns to achieve specific goals. For instance, a sense of urgency can be invoked through time-limited offers or exclusive discounts. Fear of missing out can drive recipients to take immediate action, ensuring a higher response rate. On the other hand, appeals to happiness, joy, or nostalgia can create positive associations with a brand or product, fostering long-term loyalty. By aligning the emotional tone with the desired outcome, marketers can increase the effectiveness of their direct mail campaigns and drive meaningful results. 

Measuring Success and Iterating 

The effectiveness of direct mail campaigns can be measured through various metrics, such as response rate, conversion rate, or customer lifetime value. By analyzing these metrics, marketers can gauge the impact of their emotional appeals and resonating copy. It is essential to track and evaluate the campaign’s performance to understand what worked and what can be improved upon in future iterations. 

 “Direct mail campaigns should be seen as an iterative process. By learning from data and feedback, we can refine our messaging to better connect with our audience’s emotions and achieve greater success,“ says Mike Dietz.

Conclusion 

Emotions play a crucial role in decision-making, and direct mail has the capacity to evoke those emotions in personalized and tangible ways that digital can’t live up to. Through empathy and understanding of the target audience, marketers can create copy that resonates on a personal level, building strong emotional connections. 

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Exploring the Impact of AI Language Models on Direct Mail Marketing

Posted on by Bryan.Formhals

 

ChatGPT….a term that is likely newer to our vocabulary, but undoubtedly, a word you’ve seen pop-up at an increasing rate anytime you open an internet browser or a smart device. But have you considered the impact of ChatGPT on direct mail marketing? 

At the start of this article, we were confronted with a dilemma. Do we ask ChatGPT for an outline? Do we have it write the entire article (as a meta-experiment of course)? Or do we ask it to provide some background research on the topic to get us started? This seems to be a common situation that content marketers now face. 

And of course, this is just a minuscule example of how this fast artificial intelligence is impacting marketing departments and other knowledge workers.  

 

According to a recent CBS News article, 30% of professionals are already using ChatGPT for their jobs, and if we had to speculate, it’s likely the marketing industry may be among the leading users.  

 

At Nahan, we believe that AI language models such as ChatGPT have the potential to significantly impact the direct mail channel in a positive way, but how fast and to what degree are very much uncertain, like so many things with the emerging AI revolution.  

In this article, we will discuss how direct mail marketers can use ChatGPT to enhance their campaigns, as well as some of the limitations and potential risks to consider. 

And yes, we did ask ChatGPT for some help in writing this article, but it is mostly human generated!  

What is ChatGPT? 

At its most basic level, ChatGPT is a chatbot that uses Natural Language Processing (NLP) and Artificial Intelligence (AI) to generate responses to user input. Its models are built by analyzing enormous amounts of text from the internet and other sources like books, social media, new articles and academic papers. The algorithms can then use this data to understand human language, identify patterns, and generate responses. 

It’s currently available to use for free on the Open.ai website, and recently a paid PRO tier of $20 a month was created. It has been integrated into Microsoft’s Bing search and Edge browser, with plans for rolling out a new product called Co-Pilot which will be integrated into many of the Microsoft Office applications, including Word and Excel.  

Three Ways Direct Mail Marketers Can Use ChatGPT Today 

The extent that ChatGPT is being incorporated into direct mail workflows cannot be known in full just yet. From our conversations with clients and others in the industry, we know that people are starting to tap into its great potential on certain tasks.  

Of course, AI and machine learning technology have been a part of the direct marketing industry for several years on the data side of the equation, especially when it comes to targeting.  

But what are some other areas where generative AI could have an impact? Let’s look at a few use cases.  

 

AI and direct mail

 

Personalized Responses 

Generative AI’s ability to generate personalized responses based on user input has the potential to enhance the personalization of direct mail campaigns.  

For example, a direct mail piece might include a call-to-action that invites the recipient to chat with a chatbot. Once engaged, the chatbot can ask questions and generate personalized responses based on the user’s answers. 

Optimization

Direct mail marketers are always focused on optimizing campaigns. However, finding the right formula can be time-consuming, and expensive. Artificial intelligence and chatbots could have a significant impact on that process by generating real-time feedback on campaigns. This in turn will allow for more robust and experimental testing with the goal of generating a higher ROI.  

By automating certain tasks, such as testing and targeting, AI can help marketers identify the most effective strategies quickly and efficiently, leading to more successful campaigns. 

Copywriting and Creative 

Direct Response copywriting is a core part of direct marketing campaigns. Best practices have been defined by the industry over the years, and this is exactly the type of structured data tools like ChatGPT have been trained on.  

Generative AI will allow marketers to generate ideas, outlines and research and a high volume of copy in lightning speed. This will give marketers the opportunity to expand possibilities and potentially lead to greater creativity.  

By inputting key information about the target audience and marketing goals, ChatGPT can provide customized content optimized for engagement and conversion. This can save time and resources while improving the overall effectiveness of direct mail campaigns. 

Limitations of Using ChatGPT for Direct Mail Marketing 

While ChatGPT can be a powerful tool for direct mail marketers, there are some limitations to be aware of: 

Accuracy

It may not always generate entirely accurate or relevant responses, although they can sound very convincing. Currently, ChatGPT has a knowledge cut-off date of September 2021. It’s important to review and verify to assure accuracy.  

Originality

ChatGPT is capable to generating dazzling, convincing, and sometimes even very funny results, but it does require trial and error with the prompts, otherwise there’s a risk that output will sound like more generic marketing copy and nobody wants or need more of that. Due to this limitation, copywriters will still have job security. Human touch and talent are still critical to the process of refining and enhancing the ideas AI outputs.  

Data Privacy

As with any tool, precautions need to be taken to assure that your proprietary data is safe and secure, so at this point you most definitely do not want to share that or any private customer information. 

Legal Risk

The insurgence of AI capabilities in marketing is new. And while very tempting to use in any way you can, its newness means that laws and regulations have not yet caught up with it. We simply don’t know the answers to all the legal and ethical questions that ChatGPT may bring up with its use in marketing. 

As the industry learns more about generative AI, there will no doubt be more clarity on some of these limitations, but for the time being, caution is recommended.  

 

AI and direct mail

 

Takeaways for Direct Mail Marketers Using ChatGPT 

The marketing industry understands hype better than just about any other. In fact, it’s marketers that help build and generate hype for brands. At this point, the hype around ChatGPT and generative AI is impossible to avoid, and likely won’t dissipate anytime soon.  

ChatGPT is certainly one of the most impressive, and potentially industry changing tools to come around in a long time. We believe the hype is real and that the direct marketing industry needs to start experimenting with these tools because, well, your competitors are going to and the risk that you fall behind is very real. To summarize:  

  • Direct mail marketers can use ChatGPT for personalized responses, optimization, and copywriting. 
  • There are limitations to be aware of, including accuracy, originality, and data privacy. 
  • Direct mail marketers should start experimenting with ChatGPT to stay ahead of the competition and take advantage of its potential benefits. 
  • The integration of AI technology is new, and thus best practices are ongoing. However, we recommend this source as a starting point for getting your feet wet in learning how to form prompt questions for AI. 

 

Unlock Your Company’s Growth Potential with These 10 Direct Mail Tips

Posted on by DigitalTeam

Did you know that direct mail is one of the most effective tools for building strong connections with your customers and driving business growth? By crafting tailored messages that resonate with specific audiences, direct mail can help you boost your return on investment (ROI) and stay ahead of the competition.

However, even seasoned direct mailers can benefit from periodic refresher courses to ensure they’re leveraging the latest direct response fundamentals. If you’re new to direct mail, learning the fundamentals can help you unlock the full potential of this powerful marketing channel.

In this article, we’ll share 10 tips for mastering the fundamentals.

Define your target audience 

Defining your target audience is crucial for the success of your direct mail campaign. Here are some essentials to keep in mind: 

  • Conduct market research to understand the demographics and interests of your potential customers 
  • Develop buyer personas that represent your ideal customers and tailor your message to their needs and preferences 
  • Analyze your existing customer base to identify patterns and characteristics that can inform your targeting strategy
  • Utilize data analytics and segmentation tools to identify the most profitable segments of your target audience and personalize your message accordingly 

For example, if you’re a company that sells outdoor gear, you might define your target audience as adventure seekers who are passionate about hiking, camping, and other outdoor activities. By understanding their interests and behaviors, you can create a direct mail campaign that speaks directly to them, showcasing your products in a way that resonates with their outdoor lifestyle. 

  • Solution:  Data and analytics need to identify target audiences that will have the highest likelihood of response. Your goal is not to just mail to a large group of people, but to mail to a group of responsive people that will grow revenue.

Create a compelling offer 

Once you’ve defined your target audience, the next step is to create a compelling offer that motivates them to take action. Whether it’s a discount, free trial, or exclusive content, your offer should be something that your target audience values. 

What you offer will depend on your industry. If you’re a car insurance company, you might offer premium discounts to students. This not only provides value to your target audience, but also intercepts them at a time when many are getting car insurance for themselves for the first time.  

  • Solution: Make sure Strategy and Creative are aligned and work together to develop offers that will lead to consumers taking action. The key here is offering value.

Personalize your message 

Personalization is key to the success of any direct mail campaign. By personalizing your message, you can create a more meaningful connection with your target audience. 

Generic greetings like “Dear Customer,” are outdated with today’s technology. With variable data printing, you can address your target audience by name. You might also use personalized content that speaks directly to their interests and needs.  

  • Solution: Focus on creative that delivers increased open rates. By using variable data printing, not only can our Creative team design pieces that include unique customer names, but also unique messaging that speaks to the barriers of the customer. The obstacles to a Senior Citizen changing car insurance may be different from a middle-aged family with a new teenage driver. Our team designs with the audience in mind.

Use high-quality visuals 

Visuals are a powerful tool in direct mail marketing. High-quality images and graphics can help your message stand out and grab the attention of your target audience. 

That old phrase “a picture paints a thousand words” is true. Picture this. You’re a fashion retailer with a catalog, but there’s no images of the clothing. Crazy, right? You’re going to want to include high-quality images of your products in your direct mail campaign. This not only showcases your products, but also gives your target audience a better idea of what they can expect when they shop with you. 

  • Solution: We’re a big believer in the power of images. We wouldn’t be in marketing if we didn’t. One of the unique advantages of print marketing is the impact that images can have over time. Unlike digital, print doesn’t just disappear because you close a tab on your browser. Always focus on choosing visuals that draw the reader in and speak to that specific target audience.

Include a call to action 

A call to action (CTA) is a critical component of any direct mail campaign. Your CTA should clearly state what action you want your target audience to take and how they can do it. 

For example, if you’re a food subscription box that offers a discount for new customers, your CTA might be something like “Visit our website to claim your discount.” This not only encourages your target audience to take action, but also provides them with a clear and simple way to do it. 

  • Solution: We believe your CTA should be clear and not difficult. Consumers need to know what action to take and how to accomplish it. By learning your brand and your audience, you are able to pinpoint an effective CTA that consumers are responsive to.

Test and refine your message 

Direct mail marketing is an iterative process. You should always be testing and refining your message to improve its effectiveness. Testing shouldn’t be a one-time occurrence. As your customer base evolves, testing should be a flexible, ongoing process that improves response and ROI.  

You might test different headlines, images, or offers to see which ones perform best.  Testing different mailing lists to see which audiences respond best to your message is also encouraged.  

  • Solution: We talk about testing all day, everyday at Nahan. Why? Because we believe it makes a night and day difference in your ROI. We find that most of the time, marketers just don’t know where to start with testing, and so out of fear, they don’t test. But when viewed as a long-term investment, it’s risky to not test in direct mail testing. If you’re ready to test smarter and drive ROI for your program, download “A Guide to Direct Mail Testing Today” for marketers both new to and familiar with testing. From research, pre-testing, testing, and post-campaign assessment, we cover it all.  

Use a clear and concise format 

Direct mail campaigns should be clear and concise. Your message should be easy to read and understand, and your design should be simple and visually appealing. 

A common way to do this is by using bullet points to highlight the key benefits of your product or service. Using a clear and legible font that’s easy to read is also important. You only have a few seconds to grab the consumer’s attention, so you want to make sure it is readable. 

  • Solution: If it looks too confusing, chaotic, or just too much, odds are the consumer won’t read it. Copy needs to be clear, concise and inspire action. As consumers ourselves, we’ve seen our fair share of direct mail that doesn’t do this correctly. Font that are hard to read, bulk paragraphs in a letter – all of which tell the consumer, it’s too much to read. Our team of copywriters solve that problem by creating mail pieces that flow and highlight the important information to grab the consumer’s attention.

Track your results 

Tracking your results is critical to the success of any direct mail campaign. You want to know what’s working and what’s not so that you can adjust accordingly.  

You might track metrics like response rate, conversion rate, and ROI to see how your campaign is performing.  

  • Solution: They say marketing is just gambling unless you track the results. At Nahan, our Strategists work closely with our clients on setting up tracking for campaign, so we know how to adjust if needed. This is why we believe so heartily in testing to grow your ROI.

Follow up with your leads 

Direct mail campaigns are only the first step in building a relationship with your target audience. After your leads have responded to your offer, it’s essential to follow up with them to continue the conversation and close the deal. 

For example, if you’re a financial services company that offers a free financial planning session, you might follow up with your leads to schedule an appointment. This not only helps you build a relationship with your leads but also provides them with additional value. 

  • Solution: Set up an action plan and process to follow up with your leads, we cannot emphasize the need to do this enough. A response is just a response, unless you do something with it. If your CTA leads people to fill out a form with their email address to receive a free quote – you need to have your Sales team following up with them asap. This will also help you to know whether your offer is resonating with the right audience.

Integrate with other marketing channels 

By combining direct mail with email, social media, or other channels, you can create a more comprehensive and effective marketing strategy. In a study by Gartner, technological research and consulting firm, integrated campaigns across four or more channels outperform single or dual-channel campaigns by 300%. 

For example, you might use direct mail to promote a new product launch, and then follow up with a digital ad display that keeps your brand top of mind for your target audience and encourages them to take action. 

  • Solution: Nahan offers an entire suite of full service direct marketing solutions, and we believe that marketing packs the most punch when doubled up. Many of our customers choose to combine direct mail with digital display ads that keep their brand top of mind. We can help you integrate them to ensure one cohesive message.

Ready to grow? 

Direct mail marketing is a powerful tool that can grow your company. When planning a direct mail campaign, planning around these ten direct mail tips can help you effectively increase ROI.  

Remember: 

  • Define your target audience and create a personalized and compelling offer that provides value to them 
  • Grab your consumer’s attention by only using high-quality visuals and strong CTA’s
  • Test and refine continually to improve effectiveness
  • Track your results and follow up with leads
  • Integrate with other marketing channels to increase response rate even more 

Time to mail? Let’s work together to make a comprehensive direct mail marketing strategy that delivers.  

What Is Zero-Party Data?

Posted on by Bryan.Formhals

 

Author: Camille Rosa, Senior Marketing Specialist

All marketers know….data is king. And lately there’s been a new type of data sitting on the throne, known as zero-party data. If you don’t closely follow the data landscape, this is likely a new term you’ve heard floating around, unsure of its meaning for marketers. With the state of the market today, zero-party data is a crucial tool that all marketers should become familiar with. 

Changing Consumer Behavior  

It’s no surprise that consumers are becoming more concerned about their data and how it’s being used. With fears of data breaches or invasive data tracking, consumers are more wary than ever of how their data is collected.  

At the same time, consumers want a personalized shopping experience – one that makes product recommendations based on their interests and doesn’t just blindly advertise to them. Can consumers have the best of both worlds – data privacy and a personalized advertising experience?  

This is where zero-party data enters the chat.  

What Is Zero-Party Data? 

Zero-Party data is relatively new to the data scene. Forrester Research coined the term in 2018, defining it as “data that a customer intentionally and proactively shares with a business.” It can include preference center data, purchase intentions, personal contexts, and data on how an individual wants to be recognized by the brand.” 

Instead of relying on tracking consumers, zero-party data allows consumers to voluntarily offer personal data to a brand. In exchange, consumers are expecting their freely given information to improve their shopping experience.  

Let’s go over some examples of questions brands might ask to gather zero-party data: 

  • “Tell us about your most recent shopping experience with us.” 
  • “How much does sustainability impact your purchasing decisions?” 
  • “What problem does this product/service help you solve?” 
  • “What are some of your hobbies?” 
  • “Do you prefer one email per week or one every two weeks?” 

How do brands capture the answers to these questions? 

  • Pop-up windows  
  • Opt-in forms 
  • Social media prompt questions 
  • User profiles 
  • Polls, quizzes, and surveys 

 

How Does Zero-Party Data Fit into the Data Landscape? 

Zero-Party Data – This type of data is voluntarily given by the consumer and thus requires no inference or analysis to determine its meaning.  

First-Party Data – This type of data comes from consumer information such as tracked website activity, purchase history, or contact information to make educated assumptions about the consumer’s interests. First-party data is a highly accurate source, but still requires analysis, unlike zero-party data. 

Second-Party Data – This type of data is another company’s first-party data that is received via some type of partnership. The same type of information as first-party data is collected, but it’s not directly from the first source. 

Third-Party Data – This type of data is bought from an outside source that is not the original collector. 

 

Zero-party data

 

Death of Third-Party Cookies 

As consumer data tracking has become more regulated and privacy concerns have grown, third-party cookies have become phased out by several companies, including Firefox and Safari. Google is set to have them fully phased out by 2024. 

What does this mean for marketers? Privacy will remain a concern for consumers. Now is the time to begin collecting data in other consent-based methods, such as zero-party data. 

Using Zero-Party Data in Your Marketing  

One sure-fire way to grow revenue is to show consumers products and services that are tailored to their interests. It’s a no brainer, right? Brands have been doing it for years.  

Not only is zero-party data the way of the future, but it is also more accurate as it comes explicitly from the consumer. When used in combination with first-party data, marketers can gain extremely valuable insights into the desires of consumers, ultimately offering them a better brand experience with less controversial data methods.  

Now is the time to do an audit of how you are collecting your data and how you’re making the data work for you.  

Learn more about our data services and how we provide prospect leads by utilizing multiple data sources and generating predictive models here. 

 

Direct Mail Testing is Like the Stock Market: Here’s Your Investors Guide

Posted on by Bryan.Formhals

When we talk direct marketing to marketers, the subject of direct mail testing inevitably comes up. For some, it’s all about creative testing, where testing might be tweaking existing creative once a year. For others, it’s a regular creative testing program, with new creative being tested with every campaign. For still others, testing may include offer, copy, contact cadence, list, and predictive model testing as part of the necessary mix. But why this range of approaches and is there a right way?

We find that the frequency and scope of testing depends on budget, your product or service, one’s risk tolerance, and prior experience with testing. This last item is a big one – many people are simply unfamiliar with what a regular testing program looks like and its value.

I like to think of testing as similar to long-term investing in the stock market. With all of the recent attention paid to artificial intelligence, I decided to informally check my theory by asking AI provider ChatGPT about the value of long-term investing. Here are the key value points to long-term investing that came back, with my comments:

  • The Earning of Compound Interest – With enough time, the compounding of interest leads to major growth. When we test, we accumulate a long-term knowledge base of what works and what doesn’t.
  • Reduced risk – Given time, short-term risk fluctuations are reduced. Same thing in direct mail testing. Each time we test, we learn a little (or a lot) more, which reduces risk.
  • Potential for Higher Returns – Long-term investing is associated with higher returns. Same as with testing. When we are in testing for the long-term with a regular, consistent program, we are “in it to win it.”
  • Diversification – When we diversify our investments, we reduce our risk. So when we test a variety of items we learn more, which leads to less risk and greater performance in the long-term
  • Ability to Meet Long–Term Goals – Long-term investing can help us reach long-term financial goals, like education funding and retirement. Testing enables us to reach our long-term marketing performance goals.
  • Peace of Mind – Long-term investment can lead to greater piece of mind. When we run a comprehensive testing program, we have the peace of mind that we’ve left nothing to chance.

The challenge for many marketers is that they are unfamiliar with how to structure a best practice testing program.

That’s why we created Nahan’s Guide to Direct Mail Testing!

In this white paper, we provide an insiders guide to effective direct mail testing for programs of all sizes and across industries. It doesn’t matter if you’re just getting started with testing or a seasoned pro, our guide will provide you with actionable insights you can implement today.

Learn how the four phases of the testing process work together to drive optimization.

  • Research
  • Pre-Testing
  • Testing
  • Post-Campaign Assessment

If you’re ready to test smarter and drive ROI for your program, fill out the form below for the full guide to direct mail testing today! 

Direct Mail Trends for 2023

Posted on by Bryan.Formhals

 

Author: Camille Lehmann, Senior Marketing Specialist 

2023 is here and one thing that has not changed, no matter the year nor the climate, is your need to reach your consumers. The challenge lies in reaching them in an efficient and effective way that aligns with your marketing budget.  

With over 60 years in the direct mail and catalog industry, we’ve garnered a thing or two from interacting with the evolving market space. In 2023, we’re seeing a stronger case than ever for utilizing direct mail in your marketing campaigns.  

As the economic environment has shifted and the priority for personalized, highly-targeted campaigns have increased, we’ve seen a few trends populate that will help you amp up your marketing game. 

Optimize with Highly Targeted Campaigns 

Gone are the days of throwing spaghetti at a wall, just hoping something sticks. Your customer base is unique and your direct mail should be as well. 

Mailing smarter by strategically choosing your audience means less mail produced, less money spent, and more engaged consumers. Win-win-win.  

It’s time to optimize your direct mail campaigns by making them highly informed with fresh data, fresh strategy, and fresh results.  

How does Nahan do this? We can provide prospect leads generated by predictive models. These tools are built via analytics derived from multiple data sources and elements not commonly found in standard sources. By utilizing data across sources, we can identify highly predictive data elements—leading to greater response and conversion results. 

Depending on available data, we can identify patterns based on past behavior and transactions, then supplement the target development universe for analysis with appended demographic, psychographic, and attitudinal data. We often build multiple models that work in concert for the best solution. 

“Consumers can be hesitant. Get to know them and what keeps them from taking action. Once you know that, you can address it right away in the copy itself. It’s personalized and targeted pieces that will get you results. That requires thought and intention, but delivers in ROI.”

-Mike Dietz, Executive Creative Director

Digital Retargeting and Digital Overlay 

You send your consumer a direct mail piece on the biggest sale of the year. It arrives in their mailbox, and three days later, they receive a digital display ad on their Instagram account reminding them about the coupon they received. This is not a coincidence, but a strategic digital retargeting.  

Digital overlays can display the same message in your direct mail piece on a digital display ad, packing double the punch. These types of ads can be useful in driving traffic to a specific landing page for generating leads. 

Consumers don’t have a great retention span and see multiple marketing messages per day. But you know what they say about repetition – it sticks.

Direct Mail Testing 

Direct mail is not a “one-size fits all” or an “if it ain’t broke, don’t fix it” type of situation. Yet, many marketers treat it that way.  

“We find that marketers can be reluctant to test, simply because they don’t know how. While others may not want to risk the company’s budget on a test that may not out-perform the control. And sometimes it’s a combination of the two. But not doing any testing, will ultimately result in performance decline. 

-Alan Sherman, VP Marketing Strategy 

In 2023, both creative and data testing will be the way to go to ensure a campaign keeps hitting the mark. Testing must be a regular ongoing process.  

Ideally, that means part of every campaign or at least testing quarterly. The aim is to develop a stable of high-performing creative packages and a precisely optimized audience by testing new data sources and predictive models to continually improve results. 

Teaming Up with Informed Delivery 

Marketers who utilize Informed Delivery will receive a 4% postal discount in 2023 from August 1st to December 31st.  Informed Delivery is a free program through the USPS for consumers who wish to participate that allows them to see photos of the mail before it arrives.   

It consists of two main elements:  

1) A large grayscale image of the piece or a full-color representative image of the mailer.  

2) A smaller, “Ride-Along” image that offers interactive marketing potential. Clicking on this image or on the “Learn More” call to action opens the URL associated with the campaign. It can also be used to open a marketer’s phone app for the recipient to call. 

With over 44 million consumers signed up for Informed Delivery, there is major potential for marketers to take advantage of that audience with links and Call-To-Actions accompanying the user’s mail images. 

Saving with the USPS Tactile, Sensory, and Interactive Promotion

Each year the USPS has multiple promotions, one of the newest being the Tactile, Sensory, and Interactive promotion. Marketers can save 5% by utilizing including elements such as specialty metallic or thermal inks, textured papers or varnishes, scented coatings, or interactive pull strings and die-cuts to make use of the promotion and stand out in the mailbox. 

For your easy access, you can download our promotions guide here. The guidebook provides a quick glance over each promotion’s most important information including eligibility and effective dates.  

Time to Get In the Game

Direct mail is a core part of an omnichannel marketing strategy. Now is the time to engage with optimization and testing opportunities. Settling for the status quo is not going to lead to results. 

We challenge you to not sit on the sidelines with your marketing strategy in 2023, but instead find ways to improve efficiency, effectiveness, and overall ROI. And as direct marketing experts at Nahan, we’d love to help you do it.  

A Guide to Direct Mail Testing Today

Testing is a key component of any successful direct marketing program. The most impactful direct mail marketers are constantly testing creative, lists, and offers, which enables them to make marketing decisions armed with more insight.

We have found that testing means different things to different people. Clients approach it in a variety of ways.

In this white paper, we provide an insiders guide to effective direct mail testing for programs of all sizes and across industries. It doesn’t matter if you’re just getting started with testing or a seasoned pro, our guide will provide you with actionable insights you can implement today.

Learn how the four phases of the testing process work together to drive optimization.

  • Research
  • Pre-Testing
  • Testing
  • Post-Campaign Assessment

If you’re ready to test smarter and drive ROI for your program, fill out the form below for the full guide to direct mail testing today! 

Nahan Wins Best in Category at PRINTING United Alliance Premier PRINT Awards

Posted on by Bryan.Formhals

SAINT CLOUD, Minn. – September 20, 2022 – Nahan, a full-service, direct marketing and print solutions provider, announced today it has won the Digital Printing/ Direct Marketing Best in Category Award at the PRINTING United Alliance Premier PRINT Awards for the South Dakota Department of Tourism “Your Guide to Great Finds” campaign.   

 The mini-catalog campaign was created in collaboration with client Lawrence & Schiller to promote South Dakota’s unique travel destinations.  

 “We’re honored that our collaboration with the South Dakota Department of Tourism and Lawrence & Schiller has been recognized by Printing United Alliance this year. It demonstrates the agility of the Nahan print platform and our ability to produce highly unique, and personalized print pieces,” said John Klumb, VP, Sales.  

 The recognition caps off a summer of achievements for the Nahan team. At the June Printing Industry Midwest (PIMW) Star Awards, Nahan received multiple awards for its work, including:  

  • Award of Recognition, C-4 Product Catalogs: C.C. Filson Company Mailer 
  • Award of Recognition, C-4 Product Catalogs: Boundless Summer and Fall 2021 
  • Award of Recognition, C-4 Product Catalogs: Patagonia 2021  
  • Catalog Certificate of Merit, W-4 Direct Mail Campaigns, Consumer: South Dakota Tourism Great Getaways 

 Team members from across the organization were also honored for their service and expertise, including: Senior Marketing Strategist Camille Lehmann, who was awarded Marketing Professional of the Year, and Senior Account Manager Amanda Thompson took home the award for Customer Service Professional of the Year.  

 Teammates Brandon Jacklin, Manager of Postal Logistics, Laura Karels, Lead Designer and Jennifer Chirhart, Fulfillment Production Supervisor were also honored as nominees during the gala.  

 “We are extremely proud that so many of our team members were nominated and recognized for their outstanding contributions this year,” said Krista Black, VP, Marketing and Account Services. “Our team works hard to provide the highest levels of service and quality to all of our clients and being recognized by our industry for their achievements this year is an honor.” 

 About Nahan 

 Nahan is a full-service direct marketing and print solutions provider. Our portfolio of services includes strategy, creative, data, analytics, print production, mailing, logistics and fulfillment services. 

 Founded in 1962 by Jim and Helen Nahan, the company established a strong reputation for providing high-quality direct mail and commercial print and exemplary customer service. What was then a 15-person, family-owned print shop is now home to over 400 employees, including industry-leading experts in direct marketing strategy, data, analytics, creative, and more. 

 For more information about Nahan and our services, please visit http://www.Nahan.com. 

Using Data to Develop Informed Creative

Posted on by Bryan.Formhals

 

Author: Mike Dietz, Executive Creative Director and Laura Karels, Lead Designer

Ultimately, the goal of any direct mail piece is to pique a consumer’s interest, but also leave them wanting more. This is where informed creative comes into play.

When a piece of mail is in a consumer’s mailbox, there are two steps that need to be taken to achieve the desired outcome. First, it must garner the attention of the consumer to be opened. Once that occurs, it needs to convince the consumer to take action, whether that’s a phone call, typing in a unique URL, or scanning a QR code.

Getting the consumer to the point of taking action requires thoughtful strategy behind the design and copy of the piece – allowing the data to inform influence the creative strategy.

Knowing your audience means being able to resonate with them better. But the only way to do that is to know your data.

Subtle Changes Can Make Big Differences

Every target demographic is different, so why wouldn’t your direct mail reflect that? Writing for different target audiences require a good amount of nuance. This is when having a strong copywriter who knows how to add in those subtle changes that make all the difference for who you’re speaking to.

Let’s say you’re an insurance company and you want to reach those of retiring age as well as those who are just starting their families, that’s people in two wildly different life stages. While the entire structure and copy doesn’t need to change, reordering the bulleted benefits in a way that puts the most important to them first is a way to capture attention. The retired couple might not be looking for the same elements of a health insurance plan as a young family with three children.

The same goes for imagery. While you don’t need hundreds of image options, having a few that reflect who you’re sending to is helpful. You’re more likely to open something that looks like you.

Understand Your Consumer’s Barriers

Another important aspect to know about your audience is what might keep them from taking action. Identifying potential barriers is key. Once identified, address it in the copy right away. Going back to the insurance example, some people might not want to switch insurances because they think it will be too complicated and you’ve lost them before they even read the offer. By stating that the insurance company will eliminate all the pain of switching, you’ve helped overcome their hesitations.

Move the Needle

Ultimately, figuring out what elements will move the needle for your consumer are what’s most important. And you guessed it, infusing data into your creative strategy provides you with the best opportunity for success. At Nahan, our Designers work seamlessly with our Data and Strategy teams to develop informed creative that gets the job done.

A Guide to Direct Mail Testing Today

Testing is a key component of any successful direct marketing program. The most impactful direct mail marketers are constantly testing creative, lists, and offers, which enables them to make marketing decisions armed with more insight.

We have found that testing means different things to different people. Clients approach it in a variety of ways.

In this white paper, we provide an insiders guide to effective direct mail testing for programs of all sizes and across industries. It doesn’t matter if you’re just getting started with testing or a seasoned pro, our guide will provide you with actionable insights you can implement today.

Learn how the four phases of the testing process work together to drive optimization.

  • Research
  • Pre-Testing
  • Testing
  • Post-Campaign Assessment

If you’re ready to test smarter and drive ROI for your program, fill out the form below for the full guide to direct mail testing today! 

The Trustworthiness of Direct Mail in the Age of Cybersecurity

Posted on by Bryan.Formhals

 

Author: Bryan Formhals, Senior Marketing Specialist

 

Security and privacy are two issues that impact almost every aspect of the way consumers engage with marketing in today’s world. While much of the focus revolves around cybersecurity and consumer data privacy, what happens in one channel has an impact in other channels.   

For marketers currently working in direct mail, or considering moving into it sometime soon, it’s important to understand some of the high-level issues revolving around security and privacy, which may not always be obvious on the surface.  

In the post, we’ll review how cybersecurity issues impact direct mail, and how agencies like Nahan help marketers navigate tricky security and privacy issues.  

Cybersecurity and Data Privacy Are Top of Mind Issues 

The inherent security risks around digital interactions are well known at this point. We all know about spam, phishing and data breaches. They make headlines and we’re all trained by our IT departments about these threats.   

These days, consumers are faced with potential threats anywhere they interact online, whether that’s clicking on banner ads or a link in an email. The threats are everywhere.  

Our inboxes are particularly a prime target which has made us inherently more risk adverse. We look for our billing statements, emails from friends and family and perhaps a few newsletters from trusted brands and media outlets. Anything else is oftentimes viewed suspiciously.  

Along with cybersecurity threats, consumers are weary about data privacy and how their information is collected and used by companies. This has made data privacy a hot button political issue with new laws in Europe fundamentally changing how companies can collect data. There could be similar laws in the United States within a few years, making data collection, targeting and analytics more complex for marketers.  

In this ever-changing landscape, it’s no wonder that consumers are growing weary of, and have a short attention span for marketing messages. In fact, brands have less than 3 seconds to capture consumers attention with an email message.  

So, what does this mean for marketers working the direct mail channel?   

Direct Mail is Trustworthy  

Direct mail has long been a trusted media channel. It might be common sense, but we know that when we get a piece of mail, it’s probably legitimate. There is no threat to your personal data by opening an envelope or reading a postcard.  

Beyond its safety, many consumers actually welcome mail from brands they trust. According to an Epsilon survey, 59% respondents say they welcome and enjoy getting mail from brands to find out about new products.  

Effective marketing requires integrated approaches and finding the right channel mix. These days, there’s a lot of uncertainty, and dynamics are always changing which requires smart marketers to be even more data driven. If you’re looking to break through the noise, direct mail is both safe and effective. According to the Data & Marketing association, around 90% of direct mail gets opened compared to 20-30% of marketing emails.  

We know that consumers trust direct mail, and it can be a highly effective channel with the right message and offer. However, that trust is built on security and established privacy laws and policies, which are critical to understanding in the direct mail channel.  

Direct Marketing Agencies Are Security Partners  

Security is a paramount issue in the direct mail channel. Many types of campaigns require companies to share sensitive customer data with their direct mail partners.  

With security protocols becoming more stringent to meet increasing cybersecurity threats, direct marketing providers like Nahan need the highest level of commitment to security to ensure consumer privacy.  

That’s why Nahan is certified at the highest level by organizations including HIPPA or PCI DSS, SOC2+HITRUST, S2Score (third-party security/risk assessment), PCI DSS, SOC2+HITRUST, HIPAA, CCPA, and GDPR. 

Nahan Security Safeguards   

At Nahan, we have decades of experience in direct mail industry, working with brands across many industries that require the highest security standards. We’re constantly reviewing our protocols and working with customers to develop new security processes. 

We know that protecting our clients’ customer data is critical to building trust, and delivering the results that drive business forward.  

Nahan prioritizes security by protecting the confidentiality, integrity, and availability of customer data through multiple layers of technical, physical, and administrative controls including:  

  •  Secure file transfer processes including secure transport protocols, Secure FTP (SFTP)

  • PGP file encryption

  • Multi-Factor Authentication (MFA) including biometrics

  • Highly-trained staff with weekly, monthly, and annual security training sessions and modules

  • Secure online industry-standard proofing application

  • Customer data access protected with ACL’s, audit trail logging, and file integrity monitoring (if required)

  • Secure data deletion with Certificate of Destruction (if required) 

If you’d like to learn more about growing your business or increasing your ROI through direct mail, get in touch!

Are you currently testing your direct mail programs?

Testing is a key component of any successful direct marketing program. The most impactful direct mail marketers are constantly testing creative, lists, and offers, which enables them to make marketing decisions armed with more insight.

We have found that testing means different things to different people. Clients approach it in a variety of ways.

In this white paper, we provide an insiders guide to effective direct mail testing for programs of all sizes and across industries. It doesn’t matter if you’re just getting started with testing or a seasoned pro, our guide will provide you with actionable insights you can implement today.

Learn how the four phases of the testing process work together to drive optimization.

  • Research
  • Pre-Testing
  • Testing
  • Post-Campaign Assessment

If you’re ready to test smarter and drive ROI for your program, fill out the form below for the full guide to direct mail testing today! 

3 Benefits of Behavioral Targeting in Direct Mail Campaigns

Posted on by Bryan.Formhals

 

Author: Camille Lehmann, Senior Marketing Specialist

 

If you’ve been in the direct marketing industry for any period of time, you’ve undoubtedly heard that data is a key driver of results. Better yet, highly targeted data. But this may leave marketers with the question – What kind of data should I use? The answer largely depends on your direct mail campaign history. Have you sent campaigns before, and do you have customer response data? If the answer is no, the first step is to begin with demographic targeting to be able to later use behavioral targeting for improved results in subsequent campaigns.

So what’s the difference between demographic targeting and behavioral targeting and how do you use them to increase your direct mail ROI?

Demographic Targeting Vs. Behavioral Targeting

Demographic targeting uses information such as age, gender, geographic location, income, and vocation to target an audience. While there are hundreds of additional data points available for use, the first time a brand mails, these are often the only data points available, since there is no previous response data. Demographic data is frequently used to create a predictive Lookalike (or Profile) Model as a first step to predict those most likely to respond. It is not ideal, as it is simply not as powerful as analytic tools that utilize past behavior. After enough initial responders are gathered, strategists and analysts use this information to learn which people have an affinity for the product and are likely to respond via direct mail. If creative tests were done, we gain insight into which type of creative copy and formats appeal to responders. The response data is used to build a more sophisticated response model, which utilizes both demographic and behavioral data. It is based on the principle that past behavior indicates and is predictive of future behavior.  We then implement behavioral targeting in the next campaign and beyond.

Behavioral targeting and analytics use a brand’s own data, usually in the form of direct mail response and corresponding purchase data for better acquisition results. Marketers must consider how they will capture and measure response, so that information can be used to inform future decisions, making behavioral targeting more successful. Examples of this include using custom QR codes, a personal URL only for that campaign, a 1-800 number, or promotional codes unique to each campaign file.

“By utilizing data across sources, we can identify highly predictive data elements—leading to greater response and conversion results.”

-Alan Sherman, VP Marketing Strategy

Once you acquire behavioral data, why should you consider using behavioral targeting in your next campaign?

Benefit #1: Advertise to Consumers Likely to Engage

When you target behaviorally, you are analyzing the behavior of past responders and using that behavior to find more consumers like them. Targeting likely responders means better results.

Benefit #2: Print Less, Spend Less

Using behavioral targeting is more cost-effective when the data is available. The more targeted your audience becomes, the smaller it gets. With rising paper and postage costs, a smaller, but more responsive audience becomes more efficient to reach, both from financial and environmental perspectives.

Benefit #3: Greater Marketing ROI

While your audience is smaller, it is also more responsive. No longer is money spent on people who have less interest in what you are selling. The combination of spending less on materials and having a more responsive pool equals a greater ROI.

We’re data experts at Nahan with access to more than 20 of the best data sources comprising over 25,000 data points. Our decades of experience paired with the amazing partners we work with, means you get service that can’t be beat. We’d love to help you reach your audience the best way possible with your direct mail campaign. Contact us today to find out how we can help you increase your ROI.

A Guide to Direct Mail Testing Today

Testing is a key component of any successful direct marketing program. The most impactful direct mail marketers are constantly testing creative, lists, and offers, which enables them to make marketing decisions armed with more insight.

We have found that testing means different things to different people. Clients approach it in a variety of ways.

In this white paper, we provide an insiders guide to effective direct mail testing for programs of all sizes and across industries. It doesn’t matter if you’re just getting started with testing or a seasoned pro, our guide will provide you with actionable insights you can implement today.

Learn how the four phases of the testing process work together to drive optimization.

  • Research
  • Pre-Testing
  • Testing
  • Post-Campaign Assessment

If you’re ready to test smarter and drive ROI for your program, fill out the form below for the full guide to direct mail testing today! 

Employee Spotlight: Erik Turbin

Posted on by Bryan.Formhals

 

Author: Camille Lehmann, Senior Marketing Specialist

 

If you were to ask someone at Nahan what their favorite part about being on the team is, more likely than not, their answer is the people. Our people are where we take the greatest pride. One of those people is Erik Turbin, Direct Mail Production Supervisor. I had the opportunity to get to know more about Erik and why he has made Nahan his home for almost 10 years.

 

Erik Turbin

Erik Turbin, Direct Mail Production Supervisor

30 Years in the Print Industry 

Erik came to Nahan in 2013 with twenty years of experience in bindery, as well as being a supervisor. Since he started at Nahan, Erik has held the positions of Operator and Finishing Department Lead Trainer. This fall he will be celebrating an exciting personal milestone of 30 years in the print industry! Nahan is proud to have someone as talented and knowledgeable as Erik on the team, holding so many years of experience. In 2016, he even received the Production Professional of the Year award from Printing Industry Midwest (PIM). When asked what aspect of his career he is most passionate about, Erik responded that always being honest and fair to employees under his supervision is his priority, as well as helping people understand how every minute adds up to supporting both Nahan’s goals as well as their own personal goals.

 

“I love to see people meet a production goal and also work on building their relationships with others in the organization.”

-Erik Turbin, Direct Mail Production Supervisor

Beyond Nahan

When Erik is not busy leading his team at Nahan, he enjoys hunting, camping, and fishing (as he describes the normal Minnesota way of life). He also enjoys spending time with his wife, five children, and five grandchildren. When he has the opportunity, he loves to travel, citing the Boundary Waters up north as his favorite place so far. He hopes to visit Iceland and Bora Bora sometime in the future as well.

Careers at Nahan

If you are interested in learning more about a career at Nahan, visit our Careers page today!

 

Author Bio: Camille Lehmann is a Senior Marketing Specialist and has been on the Nahan team since January 2020. Camille is responsible for managing Nahan’s social media, blog content, and other internal and external content communications. She graduated with her Masters of Science in Marketing with a specialization in Project Management in 2020. In her spare time, Camille enjoys visiting new coffee shops and restaurants with friends, playing tennis, and finding new Pinterest projects.

Nahan Announces Rebrand as Part of Business Evolution

Posted on by Bryan.Formhals

SAINT CLOUD, Minn. – April 19, 2022 – Today, Nahan announced it has rebranded. The effort includes a new logo, refreshed visual identity, and an updated website.

The rebrand reflects Nahan’s growing suite of services that include marketing strategy, creative, data, and analytics — coupled with world-class print production and postal strategies  — providing a fully integrated solution for its clients. The news follows on the heels of Nahan’s earlier announcement that it had expanded its direct mail capacity and geographic footprint through the acquisition of a Pennsylvania-based facility.

“Our business has evolved dramatically in recent years, including an expansion of the services we offer, enhancements to our printing platform, and considerable additions to our leadership and management teams,” said CEO Mike Ertel. “We’re excited to unveil updated branding that more accurately reflects the company we’ve become, which is a one-stop-shop for our clients’ direct marketing needs.”

Founded in 1962 by Jim and Helen Nahan, the company established a strong reputation for providing high-quality direct mail and commercial print, and exemplary customer service. Sixty years later, what was then a small family-owned print shop, is now home to more than 400 employees, including industry-leading experts in direct marketing strategy, data, analytics, creative, and more, with facilities in the Midwest and East Coast.

“The team at Nahan is driven by our immense pride in our company’s history, combined with the ambition to push ourselves in new directions and deliver greater results to our clients,” said Mike Logar, SVP, Sales and Marketing Services. “Great marketing is more than just delivering the right message at the right time — it’s also about making real connections with people. And Nahan is purpose-built to create those connections.”

For more information about Nahan and to view the new Nahan branding, please visit http://www.Nahan.com.

Nahan Announces East Coast Expansion of Direct Mail Platform

Posted on by Bryan.Formhals

Acquisition of Intellus Marketing Mail Division Assets Will Allow for Faster Speed to Market for Customers’ Direct Mail Campaigns

SAINT CLOUD, Minn. – April 12, 2022 – Nahan, a full-service, direct marketing and print solutions provider, announced today it has acquired the mail division assets of Intellus Marketing. The purchase allows Nahan to strategically expand its geographic footprint and complement its existing Minnesota facility with enhanced printing, mailing, distribution, and logistics capabilities that enable faster speed to market.

“Direct mail is the fastest-growing segment of our business,” said CEO Mike Ertel. “The addition of an East Coast facility strengthens our already best-in-class platform with improved cycle time, which is integral to our end-to-end direct marketing solution.”

The dual facilities will also increase Nahan’s overall print and mailing capacity to support the growing needs of its expanding customer base. The former Intellus facility, located in Montgomeryville, Pa., is equipped with a high-speed direct mail production platform which enables high volume execution of direct mail campaigns.

With the direct mail industry facing headwinds due to supply chain issues and paper shortages, companies like Nahan have partnered with marketers to find creative solutions, such as redirecting marketing dollars toward trigger-based communications that are highly targeted, personalized, and timely.

“With the increased focus on triggered direct mail campaigns, marketers are seeking integrated solutions to increase agility, efficiency, and effectiveness,” said Mike Logar, Vice President of Sales and Marketing Services. “This acquisition puts us in a strong position to produce direct mail campaigns that will deliver high-performance results for our customers and drive business growth in a highly competitive market.”

About Nahan

Nahan is a full-service direct marketing and print solutions provider. Our portfolio of services includes strategy, creative, data, analytics, print production, mailing, logistics and fulfillment services.

Founded in 1962 by Jim and Helen Nahan, the company established a strong reputation for providing high-quality direct mail and commercial print and exemplary customer service. What was then a 15-person, family-owned print shop is now home to over 400 employees, including industry-leading experts in direct marketing strategy, data, analytics, creative, and more.

For more information about Nahan and our services, please visit http://www.Nahan.com.

Paper Market: 5 Insights for 2022

Posted on by Bryan.Formhals

 

Author: Bryan Formhals, Senior Marketing Specialist

 

It doesn’t take long in the print industry to know that the current paper market is a tricky challenge to tackle. There are many different layers to consider when developing your direct mail and catalog strategy, but the most tangible element of your planning will always be your paper choices. Paper is what makes print….well, print!

Whether you’re a seasoned paper veteran, or new to print, you’ve undoubtedly realized that there are many variables to understand, including: pricing, size, finish, coating, sustainability, among others. The last two years have added a new layer of complexity with increasing paper shortages due to supply chain issues brought on by the COVID-19 pandemic, as well as fundamental shifts in the paper market. What does this mean? Marketers are facing unprecedented challenges when developing their direct mail and catalog campaigns. In such an environment, knowing the pulse of the industry and trends is more important than ever.

While we could certainly write a book on the topic (hey, this is our business and we love it!), we’re going to instead share the top tips and trends you need to know about making paper choices for your projects in 2022.

Stay Flexible When It Comes to Choosing Paper 

Paper availability looks different in 2022. What was used in your last project, might not be now, or might take longer to acquire than in prior years. The name of the game going forward is flexibility. For example, one might have to consider environmental certified versus recycled depending on availability and timing.

This is also a good opportunity to discover new paper types and sizes you haven’t tried before.

Small is the New Big

Want an easy way to combat the increase in paper prices? Go smaller. With paper prices increasing, it makes sense to try to use less of it. This doesn’t mean your mailer will lose impact. It means being concise and strategic with your messaging and creative design. Think “small but mighty.” A smaller mailer implementing best practices can have the desired impact and achieve your ROI. For example, we’ve helped several fashion retailers make a splash with mini catalogs that have a smaller paper footprint. Not only does it cut down on paper, but it also stands out in the mailbox.

Supply Chain Issues and the Resulting Delays

By now, the snags and snarls caused by the supply chain issues have been apparent in nearly every industry, forcing businesses to be nimble and adjust. For the paper market, transportation challenges have been a leading cause of delays and price increases. Rising energy and gas prices paired with a shortage of truck drivers have created a perfect storm for moving paper from the mills to printers. Experts expect some of these issues to slowly work themselves out over the year, but for the time being, patience is required.

The Paper Market is Changing

As with many industries the pandemic has disrupted and fundamentally changed the paper market. Many mills have had to shift production to producing corrugated cardboard to meet the increasing ecommerce demand and are suffering from the labor shortage as well. The result has been that paper companies are now setting allocations for paper delivery, with shipments requiring longer lead times, creating the shortage we’re all feeling.

Plan Early, and then Be Nimble

In an industry that requires effective planning with moving parts, the current headwinds with supply chain issues and paper shortages requires planning even further into the future. Once planning is in motion, you want to be nimble and know where you can make last minute adjustments. This is where it becomes important to work closely with vendors such as Nahan to help guide through the process and find opportunities for optimization.

“I’ve been telling clients they need to firm up circulations and place orders as soon as possible. They also should be open to trimming their mail file at the 11th hour to remove the populations they feel are less likely to respond,” Pat Nahan, VP of Client Solutions.

Conclusion

Paper may not be glamorous but it’s a crucial component in the success of any direct mail or catalog campaign. With supply chain challenges persisting and fundamental transformations taking place in the paper market, it’s important for marketers to understand the core industry taking place. While these new challenges create headwinds in executing campaigns, they can also create new opportunities for brands who plan with agility and partner with the experts.

 

 

Bio: Bryan Formhals is a Senior Marketing Specialist at Nahan. His efforts focus on public relations, trade shows, sales support and other external marketing initiatives. He has over 20 years experience in digital marketing working across content, social media, strategy and communications. In his free time, Bryan enjoys photography and art, walking and hiking, and exploring parks and nature.

 

Gen Z and Direct Mail: Reaching the Newest Consumers

Posted on by Aaron.Weeks

Author: Camille Lehmann, Senior Marketing Specialist

Did you know that Gen Z makes up 20% of the population? While it may be hard to believe at first, the newest generation of consumers (born between 1997 and 2012) are now a major contender in the world’s retail scene. The oldest of this generation is a recent college graduate and starting new life stages, while the youngest of which are just embarking into their teenage years. This generation of consumers boasts a spending power of approximately $140 billion (Rolling Stone, 2021), making them an extremely valuable target audience that you should be reaching. They’re ready to spend their money, but they hold brands to high standards.

Embrace the Physical Quality of Direct Mail

Gen Z may be known as “Digital Natives,” meaning they grew up around technology, but they’re also overly served digital ads. Additionally, in the midst of a pandemic, they have a thirst for the personal and physical touch (Forbes, 2021) that digital ads cannot provide in the same way tangible items can. Utilizing direct mail helps reach this audience that has overflooded inboxes and social ads with something that fills this innate need.

Integrate Technology with Direct Mail

As mentioned, Gen Z is often referred to as “Digital Natives” and most do not know a world without the Internet or smart phones. And while marketers should embrace this opportunity to stand out with the physical quality of direct mail, it is also a chance to integrate technology with it for the best of both worlds. How can one do this? Marketers have found success with using a scannable QR code for a quick way to assimilate information while keeping the copy and creative on a mail piece minimal. The use of augmented reality also provides for a unique way for consumers to virtually try on or place items.

Make Sure You Stand Behind Something

At the end of the day, Gen Z cares about more than service offerings and discounts. They care about what your brand stands behind. They want to know what you support, how you support it, and they will do the research to find out. Gen Z is also more likely than other generations to switch brands to align with their personal beliefs/values (Business Insider, 2021). The social justice movement is one example of a cause that Gen Z is often passionate about. They are more likely to give their brand loyalty to brands that have diversity programs and support related local and national organizations.

Use Gen Z to Market to Gen Z

Who does Gen Z want to listen to? Whose voices do they care about? Your messaging is more likely to resonate with them if you are using those who are similar to them in age and life stage. Gen Z is very different from previous generations in the environment they grew up in, and they are more likely to take the word of those who are coming from that same frame of reference. This generation of consumers is actually twice as likely as millennials to make a purchase based off an influencer recommendation or testimonial (70% of which are under 34) (Rolling Stone, 2021).   Are you ready to expand your reach to Gen Z? We’d love to help you with your direct marketing strategy and creative to do just that.

Sources: Rolling Stone Sprout Social Business Insider    

A Guide to Direct Mail Testing Today

Testing is a key component of any successful direct marketing program. The most impactful direct mail marketers are constantly testing creative, lists, and offers, which enables them to make marketing decisions armed with more insight.

We have found that testing means different things to different people. Clients approach it in a variety of ways.

In this white paper, we provide an insiders guide to effective direct mail testing for programs of all sizes and across industries. It doesn’t matter if you’re just getting started with testing or a seasoned pro, our guide will provide you with actionable insights you can implement today.

Learn how the four phases of the testing process work together to drive optimization.

  • Research
  • Pre-Testing
  • Testing
  • Post-Campaign Assessment

If you’re ready to test smarter and drive ROI for your program, fill out the form below for the full guide to direct mail testing today! 

Direct Marketing Trends for 2022

Posted on by Aaron.Weeks

Author: Camille Lehmann, Senior Marketing Specialist

The new year brings new direct marketing trends and continuations of ideas that advanced in 2021. Like the beginning of last year, 2022 gets its start in an advertising saturated society with technology at the fingertips of nearly every consumer. In such an environment, knowing how to stand out to the right consumer at the right time, is a necessary skill for differentiation. Below we’ve rounded up five direct marketing trends for 2022 for you to ponder as you plan your marketing strategies:

1. When it comes to words, less is more

Want to catch a consumer’s attention in the mail? Don’t overload it with unnecessary text that crowds the mail piece. You only have a limited amount of time to entice the consumer to act. If the consumer perceives that it will take too long to read the piece, you may have just lost your chance for them to get to your Call to Action. Provide enough to get your point across, but don’t leave the consumer drowning in words.

2. Combining Digital and Print

While both digital and print advertising have their own advantages, together, they make the ultimate power team, especially in the wake of the phasing out of third-party cookies. Whether it’s using QR codes or pre-in-home-date digital ads, the addition of digital to print will become more popular as marketers get creative to increase ROI. Nahan’s solution to this is Direct Mail Companion™, used to create a seamless message before, during, and after your direct mail or catalog in-home date, leading to greater response and higher ROI.

3. Augmented Reality

Marketers can harness the power of Augmented Reality (AR) to layer computer-generated dimensions onto a real-world setting. Consumers can use their hand-held technology to view direct mail and catalogs with AR to view how certain products would look in a space. Utilizing this technology gives consumers a memorable and enriching experience that is hands-on.

4. Targeting by Challenge and Not Demographic

What prompts consumers to pursue a service or product? Most often it is a need that they want to fill and they believe that a specific service or product will fulfill that need. Instead of only looking at consumer targeting by age or geographic region, including the segmenting of your target audience by unique challenges and/or behavior may return more favorable responses and make messaging feel more personal.

5. Use of Informed Delivery

When consumers use Informed Delivery from the USPS, they are able to see ahead of time the mail pieces they are receiving each day. Not only are they aware of what is coming, but they are also able to interact with the mail pieces by clicking on the images and view offers from the business’s website. According to the USPS, by September 2021, nearly 43 million users had registered for Informed Delivery and that number is expected to grow throughout 2022.

Author Bio: Camille Lehmann is our Senior Marketing Specialist and has been on the Nahan team since January 2020. Camille is responsible for assisting in Nahan’s marketing strategies and goals. She graduated with her Masters of Science in Marketing with a specialization in Project Management in 2020. In her spare time, Camille enjoys visiting new coffee shops and restaurants with friends, playing tennis, and finding new Pinterest projects.

The Dynamic Duo: Combining Direct Mail and Digital for Increased ROI

Posted on by Bryan.Formhals

Author: Alan Sherman, VP of Marketing Strategy

Direct mail and digital ads are the ultimate power team. While compelling on their own, together they make a larger impact on the consumer, but this is increasingly difficult to achieve in the wake of the phasing out of third-party cookies.

For years, direct marketers have run cross-channel marketing programs that use third-party cookies to track user behavior across websites – we all see those ads that seem to follow us around online. In response to European and CA privacy regulations, third-party cookies have largely already been phased out by most browsers (now only relevant 40% of the time), such as Apple’s Safari and Google’s Chrome, which will fully phase out cookies in 2023.

So, if cookies are going away and direct marketers want to reach consumers at the same time across channels to lift and improve response, what do they do? 

Our Solution

Nahan’s solution is known as Direct Mail Companion™ (DM Companion™) – or if you’re a cataloger, it’s known as Catalog Companion™. The name may vary, but the solution remains the same. And what a solution it is! You can now leverage the power of your targeted offline prospect or customer files to create a seamless message before, during, and after your direct mail or catalog in-home date, leading to greater response and higher ROI.

DM Companion™ is a multi-channel marketing program that combines direct mail and mobile targeting. We leverage the direct mail file and target the same recipient via their mobile devices in their homes. The targeting process is based on geocoding technology that achieves a 100% match rate (except for multi-dwelling units) between the direct mail file and the digital universe.

Those that click the ads on their phones are further retargeted across digital channels and other known devices, all without the use of third-party cookies.

Respecting Privacy

We respect consumer privacy by leveraging mobile device ID, which is not considered Personal Identifiable Information (PII). It does not leverage cookies or IP address targeting and is not subject to digital privacy restrictions.

Results Are Impressive

Click-through rate results are typically 2x higher than traditional digital display campaigns, with a 50–75% reduction in cost-per-click and the added  frequency provides incremental response rate improvement of 20%+ over direct mail alone. Recipients can be digitally targeted before the mailing is delivered to build awareness, during the in-home delivery period, and during the remainder of the response cycle. This program uses a highly targeted, cost-effective approach that streamlines the path to response, and is proven across every industry we work with.

Multiple contacts to the same people across multiple channels translate to un-matched results. To find out more about DM and Catalog Companion™, get in touch with your Nahan representative or reach me at alan.sherman@nahan.com.

Bio: Alan Sherman is our Vice President of Marketing Strategy. Alan enhances Nahan’s current value proposition with strategy solutions that support new/existing client relationships. For clients, he leverages market, customer, and competitive intelligence to build achievable strategies for omnichannel marketing success. His marketing plan strategies include targeted data, predictive analytics, testing and creative that drive ongoing client performance improvement. In his spare time, Alan enjoys spending time with his family, traveling, going to concerts, watching sports (he’s a fan of the NY Giants, Boston Red Sox and Celtics) and walking the dog, even though it was just out.

Halloween Special: Getting Started with Printing Isn’t “Scary”

Posted on by Bryan.Formhals

Authors: Nahan Marketing Team

Halloween is right around the corner! Our business is “boo”ming this time of the year and our presses are running nonstop. So, we thought we’d have some fun answering some frequently asked questions with a few Halloween puns.  You’re in for a real “treat” and maybe a few “tricks.”

Why are so many of our customers starting to add print campaigns again into their marketing strategies, even if they have taken a break from print or have never printed before?

Many customers come to us because they have been under the “spell” of the same old marketing tactics and they are looking for something new to break it. Some customers are looking for strategies like loyalty mailings to bring their “zombie” customers back to life. Others are looking to leave their competition in the “shadows” with awesome new campaign strategies. No matter the circumstance, we always say don’t let print “scare” you. We’re here to help and have a “ghoulishly” good time at Nahan. We love new “tricks” on our equipment and love to “treat” our customers to amazing quality print. We also offer a whole “web” of services to our customers so they are well taken care of.

Once someone decides to add a print campaign to their strategy, what sort of things should they think about?

First of all, you’ll want to think about your goals and what you want to achieve. What do you want your print project to do for you – drive sales, acquire new customers, bring customers into your store, etc.? You will no doubt want to take advantage of our Mail expertise, as Direct Mail marketing has significant response rates and we want the project to be as successful as you do.

Once you have the details for the project, our team will create a quote for you and we’ll put together a project schedule.

How about paper selection?

While our industry is facing a “scary” paper shortage, do not “panic.” our Sales Representatives are here to help you work through any issues for your particular project. Our responsive and adaptable team is here to serve you every step of the way despite industry capacity shortages.

My catalog has MANY pages, does it need “creep?”

Depending on how many pages, your book may need “creep” because when taking a “face trim” off, we wouldn’t want to lose any “digits.” Creep refers to the moving of margins in the document when the pages are folded. The amount of creep varies depending on how many pages are in your catalog. Our team will then trim off an paper creeping out of the cover for a professional finish. Our skilled experts will take care of that for you.

My project has “bleed?”

Yes, if your image extends to the edge of the page, you will want 1/8” extra image so that your image can “bleed” off the page.

Will my project be prone to “ghosting?” 

When we talk about the term “ghosting back,” we are referring to an image being lightened up to use as a background or other light accent. However, there are many undesirable “traps” that can happen when printing large solids. If your solid image has reversed type or white knockouts a few different types of “ghosting” can appear.

Mechanical “ghost” is a “phantom” image on the printed side of the sheet caused by ink “starvation.” It can be quite “menacing.” You will need a well-maintained machine with highly skilled operators to help eliminate it.

Chemical “ghosts” appear ominously when the ink is drying, caused by a differentiated dry speed and gaseous emissions, leaving a “ghosted” image on the other side of the sheet (in the solids). Experienced operators with a lot of training, R&D, and quality products help eliminate this as well. This type of ghost generally only happens on coated papers.

So, if you’re concerned about “ghosting,” who you gonna call? “Ghostbusters!” Just kidding, you can call us and we will help!

Getting Started with Printing

Can I get help with creative design?

Does getting the best direct mail design seem too “mysterious?” We’re here to help! We have a team committed to providing creative services unique to your needs. With decades of experience, our creative department delivers impactful and targeted direct mail design focused on improving your Return on Marketing Investment. Whether we are providing format ideation or full creative development, we collaboratively work with our clients to help solve their marketing challenges.

Playing Offense with Format Rotation 

Posted on by Bryan.Formhals

Author: Steve Schoenborn, Account Executive

 

Everyone has a favorite season and for me, it’s fall. I enjoy the cooler weather (especially after enduring a hot summer), the comfort of jeans and a sweatshirt, the changing colors, golf, and especially the long-awaited football season. Now you might be thinking, “what does football have to do with direct mail format rotation?”

When it comes to football, do you ever get frustrated with your favorite football team’s offense because you feel like the plays they run are too predictable? When the plays are the same time and time again, the defense knows what’s coming, and when that occurs your team’s chance of winning is greatly diminished. The same occurs when format fatigue sets in for a mail piece.

What is Format Fatigue?

When marketers send the same piece of mail to consumers, again and again, format fatigue sets in. Once a consumer has seen the same mail piece multiple times in less than a 6-month period, they most likely don’t even open it. They’ve seen it before, know what to expect, and they no longer give it attention. This can be avoided when marketers build up their offensive strategy with format rotation.

What is Format Rotation?

For marketers that mail frequently to the same audience, developing and rotating a stable of control formats is critical to reducing package/format fatigue. Although it’s difficult to pin down specific industry statistics, we all know that format fatigue is real and measurable. As a result, we typically recommend a testing process to develop multiple effective controls that, at minimum, vary in some physical fashion. For example, a strong rotation for a monthly DM program could include a #10 package, a 6 x 9 package, a folded self-mailer, and a monarch-sized package.

Methods of Format Rotation

As mentioned above, the physical size of a mail piece is one way to switch up the format design. Other options include alternating imagery, messaging, as well as switching from a branded design to blind or a sophisticated design vs. promotional. Rotating the controls from one mailing to the next will help keep your audience’s attention and entice them to interact with your direct mail. Changing the look and feel of the content is also recommended. You can change the layout of the content by moving the sidebar, changing the look and/or location of the offer and changing the call to action, etc.

Marketers don’t have to call trick plays to be successful, but sometimes you need to mix in a reverse or a play action pass or a screen pass to keep the defense honest. Just be smart, follow testing best practices to establish a solid rotation of controls, and keep your audience on their toes.

If you’re looking for help in developing and/or expanding your rotation of controls, the Nahan team is here to help. Reach out today!

Pillars of Direct Mail

Posted on by Bryan.Formhals

Author: Mike Dietz, Sr. Creative Director

I have been developing direct mail for more than 20 years. That’s right, before the digital age changed the way marketers connected with their customers.  To some, direct mail seems like an ancient marketing tool that should have gone out of style like pay phones. So why is it still such a critical channel for so many successful marketers today? The answer is simple…it works.

Creating direct mail campaigns in 2021 is dramatically different then creating them in 2000, but there are two pillars that remain the same and are the cornerstones to successful campaigns.

Get noticed.

The first pillar is the ability to create a physical piece that will stand out in the pile of mail that we encounter each day when we return from the mailbox.  We want to create a mail piece that makes it to the next round of scrutiny and not one that takes an express trip to the recycling bin never to be opened.

I want you to think about your personal process of sorting mail, what causes you to keep or to toss? How do you perceive size and weight? How do you interact with flashy promotional packages compared to simple plain envelopes with very little information on them? Unfortunately, there isn’t a black and white answer when it comes to selecting a creative approach. There are proven tactics that aid in the development of a successful mail piece, but each project provides their own set of unique factors. Brand recognition, audience, offer, budget and competitive pressure all contribute to the creative strategy that help shape the final product.

Convince me.

The second pillar is the challenge of motivating someone to engage.  To read or at least scan the contents of package and spark a desire that the product or service will save them money, create a sense of security or make their life easier.

Offer, benefits, and understanding the barriers that influence the consumers decision making process, make up the core considerations of messaging and positioning. These factors are driven by data and what we know about our audience. Much like the challenge of getting a mail piece opened, there is no magic answer. There are proven best practices that can be followed to establish a solid platform that you can build from.

Harder than you think.

Direct mail creation is hard. To be successful, the piece needs to capture the consumer’s attention in a short period of time. The wonderful thing about this channel is that everything is measurable. The other amazing thing about direct mail is that it will never be perfect. Ongoing testing is the lifeblood in developing consistent and healthy programs. Understanding what is working (and not working) is critical. Testing insights need to be strategically leveraged to improve controls or develop innovative creative challengers.

Experience Matters.

As you can see, there is a lot to think about when you take on a direct mail project.  Life in the world of direct mail is never boring; each day brings new challenges and new puzzles to solve. I haven’t even mentioned production or postal requirements. I will save that for another blog.

Direct Marketing Strategy: Direct Mail Testing

Posted on by Bryan.Formhals

Author: Maggie Stack, Account Director

At least once a week, while doing homework, one of my kids will say “when will I ever use this in real life?” I like to point out to them how often I use my Algebra skills, but I never thought I would use science in my marketing career. As my colleague, Alan Sherman, mentioned in a previous blog, we use direct mail testing to determine the best direct marketing strategy. This is where science comes in. By following the steps of the scientific method with a continuous improvement mindset, we aim to exceed our clients’ marketing goals.

Purpose

When thinking about our clients’ direct marketing strategy, our question is always how can we improve results. The exact Key Performance Indicator (KPI) we are trying to improve varies by client, but it always means a better Return on Marketing Investment (ROMI).

Research

We start by reviewing current marketing efforts. Who is the target audience? What motivates them to respond? What tactics are currently being used? How do those tactics work together?

Hypothesis

Once our research is complete, we make recommendations for the elements or options we believe will improve results. Sometimes this is the choice to reduce the cost of a campaign while maintaining response and sometimes it is a higher cost option that will improve response. This could be a new data source, a new offer positioning, a new direct mail format, or addition of a complimentary digital tactic. In direct marketing, the options are truly endless. Once we decide on what will be tested, we can begin the experiment!

Experiment

The two most commonly used experiments in direct mail testing are a split test and a multivariate test. Split tests, or A/B tests, involve testing the same package except for the specific element to be tested. Multivariate testing involves testing multiple elements at the same time. The right one to use is based on several factors: budget, available quantity, quantity needed for the result to be statistically significant, and the number of items we want to test. Once the experiment is in the hands of the prospects, we wait for results.

Analyze Data

Depending on what we are measuring, results could take months to gather. There must be enough responders to be confident in the results. Analysis comes in the form of charts and graphs. Our goal is to always improve results, but sometimes we learn what does not work. As my high school science teacher would say after a failed experiment, “if you learned something, the experiment wasn’t wasted.” In direct marketing, the win in a losing test is that it leads to better, more refined hypotheses.

Conclusion

While there is a conclusion to every individual experiment, direct mail testing should never end.  We believe marketers should always be striving to improve their data, improve their messaging, and improve the tactics they use. And we love partnering with those that feel that same. Looking to apply a little bit of the scientific method to your direct marketing strategy? We are here to help.

Bio: Maggie Stack is an Account Director with over 20 years of experience in marketing services and direct mail production. When she isn’t discussing data and creative with her clients, you can find her and her husband cheering on their children in hockey, baseball, and dance.

The Importance of Data in Direct Mail Marketing

Posted on by Bryan.Formhals

Author: Alan Sherman, VP of Marketing Strategy

Quite often, when we work with clients in direct mail marketing, creative development is the first focus. But, just as in any marketing channel, who we target is just as important, if not more so for driving increased direct mail response and a successful direct mail campaign. For a full-service direct marketing company like Nahan, using data in direct mail marketing is a crucial component of an integrated success chain that includes strategy, data, creative and production execution.

Direct mail provides more data points to target against than any other marketing channel. The typical national data compiler manages over three thousand data points per person.*  Combine a multi-sourced wealth of data with sophisticated predictive analytics, and we can precisely rank prospects based on their propensity to respond (or other desired outcomes).

Let us take a look at typical data used by various direct mail industry clients. In the interest of time and space, what follows is not an exhaustive list.

Financial Services and Insurance – Credit Data

For financial and insurance clients, we see widespread use of credit bureau prescreened data – both in terms of trigger (credit or insurance inquiries by consumers) and broad market (often dictated by credit score and other data points) campaigns.

As a direct marketing service provider, Nahan partners with credit data agents, which can provide unique sources of value. Credit data agents typically receive and maintain real-time data from all 3 main credit bureaus, providing a comprehensive picture of all credit behavior across bureaus. More data across all 3 bureaus means more net qualified names, typically 15-20% more, and improved credit decisioning.

It also means more flexibility in terms of FCRA regulations, allowing for counts to be more easily run before actually pulling a file. Typically, when one pulls a complete prescreened credit file, one is obligated to make everyone on that list a firm offer of credit. Credit data agents have more flexibility in this regard. Custom models can make use of both credit and non-credit data for increased predictive power.

While credit data is usually the go-to data source for most financial and insurance acquisition mailers, it can often be supplemented by Invitation to Apply (ITA) data, which is primarily driven by a lifecycle event – such as college graduation, marriage, having children and buying a home. While ITA prospects are typically not as responsive, it is less expensive, and can be tested and paired with credit data as an effective supplemental data source.

Multiple Industries – Modeled Compiled Data

Compiled data is just that – data compiled from multiple sources and then linked to individuals and households. It’s typically used in travel, healthcare, retail, telecom, and auto direct mail.  There are a number of medium and large-sized data compilers that we partner with to provide the best data for our clients. Compiled data typically includes demographic, psychographic, and attitudinal data. 

Demographic data includes data elements like age, gender, income, occupation, and more.

Psychographic data is focused upon people’s interests and hobbies, often obtained via surveys, donations, and specialty lists.

Attitudinal data reflects attitudes and belief systems, typically from surveys and donations made to non-profits.

Compiled data is best paired with predictive analytics to identify the data elements that will give the greatest response.

Catalogers, Non-Profits, E-tailors and Others – Cooperative (Co-op) Data

Co-op data is customer purchase data collected from thousands of co-op members and maintained in a database. Typically, a member marketer must provide their customer data on a regular basis to join and participate. Co-op members include companies from the catalog, retail, etail, continuity, non-profit, publishers, finance, insurance, and business-to-business industries. Some co-ops focus on non-profit donation behavior specifically.

Co-ops collect over 1500 data elements for a given household and cover 190MM U.S. consumers. The depth and granularity of the data can vary by co-op. Given that customer behavior is often the most predictive of future behavior, this data is very powerful in its ability to predict the future response and purchasing.

Using marketer-provided customer purchase data, the co-ops use predictive models to find prospects elsewhere in the database with similar product and purchase behavior. Co-op data has long been a go-to data source for catalogers, replacing many of the more expensive specialty, “vertical” lists that exist, such as magazine subscriber files.

Business-to-Business (B2B) Data

B2B direct mail data used to come from two main data sources – Data Axle (formerly InfoGroup) and Dun & Bradstreet. They are still major players providing excellent data. Both, along with a continual flow of new players, now offer much more than the traditional data points like annual sales, number of employees, SIC code, and NAIC Code. Data points such as B2B buying behavior, public filings and linked consumer information all provide additional targeting insights. Because people change jobs much more frequently than they change addresses, B2B data is more challenging and labor intensive to maintain and keep up to date, resulting in a higher cost.

The Role of Analytics

The performance of all data mentioned here can and should be enhanced by predictive analytics. We simply can’t leverage any of these types of data to their full potential without the use of modeling to prioritize prospects. While a predictive model adds to the cost, it usually pays for itself in the first direct mail campaign with the increased direct response it produces. Depending on the circumstances, the model can be re-used until market conditions change. Machine learning and artificial intelligence have sped up the modeling process, and in certain cases, such as co-op data or credit models, new models may be built with every direct marketing campaign.

Our Data Role

Nahan has deep and long-time relationships with many types of direct mail data providers and list brokers. We can determine which source is the right fit for our clients’ objectives. Typically at a lower cost than our clients can obtain on their own. Our expertise ensures the best possible data at the best possible price. For any questions about data, please feel free to reach out to me at alan.sherman@nahan.com.

*Source: WebFX

Bio: Alan Sherman is our Vice President of Marketing Strategy. Alan enhances Nahan’s current value proposition with strategy solutions that support new/existing client relationships. For clients, he leverages market, customer, and competitive intelligence to build achievable strategies for omnichannel marketing success. His marketing plan strategies include targeted data, predictive analytics, testing and creative that drive ongoing client performance improvement. In his spare time, Alan enjoys spending time with his family, traveling, going to concerts, watching sports (he’s a fan of the NY Giants, Boston Red Sox and Celtics) and walking the dog, even though it was just out.

USPS Informed Delivery: A Great Way to Drive Increased Direct Mail ROI

Posted on by Bryan.Formhals

Author: Nahan Marketing Team

If you are looking for a way to drive incremental responses and increased ROI from your direct mail campaigns, USPS Informed Delivery is a great way to do just that.

What is USPS Informed Delivery?

Informed Delivery from the United States Postal Service (USPS) gives consumers a sneak peak of their letter-sized mail (outer envelope or self-mailer image) before it arrives in their mailbox through a daily email that the consumer signs up for.

It consists of two main elements:

1) A large grayscale image of the piece or a 4-color representative image of the mailer.

2) A smaller, accompanying image that offers interactive marketing potential. Clicking on this image or on the “Learn More” call to action opens the URL associated with the campaign. It can also be used to open a marketer’s phone app for the recipient to call.

How Many People Are Signed Up for Informed Delivery?

As of 4/23/2021, the USPS reports that Informed Delivery has nearly 38 million users and a national saturation of over 22%.

Based on a 2020 Spring Mail Moment Study, the USPS reports that 50% of the audience surveyed had seen an interactive ad in the past 6 months. Of those, 74% have clicked on an interactive ad, and an astounding 63% had purchased from the website they accessed from the Informed Delivery campaign!

This presents a huge opportunity for marketers to drive incremental sales before the mail piece even arrives to the consumer’s home!

What Data Can I See as a Marketer with USPS Informed Delivery?

The following data is provided for Informed Delivery Campaigns.

  1. Density and Email Statistics (Number of users and % who elect to receive Informed Delivery emails)
  2. Email Open Rates (Number and % of emails opened)
  3. Click Through Rates (Number and % of people that clicked through on the digital content)

Nahan Can Help You Get Started

Our team at Nahan is here to help! We can provide input and guidance on setup, creative, measurement, and more with USPS Informed Delivery campaigns. Plus, as an extra bonus, the USPS is offering an Informed Delivery promotion later this year, so this is a great way to save on postage! Contact us to learn more!

 

NEMOA Spring Summit Takeaways: 4 Trends to Watch in 2021

Posted on by Bryan.Formhals

Author: Krista Black, Group Account Director

I had the pleasure of participating in the NEMOA (National Etailing and Mailing Organization of America) Spring Summit last week. As you can imagine, attending a trade show looks a little different these days, with visiting booths, attending seminars and networking all done virtually. I was pleasantly surprised at how smoothly the event was run and how impactful the content was even though it was presented under different conditions. I found myself wondering if trade shows might maintain some of this new approach in the future even when a higher level of normalcy returns – a hybrid model where attendees could choose to participate in-person or online – or a combination of the two.

This thread of the “new normal” went beyond how the conference was run. It was woven into much of the content – the trends and predictions for our industry for the year ahead – predictions of a permanent shift in consumers’ behaviors as well as strategies to reach them.

Here are a few of my favorite COVID-inspired trends to watch from the 2021 NEMOA Spring Summit:

1. Resurgence of Mail

While mail volumes declined during the beginning of the pandemic, over 2/3 of Americans continue to collect their mail EVERY. DAY. Additionally, 77% of Americans indicate that they have a high interest in receiving mail and 50% of Millennials surveyed see mail as being more important than it was three years ago1. Meanwhile, packages from online shopping orders were delivered to doorsteps in record numbers, training us to check the doorstep and the mailbox more than ever before to retrieve them. As more and more brands re-enter the mail channel, they can benefit from these newly formed routines.

2. Test and Learn Mindset

In these times of rapidly changing consumer behavior, marketers must be nimble in terms of channel strategy, target, offers, and creative. A test and learn mindset is more critical than ever and will continue to remain imperative to helping marketers determine what’s working, what’s not, and what changes need to be made.

3. Rise of Social Commerce2

Consumers are buying directly from digital ads on social platforms at incredible rates, helping fuel a 33% year-over-year increase in ecommerce sales2. Thanks to Elizabeth Drori, Chief Marketing Officer at Sperry, for introducing me to the phrase, “thumb-stopping content” when describing how to capture attention and engage your audience when designing social content. Thumb-stopping content has lured me in many times; I’ve purchased everything from snacks to socks while scrolling through Instagram. But of course, social ads are only one piece of the puzzle – by aligning social ad strategy together with mail, we can fuel increased interaction and purchase behavior beyond what either channel can do alone. In the future, these channels will continue to become more interwoven.

4. Getting Real with Your Audience

The pandemic forced many brands to share their story differently during Covid shutdowns when travel, photo shoots, and large-scale productions were brought to a grinding halt. The silver lining? Many brands found new ways to connect with their audience, often leveraging user generated content to deliver an authentic brand message. With the shiny veneer of high production brand assets removed from the equation, smart brands were able to connect with audiences in new and more “real” way and “humanize” their brands.

Our team invites the opportunity to connect with you to strategize on these trends and to talk through your direct marketing strategies now and into the future. Reach out to us to schedule a time to chat.

Sources:

1Engaging with Customers in the Time of COVID, United States Postal Service

2How you succeed in an environment of rapid consumer behavior change, Oracle

Bio: Krista is our Group Account Director and brings over 15 years of marketing and agency experience. She and her husband have two children. Krista enjoys volunteering as a manager for her daughters’ dance teams, spending time with family, and watching reality TV.

Looking for a Unique Take on Direct Mail? Try the Peek Fold Format!

Posted on by Bryan.Formhals

Author: Laura Karels, Lead Designer

Check out our spin on a traditional direct mail format with the peek fold format. You’ll grab your recipient’s attention with a personalized headline as the first thing they see when they pull this peek folded letter out of the envelope. The longer form allows for a traditional letter using direct mail best practices along with extra real estate for a branded or promotional panel.

  • Unique folded letter peeks a large headline at the top
  • 14” long form for additional real estate
  • Tip on card for a tactile feel
  • 6” x 9” envelope stands out in the mailbox
  • Options: Fold style can be incorporated on other size formats

Watch the short video below to see the peek fold format in action!

For more inspiration, check out our other format ideas, including a double gate mailer, iron cross mailer, and 5 panel rollfold mailer.

Bio: Laura Karels is our Lead Designer. She is responsible for all things direct marketing design—from format sketches to final art—and truly enjoys the creative process of helping clients develop winning direct marketing campaigns. In her spare time, Laura enjoys great coffee and cross-country road trips with her family. She’s also getting really good at finding humor in her husband bringing home yet another “project” vehicle.

USPS Promotions – A Great Way to Engage Customers and Save on Postage

Posted on by Bryan.Formhals

Author: Jen Bender, Senior Account Executive

Client engagement with your brand, products, and services begins at the mailbox. The look and feel of the piece you are mailing needs to draw in the consumer and make them want to open the package. 

USPS Promotions provide a great opportunity to engage customers, while saving on postage. We recently shared the 2021 USPS Postal Promotions calendar, which highlights the upcoming postal promotions for this year. In this blog, we are featuring two promotions that have been of particular interest to many of our customers.

Tactile, Sensory and Interactive Promotion

The Tactile, Sensory and Interactive Promotion (TSI) encourages sensory engagement with the physical mail piece using technical advances within the direct marketing industry.  Categories that qualify within this promotion include – specialty inks, specialty papers and interactive mail piece design.

The addition of a visual or textural element(s) can create intrigue for the recipient.  The addition of these treatments – like soft touch or sandpaper on the envelope or the addition of a lenticular card on the letter – can boost client interaction with the mail piece.

Treatments can be applied to the envelope and/or the mail piece but must be both visible and distinguishable and must meet automation compatibility requirements. The TSI promotion runs February 1, 2021 through July 31, 2021 and approved pieces receive a 2% postage discount.

Emerging and Advanced Technology Promotion

The Emerging and Advanced Technology Promotion integrates direct mail with advances in technology.  This promotion incorporates Enhanced Augmented Reality, Near Field Communication (NFC) Technology, Virtual Reality, and other digital methods to enhance your direct mail piece.

Creating an omnichannel marketing experience for your audience can accentuate your marketing strategy.  For example, add your logo, image or icon to the piece to create an interactive experience for the client by featuring a new product or service. 

The Emerging and Advanced Technology promotion runs March 1, 2021 – August 31, 2021.  Approved mail pieces quality for a 2% postage discount.

Getting Started with USPS Promotions

Our team is happy help you learn more about USPS Promotions and how to get started. Reach out to your Sales Representative, Account Executive or Account Manager for additional details as there are rules and restrictions that apply.

Bio: Jen Bender is a Senior Account Executive at Nahan. Jen has over 20 years of direct marketing experience and she enjoys working with clients to bring their direct marketing initiatives to the next level. Jen and her husband have two children and as family, they enjoy cheering on the team her husband coaches. Jen also enjoys reading, writing, and music.

How To Build an Effective Direct Marketing Strategy

Posted on by Bryan.Formhals

Author: Alan Sherman, VP of Marketing Strategy

How many times have we in business or marketing heard the word “strategy?” or “strategic?” or “strategic direction?”  It’s one of those common business buzzwords that we hear all the time, but when it comes to direct marketing, what does “strategy” really mean? Merriam-Webster offers up several definitions of “strategy,” but the one I think is most relevant to direct marketing is “The art of devising or employing plans towards a goal.” After all, successful direct marketing strategy requires effective planning – putting the components of a winning program together.

From Our Perspective, What is Strategy?  

Nahan provides Strategic Planning, which is most simply about enabling clients to achieve their direct marketing goals.  This means improving direct mail gross response, while lowering cost without corresponding drops in response. This can be a challenge, as adding package components, increasing package size or paper quality will often lift response, but add cost. Ultimately, improving upon both response and cost leads to an improved cost per acquisition and superior return on marketing investment. So how do we do this?

A Step by Step, Rigorous Approach Gets Results

We recommend initially approaching this from a macro level. Who will we target and why? If we are focusing on direct mail, what kind of package format is needed? What does our creative and messaging need to look like? What are our target metrics?

The answers to these questions can be found in a step-by-step approach to direct marketing performance improvement. We suggest beginning with a marketing assessment to best understand everything that has been done in the past, from creative, targeting, cadence and offers to the competitive landscape.

Based on our knowledge of data and analytics and an analysis of the marketer’s data, we will likely propose specific types of data and the right predictive analytic tools for data testing. On the creative side, although budget is usually a factor, when we can test more than one creative, we create more opportunities for success.

Finally, based on what we see in the data and from our knowledge of direct mail creative best practices, we design the creative, with the target audience in mind. The data analysis tells us quite a bit about our prospects. We develop messaging, the package design, articulate the offer, supporting benefits and Call to Action.

How Strategy is Rolled Out Against Data, Analytics, and Creative

The available universe is determined. Because we take a “test and learn” approach, a test plan that minimizes risk while testing creative, data, and analytics is developed. When results come back, we measure them and make recommendations for further improvements in targeting and creative. Feeling more comfortable in what works, we can invest more dollars in reaching more people, often expanding to an omnichannel campaign, particularly where we can simultaneously target the same direct mail recipients with online campaigns, can substantially lift results further.

A subsequent results analysis leads to additional improvement – ideally, a never-ending improvement process. Which is necessary, given that costs like paper and postage are always rising!

The Results

We can almost always improve response through our knowledge of what creative and data works, creative and data testing, and predictive analytics. We can also test less expensive materials to bring down package costs. When we work these “levers” in the right way, cost per acquisition drops.

Questions To Ask Yourself and Your Team

What are your acquisition goals for the year? Where do you think your program is working and where might improvement be needed? Are you testing creative and data on a regular basis? Do you rotate your creative to keep it fresh and performance up? If you would like to achieve better results or simply discuss your challenges and receive suggestions, give us a call.

Bio: Alan Sherman is our Vice President of Marketing Strategy. Alan enhances Nahan’s current value proposition with strategy solutions that support new/existing client relationships. For clients, he leverages market, customer, and competitive intelligence to build achievable strategies for omnichannel marketing success. His marketing plan strategies include targeted data, predictive analytics, testing and creative that drive ongoing client performance improvement. In his spare time, Alan enjoys spending time with his family, traveling, going to concerts, watching sports (he’s a fan of the NY Giants, Boston Red Sox and Celtics) and walking the dog, even though it was just out.

Employee Spotlight: Sara Stephanie

Posted on by Bryan.Formhals

Author: Camille Lehmann, Marketing

Each department at Nahan is full of team members that make our vision of exceeding customer expectations come to life. One of our amazing employees is Sara Stephanie, a dedicated member of our Direct Mail team who runs the CMC 250 inline. I had the privilege to get to know Sara better, learn about her time at Nahan, and how she enjoys her time outside of work.

Sara Stephanie

15 Years of Dedication to Nahan

Sara started her career working in the retail and consumer industry, eventually leading her to the Direct Mail industry. After a few years at a mailing service company, Sara became a part of the Nahan team in the Direct Mail department and has been an integral part of her team for the last 15 years. When reflecting on her experience, Sara explains that she is proud of her constant growth in her role and the company. The knowledge she has gained over the years has been beneficial to her career and has added to the success of the Direct Mail team. Additionally, Sara credits the people she works with every day on her team as one of her favorite parts of her role.

“The best piece of advice I’ve ever been given is that you can achieve whatever you put your mind to.”

Sara Stephanie, when asked the best piece of advice she’d been given.

Life Beyond Nahan

In her daily life, Sara’s family inspires her to be the best person she can be and to try her best in everything she does. When Sara is not working hard on the Direct Mail team, she enjoys spending time with family and friends, taking her dog for walks, camping, fishing, and going to the beach. One of her biggest goals in life that she is always working towards is continuing to improve and become a better person. This is so apparent in her commitment to her Nahan team, and we are very thankful for her dedication.

Careers at Nahan

If you are interested in learning more about a career at Nahan, visit our careers page or contact us to learn more.

Bio: Camille Lehmann is on the Marketing team and started with Nahan in January of 2020. Camille is responsible for assisting in Nahan’s marketing strategies and goals. She graduated with her Master’s of Science in Marketing with a specialization in Project Management in 2020. In her spare time, Camille enjoys writing, going to coffee shops, and spending time with friends and family.

Success Story: Creating an Award-Winning Catalog for the U.S. Market

Posted on by Bryan.Formhals

Author: Melissa Fransen

Creating an award-winning catalog is one thing. Having the first catalog you produce for the U.S. market as an international brand win a Gold Ink Award, one of the industry’s most prestigious awards… that is in a class of its own!

At Nahan, we feel honored and privileged to have been a part of this success with our customer TriSyle Group and their Madeleine catalog. I had the privilege to chat with Niels Degen and Rob McMahon of TriSyle Group to learn more about their catalog creation and their success story with launching the Madeleine brand in the U.S.

Madeleine’s Award-Winning Catalog

Background

The Madeleine brand is a very strong fashion brand internationally. As a part of their strategic growth initiatives, TriStyle Group decided to launch this brand into the U.S. with a catalog pilot test program.   

The pilot program consisted of two distributions of 100,000 catalogs each. Everything was planned very carefully for the entire pilot program and then something happened in the world that shook all of us – the pandemic started the same week as their first catalog dropped! Scary? Yes! But, I’m happy to report that all went well. In fact, the catalog performed 10% better than planned; moreover, was 6% more profitable!

“At TriStyle, we are very happy with our first steps into the US market and are looking forward to our future journey.”

Niels Degen, TriStyle

And even better news… the second campaign came in with even better results than the first one!

Creating an Award-Winning Catalog in the U.S.

When creating a catalog for the U.S. market, there are many things to consider from SKU assortments that appeal to the U.S. fashion market to U.S. paper selection to the size of the catalog itself to ensure it is spec’d to co-mail efficient sizes.

Rob walked me through the process of creating the catalog pilot program and how Kelly Marthaler, our Nahan Sales Representative, flew to London to review the details and to strategize on a successful catalog brand launch in the U.S. Every aspect of the project was planned carefully and strategically. One of the ideas that came from the meeting was a “mini catalog” within the catalog itself that featured a range of their hottest selling products featured at special pricing. The mini catalog featured a thicker paper stock than the rest of the catalog to help it stand out. The catalog also featured a few variable special offers, specific to each customer from “free shipping & returns” to “$25 off and a free gift scarf.”

All of these details and more contributed to this successful Gold Ink Award win. Winning pieces for Gold Ink Awards are chosen based on print quality, technical difficulty, and overall visual effect.

Follow Up to the Test Pilot

Due to the success of the pilot program, TriStyle Group has expanded their print marketing efforts to include follow-up catalog strategies and self-mailers.  

“I’d like to personally congratulate TriStyle Group’s team on putting together an award-winning catalog! Well done! And thanks for choosing Nahan as your partner for this project. We are very happy for you and your success!”

Melissa Fransen, Marketing Manager

Interested in Learning More About Launching a U.S. Catalog Program for your International Brand?

If you are in interested in learning more about our marketing services, let us know! Feel free to contact us today! Plus, check out the Madeleine website at the following link: https://www.madeleine.com/

Bio: Melissa Fransen is our Marketing Manager. She started with Nahan in May of 2017. Melissa is responsible for Nahan’s marketing initiatives, which includes everything from conference planning to social media initiatives. In her spare time, Melissa enjoys spending time with her husband and enjoying time in the outdoors with family and friends.

Nahan Receives Recertification of G7® Master Qualification

Posted on by Bryan.Formhals

SAINT CLOUD, MN – December 4, 2020 – Nahan Printing, an award-winning provider of commercial print, direct mail, and digital solutions, is proud to announce it has received its annual G7® Master Qualification Recertification.

G7® is an industry-leading set of specifications from Idealliance® for achieving visual similarity across all print processes. It is a global standard widely used to measure the color accuracy on any output device. “The G7® Master Qualification tells Nahan’s customers that they can expect exceptional color consistency” said Tim Castellano, Nahan’s Color Technician. It allows Nahan to manage process control better, reduce make-ready, and improve overall efficiency in all aspects of our workflow. For our customers, this consistency also ensures uncompromising color according to their brand standards.

“The final product was beautiful. Print quality was exceptional.”

Print Buyer, Marketing and Fundraising Agency

“The G7® Master Qualification certifies that our color reproduction process is in control and can predictively produce the highest 4/C printing quality including match to the proof and consistent length of run color consistency” said John Klumb, Vice President of Sales and Marketing. “G7® certification is one of the cornerstones of Nahan’s Award Winning quality along with skilled craftsman and best in class inks and process materials.”

About Nahan

Nahan Printing is a Minnesota-based, independent, privately-held, world-class printer committed to providing end-to-end solutions that add value to our clients. Since its inception in 1962, Nahan has specialized in catalog and direct mail printing for industries such as retail, financial services, non-profit and hospitality. With a client roster of legendary brands, Nahan prints iconic work that represents the highest level of quality and innovation in the industry.

How Often People Check Their Mailbox and Other Fun Facts

Posted on by DigitalTeam

Author: Melissa Fransen

Every day I stop at our mailbox to get our mail.

I’m also signed up for USPS Informed Delivery emails, so I get an email each morning that contains details of what we’ll be receiving that day in our mailbox.

The catalogs we receive typically end up on the end table in our living room to browse through. In fact, at this present moment, we have about 10 catalogs that we plan to look through again this weekend so we can place some Holiday gift orders. I also have a number of direct mail offers I’ve kept as well and I have those in an organizer in the corner of our kitchen cupboard.

As I was walking down my driveway the other day to get my mail, I started wondering about my mail habits and how closely they match other people’s habits. So, I decided to do some research.

How Often Do People Check Their Mailbox
Photo: cottonbro from Pexels

How Often People Check Their Mailbox

According to the USPS, 98% of people visit their mailbox every day to get their mail and 77% of people sort through their mail immediately. According to a study the USPS conducted, most consumers set aside time each day to sit down with their mail and on average, they spend 30 minutes with catalogs and 25 minutes with direct mail! Here is another interesting statistic, according to a report from MultiChannel Merchant regarding Holiday shopping this year, 37% of people have become more excited to receive their mail and 30% are spending more time reading promotional messages from the mail than before the pandemic.

Informed Delivery

According to a recent update from USPS, over 20% of U.S. households are now signed up for USPS Informed Delivery and the subscription rate is growing with over 350,000 new subscribers weekly. 79% of Informed Delivery users are engaging with the daily emails and 82% of these users are engaging in the mornings.  According to the USPS update we received, the emails are generating a 68% Email Open Rate (which is over 3 times higher than the industry average email open rate of 18%) and a 2-6% Click Through Rate. As a marketer, those stats get me excited!

Other Fun Facts

Here are some other fun facts/statistics I found interesting:

Looking to Stand Out in the Mailbox?

At Nahan, we are proud to offer award-winning catalog and direct marketing services as a part of our product offering. If you are in interested in learning more, contact us today!

Bio: Melissa Fransen is our Marketing Manager. She started with Nahan in May of 2017. Melissa is responsible for Nahan’s marketing initiatives, which includes everything from conference planning to social media initiatives. In her spare time, Melissa enjoys spending time with her husband and enjoying time in the outdoors with family and friends.

Cover photo by Sean Patrick from Pexels

The Power of Trigger Mailings

Posted on by DigitalTeam

Author: Melissa Fransen, Marketing Manager

This summer, I placed an order on a website for a family member’s birthday present. Shortly after placing the order, I received a postcard with an offer of 20% off another order. I was looking for another gift for a different family member, so I placed another order, using my 20% off coupon. A few weeks later, I received another postcard with an offer and guess what? I placed another order. I also followed the company’s social media channels.

This is an example of a tried and true trigger mailing loyalty marketing campaign working its magic. And, yes, it works! I went from a first-time shopper to becoming a repeat customer, keeping this brand top of mind along the way. The product quality was great and I received excellent service throughout the process. I was also reminded of my mailed coupon offers through email marketing and through these trigger mailings, I have become a loyal customer to this brand.

How do Trigger Mailings Work?

Have you heard the term Variable Data Printing (VDP)? If not, variable data printing allows your printed piece to be completely customized to an individual based on data and triggers. It is basically the opportunity for 1:1 marketing using print. Check out our blog that is all about VDP and its advantages.

Think about the trigger mailing example I mentioned above. I was sent trigger mailings based on being a first-time customer. They lured me in after my first purchase with an offer. Then, they lured me in with another offer. I became a repeat customer right off the bat. I also plan to do some of my holiday shopping through this brand due to a great experience with all three purchases.

Getting Started with a Trigger Mailing Program Concept

There are many ways that trigger mailings can be used. Think through your customer’s journey with your brand and how you could use triggered mailings to drive business. Here are some examples of questions to ask yourself:

  1. How can I take a first-time customer and turn them into a loyal customer?
  2. How can I take a customer back to the buying journey with their abandoned cart items?
  3. How can I reach out to lapsed customers and bring them back as a customer?

After you’ve thought through these scenarios, then think about all of the marketing channels that you are using to reach that customer and what makes sense from a timing perspective to keep your brand in front of them through all of these channels. Think about where mail makes sense in this equation.

Working with a Printer on a Trigger Mailing Program

Once you have the strategy ready, the next part is executing it. We have a whole team of data experts at Nahan who can help with API integrations, CRM integrations, and custom programming. Once things are set up systematically, the rest is easy. The trigger mailings you have developed automatically take place based on the concept/behaviors you have identified on your plan. Our team at Nahan holds multiple industry certifications to ensure the protection of your data from beginning to end. We help our customers utilize triggered mailings to drive business, and we can help you too.

Ready to Get Started?

Find out more about our marketing services and how we can help you today!

At Nahan, we pride ourselves as being a tech-forward printer who drives results. We invite the opportunity to talk with you about the power of trigger mailings and how you can get started. Why work with Nahan for your trigger mailing program? Check out our 30-second video on what sets us apart. Contact us today!

Bio: Melissa Fransen is our Marketing Manager. She started with Nahan in May of 2017. Melissa is responsible for Nahan’s marketing initiatives, which includes everything from conference planning to social media initiatives. In her spare time, Melissa enjoys spending time with her husband and enjoying time in the outdoors with family and friends.

Unique Format to Set Yourself Apart in the Mailbox – Consider an Iron Cross Mailer!

Posted on by Bryan.Formhals

We are putting together a series of “quick to market” direct mailer format ideas. From acquisition mailings to market recovery plan mailings, an iron cross mailer is a great option. A lot of our customers are finding to be a very effective format as a part of their marketing strategy. Check it out!

Advantages include:

  • Unique, eye-catching design
  • Format featured – 4.25″ x 6″
  • Unique personalized panels
  • Can affix card in the center panel (personalized)
  • Glue tabbed shut
  • These can be produced on premium papers up to 80# cover weight stocks

Interested in learning more? Contact us today to get a quote or visit our marketing services page!

Do You Want to Get to Market Quickly? Consider a 5 Panel Rollfold Mailer!

Posted on by Bryan.Formhals

We are putting together a series of “quick to market” direct mailer format ideas. From acquisition mailings to market recovery plan mailings, a 5 panel rollfold mailer is a great option. A lot of our customers are finding this to be a very effective format as a part of their marketing strategy. Size is shown as 5″ x 7.” Check it out!

Advantages include:

  • Rollfold is option is great for telling a story
  • 5″ x 7″ and 6″ x 9″ folding sizes. 5″ x 7″ offers excellent paper cost efficiency
  • Can attach a static or personalized card
  • Inline 1:1 personalized 600 X 1200 (high resolution) inkjetting for address and other panels
  • Produced in one-pass – printing, folding, gluing, inkjetting in one single pass through our press
  • Glues closed – no wafer seals or tabs needed
  • These can be produced on premium papers up to 80# cover weight stocks
  • Options: tipped cards added to panels, perfing, and adding an outer envelope

Interested in learning more? Contact us today to get a quote or visit our marketing services page!

Print Marketing to Millennials & Gen Z

Posted on by DigitalTeam

Author: Melissa Fransen

Did you know that Millennials spend more time reading their mail than any other generation?  And that 92% of college students prefer reading printed materials to digital material?  Yes, you read that right!  Even in a generation that grew up in a digital world, if your target market includes these generations, you may be missing a big opportunity if you are not utilizing the power of print within your omni-channel marketing strategies. There are a lot of misconceptions about the power of print marketing and today we’re going to explore ideas for reaching these generations with your print marketing strategies.

Millennials (Born 1981 – 1996)

Millennials are the largest generation in the US, representing a population of over 72 million. This generation is tech savvy, social savvy, educated, and spends $600 billion in the United States each year.

The following are some characteristics of this generation: [1]

  • Appreciate experiences
  • Care about values
  • Value purpose
    Print Marketing Millennials
    Photo by Ivan Samkov from Pexels
  • Budget-friendly
  • Want to stay connected
  • Choices are important to them
  • Value sustainability
  • Seek recognition
  • Instant gratification
  • Value speed and convenience     
  • Trust Influencers                                    

Stats: Here are some interesting Millennial stats:     

  • 77% of millennials participate in loyalty reward programs [2]
  • 90% are social media users [3]
  • 88% take the time to look through their mail to make sure they are not discarding useful information [4]
  • 75% say that receiving personal mail makes them feel special [5]
  • 62% have visited a store in the past month based on receiving information in the mail [5]
  • 65% like coupons for retail businesses and 69% like coupons for restaurants [5]
  • 82% cite print as a part of their purchasing journey [6]
  • 89% check their mailbox at their first opportunity [6]
  • 77% pay attention to direct mail [6]

Print Ideas for this generation:

  • Incorporate an omnichannel experience
  • Build trust and loyalty through incentives
  • Be authentic in your communications
  • Variable data printing – make it personal to them
  • Give them choices – “this offer” or “that offer”
  • Let them know what your brand is doing to make an impact to build a connection with them
  • Give them an offer that is quick to redeem and convenient
  • Include content about what are others saying about your brand to establish trust

Generation Z (Born 1997-2012)

This generation represents 20% of the U.S. population and has become one of our most technologically savvy generations, as they grew up with electronic technology and the internet.

The following are some characteristics of this generation: [7]

  • Focus on career/financial stability
  • Strong family influence
    Print Marketing Millennials
    Photo by cottonbro from Pexels
  • Thrifty
  • Value brick-and-mortar experiences
  • Appreciation for physical media
  • Value physical experiences
  • Prefer personal communications
  • High expectations
  • Values cross-functional communications
  • Instant gratification
  • Tactile experiences matter
  • Personalization matters

Stats: Here are some interesting Gen Z stats.

  • 98% of this generation owns a smartphone [8]
  • 2X more likely to shop on mobile devices than millennials are [9]
  • 65% of this generation sees value in coupons, discounts, and rewards programs [10]
  • 72% of Gen Z says price is the key factor in purchasing decisions [11]
  • 88% prefers omni-channel brand experiences [12]
  • 68% of Gen Z expects brands to contribute positively to society [13]
  • Spend about 1 hour each week reading magazines [14]
  • 92% of 18-23-year-olds find it easier to read printed content than digital and the response rate to direct marketing is 37% higher than for email [15]
  • Average attention span of 8 seconds (vs. 12 seconds for Millennials) [16]

Print Ideas for this generation:

  • Coupons to drive them into your store or online
  • Variable data printing – make it personal to them [17]
  • Give them several call-to-actions to different types of media sources
  • Make your offers easy to redeem
  • Consider a unique tactile experience or die-line to gain interest – something that stands out
  • Use multi-media experiences
  • Help them feel connected to your brand
  • Easy, quick visuals to catch their attention
  • Give them an incentive to collaborate with your company – reviews, interactive games, etc.
Print Marketing Millennials
Photo by Andrea Piacquadio from Pexels

Reach Millennials and Gen Z with Print

If you are ready to reach these demographics, we are here to help. Whether it’s unique die cuts, tactile experiences, or something completely out of the box, let us turn your ideas into reality and help you tap into this market with your print strategies to drive results. Download our whitepaper on why direct mail prospers in a digital world and request a sample pack today to get your creative juices flowing!

Bio: Melissa Fransen is our Marketing Manager. She started with Nahan in May of 2017. Melissa is responsible for Nahan’s marketing initiatives, which includes everything from conference planning to social media initiatives. In her spare time, Melissa enjoys spending time with her husband and enjoying time in the outdoors with family and friends.

Cover Photo by Andrea Piacquadio from Pexels

Do You Want to Get to Market Quickly? Consider a Double Gate Mailer!

Posted on by Bryan.Formhals

We are putting together a series of “quick to market” direct mailer format ideas. From acquisition mailings to Holiday mailings, a double gate mailer is a great option. A lot of our customers are finding this to be a very effective format as a part of their marketing strategy. Size as shown is 6″ x 9.” Check it out!

Advantages include:

  • Expanded selling space
  • Large, visual impact
  • Can be expanded to 6″ x 10.5″
  • Can attach a static or personalized card
  • Inline 1:1 personalized 600 X 1200 (high resolution) inkjetting for address and other panels
  • Produced in one-pass – printing, folding, gluing, inkjetting in one single pass through our press
  • Glues closed – no wafer seals or tabs needed
  • These can be produced on premium papers up to 80# cover weight stocks
  • Options: tipped cards added to panels, perfing, and adding an outer envelope

Interested in learning more? Contact us today to get a quote or visit our marketing services page!

Do You Want to Get to Market Quickly? Consider a Trifold Mailer!

Posted on by Bryan.Formhals

We are putting together a series of “quick to market” direct mailer format ideas. From acquisition mailings to special event mailings, a trifold mailer is a great option to drive online or retail activity. Typically the postage cost is 25% lower than a typical 8’ X 10.5” catalog. A lot of our customers are finding this to be a very effective format as a part of their marketing strategy. Size is shown as 6″ x 10.5.” Check it out!

Advantages include:

  • Cost-effective design
  • 3x the real estate (square inches) of an oversized postcard and mails for the same price
  • Can attach a static or personalized card
  • Inline 1:1 personalized 600 X 1200 (high resolution) inkjetting for address and other panels
  • Produced in one-pass – printing, folding, gluing, inkjetting in one single pass through our press
  • Glues closed – no wafer seals or tabs needed
  • These can be produced on premium papers up to 80# cover weight stocks
  • Options: tipped cards added to panels, perfing, and adding an outer envelope

Interested in learning more? Contact us today to get a quote or visit our marketing services page!

Nahan Wins Two Golds at the Annual Gold Ink Awards Competition

Posted on by DigitalTeam

SAINT CLOUD, MN – Sept. 15, 2020 – Printing Impressions Magazine, producer of the annual Gold Ink Awards, announced the winners of the 2020 Annual Gold Ink Awards Competition. The Gold Ink Awards are considered one of the industry’s most prestigious print competitions.

Nahan Printing, Inc. is a proud recipient of two Gold awards! The first is a Gold for the Neiman Marcus 2019 Christmas Catalog and the second is a Gold for the Lawrence & Schiller South Dakota Activity Book. The winning pieces are in the “Consumer Catalogs, Web” and “Consumer Catalogs, Sheetfed” categories. In addition to the two Gold award wins, Nahan also received five Pewter awards in the Catalogs division.

This year’s Gold Ink Award winners were chosen from more than 400 entries submitted within 43 different categories. Winning pieces were chosen based on print quality, technical difficulty, and overall visual effect. All winners can be found at https://www.piworld.com/extension/gold-ink-awards/2020/.

 “It is great to be recognized by Printing Impressions for the quality of work we put into every product, each and every day. We are once again, very proud of our team’s commitment and dedication to quality; an asset that continues to set us apart in the industry.” said John Klumb, Vice President of Sales and Marketing.

About Nahan

Nahan Printing is a Minnesota-based, independent, privately-owned, world class printer committed to providing end-to-end solutions that add value to our clients. Since its inception in 1962, Nahan has specialized in catalog and direct mail printing for industries such as retail, ecommerce, financial services, non-profit, hospitality, and more. With a client roster of legendary brands, Nahan prints iconic work that represents the highest level of quality and innovation in the industry. For more information about Nahan, please visit http://www.Nahan.com.

Nahan Receives Best Of Category Win In Five-State Print Competition

Posted on by DigitalTeam

SAINT CLOUD, MN – April 13, 2020 – Nahan Printing, Inc. has received a Best of Category award win in the annual Star Awards, a five-state print competition hosted by Printing Industry Midwest (PIM), the region’s trade association for the printing, communication and graphic arts industry.

Competing against entries from printing and graphic art firms throughout the Midwest, Nahan was proud to receive the award for Best of Category – Web Press Printing (Uncoated Paper), which is the highest honor a printer can receive in this category. The winning entry was a mailer produced for a renowned multi-channel artisan jeweler. Nahan also received two Awards of Recognition in the Brochures and Broadsheet (Large) categories for two Self-Mailer formats for an iconic New York-based luxury brand retailer. In addition to these awards, Nahan also received 12 Certificates of Merit in other various categories.

The Star Awards recognizes those responsible for the creation and production of print communications in the Midwest. The competition promotes excellence in print communications and rewards companies and individuals who produce the best in print media.

“We are very proud of our winning team,” said John Klumb, Vice President of Sales and Marketing.

“This was a close competition with a very impressive standard of entries. The judging process was very challenging. Nahan should be proud of the company’s achievement and the excellent work done by employees,” said Steve Bonoff, PIM President.

About Printing Industries Midwest (PIM) and Star Awards

For more information about the Printing Industry Midwest (PIM) and the Star Awards, visit PIM’s website at www.pimw.org or call PIM’s office at 612.400.6200.

About Nahan

Nahan Printing is a Minnesota-based, independent, privately-owned, world-class printer committed to providing end-to-end solutions that add value to our clients. Since its inception in 1962, Nahan has specialized in catalog and direct mail printing for industries such as retail, financial services, healthcare, non-profit and hospitality. With a client roster of legendary brands, Nahan prints iconic work that represents the highest level of quality and innovation in the industry. For more information about Nahan, please visit www.Nahan.com.

Top Five Nahan Blogs of 2019

Posted on by DigitalTeam

 

Author: Melissa Fransen, Marketing Manager

It’s been another great year for Nahan and we have been thrilled at the performance, likes, and shares of our new blog articles that were added to our revamped website launched in October. Thank you for all of your comments and the great feedback! We appreciate you!

In case you’ve missed it, here were our top five performing blog articles of 2019 so you can check them out:

 

  1. Nahan Differentiators that Drive Results
  2. Three Benefits of Working for a Family-Owned Business
  3. Metallic Inks Add Fun and Interesting Effects
  4. Build a Dynamic Plan for Direct Mail
  5. What is Information Security?

We have a ton of great articles in store for 2020, so be sure to check back to our site for the latest and greatest articles. Plus, we also share these articles on our LinkedIn, Facebook, and Twitter pages. If you have content that you’d like to see from our team in the future, feel free to contact us anytime and let us know. We are just getting started and 2020 is going to be a fantastic year!

Bio: Melissa Fransen is our Marketing Manager. She started with Nahan in May of 2017. Melissa is responsible for Nahan’s marketing initiatives, which includes everything from conference planning to social media initiatives. In her spare time, Melissa enjoys spending time with her husband and enjoying time in the outdoors with family and friends.

 

5 Stats About Direct Mail’s Persuasive Power

Posted on by Aaron.Weeks

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 and visit our marketing services page for more information on getting started!

Build a Dynamic Plan for Direct Mail

Posted on by Aaron.Weeks

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? Find out more about effective creative on our blog about direct mail personalization.

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. Check out our marketing services page for more on how we can help you get started.