Playing Offense with Format Rotation 

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

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.

USPS Postage Rates Updated 2021: Cost-Effective Mailing Solutions

Author: Brandon Jacklin, Logistics Specialist

As of August 29, 2021, the USPS has released updated postage rates (printable chart can be downloaded here). These postal rate increases will enable the USPS to provide reliable and predictable service while ensuring its financial sustainability. The plan will support a precise and efficient processing and transportation network, positioning the USPS to deliver 95 percent of all mail and packages on-time. More information about FAQ’s about USPS rate changes can be found here.

Larger Maximum Allowable Size for First-Class Postcards

A positive development for marketers, is that the new plan includes an increase in the first-class postcard maximum dimensions from 4.25 x 6” to 6 x 9”, providing additional space for information and branding.

Compared to 6″x9” marketing mail, a 6″x9” First-Class postcard offers many additional benefits including 1-5 business day delivery, return to sender, address correction, and forwarding services. Under the new plan, it also comes with a much smaller upcharge than in the past when jumping from Standard to First-Class. Postcards provide an affordable and effective way to drive business. With the ability to be highly personalized and in-home quickly at a great price, this is a wonderful opportunity for marketers.

Co-Mail, Commingle, and Drop-Shipping Options Help Keep Postage Rates Low

There are a variety of ways that a finished mail piece can be shipped to a customer. Three of the most common methods include co-mail, commingle, and drop ship. Co-mail is used for catalogs and flat-sized pieces. In this type of shipment, multiple jobs are combined, enhancing the pre-sort, which gives the customer the lowest postage price. Commingling is used for letter-sized pieces and helps to save postage while combining mailings similarly co-mail. These two methods are most cost-effective for those mailing smaller quantities. Lastly, drop shipping consolidates pallets with other pallet jobs and then delivers them to postal facilities around the country. This method is beneficial for geographically concentrated quantities as well as the ability to hit a tight in-home window. Our postal and logistics experts at Nahan are here to help you navigate which shipping option is the best for your needs.

How Nahan Provides Cost-Effective Mailing Solutions

  • Logistics expertise – We have a team of logistics experts to help our customers determine the best mailing and transportation method for their needs. The team is always on top of what’s going on with industry changes and is quick to respond.
  • Multiple shipping methods – As explained above, we have three primary shipping options: co-mail, commingle, and drop-ship, all of which our team of experts can help you choose from to best support your needs.
  • Advocating for our customers – Throughout industry changes, we remain committed to finding the best postage rates for our customers and by the best means possible relative to desired transit times and in-home dates.

The printing and direct marketing industry could not exist without the partnership of the USPS to deliver your eye-catching and action-driving piece to your consumer. The team at Nahan is here to help you find solutions to minimize postage and transportation costs and drive improved marketing return on investment (ROI).

Direct Marketing Strategy: Direct Mail Testing

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

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

Author: Melissa Fransen

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!

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.

NEMOA Spring Summit Takeaways: 4 Trends to Watch in 2021

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!

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

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

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

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

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

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

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

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!

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!

Halloween Special: Getting Started with Printing Isn’t as “Scary” As You May Think

Authors: Melissa Fransen and Jim Hesch

Getting started with Printing

Halloween is right around the corner! Our business is “boo”ming this time of the year and our presses are running nonstop.

Our team is working the “skeleton” and “graveyard” shifts to get products produced for the upcoming Holiday season. So, we thought we’d have some fun with a special interview with Customer Service Leader Jim Hesch. You’re in for a real “treat” and maybe a few “tricks” as well, knowing Jim.

Getting Started with Printing

Jim, first tell me why so many of our customers are 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.

Printing Ink
Red Printing Ink

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.

Ah… but the machines, the scope, the details, it can be “intimidating” for someone new to print.

Yes, but the good thing about working with Nahan, is that we are here for our customers every step of the way. We help you avoid “stepping on the cracks.” There are also a lot of terms in our industry, for example, RGB, Perfect Binding, Digest, Oblong, etc. but again, it’s not as “daunting” as it may seem and we are here to help.

How about paper selection?

I don’t want to “gloss” over the details, but your Sales Representative will help you determine which paper will work best for your particular project.

What are some common questions we might here from designers when creating artwork?

Here are some fun ones…

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

A: 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.” Our skilled experts will take care of that for you.

Q: My project has “bleed?”

A: 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.

Q: Will my project be prone to “ghosting?” 

Getting started with printing

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

We get asked questions about security at Nahan and we deal with a lot of data. Tell me more.

When you work with Nahan, you’re not “alone in the wilderness” on your project. We take great pride in being secure.

Any last words of advice Jim?

Don’t let print “scare” you! We are here to help!

Jim, this was fun to put together with you! Thanks for the humor and fun! We hope all of you enjoyed this blog as much as Jim and I did putting it together. Have a wonderful Halloween and stay safe and stay well our friends!

Bios:

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.

Jim Hesch is a Department Leader at Nahan Printing and has been in the printing industry since 1973. He has held the positions of Press Operator, Operations Manager and Customer Service Leader.  Jim loves visiting his grandchildren and teaching them to play guitar.

Cover Photo: Image by Image by Public Domain Pictures from Pixabay

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

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

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!

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!

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

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

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

 

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

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

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.