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

Posted on April 27, 2023April 27, 2023 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.

Marketing Agility in a Risk-Adverse Economy

Posted on March 27, 2023March 27, 2023 by Bryan.Formhals

Author: Bryan Formhals, Senior Marketing Specialist

Being a marketer in today’s economy likely produces some trepidation and maybe some nervous laughter. You might not be confident that your well-thought-out marketing plans will unfold as expected in 2023.

Everyone under the sun has heard of the looming economic uncertainty, many of which are calling the most telegraphed recession in history. There’s a lot of angst in this economy, especially in the marketing industry.

We feel the pressures of the economy, but view the challenge as a great opportunity for the direct mail channel.

Why?

When you create an agile framework and embrace new ideas, you can find growth while others act out of fear and face growth decline.

Nahan is here to help you create an agile framework for your direct marketing program to help ensure it remains nimble and profitable during uncertain times.

Remember that Avoiding Risk At All Cost Can Be Costly

When businesses face uncertainty, the natural tendency is to take a more cautious approach to new initiatives and scrutinize spending more closely. Caution is recommended when it is coupled with strategy to find opportunities.

The key is to not withdraw and become entirely risk avoidant. Avoiding all risk can actually become a bigger risk.

In our opinion, the riskiest decision direct mail marketers can make in 2023 is pulling back on testing – completely missing out on the opportunity to learn and improve their programs.

To help marketers build a testing strategy that will limit risk and provide the most performance improvement, we’ve published a Guide to Direct Mail Testing. Warning: we get a little geeky and deep into the data models…but that’s what we like. We believe it’s through testing that marketers will find the most success in direct mail, and ultimately the best ROI.

You can leverage Nahan as an extension of your marketing team. We’ll bring our decades of data and testing expertise to help you continue to test and learn in 2023, while avoiding unnecessary risk. Turning to in-depth industry expertise is critical when there’s less room for error. In challenging times, leaning on strong expertise matters.

Find Partners That Embrace Agility

During challenging times, marketers need to be flexible. We understand the need for adaptability as your strategies, offers, promotions, and competitive environment are rapidly changing.

Throughout the past several years, we’ve prioritized agility in our upgrades and evolution as a company. We’ve built a dynamic platform with the capability to produce a wide range of direct mail formats, increase efficiency, improve change management, and allow for more dynamic personalization, just to name a few.

We have an end-to-end trigger platform that takes advantage of the fact that best results are driven by human behavior – whether it’s consumer credit inquiries or web abandoners – and everything else in between. Results are 40-140% higher than business as usual mail.

We love connecting the dots for our customers, from data to creative to digital integrations, and helping find ways to improve speed to market. We’ve learned that every job is unique and requires a unique solution. And that’s why Nahan makes agility a top priority.

Ensure Stability For Your Direct Marketing Program

When the market is uncertain, you want a trusted and reliable partner at your side. Nahan has been in business for over 60 years and is a thriving, financially stable organization.

Our leadership team is filled with direct marketing veterans, each with over 25 years of experience in the industry. We’ve weathered many economic ups and downs over the years, and have made investments along the way that ensure continuity and efficiency for our clients.

We’ve invested in dual production facilities – one in Minnesota, and another in Pennsylvania. These two facilities not only drive production and logistics benefits for our customers, but also provide enhanced disaster-relief continuity to our clients’ programs.

Another example is our strategic relationship with supply chain partners such as those that supply paper and ink. Through these decades-long relationships, we’re able to gain unique visibility into supply chain strategies and challenges before they become a problem. This allows us to plan further ahead to mitigate challenges with availability and pricing of materials.

Lean Into Data

Fresh and accurate data is the single most important factor in driving direct mail performance improvement. We make it our business to deliver the right data solution for your unique targeting needs.

Not only can we access credit data from the 3 main credit bureaus when a client is eligible, but we can also access supplemental and alternate credit data sources and demographics to provide complete asset targeting and identify under-banked individuals.

Due to our overall volume and contractual agreements, we can obtain data at a price lower than clients can obtain on their own. Credit data itself is more accurate than traditional demographic data, leading to higher rates of deliverability and improved targeting, both of which save our clients substantial marketing dollars.

Using data, we can create predictive “meta-models” that combine many source-specific sub-models, making them more powerful and flexible than traditional single-source models.

Ensuring your offers are being sent to the right audience is crucial to success, especially when budget dollars are tight.

Make Agility Your Approach in 2023

2023 is a year for refining and opportunity-seeking amidst uncertainty, not a year for staying stagnant. Maintaining an emphasis on flexibility, adaptability, and continual improvement is the name of the game.

Responding to market conditions in a cautious, but wise way that takes strategic risks, will set your business up to thrive in the future.

Ready to up your agility? Download our “Guide To Direct Mail Testing Today” white paper.

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

Posted on February 22, 2023March 21, 2023 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!

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 January 10, 2023March 21, 2023 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.

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 Power of the Holiday Catalog: Leading with Nostalgia

Posted on November 17, 2022November 17, 2022 by Bryan.Formhals

Author: John Klumb, VP Sales

Imagine sitting at the foot of the Christmas tree as a child, hot cocoa in one hand and a thick holiday catalog in the other. Thumbing through its pages, you bookmark the items you wanted for your list to Santa.

Calming, right? Reminds you of simpler times and the childhood joy that came alongside anticipating the holidays.

There’s a reason why thinking of those holiday catalogs now brings feelings of merriment and peace as it plays on our feeling of nostalgia. Even though the size and thickness of the holiday catalogs may change, they still have a hold on our emotions and thus, consumer spending.

Consumer Holiday Spending Power

According to the National Retail Federation, holiday retail sales during November and December of this year will grow between 6% and 8% from last year, equaling between $942.6 billion and $960.4 billion. The increase in percentage is down from last year, likely due to consumer fears of recession. However, the positive trend of growth since the end of 2020 continues, likely due to the effects of the pandemic.

“In the face of these challenges, many households will supplement spending with savings and credit to provide a cushion and result in a positive holiday season.”

– NRF President and CEO Matthew Shay

Take Advantage of Traditional Advertising Over Digital

While digital may seem to be everywhere you look, that comes with its downfalls. You’re competing with every other brand advertising on social media, TV, streaming, and display ads that normally advertises….times 10 because it’s the holidays.

And herein comes one of the powers of print…standing out from the digital crowd. As marketers increase their budgets to try and capture the holiday shoppers, keeping a consumer’s attention may be even harder. Print advertising, however, has an advantage that digital can never copy because its based on how our brains work.

According to the USPS, the part of our brain that controls motivational response is 20% more engaged when we view print advertising. The real power of catalogs is how they increase the vividness of a product by allowing the consumer to visualize the product’s usage (Harvard Business Review). Humans are visual people. We like to see how the product can be used, and catalogs are a great way to deliver that visual.

Combine the powerful impact of print with the nostalgia of the holidays and you’ve got an award-winning duo.

Beyond the Holidays

When the New Year has been rung in, the lights have been taken down and ornaments put away, the holidays might be over, but the power of the catalog is not.

“Catalogs are a great way reach your consumers in a captivating way. With exceptional print and paper quality, it creates an entire immersive experience for the consumer that can never be replaced with digital alternatives.”

Mark Groff, VP Eastern Region Sales

We’d love to talk to with you about harnessing the power of print for your brand! Find out more at nahan.com/direct-marketing-solutions/catalog-production/.

Using Data to Develop Informed Creative

Posted on September 15, 2022March 21, 2023 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

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

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 August 30, 2022March 21, 2023 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?

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

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 Risk in Not Testing Your Direct Mail

Posted on August 17, 2022March 21, 2023 by Bryan.Formhals

Author: Alan Sherman, VP Marketing Strategy

If you’ve been in the direct marketing space for any amount of time, you’ve certainly heard about the importance of testing. But “testing” means different things to different people, and we see people approach it in a variety of ways. My colleague, Maggie Stack, recently published a blog on Direct Mail Testing. Consider this a prequel – insights into the risks of not testing.

Testing “Approaches” Run the Gamut

Some marketers don’t test on a consistent basis or simply don’t test at all. After mailing the same creative package, list or offer, for months or even years on end, they experience the inevitable performance decline, and think it may be time to test a new creative. Their creative team or agency offers a new creative that hopefully out-performs the old one and then the process repeats itself. Still other marketers occasionally test but are so risk averse that they test small creative attributes, such as a headline in a letter or on an envelope, which rarely moves the performance needle. And data testing happens less frequently than creative testing, even though data has a more significant impact on results.

A Fear of Testing

Why the reluctance to test? Some marketers simply don’t know how. Others may not want to risk the company’s budget on a test that may not out-perform the control. Sometimes it’s a combination of the two – “I don’t know how – so why take the chance?”

What About Data Testing? I hear less about this than creative testing.

Why is there so little data testing? Data can be tougher to test – nowadays it would be less likely for us to test an entire list. With the cost of postage, we must be as precise as possible. Segments or model groups within an audience are not always easily explained or understood. Many lists should not be mailed without the use of effective predictive models to rank prospects. It feels riskier than changing a creative headline, or maybe data is managed by another group in the organization. Maybe the data testing setup and measurement can feel daunting. We can hold and touch creative – it feels more “real” than data and many of us like to think we intuitively know what works in creative when it’s sometimes best left to the direct mail creative experts. 😊 And yet data has a larger impact on response than creative.

The Risk in Not Testing Your Direct Mail

Some might apply the old saying “If it ain’t broke, don’t fix it” to direct mail testing. I would argue if it ain’t broke yet, it will be some day. I would say that there is greater risk in NOT testing. Every creative package’s performance declines over time, and if you wait until that happens you could find yourself many months away from a new, high-performing package. The same applies to data. Doing nothing is short-term thinking that, over time, delivers inferior results. Regular testing is an investment that puts the long-term odds in your favor. Every test is an opportunity to learn and improve.

How frequent should testing be done?

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.

We can make testing work for you. Testing is both art and science – Nahan offers both. We will continue to cover various aspects of testing in upcoming blogs.

Are you currently testing your direct mail programs?

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

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!

Excitement Continues With The Success of Nahan’s East Coast Facility

Posted on August 9, 2022August 9, 2022 by Bryan.Formhals

Author: Michael Henry, VP Operations

As announced in April, Nahan recently acquired a second facility in Montgomeryville, Pennsylvania. It has been an exciting past several months ramping up the facility and launching production. Our team is incredibly proud of all the hardworking individuals who made this addition possible.

From preparing equipment, to hiring a work force, to installation of new branding, and much more, many people had a hand in the success of this addition that enables faster speed to market.

To celebrate this progress, we asked members of our Leadership Team to share a few sentiments regarding the facility and its team.

“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.”

“Marketers are seeking integrated solutions to increase agility, efficiency, and effectiveness,” said Mike Logar, SVP Sales and Marketing Services. “The addition of Nahan East 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. We are super-pumped to have our PA facility online and are proud of the efforts by everyone who contributed to the launch.”

Aaron Weekes, VP Information of Technology and Adam Rohde, Manager of IT, had significant roles in getting all the technology in the facility in working order. Aaron stresses that the addition of this location is fantastic, “but the best thing about it is the amazing people. The team there takes pride in their work, they are knowledgeable about what they do, and are fun to work with as well.”

The exceptional team dynamic that has been cultivated at this location is a testament to the amazing people at this location. Dawn Volante Brown, VP Business Services says “I am impressed by the level of the energy and collaboration created between both our St. Cloud and Montgomeryville locations. We are quickly becoming a global Nahan with the benefit of two geographic locations.”

As the VP Operations of Nahan East, I am incredibly excited about the progress so far and I’m looking forward to expanding and growing the facility to support the platform in the months ahead.

Author Bio: Michael Henry is the VP Operations at our facility in Pennsylvania. He joined Nahan in 2022 and has over 30 years of leading and direction organizations, bringing valuable leadership experience in the direct mail industry. Away from work, Mike enjoys spending his time on the Chesapeake Bay in Maryland with his family and friends.

3 Benefits of Behavioral Targeting in Direct Mail Campaigns

Posted on July 8, 2022March 21, 2023 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

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

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!

Gen Z and Direct Mail: Reaching the Newest Consumers

Posted on February 23, 2022March 21, 2023 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

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

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!

Expanding Our Portfolio of Services – Introducing Marketing Services

Posted on January 15, 2021February 23, 2021 by Bryan.Formhals

Author: Alan Sherman

For almost 60 years, Nahan has been known for an emphasis on high quality production, distribution, and design. Our clients are a blue-chip group of direct mail and catalog marketers.

In a marketing climate that is increasingly competitive and further challenged by a global pandemic, we are building upon our success and offering clients a true end-to-end omnichannel marketing solution, driven by a team of experts across strategy, data, and creative.

Crafting a Solution Around What Works

In doing so, we are positioning our marketing services around what drives client success. In direct mail, response is driven by 3 top-line components: the data, creative, and the offer. Supporting and “orchestrating” all of this is the strategy, with an overall plan of action that often optimizes all three of these elements for best results.

Targeting Crucial for Success

Research indicates that the right data or list, is the single most important factor in prospect or customer response. An investment in direct mail is wasted against the wrong audience. Proper data selection, whether it is a targeted list selection or through the application of predictive analytics, is essential for success. We can drive enhanced performance via additional, proven sources often priced at levels that clients cannot obtain on their own.

Creative Designed Specifically to Drive Response

Our skilled and experienced team is highly focused on applying a series of creative best practices that get respondents to take action. High performance creative is much more than small, iterative changes to an existing creative control. It means re-tooled responsive design, copy and often the introduction of new direct mail formats. This is where the big gains in response are realized. Depending on the client, it may mean development of a rotation of creative controls, especially when targeting an audience more than once.

Hooking Them With a Well-Written and Properly Located Offer

The creative offer is what hooks potential customers. Offers themselves may sometimes be limited by what a client is able to provide, but how they are presented, messaged and supported by benefits is key to response success. A well-constructed offer with supporting benefits is compelling, hooks the reader, establishes credibility, reverses perceived risk, and includes a strong, urgent call to action.

Tying It All Together with Strategy

Well-developed strategy effectively brings these key components together. It may include analyzing past performance, scoping and ranking the right universe, putting an A/B or multivariate test plan together, providing guidance on the campaign, measuring the results and then applying the learning for continued, ongoing performance improvement. This may mean expanding the marketing plan, utilizing various approaches to reach the same people with multiple contacts across additional, integrated marketing channels. We have long known that omnichannel programs perform best.

An End-to-End Solution Makes for Cost Efficiencies and Higher ROI

Pairing some or all of your direct marketing efforts with high-quality production and smart postal strategies produces cost and time efficiencies, which leads to greater Return on Investment. We are already hard at work helping clients achieve better results for 2021 and are eager to help you be successful as well! Please reach out to me at alan.sherman@nahan.com if you would like to learn more about our marketing services.

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.

The Power of Trigger Mailings

Posted on November 5, 2020April 8, 2021 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:

How can I take a first-time customer and turn them into a loyal customer?
How can I take a customer back to the buying journey with their abandoned cart items?
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.

Get to Know Nahan’s Marketing Manager: A Q/A Session with Melissa Fransen

Posted on July 27, 2020July 27, 2020 by DigitalTeam

Author: Tracy Tougas, Account Executive

Keeping Nahan’s name and quality reputation popping up on Social Media, planning events, creating eye-catching and poignant external marketing materials, and helping to retain Nahan employees is just part of the short list of what Melissa Fransen does here at Nahan. She is a burst of positivity and is always working two steps ahead. I’ve had the opportunity to get to know Melissa and thought you would all enjoy getting to know her a bit too!

Marketing Extraordinaire

Melissa, why did you choose the marketing field?

I love to think differently. I love to create. I love to push boundaries and drive results. That is what I love about marketing and why I chose the career.

What is your favorite part about working at Nahan?

I can’t pick just one. First, and foremost, I love the people. The people at Nahan are truly outstanding and I’m thankful to be surrounded by great co-workers.

Secondly, since I love marketing, there is just something about seeing something come to life. Seeing a brand’s artwork go from a design to a beautifully crafted tangible marketing piece is something truly awesome. Day in and out I get to see what goes through the doors at Nahan, and it’s really something! I’m blown away with what we do. (Interested in seeing some of our work? Request a sample pack).

Tell us about one of your favorite Nahan capabilities?

I’m truly amazed at the capabilities of Variable Data Printing. I’ve been in the marketing field my entire career and before starting at Nahan a little over three years ago, to be honest, I didn’t know that technology like VDP even existed in print technology. It’s amazing how the power of data can be utilized to create a truly customized marketing piece. Instead of doing a campaign of 50,000 of the same exact artwork to 50,000 customers, you can do 50,000 customized unique pieces to 50,000 people and each one will be customized to that specific individual. I love data and the technology component of VDP. API integrations, CRM systems, and custom marketing programs get me excited since there is so much potential with it!

What is the favorite project that you’d worked with in the last year?

I’d say it was our website launch. We launched our new website in Sept. of last year and as anyone in the marketing field knows, it’s A LOT of fun and it is A LOT of work. I’m really proud of what the team accomplished and we worked with a fantastic partner to bring our vision to life! It was also really fun to discover some really amazing talent we have on our team from awesome photographers to fantastic writers and editors that are contributing to our blog. Check out our website!

On which social media platforms does Nahan appear?

We are on LinkedIn, Facebook, Instagram, and Twitter. Follow us to stay in touch!

What do you like to do outside of work?

I love spending time in the outdoors! I like to fish with my husband Mark and we spend a lot of time with family and friends. We have large extended families and live an active life and I’m very thankful for that! There is always something or someone to celebrate. I enjoy traveling. I also like to play the piano and have played since I was six years old. I’ve really been enjoying teaching a few students of my own. With more time at home with the pandemic, I’ve been enjoying reading (which I haven’t done in a while), gardening, and planting flowers.

Melissa Fransen with one of her great catches.

How has COVID-19 changed your role and the marketing Nahan is doing?

Over the past several years, we’ve had a big presence with conferences. Most of our largest conferences have been canceled and we’ll be participating in our first virtual conference this Fall. So, that has changed for us. Our social media presence has been growing, along with our followership, so we’ve been staying very active on our social media pages. We’ve ramped up our direct mail efforts since we are in the industry and we know it drives results. We’ve also kicked off an eNewsletter so we can stay in close contact with customers, job seekers, and more. Since we aren’t having client visits, doing in-person job fairs, and more, this helps us stay connected. (Interested in signing up for the eNewsletter? Sign up below in the footer of our web page).

Tell me something recent that you are proud of…

In 2019, I became a certified Social Media Strategist (SMS) with the NISM. I’m working on my CEU credits currently to keep up with my certification. With the marketing industry constantly changing, I think it’s important to continuously learn so I can stay at the top of my game. In the last 5 years, I’ve obtained this SMS certification and five HubSpot certifications.

I also enjoy volunteering and making others smile. I’ve participated in several volunteer activities over the last couple of years, including United Way volunteer events. Some of my favorites have included writing thank you letters to Veterans, an activity day at a local Nursing Home, and making tie-blankets for babies in the NICU.

Author: Tracy Tougas

Tracy works at Nahan as an Accounting Executive partnering with our National Sales Reps to build customer relationships and meet customer needs. She has been at Nahan 12+ years and another 2 back in the 90’s. In her spare time she enjoys traveling, gardening, hiking, cooking and spending time with friends and family.

Five Benefits of Print Marketing

Posted on April 28, 2020April 9, 2021 by Bryan.Formhals

Author: Camille Lehmann, Marketing

To be successful in advertising a product or service, it is not a question of which medium of marketing is best – print or digital – but how to combine their benefits. Both print and digital marketing methods are an essential component of an integrated marketing mix. Ignoring one method means ignoring part of the population and potentially part of your target market. As a printing company with over 50 years of experience, we’ve seen our fair share of print marketing materials and how they have impacted the world. Today, we’re sharing the top five benefits of print marketing and how they improve your integrated marketing mix.

Brand Recall

When consumers open their mailbox and receive a piece of direct mail or a catalog, they are able to physically touch it and open it – tangible attributes that are not available in digital marketing. Research has shown that the effects of tangibility impact brand recall. Consumers are 75% more likely to recall a brand after seeing it in a print ad, as compared to 44% for a digital ad (Adstream, 2018).

Greater Open Rates

A consumer’s email inbox is likely to be cluttered with many promotions, updates, and announcements – with more being added continuously. In all the clutter, many email marketing campaigns will not be opened (Pulcinella, 2017). Receiving a beautifully designed print advertisement in the mail stands out to be opened right away.

Increased Attention

The images on printed marketing materials are more saturated than those viewed on a computer screen. The mix of more attractive colors and the sensation of touch leads to keeping the reader’s attention. Most emails if opened, are quickly skimmed and disregarded. Consumers are more likely to take their time in deeply and thoroughly reading printed material (Nelson, 2019).

Repeated Exposure

As mentioned above, many emails are simply deleted once opened. Printed materials have the ability to last longer. A catalog that is placed on the kitchen table is more likely to be seen multiple times than an email in a consumer’s inbox. On the Internet, so much is fighting for the consumer’s attention. Ads disappear as quickly as they appear, rendering many of them unseen (Twose, 2019). Materials that are printed have higher durability and the potential to be seen more frequently.

Consumers Trust Print

Professionally printed marketing materials come across as more trustworthy than online ads that can appear like a scam. According to a survey completed by Marketing Sherpa, 82% of Americans trust newspaper and magazine ads compared to only 39% who trust Internet banner ads (Burstein, 2017). Using printed materials aids in being viewed as a trustworthy and professional business or organization.

The facts are undeniable – print marketing is a must to have a promotion reach its potential and be viewed by its entire target market population. Interested in learning more about printed materials? Visit our marketing services page or contact us to find out how you can get started.

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 is currently pursuing her master’s degree in Marketing with a specialization in Project Management. In her spare time, Camille enjoys writing, going to coffee shops, and spending time with friends and family.

References

Adstream. (2018). 8 things print advertisers need to know in a digital age.

Bursetin, D. (2017). Marketing Chart: which advertising channels consumers trust most and least when making purchases. Marketing Sherpa.

Nelson, R. (2019) 4 reasons print advertising is still important. Outreach Media Group.

Pulcinella, S. (2017). Why direct mail marketing is far from dead. Forbes.

Twose, D. (2019). Marketing Knowledge.

Nahan Provides Print & Mailing Solutions for Many European Brands Marketing to US Customers

Posted on February 12, 2020April 8, 2021 by DigitalTeam

Author: Melissa Fransen, Marketing Manager

One of the questions that we frequently get asked is if we provide print and mailing solutions to an International customer base that is interested in mailing to the US Market. The answer is a resounding Yes!

In fact, this continues to be one of Nahan’s specialties and something that we feel truly continues to set us apart in the industry. We have quickly become a printer of choice for retailers and agencies alike in the European market.

Nahan Provides Print & Mailing Solutions for Many European Brands Marketing to US Customers

“If you are a start-up or even an established brand looking to market to a US audience and are looking for a trusted print partner, look no further, our team at Nahan is here to become a seamless extension of your marketing team. We continue to work with so many great people abroad that have become not only clients but good friends, that really trust our Quality & Service.”
Kelly Marthaler, US & International Catalog/Direct Mail Sales Consultant

Commonly Asked Questions

1. We have formats developed for our UK audience and foreign postal requirements. How do we convert our formats to meet the US postal requirements?

Nahan is highly experienced in working with customers to develop efficient size formats for the US postal stream. Weights and size formats that work in Europe don’t always work here in the US. We specialize in adjusting these sizes or format templates to US formats to help minimize cost and reduce postage rates. Our focus is really on guiding clients closely through the entire process.

2. What about paper? How does this work?

Our team at Nahan is very familiar with foreign paper spec differences and can help transition to US paper stocks that are of equal or greater paper quality and still be competitively priced.

3. With the time difference, can I expect a quick turnaround on quotes?

At Nahan, you can expect a quote within 24 hours or less. We take a lot of pride in quick-turn quotes and communication. You can come to expect the same timely response from our purchasing and customer service teams even when your office is in a foreign country.

4. What about mailing schedules? How does this work?

Our postal/logistics team at Nahan works with our customers to develop timely schedules based on in-home dates. We walk through this entire process with each of our foreign clients to ensure there is a clear understanding of what in-homes dates work best with each individual marketing plan and how we can minimize cost as well.

5. What about USPS postal promotions, can I take advantage of these?

Absolutely. Our team at Nahan will guide you through the promotions process to ensure you are getting the most cost-effective rates based on your marketing objectives.

6. What about mailing to other markets, such as Canada?

At Nahan, we utilize the assistance of a third party partner to mail to other foreign markets, such as Canada, and do this quite frequently. We are close proximity to Canada so this is a very close entry point for us.

7. I’m new to this – how do I even start?

Many of our customers that start out with us don’t have experience in expanding their mailing to the US market. No problem at all! We’ll be very happy to guide you through this process so maximum ROI can be achieved. We want to take the stress of printing and mailing here in the US out of each foreign marketer’s job.

Interested in learning more about Nahan’s mailing and marketing services? Contact us today!

The Fine Art of Finishing Print

Posted on February 4, 2020April 8, 2021 by DigitalTeam

Author: Jim Hesch, Customer Service Leader

Focusing on quality and unique capabilities sets us apart. It’s all in the Presentation.

For the person who, in the end will open your envelope, mailer or book, it is all in the presentation.

Beautiful color, gloss or dull techniques, metallics and foil, or attention grabbing raised gloss UV can certainly grab one’s attention. Using an emboss sculpture die to make a message stand out and look 3D or a tactile coating can enhance a piece, too. A cool fold, pop up, or even an iron cross are tried and true attention grabbers for the end user.

Nahan’s Focus on Finishing

At Nahan, we pride ourselves on the Finishing of our pieces; the presentation, with good quality binding and complicated inserting. Our team is dedicated to make sure the quality of the piece compliments the goal of your recipient, which is ultimately to successfully reach them and get them to open the piece.

“I love working in Finishing, no two days are the same and no two books are the same. It’s the collaboration that makes it fun. I am always learning. Yeah, we are obsessed with going the extra mile.”
– Jim Dombrovski, Finishing Shift Leader

“For those of us who are passionate about Finishing, we get to take a nicely printed sheet and turn it into something cool, and we get to touch it and see it before the customer ever gets to see it.”
– Doug Karls, Trainer

Developing Creative Solutions

We have an incredibly creative team to help you find that eye-catching piece; something unusual or unique and are able to complete affordably. Our capabilities are unique, customizable, and with our creative staff, can be game changers. Check out our marketing services page for more!

In the end, we really like Finishing (first).

Resources

Sappi has a wonderful series of publications that can help you in your creative presentation endeavor.

Check out Bindery Techniques issue #6: https://www.sappi.com/standard-volume-6

Or Issue 4, scoring and folding: https://www.sappi.com/standard-volume-4%E2%80%94scoring-folding

The Neuroscience of Touch: https://www.sappi.com/the-neuroscience-of-touch.

Another fun series in finishing techniques is the Fold Factory, Fold of the Week. Check out their YouTube Videos for inspiration and ideas.

Have Fun, Stay Warm and Tip On…

Our Blogger is Jim Hesch, a manager here at Nahan Printing. Jim has been in the printing trade since 1973 and has a passion for finishing and customer service.