Dynagraphics Printing https://dynagraphicprinting.com Your Quality Commercial Printer Tue, 25 Jun 2019 21:27:22 +0000 en-US hourly 1 https://wordpress.org/?v=4.9.10 How Strong Is Your Direct Mail Foundation? https://dynagraphicprinting.com/how-strong-is-your-direct-mail-foundation/ Wed, 19 Jun 2019 15:17:23 +0000 https://dynagraphicprinting.com/?p=1744 Designing a new direct mail campaign? Let the creativity flow! However, the basics still need to come first and Dynagraphics is happy to share with you some things to to consider. Mailing list Is your mailing list current? Are you mailing to the right people? Are the names up to date? Are there duplicates (or [...]

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Designing a new direct mail campaign? Let the creativity flow! However, the basics still need to come first and Dynagraphics is happy to share with you some things to to consider.

  1. Mailing list

Is your mailing list current? Are you mailing to the right people? Are the names up to date? Are there duplicates (or even triplicates) that need to be culled?

  1. Segmentation

Whether or not you are doing full personalization, your mailing should still use basic segmentation. If you’re selling homeowners insurance, for example, you’ll speak differently to families with children than you will to retirees.

  1. Data accuracy

Especially if you will be personalizing, it’s a good idea to cross-reference your data. You can assume that customers purchasing infant formula have young children, but maybe they are grandparents picking up necessities for their grandchildren, too. If customers subscribe to “New Baby” magazine, however, you can have confidence that they have young children at home.

  1. Call to action

Too many mailings suffer from not having a call to action. CTAs are critical to moving people to action, so make the CTA visible. Make it bold, or use brightly colored lettering. Readers can’t respond to a CTA they don’t see.

  1. Multiple response mechanisms

Consumers’ lives are cluttered and over-scheduled. The more ways you can give them to respond, the more likely they are to do so. If you are using personalized URLs, include a personalized QR Code in case they want to respond via a mobile device. Give people a general URL, but also a tear-out card and a phone number. Pre-fill as much information as you can.

  1. Bullets and white space.

Busy consumers don’t have time to read. When designing for direct mail, think “infographic.” Use bullet points, numbered lists, and graphic elements—anything that makes the information accessible with a quick visual scan.

  1. Include a PostScript

Did you know that the P.S. is the most read part of a letter? Use this area to reiterate your key points and CTA. If people don’t read anything else, they’ll read that.

Dynagraphics has the expertise to make your marketing campaigns a success. Reno and beyond. Reach out early to discuss your next mailing and marketing efforts.

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Some Great Ways to Utilize Color. https://dynagraphicprinting.com/some-great-ways-to-utilize-color/ Thu, 16 May 2019 15:02:40 +0000 https://dynagraphicprinting.com/?p=1741 Color is a critical element of any marketing program. In fact, a new study from Go Inspire Group found that, increased design vibrancy produced an overall revenue increase of 20%.[1]But color isn’t just for images. Dynagraphics Printing has seen this first hand when creating in-house marketing pieces for our company as well as our clients [...]

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Color is a critical element of any marketing program. In fact, a new study from Go Inspire Group found that, increased design vibrancy produced an overall revenue increase of 20%.[1]But color isn’t just for images. Dynagraphics Printing has seen this first hand when creating in-house marketing pieces for our company as well as our clients in Reno and throughout the country.

With a little creativity, you can find great new ways to grab attention and draw your customers’ eyes to places in your printed materials that you want them to look. Here are five places to get started. Eye-popping envelopes.Unless you are sending a postcard, the outside of the envelope is the first thing people see. If your envelope is a bright, vibrant color in a sea of white envelopes, it will be the first one people reach for.

  1. Make the offer stand out.Place text in brightly colored call-out boxes or use colored or highlighted text inside the body copy. Use color to say what it does best, “Look at me!”
  2. Highlight the call to action.Place your call to action (CTA) in a strategic location and use color to draw your reader’s eye. Place the CTA in a starburst or use an oversized font in a bright “can’t miss me” color.
  3. Add a teaser.By using teaser copy on the outside of the envelope, your message gets seen before readers even open the flap. Think “10 days to save!” or “Save 25% today!” You can add teasers to the white space around the body copy of the inside letter, too.
  4. Add a Postscript.Studies show that the postscript of a letter is what most people read first. Seize the opportunity by using colored text to reinforce the key elements of your message. Be sure to include the offer and the CTA. People often read postscripts when they don’t read anything else, so grab even more attention by making it in color.

Vibrant color is a powerful tool. Are you leaving opportunities on the table? Talk to us. Dynagraphics Printing has the expertise and experience to help your company grow.

 

[1]https://www.crmxchange.com/Press_Releases/Go_Inspire_Group_study_reveals_improved_net_revenue_from_variable_printing_of_targeted_direct_mail.aspx

 

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5 Variables in Your Personalized Print Success https://dynagraphicprinting.com/5-variables-in-your-personalized-print-success/ Mon, 08 Apr 2019 15:05:13 +0000 https://dynagraphicprinting.com/?p=1737 As marketers, we know that personalizing your print and email communications works. But how well? Metrics from personalized campaigns range from single digits to nearly 100%. It’s always tempting to compare your campaigns to others, especially those in published articles or case studies. However, you can’t necessarily tell the success or profitability of a campaign [...]

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As marketers, we know that personalizing your print and email communications works. But how well? Metrics from personalized campaigns range from single digits to nearly 100%. It’s always tempting to compare your campaigns to others, especially those in published articles or case studies. However, you can’t necessarily tell the success or profitability of a campaign by the top-line numbers alone. The most important metric is the overall return on investment (ROI).

Why is that? Let’s look at five variables associated with response rates and how they can impact results.

  1. Who’s your audience?If you send your mail piece to everyone on your list, you will receive a lower response rate than if you send to your best customers or a carefully selected demographic sub-set.
  2. What’s your goal?Are you trying to get someone to sign up for a free newsletter or buy a $50,000 car? Some offers naturally get higher response rates than others.
  3. What is the incentive?For its high-value products, one marketer regularly generates 21% to 75% response rates based on offering high-value rewards like remote control cars or sets of personalized golf clubs. But not all incentives will generate the same results.
  4. Cost of the product?You will get more responses to offers for products under $50 than for high-value products and services like family vacations and financial services.
  5. Are you regional or national?Sometimes regional marketers have a better chance at grabbing recipients’ attention just because they have a local connection. Known brands versus unknown brands makes a difference, as well.

So don’t compare yourself to others. Many variables can affect response rates. Your metrics will be unique to you, and in the end, your ROI is the only number that counts!

 

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How to Meet Your Deadlines Every Time https://dynagraphicprinting.com/how-to-meet-your-deadlines-every-time/ Thu, 21 Mar 2019 15:04:43 +0000 https://dynagraphicprinting.com/?p=1735 There are a lot of moving parts to any marketing campaign. The printing and mailing (or, if you are incorporating digital channels, text or email blasts) is only the last link in the chain. To ensure that the final deadline is met, you have to work backwards to ensure that each individual component is on [...]

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There are a lot of moving parts to any marketing campaign. The printing and mailing (or, if you are incorporating digital channels, text or email blasts) is only the last link in the chain. To ensure that the final deadline is met, you have to work backwards to ensure that each individual component is on schedule.

How do you stay on track? At the start of every project, ask yourself the following questions:

  1. What is the final deadline you are trying to meet?
  2. Who is writing the copy and how long will it take?
  3. Are you using stock images or creating the artwork yourself? Who is making those decisions and how long will that take?
  4. Who will be doing the design and layout? What is the time budget for that?
  5. How long will it take to print, finish, and mail the piece?
  6. How many approvals do you need? How much additional time to you need to add for those?

The first answer provides your end date. Once you have that, you can work backwards to determine your start date. Pad each time estimate by a factor of 1.5 to 3 times depending on your confidence in the numbers.

Once the project is complete, look back at how well you stuck to the timeline. Did you stay on schedule? If not, where did you get bogged down? What needs to be adjusted to create a more accurate time estimate next time?

Don’t beat yourself up for making mistakes. Along the way, you learned something, such as when your creative staff says, “It takes us one day to turn around the proof of concept,” they meant two days, or that you forgot to take into account transportation time when you made your project plan.

Staying on schedule takes practice . . . and smart planning. If you’re new to the process, don’t go it alone. We have tons of experience in project planning. Just ask!

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5 Benefits to Having an Up-to-Date Mailing List https://dynagraphicprinting.com/5-benefits-to-having-an-up-to-date-mailing-list/ Mon, 25 Feb 2019 20:05:56 +0000 https://dynagraphicprinting.com/?p=1731 With today’s tight budgets, every marketing dollar counts. You don’t want to be printing, folding, and mailing to inaccurate or nonexistent addresses or to people who haven’t lived at an address in 20 years. Investing in your mailing list can pay off big. But there are other reasons to invest in a clean, up-to-date mailing [...]

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With today’s tight budgets, every marketing dollar counts. You don’t want to be printing, folding, and mailing to inaccurate or nonexistent addresses or to people who haven’t lived at an address in 20 years. Investing in your mailing list can pay off big. But there are other reasons to invest in a clean, up-to-date mailing list, too. Here are five of them.

  1. Customers expect you to get it right.

Nothing says, “We don’t really care” like a misspelled name or street address. Sure, your mailer might get there (eventually), but at what cost? Keeping your list up to date ensures that your target audience knows that you care enough to get it right.

  1. 2. It helps with personalization.

Accurate, up-to-date lists are the starting point for creating relevant, personalized communications. Relevance starts with an accurate geographic address. From there, you can build in other variables that improve your targeting efforts, but it all starts with the right city-state-ZIP.

  1. It provides anchor points for identification.

As you build your database, up-to-date street addresses provide anchor points for accurately identifying each individual in your list. For example, is Jane C. Doe the same as Jane Doe? Are Bob Jones and Robert Jones, Jr. the same person? By cross-referencing by physical address, you can find out.

  1. It improves targeting.

Once you have accurate addresses for each of the people in your list, you can begin to build more detailed profiles of each. Now you can begin to match records from multiple sources to build composite profiles that help further personalize your communications.

  1. It saves money.

When you are working with an accurate list, you save money not just by eliminating mail pieces to nowhere. You also save money by not duplicating pieces to the same individual or household. Clean, accurate lists save you money—sometimes, a lot of money.

So invest in your mailing list on a regular basis. It not only helps you create an accurate, up-to-date profile of your customers that saves money, but also, because your email, social, and mobile marketing draw off the same list, it benefits your targeted marketing in other channels, too.

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Color Makes an Envelope Shout “Open Me!” https://dynagraphicprinting.com/color-makes-an-envelope-shout-open-me/ Thu, 14 Feb 2019 20:03:42 +0000 https://dynagraphicprinting.com/?p=1729 As human beings, we are naturally drawn to color. When most mailings are in black-and-white, doing something as simple as adding color to the outside of your envelopes can make your envelope scream, “Open me!” An early mail openability study conducted by NFO/Pitney Bowes found that mail recipients were more likely to open an envelope [...]

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As human beings, we are naturally drawn to color. When most mailings are in black-and-white, doing something as simple as adding color to the outside of your envelopes can make your envelope scream, “Open me!”

An early mail openability study conducted by NFO/Pitney Bowes found that mail recipients were more likely to open an envelope if it contained a teaser, especially a teaser printed in red.[1]The value of color was reinforced by a later Leflein Associates study, which found that 69% of people are more likely to open a mail piece with color text and graphics on the front than they are when the envelope is plain.[2]

Because adding color makes it more likely that recipients will open the envelope, making this investment for your next campaign can significantly boost your ROI.

Here are six places you can add color to your envelopes if you’re not already doing so:

  • Add your company logo
  • Use four-color marketing images
  • Test bright banners and borders
  • Play with fun, colorful backgrounds
  • Add colorful indicia
  • Test outlines of the state in which they live
  • Use color everywhere — try a colored envelope itself!

When was the last time you added color to the outside of your envelopes? If the answer is not in a long time (or never), what are you waiting for? Let us help!

 

 

[1]https://www.thefreelibrary.com/Pitney%20Bowes/NFO%20Study%20Reveals%20Types%20of%20Mail%20That%20Consumers%20Will%20Open.-a053025033

[2]https://www.macpapers.com/usps/wp-content/uploads/2016/02/USPS-Infographic-final.pdf

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Are You Doing These 5 Things for Personalization Success? https://dynagraphicprinting.com/are-you-doing-these-5-things-for-personalization-success/ Wed, 06 Feb 2019 20:02:55 +0000 https://dynagraphicprinting.com/?p=1727 What is the difference between a great personalized print campaign and a flop? Adhering to best practices. Knowing today’s best practices can make the difference between a good campaign and a great one. Let’s look at five best practices for 1:1 (personalized) print marketing that you should be using in all of your campaigns. 1.Stay [...]

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What is the difference between a great personalized print campaign and a flop? Adhering to best practices.

Knowing today’s best practices can make the difference between a good campaign and a great one. Let’s look at five best practices for 1:1 (personalized) print marketing that you should be using in all of your campaigns.

1.Stay focused.Know — really know — your target audience and the goals you are trying to achieve. This allows you to focus your message and make it more relevant.

  1. Keep it clean. Nothing can make a personalized campaign seem more impersonalthan misspelled names or outdated data. Cleanse and update your mailing list on a regular basis.
  2. Know what’s behind the data. Data is just data — numbers in a spreadsheet. It’s up to you to use that information to create messaging that resonates with the recipient. All the personalization in the world won’t help if the recipients don’t see the relevance of the communication.
  3. Think “integration.”All direct mail campaigns need a great message and creative. If you reinforce this message across multiple channels, such as following up with a personalized email or text, this consistently increases the chances that someone will respond.
  4. Do what works.How do you know your efforts are working? Test different approaches, offers, and variables in the campaign. Test one element at a time against the control. Learn what works best for your audience and what doesn’t.

Success with personalized print doesn’t happen by accident. It takes planning and strategy. By putting these best practices to work, you can get the most out of your next personalized print campaign.

 

 

 

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Informed Delivery: A Gift to Marketers https://dynagraphicprinting.com/informed-delivery-a-gift-to-marketers-2/ Thu, 10 Jan 2019 19:34:33 +0000 https://dynagraphicprinting.com/?p=1722 Do you take advantage of the United States Postal Service’s Informed Delivery service? If not, what are you waiting for? It’s a gift to marketers if you understand how to use it. Informed Delivery is a free service offered by the USPS. Consumers sign up, and every morning they receive an email with black-and-white images [...]

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Do you take advantage of the United States Postal Service’s Informed Delivery service? If not, what are you waiting for? It’s a gift to marketers if you understand how to use it.

Informed Delivery is a free service offered by the USPS. Consumers sign up, and every morning they receive an email with black-and-white images of the mail that will be arriving that day. In addition, you can include a “ride along” image and clickable link, for an even more relevant and impactful message.

How does it work? The USPS is scanning the mail during mail processing. With Informed Delivery, it repurposes those images into a user-friendly Informed Delivery Digest that adds even greater value to the mail.

This is great for marketers. By being given a heads-up on what’s arriving in their mailboxes each day, consumers can plan. They might not plan to be home for a bill to arrive, but they might plan to be home for a check, a letter from Grandma… or a great marketing offer.

Informed Delivery can also change consumer behavior. Say someone is planning to go out Saturday morning to purchase a couch. They intend to go to the furniture store right next to their home, but that morning, they see their Informed Delivery Digest with a coupon from your store a little further away. They decide to wait until the mail arrives to use the coupon rather than shopping at your competitor’s store as they’d planned.

Is there anything you need to do differently to take advantage of Informed Delivery? No, but there are some tricks to make it more effective.

  • Informed Delivery uses images of the front of each mail piece, so if you are mailing envelopes, don’t just think about the contents. Design your promotion with the front of the envelope in mind, too.
  • Make a clear, compelling version of your full offer visible on the front of the mail piece so it shows up in the Informed Delivery Digest.
  • Consider using postcards where the entire offer is captured in the Informed Delivery image rather than just elements visible on the envelope.
  • Hone your messaging, incentive, and call to action so they can be effectively communicated in an envelope-sized space.
  • Add images to the outside of the envelope to increase the stopping power of the digital image, as well as the printed one.

USPS Informed Delivery is a gift to marketers. Talk to us about how you can design your marketing pieces to take full advantage of it.

 

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Pantone’s Color of the Year: Living Coral https://dynagraphicprinting.com/pantones-color-of-the-year-living-coral/ Thu, 03 Jan 2019 19:33:34 +0000 https://dynagraphicprinting.com/?p=1720 It’s here! Pantone’s Color of the Year for 2019. It’s Living Coral, Pantone 16-1546. After considering trends in everything from fashion to décor, Pantone announced this vibrant, yet warm color as it top pick. In a world filled with uncertainty, Pantone chose Living Coral for its warmth and optimism. After all, what better to represent [...]

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It’s here! Pantone’s Color of the Year for 2019. It’s Living Coral, Pantone 16-1546. After considering trends in everything from fashion to décor, Pantone announced this vibrant, yet warm color as it top pick.

In a world filled with uncertainty, Pantone chose Living Coral for its warmth and optimism. After all, what better to represent hope than the beauty of the coral reef, a coastal community teaming with life?

Notes Pantone:

In reaction to the onslaught of digital technology and social media increasingly embedding into daily life, we [as human beings] are seeking authentic and immersive experiences that enable connection and intimacy. Sociable and spirited, the engaging nature of Pantone 16-1546 Living Coral welcomes and encourages lighthearted activity. Symbolizing our innate need for optimism and joyful pursuits, Pantone 16-1546 Living Coral embodies our desire for playful expression.[1]

How can you tap into the opportunity?

  • Use Living Coral for borders, backgrounds, and even text.
  • Select images that contain color(s) similar to Living Coral (or that are complementary to it) and incorporate them into your design.
  • Even consider using Living Coral for envelopes. Bring your audience a sense of optimism and cheer as soon as they take the mailer out of the mailbox!

Pantone’s announcement lets you capitalize on this fun and meaningful color that we’ll be seeing a lot of this coming year. So engage your creativity. How will you use Living Coral?

 

[1]https://www.pantone.com/color-intelligence/color-of-the-year/color-of-the-year-2019

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Why Some Personalized Mailings Just Work Better https://dynagraphicprinting.com/why-some-personalized-mailings-just-work-better/ Wed, 28 Nov 2018 17:00:14 +0000 https://dynagraphicprinting.com/?p=1712 When it comes to increasing response and conversion rates, personalized communications are a powerful tool. However, don’t think that all personalization is equal. It isn’t. To get great results, you must use the right variables with the right audience in the right way. Response rates for personalized mailings can vary widely. One study found response [...]

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When it comes to increasing response and conversion rates, personalized communications are a powerful tool. However, don’t think that all personalization is equal. It isn’t. To get great results, you must use the right variables with the right audience in the right way.

Response rates for personalized mailings can vary widely. One study found response rates ranging from 6% to 75%, with an average of 21%. These are some eye-catching numbers, but why is the range so wide? To understand the variation and set realistic expectations for your own campaigns, it’s helpful to ask specific questions.

  • What type of campaign was it? Customer acquisition? Customer retention?
  • What kind of list did you use? Highly targeted, moderately targeted, or undifferentiated lists will yield different results.
  • Did recipients have a previous relationship with your company?Or are you using a prospect list?
  • What is the value of the product? Are you marketing a webinar or selling a Tesla?
  • Did per-order value go up with personalization, and if so, by how much?A “low” response rate combined with a high per-order value will often net you better ROI than a high response rate with low per-order value.
  • How are you measuring success? Response rates? Conversion rates? Cost per lead? Average sale? Each measurement tells a different story.

The answers to such questions can have a dramatic impact on understanding ROI. So before setting your expectations for your next personalized mailing, talk to us about your goals, expectations, and the data you are working with. Setting realistic expectations is a critical component to making your 1:1 print program a success.

 

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