Did you know that 67% of online searches are driven by offline messages? While technology has revolutionized the way consumers interact with products, print is still viewed as the most trustworthy media channel. Consumers who receive a direct mail piece featuring an online website spend an average of 13% more than those who do not receive a printed piece. It is evident that "clicks" do not compare to the deep impression print makes on consumers. Follow these tips to maximize your businesses' print initiatives.
Businesses must first develop a budget, establish what they are selling, who their campaign is targeting and what their sales goals are. For example, if your business sells a financial product, like insurance, you will most likely want to send a traditional letter. If your product is more fun, you can create a colorful and eye-catching card. Furthermore, when targeting past consumers who already know what your business offers, a concise letter or postcard will suffice. If you are targeting cold leads, you may need to send a larger brochure, so they can learn about you. When considering a catalog or brochure, it is important to remember that they are more expensive to design, print and ship.
There are many postage options that your business can utilize depending on the goal of its print initiative. One option is precanceled postage stamps, which look less like an advertisement and more like a personal correspondence. When choosing this postage option, you will pay a lower rate of postage for the stamps, and then pay the difference when the mailing is dropped off at the Post Office. Another option is a Permit Imprint Indicia, which prints postage information in the upper right corner of the mail piece in a block called an "indicia." This option is extremely convenient because you don't need to buy postage in advance, remember to restock your postage meter, or worry about putting the right amount of postage on each piece. This option is commonly utilized for newsletters and catalogs, as it is typically the least expensive way to attach postage for high-volume mailings.
A mailing permit must be secured before using certain postage payment methods for commercial mailing campaigns. There is no fee to secure a mailing permit for precanceled stamps or postage meters. For permit imprints, a one-time fee is needed for setting up your account. This fee is due when you turn in your application for a permit imprint. To keep your permit imprint account active, you must utilize commercial mailing at least once every two years. If your account is determined to be "inactive", you will have to pay this fee again. It is vital to remember that if you are a nonprofit mailer, applying for a mailing permit is different. You must first decide how you want to pay for postage, apply for your mailing permit, and if applicable, apply for nonprofit mailing privileges. When using a mail house, such as The Homer Group, you can use our mail permits and receive maximum USPS postage discounts with no permit costs to you.
No matter what postage option you choose, if you mail in bulk, you will need to pay an annual mailing fee. Paying this fee gives you the ability to mail a certain class of mail from a certain postal facility for one year. You will not be able to mail in bulk at commercial prices until you pay this fee, except for mailers presenting full-service automation mailings for First-Class Mail, USPS Mail Marketing letters and flats, or Bound Printed Matter flats. There is no separate form to fill out to renew this fee, but it must be done.
Keeping in mind these four tips will enable your business to reap the benefits of print media and connect both online and offline worlds. We work with clients on a daily basis to help them determine the most appropriate mailing methods and help them save money on their bulk mailings. Whether you want to discuss an upcoming mailing or simply want more information, please reach out by filling out the form below this post.