Direct mail can be among the most targeted, agile media around. It can have amazing power on its own, or integrate into a multi-channel campaign. The internet is a powerful tool that’s here to stay, and DM can work with it, reinforcing messaging within an integrated marketing strategy.
The good news is that direct mail marketing continues to grow. In fact, the growth rate hovers around 7%, translating to roughly a $60 billion-dollar industry. By 2009, predictions indicate direct mail will outpace traditional “above-the-line” advertising with $73.6 billion spent.
Healthy predictions aside, there are many factors that direct mail marketers are facing today that Specialty can help them address.
The Time Challenge: Time is of the essence more than ever before, considering that 68% of adults say they typically open direct mail based on timeliness. That means your planning time and production schedules will feel the pinch.
Specialty’s Solution: We take responsiveness to the next level with turnaround times on estimates under three hours. Once the project is awarded, we’re in accelerated response mode — carefully synchronizing every aspect of your job. Our schedulers are industry veterans with 25+ years of experience in workflow management. Together with your dedicated account team, they ensure adherence to the established schedule. Overall, you will not find a more nimble approach that delivers quality on time, time after time.
The Money Challenge: Budgets are getting squeezed due to rising postal costs, paper prices, fuel, freight and raw materials. Beyond shrinking budgets, marketers must also consider the total costs associated with a given job. When a project is not timed to enter the mail stream and the consumers’ hands at the perfect moment, it can waste precious marketing dollars.
Specialty’s Solution: We consider the total cost of the project and offer solutions to achieve your goals, such as a different format to save on postage, paper options that maintain the desired effect but are more aligned with your budget, and delivery alternatives that ensure your product arrives at the correct location at a time when the consumer is most receptive, making the most out of your marketing dollars.
The Multi-Vendor Challenge: As direct mail programs become more complex, marketers often find it necessary to engage with multiple vendors to get the job done, adding the potential for error, extra cost and extra time.
Specialty’s Solution: We offer a 360° solution that leverages our extensive range of equipment — web, digital, sheetfed, as well as our prepress, finishing and bindery capabilities. With Specialty as your single source, you’ll benefit from an entire chain of efficiencies that save you time and money while meeting or exceeding your quality objectives.
The Quality Challenge: Consumers have become increasingly sophisticated in regards to the vehicles that carry messaging. Marketers have to continually raise the bar to maintain brand standards.
Specialty’s Solution: Specialty has embarked on a new quality initiative, with a 24/7 dedicated department and a system of ongoing coordinated checkpoints. This initiative is one of the most comprehensive in the industry, and will help us become the printer of choice for customers who demand the utmost in quality.
The Green Challenge: Consumers are making it clear they want brands to be environmentally responsible. You might also have to respond to corporate-wide policy changes and personal concerns. How do you keep your direct mail program “green?”
Specialty’s Solution: Environmental responsibility is a top priority. We’ve received our Forest Stewardship Council (FSC) Chain of Custody Certification, which means we only source paper that is obtained using sustainable forestry methods. We have an FSC Xpert™ on staff who is qualified to source paper according to FSC guidelines.
