Direct Mail Saves the World.... Again

Times are tough, and both pocket books and the planet are taking a beating. But good old Direct mail comes to the rescue once again, and fitting your campaign with earth friendly green practices can not only  draw in some customers, but maybe even save a little green in the wallet too. So maybe it won't save the world... but its a start.We love these tips from the USPS website on going green! 


Green ideas for mailers:

Artist Sandhi Schimmel Gold has another take on going
green with mailers. She uses "junk mail" (her words, not mine)
to create portraits, like this one.

• Regularly update and improve your mailing lists to limit duplication and waste.
• Use research to effectively target your customers. Folks who live in apartment buildings, for example, probably don’t need lawn services.
• Allow customers to opt out of your mailings to ensure you’re not sending them unwanted mail.
• Use recycled materials for the mailings you create.
• When sourcing paper, make sure that it comes from forests managed with practices certified by independent, third-party organizations such as the Sustainable Forest Initiative (www.sfiprogram.org) and the Forest Stewardship Council (www.fsc.org).
• Design your mailings to be recyclable, too, by printing with water-based inks, on uncoated paper stocks, and sending windowless envelopes.
• Print on both sides of the paper to save resources and reduce mailing costs.
• Ship your products with USPS Cradle-to-Cradle^SM certified packaging, and encourage customers to save energy with USPS delivery.
• Encourage your customers to recycle the mailing once they’ve read it, and tell them how you made your mailing as green as possible.
• Use a PURL instead of a BRC. It will save paper, and money on postage.

Want to evaluate the environmental impact of your marketing process? With help from the DMA you can. Complete the checklist and generate an environmental action plan and/or policy for your company.

Direct Mail on the Brain: “Using Neuroscience to Understand the Role of Direct Mail.”

Thinking of turning your direct marketing budget over to more "internet-inclined" tactics? Consider the findings of a research project and subsequent study done by leading global research agency Millward Brown, “Using Neuroscience to Understand the Role of Direct Mail.” 

The research project used fMRI brain scans to see which areas of the brain became active when participants viewed the same marketing message as a physical piece of direct mail and digitally on a computer screen- Showing that our brains process paper-based and digital marketing in different ways, and in particular that paper ads caused more emotional processing; suggesting “the brain is more emotionally engaged and is potentially reflecting more on a response” when viewing direct mail, says Graham Page, executive vice president of consumer neuroscience at Millward Brown. Also, because the brain saw mail as real, deeper memories were likely being created.

Some of the key findings of the study were:

• Tangible materials leave a deeper footprint in the brain.
•  Note: This is not just because the physical materials stimulate both sight and touch; the subtraction of brain signals from the scrambled materials accounts for this.
• Material shown on cards generated more activity within  the area of the brain associated with the integration of visual and spatial information (the left and right parietal).
• This suggests that physical material is more “real” to the brain. It has a meaning, and a place. It is better connected to memory because it engages with its spatial memory networks.
• Physical materials produced more brain responses connected with internal feelings, suggesting greater “internalization” of the ads
• The brain’s “default network” appeared to remain more active when viewing direct mail. Activity in this brain network has been associated with a greater focus on a person’s internal emotional response to outside stimuli. This suggests that the individuals were relating information to their own thoughts and feelings.

Page says the implication is clear — direct mail should still have a place in marketing strategies, even in the digital era. 

“While there are huge benefits of taking advantage of virtual media, our research suggests that we shouldn’t be forgetting more physical media like direct mail,” says Page. “Physical, ‘real’ events like receiving direct mail add an element that virtual campaigns cannot.” 

The Most Adorable Mail Trend Ever.

Since the dawn of email, "snail mail" as it has been affectionately coined, has no doubt declined in popularity.  Snail Mail is slow, and not nearly as free as email is- but email notably lacks the charm and personal touch  that comes with a handwritten letter (and pretty much all forms of instant communication). Hence the dawn of the adorably geeky-chic (and non-profit!) organization, Snail Mail my Email. 

Viral Marketing for the Every-Man (I mean, Marketer)

We talk a lot about the importance of integrating direct mail with new technologies and new trends in marketing. Its what we do all day we get a little.... enthusiastic, to put it lightly. But one such new technology we can't seem to get over is Synergy Vx. 

Not only does Synergy Vx easily integrate with direct mail, but it is a no maintenance, no installation, no worries solution for all your marketing programs.

Synergy Vx is a custom landing page and analytics software platform built specifically for direct marketers that’s proven to dramatically increase response, engagement and ROI.  Simply put, Synergy Vx will increase campaign response and ROI, while decreasing the resources necessary to implement them. Simple. Secure. Scalable.... and sharable. 

See for yourself:

www.synergyvxpromotions.com 

How does it work?
It is simple really. It all starts with one of those friendly little PURLS we all know and love. Direct recipients of any marketing materials to a customized, branded landing page designed highlight your offer and collect valuable customer information. Straight forward enough.