Strategies for Using Variable Data Printing in Advertising to Current Customers

If you own a company that has used variable data printing for advertising before, you almost certainly know that this personalized advertising technique is effective in better customer engagement. All too often though, businesses only use variable data printing to replace some variation of their “valued customer” to a first and last name. While this small change is already a big help, it is only the tip of the iceberg when it comes to what you can do with variable data printing. Here are a few more ideas that really take advantage of the possibilities inherent in this technology when communicating with past and current customers.


Follow Up On Past Purchases


This is a particularly effective strategy that is well worth the investment on variable data printing. If a customer has purchased something in the past that either requires maintenance or has add-ons, a follow up personalized mail encourages repeat purchase or repeat withholding of services. When using this strategy, the main text of your batch flyers should reference that past purchase and identify a product or service that may enhance the past purchase. This shows you value the business they bring in, and that they are important to you. The thoughtful show of appreciation will definitely result in a better response rate and engagement.


One of the more common examples of this strategy is auto repair shops that send flyers with reminders about getting oil changes, inspections, or the need for other regularly scheduled maintenance. The auto repair shop industry is only one of many businesses that can take advantage of this approach. For example, a cleaning service shop may advertise new services or discounts; or, a phone carrier may advise customers of a new software. The possibilities are limited only by your creativity.


Customize Coupons


Variable data printing combined with a little bit of data analysis on purchase history can allow you to offer personalized coupons for products your customers want or need. For example, if you own a video game store, you are much more likely to entice a customer to repeat purchase by offering discounts for games that are specific to the console they are using.


This particular strategy works especially well when combined with the previous strategy. Returning to the repair shop example, a good ad from the letter they receive (which preferably notes both make and model of their automobile to personalize even more) might remind the recipient that they are due for an inspection of their car. Couple this thoughtful gesture with an irresistible offer like a 25% coupon for tire realignment and you’re sure to get a repeat customer.




Reward Loyalty


Variable data printing is also a great way to subtly reward customer loyalty and there are a number of ways to possibly do this. The simplest way is to send special coupons some time before occasions like company anniversaries or holidays to your customers to make them look forward to visiting your establishment again. A more advanced option is to create different tiers of reward cards and send better tiers to your customers over time as a reward for loyalty.


By rewarding loyalty in this way, your customers are likely to feel that you truly appreciate that they are making a conscious decision to use your services or frequent your establishment. In turn, when making a decision on what establishment to use in the future, they are more likely to return to yours, both for the monetary benefits and for the emotional connection.

Snap Pack Mailers – iti Direct Mail

The Official Direct Mail That Always Gets Noticed

A majority of companies use snap pack mailers to deliver relevant messages and time-sensitive information. They are extremely popular in direct mail marketing as they help drive sales as well as acquire new customers in e-commerce operations. Snap packs are pressure sealed mailers with perforated strips on three edges that allow a recipient to tear them open easily. Their design alone generates a sense of curiosity when seen in the mailbox leading to a high open and response rate. Because they have such a high open rate, snap packs are ideal for use in banks, insurance companies, automotive industry, mortgage companies, fundraising, and other professional service businesses.


Flexibility and Customization at Its Best

Industries that are keen to take advantage of this smart marketing tool have enjoyed increased flexibility in mailing and printing. Our snap pack mailers are available in a variety of sizes and unique designs. You can choose from letter size(8.5×11), legal size (8.5×14 -can be with or without built-in return envelope), or postcard size (4×6). They are also offered in variations of trifold, C fold, or single fold to suit your mail marketing needs. We offer free online templates for various snap pack mailer forms to help clients design their own snap pack pieces. More choices for the snap pack customization are available on our online price calculator which also helps in the planning and budgeting of personalized snap pack mailers.


Save Costs

Snap pack mailers are a cost-effective form of direct mail marketing as they keep costs down without sacrificing the ability to pass meaningful information. They eliminate the need to buy separate envelopes reducing the cost of buying envelopes as well as the labor costs of folding, stuffing and sealing them. Our minimum order quantity of 50 pieces is one of the lowest in the industry, and is meant to cater to smaller companies or simply for a smaller target market. Discounts are available for a minimum of 126 pieces; and, the more pieces ordered, the higher the discount we offer up to 77% off.


Increased Open and Response Rates

With its official, personal, attractive, workable tear off strips design, snap packs are designed to look important and urgent making the receiver open it as soon as they set their eyes on them. An estimated 95 percent of all recipients will open the dotted line perforations on the side as they easier to manage than opening a sealed envelope. Their high open rates result in a higher response rate which will work to increase your ROI.


Perfect for Sending Mass Mails

Another motivation for using these mailers is that they are used to send mass mails like pay stubs, billing statements, tax forms, credit card offers, discount offers, etc. They are easily personalized to list the recipient’s name, address, and other personal facts. We not only create unique snack pack mailing pieces, but we also help you in the selection of your mailing lists for a successful mailing campaign.


Take advantage of our snap pack mailers when sending your formal notifications. We can help you fully personalize and merge data from your targeted mailing list so that each snap pack is customized to the person receiving it. We print, fold, glue, perforate, and send it through standard mail. Let us show you how to increase your response rates with a cost-effective snap pack design. Contact us today at (866) 558-6365 for more information on your next direct mail project.

10 Things To Know About Direct Mail

Calm down all you forecasters-of-the-future because direct mailing service is still more than a $10 billion industry in the USA and here are ten reasons why your business needs direct mail:

  1. The fundamentals of straight to the audience mail are still the same, but the parameters have changed. Today, a recipient bothers opening a direct mail letter 66% of the time and 82% of them read it for about a minute, while 56% would react to the call to action. More crucially, 62% of the respondents would make a purchase. All these statistics broadly put much weight on the style of your direct mail printing.
  2. Organizations use direct mail services as part of their direct marketing endeavors to send letters, brochures, postcards or other promotional materials to their former, active and prospective customers. The focus of such campaigns is towards an end user or business market, or both. The objective of your direct mailing serviceshould be to meet the needs of your current and future benefactors by providing efficient and timely mail management.
  3. The days of send-it-to-everyone direct mail are long behind us. Today your mail will only get attention if you have deployed a structured and personalized approach. Typically 84% of recipients will open a direct mail piece due to its custom-made appearance.
  4. It can be beneficial to send periodical reminders to your audience. For example, if you have a mailing list of professionals from financial institutions, you could send them reminders before the start of the fiscal year 2017/18. The reminder may include your personalized direct mail letter as well as discount vouchers for using your direct mail services in bulk.
  5. Unless you cater to an exclusive audience, you can use offset printing (whereby an inked image is offset to a rubber blanket from a plate) over a longer period of time because of its quality and value-for-money. Moreover, you have the freedom to use many options with offset printing. For example, you can use the 4-color process (CYMK) which gives you a full range of 3000 colors using tiny ink dots printed from various angles.
  6. Apart from the cost of paper, weight and size are decisive factors to establish the price of postage. A direct mail printer will help you to find a balance between design and budget.
  7. Even before opening your direct mail letter the receiver subconsciously feels the paper to observe its quality. Therefore, it is essential to choose the best paper within your budget after bearing in mind its finish, thickness and weight. Paper is the canvas on which your marketing masterpiece is created.
  8. Today, companies are grabbing their prospects attention with distinctive direct mail printing pieces that are not postcards or packets. In fact, mail that is dimensional such as heavy objects, boxes, or tubes have a considerably higher response rate than traditional mail pieces and are also reasonably priced. A creative example of a dimensional mail piece might be sending a message-in-a-bottle. This innovative direct mail service may feature a small bottle with a label on it. Inside should be the letter briefing your products and services.
  9. The ultra-modern direct mail letter is in fact video mail with a built-in audiovisual player. The crisply edited video starts playing upon opening the mail or by pushing a button. With a built-in video screen, recipients are motivated to watch it immediately. Producing such videos is understandably expensive, but due to its newness they are offering a potentially high return.
  10. Irrespective of the fact that an email newsletter is the most common way to deliver real-time information to your list, print news and mail can be productive too. Through a regular mail newsletter, you can update and excite your donors with your offers, useful tips, discounts as well as announcements.

What Every Nonprofit Should Know About Direct Mail

If you are exhausted by spending your time fiddling with address labels and carrying heavy boxes to the Post Office, then the following eight direct mail aspects could lift the credibility of your non-profit.

  1. Process

Remember, non-profit direct mail fundraising is a process and not an event in isolation. It is a time-tested way for you to build long-lasting, mutually-rewarding rapport with many donors without meeting them in person.

  1. Long-term

It is a given that nonprofit fundraising rewards would progressively come over the course of a longer run. The real return on investment would be the generous donations you may receive a year from the start of your nonprofit mailing campaign. Still, a successful program mandates you to engage your contributors in many ways – as volunteers or activists and not just as financial supporters.

  1. Cost-effectiveness

The expense incurred on any non-profit direct mail project is of less significance than its profitability. The two are not the same. It is a sensible idea to invest more money on your top donors. Similarly,a useful strategy to cut corners is to spend less on dormant or less generous contributors.

  1. The list

The most critical aspect of all direct mail for nonprofits fundraisers is your mailing lists. This is because mailing an effective package to one list could raise 10 or 20 times as much funds as mailing the same package to a different, yet not regularly updated list.

  1. The offer

The second most important aspect is the proposal you make in the nonprofit mailing. For example, how much capital you are requesting, how it would be utilized and what tangible or intangible perks you would be promising in return for a gift. This is because there are many offers you can make as there are multiple kinds of mailings. The commonly used ones are annual nonprofit fundraising, membership renewals, special petitions and membership gaining (or benefactor prospect) mailings. Every type features an exclusive offer.

  1. Segmentation

The secret to actionable appeals to former patrons is segmentation based on the premise of different strokes for different folks. In segmenting a nonprofit mailing, you choose some donors to be included and the rest to be excluded. Otherwise, you will give some donors outstanding treatment (such as personalization, first-rate postage or top quality materials).

The compulsory measures to take when making decisions about which contributor gets what treatment depends upon the regularity and contribution amount of your donors and the means by which you originally procured your donors. For example, there could be a huge difference between donors who first responded to a Public Service Announcement on television and those who got interested through non-profit direct mail promotions.

  1. Annual giving

Most of the effective nonprofit fundraising programs are built on the structure of an annual charitable or membership development program. It is recognized as one of the most rewarding ways for most charities to harness the full potential of direct mail for non-profit funding techniques. In a membership platform – much like the magazine subscription renewal procedure – the renewal part is the fundamental element. Therefore, by using a series of three or more continuous contacts with every member you can convince a larger number of contributors to renew their affiliations each year.

  1. Record-keeping

To ensure credible results of your nonprofit fundraising campaign steady, timely, and accurate record-keeping is mandatory. It would greatly help you to measure, segment and produce strategic insights about your contributors over the years. A successful non-profit direct mail program necessitates an investment of money and time in a licensed electronic record – keeping system.

Pros and Cons of Vehicle Magnets, Decals, and Window Clings

When you want to advertise and use your vehicle or vehicles to do it, are you going to pay a professional to paint them? That takes time, it is messy and expensive, and then when you want to sell the vehicles, you have to scrape the paint off to make a sale. Instead, there are window clings, vehicle magnets, and vehicle decals. All of these have their pros and cons.

Window Clings

Window clings are vinyl decals that adhere to your vehicle’s windows via static electricity. A little water tends to create extra suction if you want the clings to stick harder. These you can adhere to the windows on the doors of your vehicle or to the rear windshield, so long as your rear view is not entirely occluded. They are the cheapest means of advertising on your vehicles. Because they are so easy to remove and reposition on another window, you can use them on just about any other glass surface too.

Vehicle Magnets

Vehicle magnets are giant magnets designed to advertise your business from the doors of your vehicle. They can be imprinted with any and all of your business information, logos, colors, etc. You will need to order two if you want the information to be on both of your vehicle’s front doors or back doors, if applicable. They are the second least expensive option for business advertising on your vehicle. They are also the easiest to remove because they are just magnets. Unfortunately, that is also a “con” of these big magnets, as anyone can remove them.

Vehicle Decals

Vehicle decals are your most expensive option here. However, they are still far cheaper than professional auto paint jobs when it comes to using space on your vehicles for advertising. You can think of these decals as giant stickers you slap on the sides of the vehicles. They can be custom-made to reflect your business information and fit certain vehicles. They can travel the length of the sides of your vehicles, or just cover the hoods or front doors; your choice.

The “cons” of vehicle decals is that you have to be very careful when applying them or you could apply them crookedly. You may need a professional auto detailer’s help. You also have to contend with sticky residue removal when you take the decals off and either sell the vehicles or replace the decals with updated ones. Fortunately for most businesses that opt to use decals, they do not change their business information for at least a decade after getting started, and there are sticker residue removal kits that make these decals easy to remove.

After You Have Made Your Choice

After you have selected which of the above forms of advertising you want to put on your vehicles, you can order everything you need from a single printing company. Anytime you need to recreate your vehicle advertising choice, you only have to call in the changes for “reprints.” If you decide that you do not like the option you have chosen, you can always try one of the other options above.

The Lost Art of Letter Writing

We live in a world where it is impossible to buy stationery anymore, and where the two most recent generations of youngsters do not know what handwriting is. Yes, writing is a lost art form, one which is going the way of the dodo. If you are past age twenty, you may still be one of those who knows how to write a letter by hand. If you want to keep this rare art form alive, our stationery products can help.

mail merge


The Stationery Paper

Crisp sheets of decorated paper pulled from a stationery box; you do not see that every day. We create the perfect stationery paper with your choice of colors, designs, and even your company logo and letterhead, should you so desire. If you want to use the paper for more personal letters, you can skip the logo and letterhead and just place your name and address, pre-stamped, in the upper righthand corner where it is supposed to go. All you have to do is date the letter and begin your salutations below.


The Matching Envelopes

Stationery sets done right have always had matching envelopes. These matching envelopes for your chosen stationery are as colorful and as attractive as the paper you have chosen. When you send a personal or business letter on this stationery and in these envelopes, people take notice. They want to open your letters and read the hand-written notes inside. It means you took the time, thought, and energy needed to compose something of meaning, just for the recipient.

Additionally, if you use the stationery and matching envelopes for business purposes, we can make sure your logo is on both the heads of the paper and on the exterior of the envelopes. Everything is perfectly stamped, inked, and clear. Your recipients will know exactly what company it is from, and what they may expect in the body of the letter.


Writing the Letter

If you have decent penmanship, writing a letter yourself is much more personable. Begin with a formal greeting if you are addressing customers, clients or business partners. Informal greetings are reserved for personal relationships, friends, and family. Then write the body of the letter.

The body of the letter should detail the main reason for making contact, as well as why you chose to write rather than call, text or email. Choose a reason that sounds believable, and one that you personally believe. A business letter discusses business that you wish to conduct with the recipient, while personal letters can talk about anything you want to mention to the reader. Keep things light, professional (if applicable), and reasonably short (unless you are writing a personal letter to someone you have not seen or spoken to in a while).

Always sign your name in ink. Skip the ink stamped version of your written name. The personally signed letter is always more impressive, regardless of who the recipient is.


Buying Sets or Buying a la Carte

We can package stationery for you so that it comes in a nice, organized, and orderly gift box. If you would prefer to order your paper and your envelopes separately, our company can do that too. Once you become accustomed to letter writing by hand, you may find that you use more sheets of stationery paper and fewer envelopes. That is normal and you can always buy more.

Saving Money Through Direct Mail Campaigns: Tips That Can Help

Direct mail campaigns require planning and wise financial management. You want to be sure that the audience that receives your mailings are the ones that are most likely to use your products or services. You also want to be sure that the mailing products you use do not cost a fortune. To save money and hit the right target audience, here are a few tips.

1. Use Postcards

Why postcards? Well, for one, they are significantly cheaper to send than flyers, brochures and letters. Most post offices only charge half the postage on a postcard as they do for a first class stamp. Half of that part of your mailing expenses stays in your pocket, and that’s a definite benefit.

2. Target Everyone, or Target a Cross-Section

Clearly, targeting everyone with a post office box and/or a street address is expensive. If your services or goods are not for the average consumer, this is a massive beginner’s mistake. It is extremely expensive to mail to everyone within a ten-mile radius of your business. Of course, if you run a retail store or grocery store, a marketing mailer en masse makes perfect sense.

hand addressing-minInstead, target the audience you want. Just contractors? Just banks and financial institutions? Just office buildings? Focus on exactly who you want to do business with, and then send your postcards to these potential customers. You will save a lot of money focusing on just one cross-section of the working population at a time. You can also purchase mailing lists for these very specific businesses which saves time and money on research and compiling your own lists.

3. Do Batch Mailings

Rather than address potential clients specifically, you could do batch mailings. With batch mailings, you pay for the postage, then request that the postcards be delivered to a specific area, such as the business parks or the industrial parks in a particular zip code. The post office then delivers your postcards to these groups and areas only.

4. Buy Pre-Stamped Postage

Printing companies now offer pre-stamped postage services. Not only can you reduce the amount of postage you pay by using postcards, but you can reduce your postage costs further by requesting this service. Your printing company places stamps on all of your postcards and bulk mailings that you order from them. You save a lot of money from this service in addition to all the time saved from stamping the mailers yourself. Once your order from the printing company arrives, you only have to address the postcards and mail them.

5. Buy in Bulk

This is one area of business where buying in bulk is a bonus. Printing companies who print your postcards and other mail marketing products offer deeper discounts when you buy more. Instead of just buying five hundred postcards, why not five thousand? Sure, the final price costs you a little more, but consider the fact that you will go through five thousand postcards in a matter of months, and that each of these from your bulk purchase will cost far less per card than the five hundred you initially considered.

How to Gain Leverage on Direct Mail Marketing

Direct mail is a great approach towards helping businesses capture targeted customers and retain regular ones. However, it is important to note that sending a letter to a particular client once in a while may not help you gain the most business. You need to adopt a well planned on-going approach to realize success and here is some insight on effective direct mail campaigns.


The mail

Ensure that your direct mail pieces are designed in the best way possible to make it attractive to the recipient. Some important aspects to consider in this case include the color, content, size, and dimension of the direct mail piece. Personalizing the message is an essential ingredient when mailing to a target audience, as well as, a strong product presentation at the beginning of the letter. The product or services offer, in this case, should be appealing so do your best to promote them right from the beginning.


direct mailmarketing-min

Get on target

Establishing your target audience will save you a lot of time and money when mailing. You want to mail to people who you know may need or want your type of services or products. This can make your direct marketing techniques more effective and less costly.


Identifying the right list

Once you establish the target audience, you need to come up with a list. There are many databases to choose from that include business and residential names and addresses; selecting your target audience with precision will ultimately guarantee faster, cheaper, and better results.



Before you commission your direct mail campaign, it is important to test it out first with a small mailing. If you have a list you have been using successfully in the past, it would be great to test the new one against the old one. It is possible to check more than one list so you can establish what adjustments need to be made to further define your target audience. This will ultimately save you valuable time and money.


Track your success

Your progress is the other critical aspect worth monitoring as you do direct mail campaigns. Hence, you need to have tools to help you measure the results of such campaigns. If you have multiple lists, assigning key codes will be the best idea, which will help you attribute each response to the right key code.

After the campaign, it is wise to take time and analyze the results achieved. At this point, you will be in a position to identify what list yielded the best success.



A step by step guide like this one is what gives insight into leveraging more on targeted direct mail marketing techniques using personalized letters. In time, the result is a quantifiable success that you can attribute to your direct mail campaigns.

Six Key Elements of a Successful Direct Mail Piece

Hand WrittenDirect mail marketing is as relevant today as it ever has been. Direct mail pieces give your customers and potential customers something they can hold on to and refer to later. Such pieces are also something that can be targeted and personalized and are a familiar marketing format for consumers of all ages and technical abilities. However, that doesn’t mean that simply sending a random postcard in the mail will be effective. In order to be successful, a direct mail marketing piece needs to contain several key elements.

Five key elements of a successful direct mail piece

  1. Your logo and company name. While your logo and name shouldn’t overwhelm the offer in the direct mail piece, these items should make it easy for the reader to tell who is sending the piece and how to contact you. Your logo and name should also be presented in a way that complements your other marketing efforts and reinforces consumers’ brand awareness.
  2. The offer. Even the most attractive direct mail piece won’t be effective if the reader can’t quickly tell “what’s in it for them.” Examples of good offers include a time-sensitive customer discount, a gift with purchase, a free estimate or an invitation to a preferred customer event.
  3. Personal benefits. All marketing pieces should address what the product or service offered will do to make the reader’s life easier. Direct marketing pieces are no exception. Make sure to concentrate on substance with creating a direct mail piece, not just on style.
  4. A great headline. Headlines aren’t just for email marketing. You also need to grab your direct mail reader’s attention early, or risk having all of your hard work end up landing quickly in the recycle bin. Do that by keeping your message concise. Make it a message that leaves the reader wanting more information.
  5. Call to action. Consumers aren’t likely to act unless you tell them what you want them to do. Tell your readers whether you want them to visit your store, order a product, call for an appointment or download your free eBook.
  6. The “PS.” According to “Entrepreneur” magazine, the PS at the end of the message is one of the most important parts of a direct mail piece. According to the magazine, readers often scan the headline or the first paragraph and then skip directly to the PS. Use this part of the piece for your call to action or for a special, time-sensitive offer.

Direct mail marketing is far from obsolete. Get the most for your direct mail market dollars by starting with a dynamic headline, making sure to include a clear offer and telling what you what the reader to do in your call to action.

5 Ways Having Your Own Custom Stationary Can Benefit Your Business

No matter how large or small your business may be, it is only as strong as your brand reputation and the public perception of your company. Customized stationary can be an important part of how you establish your company as a professional, well-established business. It can heighten the effectiveness of your communications with customers, clients, and other businesses. Here are just some of the ways that customized, professionally designed stationary can be beneficial for every area of your company.


You Have One Opportunity to Make a First Impression with Your Business

When you send letters through the mail, the only way to leave a truly memorable first impression is to wow the recipients of your communication with unforgettable stationary. It will make them stop and take notice. By choosing beautifully designed logo that captures the spirit of your brand and what you wish to convey to your customer, they will connect with it and will want to learn more about your business and its services or products.

mortgage direct mail marketing

Customized Stationary Helps Your Letter Stand Out Among Other Communications

Whether you are sending marketing letters to potential customers or clients, a response to a current customer who has written with a complaint, or a pitch letter to a potential new business associate, your letter is going to be among several others that the person likely receives each day. It can be easy to toss a letter aside to read later, only the people may never get around to doing so.

To really grab the recipient and make them want to read your message, customized stationary can catch their eye with your logo on the envelope, and the beautifully designed letterhead can hold their interest and make them want to read what you have written.

You Can Coordinate Matching Letterhead and Envelopes for a Uniform Look

Having a coordinated stationary set will wow recipients from the inside out. Having the same aesthetically appealing logo on the envelope and then again on the letter itself is sure to inspire positive feelings for your company. It just exudes professionalism to have perfectly coordinated stationary.

Professionally Designed Stationary Helps Establish Your Brand Identity

The logo that goes on your stationary products will help you further establish your brand identity. The more exposure that your target audience has to your logo, the better. After all, the reason that companies pay millions of dollars to have a 30-second ad during the Super Bowl is partly because that allows them to have a wide reach to extend their brand identity.

Raise Funds

Since brand identity is tied to how much time each customer has spent on thinking about your brand and seeing it represented, this extra exposure on the stationary can help them more easily identify your logo even from a distance or when just flipped through the mail. This basic form of connecting with the customer can inspire them to choose your business. That’s especially true when their choice is between your company and one they never heard of before.

In closing, it’s important to consider that stationary with your own logo can make a big difference in how people perceive your company. With only a small investment in a bouquet of personalized stationary that includes a letterhead and envelope that are perfectly coordinated, you can transform how you communicate with your customers and peers alike. Professionally designed stationary can empower you to take your business communications to the next level of awesome.