What is direct mail printing?

The global direct mail advertising market should reach $73.57 billion in CAGR by 2026 - 2022 Direct Mail Advertising Global Market Report

While digital marketing has become increasingly popular, direct mail still holds significant value and the industry figures back this up.

Direct mail printing is the process of producing physical marketing materials that are sent directly to prospects through the mail. It allows businesses to stand out from the digital noise and capture the attention of potential customers in a more personal and tangible way. With products such as postcards, letters, and brochures leaving a lasting impression on recipients.

Continue reading to discover the ins and outs of direct mail printing, including types of direct mail printing, materials used, personalization and more.

Contents

• Types of direct mail printing
• Materials and formats
• Customization and personalization options
• Quality control and assurance
• Cost considerations
• Importance of choosing the right printing options

Types of direct mail printing 

There are two main printing methods of choice for direct mail printing; digital and offset.

• Digital printing is a popular choice for small to medium-sized direct mail campaigns. It offers quick turnaround times and allows for cost-effective printing of smaller quantities. Digital printing is ideal for personalized direct mail pieces such as postcards and letters, as it enables variable data printing.
• Offset printing is better suited for larger direct mail campaigns with higher print volumes. It offers high-quality printing and a wide range of paper options. Offset printing is commonly used for mail items like brochures, catalogs, and newsletters.

Materials and formats

When it comes to direct mail printing, there are various materials and formats to choose from.

Common materials used in direct mail printing include paper, cardstock, and envelopes. The choice of material depends on the desired look and feel of the marketing piece, as well as the budget.

In terms of formats, direct mail can take the form of postcards, letters, brochures, or even multi-page booklets.

• Postcards are a popular choice for their simplicity and cost-effectiveness with 57% of companies using this format according to Marketing Charts.
• Letters allow for more personalized and detailed messaging.
• Brochures provide ample space for showcasing products or services in a visually appealing way.

The selection of materials and formats should be based on the target audience, campaign objectives, and budget considerations.

Customization and personalization options 

More than 70% of Gen X consumers believe that physical mail is more personal than online digital communications - USPS

One of the key advantages of direct mail printing is the ability to customize and personalize marketing materials.

Techniques for personalized printing include variable data printing, which allows for the customization of each piece with recipient-specific information. This can include personalized greetings, names, or even tailored offers based on the recipient's preferences or purchase history.

The benefits of customization in direct mail printing are numerous. Personalized direct mail pieces have been shown to have higher response rates compared to generic mailings. In fact, according to reports, simply adding a person’s name and full color in the direct mail can increase response by 135%. 

They create a sense of personal connection and relevance, leading to increased engagement and conversions. Customization also helps to create a positive brand image and enhances the overall customer experience.

Quality control and assurance

Maintaining quality in direct mail printing is crucial to the success of a direct mail campaign.

High-quality printing ensures that the marketing materials look professional and visually appealing, which helps to capture the attention of recipients. It reflects positively on the brand and enhances credibility.

Consistency and accuracy are also vital aspects of quality control in direct mail printing. Consistent color reproduction, sharp images, and clear text contribute to the overall effectiveness of the marketing materials. Accuracy in printing ensures that the intended message is conveyed without any errors or misprints.

Cost considerations

When planning a direct mail campaign, it is essential to consider the cost of direct mail printing.

Several factors can affect printing costs, including the printing method, print volume, materials used, and additional finishing options like coatings or special effects.

While it's important to manage printing costs, it is equally important to balance cost with quality. Investing in high-quality printing can significantly impact the effectiveness of the direct mail campaign, leading to higher response rates and return on investment. Cutting corners on printing quality may result in lower response rates and a negative brand image.

Mail printers should work closely with their customers to discuss budget considerations and help clients find the right balance between cost and quality for a successful campaign.

Importance of choosing the right printing options

Choosing the right printing options is crucial for the success of a direct mail campaign.

The printing method, materials, formats, and customization options should be carefully considered based on the campaign objectives, target audience, and budget.

By selecting the appropriate printing options, businesses can create eye-catching and personalized marketing materials that effectively convey their message and drive customer engagement.

Printing providers should make sure to understand the specific needs of client's direct mail campaigns to help ensure that the right printing options are chosen for maximum impact and effectiveness.