Temple University’s Center for Neural Decision Making released a study that found physical ads held a subject’s attention longer, elicited a greater emotional reaction, and played a more direct role in ultimate purchasing decisions than digital ads. While others may suggest the entire world is now digital, Sabal Group understands the power of a printed mailer in the hands of the right audience.

Want to know more? This article by Maribeth explains why a successful direct mail campaign takes more than a stamp.

It all begins with the list you use for your direct mail campaign. According to Ed Mayer’s 40/40/20 rule, using the right list accounts for 40% of the success in a campaign. So you need a partner who understands how to leverage the best sources to develop the right list for your campaign. Sabal Group uses our knowledge to source the data from USPS Intelligence, census data, consumer databases such as directories and warranty registrations, and business data resources. But acquiring the list of names and addresses is only the first step in creating the right list. Information in databases can be old, out of date, or just plain wrong. And bad information will cost you money. That’s why our team takes data hygiene seriously. We’ll do our best to ensure the final list we deliver is as clean and accurate as we can make it.

Brochures, mailers, postcards, catalogs, coupons, and solicitation letters can tell your brand story in an engaging manner when you rely on skilled experts. Compelling imagery, well-designed layouts, effective calls-to-action, and the right content can power your print campaign for a strong ROI. Our team can guide you through the entire process from creative ideation and the design process through to the decisions about mail processing and response rate analysis.

Managing a direct mail campaign targeting thousands of prospective customers takes an expert who understands the ins and outs of the U.S. postal system. You need a partner who knows the pros and cons of using free tools like USPS’ Every Door Direct Mail. You need someone who can optimize your budget by making smart choices about the size of the mailer and matching it to the best postage rate. Most importantly, you need someone who can handle the volume of printing, labeling, and shipping while you concentrate on what you do best.

Why should I run a direct mail campaign?

Direct mail marketing gives you the ability to create personalized communications for your current and prospective customers. A direct mail campaign is:

• Adaptable to all types of businesses, products, and services
• Convenient because your message is delivered directly into the hands of your audience
• Targeted because your message is directed to a specific audience
• Actionable when you create a sense of urgency with time-sensitive offers
• Measurable because all aspects of the campaign can be tracked and measured

How can I track the results from my direct mail campaign?

While it’s not as simple as tracking website visitors or clicks on a link in an email, you can still track your campaign’s results. You just need to create a unique action linked only to the direct mail campaign. For example, you can:

• Add a specific coupon or QR code to the mailer
• Create a unique phone number for recipients to use
• Ask them to visit a special landing page on your website and provide a unique URL to it
• Create a special offer and ask them to bring the postcard in to receive the offer

Isn’t direct mail just junk mail to most people?

Poorly executed direct mail is junk mail. But 80% of direct mail recipients scan or read each piece before they throw anything away. At the very least, that piece of mail has the power to increase your brand awareness!