By Chris Lien
With digital marketing seemingly the most popular advertising method, it cannot be forgotten that direct mail is the foundation of effective marketing. And with new technologies and innovations in the mailing industry, direct mail pieces are an integral part of any marketing campaign and are getting companies a greater ROI.
Direct Mail Leads to Multi- and Omni-Channel Marketing
As marketers know, the most effective campaigns have multiple touch points, or multiple opportunities to engage the consumer and have them act on your offer. Direct mail is the foundation of such campaigns, as it gets directly into the hands of consumers.
Today, consumers are experiencing digital fatigue, and with the amount of online advertising that the average consumer sees every day, it’s no wonder. In fact, according to the 2016 DMA Response Rate Report, there has been a 43% increase in direct mail response rates from 2015 to the present — direct mail has a stable response rate of over five percent, which is much higher than email marketing, which has a response rate of about one percent.
In the midst of this digital fatigue phenomenon, direct mail is not only still effective, but becoming even more so. Because of the medium itself, consumers spend more time observing direct mail. Whether they act on the offer or throw the piece away, they spend more time considering it versus email or online advertising.
The tangibility of direct mail lends itself to memory. With modern digital printing capabilities, mail pieces can be personalized for each consumer, which in turn helps your chances of engagement. Vibrant, bright colors and textured stock are options that are sure to get your mail piece noticed.
It’s important to understand that direct mail works best when in conjunction with other marketing tactics, such as email marketing. Working together, the campaign is more likely to engage consumers and get you a better ROI.
The USPS is working with its partners in the industry works tirelessly to advance the mail’s perception with new technologies.
Chris Lien is President, BCC Software and has been active in the mailing industry for over 20 years. He has been heavily involved in industry associations, such as the Association for Postal Commerce, EPICOMM, Association for Nonprofit Mailers, and Idealliance.
For more about innovations in the mail industry, listen to BCC Software’s Lien In webcast, “Lien In: Innovations in Mail.”
USPS Promotions provide opportunities to experiment with new technology and earn postal discounts. Visit the USPS Irresistible Mail to see these promotions in action and learn more.
Partnering with TC Delivers has been one of the best choices we made. We have worked with them for a number of years and it has always been a great experience. I know I can rely on them to give us the best service possible. The team at TC is top notch and I know the future will only bring better things. Our salesperson makes sure to keep us up to date with any mailing solutions we need.
We have used TC Delivers as our presort service for the past five years. Although our output volumes have significantly increased during this time, their knowledgeable staff has maintained the same high levels of quality, efficiency, and care with our mail. I look forward to our continued business together and highly recommend TC Delivers for anyone looking for a professional, reliable, and friendly presort service.
Great communication & collaboration while working with this vendor.
Very professional, great company to work with.
TC Delivers has been a great partner to work with. They helped create an outstanding team environment that helps us achieve our mailing/processing goals and demands whenever a new challenge arises.
TC Delivers has done a great job growing along with our company, keeping up with the increased business and higher monthly mailing volumes associated with that growth. Our salesperson is always on top of quotes for projects, helps keep us on point for our escrow balances, and her expertise has helped to find cost savings for our company. The Senior Data Processing Technician does an incredible job with all the day to day processing, as it runs seamless. His attention to detail helps to account for the accuracy he displays on all the Special Mailing projects, as well as the new projects that he has to implement that are thrown his way. TC Delivers is a top notch vendor to utilize when looking for savings and accuracy on all your mail solutions.
Our company has been working with TC Delivers for the last 7 years and have always been completely satisfied with their performance. They are customer service oriented and always meeting the time frames we have for sensitive jobs.
When our company first opened an office in Florida in 2012, we used TC to ship all of our mail for us. In 2014 our corporate office decided that we should be unified with all of our offices throughout the country so they moved us to another presort facility. We had many problems with that other facility (mailings not reaching their destination in a timely fashion, etc).
At the beginning of the year we switched back to TC and we could not be happier. We have not had customer complaints about mail not getting somewhere on time. Our salesperson is very helpful and is always willing to answer any questions we may have. We are very glad we are back with TC and will recommend them to anyone!
I’ve been extremely satisfied with TC Delivers customer support, professionalism, and quality of work. I have thrown many different projects at TC Delivers and they always comes through for us. My favorite part of dealing with them is they never reply to a request with “NO we can’t do that”, they always start out with “Let’s see what we need to do to take care of that for you” and that is “CUSTOMER SERVICE”. Our everyday mailings, proof of mail, fulfillment and presort is always taken care of very professionally, their pick-up drivers are on time and courteous.
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We have been with TC Delivers for many years and we have been very pleased with their service for us. TC has friendly staff and drivers, willing to be of help even when we need extra services like trays & sleeves. Their pricing is very competitive and they are willing to work with us on large projects as well as small. We will be using them in the future and would highly recommend their services.
Working with TC Delivers has truly been a great all around experience. They accommodate our schedule changes, and the drivers always provide quality customer service. We appreciate our relationship with TC Delivers, and look forward to a continued partnership.
TC was easy to do business with and delivered the campaign that we needed several times.
I have had the pleasure of working with TC Delivers for the past 12 years. We have produced a number of projects together- both large and small, and a number of ongoing ones. During this time, the service has been outstanding and it is their attention to detail that really shines. Once I turn it over to TC Delivers, I no longer have to worry about it. And that more than anything says more about working with them- it’s nice to have a partner who walks the walk. I would whole-heartedly recommend TC Delivers for pretty much any direct mail and fulfillment project that you would have. It’s worry free!
TC Delivers has delivered consistent quality service to us for over five years. Their prompt, professional and reliable customer service is what sets them apart, saving us time and money without any headaches.
The staff over at TC Delivers helps our daily mailings fulfill with ease. They are always eager to help, and wonderful to work with.