For example, some cards are targeted to win back a customer who reappears after, say, a three-year absence. If the intent is to push a product or a brand, then appropriate images are substituted. The most innovative scenario is when actual images are pulled from an existing customer's previous job files. In this case, the corresponding message might relate to reprint pricing, as if to say, "Remember this cool postcard you did?
MONDAY, January 11, 2010 • $2.00 Direct Mail: Practice What You Print By Mark Vruno News flash for printers: The latest DMA National Client E-mail Survey report reveals that direct mail is still one of the most commonly used marketing channels. Furthermore, not only has direct mail stood up well to the challenges posed by the recession, but it carries weight in the board- room, according to last fall’s Marketing Week Direct Mail Attitudes survey, which found that 56 percent of marketers believe that direct mail has influence with the top execu- tives or board members at their companies. Just last month, there was a flurry of direct mail activity among U.S. printers. DirectMail.com of Prince Frederick, Md., purchased nearby Eagle Direct, adding capability for its multi-insert packages. The acquisition is expected to boost DirectMail’s capacity by more than 500,000 pieces per day. Also in December, Princeton allpoints Communications opened a new service center in Robbinsville, N.J. The 150,000- sq.ft. facility features a complete suite of data processing services, full-color digital print on demand, continuous and cut-sheet laser printing, turnkey direct mail services and fully integrated fulfillment. Meanwhile, the nation’s leading menu producer, Glen Allen, Va.-based online printer Taradel.com, launched a new direct mail division serving small business owners in the pizza and takeout food industry. Where’s the Money? The bottom line is that direct mail (still) works for the majority of the 18 million businesses in the United States. Printing for the Children’s Market And it stands to reason that if direct mail works for print- ers’ customers, it should work for printers, too. Form By Debora Toth much as one might expect. The should follow content, especially if you’re a printer of direct While children are constantly recession and electronic media mail! After all, how does it look to your customers if you being enticed by computer and have put a dent in sales, but the don’t use direct mail yourself? video games and television market is still healthy for sheetfed shows, books, games and other and web printers. Making the Time, Doing the Math printed material designed for For many printing companies, what seems a like a no- children have not declined as continued on page 8 brainer—promoting themselves in print—doesn’t happen continued on page 6 Inside: ■ PrintWorkers.com Updates Job Site ■ Precise Demographics Work Best ■ Installations PERIODICALS POSTAGE PAPER For All Your Paper and Envelope Needs MART INC. PAPER MART INC. 1-800-772-2001 www.papermartinc.com For All Your Commercial
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