Maximising Efficiency in Direct Mail Campaigns Through On-Demand Printing
Direct mail campaigns have been a staple marketing strategy for many businesses, both large and small, for decades. However, these traditional campaigns come with their fair share of challenges. Large print runs, lengthy lead times, and high costs are just a few of the obstacles that businesses have to navigate. Fortunately, by leveraging digital printing technology, businesses can now produce direct mail materials in smaller quantities, with faster turnaround times, and at a lower cost. In this blog piece, we’ll look at on-demand printing and how it can help businesses maximise efficiency when launching direct mail campaigns.
How printing on-demand works
On-demand printing refers to the printing of materials once an order has been received. This is in contrast to traditional printing methods, in which printed materials are mass produced, or in bulk, to compensate for any shortages.
In direct mail campaigns, on-demand printing allows businesses to produce targeted and personalised materials quickly and cost-effectively. Rather than printing thousands of copies of the same piece of mail, businesses can print smaller, larger, or different batches of materials tailored to specific customer segments or even individual recipients as needed. This level of customisation can often lead to greater flexibility, resulting in higher response rates and more effective campaigns overall.
How on-demand printing maximises efficiency in direct mail campaigns
On-demand printing offers several benefits over traditional printing methods, particularly when it comes to direct mail campaigns:
More flexibility
Because on-demand printing allows for flexible print runs, businesses can keep their messaging fresh and change the content as often as they like. This means that they can respond quickly to changes in their marketing strategies or to feedback from customers.
Greater control
On-demand printing gives brands greater control over their direct mail campaigns. They can produce materials in smaller batches and test them with smaller groups of customers before launching mass-scale campaigns. This allows them to test and refine their messaging, as well as improve the effectiveness of their campaigns over time.
Improved response rates
By delivering targeted and personalised materials at the right time, businesses can increase the likelihood that a recipient will engage with their brand messaging. This, in turn, can lead to more effective campaigns and higher returns on investment.
Faster turn around and reduced lead times
With on-demand printing, businesses can produce direct mail pieces quickly, often within 2–3 days. This means that they can launch campaigns on short notice or respond quickly to changes in their marketing strategies or the market.
Cost-effective
Printing on demand can be a more cost-effective option for businesses, particularly those with limited budgets, due to lower setup costs and the ability to print in smaller quantities. By printing only what they need, companies can reduce their printing costs and their impact on the environment.
Reduced waste
With on-demand printing, businesses can print only what they need, when they need it. This eliminates the need for large print runs and reduces the amount of waste generated by unused or outdated materials.
The role of technology in on-demand printing
Digital printing technology has come a long way in recent years, and it’s now possible to produce high-quality direct mailers quickly and cost-effectively using digital printers. These printers use advanced software and hardware to produce materials that are virtually indistinguishable from those produced using traditional printing methods.
In addition to their speed and cost-effectiveness, digital printers offer several other benefits over traditional printers. For example, they can produce materials in a wider range of sizes and formats, and they can also print on a variety of materials, including paper, cardstock, and even plastic.
The role of data in on-demand printing for direct mail campaigns
One of the key benefits of printing on demand for direct mail campaigns is its ability to produce highly targeted and personalised messaging using data. To do this effectively, you will need access to your customer data, which can be used to segment your audiences and create tailored content. Fortunately, there are many tools and technologies available on the market today that can help with collecting, analysing and using customer data effectively, including customer relationship management (CRM) software, data analytics tools, and marketing automation platforms. By leveraging such tools, businesses can gain a deeper understanding of their customers and create materials that are tailored to their specific needs and preferences.
Cost considerations for on-demand printing
While on-demand printing can be a cost-effective option for most businesses, there are some other factors to consider:
- Businesses will still need to invest in the design and development of their printing materials. Fortunately, there are direct mail companies, such as Zappost, that will offer templates and custom design options for launching personalised direct mail campaigns.
- To produce targeted and personalised materials, businesses will need access to customer mailing lists. Depending on the source and quality of this data, there may be additional costs associated with on-demand printing.
- Companies should still consider the cost per piece when estimating the cost of their campaign, especially small businesses with limited marketing budgets.
- In addition to printing costs, businesses will also need to consider the cost of mailing their materials. This includes postage and any fees associated with mailing lists or other targeting tools.
