Customers May Be Less Loyal Than You Think (And One Thing You Can Do About It)

How loyal are your customers? You might be surprised to learn that they may be less faithful than you think. In a study of 10 major industries, nearly three-quarters (72%) of respondents indicated they were “delighted” with the products or services they purchased, yet 88% said they were willing to switch providers for any reason!

That doesn’t seem to make sense. How can happy customers be so fickle? Why would they switch brands if they are satisfied with the product or service they are receiving? The answer is a lack of relationship. Because so many companies offer products and pricing similar to one another, it’s their relationship with your brand that keeps them sticking around. If you don’t invest in that relationship, you risk losing them.

Make Customers Feel Valued

To maintain customer loyalty, you must make people feel valued, not just by offering them great stuff but by how you treat them. Give them a great customer experience. According to Zendesk, 60% of consumers have purchased something from one brand over another simply based on the service they expect to receive.

All things being equal, customers will go where they feel most valued and appreciated. So keep that consistent, high-quality drip of customer communications coming. Do so, even when you’re not trying to get them to purchase something.

• Set up a series of “nurturing” mailers throughout the year. Tell customers you are grateful for their business at regular, pre-planned intervals.

• Use your collected data to grow your relationship with these customers. Offer valuable tips, newsletters, and case studies that remind clients of your commitment to service, value, quality, innovation, and loyalty.

• If you cross-sell or upsell, make those suggestions valuable and relevant to your customers based on your collected information, such as their past purchases or expiring subscriptions.

• Ask for their feedback. People love it when you ask their opinions. Communicate through tangible actions that you care about what they have to say and are willing to act on it, too.

Direct mail is an excellent tool for customer retention. Having that tangible, colorful mailer in their hands makes people feel valued. When customers feel valued, they tend to stick around.

Finish Your Piece with Just the Right Fold

Want the perfect printed piece? Finish it with the perfect fold. But communicating about folds can be tricky when you don't know the lingo. Let's look at some of the basic terms:

Panel. A "panel" is the two-sided section of the printed piece defined by the fold. When you look at a standard "3-fold brochure," you are talking about a 6-panel brochure.

Flat size. This is the size of the piece when it is laid out flat. This is compared to the finished size, which is the piece's size when folded. For example, a 6-panel brochure might have an 8.5 x11-inch flat size but a 3.75 x 8.5-inch finished size.

Accordion (or z) fold. This is one of the most common fold types. The accordion fold is when the paper is folded in parallel folds that run in alternating directions, like the letter "z" or the bellows of an accordion.

Barrel (or roll) fold. With a barrel fold, the series of parallel folds are made so the second fold wraps around the first one, much as you fold a letter before you put it into an envelope.

Broadsheet (or broadside) fold. With this type of fold, the paper is printed on both sides and then folded in half. Then, a series of parallel folds are done in the other direction. This type of fold is often used for maps or brochures that require a large diagram.

Gatefold. In this fold, the two "flaps" fold over a center panel so the edges meet in the middle.

Grain. When paper is manufactured, the fibers align in one direction (the grain). Especially with heavier stocks, it's best if the folds run with the grain, or you might end up with ink cracking or folds that don't lay flat.

The best way to communicate your folding needs is to find samples incorporating the folds you want. Making a folded "dummy" out of your proof copies is also helpful. When it comes to folding, a little up-front planning can save you a lot of time and expense in the long run.

Print Perfection: 5 Must-Haves for Choosing the Right Print Partner

Do you think all printers are the same? Not at all! Even though two print shops might have the same equipment, they might have very different philosophies, quality standards, and customer relationships. To help you find the right partner for your printing needs, here's a quick checklist of questions you'll want to ask during the vetting process.

1. Do they prioritize customer service? From the first interaction, you should feel valued. Your printer should listen to you, take the time to walk through your options, and help you find solutions when you're stuck.

2. How do they handle mistakes? Everyone makes mistakes. When your printer makes a mistake, how do they handle it? In a healthy partnership, a printer will take responsibility for its errors and do it quickly and transparently. Ask your printer for examples of how they've handled mistakes in the past.

3. Do they have "The Right Stuff"? As your business grows, your printing needs may change. Maybe you only need direct mail today, but you might need signage down the road, too. Or perhaps you will decide to launch your product line and need packaging. Ask how they are growing and investing in their business to ensure they can grow with you.

4. Do they stay on top of industry change? The printing industry continually advances with new techniques, substrates, and approaches. Does your print provider keep pace with those changes and offer you the best, most flexible solutions available?

5. Are they good communicators? A great printer should keep you in the loop at all stages of production—from project kickoff to final delivery—and return your calls promptly.

Selecting the right print provider involves more than choosing a company with the right production equipment. It requires choosing one with a philosophy that matches yours, one that will be there for you over time, and one you can trust. Find those things, and your partnership will be worth its weight in marketing dollars.

More Than Just a Product: Unleashing Your Value Proposition for Marketing Mastery

When you create marketing campaigns, are you reflecting your value proposition in everything you do? You might think you only sell products, but it’s more than that. Think about a company like Campbell’s. Sure, the company sells soup, but its tagline is “Mmmm, Mmmm. Good.” Its ads show families around the table, enjoying a meal together. The company’s value proposition isn’t, “We sell soup.” or “We help you create healthy meals your family can enjoy together.”

Innovative companies know their value proposition and communicate it, directly and indirectly, every time they send a direct mail piece, blast an email, or design product packaging.

Let’s take a closer look.

1. Identify your unique value. 

What’s your value proposition? Do you know? A value proposition is the more profound value your company promises to deliver should people choose to buy your product. Ideally, it is something distinctive to you.

Let’s say you offer plumbing services. There might be 50 plumbing companies in your area, so what makes yours different? Your value proposition might be, “We show up within a 15-minute window—or your money back.” If you’re a dental office, it might be, “We make dental cleanings stress-free!” Sit down with your team and brainstorm until you can summarize it into a single sentence.

2. Consistently fulfill that value proposition.

Your value proposition is essentially a promise, so keep that promise every time. Fill your dental office with happy, colorful wall stickers and train your staff to serve with a smile, even when they’re having a terrible day. Always have a backup plan in case a plumbing job runs long. Consistency creates trust and loyalty.

3. Use your value proposition everywhere.

Be communicating value proposition, directly or indirectly, in every communication. Create brochures with images of children with dazzling smiles and parent testimonials about the helpfulness of your dental staff. On your direct mail pieces, add online reviews about the promptness of your plumbing service.

As you develop your marketing strategies, remember that your value proposition should be the foundation of your efforts, guiding every communication and touchpoint. Ultimately, this will lead to stronger connections and greater success.

Tips for When You Need the “Wow” Factor

Not every print piece needs a “wow” factor, but what happens when it does? Maybe you are launching a new line of high-end clothing or cosmetics or have an audience for luxury goods you want to impress. That’s where print embellishments come in. Print embellishments are visual or tactile add-ons that create a higher level of engagement than even the best 2D designs can do.

 

When you need that extra “wow” factor, consider one of the following options:

1.   Embossing: This technique uses a punch against the back of the sheet to create a raised image or pattern on the front. When even a simple design is embossed, people can’t help but reach out and engage with it. 

2.   Debossing: This technique is embossing in reverse. Instead of elevating the image, you’re depressing it into the sheet. This creates a debossed image instead.

3.   High-gloss coatings: Not only are high-gloss coatings beautiful to look at, but they provide a layer of durability and protection, as well.

4.   Matte coatings: There is something luxurious about matte coatings. They are soft to the fingertips and just feel like luxury.

5.   Spot coatings: Combining high-gloss and matte coatings in the same design adds contrast, creating pop and visual interest. Layer a glossy highlight over a matte finish, or do the reverse. Draw the eye by designing a matte finish within areas of high gloss.

6.   Die-cutting: Cut your project into fun and interesting shapes or create cutouts like peek-a-boo windows within the page. Send your invitation to the opening of your retail shop in the shape of a house.

7.   Foil stamping: Nothing says “luxury” like beautiful gold, silver, or colored foil.

These are some of the most common print embellishment techniques, but they are not the only ones. Call and ask for recommendations if you’re looking for something unique and these aren’t the perfect match. We can suggest other ways of turning your print design from fun and creative to a true showstopper. 

 

Using Social Media to Amplify Your Direct Mail

Are you looking to boost your marketing results by going multichannel? Businesses looking to amplify their direct mail efforts often pair direct mail with email. That's a great strategy. But you know what else is a great strategy? Pairing direct mail with social media.

What makes direct mail and social media so complementary? Customers love direct mail and social media and use and respond to each channel differently. Print's tangibility leaves a deeper footprint in consumers' brains, resulting in more accurate recall and higher buying intent. At the same time, social media is proven for ongoing, spontaneous communications that keep your customers entertained and engaged. With both channels providing different benefits, why not pair the two?

Let's look at five ways to use direct mail and social media together:

1. Engage with the social media sites your target audience will most likely use. For example, 73% of people aged 30–49 use Facebook, twice those who use Instagram or Twitter. If your target audience is Gen Z, however, they will most likely use TikTok. Create strong content and add links in your posts to drive people to your purchase pages.

2. Focus on deep, relevant content. Regardless of channel, use your social media posts to tell stories. Invite customers to post their user-generated content, and encourage them to share your posts with friends and family. Storytelling is a robust engagement and marketing tool.

3. Use online tools to gather your social media followers' email and postal addresses. Use that data for future cross-channel marketing.

4. Use social media to announce when upcoming mail offers are on their way. Social media can be a great way to build anticipation and excitement around your promotions and deals.

5. Cross-pollinate your content between social media and direct mail. For example, use quotes from online reviews or social media posts in your direct mailers to give credibility (a practice called "social proof").

Want to further explore the connection between direct mail and social media? Let's talk!

Do Your Brochures Need a Facelift?

When was the last time you updated your product brochures? Are you still selling all of the same products? Are there new products you need to add? How about your customer base? Has it evolved? Does the messaging need to be updated to reflect who your customers are now? It might be time if you haven’t updated your brochures in a while. Here are six tips to get you started.

1. Hit the highlights.

A brochure isn’t a catalog. Hit the highlights, including key features and benefits. Save the details for another time.

2. Target key markets.

Increase the power of your marketing by segmenting your brochures for specific purposes. Instead of printing 10,000 of one brochure, for example, try breaking the run into four versions of 2,500 each. Use segmentation to promote individual product categories or target key audiences.

3. Limit your font choices.

Don’t over-clutter your space or create visual confusion with too many fonts. A good rule of thumb is to use no more than three fonts in any piece.

4. Incorporate white space.

Brochures are designed as door openers, not sales closers. Be selective. Use white space to create breathing room and keep the design clean and inviting.

5. Use high-quality stock.

People associate the quality of your paper stock with the quality of your products. Don’t skimp!

6. Include a call to action.

Even though you might not want to give a hard sell, you still want a call to action. Otherwise, your audience may read the brochure and set it aside. CTAs are critical to getting your audience to take the next step.

Need more great ideas? Give us a call and let one of our designers guide you through the process.