1. DIRECT MAIL: DELIVERING RESULTS
Direct mail is as powerful as ever. Discover the reasons why and tips to help make your Direct Mail a successful part of your Integrated Marketing Campaign.

2. THE FACTS – CONSUMERS LIKE MAIL
Direct Mail remains one of the largest advertising channels for US businesses.
81%
of recipients READ or scan their MAIL DAILY.
2010 USPS® Household Study
of 25–34 year olds said they read mail IMMEDIATELY and find it USEFUL.
42%
2010 USPS® Household Study
2010 USPS® Household Study
of households with incomes over $65K PURCHASED FROM DIRECT MAIL in 2009.
58%
2010 USPS® Household Study
79%
of consumers find mail
more CONVENIENT than going online.
ICOM August 2010
2010 USPS® Household Study

3. MAIL VS
Are you more likely to read an with a sales / promotional offer
or to look at a piece of DIRECT MAIL? N=
900
135
216
252 45
Base: U.S. Respondents who look at the direct mail they receive
Source: Direct Marketing Production Printing & Value-Added Services, InfoTrends 2015

4. DIRECT MAIL DRIVES ACTION
In your opinion, which is more effective at getting you to take action,
or DIRECT MAIL? N=
900
135
216
252 45
Base: U.S. Respondents who look at the direct mail they receive
Source: Direct Marketing Production Printing & Value-Added Services, InfoTrends 2015

5. WHY DIRECT MAIL WORKS
SELECTIVE Target your most loyal customers – or a select a specific group of people. This allows you to focus media dollars on those most likely to respond!
PERSONAL AND PRIVATE Mail creates a one-to-one communication between you and a customer.
REACH Did you know? An average household receives
2 pieces of Direct Mail per day compared to 157 s.
All customers have a mailing address - giving you direct access to everyone doing business with you.

6. WHY DIRECT MAIL WORKS
INTERACTIVE Today, mail works with smartphone technology to create a unique and powerful bond with the recipient.
Incorporate technology and print - make text and images jump off the page and onto the recipients’ screens!
CONTROL You choose when you want to mail and what format you send.
TANGIBLE Mail has a longer shelf life. Consumers save mailed coupons for future use and share mailings with others.
Mail has the ability to touch every sense through product samples, QR codes, and more

7. WHY DIRECT MAIL WORKS
MEASURABLE Mail can be tracked to test the effectiveness of formats, offers, mailing lists, and more.
RELEVANT Mail allows you to tailor a message to a specific audience or demographic set.
Personalize messaging, offers and graphics!
Use Variable Data Printing (VDP)
VDP FACTS
Sales increase by 81%
Experience order sizes that increase by 25%
Repeat orders increase by 50%
Generating Returns on Investment (ROI) by 270%
Variable Data Printing, IPIQ

8. CUSTOMIZATION INCREASES OPENS & READERSHIP
Does the customization of a direct mail piece make you
more likely to open /read it? N=
614 83
166
178
156 31
Base: U.S. Respondents who receive direct mail that reflects a high level of customization
Source: Direct Marketing Production Printing & Value-Added Services, InfoTrends 2015

9. ACHIEVE YOUR BUSINESS GOALS
Mail can be used to achieve your business goals for customer acquisition, relationship building, and stakeholder communications.
The possibilities are endless, see some examples below:
Counter a Competitive Offer
Generate Traffic
Generate Sales Leads
Building Brand Awareness Customer Loyalty
Cross-sell or Up-sell
Announcements

10. DIRECT MAIL FORMATS
Introducing Direct Mail, offering countless formats – from cost-effective to highly dimensional.
Letter/ Envelopes
Postcards
Self-mailers
Dimensional Mailers
Catalogs
DIRECT MAIL RESPONSE RATES BY FORMAT
FORMAT
EXISTING
CUSTOMER
Letter-size envelope…………......
3.42%
Postcard………………………………..
3.99%
Oversize envelope………………….
3.91%
Dimensional mailer………………..
5.72%
Catalog…………………………………..
4.92%

11. CONSUMERS PREFER PRINTED VS DIGITAL CATALOGS
Would you prefer to look at and use a PRINTED catalog
or a DIGITAL / ELECTRONIC catalog? N=
863
122
206
245 45
Base: U.S. Respondents who receive catalogs in the mail
Source: Direct Marketing Production Printing & Value-Added Services, InfoTrends 2015

12. DIRECT MAIL SIZES & STRENGTHS
LETTER / ENVELOPES
POSTCARDS
SELF-MAILERS
DIMENSIONAL MAILERS
CATALOGS
STRENGTHS
Gives your mailing a personal, intimate feel
Effective way to introduce your business or raise charitable funds
Costs little to produce
Reads fast – no envelope
Inexpensive to produce
Postcard prices apply to single-panel pieces sized from 3½" x 5" to 4¼" x 6"
No envelope or insertion costs
Increased space for copy to tell a full story
Includes option of reply card or other response device, such as a coupon
Creates excitement
Helps boost response rate
Helps increase pass-along value
Lets you showcase multiple product lines
Allows recipients to “window shop” and discover new products
TYPES
#10 business envelope
6" x 9" envelope
Monarch envelope
Announcement envelope
Booklet envelope
Standard postcard 4¼" x 6"
Double postcard
Oversize postcard 9" x 6"
Jumbo postcard 11" x 6"
Multi-panel self-mailer
Gatefold
Roll fold
Z-fold
Sleeve mailer
Snap pak mailer
Booklet mailer
Pop-up
Hinged cover box
Tube mailer
Fluted box
Special shape
Multipage – size
and thickness
can vary

13. MAILPIECE DIMENSIONS GUIDELINES
SHAPE
LENGTH
HEIGHT
THICKNESS
POSTCARDS
LETTERS
LARGE ENVELOPES
PACKAGES
5 inch min.
6 inch max.
11-1/2 inch max.
11-1/2 inch min.
15 inch max.
Maximum length plus girth 108 inches. (130 inches for Standard Post) Length is the measurement of the longest dimension and girth is the distance around the thickest part . Girth = L + 2(W+H)
3-1/2 inch min.
4-1/4 inch max.
6-1/8 inch max.
6-1/8 inch min.
12 inch max.
.016 inch max
1/4 inch max
3/4 inch max

14. FOLLOW THESE USPS GUIDELINES
Don’t let your Direct Mail piece slip down the wrong path, use the tips below to ensure you are following USPS Guidelines. As always, consult with your Post Office representative to make sure you are compliant with the rules and regulations.
TIP 1
TIP 2
TIP 3
Check size, weight and color of your mail piece
Check eligibility for automation, processing and discount rates
Check clear zones for address, barcode and postage areas
TIP 4
TIP 5
Check the closure thickness
Check for specific gloss and UV requirements

15. BEST PRACTICES DO’S & DON’TS
DO Add mail to your integrated media campaign.
DO Explore the option of consulting with a direct marketing agency to strategically add mail to your integrated media campaign.
DO Highlight your offer / promotion on the front of your mail piece to boost readership and response.
DO Choose the format, list, and offer for highest ROI, rather than lowest cost.
DO Analyze and track responses to measure the effectiveness of the mail piece.
DO Engage the recipient – use QR Codes, samples, certificates and more!
DON’T Begin your Direct Mail campaign without a clear, measurable objective.
DON’T Use too much text or graphics so your messaging gets lost.
DON’T Forget to develop mobile-friendly web pages when providing QR Code or other mobile apps.
DON’T Assume you know what your customers want or need – use your mail piece to ask them directly.
DON’T Use old mailing lists.
DON’T Think of direct mail as a one time thing – it’s an ongoing customer relationship tool.
Direct Mail Do’s
Direct Mail Don’ts

16. STEPS IN PLANNING A DIRECT MAIL CAMPAIGN
5. LIST
Ensure your mailing list is up to date so you are not wasting money and the mail is sent to proper address / addressee.
1. OBJECTIVE
Have an end result in mind that is clear and measurable.
3. PROMOTION
Highlight offer / promotion clearly on Direct Mail piece.
2. BUDGET
Keep in mind your budget –it’s helpful when selecting the format, quantity, type and enhancements of your Direct Mail piece.
4. FEEDBACK
Review draft of Direct Mail piece, collect feedback and suggestions!
6. SEND / ANALYZE
Run your campaign and analyze results, make any necessary changes for piece
to be more effective in the future!

17. TIPS TO STAND OUT FROM THE CROWD
With the average household only receiving 2 pieces of Direct Mail each day, there is opportunity to stand out from the crowd.
80%
Consumers spend 80% of their disposable income with businesses within 10 miles of their homes.
DESIGN
PRINT
Picture your audience and how your offer matches their needs.
Keep it simple because simple equals sophisticated.
Choose the right place for your logo to build your company’s image.
A call to action is an important part of your message, make it easy to find and understand.
It is more cost effective to print and mail standard format sizes.
Choose the right paper for your design and remember that the quality of prints comes with the quality of paper.
Thorough proofreading will help avoid the cost of reprint.
Printing in bulk generates much lower cost per single piece than printing just a few pages at a time. 1 1 2 2 3 3 4 4
The Anatomy of Direct Mail, IPIQ

18. DIRECT MAIL: DELIVERING RESULTS
For more information, contact your local Lindenmeyr Munroe sales representative or visit us online at LindenmeyrMunroe.com.