How Commercial Marketers Can Maximise Their ROI With Commercial Print

For thousands of UK SMEs, direct marketing is the most efficient and cost-effective way of making sales, connecting them with new and existing customers. The same is true for countless charities and campaigning organisations, for whom direct mail remains a central part of their individual giving strategy.

 

Unfortunately, printed materials can be expensive, with letters, brochures, product catalogues, and campaign material eating into the profitability of direct marketing and reducing the organisation’s return on investment (ROI).

Using a commercial printing service, such as TL Colour, can help optimise your resource use and increase your ROI from direct marketing. Here’s how:

 Variable printing data: Digital printing makes it possible to radically personalise direct mail collateral to the needs of the recipient, personalising it to their interests, engagement history with your organisation, and demographic profile. Incorporating variable printing data into your mailers can help you tailor your offers and content to your audience, increasing engagement and response rate, and leading to a higher ROI.

 High quality print design and finish: quality is the key to success for direct marketing materials, so investing in a professional print fulfilment service will give your mailing a better chance of standing out to your target audience. Quality images, compelling copy, and a professional finish can all make a big difference in capturing your recipient’s attention and prompting action.
 Multichannel marketing: modern direct marketing does not exist in a vacuum, but is usually integrated with digital and inbound marketing approaches. An experienced commercial print provider can increase this synergy by integrating QR codes or personalised URLs within your printed materials to drive recipients online to bespoke landing pages or parts of your website.
 Monitoring and analytics: off-line/online integration also makes it easier for you to track and analyse the results of your direct marketing campaigns. There are various tracking mechanisms you can use, including unique promotional codes, campaign phone numbers, or bar-coded reply cards that let you measure the effectiveness of each mailing. These insights help you understand what works best and what doesn’t in your direct marketing strategy so you can refine your efforts and increase your returns.

Next Steps

Improve your returns from your marketing collateral with our flexible and scalable commercial print service. Request a quote from TL Colour today, or feel free to call us for more information. 

Image Source: Canva