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Direct Mail Trends We're Ditching in 2019

BlueWing Hearing | Direct Mail Trends We're Ditching in 2019

2019 is around the corner and while a lot of companies are determining which marketing methods will be trending next year, we decided to take some time to reflect on trends we’re letting go of in 2019.  Many of these methods are outdated and no longer serve our customers. Check them out.

EDDM

EDDM (every door direct mail) is a low-cost marketing technique that focuses on delivering direct mail pieces to all residents on a USPS carrier route. Though this method is cost-effective, you end up spraying and praying that your pieces will reach your intended audience. In the end, this wastes marketing dollars because the data list is not targeted. 

Black & White Lasered Maps

Personalization is important, especially to your patients. While traditional variable custom maps were printed as a black and white laser on a predetermined creative shell, this type of printing did not offer the type of branded personalization that 4-color inkjet technology now allows. With more modern methods,full-color variable maps are more accessible than ever. As a result, your content is more personalized, eye-catching, and more likely to drive more appointments.

Printing Master Shells

It was the standard a few years ago to 4 color print a shell and then laser in all variable content in black and white. With more sophisticated inkjet presses, such as the Oce Prostream, white paper goes into the machine and endless versions of your campaign can come out. The end result is a more targeted campaign for your audience.

Envelopes That Give Too Much Away

For a time, it was a trend to put all the details of an offer front and center on the envelope. Now it’s time to take a different approach with your marketing by only featuring a small amount of information on the envelope. Testing shows, this works especially well when recipients get a sneak peek of an offer tailored to their needs. Just enough to pique interest and get them to open your piece where the full offer and call to action are revealed.

Presenting The Same Offer To All Your Patients

There have been numerous studies that show that customers prefer personalized content. Instead of pushing out the same content to every patient, variable printing capabilities allow you to send custom content to each person. By leveraging full-color inkjet technology, your marketing should be varied based on the recipients' demographics. For example, you could send a free clean and check offer to your patients and a free hearing screening offer to your prospects.

At BlueWing Hearing, we are committed to caring for our clients, and that means providing them with the best marketing advice. While we feel that the strategies above are outdated, are there any additional marketing techniques your practice has decided to let go of?

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