Top 4 Benefits of Personalized Direct Mail for your Business

Personalized Direct Mail

In recent years, personalized direct mail has become an effective method that companies use to promote their businesses and drive revenue. Personalized communications will be the prime driver of marketing success within the next years because serving the right message to the right customer creates better customer experience and increase brand perception, which leads to a higher ROI, and positively impact the bottom line. And with a good reason. 

The following direct mail statistics show that a piece of personalized mail can help your business to grow tremendously.

✔ Personalized mail has proved to drive 5 to 15 percent increases in revenue and 10 to 30 percent increases in marketing-spend efficiency—predominantly due to better product recommendations ensured by personalized marketing.

✔ 78% of executives and marketers (51% of whom are B2B businesses) claim that integrated, branded, and personalized direct mail is a highly effective channel.

✔ Non-personalized direct mail gets 61% of credits compared to 55% social media (Marketing Charts). 

The differences between personalized and non-personalized pieces of mail prove that personalization matters.

With so many personalization software options out there now, there’s no reason why you can’t personalize your direct mail. Variable Data Printing services that can control how variable data is placed on each piece are the key component of personalization. The more accurate information you have, the better the personalization will be.

Variable Data Printing services

The Top 5 Benefits of a Personalized Direct Mail 

1. Increased conversion rates

Let’s start with the most obvious benefit: conversion. The conversion rates increase considerably with the number of personalized messages the recipients are exposed to.  

When you tailor your message to your recipients, your message is more relevant to them because it means something. The generic message is the enemy of conversions. It’s worth the extra time and small expense to assure that your piece says the right thing to the right people.

2. Increased customer experience 

Brands that know their customers offer them a better user experience. That’s because personalized communications resonate better with their needs and smooth the buyer’s journey. They treat the customer as a person, not just a name on a mailing list.

The companies that use personalization win consumers by making it easy to click purchase or try out a new product. They’ve given customers what they want, what they expect and what they didn’t even know they needed.

3. Increased lead generation 

Personalization is a key method of improving lead quality for marketers, with 60% of those surveyed saying this is a key strategy. Because 72% of consumers will now only engage with personalized marketing messages, it makes sense that improving marketing personalization is seen as being so important.

4. Greater ROI from Advertising

The personalization itself brings reduced acquisition costs of up to 50% and an increase in marketing spend efficiency by 10-30%, while revenue upticks nearing 5-15%.

Personalization is leading to positive ROI in 75.5% of businesses in North America and Europe. Retail is seeing the greatest impact with nearly 79% of retailers reporting positive ROI due to their personalization efforts.

How to personalize your direct mail pieces

Obtain as much personal information about your current or prospective customers as possible. Fortunately, there’s a vast sea of data on individual consumers today. 

Then analyze the data and leverage it to provide customized, targeted offers, recommendations, and messaging designed to appeal to the individual based on their past behavior, interests, and other data.

Next, create one design layout while deciding what variables the design can have –  different background images, or different colors, different offers or different ad copies. 

Use clients’ data –  gender, age, and birthday and their location to target the prospects located within a certain radius from your business.

Use multiple variable data: from different prices and products to different locations and ad copies. Create a spreadsheet of key data points as they relate to the design, with the placement of variable elements.

Finally, print digitally your unique and personalized mail pieces and send them out. Or find a printer, us for instance, that has also a mailing room facility to print and mail your personalized mail out for you.

Personalized Direct Mail

How to get started

A simple example of personalized marketing is the targeted direct mail you’ve probably received from your favorite store, which is likely addressed with your name. This personalization strategy allows companies to connect with consumers on a personal level, creating a connection that leads to increased sales. What else you can personalize in a direct mail:

  • Offer 

You can use personalized incentive recommendations to further deliver one-to-one experiences to your customers. Instead of sending the same offer to an entire list of current or potential customers, you can define the desired incentive range. Use the information you’ve collected from customers based on their purchasing history, and you will make your offers more appealing.

  • Images

The images and graphics of your direct mail set the mood and draws the recipient into your ad. Get images that will appeal most to each recipient and the conversion rate will grow as well. You can choose images based on the location of customers to make content familiar to them. Also, you can customize images according to the person’s hobbies and preferences.

  • Copy 

Personalization of the copy is the most obvious way to use your customers’ names and other information from your database. Tailor the content and messaging to users’ interests and actions and you’ll make it more relevant to them. 

Also, don’t forget about differences in perception of the same product between men and women. Adjust your content based on gender to make it appealing to men and women as well.

Are you convinced that the personalization is key to a higher ROI? If you’re considering adding direct mail to your marketing mix, act now. Personalization and relevance will be key to getting results, so supercharge your direct mail with digital data.

Also, to increase even more your ROI, check out our Variable Data Printing Services and enjoy 15% off Your First Order

Questions to Ask to Find the Best Printer for your Project

Best Printer for You

Finding the best printer for your business can be daunting and stressful. To navigate the many available providers and streamline the process, you’ll want to ask the right questions to ensure they are aligned with your business goals and needs. 

Here are some of the most important questions to ask, and our co-founder Randy Lisciarelli’s answers to these questions. But don’t hesitate to ask as many questions as necessary to make an informed decision.

Q. How long does your company operate as a printer? Printing is a craft that takes time to master

A. VeraPax Marketing is a full-service online print and design company that specializes in full-color offset and digital printing. Having been in business for 19 years, we stand behind professional printing, mailing, and design services, and we are sure you’ll be satisfied that we offer guarantees on quality, turnaround, and pricing.

Read Our Full Story

Q. Do you offer a wide range of services? Large and small format, variable data printing and personalization, mailing &bindery can be the services that suit your future needs.

A. VeraPax Marketing offers a multitude of printing options for our customers. From a single-color letterhead to a fully customized magazine, our workflow process has been engineered for unrivaled production times without sacrificing quality.

We have the best, state of the art printers, allowing customers to print direct mail pieces, along with marketing collateral pieces. You can choose from commercial printing, digital printing, variable data printing, promotional printing, and large format printing

VeraPax Marketing doesn’t just offer printing services. By assembling a team of highly skilled and creative designers, we are able to offer a complete marketing package for you or your business. Whether you need a quick postcard for your latest promotion or an entire corporate identity created from scratch, VeraPax Marketing has a solution for you.

Also, we offer a full menu of direct mail services –  mailing lists, addressing, data hygiene and duplicate removal, merge letters, and more. Plus we’ll handle all the sorting and addressing for bulk mail postage discounts.

Q. What technology do you have? Talk about your innovating presses (the printing fleet).

A. In the pressroom, we feature the world’s most automated digital and offset printing presses that have a wide range of press formats, including several 20″, 29″ and 40″ machines. These sizes allow us to produce your projects in the most economically efficient manner possible. Also included in our pressroom is die-cutting, bindery, finishing, and a mailroom.

Q. Can your printing company complete the job on time and still maintain impeccable quality?

A. Our patented CCI quality system allows near perfect printing with little to no color variation and sharper cleaner images. A Closed Loop Color Scanning Spectro Densitometer further enhances the quality of our print production. In addition, our presses are linked to our prepress department for consistent color management from disk drive to ink and paper.

Our patented CCI quality system allows near perfect printing with little to no color variation and sharper cleaner images. A Closed Loop Color Scanning Spectro Densitometer further enhances the quality of our print production. In addition, our presses are linked to our prepress department for consistent color management from disk drive to ink and paper.

Q. Do you have on-demand emergency services for quick turnaround times? 

A. Our printing process utilizes the most advanced software on the market, in conjunction with our unique pre-press methods allow us to offer same-day turnaround on a variety of printing products.

Q. Do you have the proper equipment to do short-run prints?

A. Small businesses often do small quantity mailings. Unfortunately, this can be seen as a disadvantage when it comes to dealing with direct mailing services. That is because many mailing services are looking only for big volume jobs and don’t want to be “bothered” with the small quantity mailings.

The other day a new client told me that another mailing company had actually said they prefer not to do mailing orders less than 20,000 pieces and that their prices reflected this policy. The client was relieved to hear that we, at Verapax, have no such policy.

We welcome the many projects that we do for all types of business, and we appreciate every job – big or small.

Digital printing is best used to deliver quick, small runs. It has the ability to produce metallic colors, and print on a wide variety of stock coatings. While digital printing is more advantageous for short runs, with offset printing, the more you print- the cheaper is the price per piece. As a general rule, if it’s under 2,000 pieces, it will be cheaper to produce on a digital printer.


How to Add Direct Advertising to your Marketing Mix

Direct Advertising

Adding direct advertising to your existing marketing efforts can increase awareness of your brand, boost traffic to your social media and website, and increase your customer base.

The first step to integrating direct mail is to define the goals for your mailer, this will help you build a strategy and create an effective campaign. For example, your goal is to increase brand awareness in your business’ neighborhood and keep people up to date on your latest products. A good strategy would be to send out a monthly postcard to neighbors and customers, telling them about your new services, promotions, or upcoming events.   

As always, start simple. It can be overwhelming to start direct mail marketing on top of everything else that it takes to run your business. But as you become familiar with the process and develop a campaign that suits your business needs, you will be able to increase the complexity of your mailers.

Allocate Your Resources

An important part of adding direct mail to your marketing mix, is to make sure that you are prepared with the proper resources.

First, if you’re considering direct mail, the cost is a significant factor. It is a continuous process, not something that can be done in an afternoon. That’s because inconsistent mailings will only cause you to waste money. So, make sure you have enough time and money to support your campaigns until the return can cover the costs.

Secondly, a bulk mail project is not easy to do on your own, there is a lot of planning and prep that goes into it. If you are a small business owner or an entrepreneur, you will need seek out an experienced mail house to work with. Start planning your project at least a month before you plan to send it.

Find a Direct Mail Services Provider

Once you are clear on your direct mail objectives and you have the resources in place, you will need to find a direct mailing services provider. When looking for a services provider, select an all-inclusive mail house. You want a company that offers a variety of products in professional design, mailing options, short runs and turnaround time, as well as significant postage discounts.

There are two main things to consider when choosing a provider, services, and products.

Choose the services that ensure you have the most accurate mailing list, the best design, and the best strategy for your company. Your mailing house will take care of design, addressing, labeling or envelope stuffing, and mailing of your marketing products.

The best service providers offer a large variety of products from which to choose. Self-mailers, postcards, brochures, and flyers are some of the most popular products that can help you to achieve your marketing goals.

Next, you should consider the color options for your product and the printing method you want to use. Some companies offer full-color options and high-quality offset and digital printing, while others provide limited color options and few printing finishes. Make sure their product and service selection meet your desired results.

See Our One-stop Print and Mailing Solution.

If you are a beginner, we recommend starting with a well-targeted mailing list aimed at recipients that are most likely to buy. A quick win will set your future mailings on the right track to success.

Adding direct mail into your marketing mix is one of the smartest decisions that you can make.

It’s a well-known fact that consumers prefer a combination of digital and tangible marketing. They feel more personally engaged in advertising and spend as much as 25% more due to the integrated marketing approach. By allocating enough resources and finding the perfect provider, you will be well on your way to having a successful campaign.

Let us help you with direct mail campaigns. We are an all-inclusive mail house that creates, manages and executes creative direct mail campaigns and provides the best design and results using direct mail pieces as collaterals.


USPS ‘Informed Delivery’ Is Ideal For Digital Marketing

USPS Informed Delivery

The U.S. Postal Service launched a new service called Informed Delivery and it is about to make your life a little easier. Informed Delivery provides scanned images of your incoming mail a day or two before it arrives in your mailbox. You can see the images via email or the Informed Deliver app right on your smartphone.

Informed Delivery is not only a free service but is also convenient and very easy to access. Once you sign up for the service you’ll begin receiving emails each morning with black and white photos, sometimes full color, of the front of your mail that will be delivered that day.

It was created to help customers determine what and when mail will be showing up, allowing them to prepare accordingly. If you’re waiting for a check in the mail, you’ll know when to be home to cash it in time. Maybe you want to grab a package that’s coming so it’s not just sitting outside; this will help determine when to plan for that. It’s also great for travelers who want to be informed of what’s waiting for them when they return.

The program, however, is not brand new. The service has been available since 2014 in Northern Virginia. It was then expanded to California, Connecticut, Maryland, New York, Virginia and Washington, D.C. A survey done by the USPS found that “nine out of 10 people who signed up for the service checked their Informed Delivery notifications every day.”

How It Works

Informed Delivery is currently available for residential customers only. Those with P.O. boxes don’t have the option of this service just yet. Customers who qualify for the service can go to to sign up.

Scroll through to see the process of setting up your account. 

Customers will begin to receive daily notifications via email. It will include all of the mail that will be delivered for that specific day. Only 10 images are sent in your email. If you are set to receive more 10 pieces of mail for the day, there will be a link that will direct you to the rest of the images.

The images you receive are simply scans of your mail. Furthermore, the Post Office never opens envelopes, so privacy is still ensured. If you get an image but never receive the actual piece of mail, Informed Delivery makes it easy to report any lost letters.

Informed Delivery For A Digital World

Over the last decade, traditional mail has dropped tremendously in terms of volume. Informed Delivery allows for a new, digital way to keep up with the trends and to satisfy customer needs.

Informed Delivery’s Executive Program Director, Bob Dixon, stated that “Our emerging consumers, younger folks, are digital natives. That’s how their communications are coming to them.” He went on to say, “We also know that if we can get those folks to the mailbox, they’ll spend longer with each piece of mail that someone who has a long history of mail usage. So the benefit to us is that we continue the relevance of mail in a very digital world and we provide access to the consumers for those mail pieces.”

How to Incorporate It Into Your Marketing

Incorporating digital into traditional mailings allows marketers to incorporate it into their advertising and marketing strategy. To be honest, digital advertising is just easier. When a company sends out a direct mailer, it will still be delivered to their mailbox, however, with the new digital scan technology, the coupon is now accessible directly from your inbox on your phone or desktop.

Say you have signed up to receive offers from JOANN in the mail. Once that promotional card is set to arrive, it will then be included in your email notification as a full-color image with a clickable link that will take you directly to their online store to purchase the offer. It’s as easy as 1,2,3. No more having to take your card into the store to receive your discount. No more having to type in the website and punch in the discount code either; now it’s all done directly for you.

USPS is strict with their advertising process. Promotional pieces must be related to the piece of mail that is being sent to your mailbox that day. Therefore, USPS makes sure you won’t receive spam or an old ad that doesn’t relate to what is relevant and will be in your hands by the end of the day. The USPS will offer more automated tools to manage more targeted messaging, allowing marketers to provide even more relevant images and links (like pURLs) for each mailpiece recipient.”

Informed Delivery With VeraPax

As this marketing tool rolled out, companies are jumping at the chance to use it to their marketing advantage. With digital opportunities and Informed Delivery offers, the demand to participate is high. VeraPax helps in creating calls to action through digital campaigns. The campaign is coordinated specifically with the direct mail piece, which can be created, printed and mailed directly from the brick-and-mortar location of VeraPax. VeraPax handles the digital and printed promotional aspects, and with content creation and design, so you don’t have to.

Informed Delivery is ideal for marketers to target their clientele online, especially through mobile. Be sure to sign up to start receiving your incoming promotions and discounts directly to your inbox.

When it comes to mailing lists, accuracy is everything, that’s why we provide only top-rated business, consumer and residential mailing lists.

Get started now and buy a mailing list, or GIVE US A CALL at 866-269-8328, text us at or learn more about our Printing Services at Verapax STORE.

How to Generate Leads with Printed Promotional Material

Printed Promotional Material

If you aren’t careful, everything you spend on printed promotional material, such as business cards, flyers, brochures, direct mail pieces, and others could be wasted.

It’s one thing to print marketing collateral out and spread it around for branding purposes; it’s another thing to generate leads out of each piece of printed material you hand out to specific audiences and potential customers.

As a business owner, you could be attending trade shows, hosting meetups and events, sponsoring others’ events, cold calling, and generally meeting many potential customers on a daily basis. It’d be nice if you make all this effort count, right?

Here’s how to generate leads with all your printed promotional material:

Always Point to Landing Pages

If you were to put up print ads in four different magazines, two large billboards, and hand out flyers or brochures to at least 10 people per day, you’d soon lose track of where your leads are actually coming from.

Was it the billboards? If yes, which one?

Which of the four magazines did your prospects read to find your number and call you?

Of all the people you handed over those flyers to (and assuming you have more than one creative designed for flyers), which of those flyers worked?

Normally, you wouldn’t have a clue unless you do something about it. The best way is to print a specific web address of relevant landing pages that you’d build dedicated to your print campaigns.

For instance, offer 20% for your magazine ads and build landing pages specifically made that match this offer. Track all leads generated off these landing pages.

Use QR Codes

QR codes have been around for a bit now, but it shouldn’t stop you from using them. QR codes have been built to bridge the gap between offline advertising and digital media.

Put out offer specific QR codes on your printed promotional material in a way that they still point to landing pages. Only now, your prospective customers don’t have to “type in” the web addresses of your landing pages. Instead, they can just scan the QR code and visit the landing page which directly pops up on their phone.

For maximum impact, create campaign-specific QR codes that point to matching landing pages.

Use Special Phone Numbers

Pointing to digital assets, such as landing pages, might not always work, as it depends on your business and the types of offers you are making.

A few businesses depend on customers calling up for an in-person visit (dermatology/skin care, health checkups, dentists, etc) or if you’d need to visit a customers’ home for an inspection first (garbage pick up, furniture removal, or landscaping). While doing this completely digital is possible, we won’t assume this would be the only approach for all companies. In such cases, using special toll-free phone numbers is a great way to allow your customers to call you. Post that phone call, you can track incoming calls, link customer data to a CRM, and manage your leads.

How do you generate leads using your offline advertising and print marketing material?  



Visit our Verapax Store and choose the perfect printed marketing materials for your business!

Print Marketing: Does It Still Bring In Leads?

Print Marketing Leads

Does print marketing really matter in today’s mobile heavy, digital market thriving market? The answer and facts behind the reasoning may surprise you.

To answer the question outright, yes, the print is ever more important in today’s time. But, this does not mean you should dump digital marketing at all. You should incorporate print marketing into your marketing strategy for a better local lead generator.

Let’s begin with the reasons why digital marketing has taken the lead:

With digital marketing, you can reach an international market with cost efficiency 

Tools like Google AdWords and Facebook Ads, give marketers the ability to better target a specific demographics. This is not just for local areas either, this can be done worldwide for a very reasonable price when compared to traditional marketing.

Let your audience choose for themselves how to receive your content and then interact with them

Platforms like Facebook, YouTube, blog posts, and such, have comment sections where people can talk about what was being presented and allow for the presenter to interreact back. These platforms also offer people ways to get your content through a blog, videos, or whatever content you see fit.

The data and results are recorded and it is a level playing field 

With programs like Google Analytics, you get a lot of data back on how well ads are doing in real time. Since this is a free tracking program and big or small companies compete on a similar level to reach the same amount of people, the playing field is level. Print tends to shift towards people who have more money to spend, allowing them to get better results.

Lastly, Brand Development and the ability to go ‘viral’ is easier 

With a well-developed website and social media platforms like Facebook and Twitter, it is easier to have people recognize your brand. This adds value to lead generation opportunities. With these social media websites; Facebook, Twitter, Instagram, etc., it is easier for your articles, flyers, and any information that anyone wants to share to be shared through simple social media marketing buttons.

However, print marketing has major benefits for a local/national outreach over digital marketing. A study found by Forbes has shown that, and I quote, “Direct mail requires 21% less cognitive effort to process than digital media…suggesting that it is both easier to understand and more memorable.” They go on to say that “When asked to cite the brand (company name) of an advertisement they had just seen, the recall was 70% higher among participants who were exposed to a direct mail piece (75%) than a digital ad (44%).”

Another study was done by the Temple University using an fMRI brain scan to compare between digital and print on how they affect us. They released a simple summarized table:

Print Marketing Leads

Basically, print marketing is found to be more memorable, easier to recall, and most times has a better chance to get the person to follow through.

VeraPax Offers Print Marketing

Print marketing is something our company has been specializing in for years and would love to help you with all of your printing needs. There is a lot to take into account when doing what we call Direct Mail Marketing, so we broke down the steps for you below.

1. You need a mailing list. This is a list of people who will receive your advertising, which you can use our service for that HERE.

2. You need artwork or at least know what you want to achieve. If you have your artwork, you can order straight online HERE. If you have an idea and need help designing it, give us a call 1-866-269-8328.

3. Send it out. You can send it out with us or send it by yourself.

Print advertising has its place in the grand scheme of marketing. The question is, do you see it as a viable marketing platform for your business? If not, why?

GIVE US A CALL TODAY AT 866-269-8328 OR TEXT US at INFORMATION@VERAPAX.COM   Printed Marketing IS SOMETHING WE CAN HELP YOU WITH! Visit our Verapax Store and choose the perfect printed marketing materials for your business!