Using Direct Mail to Engage with Gen Z 3
4 5 6
Marketing Direct Mail to Healthcare Businesses
Wide Format
Printing 101
National Pet day
A Message from The President
Welcome another amazing edition to Hot off the Press! In this issue, we will examine the unique marketing strategies that resonate with Generation Z, as well as the important role that print plays in the healthcare industry. While direct mail has always been our bread and butter, we possess a diverse array of printing capabilities, including wide-format options. We’re excited to offer you some valuable insights into this aspect of our work.
As National Pet Day is approaching, don’t miss out on our adorable Kessler spotlight, showcasing our love for our furry companions!
Eight Seconds - that’s how much time you have to grab the attention of Gen Z. Although they grew up on social media, Gen Z appreciates personal experiences. By utilizing a combination of design, messaging, and follow-up tactics, businesses can create highly effective direct mail campaigns that speak directly to this tech-savvy generation.
Direct Mail's Resurgence: benefiting in a digital age
Direct mail is a physical item that occupies space in the real world, making it harder to ignore. Research from USPS shows that Gen Z enjoys receiving letters and packages due to all the digital fatigue. This generation is focused on building brand loyalty through meaningful interactions.
By tailoring the content of direct mail to align with their interests and consumer behaviors, businesses can forge a genuine connection. Here are five key strategies to consider when creating a direct mail campaign for Gen Z:
1.
Direct mail should not just be read; it should be experienced. Augmented reality (AR), QR codes leading to exclusive online content, or personal elements that encourage creativity can transform a static piece of mail into an engaging, memorable activity.
2. Incorporation of Sustainability practices
This generation is all about buying from companies that show some sort of commitment to their values, like suitability. Businesses can appeal to this value by using eco-friendly materials for their direct mail campaigns or promoting their commitment to environmentally friendly practices.
3.
Generation z is heavily reliant on social media for information and communication. By incorporating elements that encourage sharing on social media, such as hashtags or challenges, businesses can extend the reach of their direct mail campaign to a wider audience.
4.
65%
of Generation Z report feeling a sense of excitement when they receive physical mail.
Source: Statista
80%
of consumers prefer to purchase from businesses providing personalized experiences.
Source: Instapage
82%
of Gen Z showed a high commitment to sustainability.
Source: Kadence International
of Gen Z spends at least four hours a day on social media.
Source: TrueList
Having a clear call to action is important in every mail piece. This can be a straightforward next step, whether it’s scanning a QR code to sign up for a newsletter or redeeming a discount. Additionally, following up in an email or text message reminder can help nurture the initial interaction and turn it into a conversion.
5.
Gen Z is quick to respond to aesthetics. Incorporating modern, bold designs, and even interactive elements like stickers or pop-ups, can significantly increase the engagement rate. Moreover, tailoring the design and content to the individual can make the mail piece more powerful.
As businesses strategize to pierce through the notorious “digital blindness” of Generation Z, integrating direct mail can be a gamechanger. By understanding their preferences and leveraging the unique powers of physical mail, your business can cut through the digital noise and create authentic, memorable interactions.
Sending a piece of direct mail isn’t just a marketing tactic; it’s a continuation of the trust and personalization that’s inherent in the healthcare experience. A brochure detailing a new healthcare service or even a simple reminder for an upcoming checkup can create a lasting impression that demonstrates genuine care for the recipient. Here are several tips to strengthen your relationship with patients, partners, and communities.
The healthcare industry’s audience is as diverse as the services it provides. From patients dealing with chronic conditions to practitioners seeking advanced equipment, the spectrum is vast. Segmenting your mailing list will ensure that the message is tailored for maximum impact, whether the recipient is a patient, a specialist, or a member of the hospital administration.
54% Businesses may see an uptick in their conversion rates by as much as
of consumers prefer to receive health-related information through direct mail.
Approach:
Direct mail should complement, not compete with, your digital marketing strategies. Use QR codes or personalized URLs to direct recipients to online content, where engagement can be further tracked and analyzed. Additionally, follow up your direct mail campaign with emails or social media posts with consistent messaging to reinforce the call-to-action.
50%
Source: Healthcare Success by effectively utilizing segmentation strategies. response rate increase compared to using either tactic alone
Source: Notify Visitors
Direct mail must navigate a fine line between promoting services and respecting the serious and often sensitive nature of health issues. Thoughtful, researched, and empathetic messages are imperative. Any direct mail piece should seek to inform, comfort, and incentivize next steps, always placing the well-being of the recipient at the center of its narrative.
Direct mail pieces with QR codes and PURLs see a
42%
Source: Direct Marketing Association
To truly understand the effectiveness of your direct mail campaign, diligent tracking and analysis are vital. Look at response rates, appointment scheduling, and any deals redeemed through the mail to gauge impact. Use these insights to refine messaging, timing, and design for future campaigns.
Beyond the Day: Sustaining Engagement through the Year
Direct mail marketing for healthcare businesses is not merely about promoting services; it’s a cornerstone in the foundation of fostering meaningful relationships. With the right approach and sensitivity to the unique needs of the industry, direct mail can continue to be an effective and engaging component of a comprehensive healthcare marketing strategy.
Looking to connect your mission to your audience in an unforgettable way? Large-format printing is a powerful way to create a signature style that stands out from the crowd. With bold colors, unique designs, and well-crafted fonts, you can create a style that is powerful and unforgettable. Having a good understanding of large-format printing can be extremely beneficial in the long run. We’ll look at the basics of large-format printing, as well as the many advantages it can offer to businesses.
Large format (or wide format) printing are print materials that are too large for a commercial size printing press. Largeformat printing allows for specialty materials to be printed, such as canvas, vinyl, and fabric. This allows for more detail in the design, which can make the printed materials stand out from traditional printing methods. The most common large-format content includes:
• Banners
• Decals
• Posters
• Signs
• Wraps (window/building)
One of the primary advantages of large-format printing is the high visibility it offers. This can be incredibly useful when it comes to capturing the attention of your target market. Whether you are looking to advertise a product, promote an event, or simply make a statement, large-format printing can offer the perfect solution.
Selecting the right materials can be tricky, you must be fully informed of your options. You may need to experiment with different mock-ups before finding the right design. Selecting the right print format is also key. Utilizing the wrong ink may lead to poor results and potentially wasted resources. To ensure that the best format is chosen for your business, it is best to consult with a professional.
Large-format printing is a great low-cost option for traditional marketing. When you buy in bulk, vinyl, fabric, wood, and metal are all cost-effective options. If the finished product will be used outdoors and exposed to the elements, then printing on canvas, tiles, and plastic can be a great way to ensure the design remains sturdy and lasts long-term.
The materials tend to be much more durable than other forms of advertising, with technology designed to keep the graphics in good condition even in adverse weather conditions. Some graphics may be perfect for outdoor display, while others may be more suitable for indoor use. Before deciding on the best display method for a printing job, it’s important to consult your team and understand the goal of your campaign. This will help you determine which display type is the most appropriate for the project.
In celebration of National Pet Day, we wanted to take a moment to honor the adorable Kessler pets that bring so much happiness to our lives. These furry companions of ours not only add joy and companionship to our family, but they also provide us with countless moments of laughter and love.
63.9%
Informed Delivery emails have a daily open rate, turning notifications into marketing campaigns.
Source: mailings.com
73% With Direct Mail of purchase decisions are made in just one day, compared to over a week on average.
Source: Postalytics
80-90%
Direct mail has higher open and click-through rates of compared to email’s 20-30%
Source: Post Grid
57%
search online for the product or service of consumers that interact with direct mail, they often visit the brand’s website
53%
Source: Postalytics
Kessler Creative is a full-service direct marketing agency that has been trusted by businesses across the US since 2007. During that time, we’ve helped thousands of businesses both large and small meet and succeed their goals through effective direct marketing.
@KesslerCreative
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904.240.3929
kesslercreative.com