Letter Printing and Mailing Services: Connecting with Customers

In today’s digital-first world, businesses and financial institutions might overlook the enduring effectiveness of letter printing and mailing services. However, recent statistics reveal that physical mail remains a potent channel for customer communication, especially for regulatory notices and marketing campaigns.

In our exploration of the value of outsourcing letter printing and mailing, we’ll uncover the surprising resilience and effectiveness of physical mail in our digital age. Our discussion will cover several key areas that demonstrate why businesses and financial institutions should consider incorporating or expanding their use of print letters and direct mail:

• Recent statistics that show the continued relevance of physical mail, particularly among younger demographics.
• Discuss how physical letters can create stronger emotional connections with recipients compared to digital communications.
• Explore various types of mailed letters, including marketing materials, regulatory notices, and transactional documents.
• Examine the unique benefits of print letters and direct mail, such as higher engagement rates and better retention of information.
• Provide actionable strategies for businesses to enhance their letter campaigns, including personalization techniques and integrating digital elements.
• Show how businesses can adapt their letter printing and mailing strategies to remain competitive in a changing marketing landscape.

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The Surprising Appeal of Physical Mail

Contrary to popular belief, younger generations show a strong affinity for physical mail:

60% of Gen-Xers pick up the mail at least 6 days a week.

75% of millennials said receiving personal mail makes them feel special.

Source: https://www.postcardmania.com/blog/direct-mail-statistics-2023/

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Impact on Consumer Behavior

Direct mail continues to influence purchasing decisions significantly:

• 92% of young buyers are influenced by direct mail.
• 70% of consumers believe physical mail is more personal than email.
• 52% of millennials are more likely to make a purchase from companies that use both direct mail and digital methods

For businesses and financial institutions, these figures underscore the potential of integrating letter printing and mailing into their communication strategies.

Advantages for Businesses and Financial Institutions

Letter printing and mailing services offer superior personalization capabilities. By tailoring content to individual recipients, businesses can create deeper connections with their customers. This personalized approach is particularly valuable for financial institutions sending regulatory notices or targeted marketing materials.

Increased Attention and Retention

In a digital landscape crowded with notifications, physical mail stands out:

• 85% of millennials take the time to look through their mail.
• 79% of millennials look forward to seeing what they’ve received in their mailbox.

This increased attention translates to better retention of information, crucial for regulatory notices and marketing messages.

Improved Privacy Perception

For financial institutions handling sensitive information, it’s noteworthy that 57% of millennials worry less about mail privacy compared to digital communications privacy. This perception can enhance trust when sending important regulatory documents or financial statements.

Optimizing Letter Printing and Mailing Campaigns

To maximize the effectiveness of letter printing and mailing services, businesses and financial institutions should consider the following strategies:

1. Integrate digital elements: Incorporate QR codes or augmented reality features to bridge the gap between physical and digital communications.
2. Maintain concise messaging: Keep information bite-sized and easy to read, especially important for regulatory notices.
3. Ensure authenticity: 69% of millennials find direct mail more personal than digital communications. Maintain a genuine tone in your letters.
4. Implement retargeted direct mail: Use data from digital interactions to send personalized physical mail, creating a cohesive omnichannel experience.
5. Outsource to specialists: Partner with professional letter printing and mailing services to ensure high-quality production and efficient delivery.

Create an Emotional Connection Through Physical Letter Mail

In an age when most communication happens at the click of a button, receiving a physical piece of mail offers a delightful sense of anticipation. Whether it’s a beautifully designed envelope or a handwritten address, these details contribute to the emotional impact of the mailpiece. Studies have shown that printed materials are more impactful than digital in terms of consumers’ overall cognitive function. Printed information scored better than digital in the following categories:

• Comprehension
• Memory retention
• Emotional engagement

Source: https://www.linkedin.com/pulse/psychology-paper-how-print-vs-digital-impacts-reading-memory/

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Changing Perception: Younger Generations Embrace Letter Marketing Mail

Contrary to the notion that younger generations are exclusively focused on digital communication, research shows that they embrace physical mail as well. The tactile nature of letters taps into a sense of nostalgia and authenticity that resonates with them. This shift in perception challenges the idea that traditional methods are incompatible with modern audiences.

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72% of Gen Z consumers said they would be disappointed to no longer receive mail and say they are excited to discover what the mail brings every day.

62% of millennials say they tend to read advertising mail they receive, rather than discard it without reading, whereas 33% said they use online ad blockers.

Source: https://www.postcardmania.com/blog/direct-mail-statistics-2023/

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The Dominance of Letter Printing and Mailing

Marketing mail is making a significant comeback and has only continued to grow since the Pandemic. Its ability to stand out amidst the digital noise is a testament to its power. A study conducted by the United States Postal Service reveals that direct mail has a remarkable influence on consumer behavior.

92% of young buyers are influenced by direct mail.

70% of consumers believe that physical mail is more personal than email.

Source: https://www.postcardmania.com/blog/direct-mail-statistics-2023/

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These tips can help you create engaging marketing mailers for millennials.

• Incorporate multimedia and digital. Embed QR Codes, near field communication (NFC) or augmented reality (AR) to link your mailer to videos and interactive materials on your website or social media.
• Keep your messaging succinct and easy to read. Provide bite-sized pieces of information.
• Be authentic. 69% percent of millennials say direct mail feels more personal than online digital communications.
• Try to avoid hard-sell language and instead use a straightforward, transparent approach.
• Use retargeted direct mail to match customers’ IP addresses to their physical addresses. This allows you to follow up with personalized direct mail based on users’ actions on your website, mobile app, email or social media.

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Advantages of Print Letters and Direct Mail

As technology continues to advance, the advantages of print letters and direct mail become even more pronounced.

1. Personalization for deeper customer connection: Printed documents offer a level of personalization that digital messages struggle to achieve. The ability to tailor each letter to address the recipient’s needs, preferences, and history creates a more profound and meaningful connection.
2. Standing out amidst digital noise: In a world where inboxes are flooded and social media feeds are overloaded, the ability of physical mail to capture attention simply by being different cannot be underestimated.
3. Highly targeted approach for increased response: Mailing lists can be refined to reach a specific audience, increasing the chances of a response. The ability to customize content and offers for a particular segment enhances the likelihood of conversion.

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Exploring Types of Mailed Letters

Marketing Letters:

• Promoting new products and services: Printed letters are an excellent way to introduce new offerings to your customers in a personal and impactful manner.
• Newsletters and promotional offers: Newsletters sent via mail have a sense of importance and exclusivity, making recipients more likely to engage with the content.
• Event invitations and exclusive discounts: Invitations to events or exclusive offers delivered via mail feel special and increase the likelihood of attendance or purchase.
• Cross-selling and upselling opportunities: Mailed letters provide a prime opportunity to present complementary products or upgrades to existing customers.

Transactional Letters

• Invoices and payment receipts: Transactional documents can be used for financial interactions, providing a sense of professionalism and security.
• Privacy policy and data practices updates: Important updates related to data privacy and practices can be effectively communicated through physical mail.
• Compliance-related letters: Letters addressing compliance changes offer a tangible reference for customers to keep on hand.
• Guidelines and policy changes: Updates to guidelines and policies are more likely to be noticed and remembered when delivered in print.
• Regulatory and tax compliance updates: Legal and regulatory updates can be presented in a clear and organized manner through mailed letters.

Incorporating mailed letters into your marketing strategy opens up a multitude of possibilities for engagement.

Tips for Enhancing Marketing Letter Campaigns

To maximize the impact of marketing letter campaigns, it’s important to leverage various strategies and techniques.

1. Leveraging direct mail advertising: Direct mail offers a strategic approach to reaching potential customers. It provides a tangible reminder of your brand and offerings, even if recipients don’t take immediate action.
2. The power of personalization: Personalization goes beyond addressing recipients by their names. It involves tailoring the content, offers, and even the design to resonate with the individual recipient.
3. Utilizing print marketing materials: Print materials, such as brochures, flyers, or catalogs, can accompany letters to provide additional information and enhance the overall impact.
4. Outsourcing printing and mailing services: Partnering with professional printing and mailing services can streamline the process, ensuring high-quality printing and efficient delivery.
5. Streamlining with automated letter printing: Automation tools can simplify large-scale mail campaigns, making them more manageable, cost-effective, and consistent.
6. Harnessing variable data printing: Variable data printing enables unique elements in each letter, further enhancing personalization and engagement.

Make the most of your marketing letter efforts by implementing multiple engaging marketing strategies.

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The Future of Letter Printing and Mailing

As businesses and financial institutions adapt to changing consumer preferences, letter printing and mailing services continue to evolve. By combining traditional methods with modern technologies, these services offer a unique way to cut through digital noise and establish meaningful connections with customers.

For regulatory notices, marketing campaigns, or any crucial communication, letter printing and mailing services provide a tangible, personal touch that digital methods often lack. In an era where personalization and authenticity are highly valued, these services offer a powerful tool for businesses and financial institutions to strengthen their customer relationships and ensure important messages are received and remembered.

FSSI’s Personalized Solutions Strengthen Customer Relationships in the Digital Age

One of the most remarkable aspects of our approach is recognizing the power of combining letter printing and mailing with digital communications. While electronic communication has become the norm, the extra effort and thoughtfulness invested in a physical letter show your customers that they are valued and appreciated beyond just the virtual realm. This extra mile taken to utilize tangible communication helps in establishing genuine connections with customers, building brand loyalty and customer retention.

By taking advantage of the personal touch inherent in physical mail, we help businesses transcend digital noise and create a deeper, more meaningful interaction with their audience. In a world where automated responses and generic emails dominate, the effort put into crafting a well-designed letter demonstrates a level of care that is hard to replicate digitally.

Call 714.436.3300 today to speak to a letter mailing specialist about enhancing your customer communications with FSSI’s customizable letter printing and mailing services and schedule a free demo.