August 4, 2023

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Direct Mail vs Email

Branding, Commercial Printing, Direct Mail, Graphic Design, Marketing, Printing

Both tactics work, what is best?

Direct mail and email marketing are both forms of marketing used by businesses to reach out to potential customers, but they differ in their delivery methods and advantages. Let’s explore the characteristics and pros of each:

  1. Direct Mail Marketing:
    • Definition: Direct mail marketing involves sending physical promotional materials, such as postcards, letters, brochures, or catalogs, directly to a targeted audience via traditional mail services.
    • Advantages:
      • Tangible: Physical mail can be held, touched, and kept for future reference, making it potentially more memorable than digital content.
      • Targeted: Direct mail allows for precise targeting based on demographics, geography, and other data, enhancing the chances of reaching the right audience.
      • Less competition: With the rise of digital marketing, physical mail may stand out more since there’s less competition in the mailbox compared to the email inbox.
  2. Email Marketing:
    • Definition: Email marketing involves sending promotional messages, offers, newsletters, or updates directly to a targeted audience via email.
    • Advantages:
      • Cost-effective: Sending emails is generally more affordable than printing and postage costs associated with direct mail.
      • Speed: Emails can be delivered almost instantly, allowing for rapid communication and quick responses from recipients.
      • Personalization: Email marketing tools enable the customization of messages, which can create a more personalized experience for recipients.
      • Easy tracking and analytics: Email marketing platforms provide detailed insights into open rates, click-through rates, and conversion rates, allowing for data-driven improvements.

Choosing between direct mail and email marketing depends on various factors, including the target audience, campaign objectives, budget, and the overall marketing strategy. Here are some considerations:

  • Target Audience: Different demographics may respond better to one form of marketing over the other. Older or less tech-savvy audiences might prefer direct mail, while younger audiences might be more receptive to email.
  • Cost: Direct mail can be more expensive due to printing and postage costs, whereas email marketing tends to be more budget-friendly.
  • Response Time: If time-sensitive communication is required, email marketing may be more suitable due to its near-instant delivery.
  • Brand Image: The perceived value and professionalism associated with physical mail might be higher for some brands, while others may focus on being eco-friendly and opt for email marketing.
  • Integration: Many successful marketing campaigns use a combination of both direct mail and email marketing to reinforce messages and achieve maximum impact.

Ultimately, the effectiveness of either approach depends on how well it aligns with the target audience, the content’s quality, and the overall marketing strategy of the business.

Direct Mail Response Rates

The response rate for direct mail campaigns can vary widely depending on various factors such as the industry, the quality of the mailing list, the offer being presented, the design and copy of the direct mail piece, and the timing of the campaign. Generally, direct mail response rates are lower compared to other digital marketing channels like email marketing, but they can still be effective when properly executed.


According to data from the Direct Marketing Association (DMA), the average response rate for direct mail to a house list (existing customers) was around 9% in 2018. The response rate for direct mail to a prospect list (potential customers) was approximately 5.1% during the same period. These figures may vary over time and across industries.
It’s important to note that response rates can be influenced by the type of direct mail used. For instance, postcards tend to have a higher response rate than letters or catalogs due to their simplicity and ease of reading. Additionally, response rates may increase with the use of personalized and targeted direct mail campaigns.

USPS survey breaks down actions related to direct mail. The survey also talks about how direct mail fits into the journey (sales funnel) a potential customer takes. How direct mail coordinates with other campaigns and media. Lastly how common mail formats perform.


While direct mail response rates may not be as high as some digital marketing channels, direct mail can still be a valuable tool in a well-rounded marketing strategy. Its tangible nature and potential to stand out in a mailbox can create a memorable and engaging experience for recipients, especially when combined with other marketing efforts. As with any marketing campaign, tracking and analyzing the results are essential to understand the effectiveness of direct mail and make improvements for future campaigns.

Email Response Rates

The email response rate refers to the percentage of recipients who take a specific action in response to an email marketing campaign. This action can vary depending on the campaign’s objective, but common responses include opening the email, clicking on a link within the email, making a purchase, filling out a form, or replying to the email.
The email response rate can vary significantly based on factors such as the industry, the quality of the email list, the relevance and personalization of the email content, the subject line, the timing of the campaign, and the effectiveness of the call-to-action (CTA).


As of my last knowledge update in September 2021, the average email response rate for marketing campaigns was around 15% to 25% across industries. However, it’s important to note that response rates can differ significantly between different types of email campaigns. For example, promotional emails might have a lower response rate than transactional emails, which often have higher open and engagement rates.


Since the digital marketing landscape is constantly evolving, it’s recommended to refer to up-to-date industry benchmarks and performance metrics to get a more accurate picture of email response rates in the current market. Email marketing platforms often provide analytics and reports that help businesses track and measure the success of their email campaigns, allowing them to make data-driven decisions to improve future performance.

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July 27, 2023

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The Power of Personalization in Corporate Gifting

Branding, Company Store, E Commerce, Products Logos, Proforma GIS, Promotional, Promotional Products, Uncategorized

The year is flying by and before you know it the Holiday Season will be here.

In the realm of corporate gifting, the impact of a thoughtful and personalized gift should never be underestimated. Just as with gifts to family and friends, selecting items that resonate with your clients or employees shows that you genuinely understand and appreciate them. In this blog post, we explore the significance of personalization in corporate gifting and highlight the value of thoughtful gestures over extravagant spending and how the time is now to plan on holiday corporate gifts.

Thoughtful Selections Speak Volumes:

Choosing a gift that reflects the recipient’s interests, preferences, and personality can make a significant difference in how it is received. Paying attention to what they enjoy and avoiding generic gifts shows that you value the relationship and understand their individuality.

The Little Things Matter:

It’s often the small details that make a gift truly special. A token of appreciation that aligns with a client or employee’s hobbies, passions, or experiences can create a lasting impression and strengthen the bond between giver and receiver.

Tailoring Gifts to the Recipient:

Avoid one-size-fits-all approaches when it comes to corporate gifting. Tailor each gift to suit the recipient’s tastes, whether it’s a gourmet food item, a book by their favorite author, or a stylish accessory they might adore.

Understanding Preferences:

Taking note of any allergies, dietary restrictions, or lifestyle choices is essential to ensure the gift is both thoughtful and appropriate. For instance, gifting alcohol to a non-drinker or a leather product to a vegan could be counterproductive.

Spending Considerations:

Corporate gifting doesn’t have to be extravagant, but it should go beyond generic items. Most companies find a sweet spot between $75 and $100 per gift, but the value lies not in the cost but in the effort put into personalization.

The Power of the Thought Behind the Gift:

The true essence of corporate gifting lies in the thought and effort invested in selecting the perfect present. A well-chosen gift demonstrates appreciation, fosters goodwill, and enhances the recipient’s perception of the giver.

Gifts as Relational Tools:

Gifts have the power to strengthen relationships, whether with clients or employees. A personalized and thoughtful gift can leave a positive and lasting impact, helping to build trust and loyalty over time.

Holiday Gifts Directly Impact Employee Retention

Corporate holiday gifts play a crucial role in directly impacting employee retention. Beyond the material value of the gifts, it is the gesture of appreciation and recognition that resonates with employees. By expressing gratitude during the holiday season, businesses create a positive work culture, boost employee morale, and strengthen the bond between employees and employers. These efforts result in improved employee retention rates, a competitive advantage in the job market, and a more engaged and satisfied workforce. Investing in holiday gifts is not only a demonstration of goodwill; it is an investment in the long-term success and growth of the company.  This link shows Snappy Study Reveals Holiday Gifts Directly Impact Employee Retention.

In a world shaped by remote work and virtual interactions, corporate gifting has emerged as a vital tool for businesses seeking to maintain connections and foster loyalty. The significant growth in the corporate gifting market is a testament to its effectiveness in motivating employees, connecting with clients, and seizing new gifting opportunities. Thoughtful gifts not only strengthen relationships but also improve customer loyalty and employee retention. Investing effort and personalization into corporate gifting is the key to reaping its full benefits. As businesses continue to adapt to evolving work environments, corporate gifting will remain an essential strategy for building and maintaining valuable relationships with clients, partners, and employees.

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June 13, 2019

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Chinese Tariffs and Promotional Products

Branding, Promotional Products

 

Recently, the US pushed forward with an increase on the current tariff rates with the potential expansion of tariffs to cover all Chinese imports. In response, China levied additional tariffs on $60 billion of US exports to China. This will likely result in an increase in prices, ranging from 10-25%, on all promotional products imported from China beginning July 1, 2019.

We remain committed to providing you the best customer service and support as well as the best quality products at the best possible prices. Because of our vast network of suppliers, we are well positioned to source promotional products and materials from around the globe and are hopeful that the tariffs on products made in China will not drastically affect our business. We will continue to keep you updated on how the tariffs will impact our pricing.

Serval of our suppliers have notified of increases on July 1st. But some have inventory and will hold the current costs until they replenish old inventory.

Moving forward our proposal cost will only be good until July 1, 2019.

Keep in mind Proforma can source goods made in the USA. Also many promotional products are made in other countries, in particular serval garments come from Thailand and Vietnam.

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January 25, 2018

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Agency Resources

Branding, Company Store, Digital Media, E Commerce, Email Marketing, Graphic Design, Logo Design, Marketing, Printing, Promotional, Promotional Products, Quality Design, Search engine optimization SEO, Search Marketing Integration, Web Engagement

Inhouse

Let Proforma GIS manage your marketing

What are you looking for in a advertising agency? Do you want that firm to have cachet with dozens of people to work on your projects? Does using an agency make the outcome look like you wanted? Let’s talk about retainers. What are the reasons for retaining an agency? One reason for using retainers is access, with the monthly billing you are setting aside time for that agency to work for you. If you’re marketing goals are not clearly defined and set in stone that billing could be going to projects that are not on track. Maybe there is a better way to get agency services without retainers and high overhead. Proforma GIS has the in house agency services.

Hire Proforma GIS

Proforma GIS is an independent marketing resource. Agencies have a lot of resources on staff and need to pay for all of the overhead. Proforma’s in house agency works on a different paradigm. Our Virginia based studio has account managers, designers and developers that handle the day to day production. Where Proforma keeps the overhead down is our extensive resources of freelance designers and developers our supplier partners that support the production side of delivering the tangible commercial printing, promotional products and digital media.

Hire staff for Agency work
Can you also do this advertising agency work in house? Yes, depending on the amount of work and what your brand’s story is and what are the deliverables to engage your audience. The process of managing multiple suppliers, diverse products and tight deadlines make having a partner that can carry the load might make sense. Look to Proforma GIS to partner with you and your in house staff to build the most cost effective team.

Proforma GIS advertising agency video

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