Monday, January 30, 2023

Do you know 5 Ways to Use Personalization in Print Marketing to Get Noticed by Your Customers?

For over 30 years our team at Duplicates INK - marketSMART has worked hard to provide our clients with the most effective forms of print communications that fit within their budget.  We found that personalization ALWAYS has a stronger impact than static print.

Using print marketing is a great way to get your company’s name out there and let customers know what services you offer.

But what if there was a way to increase the effectiveness of your printed ads, creating a better experience for your existing customers and drawing in new ones?

According to a study by Accenture, 91% of customers are more likely to purchase from companies who recognize and remember them, providing them with relevant offers or recommendations. 

Here are five easy ways to add personalization to your print marketing plan!

5 Ways to Personalize Your Company’s Print Marketing

1. Use Variable Data Printing

Customer Relationship Management (CRM) databases are an easy way for your company to accumulate and sort information about your customers.

Then, to use the data that your CRM has gathered and incorporate it into your print marketing, use Variable Data Printing (VDP) to create a variety of personalized print ads that will better suit the customers to whom you’re sending them. VDP uses more than just the customer’s name: it can also alter your ad’s layout, images, and promotions shown.

Using VDP for print ads results in 3-10 times higher response rates than non-personalized direct mail.

2. Use QR Codes on Your Print Marketing

QR codes are a modern and easy way to quickly send interested customers from your printed materials to your company’s website or social media accounts.

QR codes have many different capabilities, but one of the best ways you can use them to create personalized experiences for your customers is by tracking the links they clicked after the QR code has been scanned. Then you can use that information to determine which services or products are most attractive to your customers and personalize your advertising.

3. Respond to Constructive Feedback

Some customers can find some targeted marketing methods to be invasive or unhelpful.

However, research has shown that 45% of customers appreciate one kind of personalization: personal apologies from companies after negative experiences in-store or online.

So if customers leave a dissatisfied review or experience difficulties while shopping in your store, take note of their information and send them a letter apologizing for the inconvenience. They will appreciate your efforts to make things right with them and will be more likely to purchase from your company again!

4. Personalized Print Inserts

Although completely customized catalogs might be the most personalized route you can take with your direct mail, compiling a unique catalog for each customer would be quite cost prohibitive.

An alternative is to use VDP or another method to create customized inserts for your mail.

You could also consider including customized coupons to draw customers to your store by offering discounts on the products they’d likely be interested in.

5. Choose Personalized Images

Visuals are essential- they catch your customers’ attention and can determine whether or not they open your mail.

Focusing your personalization on the images in your print marketing could have a significant impact. Using the data you’ve gathered about a customer’s demographic, include images that cater to their preferences and interests.

Personalization is the strategy to push your company’s print marketing the extra mile- engaging your customers and standing out from others in your field. Contact us today to get personal on your next print marketing campaign!

Reach out to one of our marketing specialist at Duplicates INK - marketSMART to have a no obligation consultation.  Our number is 843-248-2574 or email at

Friday, January 20, 2023

Are you leveraging your printed materials to increase your SEO? (3 Ways to Improve Your Site's Ranking)

The purpose of search engine optimization (SEO) is to get your website to the top of Google’s search engine. 

Our team at Duplicates INK - marketSMART understands the importance of SEO and how your printed material fits in the Digital SEO puzzle.

The higher up your business is, the easier it will be for potential clients to find you. This is especially beneficial given that 68% of online experiences start with search engines. 

Many factors impact SEO ranking, such as

  • Bounce rate is when visitors leave a webpage without taking any action—the lower the bounce rate, the better.

  • Dwell time is how long visitors stay on the page. The longer, the better.

  • Traffic is how much activity the page has. The more steady traffic, the better. 

Knowing what impacts your website’s SEO rankings can help boost your website. 

How SEO and Print Work Together

Print marketing can help improve your website’s SEO ranking by driving people to your website. 

One convenient, powerful way to accomplish this is through QR codes. QR codes provide an easy way to drive people from paper to online. QR codes can be added to… 

  • Business cards. Drive people to your website to direct them to information that couldn’t fit on the card.

  • Catalogs. Next to the advertised, popular product, put a QR code. This will make it easy for customers to buy the product.

  • Posters. Bring people from the physical world to the online world by including QR codes on posters. 

QR codes increase your website’s traffic, and they will likely improve dwell times and bounce rates because the people visiting your website are actively seeking it for a purpose. Compare this to someone who stumbles across your website on Google but realizes it’s not quite what they’re looking for. 

3 Ways to Improve Your Site’s Ranking

1. Improve your website

Making your website easier to use will improve its SEO ranking.

Some areas to look at include: 

  • Page load speeds. A website’s conversion rate drops by about 4.42% for every second of load time. The faster your website, the better it’ll do. People don’t like waiting.

  • Mobile-friendliness. A user-friendly mobile phone website is essential, given that 64% of searches are on mobile phones compared to 35% on computers.

  • Navigation. Improve website navigation using clear, everyday language and easy-to-find links to the most important pages. Use design techniques to separate parts of the page and stick to already established website structures. 

A faster, user-friendly website will get people to stay, boosting SEO. 

2. Improve your backlinks

Backlinks (also known as inbound links) are hyperlinks to your website from an external website.

As a business, you want other websites to link to your website. Sometimes this happens naturally. However, you can improve your backlinks by reaching out to editors of other websites and suggesting they link to your page, explaining why doing so would benefit them. You can also create internal links by linking pages within your website. 

3. Create quality content

Having quality content will naturally drive people to your website. 

A catchy headline can get people to click, but quality content keeps them. Make relevant, well-formatted, easy-to-read, and engaging content. Be sure to use everyday language throughout. Include a skim layer with headers, sections, pictures, and infographics. 

Using print and other SEO optimization techniques can help you improve your website’s ranking, making it easier for potential clients to find your business through Google. 

Are you ready to optimize your SEO with print? Reach out to our team now!

Over the past 30 years we have proven to be a leader in the print and marketing space.  Our team deliver results for our clients and we can help you achieve your goals for 2023.

Give us a call at 8453-248-2574 or email at

Duplicates INK - marketSMART


#duplicatesink #marketsmart #seo #print #marketing

Friday, January 6, 2023

Are You Using Behavioral Science to Increase Direct Mail Response? Here are 3 how to tips.

For 30 years I've preached that sales and marketing were a science.  Understanding and embracing this is exactly what has helped Duplicates INK - marketSMART become a leader and experts in Direct Mail Marketing.

Regardless of how you look at it, direct mail marketing isn't just successful - it's positively thriving. 
According to a recent study, approximately 73% of consumers say they prefer to be contacted by brands using direct mail rather than by alternative means like email. This preference is because they can read physical mail at their convenience. Not only that, but about 40% of direct mail recipients either fully read or, at the very least, scan what they receive - as opposed to something like an email that is far too easy to ignore.  

But as effective as direct mail is by its very nature, there are still ways to increase the engagement you can generate between you and the members of your target audience. Behavioral science is a great way to accomplish that, but it is a concept that will require you to keep a few critical things in mind. 

3 Tips for Using Behavioral Science to Increase Direct Mail Response 

Don't Neglect "Magnet" Words

One of the best ways you can use behavioral science to increase direct mail response is using what are called "magnet" words. 
People lead busy lives - you can only expect them to read some of the last words on a piece of direct mail marketing that you send out. What they're likely to do is skim. 
While doing so, if they see words like "now," "announcing," or "introducing," they're much more likely to pay attention. That's because these types of magnet words bring a natural sense of urgency, which can capture someone's interest and get them to pay attention to the rest of your message.  

Do Whatever You Can to Stand Out

Think briefly about all the mail you receive on a given day. 
Most of it probably looks incredibly similar - it's pieces of mail in a standard envelope size that are virtually indistinguishable from one another. Therefore, even something seemingly simple as sending out print marketing pieces that are an "unusual size" can be a great way to attract attention. It differentiates your marketing materials from everything else someone might receive that day. 
At the very least, it gets them to pay attention in a way that will likely be more engaging than something similar to everything else in their mailbox.  

The Power of Testimonials

Another of the best ways to use behavioral science to increase direct mail response involves including testimonials in your print marketing whenever possible. 
People aren't just going to take your word for it that your products and services can do what you say they can. They want to hear it from people they trust, and if they can't hear that from a friend or family member, that's okay - testimonials and quotes from honest, satisfied customers will work just as well. 
Testimonials show someone that another customer has been in a situation similar to the one they now find themselves in, and yours was the business that helped answer a question, solve a problem, or generally provide value to their lives in some way. Once the testimonial convinces them, they're much more likely to listen to the rest of what you have to say - which can get them to come down off the proverbial fence and make a purchase before you know it.  
If you'd like to find out more about increasing your direct mail response rates or have any additional questions, please don't hesitate to contact us today! 

Duplicates INK - marketSMART

#duplicatesink #marketsmart #directmailmarketing #marketingscience


Tuesday, January 3, 2023

How do you engage your customers with Direct Mail?

Our team at Duplicates INK - marketSMART predicts 2023 will be a resurgence in direct mail.  However it will evolve, integrating the marketing message with digital channels that support the direct mail efforts.

In today’s tech-savvy world, it might be easy to assume that the best way to catch the attention of your potential customers is through digital ads. In reality, according to Marketing Sherpa, 76% of consumers said they would trust printed ads they received in the mail when making a purchase, while only 25% said they would trust online pop-ups. 
The advertisements you’re sending out through the mail can significantly impact customers. Here are seven ways to design direct mail to make your company stand out! 

7 Tips to Refresh Your Direct Mail Strategy

1. For direct mail, BIGGER IS BETTER!

Research has found that using a larger envelope increases the response rate from customers by 53% when compared with the same content being sent in a standard-sized envelope. 
Try something new by sending out your mail in larger, oversized envelopes to intrigue your recipients to read what’s inside! 

2. Use POSTCARDS instead of letters for your direct mail.

In addition to being a cost-effective choice for your company (no envelopes necessary!), using postcards can be a unique way to switch up your mailing strategy. 
Postcards are eye-catching, concisely deliver your message, and are often more interesting for readers than a traditional letter. 

3. Make your direct mail SEASONAL.

Putting extra effort into the visual appeal of your direct mail could have a significant impact. 
The Data & Marketing Association found that 27% of direct mail is still present within the household after 28 days. Incorporate a seasonally festive design into your mail- it’ll give your recipients a reason to keep it around, making them more likely to take a second look at it. 

4. Include COUPONS in your direct mail!

People love getting discounts! 
Include a sale code or a coupon brochure along with your company’s information to give your recipients a reason to purchase immediately. They won’t be able to resist checking out your website so they can score that deal! 

5. Make your direct mail PERSONAL.

Personalization in your communication is key to keeping customers interested in your brand. 
For life milestones like birthdays, send out cards! When your company has an anniversary, let your customers know. If you have a loyal, high-value customer, send them a thank-you! This practice will keep your customers feeling valued and connected to your company. 

6. Combine your direct mail with DIGITAL TOOLS.

While direct mail can significantly impact your customers, it’s no secret that sometimes online options are more attractive for today’s customers. 
Include the information on your printed mail for your company’s website or social media accounts. Allow customers to redeem coupons online rather than filling them out by hand and mailing them back. 

7. Re-evaluate your company’s MAILING LIST.

If your current direct mail strategy is falling short, try shifting some things around with who is receiving your mail. 
Instead of using a mass-marketing tactic, try a targeted mailing list to focus your efforts on your best leads. To get the most responses, you’ll need to ensure you send your information out to your target customers. 
Direct mail can be a great way to create interest in your company among a vast pool of recipients. That said, the printing quality for your company’s mail matters and our printing firm has got you covered with high-quality printing for any of your direct mailing needs. For more information, Call one of our marketSMART specialist at 843-248-2574 or email us at and you can always visit our website!

#duplicatesink #marketsmart #directmail #directmailmarketing #2023marketingstrategies

Wednesday, December 28, 2022

3 Top Specialty Papers for Your Print Marketing

Our team at Duplicates INK - marketSMART works closely with our paper stock supplier partners so that we are upto date with the latest trends, inventory availability, price changes, availability and consumer acceptance.   Most folks don't realize how much the paperstock effects the overall engagement of the printing piece. 

Metallic, matte, recycled.

If you want to create direct mail marketing that stands out from the crowd, these three types of paper are the ones you want to know about. 

While it might sound simple, there are implications to using each type. So let's take a closer look.

3 Top Specialty Papers for Your Print Marketing

1. Memorable Metallic

This paper is shiny, durable, and oh, so sophisticated.

The metallic finish almost creates a 3D effect and gives your designs a warmth and depth that no other paper can.

Metallic tones add a bold and elegant touch to your designs, from projects as simple as homemade cards to more sophisticated endeavors like business cards, stationery, or even your wedding paper suite.

Use metallic papers to create a line of business marketing materials that pop. Try pairing metallic envelopes with non-metallic paper printed with metallic ink for a subtler look.

2. Earthy Matte

Why choose matte? It's chic and earthy.

Matte can make your materials look modern, and it's very on-trend. This paper is associated with a warm, soft, glowing effect.

Matte surfaces will reflect the light in different directions, diffusing light so there is less glare.

Matte paper is regular paper covered with a thin layer of inkjet receiving coating. This coating allows every drop of ink from the inkjet printer to be appropriately received, making for an exceptional, professional finish. It also dries quickly and resists fingerprints.

Matte paper uses less coating and undergoes less polishing than glossy paper. However, it is not the best paper for printing many pictures on, so if your project is photo intensive, you might opt for something different.

3. Renew with Recycled

Recycled paper is perfect for a company that promotes environmental awareness, as recycling causes 35% less water pollution and 74% less air pollution than making new paper.

This paper is made from a raw, fibrous material called pulp, typically made from the breakdown of wood chips or paper recovered for recycling. The latter is how we get recycled, eco-friendly paper.

While it is great for the environment, be aware that it does cost a bit more.

Whichever type of paper you choose, we're here to help you succeed and make the most out of your printing. 

Contact us today to start your next project!


Duplicates INK - marketSMART   843-248-2574


#paperstock #marketingwithprint #printmarketing #duplicatesink #marketsmart

Thursday, December 22, 2022


Why Do Some of My Mailed Postcards Have Smudges or Scuff Marks?

Postcard Smudges

Our team at Duplicates INK - marketSMART genuinely takes PRIDE in the quality of projects that we produce.  Over the last 30 years we have earned over 60 Industry Awards for our quality of work.  When we process direct mail and it enters the mail stream we loose our ability to control the quality.   In this article we want to share with you a few reasons why your project may experience some "Smudges or Scuff Marks"

These smudges and rub or scuff marks have been referred to as “postcard (or mail) survivability.” Meaning, how well does the postcard survive while traveling through the high-speed rollers and sorting systems of the United States Postal Service (USPS)?

Rubbing/Scuffing Contact Marks

When the postcards hit the USPS mail system, a machine orients the postcard (or other piece of mail) and cancels the stamp or postage indicia. At the same time, a digital camera captures the address and ZIP code from the postcard and assigns a fluorescent inkjet barcode and identification number. 

Next, the postcard is passed through a Delivery Bar Code Sorter (DBCS) system. Depending on how far the mail piece has to travel, it may be processed by four to six different DBCS machines along the way to its final destination (local post office). These sorting machines are made up of a series of belts and rollers that sort the mail based on outgoing ZIP codes. The black rubber belts and rollers are typically the culprits and are usually the reason why you might see color smudges or scuffing on your postcards. The rollers physically grip and contact the postcard as it pushes it through to the correct ZIP code bin. If the roller applies too much pressure as it grips the mail, it may penetrate the color toner on the surface of the postcard, leaving scuff marks. Occasionally, the equipment may even rip the cards. Usually these marks occur about halfway to three-quarters of the way down on either side of the card where the high-speed belts make contact.

Postcards sent via first class that are deemed as undeliverable by the USPS (meaning that they cannot be delivered to the addressee) are especially vulnerable to scuffing and marking. The USPS takes extra steps to attempt to deliver this class of mail. These postcards are intentionally sent through the DBCS sorters several additional times to ensure that they are in fact “undeliverable” before they are deemed to be dead. Next time you get your first class undeliverable postcards returned to you- take note as to how scuffed they look.

Local Post Office Equipment Maintenance Is the Key

If your local USPS post office sorting machines are not calibrated correctly they can penetrate the postcard’s paper and color toner leaving black smudges, burn marks, scuffing, rub marks, tears, and/or even rips. Some people may think that these marks are because the ink wasn’t dry when it left the printer. This is not the case. In fact, digital printers like us don’t even use ink. We use color toner crystals that are instantly fused to the paper and dried—before the postcard comes off the printing press.

Since every USPS mail facility contains sorting equipment, it is left up to each location to decide how rigorous the schedule is for regular maintenance. Ideally, this type of equipment needs to be calibrated and maintained frequently. Regular routine maintenance has a profound impact on how well your postcards survive through the mailing process. Simply stated, it boils down to how your local post office appropriates its resources and keeps up with routine maintenance. Given USPS cutbacks and budget constraints, however, machine maintenance is one of the first items cut by local postmasters.

The Good News

It's typical that these scuff, burn, smudge marks do not happen to every piece of mail.  It's unfortunate that a beautifully printed project can end up with quality issues at time of delivery.  Another positive note is that when surveyed most purchasing decisions were not influenced by smudge marks on the mail received.

Duplicates INK - marketSMART can help you design print and mail your next project with amazing results.  Give one of our team members a call at 843-248-2574 or reach out via email

#duplicatesink #marketsmart #usps #directmailmarketing 

Friday, December 16, 2022

5 Call-To-Action Tips to Use on Your Print Marketing (And Why They Work)

You are the expert in your business space, be it auto service center, carpet cleaning services, real estate, landscaping or whatever else it may be, understand YOU know that business.   When it comes to marketing strategies and particularly how to integrate traditional direct mail with digital our team at Duplicates INK - marketSMART are the experts.  Our team builds strategies that get RESULTS!!!

What about using Call to Action aka CTA.

In its simplest form, a call to action tells the recipient to buy now. 

However, sometimes saying, "buy now!" won't be quite as effective as an alternative, more creative strategy. 

Below are some tips for crafting a call to action for your print marketing campaign so you can have a better response rate than the average of 4.23%. 

1. Be straightforward 

Tell the reader what they can expect if they complete the advertised action. 

No games, no tricks. If you say this is what will happen, then advertise it accurately. If the deal only holds if they buy $X in merchandise, then clearly communicate that. You're not doing yourself any favors by making a misleading call to action. It'll just frustrate the client. 

Avoid misleading calls to action by including relevant numbers, such as pricing and discounts. 

2. Use strong command verbs

Begin your call to action with a strong command verb. 

Strong command verbs can help people follow your call to action. In one study, ads with strong action verbs performed about 89% better than those without.

Examples include, 

  • Buy the customer-favorite product now!

  • Shop at our newly updated store!

  • Order through our quick and easy website!

  • Download the newsletter for insider knowledge!

  • Subscribe to be the first to know about all our amazing deals!

Often, people have a hard time saying no, even to words on a page. By using confident action verbs, people will do it. 

3. Be enthusiastic

Enthusiasm is contagious. 

If customers feel you are enthusiastic and believe in your product and service, they'll get excited too. In writing, enthusiasm is best shown through exclamation points, so use them often!

4. Advertise scarcity

People are busy, so you must find a way to get them to act immediately. 

Including a sense of scarcity in your call to action by showing it's for a limited time or while supplies last will prompt people to act fast. This will help prevent people from putting direct mail in their "I'll get to it later" pile. 

5. Differentiate from your competition

Companies with similar niches can sometimes advertise similar calls to action. 

Make yourself stand out from the competition by brainstorming ways your call to action can be unique. First, think of the things your company does that are better than the competition. Then find a way to weave that into the call to action.

Try getting creative and unique by asking your customers to complete an action not commonly requested. For example, try telling customers to read customer reviews instead of prompting them to buy, shop, order, download, or subscribe. Customers trust other customers' reviews. If you have positive customer reviews, advertise them in your call to action. Potential clients can see what items or services are most popular and why. 

Calls to action are a crucial part of your marketing technique. Without it, customers often won't act. Using strong command verbs and enthusiasm makes target markets likelier to respond. 

With all the thought and research you put into your print marketing campaigns, you will want an easy, smooth printing process. Once you've settled your call to action (and a thousand other details), reach out for a hassle-free printing process! 

If you're not quite sure where to start, reach out to one of our team members for a no obligation discovery call and lets see if Direct Mail Marketing is a good fit for your business.

Duplicates INK - marketSMART 


#duplicatesink #marketsmart #directmailmarketing #omnichannelmarketing #calltoaction