Archive for category: Direct Mail Letter

Mastering Direct Marketing Trends in 2025

In today’s fast-evolving global business landscape, competition for customers is fiercer than ever. Successfully attracting leads and converting them into loyal customers requires innovative communication and marketing strategies.

Over the years, marketing has undergone a remarkable transformation. Digital marketing, in particular, continues to generate buzz and dominate conversations in the business world.

While digital marketing is undeniably effective, it’s not without its limitations. Chief among them is the lack of a personal touch that direct mail formats, like letters, snap packs, and postcards effortlessly deliver!

In the past, marketing tactics included iconic methods such as the Publisher’s Clearinghouse campaigns, lift letters, and the renowned Johnson box. These techniques, while revolutionary in their time, have largely faded into history, replaced by more modern, data-driven approaches. But before diving into current trends, let’s briefly revisit two of these classic tools: the Johnson box and the lift letter.

The Johnson Box

Invented by Frank Johnson, the Johnson box is a headline-like element placed at the top of a direct mail letter. Its purpose? To deliver a concise, attention-grabbing message that encourages readers to engage with the content below.

Though the Johnson box was once considered groundbreaking, its “hard sell” nature has made it feel outdated in today’s marketing environment. However, it hasn’t disappeared entirely—it’s found new life in email marketing, where it’s used to highlight key points or previews of messages.

The Lift Letter

The lift letter was a secondary note included with direct mail campaigns, designed to complement the main offer and boost response rates—sometimes by as much as 25%. These letters were often used to pitch promotions, endorse products, or feature testimonials from trusted sources.

Yet, as with the Johnson box, the lift letter’s effectiveness has waned in a world increasingly driven by concise, visually engaging communication. Overuse and lack of creativity often rendered lift letters less impactful than intended.

Letters: A Tried-and-True Classic

Letters remain one of the most personal and effective tools in direct mail marketing. With the right design and messaging, a letter can create a sense of exclusivity and importance that digital channels often fail to replicate.

Whether used for formal offers, customer retention, or personalized outreach, letters convey authenticity and seriousness. When combined with tailored content, variable data printing, and visually appealing formats, they can drive exceptional engagement and response rates.

Snap Packs: Efficiency Meets Professionalism

Snap packs are another highly effective direct mail format gaining traction in modern marketing. These sealed, perforated mailers combine professionalism with cost-efficiency and are especially popular for confidential or time-sensitive communications, such as billing notices, account updates, or special offers.

Snap packs are designed to grab attention and encourage immediate action. Their sealed nature gives recipients a reason to open and engage with the contents, while their compact design ensures your message is clear and concise. They’re ideal for transactional mail or marketing campaigns where you want to drive a quick response.

Postcards: The Modern Direct Mail Powerhouse

Enter postcards, the unsung heroes of direct mail marketing. While they might seem like a relic from a simpler time, postcards are making a powerful comeback—and for good reason.

Postcards are economical, versatile, and surprisingly effective. They shine in targeted marketing campaigns, serving as tools to create brand awareness, announce new offerings, follow up with customers, or remind clients of upcoming appointments.

What makes postcards so effective? First, they boast a remarkable readership rate. According to the U.S. Postal Service, postcards are six times more likely to be read than traditional mail letters—94% versus 14%, respectively.

Additionally, postcards offer a casual, approachable tone that fosters a sense of connection between businesses and their audiences. Their straightforward design ensures that your message is clear, concise, and easy to digest.

Finally, postcards are easy to track. Businesses can measure campaign performance and return on investment (ROI) by monitoring customer responses—a critical metric for success in any marketing strategy.

Why Direct Mail Works in 2025

In an increasingly digital world, direct mail formats like letters, snap packs, and postcards stand out by blending modern marketing principles with the human touch. They grab attention, foster connection, and deliver exceptional ROI—making them indispensable tools in a comprehensive marketing strategy!

Conclusion

Direct mail isn’t just surviving in 2025—it’s thriving! Whether you’re using letters for a personal touch, snap packs for secure and professional messaging, or postcards for quick, impactful communication, direct mail offers unparalleled versatility and effectiveness.

The best part? You don’t have to navigate it alone. At Zairmail, we make direct mail simple, fast, and effective. From letters, snap packs, to postcards, we handle it all, ensuring your campaigns are seamless and successful!

About the Author

Wilson Zehr is a Direct Mail Industry Expert, Direct Marketing Specialist, and CEO of Cendix (www.cendix.com), the leading provider of Web-to-print solutions that increase sales both online and offline. He is also the founder of Zairmail (www.zairmail.com), the company responsible for many “industry firsts” in direct mail.

Click here to get a free Zairmail Sample Kit with all the information you need to get your direct mail campaigns off the ground!

January 16, 2025 / Direct Mail Letter, Direct Mail Postcard, Direct Mail Tips, Direct Mail Tools, Interesting Mailings

Maximize Direct Mail with a Clean, Targeted List in 2024!

In a digital-obsessed world, it might surprise you that direct mail is still one of the most effective marketing tools out there. Yes, snail mail! But before you start mailing shiny letter, snap-packs, or postcards to random addresses, here’s the catch: success depends on having the right list. The saying still holds true: 70% list, 20% offer, and 10% creative.

Yet, so many businesses overlook their lists, wasting time and money with undeliverable mail, wrong addresses, or the wrong audience altogether. If you’re investing in direct mail, keeping your list clean, targeted, and updated isn’t optional—it’s a game-changer.

Why Your Direct Mail List Deserves TLC

Think of your list as the foundation of your campaign. Without it, even the coolest designs and best offers will flop. Here’s why a clean, targeted list is so critical:

Save Money: Mailing to bad addresses means wasted postage, paper, and effort. It’s like throwing cash out the window!
Better Deliverability: Tools like USPS’s CASS (Coding Accuracy Support System) and NCOA (National Change of Address) ensure your mail actually gets where it’s supposed to go.
Higher Response Rates: A precise, well-segmented list means your message hits the right people at the right time.
Stronger ROI: With cleaner lists, you focus on the right audience and get a bigger return for your investment.

List Cleaning Trends for 2024

So, how do you keep your list fresh and fabulous? Businesses are stepping up their game with modern tools and strategies:

AI-Driven List Management: Artificial intelligence now analyzes behaviors in real time to update and segment mailing lists—no guesswork, just smart data.
USPS Verification Tools: Smart marketers rely on tools like NCOA to filter out outdated addresses.
Cross-Channel Insights: Combining digital activity (like email opens or website visits) with direct mail data makes campaigns more personal and effective.
Ongoing List Updates: Gone are the days of annual cleanups. Top businesses now refresh lists weekly or monthly.

Clean It Up, Reap the Rewards

Here’s the reality: postage and printing costs are rising, so your mail pieces need to work harder than ever. Every address is important, and every campaign needs focus. By keeping your direct mail list in tip-top shape, you’ll save money, boost responses, and see a bigger ROI.

In short, don’t let your list collect dust. Embrace smart tools, clean your data regularly, and remember—direct mail isn’t outdated. Bad lists are.

About the Author

Click here to get a free Zairmail Sample Kit with all the information you need to get your direct mail campaigns off the ground!

December 18, 2024 / Direct Mail Letter, Direct Mail Postcard, Mailing Lists

Easy Ways to Integrate Digital & Direct Mail Marketing

Determining the right balance between digital and direct marketing can be a challenge for a lot of organizations. Issues can arise, when one form is seen as superior to the other, and half of the mix gets neglected. Businesses are now engaged in a very digital world – digital has become very comfortable. It’s easy to predict which form marketers might wish to push aside.

Still, for those in the know, the facts are hard to ignore. Direct mail marketing is much more powerful than many business owners realize. Seventy-three percent (73%) of consumers prefer receiving information from brands via direct mail because they can read it at their leisure. Despite being delivered right to the front door; consumers find this less intrusive than online pop-up ads or social media interruptions. The best part… on average, direct mail advertising is kept in the home for 17 days. The impression really lasts… stalking and retargeting are definitely not required for success.

So, what’s the best way to integrate both digital marketing and direct mail? Here are some simple yet powerful moves.

Allow Digital Response

When a direct mail campaign is received, customers need to know which digital forms of contact they can use to respond. Not everyone wants to make a phone call or go directly to a website first. Including a web address is, of course, a crucial piece of information today. Organizations that deal with a lot queries through WhatsApp or Facebook Chat might find this is the preferred form of response for mail campaigns as well. Direct mail links well with this form of social media when it is clear and easy to connect the in-home online piece with the online platform. We need to make sure that we align the visual content between platforms so the consumer can clearly see the connection.

QR Codes Bridge Gap

A QR code is a 3D barcode that can be printed and displayed online or offline. Anyone with a smartphone can use their camera to scan it, and they will be redirected to an online destination in their browser. Consumers appreciate the simplicity and instant access to information. In fact, QR codes represent one of the leading forms of payment in places like Asia.

A QR code can offer any business more cohesion when connecting offline and online worlds (promotions). Information can be stored in a QR code; to quickly link a person to pages on a website, to showcase discounts and offers, display menus, highlight products, or download apps. They appear technical and can seem intimidating to implement at first. However, there are many applications on the web that will generate them fast and free.

There is often an element of mystery or intrigue offered with a QR code. The recipient may not know where they will land until they scan the code. It could be a secret discount code for the first 100 people who claim it, or a special landing page only for the recipients of that mail piece. It can be a perfect opportunity to be creative and fun, or simply a method to relay important information quickly. Whatever the end goal is (online), it’s quite possible a QR code could help.

Synchronize Branding

Digital and direct mail marketing should not be treated as separate – they are two specific tools that belong in every marketing toolbox. Both tools need to communicate a cohesive and consistent message to clients both online and offline. To illustrate, it would normally be frowned upon to use one style of branding in an Instagram ad and a different branding entirely for the same campaign on YouTube. The same principle applies to direct mail marketing. It should be treated as a combined element of the overall branding; this will build consumer trust and reinforce brand messaging.

Digital Funnel Capture

When leads are captured, such as email addresses over the phone, or directly in-person in a physical store, they should be added to a digital marketing funnel. These leads can be nurtured over time with periodic messages and offers – leads have a cost, and we don’t want to lose them. Offline leads that are not converted, can slip through the cracks. It can involve more effort to manually capture the entry, but it can be well worth it over time. Even for those brands that have high quantities of digital lead generation, offline leads can often convert better, if they have been given in-person or over the telephone.

There will always be occasions where digital outperforms direct mail – and the reverse can also true. It is important to pick the right tool for the job and to use both to complement each other. This usually leads to much stronger results overall. Personalizing communication to align with each customer’s needs is the ultimate way to balance effectively and produce stronger results.

Zairmail (www.zairmail.com) is the fastest and easiest way to send (real) postal mail. Give us a call anytime at 888.898.0066, we would be happy to help with your direct mail needs.

September 10, 2024 / Direct Mail Letter, Direct Mail Postcard, Direct Mail Tips, Direct Mail Tools, Mailing Lists

Stamp Up Response Rates

Postcards are a popular format for direct mail campaigns. They serve as a small billboard in the mail which can provide an immediate impression for the advertiser. If the message (or image) is memorable, they might even win a spot on the fridge, and provide lasting value for advertisers.

However, if a message is long, or complicated, or contains personal information, or requires enclosures, then a postcard is off the table. We usually need to consider some type of letter format. The challenge with a letter-mailer, is that there is usually no immediate impression, an “open” is required before the recipient can see the offer and act.

One technique that can be used is to put a teaser on the outside – “personal and confidential”, “time sensitive – please open immediately”, or my favorite, Postal Code 18 SEC 1702 (below).


	OPEN ONLY IF A VETERAN OF THE US ARMED FORCESWARNING; $2,000 FINE, 5 YEARS IMPRISONMENT, OR BOTH FOR ANY PERSON INTERFERING OR OBSTRUCTING WITH DELIVERY OF THIS LETTER U.S. MAIL 18 SEC 1702 US CODE.

We have seen all of these techniques (and more) used in practice – still do. What does this type of message mean to you when you receive a letter? Do you automatically think,” this must be a great offer, can’t pass it up, can’t wait to open it and see what’s inside?”

How about this piece below? Does this look like something you might want to open? What is the difference? What elements drive your initial impression of the direct mail piece?

One aspect is that the letter has the format (shape/size) of a greeting card, it has a seasonal greeting, and it has a live holiday stamp. Research tells us that when we include a “live” postage stamp, response rates can increase. On balance, recipients know, when a live postage stamp is being used, then the content is probably more relevant/valuable. This should make an “open” far more likely.

Zairmail now offers the option of using a live “action stamp” rather than a postal indicia. There are more than a dozen different designs, and the choices continue to expand. Using an action stamp shows recipients that the message is unique (stands out in a crowd) and is valuable.

Just as with other tools/techniques, response rates will vary, and this format will not perform the same with every target audience. If the response rates you are seeing today, are a little soft compared with historical results, this may be a powerful option for you.

Just as with any other targeting, messaging, or change in the offer, you will want to conduct an A/B test with a smaller audience. Once you are comfortable with the results, then you can step on the gas, and increase the size of your campaigns.

Remember the discussion of postcards we opened with? We can also place a live stamp on postcards to deliver an extra boost in the mail and increase perceived value.

We can also put postcards in envelopes and add an action stamps to create a low-cost, highly effective, greeting card campaign for the holidays (image above). This is a standard option at Zairmail. We would love an opportunity to help you affordably build a closer rapport with your clients (prospects) this holiday season and supercharge your “open” rates.

Start pushing the envelope and increasing your response rates even further. Use action stamps to stand out in the mail and drive more responses to your campaigns.

Zairmail is the fastest, easiest, and most cost-effective way to send mail.

Zairmail (www.zairmail.com) is the fastest and easiest way to send (real) postal mail. Give us a call anytime at 888.898.0066, we would be happy to help with your direct mail needs.

October 26, 2022 / Direct Mail Letter, Direct Mail Postcard, Direct Mail Tips, Direct Mail Tools, Interesting Mailings

The Most Bang For Your Buck

We are often asked by clients, “how do I get the most bang for my buck, with direct mail”?

Of course, there is not one “right” answer, it will depend on your audience, the nature of your offer, and the goal of the campaign (e.g., awareness, lead generation, direct response…).

There are three factors that have the most impact on price.

First Class or Standard A Postage – First Class postage typically takes 3 days for delivery anywhere in the United States. First Class also provides a return service if the mail can’t be delivered, so that the sender can update their database.

Standard A (Marketing Mail) usually requires 7 to 10 days for delivery and there is no return service. The delivery times can be highly variable. Since Standard A is still called “junk mail” in some circles, there can be a slight stigma with some audiences (e.g., open/response rates may be slightly lower).

The difference in cost is ~$.10/piece. With smaller mailings, it typically makes sense to go with First Class because results are faster, and the cost difference is small. When sending millions of pieces, the cost differential can be significant. In those cases, a hybrid approach sometimes makes sense. We start out sending campaigns First Class to prime the pump, and then transition to Standard A, as volume builds.

BW or Color – BW is going to be less expensive. The difference is also typically ~$.10/piece. Color stands out in the mail and creates a more visually appealing product. Research shows, with many audiences, opens/responses increase when color is used. BW is more common for notices and other common transactional (informational) mail.

With postcards we have the option of using black & white, color one side, or color two sides. Color both sides it the most expensive, black and white both sides is the least expensive. The most common choice we see is color one side – the address side is black and white; the image (message) side of the card is color. This approach still provides a pop of color in the mail, yet reduces the cost on the address side – which contains mostly return address, recipient, and postal information.

List Size – The majority of the cost (70%+) in direct mail is postage. The USPS offers pre-sort discounts on jobs greater than 500 pieces. Those discounts are passed along to customers in the form of lower prices.

If a job is less than 500 pieces, then we can still use an indicia (square box on the mail piece that says “postage paid”); however, we don’t get any discounts on postal rates. In this case, there will be a slight uplift in the price to cover the higher postage rate.

If the job falls below 250 pieces, then we do not get pre-sort discounts, and we also cannot use a postal indicia. In this case we need to use a live postage stamp. This type of mailing requires full retail postage rates and an additional step in the process to apply the stamps.

It would be common to have a list of (at least) 500 pieces when possible. If not, that is fine, we will always mail using the most cost-effective postage choice.

There are customers who want to make their mailing appear more personal. In those cases, we have clients who choose to use a live stamp on their mailing or use a colored envelope and incur the extra cost. Some also choose to use a handwriting font in the mail piece and/or for the addressing. There is no charge to use a handwriting font or personalize with variable data – we offer this as added value.

We understand that budgets are limited, and cost is always an important concern.

It is always a priority at Zairmail, to give you the best possible value.

Please let us know how we can an assist you.

The Zairmail Team

May 30, 2022 / Direct Mail Letter, Direct Mail Postcard, Direct Mail Tips, Direct Mail Tools, Interesting Mailings, Mailing Lists

The Truth About Direct Mail in a Digital World

We live in an increasingly digital world. It seems only fair to ask, in a world bursting at the seams with digital content, do consumers still prefer to receive physical mail?

Research confirms that 81% of consumers prefer to receive mail at their home address. Consumers are bombarded with digital messaging 24 x 7 – email, banners, video, social media… – these days the ads can even follow consumers around and stalk them as they browse. Consumers still feel the pressure offline too – digital billboards, contextual video, electronic displays, water closet media – some airports even hold consumers captive in shelters, and broadcast ad content, while they are waiting for the bus in long-term parking.

The only escape for consumers is to block it out – ALL of it.

Direct mail allows the consumer to be in control. They can choose when they engage. The USPS often refers to the “mail moment”; the slice of happy time when consumers check the mailbox and see what surprises have arrived. The consumer can choose which pieces are opened, which receive immediate attention, and which ones are set aside for later. A direct mail piece can be touched/read 4.5 times after arrival. This level of control makes the mail less threatening and more comfortable for consumers.

Unlike digital media, direct mail is tactile/tangible and has the potential to build a physical connection with the consumer. It can also be personalized to build a tighter bond between the brand and the consumer. Seventy percent (70%) of consumers say mail makes them feel more valued. When customers feel more important, they are far more likely to engage with a brand, spread the message to others, and generate organic brand awareness – both online and offline.

A well-targeted and executed direct mail campaign can have an impact far beyond the immediate responses that are received. The clue is in the word… it’s “direct”. It does not have to be a generic ad that is indiscriminately shared with millions. It can be far more targeted, intimate, and special then that.

How can businesses benefit from this preference to break-through the digital noise?

There are several different types of direct mail formats that can be used. Selecting the right format for the audience, the objective, and the offer is an important first step.

Postcards can be an effective tool for simple messages that are easy to explain. Using an image and creative layout that “pops” can help break through the clutter and provide an immediate impression – like a targeted billboard in the mail. If the image/offer is memorable enough it can earn a spot on the fridge – which is the ultimate goal (and compliment)!

Traditional postcards may not be ideal if personal information must be included. Anything printed on a postcard is exposed to the world. The space is also limited, which limits the ability to explain complex topics/offers. The most popular postcard sizes are the standard postcard (4” x 6”), the jumbo postcard (6” x 9”), or the sumo postcard (5.5 x 11 or 8.5 x 11).

The standard postcard has long enjoyed a discount postage rate. The current price for postcard postage is $.40/piece, compared to $.58/piece for First-Class letter mail. The most recent postage increase (there were two in 2021), extended the discount postage for standard postcards to jumbo postcards. This means that a jumbo postcard can now be mailed for just slightly more than the cost of a standard postcard.

Postcards can also be inserted into an envelope and addressed for special occasions or during the holiday season. This technique can deliver holiday cheer to friends, family, and customers, for a tiny fraction of the cost of traditional greeting cards. The tactile/tangible nature of the card also makes it far more impactful than a digital greeting card.

When personal information is involved, or the offer is more complex, then a more traditional letter can be the best choice. The first challenge with letter mail is to get it opened. The best technique to get “an open” really depends on the audience.

Some mailers strive to make letters look more personal using a closed-face envelope with no windows, handwriting fonts, and/or a live postage stamp instead of an indicia. A postal indicia is a permit that can take the place of a stamp on pre-sorted mail. Pre-sorted mail is eligible for discounted postage rates. That means that even though using a “live” stamp can appear more personal, it does come at a cost – the mailer loses pre-sort discounts and has to incur the cost of placing a stamp on each letter.

A different approach is to make the letter look like a bill, so the recipient might be concerned about not opening it. With this type of mail, it is common to use a double window envelope, professional fonts, and a postal indicia. We can also add a teaser message to the outside (e.g., final notice, do not ignore, only to be opened by addressee, …) that makes the mail piece feel more official, urgent, or essential.

These techniques really represent opposite ends of a continuum. There are many different variations and techniques in between we can use to improve open rates. Of course, once the letter is opened, we still need a response to be successful.

A pressure-sealed mailer, often called a “snap-pack”, can also shield personal information just like a letter. Consumers often experience snap-packs when they receive a new PIN from their bank or a rebate from a consumer products company. The recipient tears off the edges before folding the mail piece open. Snap-packs are not as common, so they attract attention right away. They also have the feel of official communication, so consumers can be nervous about ignoring them – what if there is a PIN, rebate, or award inside?

The ultimate response rate of direct mail campaigns is also a function of the audience that we are addressing and how compelling an offer that we make. Coming up with a winning formula really requires testing and fine-tuning over time.

Based on the potential for direct mail, should digital really take a back seat?

Direct mail is one form of direct response marketing that uses physical mail. Direct response techniques can be used with multiple mediums (e.g., mail, email, television, radio…). These can all be effective promotional tools and do not have to be mutually exclusive. In fact, digital campaigns that include direct mail are 13% more likely to engage customers. Digital techniques should be used in combination with mail to boost returns. The question is not, “what is the right format/technique?”; the question should be, “what is the right mix of tools?”

In the digital age, automation can be a critical aspect of marketing campaigns. It allows us to plan in advance, map out the customer’s journey, and do more with less. The good news is that direct mail can be automated just like digital tools.

Automating mail campaigns creates a number of opportunities:

Campaigns are submitted faster with fewer errors

Campaigns are produced/mailed in a fraction of the time

Mail delivery is tracked automatically and integrated with response data

A complete (digital) history of campaigns, lists, and results is maintained

Response rates and sales results can be tracked in real-time

Small volume jobs (short runs) are no longer a challenge. This allows us to test additional concepts, more frequently, using smaller campaigns, to find winning formulas (efficiency).

Customers can respond online, offline, or in person – whatever is most comfortable. QR codes or URL’s/PIN’s can be used to link direct mail campaigns to online destinations.

The customer journey can be scripted with a pre-conceived and automated series of campaigns and touches. Sales programs become a well thought out “process” rather than a fortunate “event”.

The digital revolution has introduced new tools with new capabilities. Direct mail has a number of qualities that digital tools do not. The two can/should be combined to create campaigns that are more targeted, more effective, more measurable, and more predictable. Zairmail provides online tools that automate direct mail campaigns.

Zairmail is the fastest, easiest, and most cost-effective way to send mail.

Zairmail (www.zairmail.com) is the fastest and easiest way to send (real) postal mail. Give us a call anytime at 888.898.0066, we would be happy to help with your direct mail needs.

March 4, 2022 / Direct Mail Letter, Direct Mail Postcard, Direct Mail Tips, Direct Mail Tools, Interesting Mailings, Mailing Lists

USPS Price Increase

The USPS increased the cost of postage today (August 29, 2021) based on approval from the Postal Regulatory Commission (PRC). Postage increases are usually announced in November and take effect in January. This is the second price increase this year. There is usually only one increase per year that is designed not to exceed the rate of inflation.

This is the latest action taken by the USPS executing against the 10-year plan called Delivering for America. The USPS has announced that these changes are essential for building a sustainable service in the years to come. This plan has been widely reported in the media, as leading to slower delivery times, higher prices, and in some cases, more limited hours of retail service at post offices. The timing of these changes, just prior to the recent presidential election, which was more dependent on mail-in ballets due to COVID restrictions, has drawn the ire of some lawmakers as well.

Separately, the USPS announced last week (August 26, 2021), that service delivery performance for the fourth quarter was the best in over five years. Here are the highlights on that announcement:

● First-Class Mail: Delivered 88.8 percent of First-Class Mail on time against the USPS service performance standard, an improvement of 1.3 percentage points from the third quarter.

● Marketing Mail: Delivered 92.7 percent of Marketing Mail on time against the USPS service performance standard, an improvement of 1.7 percentage points from the third quarter. This metric reached 93.9% for the week of August 14 – 20.

● Periodicals: Delivered 82.1 percent of Periodicals on time against the USPS service standard, an improvement of 2.9 percentage points from the third quarter.

Here is a summary of the most recent changes in postal rates. A complete list of the postage increases can be found at USPS August price increase.

Full Rate First Class Forever stamps increase $.03 from $.55 to $.58 each
Presorted First Class Commercial Letters increase $.03 – $.035 each
First Class Postcards (now up to 6×9) increase about $.04 each
EDDM Flats increase about $.01 each
Standard Rate Marketing Mail Commercial Letters increase $.015 – $.026 each

The good news for clients of Zairmail is that postage rates and prices will not change until Labor Day (September 6, 2021). The price of a 6 x 9 postcard will reflect the lower postcard rate. If you have a campaign planned, submit it this week, and lock in lower pricing, before postage increases.

Zairmail is the fastest, easiest, and most cost effective way to send (postal) direct mail.

We would appreciate the opportunity to assist with your direct marketing needs.

Zairmail (www.zairmail.com) is the fastest and easiest way to send (real) postal mail. Give us a call anytime at 888.898.0066, we would be happy to help with your direct mail needs.

August 30, 2021 / Direct Mail Letter, Direct Mail Postcard, Direct Mail Tips, Direct Mail Tools

Post-pandemic direct mail marketing for businesses

Coming out of the pandemic, business owners and entrepreneurs across all facets of the human experience must put on their thinking caps and come up with some clever ideas on how to keep their businesses afloat while also building momentum to propel them to success in the months ahead.

Considering the impact that COVID-19 has had on businesses’ finance, marketers must be mindful of the cost of marketing and business promotion. At this time, the primary goal of any marketing strategy is to reconnect with customers, reassure them that you are committed to their success, and bring them back to jump-start business after so many months of lockdown.

One marketing strategy that businesses should consider is direct mail marketing. The benefits of using direct mail marketing are endless and you are sure to yield positive results without breaking the bank.

To give you a sneak-peek of what direct mail marketing can do for your business, it has the potential of increasing ROI up to 20% with a response rate that is estimated to be 30X higher than some other digital marketing channels such as email campaigns.

But that’s not all.

Having mentioned email campaigns, it may interest you to know that direct mail enjoys up to 90% open rate compared to email. In addition to such a jaw-dropping open rate, recent statistics by Fundera found that at least 62% of people who respond to direct mail end up making a purchase. As such, a higher response rate from direct mail can lead directly to higher conversation rates.

At this point, how about we step on the brakes to ensure that we are all on the same page? Suppose you are the new kid on the “marketing block” and are not sure what direct mail marketing is, or nature of the benefits it can offer your business. We will shine a little more light on that and offer some tips on how to leverage direct mail.

What is direct mail marketing?

Just as the name implies, this type of marketing strategy involves engaging potential customers (prospects) and existing customers offline by sending targeted mail (e.g., postcards, letters, snap-packs…). While some may argue that this form of marketing is archaic/outdated, it has proven itself to be powerful in today’s marketing landscape.

Interestingly, virtually every class of marketer, including demand generation teams, growth teams, inbound and outbound sales teams, promotional marketing teams, and many others, can leverage direct mail to connect with existing clients, qualified leads, and new prospects.

Yes, we are in the digital age, and more businesses are going online and learning how to include digital marketing tools in the “mix”. Digital marketing tools can definitely offer some unique benefits to business. However, the deafening “noise” and wealth of distractions in the digital environment, makes is harder and harder to break-through the clutter and get noticed. If your message cannot break through, then it cannot effectively connect with customers and prospects.

Because of the massive wave of information in the digital marketing space, marketers are seeking alternative means of connecting with their target audience; in part, by sending messages where they have greater chance of being seen — the tried and true (physical) mailbox.

Does direct mail marketing work?

A straightforward answer is yes, but that simple response is not nearly rich enough. Here are just a few of the reasons a direct marketing strategy can give your business the boost it requires to push through the COVID-19 pandemic.

Direct mail is universal

Direct mail can reach every household and business in America. Unlike email, you won’t have to guess which address/(e)mailbox to target.

Direct mail is targeted

Only pay to reach the customers or prospects that are the most likely to do business with your company. The demographics for direct mail lists are very well developed. If you want to reach dentists, in New Jersey, with a family of three, and an income of more than $300,000, that type of list is available. Just let your targeting creativity run wild…

Direct mail is trusted

Consumers and businesses diligently open their mail on a daily basis. The “mail moment” is an important ritual that is built into the American psyche.

Direct mail has a better response rate

Because of the human touch and the tactile engagement that direct mail offers, it can offer a higher response rate compared to digital tools (such as email) and can ratchet up ROI by at least 20%.

How to run an effective direct mail marketing strategy

To run an effective direct mail marketing campaign, marketers must pay attention to some important factors.

Start by clearly defining your audience. We know that if we send the right offer, to the right audience, then good things happen. It all starts with understanding the target audience for your product or service and the benefits that will appeal to them most.

Have a clear and powerful offer and call to action (CTA). The customer needs to effortlessly understand exactly what benefit(s) you are offering and how to take advantage of them. Don’t just offer them a way to respond, ask them to respond (now!).

Test your strategy. Don’t start by sending out 50,000 pieces and risk completely whiffing. Send out much smaller batches (postal discounts start at 500 pieces), with different approaches (e.g., art, copy, offers…) and see what resonates with each target audience. Once you have a winning formula, then you can step on the gas.

Embrace continuous improvement. Once you have a formula that works, don’t stop there – keep tuning. Products change, audiences change, needs change; so embrace change and continue to look for ways to refine and improve your campaigns.

Peter Drucker, one of the masters of modern business thinking, once said, “if you can’t measure it, you can’t manage it.” Determine which metrics are critical for predicting the success of your programs and then collect and analyze them continuously. Critical metrics like this, are often referred to as key performance indicators (KPI’s).

You may want to track elements such as return on investment (factoring in lifetime customer value), brand awareness, repeat purchases, customer referrals, or others. One simple trick to measuring different campaigns is using different toll free numbers, or landing pages, for different campaigns, and then tracking the response for each.

Looking to put together a winning direct mail strategy? We are here to help. Zairmail can help you design campaigns that help you build relationships and sales.

Zairmail (www.zairmail.com) is the fastest and easiest way to send (real) postal mail. Give us a call anytime at 888.898.0066, we would be happy to help with your direct mail needs.

August 26, 2021 / Direct Mail Letter, Direct Mail Postcard, Direct Mail Tips, Direct Mail Tools, Mailing Lists

Staying on Top of Direct Marketing Trends

The global business landscape is expanding by the second and businesses are in stiff competition to reach prospective customers. To successfully attract leads and get them to patronize you calls for clever means of communication and marketing.

Over the years, marketing has undergone a tremendous revolution, and digital marketing trend is causing so much buzz.

While some people will argue that online or digital marketing is effective, it also has its limitations. Topmost on the list is that it takes away the personal feel of direct mail formats like postcards.

Way back in the day, popular marketing methods included the publisher’s clearinghouse, lift letters and the historical Johnson box.

As you can imagine, all of those direct marketing methods are obsolete and have no place in today’s fast-paced business landscape. Before discussing modern trends in direct mail marketing, let’s take a second or two to discuss the Johnson box and lift letter. Shall we?

What is the Johnson box?

Named after its inventor Frank Johnson, the Johnson box is placed at the top of direct mail letters. The Johnson box contains a catchy message that tells the reader the gist of the message — it is intended to grab the readers’ attention and hopefully get them to read to the end of the letter.

While Johnson’s box may seem like an effective marketing tool, it has tendencies of hard selling. Some customers and prospects may consider the Johnson box inappropriate for formal content like the sales copy.

Today the Johnson box no longer serves the purpose for which it is intended. It’s now been used in emails to highlight catchy information and give the reader a preview of the contents.

Other applications of the Johnson box are at the middle of web pages, where it’s often used to highlight important messages and testimonials.

Because most businesses are focused on maximizing their returns on investment (ROI), there is less spending and testing of single-letter elements like the Johnson box. As such, making it an unpopular direct marketing tool.

The lift letter

The lift letter used in direct mail marketing is more like a short note delivered alongside a direct mail package to get buyers to respond to your offer.

Interestingly it was found that a well-crafted lift letter can boost the response rate to an offer by up to 25%. The lift letter has been used to pitch promo headlines and other related products customers might be interested in.

Other times, lift letters are used as a stamp of endorsement or approval from regulatory bodies or celebrities with the intention of bonding with the customers and getting them to take your offer.

While adding lift notes or lift letters to your package may seem like an excellent way of catching your customer’s attention, some sellers tend to go overboard with it. What was supposed to lift the customer’s response suddenly turns boring and intrusive.

Postcards: the new trend in direct mail marketing

Yeah, you read that correctly. Postcards! You have probably been thinking that with so many high-tech marketing tools out there, why should anybody think about using postcards?

It works.

Postcards are economical, flexible, and very effective. They are arguably one of the best tools for targeted marketing campaigns. Postcard formats of direct mail can be used to create brand awareness, make announcements, follow up on customers, and can also be used as reminders to clients. They are affordable, and you can send one from anywhere in the world.

Why are postcards taking the lead in modern direct mail marketing?

Compared to direct mail letters, postcards have higher chances of been read. According to the U.S postal services, postcards are six times more likely to be read than mail letters. With the figures put at 94% against 14%.

In addition to their high readership, postcards make it possible to communicate with your customers in a friendly and social tone.

Then, it’s easy to track your marketing performance and ROI on every mail via customer responses.

In conclusion

Postcards may not be entirely new in marketing your brand, and most people will look away at the mention of this direct mail marketing format.

With adequate planning and strategy built around postcards direct mail, businesses can expand their market reach and increase their customer base while also boosting profit margins.

Thankfully you don’t have to manage your direct mail marketing strategy by yourself. We are available around the clock to offer our expertise and help you achieve your goal.

Zairmail (www.zairmail.com) is the fastest and easiest way to send (real) postal mail. Give us a call anytime at 888.898.0066, we would be happy to help with your direct mail needs.

April 2, 2021 / Direct Mail Letter, Direct Mail Postcard, Direct Mail Tips, Direct Mail Tools

6 Things Business Owners Should do in 2021

Reassure and Reconnect

It is still very much a time of great uncertainty for many. It can be hard for people, customers, and business owners to look past the short-term challenges that they might be facing right now (especially off the back of a difficult 2020). That’s why one of the best things you can do right now is to reassure your customers you are still there for them, even if that looks a little differently from how it did a year ago. Reconnection is the best way to do this, keep the lines of communication open as best as you can. Direct mail is the best way to do this; send something real, honest, and tangible.

Forecast for Uncertainty

If last year taught us anything it was that when it comes to strategizing and forecasting hurdles, we should always expect the unexpected. 2021 has the potential to throw anything at us; as does every year after that. We should have this at the forefront of our minds now. When carrying out forecasts and predictions be sure to build in a fail-proof back-up plan with multiple possible directions for success.

Consider Changing Track

Sadly, things might have changed in terms of what is feasible for your business right now. It’s easy to focus all our energy on getting ‘back on track’ to where we were before a crisis or challenge occurred. Sometimes though, this is counter-intuitive and it serves us better to start from scratch. Assess where you are now and what is doable right now with the resources and challenges you currently face. It’s okay and even advisable to change track.

Forge Your Unique Path

It’s comforting to look at what other similar businesses are doing right now. It can offer reassurance, spark inspiration or even give you a much-needed wake-up call. The negative side of this is that it’s hard to assess your unique standing and create a competitive advantage that works to your own internal strengths within your organization. Sometimes the best thing to do is block everything out and focus on your unique business offerings. Try not to second-guess yourself if something feels right.

Look for Opportunities

It is always best to invest at the bottom of the business cycle, just before the economy starts to expand. We often don’t know where we are in the business cycle until it is too late – economic growth is a trailing indicator. We do know that we experienced a downturn in 2020. That could open up opportunities because some competitors are weak, new partners are hungry for business, and this can give way to bargains. We want to accumulate cash, to the extent that we can, and be on the look-out for amazing opportunities.

Add Value

Everything you do and everything you offer to your customer should add real value to their lives. If you have a service or product which isn’t filling this criterion, it’s time to address that. This probably sounds like the simplest of things. You’re possibly reading this and thinking, ‘well of course my service is of value’. But what we mean by ‘real value’ is:

Is the price fair and beneficial?
Is customer service the best possible experience it could be?
Are you selling more than just a ‘service’ or ‘product’ what are you doing for the customer in terms of enhancing their life? Is this clear in your messaging?

Your potential customer needs to recognize that what you do adds value, not just you.

We hope that 2021 will see things improve for you if you were impacted by the pandemic and continue to be. We are here to help you get back on your feet in any way we can.

Zairmail (www.zairmail.com) is the fastest and easiest way to send (real) postal mail. Give us a call anytime at 888.898.0066, we would be happy to help with your direct mail needs.