Archive for category: Direct Mail Postcard

Add a Little Promotional Sprinkle this Easter

You don’t have to sell chocolate to add a sprinkle of Easter into your promotions this April. It’s beneficial to get involved with the holidays even if it’s just for fun. Generally, people are very receptive to holiday-themed promotions because most of us celebrate and embrace them. Easter is a happy time, a holiday of bright color and light-hearted fun. This can be reflected in your marketing communications and even across your website if you like to go the extra mile.

Here are some simple ways to get noticed this Easter:

Throw an Easter Sale

It’s very common to use Easter as a promotional sale. If you can afford to and it works for your margins, perhaps an enticing Easter discount could tempt more customers your way this holiday. Now, just because other brands and businesses are doing it doesn’t mean you should too. However, unfortunately, in this very consumer-led world, people have come to expect it. If a competitor is having a sale and you are not, this could be damaging unless you offer something even better.

Offer Easter Freebies

This is another example that leads off an incentive. If you have a physical store you could offer Easter freebies like free chocolate with every purchase or Easter balloons for your younger customers. If your B2B, why not give something else of value this Easter. It doesn’t have to be directly related to the holiday itself, the holiday is just an excuse, a tool in your toolbox this April.

Even something as simple as ‘Free Shipping this Easter’ is worth shouting about.

Easter sweepstakes [or contests] are also very popular and a nice way to put your business on the map.

Splash Your Socials with Easter

Holidays, trends and national themes are really good ways to get involved at a social level. Coming up with new social media content that really engages your intended audience can be hard work. Keeping it fresh is even harder. For B2C, social media is purely fun. No one heads on to Instagram to be sold too. You should always aim to have 80% of your social media content that is there just to entertain or inform. Easter provides an opportunity to do this. For example, you could share a Facebook poll and have people vote their favorite Easter egg.

Try a game, like the Easter egg hunt. How is this useful? It gets people talking and posting on content that has come from your brand. It builds top of the mind brand name awareness and it keeps your followers interested.

Say It with a Postcard

Say ‘Happy Easter’ to your customers with a special postcard. Use this chance to include a reminder about your service or product and why it’s still number 1! The receiver gets a nice Easter postcard which adds a personal touch and along with that, they’re reminded of your business offerings.

[What if you use variable data to put a specific number on each Easter egg postcard. Then, have the customer bring it in to see what prize is in their egg. They could check online as well, though you would have to build a portal for that – Zairmail can help.]

Zairmail provides everything you need to get your postcard campaign in the basket of your ideal customers. Bet they will love the Easter treat! Get in touch today.

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 1, 2019 / Direct Mail Postcard, Direct Mail Tips, Direct Mail Tools, Interesting Mailings

What Makes Marketing Messages Stick?

With consumers constantly inundated with advertising and promotions, it’s a battle to deliver a powerful message that is well remembered. Is there an art to this or is it largely luck? Well.. you probably guessed it. Like everything in marketing, it’s about your creative thought-process behind that message. Whether it’s a TV jingle that you just can’t get out of your head or a slogan that you’d recognize a mile off, they’ve all been designed to evoke emotion.

Emotion Is the Key

We remember messages by an emotional recall. The exact emotion could be anything, as long as it activates that emotion long after the receiver has engaged with that content.

Here are two examples:

A radio advert for a new local cleaning service might have a theme tune that is so silly it becomes humorous. This creates an emotional response because as you listen, you might laugh at the lyrics or sing-along because it’s so outrageously silly.
A postcard sharing a new local charity helping animals in need might have such a strong visual that it creates empathy in the form of compassion, or even sadness, that in turn means we don’t forget that message for the rest of the day, week or month.

Some messages are designed to make the receiver take action there and then (like the charity postcard). Other messages, like a TV or radio advert with a memorable jingle, are also created to build brand awareness and association for future needs. When you hear a radio advert for home insurance it’s unlikely you will need to renew your insurance around that time. However, if you can recall the song and the name of the business, it becomes etched in your memory for that point at which you are looking for a new home insurance providers.

Humor, happiness, excitement, outrage, sadness, compassion. Generally, it doesn’t matter what type of emotional response a receiver has, as long as it’s not a neutral one.

No response = no impact.
But it is worth noting that if your message generates outrage or sadness that this is your intended response. This type of response would only work for select businesses, like non-profits or political campaigns.

You should initially try to select an approach which you feel connects best ‘for that specific audience’. It all starts with identifying the specific audience and trying to understand which appeal will really connect (disrupt) them.

When Length Matters

It’s simply not true to use a blanket statement like ‘short and snappy messages are always better’. This completely depends on the message itself (the complexity of the issue) and the media being used. When running a direct mail postcard campaign, a short hard-hitting message is very effective. With a postcard you want to say as much as you can with very few words so short, snappy and packing punch is the way to go.
If you sell something a little more complex, although you still don’t want to overwhelm receivers with too much information, you also don’t want to neglect key selling points.

Finally, ask yourself, is your message even worth remembering? What’s so great about it? What makes it different? The message itself is still very important. Are you simply selling local cleaning services or are you RE-DEFINING domestic cleaning in family households?

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 29, 2019 / Direct Mail Postcard, Direct Mail Tips, Interesting Mailings

The Call-to-Action in Direct Mail Marketing – Are you Winning?

The call-to-action (CTA) is one of the most important elements of any promotion. It doesn’t matter if it’s an online or offline promotion, without a call-to-action your audience is left with no direction on what do to next. With offline direct mail marketing, CTA’s aren’t about just ‘clicking here’ and taking action in this way, but they are still about direct actions and direct results.

The Rules of a CTA

To start, ask yourself, what do you need customers to do first? If you’re in real estate and your end goal is to close that sale, how does that process start? Possibly it’s with a phone call. Your CTA would, therefore, need to be something like ‘Call Us Now’ followed by a phone number. In this example, the CTA could be even more enticing, so read on to find out how to take this further. Remember this key rule for a CTA: a CTA should be big, bold and explicitly clear!

Eye-catching creative isn’t enough if it fails to deliver responses via a strong call-to-action. It might stand out amongst other mail and it might well be read, but you must make it clear what the receiver should do next. They won’t take the time, or expend the energy, to discover this on their own, it needs to be explicitly clear.

So, step one is to ask what you want customers to do first. What action do you desire from them? The second part is to ask yourself, what benefit am I offering them? Finally, are you driving an incentive to make them take that action? Why should they take that action?

The incentive is called the “offer”. The offer is the second most important piece of direct response (mail, tv, …other) campaign. The CTA is an explicit request to take advantage of the offer.

The formula for successful direct response is 70/20/10 – 70% list, 20% offer, 10% creative.

We know that when we get the right offer, in front of the right audience, good things happen.

Creative helps us break through the clutter (get noticed or interrupt). The offer is what compels people to respond. The offer needs to be compelling enough that no one in their right mind would ever be able to say no – though we still need to make money. We can look at the first promotion as acquisition cost if it leads to regular ongoing orders (lifetime customer value).

The offer should be non-threatening or low perceived risk. We also need to reduce/remove any barriers. You see how people say free, no obligation, complete money-back guarantee, free signup, not credit card required…? These are all designed to reduce barriers for responders.

Enticing CTA’s

You could really make your CTA’s enticing, rather than the standard ‘Call us Now’ or ‘Visit our Website’. Add to this with powerful phrases such as ‘40% off when you call us today’. [This is the offer + CTA] You can add time-sensitive incentives or just give them a direct message such as ‘Call now for an exclusive quote’. If you don’t have the capacity to take calls, or this isn’t your desired action, then you might want to focus on driving website visits. This might seem like a difficult task without ‘click here’ buttons that you would find on a digital promotion. However, you can strategically position your web address with a CTA such as, ‘Visit our website for 20% off new sales!’.

Design is Key

The design of the CTA is also incredibly important and should be taken into consideration along with the overall design of the promotion (whether that’s a postcard, flyer or snap pack). Think about the different elements of the design, from the color of the CTA; does it pop against the rest of the design? The position of the CTA; could you place it higher on the design rather than at the end? Finally, think about the size of the CTA. You want it large enough to be seen, but not too dominating that the key message/benefits you’re trying to convey from the promotion get lost.

If you’re new to direct mail you could benefit from a FREE direct mail design session with one of our design team members here at Zairmail. We have everything you need to get your campaign off the ground, including targeted direct mail lists and free direct mail sample kits.

We have already helped 100’s of customers enhance their direct response programs and supercharge returns. Can you afford not to produce the same results for your business? Click here to schedule a free consultation and start driving greater business growth now!

<< Click Here – Grow Your Sales >>

March 21, 2019 / Direct Mail Letter, Direct Mail Postcard, Direct Mail Tips, Direct Mail Tools, Mailing Lists

4 Ways to Communicate Better Over the Holidays

How should you handle professional gifts and communications during the holidays? Many businesses are worried about pitching too hard around the holidays when most people are distracted by festivities, Christmas events or vacation time away. It’s true that December tends to be a jam-packed month for most of your customers. So what’s the right way to approach this and build rapport?

Gifts & Cards

Everyone loves to receive a gift or a card at Christmas. Even if you’re B2B it can be a nice touch to send a gift to large clients, or customers you’ve worked very closely with throughout the year. If the company is large, it’s acceptable to send gifts or cards just to the department you’ve been working with. If you work with many different businesses, a gift isn’t always feasible and a holiday postcard might be a more cost-effective solution. You can still add a personal touch and distribute them quickly and efficiently.

Think Outside the Box

Interaction is often the solution for becoming memorable, building lasting brand awareness and improving customer service. How can you improve interaction through holiday communications? One way is through the power of game! Who doesn’t love a game with family and friends over Christmas? Could you send a card or postcard that doubles up as a mini board game, or provides inspiration for a Christmas family game around the table? Even something as simple as ‘spot the difference’ or a crossword on the back of a postcard could stop that communication from hitting the trash. You could even incorporate your services/products and branding into the game!

Don’t Neglect Key Information

There are some things that really need to be communicated well, like open hours and closure dates over the festive period. Customers need easy access to your holiday hours and they need to know them early! Don’t panic if you’ve not already shared this information, instead try to let customers know directly. Add your holiday hours on to the bottom of email communications. If you’re sending a holiday postcard this year (there is still time), edit in your opening hours and availability.

Avoid Price Hikes

Got some big promotions planned for January? Get your mailing communications underway right now and avoid postage rate increases in the new year. It’s an ideal time to get your January/February promotions in front for your customers, particularly if you’re offering a new year event or new year sale. Despite the fact that your customers are distracted during the Christmas period, everyone is looking for a great deal to save money and many people turn to the January sales to do just that.

When it comes to marketing over the holidays, Zairmail has some fast and inexpensive offers like holiday postcards. It’s not too late to send out and we can handle all of the mailings for you. Holiday postcards could save you a considerable amount of money when compared with traditional holiday cards. Choose a template design now, or upload your own. We can have them on the way in no time.

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.

December 15, 2018 / Direct Mail Postcard, Direct Mail Tips, Direct Mail Tools, Interesting Mailings

Give Your Customers a Holiday Hug (Save Over 300%*)

The holiday season is one of the best times to connect and build rapport with your customers. Many are in festive spirits, ready to purchase, interested in offers and exciting deals. Christmas really is the perfect opportunity to let your customers know that you care and appreciate their business. Let them know they are a part of your brand family. Everyone loves to receive mail during the Holidays and this gives you chance to build relationships with your customers and be part of the good feelings that come with this season.

What is the Best Type of Mail to Send During the Holidays?

Greetings Cards

Mailing out greetings cards to your customers/clients can become very costly indeed. We all know how expensive just a single card can be and then you have postage on top of that. Many businesses will have their company cards custom printed with their own logo and personal messaging inside. Personalization is a great idea to build real connections, but this method can really hike up the price! Don’t forget the added time and effort of addressing and posting out each individual card! If you have the resources and the budget then this can work well, but if you’re looking to save money consider other options.

eCards

eCards are certainly better received than a simple email or newsletter. If you’re on a very tight budget and really can’t stretch to sending out a physical greetings message, then an eCard is the next best solution. The same principles apply here; personalize the message, keep your branding and choose an exciting and memorable design that customers will be glad they opened. eCards are widely accessible, there are multiple different websites offering hundreds of customizable designs or there is the option to create your own design.

Postcards

Why not send your customer a Holiday postcard? You could even mail them a postcard in an envelope for that Holiday card feel. Choosing to send a custom postcard with Zairmail has a number of benefits during the busy Christmas period:

Fully custom design, either submitted by your team of designers or utilizing our in-house designers. Alternatively, you can use one of the ready-to-go templates and customize this.
You can personalize the postcard with your own messaging, logo and signatures if you wish.
Each greeting postcard is printed on heavyweight card stock and UV coated for a high-end professional look.
Each postcard can be enveloped, addressed with a handwriting font, stamped with a holiday indicia and mailed to your list. This saves you a great deal of time and hassle! After all, it’s the Holidays and potentially (depending on the nature of your business), one of the busiest times for your organization.
Super cheap and fast. Zairmail pricing starts at less than $0.50 per card!
Same day mailing is available if you’re cutting it fine.
The option to insert gift cards or coupons by special arrangement. Please call us on 1.888.898.0066 or 503.624.6099 for further details.

Holiday cards are not just for Christmas! This concept works anytime throughout the year. St. Patricks Day, Easter or Valentines Day for example. Stay connected with your customers all year long.

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.

November 19, 2018 / Direct Mail Postcard, Direct Mail Tips, Direct Mail Tools, Interesting Mailings

5 Simple Ways to Bring in More Revenue

Whether you own a B2B or B2C business, there are often similar small things that you can do to have a significant impact on sales. Sometimes these are less than obvious. When you’re focusing on a wider marketing strategy it’s easy to forget the simple things. Here are four easy ways to rack in more revenue.

First Impressions Count

Usually, you only have one chance to make an impact and leave a good impression. The thing is, some customer’s first experience of your business will be when they pick up the phone and call you, for others, it will be when they land on your website. One of the first things to do is make sure that all your channels of communication are aligned. If your website boasts a great offer across the homepage, this needs to be the same when someone phones in. To flip this on its head, will someone who calls up and speaks with your support team receive the same information and offers as someone who’s on your website?

Complementary Services

A good motto to live by is to ‘always go the extra mile’. Going above and beyond gets you noticed and keeps you highly sought after as a business. One way to do this is by adding complementary services or products to an order. Choose something that isn’t time-consuming or complex to deliver. The freebie should add enough value for your customer that they are impressed by the additional service/product. It shouldn’t, however, put a strain on your own business or lose you any money in the process. It’s worth checking your competitors and seeing which extras they might be already be offering to customers. If something is working well you could match or (ideally), beat that offer.

Extend Your Market Area

Limiting yourself to certain geographical areas, when there is no real need to, can be just that – limiting! Spread your business wings and try running similar campaigns slightly further afield. Just a small radius increase on the areas you target could make all the difference. As well as this, if you’ve been hitting a dead-end with your immediate local area, it’s always worth looking at places where your market is less saturated.

Check-in & Say Hello

Sometimes just checking in with a customer will remind them of something that you can help with or that they have been putting off. That could spur them into action, especially if your message has a compelling offer. You could send an email and get lost in the digital clutter, or instead, send a card or letter to stand-out and be different. The fact that you made the extra effort to send a personal letter can win extra points with your customer. It is quite common for our customers to see a surge in calls/contacts when they send out a monthly newsletter in print.

Offer Bundle Deals

Some products and services just go together like peanut butter and jelly. It’s a fact! That’s why many mortgage brokers might also offer home insurance deals. That’s why websites that sell shoes might also sell handbags. Companies that sell phones usually sells phone cases too. You get the picture! So, when offering deals and pushing out that initial promotion, it can really pay to bundle items together and offer a discount. This way you are increasing the overall value of each transaction. It’s similar to upselling, but instead, you offer that bundle from the very start. Don’t force people to buy bundle deals, offer them as an alternative that’s better value for money.

Even before you begin working on marketing campaigns, do the legwork so that your price point, target market and products/deals are always at top of their game. Don’t get left behind as things change. There has never been a more dynamic time for businesses than the present day. Change is constant and as a business, you constantly need to innovate, reassess and check that everything still fits with your overall vision and 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.

September 27, 2018 / Direct Mail Letter, Direct Mail Postcard, Direct Mail Tips, Mailing Lists, Newsletter

Stop Wasting Money & Grow Your Business

When you send out a direct mail campaign you’re typically looking at two things to determine the results. The cost per lead and the cost per sale. ROI (return on investment) is your number one priority. Typically, when a campaign proves profitable, those initial leads that did not convert are lost or forgotten. Sure you might follow up once, or post out another campaign later down the line, but is that enough?

If you receive 100 calls from a postcard mailing, you will work out the cost for each of those by dividing responses by the total you paid for the mailing. This gives you a ‘cost per lead’ figure. If 20 of those leads converted into sales, you would divide 20 by the total cost to be left with the CPS (cost per sale). Let’s assume in this case you’ve made a healthy profit from the 20 sales. What happens with the remaining 80 leads? You have paid for these leads, so letting them disappear into the background is simply a waste of money.

It is much easier to close a lead who has already reached out to your business. It actually involves less effort and lowers costs to remarket to this group of people. Consider this before sending out a completely new campaign and starting from scratch again. You need to create a funnel so you have a step-by-step approach to following up each lead.

Remarketing Funnels

A good funnel will optimize a range of different communication methods, so let’s explore an example below.

After your business receives that initial call you will have collected some vital further information such as an email address and contact phone number. This enables you to follow-up initially via email before reaching out and calling them directly.

Lead calls in > Follow up via Email > Call them directly > Follow up via Email > Second Phone Call > Send them a follow up direct mail

Regular phone calls can be the quickest and most effective way to close a lead because you can contact them directly, at any time and find out what might be holding them back. Sending out further emails or a second form of direct mail can work too, but this is a one-way form of communication.

Email autoresponders are a series of emails that are delivered at certain points following a lead. You might create a schedule so that each follow-up email is delivered automatically 2 days later, a week later, 10 days and so on. Each one should be designed to build on the previous message and generate action at that point of contact.

Just as you can drip-feed email campaigns, you can do the same with postcards. If you do a follow-up with postcards, (or another form of direct mail) be sure to recognize that the lead has already contacted you. Don’t send out the same campaign that you would mail to new prospects.

Categorizing Leads

A good approach, if possible, is to categorize your leads into A, B & C categories to make follow-up simpler. This is common in B2B marketing, but something similar can be applied to B2C.

A leads have the need and have the budget so will most likely make a decision within the next 30-60 days. This timeframe will, of course, depend on the product.
B leads have the need but do not yet have the budget so that decision will take longer.
C leads have the need but no budget and therefore they have no plans on making a decision anytime soon.

Based on this, you should follow-up with A leads immediately and focus the majority of your attention here. B leads should also receive a follow-up, but you can take a little more time with these. B leads are ideal for a drip campaign that is spread over several weeks/months. Finally, C leads might not require a call or follow-up at all but can join the list for regular communications like your newsletter. One day C leads might become A leads! Of course, these parameters will change depending on your business model.

The content of your follow-up funnel is crucial. Special discounts and limited time offers can entice leads to take further action more quickly. However, not all leads will become sales quickly, some might not take action for weeks, months or even years. Never give up on your leads unless they have asked to be removed from your database. You never know how close someone is to making a purchase.

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 25, 2018 / Direct Mail Letter, Direct Mail Postcard, Direct Mail Tips, Direct Mail Tools, Mailing Lists

How to Connect Through Mail with Generation Z

By 2020 Generation Z will account for 40% of all consumers! As marketers or business owners, we should really be turning our attention to targeting this group now. Generation Z, or ‘Gen Z’ as they are often referred to is anyone born between 1995-2010. This generation has grown up entirely in an online world. They are constantly ‘on’ and used to instant access and instant gratification from online communities.

It’s surprising then that Gen Z appreciates ‘old-school’ approaches to marketing. Yes, they appreciate new technological developments and are largely early adopters of tech. However, print marketing resonates very well with this group. The digital world is constantly interrupted with adverts and promotions. Gen Z is inundated with sponsored posts on social media and search engines. Their email inboxes are overflowing with further promotional content. This is perhaps why they value offline marketing when it is relevant and clear. In research conducted by MNI, 61% of Gen Z think thought that their generation would benefit from unplugging more often.

Provide Value

In a world that has more data than ever, 44% of Gen Z expect adverts to be targeted and relevant to them personally. This is a huge contrast even to the millennial generation who grew up seeing blanket ads online. Due to the extreme amount of content, this audience sees every single day you must add value with any type of communication. If you’re a brick-and-mortar business trying to bring in more Gen Z customers, here’s a great tip for adding value: Try offering something that will improve the retail experience. For example, a special voucher for an in-store freebie or VIP treatment.

Keep it Omnichannel

When utilizing direct mail to reach this group of people, always think omnichannel! Offline flyers should still make it easy to check things online or get in touch online. Generation Z like choice because choice offers convenience and practicality to each individual.

The Right Price

Although value and identity are crucial elements of any branding when reaching Gen Z, they are still very price conscious. If the price isn’t right they can instantly find a better offer at their fingertips. The great recession ruled over their early years, so this might explain why 72% of those who MNI surveyed agreed that price was the number-one deciding factor when making a purchase.

Best Direct Mail for Generation Z

To reach Gen Z right now it’s important to note that most of them still live at home. In 2018, the oldest group of Gen Z’s are only 23. The largest group are still in their teenage years. Keeping this in mind, you need something that is going to cut through the clutter in the mailbox. Postcards are the most appropriate form of mail to do just this. A striking graphic design on one side of the postcard gives you an opportunity to show your brand identity and connect.

As consumers, even though this generation has more choice than ever before, they can also be very loyal customers. 63% of Gen Z participates in at least one loyalty program and 15% participate in more than 3.

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 25, 2018 / Direct Mail Postcard, Direct Mail Tips, Direct Mail Tools, Mailing Lists

How Powerful is Direct Mail in a Digital Age?

We constantly hear about the opportunities and possibilities that come from digital marketing. We know that the internet provides us with amazing scope to reach millions of people every day. However, it isn’t without its challenges. Digital marketing is not the pot of gold at the end of the rainbow that many would have you think. It’s hard work, it’s crowded and it isn’t or shouldn’t be the only approach to your marketing efforts.

Here on the Zairmail blog, we want to offer tips and guidance an all things marketing, including both online and offline. But do traditional methods of marketing still carry value in a very digital world? Can offline marketing work for businesses that operate almost 100% online?

Cut Through the Noise

Direct mail marketing is still one of the best ways to reach new customers in specified locations. It’s ideal for both local businesses and larger brands hoping to generate action and responses. Direct mail campaigns often cut through the noise of email and social by offering a tangible message. Ask yourself this, where is there the most competition for customer attention? We can assure you it isn’t through the front door. The digital age has made sure of this and it’s now a fantastic time to utilize direct mail.

Use the Right Type of Mail for Your Message

Like any marketing effort, success with direct mail all comes down to the type of mail you send against the message you are trying to convey. Postcards are hard-hitting and straight to the point, offering a unique way to drive home a concept and get it in front of the right people. Snap packs can deliver a sense of urgency and importance, grabbing attention in a slightly different way. If you would like advice regarding the best solution for your direct mail campaign, please get in touch. We offer free consulting on the matter as well as a whole host of other benefits.

Overcome Advert Numbness

Advertisements and Promotions are everywhere we turn. You cannot visit social media, use a search engine or click on any website without seeing some form of advertisement. Whilst the same could be said for billboards, TV and magazines, there is a truth that as online consumers we have become numb to advertising. There are certain techniques for combatting this within digital campaigns, but that is for another article. What we’re trying to say, is that offline promotions can potentially build trust much quicker and garner quicker responses. At the very least, give this medium a try and compare the results against other campaigns both online and offline.

Are you ready to send your first mail or purchase a mailing list? Get started by opening a free account with us today. No credit card is required and we will be on hand to help every step of the way.

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 29, 2018 / Direct Mail Postcard, Direct Mail Tips, Direct Mail Tools, Mailing Lists

How to Pack More Punch With Postcards

Don’t underestimate the power of postcards when it comes to direct mail marketing. They are very efficient at delivering impact and getting results. So how can you ensure success when putting together your first postcard campaign?

Try a Different Mail List

Your direct mail list can make or break any campaign. If you’ve been mailing out to the same target audience for some time now, you need to switch things up. If you target people based on income, try lowering or increasing this threshold to see what happens. Expand your outreach to further locations, simply increase that radius to people who live 20 miles out instead of 10 miles out.

If the postcard itself has a solid design and message, there’s no reason you can’t mail out to an entirely new list, or at least a tweaked and expanded version of your current list. If you need assistance acquiring a new highly targeted mailing list please get in touch.

It’s All In the Visuals

Postcards are all about the visual aspect. It’s the design itself that will grab attention and stand out amongst other letters and parcels that come through the mail. Don’t just settle for an average photo, use something really adventurous and striking. Play on emotions or incorporate something unusual into the design. Your postcard needs to cut through the clutter with one glance. Need a custom design? At Zairmail, as well as offering basic templates, we also provide a custom postcard design service to help you effectively communicate any message.

Multiply Your Mail

How many postcards should you send to get the desired results? You might base your decision on an estimate of the number of postcards you think will garner a response. This makes sense if you’ve never sent out a high-quality direct mail campaign before. Here’s the trick though, when you’ve made that estimate, triple it! Yes, you need 3 times as much! By sending out 3 times more postcards than you think you need, you will hit those goals sooner. When you invest more into your direct mail marketing, you get far more out of it in the form of steady growth.

Of course, you always want a manageable response. If you only have a couple of employees in your call center and you have 5000 pieces to mail, you might want to break this mailing into a couple of smaller batches. This allows each prospect to receive immediate engagement. That being said, you might find when you double-down (or triple) efforts, you hit initial response goals and don’t actually over-perform.

Follow Up With Digital

There is definitely a place for traditional direct mail alongside digital marketing. Direct mail is one of the most effective ways to get your message in front of people. From seeing that initial postcard, the next thing they might do is visit your website. In fact, at least 90% of your leads are likely to visit your website. Using this influx of web traffic from your postcard campaign, you can re-target those website visitors online.

The key here is to use slightly different images that all tie together in some way. When consumers see the exact same image over and over they become desensitized to it and might not even acknowledge it. You should definitely keep any messaging the same throughout, but the design itself should be different. You can use Google Adword campaigns or Social media campaigns to retarget adverts to website visitors. This means once someone has received your postcard and visited your website, they won’t forget about your business.

Please give us a call or leave us a message if you need any assistance with your postcard campaigns or other areas of direct mail marketing. We offer free consultations for design work or targeted mailing list services. Pack more punch into your postcards with Zairmail.