Archive for category: Newsletter

August Newsletter

Hi,

It’s officially the month of the postcard here at Zairmail! We think August is the perfect time to send a postcard to your customers or to new potential customers!

Everyone loves receiving a postcard, particularly around Summer. It’s been a difficult few months for everyone, so sending a postcard even just to say Happy Summer could be an opportunity to re-connect and build in that brand awareness.

See below for 10% Off Postcards with Envelopes this August at Zairmail!

Does Storytelling Work for Postcard Campaigns?

Storytelling in marketing campaigns serves to better connect you with your customers. It works like any other human connection. Storytelling is a way to get to know a person better, in this case, it’s a way for customers to get to know your business. When a customer is truly invested in an organization, their loyalty is always with that brand and they feel a part of that community too. The strength of this cannot be underestimated! So how can you use storytelling in your direct mail postcard campaign and what are the general do’s and don’ts?

Is Your Envelope Working for You or Are You Working for Your Envelope?

When it comes to email marketing, we think of the subject line in a similar way to how we think about the envelope of a physical direct mail campaign. The subject line of en email holds the key. Boring or irrelevant and customers simply don’t open it. With envelopes, it’s much the same yet it’s often not given it that much thought. If you send a boring envelope that blends in with all the other envelopes in the mail, then it’s no wonder open-rates might be below average.

10% Off on Postcards in Envelopes!

Postcards in envelopes can work just like an invitation style promotion or as a thank you card. You can use them to simply say hello to your customers, happy summer, or ‘wish we could all get outdoors!’

The idea is, postcards can keep that connection, build that relationship, and adding an envelope can often give it a personal feel for a slightly different approach.

Get 10% off on postcards with envelopes:

– Place your postcard order

– Select the envelope option

– Submit the order.

– Receive a 10% credit

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 2, 2020 / Newsletter

Four Ways to Build Trust with Potential Customers

Our primary goal should be to build relationships rather than just driving the volume of transactions. Relationships, in turn, can lead to transactions and tend to be much more enduring. Our relationship, over time, can actually become part of the product offering.

Relationships are based on trust, and trust can grow stronger, based on experience over time. This works well with existing customers. We have the opportunity to re-enforce the trust we have earned with each new experience.

With new customers, we don’t have that type of rapport to build on. So, how do we get them to “take the leap” and start building a relationship?

In order to build trust, at a minimum, three conditions must be satisfied.

The prospective customer understands the offering and the benefits.
The prospective customer is aligned with your brand and values.
The prospective customer believes you can deliver.

Here are four suggestions that can help you satisfy these conditions for new prospects.

Offer Free Trials

Offer free trials when it is financially or logistically feasible. Sometimes there are variations on this theme that work as well. We probably can’t give a potential customer a new car, but we can give them a test drive. The offer can project confidence in the offering, and the first-hand experience will lower the risk and uncertainty in the mind of the customer. The lower the perceived risk, the easier it becomes to take the next step.

This can also invoke a sense of reciprocity. We shouldn’t do nice things for people expecting that they will return the favor and get angry when they don’t. But, if we can do the right thing, to build trust with our customers, they are more likely to treat us right in return.

Video Content with Real People

Customers do not do business with products; they do business with people. The more they know about you, your offerings, and your brand; the more likely a relationship becomes. One way to accelerate the process is to humanize your company using video that features real people. If you can use footage, that helps prospective clients visualize the outcome or benefits they can expect from your offering, that also helps to reduce risk and build trust.

An explainer video can also be an option to consider if actual customer testimonials are not available. The more clearly a customer can visualize your offering(s), and their success, the easier it becomes to take the next step.

Send Something Tangible

Digital marketing should not be ignored in 2020, it is an important piece of the marketing landscape. However, tactile (tangible) experiences provide physical evidence.

If you can give your potential customers something to read, hold, or hang on the fridge, you can instantly build more trust. Direct mail still provides this opportunity to reach out and touch someone, even if they are not actively looking for you. You can also build on the earlier suggestions by sending premiums or free samples (when feasible).

Regular Communication

We need to focus on building a rapport with our customers (prospective customers). The more positive experiences a customer has with our offering/brand, the more comfortable they will be expanding their relationship with us and sharing their experience with others.

The purpose of every communication, direct mail, or email, for example, does not have to be promotional in nature. Give your customer valuable information, share some positive news, let them know you are on the same side. This will help you and help others; while staying relevant, and building (positive) top of the mind brand name awareness.

Once you have a relationship built on trust, it is up to you to maintain it. Deliver what you have promised, solve problems promptly when they surface and be an advocate for your customer.

Consider this, isn’t this how you would like to be treated? Why should your customers be any different?

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.

June 3, 2020 / Direct Mail Letter, Direct Mail Tips, Direct Mail Tools, Interesting Mailings, Newsletter

June Newsletter

Hello Zairmailers,

Good relationships (whether that’s personal or professional), all start in the same way. To begin with, you’re introduced to someone you’ve never met before. First impressions always count and from that first meeting, you’re often left with a gut feeling about how things could progress.

The only way to build a relationship off the back of an initial meeting is to keep the conversation flowing. You keep learning more about the other person, as things progress you open up more and let the real you shine through.

Building a customer-brand relationship is much the same. For the customer to open up (i.e trust and make a purchase), you need to have created a good impression and built on the connection.

4 Ways to Build Trust with Potential Customers

How to Win More with Direct Mail Responses

When a business uses direct mail as a marketing method, its purpose is either to generate a response or build brand equity by staying connected. It’s worth us saying that while this article focuses on generating responses, it’s not always the only goal, you are investing in building a relationship.

If the goal is a response, it could be an immediate response that takes place as soon as the mail is received or an action that is the result of numerous smaller campaigns.

A response is the main goal of most promotional direct mail and you as the sender must enable this to happen. It doesn’t matter if every single household that receives the mail reads your message, it’s the response that counts. It’s the response that you will use to measure the success of the campaign.

We’re Extending Our Offer in to June – FREE Mailing Analysis

Just a few weeks left of our FREE analysis offer! Get in touch with us to claim yours and find out how we can support you, completely free of charge. Call us on 1.888.898.0066

This is a free assessment of your unique business challenges and goals to determine which mailing programs would be most effective.

– Support from start to finish, call us any time.

– One complete ‘in the mail’ price

– UV coating options at no additional price

– In the mail within 24-48 hours

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.

June 3, 2020 / Newsletter

Basic Principles for Reaching the Right People

Put simply, marketing is the process of effectively communicating your product or service to a customer. This could be through branding, advertising or product position. Marketing is not just the advertising and promotions that take place. How your business is perceived all comes down to marketing and positioning your service or product as you want it to be viewed. Conducting market research also forms a part of marketing; it’s very much a collective term.

Understanding the problems of your customers

Have you heard the saying ‘sell the problem you solve, not the product’? One of the major principles of marketing is understanding the problems your target market faces and using that to create something (be that a product or service) which solves that particular problem better than a competitor.

Every business solves a problem of some sort, even if it’s not immediately obvious at the surface. However, there is a difference between knowing the problem and really understanding it. How does the problem make your customers feel? How does it impact other areas in their lives? Conducting market research is one of the best ways to gain a full and true understanding.

If you offer a quicker service for something that’s usually drawn-out and stressful, don’t focus your messaging on the ‘quick service’ part. Again, focus on the problem you solve; ‘less stress, less worry’.

Demonstrating Value

Showing the value of your business is key to acquiring new customers. This can be challenging because there are limited ways to do this successfully. Offering trial periods or free samples is one way to hook in would-be buyers, but this can be costly. If you go down this route you would need to monitor the ROI closely. If this approach doesn’t work for your business model, you could showcase customer reviews and case studies as a way to create ‘social proof’ of your value.

For example, if you have a 5-star rating on a well-known platform, you could include this in all marketing material, both online and offline.

Building Positive Relationships

When you generate a lead you are forming a relationship with a customer. When you send out promotional content you are starting that relationship. Before a buyer commits to any kind of purchase they already have some form of a positive relationship with that brand. At the point of transaction, you have built trust between you and the customer. You have created an understanding that you’re aware of and care about the problems that the individual faces.

Many brands continue to build on that relationship with follow-up content that does not directly sell. Tips, tricks, and support in the form of newsletters, direct mail, and social media content. This is possible when you know exactly who your buyers are and you really understand the other challenges they face that surround your industry.

Here’s a very specific example that covers the 3 principles discussed above:

A local acupuncture business wants to reach more pregnant women who are suffering from morning sickness or lower back pain. They understand that for women struggling with these problems it has a huge impact on their ability to continue work leading up to their maternity leave. It can leave them feeling very low and take the enjoyment out of their pregnancy due to constant suffering. To demonstrate value, the practice offers 70% off the first session and promises to help women enjoy their pregnancy to the fullest, taking away the symptoms that are causing stress and discomfort.

After a customer has completed a course of acupuncture, a monthly newsletter offers them advice on staying healthy as a new Mom and looking after their mind and body as they face new challenges.

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.

May 23, 2019 / Direct Mail Letter, Direct Mail Tips, Mailing Lists, Newsletter

Strategic Planning For Business Owners – The first in a Series

The start of a new year is an ideal time to reflect on the previous year’s performance and devise a plan for achieving success over the next 365 days. Without a healthy measure of planning and strategic thinking, the only way to achieve success is through sheer luck! Let’s be honest, as business owners, who is really okay with leaving their future to luck?

Day-to-day tasks can seem never-ending and it’s all too easy to get sucked in and spend days on end doing nothing to grow the business, only dealing with the current tasks. As the owner of a business, it’s great to get involved and steer the ship, but it’s crucial to take the time and focus on growth. Delegate as many of the day-to-day tasks as you can, so that you can focus on strategic development and growth. The survival of your business depends on this.

Step One: Reviewing the Previous Year

Over the next few weeks, our blog posts are going to focus on strategic management and this is your first installment. Step one is to carry out a fair assessment of the previous year. Ask yourself which areas were successful, which projects yielded the best results? Start by focusing on the successes, it’s important to celebrate these with your wider team. If you don’t already, consider holding an end-of-year awards event with your team to share the good moments and highlight those employees who went the extra mile. You can’t do this alone and your employees are your biggest asset.

The next step is to look at what you could have done better. It’s time to get brutally honest with yourself about what went wrong last year. Where did you miss the boat and which areas could have been improved on? Thomas Edison was the inventor of the incandescent lightbulb and founded Edison Electric which later became General Electric Corporation. The lightbulb was created based on 1,000’s of trial and error experiments in the lab. When asked later how it felt to “fail” so many times, Thomas Edison replied “I have not failed. I’ve just found 10,000 ways that won’t work”. The point is, it’s often in the failures that we learn the most. If we win every time we don’t learn how to problem solve and we, therefore, don’t learn resilience.

Rather than doing this exercise in your head, write down everything as you go. Use mind-maps, brainstorm ideas on a white-board or type up notes as you think. The process of writing things down re-confirms things in your mind. It spurs new ideas and it serves as a reminder each time you come back to your strategic planning. There is something more impactful about the process of formally capturing and evaluating each item.

Ask Why?

For every item, you list, whether a success or a failure you need to ask yourself why? Why was Project X so successful? Why did you lose that big deal? Why was employee retention lower last year? etc. For each ‘why’ you need to break it down further. Don’t simply write the obvious, but start to form a bigger picture of what caused the outcome. Usually, it’s a collection of several smaller actions/events that lead to a larger outcome.

This is a process that will take a little time. Now, time is something you probably don’t have a lot of. As a business owner that’s understandable and very normal! Simply try to commit a couple of hours to this task, to begin with, and break the process down. Follow this series of articles as they are published and use them a guide. Keep an eye out for new articles via our social media channels on Twitter, Linkedin & Facebook.

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.

January 16, 2019 / Direct Mail Tips, Newsletter

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.