Direct Mail and Marketing Tips

 

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different

4 Ways to Differentiate Yourself as Business

Standing out as a business and establishing a strong brand is crucial for success. If you can’t differentiate yourself from other similar businesses and brands, ultimately you will lose ground on the competition. For local businesses, competition can be very fierce within a small sandbox, so highlighting your unique qualities is the only way to thrive. 

Do you know what makes you different, unique, and more desirable than the alternatives? Every business, whether it is a carpet cleaning company, or a high flying tech startup, has certain traits that make it special.  We need to understand how to put your unique offerings and character front and center.

Do you want to discover yours or just confirm what you already know?

It’s time to answer some questions about your business. 

Every business (literally) has something that makes them special or they wouldn’t be around.  We just need to know what it is. Is that the process we are going to help them work through?]

This process usually starts with identifying competitors (alternate solutions) and understanding what they think their unique benefits/offerings are as well.

When we are doing positioning (you know, the technical term from school, we also need to make sure that it is defensible.  So, for example, if we are going to say we are the cheapest, then there better be a structural reason why we are cheaper, which prevents others from just dropping their prices and blowing us away.

Ask Your Customers

What is the number one thing your customers/clients praise you for?

It could be the quality of the products you sell, it could be the speed of service or the quality of customer support they receive. You might think your leading quality is service, but actually, the number one thing customers praise you for is the product itself. This might not even be a simple question to answer, especially if you’re a start-up. Collecting official customer feedback can help you with this kind of thing. 

If you’re thinking, ‘how can I collect customer feedback’ a good way is to incentivize customers; offer them a discount on their next order, or enter them into a giveaway. Alternatively, simply start asking them if they will leave a review or answer some questions after purchase or interaction. If you don’t ask you often won’t get! However, keep in mind that the number of people asking for feedback these days is VERY high, so most people just don’t respond. You need to find ways to encourage people that are different, novel, or unique.

Specialize

If you focus on a niche vs the mass market for your industry you can become a specialist in that area and differentiate yourself this way. You might argue this has pros and cons, but if you choose the right niche it could be the driving force for your business. 

We just need to make sure (a) the niche is big enough to support us, and (b) it is sustainable.  With that said, there is a lot out there on “the long tail”. In other words, if we can pull together enough smaller (lightly contested) niches, then we can create an overall market model that is both powerful and cost-effective.

For example, if someone is looking for high-end luxury real estate, they are far more likely to go to a real estate agent who is a high-end specialist. In this case, the specialist could lose out on other areas of the market, but should attract more of the business for the luxury market. If that laser focus results in a higher close rate and greater sales overall, then that can be a powerful formula for success.  By the way, this formula can work in other ways too. You could also choose to specialize on finding homes for young families on a budget. The margin on each sale may not be as high, but if there are more opportunities, and you can close more sales, this might be every bit just as lucrative.

You can segment on the region, transaction size, community, ethnicity, income, or a thousand other variables.  You can even combine them in unique ways. You just need to be the best at what you do and be able to back it up.

Bring Your Values into It

It’s 2019 and people love brands with real values that align with their own. It’s a very successful way to stand-out and it can attract like-minded individuals. If you are a business owner with a passion for zero waste, you can introduce this into your operations, and then let people know you are passionate about this. It could be that there are others who share this passion and want to support you.  If you’re keen to help disadvantaged children in poor areas of the globe, consider donating a percentage of your profits to this cause. You can build an entire business around your mission and you will soon learn that customers like brands who care about something other than just profits. 

Innovate

Take an existing type of business and make it better by innovating a process or product. There are so many businesses that exist because of this. You don’t need to come up with a completely new idea that’s never been done before to be successful. You can simply take something that already works well and you can make it better and unique. 

There is new to the world, new to the industry, or new to the firm.

You can take something that exists and make it better.  You can adopt something from another firm or industry. Some people work on process innovations to reduce costs.  But, it is totally legit to use innovation to create differentiation and competitive advantage – as long as it is defensible…

The reality is, businesses just fade away if they don’t solve problems in a unique way. Even the simplest of businesses exist to solve some kind of problem, be that small or substantial. If you can solve that problem better than someone else, more efficiently or with a better customer experience you will stand the test of time. 

business

Tips for Local Business Marketing

Local business marketing is more specialized and requires a different approach than selling to the masses. Of course, we would always recommend a targeted approach to marketing on any scale (large or small).  Local marketing also requires a more personal touch and process. We hope these tips will put you on the right path to grow your own local business marketing success. 

Connect with Other Local Businesses

There is always a cross-over or connection you can make with another local business that will benefit your own business. For example, if you sell Mother and baby classes, consider connecting with baby retailers in the area, or other related businesses. It doesn’t matter what industry you’re in, there is always a potential partner who wants to reach the same customers in a complimentary way. 

The relationship could be something as simple as offering reciprocal links on your website, or exchanging flyers, or even displaying business cards at both businesses. However, it could also develop into something more substantial, a true partnership or some kind of collaboration on a product, event, or package. The possibilities are endless and this can give you a helpful kickstart if you’re a new business too. 

Sort out Local Listings

Google Local is a really important type of listing to master. Utilize this to your advantage; keep the listing up to date, and add all of the relevant information. Upload multiple photos, make the most of this feature, and showcase your best bits. You should add a contact number, email address and a correct address. Google reviews will also display with your listing, so if you can find a way to encourage customers to leave reviews here (or even incentivize them to do so), your listing will stand out even more. 

Google local is the most important listing service, but you need to engage with other local listings too to really maximize your local exposure. The majority of these services are free so there is no harm in signing up for as many as you can. Bing, Yelp, Yellow Pages; you can find an extensive list here

Local Facebook/Instagram Adverts

When it comes to social media adverts and local targeting, the best platform to use is the Facebook ads manager. This is an integrated part of Facebook Business. This tool can help you run social media adverts on Facebook, Instagram or both simultaneously. The local area targeting is very powerful and, of course, you can also couple this with interest-based targeting to drive your message home. These types of ads give you full control over your budget and provide in-depth stats that can help you make decisions on further investment or tweaks that need to be made to each campaign. You can start with a small budget and build on this over time, you don’t need to spend big to get results. 

When in doubt test.  Put together a couple of ads. Target a couple of different audiences. Then monitor your stats closely to see what works. Spend bigger on the campaigns that work. Redirect funds from less effective campaigns to new experiments that may help you uncover other hidden gems. Effective advertising, online or offline, requires testing and experimentation.

Direct Mail Campaigns

One of the most effective ways to reach a highly targeted local audience is through direct mail campaigns. Direct make cuts through the clutter (especially online) and delivers a message directly to your audience.  Direct mail is highly trusted, more digestible than online adverts, inexpensive, and quick to make an impact. It is a common misconception that direct mail will take you a long time to get set-up and organized. Not to brag, but Zairmail created the concept of short-run hybrid mail (“electronic-to-postal mail”) with the US Post Office back in 1999… Just upload your list, upload your document, and approve an online proof, … we take it from there.  You are in the mail!

We get it right out (same day mailing available) and we track delivery as well.

We know what we’re talking about when it comes to mail. 

We have seen how the online world has changed direct response marketing for the better, giving direct mail even more power than it had before! If you need more information check out our latest article, ‘building a local brand with direct mail’ which covers all of the reasons why direct mail brings a host of benefits to any local business. 

Building a Local Brand with Direct Mail

Does direct mail have a bad rep? When consumers think of email newsletters they probably think of discounts, sales, and special offers. When they think of mail, it’s just bills and bad news right? Wrong! This way of thinking will only hold you back from the host of benefits that direct mail could bring your local business right now!

Direct Mail is Easier

A recent study showed that direct mail is easier to understand, and requires 21% less effort to process the information, compared to a digital promotion such as an email. Some offers are very simple and straight-forward, but some business propositions require a little more thought-power to be completely understood. If your business, or the offer you’re highlighting, fall into this category, consider a test run to try different approaches.  You can also use images, in some sections, rather than just text, to help improve comprehension (understanding). 

Is uncertainty still holding you back?  Are you curious about the best place to begin and the right process to use?  Zairmail can help you get started quickly and we can even provide you with a list of contacts to send your campaign too. 

You Don’t Need Big Bucks

You don’t need a huge budget to be successful with direct mail. This is a common misconception which we’re pleased to say just isn’t true. This is good news for start-ups and smaller local businesses. A postcard campaign is one very cost-effective way to reach well-targeted prospects for a lower cost. Postcards are cheaper to produce and small in size which makes them great for the mail. A good postcard should take prime position on the fridge of the recipient! A fridge-worthy message is what you’re aiming for. Give us a call on 1.888.898.0066 or 503.715.3109 to discuss your project. 

More Options for the Customer

A strong call-to-action is always needed on any kind of promotion, along with a strong and clear message. With direct mail, you can give the customer multiple options to respond so it’s easy for everyone to get in touch. You can tell them to email, call or visit your website depending on their preferred method. 

If you’re a small local business, having these multiple options can be very beneficial, and increase the level of engagement, rather than limit the recipient to one method. Some people just don’t like to speak over the phone initially; whereas others might not want to wait on an email. It’s always a good idea to include your website so that customers can learn more about your business. Even if you really only want calls or email, the mail is like the door to your business and the website is a bit like the lobby. 

We’re certainly not saying ditch the digital and put all of your efforts into direct mail. We just strongly recommend a combined approach, as laid out here. 

social-icons

Can Social Media Work With Direct Mail Marketing?

It’s no secret that social media has taken the world by storm. There are 3.5 billion active social media users worldwide and the average amount of time spent on social platforms is over 2 hours every single day.

This is a huge group of people who are heavily invested in their screen time and interaction with a social media app. This opens up doors of opportunity to find and engage with new customers/clients. However, it’s also a very busy competitive space. 

When combining traditional mail with digital marketing, you can enhance the reach and impact of your campaigns. In this article, we’re going to focus on the connection between social media and direct mail and look at some simple ways you can integrate the two. 

Direct Mail to Hook, Social to Follow

Direct mail should act as your hook. It’s a hugely successful way to get your message in front of a highly targeted audience. It’s a far less competitive space in 2019 compared to the digital world and it actually carries more trust. Believe it or not, because direct mail is tangible and ‘real’, it’s proven that recipients trust it more and feel as though it has more authority than a digital message. This is really important when it comes to getting attention and building a connection of trust which eventually results in action. 

The other reason to lead with DM is that the demographics are much better developed and more precise.  If you were to target Dentists in New Jersey who have purchased a Chevy in the last 12 months, that is doable with a direct mail list.  It would be difficult to find anything like this for email or social media. We already know that “the list” is 70% of our success.

Once you’ve got the attention of a receiver, you can easily direct them to your social media channels if this is your goal. If it’s not a primary goal, simply including your social media handles (e.g @yourbusinessname ) and the platforms you’re present on can drive people towards them in the future. 

Use Social Media to Communicate

Depending on your audience, you could use social media to collect responses. Facebook messenger is a very popular way a brand can communicate with their customers directly and privately. This type of campaign would probably be more effective when targeting 18-35-year-olds because it’s a group of people that will already communicate with businesses in this way. 

In general, we should let customers contact us in ANY way they prefer – phone, fax, email, social media. Any additional channel we can give potential customers to reach us is a really good thing. If they prefer Facebook, then we want them to be able to use this.  The same goes for other forms of social media.

In one of our recent articles, we discussed using premiums as a tool to collect responses. This is one way you can get customers to interact and make contact in order to redeem an offer. 

Shout-out

Here’s another idea. Use part of your mail to focus on your offer and drive responses to that (whether that’s a call center or website). Use the other part of your campaign to shout about your social channels and what happens here. If you share exclusive discounts, giveaways and company info that will benefit customers on your social channels, let them know! Let them know why they should follow you on Instagram vs everyone else. What will they gain? 

 

If you sell home-ware will they gain interior design inspiration, ideas for easy storage and ‘Insta-worthy’ decor tips? If you’re in real estate, will you share newly available homes on your Facebook page the minute they go up for sale? There has to be an advantage for someone to jump on their device and seek you out. You can post all sorts of fun content, contemporary new home designs, homes of the rich and famous, homes of different peoples (Eskimo’s, cliff dwellers, houseboat users…). The key to social media is entertainment.






palm-trees

5 Reasons to Send Business Postcards This Summer!

Postcards pack power at any time of the year and Summer might not be an obvious choice to focus on these types of campaigns. The holiday season might seem more appealing, right? But have you considered these 5 reasons to make the most of postcards this Summer?

It’s Postcard Season

Even though you’re not sending a postcard from a sunny vacation, the fact is, friends and family might be. If a postcard turns up in Summer, it’s more likely to be read with anticipation. Even when the recipient realizes it’s not a vacation postcard, by this point you’ve already got their attention. If your messaging and offer is strong, you’re ahead of the game. 

Reduce Marketing Costs

If you want to reduce costs on your marketing campaigns this Summer but still maximize output and return, postcards could be the answer. They are one of the most cost-effective forms of direct mail because they are inexpensive to print and easy to scale. 

Less Competitive Season

Summer is actually one of the best times to send mail because it’s a much less competitive season. There is no major influx of mail during this time like there is during the holiday season. 

More Receptive Time of Year

With an increased number of people off work, recipients are more likely to digest the information, with less going on in their day-to-day lives. When consumers are in a relaxed frame of mind they notice things more, take in more information and have the time to read into things a little further. 

If the messaging is especially memorable, some people put them right on the fridge so they won’t forget them. How powerful is it to have your message hanging on the door, of one of the most used appliances in the house, for months at a time? 

Easy to Test

You can roll out a new offer and test it on a smaller group of recipients to determine how successful it might be when rolled out to more people. It’s very simple to run multiple tests to compare the response rate of different messaging and designs. 

They Don’t Waste Time

No one likes things that waste their time. This is one of the reasons many consumers dislike commercials because they interrupt TV shows and can often feel like a waste of time. Postcards are quick and easy to digest. If the offer is of no interest to the recipient, they are small and easy to dispose of. Hopefully, your offer is irresistible and once that postcard has been read, it’s up on the fridge waiting to be redeemed or followed up. 

Easy to Redeem In-Store

If you’re sending promotions that customers can use for money off or for collection of premiums from your store, postcards make it simple to redeem. Small in size but stand-out in nature, they are easy to slip into a pocket or handbag and bring in to store. 

Depending on your business, Summer might actually be one of your seasonal peaks. In this case, it’s a no-brainer to make the most of a direct mail campaign during this time. One thing to consider If you do send postcards over the Summer is to remember that many households are away on vacation during this time. Try to factor this into your offer, perhaps allowing for a longer validity than usual. 






pink-mail

Premiums As Response Devices

Everyone loves a freebie, even the most simple and basic items that aren’t worth a great deal are well received when they’re free. From a consumer’s point of view, premiums build trust, create excitement and make the receiver feel valued as a potential customer. From a business point of view, they act as a great way to start a positive relationship and build brand awareness.

Lumpy Mail

When businesses send ‘lumpy mail’ with premiums like free samples or free merchandise, research shows that open rates are much higher. Even though direct mail is, of course, tangible, ‘lumpy mail’ makes it even more so. However, the cost and time involved in sending a campaign with premiums included are much higher. With this in mind, rather than focus on sending premiums as a tool to increase open rates, why not use them as a response device?

Opens vs Responses

Open rates are, of course, the first goal when it comes to any direct mail campaign. From here though, any open would be less valuable if it didn’t result in a response. Responses are your next goal, and of course more important than opens. 10,000 opens and 100 responses are far poorer than 5000 opens and 500 responses. You can see where we’re going with this…

Enough responses = a return on your investment. So focusing all of your attention on using premiums as a way to boost open rates could add a lot to the time and expense involved in sending a campaign without the desired result. Of course, you know this. But what if there was a better way, a way to almost guarantee that every receiver of a premium is a ‘warm lead’?

Here’s an Idea….

What if you made receivers call or visit your website to claim their premium? Short snappy messages such as ‘Call to Get Your X Today’ should push responses rather than opens. Open rates might well be lower because you’re losing that ‘lumpy mail’ advantage, but expenses should be less and responses higher. With this approach, you’re only incurring extra costs for those clients who are truly interested in your offer. Overall ROI could well be higher as a result of higher quality leads.

We couldn’t say without a doubt that this approach would work better than sending a premium in the initial campaign, but it makes sense to give this a try. The only real way to know what will work better for you is to test both methods in an A/B split test style approach, keeping everything else the same throughout the campaign. We recommend you start testing small quantities to find something that works for you and then turn up the dial once you have a winning formula.






online-marketing

How to: Combine Direct Mail & Digital Marketing

How do you successfully fit direct mail marketing into your overall marketing strategy and combine this with digital marketing efforts? It almost seems like a backward concept doesn’t it? Once upon a time, businesses contemplated how to make digital work and how they could expand their strategy to dovetail with offline efforts. Now the direct mail marketing space has become much less crowded it STANDS OUT above all that digital noise. But that’s not all, it’s also a very different place to what it was several years ago. It’s crucial to recognize how consumers search for information following brand introductions and how they interact with advertising both online and offline. Here are things to consider for a more integrated marketing approach:

Matching Data Files

Target the same customers across multiple platforms by uploading your direct mail data file to places like Facebook advertising or your email marketing list. Of course, this requires that you have email addresses for the same group of people you’re sending direct mail too. Email addresses could be more challenging to acquire for non-customers, but it’s a very good tool for re-marketing purposes or upselling. Increasing prospect exposure to your offer is usually very effective, as long as it’s not overdone. If you have time-limited or limited availability offers, sequential online ads could act as a real-time way to let customers know how much time is left, or how many spaces are still open, following on from the initial message.

Streamlined Messaging

Even if you’re not targeting the exact same group of people across multiple platforms, it’s still important to keep all branding and messaging the same with your online and offline campaigns. [This is super important. Consistent branding/messaging is key.] You could use color or image variations in adverts, as long as they are clearly connected. This means that if the same person does see more than one advert, they can make that brand connection instantly. This is where online campaigns really support offline efforts and visa versa.

It is important that brand/message is consistent, but we also don’t want it to get stale, otherwise, people just mentally ignore it. To deal with this advertisers can change the visuals slightly to keep it interesting, but keep the messaging the same.  Check out this example from Fresh Sep Kitty Litter. This same concept can apply to our dm and digital campaigns.

marketing

Create Combined Funnels

You might use a direct mail campaign to initially reach new potential customers and generate responses. However, those responses could be online. From here you could follow up with a thank you email and continue immediate communication (in relation to that initial offer) online. You can and should use direct mail to generate responses that happen in the digital world. The direct mail campaign has played its part in grabbing attention and creating action. The digital side takes over to continue the conversation in a place that customer (no doubt) spends a lot of time… on a device.

Direct mail and email as tools both have strengths and weaknesses.  Email is a very effective tool for building a rapport once you have a relationship with a customer.  Because of the volume of SPAM these days, it is a very poor tool for prospecting or finding new customers. One of the strengths of direct mail is the ability to target – the lists and demographics are very well developed.  It can reach every household and business in America. Plus, it is a welcome form for initial engagement. That argues for a strategy that starts offline and then morphs online with periodic touches offline as well.

 

email-marketing

Combining your offline marketing with your digital side enhances your messages and supercharges your impact. The takeaway points here are to stop thinking about direct mail and digital marketing as two completely separate funnels and start looking at them as a way to compliment each other. It can be a real shift in your approach to thinking about marketing campaigns, but as with anything, if you’re in doubt … always test it first. : )






people

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 Mum and looking after their mind and body as they face new challenges.






blue-orange

How to Create Direct Mail That Stands Out

How can you send mail that builds trust, delivers your intended message and grabs attention? Is there a formula for success when it comes to winning with direct mail marketing? We think so! Of course, there are other factors involved in a successful campaign, like mailing to the right target audience and having a product or service that is worth investing in. Assuming you’ve got those things covered, how can you create mail that stands out?

Postcards That Punch

You can be as creative as you like with a postcard design, but generally, you can pack a lot of punch into a postcard campaign. They are low-cost but can generate a high ROI due to their attention-grabbing capabilities. You can use these in between bigger sends; for example, if you post catalogs then postcards in-between catalog sends could keep customers interested.

Personalization applies to postcards as well.  This can include the text, like the name of the recipient, and in some cases the image or offer used. If you’re sending offers to previous customers this might include something different to what you would send to new potential customers. You can personalize many aspects of postcards.

Be Bold

We have already learned the formula for success is 70% list, 20% offer, and 10% creative.  So, if we have the right list and the right offer, how do we use a creative to grab attention and close the deal?

Bold colors, bold images, bold words. Think bold if you want to be heard. It’s no good sending out a piece of mail that looks like every other piece. So, forget what you already know about direct mail and re-define the space for yourself. The first rule to standing out is not to be afraid to stand out in the first place! This means no holding back during the creative process.

To use a postcard as an example, think of it as a little (or little giant) billboard in the mail.  The advantage to a postcard is that you don’t need an open to get an impression. The person receiving your postcard will see your message – we already know that.  So, make it stand out from the crowd. Use personalization, use color in unique ways, use an image that grabs attention and begs for a spot on the fridge. Now that is the gift that keeps on giving.

Snap them Back

Snap-packs stand out for a different reason to postcards. They look like official letters from places of authority. With a snap-pack, you have limited space to work with. You need to be direct and to the point.  Chatty just will not work with this format. It will look like an official document (PIN number, rebate, contest notification, …) on the outside. You will probably want to continue with that theme on the inside – official: direct and to the point.

You’re almost guaranteed opens so you’ve covered that first difficult step. Once opened, you need to generate a response through wording and content that still engages. Don’t just connect, make the recipient take action.  We need an offer so compelling people have to respond. Make the offer so good that they will have regrets for weeks if they don’t respond.

Crystal Clear

A message that is simple but absolutely crystal clear will win. Use headlines and subtitles when necessary. Bullet point to reduce wording (for example on postcards). Don’t confuse the receiver in any way, use a strong call-to-action that is EASY to action. (take action on).

Extreme Messages

So even though your message needs to be crystal clear, that doesn’t mean it can’t be EXTREME! Extreme messages get attention. However, you must deliver on that message otherwise you lose trust and value. In the online world, it’s known as ‘click bait’ and often extreme headlines or video titles do not deliver on their promises. This only annoys the receiver and as we said, breaks trust. An example of an extreme message could be the following: ‘Change Your Life Today’. If your product or service is genuinely life-changing, then this could work really well. If it would be underwhelming in reality, then you wouldn’t go for this technique.

Headings should be concrete, and benefit-oriented.

  • Be Debt Free in 30 Days
  • Cut Your Mortgage Payments in Half
  • Experience the Best Vacation of Your Life – For Free

Sometimes the use of numbers, and concrete concepts help with visualization and credibility.

If you have tried sending mail in the past that seems to follow the rules above but hasn’t resulted in any success get in touch. We have mailing lists that might suit your product/service better and can offer expert advice when it comes to design, mail type, and deliverability. Creative design is easier said than done, so let our experts guide you if this isn’t your forte.

Right now, we’re offering YOU a FREE, no obligation, direct mail assessment. Our DM experts will spend up to 2 hours consulting with you, critiquing your current DM piece (message, offer, response device), your target audience, and suggest ideas for even more powerful future campaigns. ($280 value) Contact us today on our toll-free number.






strategy

New to Direct Mail Marketing? Here are 5 Things You Need to Know

Many businesses are reading about new digital trends and how to embrace the digital world for the first time. Many other organizations are so accustomed to the digital space that this isn’t even needed anymore. They are no longer ‘new’ to digital marketing but well established in their approach to this. So, it’s ironic really, that here we are talking about being new to something that was happening long before the digital world even existed. The thing is, direct marketing is actually a less-crowded place for marketers to be. It’s a medium that actually converts better for marketers, compared to digital methods, when done correctly.

On that note, you might be surprised to learn these five things about direct mail marketing.

Mail is More Memorable

57% of people say they are most likely to remember a message by mail. With digital ads and promotional messages, as regular smartphone users we see so much information through our screens it’s extremely difficult to remember messages from businesses. A memorable digital message has to work 10 times harder than a direct mail message. It’s tangible, it feels more real and as a result, it’s better remembered.

Mail is Authority

Many people still prefer to receive bills and statements through the post because it gives them something physical to deal with. This connection between physical mail and authority carries over into promotional mail too. However, in the case of a branded offer, it’s a different type of authority that comes across; one of trust.

Mail Hangs Around Longer

On average, advertising mail is kept for 17 days before being disposed of. When you think about this, it’s huge for a marketer! Yes, in some cases that mail might get pushed aside and not looked at, but for others, it’s something that might sit openly on the counter side, kitchen table, pin board or even on the fridge. Compare this to a digital ad and it’s something that’s seen for a few seconds. 51% of email actually gets deleted after just two seconds. Even if a digital ad is repeatedly shown to a user, it’s not always there in the same way.

Mail Drives Digital Action

It’s a common misconception that if you require a digital action (email lead, website sale, etc,.) that direct mail will not deliver the same results as a digital funnel. 92% of people will be driven online after receiving a form of direct mail.

If you’re still skeptical about the power of direct mail and you’d like to ask some specific questions, please feel free to contact one of our team. We can guide you through every step and even look after all elements of the process; providing you with a contact list and assisting with design work for promotional postcards and more.






 

 

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.

 

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