Direct Mail and Marketing Tips


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Strategic Planning – Looking for Patterns in Your Finances

When you’ve got all of your financial information in front of you, it can feel overwhelming. Especially when it comes to business finances. If you followed our last guide ‘Doing the Math’ you should now have a much clearer overview of your financial performance in the previous year and roughly why it performed this way. The next stage is to look for patterns within the numbers that can serve as clues for planning.

Start with the Customer

A good place to start is by sorting all of the orders by the customer. If you sell fast-moving items such as food or fashion, it will be better to approach this slightly differently. For fast-moving items look at the largest order values or total repeat orders for the top percentile, middle percentile, and bottom percentile. If you have customers who use your business as an ongoing service, or something that fits this category closely, sort customers from largest to smallest.
It doesn’t really matter how you do this, the end goal is the same. You want to figure out who your biggest customers are; whether that’s another company for a B2B or the biggest category of individuals customers for a B2C organization.

When you carry out this task, be mindful that things might not always be as they seem. Large customers might have been in a position to negotiate additional discounts. Small customers might actually contribute more to the bottom line. This is why it’s so important to carry out a financial assessment rather than make assumptions.

The Pareto Principle

You might find the ‘pareto principle’ to be true in your own stats. This is when roughly 80% of your sales are generated by just 20% of your customers. The higher that percentage (80%) the riskier it becomes for your business. You know the phrase ‘don’t put all your eggs in one basket’; this couldn’t be truer when it comes to customers/clients. Of course, there are some industries where this can’t be avoided due to a small number of prospective customers. However, in cases where this is not true, try and nurture smaller customers and find new ones to reduce your overall reliance on the ‘whales’.

Answer these questions:

  • Are specific customers or industries (B2B) more responsive to your business compared to others?
  • Does this offer you any clues on where to find future customers?

We can now drill down further and turn our attention to look at specific orders. So rather than focusing on the customers now, it’s time to look at the products or services that were ordered the most and the least.

Answer these questions:

  • What is the average order size?
  • Which is the most popular and least popular item/service to be ordered?
  • Is there anything you can do to increase the average order size? Can you increase your upselling efforts?
  • Why are certain products selling better than others?
  • Can you make any changes to improve the appeal of the least popular items?

If you’ve successfully carried out part one, part two and now the third part explained in this article, you should have a solid foundation for a plan to move forward. In the next installment, we will show you how to look for new opportunities for growth.


Strategic Planning – Step Two… Doing the Math

If you read our first installment of strategic planning for business owners, by now you have hopefully carried out the first step; reviewing and asking ‘why’ things happened the way they did. Now it’s time to focus on really understanding the operations of the company. This is the next logical step after we’ve taken the time to reflect on the root cause behind wins and losses.

One powerful way to this is to look at the numbers. When it comes to handling and analyzing the business finances most of us run in the opposite direction! Looking at the numbers means focusing on the math, and even for business people, math can feel unfamiliar or even intimidating. The good news is, the math required for this is very simple. So don’t panic! We’re not suggesting any crazy algebra here. The best approach is to use simple formulas on a spreadsheet, like Microsoft Excel or Google Sheets. We promise you, taking the time to do this step will make all the difference.

Start With Sales

At this point, we’re still looking back on historical data and assessing the performance of the previous year. We need that sound foundation of understanding in order to build a stronger strategy for the year ahead. Start by looking at the sales from the previous year. How did you do? How did it compare to the years before that? If you do this exercise consistently every year, you start to build up a picture of how your strategy and implementation had a direct impact on sales. Or where the strategy fell down, where you faced obstacles. Just answer these questions:

  • Are the number up, down or about the same?
  • Can you see any high-level trends developing over time?
  • Is there a clear upward growth, or do you need to intervene somewhere and correct the path?

Correction is different from improvement. If things are going well, improvement is necessary just to take things up another level. Correction is needed if the figures are down or you noticed a negative trend occurs.

Break It Down

Break this down further and start to look at the sales on a monthly or even weekly basis. Only move on to this stage after you’ve looked at the yearly figures. There’s little point overwhelming yourself with lots of data straight-away. If you don’t understand something, really try to figure it out before moving on. Answer these questions:

Are there specific times in the year when you receive more orders?
If yes, is this due to overall industry trends or is it associated with specific promotional campaigns you ran?

If you notice drops in sales over certain times of the year and these are due to the industry you’re in, this will have implications for cash flow. Answer these questions:

  • Do you need to plan for slower times and set aside money to manage cash flow?
  • Are there special promotions you can run to boost demand during those slack periods?
  • Can you replicate successful campaigns from last year?

At the very least, just understanding the seasonal flow of our business, can help us be better prepared. In the next series of strategic planning tips, we will look at the patterns within the numbers and how to complete the financial assessment before moving on.


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.


Top Marketing Trends to Strike in 2019

What does 2019 have in store for us and how can we align our marketing strategies in preparation? When we hit the new year it’s almost like a reset button has been pressed and we’re ready to embrace change, dive into new projects or re-focus on areas of the business we’ve previously neglected. We hope this list gets those ideas flowing and helps combine your marketing efforts into something successful.

Direct Mail Will Build Trust

Building and maintaining trust with a customer is crucial. Without trust and belief in your business, a sale will not happen. Direct mail is a valued method of communication because typically, customers view it as more authentic than other forms of communication.
In fact, many businesses that turned their back on ‘old school’ methods of marketing are finding it’s crucial to return to more traditional methods in a very digital world.

To increase credibility when sending mail, consider adding information about your team; a friendly face of the CEO or team photo where possible. This is particularly important if you are introducing your services/products to a customer for the first time. Genuine testimonials can also help to add credibility.

Video Marketing

Video just cannot be ignored. It is one of the most powerful forms of online marketing. It boosts interaction, maintains engagement for longer and in most cases, increases conversions. By 2020 it’s predicted that video will be 85% of all consumer traffic within the US. So, how can you utilize video effectively?

Explainer Videos: Use these on-site to explain your service or product in a short video clip. An explainer video works well for more complex offerings.
Customer Testimonial Videos: If you’ve got the time and the resources, creating a case study video, or just compiling lots of testimonials into a video is one way to add credibility.
Micro-Video: Short clips that are usually around 15 seconds long. Instagram story videos are the perfect example of this. You can use these micro-videos to grab attention very quickly and pull social media users into your offer. You can also use micro-videos effectively within paid social media advertising to do the same thing.

If you have some powerful video content to share with customers, you can use other forms of marketing just as direct mail to drive traffic to that video. Utilise an omnichannel direct response strategy, making the most of different traffic driving methods such as email, direct mail and social media.

The Rise of Smart Speakers

We’re talking smart speakers like Amazon’s Alexa home speaker or Apple Homepod. These voice-assisted devices are set to completely change the future of marketing as consumers say they will never go back! We predict large companies like Amazon will start selling ad space connected to their smart speaker devices. We should also start to see a shift whereby more audio content is published online, in a bid to be accessed by smart home devices.

Integrated Marketing

We’ve mentioned that direct mail is a great source of trust, but we’ve also explained just how valuable video marketing is and other forms of online marketing. So what’s the best approach overall? The truth is you need to take an integrated marketing approach in 2019 and utilize both online and offline methods to get the most out of your campaigns.
The other thing to point out is that direct mail gets attention. Prospective customers may get 100’s of email messages a day so SPAM is a persistent problem. People hit delete without even reading the message. You have a lot less competition for attention in a mailbox. It requires a physical action to get the mail and it’s much easier to break through the clutter.

You have a lot less competition for the customer’s attention in the mailbox. It requires a physical action to get the mail. It is much easier to break through the clutter.
Align your campaigns so that they support each other. Include social media icons or hashtag references on offline material where relevant. Collect online data from customers who entered your funnel at an offline point. The more you can integrate all areas of your marketing, the more you will get out of it. Finally, don’t forget to maintain the same branding throughout to ensure smoother integration.

holiday postcards

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.


The Quick Guide to Better Customer Acquisition

Your business survives and thrives on customer acquisition and retention. You know the saying… “if you’re not growing you’re shrinking”. Even if you feel like things are ‘maintaining’ well, your business is getting smaller. Whether you see it now or whether you start to notice this in a few months, or years. Growth is crucial. Customer acquisition is also vital to demonstrate traction to future investors and partners you might want to work with.

What’s Your Customer’s Value?

When you start taking things up a notch you really need to be aware of two main figures. The cost of acquiring a new customer and their lifetime value. Without these figures, it’s very difficult to scale acquisition techniques. Step one is to work this out.

A Good Customer Experience

From the moment a customer is introduced to your business until the very moment they make their last ever purchase or exchange, they are on a journey. That journey can either be a terrible experience, or one worth coming back for and recommending to friends. The ‘experience’ starts before a customer has even become a customer. This is absolutely key! Give them a taste of the experience they can expect from you. If you’re giving away a freebie of any kind, treat them like paying customers. If you’re telling a story to encourage engagement, make your branding and values the centre of it.

It’s All About the Interactions

A lot of business strategies don’t involve direct customer strategies until later down the funnel. This makes sense from a cost point of view, but could it actually mean you’re losing out in the customer acquisition game? This really follows on from the point above about customer experience. If you give those customers a direct interaction, (over the phone for example) you’re putting them at the centre and giving them immediate attention. Commonly, after a sale has been made companies try to optimize for fewer interactions. Again, this can be a mistake because follow-up issues often get neglected.

Awareness, Consideration, Decision

Buyers move through a funnel that starts with awareness. This is the point at which they’re introduced to your brand. This doesn’t have to be a time or place in which they are immediately ready to purchase. You can build awareness by using your social media platform, running local ads or of course with direct mail. You don’t need to make awareness campaigns time sensitive. You’re trying to build that connection for the future.
Consideration is the next part in this funnel when someone looking to purchase what you sell starts to consider their options. Due to the awareness you created in the first stage of the funnel, your business is a part of this consideration and might be compared against other competitors. When someone is considering your business they will typically visit your website, or call your business to ask questions. It’s at this stage you should gather their information, so you can re-market to them and help further.

Finally, a decision will be made and a sale will close. This decision might come off the back of a final advert in your funnel, a follow-up call or completely out of the blue.

As long as you’re taking active steps to support people at every stage of the A.C.D funnel you will acquire more customers.


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. Personalisation 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 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.


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 utilising 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 organisation.
  • 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.


3 Major Things That are Impacting Your Website Conversions

When you run a marketing campaign of any kind, be that online or offline, you’re looking to generate a response. That response could be in many forms, depending on the nature of your business and the lead itself.

Sending people to your website is one very common approach. Even if your aim is to get responses over the phone, you’ve probably included a website address on your marketing material. Most online campaigns direct traffic to a website from various sources; social media, search engine adverts, email campaigns or other forms of advertising. Direct mail campaigns also give people the opportunity to visit a website landing page.

After a marketing campaign has done its job; generating interest and enabling people to take action. It’s time for your website to deliver as well. There is a reason that some websites perform much better than others and it’s all to do with conversion optimization. Conversion optimization is the ability to optimize your website in the best way to achieve optimal action (conversions). To put that more simply, a conversion could be a sale. It’s about turning a visitor into a sale by taking various steps to make that process more efficient and simpler to the customer. Everything impacts conversion optimization; the color scheme of your website, the layout, images, and wording.

Correct Call-to-Actions

CTA’s (call-to-action) are crucial because they guide the customer from their initial arrival to the completion of a lead or sale. You need to tell your customer what to do at every stage of the process. Bold ‘Click Here’ or ‘ Buy Here’ buttons where necessary. Strategically placed call-to-actions create a purpose for the visitor. Perhaps they need to learn more about your service or process before a considered purchase. This is especially true for larger purchases. CTA’s need to reflect this and guide the visitor through those stages before taking them to a purchase page. CTA’s do not need to be buttons, in fact, linking anchor text can convert better than buttons in some cases. The trick with conversion optimisation is to test everything. Split test subtle changes on your website for accurate results and make changes incrementally.

Page Load Speed

The speed that your website loads at has always been crucial, whether you’ve realized it up until now or not! Site load speed is also a contributor to SEO, so slow loading sites are certainly not rewarded in the rankings by Google or other search engines. More importantly though, is the impact page load speed has on conversions. Even just an improvement in page speed by as little as 1 second can make a massive difference. According to ‘Amazon’s calculated that a page load slowdown of just one second could cost $1.6 billion in sales each year’. Increases in page speed of just 1 second have an even larger impact on mobile websites.

Navigation Ease

The navigation of your website is arguably the most important element of conversion optimization, although ultimately it’s many factors working together. If it’s even slightly difficult to find information on your website or browse products then this is guaranteed to be impacting sales. Everything should be clear from the home page. Can visitors find the contact information in one click? Can they search for a specific product if they wish? Are your product categories clear and easy to access? On the other side of this, simplistic navigation wins out over too many options. So it’s about finding that balance between ease of navigation and simplicity.

In the end, it all comes down to testing. Some things are black and white; improving page load speed will make a difference. However, with other elements, you should never assume something is going to improve conversions, don’t make permanent changes based on an assumption. Test your theory and then compare the before and after results.


10 Ways to Cut Through the Noise With Postcard Design

Whether you’re a designer who’s been tasked with the challenge of designing a postcard for a mailing campaign, or you’re the business owner who wants some creative input in the design, these tips are for you!

Striking Images

If you’re going to use a photograph on the visual side of your postcard it’s absolutely vital that the photo stands out. Often, it pays to invest in a high-quality image rather than taking your own photos. You can find a brilliant variety of professional photos from many online sources. Sometimes a professional photo bought from an online source can be a better way to go.

Choose something bold and striking rather than something that’s going to fade into the background. Just because one photo is more relevant to the offer or your company, doesn’t make it right for a postcard campaign. Try thinking outside the box; if you sell real estate could you use a dog and kennel or even a hot air balloon to creatively deliver the same message? Which brings us on to our next point….

Provoke Emotion

To grab immediate attention you need something that’s going to create an emotional response. Does the design or imagery do this successfully? It doesn’t matter what that emotional response is (within reason) as long as it fits with your message and gets their attention! It could be humour, it could be excitement or even empathy. We can all think of an advert that uses a ‘cute’ animal such as a puppy or kitten. The very reason for this is to create that emotional connection; no one can resist looking at a puppy!

Simple Message

If you’re going to include wording on the image side of the postcard, keep it very short and simple. It’s about finding the right balance; you don’t want to reduce the impact of the message by reducing the words, but you also don’t want to jeopardize that immediate attention.

There should only be one central message, even if you have several offers you want to shout about. A postcard does not leave a lot of space for providing buckets of information. Instead, try to choose one central theme or offer and stick to this.

Give Priority to the Printing

All that hard work will be for nothing if you don’t work with a high-quality printing company. It’s useful to know what type of material the postcard will be printed on and what finish will be applied. This can make all the difference to colors within the design and the overall quality of any photos used. Printing on paper will appear different to seeing those same images on a screen. A 96dpi image will look fine on the screen; however, it can look grainy when printed. Always try to use high-resolution images (300 dpi+) when possible for printing.

With a color digital postcard that goes in the mail, it is essential that it is UV coated. This is a plastic coating that protects the card and gives it a high-quality professional feel. If cards are not coated they often get scuffed in the mail leaving unprofessional and unattractive streak marks. Zairmail offers UV coating at no extra charge.

Test Your Design

Before investing in a mailing campaign, run your design by some unsuspecting participants. Lay out your postcard amongst several other designs (either from competitors or from earlier options in the design process) and ask individuals which one they connect with the most. This sounds very simple, but often designs are only seen by the designer and the business owner before being mailed out.

At Zairmail, we like to keep everything streamlined, so we offer in-house postcard design services to our clients as well as customizable templates. This means we can handle everything from design, printing and mailing! Alternatively, if you’ve worked with your own designer already, you can upload your design directly into our system. Zairmail also provides a free tracking service for your postcards, so you can tell exactly when they are delivered.
Finally, if you don’t have your own mailing list but are keen to try direct mail campaigns, we’ve taken the hassle out of that too. You can purchase a targeted consumer or business list directly from us using our online list targeting.


4 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.



About the Author

Wilson Zehr is a Direct Mail Leader, Direct Marketing Specialist, and CEO of Cendix (, the leading provider of Web-to-print solutions that increase sales both online and offline. He is also the founder of Zairmail (, the company responsible for many "industry firsts" in direct mail.


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