Direct Mail Journal

Direct Mail and Marketing Tips

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digital

How Powerful is Direct Mail in a Digital Age?

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

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

Cut Through the Noise

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

Use the Right Type of Mail for Your Message

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

Overcome Advert Numbness

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

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

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

postcards

How to Pack More Punch With Postcards

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

 

Try a Different Mail List

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

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

It’s All In the Visuals

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

Multiply Your Mail

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

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

Follow Up With Digital

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

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

marketing Postcards example

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

They can’t "unfollow" your direct mail

People argue about ONLINE marketing vs. DIRECT MAIL (OFFLINE) marketing.

When it comes to ONLINE marketing, you’ll have one big problem.

No matter how you decided to do it.

You can build an email list …

… but your prospects can unsubscribe.

Whenever they feel like it.

And you can’t stop them.

You can build a Facebook following …

… and your “friends” will “unlike” you.

The moment they are distracted by the latest cat video.

You can tweet all day long …

… and your Twitter followers will unfollow you.

The moment they get bored with you.

You can write blog post after blog post …

… and eventually your readers get busy.

They’ll forget to come back to your blog to read your posts.

And drift away.

No matter what online method you use, your prospects and customers can unsubscribe, unfollow, unfriend, and unlike you at their whim.

BUT … BUT … BUT …

You will *NOT* have that problem with postal mail!

That’s just one reason why direct mail is so effective.

Because even if someone *tries* to “unsubscribe” from direct mail, the USPS has our backs.

Watch this video.

And see what happened when one guy tried to permanently cancel his mail:

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

It’s Only Junk Mail If …

“For those in the business of direct marketing by post, the term ‘junk mail’ couldn’t be further from the truth.

“‘It’s only junk if it’s not relevant to you,’ explains Belinda Neal, a partner at London-based direct marketing agency 21:12. ‘And if it’s not relevant, that’s due to poor targeting.'”

– from “The Subliminal Secrets of Junk Mail” on the BBC website

Targeting is at the heart of every successful direct mail campaign.

You may have the best mailing package with great copy and fabulous design … but without the best list, you will not get the response you need to grow your business.

The best list is your own “in-house” list of customers and prospects.

Unfortunately, not many companies capture the names and addresses of customers and of prospects for mailing purposes.

If you don’t have an in-house list, or if you are looking to find new customers or prospects, you can purchase targeted customer or business mailing lists.

You can purchase lists that are targeted by geographic location and/or by demographics to find a list that matches your needs.

But here’s where you need to be careful.

When it comes to getting targeted lists, most people begin looking for a “list broker.”

List brokers are people who act as middlemen between people who have lists and people who need lists.

As with any “agent” business, some agents are good at what they do.

Some are bad at what they do.

And some are … well, shall we say … less than scrupulous.

But ultimately – good, bad, or ugly – the list broker has a single focus: to sell you a list.

Nothing wrong with that.

Except you aren’t there *just* to buy a list.

You are there to have a successful mailing campaign.

So while ultimately you may need a list broker, it may not be the best “first stop” when it comes to creating a successful mailing campaign.

Instead, there are two better choices:

1. Online, Do-It-Yourself

If you have a clear idea of the type of targeting you need, you can cut out the middleman and get the list yourself online.

We offer free online list targeting.

You can enter your criteria through our website, and get an instant count of the number of mailing addresses available and the cost of the list – at no charge and without any obligation to purchase.

The only thing you’ll need is a free account on our site.

You can sign up for your free account here:

https://www.zairmail.com/go/free-account

2. Work with a direct mail specialist

Instead of a list broker, who narrowly focuses on selling lists, it just makes more sense to work with someone can help you every step of the way in direct mail.

You don’t want someone who just dumps a list on you and then lets you struggle through the rest of the process.

Instead you need someone who has a vested interest in seeing you and your mailing succeed.

You need someone who can help you through every single step of your entire campaign, from targeting to mailing piece design to response tracking, be a success.

That someone is a direct mail specialist.

And right now, we are offering our daily email readers a free consultation with our direct mail specialists.

Just go here to sign up for your free consultation:

https://www.zairmail.com/go/free-dm-consult

Why direct mail is MORE effective today than email

Whenever I talk about using direct mail for marketing to your prospects and customers, some wise guy usually pops up and says …

“Everyone knows direct mail is dead. We switched to email years ago, and it has worked great.”

My response?

Of course, email worked great back when you switched.

But have you looked at it today?

Listen, I could quote him (and you) statistics on how direct mail is more effective today than ever.

I could tell you about how some marketers are seeing dramatically higher response to their direct mail than in the 1980s.

I could tell you that higher-income households (those earning $65K per year or more) respond today to direct mail in higher numbers than we saw back in the pre-internet days of 1987.

I could tell you fact after statistic after survey that shows direct mail is kicking butt right now.

But when it comes to debating the merits of email vs. direct mail.

Sometimes, a picture is worth a thousand statistics:

Direct Mail For Marketing

(Thanks to Victor at Poofytoo for the picture.)

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.

A New Daily Email Series On Direct Mail Tips

Join us for a new DAILY email series on Direct Mail Marketing. Join us as we explore ways to save money and improve response in your direct mail campaigns.

You’ll get tips and advice from us here at Zairmail, as well as from leading industry experts.

To sign up, visit https://www.zairmail.com/daily.

And as our thank-you for signing up, you will also receive a copy of our special report on The Six Biggest Mistakes to Avoid in Your Direct Mail Campaigns.

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.

Happy Holidays

We want to thank you for another great year. Thank you all for giving us a chance to help out!

This year we launched a new website complete with responsive design, a simplified workflow, and a new look (brand). We also improved letter/snap-pack delivery times, implemented automatic letter tracking, and expanded our mailing list options (including credit score data). Of course, even with all these changes, we continued to deliver the personal service you have come to know and trust from Zairmail.

We sincerely appreciate the opportunity and your trust. In the coming year we will add a new daily newsletter with plenty of tips and factoids designed to help grow your business. If you haven’t signed up yet, don’t miss a single issue DAILY Direct Mail Tips.

Holidays

We will continue to work hard for you in 2016. We are always open to your feedback or suggestions regarding new features/services.

Happy Holidays from the entire Zairmail team!

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.

 

 

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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