Don’t Forget Your Mobile Users – or Why I Still Have Bangs
If you are driving customers to your online presence to make a purchase, pay a bill or just to learn more about your product/service, don’t forget that many of these people will be viewing on their mobile devices.
At Strahm we view our messages on every device available to us. How does it look on an iPhone, android, tablet? Do all the images appear? Do links work? If there is personalization, is it correct? Does it take forever to load?
You can ask for more information from your respondent, but keep it very short and very simple. They won’t stay on your page to fill out form after form.
An example is a website I would love to browse – they have great content that I’m just dying to read – but as I navigate to every page, I get a pop up requesting that I sign up for their newsletter.
Although I already receive their newsletter, I don’t mind that their request appears as soon as I hit their home page. The annoyance is as I click through to articles I want to read, I get the same message over and over. And I close their page and go somewhere else for my daily dose of fashion advice.
I have tried access on my tablet, phone, through the link in their newsletter and twitter. Each format had the same result of the never ending pop up. (It’s so bad that I sent them a tweet. I do really want advice how to grow out my bangs.)
What are the takeaways?
• Design with mobile users in mind
• View on every device you can get your hands on
• Make adjustments as needed and view again
• Test, test, test download time, links, etc.
• Keep it as simple and easy-to-use as possible.
Add a Splash of Color!
Strahm Automation invites you to join us on Friday, November 7th from
3–6pm at our open house. We are proudly introducing our new Océ ColorStream 3500 Inkjet printer!
The newest addition to our production facility provides sharp, full color CMYK printing, even printing duplex simultaneously. This high speed printer can produce up to 1,000 letter size sheets per minute. Add to that the ability to perf – both horizontal and vertical – and trim in line.
What can’t this workhorse do? We think our customers will love the new Océ 3500 as much as we do!
So come by November 7th, add a splash of color and something sweet to your day. We will be holding the open house from 3–6pm. Just follow the balloons at 17th and Broadway.
Strahm Automation & Mailing Services
1700 Broadway, Kansas City, MO 64108
Strahm Automation & Mailing Services Gains Efficiencies with Canon Solutions America
Thank you, Canon Solutions America, for such a great write up about our new Océ ColorStream 3500. You couldn’t be more right about our staff and customers’ enthusiasm for our new printer.
One of the best qualities of Brian Dicker is that he embraces new technology, giving Strahm the best possible production capabilities for our customers.
Thank you Brian and thank you Canon Solutions America!
Get Started with Every Door Direct Mail
How much do you know about the USPS program Every Door Direct Mail?
Just this week I was able to provide a customer with a $31,000.00 savings in postage. Wow! What a way to control your marketing budget, right?
Every Door Direct Mail (EDDM) gives you the ability to target a local neighborhood or to reach customers/prospects nationwide. The Simplified Mailing Process helps you identify which USPS mail routes to include in your targeted mailing area. There is a super cool, intuitive EDDM application available online to get you started.
You can access the online tool and get more information here: https://www.usps.com/business/every-door-direct-mail.htm
Who can benefit from EDDM?
- Auto dealerships
- Arts organizations
- Business services
- Dry cleaners
The list could go on and on. If you want to reach a local, or even national, audience EDDM provides an easy, cost effective marketing channel. Remember that $31,000.00 postage savings for my local customer?
Some things to keep in mind when planning your mailing:
- Mailpieces must meet Standard flats specifications
- Minimum length 11 ½” OR
- Minimum height 6 1/8”
- Weight equal to or less than 3.3 ounces
- Must contain at least 200 pieces (with a maximum per day of 5,000 pieces for the EDDM Retail option, but unlimited for the EDDM BMEU option)
The USPS is hosting a series of FREE business seminars designed to help you gain a greater understanding of this new service and how it can support your marketing plan.
I suggest reaching out to your local Postal Customer Council to find where and when the next seminar will take place in your area. You can search for your local PCC chapter here: https://www.usps.com/business/local-pcc.htm
The Postal Customer Council is a terrific resource and I hope if you’re mailing, you are taking advantage of all the experience and expertise they can offer.
How do you see yourself using this new Postal Service program Every Door Direct Mail? We would love to hear your ideas and success stories!
Often I am asked by novice direct mailers what elements to include on their mail piece. They are simply looking to design the best mailer possible to yield a high ROI.
Here are my Top 10 recommendations (in no particular order)
- Make sure your list, mail piece and message are all targeted to the correct audience. What is your goal – lead generation, customer retention, a new product roll out?
- A clear, provocative call to action and a nice incentive.
- A compelling message – don’t forget, most people want to know “What’s in it for Me?”
- A First Class mail permit. Don’t skimp on standard mail postage. 10% of your mailing list may never receive the mail piece and you’d be surprised how many people simply disregard any piece of mail with a standard permit.
- Add a PURL, or Personalized URL. This will tie your printed piece with an online experience. Make sure the PURL ties in with your theme.
- As long as we’re adding hot new technology with that PURL, let’s add a QR, or Quick Response, code. You’ve probably been seeing a lot of QR codes on all kinds or marketing – from billboards to pizza boxes. We’ll talk more about QR codes and using them effectively in an upcoming blog.
- Use a fresh, unexpected image and a memorable tag line. You only have seconds to grab the reader’s attention.
- You’ve probably heard it said a million times, and it’s true, your response rate is only as good as your list. We will delve into list effectiveness in future blogs.
- Include a follow up on the call to action. Perhaps include an expiration date. This also makes room for a second communication (perhaps an email?).
- Since we repeated the call to action, repeat the PURL as well. Remind them how to respond to that call to action!
Tell us, what are your thoughts on creating the ideal direct mail piece? We’d love to hear your suggestions!