Archive for category Marketing
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.
- 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!
Are Email Campaigns Part Of Your Marketing Strategy?
Lately we’ve focused quite a bit on direct mail and specifically on Every Door Direct Mail. Let’s not forget that there are many marketing channels available to you and, often, a mix of these channels is the best plan for getting your message across.
Email marketing does not have to be intimidating. It is a simple, effective means of communication when you keep these tips in mind.
Grab the Readers Attention
- Create a compelling subject line
- Make sure you don’t look like spam
- Identify yourself
- State the intent of the email clearly
- Provide an opt out
- Personalize whenever possible; include the persons name, a reference to a previous purchase, etc
- Make the message relevant. Tie the subject line neatly to the body of the email.
- Keep the tone of your message conversational
- Be brief! No one wants to read a long, drawn out email. Studies show that on average, people spend about 15 – 20 seconds with each email message.
Before You Hit “Send”
- Test the email through several different email clients, both in text and HTML. You’d be surprised how different one email may appear through different devices.
- Make sure your email list is appropriate. Whenever possible get permission to email a person or place of business.
- Check again that your current marketing message is relevant to those on your list
- Keep your list clean. Remove any hard bounces from previous campaigns and always remove anyone who has opted out
Test, Track and Measure
- Track your click through rate, conversion rate and delivery rate. You want to make sure people are receiving your email, opening your email and clicking through
- Try variations of your message – change the subject line, offer or call to action – and see if your results vary
- Subscribe to feedback loops and pay attention to the data they provide
- Try launching your email campaign on different days or at differing times of the day and measure your responses
Properly executed, email marketing provides you yet another avenue for reaching and speaking to your customers and prospects. Why not make an email campaign part of your marketing strategy?
4 Tips for Improving Customer Statements
The most opened and read mail consumers receive are transactional in nature. Statements are related directly to where their money is going so it earns a higher spot in the hierarchy of mail box content.
So how can you get the most out of this opportunity?
- Easy to read, easy to understand statements. The number one complaint people have about their bills and statements is that they are difficult to read or hard to locate crucial information. Review your statements – is it clear how much they owe and why? Is it easy to locate a customer service number if they have a question? Have you spotlighted a way for them to contact you or pay their bill online? Think about ways you could utilize highlight color to draw the attention to specific information or perhaps give a better flow to the overall design.
- Mobile applications. So many people are deeply connected to their smartphones, why not offer an opt-in and provide due date reminders or notices when their statement is ready? Think of this as another way to improve your cash flow by receiving payments timely. Mobile payments, provided they are device friendly, can help deepen the relationship with your company.
- Electronic billing or e-statements. Do more than offer a simple pdf. Your e-statement should match the printed statement for a clear, cohesive customer experience. Using your printed statement, offer an opt-in to receive only electronic communications. Include a website where customers can view, pay, review past statements and even view special offers.
- Special offers and marketing messages. Use your statements, both paper and eStatements, to make relevant offers of products/services, tips for savings and other marketing communications. Again, make sure any electronic statement matches your mailed (paper) statement.
In short, make the customers experience as easy and concise as possible. Provide multiple methods of statement presentment and use the real estate on your statement to highlight special communications and offers.
Questions? Feel free to contact a Strahm Client Service Representative at (816) 756-2733.
Revealing Study Shows that Direct Mail Leaves a Deeper Impression than Digital Media
But is it?
A study conducted in October 2012 by Millward Brown, stated that physical media like direct mail left a “deeper footprint” in the brain, as opposed to digital media through some sort of technology. The study makes a strong argument that our brains respond differently to digital vs. physical media. Direct mail and other physical media continue to be powerful tools in marketing and communications.
The study was titled Using Neuroscience to Understand the Role of Direct Mail.
Presenting physical material resulted in greater emotional processing, more “real” to the subject, which is important for memory and brand associations. This tangible experience is more readily internalized, which means the ads should have a more personal effect thereby positively influencing motivation.
Does this mean you should abandon digital media such as email marketing, Facebook and Twitter? Not at all. A well planned program of both digital and physical communications will increase your chances for success.
How are you combining digital and more traditional physical marketing? Where and how have you experienced the most success?
Tips to Manage Postage Rate Increase
Now that the Postal Service has raised rates again (this is the largest rate hike in the past 11 years), it seems like a good time to review steps you can take to help manage your postage costs.
- Take advantage of a local mailhouse or presort vendor. Presorting your mail lets you take advantage of reduced postage rates. There are many ways you can work with a vendor; they can manage your data, print your mailpiece and mail it for you or perhaps all you need is a daily pick up of your already prepared mail. Either way, savings are there for you.
- Keep a clean, healthy database. Make sure all of your addresses are complete, correct and updated. When you receive Undeliverable As Addressed mail back from USPS make sure you update your data accordingly. No sense in mailing people who have moved or are deceased.
- Dedupe your data. If your data includes multiple contacts with similar sounding titles within a company, can you mail to just one of those people? Are you seeing duplicates such as John Sample and John Q Sample at the same address? Check for duplicates both by name and address.
- Personalize and target your mailing. Studies have shown that the more personalized and targeted your offer is, the greater response you will receive. Build and manage data such as last purchase, date of last service or purchase, geographic area or household income. The list of ways to segment and create relevant messages/offers is endless.
- Use multi–channel marketing. Follow up your mailed promotion with email. Try to keep the same look and feel of your mailpiece. Include a link to your website, other marketing page or survey if appropriate. You can use a QR code or pURL on your mailpiece to drive recipients to your website.
Postage rate increases are uncomfortable for mailers. The USPS points out that the increases over the past few years have kept pace with inflation. The change is intended to generate $2 billion in annual revenue for the Postal Service.
As a reminder, below are the new full pay, retail rates.
- 1 ounce First Class letter – $0.49
- Each additional ounce $0.21
- Postcards $0.34
- 1 ounce letters to all International destinations $1.15
Deck the Halls with Boughs of Holly – Falalalalalalalala
We mailed our annual holiday cards this week and followed up with an email. We like to take a moment to show our appreciation to all of our customers and friends for their business over the past year.
Keep your eyes out for these cards and emails; we’ve included a special QR code and pURL you can use to order a (free!!) personalized 3D Cube or Accordion picture display perfect for your desk or home.
Not sure what to get your friends/family – or even a treat for yourself – these personalized picture displays make a great gift!
Happy Holidays to each and every one of you.
Have You Toured Your Vendors Facility?
Yesterday I took a group of people on a tour of our facility. It’s certainly not the first time I’ve lead a tour here, and I’m sure it won’t be the last. And every time I have a person or group of people come through, they’ve told me they have come away with beneficial knowledge and new ideas.
Whenever I visit a vendor, and I hope whenever a client or prospect visits us, these are a few of the things that I would expect of the experience.
- Is your sales rep present? Better yet, is he or she leading the tour?
- Meet your Customer Service Representative. In most cases, it will be the CSR that handles your day-to-day business and not the sales rep.
- If your sales rep (and perhaps your CSR as well) is leading the tour, what is the sense of relationship you feel between sales and the production team? Do they seem friendly and collaborative towards each other?
- Get an introduction to the department managers or team leaders in each step of production. Personally, I like my clients to have a face to associate with each department (in our case, data processing, quality control, laser imaging, lettershop, presort and transportation).
- Whenever possible, manage an introduction to someone “at the top”. I like to make sure my tour attendees get to meet the president of our company.
- Look at equipment in each and every department. Is it well maintained? Is it apparent that the company keeps up-to-date in new technology and machinery?
- Observe the plant condition. Is it clean and well organized? Does work seem to flow through the plant in a common sense manner?
- Ask if any of your work would be outsourced to a subcontractor or whether your vendor has all the equipment, personnel and capacity to complete your jobs in house.
- And last but most importantly – listen, ask questions and learn something new. I have yet to lead a customer through our facility and not hear them talk about something vital they’ve learned or new ideas they plan to take back to their own companies.
When was the last time you toured the facilities of your vendor or vendors? What did you take away from the experience? Did you leave the plant feeling positive in your decision to use this particular company?
Lesson: Ask for a tour, build lasting relationships with the folks producing your jobs, get fresh ideas and have fun!
This video takes you on a little journey around Strahm Automation and Mailing!