Posts Tagged Call-To-Action

Increase ROI with Direct Mail Design

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.directmail

Here Are My Top 10 Recommendations

(In no particular order)

  1. 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?
  2. A clear, provocative call to action and a nice incentive.
  3. A compelling message – don’t forget, most people want to know “What’s in it for Me?”
  4. 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.
  5. 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.
  6. 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.
  7. Use a fresh, unexpected image and a memorable tag line. You only have seconds to grab the reader’s attention.
  8. 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.
  9. 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?).
  10. 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!


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10 Email Marketing Tips

10 Email Marketing Tipsemail-marketingTips

      1.      Provide Multiple Channels of Communication

Make sure you are reaching your audience wherever they are.  Place a sign up form or guest book at a convenient location within your business.  Add a button to your website and Facebook page to join your mailing list.  You could even use a QR code which allows a customer to join a list by scanning the code – add this to a business card, flyer or point-of-sale sign.  Your customers are connected through multiple social media channels, make it easy for them to connect with you.

      2.      Take the Pressure Off

Don’t require customers to give you too much information.  Especially if they are joining using a mobile device, ask them for only the information you truly need.  If you need a geographic location, perhaps ask only for a zip code instead of a street address or phone number.  While an email address is really all you need, additional information will aid you in more targeted marketing.  Just don’t expect a consumer to give you their life story in data; be respectful of their time and effort in connecting with you.

      3.       Subject Lines of Email Messages: Be Clear and to the Point

The very best subject lines-the ones that get opened the most every time-are the ones that tell exactly what’s in the email. A good subject line should be as brief as possible (maybe 50 characters, including spaces), accurately reflect what is inside and motivate the recipient to open the message. If this were in your email box, would you be likely to open it?

     4.        Keep Your Writing Simple

While good writing does matter, email does allow you to speak in a more casual voice – just like any other social media.  Your customers are people too, write like a human and drop all the sales jargon and techno babble. You can be funny and loose and still get your message across.

    5.         Give a Clear Call-To-Action

The body of the email should include a clear call to action.  Make sure your message contains relevant content and has a compelling reason to act.  Include links and make sure they are tracked so that you can continue to market to people who have shown interest in the past.

    6.         Be Mobile Aware

No that some of your customers will access your email via a mobile device.  Make sure you know how your email is delivered and displayed on various different mobile devices.  Targeting by location is a great tool for mobile marketing.

     7.         Send the Right Message to the Right Person

Make sure your list is kept up to date and clean.  It is irritating to receive a message with someone else’s name, location or buying history.  Customers only interested in one product or part of your business may not be interested in hearing every message you send.  Maintaining separate lists by customer interest or preference helps you tailor email messages and campaigns.

    8.         Use Surveys to Gather Data Quickly

If you need more customer data to properly segment lists, use a survey as a quick way to get people’s opinions or interests. For customers, it’s visual, it’s interesting, and it takes just a second to answer.  Once you’ve got a good pool of responses, you can create new lists based on your results.

    9.         Test: Don’t Spray and Pray

Spray and pray emails will never perform as well as tailored emails to particular customer segments.” Segmentation allows you to create targeted email campaigns based on behavioral information or other contact data you know about each recipient. Surveys also help to determine the right tactic for each customer group. This can be done through A/B testing, which tracks the performance of two or more entirely different versions of an email message. Try a soft-sell message to your active subscribers and offer a significant discount to those that are less active or haven’t clicked lately.

   10.         Enrich the Contact Data

As you gain more data – and more insight – about your customers, update to manage customer segmentation.  Utilize purchase history, click through rates, and additional data gathered through previous marketing campaigns.  Test new messages, new formats and even new segmentations as you improve on your data list.

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