Posts Tagged DirectMail
The Color Transpromo Promotion will provide upfront postage discounts to mailers who use dynamic color print for marketing and consumer messages on their bills and statements.
Promotion Period June 1, 2015 – November 30, 2015
Registration April 15, 2015 – November 30, 2015
Discount 2% of eligible postage
Eligible Mail First-Class Mail commercial letters that are part of an IMb® Full-Service mailing
Now is the perfect time to take advantage of the USPS Color Transpromo Promotion.
Transpromo is the use of space on your transactional statements to add promotional content. A majority of people still prefer to receive paper statements. Recent data breaches aside, a paper statement is tangible and less likely to be deleted or lost in the massive amounts of electronic messages received every day.
USPS reports that consumers spend 7 minutes per day sorting and reading their mail. 98% of mail is brought into the home the same day it is delivered. Bills and statements are particularly important, read and saved for longer periods. Compare this with the 15 – 20 seconds a person reads an unsolicited email.
Don’t limit yourself to generic marketing messages. Versatility and personalization are virtually unlimited, allowing you to develop relevant messages and offers. Tracking response rates has become easier than ever with use of personalized web pages and codes.
Transpromo is not just for marketing, either. Traditionally used to up-sell or cross-sell, it should also be used to educate about your industry or service, remind them of upcoming events or deadlines, or drive readers to a website.
Using color as part of your transpromo campaign helps to draw the reader’s eye to this special messaging. How can you incorporate an infographic, a fun drawing or even charts and graphs into your message?
Register with USPS and take advantage of the 2% postage savings by using Color Transpromotional mail today!
My Direct Marketing Program Was a Success! Now What?
Your marketing program was successful – people are redeeming coupons, visiting your store, signing up for your service. Are you capturing more data about them to use for future campaigns?
First, determine what you want to know. You can get pretty deep here, but below are a few data points you may want to consider.
- Email address?
- Product or service purchased?
- Geographical area?
- What and how did they respond to your marketing – email, in-store purchase, etc?
Try to keep your requests for more information simple. No one wants to answer 20 questions. It can come off as intrusive and really, the easier you make it, the better.
Look at it this way, I can go to ABC’s website to purchase a widget but I have to fill out a bunch of forms. Or I can go to Amazon and buy with one click. Even if Amazon charges me a little more for the widget, the ease of use has won me over.
You can see where we’re going with this. You can use this “beefed up” data to more effectively target your market, just don’t be creepy about it.
You’ve decided that you want to do a direct mail marketing campaign – now what?
You’re priority should be designing a mail piece that will deliver results. One important factor is the copy you use on your mailer.
Want some quick tips?
First make sure you nail down the message you want to send. Keep it short and simple – more words won’t necessarily grab the reader’s attention so focus on what is important to them about your product or service.
Keep the layout clean and simple too. Don’t use a lot of different fonts. Don’t have copy running all over the place in an attempt to be fancy. If you make it hard to decipher your message, guess what? No one will respond.
Focus on areas that the reader will naturally gravitate towards. Put your most important words (free offer, huge discounts, act now) in the headline, subheads and as the first parts of a sentence.
Take advantage of action words and verbs as much as possible. Don’t write about something, speak directly to your customer and tell them what you want them to do.
I can’t stress enough how important it is to proof read and then proof read again. Have co-workers and maybe even friends and family take a look. Sometimes you are so tied up in the process that you can’t see the forest for the trees!
Successful copywriting will get you off to a great start in designing your direct mail piece.