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!
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?
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.
Using Effective Marketing to Increase Customer Touch Points
How often do you “reach out and touch” your customers?
On average, it now takes nine touch points of communication to build a sales relationship. Most sales people give up after three.
The best way to lose a customer is to lose touch with him or her. Some data indicates that 60% of customer loss is due to lack of communication.
Every prospect and customer should hear from your company at least every 90 days. Savvy marketers reduce this cycle to every 30 days.
Sales force effectiveness increases by as much as 40% when supported by an effective marketing campaign.
Direct mail as part of an ongoing campaign can reinforce your brand again and again. Mail is effective for creating and building brand awareness.
Use strong, targeted messages when “talking” to your customers. How will your product or service help them? Customers are looking for one of two things – reducing or eliminating their pain or increasing their pleasure. It’s a simple as that.
Use a variety of methods for communicating
- Direct mail – especially personalized, interactive pieces
- Email or PURL campaigns
- Open Houses
- Phone Calls! When was the last time you just said hello?
So how are you going to step out and communicate with your customers and prospects?