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While it seems like both technology and business publications are constantly writing about the latest social media trends, direct mail isn’t a topic that’s known for making headlines. However, just because the press isn’t infatuated with direct mail doesn’t mean it’s not a valid marketing option. On the contrary, it’s a tried-and-true marketing tool that still works quite well.
Just how well does direct mail work? According to Direct Mail News, the average response rate for direct mail in 2012 was 4.4 percent. That number applied to both B2B and B2C mailings. To put it in perspective, email has a standard response rate of just 0.12 percent. If you’re wondering how it’s possible for direct mail to engage so many prospects, it’s because contrary to popular belief, people do still like receiving things in the mail. In fact, 73 percent of U.S. consumers said they prefer direct mail for brand communications because it’s more convenient.
As if the high response rate and receptiveness of consumers wasn’t enough, the icing on the cake is that direct mail is very cost-effective. According to statistics from the post referenced above, U.S. advertisers spend $167 per person on direct mail to earn $2,095 worth of goods sold. That translates to an ROI of 1,300 percent!
Since direct mail is engaging, well received and cost-effective, it’s a practice all businesses should try for themselves. But even once they get past all the common misconceptions and find out that this marketing channel actually does work, many businesses are at a loss for where to start. If that’s the position you’re in, the good news is we’re going to cover exactly what you need to do to get started:
Buy or Build a List
Before you can send anything out, you need to have a list of recipients. There are two basic options for obtaining a list. The first is to buy it from a broker. The main advantage of buying a list is you can get a targeted set of recipients fairly quickly. The main downside is it’s often challenging to find a reputable broker that can actually deliver the quality you expect.
Your other option is to build a list yourself. Although you may not think you have many people to reach out to, once you start compiling current and potential customers, friends, social media contacts and other possibly interested parties, you may have more than you expected. And once you make building a list a priority, you’ll likely find that you have lots of opportunities to add targeted contacts to it.
Come Up with the Right Message
When it comes to making your message as effective as possible, the most important thing to remember is to be clear. Avoid using overly complicated language or feeling the need to compose the equivalent of an essay. In fact, the more you can edit for clarity and conciseness, the better results you will generate.
Other tips for crafting a great message include speaking directly to the recipients, giving them an incentive to take action and telling them more than once exactly what you want them to do. Taking that approach will give you the best chance of grabbing their attention, raising their interest and, ultimately, getting them to take action.
Choose the Right Mailing Option
After you have your message, you need to decide on what you’re going to print it. If you want to save money on postage, avoid spending time folding and stuffing envelopes; utilize an attractive design and even help the environment by using less paper with postcards. What’s great about choosing postcards is not only will you reap all those benefits, but it’s quite easy to place an order online through a postcard printing company for exactly what you want.
Send, Measure, and Adjust
Once you have your postcards, it’s time to send them out. Based on the response you receive, it shouldn’t be difficult for you to accurately pinpoint what worked great and what didn’t go as well as expected. Based on that information, you can make the necessary targeting and messaging adjustments for your next mailing.
Now that you know why your business should try direct mail, as well as the steps you need to take to make that happen, all that’s left is to add the steps to your to-do list and start completing them!
For the past decade, many business owners have regarded direct mail as the ugly stepsister of print or broadcast advertising. Loud, misleading and cluttered pieces mailed anonymously to millions of prospects only served to reinforce this perception.
Today, however, some of the most innovative and effective advertising is delivered through the mail, and more and more business owners are finding the rewards of direct mail are great if their campaigns are designed with a discerning eye and a realistic strategy in mind. Looking for some tips to help you create a direct mail campaign that brings in results without breaking the bank? Here are 10 smart tactics, culled from my 15 years as a direct mail professional:
1. Develop a visual sense for what works and what doesn’t. You have an abundance of learning materials right inside your mailbox. The next time you go through your mail, take a minute to examine what’s there, what catches your attention, what attracts you and what repels you. Do you have examples of previous campaigns you’ve sent out? Or pieces from your competitors that you can learn from? “Junk mail” has a unique style–learn to recognize it and think about how you can create the opposite.
2. Don’t insult your prospects’ intelligence by using cheesy tag lines or see-and-say visuals. Believe it or not, “FREE MONEY” doesn’t attract much attention in the inundated world of today’s consumers. So avoid using bold with italics, ALL CAPS, and multiple exclamation points (!!!!), as these are the clich�d visual cues of junk mail.
And try to be innovative in what you do show. Make a point of avoiding see-and-say graphics, which are too elementary to involve and activate the brain of a potential customer. For instance, let’s say you were sending out a postcard for your lawn-care service that reads “Lawn-Mowing Service” and the photo or illustration depicts a company employee mowing a lawn. (See: picture of employee mowing lawn. Say: “Lawn-Mowing Service.”) Boring! Instead, be more creative.
The key here is to entice your audience to complete a story in their minds of how your product or service solves a problem they have. In the example above, you might show the uniformed employee mowing the lawn but have the caption read “Honey, did you mow the lawn today?” “Yeah, it’s a tough job, but someone had to do it.” That way, the audience has to figure out the picture. They might complete the riddle like this: “Why is this guy taking credit for mowing the lawn? Because he hired this lawn-mowing service and got the job done. Maybe I could relegate my lawn-mowing responsibility like this guy did.” Involving your audience lengthens the time they take to look at your mail piece and improves the odds they’ll take in the information they need to make a decision for your business. Humor can also play a great part in these visual stories.
3. Don’t assume your audience knows everything. An educated consumer is one that’s more willing to make a purchase. Your headline should draw attention to your body copy, which is your most powerful selling tool. Ignore what people say about how no one reads anymore–if compelled by a good headline and provoking imagery, a potential customer will want more information immediately. Directing them to a website or phone number is asking a lot of your audience, so instead, include essential information right on the mail piece. When writing copy, start from the beginning, be direct, and include as much information as you can in five sentences or less. Chances are, the reader is scanning, so use words that are easy to understand but are descriptive enough to accurately communicate your message.
4. Use what you know. If you know your customers inside and out, by all means, use that information in your mail piece. Meeting your potential customers where they are is a great way to attain trust quickly. Become familiar with your market so you can be specific about your mailing list. Consider demographics like gender, age, income, climate, leisure activities and more when deciding where to mail each piece. The more you use information that’s been hard-earned in years past, the better your response rates will be.
5. “You Won’t Believe This Amazing Offer!” At least that part’s true, when it comes to your prospects–people are much more skeptical these days. So do something completely unusual with your direct mail piece: Tell the truth. Exposing your weaknesses make your strengths seem even greater, and (yes, believe it) creates a sense of honesty and trust. Consider this example: A flooring company boasts “the best styles at the best prices.” While the claim sounds attractive, it doesn’t have the same believability (thus response-eliciting) factor as a piece that claims “the same styles at the best prices.” Creating a trustworthy message allows consumers to set positive expectations, rather than refuting any false ones they might be reading. And when potential customers set expectations, you can bet they’re ready to take a risk on your business.
6. Ask and you shall receive. Know exactly what action you want your mail piece to elicit, and then ask for it. Then ask again. This is known as the call-to-action in the world of direct mail, and it’s the consumers’ cue for getting what they want. If there’s no call-to-action, your direct mail piece is just creating brand recognition. Is there a number to call? Don’t just list the number–ask them to make the call. Is there a website to visit? A response mail required? Ask, suggest and entice your audience to respond to your piece. Make the information accessible, easy to read and effective–which may mean making some changes in the office, whether that’s a designated phone line or a more memorable web address.
7. Consider the medium. What will your message be delivered on? Postcards are an effective medium for most products, because they cut down a barrier (the envelope) between the consumer and the message. However, some direct mail is more appropriate when crafted as a letter, especially those that involve high-dollar sales and financial services.
Think carefully about your product and your message before making a decision about the medium. No matter what format you choose, consider the paper your message will be printed on. Inexpensive paper communicates something very different from high-quality paper. If you’re selling anything that’s considered expensive, high-quality or custom, nice paper will communicate that message much more effectively than something inexpensive. On the other hand, the type of paper you choose makes little difference when you’re selling items that are inexpensive, sold at bulk rates or discounted. Deciding what’s best for your direct mail piece will improve your response rates exponentially.
8. Use color wisely. Color will always catch more attention than black and white, but when it comes to color, more is not necessarily better. Additional colors may cost more money to produce–and too many colors can create a piece that’s confusing and cluttered–so it’s important to find what’s best for your project.
Begin by choosing one or two main colors and one or two supporting colors based on the feelings they elicit: Warm colors are exciting and energizing; cool colors are relaxing and refreshing. Bright colors speak loudly; dull colors suggest quietly. Think about your product, corporate image and your audience when choosing color. Metallic colors are a great option for one- or two-color jobs.
And check with your printer to see what’s available that might make your piece stand out for a small–or no–increase in price. Consider colored paper, as well as using a color as a field (covering a large shape area) and reversing out the text (that means showing white text on a colored background). These techniques will help you make the most of your budget and color choices for maximum impact.
9. Personalize your pieces. You’ve seen them: “[your name here], you’ve got to check out this deal!” Personalization can enhance a consumer’s inclination to read your direct mail piece by creating a sense of familiarity. It also emphasizes their importance to your business. For example, are you more likely to open an envelope that says “Current Resident” or “[Your Name]”? Most likely, you’ll feel important to the second business and choose to open that mail first.
When it comes to personalizing a direct mail piece, there are a lot of options, ranging from addressing it to a specific consumer or including their name in the letter portion to printing their name in the art area on the actual postcard or letter. Some of these options can get pricey, so if you think it’s appropriate for your mailer, talk with your printer about your personalization options so you’ll know what options fit your budget.
10. Determine the best way to mail it. When it comes to mailing your direct mail pieces, you have options regarding the postage you purchase. Think about your customers and the value of your product, as well as time sensitivity. Will “presort” (formerly bulk rate) arrive in time? Do your potential customers care about first-class postage or not? Are you eligible to receive special, not-for-profit postage rates? And don’t forget to consider the type of postage for your direct mail piece. You can choose to use first-class or presort stamps, or you can print the first-class or presort postage directly on the mail pieces (this is known as the indicia). In pieces that are highly personalized and official-looking, a stamp can enhance response rates because consumers infer a human touch. On postcards, indicias work just as well as stamps and don’t cost anything to apply to the mail piece.
Link to original article.
When companies start making changes towards a more eco-friendly business environment, paper is often one of the first things to go. When you think about printing on paper products, your mind might conjure up images of a devastated, clearcut forest. But the print industry is much greener than you think—and it is helping to prevent deforestation.
As I’ve said before, print marketing is far from dead. And while it’s still an effective way to attract a wider range of customers, it also helps preserve the environment. Print marketing collateral is sustainable, recyclable, low on carbon emissions, and high on impressions.
Here’s a look at the benefits of print marketing:
Print grows trees
More than half of the forests in the United States—or 55 million acres—are owned by private landowners, most of whom make a living off the land that they own. When private forestland is used in the production of paper, the landowner has an incentive to keep growing more trees and replenishing whatever was cut down. In fact, in many cases, more trees are planted than are harvested, often in areas where there were no trees before.
Without the print industry, many private forest owners could not turn a profit on their land as is and they would be forced to sell it to outside developers or to clear it away for other agricultural purposes. Moreover, planting trees reduces stormwater runoff, improves water quality, and helps lower carbon emissions—but the same can’t be said for livestock and cash crops. Think of it this way: Print marketing is more eco-friendly than eating a hamburger.
Print is recyclable
People are getting so good about recycling paper that 65.1% of all paper products are now recycled. However, that only accounts for the post-consumer waste; many printers also recycle the scrap paper leftover from a print job into biofuel. In fact, paper used for printing in the US is composed of over 60% biofuels, which create a lower carbon footprint by requiring fewer fossil fuels and reduce waste.
Print is non-toxic
Many printers use soy-based ink, not only because it’s non-toxic and low on volatile organic compounds (VOCs), which harm the environment, but also because soy-based ink produces a richer black tone than other inks. Printers are also likely to use water-based coatings and laminates, so you can have nice, glossy marketing media—without all the harsh toxins—that makes a tactical impression on your audience.
If recipients do throw away your collateral instead of recycling, no volatile chemicals are present to seep into the ground water, and everything will naturally biodegrade over time. Some eco-friendly products can even be composted and used to fertilize a home garden.
Print has low carbon emissions
The problem with going paperless is that electronic marketing requires the use of an electronic device. Because most electricity comes from sources like fossil fuels or coal, every impression you make with electronic marketing requires carbon output. That is why online ads actually have a larger carbon footprint than print ads.
Meanwhile, the most carbon output required for print is in the initial printing process, and much of that is created with recycled biofuel. Print’s carbon footprint is made even smaller by the fact that print grows trees, which helps to offset the carbon output of the printing process.
Print lasts longer
Ever held onto a piece of print media because you liked the design, or because it was so well made you couldn’t bear to part with it? People often cherish a creative print design—and the longer its lifespan, the more impressions it can make. That means a lower impact on the environment per each impression.
There’s also a good chance your print design could be reused in some way. Old presentation folders can be useful to have around the house for organizing paper materials, while mailers might be reused in craft projects such as scrapbooking.
Don’t be afraid of print; it can ultimately benefit both your brand and the environment. However, you should still take the right steps to ensure your final product is as green as can be. Talk to your printer to see what your most eco-friendly options are, and encourage your customer base to recycle their discarded print media.
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