direct mail statistics you can use

Top 7 Direct Mail Statistics You Can Use

With the business world about to enter into the last quarter of the year, it is a good time to take stock of direct mail’s effectiveness in 2017 so far. Although the volume of direct mail went down last year, direct mail garnered a larger percentage of all mail. With technology and other tools to improve the timing of direct mail, this year’s statistics have shown that direct mail is not only still relevant in the marketing world, but that it is, in fact, one of the most successful channels available to marketers. Here are the top direct mail statistics you can use for this year.

#1 Direct Mail Statistics You Can Use – Household Response Rates Are at 5.1%

Yes, that decimal is in the right spot. According to compu-mail, direct mail has earned the highest response rate, with email and paid search at .6%, social media at .4%, and online display at .2%. Part of the reason why response rates are so high with direct mail is an increase in tools and information through technology that has enabled well-timed and personalized direct mail marketing campaigns.

OSM Mailboxes mathyas kurmann fb7yNPbT0l8 unsplash direct mail statistics you can use77% of People Sort Through Their Mail

Many marketers are finding it difficult to get prospects to open emails. I personally usually delete without even looking any extraneous emails and promotions. It has just become routine, which is unfortunate for marketers, for I can only imagine how many other people are like me. Average open rates are typically below 20% in comparison to mail. I for one always sort through my mail, and when I see something that stands out, I usually take a few seconds to see what it is, which bodes well for direct mail.

Every $167 Spent On Direct Mail Resulted in $2,095 Of Sold Goods

I believe that ROI speaks for itself, but one must ask what industries reaped the most benefit from direct mail. The largest users of direct mail include companies that offer financial services and also consumer packaged goods. With print still playing such a large role in marketing, coupled with cost-effective green methods of print, one can only imagine that direct mail will still be a major component of marketing campaigns going forward.

98% of Consumers Bring Their Mail In The Day It’s Delivered

Many are concerned that after putting all of the effort to create a personalized direct mail piece that it will just end up in the trash with the rest of the junk mail. If it does, it is probably not due to a diminishing trend in the public’s responsiveness to direct mail, but rather the direct mail piece itself missing the mark. As the direct mail statistics you can use from the U.S. Postal Service exemplifies, whatever you send out will get eyes on it. Whatever happens after will, for the most part, be within your power to control.

Customer Response Rates Increased Year-Over-Year by 48%

Companies who have never thought of using direct mail would be smart to start considering using it as one of their marketing channels. Not only did customer response rates increased, but prospective response rates more than doubled with a reported 190% increase. As noted by the Direct Marketing Association (DMA), this is in part due to the “pairing of mailings with digital intelligence. “

Adding A Person’s Name and Color Can Boost Response Rates By 135%

We have discussed the importance of personalization time and time again, and if for some reason you didn’t believe it before, then perhaps this statistic can lend some credence to this idea. Personalization, particularly with the introduction of variable data printing, is now within reach of most budgets. And in turn, can improve your ROI, and make the money you spend go a greater distance.

Print Is 43% Less Annoying than the Internet

Bottom line, we all hate spam. I for one get irritated when advertising videos start on websites yet it is nearly impossible for me to find it to shut it off. Many of us have become blind and aggressively against online advertising in many ways. That is why direct mail is refreshing to most since it is usually personalized, relevant, and recognized as something that took a lot of effort on the part of the company sending it. This makes the consumer feel important and valued, which at the end of the day, is just good marketing.

When it comes time to rely on direct mail experts, don’t leave it to chance. Go with an organization with vast experience and diverse mail services so you can be sure that your goals are taken seriously. One Stop Mail’s mail and list services will target the audience that will respond to your specific offer. Learn more by calling 602.932.7984 or send a request and we’ll be ready to help.

Variable Data Printing

5 Reasons Why Your Business Should Use Variable Data Printing

        If you are familiar with the ins and outs of direct mail, then you have probably heard of variable data printing. Variable data printing is on-demand printing in which components of the printed copy, such as text, images, and other things, are changed from piece to piece without slowing down the process. This enables marketing teams to create highly personalized direct mail pieces, which can be a game changer for your business. Here are five reasons why you should consider using variable data printing for you next big marketing push.

 

More Bang for Your Buck

        First and foremost, the greatest benefit you can reap from using variable data printing is getting a better ROI. With greater personalization, response rates should be higher, putting your money to better use in comparison to other approaches. And if you are thinking that the internet is where all the action is at, think again. Interestingly, 66% of Millennials are more likely to use a voucher if they have a physical copy, with 36% of people under the age of 30 saying they look forward to checking the mail every day. Direct mail is still a big player in the marketing world. Coupled with the personalization offered with variable data printing, it is an invaluable tool to have in your pocket.

 

Integration with Online Marketing Campaigns

       

        Most marketing strategies conducted by businesses utilize multiple channels to improve their effectiveness so that they do not put all of their eggs in one basket. You can take personalization to the next level with custom QR codes and personalized URLs. Integrating variable data printing with an internet campaign is an effective way to get more engagement and response with your marketing campaigns.

 

Personalization Does Not Mean Slow Turnaround

        When many of us think of personalization, we worry about how much time will have to be put into building the campaign for each individual we are targeting. But as we have mentioned before, variable data printing offers the ability to personalize without slowing down the process. Time is money, but variable data printing will provide a quicker turnaround than you might expect.  

 

Segmentation on A Larger Scale

        Variable data printing yields you the opportunity to take your data segmentation and apply it directly to various marketing pieces. You can target an individual based on their purchase history, their interests, age, and many other indicators that detail what kind of things a person will be interested in. Increasing your marketing campaign’s relevance to a particular individual will resonate more than with something that is more generic or not as personalized.  

 

Tracking Becomes Much Easier

        Tracking the response rates and other data metrics is much easier with variable data printing. Marketers have to constantly interpret data to formulate conclusions about customers so to improve and curtail campaigns. By making it more personalized with QR codes and personalized URLs, you can track the response rates of your target audience much more clearly than with other strategies.

 

Long-Term Benefits

        With variable data printing, you can nurture current and new relationships with customers by acknowledging their uniqueness rather than grouping them into a more generic group. This will not only make them feel valued, but also set them up to have greater brand loyalty. Find out how you can foster long lasting customer relationships through variable data printing with One Stop Mail.

 

Direct Mail Campaign Examples

Proven Direct Mail Campaign Examples – Define The Best Target Market

Have you identified a potentially lucrative part of the market you want to target? Or, do you simply want to grow your customer base? Doing the groundwork is the best direct mail campaign examples that can be the difference between a positive and a negative return on investment (ROI). The first thing you should do is start with what you know.

Analyzing Your Current Customers

Even if you are targeting a new target market, you should not disregard what you know about your current customers. These people have already purchased your product. To get more customers, you should compile details regarding past customers such as what area many of them are living in. If you can identify some key ZIP codes that stand apart, you can look up information through the Census Bureau to get other pieces of data such as average household income and age.  

Purchasing A Targeted List

To supplement any in-house research you do, take it a step further to follow successful direct mail campaign examples and acquire a list compiled by a third-party company. These lists can usually be broken down by certain demographics so you only get the most relevant people to target. These lists can be targeted down to fathers with children under the age of 5 with a bachelor’s degree. You can get even deeper, such as if they own a home, and have a credit card. 

If you need support choosing or purchasing a direct mail list or have questions, check out our Mailing Lists & Data Services page.

Crafting Copy and Design That Is Successful

At first, you will probably be doing some guessing in regards to any new target markets. However, you can educate your guess with what you know about your current customers, and infer what will be attractive to this new market. Once you have a clear picture of this target market, you can do a smaller campaign to test the waters at a reasonable price. As you collect this new data, you can start to change the campaign so that you can improve your ROI.

More Proven Direct Mail Campaign Examples – Seek Out Experts

Not only do you need to be targeting the right people, but you need to take some time to determine what kind of copy and design will be the most successful. You want to not only make it eye-catching so it stands out, but also have a concise message with a clear call-to-action. You will at most have 3 to 5 seconds to get your message across.

So whatever you decide to go with, you need to make it count. To get an idea of what you can do with your budget, contact One Stop Mail to get a quote for your specific project.   

Mortgage Mailer

Creating A Captivating Mortgage Mailer Targeting Refinancers

Creating A Captivating Mortgage Mailer Targeting Refinancers

 

Mortgage companies have an opportunity to capitalize on the current market stasis by pushing out a captivating mortgage mailer that focuses on refinancing. If you are in the mortgage industry, you probably have stayed up to date on the latest trends. But if this is not the case, here is what is being reported as of today, August 9th, and what changes industry professionals are projecting over the course of this next week.  

 

Quick Overview of Mortgage Market Rates

 

According to an analysis conducting by Bankrate.com, Mortgage rates are holding steady. Here is what is currently being reported:

  • The 15-year fixed-rate mortgage fell to 3.27 percent from 3.28 percent.
  • The 5/1 adjustable-rate mortgage rose to 3.49 percent from 3.48 percent.
  • The 30-year fixed-rate jumbo mortgage fell to 4.03 percent from 4.05 percent.

 

Also noted in the report is a drop in American buying sentiment. In fact, it has reached an all time low. Although homeownership rose with people under the age of 35 by 1.2% from last year, this segment of the population is still facing “inventory shortages and rising home prices.”

 

Moreover, according to a news release by Fannie Mae, buying sentiment is not the only thing down—so is the desire to sell.

 

In Bankrate’s weekly Rate Trend Index, where mortgage experts predict which way the rates are going to slide over the next week, 50% predicted they will fall, 30% predicted they will remain the same, and another 20% said they will increase.

Direct Mail Copy To Capture New Mortgage Customers

 

Although it seems the market looks grim for buying and selling, the rates are remaining low and steady with the possibility of going down ever further. This can be an opportunity for people to refinance their homes, which is where a well-timed direct mail campaign comes into play. Here are some things you should consider to create a successful mailer.

 

First, decide if you are going to go with a brochure, a postcard, or some other medium. This will allow you to plan how much copy and images you will need. On the one hand, brochures are great because people will typically flip through them, and you can have more room for images, such as a chart listing current rates and trends. However, postcards have the benefit of sticking around longer for people will most likely keep it for later, while with a  brochure, they may discard it.

 

No matter what you choose, the copy should be concise and do a few things:

  • Address how your company stands apart from your competitors
  • Have a clear path to your website to start the application process
  • Promote a sense of urgency with an expiration date
  • Be written in a way where the recipient can skim it and still get your message
  • Make sure it is personalized—e.g. Using pURLS or taking advantage of data provided by a mortgage mailing list
  • Include all necessary contact information

 

Always keep in mind that the direct mail piece is the key to the door. If it is the wrong key, the door won’t open. That is why you need to make sure the information and images you are providing are highly relevant and to the point. The goal is to get potential customers in the pipeline, no matter if it is via phone with one of your mortgage professionals or filling out an application form on your website. Since direct mail is highly trackable, you can monitor your results and find ways to improve the campaign.

 

If the current rates weren’t enough to entice you, then consider what Michelle Peel shared in her article “Why Online Mortgage Marketers are Investing in Direct Mail.” According to Peel, research that was recently completed by Competiscan found that Quicken Loans dominated Q1 2017 by being the leading mortgage/refinancing direct mailer. Now is the time to get off the bench and get in the game.  

irresistible-offer

Crafting An Irresistible Offer: Converting Prospects Into Customers

Crafting An Irresistible Offer: Converting Prospects Into Customers>

 

When creating a direct mail marketing campaign, we have talked about how design and personalization impact your results.  However, one aspect that could give you a significant increase in your response rate is your offer.

 

What Makes A Great Offer?

 

Put yourself in the shoes of your target prospect. Then take a look at your offer and ask a few simple questions:

  1. What sort of benefits will I be getting?
  2. Is the risk level minimal?
  3. What do other people say about this company/product?
  4. Is it worth my time?

 

One thing that we tend to get caught up in no matter what industry you are in is the product itself and its features. Being an architect of anything, you naturally get excited by this. However, just because you are excited by it doesn’t mean that customers will be too. Bottomline, the customer only cares how it’s going to benefit them. As soon as you start listing all of the features, they will most likely tune out and move on.

An important aspect of one’s purchasing process is the risk involved. If they feel like they are putting all of the skin into the game, they will probably not feel as compelled to give your company/product a try. If you can find ways to minimize the risk, such as offering something for free for a limited amount of time or some other easy entry for them to get into the pipeline, consider adding that to the offer.

Another thing we all want to see is reviews. It makes us feel safer when taking a risk on something new if other people say good things about it. Including a few testimonials in the offer will calm their worries and really get them considering what you are offering.

And lastly, something that is too often overlooked, is if the offer is worth their time. In other words, have you done a good enough job at concisely explaining the offer, and making it enticing enough where they will invest their time into it? Do you think that if you were a target prospect of this offer you would honestly consider opting in? And if the answer is yes, is it easy for them to sign up or get started?

Consider these things when assessing if you have done a good enough job with the offer. At the end of the day, your copy can be highly personal, but if someone doesn’t feel that these questions have been answered promptly and with precise diction, they just move on without batting an eye.

 

direct-mail-company

What to Look For in a Direct Mail Company: A Checklist

Top 3 Things Everyone Should Look For In A Direct Mail Company

Sifting through all of the direct mail marketing companies out there can be time-consuming. How do you determine if one is better than the other? Keeping these three key criterion top of mind will make sure that you can pick the best company that will meet your direct mail marketing needs.

They Have A Track Record of Success

This is a key indicator if a company is even worth pursuing. More often than not, you can usually see what sort of clients they have worked with in past on their website. Even if you do see them on their website, one of your first questions should be: what sort of clients have you worked with in the past and what results did you generate for them? This is the first hurdle that they must jump over successfully to garner your attention.

OSM AChecklist

They are Reasonably Priced

Only you know what sort of budget you have to work with. That is why price should be one of the key things you ask up front. That way you aren’t surprised later down the road when you think you have found your ideal direct mail company.

You should also consider what you will be getting for your money. One of the things that One Stop Mail offers their customers is variable data printing, which is a cost-effective way to cater each direct mail piece to a specific individual. In this day and age, personalization is the name of the game. At the end of the day, you want to make sure your buck is going towards real results.

They Understand Your Needs

One of the simplest yet important things a direct mail company should do for you is to not only grasp your unique circumstance but also back up that understanding with a solution. They must be willing to work with you to develop strategies, test them and measure outcomes, and make changes to optimize results so that they can gain bigger, better sales for your business. Your own situation will require “unique strategies,” so make sure that you are not only explaining everything clearly but they are taking in what you are saying.

Choose Wisely and Expect Fine Tuning

If you think you have found the best company for the job, don’t expect magic overnight. Direct mail marketing, and really, marketing in general, requires a bit of trial and error. Many people get uncomfortable with this because they don’t want their money to be wasted. But the fact of the matter is your money is not being wasted. It is being used to find the most successful areas to target so that you don’t get lukewarm results. The only way to do this is to test and analyze the data. If you have done your direct mail company research well enough, you should not have anything to worry about.

If you’re looking for a direct marketing company with experience in all aspects of direct mail, including mail lists, quality printing and graphic design,  is committed to your success and is reasonably priced, you don’t have to look any further than One Stop Mail. We’ll get to know your goals, your audience and do all that we can to help you achieve your goals. Call us at 602.932.7984 or send us a note.

Mailing Lists Available at One Stop Mail

Building Targeted Mailing Lists To Better Understand Your Target Customer

Every direct mail campaign relies on targeted mailing lists. You need to know who you are mailing to personalize your mailings and utilize best practices. The first step starts with a little hard work, and that involves compiling the data you already have on hand. With this data, you can understand who your biggest purchasers are and determine similarities between each individual so that you can target other customers like them in the future more effectively.

Put Your Own Data in Targeted Mailing Lists

The first step should be determining who is your target customer. You can do this by reviewing past customers and start building targeted mailing lists from the ground up. When you do this, you should pay special attention to commonalities between customers so you can start constructing customer profiles. These profiles will give you a snapshot of your various customers and empower your marketing campaigns with all of the unique data that segments these individuals.

Now, every customer is unique. To say that a certain segment of your customer base is identical is a little misleading. You will most likely end up with a lot of different kinds of customer profiles, and there will be subtle differences that make each purchase just a little bit different. But this is where your hard work comes in since it’s your job to find where the data may overlap.

Though it may seem like a no-brainer, it is important just to focus on the customers that generated the most revenue for your business in some way—at least at first. Your other customers are important too, but initially, you should focus first on the profile that will help you target the most lucrative prospects.

What To Do With Your Profiles and Mail List

Although the goal is to ultimately understand your target audience, these profiles and mailing list can serve to inform many of your marketing decisions. You can break the mailing list down, if you haven’t already, by each individual’s purchase history so you can find trends in their buying habits to improve any marketing that targets past customers. You can also use these lists to help you form a reminder campaign, which is particularly relevant to any business that is appointment based.

Another common practice businesses use is after they have put in all of the hard work of building your their mailing list to determine their ideal customer, they take this vital information and go purchase a clone mailing list.  A clone mailing list is a collection of prospects that fit the customer profile you have developed. This is why it is important to focus on the customers who have purchased the most from your business since this new set of similar prospects will have a greater potential of bringing in large amounts of revenue.

If you’re new to building targeted mail lists or haven’t had much success,we at One Stop Mail can help. We are direct marketing experts and will  discuss your goals for your campaign and can offer consumer, B2B and customized lists. If you’d like help with the campaign itself, we develop the marketing materials and deploy the materials for you. Simply call 602.806.8775 or reach out to us, we’re here to help.

data-driven-direct-mail-marketing

Making Data-Driven Decisions To Improve Your Direct Mail Campaigns

Making Data-Driven Decisions To Improve Your Direct Mail Campaigns

 

The best way to improve the results of your direct mail campaigns starts with your data. It is important to have a system in place to monitor your direct mail results so that you can make more informed decisions later down the line. Whether this is about what copy works best or what color schemes are the most effective, data can help you change your direct mail game.

 

Audience Segmentation

 

Though it may seem like a no-brainer, one of the most useful things to help inform your direct mail campaign is information about your customers. It is crucial to have lots of data on your customers, such as name, age, profession, and other metrics so that you can not only personalize but also see how certain groups respond to your direct mail campaigns. This is called audience segmentation, and its purpose is to not only give you more data to target specific groups of individuals more effectively but allow you to monitor certain groups behaviors so that you can improve the performance of future campaigns.  

 

Data Drives Personalization

 

You have probably heard it time and time again, but there is a reason why personalization is taking over the marketing world. The use of data has grown over the last decade, and this has allowed companies to target their customers down to a specific individual. Some things that you can use to make your direct mail campaigns more relevant for someone is by using their name, be aware of their gender, use their purchase history to your advantage, and make an offer relevant to their location.

 

What Sort Of Data Should You Be Collecting?

 

Basically, you want to be collecting data that is going to be driving your decision making. If the data you are collecting is not doing this, then it is probably time to reconsider what data you are collecting. Furthermore, after you have started inferring what the data means and are not getting your desired results, this could be either a misinterpretation of the data or the data is not relevant to what you are trying to accomplish. That is why you should have defined strategy, be collecting data with an accurate system, and understand what your process is to weed out data that isn’t relevant and determine what parts of the reports are giving you your desired results.

Variable-Data-Printing-Mail

Using Variable Data Printing For Customer Reminders

Using Variable Data Printing For Customer Reminders

Before variable data printing, generating reminders for specific customers had to be done by hand. Naturally, this consumed a lot of time and required one to have a well-organized log of their customers that you had to go through one at a time. Today, thanks to variable data printing, you can push out custom tailored reminders much more efficiently.

 

What Is Variable Data Printing?

Variable data printing is a type of digital printing that allows you to change certain elements in the print run like text, images, and graphics from one piece to another without slowing down the process. As a result, this increases the customizability of your print runs so that you can cater specific pieces to specific customers. Personalization is the name of the game if you want to establish relationships with your customers. This breaks down the anti-advertising wall that we all have put up now since we have been exposed to so much of it through all sorts of different mediums. Whether it be through our music streaming applications or on television, most of us dread those commercial breaks, causing us to either get up and leave, or check out altogether. The goal is to engage with your customers, and the best way to do so is to give them a message meant only for them.

 

How VDP Can Improve Customer Reminder Responses

Say you are a car dealer and someone came in recently to test drive a car. You can now send them a reminder with an image of the same make and model that they test drove. Or maybe you run a bookstore, and someone recently purchased a popular novel in a series. You could send them a reminder to come in and purchase the next one in the series. You can repeat this process over and over again for all of your customers. VDP offers greater versatility and can be applied to a lot of different scenarios where you can foster repeat business. This not only creates a personal relationship with your customers but allows you to maintain your current customer base. It is always harder to get new customers than to keep the customers that have already done business with your brand.

 

Is the Cost Worth It?

Although VDP tends to be more expensive, the benefit of creating deeply personal marketing materials outweighs the costs. Consider how VDP can help build more powerful relationships with your customers, and how it can increase repeat business. In the long run, if you can get more people to re-enter the pipeline, then paying a little more for your prints might just be worth it. You can start your Direct Marketing campaign by contacting One Stop Mail.

killer-copywriting-tips

Killer Copywriting Tips

Killer Copywriting Tips

 

Copywriters face all sorts of challenges, from writer’s block to finding the perfect word count for their particular project. Most of the time, the things learned in school are not relevant, for academic writing is completely different from business writing. I had to learn that the hard the way, but fortunately I was able to pick these things up quick. Here are some quick tips to help new and current copywriters.

 

Overcoming Writer’s Block

 

I personally don’t believe in the idea of writer’s block. If you are struggling to write something, that usually means you either don’t have a good grasp of the topic or don’t have enough material gathered to formulate a vision for your writing. In the article 35 Copywriting Tips & Tricks from the Pros,” they cite a quote from Gary Bencivenga who states, “the best copywriters are the most tenacious researchers. Like miners, they dig, drill, dynamite, and chip until they have carloads of valuable ore. John Caples advised me once to gather seven times more interesting information than I could possibly use… Research is the infallible cure for writer’s block.” This is probably the only thing from academia that transferred over, and is an important part of copywriting.

 

Find Your Voice

 

This was a common phrase that I often heard in poetry workshops. The idea is that every writer has their own unique voice where their personality and character come out on the page. Of course, poetry and copywriting are different from each other, however, no matter what sort of writing you do, finding the place where you as an individual intersect with what you are writing will lead to excellent writing. This is because not only will it be more personable for the reader, but it will make writing that much easier for you.

 

Headline as the Hook

 

Many of us who have written the dreaded five paragraph essay remembers our teachers emphasizing a “hook” in the first paragraph to get the readers interested. For copywriting, the hook is in the headline. If you don’t have a good title for the piece, most people won’t bother reading it. Some principles you should stand by follow:

  • Write the headline after you have written the copy
  • Go for simple and punchy
  • Be specific, not misleading

When you have found a good headline, make sure the copy that you have written matches. What I mean by this is that there is nothing more worst than clicking into an article expecting something great and getting a sub-par article. Make sure that whatever headline you pick that the article you have written delivers.

 

Other Resources

 

Remember, research is not only an integral part of writing excellent copy, it is also part of improving yourself as a writer. There are many writers out there that have written great pieces on the craft. I would recommend finding lists of books to read or scour the internet for helpful articles. One such list that I tend to return to is on Linkedin. Every year, a new list comes out that compiles the best reads for the years. It is titled “20 Books Every Marketer Should Read in 2017.” This is how I found Everybody Writes by Ann Handley, which is an excellent resource for any writer in the content world. I highly recommend you pick this book up if you are in dire need of some useful tips and advice.