2021 - Page 2 of 3 - One Stop Mail | Direct Mail Advertising

restaurant direct mail restaurant owner and chef

3 Eye-Opening Restaurant Direct Mail Marketing Tips that Fill Seats

July 23, 2021/0 Comments/in Digital Print Postcards, Direct Mail, Direct Mail Flyers, Direct Mail Marketing, Direct Mail Postcards

Dining out is an integral part of American life. It’s estimated that 163 million adults or roughly 64% of U.S. citizens eat out once a week. That equates to about $602 billion a year. That’s a lot of cheddar! A restaurant direct mail marketing campaign can help you get your share.

There are the three critical direct mail campaign steps that can result in more profit so you can expand into new locations or simply create peace of mind for you and your staff.

Before we get into the basics of restaurant direct mail, you may wonder if mail is still a viable marketing tool. Yes…

Direct Mail Delivers

It’s more than a catchy headline – direct mail converts more prospects to customers than email alone. According to the Association of National Advertisers, 4.9% of direct mail recipients buy from advertisers versus 1% for email alone. That’s four times more new buyers!

Additional research shows that 76% of Americans trust mailed advertisements. Read more about direct mail stats in this recent One Stop Mail article. Or learn specifics about the keys to restaurant direct mail marketing success by reading on.

Targeted Mailings

This is more important than ever for restaurants that depend on ongoing patronage to be successful. A direct mail campaign sent to all the homes and businesses in your geographic area is better than no direct mail, but by segmenting your audience, you can deliver what it is they’re looking for.

New customers may be attracted by your menu, testimonials, or a good rating from a local entertainment guide, while new business customers might want to know about catering or easy pickup service.

Your patrons already like you and may want to know about menu changes or specials that say, “Thank you,” for being a regular diner.

Multiple mailing lists are important so you can target your customers – both consumers and businesses, new customer prospects, and business prospects. Deliver mailers that are meaningful to each of your target audiences.

Variable data printing can customize a postcard or mailer to fit multiple audiences. Add a different introduction, offer or call-to-action to speak to your targeted customer and get the best results.

You can also customize coupons, because…

Coupons are King

No surprise here – consumers love getting a deal. However, you may not have thought that you don’t have to offer deep discounts to new customers.

A new menu item can be an opportunity to cement the loyalty of regular patrons by sending a mailer to your house-customer list announcing the new item and giving them a small “regulars” discount to try something. Your long-time customers will feel valued and special.

If you’d rather capture new customers, send the announcement to a prospect list that targets homeowners in the geographic area of your restaurant. Customize the list to reach individuals in a particular income demographic or homes with children if you own a family establishment. Invite prospects to your restaurant to try the new dish or any of the other succulent items on your menu.

Bonus Pro Tip – Send different coupons to your regular customers and prospects to maximize results. Your goal is different with each group, to preserve an ongoing, valuable relationship versus establishing a new one. New customers may want to try a variety of items and enjoy a free appetizer with the purchase of a full-price main course.

A Restaurant Direct Mail Marketing Must: Standout Color

To ensure that your mailer always rises to the top of a crowded mailbox above your competitors, use show-stopping color. Yes, your restaurant direct mail must align to brand specifications, but the color must be vibrant and jump off the page to stop readers in their tracks.

You also aim to have your mailer stay in your patrons’ homes, on bulletin boards or refrigerators. Although mailers stay around homes an average of 17 days, if your restaurant’s postcard is beautiful, fun, or elegant – you may just exceed the average and get more top-of-mind awareness.

Getting off-the-chart color isn’t easy. Retain the services of an experienced graphic designer and commercial printer with years of experience in creating winning direct mail campaigns.

Fill Every Seat

Restaurants are essential to communities. Help more of your neighbors discover where to enjoy delicious, nourishing meals and a special atmosphere so your restaurant can experience longevity and long-term profitability.

One Stop Mail has professionals who are knowledgeable in restaurant direct mail marketing who can create your mailer from start to finish. Before your next direct mail campaign, call Marty at 602.962.4062 or request a quote online.

For more Direct Mail resources, click here.

how to measure marketing success 3 coworkers looking at data web

How to Measure Marketing Success in Direct Mail Campaigns in Just 6 Steps

July 13, 2021/0 Comments/in Direct Mail, Direct Mail Marketing, Mail Services

You’re a marketer who manages many moving parts. Your responsibilities include how to measure marketing success in every campaign. Plus, you must target the right audience, choose the right images, create a compelling message and offer, and select the right direct mail experts to guide you.

An expert who has managed thousands of direct mail campaigns can help you choose the methods and metrics that yield the data that can help you see the results of your hard work. In addition, they can help you use the information to shape future direct mail campaigns and drive long-term success.

Here’s how to measure marketing success in six steps, in two distinct categories:

How to Measure Marketing Success Using Tracking Methods

Each mailing should have a way to measure how recipients respond. When a new or returning customer makes a purchase, you must be able to trace the action back to the mailer or campaign.

Each campaign can have more than one tracking method, depending on whether you want to measure response from different types of customers, each phase of the campaign, or more. You can even track whether customers prefer one method. Conduct an A/B test to see if you capture more sales using one tracking tool over the other.

Now, let’s dig into it:

Step 1: Coupon Codes

An easy way to track the effectiveness of each mailing, coupon codes have been used for decades. Simply print a code on the mailer or postcard, near the offer, and ask the customer to enter it for online orders or turn in the coupon for a face-to-face sale.

A distinct code can be issued for postcards that are sent to each customer list, and a different code for prospective customers. You can even use different codes for mailers that are sent in different quarters. For instance:

Quarter 1 – Customers – Coupon code: 1C2022
Quarter 1 – Prospects – Coupon code: 1P2022
Quarter 2 – Customers – Coupon code: 2C2022
Quarter 2 – Prospect – Coupon code: 2C2022

Thanks to the affordability of digital printing, variable data printing makes adding different coupon codes, messages and offers much easier to execute today.

Helpful Hint: It’s easier to get sales from customers versus prospects, consider giving prospects a deeper discount for their first sale.

Step 2: Trackable Phone Number

If you’re advertising a service that requires customers to make an appointment – pest control, landscaping, or handyperson services, you can measure the response to your mailer by setting up a specific telephone number. This number would only be active during the sale’s timeframe.

Helpful Hint: If a separate phone number is too much of a hassle, use the coupon code as a measurement instead and ask the caller for the code on the postcard when they call in.

Step 3: Landing Page

Create a landing page to capture visitors who want to find out more information. Measure conversions when they fill out the “request for information form” (RFI). or schedule an appointment.

The forms should include a field for email addresses and an opt-in opportunity that will allow you to email offers to visitors in the future.

If your goal is to capture conversions, the landing page should have text to convince visitors to try your product, service, or download a flyer.

Helpful Hint: To ensure that conversions are driven by the mailer, add a field to the RFI or Appointment form for the coupon code.

How to Measure Marketing Success Using Metrics

Direct mail campaign success is usually measured by greater market awareness or sales. Choose the measurements that will show you whether your direct mail campaign is performing.

Step 4: Response Rate

Measuring the results – coupon codes, calls, visits to websites – is critical in determining whether your direct mail campaign is creating awareness. According to the 2019 Data and Marketing Association, the average response rate for direct mail is 9% for house lists and 4.9% for prospect lists.

If your campaign isn’t performing to average levels, assess key marketing elements. Could your offer be better? Is your message clear? Would a larger postcard or 4-color mailer perform better?

On the contrary, if it’s exceeding expectations, take note of what is probably working so you can duplicate it again and again.

Step 5: Conversion Rate

If you want to go beyond awareness to engagement, measure how many prospects request more information or purchase your product. Capturing the coupon code is critical in determining whether the sale was influenced by your mailer.

Each sale or completed RFI form that’s driven by the campaign is a conversion. A conversion could be influenced by how your company and product are represented, or the advertised offer. It’s valuable information that lets you know whether your mailer is performing or needs to be adjusted.

Step 6: Profitability

Find out if your campaign was profitable. Calculate the cost that went into creating the postcards, mailing them, and gathering the sales data. Subtract the cost from the revenue that’s attributed to the campaign.

If you spent $12,500 for postcards, lists, the cost of mailing, and the cost of extra staff to take phone calls, and the campaign brought in $20,000, that’s a 32% return on your investment.

The average return on investment for direct mail is 29%, so the results from our example are better than the average. Your fictional campaign is performing better than most direct mail campaigns, but that doesn’t mean you can’t drive your results even higher.

Implement a review process following every campaign. Here, with marketing staff and a direct mail consultant, identify the key elements responsible for your success and plan how to utilize or improve them for future campaigns.

How to Measure Marketing Success Using Direct Mail Pros

Your business health depends on the success of your direct mail campaign. By executing each step perfectly and knowing how to measure marketing success, you have the best chance of creating profitable campaigns with each mailing.

To further your success, a trusted advisor with a proven track record in direct mail marketing is essential. One Stop Mail has more than 15-years of experience with direct mail and commercial printing success. From the campaign, conception to list production, postcard and mailer creation, to mailing and calculating the success of your program – the staff of One Stop Mail is here for you.

If you’re ready to succeed with your next direct mail campaign, get a quote or more information, or contact Marty at 602.932.0365.

Pool Service Marketing Tips image One Stop Mail web

5 Pool Service Marketing Tips To Attract New Customers

June 28, 2021/0 Comments/in Digital Print Postcards, Direct Mail Postcards, Graphic Design, Lists & Data Services, Mail Services, Variable Data, Variable Data Printing

“Summertime and the living’s easy” or so the song goes. A clean, cool pool makes summer living super easy. If you’re a pool service pro, this season is likely your busiest and most lucrative time of year. Keep your calendar full and hold off the competition with the latest targeted pool service marketing tactics.

Whether you have an established route of customers, you’re building from scratch, or expanding into new territory, these 4 steps can make summer an easy, fun season for pool owners in your area!

Pool Service Marketing Tip 1: Stay Within Their Sights

If you’re not ready to expand, it’s smart to stay visible. Even your best customers could be tempted by a “new customer offer” from a competitor. Remind your customers and tell prospects what your super-power is to maintain your customer base.

Remind them why they want your services – you’re the best pool maintenance and repair service with hundreds of perfect Google reviews, or perhaps you include an extra service like basic deck-washing at no additional fee, or maybe you offer pool accessories at rock-bottom prices.

Now that you’ve determined that you need to communicate to your customers, what’s the best reminder? Swimming pool postcards – here’s why:

Postcards have staying power

The results are in, and surveys show that marketing mail stays around an average of 17 days. Imagine how long pool owners will keep a colorful postcard or killer offer. It’s the perfect size to hang on a refrigerator, bulletin board, or tape to a whiteboard giving decision-makers repeated exposure to your service.

People read marketing mail

The same survey says a whopping 42.2% of people read or scan their mail; 59% say that they look forward to receiving it. That’s good news for you and your pool service because your message will probably be well-received in most homes.

Pool Service Marketing Tip 2: Speak Directly to Customers

There’s a reason why major online brands present browsers with a personalized experience – it’s because they get better responses. And, a 2020 Forbes article tells us why – shoppers prefer personalized experiences.

If it’s true online, wouldn’t it be true for postcards received in their mailbox? Using a customer’s name tells them that they are important to you and can be a door into their world.

Today, the marketing pool services business can personalize every aspect of a postcard – the recipient’s name, the offer, the call-to-action without emptying the piggy bank. Personalization, also called variable data printing, is within reach thanks to digital technology.

Pool Service Marketing Tip 3: Target Best Customers

If you’ve been in business for a while, you know the characteristics of customers who get the high-cost services and stay with you long-term. They probably live in a particular neighborhood, are of a particular age, have kids, and have a college degree.

Compiling a mail list of potential best customers to receive your swimming pool postcards offers the best chance of success.

Reach out to new homeowners. Since they’ve recently moved to the area, they’ll be looking for local service providers – including pool professionals! Remember to include a new mover special to attract their business.

Sure, you could send a postcard to your entire service area, but why not save some budget to do multiple mailings? Remember – you want to target your best new customers, stay in their sights and that means multiple exposures to your service and superpower.

Take Your Pool Service Marketing to the Next Level

If you want to stand out in a crowded mailbox, a professionally designed postcard is a must. The design and offer should be so compelling that the recipient wants to give it an honorary spot in the kitchen or office.

Additionally, mailing list professionals can help you create ideal lists to reach the customers you want. Don’t waste time and cash by using a scattershot approach to pool service marketing – if you want results, get experienced pros.

One Stop Mail has worked with business owners to reach their sales goals through direct mail marketing. They’re mail list experts with professional graphic design services on-site.

For 15+ years, they’ve offered exceptional printing and fulfillment services, and have created direct mail campaigns for business customers of all sizes. They can recommend the type and frequency of mailings to help you meet your goals.

Want more tips to help you reach your business goals? Check out these direct mail resources.

To get a quote on your next pool service marketing project, contact us or call (602) 233–3003.

bulk direct mail services young girl near posting box web

6 Ridiculously Easy Ways to Get More Leads with Bulk Direct Mail

June 17, 2021/0 Comments/in Digital Print Postcards, Direct Mail Flyers, Direct Mail Marketing, Direct Mail Postcards, EDDM (Every Door Direct Mail), Lists & Data Services

These days it seems like everyone is about building an email list. Customer relationship management exists in solely online spaces and is built to target those whose information can be collected digitally. Is it possible that so many industries are missing out on bulk direct mail services?

This print service offers a variety of ways to reach potential leads and build out your contact lists. And not only does direct mail work in a variety of industries, but it also fits many budgets. You can tweak a direct mail plan to be affordable or more expensive with just a few simple changes. In the end, you collect more leads.

Discover the six ridiculously simple ways to collect more leads with bulk direct mail services.

1. Increase Brand Awareness

They can’t become your customer if they have never heard of you before. Direct mail is an excellent way to get your name, branding, and value propositions in front of people by delivering directly into their hands.

Bulk direct mail services offer an opportunity to send flyers, coupons, postcards, and more to every address in a given area. For a new business, this can be particularly important as a way to build brand awareness.

2. Get Your Message Out Faster Than an Ad Campaign

Ad campaigns take time and often have multiple stages of rollout. Ad campaigns may also be dependent on the release schedules of the publications they appear in, such as newspapers. Marketing advisors may even suggest scheduling a budget ad campaign over 40 weeks to get the right amount of notice.

A direct mail campaign, however, takes only the time of design and printing to get in the hands of new potential leads. Though you may schedule waves of your direct mailings similar to a traditional ad campaign, you can feel confident that you are getting more individual notice faster as potential leads hold your independent flyer or postcard.

3. Reach Millennials with Bulk Direct Mail Services

One of the most surprising direct mail statistics is how much it appeals to the Millennial generation. Known for their digital upbringing, Millennials are often thought of as strictly digital prospects. But the novelty of direct mail seems to attract this segment of buyers in a unique way.

In fact, 88% of Millennials look at their mail. They are checking to make sure nothing of value is missed and the vast majority—80%—say they look forward to this chore. When it comes to direct mail, Millennials remain just as engaged, with 66% bringing pieces such as coupons to brick and mortar store locations or following directions to a website.

For businesses that are looking to target Millennials—a group now squarely in their 30s and invested in career-building, homeownership, and childrearing—enacting a direct mail marketing campaign could glean unexpected results.

4. Use Precise Customer Targeting

Bulk direct mail services offer a surprising number of ways to precisely target customers. That’s because most direct mail campaigns are based on curated lists that lump customers together by commonalities.

For instance, a pool company can purchase a list of local, high-income individuals who own their own homes. This can help them target people with the income and space to purchase a pool or pool services. Instead of wasting money accidentally targeting potential customers who rent homes, this curated list betters the chances of the pool company connecting with new customers.

Another approach to use in precise customer targeting is every door direct mail. This permits geographical targeting via mail routes. Businesses work with the United States Postal Service to get contact information from specific neighborhoods. This helps businesses really target groups of people for whom a local business—like a pizza place—would be relevant due to proximity.

5. Stand Out in a Digital World with Bulk Direct Mail Services

Standing out is a goal for every marketing campaign, but it may be easier to reach than you might think with direct mail marketing.

Mail is novel in a day where you might receive 50 emails but just one envelope. Successful direct mail campaigns capitalize on the immediacy of holding a piece of mail in your hands. From glossy, bright postcards to richly printed, tactile envelopes, using something physical in your marketing campaign can help you stand out from the on-screen inundation most potential customers live with each day.

6. Use Variety to Be More Relevant

Variable data printing makes it possible to deliver more relevant information to customers within the same campaign. You may be targeting middle-class citizens of a particular town with your new store. But amidst that group, you have an even distribution of men and women. What if you could tailor your flyer to hold most of the same information, but slant in the interests of either a male or female reader?

That’s precisely what variable data printing allows you to do, by hyper-targeting within the same printed campaign. This printing technology is simply a better way to create printed direct mail with some personalization.

It also allows you to add contact information rather than a stand-in like “Our Neighbor” so leads feel attention has been paid to them specifically. With over half of shoppers saying personalized advertising helped them make a purchase decision, it’s a smart idea to embrace variable data printing.

Direct mail marketing is a tool your business needs to generate more leads for less time and cost. With these six ridiculously simple ways to get more leads using bulk direct mail services, why aren’t you using them already? Reach out to One Stop Mail today to get a free quote on your direct mail project or call (602) 233-3003 with questions today.

Millennials and Direct Mail – Made for Each Other?

June 1, 2021/0 Comments/in Direct Mail, Mail Services

Any adult who was raised during the digital age is thought to be tied to their devices and impossible to reach any other way, right? No! While it’s counter-intuitive, recent research shows Millennials and direct mail are a near-perfect match.

Why Direct Mail Is Key For Omnichannel Marketing Strategy

May 26, 2021/0 Comments/in Direct Mail, Direct Mail Flyers, Direct Mail Marketing, Direct Mail Postcards, Mail Services

An omnichannel marketing strategy places brands nearly everywhere customers are. They pop up wherever people put their attention – while they watch television, at the movie theater, as they browse social media and the internet.

You don’t have to look far to find a brand that’s gone omnichannel. Think about how often a certain insurance brand with royal-blue block lettered logo, their Australian pitch-Gecko, and Flo the bundling enthusiast continually crosses your view. Geico’s merry band sets up shop on all digital, media channels, print magazines, and in mailboxes – it is impossible to miss them.

Why go to the trouble? Not everyone who sees Geico today will be in the market for personal insurance, but when there’s a need, one of its catchy ads or recognizable logos will probably be there.

If you’re doing a version of multi-channel marketing and wonder how it can be more effective, you’re not alone. You may even wonder whether direct mail belongs in your omnichannel marketing strategy. Let’s examine what it is, whether to include direct mail and how to build a winning plan that can be adjusted to your budget.

What is an Omnichannel Marketing Strategy?

A key to an effective omnichannel marketing strategy is to create the same experience across all platforms. When a prospective customer sees your brand in an email, as a website banner, or in the mail, they identify them as belonging to your business.

Techtarget defines omnichannel marketing as a sales approach that creates an integrated, seamless customer experience, whether the customer is shopping from a desktop or mobile computer, by telephone, in a physical store location.

Key elements include utilizing the same artwork, colors, and tagline across all channels – and similar or the same messaging. By expanding the message through broader platforms, you extend your reach and create greater impressions.

Does Direct Mail Fit into Your Omnichannel Marketing Strategy?

Yes. Direct mail is already an effective way to connect with customers and generate new sales. Its staying power alone is worth the investment. When you integrate a seamless message across several other channels it strengthens your return on investment.

A study shows that adding direct mail to an omnichannel marketing campaign boosts performance 63% if it’s well-branded, integrated, and personalized.

Considering the overall effectiveness of direct mail, an omnichannel approach offers an exceptional return on investment while remaining an excellent method to stay in front of your clients. Here some recent stellar stats about direct mail:

House mail lists get great response rates

If you use direct mail, you probably have a “house” list. According to data gathered by the Data and Marketing Association (DMA) and the Association of National Advertisers (ANA) in 2018, the response rate for house lists is 9% compared to 4.9% for prospects’ lists.

And, if it’s like the recent trajectory, it will continue to get better. The DMA notes that there has been a significant increase in response rates between 2015 to 2018; 125% for house lists and a whopping 400% for prospect lists.

Direct mail gets noticed

Although email may be a bit cheaper and easier, it’s easy to miss. It can end up in the spam folder or look just like the other annoying email that’s been trolling you for months.

According to the DMA, about 42.2% of direct mail is read or scanned because the recipients go through the mail.

Mail has decreased so your mail stands out

Since the popularity of digital marketing, mail has decreased steadily. This gives direct mail marketers a tremendous advantage – less competition means you get noticed more often. Take advantage of this unique space.

Mail recipients purchased 28% more items than those who don’t get mail

The fact that mail is kept much longer than email could contribute to this statistic. What marketer wouldn’t be happy with that conversion rate?

Oversized packaging gets extra attention

Although you can expect a respectable response rate from postcards, (4.25%) and catalogs (3.9%), the biggest response rate belongs to oversized envelopes at 5%, according to these statistics.

Now that you can see that its results put direct mail into most winning marketing campaigns, let’s get down to the nitty-gritty and discover how to integrate it into your omnichannel marketing strategy.

Creating an Omnichannel Marketing Strategy with Direct Mail

While you understand how to create an effective marketing campaign, omnichannel requires you to expand a consistent marketing message across multiple marketing platforms. The idea is to create an experience your customers will recognize as belonging to you when they are online, receive mail, and are watching or listening to broadcast media.

Assuming you already have a marketing message that you want to share, let’s choose the channels you’d like to use to market your business, product, or service. Here are common choices:

Mail
Email
Social media
Print media
Media advertising

What goes into the omnichannel marketing plan?

Then, choose the vehicles that you’ll be using and how frequently you’ll use them. Here are examples of a quarterly campaign:

1. Mail – Oversized postcards

a. 1 postcard for a house list
b. 1 postcard for prospect list with a new buyer special offer
c. Personalize all postcards
d. Sent every other week (6 mailings)

2. Email – Drip campaign with 4 bi-weekly emails

a. 1 email for current customers
b. 1 email for prospects with a new buyer special offer
c. Emailed every other week with new subject lines

3. Social media – Facebook campaign

a. Ad for current customers (12 ads)
b. Ad for prospects with new buyer special offer (12 ads)
c. Posted 3 – 4 times weekly

4. Print media – Local monthly magazine

a. ¼ page ad run 3 times

Controlling your budget

While this may all seem too labor-intensive and potentially expensive the results you get from a well-executed campaign with clear messaging, great branding, personalization, and an unforgettable offer will be worth it.

You may have noticed that the broadcast media didn’t make it into the final list. That’s because the cost of running a 30-second ad can be expensive unless you want it to air at 2:00 a.m., especially if you’re in a larger metropolitan area. Don’t forget to factor in the cost of producing the commercial.

To keep within budget, you may want to eliminate the media ads in favor of a more targeted advertising platform, like mail.

To further keep your budget below the breaking point, print advertising may also be on the chopping block. A national magazine cites the cost of print advertising typically ranges between $500 and $20,000. While well-targeted print ads can be effective and exceed the staying power of mail, your customer must find them among the publication’s many pages. With postcards – the message is crystal clear.

Executing Your Plan

After the decision has been made about which channels to use, if you haven’t created the marketing, it’s time to do that. Then, look at the timeframe that your campaign will run and determine when each element of the plan will be deployed.

While you may have an in-house team to create the campaign message and execute the social media and email portions of the printing, mail lists, and mailing requires special skills.

Choosing an organization that understands the importance of direct mail and how it fits into an omnichannel marketing approach is essential.

One Stop Mail has specialists on staff who can create a customized prospect mail list to give you the best opportunity to get new customers. They can also cleanse a non-performing house list to get more of the direct mail-omnichannel marketing benefits your business deserves.

In addition, their printers understand that a vibrant, quality mailer has the best opportunity of delivering your message to your recipient. And, if you need graphic design help to ensure your campaign design transitions seamlessly to a postcard, One Stop Mail can deliver that, too.

To be successful, your omnichannel marketing strategy must be on-point and delivered to absolute perfection – especially your direct mail. If you’re looking for a partner who is committed to the success of each mailing, contact One Stop Mail at 602.233.3003.

Direct Mail Marketing surprised young woman looking at personalized mail piece One Stop Mail web

Personalized Direct Mail Gets Better Results!

May 4, 2021/0 Comments/in Direct Mail, Direct Mail Flyers, Direct Mail Marketing, Direct Mail Postcards, Mail Services, Variable Data Printing

Have you ever opened your mailbox, grabbed a stack of letters, postcards, and newsletters and as you’re sifting through, you find a beautiful postcard with your name with a friendly salutation? That’s a personalized direct mail piece.

If done right, seeing your name stopped you and made you take a closer look at the mailer, the name of the business, and the offer. Smarter businesses are using this technique more and more to help stand out in a busy mailbox.

What is Personalized Direct Mail?

Just like seeing your name in the header, personalization means printing a piece of data specific to the person you are mailing to. The personalization could be their name, an offer code that’s specific to their demographic or order history, account number, current monthly payment, estimated new APR rate… really, the opportunities are endless.

Savvy marketers are using personalized direct mail to pass along important information, special offers. or remind consumers of their interests.

All you need for a personalized direct mail piece is who you want to mail to and a list with the data points you want to have printed. It’s that simple. Experts like One Stop Mail, with close to 40 years of experience in personalized direct mail (also referred to as Variable Data Printing), will handle the rest.

Grab Attention in the Mailbox

A personalized mail piece is a show-stopper in the mailbox. With the sheer volume of direct mail, it’s painfully hard to stand out. Personalized direct mail helps you do just that. A piece with personal information connects to the recipient.

Because the recipient stops to look at their name, the natural tendency is to look through the mailer and the offer, unlike non-personalized mail and email offers.

Show You Care About Your Customer or Donor

Personalized direct mail allows you to show your loyal customers or donors that you KNOW them. Whether it’s by using their name, including a special offer code based on years of patronage, or a donation request based on their giving history, you can customize your information to create a more personal, intimate customer experience.

Variable Data Just Makes You Look Smarter

When you use personalized variable data on a mailer, it shows that you’re a sharp marketer. The ability to communicate custom information, personalized to the recipient, allows the flexibility to vary offers or donation asks. Smart marketers take advantage of this to get a competitive edge against their competition.

Find the Right Partner

When it comes to developing a successful personalized direct mail campaign in 2021 and beyond, a solid partner with experience is essential. One Stop Mail has nearly 40 years in direct mail and guides you at every step of your campaign development.

If you have big revenue goals to hit, the professionals at One Stop Mail are waiting to help you get started. Call 602.932.0276 or request a quote and get started today.

How to Create an Effective HVAC Direct Mail Marketing Campaign in 5 Easy Steps

April 23, 2021/0 Comments/in Direct Mail, Direct Mail Flyers, Direct Mail Marketing, Direct Mail Postcards, Mail Services

Businesses that rely on local, in-person customers—like HVAC companies—can greatly benefit from running a direct mail marketing campaign to reach more people. Direct mail marketing campaigns gather regional data to contact prospective customers by mail. HVAC direct mail marketing can introduce a company to many more clients all at once, and at a fraction of the cost of digital marketing.

Direct mail is one of the most cost-effective marketing options out there for companies by offering a significantly higher response rate (up to 10x!) than digital marketing.

When working with a direct mail partner like One Stop Mail, HVAC companies have experience and resources on their side to target ideal customers, create eye-catching mailers and make a big enough impression to draw clients in.

If you’re thinking about running a direct mail marketing campaign, follow these five easy steps to get it underway.

1. Get the Right Mailing List

Getting the right mailing list is key to a successful direct marketing campaign. There are several ways to gather a mailing list.

An excellent base for a mailing list is current and previous customers. However, if you are looking to drive new introductions with your campaign, this may offer limited options.

You can buy or rent lists from list compilers and brokers. They make lists that are easy to revise based on particular industries. By providing a customer profile based on your current customer list, you can show them exactly what kind of customer you’d like more of.

Another option to consider is every door direct mail (EDDM). Working with the USPS to get mailing route information, you can have access to large geographic swathes of potential customers. The only thing they have in common is living near each other, but for local HVAC companies supplying a general product or service that virtually everyone needs at some point, this can be enough to start building contacts.

2. Design Your Mailer Intelligently

Both the content and the design of your mailer matter when it comes to getting noticed in someone’s mailbox. There are many ways to make direct mail intriguing enough to deserve a second glance, such as specialty envelopes or tapping into some color psychology.

Postcards are a common go-to for direct mail. These are a cost-effective option for direct mail with a lot of real estate to include visual cues and information. Opting for slightly larger postcards can get you more space without a significant increase in cost.

Incorporating digital elements into postcards, like QR codes or scannable coupons, is a simple, effective way to take the recipient to a next step.

3. Make an Impression

In marketing, an “impression” is each time potential customers come in contact with your brand. Industry wisdom says it usually requires around seven impressions before someone truly recognizes a brand.

Each time your mailer ends up in the hands of a potential customer, you can make a new impression. By building on design, incorporate information that will help them remember who you are. Snappy slogans or directions framed as, “Find us right next to the Dunkin’ on Main,” can start to build connections for the customer.

4. Utilize Tripwires in Your HVAC Direct Mail Marketing

The goal of HVAC direct mail marketing is not always to make a huge profit. Typically, it is a way to extend a business service to new customers. By offering a low-cost service, such as HVAC inspection, and leaning on a discounted promotion, you can connect with new customers, let them see the type of work you do, and hopefully add them to your client list for higher-priced projects.

This is known as a “tripwire.” Price items and services at can’t-resist low costs. Provide something convenient and desirable that clients may have been skimping on until they found the right price.

5. Learn Something

You can’t think of a direct marketing campaign only in terms of the number of dollars it fetches in precise response to this single wave of your marketing strategy. Instead, think of your direct marketing campaign as one of the best options for market research.

Strengthen your mailing list by seeing which neighborhoods responded best to your campaign. Any returned addresses can be removed from your list to streamline your targets and save money on the next wave of the campaign.

Work with One Stop Mail on Your HVAC Direct Mail Marketing

If you’re ready to take on the direct marketing world to enhance brand recognition and introduce yourself to more customers, work with One Stop Mail on your HVAC direct marketing campaign.

With almost 40 years in the direct mail and print services industry, One Stop Mail has the knowledge and experience to support your direct marketing campaigns. Our wide variety of services include mailing list, data service, print, and graphic design, offset, digital printing services, direct mail service, and easy fulfillment. We are truly your one-stop direct mail service!

To expand your customer base, request a quote from One Stop Mail. We can offer you information about how to get started and what your best options might be. Reach out to us today at [email protected] or (602) 233-3003.

How to increase donations man in suit opening a yellow envelope web

Using Direct Mail Campaigns to Increase Donations

April 8, 2021/0 Comments/in Direct Mail, Lists & Data Services, Mail Services

How to Increase Donations with 5 Sure-Fire Direct Mail Tactics

In good and bad economic times, achieving your fundraising goals is essential. Not knowing how to increase donations to hit the numbers you need puts your mission in jeopardy. You know what failure could mean – reprioritizing initiatives, delaying, or abandoning them altogether.

Fortunately, we are sharing 5 proven direct mail services for nonprofit organizations to help fundraising managers hit those all-important goals.

How to Increase Donations with Direct Mail

We’ve shared many statistics about the effectiveness of direct mail – so you know it gets great results. Here’s a variation –

Direct mail is 37 times more effective than email response rates according to the Direct Mail Association.

The smart money says to go with direct mail. According to recent statistics, 42% of recipients read their direct mail and it hangs around the household for an average of 17 days which gives all members of the household time to review it. Explaining sustained giving options may have a better chance to be read and understood in a carefully crafted letter.

Now that you know how direct mail will deliver, what should you do with it?

#1 – How to Increase Donations? Reach Out to Current Donors

You’ve heard the old saying that it’s easier to sell a customer than a prospect. Well, the same is true of your current donors.

Because your donors have shown they are aligned with your mission and want to help your organization achieve it by donating before, they don’t have to be convinced. This group is the most likely mail recipient to give during your next campaign. Yet, it’s easy to overlook them.

If it’s awkward to start the conversation with someone who has already been generous to your organization, just say thank you for their past support and invite them to continue that support.

#2 – How to Increase Donations? – Use Targeted Lists

Your nonprofit probably knows the type of donor who is the most generous and consistent in their donations to your organization. Create a custom list and use the donor segments that have worked best for you – or send variations of your campaign letter to current, lapsed, and long-lapsed donors to increase donations.

Sustainer Giving

Instead of requesting a large contribution, consider sending lapsed donors a sustained giving proposal that’s built from their prior giving history. For instance, if they’ve routinely given $200 a quarter, you can suggest they pledge $70 a month to make donations more manageable.

Major Donors

Send a separate communication to your largest donors, who have a bigger stake in your organization. They may be more interested in special initiatives, the benefits, and how you will use their money. In addition to a special message, the communication may require higher quality stationery.

Want to know how to increase donations from new major donors? Target high-income neighborhoods on customized lists as 93% of these women donate to nonprofits while 87% of men also donate.

#3 – Personalize Your Marketing to Increase Donations

Nearly every business influencer and sales guru, from Dale Carnegie to today’s experts, know the power of using a person’s name. It immediately draws the reader’s attention and provides a personalized feeling to the mailer.

When you’re approaching a donor – current or new – with the reasons why they should donate to your cause, using their name can be influential.

Fortunately, with today’s digital marketing printing solutions, the cost of personalization, sometimes called variable data printing, is much more affordable, making it a must-do!

#4 – Pro Tip: Use Reply Devices

This is simply a way to make it easier for the recipient to act. A mail-back card and a pre-addressed envelope can encourage donors to include a check or complete a form to demonstrate their commitment to donate on a regular schedule.

Why is a pre-stamped, pre-addressed envelope so important? With a marked decrease in mailing (in 2000 there were 103,526,000,000+ mailed; in 2020 it was nearly half the volume, 52,624,000,000) what’s the likelihood that your recipient doesn’t have an envelope or first-class stamp?

Why take the chance that a well-meaning donor wants to give, but they have to get stationery supplies or go to the post office to do it? How many will set aside the letter with the intention of getting back to it, and then forget it? Instead, make it easy for donors to give.

#5 – How to Increase Donations – Keep in Touch with Donors

Even if you’re between donor campaigns, keep in touch with your donors to let them know how their donations have made a difference within your organization. Keeping them connected to the organization can make it easier for donors to say “Yes” to your next campaign.

This step applies to lapsed donors, too. If you’re reluctant to stay in touch, keep in mind that you don’t know why they stopped donating to your nonprofit. It may be that they lost their job – fortunately for many, this is a temporary situation. Put your nonprofit front and center when they’re ready to give again.

These 5 steps can help your nonprofit to have the best chance of increasing donations in good economic times and not-so-good times. Partnering with a direct mail campaign and print experts with nonprofit experience, like One Stop Marketing can make your campaigns easier to execute and your goals easier to achieve.

Contact us or give us a call at 602.962.9243 to find out just how committed we are to helping you hit your big goals.

Direct Mail Catalogs Are Centuries Old… And Still Relevant!

March 29, 2021/0 Comments/in Direct Mail, Mail Services

There’s a very common misconception about the history of advertising, and that’s the idea Arron Montgomery Ward created direct mail catalogs. While Ward was a pioneer, he was far from the first.