Pros and cons of direct mail printers

Why A Mailing House Is Better Than A Printer For Direct Mail

Direct Mail Printers vs Mail Houses

Running a successful direct mail campaign requires more than an idea and a mailing list. To get your campaign into the mailboxes of prospects it takes graphic design, a curated mailing list, a quality printer, and a marketing strategy to tie it all together. Then you need a way to track and measure it all to know what worked and what needs improvement.

As a business, handling everything it takes to get a direct mail campaign off the ground can be overwhelming. Luckily, you can choose from several business partners to get the job done, including direct mail printers and mail houses. While it’s true that most direct mail printers offer some mailing house services, and most mail houses offer printing services, that doesn’t mean they are equal.

So, is there an advantage to choosing one over the other? Yes, there are several and we’re going to talk about the top four reasons you should partner with a full-service mail house for your next direct mail campaign.

Notebook with information about direct mail campaigns, and process for campaigns

Why You Should (Almost) Always Choose a Mailing House

Exactly what is a mail house? A mail house, or mailing house, acts as a one-stop-shop for all your direct mail needs. They print your materials, handle the mailing process through the United States Postal Service (USPS), obtain viable mailing lists for your campaign, and track campaign results. In many ways, mail houses become a temporary team member, helping your company execute on your direct mail campaign ideas.

A direct mail printer may offer services that appear similar at first, but in reality, their expertise centers on the printing process. While having quality printed materials is important, it means very little if you can’t get those materials in front of the right people. On the other hand, a mailing house not only prints your materials, but has expertise where it matters most – getting your campaign into the homes of prospects.

Mail houses have industry-tested strategies and tactics designed to make your direct mail campaigns successful. When you add it all together, it’s easy to see why mailing houses are usually the best option for businesses. Still not convinced that mail houses are the best choice? Let’s look at some of the specific ways they excel compared to direct mail printers.

Direct Mail Automation

 

One of the key benefits of working with a mail house is direct mail automation. This streamlines and automates some of the more tedious aspects of your direct mail campaign. The end result is a hassle-free experience with no time wasted on the logistics of mailing thousands of pieces of mail. It also reduces the cost of direct mail campaigns, stretching your marketing dollar.

Better Mailing Lists

Another advantage of working with a mailing house is having access to, and help with, mailing lists. Experts agree that direct mail is a viable part of a multichannel marketing strategy but it only works if your mail ends up in the right hands. This requires a good list but you also have to understand mailing list options and select the best one for your campaign. A mailing house has a great deal of experience with lists and can help you make choices that set the stage for a successful campaign.

Board with arrows that point to efficiency, cost, and speed

USPS Address Verification

Mailing houses help ensure that you’re sending mail to updated and accurate addresses by verifying them through the USPS address verification system. This helps your campaign materials get to the right people, but it also saves postage and printing cost by reducing the risk of undeliverable mail. Direct mail printers generally have less experience with this, so you may spend money sending your campaign materials to bad addresses.

Optimized Campaigns

Mail houses have specialized knowledge and experience tracking and measuring the success of direct mail campaigns. This means you don’t need to have a direct mail expert on your team to leverage direct mail in your marketing efforts. The right mailing house can help you launch, optimize and evaluate the success of your campaign. They can even confirm delivery and help mitigate postage price fluctuations by finding ways to reduce costs, such as bulk mail discounts.

While a direct mail printer may have considerable printing knowledge, they may not have all the tools you need for your campaign to be a success. This makes choosing a mailing house a smart decision for your business, especially if you have a small marketing team, limited direct-mail experience and are budget-conscious. Not only will a mailing house print your campaign materials, but they can also deliver those materials to high-value prospects and offer insight and guidance along the way.

Full Service Mail House

One Stop Mail is more than just your average mail house- we are a direct mail marketing partner. The experts at our full service mail house are here to help with your direct mail campaign from start to finish. We will help you find the right mailing list to meet your goals, create customized direct mail designs, personalize your mailers with variable data printing, and mail your pieces in an efficient and timely manner.

If you have questions about direct mail campaigns, how to leverage the services of a mailing house, or how One Stop Mail can help improve your campaigns, call (602) 233-3003 or drop us a line today.

One Stop Mail Healtcare Messaging Mailing List

3 Do’s & 3 Don’ts Of Healthcare Mailers & Messaging

If you have a healthcare business, you know the value of healthcare mailers as part of your holistic healthcare marketing strategy. However, there are certain things you can do to maximize the impact of healthcare messaging in the mail. Healthcare advertising isn’t as straightforward as traditional products or services, there are several nuances and guidelines you should know. Here are some marketing tips, 3 do’s and 3 don’ts for anyone using direct mail marketing for healthcare-related services or products.

DO Leverage Targeted Lists Most Relevant To A Condition

Have you utilized targeted lists in your healthcare marketing plan before? If not, this is an excellent way to make sure you get the best return on your investment. We have a few blogs about how to get an effective list.

schedule mammogram

Healthcare needs can be very broad or very niche, depending on your service or product.

A broad tactic is sending out flyers about a new dental office opening in a specific neighborhood, while a niche list is important if you are looking to advertise a certain treatment for a specific illness or condition.

Broad lists can be narrowed down using:

  • Location (Example: Proximity to a new office, or an office accepting a new type of healthcare plan)
  • Age (Example: A dentist office specializing in cleanings for children)
  • Gender (Example: Mammograms)

Niche lists should be relevant to a specific medical condition. For example:

  • Diabetes prevention
  • Hormone imbalances
  • High blood pressure patients

DO Use CTA’s For Appointments Or Calls On Patient’s Terms

All marketing messaging needs a clear CTA, or Call to Action. For healthcare messaging, this means leading the potential patient to create an appointment.

Contact methods can include a:

  • Phone number
  • Website
  • QR code
  • Email address

Putting the CTA in an obvious spot means that the mailer can be saved for later reference, and appointments can be made on the patient’s terms.

It is important that the reader has a sense of urgency and doesn’t toss the mailer in the trash, but instead saves it for later. Messaging like, “Appointments filling up, don’t wait!” or “Limited spaces available, call today!” are good CTAs.

DO Demonstrate Expertise To Prospective Patients

Part of healthcare direct mail marketing is building trust with patients. A great way to do that is to show your expertise. Longevity of practice in the community or of a particular product is a great lead-in. National or local awards or certifications prove results and expertise, so should be highlighted on mailers.

Several letters with medical messaging

You also need to prove a point of difference to set you apart from your competitors. A specific expertise typically not shared by your competition is a good start. Include any other relevant practical information that would help potential patients choose you.

DON’T Be Alarmist With Medical Messaging

Keep in mind that health-related issues are stressful for everyone. Don’t take this as an opportunity to alarm or scare potential patients! Focus on messaging, and:

  • Assure rather than alarm
  • Avoid “should” type messaging
  • Treat it like an opportunity – not a burden

Don’t list the statistics of a condition unless it’s in a positive light. For example, “This many people benefit from earlier treatment”. You want potential patients to feel safe and comfortable, and let them know that they can reach out with questions at any time.

DON’T Use Too Much Jargon

Jargon is technical language and it can be confusing to people who are not heavily involved in your industry. It can be especially confusing when using medical terms related to conditions or treatments. Avoid long, hard-to-pronounce, or unfamiliar terms.

DON’T Ignore Seasonality

Depending on your practice, certain times of the year may be better or worse for investing in healthcare mailers.

Pay attention to your industry’s seasonal trends. Send your healthcare messaging leading up to and in the heart of the busiest times of the year for your office or product. For things such as dental appointments, remind patients to book early, before school breaks fill up with other activities. Routine physical exams and vaccinations are best (and sometimes necessary) before school starts.

Certain procedures are more easily done in different weather, which varies based on your location. For instance, the Midwest has a lot of snowstorms in winter, while the Southern states can be hit with heat waves, floods, and power outages in summer. Keep these things in mind when encouraging patients to come in at certain points during the year.

Healthcare personnel

More About Healthcare Messaging

Do you have questions about how to get a healthcare mailer into production? Our team can handle every step of the process, from conception to mailing! Read more about using direct mail to serve your healthcare patients here. Contact us for a quote today!

Private Schools Science Exploration looking at worm

4 Tips for Direct Mail Marketing to Parents for Private Schools

Parents are bombarded daily with digital marketing advertisements. Between email, social media, commercials, etc. it can become overwhelming. The average person receives over 100 emails every day! While people’s inboxes may be flooded, their mailboxes are less so, with an average of only 16 pieces of mail received each week. This makes direct mail marketing efforts highly effective.

Parents do not have time to open, let alone read, all those emails, reflecting the email open rate of only about 30%, whereas direct mail open rates can reach up to 90%.

Use direct mail marketing to avoid getting lost in the sea of digital marketing offers parents receive every day. Direct mail is a compelling and unique marketing strategy perfect for:

One Stop Mail Private Schools Marketing Tips Family

  • Schools
  • Community mailers
  • Higher education
  • Family attractions
  • Family events
  • Tutoring services

The majority of people prefer direct mail marketing because it is more personal than online interactions. Direct mail is also sent to a household, whereas email is sent to one specific person. This is significant for educational marketing since it is a personal topic that is likely to be discussed among family members.

The lifespan of marketing materials is also an important factor. Products and services related to education may require a longer decision-making period. An email has a lifespan of only a few seconds, while direct mail’s lifespan averages 17 days.

Parents juggle countless responsibilities, but they will always prioritize educational opportunities for their children that will set them up for a successful future. Use direct mail to quickly show parents how your product or service will improve their child’s life while making their lives easier. Follow these four tips to increase your campaign’s efficiency using direct mail marketing to parents.

Find Family-Friendly Zip Codes to Mail to

You may have informative and well-designed marketing materials, but if they aren’t sent to an appropriate household, then they will not be effective. Looking at all American households, there is an average of less than one school-aged child per housing unit. So it is important to locate zip codes where high percentages of families with children reside.

When compiling or procuring a mailing list of parents, look for:

  • Households with an average size of three or more people.
  • An average age of about 30 years old. Studies have found that parents between the ages of 25 and 44 are more influenced by direct mail marketing than digital marketing.
  • Persons under the age of 10. These children are entering elementary school or preparing for middle school.
  • Persons aged 14 to 20. Children of this age are preparing for high school and college.

One Stop Mail Private Schools Marketing Tips Home

Surprisingly, the type of home can make a difference, too. A study by the National Association of Home Builders found that detached single-family homes have the highest number of school-aged children per unit. Rented units also have more children than owner-occupied units and existing homes have more children than newly constructed homes.

Prioritize zip codes containing larger households with Millennial-aged parents and high numbers of single-family homes. Avoid zip codes with small, older households and newly constructed neighborhoods. The more specific you can get with your target list, the more likely you are to be successful.

Educational Direct Mail NOT Advertorial

You’re not selling the parent a shiny new widget – you are selling an experience, product, or service that will positively impact their child. As such, your marketing materials should be more informational and less advertorial.

Of course, you want to get the parent’s attention, but direct mail affords the unique opportunity to give consumers a tangible experience with your brand. Use the opportunity to show parents why your school, experience, or product is right for their child.

Share information like:

  • Why kids will enjoy this experience
  • What the product or service means for parents
  • Why the barrier to entry is low
  • Concrete facts and statistics about your service’s impact
  • The versatility of your product or service
  • Images of your product in action
  • Testimonials
  • Upcoming events (like open houses or summer camps)

Direct mail, like postcards or event flyers, have a limited amount of space. Studies show that direct mail campaigns are most effective with a digital call-to-action directing them online for more information.

Show Parents Long-term Impact

Education is an investment and parents want to see how that pays off. Demonstrate the value of your opportunity, product, or service by showing parents the long-term impact it will have on their child. It is especially important for charter schools and post-secondary institutions to demonstrate how their school will influence their child’s academic prospects, future career, and success.

One Stop Mail Private Schools Marketing Tips Graduation

Convey impact by including metrics and qualities such as:

  • Lasting skills developed such as creativity, innovation, and problem-solving skills.
  • New friendships that teach social skills and relationships for potential networking.
  • Long-term success such as graduation rates, acceptance rates, or increases in test scores.
  • For college-bound students or career/tech schools, include job placement statistics and how your school will equip them to meet workforce demands.

Consider sharing a short success story. Parents want to be able to identify with real people and hear about their experiences with your product. Your current students and their parents are often influential spokespersons.

Parents want to know that they are providing their children with the best opportunities and it’s hard to argue with facts. Sharing information like that listed above is both relevant to your service and a great way to resonate with moms and dads who want the best for their kids.

Speak to Parents’ Direct Needs with Direct Mail

The day-to-day needs of parents will always vary, but a constant is occupying their children with enriching activities that will set them up for future success and ideally are fun and entertaining. This should be a clear message in your direct mail postcards and materials.

Be sure to include:

  • Approximate time activity or school will occupy
  • What their child will enjoy
  • What their child will learn
  • The level of parent commitment
  • How do you provide a safe and supportive community

One Stop Mail Private Schools Marketing Tips Art TeacherParents are busy and appreciate efforts to make their lives easier. Help them by making the message simple and easy to scan for significance. Make additional information easily accessible. Try including a QR code that leads to your website and be sure your contact information is clear.

Above all, parents need peace of mind.

Use your direct mail to demonstrate the value of your service and show them the benefit and enjoyment their child will receive. Make it a clear and easy choice that gives parents peace of mind knowing their child is happy, well cared for, and receiving enriching opportunities.

At One Stop Mail, our experts help you with your Direct Mail Marketing from start to finish. From mailing lists to design and fulfillment, our cost-effective services help deliver your message to your ideal customer.

Learn more about our Direct Mail Marketing Services or reach out online to tell us about your project and request a quote.

saturation mailing lists hero image

How to Choose Between EDDM, Targeted, or Saturation Mailing Lists

Searching for new ways to reach out to potential leads and turn them into customers? Every business must develop its own unique combination of three common lists to gain an edge over its competitors and effectively reach its audience. EDDM, saturation, or targeted mailing lists are three direct mail marketing strategies that can be a great addition to any direct mail plan.

Despite so much of today’s advertising being digital, direct mail marketing is a very effective way to bring in new potential customers. In fact, direct mail still accounts for the largest portion of U.S. ad spend. Knowing exactly which direct mail marketing strategies are best for your business can help you get even greater results.

In this article, we will go over the 3 main types of direct mail tactics that your business can employ, weighing the pros and cons of each. Equipped with this information, you’ll be better prepared to work with a direct mail agency to get your business in front of valuable new leads.

EDDM vs. Saturation vs. Targeted: What’s the Difference?

saturation mailing lists woman checking mail arriving homeFirst, let’s start with the difference between EDDM and saturation mailing lists. These two options are often confused with each other, but there are some key differences between them. EDDM (Every Door Direct Mail) is a program designed by the USPS as an easy and cost-effective way to get a business’ ads to customers without the need for a mailing list (as no direct addresses are listed).

Saturation mailing is a very similar program to EDDM, but it does require a mailing list, and addresses are included on the mailed advertisements.

The third option, targeted mailing, is far more personalized. Rather than sending mailers to everyone in a specified area, this method uses specific criteria to send advertisements to the addresses of qualified leads.

With so many options available, it can be difficult to know which direct mail marketing strategy is best for your business. Next, we’ll go into more detail about each service and discuss the advantages and disadvantages of using one method over another. Ultimately, direct mail marketing experts can provide you with all the information you need to help you choose the best option.

EDDM (Every Door Direct Mail)

EDDM is an efficient way to distribute your business’ advertisements to every mailing address within a specific region. Since these advertisements don’t require a name or address, they save you the trouble of purchasing mailing lists.

There are many pros to using EDDM, but the most important may be that it is one of the more cost-effective options. Since the post office doesn’t have to do any special handling or preparation, and the program follows a carrier’s regular postal route, you can save on postage and avoid the costs associated with purchasing mailing lists.

There are also a few drawbacks to EDDM. First, the service is only meant to be used for flats (like postcards, newsletters, or folded pamphlets), meaning the mail you can send is limited to very specific sizes. A second disadvantage to EDDM is that, without names or addresses, it can feel less personalized than other methods.

Saturation Mailing Lists

saturation mailing lists mailboxesSaturation mailing campaigns are a more personalized version of EDDM. Saturation mailing works mostly the same way as traditional EDDM, but names and addresses are included on the mailers (or more commonly “Current Resident). In contrast to EDDM, this method does require you to purchase a mailing list.

One standout benefit of this method over EDDM is that a saturation mailing is not limited by size, which can give you more options for your bulk direct mail tactics. Even though you’ll have to pay for mailing lists, the postage will still be inexpensive compared to targeted advertising. Saturation lists qualify for the lowest bulk postage rates of all three methods because of their delivery efficiency.

As with EDDM, one disadvantage to using saturation mailing lists is that they aren’t as personalized as targeted efforts. This means that, although you are reaching more households, you may not always be reaching the right potential customers.

Targeted Mailing Lists

If you’re looking to narrow down your direct mail tactics to a more specific audience, then targeted mailing lists may be the right choice for you. With this strategy, instead of sending your mailers to everyone within a specific geographical area, you purchase one or more mailing lists with the addresses of qualified leads who are more likely to need your products or services.

One obvious benefit of a targeted mailing is that it allows you to focus on the right audience, which can help significantly increase response rates. This is especially helpful for businesses whose products are geared to a more specific or “niche” customer base.

However, one of the biggest downsides of targeted mailing is that it is more expensive than the previous two options. You also need to be sure that you purchase your data-driven mailing lists from a reputable source. When you partner with a full-service direct mail agency, they can even create customized, targeted lists for you.

Which Option Is Right for Your Business?

saturation mailing lists woman opening seeing her mail in front of mailboxThe right option will depend on your marketing goals and the results you want to see from your campaign. Does your company want to generate more potential leads, drive up sales, or increase customer loyalty? To get the most out of a direct mail marketing strategy, you’ll need a clear objective and metrics for tracking your results.

Before you make your decision, take some time to think about the kinds of customers you want to attract and the best ways to reach them. Each of the three direct mail tactics has its own benefits and drawbacks for specific businesses and industries.

For example, larger businesses that want to reach a broad range of potential customers might be better off using EDDM or saturation mailing lists. For businesses that have a specific niche and know exactly who their target audience is, the extra cost of targeted mailing could be offset by the ability to engage with pre-qualified potential leads directly.

A Direct Mail Agency Can Help You Choose

Even if you think you know which option you should choose, you may be missing critical information that could help you make the most effective decision. Partnering with a direct mail agency helps to ensure you get the most out of your direct mail marketing campaign.

Having experienced direct mail marketing experts in your corner can give you all the tools you need to fine-tune your strategy to achieve the best results. Not only will they help you pinpoint your method and create your direct mail campaign, but they can also show you the best ways to execute your plan to achieve maximum results.

Ready to learn more about your options and create your direct mail marketing plan? Reach out to us today at (602) 223-3003 or contact us.

 

Want Help Crushing Your Sales Goals? Get our 25-page Strategy eBook Free! Click the image below.

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customized mailing lists

Use Customized Mailing Lists for Massive Results

Marketing campaigns can be time-consuming and costly. Make sure your collateral is seen by the right people with customized mailing lists! Use Variable Data Printing to your advantage.

Our goal is to provide you with a cost-effective solution that will provide the highest response rate. Read on to learn why personalization in marketing matters and how well-researched mailing lists get you massive results.

Why You Need a Customized Mailing List

customized mailing lists smiling man holding envelope

In a direct mail marketing campaign, the most important factor is the number of eyes on the page. This means that when your mailer arrives in a potential customer’s box, it’s actually looked at instead of just tossed in the trash. To achieve this, your mailing list needs to be accurate and capture the correct audience. The list of people who receive your marketing mail needs to be individually created, just like your marketing strategy.

Targeted marketing exponentially increases the chances of response and conversion of leads into clients because you only communicate with the customers who are interested in your product or service. This can include timing as well as messaging. If you have enough information about the client, you can pitch your product in a way that is bound to strike a chord with that person.

But how do you get a customized mailing list? 

Expert Data Services

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One-Stop Mail’s Mailing List Service provides access to thousands of target criteria to help you deliver your products or services to your ideal customer. Reach prospects across diverse demographics with segmented lists, built just for you.

Some examples of mailing lists are:

  • Consumer Residential 
  • Business to Business
  • Saturation 
  • Every Door Direct Mail
  • New Mover

Read more specifics about these lists here.

It’s very important to ensure your mailing list is as up-to-date as possible, or you’re just throwing your money (and results) away. One Stop Mail always removes duplicate data as part of our service. Our data specialists are here to help enhance your response rate and merge multiple fields of data for truly personalized direct mail pieces. 

The Importance of Personalization in Marketing 

customized mailing lists woman dropping letter in yellow mailbox

Potential audiences differ from campaign to campaign. For that reason, marketers cannot keep using the same marketing strategy for every product.

A majority of people prefer a personalized customer experience over a traditional, generic one. Personalization helps you: 

  • Attract new business
  • Keep proven customers returning
  • Remind infrequent customers about services/products 

The personalized approach pays off in the long run by winning customers over and earning their loyalty.

Your content should be targeted toward a broad enough audience so that it’s read by many, but has the most emotional appeal for your narrower audience. Some examples of potential audience groups include:

  • New homeowners
  • New businesses
  • Residential or commercial
  • Area-specific (within a certain radius of retail locations)
  • Age-specific
  • Income-specific

Get the best outcome for your goal. Make sure you’re hitting your target while still fitting your campaign within the desired budget. 

One Stop Mail Can Help You with Customized Mailing Lists

With the overwhelming amount of customer data available, finding the right mailing list for your specific direct mail campaign can be confusing. Our team of data experts will research and suggest the proven criteria and type of direct mailing list to pull off a successful campaign. 

Holly Emerson One Stop Mail Staff
Whether you know what already works for your business or need advice, we are here to help! Find out more about what we do here or call us at (602) 223-3003

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Welcome to the Neighborhood! The Unbeatable Rewards of New Mover Mailers

In the English language some words evoke pure delight – “thank you,” “yes,” and “welcome” are among them. You can start your relationship off on the right foot by welcoming future customers with new mover mailers.  

That first greeting should be more than an invitation, it also provides information. You’re telling new neighbors about services/products available in their new community – that’s so neighborly. 

If you are wondering “Why target new mover mailers in this way?”,  let’s start with taking a closer look at new mover lists and why they belong in your direct mail campaign.

Is New Movers Flyer Right for Your Business? 

In 2020, nearly 30 million Americans reported moving, and they need everything, drug stores, and grocery stores to new service providers, like a handyman, plumbing, contractors, pest control, dry cleaners, etc. They also need medical providers like dentists, vets, and optometrists.  

If you offer a service or product that people usually access in their location, then your business would benefit from a list that will target new movers. 

Now, let’s address what to do to capture a percentage of those 30 million movers.  

Empathy Creates Loyalty, Thanks to New Mover Lists

new mover mailers family holding boxes moving into a new houseApproach mailer creation from what your audience needs (empathy) and your new mover lists become a platform to launch long-term and fruitful relationships.  

Moving is stressful. After home inspections, paperwork, loan processes, getting into a new home is a relief. But then there’s more stress enrolling kids in school, hiring new service providers, and figuring out where to shop.  

When you make new movers feel welcomed and understood, you’re on your way to establishing a connection with them. Following up with another mailer in a few weeks may help them feel comfortable with your brand.  

Get on Shopping Lists 

As mentioned earlier, new movers must choose the grocery and drug stores, clothing and shoe stores, hair stylists, masseuses, and other providers to frequent in their new community. 

Get in the door before your competitors to cement a place in new customer’s consciousness and persuade them to try you out!

Give Them Reasons to Shop 

Coupons and offers work for physiological reasons. According to recent statistics, 38% reported higher oxytocin levels, which are feel-good hormones usually associated with cuddling and kissing, and 32% lower stress hormone levels. 

Shoppers feel good when they get a bargain. Put together a new mover discount to get that first order.  

Extend Your Reach with New Mover Mailers 

new mover mailers young men checking mailboxDid you know that you can choose to target an entire region or just certain types of people within that area?

For instance, if your business involves kids younger than 12 you can save by not mailing to the senior community within a targeted zip code. 

One Stop Mail’s direct mail marketing professionals can help trim time and expenses without sacrificing quality. 

Managing the entire campaign on your own is complex and time-consuming. That’s why an experienced direct mail marketer with list-building, data analytics, and variable printing capabilities must be part of your team.  

Ready to get started building profits for your business by welcoming new movers to your neighborhood? Contact Marty at 602.223.3003. He and his team of pros will help create new mover mailers that attract attention and new customers. 

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Astonishing Pool Service Marketing Tips: How to attract more Customers in Less Than 5 Steps

“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

Pool Service Marketing Tips with pool service man cleaning and checking PH level of pool One Stop Mail webIf 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

Pug Postcard for variable data printing personalized for pool party webThere’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.

pool service man cleaning pool webAdditionally, 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.

Holly Emerson One Stop Mail Staff


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 Simple Ways to Get More Leads with Bulk Direct Mail 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?

Bulk Direct Mail Services One Stop Mail showing letters in a mailbox webThis 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

bulk direct mail services people with cellphones webOne 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

bulk direct mail services colorful envelopes webStanding 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) 932-0365 with questions today.

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

Using Direct Mail Campaigns to Increase Donations

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?

How to increase donations senior in blue shirt with envelopes in hands#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.

How to increase donations personalized envelope web 1#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. 

How to increase donations opening a thank you note web#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. 

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What Should Your Healthcare Marketing Budget be in 2021

When most healthcare providers attend school, they don’t usually think about what it takes to run a practice; the last thing on their minds is a healthcare marketing budget – or any direct marketing plan. But planning to reach and acquire new patients is crucial if you want a thriving practice.  

Why? Because no matter how exceptional your care, how much your patients love and trust you, some will leave your practice. Some patients will move out of the area, grow out of your specialty, or won’t be a fit for your practice. 

If your patient acquisition plans don’t outpace the rate that patients leave, then your practice is at risk. To get the best results, use the best strategies to attract new patients. 

Healthcare Direct Mail Marketing Delivers

Healthcare Marketing Budget older woman seeing her mail webWhy direct mail? Because people spend more time with it, it stays in the minds of your prospects longer, and it has a good rate of return. This isn’t just lip service, the statistics prove it:

BMC Health Services Research demonstrates that healthcare direct mail marketing is an effective tool for patient acquisition and retention when it’s done properly. The overall message is to use organizations that are proficient in communicating to various patient streams. 

42% of individuals look over their direct mail – which means that if you send out 1,000 postcards in a campaign, then 420 people looked at it. That’s an impressive rate. 

73% of Americans say they prefer direct mail. When comparing direct mail to other methods of communication, including email, people prefer to receive mail. 

Direct mail offers a 29% return on investment. So, if you spend $5,000 on your campaign, you can expect to make at least $6,450; a $10,000 campaign can expect a return of about $12,900. These numbers only show the results of a one-time purchase, the lifetime value of a new patient is much higher. 

With impressive statistics like this, how much of your healthcare marketing budget should be allocated to direct mail? 

Your Healthcare Marketing Budget

How much should you allocate to marketing? A good rule of thumb is between 5 to 10% of a practice’s revenue should go toward marketing [1], but if you’re building the practice or establishing a new practice, then as much as 12% should be allocated.  

After you’ve determined the marketing budget, it’s time to decide what percentage should be spent on different marketing channels. To determine this, decide which channel will give you the best results. 

Direct mail vs. email

Healthcare Marketing Budget young woman sat in floor checking her mail webYou may naturally think of email and digital marketing as inexpensive, easy options, but they don’t deliver the results that healthcare direct mail does. Plus, an effective email campaign requires an “opt-in” from the receiver – so it’s not the best option to gain new patients. 

Plus, recipients remember direct mail longer than an email –  direct mail has an average lifespan of 17 days. That’s because an attractive offer or colorful postcard will make it to the refrigerator, bulletin, or whiteboard. But emails are often victims of group email purges and not be thought of at all.

If you’re concerned that only older adults like direct mail, the Small Business Association says that younger individuals don’t look at direct mail as “junk mail” and often prefer direct mail to receive service and product offers.  

People spend more with direct mail

According to a 2018 article by Email Insider, not only do they confirm direct mail’s prolonged shelf life and that Millennials like it, but they also show that direct mail recipients spend 5 times more than email recipients. 

Cost of Patient Acquisition vs. Patient ROI

As mentioned above, your initial investment in a healthcare direct mail campaign will get about a 29% ROI, according to SEO marketing guru Neil Patel. Using this formula, the more you’re willing to invest, the bigger your return. 

To calculate your ROI, use this handy calculator. Simply estimate the size of your direct mail campaign and other elements, including the initial fees new patients will pay, the percentage of new patients that will stay with your practice, and more. The tool will help you determine your break-even point and likely revenue for the campaign. 

New patients who return and create long-term relationships with you, your staff, and patients can return a lifetime of value. What is that worth to you? More than the cost of a healthcare direct mail campaign. 

Direct Mail Works for Patient Communication

Although acquiring new patients is important, retaining your patients is essential. You can use your patient list to send direct mail and communicate: 

  • Healthcare Marketing Budget flyer example webSpecial holiday hours – It’s also important to communicate how to receive treatment when your office is closed.
  • Special protocols – The COVID-19 pandemic is creating concerns, which you can ease by sharing sanitation methods and mask-wearing requirements. 
  • How to reschedule missed appointments
  • Telehealth offerings, virtual appointments, and other new services
  • Office and service updates to keep the community close

 

A postcard, flyer-letter, or newsletter are wonderful ways to keep your practice top-of-mind. They also provide the perfect way for your patients to refer you with a “pass-along” communique that can give prospects an idea of what it will be like to become your patient. 

The effectiveness of direct mail demonstrates the importance of establishing a healthcare direct mail budget for your practice. Direct mail delivers the best results and should have a significant portion of your budget. Choosing an expert to partner with you to develop and deploy direct mail campaigns deserves significant consideration.

One Stop Mail has experts who can assist you with every element of direct mail, including creating lists, eye-catching healthcare designs, and the highest quality offset and variable data printing. Contact us or give us a call at 602-962-9243 if you want to raise your ROI on your next healthcare direct mail marketing campaign.