Acquiring major donors with direct mail

How to Use Direct Mail Fundraising Campaigns to Acquire New Donors

Nonprofit fundraising campaigns help new and current donors understand the good you do and gain supporters for your work. When a donor holds something in their hand automatically creates more of a connection than seeing an ad online or getting an email. Create a direct mail piece that resonates with people and makes them the hero of the story! Here are some tips for using direct mail fundraising campaigns to acquire new donors.

5 Tips for Direct Mail Fundraising Campaigns

Direct Mail Fundraising Tip #1 – Start With Great Copy

direct mail fundraising woman reading a letterOnce you catch the eye of your potential donors, draw them in with a copy that evokes an emotional response. Start with a greeting, build rapport for your organization, make a case for a donation, and then offer them a way to donate.

To be the most persuasive consider the emotional pain or pressure points of your audience. Your story must resonate with your donor, which can be achieved by being honest, passionate, and direct. Tell them something they don’t already know about your company and ask the questions your donor will ask – “Why should I care about this? How can I help?”.

Consider adding an image that backs up the message. Make it clear that the donor can be the hero of the story! Address the impact that a donation from one person can have.

Direct Mail Fundraising Tip #2 – Use Targeted Lists

Not getting the results you’d like to see, or not sure how to collate a mailing list? One Stop Mail has a team dedicated to creating custom lists with targeted demographics. We have a strong knowledge of the non-profit industry and can help with list segmentation, data management, and appeals.

Some ways in which we can help:

  • Identify the type of donor and audience that your mailing needs to attract.
  • Finding new donors within your targeted area or demographic.
  • Data segmentation through coding to help you keep track of your giving history and levels.
  • Remove non-responsive recipients from the active list.
  • Adding new donors for follow-up collateral.

Whether you’d like a new list or an upgrade to one that’s not performing to your needs, One Stop Mail has you covered.

Learn more about our Targeted List Services.

smiling man with envelope direct mail fundraisingDirect Mail Fundraising Tip #3 – Personalized Mail

Don’t just send out any old direct mail! With modern print technology, it’s easy to personalize the name of the recipient, portions of your message, giving history, and the call-to-action to speak directly to the potential donor.

Direct Mail Fundraising Tip #4 – Upgrade Your Mail Package

There are many additional tools we can offer to make your direct mail fundraising campaign as effective as possible.

We have in-house graphic designers that can create unique materials that won’t get tossed. This unique touch helps get cost-effective results from the mail you send. We’ll work with you to create a mail piece that:

  • Stands out
  • Has a clear and strong call to action
  • Meets postal regulations

Above all, your piece should be easy to read and easy to respond to!

We have the following capabilities to execute any giving campaign plan and design, including:

  • Customizing the classic direct mail elements – letters, lift notes, inserts, brochures, reply forms, and even the reply envelopes.
  • Variable data letters of all sizes including perforation.
  • Including a #10 window or regular 4-color envelope.

Keep in mind that if you have a unique design but use the cheapest materials or packaging, your direct mail might be tossed anyway. Consider upgrading your mail package by using nicer envelopes, thicker or matte card stock, embossing or foiling, or other methods of showing off a high-quality piece.

Direct Mail Fundraising Tip #5 – Use Reply Devices

direct mail fundraising woman posting a letterWhat’s a reply device? This essential piece of fundraising campaigns can also be known as a reply slip, response form, or gift form. By including a pre-addressed reply device with your mailer, you’re making it as easy as possible for donors to return a gift in the mail.

Remember to:

  • Make the donation information clear.
  • Leave plenty of space for donors to write.
  • Include your organization name and address, just in case the reply device and reply envelope get separated.
  • Our variable data team can customize form fields and amounts that are curated for the mail recipient

Get In Touch

We hope these tips are useful for you to begin using direct mail fundraising campaigns to acquire new donors.

At One Stop Mail, we have the knowledge and expertise to help create or improve your direct mail fundraising campaign. We understand the donation process and can help by providing personalized messages and the recipient’s giving history data to each segment of your donor list.

Learn more about our options for direct mail fundraising campaigns

Call us at – (602) 223-3003 or request a quote online!

 

 

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How Can a Bulk Mail Company Dramatically Increase Your Sales?

Every business owner wants sales. Their organization won’t exist long without them. They typically hire expert help to generate sales, sales managers, outside salespeople, inside sales, and a bulk mail company.

Yes, you read that right. A great way to generate sales is by hiring a reputable, knowledgeable bulk mail company. Before we get into the reasons why let’s examine what direct mail is and what it does.

What is Bulk Mail?

man with a mail stack bulk mail companyIt is physical mail that’s sent through the U.S. postal service in large volumes to reduce postage costs. Typical direct mail consists of advertising messages on postcards, in newsletters, catalogs, brochures, and letters of all sizes. Direct mail campaigns advertise a new product or business launch, advertising a service, product, or promotional offer.

Businesses who send bulk mail can include coupons to spark sales, promotional codes to measure the effectiveness of the direct mail campaign, and welcome offers to attract new buyers.

Bulk mail is simply an efficient way to reach many potential buyers. And it’s effective – 42.2% of people say they read their mail daily. House mail lists have an average response rate of 9%, 4.2% for prospect lists. 

Benefits of Bulk Mail

We’ve already demonstrated that mail is read and gets a good return (email on its own got about a 1% response rate in 2018), now let’s find out why.

“Sales” is a process. It starts when consumers become aware of your business and offerings (awareness). With repeat exposure to your business and products, the reader may start thinking of buying (the consideration stage), then with more exposure, they move to sales, and eventually a customer relationship with your firm.

Bulk mail campaigns ensure your potential customers see your offers (awareness). With repeated mailings, you can move them further along the buyers’ journey to consideration, then to purchasing, and a customer relationship. Not many people buy immediately – it usually takes an average of 7 exposures to your brand message before the average person will buy.

An experienced bulk mail company helps businesses create campaigns to guide prospects further along the buyers’ journey. Additionally, bulk mail sends your message far and wide to help more future buyers become aware of your business and products.

Mail sticks around

woman holding a mail bulk mail companyOn average, mail stays around the average household for 17 days. If the mail is a colorful, engaging postcard, it can be given a prize spot on the refrigerator or bulletin board increasing the number of times family members see it. Remember – with each exposure, viewers can be moved further down the buyers’ journey.

People love mail

Would you believe that 73% of people say that they like being contacted by mail by businesses because they can read it whenever they want? It’s true – and they also feel nurtured by the sender, which can be a good starting point for an ongoing customer relationship.

Why a Bulk Mail Company is Your Perfect Solution

Lead-nurturing and generating sales take time. Partner with a bulk mail company and they will do the time-consuming work for you. A company with experience in a wide variety of businesses can recommend the best frequency to mail and send follow-ups to get the results that you want.

Some bulk mail companies have graphic designers on staff to help you create the most engaging mailers to give them a better chance of ending up in an honored place on family refrigerators to remind people about your amazing offers.

In addition, they can create compelling coupons that will encourage them to take advantage of your offers.

Are You Ready to Boost Sales?

woman working bulk mail companyThe team at One Stop Mail are bulk mail experts and will be happy to guide you to get the best results. The team has worked in a wide variety of industries, from solopreneurs like realtors to home services like contractors and landscapers to insurance brokers and medical practices.

They also have graphic design expertise on staff to help make your mailers stand out. They are list experts that can customize a list to ensure your beautiful mailers reach a new target audience.

In addition, they are commercial printers and can complete digital follow-ups.

If you’re interested in a results-driven bulk mail company, reach out to One Stop Mail by calling (602) 223-3003 or requesting a quote.

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5 Alluring “Open Me!” Tactics for Direct Mail Marketing Envelopes

The magical potion that Alice in Wonderland consumes to begin the once-in-a-lifetime adventure said. “Drink me.” As the magical potion, your marketing offer can start a life-changing journey for your customer. That’s why your direct mail marketing envelopes should say, “Open me.”

Arguably, envelopes are the most overlooked direct mail marketing element – yet they play a pivotal role. Your envelope can say, “fun,” “mystery,” ”sophistication,” and can pique a viewer’s interest. Here’s how to leverage their unmistakable allure –

DIRECT MAIL MARKETING ENVELOPES Girl with envelopes in backgroundDirect Mail Marketing Envelope Tactic #1 – Size Matters

When most folks think about envelopes, their minds turn to a plain, white business-size envelope with or without the cellophane window, typically used to send invoices. These types of envelopes DO NOT say, “Open Me!”

Use envelopes that are atypical. Let’s start with size – larger envelopes get a better response rate than postcards and standard-sized envelopes. Because they attract attention and sometimes create curiosity, oversized envelopes have the greatest response rate with 6.6, with postcards getting a respectable response rate of 5.7%. The average email click-through rate is about 2.6%.

If you use a large envelope, your mailer must fit the larger size, otherwise, it creates an unfavorable impression of your business. And larger or oddly shaped envelopes cost more to mail. If oversized mailers and envelopes don’t align with your brand or budget, consider using 9X12 envelopes to stand out.

 

Direct Mail Marketing Envelope Tactic #2 – Mesmerize with Color

Create a mood with color. Yes, it stands out in a mailbox and has been known to ignite action, increasing open rates. But you have the opportunity to influence how your customers and prospects respond to your direct mail marketing envelope:

  • Red – Conveys excitement – often used for limited-time sales
  • Green – Calmness, nature, growth – can inspire trust
  • Blue – Experience, strength – offers a sense of security

Keep in mind that dark colors make logos and printing more difficult to read – stick with lighter colors.

Direct Mail Marketing Envelope Tactic #3 – Ignite Action with Offers

DIRECT MAIL MARKETING ENVELOPES hands holding yellow envelopeThe face and back of an envelope are useful for more than addresses and postmarks. Create an added incentive to open your envelope by adding an intriguing line on the outside of the envelope, like:

  • Hurry! Limited Time Offer Enclosed
  • You’re one of a few to get this special offer.
  • This preview is just for you …

Entice customers and prospects with a few choice words that generate excitement, ignite curiosity and excitement to get your envelope opened!

Direct Mail Marketing Envelope Tactic #4 – Create Curiosity

 Guy holding an envelopeThe examples above definitely create curiosity about what’s in the envelope – but you can also do that with other elements, including:

  • Clever graphics and images
  • Make it look like a personally addressed envelope
  • Tease, tease, tease

The last item is about creating fun, even flirty relationships between your brand and your customer. You could include a short teaser that hints that there’s something fun inside, without giving the fun away:

  • You’ll love what’s inside…
  • Excitement awaits…
  • Can you stand not knowing what’s inside?
  • Shhh! It’s a Secret >>

Of course, the tactics have to fit your brand, so if you are an investment firm you may want to be more professional in your approach.

Direct Mail Marketing Envelope Tactic #5: Engage Pros

DIRECT MAIL MARKETING ENVELOPES Colourful EnvelopesIf you don’t want to spend time and money on costly re-dos, hiring direct mail professionals can save you time and money. Seasoned pros can tell you which direct mail marketing envelope techniques have delivered, suggest cost-saving hacks that still get results, and make recommendations for ongoing campaigns that pay off year after year.

Although technology has made direct mail marketing more affordable, who wants to spend more when they don’t have to? When you rely on a direct mail marketing professional, you can spend your time doing what you do best – running your business.

Engage a direct mail marketing firm with more than 20-years of expertise, like One Stop Mail to create profitable direct mail marketing campaigns.

With list experts, graphic designers, writers, printers. and more on staff, the One Stop Mail team can take your campaign from conception to distribution.

Get a quote online or contact Marty at (602) 223-3003.

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OSM Blog Hero image Direct mail companies

How Direct Mail Companies Help You Get and Keep Customers: Top 5 Tips You Need to Know Right Now!

Everyone gets mail, from consumers to businesses, so direct mail reaches everyone, especially those who are not yet digitally connected all the time. In some ways, direct mail stands out – and works – because it is not digital. Though that doesn’t mean direct mail companies can’t help digital businesses. In fact, it’s quite the contrary. Since it takes an average of eight touchpoints to convert a prospect to a customer and a sale, direct mail pulls its fair share of the marketing load. Below are some ways that any business can use direct mail to gain customers and keep them coming back.

5 Ways to Make Your Direct Mail Work for You

1. Pay attention to design. White space, imagery, fonts, placement – it all matters in direct mail campaigns, especially postcards with more limited space. If you aren’t already working with a designer, One Stop Mail can help direct you.

Along these lines, also consider A/B testing for your direct mail designs. Changing a single variable, such as a call to action copy or how an offer is presented, can offer valuable insight into how to boost the success of future campaigns. You can also change more prominent and cost-effective elements, such as postcard size and paperweight or texture.

The word count changes in the direct mail copy all formats

From WhosMailingWhat.com

2. Keep it concise. WhosMailingWhat.com reports that word count in direct mail copy is on a steep decline. Campaigns that once used 1,000 words in 2000 are now closer to 500 words. More streamlined copy is easier and faster for readers to take in. People also respond better to visuals over or in conjunction with the copy.

3. Direct mail is tangible, so take advantage! One of the primary reasons direct mail works is because readers can touch it and turn it over in their hands. It can easily be pinned to a refrigerator or passed on to a neighbor. To that end, play with different sizes, shapes, and textures. The more your piece stands out, the more it will get around.

4. Try out trends. Green is a growing trend in many industries, print and mail included. This could mean printing on recycled paper or using “eco” and sustainability language in your copy. QR codes are also picking up steam and are easy to incorporate in any direct mail campaign (more on those below).

Another trend to think about is the COVID-19 pandemic. While we all thought it would be over by now, it’s showing signs of sticking around for quite a while. That likely has a direct impact on your business and your customers’ spending. Consider addressing the elephant in the room head-on, including adding safety precautions you may be taking or potential delays in shipping. And if your business is all digital or can be virtual, definitely promote those benefits.

5. Classic still counts. While it’s great to try new trends to see what may work for your specific company in your unique industry, don’t overlook the classics that have proven themselves time and time again, such as postcards.

Direct mail postcards have been around for decades and decades because they are smaller (read: more cost-effective to print, no envelopes) and faster for consumers to read. They also force creativity, since less is more and you are limited in your messaging by the physical size of the page.

When and How to Send Direct Mail

Timing and logistics can mean everything for a direct mail campaign. Send too much mail and your ROI will dwindle. Send too little or at the wrong times and you miss opportunities to grow. Here are three tried and true tips for mastering your marketing calendar.

How to Send Direct MailSend During Holidays

Since people are expecting to receive gifts and cards, they are more likely to carefully shift through the mail. This applies to the traditional winter holidays as well as Mother’s Day and Father’s Day. Bonus: Beat the rush and send an offer in your mail just ahead of the holiday. You may capture those last-minute shoppers who suddenly realize they need to buy something now!

Send on Customer Birthdays

Blend direct mail with variable data to automate this process. Have cards sent directly to your current customers when again, they are anticipating more and better mail. You also get the added benefit of personalizing your interaction and thus, making it more memorable for your customer. Add an offer or freebie to make it even more memorable.

Send When You’ve Carved Out Time for Follow-up

Sticking to a marketing calendar only works if you have the time to follow up with your potential and current customers. It’s not just about sending mail – you have to connect or follow up when people respond (multiple times). So sending a campaign in the middle of your busy season may not be ideal. Instead, plan ahead and have the direct mail marketing campaign ready to send by the end of your busy season, so that you’ll have the time to track results and serve those potential customers the way you would like.

Use Direct Mail to Introduce Digital

While direct mail and digital advertising can be employed separately, they often work best when they support each other. For those consumers who are not digital dominant, direct mail is an easy way to introduce them to a website, service, or app.

How Direct Mail Companies Help Digital MarketingDigital calls to action are increasingly popular among direct mail campaigns in these three ways:

  1. Directing readers to a social media channel.
  2. Using a QR code, either to take the reader to a webpage or to even start a specific order or inquiry.
  3. Encouraging readers to visit a website. More than 60% of people visit a website in reaction to direct mail.

Digital interactivity through direct mail benefits both businesses and nonprofits, as it makes donating much easier. The more ways you give readers to interact with you and the easier you make it, the more likely they are to become and stay a customer.

Who Uses Direct Mail Companies?

Think about your own mail – what companies do you receive direct mail from? Local services, like HVAC companies, dentist offices, and carpet cleaners may come to mind. And these are certainly industries that traditionally see the value in direct mail. However, new and non-traditional industries like SaaS (software as a service), disrupters, and e-commerce are tapping the direct mail well.

Google direct mail adGoogle has been consistently using direct mail for nearly two decades. The company’s trademark white space – also an important design element – translates well to the printed page and helps to capture the reader’s attention.

E-commerce powerhouse Amazon also uses direct mail. The company’s holiday toy catalogs are rivaling the famous FAO Schwartz and likely reaching more potential customers. Activities and stickers are cleverly placed among the toy ads, giving the mail piece a longer life span.

You may think an app would advertise vial direct mail, but DoorDash chose to send direct mail postcards in an attempt to separate itself from the mounting competitors. In good postcard form, the text was minimal over strong visuals and included a discount for first-time users.

Likewise, Uber used local direct mail campaigns to promote its disrupter expansion into those new cities. A great example of how direct mail companies and marketing campaigns can work for non-traditional industries.

LinkedIn’s campaigns illustrate that direct mail is not just for consumers. The networking giant sends mail to companies and businesses explaining how to take full advantage of the SaaS services, such as posting a job or an ad. Some mailings also include enticing offers.

How to Get Started

These mega-companies, and so many more, work with direct mail companies because they see the ROI and know it works. However, you don’t need to be an Amazon or Google to reap the rewards. Whether you have a brick-and-mortar store or a startup in your garage, direct mail can help you get and keep customers.

To learn the best ways to reach those new customers, request a quote from one of the top direct mail companies in the industry, One Stop Mail. We’ll provide you with the information you need as we walk you through all the options for you and your business. Reach out to us today at [email protected] or 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. 

Let’s take a closer look at new mover mailers; let’s start with whether they belong in your direct mail campaign.  

Is New Mover Mailers 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 you’re business would benefit from new mover mailers. 

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

Empathy Creates Loyalty 

new mover mailers family holding boxes moving into a new houseApproach mailer creation from what your audience needs (empathy) and your new mover mailers 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 customers’ 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 mailer 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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Super Simple Ways to Get Explosive Business Growth with Direct Mail Coupons

Contrary to what many believe, the time-honored method of reaching people by mail is not dead. Catch the attention of potential customers by sending them direct mail coupons, something tangible in this digital world. Customization is key to reaching new clients and inspiring them to act.

Coupons appeal to consumers, and not just the family’s main meal planner. In 2013, 60% of printed coupons were for non-food items, such as clothing, cleaning products, restaurant meals, and office supplies. There is so much opportunity for things other than groceries!

Do Direct Mail Coupons Still Work?

DirectMailCoupon EXCoupons can play a big role in direct mail campaigns. Almost everyone uses coupons, and a good coupon marketing campaign can drive new customers to your business. Did you know that 94% of consumers still use coupons? Keep shoppers coming back to your brand or steal them from your competitors by reminding them of current offers.

Combining direct mail coupons with digital products such as online rewards programs can help reach consumers across multiple channels. A great marketing strategy can bring new business through your doors, to your website or social media, or to your app. “81% of consumers would take additional action, such as enrolling in a loyalty program, to redeem a rebate or coupon.”

Campaign Options

There are many considerations to make when starting a direct mail coupon campaign.

What?

If you’re all set with consistent branding, next is your marketing message.

  • Start with a value statement. Why should the customer take advantage of your product or service? What sets your brand apart from the rest?
  • Use quality messaging. Clearly state the rules of your promotion. Make it easy for them to redeem the offer using a code or something that can be scanned. Use simple, clear language and good design for readability.
  • Offer variety. Include companion offers to entice potential consumers who may not be interested in your first deal.
  • Give the offer an expiration date to create urgency.

How Much?

direct mail coupons opening envelope with a coupon insideRetailers of all sizes can use coupons and anticipate good results. The most common coupons you see are dollar or percentage off. Most of all, make it worth their while. “43 percent of shoppers agree that clipping coupons are a good investment of time when the discount is worth up to 25% off.”

How Many?

The correct frequency and reach is a sweet spot that can only be found by working together to determine the perfect combination to exceed the return on investment.

Coupons are very easy to measure. Calculate direct sales conversions by comparing the number of coupons redeemed versus the number mailed out. Not sure what’s best? Try sending out two or three different offers to see which one performs better.

Tangible Marketing with Direct Mail Coupons

direct mail coupons hand holding two couponsNew brands are harder to overlook when they’re presented as physical objects. Emails can be deleted and digital ads can be ignored, but a piece of paper in your mailbox has a much higher retention rate, even if they only see your logo or retail store colors. Variable data (like a name associated with a postal address) gives your postcard, letter, etc. a level of personal connection.

One of the most popular examples of direct mail coupons is a full-color, two-sided postcard. Make the offer compelling and the design eye-catching and this is a marketing piece that will end up in the “keep” pile or on the refrigerator.

More Information on Direct Mail Coupons

Think of a direct mail coupon campaign as just the beginning. If you provide an excellent buying experience for the customers, they will come back for more! Hook them and then keep them interested with direct mail and follow-ups.

Feeling overwhelmed? The team at One Stop Mail will help guide you through this process. We’re familiar with obtaining targeted lists, designing eye-catching mail products, printing, bulk mailing, and digital follow-ups.

We offer results-driven direct mail marketing focused on achieving your call to action. Still not sure where to start? We can help!

gain new business with HVAC direct mail campaign

Secrets to Attracting New Customers with HVAC Direct Mail Postcards

When you rely on local customers to keep your HVAC business moving along, finding those customers is like a trade secret. Word of mouth and online searches can only get you so far. And while digital marketing is keeping you connected to your community, it doesn’t always deliver on new, local business when you need it, unlike HVAC direct mail postcards.

In the face of the digital era, one of the best ways to target new customers close to you is actually through tangible HVAC direct mail postcards. The pieces of print are put in the hands of the specific customers you want to help you grow your business.

Why Invest in HVAC Direct Mail Postcards

variable data printing mail bundleNot only is an HVAC direct mail campaign simple to execute, it’s cost effective with one of marketing’s best returns on investment. Why does such an “old school” strategy sent via snail mail work?

Because some see direct mail postcards as traditional and old-fashioned, fewer businesses are doing it, so your postcard has the potential to help you stand out in the competitive crowd.

Studies confirm that about twice as many people notice and read direct mail over email messages. Direct marketing emails end up stored away in an overflowing inbox or worse yet, a junk folder. Postcards get passed around or even pinned up on a wall or refrigerator as a reminder.

Nearly 60% of $65K+ households purchase from Direct Mail.

Building Your Brand

As part of a larger strategy that also includes digital marketing, the postcards provide another touchpoint to potential customers. The more places that they see your logo and business name – your brand – the more likely they are to remember and call on you when they need your services.

Direct mail postcards are great for gathering new customers, but they also work well to spark repeat business. Even more so when offering coupons or deals for regular service, such as an A/C tune-up. You can also use postcards to thank those customers, offer a referral bonus, or remind them of the service when the season comes around again.

Analyzing your strategy and tracking your results is also easy with direct mail postcards. Just use unique promotional codes associated with each campaign so you’ll know which campaigns brought in the most business.

Postcard Design Matters

HVAC Direct Mail PostcardsDesigning and printing postcards is the key to a successful direct marketing campaign. To get the best value and most customers, there are five key tips to follow when designing your HVAC direct mail postcards.

  1. Apply the 40-20-20 rule. Direct mail marketers like to use this rule to determine how successful a campaign will be. The success rate is 40% dependent on the offer or promotion, 40% on a quality mailing list, and 20% on copy and design.
  2. Keep it simple. Customers should be able to look at your HVAC direct mail postcard and immediately know who you are and what you are offering. This means it should be easy to read, clearly communicate the value you offer, and build brand awareness. All at a quick glance.
  3. Make it colorful and bold. Use colors and various font sizes to help you communicate key points. Larger, bold, or colored fonts demand more attention and using them then creates an information hierarchy, visually queuing readers what to look at first. Headlines and Calls to Action should be in a font larger than the details.
  4. Research your target market. You can be very precise in building you lists and select exactly who has the opportunity to see your postcard – from economic demographics to local neighborhoods. You can also exclude those outside of your service area and renters, who don’t tend to make HVAC repair or maintenance calls.
  5. Timing is everything. People don’t tend to think about their A/C systems when the weather is cool, or their heaters when the outside temperatures are soaring. To even the flow of work, aim to send your postcards throughout the year by changing up the images, headlines, and offers to remain relevant.

Seal the Deal with a Strong Call to Action

Potential customers receiving your postcards should be engaged and left with a clear direction. Why should they respond? Without this direction and subsequent responses, your postcards will gather impressions but no business.

Every postcard should have one clear Call to Action – what the reader should do with the information you’ve just provided. This could mean visiting your website for more information, but ideally it means calling you to schedule service.

Promotions or offers are a great way to engage and entice potential customers, however, discount with caution so that you don’t give away so much that the direct mail postcards are no longer cost-effective.

For example, a $50 discount may bring in less customers than a $100 discount, but those customers attracted to the better deal may not be long-term customers (i.e. they are in it for the deal only).

When including a promotional offer, try to limit one promotion per postcard. This makes the Call to Action crystal clear.

Partner with One Stop Mail on your HVAC Direct Mail Postcard Campaign

gain new business with HVAC direct mail campaignFrom finding leads to nurturing repeat business, HVAC direct mail postcards could be your standout marketing strategy, priming you for growth and profits. Is it time for your HVAC business to hit the mailboxes?

By working with One Stop Mail you’ll benefit from our nearly 40 years in the direct mail and print services industry. In addition to direct mail postcards, we also specialize in mailing list, direct mail service, print and graphic design, offset printing, digital printing services, data service, and easy fulfillment.

To reach those new customers via your custom HVAC direct mail postcards, request a quote from One Stop Mail. We’ll provide you with the information you need as we guide you through the options that may be right for you and your HVAC business. Reach out to us today at [email protected] or (602) 932-2722.

restaurant direct mail restaurant owner and chef

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

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

restaurant direct mail multiracial friends at a restaurantThis 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

restaurant direct mail barista holding gift voucherNo 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

restaurant direct mail people eating outside a restaurantRestaurants 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

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

how to measure marketing success couponAn 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

how to measure marketing success woman working on data webMeasuring 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

how to measure marketing success group of young workers webYour 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.

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.