Direct Mail Marketing Archives - One Stop Mail

5 Signs You Need A New Direct Mail Vendor

July 10, 2023/0 Comments/in Direct Mail, Direct Mail Marketing, Graphic Design, Lists & Data Services

Are you happy with your direct mail vendor? Do you think they could be doing a better job?

There is a lot that goes into an effective direct mail campaign. Choosing a highly qualified direct mail vendor can be the difference between a successful direct mail campaign and a poorly performing campaign.

Here are 5 signs you need a new direct mail vendor.

They Provide Incomplete Success Metrics

Tying your marketing investments to profit is critical to understanding what type of marketing works for your business and which ones don’t. Direct mail vendors that don’t track your performance will hinder your ability to be successful.

Metrics you should expect from your direct mail company include or help you calculate:

Detailed response rates
Conversion rates
Cost per lead
Cost per acquisition
Lifetime value

With the detailed data that comes from these metrics, you can identify which campaigns are working and better focus your marketing on your most likely prospects. You will see better engagement, more conversions, and you’ll eliminate the cost of targeting unlikely prospects.

They Can’t Integrate Into Other Marketing Efforts

Direct mail is generally one part of your larger, overall marketing plan. To reach your customers where they are, which is everywhere, your direct mail efforts should be choreographed with other marketing efforts such as email and social media.

Integrated multichannel marketing can increase the success of your direct mail campaigns and marketing strategy as a whole. If your current provider does not offer integration as part of their direct mail solutions, look for a company that can:

Target customers through direct mail AND online
Online and social media follow-up
Allow for multi-media efforts (QR codes, unique purchasing incentives)

See increased success with a direct mail vendor that can help you combine direct mail with digital marketing. Marketers see conversion rates of 40% in campaigns that combine direct mail and digital marketing. Also, customers targeted with multichannel marketing spend three to four times more than single-channel customers.

Reach out to learn how you can boost success with One Stop Mail’s integrated marketing platform- LIFT.

Your Current Direct Mail Provider Has Ineffective Graphic Design

It’s not enough to have a good product and just send a mailer. You have to capture the customer’s attention in order to tell them about it. That’s why graphic design is is vital to effective direct marketing solutions.

Not all direct mail providers do graphic design for mailers in-house. Even providers that claim to offer graphic design services, don’t necessarily do it well.

While this is subjective, ask yourself how the results of your direct mail campaign match up with your expectations. If there’s a gap between expectations and results you may need to find a vendor with better graphic design.

Compare your results with industry standards. The average response rate for most direct mail is between 2% and 4%. Response rates can fluctuate depending on your industry and the type of direct mail sent (postcards have the highest response rate). Higher response rates can be seen in

Real estate
Car sales
Charities
Medical practices
Home improvements

If your direct mail campaigns are not meeting expectations, maybe you need a more effective graphic design that is eye-catching, on brand, and has a clear call-to-action.

They Have Bad Targeting & Lists

Direct mail success starts with targeting the right customers and knowing which type of list to use. The right list will put your mailer in the hands of the most likely prospects and valuable customers.

Similar to graphic design, you can look at your direct mail results and key performance indicators to see if your direct mail vendor is targeting the right customers.

Look for companies that provide you with different types of lists and good reasoning on when to choose which type of list:

EDDM lists by zip-code/mailing routes
Demographic-based targeting
Consumer behavior-based targeting
Business-to-business mailing lists

They Treat You Like A Source Of Profit – Not A Partner

There are no statistics to cite when evaluating this – it’s a feeling you have as a customer. Yes, you want a direct mail provider with industry experience and expertise, but you also want a partner who that understands no two businesses are the same and is driven to help you succeed.

Ask yourself questions like:

Has your mailing house taken the time to get to know your organization’s unique needs?
Do they respond timely and thoughtfully to your questions or requests?
Do you know members of their team or just the person doing the selling?

If the answer is no, then it’s time to find a direct mail partner that is invested in your success.

Partner With a Direct Mail Vendor That Does it All

If you’re not happy with your current direct mail provider, it’s time to make a change and partner with one of the best mailing companies.

One Stop Mail has nearly 40 years of print and direct mail services. Your success is our success, and we believe that you deserve quality direct mail design, printing, and mailing services. We work to discover your business’ untapped potential and find ways to continue to expand your influence in your market and succeed in your business.

One Stop Mail provides everything you need for a successful direct mail campaign from start to finish. Our innovative team is committed to crafting direct mailing solutions to meet the needs of your business.

Ready to Make a Change and Boost Your Direct Mail Results?

Contact the team at One Stop Mail to learn how we can help boost your direct mail results and request a free quote.

One Stop Mail Monthly Direct Mail Can Boost Business

5 Ways Monthly Direct Mail Marketing Can Boost Business Now

April 10, 2023/0 Comments/in Direct Mail, Direct Mail Flyers, Direct Mail Marketing, Direct Mail Postcards

If sales are slow or you’re looking to expand your business, it is necessary to find new and innovative ways to reach your target audience. Direct mail may be a part of your current strategy, but have you tried monthly mailers to benefit from the full potential of this marketing tool?

According to the Direct Marketing Association, the optimal direct mail frequency is every 21 days, or about once per month. Below are the top five ways monthly mailers can boost business as a standalone campaign or as part of a multi touch campaign.

Increased Brand Awareness: Reach vs. Frequency

In general terms, reach is how many people see your advertising, while frequency is how many times your advertising is seen. In direct mail marketing, frequency wins. Strong recognition with a select audience is more valuable than weak recognition with a wide audience. If you’ve made frequent contact with the right set of potential customers, your brand or service will be top of mind when your recipient is ready to make a purchasing decision.

The main reason for sending out direct mail is to increase revenue for your business. To do this, you first have to increase awareness. The Marketing Rule of 7 is the idea that a potential customer needs to see your messaging 7 times before they take action. The brand awareness from monthly mailers will create referral traffic from recipients who have physically seen and touched your brand multiple times.

Engage Customers with Dynamic Content

Dynamic content is content that is always changing and evolving. You don’t want to send the same mailer over and over again.

Monthly mailers give you the opportunity to change components such as:

layout and design
call to action (CTA) – the ask at the end of your mailer (purchase now, call to book, etc.)
new offers.

Keep it fresh to show that your company is dynamic and keeping up with the latest trends. Show off everything you have to offer with:

seasonal and timely content
targeted incentives
matching branding for recognition
quality printed materials.

Infrequent, irregular, or one-off communications don’t deliver on the level the customers expect. Branded, dynamic marketing works, especially when provided frequently.

More Personalized Marketing

Get to know your customers and allow them to get to know you with monthly engagement. In this era of digital connection, people expect you to know what they want. “Seventy-one percent of consumers expect companies to deliver personalized interactions.”

Personalized direct mail marketing includes:

Relevant product/service recommendations
Messaging tailored to the customer’s needs
Targeted promotions
Celebration of customer milestones such as birthdays or anniversaries with the company
Post-purchase follow-up

Direct marketing can help boost business by providing customers with incentives, such as discounts or free trials, that make them more likely to purchase a product or service. This is especially compelling for business new to a specific area, or for potential customers that have just moved to a neighborhood.

Improved Campaigns with Direct Mail Attribution

Monthly direct mail provides businesses with the opportunity to gather more data on customer behavior and preferences and better understand your target audience.

To help track key information, include:

QR codes
call tracking phone numbers
customized URLs
unique promo codes

You can use this data to adapt future direct mail campaigns to be more effective and to help you make more informed business decisions. You can also link it with digital or multi-touch campaigns for better reach.

Monthly Mailers Have Better ROI

All of the above add up to better ROI on direct mail for your marketing campaigns. Your direct mail campaigns have a goal to generate leads, raise brand awareness, and ultimately make sales. You increase the chances of that happening, and therefore boost your ROI, when you send out monthly mailers.

It’s proven that consistency pays off. “Only 2% of sales are made on the first contact, 3% on the second contact, 5% on the third, and 10% on the fourth. A whopping 80% of sales are made on the 5th-to-12th follow-up.” Don’t miss out, plan your monthly mailers as part of a long-term solution.

Consistency is Key

Managing a monthly direct mail campaign on your own can be time-consuming and requires a lot of resources. This is where partnering with a direct mail vendor can help.

You want to partner with a direct mail vendor that can consistently produce direct mail pieces that are eye-catching, high-quality, personalized, and trackable at the volume and rate ideal for your business. One Stop Mail has the experience and expertise to handle every step of your direct mail campaign.

If you’re ready to boost business with monthly direct mail, contact us for a quote today!

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

February 25, 2023/0 Comments/in Direct Mail, Direct Mail Marketing, Lists & Data Services, Mail Services

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.

Direct Mail Printers vs Mail Houses

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.

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.

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.

Amplify Donations with Direct Mail Nonprofit Postage Rates

January 16, 2023/0 Comments/in Direct Mail, Direct Mail Marketing, NonProfit

As part of a nonprofit organization, you work hard for donations and do everything you can to wisely use every donated dollar that comes in. One way you can wisely use donations and maximize the efficiency of your campaigns is to send direct mail at discounted nonprofit postage rates.

Qualifying nonprofits can save up to 60% on postage. In addition to saving money with reduced postage rates, nonprofit direct mail can increase engagement, grow your donor list, and boost the success of your fundraising campaigns.

Easily Apply for Nonprofit Postage Rates

If you don’t already have a nonprofit postage permit, applying is simple. If you work in any of the following types of nonprofit organizations, you are eligible for the discounted rate:

Agricultural
Educational
Fraternal
Labor
Philanthropic
Religious
Scientific
Veterans
Some Political Committees

All you need to do is fill out this form (PS Form 3624) and submit it to the USPS. Please note, you might have to attach additional paperwork to the form including tax documents.

If you have a large bulk mailing project coming up soon—for instance, you are preparing to send out some direct mail for your church or for a fundraising campaign—you can go ahead and fill out the form now and send the mail at the regular price. Then once you are approved for your nonprofit postage permit, you can apply for a refund.

To help expedite the process, or if you need assistance along the way, you can also work with a nonprofit direct mail pro.

Maximize Donation Dollars

With nonprofit postage rates, you can save up to 60% on postage, ultimately saving your organization hundreds or thousands of dollars. To get an idea of how much you will pay, first read the nonprofit mailing rules to make sure your direct mail piece qualifies, and then enter your mailer information into the USPS postage calculator. The calculator will quickly give you a chart with prices.

Stretch your donation dollars even further by partnering with a direct mail company and using their imprint indicia as opposed to manually applying pre-canceled nonprofit stamps. The indicia is printed on your mailer during the initial printing saving time and money.

Additional savings may also be available if your mailers are all going to the same area code or even neighboring area codes. Get mailing lists based on your ideal donor in specific locations to maximize your savings.

Reach Ideal Donors with Acquisition Lists

Send your nonprofit direct mail to your ideal donor using acquisition lists. These mailing lists are typically rented through a direct mail company that helps you find the best lists to meet your organization’s goals. You can get mailing lists based on recipient:

Age
Gender
Income
Previous engagement with nonprofits
And more!

Targeting like-minded donors using acquisition lists can amplify your nonprofit savings even further. By sending mailers to the “right” people, you increase engagement, response rates, donations, and ROI.

Engaging Nonprofit Mailers

Build your fundraising campaign around a mix of mailers including postcards, personalized letters, event invitations, organization information, etc. Concise, easily scannable postcards can be sent at a very low cost. Include QR codes on postcards to increase engagement and direct recipients to your website or donation platform.

Letters sent in large envelopes, or flats, demonstrate value and importance and often have higher engagement rates. The larger size gives you the space to describe the purpose of your organization, how you use donations, and share success stories.

Fortunately, the nonprofit permit also allows you to send larger pieces at the discounted rate. You can send mailers weighing up to 3.3 ounces compared to 1 ounce for the regular first-class rate without increased postal fees.

You can also increase engagement by personalizing direct mail with the recipient’s name and a custom message and by making it easy for recipients to engage with your organization and send donations. Consider direct mail that includes:

Buckslips
QR codes
Donation forms and envelopes
Perforated tear-offs to subscribe to newsletters or request more information

Work with a Direct Mail Company for Fundraising Campaigns

At One Stop Mail, we are happy to work with nonprofit organizations and help make any and all mail-related processes go as smoothly as possible. We understand how busy you are, and we are proud to help streamline mailing processes that will save you and your nonprofit time, effort, and money.

We can benefit nonprofits in a number of ways, including:

Offering access to targeted direct mailing lists.
List and data cleaning.
In-house designers for eye-catching mail pieces.
Variable printing for more personalized mailers.
Experience dealing with the United States Postal Service, including the USPS nonprofit application.

Reach out to the experts at One Stop Mail to learn how to get started!

One Stop Mail Real Estate Farming trends

Real Estate Farming With Direct Mail Tips & Tricks

December 12, 2022/0 Comments/in Direct Mail Marketing, Direct Mail Postcards

Real estate farming is an effective strategy to prospect and develop a steady source of home buyer and seller leads by establishing yourself as “your neighborhood’s realtor.” A successful real estate farming strategy should result in at least 30% of the sales within your targeted area. To successfully geo-farm real estate you must consistently be in contact with the members of your target community. This is where direct mail can elevate real estate marketing efforts.

We know that direct mail works. It outperforms digital mail marketing channels by 600% according to the Direct Marketing Association Response Rate Report. They found that 70% of people believe direct mail is more personal and nearly 50% of people keep direct mail for future reference. As a result, 4.9% of direct mail recipients will buy from that company. This level of contact and response rate is necessary for geo-farming real estate to work.

Real Estate Postcards Vs. Flyers Vs. Letters

The ideal real estate farming strategy combines a mixture of postcards, flyers, and letters. However, the real backbone of your campaign is real estate farming postcards. These should be sent twice per quarter and give a snapshot of the market in your target area. This also includes on-demand postcards to send when a home has been listed or sold in your area.

Flyers and real estate door hangers are a great opportunity to advertise open house events and give more detail about your real estate business like the number of active listings, average sale prices, your number of monthly sales, etc.

Real estate farming letters should be sent quarterly. This is an opportunity for you to discuss what is happening in the community and give your audience a more detailed look into the market with more space for thought and analysis.

Of these types of direct mail, postcards are the easiest to produce and the most profitable, costing only a few cents to print and mail. Postcard content is more visual and attention-grabbing. According to the DMA, postcards also have the highest open rate as well as other advantages.

Flyers still use a visually focused design while providing more informative content. Although letters are more text-heavy, they can also be more personal and deliver useful and engaging content. The cost of direct mail varies, anywhere from a few cents to a few dollars per piece depending on the volume, type of mail, size, design, personalization, and more. All types of direct mail have a high ROI, with letters showing an impressive 112% ROI.

Real Estate Farming With Direct Mail

Direct mail should be a central component of your real estate farming strategy. It does require some planning and a thoughtful approach, but the results are well worth it, and the process can be broken down into five steps.

Choose your neighborhood. Research the macro trends, demographics, and community activity of several different areas to find a place with healthy demand and where homes are actively being listed for sale. Ideally, you should choose an area close to where you live that you are familiar with. The area you choose to target should be 500 homes or less. The exact size will depend on your budget and goals. Bigger isn’t necessarily better when it comes to farming. What makes farming effective is that you’re targeting a specific set of homes with a specific message that is relevant and speaks to them directly.
Find a target market within that area. To make your farming strategy even more effective focus on a specific group of people within your areas such as young families, middle-aged professionals, retirees, first-time home buyers, move-up buyers, or downsizing sellers. Really think about what the people in this area have in common.
Plan your direct mail content. Real estate agents who successfully farm neighborhoods deliver consistent value to homeowners. Your direct mail should convey that you are the expert when it comes to buying and selling homes and living in the community. Consider what information would be useful to prospective clients, what type of direct mail you’ll send, how often you’ll send it, and how you will keep your brand consistent across marketing channels. You can increase engagement and integrate direct mail with digital marketing by including a QR code on your mailers that directs recipients to your website or a market report.
Track your results. Include elements in your direct mail that allows for tracking to measure the effectiveness of your campaign. This could include: a QR code linked to a lead form or a campaign-specific landing page, call tracking phone numbers, unique promotional codes, etc. Then attribute leads in your CRM and promptly follow up.
Start your real estate farming program with direct mail! Real estate farming is a long-term game. To be successful, direct mail should be sent regularly and the message should be consistent.

Real Estate Farming Postcard Ideas

When it comes to ideas for real estate direct mail messaging, there are some do’s and don’ts you should be aware of. Some things you SHOULD do are:

Respect seasonality. Fewer people buy and sell homes during the holiday season. Families tend not to uproot their children during the school year. Other seasonal trends depend on the location. For example, warm-weather cities, like Phoenix, experience a snowbird effect when people relocate or buy a second home for the winter months.
Provide informational value. What do potential clients want and need to know? Share information like the number of active listings in your area, the number of homes sold, and average sale prices. If you are advertising a home for sale or an open house, describe the home and provide basic details.
Show your expertise and experience. Offer neighborhood tours or provide a list of the best pizza places to show that you’re a local expert. Share a professional success or the number of homes you’ve sold this year to demonstrate your experience.

On the other side, you should AVOID being hyperbolic. Excessive exaggeration can breed distrust and skepticism. Don’t send too many communications. This can be annoying or come across as pushy. You should also avoid sending the same postcards or mailings multiple times. Keep your content fresh, relevant, and interesting!

When it comes to designing your mailers, use various types of direct mail including postcards, flyers, door hangers, and letters. Be sure to include engaging images like your photo and pictures of homes for sale. Also make certain that the text is scannable, easy to read, and your contact information is easily found.

Above & Beyond Geo-Farming Strategies

In addition to your direct mail campaign, there are other real estate farming techniques that will help position you as the area’s go to realtor. Attend city zoning and council meetings. This will help you identify the concerns of the community. Participate in community events like cook-offs, block parties, and fundraisers.

You could consider offering free consultations to your neighborhood’s residents. Establishing a relationship and providing guidance and helpful information increases the likelihood of them choosing you as their realtor.

If you can, a farm close to your home. Making connections will be easier, you will be more relatable to your clients, and you are knowledgeable about the area. Reports show that 74% of home sellers said an agent with local or neighborhood-specific knowledge was important in helping them choose an agent.

Establish yourself as “the local realtor” with an engaging and cost-effective direct mail campaign. Reach out to the experts at One Stop Mail to learn how to get started!

One Stop Mail Healtcare Messaging Mailing List

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

November 3, 2022/0 Comments/in Direct Mail Marketing, Direct Mail Postcards, Lists & Data Services

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.

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.

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.

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!

Quick Guide: Direct Mail Postcard with QR Code

October 12, 2022/in Direct Mail Marketing, Direct Mail Postcards

Digital technology has become integrated into most aspects of our lives, and direct mail is no exception. As a result, the modern consumer expects interactive marketing that provides easy access to information and the ability to quickly take action that the digital world provides. A postcard with a QR code can help effectively blend the benefits of both offline and online marketing for direct mail.

QR code use rose dramatically in 2020 in response to the Covid pandemic, and they continue to grow in popularity as both businesses and consumers realize their benefits. Globally, QR code scans quadrupled in 2022 and the US has the highest QR code use rate.

This quick guide will explain how QR codes blend offline and online marketing, increase customer engagement, provide valuable customer data, and boost the success of direct mail campaigns.

How To Set Up And Use QR Codes For Direct Mail

“QR” stands for “Quick Response.” These QR codes are essentially advanced barcodes that can store a lot of information and are accessible using a smartphone’s camera feature. QR codes are incredibly easy to set up and use. The general process involves 3 steps:

Create a landing page for what consumers will see upon scanning the code
Generate a QR code
Link the URL for the landing page to the QR code

There are many free QR code generators online that will create a QR code linked to the URL you enter. This can typically be done all in the same software. Some generators can even create codes in a variety of colors, shapes, unique patterns, and include your logo.

After it has been generated, you can print the QR code on envelopes, postcards, or any direct mail marketing materials to engage consumers and give them a direct link to information and/or services.

Use Direct Mail QR Codes To Engage Your Target Market

QR codes are action-oriented, and you can use them to better engage your target market. Codes can be linked to practically any digital location. Scanning the code can allow your customer to:

Place an order
Collect a special digital coupon
Add events to calendars
Follow a social media page
Set pins in navigation apps
Enroll in a rewards plan
Schedule an appointment or service
Leave customer feedback or reviews
Contact your business

To create effective direct mail QR codes, be creative in how you engage with consumers and provide real value. If consumers don’t get value from scanning, why would they engage? A code that simply links to your business homepage doesn’t provide an incentive to engage with your business. Provide access to an exclusive online sale available only with the QR code. Offer previous customers a 10% off coupon if they follow the link and leave a review.

Don’t forget to pair your QR code with a compelling call to action!

Postcard with QR Code Delivers Customer Data That Aids Marketing

A postcard with a QR code not only adds value and convenience for customers but also provides valuable customer data that aids marketing efforts. When generating a QR code, there is a choice between static and dynamic codes. Dynamic QR codes are best for business purposes because they can be edited at any time and they provide more data.

When consumers scan a postcard QR code, it lets you know:

Location
Device type
Date
Time
Number of scans

With strictly offline marketing, you can estimate the reach and engagement levels of direct mail, but the addition of QR codes gives you more accurate data. This allows you to see how effective a given campaign is within specifically targeted locations.

There are additional services that can provide even more consumer data such as demographics, contact information, and order history. A QR code can also be used to gather additional data by directing customers to landing pages where they fill out forms to redeem coupons or join rewards programs.

Data provided by QR codes can assist with lead generation, optimizing marketing campaigns, and improving ROI for your marketing efforts.

Blend Online & Offline Marketing With QR Code

Not only is QR code direct mail cost-effective, but it blends offline and online marketing methods, increasing the efficiency and success of marketing campaigns. For example, you can create special online offers that are only available with the postcard QR code, utilizing both online and offline methods.

Businesses in any industry can use QR codes to:

Increase brand visibility and website traffic
Supply additional information on your offerings (outside the limited space of the direct mail postcard)
Direct consumers to specific webpages
Provide easy and quick access to your offerings

This blended marketing method also offers users value and the convenience of interacting with your product or service on their personal device.

If you’re interested in stand-out, customizable, cost-effective direct mail marketing services, reach out to One Stop Mail and learn how we can help!

Private Schools Science Exploration looking at worm

5 Tips for Direct Mail Marketing for Private & Charter Schools

August 16, 2022/0 Comments/in Direct Mail, Direct Mail Marketing, Lists & Data Services

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:

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.

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.

Use Private Schools Marketing To 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.

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

Parents 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 education 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.

Charter Vs. Christian Vs. Private School Marketing

A school could be considered one or any combination of a private, charter, or parochial/Christian school. Use your direct mail messaging to highlight which of these is most core to your school. While these aren’t mutually exclusive to one another, they give your marketing a targeted approach to likely households targeted with mailings.

Private Schools – messaging geared towards parents looking to provide a better education/experience for their child.
Charter Schools – messaging around alternatives to traditional public education options.
Christian Schools – messaging about how faith will help inform and shape a child’s education.

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.

direct mail advertising costs team celebration

What’s The Cost Of Direct Mail Advertising? Why & How Much

July 19, 2022/0 Comments/in Direct Mail, Direct Mail Marketing, Mail Services

Replenish customers who’ve left! A direct mail marketing campaign gets you a steady flow of new customers. Discover how to calculate and compare costs vs. results to get the best results.

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Direct Mail for Churches: How to Make It Work

May 13, 2022/2 Comments/in Direct Mail, Direct Mail Marketing, Mail Services

As the world becomes increasingly digital, traditional marketing tools like direct mail seem to have taken the back seat. However, that doesn’t mean direct mail marketing no longer works or that organizations have stopped using it altogether. In fact, at $38.5 billion, spending on direct mail still makes up the largest portion of local ad spend in the U.S.

This gives testimony to the effectiveness of direct mail marketing, especially when it comes to reaching a local audience. With the right approach, it could also be the perfect tool for your church to attract more attendees and engage your valued members.

Benefits of Direct Mail for Churches

Direct mail marketing for churches can have many advantages:

Church Advertising Allows You to Stand Out

With direct mail, you have the ability to customize your mail materials. This allows you to deliver church outreach cards that stand out from standard envelopes and flyers. The more your mail stands out, the better the chances of it being noticed.

Helps Build a Personal Connection with Recipients

The physical material of direct mail can have a stronger emotional impact on recipients, allowing them to form a personal connection. No wonder 70% of consumers feel that receiving direct mail is more personal when compared to online interactions.

Helps Attract New Parishioners/Attendees

Your direct mail marketing campaigns can reach homes and families that aren’t already a part of your parish. With a compelling message, you could welcome these recipients as attendees to your church.

Great Way to Re-Engage Members

Direct mail for churches is also an excellent tool to re-engage members who have stopped attending service for a period of time. Reminders that you’re thinking of them could invite them back into the church.

How to Use Direct Mail Marketing

If your direct mail campaigns haven’t worked in the past, improve your efforts with the following tips:

Design Mailers that Stand Out

Colorful envelopes, oversized mailers, and interesting textures can help your mail stand out in the mailbox. Take it one step further by personalizing the mailer with the recipient’s name or a handwritten message. Colorizing and personalizing your mail could improve your response rate by a whopping 500%. Additionally, oversized envelopes see the highest response rates at 5%.

Leverage Nonprofit Postage Rate

To make your outreach budget go further, take advantage of the nonprofit mailing rate that USPS offers to nonprofits. This could help you save a bit on postage and use the money you’ve saved for other necessities.

Write a Compelling Message

Your eye-catching mailers should be accompanied by a message that’s equally thought-provoking. Carefully plan your messaging so you can inspire recipients and encourage them to attend your church. Messages of forgiveness and love and messages of acceptance could be the key to attracting parishioners – both new and old – to your church. You could also write messages to show your work through the communities you’ve supported and the people you’ve helped.

Take Advantage of New Mover Lists

One of the best ways to attract new people to your church is by sending direct mail to people who have just moved into the neighborhood. Take advantage of Just Moved Mailer services to gain access to new mover lists and get new attendees to your church.

Make It Actionable

Do you want people to attend the next Sunday service? Or perhaps you want them to participate in an upcoming event? Whatever the goal of your direct mail marketing campaign is, make sure you include a call-to-action so recipients know exactly what you want them to do next.

Use the Right Direct Mail Marketing Tools

Depending on the goal of your campaign, use different direct mail marketing tools strategically:

Door hangers for quick intros
Postcards for quick intros and regularly checking in on parishioners
Church invitation postcards for upcoming events
Flyers and brochures for detailed information on your church, cause, or event

With a combination of the right tools, messaging, and mailer design, a direct mail marketing campaign can make a positive difference for your church.

Need help crafting powerful mailers for your church?

Find out how One Stop Mail can help.