Any adult who was raised during the digital age is thought to be tied to their devices and impossible to reach any other way, right? No! While it’s counter-intuitive, recent research shows Millennials and direct mail are a near-perfect match.
An omnichannel marketing strategy places brands nearly everywhere customers are. They pop up wherever people put their attention – while they watch television, at the movie theater, as they browse social media and the internet.
You don’t have to look far to find a brand that’s gone omnichannel. Think about how often a certain insurance brand with royal-blue block lettered logo, their Australian pitch-Gecko, and Flo the bundling enthusiast continually crosses your view. Geico’s merry band sets up shop on all digital, media channels, print magazines, and in mailboxes – it is impossible to miss them.
Why go to the trouble? Not everyone who sees Geico today will be in the market for personal insurance, but when there’s a need, one of its catchy ads or recognizable logos will probably be there.
If you’re doing a version of multi-channel marketing and wonder how it can be more effective, you’re not alone. You may even wonder whether direct mail belongs in your omnichannel marketing strategy. Let’s examine what it is, whether to include direct mail and how to build a winning plan that can be adjusted to your budget.
What is an Omnichannel Marketing Strategy?
A key to an effective omnichannel marketing strategy is to create the same experience across all platforms. When a prospective customer sees your brand in an email, as a website banner, or in the mail, they identify them as belonging to your business.
Techtarget defines omnichannel marketing as a sales approach that creates an integrated, seamless customer experience, whether the customer is shopping from a desktop or mobile computer, by telephone, in a physical store location.
Key elements include utilizing the same artwork, colors, and tagline across all channels – and similar or the same messaging. By expanding the message through broader platforms, you extend your reach and create greater impressions.
Does Direct Mail Fit into Your Omnichannel Marketing Strategy?
Yes. Direct mail is already an effective way to connect with customers and generate new sales. Its staying power alone is worth the investment. When you integrate a seamless message across several other channels it strengthens your return on investment.
A study shows that adding direct mail to an omnichannel marketing campaign boosts performance 63% if it’s well-branded, integrated, and personalized.
Considering the overall effectiveness of direct mail, an omnichannel approach offers an exceptional return on investment while remaining an excellent method to stay in front of your clients. Here some recent stellar stats about direct mail:
House mail lists get great response rates
If you use direct mail, you probably have a “house” list. According to data gathered by the Data and Marketing Association (DMA) and the Association of National Advertisers (ANA) in 2018, the response rate for house lists is 9% compared to 4.9% for prospects’ lists.
And, if it’s like the recent trajectory, it will continue to get better. The DMA notes that there has been a significant increase in response rates between 2015 to 2018; 125% for house lists and a whopping 400% for prospect lists.
Direct mail gets noticed
Although email may be a bit cheaper and easier, it’s easy to miss. It can end up in the spam folder or look just like the other annoying email that’s been trolling you for months.
According to the DMA, about 42.2% of direct mail is read or scanned because the recipients go through the mail.
Mail has decreased so your mail stands out
Since the popularity of digital marketing, mail has decreased steadily. This gives direct mail marketers a tremendous advantage – less competition means you get noticed more often. Take advantage of this unique space.
Mail recipients purchased 28% more items than those who don’t get mail
The fact that mail is kept much longer than email could contribute to this statistic. What marketer wouldn’t be happy with that conversion rate?
Oversized packaging gets extra attention
Although you can expect a respectable response rate from postcards, (4.25%) and catalogs (3.9%), the biggest response rate belongs to oversized envelopes at 5%, according to these statistics.
Now that you can see that its results put direct mail into most winning marketing campaigns, let’s get down to the nitty-gritty and discover how to integrate it into your omnichannel marketing strategy.
Creating an Omnichannel Marketing Strategy with Direct Mail
While you understand how to create an effective marketing campaign, omnichannel requires you to expand a consistent marketing message across multiple marketing platforms. The idea is to create an experience your customers will recognize as belonging to you when they are online, receive mail, and are watching or listening to broadcast media.
Assuming you already have a marketing message that you want to share, let’s choose the channels you’d like to use to market your business, product, or service. Here are common choices:
- Social media
- Print media
- Media advertising
What goes into the omnichannel marketing plan?
Then, choose the vehicles that you’ll be using and how frequently you’ll use them. Here are examples of a quarterly campaign:
1. Mail – Oversized postcards
a. 1 postcard for a house list
b. 1 postcard for prospect list with a new buyer special offer
c. Personalize all postcards
d. Sent every other week (6 mailings)
2. Email – Drip campaign with 4 bi-weekly emails
a. 1 email for current customers
b. 1 email for prospects with a new buyer special offer
c. Emailed every other week with new subject lines
3. Social media – Facebook campaign
a. Ad for current customers (12 ads)
b. Ad for prospects with new buyer special offer (12 ads)
c. Posted 3 – 4 times weekly
4. Print media – Local monthly magazine
a. ¼ page ad run 3 times
Controlling your budget
While this may all seem too labor-intensive and potentially expensive the results you get from a well-executed campaign with clear messaging, great branding, personalization, and an unforgettable offer will be worth it.
You may have noticed that the broadcast media didn’t make it into the final list. That’s because the cost of running a 30-second ad can be expensive unless you want it to air at 2:00 a.m., especially if you’re in a larger metropolitan area. Don’t forget to factor in the cost of producing the commercial.
To keep within budget, you may want to eliminate the media ads in favor of a more targeted advertising platform, like mail.
To further keep your budget below the breaking point, print advertising may also be on the chopping block. A national magazine cites the cost of print advertising typically ranges between $500 and $20,000. While well-targeted print ads can be effective and exceed the staying power of mail, your customer must find them among the publication’s many pages. With postcards – the message is crystal clear.
Executing Your Plan
After the decision has been made about which channels to use, if you haven’t created the marketing, it’s time to do that. Then, look at the timeframe that your campaign will run and determine when each element of the plan will be deployed.
While you may have an in-house team to create the campaign message and execute the social media and email portions of the printing, mail lists, and mailing requires special skills.
Choosing an organization that understands the importance of direct mail and how it fits into an omnichannel marketing approach is essential.
One Stop Mail has specialists on staff who can create a customized prospect mail list to give you the best opportunity to get new customers. They can also cleanse a non-performing house list to get more of the direct mail-omnichannel marketing benefits your business deserves.
In addition, their printers understand that a vibrant, quality mailer has the best opportunity of delivering your message to your recipient. And, if you need graphic design help to ensure your campaign design transitions seamlessly to a postcard, One Stop Mail can deliver that, too.
To be successful, your omnichannel marketing strategy must be on-point and delivered to absolute perfection – especially your direct mail. If you’re looking for a partner who is committed to the success of each mailing, contact One Stop Mail at 602.932.7984.
Have you ever opened your mailbox, grabbed a stack of letters, postcards, and newsletters and as you’re sifting through, you find a beautiful postcard with your name with a friendly salutation? That’s a personalized direct mail piece.
If done right, seeing your name stopped you and made you take a closer look at the mailer, the name of the business, and the offer. Smarter businesses are using this technique more and more to help stand out in a busy mailbox.
What is Personalized Direct Mail?
Just like seeing your name in the header, personalization means printing a piece of data specific to the person you are mailing to. The personalization could be their name, an offer code that’s specific to their demographic or order history, account number, current monthly payment, estimated new APR rate… really, the opportunities are endless.
Savvy marketers are using personalized direct mail to pass along important information, special offers. or remind consumers of their interests.
All you need for a personalized direct mail piece is who you want to mail to and a list with the data points you want to have printed. It’s that simple. Experts like One Stop Mail, with close to 40 years of experience in personalized direct mail (also referred to as Variable Data Printing), will handle the rest.
Grab Attention in the Mailbox
A personalized mail piece is a show-stopper in the mailbox. With the sheer volume of direct mail, it’s painfully hard to stand out. Personalized direct mail helps you do just that. A piece with personal information connects to the recipient.
Because the recipient stops to look at their name, the natural tendency is to look through the mailer and the offer, unlike non-personalized mail and email offers.
Show You Care About Your Customer or Donor
Personalized direct mail allows you to show your loyal customers or donors that you KNOW them. Whether it’s by using their name, including a special offer code based on years of patronage, or a donation request based on their giving history, you can customize your information to create a more personal, intimate customer experience.
Variable Data Just Makes You Look Smarter
When you use personalized variable data on a mailer, it shows that you’re a sharp marketer. The ability to communicate custom information, personalized to the recipient, allows the flexibility to vary offers or donation asks. Smart marketers take advantage of this to get a competitive edge against their competition.
Find the Right Partner
When it comes to developing a successful personalized direct mail campaign in 2021 and beyond, a solid partner with experience is essential. One Stop Mail has nearly 40 years in direct mail and guides you at every step of your campaign development.
If you have big revenue goals to hit, the professionals at One Stop Mail are waiting to help you get started. Call 602.932.0276 or request a quote and get started today.
Businesses that rely on local, in-person customers—like HVAC companies—can greatly benefit from running a direct mail marketing campaign to reach more people. Direct mail marketing campaigns gather regional data to contact prospective customers by mail. HVAC direct mail marketing can introduce a company to many more clients all at once, and at a fraction of the cost of digital marketing.
Direct mail is one of the most cost-effective marketing options out there for companies by offering a significantly higher response rate (up to 10x!) than digital marketing.
When working with a direct mail partner like One Stop Mail, HVAC companies have experience and resources on their side to target ideal customers, create eye-catching mailers and make a big enough impression to draw clients in.
If you’re thinking about running a direct mail marketing campaign, follow these five easy steps to get it underway.
1. Get the Right Mailing List
Getting the right mailing list is key to a successful direct marketing campaign. There are several ways to gather a mailing list.
An excellent base for a mailing list is current and previous customers. However, if you are looking to drive new introductions with your campaign, this may offer limited options.
You can buy or rent lists from list compilers and brokers. They make lists that are easy to revise based on particular industries. By providing a customer profile based on your current customer list, you can show them exactly what kind of customer you’d like more of.
Another option to consider is every door direct mail (EDDM). Working with the USPS to get mailing route information, you can have access to large geographic swathes of potential customers. The only thing they have in common is living near each other, but for local HVAC companies supplying a general product or service that virtually everyone needs at some point, this can be enough to start building contacts.
2. Design Your Mailer Intelligently
Both the content and the design of your mailer matter when it comes to getting noticed in someone’s mailbox. There are many ways to make direct mail intriguing enough to deserve a second glance, such as specialty envelopes or tapping into some color psychology.
Postcards are a common go-to for direct mail. These are a cost-effective option for direct mail with a lot of real estate to include visual cues and information. Opting for slightly larger postcards can get you more space without a significant increase in cost.
Incorporating digital elements into postcards, like QR codes or scannable coupons, is a simple, effective way to take the recipient to a next step.
3. Make an Impression
In marketing, an “impression” is each time potential customers come in contact with your brand. Industry wisdom says it usually requires around seven impressions before someone truly recognizes a brand.
Each time your mailer ends up in the hands of a potential customer, you can make a new impression. By building on design, incorporate information that will help them remember who you are. Snappy slogans or directions framed as, “Find us right next to the Dunkin’ on Main,” can start to build connections for the customer.
4. Utilize Tripwires in Your HVAC Direct Mail Marketing
The goal of HVAC direct mail marketing is not always to make a huge profit. Typically, it is a way to extend a business service to new customers. By offering a low-cost service, such as HVAC inspection, and leaning on a discounted promotion, you can connect with new customers, let them see the type of work you do, and hopefully add them to your client list for higher-priced projects.
This is known as a “tripwire.” Price items and services at can’t-resist low costs. Provide something convenient and desirable that clients may have been skimping on until they found the right price.
5. Learn Something
You can’t think of a direct marketing campaign only in terms of the number of dollars it fetches in precise response to this single wave of your marketing strategy. Instead, think of your direct marketing campaign as one of the best options for market research.
Strengthen your mailing list by seeing which neighborhoods responded best to your campaign. Any returned addresses can be removed from your list to streamline your targets and save money on the next wave of the campaign.
Work with One Stop Mail on Your HVAC Direct Mail Marketing
If you’re ready to take on the direct marketing world to enhance brand recognition and introduce yourself to more customers, work with One Stop Mail on your HVAC direct marketing campaign.
With almost 40 years in the direct mail and print services industry, One Stop Mail has the knowledge and experience to support your direct marketing campaigns. Our wide variety of services include mailing list, data service, print, and graphic design, offset, digital printing services, direct mail service, and easy fulfillment. We are truly your one-stop direct mail service!
To expand your customer base, request a quote from One Stop Mail. We can offer you information about how to get started and what your best options might be. Reach out to us today at email@example.com or (602) 932-2722.
How to Increase Donations with 5 Sure-Fire Direct Mail Tactics
In good and bad economic times, achieving your fundraising goals is essential. Not knowing how to increase donations to hit the numbers you need puts your mission in jeopardy. You know what failure could mean – reprioritizing initiatives, delaying, or abandoning them altogether.
Fortunately, we are sharing 5 proven direct mail services for nonprofit organizations to help fundraising managers hit those all-important goals.
How to Increase Donations with Direct Mail
We’ve shared many statistics about the effectiveness of direct mail – so you know it gets great results. Here’s a variation –
Direct mail is 37 times more effective than email response rates according to the Direct Mail Association.
The smart money says to go with direct mail. According to recent statistics, 42% of recipients read their direct mail and it hangs around the household for an average of 17 days which gives all members of the household time to review it. Explaining sustained giving options may have a better chance to be read and understood in a carefully crafted letter.
Now that you know how direct mail will deliver, what should you do with it?
#1 – How to Increase Donations? Reach Out to Current Donors
You’ve heard the old saying that it’s easier to sell a customer than a prospect. Well, the same is true of your current donors.
Because your donors have shown they are aligned with your mission and want to help your organization achieve it by donating before, they don’t have to be convinced. This group is the most likely mail recipient to give during your next campaign. Yet, it’s easy to overlook them.
If it’s awkward to start the conversation with someone who has already been generous to your organization, just say thank you for their past support and invite them to continue that support.
#2 – How to Increase Donations? – Use Targeted Lists
Your nonprofit probably knows the type of donor who is the most generous and consistent in their donations to your organization. Create a custom list and use the donor segments that have worked best for you – or send variations of your campaign letter to current, lapsed, and long-lapsed donors to increase donations.
Instead of requesting a large contribution, consider sending lapsed donors a sustained giving proposal that’s built from their prior giving history. For instance, if they’ve routinely given $200 a quarter, you can suggest they pledge $70 a month to make donations more manageable.
Send a separate communication to your largest donors, who have a bigger stake in your organization. They may be more interested in special initiatives, the benefits, and how you will use their money. In addition to a special message, the communication may require higher quality stationery.
Want to know how to increase donations from new major donors? Target high-income neighborhoods on customized lists as 93% of these women donate to nonprofits while 87% of men also donate.
#3 – Personalize Your Marketing to Increase Donations
Nearly every business influencer and sales guru, from Dale Carnegie to today’s experts, know the power of using a person’s name. It immediately draws the reader’s attention and provides a personalized feeling to the mailer.
When you’re approaching a donor – current or new – with the reasons why they should donate to your cause, using their name can be influential.
Fortunately, with today’s digital marketing printing solutions, the cost of personalization, sometimes called variable data printing, is much more affordable, making it a must-do!
#4 – Pro Tip: Use Reply Devices
This is simply a way to make it easier for the recipient to act. A mail-back card and a pre-addressed envelope can encourage donors to include a check or complete a form to demonstrate their commitment to donate on a regular schedule.
Why is a pre-stamped, pre-addressed envelope so important? With a marked decrease in mailing (in 2000 there were 103,526,000,000+ mailed; in 2020 it was nearly half the volume, 52,624,000,000) what’s the likelihood that your recipient doesn’t have an envelope or first-class stamp?
Why take the chance that a well-meaning donor wants to give, but they have to get stationery supplies or go to the post office to do it? How many will set aside the letter with the intention of getting back to it, and then forget it? Instead, make it easy for donors to give.
#5 – How to Increase Donations – Keep in Touch with Donors
Even if you’re between donor campaigns, keep in touch with your donors to let them know how their donations have made a difference within your organization. Keeping them connected to the organization can make it easier for donors to say “Yes” to your next campaign.
This step applies to lapsed donors, too. If you’re reluctant to stay in touch, keep in mind that you don’t know why they stopped donating to your nonprofit. It may be that they lost their job – fortunately for many, this is a temporary situation. Put your nonprofit front and center when they’re ready to give again.
These 5 steps can help your nonprofit to have the best chance of increasing donations in good economic times and not-so-good times. Partnering with a direct mail campaign and print experts with nonprofit experience, like One Stop Marketing can make your campaigns easier to execute and your goals easier to achieve.
Contact us or give us a call at 602.962.9243 to find out just how committed we are to helping you hit your big goals.
There’s a very common misconception about the history of advertising, and that’s the idea Arron Montgomery Ward created direct mail catalogs. While Ward was a pioneer, he was far from the first.
There’s an adage that says doing the same thing and expecting a different result is the definition of insanity. But what is it called when you repeat behavior that has given you great results to get the same good results? I call it genius, especially when it comes to effective direct mail campaigns.
Sharp business owners know that repeated mailings can be successful, but that doesn’t mean sending out the same cards with the same messages to the same clients. Sending duplicate offers too many times could result in diminishing results.
Let’s explore why you want to do repeat mailings and the strategies that you, as a business owner can use to elevate your success with each mailing. First, why would you want to mail, then repeat your mailings?
Effective Direct Mail Campaigns Pay You
Despite the proliferation of digital marketing, there’s data that shows that direct mail delivers a bigger return than email marketing. Did you know that direct mail sent to house lists had a 9% response rate and a prospect list yielded a 4.9% response? That’s great compared to email, which got a 1% response rate.
With response rates like that, who wouldn’t want to repeat their mailings? There are other benefits to mailing customers multiple times.
In marketing, there’s a theory that a prospect must encounter your brand an average of seven times before they are ready to purchase. This theory is creatively called The Rule of 7.
Whether or not effective direct mail campaigns will get results after the seventh mailing isn’t the point. The point is, when you’re introducing your business or service to a new prospect, you can’t just expect them to whip out their wallet. You need to woo them and get them comfortable with your brand. Multiple mailings will help.
If you’re a new business or new to an area, you must start from scratch. New prospects can’t rely on word-of-mouth recommendations from neighbors or the presumption of reliability that comes with decades in business.
When you’re the new kid on the block, you must be noticed before you can ask for a seat at the popular table. This means you must trade a piece of chocolate cake for a mushy apple a couple of times to get invited to the popular table. What that means is a tasty offer mailed several times – at least three in my experience, after your prospect has heard from you at least once.
Beat the Competition
If you have business competitors, it’s a matter of getting in front of a targeted audience before the other guys do. That means mailing more frequently. A postcard delivered on the right day can make all the difference.
Take Advantage of the Novelty
Did you know that mail volume has been steadily declining in volume each year since 2006? It was 213 billion units in 2006 and in 2020 it was only 129.2 billion units of mail.
For direct mailers like me, this isn’t bad news – it’s an opportunity! In 2006, there were nearly double the mail in the mailbox and you had to stand out among heavier competition. Today, it’s half that amount and more of your competitors are online.
Now, holding your colorful oversized is unique, a novelty – and your business stands out.
Additional Steps for an Effective Direct Mail Campaign
Planning an effective direct mail campaign includes strategies for multiple mailings. This includes the type of mailer you choose, the strategic positioning of each mailing, offers, and lists. If this all feels too overwhelming, no worries. One Stop Mail has a team full of experts who can help you navigate the intricacies of direct mail.
And, if you need design services or list expertise, we have that, too. Just contact us or give us a call at 602.962.5104.
When most healthcare providers attend school, they don’t usually think about what it takes to run a practice; the last thing on their minds is a healthcare marketing budget – or any direct marketing plan. But planning to reach and acquire new patients is crucial if you want a thriving practice.
Why? Because no matter how exceptional your care, how much your patients love and trust you, some will leave your practice. Some patients will move out of the area, grow out of your specialty, or won’t be a fit for your practice.
If your patient acquisition plans don’t outpace the rate that patients leave, then your practice is at risk. To get the best results, use the best strategies to attract new patients.
Healthcare Direct Mail Marketing Delivers
Why direct mail? Because people spend more time with it, it stays in the minds of your prospects longer, and it has a good rate of return. This isn’t just lip service, the statistics prove it:
BMC Health Services Research demonstrates that healthcare direct mail marketing is an effective tool for patient acquisition and retention when it’s done properly. The overall message is to use organizations that are proficient in communicating to various patient streams.
42% of individuals look over their direct mail – which means that if you send out 1,000 postcards in a campaign, then 420 people looked at it. That’s an impressive rate.
73% of Americans say they prefer direct mail. When comparing direct mail to other methods of communication, including email, people prefer to receive mail.
Direct mail offers a 29% return on investment. So, if you spend $5,000 on your campaign, you can expect to make at least $6,450; a $10,000 campaign can expect a return of about $12,900. These numbers only show the results of a one-time purchase, the lifetime value of a new patient is much higher.
With impressive statistics like this, how much of your healthcare marketing budget should be allocated to direct mail?
Your Healthcare Marketing Budget
How much should you allocate to marketing? A good rule of thumb is between 5 to 10% of a practice’s revenue should go toward marketing , but if you’re building the practice or establishing a new practice, then as much as 12% should be allocated.
After you’ve determined the marketing budget, it’s time to decide what percentage should be spent on different marketing channels. To determine this, decide which channel will give you the best results.
Direct mail vs. email
You may naturally think of email and digital marketing as inexpensive, easy options, but they don’t deliver the results that healthcare direct mail does. Plus, an effective email campaign requires an “opt-in” from the receiver – so it’s not the best option to gain new patients.
Plus, recipients remember direct mail longer than an email – direct mail has an average lifespan of 17 days. That’s because an attractive offer or colorful postcard will make it to the refrigerator, bulletin, or whiteboard. But emails are often victims of group email purges and not be thought of at all.
If you’re concerned that only older adults like direct mail, the Small Business Association says that younger individuals don’t look at direct mail as “junk mail” and often prefer direct mail to receive service and product offers.
People spend more with direct mail
According to a 2018 article by Email Insider, not only do they confirm direct mail’s prolonged shelf life and that Millennials like it, but they also show that direct mail recipients spend 5 times more than email recipients.
Cost of Patient Acquisition vs. Patient ROI
As mentioned above, your initial investment in a healthcare direct mail campaign will get about a 29% ROI, according to SEO marketing guru Neil Patel. Using this formula, the more you’re willing to invest, the bigger your return.
To calculate your ROI, use this handy calculator. Simply estimate the size of your direct mail campaign and other elements, including the initial fees new patients will pay, the percentage of new patients that will stay with your practice, and more. The tool will help you determine your break-even point and likely revenue for the campaign.
New patients who return and create long-term relationships with you, your staff, and patients can return a lifetime of value. What is that worth to you? More than the cost of a healthcare direct mail campaign.
Direct Mail Works for Patient Communication
Although acquiring new patients is important, retaining your patients is essential. You can use your patient list to send direct mail and communicate:
- Special holiday hours – It’s also important to communicate how to receive treatment when your office is closed.
- Special protocols – The COVID-19 pandemic is creating concerns, which you can ease by sharing sanitation methods and mask-wearing requirements.
- How to reschedule missed appointments
- Telehealth offerings, virtual appointments, and other new services
- Office and service updates to keep the community close
A postcard, flyer-letter, or newsletter are wonderful ways to keep your practice top-of-mind. They also provide the perfect way for your patients to refer you with a “pass-along” communique that can give prospects an idea of what it will be like to become your patient.
The effectiveness of direct mail demonstrates the importance of establishing a healthcare direct mail budget for your practice. Direct mail delivers the best results and should have a significant portion of your budget. Choosing an expert to partner with you to develop and deploy direct mail campaigns deserves significant consideration.
One Stop Mail has experts who can assist you with every element of direct mail, including creating lists, eye-catching healthcare designs, and the highest quality offset and variable data printing. Contact us or give us a call at 602-962-9243 if you want to raise your ROI on your next healthcare direct mail marketing campaign.
If you’re starting the year with big revenue goals to accomplish, that can be a huge, continuous task. Establishing a target and a plan to achieve it is essential if you want to reach for the stars – and we are here to help. Here is your blueprint to create a winning direct mail campaign in 2021.
Why a Mail Campaign?
It converts prospects into buyers.
Yes, email is a less expensive way to reach customers and prospects, but it doesn’t convert prospects into buyers. According to the Association of National Advertisers’ (ANA)/Data & Marketing Association’s (DMA) 2018 response rate report, an average of 4.9% of prospects who receive direct mail will order from that company. Only 1% of prospects responded to an email.
When buyers receive a mailer from a company they’ve purchased from before, 9% of them will make another purchase.
If you want more buyers, go with direct mail.
How Does Mail Get Sales?
Research shows that Americans prefer mail.
Marketing research heavy-weight Marketing Sherpa says 76% of people trust ads that they receive in the mail.
The organization points to the scarcity of print that makes it so valuable to recipients. Think about how many ads, catalogs, mailers that you receive daily and compare it to the number of emails that you receive. If you’re like most, you get 121 emails each day on average. How much harder is it to be noticed in the inbox versus the mailbox?
If you want your message to reach your recipient, use mail.
Create a Mail Campaign in 2021
If you don’t already know who your best customers are, research your target market to determine demographic markers, such as whether the decision-maker is male or female, what’s their age and education level. Your marketing message will vary depending on who your customers are and what you’d like to offer.
Are you trying to generate business with new customers? Are you looking to retain current customers? Are you trying to win back customers who haven’t used your services for a while? Answers these questions to understand your overall goals and what your mail campaign will help you accomplish.
Craft a Compelling Offer
When you want to reach specific revenue goals, make it attractive for customers to say yes by giving them an exciting offer that makes them want to say, “Yes!”
You don’t have to discount your products or services if you frame your offer to appeal to your best audience. Or get loyal customers to offer a genuine testimonial. To learn more about how to craft an offer to help turn prospects into customers, read on.
Build your List(s)
What makes or breaks your direct mail campaign in 2021 is your list. If you’ve been using a mail list that isn’t performing the way that you want, it’s time to upgrade.
Scrub the non-performing addresses from your list and rebuild it with addresses that will perform better, like recipients that fit the demographic profile of your best customers. To find them, you’ll need expert list builders, like One Stop Marketing’s professionals.
In addition to cleaning up your house list, they’ll be able to put together a customized prospect list or can provide you with all new movers in your neighborhood or will work with the post office to complete Every Door Direct Mail, or EDDM.
Put Together your Mail Schedule
If you’re like most business owners, you may have noticed a seasonality to your business. During certain times of the year, there’s a spike in business. If you scheduled mailers to reach your customers, could you increase those spikes in revenue?
Pre-plan for the year and create your compelling offer to get the best result.
Mailer, Flyer, or Postcard?
Decide which mailed collateral will help you stand out in mailboxes and get you the best result. If you’re unsure, work with an experienced print and mailing house to help you balance the attention-grabbing graphics and size of your mailer with your budget.
If you require graphic design expertise, One Stop Mail has that, too.
Personalize Your Offer with Variable Data Printing
Research shows that people who see a letter or postcard with their name on it have a better feeling about the sender and are more likely to buy. A survey shows that 59% of buyers say that personalization influenced their buying decision.
Fortunately, digital printing has brought the cost of variable data printing down in recent years, making it an affordable, as well as profitable, option.
Get the Right Partner for your Direct Mail Campaign
When it comes to developing a successful direct mail campaign in 2021 and beyond, a solid partner with experience is essential. One Stop Mail has more than 14 years in direct mail and guides you at every step of your campaign development.
If you have big revenue goals to hit, the professionals at One Stop Mail are waiting to help you get started. Contact us, or call 602.932.0276 and get started today.
It’s the start of another tax season! Although most humans find the first quarter of every year cringe-worthy, accountants well-versed in taxes, like you know it can be a highly lucrative time. How do you make it even more profitable and maximize the need for your expertise? Two words: tax postcards.
Consider what happens if you don’t reach out to prospective clients – lost revenue. Today there are online accounting services that charge minimal fees along with budget tax-preparers that provide basic, production-line service and are happy to collect fees that could be coming to you.
Uninformed taxpayers could be attracted to the price, not knowing that you offer added benefits, like tax savings for the current tax period and strategies to reduce taxes in the coming year. What happens when you don’t secure new clients? As attrition naturally eats away at your customer base, your thriving practice could slowly die.
Let’s explore how you could get a larger share and attract more clients with an affordable strategy that allows you to advertise your accounting practice to a legion of individuals who need your expertise.
Direct Mail Is Still Popular & Profitable
These days, everything is online – that doesn’t mean that everyone likes it. The novelty of receiving something colorful, fun, and informative in the mail can help small businesses be more memorable.
Tax postcards create lasting impressions
According to a number of sources, direct mail has an average lifespan of 17-days while an email will only stay on your prospects’ minds for a few seconds.
Not only will you stay top-of-mind with your targeted audience, but you can touch their friends and family, too. An attractive offer may end up under a refrigerator magnet. When a friend says they need tax help, all the recipient needs to do is share your name and phone number on the mailer or pass along the tax postcard!
Millennials like mail
This generation has grown up using digital resources, banking, going to school, and work online. It’s logical to assume that they prefer to get all of their information online.
Quite the contrary, surveys show that 76% of Millennials say they feel special when they receive personalized mail. With the personalization costs plummeting, thanks to digital printing, it’s worth the cost to make future clients feel special by sending a personalized postcard.
Take the stress out of tax time with tax postcards
Busy clients have a lot on their mind and often have competing priorities vying for their attention. By sending reminder postcards, you’re easing their stress by letting them know that you’re ready to offer expert advice and take a stressful task off their hands.
Turnkey Tax Postcard Solutions
Attract more revenue by targeting your best clients with a postcard that’s 4.25”X6” in size. According to Accounting Today, this accounting postcard size that gets the best results.
Next, how to position your accounting and tax service practice to reach your ideal customer? Choose an experienced direct mail marketing service and commercial printer, like One Stop Mail (OSM) to drive the right leads to your business.
List services that target new clients and movers
Mail lists are critical for successful direct mail campaigns. If you don’t get the results that you want from each mailing, experts in list building and direct mail can suggest how to improve results, from changing your demographics or reach new movers in your neighborhood.
You can also customize a list that’s specific to your practice to optimize your budget and return on investment.
Eye-catching graphic services for your tax postcards
Reaching your targeted client-base requires standing out among all of the “noise” in the mailbox. If you want to create a one-of-a-kind look for your accounting postcards, OSM’s professional graphic designers can create a design that aligns with your quality, trusted brand.
Affordable printing options
As mentioned, personalized messages are more memorable and appreciated. OSM’s digital printing services allow you to greet every prospect by name without costing you an arm and a leg. Ask our printing pros the cost of a printed message, and you may be pleasantly surprised.
“Every Door Direct Mail” may be the answer if you want every household on a specific mail route to receive your tax prep postcards. OSM will make sure that all of your neighbors receive your message, and it saves you the cost of a mail list, too.
Consider More Than Tax Postcards…
Client giveaways pack a punch. When you provide clients with pens, magnets, and other promotional products with your name, logo, and contact information, you’re reminding them of your service and providing them a way to contact you.
If clients are presented with copies of returns in a folder that’s personalized with your name and number, they’ll remember you when it’s time for next year’s taxes.
In today’s competitive business environment, savvy business professionals leverage every advantage they can. When you have direct mail marketing and printing experts like One Stop Mail in your corner, you can create a unique campaign tailored to your practice.
Don’t delay getting your tax prep postcards on the press – contact us or call 602.962.9243 and start maximizing your tax time revenue today!
1856 E 6th Street
Tempe, AZ 85281
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One Stop Print & Bulk Direct Mail Services
“One Stop Mail has been our absolute go to for large scale mailings. We love how professional and quickly they respond to our business needs along with top quality printing and reproduction. Highly recommend!”