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

Personalized Direct Mail Gets Better Results!

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 Personalized Direct Mail being run on printing machine One Stop Mail webpersonalization 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 gets results African American Man looking at mail by mailbox One Stop Mail webPersonalized 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.

OSM HVAC blog feature image

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

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 HVAC Direct Mail Marketing OneStop Mail blog repair technician working on AC unti outside webdirect 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

One Stop Mail Blog colorful envelops webBoth 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

One Stop Mail HVAC Direct Mail Marketing team strategizing with charts and graphs webThe 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 info@onestopmail.com or (602) 932-2722.

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

Using Direct Mail Campaigns to Increase Donations

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

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

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

How to Increase Donations with Direct Mail

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

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

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

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

How to increase donations senior in blue shirt with envelopes in hands#1 – How to Increase Donations? Reach Out to Current Donors

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

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

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

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

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

Sustainer Giving

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

Major Donors

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

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

How to increase donations personalized envelope web 1#3 – Personalize Your Marketing to Increase Donations

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

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

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

#4 – Pro Tip: Use Reply Devices

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

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

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

How to increase donations opening a thank you note web#5 – How to Increase Donations – Keep in Touch with Donors

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

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

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

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

OSM Healthcare Marketing Budget Blog feature image

What Should Your Healthcare Marketing Budget be in 2021

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

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

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

Healthcare Direct Mail Marketing Delivers

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

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

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

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

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

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

Your Healthcare Marketing Budget

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

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

Direct mail vs. email

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

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

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

People spend more with direct mail

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

Cost of Patient Acquisition vs. Patient ROI

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

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

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

Direct Mail Works for Patient Communication

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

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

 

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

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

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

direct mail advertising costs team celebration

What Goes into Direct Mail Advertising Costs

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.

Effective Direct Mail Tracking

Effective Direct Mail: The Benefits of Tracking Your Results

Let’s start with a word about Key Performance Indicators (KPI)… 

To plan an effective direct mail campaign, it’s helpful to begin with the end in mind. In other words, what are your goals? Do you want to boost your revenue for the yearthe quarter or a particular season? Do you have a secondary goal? 

It’s natural to design a campaign to get more sales or to build awareness. If you get an increase in calls or sales within a few weeks of your mailing, you might think that your campaign was successful. But, without tracking the results, you’re only getting part of the story.  

Read on and learn what tracking direct mail results will uncover and how to use the information to build more effective direct mail campaigns.  

Effective Direct Mail and its Impact on Your KPI(s)

A vague goal can yield partial or incomplete results. Instead, be specific about what it is that you want from the campaign.  

Here’s an example: iyou are running a repeat of the “Happy New Year” campaignand last year’s campaign yielded $12,000 for a particular product or service you can determine a new primary goal. If your main goal is to improve 25% over last year’s results, your primary KPI would be sales of $15,000.  

The Benefit of Tracking Direct Mail KPI(s)

One of the benefits of tracking direct mail KPIs is each result can serve as a benchmark. 

 If you are promoting an introductory offer of full inspection and treatment of $150 for your pest control service, you can calculate the number of mailings that must be sent to achieve the goal. 

With the average direct mail response rate for a house list at 9% and 5% for a prospect list, to make the $15,000 goal will take 100 new customers at the $150 introductory price. Using the 9% return, to achieve 100 new orders, you’ll need to reach 1,112 potential new customers. To help reach your goal, make sure you’ve written an irresistible offer 

Or you can also decide to raise your price to $175 to reach your goal, then send 957 mailers and get 86 new customers to buy.    

The revenue benchmark allows you to make better business decisions and prepare appropriately. 

Results of Effective Direct Mail TrackingAdditional Outcomes of Effective Direct Mail Tracking

Gaining control of your revenue is just one of the life-changing outcomes of tracking your direct mail marketing. Here are a few that may be less obvious but can save time and provide additional views into your operations and opportunities to streamline to save time and money.   

Establish Pinpoint Timing 

Many businesses have a seasonal aspect to their business. Landscapers, handy persons who specialize in outdoor repairs have obvious busy times of the year. Effective direct mail campaigns can help customers and prospects find reasons to utilize your service outside of seasonal times.  

When you track your mailing results consistently for all your campaignsyou can determine whether you’ve changed the seasonal timing of your business based on post-campaign sales. And, you can adjust your mail schedule to get the best results.  

Staff Effectively 

After a few campaigns, you should be able to accurately estimate the number of phone calls and visits you’ll receive as a result of your direct mail campaign tracking. This ensures that you won’t be severely understaffed.  

Added Transparency 

As you continue to run and track direct mail campaigns, some things will become clearer to you and your team – including how far ahead to prepare for a mailing, when to contact your mail house, and when the results will roll in post-mailing.  

It’s not just your marketing and project management teams that are prepared to act in alignment with a mailing, but when your sales and customer service team are kept apprised of the campaigns, they’ll know when they should be ready for new sales, too. 

You may be most surprised by how you become transparent to vendors. Good mail houses and printers may call you ahead of a mailing to see if you were planning to schedule your usual quarterly mailings – when you’ve tracked results and established mail schedules based on results.  

Ready to Produce an Effective Direct Mail Marketing Campaign? 

One Stop Mail’s experienced direct mail team can help you establish affordable and effective direct mail campaigns, from planning to deploying and tracking. Contact us or call 602.932.7984 to find out how we can help you.

OSM Mailboxes mathyas kurmann fb7yNPbT0l8 unsplash market mailing lists

Top 3 Inexpensive Marketing Mailing Lists to Target New Customers 

The first and arguably most important box to check when developing a successful direct mail campaign is determining your target audience.  You can design the most engaging mail piece, but if it isn’t mailed to the appropriate prospects, the likelihood of receiving any calls or clicks to your website drops dramatically. The right marketing mailing lists maximize the success of your campaign.  

There are critical steps to take before you take the step to rent or buy mailing lists.  To get the outcome you desire, determine who will respond to your product, service, or special offer. 

How to Choose an Audience

The first step is to take the time to think about your ideal customer.  Perhaps your ideal customer are the ones you already have.  Maybe your ideal customer is slightly different than your current base.  Either way, it’s best to think about what demographics make up your ideal customer.  

 Jot down a list of characteristics like:  

  • Household income 
  • Homeowner or new homeowner 
  • Married with Children 
  • Single 
  • Do they live in a specific neighborhood with home with certain home values? 
  • Are most of your customers within a one to threemile radius of your location or are your customers spread out?  

All of these factors play into the right targeted mailing list you can use to attract new ideal customers.  These traits will help determine the type of marketing mailing lists to use.  Now let’s look at reasonably priced direct mailing lists that will target your ideal audience. 

3 Inexpensive Marketing Mailing Lists

1. Saturation List – A saturation list is exactly what it sounds like.  A list of addresses with zip codes that encompasses a radius around a particular location and “saturate” or mail to every address.  This list is for businesses that want to attract new customers in a particular area (maybe a two to threemile radius from your physical location) but don’t need to target specific criteria. 

2. New Homeowner List – Mailing to new homeowners is a great way to get in front of an audience that is ready to spend money and needs specific services to personalize their home.  Every new homeowner wants to make their new house their own whether it be shutters, blinds, storage, kitchen/bathroom remodels, and much more.  Or they need new services in their new neighborhood like restaurants, dentists, pest control, or pool services/landscape. 

3. Consumer List – Some businesses may require an audience that meets specific sets of criteria.  When considering a consumer marketing mailing list, think about things like household income, home sale value, or age of residents in the household. 

Finishing Touches

After you’ve nailed down your target audience, don’t forget to craft a call to action (CTA) that matches the criteria on your list.  You don’t want a CTA or special that misses the mark on your new leads.   

If you’re addressing a new homeowner, congratulate them on their new home.  If your list is households with children, highlight kids in some way whether through imagery or special offers.  Also, if you buy mailing lists that includes the prospects’ name, personalize your mail piece and include their first name or any other data point you can incorporate.  Personalization in a mail piece only strengthens your chances of the person reading your mail and taking action. 

We Can Help

If you don’t have an internal marketing team to design your next direct mail campaign from start to finish, turn to One Stop Mail – we do all the heavy lifting for you.  From professional, eye-catching design, to affordable mailing list and data services, to deploying your mailings, you can depend on One Stop Mail to deliver outstanding results and help you stand out in the mailbox.  Call 602-233-3003 to get started on your successful campaign, today. 

Increase_Revenue_Direct_Mail_Marketing

Winter is coming: Get a jump on your holiday direct marketing tactics

When it comes to holiday marketing, it’s time to start planning for it. The Holiday season – starting with Black Friday and continuing through New Years – is prime retail season for everyone, and you should focus your budget on proven direct marketing tactics.

Direct marketing via postal mail can still have a vital role to play, especially for smaller shops looking to compete with the “big box” stores in town. Creative, interesting, and engaging holiday marketing materials will help ensure people remember you, no matter what Macy’s has on special.

Read more

Right_Direct_Mail_List

How to Purchase the Right Business Direct Mail Lists

Do you need to purchase  business direct mail lists to make your next mail effort a success?

It’s a complicated question.  In years past, there was no question, but these days people are a lot more protective of their personal information and less likely to respond to “cold” advertisements than ever before.  Direct mail campaigns are still a great way to reach people, you just have to be a bit more savvy about how you go about it.

Read more

Stand_Out_In_The_Mailbox with direct mail tips

Stand Out in the Mailbox with These Direct Mail Tips

Direct mail is still one of the most popular, affordable, and effective forms of marketing available… but you need to catch people’s attention quickly.  44% is never opened, and most of that boils down to a failure of presentation and not using well-known direct mail tips.

When consumers are time-pressed, your direct mail needs to immediately grab their attention and become the first thing they open.

Read more