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.
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 year, the 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: if you are running a repeat of the “Happy New Year” campaign, and 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.
Additional 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 campaigns, you 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.
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.
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.
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
- Do they live in a specific neighborhood with home with certain home values?
- Are most of your customers within a one to three–mile 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 three–mile 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.
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.
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.
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.
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.
Direct mail flyers are one of the simplest and most powerful methods of reaching out to large chunks of the public at once. When direct mail is done properly, it can also be one of the least-expensive sources of impressions in your advertising arsenal.
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.
If you have ever had to send correspondence to someone or mail billing, then you are familiar with the #10 size envelope. To many, when someone says envelope, that is the first image that comes to mind. However, envelopes come in many different shapes and sizes. Each one has a specific purpose, allowing its shape and size to suggest its purpose. In this article, we will cover different envelope styles and how they can be put to use.
Outside of the #10 Envelope
So we already know everything about #10 envelopes, which is the most commonly used size of commercial envelopes. Businesses typically use these envelopes, and they range in size from #5, smallest, to #14, the largest. They are open-sided, and may or may not contain a window on the front.
Direct Mail Speciality Envelopes You Should Know
There are 5 envelope options that can make you stand out. They are:
- “A” Style Envelope
- Catalog Envelope
- Booklet Style Envelope
- Remittance Envelope
- Donation Envelope
Here is what makes these specialty envelopes…well…special!
A Style: Have you heard of A-Style? There is an easy way to remember it. The “A” stands for “announcement.” They can come in two forms: either with a deep pointed flap or a shorter flat flap. They are usually used for special announcements, whether that be business related or more personal. They can also be used for photographs, small booklets, and greeting cards.
Catalog: Another familiar envelope style is the catalog. It is the standard mailing envelope for important documents such as reports, folders, and contracts. If you are like me, when I hear Manila envelope, these are the kind of envelopes I think of. They are typically open on the short side of the envelope and may have a flexible piece of metal to hold the flap in place or a mount to tie it shut.
Booklet: Similar to catalog but different in its own respects, the booklet style. These kinds of envelopes are typically used for magazines, catalogs, booklets, media kits, and other multi-page documents. They are open ended on the long side of the envelope and have some sort of sealant to close the flap.
Remittance and Donation: The final two envelope styles we will cover are remittance and donation. Remittance envelopes have large flats and are used to hold private information like credit card numbers or other private documents. Donation envelopes also referred to as offering, pew, or tithe envelopes, are a cheap way to collect donations. These are most prominently used by religious organizations and nonprofits and cannot be mailed.
Direct Mail and Other Use Cases
Marketers should carefully consider the envelope that will contain their marketing materials. After pouring over every detail of that document, you should not put it in something that is not equal in quality. As you can see, there are a lot of different options. Whether you want to attract attention by using a different style than the standard commercial envelope, or you want to spruce up a commercial envelope to stand out, One Stop Mail can put to use its own in-house envelope printer to fit your marketing needs.
The use of specialty envelopes doesn’t stop there.
Perhaps you are in real estate and need to send an important property notice that is time-sensitive?
Or perhaps you own an auto care shop and want to make car drop offs more convenient for your customers.
Envelopes have many other use cases outside of mail. With the ability to fully customize them to your needs, consider them as a solution to improve customer service, or increase the efficiency of how you handle day-to-day business.
Remember, we’re here to help you – check out what else we can do to help or give us a call 602-962-5104!
You may think the advantages of direct mail might seem like last century’s marketing, but it’s not!
Despite all the advances in digital advertising in the previous decades, good old direct mail is still one of the single most effective and cost-effective marketing options available for local outreach. Physical mail never went away, and it’s still one of the most-used communications methods in the country.
If you haven’t thought about direct mail lately, here are a few things you might want to know about just how effective it still is!
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