Tag Archive for: Branding

customized mailing lists

Use Customized Mailing Lists for Massive Results

Marketing campaigns can be time-consuming and costly. Make sure your collateral is seen by the right people with customized mailing lists! Use Variable Data Printing to your advantage.

Our goal is to provide you with a cost-effective solution that will provide the highest response rate. Read on to learn why personalization in marketing matters and how well-researched mailing lists get you massive results.

Why You Need a Customized Mailing List

customized mailing lists smiling man holding envelope

In a direct mail marketing campaign, the most important factor is the number of eyes on the page. This means that when your mailer arrives in a potential customer’s box, it’s actually looked at instead of just tossed in the trash. To achieve this, your mailing list needs to be accurate and capture the correct audience. The list of people who receive your marketing mail needs to be individually created, just like your marketing strategy.

Targeted marketing exponentially increases the chances of response and conversion of leads into clients because you only communicate with the customers who are interested in your product or service. This can include timing as well as messaging. If you have enough information about the client, you can pitch your product in a way that is bound to strike a chord with that person.

But how do you get a customized mailing list? 

Expert Data Services

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One-Stop Mail’s Mailing List Service provides access to thousands of target criteria to help you deliver your products or services to your ideal customer. Reach prospects across diverse demographics with segmented lists, built just for you.

Some examples of mailing lists are:

  • Consumer Residential 
  • Business to Business
  • Saturation 
  • Every Door Direct Mail
  • New Mover

Read more specifics about these lists here.

It’s very important to ensure your mailing list is as up-to-date as possible, or you’re just throwing your money (and results) away. One Stop Mail always removes duplicate data as part of our service. Our data specialists are here to help enhance your response rate and merge multiple fields of data for truly personalized direct mail pieces. 

The Importance of Personalization in Marketing 

customized mailing lists woman dropping letter in yellow mailbox

Potential audiences differ from campaign to campaign. For that reason, marketers cannot keep using the same marketing strategy for every product.

A majority of people prefer a personalized customer experience over a traditional, generic one. Personalization helps you: 

  • Attract new business
  • Keep proven customers returning
  • Remind infrequent customers about services/products 

The personalized approach pays off in the long run by winning customers over and earning their loyalty.

Your content should be targeted toward a broad enough audience so that it’s read by many, but has the most emotional appeal for your narrower audience. Some examples of potential audience groups include:

  • New homeowners
  • New businesses
  • Residential or commercial
  • Area-specific (within a certain radius of retail locations)
  • Age-specific
  • Income-specific

Get the best outcome for your goal. Make sure you’re hitting your target while still fitting your campaign within the desired budget. 

One Stop Mail Can Help You with Customized Mailing Lists

With the overwhelming amount of customer data available, finding the right mailing list for your specific direct mail campaign can be confusing. Our team of data experts will research and suggest the proven criteria and type of direct mailing list to pull off a successful campaign. 

Holly Emerson One Stop Mail Staff
Whether you know what already works for your business or need advice, we are here to help! Find out more about what we do here or call us at (602) 223-3003

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Is It Time To Update Your Brand’s Logo?

Is It Time To Update Your Brand’s Logo?

When is it a good time to update your logo? That is the question that many wrestle with in companies but there isn’t a hard and fast answer. There are a few things that can cause you to update it. These things include age, complexity, company changes, or you want to stay current with recent trends. We’ll take a look at each instance, and help you answer the above question.

The Logo Is As Old As The Company

Many people in the company, particularly those who were there from the beginning, may feel attached to the original logo. It is hard to let go of something that represents the founding of the company. However, consumers today are highly perceptive of old logo designs, which is why it’s always important to keep your up to date. More than likely you are using it with your marketing materials, so you want to make sure that a consumer’s first impression of your brand is a contemporary design.

Busy Designs Don’t Translate

One thing that you should keep in mind is simplicity over complexity. In this day and age, your logo must be able to translate online. If it is too complex and doesn’t look good on your website, that is a clear indicator that a redesign needs to happen. One of the biggest things you should think about first before redesigning is how you will use your logo. Are you going to be putting it on merchandise? Or on other sorts of promotional products? If that is the case, you will want to make sure the design can translate into different mediums, otherwise, you are going to end up with too many different designs.

Rebranding as the Company Evolves

Another great time to consider rebranding the company with your logo is if there are changes taking place with the company. These could be internal changes, moving the company a new direction, and as such, will need a new look. Perhaps your company merged with another well-known brand, and you want to take advantage of that branding opportunity. In any case, both would be great examples of why a company would want to change their logo.

Consumers Are Trend Sensitive

Consumers are very aware of what is current and what is not. The current trend for logos has been minimalist and geometric in their design. As such, something that doesn’t fit into this trend could come off aged in the eyes of consumers. However, of all of the reasons to change your logo, this one would probably be at the bottom of the list. You don’t want to have an old logo, but you also don’t want to create something that doesn’t fit with your brand just for the sake of keeping up with trends. You should only do it for this reason if it makes sense with your brand image.

Getting The Right Design

Don’t make the same mistake when you first designed your logo by hiring an amateur. Find a professional that can understand what you are looking for and deliver. This means you need to define why you want to change your logo, what you want it to convey, and what your budget is for designing this change. With these three things, you can ensure that you don’t waste any time, and get your new logo out into the world.

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The Advantages of Direct Marketing Versus Branding

Anytime you’re creating a new marketing campaign, you may find yourself asking a slew of questions about the advantages of direct marketing and whether it matches your campaign goals. Will the objective of your campaign be to increase brand’s reach, acquire new customers, monetize your existing customer base or if you’re like most– are you unsure of what to expect? Understanding the difference and setting the correct expectations will infinitely improve mediocre advertising tactics and allow you to make the most of any campaign.

 

What’s the Objective?

 

If your marketing department functions like most, you’ve got an annual budget and department expectations that were established by upper management during the latter end of the previous year. We’re past the halfway mark and now the pressure is on, we need results. One of the most frequent questions we get is, what’s the difference between branding and are there specific advantages to direct marketing?

 

Brand Awareness – Think billboards. You’re driving on the freeway and see a catchy ad with cows telling you to eat more chicken. Some drivers familiar with the brand will get a laugh out of the billboard while others unfamiliar with the brand may connect the logo with a restaurant they see occasionally. The goal of this marketing method is to increase awareness and be visible to as many people as possible. Strictly defined sales goals are not to be expected of this method and more often than not, you won’t see strict tracking methods implemented with brand awareness campaigns.

 

Marketing – If the name doesn’t say it loud enough, direct-action result-based campaigns strive to provide a measurable increase in conversions. Whether the conversion metric is more newsletter signups or an X increase in new customers that translates into a Y increase in revenue, your campaign has set expectations and goals. Examples of these campaigns include coupons, limited time offers and opt-in campaigns.

 

The Purpose of Branding 

 

Increasing brand awareness may nearly impossible to correlate with monetization. For branding, reaching new, existing and potential customers is the objective. An example of an awareness through conversion cycle for a brand awareness campaign can look start with a direct mail postcard or billboard ad designed to peak your interest.

 

Fictitious pizza chain Chewy’s Pizza has been experiencing a slump in sales for nearly a decade. A focus group has revealed the brand’s image is struggling due to its low-quality pizza’s and sub-par taste. The pizza chain has decided to revamp its entire operation and will now use high-quality ingredients and focus on an artisan pizza rather than provide a bottom dollar product. The general perception of the brand needs to improve. Chewy’s Pizza runs radio ads, tv commercials and send postcard mailers to all homes within a 4-mile radius of a franchise in each market.

 

The advertisements emphasize a brand revitalization and commitment to top quality ingredients and taste. The messaging directs people to pizzamatters.com, a website the Chewy’s Pizza created to build value and modify existing perception of the brand. The company is monitoring campaign impact by keeping a close tab on the amount of unique and return visitors to the website. A conversion will be counted anytime an individual watches a video about the company’s new image or signs up for the mailing list.

 

The Advantages of Direct Marketing

 

For many SMB’s it is crucial to understand if a marketing effort is profitable, has the potential to become profitable or perhaps it’s a complete wash. Direct-action result-based campaigns strive to provide a short customer monetization cycle with a measurable value tied to each conversion. The ideal way to track campaign effectiveness is to use a variety of calls-to-action and tracking methods that will simplify how the results can be segmented.

 

Fictitious company Lazer manufactures computers and computer peripherals. The company has 50,000 addresses of previous customers but is having a difficult time engaging its fan base through emails and social media. Robert, Lazers sales director, has been tasked with spearheading a sale in an effort move stagnant inventory and make room for upcoming new products. The company decides to mail a scratch to win postcard to all previous customers. The direct mail marketing postcard offers vary with incentives ranging from 5%-50% discounts and a select few postcards have online-store gift cards or free item redemption codes.

 

The offer codes needed to redeem the incentives will allow Lazer to track how many customers redeemed offers, the campaign participants’ average spend if individuals purchased additional products and additional data to determine lifetime customer value and the potential for future monetization. Data shows Lazer that the campaign was able to provide a significant increase in revenue and was able to re-engage previous customers who had not made purchases in a long period of time.

Check out our helpful article for more information about building a great direct marketing mail campaign.

 

Which Do I Use?

 

Although branding and marketing can function in tandem, it is important to understand the difference in order to craft a successful advertising campaign. If your goal is to spread the word far and wide, branding could be the best solution to your advertising woes. Marketing campaigns have the benefit of being incentive based and allow time constraints to increase urgency. Next week we will discuss the difference between good offer and a fantastic one.

In the meantime, if you’re looking to get results on a direct mail marketing campaign, turn to experts with many years of direct mail experience. One Stop Mail can help you achieve your objectives — give us a call at 602.962.5104 or reach out to us here.

 

This article is part 2 of a 4 part series covering:

The Advantages of Direct Marketing Versus Branding?

Learn to Entice Customers with these Irresistible Offer Examples

Direct Mail Tracking Methods

Crafting a Successful Direct Mail Campaign