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Direct Mail for Churches: How to Make It Work

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

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

Benefits of Direct Mail for Churches

Direct mail marketing for churches can have many advantages:

Church Advertising Allows You to Stand Out

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

Helps Build a Personal Connection with Recipients

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

direct mail for churches postcardHelps Attract New Parishioners/Attendees

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

Great Way to Re-Engage Members

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

How to Use Direct Mail Marketing

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

Design Mailers that Stand Out

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

Leverage Nonprofit Postage Rate

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

Write a Compelling Message

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

Take Advantage of New Mover Lists

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

direct mail for churches young group laughing

Make It Actionable

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

Use the Right Direct Mail Marketing Tools

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

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

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

Holly Emerson One Stop Mail StaffNeed help crafting powerful mailers for your church?

 

Find out how One Stop Mail can help.

OSM Blog Hero image How to grow your medical practice 1

How to Grow Your Medical Practice Exponentially This 2022 with Direct Mail

When seeking to attract new patients to your practice, you might be inclined to look first toward digital marketing instead of its alternative, direct mail. Let’s face it: most businesses today are focused on social selling and online ads, questioning, “Does direct mail still work?” The truth is, if you’re wondering how to grow your medical practice in 2022, direct mail might be the best option. It’s cost-effective, targeted, and can deliver significant ROI.   

How to Leverage New Mover Direct Mail to Grow Your Practice  

On average, about 41 million Americans move each year. And when they move, they need to find local providers, including medical and dental professionals. They often don’t know the area at all and rely on the information they receive in the mail to make a choice of where to schedule their next appointment.

Consider these statistics about mail from the USPS for why direct mail still works:   

  • 67% of people feel mail is more personal than the internet.  
  • 55% look forward to exploring their mail. 
  • 56% feel that receiving mail is a pleasure.  

Buying a list of new homeowners and sending them direct mail can help them learn about the area, make them feel welcome, and encourage them to call you to learn more.  

Turning New Movers into New Patients  

How to grow your medical practice new moversIf you’re wondering how to grow your medical practice, residents near your practice provide a perfect option. For instance, when a family moves to a new location, they want to gain familiarity with the neighborhood. Mail helps them establish a sense of place. They are looking for a new dentist or physician who is welcoming, knowledgeable, and friendly. The same is true of current residents, who may be considering another medical or dental provider for their family. By showing up in their homes via direct mail, you help develop name recognition and erase barriers there might have been with clicking on a digital banner. They can’t ignore your message when a postcard or newsletter is in their hands.  

Medical offices are crushing sales goals through the use of direct mail. For new movers, just letting them know you’re accepting new patients and including a coupon can help them get over that initial hurdle and schedule an appointment.     

Best Practices for How to Grow Your Medical Practice  

Wondering how to grow your medical practice? With direct marketing, it’s all about the message you’re sending.

How to grow your medical practice mailbox1. Showcase Your Expertise  

While you may be inclined to jump right to advertising your practice, your future patients need to trust you first. By sharing information such as tips for better health, you’ll teach them something and share information without asking them for anything. Certainly, you’ll have your contact information on the piece, but it’s not a hard sell. When they need you, they’ll remember your expertise and generosity.   

2. Calm Fears  

Many people are, unfortunately, afraid of doctors and dentists. Add in the fact that we’ve been dealing with a pandemic for nearly two years now and you can understand people’s anxiety about scheduling a medical appointment. You can assuage those fears by addressing them outright. “We specialize in putting your fears to rest” is a great opening statement, especially for people who are apprehensive. Another approach for how to grow your medical practice is to focus on your practice’s safety and cleaning protocols. Answer the questions they have before they even have the opportunity to ask them.  

3. Help Potential Patients Find You  

People who live in your area may not realize that your office is just a few miles from their home. Help them by adding a map to your direct mail piece. That’s why direct mail works: It gives you plenty of areas to share information, creates a sense of trust, and lets readers know where you are. 

Give New Patients Options with Direct Mail  

How to grow your medical practice man checking mail

According to the USPS, 98% of consumers bring in their mail the day it’s delivered. If you wonder does direct mail still works, there’s your answer. Plus, 73% of advertising gets scanned, if not read, and 76% of consumers trust direct mail. How to grow your medical practice is clear with direct mail.

Learn more about how One Stop Mail makes a difference for medical practices and contact us to get started!   

 

OSM Ebook Image UpdatedWhether you need to generate new business or keep in touch with existing customers, you need to know the best ways to contact them.

Download this free eBook now and learn!

 

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How to Choose Between EDDM, Targeted, or Saturation Mailing Lists for Effective Direct Mail Marketing

Searching for new ways to reach out to potential leads and turn them into customers? Every business must develop its own unique combination of three common lists to gain an edge over its competitors and effectively reach its target audience. EDDM, saturation, or targeted mailing lists are three direct mail marketing strategies that can be a great addition to any advertising plan.

Despite so much of today’s advertising is digital, direct mail marketing is a very effective way to bring in new potential customers. In fact, direct mail still accounts for the largest portion of U.S. ad spend. Knowing exactly which direct mail marketing strategies are best for your business can help you get even greater results.

In this article, we will go over the 3 main types of direct mail tactics that your business can employ, weighing the pros and cons of each. Equipped with this information, you’ll be better prepared to work with a direct mail agency to get your business in front of valuable new leads.

EDDM vs. Saturation vs. Targeted: What’s the Difference?

saturation mailing lists woman checking mail arriving homeFirst, let’s start with the difference between EDDM and saturation mailing lists. These two options are often confused with each other, but there are some key differences between them. EDDM (Every Door Direct Mail) is a program designed by the USPS as an easy and cost-effective way to get a business’s ads to customers without the need for a mailing list (as no direct addresses are listed).

Saturation mailing is a very similar program to EDDM, but it does require a mailing list, and addresses are included on the mailed advertisements.

The third option, targeted mailing, is far more personalized. Rather than sending mailers to everyone in a specified area, this method uses specific criteria to send advertisements to the addresses of qualified leads.

With so many options available, it can be difficult to know which direct mail marketing strategy is best for your business. Next, we’ll go into more detail about each service and discuss the advantages and disadvantages of using one method over another. Ultimately, direct mail marketing experts can provide you with all the information you need to help you choose the best option.

EDDM (Every Door Direct Mail)

EDDM is an efficient way to distribute your business’s advertisements to every mailing address within a specific region. Since these advertisements don’t require a name or address, they save you the trouble of purchasing mailing lists.

There are many pros to using EDDM, but the most important may be that it is one of the more cost-effective options. Since the post office doesn’t have to do any special handling or preparation, and the program follows a carrier’s regular postal route, you can save on postage and avoid the costs associated with purchasing mailing lists.

There are also a few drawbacks to EDDM. First, the service is only meant to be used for flats (like postcards, newsletters, or folded pamphlets), meaning the mail you can send is limited to very specific sizes. A second disadvantage to EDDM is that, without names or addresses, it can feel less personalized than other methods.

Saturation Mailing Lists

saturation mailing lists mailboxesSaturation mailing campaigns are a more personalized version of EDDM. Saturation mailing works mostly the same way as traditional EDDM, but names (or more commonly “Current Resident”) and addresses are included on the mailers. In contrast to EDDM, this method does require you to purchase a mailing list.

One standout benefit of this method over EDDM is that saturation is not limited by size, which can give you more options for your bulk direct mail tactics. Even though you’ll have to pay for mailing lists, the postage will still be inexpensive compared to targeted advertising. Saturation lists qualify for the lowest bulk postage rates of all three methods because of their delivery efficiency.

As with EDDM, one disadvantage to using saturation mailing lists is that they aren’t as personalized as targeted efforts. This means that, although you are reaching more households, you may not always be reaching the right potential customers.

Targeted Mailing Lists

If you’re looking to narrow down your direct mail tactics to a more specific audience, then targeted mailing lists may be the right choice for you. With this strategy, instead of sending your mailers to everyone within a specific geographical area, you purchase one or more mailing lists of the addresses of qualified leads who are more likely to need your products or services.

One obvious benefit of targeted mailing is that it allows you to focus on the right audience, which can help significantly increase response rates. This is especially helpful for businesses whose products are geared to a more specific or “niche” customer base.

However, one of the biggest downsides of targeted mailing is that it is more expensive than the previous two options. You also need to be sure that you purchase your data-driven mailing lists from a reputable source. When you partner with a full-service direct mail agency, they can even create customized, targeted lists for you.

Which Option Is Right for Your Business?

saturation mailing lists woman opening seeing her mail in front of mailboxThe right option will depend on your marketing goals and the results you want to see from your campaign. Does your company want to generate more potential leads, drive up sales, or increase customer loyalty? To get the most out of a direct mail marketing strategy, you’ll need a clear objective and metrics for tracking your results.

Before you make your decision, take some time to think about the kinds of customers you want to attract and the best ways to reach them. Each of the three direct mail tactics has its own benefits and drawbacks for specific businesses and industries.

For example, larger businesses that want to reach a broad range of potential customers might be better off using EDDM or saturation mailing lists. For businesses that have a specific niche and know exactly who their target audience is, the extra cost of targeted mailing could be offset by the ability to engage with pre-qualified potential leads directly.

A Direct Mail Agency Can Help You Choose

Even if you think you know which option you should choose, you may be missing critical information that could help you make the most effective decision. Partnering with a direct mail agency helps to ensure you get the most out of your direct mail marketing campaign.

Having experienced direct mail marketing experts in your corner can give you all the tools you need to fine-tune your strategy to achieve the best results. Not only will they help you pinpoint your method and create your direct mail campaign, but they can also show you the best ways to execute your plan to achieve maximum results.

Ready to learn more about your options and create your direct mail marketing plan? Reach out to us today at (602) 223-3003 or contact us.

 

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direct mail ideas woman in the coach opening mail

8 Knock Out Direct Mail Ideas to Kick Off a Prosperous 2022

The direct mail industry experienced some big transformations in 2021, proving it is alive and thriving. With the over-saturation of digital tactics, marketing strategists have gained significant momentum from partnering with direct mail companies to fill the need for tangible marketing contact. If you’re unsure of the most effective direct mail ideas for your business, here are some of our best tips to jumpstart the new year, wow your audiences, and build your business in 2022. 

1. Personalized Direct Mail

Direct Mail Marketing surprised young woman looking at personalized mail piece One Stop Mail webThe days of mass mail blasts with the accompanying high postage cost and long delivery estimates are on their way out. Direct mail today has adopted highly complex, data-driven technology allowing for more personalized and customized mail strategies that bring a higher ROI. 

Mailing lists have progressed to allow a very specific audience. You can use specific data points to create a specific variable piece that will connect with your audience.

2. B2B Direct Mail Ideas for Small Businesses

After COVID-19 devastated brick-and-mortar retailers, many transitioned from in-person to online. With the oversaturation of the online market, direct mail has allowed many businesses that suffered losses, especially local businesses, to reach recipients in a physical way. They can deliver messages to their audiences with special promotions and offers that will bring customers back through the door.

As the world continues to re-open in 2022, so will the opportunities for B2B direct mail, compensating for the new demand for safe, contact-free ways of achieving tangible connections. A direct mail company can help you strategize the best direct mail ideas to connect you with other businesses.

3. Adopt COVID-19 Messaging 

The pandemic has left a lasting impact on humanity and our economy over the past few years. Now that things are opening back up, marketers should emphasize COVID-19 messaging as a critical strategy to inform customers that businesses are safe and conscientious. 

The messaging should be welcoming and reassuring. Words like “contactless delivery,” “social distancing,” and “safety first” help audiences feel confident that your business has taken the necessary steps to stay safe.  

4. 2022: The Year of the Postcard

Sometimes less is more. Postcards come in various small sizes, for example, six-inch by nine-inch postcards have become a great direct mail solution over the past few years as people are spending less time reading lengthy and wordy advertisements in the mail. 

Economical from a printing and production and posting standpoint.

5. Integrate QR Codes

QR Codes have been around for years but have recently become increasingly popular with the boom of online interaction and integration with businesses. Applying QR codes to your direct mail campaign is an efficient way to automate interaction with customers, prompting them to visit a website, view a menu, or visit a social media profile

Adding QR codes also helps with sales funnels, moving customers from physical to digital then back to physical. You can send out a QR code prompting a scan to get a discount, then customers quickly move to the website to redeem, and finally use the discount in-person or online to purchase. 

6. Free Samples

Everyone loves a free sample. Incorporating free samples into your direct mail campaign is a highly effective way to familiarize customers with your brand and jumpstart sales. If your recipients are impressed by the sample they tried, they are more likely to purchase more products and recommend you to a friend. 

Partnering with a direct mail company can guide you to creative ways to utilize samples into your marketing messaging to reap a higher ROI. 

7. Compact Copy

Short and sweet is the trick to direct mail copy. Currently, direct mail copy is nearly half the length it was just a few years ago. In order to grab the recipient’s attention, direct mail demands an effective and easy copy with a clear call to action. 

Keep colors lively and fun. Using bright colors with a bold headline can capture attention. Sentences should be short with as few bullet points as possible. Copy should create a response or emotion, sparking curiosity for the customer to want to know more. Direct mail experts can guide you in drafting eye-catching copy for all your marketing needs. 

8. Highlight Perks

Direct mail is an exceptional way to let your audience know what deals you are promoting. Instead of promoting your business, promote the deal you are offering. That should be the first thing the customer sees. 

For example, Bed Bath & Beyond is well known for its monthly coupon. The largest font on the postcard is the 20% off feature of the coupon. Customers want to immediately know what they will be getting by shopping with you. 

Direct Mail Going Strong in 2022

We definitely won’t be seeing direct mail die down any time soon. It has proven itself to be a powerful player in the pandemic marketing industry. With innovative technologies, adaptive marketing strategies, and fresh takes on the traditional formats, businesses can use it to reach financial prosperity in the new year. Work with a direct mail company like One Stop Mail to help you narrow in on which of these direct mail ideas would work best for your business to kick off a goal-shattering 2022. Contact us at (602) 223-3003

 

Want Help Crushing Your Sales Goals? Get our 25-page Strategy eBook Free! Click the image below.

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Acquiring major donors with direct mail

How to Use Direct Mail Fundraising Campaigns to Acquire New Donors

Nonprofit fundraising campaigns help new and current donors understand the good you do and gain supporters for your work. When a donor holds something in their hand automatically creates more of a connection than seeing an ad online or getting an email. Create a direct mail piece that resonates with people and makes them the hero of the story! Here are some tips for using direct mail fundraising campaigns to acquire new donors.

5 Tips for Direct Mail Fundraising Campaigns

Direct Mail Fundraising Tip #1 – Start With Great Copy

direct mail fundraising woman reading a letterOnce you catch the eye of your potential donors, draw them in with a copy that evokes an emotional response. Start with a greeting, build rapport for your organization, make a case for a donation, and then offer them a way to donate.

To be the most persuasive consider the emotional pain or pressure points of your audience. Your story must resonate with your donor, which can be achieved by being honest, passionate, and direct. Tell them something they don’t already know about your company and ask the questions your donor will ask – “Why should I care about this? How can I help?”.

Consider adding an image that backs up the message. Make it clear that the donor can be the hero of the story! Address the impact that a donation from one person can have.

Direct Mail Fundraising Tip #2 – Use Targeted Lists

Not getting the results you’d like to see, or not sure how to collate a mailing list? One Stop Mail has a team dedicated to creating custom lists with targeted demographics. We have a strong knowledge of the non-profit industry and can help with list segmentation, data management, and appeals.

Some ways in which we can help:

  • Identify the type of donor and audience that your mailing needs to attract.
  • Finding new donors within your targeted area or demographic.
  • Data segmentation through coding to help you keep track of your giving history and levels.
  • Remove non-responsive recipients from the active list.
  • Adding new donors for follow-up collateral.

Whether you’d like a new list or an upgrade to one that’s not performing to your needs, One Stop Mail has you covered.

Learn more about our Targeted List Services.

smiling man with envelope direct mail fundraisingDirect Mail Fundraising Tip #3 – Personalized Mail

Don’t just send out any old direct mail! With modern print technology, it’s easy to personalize the name of the recipient, portions of your message, giving history, and the call-to-action to speak directly to the potential donor.

Direct Mail Fundraising Tip #4 – Upgrade Your Mail Package

There are many additional tools we can offer to make your direct mail fundraising campaign as effective as possible.

We have in-house graphic designers that can create unique materials that won’t get tossed. This unique touch helps get cost-effective results from the mail you send. We’ll work with you to create a mail piece that:

  • Stands out
  • Has a clear and strong call to action
  • Meets postal regulations

Above all, your piece should be easy to read and easy to respond to!

We have the following capabilities to execute any giving campaign plan and design, including:

  • Customizing the classic direct mail elements – letters, lift notes, inserts, brochures, reply forms, and even the reply envelopes.
  • Variable data letters of all sizes including perforation.
  • Including a #10 window or regular 4-color envelope.

Keep in mind that if you have a unique design but use the cheapest materials or packaging, your direct mail might be tossed anyway. Consider upgrading your mail package by using nicer envelopes, thicker or matte card stock, embossing or foiling, or other methods of showing off a high-quality piece.

Direct Mail Fundraising Tip #5 – Use Reply Devices

direct mail fundraising woman posting a letterWhat’s a reply device? This essential piece of fundraising campaigns can also be known as a reply slip, response form, or gift form. By including a pre-addressed reply device with your mailer, you’re making it as easy as possible for donors to return a gift in the mail.

Remember to:

  • Make the donation information clear.
  • Leave plenty of space for donors to write.
  • Include your organization name and address, just in case the reply device and reply envelope get separated.
  • Our variable data team can customize form fields and amounts that are curated for the mail recipient

Get In Touch

We hope these tips are useful for you to begin using direct mail fundraising campaigns to acquire new donors.

At One Stop Mail, we have the knowledge and expertise to help create or improve your direct mail fundraising campaign. We understand the donation process and can help by providing personalized messages and the recipient’s giving history data to each segment of your donor list.

Learn more about our options for direct mail fundraising campaigns

Call us at – (602) 223-3003 or request a quote online!

 

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bulk mail company

How Can a Bulk Mail Company Dramatically Increase Your Sales?

Every business owner wants sales. Their organization won’t exist long without them. They typically hire expert help to generate sales, sales managers, outside salespeople, inside sales, and a bulk mail company.

Yes, you read that right. A great way to generate sales is by hiring a reputable, knowledgeable bulk mail company. Before we get into the reasons why let’s examine what direct mail is and what it does.

What is Bulk Mail?

man with a mail stack bulk mail companyIt is physical mail that’s sent through the U.S. postal service in large volumes to reduce postage costs. Typical direct mail consists of advertising messages on postcards, in newsletters, catalogs, brochures, and letters of all sizes. Direct mail campaigns advertise a new product or business launch, advertising a service, product, or promotional offer.

Businesses who send bulk mail can include coupons to spark sales, promotional codes to measure the effectiveness of the direct mail campaign, and welcome offers to attract new buyers.

Bulk mail is simply an efficient way to reach many potential buyers. And it’s effective – 42.2% of people say they read their mail daily. House mail lists have an average response rate of 9%, 4.2% for prospect lists. 

Benefits of Bulk Mail

We’ve already demonstrated that mail is read and gets a good return (email on its own got about a 1% response rate in 2018), now let’s find out why.

“Sales” is a process. It starts when consumers become aware of your business and offerings (awareness). With repeat exposure to your business and products, the reader may start thinking of buying (the consideration stage), then with more exposure, they move to sales, and eventually a customer relationship with your firm.

Bulk mail campaigns ensure your potential customers see your offers (awareness). With repeated mailings, you can move them further along the buyers’ journey to consideration, then to purchasing, and a customer relationship. Not many people buy immediately – it usually takes an average of 7 exposures to your brand message before the average person will buy.

An experienced bulk mail company helps businesses create campaigns to guide prospects further along the buyers’ journey. Additionally, bulk mail sends your message far and wide to help more future buyers become aware of your business and products.

Mail sticks around

woman holding a mail bulk mail companyOn average, mail stays around the average household for 17 days. If the mail is a colorful, engaging postcard, it can be given a prize spot on the refrigerator or bulletin board increasing the number of times family members see it. Remember – with each exposure, viewers can be moved further down the buyers’ journey.

People love mail

Would you believe that 73% of people say that they like being contacted by mail by businesses because they can read it whenever they want? It’s true – and they also feel nurtured by the sender, which can be a good starting point for an ongoing customer relationship.

Why a Bulk Mail Company is Your Perfect Solution

Lead-nurturing and generating sales take time. Partner with a bulk mail company and they will do the time-consuming work for you. A company with experience in a wide variety of businesses can recommend the best frequency to mail and send follow-ups to get the results that you want.

Some bulk mail companies have graphic designers on staff to help you create the most engaging mailers to give them a better chance of ending up in an honored place on family refrigerators to remind people about your amazing offers.

In addition, they can create compelling coupons that will encourage them to take advantage of your offers.

Are You Ready to Boost Sales?

woman working bulk mail companyThe team at One Stop Mail are bulk mail experts and will be happy to guide you to get the best results. The team has worked in a wide variety of industries, from solopreneurs like realtors to home services like contractors and landscapers to insurance brokers and medical practices.

They also have graphic design expertise on staff to help make your mailers stand out. They are list experts that can customize a list to ensure your beautiful mailers reach a new target audience.

In addition, they are commercial printers and can complete digital follow-ups.

If you’re interested in a results-driven bulk mail company, reach out to One Stop Mail by calling (602) 223-3003 or requesting a quote.

 

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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

customized mailing lists envelope with paper planes in orange backgorund

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

direct mail coupons man holding gift voucher

Super Simple Ways to Get Explosive Business Growth with Direct Mail Coupons

Contrary to what many believe, the time-honored method of reaching people by mail is not dead. Catch the attention of potential customers by sending them direct mail coupons, something tangible in this digital world. Customization is key to reaching new clients and inspiring them to act.

Coupons appeal to consumers, and not just the family’s main meal planner. In 2013, 60% of printed coupons were for non-food items, such as clothing, cleaning products, restaurant meals, and office supplies. There is so much opportunity for things other than groceries!

Do Direct Mail Coupons Still Work?

DirectMailCoupon EXCoupons can play a big role in direct mail campaigns. Almost everyone uses coupons, and a good coupon marketing campaign can drive new customers to your business. Did you know that 94% of consumers still use coupons? Keep shoppers coming back to your brand or steal them from your competitors by reminding them of current offers.

Combining direct mail coupons with digital products such as online rewards programs can help reach consumers across multiple channels. A great marketing strategy can bring new business through your doors, to your website or social media, or to your app. “81% of consumers would take additional action, such as enrolling in a loyalty program, to redeem a rebate or coupon.”

Campaign Options

There are many considerations to make when starting a direct mail coupon campaign.

What?

If you’re all set with consistent branding, next is your marketing message.

  • Start with a value statement. Why should the customer take advantage of your product or service? What sets your brand apart from the rest?
  • Use quality messaging. Clearly state the rules of your promotion. Make it easy for them to redeem the offer using a code or something that can be scanned. Use simple, clear language and good design for readability.
  • Offer variety. Include companion offers to entice potential consumers who may not be interested in your first deal.
  • Give the offer an expiration date to create urgency.

How Much?

direct mail coupons opening envelope with a coupon insideRetailers of all sizes can use coupons and anticipate good results. The most common coupons you see are dollar or percentage off. Most of all, make it worth their while. “43 percent of shoppers agree that clipping coupons are a good investment of time when the discount is worth up to 25% off.”

How Many?

The correct frequency and reach is a sweet spot that can only be found by working together to determine the perfect combination to exceed the return on investment.

Coupons are very easy to measure. Calculate direct sales conversions by comparing the number of coupons redeemed versus the number mailed out. Not sure what’s best? Try sending out two or three different offers to see which one performs better.

Tangible Marketing with Direct Mail Coupons

direct mail coupons hand holding two couponsNew brands are harder to overlook when they’re presented as physical objects. Emails can be deleted and digital ads can be ignored, but a piece of paper in your mailbox has a much higher retention rate, even if they only see your logo or retail store colors. Variable data (like a name associated with a postal address) gives your postcard, letter, etc. a level of personal connection.

One of the most popular examples of direct mail coupons is a full-color, two-sided postcard. Make the offer compelling and the design eye-catching and this is a marketing piece that will end up in the “keep” pile or on the refrigerator.

More Information on Direct Mail Coupons

Think of a direct mail coupon campaign as just the beginning. If you provide an excellent buying experience for the customers, they will come back for more! Hook them and then keep them interested with direct mail and follow-ups.

Feeling overwhelmed? The team at One Stop Mail will help guide you through this process. We’re familiar with obtaining targeted lists, designing eye-catching mail products, printing, bulk mailing, and digital follow-ups.

We offer results-driven direct mail marketing focused on achieving your call to action. Still not sure where to start? We can help!

gain new business with HVAC direct mail campaign

Attracting New Customers with HVAC Direct Mail Postcards

When you rely on local customers to keep your HVAC business moving along, finding those customers is like a trade secret. Word of mouth and online searches can only get you so far. And while digital marketing is keeping you connected to your community, it doesn’t always deliver on new, local business when you need it, unlike HVAC direct mail postcards.

In the face of the digital era, one of the best ways to target new customers close to you is actually through tangible HVAC direct mail postcards. The pieces of print are put in the hands of the specific customers you want to help you grow your business.

Why Invest in HVAC Direct Mail Postcards as ads?

Direct mail postcards for heating and cooling companies provide three clear advantages:

  • High ROI (Return on Investment) on marketing dollars
  • Less competition
  • Potential high volume in conversions

variable data printing mail bundle

Not only is an HVAC direct mail campaign simple to execute, but it’s also cost effective with one of marketing’s best returns on investment. Why does such an “old school” strategy sent via snail mail work?

Because some see direct mail postcards as traditional and old-fashioned, fewer businesses are doing it, so your postcard has the potential to help you stand out in the competitive crowd.

Studies confirm that about twice as many people notice and read direct mail over email messages. Direct marketing emails end up stored away in an overflowing inbox or worse yet, a junk folder. Postcards get passed around or even pinned up on a wall or refrigerator as a reminder.

Nearly 60% of $65K+ households purchase from Direct Mail.

Postcard Template Design Matters

HVAC Direct Mail PostcardsDesigning and printing postcards is the key to a successful direct marketing campaign. To get the best value and most customers, there are five key tips to follow when designing your HVAC direct mail postcards.

  1. Apply the 40-20-20 rule. Direct mail marketers like to use this rule to determine how successful a campaign will be. The success rate is 40% dependent on the offer or promotion, 40% on a quality mailing list, and 20% on copy and design.
  2. Keep it simple. Customers should be able to look at your HVAC direct mail postcard and immediately know who you are and what you are offering. This means it should be easy to read, clearly communicate the value you offer, and build brand awareness. All at a quick glance.
  3. Advertising templates are okay.  Whether you see an ad you’d like to emulate or have crafted a few basic designs yourself, using a proven template that you like and that resonates with your customer saves you time and money on the design itself.
  4. Make it colorful and bold. Use colors and various font sizes to help you communicate key points. Larger, bold, or colored fonts demand more attention and using them then creates an information hierarchy, visually queuing readers what to look at first. Headlines and Calls to Action should be in a font larger than the details.
  5. Research your target market. You can be very precise in building you lists and select exactly who has the opportunity to see your postcard – from economic demographics to local neighborhoods. You can also exclude those outside of your service area and renters, who don’t tend to make HVAC repair or maintenance calls.
  6. Timing is everything. People don’t tend to think about their A/C systems when the weather is cool, or their heaters when the outside temperatures are soaring. To even the flow of work, aim to send your postcards throughout the year by changing up the images, headlines, and offers to remain relevant.

Use a Strong Call to Action in Direct Mail Marketing

Potential customers receiving your postcards should be engaged and left with a clear direction. Why should they respond? Without this direction and subsequent responses, your postcards will gather impressions but no business.

Every postcard should have one clear Call to Action – what the reader should do with the information you’ve just provided. This could mean visiting your website for more information, but ideally it means calling you to schedule service.

Promotions or offers are a great way to engage and entice potential customers, however, discount with caution so that you don’t give away so much that the direct mail postcards are no longer cost-effective.

For example, a $50 discount may bring in less customers than a $100 discount, but those customers attracted to the better deal may not be long-term customers (i.e. they are in it for the deal only).

When including a promotional offer, try to limit one promotion per postcard. This makes the Call to Action crystal clear.

Use HVAC Ads & Mailers to Build Your Brand

As part of a larger strategy that also includes digital marketing, the postcards provide another touchpoint to potential customers. The more places that they see your logo and business name – your brand – the more likely they are to remember and call on you when they need your services.

Direct mail postcards are great for gathering new customers, but they also work well to spark repeat business. Even more so when offering coupons or deals for regular service, such as an A/C tune-up. You can also use postcards to thank those customers, offer a referral bonus, or remind them of the service when the season comes around again.

Analyzing your strategy and tracking your results is also easy with direct mail postcards. Just use unique promotional codes associated with each campaign so you’ll know which campaigns brought in the most business.

Partner with One Stop Mail on your HVAC Direct Mail Postcard Campaign

gain new business with HVAC direct mail campaignFrom finding leads to nurturing repeat business, HVAC direct mail postcards could be your standout marketing strategy, priming you for growth and profits. Is it time for your HVAC business to hit the mailboxes?

By working with One Stop Mail you’ll benefit from our nearly 40 years in the direct mail and print services industry. In addition to direct mail postcards, we also specialize in mailing list, direct mail service, print and graphic design, offset printing, digital printing services, data service, and easy fulfillment.

To reach those new customers via your custom HVAC direct mail postcards, request a quote from One Stop Mail. We’ll provide you with the information you need as we guide you through the options that may be right for you and your HVAC business. Reach out to us today at info@onestopmail.com or (602) 932-2722.

OSM Blog Effective direct mail campaign

Effective Direct Mail Campaigns Repeat Themselves

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.  

Brand Visibility 

effective direct mail campaigns man with laptop opening mail webIn 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.  

Build Credibility 

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 

effective direct mail campaigns woman reading a flyer webDid 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.