Tag Archive for: direct mail postcards

One Stop Mail Real Estate Farming trends

Real Estate Farming With Direct Mail Tips & Tricks

Real estate farming is an effective strategy to prospect and develop a steady source of home buyer and seller leads by establishing yourself as “your neighborhood’s realtor.” A successful real estate farming strategy should result in at least 30% of the sales within your targeted area. To successfully geo-farm real estate you must consistently be in contact with the members of your target community. This is where direct mail can elevate real estate marketing efforts.

We know that direct mail works. It outperforms digital mail marketing channels by 600% according to the Direct Marketing Association Response Rate Report. They found that 70% of people believe direct mail is more personal and nearly 50% of people keep direct mail for future reference. As a result, 4.9% of direct mail recipients will buy from that company. This level of contact and response rate is necessary for geo-farming real estate to work.

Real Estate Postcards Vs. Flyers Vs. Letters

The ideal real estate farming strategy combines a mixture of postcards, flyers, and letters. However, the real backbone of your campaign is real estate farming postcards. These should be sent twice per quarter and give a snapshot of the market in your target area. This also includes on-demand postcards to send when a home has been listed or sold in your area.

Flyers and real estate door hangers are a great opportunity to advertise open house events and give more detail about your real estate business like the number of active listings, average sale prices, your number of monthly sales, etc.

Real estate farming letters should be sent quarterly. This is an opportunity for you to discuss what is happening in the community and give your audience a more detailed look into the market with more space for thought and analysis.

Of these types of direct mail, postcards are the easiest to produce and the most profitable, costing only a few cents to print and mail. Postcard content is more visual and attention-grabbing. According to the DMA, postcards also have the highest open rate as well as other advantages.

Flyers still use a visually focused design while providing more informative content. Although letters are more text-heavy, they can also be more personal and deliver useful and engaging content. The cost of direct mail varies, anywhere from a few cents to a few dollars per piece depending on the volume, type of mail, size, design, personalization, and more. All types of direct mail have a high ROI, with letters showing an impressive 112% ROI.

Real Estate Farming With Direct Mail

Direct mail should be a central component of your real estate farming strategy. It does require some planning and a thoughtful approach, but the results are well worth it, and the process can be broken down into five steps.

One Stop Mail Real Estate Farming neighborhood aerial view

  1. Choose your neighborhood. Research the macro trends, demographics, and community activity of several different areas to find a place with healthy demand and where homes are actively being listed for sale. Ideally, you should choose an area close to where you live that you are familiar with. The area you choose to target should be 500 homes or less. The exact size will depend on your budget and goals. Bigger isn’t necessarily better when it comes to farming. What makes farming effective is that you’re targeting a specific set of homes with a specific message that is relevant and speaks to them directly.
  2. Find a target market within that area. To make your farming strategy even more effective focus on a specific group of people within your areas such as young families, middle-aged professionals, retirees, first-time home buyers, move-up buyers, or downsizing sellers. Really think about what the people in this area have in common.
  3. Plan your direct mail content. Real estate agents who successfully farm neighborhoods deliver consistent value to homeowners. Your direct mail should convey that you are the expert when it comes to buying and selling homes and living in the community. Consider what information would be useful to prospective clients, what type of direct mail you’ll send, how often you’ll send it, and how you will keep your brand consistent across marketing channels. You can increase engagement and integrate direct mail with digital marketing by including a QR code on your mailers that directs recipients to your website or a market report.
  4. Track your results. Include elements in your direct mail that allows for tracking to measure the effectiveness of your campaign. This could include: a QR code linked to a lead form or a campaign-specific landing page, call tracking phone numbers, unique promotional codes, etc. Then attribute leads in your CRM and promptly follow up.
  5. Start your real estate farming program with direct mail! Real estate farming is a long-term game. To be successful, direct mail should be sent regularly and the message should be consistent.

Real Estate Farming Postcard Ideas

When it comes to ideas for real estate direct mail messaging, there are some do’s and don’ts you should be aware of. Some things you SHOULD do are:

  • Respect seasonality. Fewer people buy and sell homes during the holiday season. Families tend not to uproot their children during the school year. Other seasonal trends depend on the location. For example, warm-weather cities, like Phoenix, experience a snowbird effect when people relocate or buy a second home for the winter months.
  • Provide informational value. What do potential clients want and need to know? Share information like the number of active listings in your area, the number of homes sold, and average sale prices. If you are advertising a home for sale or an open house, describe the home and provide basic details.
  • Show your expertise and experience. Offer neighborhood tours or provide a list of the best pizza places to show that you’re a local expert. Share a professional success or the number of homes you’ve sold this year to demonstrate your experience.One Stop Mail Real Estate agent hosting barbecue

On the other side, you should AVOID being hyperbolic. Excessive exaggeration can breed distrust and skepticism. Don’t send too many communications. This can be annoying or come across as pushy. You should also avoid sending the same postcards or mailings multiple times. Keep your content fresh, relevant, and interesting!

When it comes to designing your mailers, use various types of direct mail including postcards, flyers, door hangers, and letters. Be sure to include engaging images like your photo and pictures of homes for sale. Also make certain that the text is scannable, easy to read, and your contact information is easily found.

Above & Beyond Geo-Farming Strategies

In addition to your direct mail campaign, there are other real estate farming techniques that will help position you as the area’s go to realtor. Attend city zoning and council meetings. This will help you identify the concerns of the community. Participate in community events like cook-offs, block parties, and fundraisers.

You could consider offering free consultations to your neighborhood’s residents. Establishing a relationship and providing guidance and helpful information increases the likelihood of them choosing you as their realtor.

If you can, a farm close to your home. Making connections will be easier, you will be more relatable to your clients, and you are knowledgeable about the area. Reports show that 74% of home sellers said an agent with local or neighborhood-specific knowledge was important in helping them choose an agent.

Establish yourself as “the local realtor” with an engaging and cost-effective direct mail campaign. Reach out to the experts at One Stop Mail to learn how to get started!

One Stop Mail Healtcare Messaging Mailing List

3 Do’s & 3 Don’ts Of Healthcare Mailers & Messaging

If you have a healthcare business, you know the value of healthcare mailers as part of your holistic healthcare marketing strategy. However, there are certain things you can do to maximize the impact of healthcare messaging in the mail. Healthcare advertising isn’t as straightforward as traditional products or services, there are several nuances and guidelines you should know. Here are some marketing tips, 3 do’s and 3 don’ts for anyone using direct mail marketing for healthcare-related services or products.

DO Leverage Targeted Lists Most Relevant To A Condition

Have you utilized targeted lists in your healthcare marketing plan before? If not, this is an excellent way to make sure you get the best return on your investment. We have a few blogs about how to get an effective list.

schedule mammogram

Healthcare needs can be very broad or very niche, depending on your service or product.

A broad tactic is sending out flyers about a new dental office opening in a specific neighborhood, while a niche list is important if you are looking to advertise a certain treatment for a specific illness or condition.

Broad lists can be narrowed down using:

  • Location (Example: Proximity to a new office, or an office accepting a new type of healthcare plan)
  • Age (Example: A dentist office specializing in cleanings for children)
  • Gender (Example: Mammograms)

Niche lists should be relevant to a specific medical condition. For example:

  • Diabetes prevention
  • Hormone imbalances
  • High blood pressure patients

DO Use CTA’s For Appointments Or Calls On Patient’s Terms

All marketing messaging needs a clear CTA, or Call to Action. For healthcare messaging, this means leading the potential patient to create an appointment.

Contact methods can include a:

  • Phone number
  • Website
  • QR code
  • Email address

Putting the CTA in an obvious spot means that the mailer can be saved for later reference, and appointments can be made on the patient’s terms.

It is important that the reader has a sense of urgency and doesn’t toss the mailer in the trash, but instead saves it for later. Messaging like, “Appointments filling up, don’t wait!” or “Limited spaces available, call today!” are good CTAs.

DO Demonstrate Expertise To Prospective Patients

Part of healthcare direct mail marketing is building trust with patients. A great way to do that is to show your expertise. Longevity of practice in the community or of a particular product is a great lead-in. National or local awards or certifications prove results and expertise, so should be highlighted on mailers.

Several letters with medical messaging

You also need to prove a point of difference to set you apart from your competitors. A specific expertise typically not shared by your competition is a good start. Include any other relevant practical information that would help potential patients choose you.

DON’T Be Alarmist With Medical Messaging

Keep in mind that health-related issues are stressful for everyone. Don’t take this as an opportunity to alarm or scare potential patients! Focus on messaging, and:

  • Assure rather than alarm
  • Avoid “should” type messaging
  • Treat it like an opportunity – not a burden

Don’t list the statistics of a condition unless it’s in a positive light. For example, “This many people benefit from earlier treatment”. You want potential patients to feel safe and comfortable, and let them know that they can reach out with questions at any time.

DON’T Use Too Much Jargon

Jargon is technical language and it can be confusing to people who are not heavily involved in your industry. It can be especially confusing when using medical terms related to conditions or treatments. Avoid long, hard-to-pronounce, or unfamiliar terms.

DON’T Ignore Seasonality

Depending on your practice, certain times of the year may be better or worse for investing in healthcare mailers.

Pay attention to your industry’s seasonal trends. Send your healthcare messaging leading up to and in the heart of the busiest times of the year for your office or product. For things such as dental appointments, remind patients to book early, before school breaks fill up with other activities. Routine physical exams and vaccinations are best (and sometimes necessary) before school starts.

Certain procedures are more easily done in different weather, which varies based on your location. For instance, the Midwest has a lot of snowstorms in winter, while the Southern states can be hit with heat waves, floods, and power outages in summer. Keep these things in mind when encouraging patients to come in at certain points during the year.

Healthcare personnel

More About Healthcare Messaging

Do you have questions about how to get a healthcare mailer into production? Our team can handle every step of the process, from conception to mailing! Read more about using direct mail to serve your healthcare patients here. Contact us for a quote today!

Church Printing and Mailing-One Stop mail

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 mortgage mailers 2

How to Boost Your Mortgage Leads With Mortgage Mailers

The competitive housing market is gearing up for another very busy spring season. With mortgage purchase originations expected to grow 9% in 2022, more consumers, businesses, and even organizations will be seeking mortgage programs. If your company is poised to take on new clients, now is a fantastic time to create a mortgage company direct mail campaign to take advantage of the uptick in the mortgage lending market.

As part of a well-rounded marketing strategy, a targeted, data-driven direct mail campaign helps to dramatically increase new leads and mortgage loan conversions. We dig into why direct mail can be an optimal fit for mortgage lead generation and how you can supercharge your marketing efforts.

Why Use Direct Mail For Mortgage Lead Generation

Houses with cactus

In a marketing landscape that’s becoming increasingly digital, direct mail remains one of the best ways to reach potential customers. In fact, direct mail use among mortgage companies alone has grown 439% in the past three years and shows no signs of slowing down precisely because of the overly crowded online space. Modern direct mail can leverage the modern data-driven targeting and list curation strategies to be the perfect complement to mortgage lending marketing programs.

Here are a few of the reasons mortgage companies prefer direct mail marketing:

  • Cost-effective: When done right, direct mail is far more cost-effective than many other alternative marketing strategies.
  • Targeted: With data-driven mailing lists, you can rest assured that your ads will target only the most qualified leads, boosting awareness and conversions.
  • Customizable: Mortgage direct mail products come in a variety of designs and are highly customizable, allowing you to stay on brand while sending the exact message you want to the right people.
  • Trackable: With advances in technology, direct mail marketing strategies are now more trackable than ever before. You’ll be able to see if your efforts are working and adjust when needed.
  • Off-line still works: Online advertising will always have its place in mortgage marketing, but direct mail is still an effective way to generate leads.

Use Custom, Data-Driven Mortgage Direct Mailing Lists

The first step to incorporating direct mail into your marketing strategy is to identify the ideal customer profiles that could become your next potential leads. Using a number of different factors, such as loan type, mortgage/interest rates, and other important demographic information, you can target the households that are most likely to need your services.

Woman Looking at mortgage mailersMortgage direct mailing lists are an essential part of reaching the right customers and informing them about your business. Since these lists are such a crucial element of your campaign’s success rates, it’s a good idea to turn to experts for help creating them. Direct mail experts will conduct a thorough review of the specific demographics in the neighborhoods you’re targeting, so you’ll know exactly whom you should be sending your direct mailers to.

If you already have mailing lists that aren’t performing as they should, direct mail list experts can also analyze them and make recommendations for improvement. They may even suggest additional names to add to your list or provide a “new movers” list.

Use A Range of Letters, Flyers & Postcards

After you’ve compiled your mailing list, the next step is to choose the best direct mail products to help you effectively reach these new leads. The three most popular choices for mortgage company direct mail marketing programs are personalized letters, flyers and postcards, each with its own advantages.

Mortgage Letters & Envelopes

Out of all the options, they feel the most formal and have more space for any information you may want to send. Mortgage letters are great for rate changes, previously funded, and many other types of notifications.

Mortgage Flyers

Somewhere between a traditional postcard and a letter is a customized flyer that can both get a potential client’s attention and deliver a relevant message. Sizes, designs and messaging can vary depending on the marketing goals of the company making them a highly flexible option.

Mortgage Postcards

Simple and straightforward, postcards are the most cost-effective choice to get into every lead’s mailbox. They are ideal for a quick message along with creative imagery and a call to action, featuring your business’ contact information.

Use Personalized Experiences With Variable Data Mailing

The best way for mortgage lenders to generate more potential leads using a direct mail campaign is to create a personalized experience using customer data and evolving trends.

Happy Smiling couple shaking hands with broker

The mortgage types and rates that your company offers will likely vary based on a potential customer’s qualifications, such as credit score and rental/buyer status. By accessing this information, you’ll be able to customize the kinds of direct mail you send to specific addresses and hopefully increase response rates.

For example, direct mail messages offering low down payment options can increase response rates for first-time homebuyers discouraged by the initial financial requirements of a mortgage. A well-executed direct mail campaign using customized imagery and messaging will be able to reach more qualified leads and encourage them to learn more about what your company has to offer.

Learn More About Your Mortgage Company Direct Mail Options

A direct mail campaign integrated into a well-rounded marketing strategy with multiple touchpoints is a great way to ensure that you’re reaching potential customers at every step. The team at One Stop Mail has experience in a wide variety of industries, including finance, and will be happy to help you achieve the best results possible from your mortgage direct mail campaign.

From choosing your direct mail products to compiling targeted mailing lists, our experts will work with you through every step to help your campaign perform at its best.

To learn more about our mortgage direct mail options, contact us at (602) 223-3003. Ready to get started? Request a free no-hassle direct mail quote!

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 [email protected] or (602) 233-3003.

Postcard for Dental Practice

Direct Mail Marketing for Dentists: What Services Will Help You Get More Patients?

With the ability to effectively reach a local audience, direct mail is the perfect marketing tool for dental practices. From attracting new patients to staying in touch with existing patients–direct mail marketing for dentists can have many benefits. Read on to learn how dentists can benefit from direct mail and how to strategically use this tool to market your practice.

Why Dentists Should Have a Direct Mail Strategy

There are a number of ways that dentists can benefit from having a direct mail strategy in place:

Gives You an Opportunity to Stand Out

In a world that’s increasingly moving online, marketing communications have also shifted mostly to digital spaces even among smaller businesses. A survey by The Manifest found that 69% of small businesses communicate with consumers using only online channels while 23% use a combination of online and direct mail. As such, direct mail gives you the perfect opportunity to differentiate your dental practice from that of the competition.

Dentist- grow your practice with direct mail

Enables Multichannel Marketing

As your practice caters to a wide variety of people across different age groups and having varying behaviors, their choice of communication channel also varies. Direct mail allows you to extend your marketing to a different channel so you can connect with people who prefer to get physical mail with dentist postcards. 

High Response Rates

People are responsive to direct mail. In fact, the Data and Marketing Association found that direct mail campaigns see an average response rate of 9%. Moreover, consumers engage with 96% of all direct mail. 

Helps Fight Dental Anxiety

Dental anxiety is a common issue that plagues not just children but adults too. The proper marketing materials can be used to provide valuable information and ease this anxiety in existing and prospective patients. 

Mailer Marketing Strategies for Dentists

If you don’t want your mailers to end up in the trash, you need to be strategic with your approach. Here are some tips that you can use in your direct mail marketing strategy:

Reach the Right People with the Right Message

This is one of the most important steps in any direct mail marketing strategy. To make sure that your investment pays off, you need to get your marketing message to the right people. This means targeting the right market segments such as new movers who will need to find a dentist in their area, households with children, and households with seniors—target homes only within a few miles of your practice.

New Homeowners

Personalize Your Messaging for Different Segments

Dentists cater to a wide range of patients with varying needs, pain points, and concerns. So, the same marketing message may not have the same level of impact across different segments. For example, parents with several kids may not be too convinced by your top-of-the-line equipment but may be more interested in dental care packages to help them save money. 

It’s important that you craft different messages that will resonate with each of the market segments you want to target. Think about the unique challenges that each segment may be experiencing and develop your message to address those challenges.

Be Strategic About Design

Your dental postcard design should be impactful enough to hook in recipients. For starters, choose the right color representation to create a feeling of trust and security in prospective patients. This is a great way to subtly convince more people about your expertise and get them to make their first appointment with you.

Drive Costs Down With Automation

Leveraging direct mail automation can help you save time and reach your prospects and patients at the best time possible and at the best cost. For example, using a saturation list can help drive postage down as low as 17c per postcard.  

With customized mailing lists and personalized messaging, direct mail can be the perfect tool to attract new patients to your practice. Need help with direct mail marketing for dentists? Get in touch with One Stop Mail to learn more about our Healthcare Direct Mail Marketing service.

 

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How to Choose Between EDDM, Targeted, or Saturation Mailing Lists

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 audience. EDDM, saturation, or targeted mailing lists are three direct mail marketing strategies that can be a great addition to any direct mail plan.

Despite so much of today’s advertising being 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’ 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’ 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 and addresses are included on the mailers (or more commonly “Current Resident). In contrast to EDDM, this method does require you to purchase a mailing list.

One standout benefit of this method over EDDM is that a saturation mailing 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 with the addresses of qualified leads who are more likely to need your products or services.

One obvious benefit of a 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 Marketing Envelopes

The magical potion that Alice in Wonderland consumes to begin the once-in-a-lifetime adventure said, “Drink me.” As the magical potion, your marketing offer can start a life-changing journey for your customer. That’s why your direct mail marketing envelopes should say, “Open me.”

Arguably, envelopes are the most overlooked direct mail marketing element – yet they play a pivotal role. Your envelope can say, “fun,” “mystery,” ”sophistication,” and can pique a viewer’s interest. Here’s how to leverage their unmistakable allure –

DIRECT MAIL MARKETING ENVELOPES Girl with envelopes in background Tactic #1 – Size Matters

When most folks think about envelopes, their minds turn to a plain, white business-size envelope with or without the cellophane window, typically used to send invoices. These types of envelopes DO NOT say, “Open Me!”

In terms of direct mail sizes, use atypical large envelope sizes. Larger envelopes get a better response rate than postcards and standard-sized envelopes. Because they attract attention and sometimes create curiosity, oversized envelopes have the greatest response rate with 6.6, with postcards getting a respectable response rate of 5.7%. The average email click-through rate is about 2.6%.

If you use a large envelope, your mailer must fit the larger size, otherwise, it creates an unfavorable impression of your business. And larger or oddly shaped envelopes cost more to mail. If oversized mailers and envelopes don’t align with your brand or budget, consider using 9X12 envelopes to stand out.

 

Tactic #2 – Mesmerize with Color

White envelopes are boring. Try using an eye-catching color or a color that matches your brand. Colored envelopes are 20% more likely to be opened than white envelopes.

You can even use color on your envelope marketing to create a mood. Not only does color stand out in the mailbox, but you have the opportunity to influence how your customers and prospects respond to your direct mail marketing envelope:

  • Red – Conveys excitement – often used for limited-time sales
  • Green – Calmness, nature, growth – can inspire trust
  • Blue – Experience, strength – offers a sense of security

Keep in mind that dark colors make logos and printing more difficult to read – stick with lighter colors.

#3 – Ignite Action with Offers

DIRECT MAIL MARKETING ENVELOPES hands holding yellow envelopeThe face and back of an envelope are useful for more than addresses and postmarks. Create an added incentive to open your envelope by adding an intriguing line on the outside of the envelope, like:

  • Hurry! Limited Time Offer Enclosed
  • You’re one of a few to get this special offer.
  • This preview is just for you …

Entice customers and prospects with a few choice words that generate excitement and ignite curiosity to get your envelope opened!

You can also ignite action using envelopes with QR codes. This strategy combines online and offline marketing and helps to drive traffic to your website. An appealing offer paired with a QR code can get customers to engage before they even open the envelope! And don’t forget to include a powerful call to action on your direct mail envelopes.

#4 – Create Curiosity

 Guy holding an envelopeThe examples above definitely create curiosity about what’s in the envelope – but you can also do that with other elements, including:

  • Clever graphics and images
  • Make it look like a personally addressed envelope
  • Tease, tease, tease

The last item is about creating fun, even flirty relationships between your brand and your customer. You could include a short teaser that hints that there’s something fun inside.  Here are some of the best direct mail envelope teasers:

  • You’ll love what’s inside…
  • Excitement awaits…
  • Can you stand not knowing what’s inside?
  • Shhh! It’s a Secret >>

Of course, the tactics have to fit your brand, so if you are an investment firm you may want to be more professional in your approach.

Tactic #5: Engage the Direct Mail Marketing Experts

DIRECT MAIL MARKETING ENVELOPES Colourful EnvelopesIf you don’t want to spend time and money on costly re-dos, hiring direct mail professionals can save you time and money. Seasoned pros can tell you techniques for direct mail envelopes that work, suggest cost-saving hacks that still get results, and make recommendations for ongoing campaigns that pay off year after year.

Although technology has made direct mail marketing more affordable, who wants to spend more when they don’t have to? When you rely on a direct mail marketing professional, you can spend your time doing what you do best – running your business.

Engage a direct mail marketing firm with more than 20-years of expertise, like One Stop Mail for creative marketing envelopes and profitable direct mail marketing campaigns.

With list experts, graphic designers, writers, printers, and more on staff, the One Stop Mail team can take your campaign from conception to distribution.

Get a quote online or contact us at (602) 223-3003.

 

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How Direct Mail Companies Help You Get and Keep Customers: Top 5 Tips You Need to Know Right Now!

Everyone gets mail, from consumers to businesses, so direct mail reaches everyone, especially those who are not yet digitally connected all the time. In some ways, direct mail stands out – and works – because it is not digital. Though that doesn’t mean direct mail companies can’t help digital businesses. In fact, it’s quite the contrary. Since it takes an average of eight touchpoints to convert a prospect to a customer and a sale, direct mail pulls its fair share of the marketing load. Below are some ways that any business can use direct mail to gain customers and keep them coming back.

5 Ways to Make Your Direct Mail Work for You

1. Pay attention to design. White space, imagery, fonts, placement – it all matters in direct mail campaigns, especially postcards with more limited space. If you aren’t already working with a designer, One Stop Mail can help direct you.

Along these lines, also consider A/B testing for your direct mail designs. Changing a single variable, such as a call to action copy or how an offer is presented, can offer valuable insight into how to boost the success of future campaigns. You can also change more prominent and cost-effective elements, such as postcard size and paperweight or texture.

The word count changes in the direct mail copy all formats

From WhosMailingWhat.com

2. Keep it concise. WhosMailingWhat.com reports that word count in direct mail copy is on a steep decline. Campaigns that once used 1,000 words in 2000 are now closer to 500 words. More streamlined copy is easier and faster for readers to take in. People also respond better to visuals over or in conjunction with the copy.

3. Direct mail is tangible, so take advantage! One of the primary reasons direct mail works is because readers can touch it and turn it over in their hands. It can easily be pinned to a refrigerator or passed on to a neighbor. To that end, play with different sizes, shapes, and textures. The more your piece stands out, the more it will get around.

4. Try out trends. Green is a growing trend in many industries, print and mail included. This could mean printing on recycled paper or using “eco” and sustainability language in your copy. QR codes are also picking up steam and are easy to incorporate in any direct mail campaign (more on those below).

Another trend to think about is the COVID-19 pandemic. While we all thought it would be over by now, it’s showing signs of sticking around for quite a while. That likely has a direct impact on your business and your customers’ spending. Consider addressing the elephant in the room head-on, including adding safety precautions you may be taking or potential delays in shipping. And if your business is all digital or can be virtual, definitely promote those benefits.

5. Classic still counts. While it’s great to try new trends to see what may work for your specific company in your unique industry, don’t overlook the classics that have proven themselves time and time again, such as postcards.

Direct mail postcards have been around for decades and decades because they are smaller (read: more cost-effective to print, no envelopes) and faster for consumers to read. They also force creativity, since less is more and you are limited in your messaging by the physical size of the page.

When and How to Send Direct Mail

Timing and logistics can mean everything for a direct mail campaign. Send too much mail and your ROI will dwindle. Send too little or at the wrong times and you miss opportunities to grow. Here are three tried and true tips for mastering your marketing calendar.

How to Send Direct MailSend During Holidays

Since people are expecting to receive gifts and cards, they are more likely to carefully shift through the mail. This applies to the traditional winter holidays as well as Mother’s Day and Father’s Day. Bonus: Beat the rush and send an offer in your mail just ahead of the holiday. You may capture those last-minute shoppers who suddenly realize they need to buy something now!

Send on Customer Birthdays

Blend direct mail with variable data to automate this process. Have cards sent directly to your current customers when again, they are anticipating more and better mail. You also get the added benefit of personalizing your interaction and thus, making it more memorable for your customer. Add an offer or freebie to make it even more memorable.

Send When You’ve Carved Out Time for Follow-up

Sticking to a marketing calendar only works if you have the time to follow up with your potential and current customers. It’s not just about sending mail – you have to connect or follow up when people respond (multiple times). So sending a campaign in the middle of your busy season may not be ideal. Instead, plan ahead and have the direct mail marketing campaign ready to send by the end of your busy season, so that you’ll have the time to track results and serve those potential customers the way you would like.

Use Direct Mail to Introduce Digital

While direct mail and digital advertising can be employed separately, they often work best when they support each other. For those consumers who are not digital dominant, direct mail is an easy way to introduce them to a website, service, or app.

How Direct Mail Companies Help Digital MarketingDigital calls to action are increasingly popular among direct mail campaigns in these three ways:

  1. Directing readers to a social media channel.
  2. Using a QR code, either to take the reader to a webpage or to even start a specific order or inquiry.
  3. Encouraging readers to visit a website. More than 60% of people visit a website in reaction to direct mail.

Digital interactivity through direct mail benefits both businesses and nonprofits, as it makes donating much easier. The more ways you give readers to interact with you and the easier you make it, the more likely they are to become and stay a customer.

Who Uses Direct Mail Companies?

Think about your own mail – what companies do you receive direct mail from? Local services, like HVAC companies, dentist offices, and carpet cleaners may come to mind. And these are certainly industries that traditionally see the value in direct mail. However, new and non-traditional industries like SaaS (software as a service), disrupters, and e-commerce are tapping the direct mail well.

Google direct mail adGoogle has been consistently using direct mail for nearly two decades. The company’s trademark white space – also an important design element – translates well to the printed page and helps to capture the reader’s attention.

E-commerce powerhouse Amazon also uses direct mail. The company’s holiday toy catalogs are rivaling the famous FAO Schwartz and likely reaching more potential customers. Activities and stickers are cleverly placed among the toy ads, giving the mail piece a longer life span.

You may think an app would advertise vial direct mail, but DoorDash chose to send direct mail postcards in an attempt to separate itself from the mounting competitors. In good postcard form, the text was minimal over strong visuals and included a discount for first-time users.

Likewise, Uber used local direct mail campaigns to promote its disrupter expansion into those new cities. A great example of how direct mail companies and marketing campaigns can work for non-traditional industries.

LinkedIn’s campaigns illustrate that direct mail is not just for consumers. The networking giant sends mail to companies and businesses explaining how to take full advantage of the SaaS services, such as posting a job or an ad. Some mailings also include enticing offers.

How to Get Started

These mega-companies, and so many more, work with direct mail companies because they see the ROI and know it works. However, you don’t need to be an Amazon or Google to reap the rewards. Whether you have a brick-and-mortar store or a startup in your garage, direct mail can help you get and keep customers.

To learn the best ways to reach those new customers, request a quote from one of the top direct mail companies in the industry, One Stop Mail. We’ll provide you with the information you need as we walk you through all the options for you and your business. Reach out to us today at [email protected] or 602.223.3003.

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Simple Ways to Get Explosive 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!