Tag Archive for: Every Door Direct Mail

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

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

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

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Personalize Your Direct Mail Campaign Without Crossing the Line

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One of the most contentious issues in marketing today is the issue of privacy, especially in regards to data-gathering.  A recent Pew Poll showed significant across-the-board concerns about the amount of private information that’s getting into the hands of business, and this is undoubtedly affecting customers’ attitudes towards companies and targeted direct mail campaigns.
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Building the Best Direct Mail Campaigns

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With a well-rounded understanding of the difference between branding and marketing, irresistible offers, and tracking methods, any business can craft the best direct mail campaigns. Below is a sample marketing campaign to show the benefits and ease of creation for even small business owners.

Branding or Marketing the Best Direct Mail Campaigns

 

Quality-Auto Used Cars is gearing up for an end of summer marketing campaign. They are purchasing many used vehicles and know they need to sell 200 vehicles during their upcoming weekend event. Jeff, the marketing specialist for the dealership, determines they need a direct mail marketing campaign due to their expectations of trackable results, not simply brand recognition for the dealership. With the understanding that getting people onto the car lot will require incentives, the dealership staff begins to brainstorm ideas.

Crafting an Irresistible Offer

 

The best direct mail campaigns will have a strong core offering that attracts the ideal customer. The dealership staff discuss core offerings for some time and ultimately decide every attendee will receive a hot dog and soda during the “End of Summer Blowout BBQ”. All test drivers who purchase a vehicle will receive a $100 gas card, and 3 lucky winners will receive a BBQ smoker.

Implementing a Tracking Method

 

Quality-Auto Used Cars decides they will design the campaign postcard as cut-out tickets which can be used as food vouchers and raffle prize entry tickets. This allows the dealership to track the turnout based on the response to the direct mail marketing postcards. The dealership will ask customers where they heard of the event during the sale process to ensure all vehicle sales resulting from the direct mail campaign are given due credit.

Contacting a Direct Mail Marketing Company

 

Jeff, the dealership’s marketing specialist contacts Tony from One Stop Mail to get help with the direct mail marketing campaign. Tony suggests using One Stop Mail’s graphic design services to create a captivating illustration for the direct mail postcards. Once Jeff approves the final design, One Stop Mail uses Every Door Direct Mail, a USPS service, to deliver the postcard to all homes within a 5-mile radius of the dealership. One Stop Mail handles the difficult work and ensures the postcards are printed, sorted, and delivered at the local post office to be mailed by USPS.

Analyzing the Campaign

 

Now that the team at Quality-Auto Used cars completes their weekend long sale event, they can analyze the campaign see the benefit of direct mail marketing. Iterations are important in all forms of marketing. As a result, the dealership staff determines if they want to run a second mail marketing campaign using variable data printing, to ensure all prospects who did not purchase a car will receive a voucher for a free oil change and tire rotation with purchase of a vehicle.

This re-marketing allows the dealership to capture a greater percentage of consumers who showed an initial interest in a vehicle and attended the sale event, With variable data printing, the dealership was able to customize each letter sent, using the name of each person who test-drove a vehicle to add a personalized touch and increase the response rate.

As you are planning one of the best direct mail marketing campaigns for your business, contact One Stop Mail for a quote or simply call 602.233.3003 to learn more about how we can help you achieve your marketing goals.

 

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Stand Out in the Mailbox with These Direct Mail Tips

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

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

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Direct Mail Specialty Envelopes Number 10 One Stop Mail

Specialty Envelopes: Beyond Your Average #10

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If you have ever had to send correspondence to someone or mail billing, then you are familiar with the #10 size envelope. To many, when someone says envelope, that is the first image that comes to mind. However, envelopes come in many different shapes and sizes. Each one has a specific purpose, allowing its shape and size to suggest its purpose. In this article, we will cover different envelope styles and how they can be put to use.

Outside of the #10 Envelope

So we already know everything about #10 envelopes, which is the most commonly used size of commercial envelopes. Businesses typically use these envelopes, and they range in size from #5, smallest, to #14, the largest. They are open-sided, and may or may not contain a window on the front.

Direct Mail Speciality Envelopes You Should Know

There are 5 envelope options that can make you stand out. They are:

  1. “A” Style Envelope
  2. Catalog Envelope
  3. Booklet Style Envelope
  4. Remittance Envelope
  5. Donation Envelope

Here is what makes these specialty envelopes…well…special!

A Style: Have you heard of A-Style?  There is an easy way to remember it. The “A” stands for “announcement.” They can come in two forms: either with a deep pointed flap or a shorter flat flap. They are usually used for special announcements, whether that be business related or more personal. They can also be used for photographs, small booklets, and greeting cards.

Catalog: Another familiar envelope style is the catalog. It is the standard mailing envelope for important documents such as reports, folders, and contracts. If you are like me, when I hear Manila envelope, these are the kind of envelopes I think of. They are typically open on the short side of the envelope and may have a flexible piece of metal to hold the flap in place or a mount to tie it shut.

Booklet: Similar to catalog but different in its own respects, the booklet style. These kinds of envelopes are typically used for magazines, catalogs, booklets, media kits, and other multi-page documents. They are open ended on the long side of the envelope and have some sort of sealant to close the flap.  

Remittance and Donation: The final two envelope styles we will cover are remittance and donation. Remittance envelopes have large flats and are used to hold private information like credit card numbers or other private documents. Donation envelopes also referred to as offering, pew, or tithe envelopes, are a cheap way to collect donations. These are most prominently used by religious organizations and nonprofits and cannot be mailed.   

Direct Mail and Other Use Cases  

Marketers should carefully consider the envelope that will contain their marketing materials. After pouring over every detail of that document, you should not put it in something that is not equal in quality. As you can see, there are a lot of different options. Whether you want to attract attention by using a different style than the standard commercial envelope, or you want to spruce up a commercial envelope to stand out, One Stop Mail can put to use its own in-house envelope printer to fit your marketing needs.

The use of specialty envelopes doesn’t stop there.

Perhaps you are in real estate and need to send an important property notice that is time-sensitive?

Or perhaps you own an auto care shop and want to make car drop offs more convenient for your customers.

Envelopes have many other use cases outside of mail. With the ability to fully customize them to your needs, consider them as a solution to improve customer service, or increase the efficiency of how you handle day-to-day business.

Remember, we’re here to help you – check out what else we can do to help or give us a call 602-233-3003!

 

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Leverage the Advantages of Direct Mail when Marketing Locally

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You may think the advantages of direct mail might seem like last century’s marketing, but it’s not!

Despite all the advances in digital advertising in the previous decades, good old direct mail is still one of the single most effective and cost-effective marketing options available for local outreach.  Physical mail never went away, and it’s still one of the most-used communications methods in the country.

If you haven’t thought about direct mail lately, here are a few things you might want to know about just how effective it still  is!

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Successful Direct Mail Campaigns Create Brand Recognition

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One common mistake we see when an organization embraces direct mail is creating only one piece of mail for a given campaign. Sure, a little mail marketing is better than none, but it’s not the most effective method to develop successful direct mail campaigns.

Mailbox marketing can be a rewarding way of building brand awareness and engaging your leads via multiple types of messaging. Since virtually everyone checks their mailbox once a day, it gives you ample opportunity to put your brand in front of people… and in a format that’s separate from the distractions of nonstop electronic advertisements.

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6 Common Direct Mail Marketing Mistakes & How To Avoid A Blunder

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Direct mail marketing blunders can cost you dearly. Not only do you lose money on the cost of marketing but you also lose revenue that a bad marketing mistake won’t make you. There are many direct marketing challenges to consider when creating a direct mail campaign.  While direct mail has solidified itself as a key component of any multi-channel marketing campaign, there are bad marketing strategies that hurt returns.

In this blog, we’ll cover 6 common marketing mistake examples you want to avoid in your direct mail campaigns. Working with a full-service direct mail partner can help simplify the process, avoid marketing mistakes, and create an effective campaign that drives results.

Marketing Mistake 1: Not Identifying Your Audience By Their Response Rate

Not only should you be targeting a specific audience, but this group of prospects should also have a history of responding well to your marketing initiatives. Take the time to analyze your ideal customer and your current best customers. What are their demographics? What are their interests?

Use that information to define your target audience and generate focused mailing lists. In the end, putting in that little bit of extra work will set your campaign up for an increased chance at success.

Man moving gears to develop integrated marketingMarketing Mistake 2: Using Mailing Lists Without Cleaning The Data

This piece of your direct mail marketing campaign is of the utmost importance. A mailing list isn’t just a means of reaching your market- it is your market. A great piece of direct mail marketing doesn’t work if it doesn’t make it to the mailbox of your target audience. Cleaning your mailing list data improves cost efficiency, deliverability, response rates, and marketing insights. A cleaned, up-to-date mailing list can compound the success of a well-designed campaign.

Here are 4 things that you can do to clean and improve your list:

  • Use a reliable list broker.
  • Compare the list against the National Change of Address.
  • Remove duplicates from the list.
  • Audit your list once per year.

Once you have established the best list for your campaign, then you can go ahead with the design and message of your copy.

Marketing Mistake 3: Your Mailer Doesn’t Have a Compelling Offer

A common mistake is to push the product or service in your direct mail copy and not what the reader gets when they respond to your mailing. A compelling offer can come in a variety of forms: a discount, free trial/sample, emphasize the benefits they will receive, a customer loyalty program, highlight your USP, etc.

Consider what sort of compelling offer you can include in your campaign and place less emphasis on trying to sell the product. Though the sale is the ultimate goal, the first step is engagement and response, which will lead to that sale you ultimately want to achieve.

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Marketing Mistake 4: An Unclear Call To Action

When you are crafting your direct mail CTA, you should make it as clear and simple as possible. Most people won’t bother following through if there are too many steps or if those steps are not clear enough. Be sure the CTA is:

  • Prominent
  • Specific
  • Shows value
  • Easy to follow

Make it easy for the reader to engage and respond by including QR codes and clearly displaying your phone number, address, website, and social media contact information.

Marketing Mistake 5: Lack of Eye-Catching Design

Special offer sign, a common marketing mistakeIn the competitive marketing landscape, the significance of an eye-catching design cannot be overstated. The success of your campaign hinges on capturing customers’ attention, enticing engagement, and evoking responses. A captivating design also fosters brand recognition, reinforcing your identity and values in the minds of recipients and driving them to take action (immediate response or future engagement).

In today’s dynamic marketing realm, a visually appealing and well-crafted design sets the stage for an influential and successful direct mail campaign that yields tangible results and bolsters your return on investment. Partner with a direct mail provider that offers graphic design services to create stand-out direct mail pieces and see results from your campaign.

Marketing Mistake 6: Not Integrating Your Marketing Efforts

In today’s interconnected world, consumers interact with brands through multiple channels, both offline and online. By failing to integrate direct mail with other marketing channels, you miss out on valuable opportunities to create a seamless and cohesive customer experience.

Integration ensures that your message reaches a wider audience and reinforces your brand consistently across different touchpoints. It also enables you to track and analyze data more effectively, gaining valuable insights into customer behavior and preferences. Embracing integration unlocks the true potential of your direct mail campaigns, enhancing engagement, and ultimately driving better results for your business.

Check out our integrated marketing platform, LIFT, to get the best of both digital and print advertising and crush your competition.

Is your direct mail campaign being held back by any of these marketing blunders? The experts at One Stop Mail are here to help! We’re your one-stop solution from the start of your campaign to its completion and our experts are here to help you keep the direct mail experience easy, affordable, and timely. Reach out today to get started!

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Direct Mail Marketing Trends 2017

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With the dawn of the new year, it is time to look ahead at what trends will take shape. At the center of discussion will be direct mail. However, we will also look at some of the more general marketing trends that will play into direct mail’s destiny.

Omnichannel and Data Driven Marketing

Two of the biggest things that marketer analysts are predicting for 2017 is an increase in omnichannel and data-driven marketing. More businesses, specifically retailers, are getting more accustomed to the idea of having customers start a purchase on one device and finish on another or in-store according to Eliza Fisher, Marketing Strategist and Editor at Social Annex, Inc.

Connected to omnichannel success is the analysis of data from 2016. Devin Fitzpatrick, Founder, and CEO of CDF Consulting predicts that data will be king. The first step with any marketing campaign is to understand the customer first. To get a better understanding of how to reach your targeted audience, analyze as many layers of data as possible.

What This Means For Direct Mail

Based on the previous two trends, direct mail will be affected in a positive way. This is due to direct mail’s strengths as a marketing asset. Firstly, direct mail is great at driving results through other channels. With direct mail, you can further advance your omnichannel efforts. Secondly, it is a perfect for targeting specific audiences. This plays into data-driven marketing. By wielding your data surgically, you can greatly increase your personalization and reach your desired audience with a relevant message.

With Personalization Comes Variable Printing

Part of the above domino effect that marketing trends will have on direct mail, we will see businesses making greater use of variable printing. It is now easier and more affordable for companies to print direct mail marketing materials with greater variety. According to Arrow Marketing, small businesses are starting to realize that local marketing efforts can be improved with a direct mail campaign. In fact, they state that direct mail still makes up 43% of local retail advertising, and 76% of business owners say that their marketing strategy combines digital with print communication.

2017 Outlook: Direct Mail Integral To Marketing Success

With omnichannel and data-driven marketing trends predicted for 2017, we have seen how this will make direct mail an important part of company’s marketing campaigns. Due to direct mail’s ability to drive customers through different channels, deliver highly personalized messages to targeted audiences, and remain affordable with variable printing, we expect to see another productive year for direct mail.

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Get Marketing Results With The Benefits of Variable Data Printing

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Traditional direct mail marketing services produce one piece of copy that targets a specific audience. Although there have been many success stories with direct mail marketing, there is another method that you should consider because of the many benefits of variable data printing.

What are the Benefits of Variable Data Printing?

Variable data printing allows you to change elements based off of individual customer data such as text, images, and graphics, from one piece to the next without slowing down the printing process. This allows you to personalize your marketing materials down to a specific individual without sacrificing your time constraints. This gives your direct mail marketing campaign renewed potential at getting positive results.

Adopting VDP to Increase Your Chances of Success

By combining accurate data of an individual with your desired marketing goals, you can create copy that will be compelling and relevant. Many think that print is dead and that most people throw away marketing materials they receive in the mail. However, according to Compu-Mail, almost two times as many US adults react positively to receiving mail than negatively. Furthermore, they have found that direct mail outperforms all digital channels by nearly 700% in terms of response rates. This is related to the fact that 70% of Americans say mail is more personal than the internet. With the year winding down, statistics regarding businesses planned budget for the following year have been released. According to Target Marketing, 11% of businesses plan to increase their spending on VDP while another 16% plan to keep it the same.

Acquiring and Applying Data

The key to a successful VDP campaigns resides with the accuracy and amount of data you have collected. You want to always make sure this data is accurate to ensure a positive response from customers. Furthermore, having as much data as possible on an individual will allow you to maximize your personalization.

At One Stop Mail, we have experience producing successful direct mail marketing campaigns utilizing the tenets of variable data printing to achieve our client’s desired results.

How Can We Help?

When you have questions or want to crush your sales goals with a direct marketing campaign, reach out to us today at contact us today or 602.223.3003. We have years of experience creating effective direct mail campaigns, from conceptualization to deployment.  

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