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Use Customized Mailing Lists for Massive Results2

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. 

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

Secrets to 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

variable data printing mail bundleNot only is an HVAC direct mail campaign simple to execute, it’s 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.

Building 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.

Postcard 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. 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.
  4. 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.
  5. 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.

Seal the Deal with a Strong Call to Action

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.

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) 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.