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restaurant direct mail restaurant owner and chef

3 Eye-Opening Restaurant Direct Mail Marketing Tips that Fill Seats

Dining out is an integral part of American life. It’s estimated that 163 million adults or roughly 64% of U.S. citizens eat out once a week. That equates to about $602 billion a year. That’s a lot of cheddar! A restaurant direct mail marketing campaign can help you get your share.

There are the three critical direct mail campaign steps that can result in more profit so you can expand into new locations or simply create peace of mind for you and your staff.

Before we get into the basics of restaurant direct mail, you may wonder if mail is still a viable marketing tool. Yes…

Direct Mail Delivers

It’s more than a catchy headline – direct mail converts more prospects to customers than email alone. According to the Association of National Advertisers, 4.9% of direct mail recipients buy from advertisers versus 1% for email alone. That’s four times more new buyers!

Additional research shows that 76% of Americans trust mailed advertisements. Read more about direct mail stats in this recent One Stop Mail article. Or learn specifics about the keys to restaurant direct mail marketing success by reading on.

Targeted Mailings

restaurant direct mail multiracial friends at a restaurantThis is more important than ever for restaurants that depend on ongoing patronage to be successful. A direct mail campaign sent to all the homes and businesses in your geographic area is better than no direct mail, but by segmenting your audience, you can deliver what it is they’re looking for.

New customers may be attracted by your menu, testimonials, or a good rating from a local entertainment guide, while new business customers might want to know about catering or easy pickup service.

Your patrons already like you and may want to know about menu changes or specials that say, “Thank you,” for being a regular diner.

Multiple mailing lists are important so you can target your customers – both consumers and businesses, new customer prospects, and business prospects. Deliver mailers that are meaningful to each of your target audiences.

Variable data printing can customize a postcard or mailer to fit multiple audiences. Add a different introduction, offer or call-to-action to speak to your targeted customer and get the best results.

You can also customize coupons, because…

Coupons are King

restaurant direct mail barista holding gift voucherNo surprise here – consumers love getting a deal. However, you may not have thought that you don’t have to offer deep discounts to new customers.

A new menu item can be an opportunity to cement the loyalty of regular patrons by sending a mailer to your house-customer list announcing the new item and giving them a small “regulars” discount to try something. Your long-time customers will feel valued and special.

If you’d rather capture new customers, send the announcement to a prospect list that targets homeowners in the geographic area of your restaurant. Customize the list to reach individuals in a particular income demographic or homes with children if you own a family establishment. Invite prospects to your restaurant to try the new dish or any of the other succulent items on your menu.

Bonus Pro Tip – Send different coupons to your regular customers and prospects to maximize results. Your goal is different with each group, to preserve an ongoing, valuable relationship versus establishing a new one. New customers may want to try a variety of items and enjoy a free appetizer with the purchase of a full-price main course.

A Restaurant Direct Mail Marketing Must: Standout Color

To ensure that your mailer always rises to the top of a crowded mailbox above your competitors, use show-stopping color. Yes, your restaurant direct mail must align to brand specifications, but the color must be vibrant and jump off the page to stop readers in their tracks.

You also aim to have your mailer stay in your patrons’ homes, on bulletin boards or refrigerators. Although mailers stay around homes an average of 17 days, if your restaurant’s postcard is beautiful, fun, or elegant – you may just exceed the average and get more top-of-mind awareness.

Getting off-the-chart color isn’t easy. Retain the services of an experienced graphic designer and commercial printer with years of experience in creating winning direct mail campaigns.

Fill Every Seat

restaurant direct mail people eating outside a restaurantRestaurants are essential to communities. Help more of your neighbors discover where to enjoy delicious, nourishing meals and a special atmosphere so your restaurant can experience longevity and long-term profitability.

One Stop Mail has professionals who are knowledgeable in restaurant direct mail marketing who can create your mailer from start to finish. Before your next direct mail campaign, call Marty at 602.962.4062 or request a quote online.

For more Direct Mail resources, click here. 

how to measure marketing success 3 coworkers looking at data web

How to Measure Marketing Success in Direct Mail Campaigns in Just 6 Steps

You’re a marketer who manages many moving parts. Your responsibilities include how to measure marketing success in every campaign. Plus, you must target the right audience, choose the right images, create a compelling message and offer, and select the right direct mail experts to guide you.

An expert who has managed thousands of direct mail campaigns can help you choose the methods and metrics that yield the data that can help you see the results of your hard work. In addition, they can help you use the information to shape future direct mail campaigns and drive long-term success.

Here’s how to measure marketing success in six steps, in two distinct categories:

How to Measure Marketing Success Using Tracking Methods

Each mailing should have a way to measure how recipients respond. When a new or returning customer makes a purchase, you must be able to trace the action back to the mailer or campaign.

Each campaign can have more than one tracking method, depending on whether you want to measure response from different types of customers, each phase of the campaign, or more. You can even track whether customers prefer one method. Conduct an A/B test to see if you capture more sales using one tracking tool over the other.

Now, let’s dig into it:

Step 1: Coupon Codes

how to measure marketing success couponAn easy way to track the effectiveness of each mailing, coupon codes have been used for decades. Simply print a code on the mailer or postcard, near the offer, and ask the customer to enter it for online orders or turn in the coupon for a face-to-face sale.

A distinct code can be issued for postcards that are sent to each customer list, and a different code for prospective customers. You can even use different codes for mailers that are sent in different quarters. For instance:

  • Quarter 1 – Customers   –   Coupon code: 1C2022
  • Quarter 1 – Prospects     –   Coupon code: 1P2022
  • Quarter 2 – Customers   –  Coupon code: 2C2022
  • Quarter 2 – Prospect       –  Coupon code: 2C2022

Thanks to the affordability of digital printing, variable data printing makes adding different coupon codes, messages and offers much easier to execute today.

Helpful Hint: It’s easier to get sales from customers versus prospects, consider giving prospects a deeper discount for their first sale.

Step 2: Trackable Phone Number

If you’re advertising a service that requires customers to make an appointment – pest control, landscaping, or handyperson services, you can measure the response to your mailer by setting up a specific telephone number. This number would only be active during the sale’s timeframe.

Helpful Hint: If a separate phone number is too much of a hassle, use the coupon code as a measurement instead and ask the caller for the code on the postcard when they call in.

Step 3: Landing Page

Create a landing page to capture visitors who want to find out more information. Measure conversions when they fill out the “request for information form” (RFI). or schedule an appointment.

The forms should include a field for email addresses and an opt-in opportunity that will allow you to email offers to visitors in the future.

If your goal is to capture conversions, the landing page should have text to convince visitors to try your product, service, or download a flyer.

Helpful Hint: To ensure that conversions are driven by the mailer, add a field to the RFI or Appointment form for the coupon code.

How to Measure Marketing Success Using Metrics

Direct mail campaign success is usually measured by greater market awareness or sales. Choose the measurements that will show you whether your direct mail campaign is performing.

Step 4: Response Rate

how to measure marketing success woman working on data webMeasuring the results – coupon codes, calls, visits to websites – is critical in determining whether your direct mail campaign is creating awareness. According to the 2019 Data and Marketing Association, the average response rate for direct mail is 9% for house lists and 4.9% for prospect lists.

If your campaign isn’t performing to average levels, assess key marketing elements. Could your offer be better? Is your message clear? Would a larger postcard or 4-color mailer perform better?

On the contrary, if it’s exceeding expectations, take note of what is probably working so you can duplicate it again and again.

Step 5: Conversion Rate

If you want to go beyond awareness to engagement, measure how many prospects request more information or purchase your product. Capturing the coupon code is critical in determining whether the sale was influenced by your mailer.

Each sale or completed RFI form that’s driven by the campaign is a conversion. A conversion could be influenced by how your company and product are represented, or the advertised offer. It’s valuable information that lets you know whether your mailer is performing or needs to be adjusted.

Step 6: Profitability

Find out if your campaign was profitable. Calculate the cost that went into creating the postcards, mailing them, and gathering the sales data. Subtract the cost from the revenue that’s attributed to the campaign.

If you spent $12,500 for postcards, lists, the cost of mailing, and the cost of extra staff to take phone calls, and the campaign brought in $20,000, that’s a 32% return on your investment.

The average return on investment for direct mail is 29%, so the results from our example are better than the average. Your fictional campaign is performing better than most direct mail campaigns, but that doesn’t mean you can’t drive your results even higher.

Implement a review process following every campaign. Here, with marketing staff and a direct mail consultant, identify the key elements responsible for your success and plan how to utilize or improve them for future campaigns.

How to Measure Marketing Success Using Direct Mail Pros

how to measure marketing success group of young workers webYour business health depends on the success of your direct mail campaign. By executing each step perfectly and knowing how to measure marketing success, you have the best chance of creating profitable campaigns with each mailing.

To further your success, a trusted advisor with a proven track record in direct mail marketing is essential. One Stop Mail has more than 15-years of experience with direct mail and commercial printing success. From the campaign, conception to list production, postcard and mailer creation, to mailing and calculating the success of your program – the staff of One Stop Mail is here for you.

If you’re ready to succeed with your next direct mail campaign, get a quote or more information, or contact Marty at 602.932.0365.

Pool Service Marketing Tips image One Stop Mail web

Astonishing Pool Service Marketing Tips: How to attract more Customers in Less Than 5 Steps

“Summertime and the living’s easy” or so the song goes. A clean, cool pool makes summer living super easy. If you’re a pool service pro, this season is likely your busiest and most lucrative time of year. Keep your calendar full and hold off the competition with the latest targeted pool service marketing tactics.

Whether you have an established route of customers, you’re building from scratch, or expanding into new territory, these 4 steps can make summer an easy, fun season for pool owners in your area!

Pool Service Marketing Tip 1: Stay Within Their Sights

Pool Service Marketing Tips with pool service man cleaning and checking PH level of pool One Stop Mail webIf you’re not ready to expand, it’s smart to stay visible. Even your best customers could be tempted by a “new customer offer” from a competitor. Remind your customers and tell prospects what your super-power is to maintain your customer base.

Remind them why they want your services – you’re the best pool maintenance and repair service with hundreds of perfect Google reviews, or perhaps you include an extra service like basic deck-washing at no additional fee, or maybe you offer pool accessories at rock-bottom prices.

Now that you’ve determined that you need to communicate to your customers, what’s the best reminder? Swimming pool postcards – here’s why:

Postcards have staying power

The results are in, and surveys show that marketing mail stays around an average of 17 days. Imagine how long pool owners will keep a colorful postcard or killer offer. It’s the perfect size to hang on a refrigerator, bulletin board, or tape to a whiteboard giving decision-makers repeated exposure to your service.

People read marketing mail

The same survey says a whopping 42.2% of people read or scan their mail; 59% say that they look forward to receiving it. That’s good news for you and your pool service because your message will probably be well-received in most homes.

Pool Service Marketing Tip 2: Speak Directly to Customers

Pug Postcard for variable data printing personalized for pool party webThere’s a reason why major online brands present browsers with a personalized experience – it’s because they get better responses. And, a 2020 Forbes article tells us why – shoppers prefer personalized experiences.

If it’s true online, wouldn’t it be true for postcards received in their mailbox? Using a customer’s name tells them that they are important to you and can be a door into their world.

Today, the marketing pool services business can personalize every aspect of a postcard – the recipient’s name, the offer, the call-to-action without emptying the piggy bank. Personalization, also called variable data printing, is within reach thanks to digital technology.

Pool Service Marketing Tip 3: Target Best Customers

If you’ve been in business for a while, you know the characteristics of customers who get the high-cost services and stay with you long-term. They probably live in a particular neighborhood, are of a particular age, have kids, and have a college degree.

Compiling a mail list of potential best customers to receive your swimming pool postcards offers the best chance of success.

Reach out to new homeowners. Since they’ve recently moved to the area, they’ll be looking for local service providers – including pool professionals! Remember to include a new mover special to attract their business.

Sure, you could send a postcard to your entire service area, but why not save some budget to do multiple mailings? Remember – you want to target your best new customers, stay in their sights and that means multiple exposures to your service and superpower.

Take Your Pool Service Marketing to the Next Level

If you want to stand out in a crowded mailbox, a professionally designed postcard is a must. The design and offer should be so compelling that the recipient wants to give it an honorary spot in the kitchen or office.

pool service man cleaning pool webAdditionally, mailing list professionals can help you create ideal lists to reach the customers you want. Don’t waste time and cash by using a scattershot approach to pool service marketing – if you want results, get experienced pros.

One Stop Mail has worked with business owners to reach their sales goals through direct mail marketing. They’re mail list experts with professional graphic design services on-site.

For 15+ years, they’ve offered exceptional printing and fulfillment services, and have created direct mail campaigns for business customers of all sizes. They can recommend the type and frequency of mailings to help you meet your goals. To get a quote on your next pool service marketing project, contact us or contact Marty at 602.932.7984.

bulk direct mail services young girl near posting box web

6 Ridiculously Simple Ways to Get More Leads with Bulk Direct Mail Services

These days it seems like everyone is about building an email list. Customer relationship management exists in solely online spaces and is built to target those whose information can be collected digitally. Is it possible that so many industries are missing out on bulk direct mail services?

Bulk Direct Mail Services One Stop Mail showing letters in a mailbox webThis print service offers a variety of ways to reach potential leads and build out your contact lists. And not only does direct mail work in a variety of industries, but it also fits many budgets. You can tweak a direct mail plan to be affordable or more expensive with just a few simple changes. In the end, you collect more leads.

Discover the six ridiculously simple ways to collect more leads with bulk direct mail services.

1. Increase Brand Awareness

They can’t become your customer if they have never heard of you before. Direct mail is an excellent way to get your name, branding, and value propositions in front of people by delivering directly into their hands.

Bulk direct mail services offer an opportunity to send flyers, coupons, postcards, and more to every address in a given area. For a new business, this can be particularly important as a way to build brand awareness.

2. Get Your Message Out Faster Than an Ad Campaign

Ad campaigns take time and often have multiple stages of rollout. Ad campaigns may also be dependent on the release schedules of the publications they appear in, such as newspapers. Marketing advisors may even suggest scheduling a budget ad campaign over 40 weeks to get the right amount of notice.

A direct mail campaign, however, takes only the time of design and printing to get in the hands of new potential leads. Though you may schedule waves of your direct mailings similar to a traditional ad campaign, you can feel confident that you are getting more individual notice faster as potential leads hold your independent flyer or postcard.

3. Reach Millennials with Bulk Direct Mail Services

bulk direct mail services people with cellphones webOne of the most surprising direct mail statistics is how much it appeals to the Millennial generation. Known for their digital upbringing, Millennials are often thought of as strictly digital prospects. But the novelty of direct mail seems to attract this segment of buyers in a unique way.

In fact, 88% of Millennials look at their mail. They are checking to make sure nothing of value is missed and the vast majority—80%—say they look forward to this chore. When it comes to direct mail, Millennials remain just as engaged, with 66% bringing pieces such as coupons to brick and mortar store locations or following directions to a website.

For businesses that are looking to target Millennials—a group now squarely in their 30s and invested in career-building, homeownership, and childrearing—enacting a direct mail marketing campaign could glean unexpected results.

4. Use Precise Customer Targeting

Bulk direct mail services offer a surprising number of ways to precisely target customers. That’s because most direct mail campaigns are based on curated lists that lump customers together by commonalities.

For instance, a pool company can purchase a list of local, high-income individuals who own their own homes. This can help them target people with the income and space to purchase a pool or pool services. Instead of wasting money accidentally targeting potential customers who rent homes, this curated list betters the chances of the pool company connecting with new customers.

Another approach to use in precise customer targeting is every door direct mail. This permits geographical targeting via mail routes. Businesses work with the United States Postal Service to get contact information from specific neighborhoods. This helps businesses really target groups of people for whom a local business—like a pizza place—would be relevant due to proximity.

5. Stand Out in a Digital World with Bulk Direct Mail Services

bulk direct mail services colorful envelopes webStanding out is a goal for every marketing campaign, but it may be easier to reach than you might think with direct mail marketing.

Mail is novel in a day where you might receive 50 emails but just one envelope. Successful direct mail campaigns capitalize on the immediacy of holding a piece of mail in your hands. From glossy, bright postcards to richly printed, tactile envelopes, using something physical in your marketing campaign can help you stand out from the on-screen inundation most potential customers live with each day.

6. Use Variety to Be More Relevant

Variable data printing makes it possible to deliver more relevant information to customers within the same campaign. You may be targeting middle-class citizens of a particular town with your new store. But amidst that group, you have an even distribution of men and women. What if you could tailor your flyer to hold most of the same information, but slant in the interests of either a male or female reader?

That’s precisely what variable data printing allows you to do, by hyper-targeting within the same printed campaign. This printing technology is simply a better way to create printed direct mail with some personalization.

It also allows you to add contact information rather than a stand-in like “Our Neighbor” so leads feel attention has been paid to them specifically. With over half of shoppers saying personalized advertising helped them make a purchase decision, it’s a smart idea to embrace variable data printing.

Direct mail marketing is a tool your business needs to generate more leads for less time and cost. With these six ridiculously simple ways to get more leads using bulk direct mail services, why aren’t you using them already? Reach out to One Stop Mail today to get a free quote on your direct mail project or call (602) 932-0365 with questions today.

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Millennials and Direct Mail – Made for Each Other?

Any adult who was raised during the digital age is thought to be tied to their devices and impossible to reach any other way, right?  No!  While it’s counter-intuitive, recent research shows Millennials and direct mail are a near-perfect match. 

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Direct Mail Marketing surprised young woman looking at personalized mail piece One Stop Mail web

Personalized Direct Mail Gets Better Results!

Have you ever opened your mailbox, grabbed a stack of letters, postcards, and newsletters and as you’re sifting through, you find a beautiful postcard with your name with a friendly salutation? That’s a personalized direct mail piece.

If done right, seeing your name stopped you and made you take a closer look at the mailer, the name of the business, and the offer. Smarter businesses are using this technique more and more to help stand out in a busy mailbox.

What is Personalized Direct Mail?

Just like seeing your name in the header, personalization means printing a piece of data specific to the person you are mailing to.  The Personalized Direct Mail being run on printing machine One Stop Mail webpersonalization could be their name, an offer code that’s specific to their demographic or order history, account number, current monthly payment, estimated new APR rate… really, the opportunities are endless.

Savvy marketers are using personalized direct mail to pass along important information, special offers. or remind consumers of their interests.

All you need for a personalized direct mail piece is who you want to mail to and a list with the data points you want to have printed.  It’s that simple.  Experts like One Stop Mail, with close to 40 years of experience in personalized direct mail (also referred to as Variable Data Printing), will handle the rest.

Grab Attention in the Mailbox

A personalized mail piece is a show-stopper in the mailbox. With the sheer volume of direct mail, it’s painfully hard to stand out. Personalized direct mail helps you do just that. A piece with personal information connects to the recipient.

Because the recipient stops to look at their name, the natural tendency is to look through the mailer and the offer, unlike non-personalized mail and email offers.

Show You Care About Your Customer or Donor

Personalized Direct Mail gets results African American Man looking at mail by mailbox One Stop Mail webPersonalized direct mail allows you to show your loyal customers or donors that you KNOW them.  Whether it’s by using their name, including a special offer code based on years of patronage, or a donation request based on their giving history, you can customize your information to create a more personal, intimate customer experience.

Variable Data Just Makes You Look Smarter

When you use personalized variable data on a mailer, it shows that you’re a sharp marketer.  The ability to communicate custom information, personalized to the recipient, allows the flexibility to vary offers or donation asks.  Smart marketers take advantage of this to get a competitive edge against their competition.

Find the Right Partner

When it comes to developing a successful personalized direct mail campaign in 2021 and beyond, a solid partner with experience is essential. One Stop Mail has nearly 40 years in direct mail and guides you at every step of your campaign development.

If you have big revenue goals to hit, the professionals at One Stop Mail are waiting to help you get started. Call 602.932.0276 or request a quote and get started today.

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Direct Mail Catalogs Are Centuries Old… And Still Relevant!

There’s a very common misconception about the history of advertising, and that’s the idea Arron Montgomery Ward created direct mail catalogs.  While Ward was a pioneer, he was far from the first.

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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. 

OSM Healthcare Marketing Budget Blog feature image

What Should Your Healthcare Marketing Budget be in 2021

When most healthcare providers attend school, they don’t usually think about what it takes to run a practice; the last thing on their minds is a healthcare marketing budget – or any direct marketing plan. But planning to reach and acquire new patients is crucial if you want a thriving practice.  

Why? Because no matter how exceptional your care, how much your patients love and trust you, some will leave your practice. Some patients will move out of the area, grow out of your specialty, or won’t be a fit for your practice. 

If your patient acquisition plans don’t outpace the rate that patients leave, then your practice is at risk. To get the best results, use the best strategies to attract new patients. 

Healthcare Direct Mail Marketing Delivers

Healthcare Marketing Budget older woman seeing her mail webWhy direct mail? Because people spend more time with it, it stays in the minds of your prospects longer, and it has a good rate of return. This isn’t just lip service, the statistics prove it:

BMC Health Services Research demonstrates that healthcare direct mail marketing is an effective tool for patient acquisition and retention when it’s done properly. The overall message is to use organizations that are proficient in communicating to various patient streams. 

42% of individuals look over their direct mail – which means that if you send out 1,000 postcards in a campaign, then 420 people looked at it. That’s an impressive rate. 

73% of Americans say they prefer direct mail. When comparing direct mail to other methods of communication, including email, people prefer to receive mail. 

Direct mail offers a 29% return on investment. So, if you spend $5,000 on your campaign, you can expect to make at least $6,450; a $10,000 campaign can expect a return of about $12,900. These numbers only show the results of a one-time purchase, the lifetime value of a new patient is much higher. 

With impressive statistics like this, how much of your healthcare marketing budget should be allocated to direct mail? 

Your Healthcare Marketing Budget

How much should you allocate to marketing? A good rule of thumb is between 5 to 10% of a practice’s revenue should go toward marketing [1], but if you’re building the practice or establishing a new practice, then as much as 12% should be allocated.  

After you’ve determined the marketing budget, it’s time to decide what percentage should be spent on different marketing channels. To determine this, decide which channel will give you the best results. 

Direct mail vs. email

Healthcare Marketing Budget young woman sat in floor checking her mail webYou may naturally think of email and digital marketing as inexpensive, easy options, but they don’t deliver the results that healthcare direct mail does. Plus, an effective email campaign requires an “opt-in” from the receiver – so it’s not the best option to gain new patients. 

Plus, recipients remember direct mail longer than an email –  direct mail has an average lifespan of 17 days. That’s because an attractive offer or colorful postcard will make it to the refrigerator, bulletin, or whiteboard. But emails are often victims of group email purges and not be thought of at all.

If you’re concerned that only older adults like direct mail, the Small Business Association says that younger individuals don’t look at direct mail as “junk mail” and often prefer direct mail to receive service and product offers.  

People spend more with direct mail

According to a 2018 article by Email Insider, not only do they confirm direct mail’s prolonged shelf life and that Millennials like it, but they also show that direct mail recipients spend 5 times more than email recipients. 

Cost of Patient Acquisition vs. Patient ROI

As mentioned above, your initial investment in a healthcare direct mail campaign will get about a 29% ROI, according to SEO marketing guru Neil Patel. Using this formula, the more you’re willing to invest, the bigger your return. 

To calculate your ROI, use this handy calculator. Simply estimate the size of your direct mail campaign and other elements, including the initial fees new patients will pay, the percentage of new patients that will stay with your practice, and more. The tool will help you determine your break-even point and likely revenue for the campaign. 

New patients who return and create long-term relationships with you, your staff, and patients can return a lifetime of value. What is that worth to you? More than the cost of a healthcare direct mail campaign. 

Direct Mail Works for Patient Communication

Although acquiring new patients is important, retaining your patients is essential. You can use your patient list to send direct mail and communicate: 

  • Healthcare Marketing Budget flyer example webSpecial holiday hours – It’s also important to communicate how to receive treatment when your office is closed.
  • Special protocols – The COVID-19 pandemic is creating concerns, which you can ease by sharing sanitation methods and mask-wearing requirements. 
  • How to reschedule missed appointments
  • Telehealth offerings, virtual appointments, and other new services
  • Office and service updates to keep the community close

 

A postcard, flyer-letter, or newsletter are wonderful ways to keep your practice top-of-mind. They also provide the perfect way for your patients to refer you with a “pass-along” communique that can give prospects an idea of what it will be like to become your patient. 

The effectiveness of direct mail demonstrates the importance of establishing a healthcare direct mail budget for your practice. Direct mail delivers the best results and should have a significant portion of your budget. Choosing an expert to partner with you to develop and deploy direct mail campaigns deserves significant consideration.

One Stop Mail has experts who can assist you with every element of direct mail, including creating lists, eye-catching healthcare designs, and the highest quality offset and variable data printing. Contact us or give us a call at 602-962-9243 if you want to raise your ROI on your next healthcare direct mail marketing campaign.  

Crush Your Revenue Goals With a Direct Mail Campaign woman checkin her mailbox web

How to Crush Your Revenue Goals With a Direct Mail Campaign in 2021

If you’re starting the year with big revenue goals to accomplish, that can be a huge, continuous task. Establishing a target and a plan to achieve it is essential if you want to reach for the stars – and we are here to help. Here is your blueprint to create a winning direct mail campaign in 2021.   

Why a Mail Campaign? 

It converts prospects into buyers.  

Yes, email is a less expensive way to reach customers and prospects, but it doesn’t convert prospects into buyers. According to the Association of National Advertisers’ (ANA)/Data & Marketing Association’s (DMA) 2018 response rate report, an average of 4.9% of prospects who receive direct mail will order from that company. Only 1% of prospects responded to an email. 

When buyers receive a mailer from a company they’ve purchased from before, 9% of them will make another purchase. 

If you want more buyers, go with direct mail.  

How Does Mail Get Sales?  

Crush Your Revenue Goals With a Direct Mail Campaign young woman opening mail webResearch shows that Americans prefer mail. 

Marketing research heavy-weight Marketing Sherpa says 76% of people trust ads that they receive in the mail. 

The organization points to the scarcity of print that makes it so valuable to recipients. Think about how many ads, catalogs, mailers that you receive daily and compare it to the number of emails that you receive. If you’re like most, you get 121 emails each day on average. How much harder is it to be noticed in the inbox versus the mailbox? 

If you want your message to reach your recipient, use mail.  

Create a Mail Campaign in 2021 

If you don’t already know who your best customers are, research your target market to determine demographic markers, such as whether the decision-maker is male or female, what’s their age and education level. Your marketing message will vary depending on who your customers are and what you’d like to offer.  

Are you trying to generate business with new customers? Are you looking to retain current customers? Are you trying to win back customers who haven’t used your services for a while? Answers these questions to understand your overall goals and what your mail campaign will help you accomplish.  

Craft a Compelling Offer 

When you want to reach specific revenue goals, make it attractive for customers to say yes by giving them an exciting offer that makes them want to say, “Yes!” 

You don’t have to discount your products or services if you frame your offer to appeal to your best audience. Or get loyal customers to offer a genuine testimonial. To learn more about how to craft an offer to help turn prospects into customers, read on

Build your List(s) 

Crush Your Revenue Goals With a Direct Mail Campaign managing mail webWhat makes or breaks your direct mail campaign in 2021 is your list. If you’ve been using a mail list that isn’t performing the way that you want, it’s time to upgrade.   

Scrub the non-performing addresses from your list and rebuild it with addresses that will perform better, like recipients that fit the demographic profile of your best customers. To find them, you’ll need expert list builders, like One Stop Marketing’s professionals.  

In addition to cleaning up your house list, they’ll be able to put together a customized prospect list or can provide you with all new movers in your neighborhood or will work with the post office to complete Every Door Direct Mail, or EDDM.  

Put Together your Mail Schedule 

If you’re like most business owners, you may have noticed a seasonality to your business. During certain times of the year, there’s a spike in business. If you scheduled mailers to reach your customers, could you increase those spikes in revenue?  

Pre-plan for the year and create your compelling offer to get the best result.  

Mailer, Flyer, or Postcard? 

Decide which mailed collateral will help you stand out in mailboxes and get you the best result. If you’re unsure, work with an experienced print and mailing house to help you balance the attention-grabbing graphics and size of your mailer with your budget.  

If you require graphic design expertise, One Stop Mail has that, too.  

Crush Your Revenue Goals With a Direct Mail Campaign flyer postcard web

Personalize Your Offer with Variable Data Printing 

Research shows that people who see a letter or postcard with their name on it have a better feeling about the sender and are more likely to buy. A survey shows that 59% of buyers say that personalization influenced their buying decision.  

Fortunately, digital printing has brought the cost of variable data printing down in recent years, making it an affordable, as well as profitable, option.  

Get the Right Partner for your Direct Mail Campaign

When it comes to developing a successful direct mail campaign in 2021 and beyond, a solid partner with experience is essential. One Stop Mail has more than 14 years in direct mail and guides you at every step of your campaign development. 

If you have big revenue goals to hit, the professionals at One Stop Mail are waiting to help you get started. Contact us, or call 602.932.0276 and get started today.