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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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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. 

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Is It Time To Update Your Brand’s Logo?

Is It Time To Update Your Brand’s Logo?

When is it a good time to update your logo? That is the question that many wrestle with in companies but there isn’t a hard and fast answer. There are a few things that can cause you to update it. These things include age, complexity, company changes, or you want to stay current with recent trends. We’ll take a look at each instance, and help you answer the above question.

The Logo Is As Old As The Company

Many people in the company, particularly those who were there from the beginning, may feel attached to the original logo. It is hard to let go of something that represents the founding of the company. However, consumers today are highly perceptive of old logo designs, which is why it’s always important to keep your up to date. More than likely you are using it with your marketing materials, so you want to make sure that a consumer’s first impression of your brand is a contemporary design.

Busy Designs Don’t Translate

One thing that you should keep in mind is simplicity over complexity. In this day and age, your logo must be able to translate online. If it is too complex and doesn’t look good on your website, that is a clear indicator that a redesign needs to happen. One of the biggest things you should think about first before redesigning is how you will use your logo. Are you going to be putting it on merchandise? Or on other sorts of promotional products? If that is the case, you will want to make sure the design can translate into different mediums, otherwise, you are going to end up with too many different designs.

Rebranding as the Company Evolves

Another great time to consider rebranding the company with your logo is if there are changes taking place with the company. These could be internal changes, moving the company a new direction, and as such, will need a new look. Perhaps your company merged with another well-known brand, and you want to take advantage of that branding opportunity. In any case, both would be great examples of why a company would want to change their logo.

Consumers Are Trend Sensitive

Consumers are very aware of what is current and what is not. The current trend for logos has been minimalist and geometric in their design. As such, something that doesn’t fit into this trend could come off aged in the eyes of consumers. However, of all of the reasons to change your logo, this one would probably be at the bottom of the list. You don’t want to have an old logo, but you also don’t want to create something that doesn’t fit with your brand just for the sake of keeping up with trends. You should only do it for this reason if it makes sense with your brand image.

Getting The Right Design

Don’t make the same mistake when you first designed your logo by hiring an amateur. Find a professional that can understand what you are looking for and deliver. This means you need to define why you want to change your logo, what you want it to convey, and what your budget is for designing this change. With these three things, you can ensure that you don’t waste any time, and get your new logo out into the world.

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Top Graphic Design Trends 2015

Is your graphic design style with the times?

Trends in advertising and design are changing even more quickly than ever before, “thanks” to the digital revolution and the rapid spread of new design paradigms across the world.  Everyone is fighting to stand out on store shelves and in mailboxes, which means there’s a near-constant evolution of design ideas.

If you’re still using marketing materials from a couple years ago, you will almost certainly see a major boost in interest if you update them to more modern styles.  And if your competition hasn’t updated theirs, your materials will definitely stand out among all the rest.

So, we wanted to highlight some of the major design trends that became prominent in 2015.  These are the directions you should be looking with your art design in the months to come.

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Cohesive Direct Mail Graphic Design Builds Brand Recognition

For a long time, matters like “branding” and “image-building” were largely seen in marketing as the province of the largest businesses.  Coca-Cola cares about “positioning,” but why should Bob’s Corner Store worry about such things?  Smaller and local businesses are simply focused on local traffic, right — so why should you be concerned about branding in your direct mail graphic design?

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