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

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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Building the Best Direct Mail Campaigns

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.

 

Stand_Out_In_The_Mailbox with direct mail tips

Stand Out in the Mailbox with These Direct Mail Tips

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.  44% 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 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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EDDM Mailers deliver to Every Mailbox on Carrier Route

Leverage the Advantages of Direct Mail when Marketing Locally

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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Personalize Your Targeted Direct Mail Campaigns, But Don’t Be Too Personal

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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Successful Direct Mail Campaigns Create Multiple Mailings that are Effective For Brand Recognition

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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direct mail statistics you can use

Top 7 Direct Mail Statistics You Can Use

With the business world about to enter into the last quarter of the year, it is a good time to take stock of direct mail’s effectiveness in 2017 so far. Although the volume of direct mail went down last year, direct mail garnered a larger percentage of all mail. With technology and other tools to improve the timing of direct mail, this year’s statistics have shown that direct mail is not only still relevant in the marketing world, but that it is, in fact, one of the most successful channels available to marketers. Here are the top direct mail statistics you can use for this year.

#1 Direct Mail Statistics You Can Use – Household Response Rates Are at 5.1%

Yes, that decimal is in the right spot. According to compu-mail, direct mail has earned the highest response rate, with email and paid search at .6%, social media at .4%, and online display at .2%. Part of the reason why response rates are so high with direct mail is an increase in tools and information through technology that has enabled well-timed and personalized direct mail marketing campaigns.

OSM Mailboxes mathyas kurmann fb7yNPbT0l8 unsplash direct mail statistics you can use77% of People Sort Through Their Mail

Many marketers are finding it difficult to get prospects to open emails. I personally usually delete without even looking any extraneous emails and promotions. It has just become routine, which is unfortunate for marketers, for I can only imagine how many other people are like me. Average open rates are typically below 20% in comparison to mail. I for one always sort through my mail, and when I see something that stands out, I usually take a few seconds to see what it is, which bodes well for direct mail.

Every $167 Spent On Direct Mail Resulted in $2,095 Of Sold Goods

I believe that ROI speaks for itself, but one must ask what industries reaped the most benefit from direct mail. The largest users of direct mail include companies that offer financial services and also consumer packaged goods. With print still playing such a large role in marketing, coupled with cost-effective green methods of print, one can only imagine that direct mail will still be a major component of marketing campaigns going forward.

98% of Consumers Bring Their Mail In The Day It’s Delivered

Many are concerned that after putting all of the effort to create a personalized direct mail piece that it will just end up in the trash with the rest of the junk mail. If it does, it is probably not due to a diminishing trend in the public’s responsiveness to direct mail, but rather the direct mail piece itself missing the mark. As the direct mail statistics you can use from the U.S. Postal Service exemplifies, whatever you send out will get eyes on it. Whatever happens after will, for the most part, be within your power to control.

Customer Response Rates Increased Year-Over-Year by 48%

Companies who have never thought of using direct mail would be smart to start considering using it as one of their marketing channels. Not only did customer response rates increased, but prospective response rates more than doubled with a reported 190% increase. As noted by the Direct Marketing Association (DMA), this is in part due to the “pairing of mailings with digital intelligence. “

Adding A Person’s Name and Color Can Boost Response Rates By 135%

We have discussed the importance of personalization time and time again, and if for some reason you didn’t believe it before, then perhaps this statistic can lend some credence to this idea. Personalization, particularly with the introduction of variable data printing, is now within reach of most budgets. And in turn, can improve your ROI, and make the money you spend go a greater distance.

Print Is 43% Less Annoying than the Internet

Bottom line, we all hate spam. I for one get irritated when advertising videos start on websites yet it is nearly impossible for me to find it to shut it off. Many of us have become blind and aggressively against online advertising in many ways. That is why direct mail is refreshing to most since it is usually personalized, relevant, and recognized as something that took a lot of effort on the part of the company sending it. This makes the consumer feel important and valued, which at the end of the day, is just good marketing.

When it comes time to rely on direct mail experts, don’t leave it to chance. Go with an organization with vast experience and diverse mail services so you can be sure that your goals are taken seriously. One Stop Mail’s mail and list services will target the audience that will respond to your specific offer. Learn more by calling 602.932.7984 or send a request and we’ll be ready to help.

Variable Data Printing

5 Reasons You Should Use Variable Data Printing Services

If you are familiar with the ins and outs of direct mail, then you have probably heard of variable data printing services. Variable data printing is on-demand printing in which components of the printed copy, such as text, images, and other elements, are changed from piece to piece without slowing down the process. This enables marketing teams to create highly personalized direct mail pieces, which can be a game-changer for your business. Here are five reasons why you should consider using variable data printing services for your next big marketing push.

More Bang for Your Buck

First and foremost, the greatest benefit you can reap from using variable data printing is getting a better return on investment (ROI). With greater personalization, response rates should be higher, putting your money to better use in comparison to other marketing approaches.

And if you are thinking that the internet is where all the action is at, think again. Interestingly, 66% of Millennials are more likely to use a voucher if they have a physical copy, with 36% of people under the age of 30 saying they look forward to checking the mail every day. Direct mail is still a big player in the marketing world. Coupled with the personalization offered with variable data printing services, it is an invaluable tool to have in your pocket.

Integration with Online Marketing Campaigns

Most marketing strategies conducted by businesses utilize multiple channels to improve their effectiveness so that they do not put all of their eggs in one basket. You can take personalization to the next level with custom QR codes and personalized URLs. Integrating variable data printing with an internet campaign is an effective way to get more engagement and response with your marketing campaigns.

Personalization Does Not Mean Slow Turnaround

When many of us think of personalization, we worry about how much time will have to be put into building the campaign for each individual we are targeting. But as we have mentioned before, variable data printing offers the ability to personalize without slowing down the process. Time is money, but variable data printing will provide a quicker turnaround than you might expect.  

Segmentation on A Larger Scale

Variable data printing yields you the opportunity to take your data segmentation and apply it directly to various marketing pieces. You can target an individual based on their purchase history, their interests, age, and many other indicators that detail what kind of things a person will be interested in. Increasing your marketing campaign’s relevance to a particular individual will resonate more than with something that is more generic or not as personalized.  

Tracking is Easier With Variable Data Printing Services

Tracking the response rates and other data metrics is much easier with variable data printing. Marketers have to constantly interpret data to formulate conclusions about customers to improve and curtail campaigns. By making it more personalized with QR codes and personalized URLs, you can track the response rates of your target audience much more clearly than with other strategies.

Long-Term Benefits

With variable data printing services, you can nurture current and new relationships with customers by acknowledging their uniqueness rather than grouping them into a more generic group. This will not only make them feel valued, but also set them up to have greater brand loyalty. Find out how you can foster long-lasting customer relationships through variable data printing with One Stop Mail.

 

Mortgage Mailer

Creating A Captivating Mortgage Mailer Targeting Refinancers

Creating A Captivating Mortgage Mailer Targeting Refinancers

 

Mortgage companies have an opportunity to capitalize on the current market stasis by pushing out a captivating mortgage mailer that focuses on refinancing. If you are in the mortgage industry, you probably have stayed up to date on the latest trends. But if this is not the case, here is what is being reported as of today, August 9th, and what changes industry professionals are projecting over the course of this next week.  

 

Quick Overview of Mortgage Market Rates

 

According to an analysis conducting by Bankrate.com, Mortgage rates are holding steady. Here is what is currently being reported:

  • The 15-year fixed-rate mortgage fell to 3.27 percent from 3.28 percent.
  • The 5/1 adjustable-rate mortgage rose to 3.49 percent from 3.48 percent.
  • The 30-year fixed-rate jumbo mortgage fell to 4.03 percent from 4.05 percent.

 

Also noted in the report is a drop in American buying sentiment. In fact, it has reached an all time low. Although homeownership rose with people under the age of 35 by 1.2% from last year, this segment of the population is still facing “inventory shortages and rising home prices.”

 

Moreover, according to a news release by Fannie Mae, buying sentiment is not the only thing down—so is the desire to sell.

 

In Bankrate’s weekly Rate Trend Index, where mortgage experts predict which way the rates are going to slide over the next week, 50% predicted they will fall, 30% predicted they will remain the same, and another 20% said they will increase.

Direct Mail Copy To Capture New Mortgage Customers

 

Although it seems the market looks grim for buying and selling, the rates are remaining low and steady with the possibility of going down ever further. This can be an opportunity for people to refinance their homes, which is where a well-timed direct mail campaign comes into play. Here are some things you should consider to create a successful mailer.

 

First, decide if you are going to go with a brochure, a postcard, or some other medium. This will allow you to plan how much copy and images you will need. On the one hand, brochures are great because people will typically flip through them, and you can have more room for images, such as a chart listing current rates and trends. However, postcards have the benefit of sticking around longer for people will most likely keep it for later, while with a  brochure, they may discard it.

 

No matter what you choose, the copy should be concise and do a few things:

  • Address how your company stands apart from your competitors
  • Have a clear path to your website to start the application process
  • Promote a sense of urgency with an expiration date
  • Be written in a way where the recipient can skim it and still get your message
  • Make sure it is personalized—e.g. Using pURLS or taking advantage of data provided by a mortgage mailing list
  • Include all necessary contact information

 

Always keep in mind that the direct mail piece is the key to the door. If it is the wrong key, the door won’t open. That is why you need to make sure the information and images you are providing are highly relevant and to the point. The goal is to get potential customers in the pipeline, no matter if it is via phone with one of your mortgage professionals or filling out an application form on your website. Since direct mail is highly trackable, you can monitor your results and find ways to improve the campaign.

 

If the current rates weren’t enough to entice you, then consider what Michelle Peel shared in her article “Why Online Mortgage Marketers are Investing in Direct Mail.” According to Peel, research that was recently completed by Competiscan found that Quicken Loans dominated Q1 2017 by being the leading mortgage/refinancing direct mailer. Now is the time to get off the bench and get in the game.