Special Delivery for Increased Sales

Mail

Whether you're mailing to your current customer list or purchase a list of targeted prospects, postcards require the least amount of processing of all direct mail products.

The only processing required is getting the addresses on the cards after your list is sorted for best postage rates, and mailing them.

If you choose Every Door Direct Mail(EDDM) service, you don't even need to print an address on the card.

Take a moment to read this short article to better understand your options for mailing postcards.

Easy Mail Processing:

  • No Folding
  • No Tabbing
  • No Inserting
  • No Stamping

Planning ahead for your postcard mailing allows for postage options that can save a lot of your mailing budget. The post office offers reduced postage services for the mailing savvy and printing the appropriate postage indicia on your postcard can cut your postage in half.

Here are some postage options to consider:

  • Presorted 1st Class – same delivery speed as 1st Class for only $0.39 each instead of $0.49 each.
  • Presorted Standard – may be a longer delivery speed but postage is reduced to $0.28 each.
  • Every Door Direct Mail (EDDM) – $0.17 each but can only be mailed to all addresses in a carrier route. No target list.

Keep these options in mind for your next marketing campaign. Postcard mailing can make direct mail a very affordable, effective sales tool.

Visit our Article Archives to read more articles about Direct Mail.

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Digital Media Influences on Direct Mail

Mail

 

With 98% of us picking up our mail daily, it's no secret why Direct Mail remains a robust and viable marketing tool.

It takes more time for the recipient to physically toss mail in the recycling than it does to hit the delete button in your inbox. This alone provides for a much higher response rate from mail over email.

Viewing email for the last 20 years has changed some of the hard fast rules of Direct Mail. Understand these changes in how people respond to your Direct Mail marketing and tweaking it just a little to support your digital efforts is a winning combination.

Keep these thoughts in mind the next time you embark on a Direct Mail Campaign:

Get to your point…QUICKLY! Like the subject line of an email, make your headings compelling enough to make me want more information. You have about 2 seconds to stop me from setting your piece aside for recycling. Photos and headings are your best bet in stopping me.

OLD RULE: Give them something to do. Make them open an envelope so they are engaged and committed.

WHAT'S DIFFERENT NOW: I don't have time. Unless I am currently doing business with you, I will not open an envelope from you. Postcards allow for a fast assessment of your message by showing a picture without any commitment of my time.

What do you want? Be clear in what you want them to do and make it easy for them to ACT NOW! One of our favorite Markit-in-a-Minute messages is "Don't pretend you're not trying to sell them something, they just might believe you." Of course you want them to buy something: You know it and they know it. Acting otherwise is what gives selling a bad reputation and turns people off on your offer.

OLD RULE: Ask them to fill out a Response Card and mail it back for more information.

WHAT'S DIFFERENT NOW: The biggest change in Direct Mail is all of the multi-channel response options. You can ask now drive them to your website for more information or make that purchase directly from your ecommerce store. You can ask them to engage on your Social pages for a special discount- or Live Chat, Email, Call. Just let them know which way you want them to respond.

How do they want it? You can add a lot of depth of content to your recipients by adding a QR code that will point them to whatever online destination you set up for them. Maybe it's a special for a specific product on your eCommerce site or a registration page developed for an event you want them to attend.

OLD RULE: A Response Card or a Phone call used to be the only options.

WHAT'S DIFFERENT NOW: The QR code can take them directly to your Facebook page or a video tour of the house for sale down the street. A very wise man once told us that "You don't need to have all of the answers, just a good source for them" The QR Code can provide that source with all of the answers without having to find space on your mailer to print them.

Closing thoughts:

  • Email hasn't taken the punch out of Direct Mail, it's added to the options to create a really effective Direct Mail Campaign.
  • Email allows for a brief subject line to grab their attention before it's deleted, Direct Mail offers the use of colorful images, compelling headers and the sense of touch to interest your prospect.
  • Direct Mail is 3 times more likely to result in a sale than a targeted email.

We've experienced a surge in Direct Mail projects from our customers who understand that when they are used with the new rules in mind, they can be a very effective piece in your marketing arsenal.

Visit our Article Archives to read more articles about Direct Mail.

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Embrace Your Direct Mail Message

Mail

To quote our own December 2013 article 'Tips to Writing Direct mail Copy' we said, "If you pretend you're not trying to sell them something, they might believe you".

An immeasurable amount of marketing dollars are wasted because the next step is not clear to the recipient of the direct mail piece. You got them to stop and read it with the captivating images and clever copy but now what?

The purpose of a piece can be lost in the design, so embrace your request and offer clarity.

You want them as customer, so tell them what to do to make that happen.

Come to Your Store

Show them clearly where you store is with a map, a readable address and when they can come (store hours). If they don't understand the WHERE and WHEN, then the WHY doesn't matter.

Visit Your Website

Of course you're going to print a URL on your direct mail piece if you're attempting to drive traffic to your site, but remember, your postcard is NOT "clickable" so you must make the URL as short as possible so it's easy to enter.

Example:http://www.markitmotion.com/category.jhtm?cid=662

In electronic copy, it takes only one click to check out our archive of 168 articles about Design, Print, Promo and Mail. But printed on a postcard, this URL will never be visited because it would require too much effort to key in. Make it easy, shorten your links.

Interact with You on Your Social Sites

Facebook, LinkedIn and Twitter appreciate your promotion of their brand, but unless you have a vanity URL (facebook.com/MarkitMotion) for these social sites your customer will not find you by clicking on these logos on your postcard.

Strategic integration of your digital and printed marketing is powerful, but think it through to simplify the user experience.

Everyone embraces clarity but the smallest detail can muddy up your message. First, ask yourself, "what exactly do I want them to do?". Then design your message, including all of the components to make it easy for them to do it.

Visit our Article Archives to read more articles about Direct Mail.

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Tips to Writing Direct Mail Copy

 

Mail

Don't try to create excitement with wit and words. For ultimate effectiveness, cut to the chase and leave the excitement to the design of your direct mail piece. In writing copy we often forget the basics of why we're doing it.

Here are some basics of Effective Direct Mail copy writing:

Focus on the Action Item. Don't let them loose sight of your objective. What do you want them to do? Call? Visit your website? Go to your store? Donate? Remind them throughout your piece of what they are supposed to do.

Keep sentences short. Period.

Use Bullets. We are skimmers. Use active words and make sure your message is clear.

Bend the Rules. Your teacher said not to end sentences with 'and' or 'but'. But it's OK in direct mail. And it can be effective. Incomplete sentences, not a problem.

Proof Read Out Loud. Write how you speak, and get rid of all of those extra words. Reading it out loud will help.

Don't be Shy. If you pretend you're not trying to sell them something, they might believe you. Make your offer clear, and don't be shy about it.

98% of us pick up our mail and sort through it every day. Some goes straight to the recycling, while others get your attention.

Pay attention to the pieces that get your attention and learn from them.

For Direct Mail that Makes an Impact –Contact Us Today.

Direct Mail with Purpose

Print

Don't chop down the mailboxes yet. Texting hasn't replaced all phone calls and email has not replaced direct mail. As a matter of fact, industry reports show very little decline in Direct Mail volume over the last three years. But this article is not about the volume of direct mail, it's focused on the purpose.

Here are 4 common uses of direct mail:

1. New Customer Acquisition
Direct mail reaches a physical mailbox that 98% of us open every day. A targeted mailing list can tell us if the recipient has kids, what their income is, and how much they paid for their house. Recipients must touch your printed piece before they recycle it, giving you a couple of seconds to grab their attention.

2. Migration
This category of mailing includes up-selling, cross-selling, bounce back, and inactive customer motivators. The recipients of these mailings are somewhat known to us as past customers. You must reenergize these recipients by using data captured from your past experience with them. Personalized variable printing is very effective with this market.

3. Database Updating
It's likely that your customer mailing list is larger than your customer email list. And maybe your customer moved since they last purchased from you a year ago. A personalized direct mail piece, accompanied by a reward incentive can yield up to a 40% response rate. Your customer will update their profile and you have just reengaged them in a marketing conversation.

4. Multichannel Marketing
Studies continue to show that the combination of direct mail with email campaigns increases the response rate by three times over either effort on its own. It's important to preserve your brand so that the recipient understands the cohesiveness of your campaign. A well-planned, combined effort will reward you with sales.

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K.I.S.S. your Mail Hello!

Mail

A rising trend in Direct Mail is the use of Self-Mailers. Keep it Simple with this effective mailer. Self-Mailers include postcards and any mailing that is not contained in an envelope (or box).

It's no secret why the Self-Mailer is so successful in today's busy world. Here are the benefits:

Less Intrusive. Self-mailers require less of the recipient's time compared to mail that must be opened.

Lower Production Costs. The cost of inserting and packaging is eliminated

Get to the Point. Capture their attention, tell them why to buy from you, tell them how to buy from you.

Consistent. Lower costing, less intrusive, focused mailers can be sent more frequently to the mailbox of your clients, prospects or donors without breaking the bank.

If you apply the K.I.S.S. Principle when designing your self-mailers you'll reap the rewards of an efficient, effective Direct Mail Program.

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7 Shades of Bulk Mail

2013-mail-september

All Bulk Mail projects must be sent through a mail house to get bound and tied in a specific address order to qualify for the postage savings we've discussed in previous articles.

To add to the confusion about Bulk Mail, the Post Office has created 7 different classifications of Bulk Mail that effect cost.

Here's low-down on the USPS Bulk Mail Classifications:

1) POSTCARD

  • Shape: rectangular
  • Size: 3.50"-4.25" high x 5.00"-6.00" wide
  • Thickness: .007-.016"

2) LETTER

  • Shape: rectangular or square
  • Size: 3.50"-6.125" high x 5.00"-11.50" wide
  • Thickness: .007"-.25"

3) FLAT

  • The short side is > 6.125", OR
  • The long side is > 11.50", OR
  • The thickness is > .25"

4) MACHINABLE PARCEL

  • Height is 3"-17", AND
  • Length is 6"-27", AND
  • Thickness is .25"-17", AND
  • Weight is 6oz. – 25lbs.

5) IRREGULAR PARCEL

  • Odd shape
  • Larger than any category listed above
  • Heavier than any category listed above

6) MARKETING PARCEL

  • Maximum size: 9" x 12" x 2"
  • Maximum weight 16 ounces
  • Must be addressed to “Occupant", or Name plus “Or Current Occupant"

7) OUTSIDE PARCEL

  • Exceeds the size limits of a Machinable Parcel
  • Rolls & Tubes > 26"
  • Metal or wood boxes
  • Cartons containing more than 1 gallon of liquid

To make sense of all this, give us a call. We do this stuff Blindfolded.

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