Weeding Out For Results

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1 Weeding Out For Results Little known ways to cultivate direct mail results with minimal investment Plus: Three ways to deepen customer relationships without selling Picking the right dance partners for your multichannel marketing istockphoto.com/allkindza

2 Boost Take steps toward closing the sale by pairing channels from different marketing categories Your Mailing Results! Surefire ways to make every direct mail dollar count PICKING Did you know that 22% of consumers base their purchase decisions on information they receive in the mail?* That s great news for marketers. But with increasing pressure on marketing budgets, you still want to make every direct mail dollar count. Here are three overlooked ways to boost your mailing results and maximize your investment. 1. Address correction. According to the U.S. Postal Service, 5% of standard mail is thrown away because it is undeliverable as addressed (UAA). In other words, there is something wrong with the address (misspelled street name, address uses Road instead of Court, etc.), so it never reaches its destination. How does this impact you? Let s say you are using a segmented, personalized mailing to announce a new location. Assuming it is a bestin-class lead generation campaign, according to PODi s 1:1 Response 2 THE RIGHT PARTNERS Rate Report, it should generate according to the USPS, 17% of around a 10% response rate. This Americans change addresses every means that, for every 10,000 pieces year, but only 60% of those changes mailed, you should be getting 1,000 get filed with the USPS?** In fact, responses. If 5% of your mailers are BCC Software has found that UAA, however, you re only getting only 6% of mailing addresses are 950 responses. That s 50 responses successfully updated with National left on the table! What are those Change of Address (NCOA). NCOA additional 50 responses worth to you? is an important first step in catching Running your list through movers, but it s an incomplete address correction is a simple way solution. Depending on the level of to maximize your investment in service you order, it may also catch direct mail. only moves filed within the past months. 2. Advanced address To get more out of your list, you correction. can run it through private change Did you know that, of address (PCOA) services. PCOA

3 Think Multiple Channels Everywhere you look, marketers are talking about multichannel marketing. Direct mail is paired with . is paired with social media. Pointof-sale displays are driving SMS responses. Why the emphasis on so many channels? Because it works. Part of the reason is repeated exposure and reinforcement of the message. Another is that different channels play different roles in moving customers along the sales funnel. can find moves that are not reported Experian to Marketing, for example, places channels in one of three categories: the USPS and can often correct greeter address (creating brand awareness), influencer (generating interest), and closer changes as far back as 15 (getting years. In the sale). When each channel plays its role, the marketer closes more fact, additional processing sales through and gets an better results. advanced resolution or PCOA According service to Experian s Digital Marketer Benchmark and Trend Report can provide 2% more movers. (2014), If there you re are clear frontrunners when it comes to the most effective mailing 10,000 postcards, channels that s an in each category. According to respondents to the survey, here are additional 200 people you ll the channels reach. receiving the best results: What s that worth to you? 3. Bad address Top suppression. channels for Top channels for Top channels for Sometimes boosting creating brand results awareness generating interest getting the sale isn t just about GREETER targeting INFLUENCER CLOSER people who are most likely to Search marketing: 43% marketing: 49% Website (e-commerce): 42% respond. It is also about not targeting 38% of marketers ran campaigns Online display ads: 42% Social media (not paid): 44% marketing: 30% those who won t. Suppression services Social display ads: 40% Online display with ads: 35% three channels in Direct mail: 20% will flag records in your list that are Social media (not paid): 38% unlikely to respond because they have Source: Print 6 advertising: Reasons to Invest 33% in Direct Mail, Direct Mobile Marketing apps: 20% News (2015) Print advertising: 37% Social display ads: 33% Search marketing: 17% registered for the DMA s do not mail service, have an address in a prison or extremely low-income area, or are deceased. In a recent analysis The of study five also found that half of global cross-channel marketers surveyed client mailings, BCC Software planned saw to an integrate four or more channels into Moving their campaigns Target in average return on investment When of you 300% consider the number of stages along the sales funnel and the for deceased suppression complementary alone. role that each channel plays, this just makes sense. Don t leave money on the Multichannel table. Talk has become so important, in fact, that it is fundamentally to us about standard address changing correction marketers roles within their companies. Adobe s Digital Roadblock and the private address correction survey, for and example, found that 17% 64% of marketers expect their roles within suppression services available. the company You work to change in the of next Americans 12 months. change Of these, 73% said this is due to hard to develop your list. the Get expanding the most number of channels and platforms necessary to reach audiences. out of it! addresses each year, A similar percentage (71%) said it is due to the need to develop new ways of thinking about audience engagement. but only 60% of * Essential Guide to Direct Mail Similarly, Marketing: an Econsultancy those study changes found that get 44% of marketers cited 2015, Direct Marketing multichannel News. as an essential skill for marketers. This follows web analytics filed with the (46%), content marketing (50%), mobile marketing and data expertise ** Using Proprietary Change (51% of each), and customer experience USPS. (59%). Address (PCOA) Processing to Multichannel Enhance is a foundational part of any marketing program, and smart Mail Deliverability, Relevate, (2010). Source: UAA Mail marketing starts with pairing the right channels in each campaign to achieve Roll-Up (United States your marketing goals. Postal Service, 2014) Article drawn in part from Finding Your customers the live in a multichannel world. Do you? 5 Bottom Line Impacting Gems in Your Data, BCC Software, (2015). istockphoto.com/fergregory (Rocket); Yenwen (Pencil); ChrisSteer (Return); walrusmail (Target) Old Trail Printing oldtrailprinting.com istockphoto.com/feverpitched istockphoto.com/oleg66 istockphoto.com/vladgrin

4 Stay in Touch Create long-term relationships with loyal customers by reaching out after the sale Do you talk to your customers only when you want to sell them something? If so, consider extending the conversation. Customers are more loyal when they feel that you care about the relationship, not just the bottom line. Here are three ways to keep the conversation going. 4 Offer tips and tricks. Take a tip from your realtor. If you ve continued to receive postcards even after you ve purchased a home, it s not an GARDENING TIPS oversight. It s part of a growing trend of long-term customer retention that other market verticals can learn from. Realtors often send postcards every few months or at the change of seasons. They might offer suggestions for improving the curb appeal of your home, tricks for spring decluttering, or ideas for winterizing your garage. What does this have to do with home sales? Everything. Fully half of 18- to 24-year-olds still live at home, and at some point, will move out on their own. Young couples expand their families and upgrade to larger homes. People retire, change jobs, and experience other life changes. A realtor can have a relationship with an individual,

5 couple, or family over a lifetime. Then there are referrals. At some point, friends, family, and neighbors will be looking for a realtor. When asked how they found their real estate agent, 43% of all buyers and 41% of all sellers said they were referred by a friend, neighbor, or relative (National Association of Realtors). Realtors want to maintain that relationship so you will recommend them. The real estate vertical is on to something. Are you? REFERRAL Follow up with declining engagement. By using simple data mining techniques, you can determine which of your customers are engaged and reach out to those who are not. This gives you the opportunity to re-engage lagging relationships before it s too late. Look at the fitness club industry. Gym owners know that if members aren t regularly attending, they are more likely to cancel their memberships. For this reason, many follow the 21-Day Rule. If someone doesn t attend within 21 days, the gym reaches out by direct mail, , or personal follow-up. Others will follow up after 30 or 60 days of nonactivity. This is a lesson all marketers should take to heart. Once a pattern of non-engagement becomes entrenched, it s much harder to change. Fix it before it s too late. HAPPY BIRTHDAY Send greetings at critical anniversaries. Don t be afraid to say hello. Send personalized notes and postcards at critical anniversaries, such as birthdays or the date someone first becomes a customer. Some companies do this by , but personalized cards and letters have far more power. There is something more touching about a beautiful personalized message that arrives in a printed envelope than Happy Birthday! in an 8-pt. electronic subject line. Everyone wants to be noticed and cared about, and your customers are no different. Love your customers beyond the sale and they will love you back. Old Trail Printing oldtrailprinting.com istockphoto.com/kamisoka (Background); Londoneye (Man); Yuri_Arcurs (Woman); Martin Wahlborg (Garden); Merzzie (Referral); Catherine Lane (Cupcakes)

6 Boost Take steps toward closing the sale by pairing channels from different marketing categories Your Mailing Results! Surefire ways to make every direct mail dollar count PICKING Did you know that 22% of consumers base their purchase decisions on information they receive in the mail?* That s great news for marketers. But with increasing pressure on marketing budgets, you still want to make every direct mail dollar count. Here are three overlooked ways to boost your mailing results and maximize your investment. 1. Address correction. According to the U.S. Postal Service, 5% of standard mail is thrown away because it is undeliverable as addressed (UAA). In other words, there is something wrong with the address (misspelled street name, address uses Road instead of Court, etc.), so it never reaches its destination. How does this impact you? Let s say you are using a segmented, personalized mailing to announce a new location. Assuming it is a bestin-class lead generation campaign, according to PODi s 1:1 Response 6 THE RIGHT PARTNERS Rate Report, it should generate according to the USPS, 17% of around a 10% response rate. This Americans change addresses every means that, for every 10,000 pieces year, but only 60% of those changes mailed, you should be getting 1,000 get filed with the USPS?** In fact, responses. If 5% of your mailers are BCC Software has found that UAA, however, you re only getting only 6% of mailing addresses are 950 responses. That s 50 responses successfully updated with National left on the table! What are those Change of Address (NCOA). NCOA additional 50 responses worth to you? is an important first step in catching Running your list through movers, but it s an incomplete address correction is a simple way solution. Depending on the level of to maximize your investment in service you order, it may also catch direct mail. only moves filed within the past months. 2. Advanced address To get more out of your list, you correction. can run it through private change Did you know that, of address (PCOA) services. PCOA

7 Think Multiple Channels Everywhere you look, marketers are talking about multichannel marketing. Direct mail is paired with . is paired with social media. Pointof-sale displays are driving SMS responses. Why the emphasis on so many channels? Because it works. Part of the reason is repeated exposure and reinforcement of the message. Another is that different channels play different roles in moving customers along the sales funnel. can find moves that are not reported Experian to Marketing, for example, places channels in one of three categories: the USPS and can often correct greeter address (creating brand awareness), influencer (generating interest), and closer changes as far back as 15 (getting years. In the sale). When each channel plays its role, the marketer closes more fact, additional processing sales through and gets an better results. advanced resolution or PCOA According service to Experian s Digital Marketer Benchmark and Trend Report can provide 2% more movers. (2014), If there you re are clear frontrunners when it comes to the most effective mailing 10,000 postcards, channels that s an in each category. According to respondents to the survey, here are additional 200 people you ll the channels reach. receiving the best results: What s that worth to you? 3. Bad address Top suppression. channels for Top channels for Top channels for Sometimes boosting creating brand results awareness generating interest getting the sale isn t just about GREETER targeting INFLUENCER CLOSER people who are most likely to Search marketing: 43% marketing: 49% Website (e-commerce): 42% respond. It is also about not targeting 38% of marketers ran campaigns Online display ads: 42% Social media (not paid): 44% marketing: 30% those who won t. Suppression services Social display ads: 40% Online display with ads: 35% three channels in Direct mail: 20% will flag records in your list that are Social media (not paid): 38% unlikely to respond because they have Source: Print 6 advertising: Reasons to Invest 33% in Direct Mail, Direct Mobile Marketing apps: 20% News (2015) Print advertising: 37% Social display ads: 33% Search marketing: 17% registered for the DMA s do not mail service, have an address in a prison or extremely low-income area, or are deceased. In a recent analysis The of study five also found that half of global cross-channel marketers surveyed client mailings, BCC Software planned saw to an integrate four or more channels into Moving their campaigns Target in average return on investment When of you 300% consider the number of stages along the sales funnel and the for deceased suppression complementary alone. role that each channel plays, this just makes sense. Don t leave money on the Multichannel table. Talk has become so important, in fact, that it is fundamentally to us about standard address changing correction marketers roles within their companies. Adobe s Digital Roadblock and the private address correction survey, for and example, found that 17% 64% of marketers expect their roles within suppression services available. the company You work to change in the of next Americans 12 months. change Of these, 73% said this is due to hard to develop your list. the Get expanding the most number of channels and platforms necessary to reach audiences. out of it! addresses each year, A similar percentage (71%) said it is due to the need to develop new ways of thinking about audience engagement. but only 60% of * Essential Guide to Direct Mail Similarly, Marketing: an Econsultancy those study changes found that get 44% of marketers cited 2015, Direct Marketing multichannel News. as an essential skill for marketers. This follows web analytics filed with the (46%), content marketing (50%), mobile marketing and data expertise ** Using Proprietary Change (51% of each), and customer experience USPS. (59%). Address (PCOA) Processing to Multichannel Enhance is a foundational part of any marketing program, and smart Mail Deliverability, Relevate, (2010). Source: UAA Mail marketing starts with pairing the right channels in each campaign to achieve Roll-Up (United States your marketing goals. Postal Service, 2014) Article drawn in part from Finding Your customers the live in a multichannel world. Do you? 5 Bottom Line Impacting Gems in Your Data, BCC Software, (2015). istockphoto.com/fergregory (Rocket); Yenwen (Pencil); ChrisSteer (Return); walrusmail (Target) Old Trail Printing oldtrailprinting.com istockphoto.com/feverpitched istockphoto.com/oleg66 istockphoto.com/vladgrin

8 100 Fornoff Road Columbus, OH istockphoto.com/frender About This Issue Paper Used Open Your Pocketbook for Direct Mail Equipment Used Design Programs Used InDesign CS5 Adobe Illustrator CS5 Adobe Photoshop CS5 Font Families Used AvenirNext LtPro Chaparral Pro Gill Sans Standard TFForever Two Univers Condensed Univers Standard 8 12% DIRECT MAIL 12% of market budgets, on average, are allocated to direct mail. Source: Patrick Donahoe, Postmaster General and U.S. Postal Service (USPS) Copyright GRC 2015 istockphoto.com/malewitch (Pocketbooks); kamisoka (Background)

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