---------------------------------- 42 WAYS TO ---------------------------------- MAKE YOUR DIRECT MAIL MARKETING SUCCESSFUL ------------------------------------------ ----
Direct mail has been getting a bad rap Consumers are complaining about having to sort through endless piles of junk mail with offers that aren t even relevant to them. Others complain of the environmental effects and deforestation they feel direct mail causes. The ever ill-famed direct mail has been pushed to the side as digital marketing components have taken over the strategies of many businesses, both large and small. Yet there seems to be something that many have overlooked...statistics! Below are some real, statistical facts about direct mail that provide a more accurate view of the properties and capabilities of this incredible direct marketing strategy. Major corporations like Disneyland, Bank of America and Time Warner Cable love direct mail! Direct mail ranked as the number one (88%) planned marketing channels for 2012, followed by web/micro-site, email, and social media. 1 Direct mail, compared to other marketing endeavors, has the highest rate of gaining new customers. For customer acquisition, direct mail (34%) topped email (25%), search engine marketing (10%), and affiliate marketing (8%), with 23% of respondents citing a variety of other channels. 2 Direct mail has potential for huge returns on investment. US advertisers spend an average of $167 per person on direct mail to earn $2,095 worth of goods sold, giving them a 1300% return. 3 The paper used for direct mail is green. Nearly 80% of U.S. paper mills use recovered fiber to make some or all of their products. About 140 mills use recovered paper exclusively. 4 DIRECT MAIL RANKS AS THE #1 MARKETING CHANNEL FOR 2012 1 1 The findings of SourceLink s latest Client Marketing and Transactional Document Survey are based on completed surveys from over 30% of SourceLink s client base 2 These findings are from Target Marketing s Sixth Annual Media Usage Forecast which surveyed 350+ marketers. 3 These findings are from the Print Drives Commerce page on PrintIsBig.com. 4 NCASI, Environmental Footprint Comparison Tool
Direct Mail Integration We could spit out statistics all day to combat the direct mail disbelievers but, at the end of the day, the proof can only come when your company launches a direct mail campaign and experiences lead generation and increased revenue for yourself. And while we champion direct mail and its effectiveness, it s important to know that it cannot be a standalone initiative. The key is integration. Integrated marketing communications means creating a seamless program using all marketing communications tools. We see direct mail as a way to start the conversation with a certain target audience, with other components keeping the momentum alive. The most common way this works with today s technology is by sending a direct mail piece with a QR code or Purl on it that directs the viewer to a landing page online and giving them an incentive to connect with the brand. The multi-touch campaign continues with e-mail marketing, social media, and other media channels. give them a GOOD reason to JOIN YOUR conversation So, keeping the integrated approach in mind when looking at direct mail, let s get down to how you can make the initial conversation with your potential customers powerful. No one wants to talk about things that don t interest them, right? Give them a reason to keep the conversation going by minding the 42 Ways to Make Your Direct Mail Marketing Successful.
7 WAYS TO GET THEM TO OPEN YOUR ENVELOPE 1. Test envelope teaser copy Whether it is something as simple as See the Special Offer Inside or a specific mention to your recipient, the envelope is prime real estate. 2. Use a deadline on your envelope This classic sales technique makes the receiver feel like they might miss out if they don t act soon. 3. Make your envelope interactive Use a die-cut window or a pull tab to heighten curiosity from your audience. 5. Make the envelope look official and important This is a proven direct mail strategy that increases open rates in direct mail campaigns. 6. Consider making your mail lumpy People are inherently curious and want to see what s inside a lumpy envelope. 7. only use your return address (without your company name) on the envelope Your recipient may be more intrigued to find out who is sending them mail. 4. Test different sized envelopes Try an invitation style envelope to stand out in your prospect s mailbox. The same can be said for oversized or jumbo envelopes. FIND creative WAYS to spark curiosity in your DIRECT mail CAMPAIGNS
7 WAYS TO INCREASE YOUR DIRECT MAIL RESPONSE RATE 1. Write your sales letter using an active voice A passive voice can repress your response rates. 2. Use a compelling benefit-driven headline The purpose of the headline is to get the reader s attention and draw them into the rest of the content. Here s an example: Time and money savings of epic proportions are waiting for you inside this envelope. But go ahead...toss it in the trash. 3. Use bullet points to make your copy scannable When key messages are broken up into short, concise points, it allows readers to easily scan and locate the points that are most relevant to them. 4. Use testimonials wisely If you use testimonials, make certain they are genuine, appropriate and relevant to the products and/or services you are offering. 6. Use P.S. messages A P.S. is the second-most read item in a sales letter after the headline. It s a great place to reinforce the call to action or to summarize the benefits for your reader. For example, you may say: P.S. - Bring in this postcard to redeem a special discount when you buy your product. BUT REMEMBER, this offer expires in two weeks, so act now! 7. keep your promises When your customer responds to your direct mail offer, make sure their next adequately step pays off the promise you ve made in your letter. Offering them one thing and giving them something completely different is known as a bait and switch and could lead to trouble for you. 5. Test everything Test your offer, list, creative and call to action. This is called A/B testing. Send one offer to group A and a different offer to group B to see which offer gains the most responses. From there, you know which offer is most likely to be successful for future communications. KNOW WHAT WORKS AND WHAT DOESN T
7 WAYS TO SAVE MONEY ON POSTAGE 1. remember that size matters The size for qualifying direct mail at letter rates has changed. If your mailing was letter-sized but now has to go as a flat, and you mailed 100,000 pieces, you spent $21,000 in additional postage! Our knowledgeable postage experts always have the most upto-date information from the U.S. Postal Service (USPS). 2. Use your printer s postage knowledge You used a double postcard, but didn t follow the USPS guidelines. Guess what...your postage costs just doubled! Working with a printer from the beginning of your next project will help ensure that the design and size of your mail piece fits postage standards and saves you money. 3. Update your lists You brushed the dust off of your old list and re-used it. There is an $.08 penalty for every piece that can t be delivered. That is in addition to the money you wasted on postage and printing mailing addresses. 5. Calculate your own risks or get expert help If you base your budget on assumptions and get a 0% response rate, all of your costs for design, print and postage were wasted. Use your direct mail experience to take calculated risks. If you re unsure, talk with a direct mail expert the ROI will be well worth the investment. 6. know your audience You can buy a list of people who fit your demographics, only to learn (later) that they have never bought anything by mail. Smart marketing means segmenting your mailing lists wisely. 7. Choose the right postage program You services specifically target a very niche market, but the mailing program you chose is geographically-based (e.g. - EDDM ). Sure, you can get large discounts on great USPS programs, but are they the right programs for your audience? 4. Ditch unnecessary design elements You have a line down the center of your 4 x 6 postcard. Hope you needed it because that s a $.22 penalty (per piece) from the USPS. a THIN line on A postcard can CAUSE a $.22 penalty (per piece?!?!)
7 WAYS TO BOOST CUSTOMER LOYALTY USING DIRECT MAIL 1. Make exclusive offers to current customers This shows your customers that you greatly appreciate them and keeps them coming back for more. 2. Create early bird opportunities Give your existing customers the ability to buy from you before the general public can. This will make them feel like VIPs. 3. Utilize crowdsourcing to connect and learn Ask them for product/service suggestions in your direct mail piece. They may give you your next great idea and they ll be impressed to know that you value their input. 4. request their honest opinions Survey your customers to see if there is anything they would like to see you offer or change. This creates an interactive dialogue with them while building loyalty especially if they see you incorporate their feedback in your business. 5. Ask them why they re your customers Find out why they are your customers and what keeps them coming back. This will enable you to communicate with them more effectively and help you find more customers like them. 6. give them some incentive Promote a referral program that invites your customers to follow your social media venues (e.g. - Facebook) then reward them for sharing your message. Whatever you choose, give them a reason to tell others about your products or services. Word of mouth is one of the best ways to get new business but there has to be something in it for them too. 7. Don t forget to say thank you In today s world of email, text messaging and video conferences, don t forget the power of a simple, hand-written note to let your customers know how much you appreciate them. A simple thank you note can SOMETIMES be more powerful than the most advanced loyalty program
7 WAYS TO MAKE YOUR DIRECT MAIL GREEN 1. Allow people to opt-out of receiving your mailings If they are not interested, there is no point in spending the money or resources trying to reach them. 2. Find out how much is too much Ask your recipients how often they want to hear from you. They could very well be interested in what you have to say, but turned off by how often you say it. Reducing the frequency of your direct mail can save trees for the planet and relationships with your customers. 3. Find out how much is too much Instead of a full catalog of your full inventory, try sending mini catalogs with items that are most relevant to the recipients on your lists. You ll reduce your environmental footprint and quite possibly increase sales. 5. Target your market Homeowners can and do buy more than apartment dwellers. Awnings, lawn care, and satellite TV are just a few examples. 6. Show them you care about the environment Ask your audience to recycle their mail when they re done with it preferably after they ve opened the envelope and responded to your offer. 7. Choose paper from sustainable forests Use paper from responsibly managed forests. When you request FSC paper from a FSC certified printer, you ll be doing your part to lessen the environmental impact of your mailing. 4. group print promotions with order shipments Insert promotion offers or catalogs when shipping product orders to your customers. Who better to present an offer to than someone who just ordered from you? Ask your audience to recycle the MAIL YOU SEND THEM WHEN THEY RE DONE WITH IT
7 WAYS TO ENSURE YOUR DIRECT MAIL CAMPAIGN IS A SUCCESS 1. Be strategic about your direct mail campaign Ask yourself: What are you hoping to achieve? With whom do you want to connect? Current customers? New customers? Or customers who haven t done business with you in a while? Taking time to answer these questions will make your strategy more targeted, 2. Clearly define a unique offer Is it concise and compelling to your target audience? Is the value to your customer worth the effort your asking them to put forth? Remember, your incentive must be appealing if you re asking them to respond to your call to action. 3. Make the next step easy Is it a phone number? A website? A reply card? Customers will get frustrated if they have to do too much work to redeem your incentive offer. If your call to action refers them to a website and they have to click three or four times to get to your offer, changes are good that you ll lose them. 5. Take advantage of an address quality analysis Why spend money mailing to undeliverable addresses? We can give you a clear understanding of how much of your list is deliverable going well beyond an NCOA update. 6. keep your employees in the loop Nothing can boost sales more than well informed employees. If your call to action is only known to your customer, you may have a problem. Calling a store for their special and finding out you have to spend the next five minutes explaining it to an employee is a surefire way to lose business. 7. Measure your ROI Take a long-term view. If you understand the lifetime value of a customer, your ROI measurement will be more valuable. Acquisition leads to appreciation. Appreciation leads to retention. 4. Use simple language Write your materials in an easy to understand conversational tone. Your customers probably don t work in your industry, so avoid using industry jargon. Direct mail works best when your reader doesn t need to consult a dictionary. Acquisition = appreciation = retention
NOW PUT THESE DIRECT MAIL INSIGHTS TO WORK FOR YOUR BUSINESS After reading all of the do s and don ts of direct mail marketing, take this knowledge and analyze a direct mail piece that you recently received. Is it targeted and relevant? Is the message clear? Did the call to action make you want to react? Is it unique to the company that sent it? Now look at your own direct mail campaigns and ask yourself the same questions. Direct mail, when used strategically (and in conjunction with other communication channels), has great power to draw more customers to buy your products or services. ANALYZE YOUR OBJECTIVES KNOW YOUR AUDIENCE CREATE STRATEGIC MESSAGING BE TARGETED AND RELEVANT OFFER (EASY TO REDEEM) INCENTIVES TEST DIFFERENT APPROACHES MEASURE YOUR SUCCESS
WANT TO LEARN MORE ABOUT SUCCESSFUL DIRECT MAIL SOLUTIONS? B&B has worked hard every day of the last 40 years to establish our company as an elite print production resource and a consistent leader in press technology. As our business has grown, we have become more than a printing company. We are comprised of experienced and knowledgeable problem solvers. We don t have customers, we have partners. We don t wait for our clients to come to us with their needs. We approach them with our solutions. Only after we ve listened to and understand their objectives, we work side-by-side with them to produce targeted and measurable results. Informed, expert attention to every marketing challenge creates a unique experience from the moment a new inquiry call is answered through the proven results that our team delivers. Yes. Our quality products and services keep our customers happy. But our entire team s passion to help them succeed, keeps them coming back. If you are looking for a knowledgeable partner to help your company develop successful direct mail solutions, contact us today. web: direct: toll free: address: BBKnowsPrint.com 804 794 8273 888 224 2656 521 research road richmond, va 23236