Marshall Chamber Marketing Workshop! Email Marketing & Direct Mail! Image Source: h.p://impac2v8.com.au/wp- content/uploads/ 2012/10/Blogging- Helps- My- Business- Make- Money- By.png
Image Source: h.p://yourpma.com/email- marke2ng- 2ps/
Email vs Direct Mail Free or low cost options Faster to execute Greater tracking (opens, clicks, etc) Easily deleted Take time and planning Can purchase or rent lists Mail within radius of location Consumers may keep longer Offers = response tracking
How To Build A List Ask customers in the store Review cards on tables (restaurants) Sign up form on website Sign up form on Facebook Provide a special offer for visitors when they sign up There are 3x as many email accounts as Facebook & Twi.er combined
What to Talk About Highlight products or specials Seasonality Events (your business or local events) Promotions Discounts Milestones Anniversaries Birthdays
What to Talk About Create a plan for the year Monthly? 2x a month? Note what topics or offers you d include in each message Look at community events calendar Holidays Blues Fest Field of Flight Home Tour Parade
Email Tips 1. Appealing subject lines 2. Test & test again, A/B testing subject lines for open rates 3. Optimize for mobile devices 1. 63% of readers delete an email if it is not mobile friendly 4. Personalize email when possible 5. Remember this is permission marketing 6. Email drives deals people might miss them in a FB feed, but will not miss them in an email
It s All About The Subject Line Bosses day: Tell your boss what you really think Winter: Coming soon: Snow! See our new winter gear now. Local: The holidays are just around the corner. Fortunately, so are we. Restaurant: Why man discovered fire Could be about the burgers What holiday tables are wearing We have the blues. Join us for during Blues Fest. Save off any one item of your choice Free beer, yesterday! But stop in to try the new Source: h.p://www.exac.arget.com/blog/100- inspiring- subject- lines/
Email & Social Media Email drives deals People might miss them in a social media feed but will not miss them in an email Facebook continues to reduce organic impressions Making it hard for our messages to be seen Social platforms aren t yours you own your email database Email list can be like marketing gold
Email Planning
Email Measurement
Email Service Options
Mail Chimp
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What About Direct Mail?
What About Direct Mail? Target customers & prospects precisely Radius of store Costs can be modest You never run out of prospects Can purchase or rent mail lists based on customer profiles Test different offers Measure response rates bring in for offer Mail to same list again (every 6 weeks or so)
Email vs Direct Mail Free or low cost options Faster to execute Greater tracking (opens, clicks, etc) Easily deleted Get people where they are mobile devices Take time and planning Can purchase or rent lists Mail within radius of location Consumers may keep longer Offers = response tracking Leaves a deeper footprint in the brain than digital
Direct Mail Direct Mail generates an average of 34 responses per 1000, compared to one response per 1000 through email marke2ng Source: Direct marke2ng associa2on response rate report 2012
Creating a Direct Mail Campaign Develop your mailing list Create a mailing piece 40% of a piece s impact comes from the right list 40% from the value of the offer 20% from the design/writing of the piece Identify how you will track it Test the piece / Mail it Measure response Look at results What would you change or keep for next mailing? Source: h.p://www.entrepreneur.com/ar2cle/80786
Types of Direct Mail Letters You can print on the outside of the envelope too Small mailings, handwritten envelopes get attention Flier Reply Card Self Mailer Post Card Company Newsletter Image Source: h.p://abe.ercopy.com/direct_mail/
Direct Mail Resources Every Day Direct Mail USPS EDDM2GO.COM Direct Mail 2 Go BluFish Consulting Standard Printing Marshall G3 Coldwater Source: h.p://www.entrepreneur.com/ar2cle/80786
Direct Mail 2 Go Create your own mail piece Upload your own mailing list Rent a list via the website Submit payment Mailing will be handled for you Source: h.p://www.entrepreneur.com/ar2cle/80786
Every Door Direct Mail About $0.20 per piece (plus printing) Follow format and indicia settings Bundles of 50 to 100 with face sheets Sort by carrier route when taking to post office Source: h.p://www.entrepreneur.com/ar2cle/80786
Every Door Direct Mail Target based on carrier route Proximity or radius from your location Select business, residential, po box, rural route, etc Once selected, click next You will need to create an account Generates all face sheets and paperwork for post office drop off Source: h.p://www.entrepreneur.com/ar2cle/80786
h.ps://eddm.usps.com/eddm/customer/routesearch.ac2on
h.ps://eddm.usps.com/eddm/customer/routesearch.ac2on
h.ps://eddm.usps.com/eddm/customer/routesearch.ac2on
h.ps://eddm.usps.com/eddm/customer/routesearch.ac2on
EDDM2Go.Com Will handle all of this for you (So will local printers) Same process for selecting routes You can upload or create your mail piece on the site Source: h.p://www.entrepreneur.com/ar2cle/80786
Direct Mail Services
Rebecca Dutcher! BluFish Consulting! 616.490.1068! rebecca@blufishconsulting.com
Presenta2on Resources Computer on desk image: h.p://cdn1.buuteeq.com/upload/17212/email- marke2ng.jpg.454x454_default.jpg Niche Adver2sing h.p://nichever2sing.com/9- li.le- known- facts- that- make- email- more- important- than- facebook- and- twi.er/ h.p://www.businessnewsdaily.com/2668- email- marke2ng- 2ps.html h.p://www.entrepreneur.com/ar2cle/80786 h.p://blog.hubspot.com/blog/tabid/6307/bid/34032/an- Inves2ga2on- Into- the- ROI- of- Direct- Mail- vs- Email- Marke2ng- DATA.aspx h.p://blog.hubspot.com/marke2ng/plan- email- marke2ng- campaigns- free- template USPS EDDM h.ps://eddm.usps.com/eddm/customer/routesearch.ac2on?logoutdisplay=true h.ps://sendoutcards.com/