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The Old Ways Are Passing – A Print and Marketing Evolution

By on May 10, 2013 in direct mail, General marketing, Multi-channel marketing, Web Marketing

long empty dockThere’s a book near my desk about the history of shipping on the Great Lakes. Jammed full of facts, figures and legend, it tells the story of three centuries of commerce and travel on these waters. Most striking overall is the vast changes wrought by new industrial technology over the years. And while the technology has changed, the mission has not – to deliver goods and souls safely and effectively.

The changes in all industries brought by digital technology have altered the landscape of business marketing as well. Digital innovations have indelibly etched themselves into how businesses communicate in much the same way that steel has replaced wood on massive vessels. Continue Reading →

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Pushing the Envelope on Direct Mail

By on April 25, 2013 in direct mail

Man with head in mailboxEverybody likes packages; the anticipation of what’s inside, especially when it’s unexpected, creates an irresistible urge to rip that package open. In the world of the direct marketing, getting recipients to open what we send is job one.

For your next campaign, consider trying something called “lumpy mail.” Defined by the USPS as “mail that isn’t flat,” lumpy or dimensional mail produces higher response rates than regular flat mail and generates great word of mouth buzz.

One seasoned direct marketing professional encourages this kind of “outside the envelope” mailing. Continue Reading →

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Driving New Traffic with Today’s Direct Mail

By on April 19, 2013 in direct mail

Woman opening envelopThink the digital revolution has killed direct mail? Not at all. In 2012, email marketing messages averaged a response rate of 0.12% while direct mail enjoy much better results at 4.4%.1 People like getting mail, and they respond to it: 85% of consumers sort through and read their mail every day and 40% of consumers say they have tried a new business after receiving direct mail.2 What’s more, 73% say they prefer printed mailings over emails to learn about new products and services or offers from companies they know.3 Continue Reading →

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Saturday Mail Delivery Still Up in the Air

By on March 28, 2013 in direct mail

Open mailboxLast month, the U.S. Postal Service announced it would suspend regular mail delivery on Saturdays this August, while continuing to deliver packages six days a week. The move was designed to help close the $15.9 billion shortfall in last year’s budget and would save an estimated $2 billion, according to the USPS.

Reaction to the announcement ranged from ho-hum (an unscientific NBC News poll showed that 62% of respondents didn’t care at all about not getting mail on Saturdays) to outrage (a three-hour protest by postal workers in North Carolina focused on the 22,000 – 35,000 jobs at stake).

Postmaster General Pat Donahoe said the change in delivery schedule “reflects the strong growth in our package business and responds to the financial realities of America’s changing mailing habits.” According to the USPS website, revenue from package delivery is up 14% since 2010, while First Class and advertising mail volume are both down from previous years. Continue Reading →

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Direct Mail is Still Delicious

By on March 14, 2013 in direct mail, General marketing

Consumers prefer direct mailWe aren’t the first ones to say this, but let’s finally put to bed the rumor that direct mail is unwanted and unwelcome. Far from it, in fact, as recent stats show. Direct mail continues to resonate with both business and consumer prospects, consistently generating solid response and respectable ROI.

According to a leading marketing research survey, six out of 10 consumers enjoy reading direct mail promoting new products, and direct mail is preferred over email across key business verticals. (Source: Epsilon Targeting, “Consumers Channel Preference Study,” 2012.)

Continue Reading →

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Turn Your Loyal Customers Into Raving Brand Advocates

By on November 28, 2012 in direct mail, General, General marketing, Multi-channel marketing, Web Marketing

You’ve worked hard to build solid relationships with your customers, and you’ve earned their trust. As a result, you have the potential of 1,000 or more customers who are loyal to your products or services. Now might be the right time to consider a systematic referral program to leverage your existing customer relationships into new business.

Today’s automated referral systems are Web-based and use digital technology to simplify what had been a cumbersome and manual process, increasing referrals and lowering the cost of customer acquisition. An automated system generally includes all of the tools a business needs to engage with satisfied customers, employees and business partners – a.k.a. “advocates” – and reward them for generating leads.

Continue Reading →

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Maximize Response with a Great Offer

By on November 21, 2012 in direct mail, elevator speech, General, General marketing

Easy to explain and quickly understood. The job of your offer, whether is presented in your direct mail piece, through your website or on your mobile site, is to motive the respondent to take action now.

This does not necessarily mean it costs you much to give, but that your target thinks it’s valuable. An effective offer is delivered with a sense of urgency, created by limiting the time or the number available. The best offers appeal to your target audience, but aren’t so generous as to attract an unqualified, unprofitable customer.

Continue Reading →

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Four Steps to Great Creative

By on October 31, 2012 in direct mail, elevator speech, General, General marketing

Regardless of medium and budget, cutting through the clutter with a message that resonates with your target audience takes time and know-how. Here’s how to get it done.

1. Be relevant.

It takes creativity to break through the many messages someone is exposed to every day. You need to first get someone’s attention and take their mind off of whatever they’re doing. One way is to look beyond the hard sell and instead, mine the entertainment value. Engage your audience with humor, pop culture and interactivity. Once you think you can capture attention, make sure you have a relevant message.

Continue Reading →

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The Three Workhorses of Direct Mail

By on June 28, 2012 in direct mail

When you need a go-to marketing tool that will give you flexibility, measurability, ease of production and cost effectiveness, direct mail is usually the right way to go. Direct mail pieces are read by 77 percent of adults, according to the U.S. Postal Service, making it a highly visible medium for any message you want to deliver.
Not all direct mail is created equal, however. There are three most commonly used types and choosing the right option depends on your needs. Continue Reading →

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