It’s 2019 and direct mail marketing is as strong and effective as ever.
You may be asking yourself, “Why is this?” With all the more immediate alternative forms of marketing available to small businesses today like Facebook, Instagram, and other social media, why would anyone need to invest resources in an outmoded, wasteful method that moves at a glacial pace? After all, the rise of the internet was predicated on its ability to sell and reach a huge audience. Hasn’t it already replaced direct mail?
Those who believe this are truly missing the forest for the trees. True, a Facebook post can reach thousands instantly, but there are other reasons why you would choose one medium over another. Different approaches will get you different results. Direct mail is far from the dinosaur it can be made out to be. When used effectively as part of a broader campaign or even as a stand-alone effort, direct mail can pinpoint a target market and put your message in front of potential customers who can appreciate it and who seriously care about the subject matter. This means direct mail can bring a greater return for each advertising dollar you spend.
This blog will illustrate how direct mail is an effective marketing strategy that will get your products and services noticed by those willing to buy them. We’ll also explore how Presort Inc. will help you take full advantage of this powerful marketing tool.
As Mail Volume Declines, Direct Mail Response Rates Increase
The US Postal Service reports that total mail volume since 2006 has declined by about 30%. This is likely attributed to companies opting for paperless billing and allowing their customers to do more over the phone and online. This also includes direct mail as campaigns become more targeted and more sophisticated. But how do people respond to direct mail compared to other forms of direct marketing? Here are some response rates for comparison:
- Email Lists – 1%
- Paid Search Results – 1%
- Social Media – 1%
- Prospect Lists – 5%
- Household Lists – 9%
And just because it is paper doesn’t mean it can’t be tracked. Presort Inc. offers a LeadMatch service that takes the guesswork out of your direct mail campaign. Our technology can empower you with the knowledge to track and measure the effectiveness of your direct mail. You can track and record precisely who visited your website from your mailing and who did not. You also can see what actions those visitors took once they were on the site.
Where Social Media and the Internet Can Reach a Wider Audience, Direct Mail Can Pinpoint Your Target
Over 269 billion emails are sent each day. Over the course of a few hours, a consumer is exposed to between 50 and 75 display ads as they browse the internet. While this is some great volume, how effective is all of this electronic advertising?
Direct mail allows you to cast a smaller, more targeted net. While internet display ads can be tailored to search queries and placed on specific websites, they are mostly seen by casual browsers and ignored. While commercial emails can target a specific consumer based on email address, the rise of ransomware and phishing attempts makes unsolicited emails seem risky, and they are most often ignored.
Presort Inc. creates direct mail campaigns that are built from prospect lists so you can send individualized offers right to a potential customer’s doorstep. The information is printed on paper or cardstock and the offer itself can be tailored to the addressee, giving the mailing a personal, unique feel.
How to Connect With Your Audience With Presort Inc.
Instead of replacing mail, social media and the internet work hand in hand with it to create a more complete marketing experience. Advertising has changed greatly over the past few decades. The goal is no longer to get the message in front of as many eyeballs as possible. The goal, instead, is to connect with groups or individuals who are already inclined to have interest, to bring meaning to your products and services, and to show them how exactly what you are offering is missing in their lives.
Presort Inc. will combine direct mail marketing with social media and the internet to create a campaign for your company that is:
Engaging – With a mailer that is perfectly designed, your company is put front and center. The right design can make an impression on a potential customer and create a memorable impulse to examine how exactly your product would benefit them. Direct mail also reaches customers when they are in a good mood. The USPS reports that 55% of people look forward to receiving mail. Think back to the last time you received a spam email or found a display ad blocking content on a website you wanted to read. Is that the impression you want to make with your advertising?
Convenient – Internet display ads and emails tend to make the consumer buy on impulse, and while this might be good if you are marketing gum or iced tea at a grocery checkout stand, it’s not the kind of response you are looking for if you are advertising IT or accounting services. Direct mail gives the consumer a tangible document that describes your product or service, explains the advantages it offers, and details how exactly the consumer can go about purchasing it.
Personalized – With direct mail, you can target a specific household. Even better, you can target a specific person in that household. This is an extremely effective way to engage someone who is willing to accept your message. Customizing a message to a specific consumer seems like a lot of work, but when it translates into tangible responses the return on your investment is well worth it.
The Most Telling Statistic? Direct Mail Continues to Be Effective
Presort Inc. has helped hundreds of businesses just like yours use direct mail to reach individuals who are most likely to buy your products or services. It offers response rates that are far superior to the most expensive online marketing, you can customize your message to specific consumers, and there is no need to compete for attention. We have worked with direct mail for long enough to say in complete confidence that when used correctly, direct mail can translate to immediate and direct sales.
Call us today, share your marketing headaches and pain points, and let Presort Inc. show you how direct mail marketing is alive and well.
Many people think direct mail is losing its touch. Well, those people are wrong. Direct mail services will always be a critical marketing solution as long as you know how to stay ahead of the curve.
Many people hate the idea of change, but it’s not always a bad thing. The direct mail industry goes through several changes every year, but they’re all for the better. And we’re not talking about just switching up a postcard design. As St. Louis’ premier source for direct mail and printing support, we’ve learned what works and what doesn’t.
The Keys to Successful Direct Mail Marketing in 2019
If you have an idea for a direct mail marketing campaign, make sure you’re aware of the latest trends in the personal outreach industry. This includes the latest policies and procedures enacted by the United States Postal Services (USPS). Once you’ve mastered these standards, you’ll be able to put your direct mail strategy together by following these five critical steps:
Build the Right Mailing List
First, you need to define your target audience. This determines the types of people who will receive your marketing pieces. Whether they’re loyal customers, prospects, or a combination of both, you’ll need to target specific segments based on things like:
- Income levels
- ZIP codes
- Purchasing behaviors
If you operate with a customer relationship management (CRM) system like Salesforce or Hubspot, make sure you pull accurate data from these tools to form a proper mailing list. Once you collect all this data, you’ll be able to prepare different types of mailing options including subscriber lists, consumer direct mail lists, affiliate lists, and even B2B lists.
Create Stunning Designs
The design is one of the most important aspects of your direct mail strategy. You want to create a personal design that connects with each audience member. The design reflects your overall company image and reputation, so it’s important to create a unique yet professional layout. To captivate audiences with your design, you’ll need to follow these criteria:
- Create bold headlines with a clear call to action
- Choose an image that successfully supports the message
- Decide on an eye-popping color scheme
- Use subheads that lead into the main text
- Continuously promote your benefits
- Make the company name and logo stand out
- Include the right contact information
Budget for Printing and Mailing Costs
Direct mail marketing is predicated on five things:
- The number of prints produced
- The type of design created
- How long your mailing list(s) is
- The addresses you’re using
- Postage rates
This is a lot to tackle, especially if you’re handling everything on your own. The most cost-effective way to execute your strategy is with help from a direct mail service provider like Presort Inc. We’ll be able to take care of everything from start to finish to ensure every aspect of your campaign is successful. There’s no reason you should have to break the budget on your campaign, so just pay one small service fee with us and we’ll make sure it all turns out flawlessly.
Know the Logistics
This is where you’ll need to know the ins and outs of postage routes, presorting, and the door stops. First, you’ll have to determine whether you want to mail to a targeted mailing list or if you want to expand it to include people in certain geographic areas. This is a tactic called Every Door Direct Mail (EDDM). If more prospects are in this entire location, the chance of you getting a higher return on your investment (ROI) is much greater. Once you’ve made that decision, you’ll need to account for warehousing and distribution services. You’ll pay more depending on the type of packaging and the number of orders that need to be fulfilled.
Regularly Update Your Campaign
It’s important to measure the effectiveness of your campaign. Make sure to study every stage of the buyer’s process and label where each prospect sits. Send loyal customers new rewards opportunities and let new prospects know about new sales. This helps build brand awareness and promotes new activities. Always follow up periodically with unique personal mail items that interact with different CTAs. Whether you’re encouraging people to claim a scratch-off prize or follow you on social media, it’s best to keep things fresh and exciting.
Polish Your Direct Mail Marketing Efforts With Presort Inc.
The experts at Presort Inc. work tirelessly to make sure your direct mail campaign goes according to plan. We’ll be by your side from the initial design to the final print and distribution. Whether you’re getting ready to kick off a new marketing campaign or just want to revive an old one, you can always count on Presort Inc. to make it a success.
Contact us today to learn more about our affordable and comprehensive service options!
Postcards are among the most important items in a direct mail campaign, but not everyone uses them correctly. When your direct mail strategy is executed effectively, a postcard can help generate plenty of sales.
A postcard is one of the most widely used promotional items. Companies send them to a range of prospects for a variety of reasons. Whether it’s to promote a new sale or just say thanks to a loyal customer, postcards can help bring the right attention from your target audience. In a previous post, we discussed what you need to do to [execute a successful direct mail campaign], but this blog will expand on that by revealing the secrets to successful postcard mailings.
The Ultimate Guide to Postcard Mailing
When it comes to direct outreach, postcards are key. But creating them isn’t as simple as printing a design on a piece of cardstock. A lot more is involved than meets the eye. If you really want to boost your response rates from your mailing list, make sure you follow these postcard strategies:
1. Select the Right Size
Postcards are typically printed on three main sizes: 4X6-inch, 6X11-inch, and 8.5X14-inch. So how do you know which size is most appropriate? It depends on what you want to get across as well as your budget. The bigger the postcard, the higher your printing costs. Smaller postcards give you more control over letter class (first class, standard mail, and others). If you have a longer target list, you should consider building a campaign with smaller postcard samples. This helps save you more money and gets more postcards to your prospects a lot faster.
2. Create a Stellar Design
Postcard designs are among the most pivotal aspects of any direct mail marketing strategy. You’ll want to create an out-of-the-box design that captivates audience members at first glance. Postcards with dull designs will likely just end up in the trash. Keep the font simple and make sure the message is easy to read. Support the message with attractive colors and visually appealing images and graphics. Your audience will be more inclined to participate in the promotion when the postcard is designed with a memorable theme.
3. Come Up With an Enticing Headline
Designs are the foundation, but the headline is the icing on the cake. The best postcards have to pass the eye test, but to do that, you’ll need a headline that stands out from the rest of the copy in a bold, inviting font. When deciding on potential headlines, it’s best to brainstorm at least five to 10 options. Make sure the headline teases at a solution to a common problem. For best results, try to incorporate your offer into the headline. Here’s a few examples that have been proven to turn heads!
4. Strengthen Your Offers
The objective of your direct mail campaign isn’t just to create a promotional appeal. Postcards are meant to attract responses from audience members. To do this, you’ll need to entice prospects with an offer that satisfies their needs. Present your prospects with something like a free trial, a coupon, discount, or a buy one-get-one-free offer. Whatever your offer is, it needs to be unique and provide readers with a valuable takeaway.
5. Develop a Clear Call to Action (CTA)
You’ve come up with an awesome offer for your audience, but how exactly will they capitalize on that opportunity? Do you want the recipient to visit your website, follow you on social media, or send a response in the mail? You need to persuade recipients to follow through on the offer. Like a headline and an offer, your CTA also needs to stand out. Make sure your postcard is interactive and encourages readers to take action, but just make sure you’re ready to handle their responses.
6. Send to the Right People
The design is complete and all of your prints have been made. It’s officially time to distribute all your postcards, but before you start shipping them, make sure your mailing list is up to date. You may need to make a few adjustments to your distribution strategy depending on who your intended audience is.
If you’re targeting consumers, you’ll want to run a longer campaign and monitor engagements at least once a month. Small businesses are easier targets to plan for because they don’t have as many address changes as individuals. Performing a little research goes a long way, because you’ll be able to track which stage of the buyer’s cycle each prospect is in. This comes in handy when it’s time to send personalized postcards to your potential customers.
Successfully Execute Your Direct Mail Campaign
At Presort Inc., we work tirelessly to help you make the right connection with your audience. Whether you’re hosting a long-standing campaign or just want to promote a quick sale, we’ll do everything we can to help get your message in front of the right eyes. We’ll be there every step of the way, from the initial design to the final distribution, to ensure that your campaign turns out flawlessly.
If you’re ready to take advantage of all of our exciting postcard mailing solutions, contact us today to schedule a free consultation with one of our experts!
The key to a successful direct mail campaign doesn’t start with the design—and it doesn’t end with order fulfillment. Your success depends on how accurate and relevant your mailing list is.
Ordering a mailing list for a direct mail campaign is a difficult process. You won’t have any shortage of options, but you’ll only be able to choose one that aligns with your budget and outreach strategy. If you make the wrong decision and wind up with the wrong list, your entire campaign can take a left turn. But what exactly is the difference between a good and bad list? That’s one of several things we’ll address in this blog.
How to Put Together the Best Direct Mailing List
Building a list is more comprehensive than just pulling data from a customer relationship management (CRM) system. An awful lot of time and money goes into developing these lists, so it’s better to be patient before you roll out the rest of your direct mail strategy. To build the perfect campaign, you must compile a list based on these critical factors:
Before you compile the final mailing list, you must determine how many addresses are actually deliverable. This helps weed out all the bad addresses from your prospect list. Don’t waste your marketing efforts trying to send a mail piece to someone unless your postal service guarantees at least a 90% deliverability rate.
Updated Data Sets
For best results, it’s wise to update your mailing list at least once a month. This helps you determine which prospects fall into what categories. You’ll be able to analyze different behaviors and classify whether people on your initial list are potential customers or the “do not send” type. This also exposes you to new deliverability rates, allowing you to optimize your campaign so you don’t waste your hard-earned marketing efforts by sending unique items to dead-end addresses.
The Length of Your Campaign
Your mailing list is more expensive the longer your campaign runs. While some lists allow for unlimited reach, others only receive one-time access depending on the contact. One-time lists are typically more qualified, meaning you’re targeting prospects who are more likely to convert to loyal customers. Tailor your campaign goals based on the type of target you’re trying to reach. If you want to follow up with multiple pieces, it’s best to set aside a higher budget for a longer campaign.
The Number of Verifiable Address Changes
Every time a prospect moves, they must get their address changed through the U.S. Postal Service. To do this, the postal service runs the person’s credentials through the National Change of Address (NCOA) database. When developing a direct mail strategy, it’s best to pay an extra service fee to acquire access to NCOA data, especially if you’re planning on sending multiple items throughout the course of the campaign. This helps you keep tabs on where your prospects are.
Business or Consumer Targets
Who is your target audience? Businesses or individual consumers? Mailing lists are more complex to build depending on how many prospects you’re targeting. Businesses are generally easier for constructing a campaign. These campaigns typically revolve around seasonal opportunities or sales for high-necessity items. Consumer lists are usually more calculated and require a higher budget. You’ll want to develop a longer strategy to make a real impact on lists with higher consumer percentages. Additionally, it’s also best to design your promotional items based on each prospect’s demographic.
Let Presort Inc. Perfect Your Direct Mail Marketing Strategy
When it comes to direct mail marketing, no one is better to have by your side than Presort Inc. Our team are experts in design, fulfillment, and prospecting. We’ll be there every step of the way to get your unique mail items in front of the right audience.
If you need help building a new mailing list, we’re the right people to have in your corner. Give us a call today to schedule a free consultation with one of our experts!
We live in a world dominated by digital advertising, but an effective direct mail piece is a surefire way to stand out in the eye of the consumer.
Technology has transformed the marketing industry. Digital advertisements flood our screens every time we surf the web, scroll through social media, and check our emails. Yes, these are quick and easy ways to create brand awareness, but there isn’t a lot of authenticity behind these marketing tactics. Though we live in a world dominated by the internet, it’s best to take a traditional outreach approach and execute a more personal strategy.
How to Building a Successful Direct Mail Strategy
Digital technology may be changing the printing and mailing industry, but there will always be a need for a direct mail service. But before you begin distributing advertisements to prospects and loyal customers, make sure you put these six critical practices into effect:
1. Study Your Data
The first step in creating a direct mail campaign is to leverage accurate data. If your company operates with a customer relationship management (CRM) system, make sure you’re pulling the latest data sets from your dashboard. This gives you a clear indication of who your target audience should be. From there, you’ll be able to build an accurate mailing composed of potential customers and loyal purchasers.
2. Build a Personal Campaign
The most effective types of direct mail are those with a personal touch. And that means more than just addressing the package with someone’s first name. Every prospect and customer is unique, so make sure you treat them as individuals. Create personal mail items based on the information collected from your CRM tool. Segmenting your data and providing personal offers helps yield the best results.
3. Time It Perfectly
If you want a good response rate, you need to make sure you time the delivery appropriately. To get a good return on your investment, you’ll have to make a connection with your audience using the right medium at the right time. For example, it’s best to mail a personal brochure about an upcoming holiday sale at the beginning of the winter. Finally, make sure to take note of which stage of the buyer’s journey the prospect is in.
4. Take Multiple Approaches
When it comes to direct mail, it’s best to switch up your marketing efforts. Integrate multiple pieces into your direct mail campaign. Don’t just focus on a single brochure or postcard. Fill your campaign with a variety of mail items. For best results, it’s wise to A/B test your efforts to see which item has the best effect on your audience. And to generate the best response, encourage audience members to interact with your social media ads and email promotions. This improves promotional efforts all around.
5. Measure the Success of Your Marketing Efforts
At the beginning of your campaign, you should set up measurable key performance indicators (KPIs). As you build out the campaign, follow up periodically to track the results. These are some of the metrics you should be taking into account:
- Size of the target audience
- Cost per item mailed
- The total campaign budget
- Response/conversion ratios
- The average income per prospect
- Profit accumulated since the start of the campaign
Measuring these results throughout the course of your campaign enables you to sharpen your strategy, giving your campaign a competitive edge.
6. Execute and Renovate
Once you’ve collected the results you need, use that data. Alter your campaign regularly based on the responses you’ve previously generated. This optimizes your direct mail pieces, ensuring they meet your prospect’s interests. Always be persistent when executing your direct mail campaign as well. Send multiple follow-ups according to the different sets of information you have on file.
Create the Perfect Direct Mail Campaign With Presort
When you’re ready to put the perfect direct mail strategy into effect, contact the experts at Presort Inc. We are a team of problem solvers who will do whatever it takes to get your personal mail in front of the right set of eyes. You can count on us to be there every step of the way, from the initial design to order fulfillment and beyond.
Get ready to take your direct mail campaign to the next level by setting up a free consultation with the Presort Inc. team today!