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5 Reasons to Use Direct Mail Marketing During a Pandemic

5 Reasons to Use Direct Mail Marketing During a Pandemic

As you already know, Coronavirus (COVID-19) has shifted the way many businesses operate. Across the world, many consumers are unaware of how local businesses are managing this “new normal”. Continue reading to learn five reasons to consider direct mail marketing during a pandemic.

Like most of us, you might be wondering the status of your favorite store, gym or go-to restaurant. For example, you want to know whether or not these stores are open to the public yet, what the new regulations are and how businesses are keeping you safe.

As a business owner, you can answer these many questions with a simple direct mail marketing campaign. Let’s discuss what else you can do with direct mail marketing during a pandemic.

  1. Informs Your Target Audience

Consider direct mail marketing during these challenging times to keep your target audience informed about your business. If you can’t recall if your favorite store is open yet, how would your audience know if your store is open? Through a direct mail marketing campaign!

As an experienced direct mail marketer, we suggest sending out postcards which informs your target audience about the status of your business. In addition, include the many ways in which you are keeping your consumers safe during a pandemic.

It’s better to address any changes to your business directly to your audience, rather than them having to find out elsewhere.

  1. Americans Prefer Receiving Direct Mail

Why else should you use direct mailing in a pandemic? It might surprise you to learn that almost three-quarters of Americans prefer to receive brand communications by mail.

There’s something exciting about receiving mail addressed to you. This is becoming even more true in an age where it’s much faster and easier to send an email. Plus, the United States Post Office is a federally run, essential business which will not stop for anything including COVID-19.

Direct marketing mail tells the recipient that they matter to your business. They matter so much, you’re willing to spend money on paper, ink, and postage to reach them.

After all, you might experience a higher response rate than normal due to the recent stay at home orders. Which leads me to my next point…

  1. Direct Mail Has A Higher Response Rate

Another reason to use direct mail marketing is due to the higher response rate.

This may be due to several factors. The first is that people are more likely to look at the mail they receive. Direct mail also hangs around houses for more than two weeks, on average.

That gives people time to look at an offer a few times. In fact, emails may end up in the spam folder, never get opened or get lost in the mix.

The fact that people are happy to receive personalized direct mail may also play a role. Whatever the reason, people are more likely to respond to a direct mail marketing campaign.

  1. Keeps Your Brand at the Forefront of Buyer’s Minds

Not every business will take advantage of direct mail marketing during a pandemic. However, those that do will maintain brand awareness.

Direct mail marketing is both measurable and capable of maintaining a brand’s image. Consider implementing a direct mail marketing strategy to keep your brand at the forefront of your buyer’s minds.

If you don’t use direct mail marketing, your audience may forget about your business and go for one of your competitors instead.

  1. Direct Mail Makes Your Money Go Farther

Last but not least, direct mail marketing has one of the best ROIs of almost all marketing channels. Even if it seems expensive at first glance, you know it’s going to pay off especially during a pandemic.

Direct mail marketing doesn’t need to break the bank to be effective, though. With the right team behind you, you’ll be able to put together a campaign that’s both effective and budget-friendly.

Add Direct Mail To Your Marketing Mix

Not sure where to get started with a direct mail marketing strategy? It’s time to get in touch with the experts and discover what direct mail can do for your business.

We will be happy to work with you during these challenging times.

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What Is EDDM Direct Mail Marketing, and How Does It Benefit Your Firm

What Is EDDM Direct Mail Marketing, and How Does It Benefit Your Firm

Did you know that 40 percent of Americans say they look forward to checking their mail every day? This includes people of all ages. In the current climate, people look forward to getting their mail more than usual.

These facts may be why you’ve thought about using direct mail for your next marketing campaign. You might be wondering specifically about every door direct mail (EDDM) and if it is the right fit. During these uncertain times, as businesses start opening back up, EDDM could be a great marketing tool to use to attract new clients. For example, it can assist businesses with reaching local prospects to your location.

Since the outbreak of the COVID-19 pandemic, most consumers are trying to shop and eat local to help their communities. Spend your marketing dollars wisely and consider using a tool that is cost effective and allows you to easily market to those closest to you.

What is EDDM, and what benefits does it have for your business? This guide has all your answers.

What is EDDM?

Every door direct mail is a Postcard service that allows businesses an easy way reach potential prospects within a postal carrier route. This is a unique service offered by the United States Postal Service that allows business to send targeted direct mail without the hassle of owning a mailing list, postal permit or doing mass mailings.

 What Are the Benefits of EDDM?

EDDM’s biggest benefit is the potential reach to local prospects to their business.  The program was designed with the small retail/restaurant in mind, allowing them an easy way to send direct mail to those businesses and residents closest to their location. There is no mailing list needed. So, you can select the postal carrier routes you want to mail to and you can facilitate your own mailings without owning a mailing permit.

With the EDDM program, you can get your cards printed, bundled and mailed out to the retail post offices all on your own, for a low postage rate of $.225 apiece. For larger EDDM mailings, you have the ability to leverage a mail house. Here you can see increased postage savings of close to $.06 apiece.

Can Your Business Benefit?

EDDM is a great beginner program for businesses that are looking to get into direct mail. This is because it allows those with a small marketing budget a way to test the waters easily.  In fact, it can be used by both small and large companies looking to target local prospects closest to their location. However, it was specifically designed to help provide a way for restaurants, pharmacies, Dr. Offices and other retail businesses to get their message out quick and effectively to those that live closest to their location.  

 Craft a Great Campaign with the Right Printer 

All pieces in an EDDM mailing campaign must meet guidelines set by the USPS. Your printer will know these guidelines. Plus, they can help you work within them. Make sure the piece you use qualifies as a FLAT or you will be unable to qualify for the EDDM Postage rate.  There are other minimum requirements for using this program. Keep in mind that you have to hit complete carrier routes within a zip code. Learn more details on the USPS website.

 Are You Ready to Start?

You started by asking, “What is EDDM?” Now you’re wondering how to get moving and grooving.

The best thing to do is talk to an expert in the industry.  They can help you assess your direct mailing marketing needs and help you design your first or next EDDM campaign. Above all, contact us about any questions you have about EDDM.

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An Eye-Opening Guide on How to Get the Ultimate Direct Mailing List during COVID-19

An Eye-Opening Guide on How to Get the Ultimate Direct Mailing List during COVID-19

Direct mailing is a marketing tactic that averages a 29% return on investment.

It’s a traditional strategy that’s been around for a long time, but it has far from worn its welcome. Living in these challenging times, direct mail can help maintain your brand’s image and keep your company at the forefront of your buyers’ minds.

Considering the high success rates businesses small and large have with direct mail, you’re probably wondering how you can use this strategy for yourself, especially during COVID-19.

The first step is finding people to send your materials to in the first place.

Keep reading for the comprehensive guide on how to make the ultimate direct mailing list during a pandemic.

Define Your Target Audience

As with all business strategies, the first step is to know who you’re marketing to.

This is essential because it not only keeps your content effective, but ensures that the right people are getting the message.

If you fill up your marketing list with every address you can get your hands on, most of the people on it will be uninterested in your products or services. You just wasted a ton of money.

Defining a target audience in advance also helps you find people to add to your mailing list.

This is because a target audience is defined by factors like demographics and psychographics. Demographics include data such as age, gender and geography. Psychographics, on the other hand, evolved around lifestyle preferences like hobbies and interests.

Knowing your audience’s demographics and psychographics can tell you where to go to locate these individuals. In addition, it tells you where they might be based on their interests.

On the topic of demographics, it’s important to note that direct mailing is a great strategy for all demographics and not just for older individuals. Studies show that of younger individuals between the ages of 18 and 29, 95% enjoy receiving physical mail.

While the majority of people like receiving mail, your direct mail target audience may vary due to COVID-19. If this happens to you, don’t be afraid to increase your recipients to include a wide variety of new customers. Now is the time to consider a direct mail marketing campaign for increasing brand exposure.

Generate Your Own Data

Now that you know who you’re mailing to, you can start generating your direct mailing list.

If you run a business, chances are you already have a collection of data for your past and current customers. This is a great place to start. After all, you already know that these people are interested in your product or service. Plus, you are strengthening your relationship with them during these concerning times.

You can also collect address leads at business-related events, through newsletter signup forms on your website, or by offering incentives and resources in exchange.

It’s important, however, that you sift through this data and update it on a regular basis. Incorrect and repeat entries result in wasted money and annoyed recipients.

Once your mailing list reaches a certain length, it can be hard to manage on your own. That’s why there are data hygiene experts that can help you keep your data accurate and optimized.

Buy or Rent a Direct Mailing List

Once you’re ready to take your business and marketing mail lists to the next level, you should consider buying or renting a direct mailing list.

Although it costs more, this is the easiest route and most effective at reaching a large number of customers you couldn’t otherwise obtain.

You can buy a direct mailing list from experts who have compiled the data for you.

They usually obtain address data from responses to other campaigns or from databases that group people based on specific demographics and psychographics.

Launch Your Successful Campaign

Direct mailing is a successful marketing tactic with a high ROI for all age brackets.

The trick to creating a successful direct mailing campaign is an extensive and accurate direct mailing list. With everyone staying at home due to COVID-19, let your direct mail campaign be something your audience looks forward to receiving in the mail.

Developing such a list can be intimidating. Just remember to consider your target audience, your past and current clients. As well as data collecting options that suit your business website, and looking to a professional service if you need a little help.

If you found this article to be of help, check out our mailing services for your marketing needs. We can help you assemble an effective direct mail campaign even if your remote and are working from home.

Contact us to begin.

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5 Best Practices You Can Use for a Successful Direct Mail Marketing Strategy

5 Best Practices You Can Use for a Successful Direct Mail Marketing Strategy

Direct mail marketing still pulls in great results, even in the Internet age. When done right, direct mail can have response rates of five percent or more, depending on the type of list you use.

To achieve these results, you need the right direct mail marketing strategy. These five best practices will help you get started on the right foot.

1. Decide What Material To Send

Direct marketing best practices start with tips about how to choose what to send. Here, we’re talking less about whether you should send a brochure or a postcard. You should think more about what you want to achieve by sending direct mail.

What buyers are you targeting? Are they at the top of your marketing funnel, or are they closer to the bottom? If they’re at the top, you’ll want to send marketing materials aimed at creating awareness.

2. The Details Are In The Data

Effective mail marketing in the digital era is powered by data. The most important information you have is about your customers.

Some of the data you have on hand will point you toward your target audience. Take a look at the demographic details of your current clientele. Who buys from you, and who buys most often?

Another important part of data is making sure you keep it up to date. People may move or change their names. If your mailing list is full of outdated information, your direct mail may not make it into the hands of people who want to buy from you.

3. Add Personalization To Your Direct Mail Marketing Strategy

Personalization is everywhere in marketing these days. Direct mail marketing is no exception.

If you haven’t already adopted personalization for your strategy, it’s high time to do so. Customization can be as small as adding someone’s name to your template. If you want more, try customized offers based on different people’s interests.

With personalization, your content is more likely to resonate with the people you’re trying to reach. In turn, they’re more likely to take the next steps and convert to a sale.

4. Master The Multichannel

To master marketing, you can’t focus solely on effective direct mail campaigns. Instead, think about mastering many marketing channels.

Direct mail is more effective than email marketing, but what if you were able to combine the two? A drip email campaign after someone makes an appointment or claims a free gift could turn into a sale later.

Don’t forget other channels as well. Radio ads, pay-per-click, and more can all play a role in an integrated strategy.

5. Make A Compelling Call To Action

Perhaps the most important part of direct marketing strategies is making sure you have a compelling call to action for your audience.

The call to action tells them what to do next. It could be asking them to pick up the phone to schedule a free consultation. You could ask people to sign up for updates on your website, or you might offer them a discount if they order now.

The more compelling your call to action, the more likely people are to take you up on it.

Marketing Success Signed, Sealed, Delivered

These best practices can help you develop a stronger direct mail marketing strategy. If you’re ready to start on the road to direct mail success, get in touch. Our expert team is ready to help.

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