The envelope. The sports jacket of the direct mail world. Done properly, it can enhance your mailings and increase open rates. Done incorrectly, and it’s a first class ticket to the trash. So this month, our Tip Tuesday is dedicated to giving you some ideas on how to make the most of your direct mail envelope.
If I’ve said it once I’ve said it a million times. Brand your mailings, people. Put a logo in the return address box. Get a stamp with your tagline or motto and stamp the back flap. Put a line of your signature color along the bottom. Anonymous envelopes look like bills and credit card offers. They get thrown in the trash. Let people know who the envelope is from.
In addition to telling people who the envelope is from, you need to tell them why they need to open it. Put a call to action right on that baby. Ask a question. Make a compelling statement. Let them know there’s a free offer inside. Make it short, simple and powerful.
When I was a kid I got quite a bit of personal mail. Birthday cards, postcards from friends, notes from my grandparents. Now, I’m lucky if I get a few Christmas cards. SO, when I see an envelope with a handwritten address, you better believe I open that up. Its usually just a note from my accountant or dentist telling me I need an appointment, but still. Handwritten = open.
Color attracts eyeballs. In a stack of white envelopes, your bright orange one is going to stand out and pique the recipient’s curiosity. While colored envelopes are a little more expensive than white, it is still a very simple and cost effective way to make your mailings unique.
These “sticky pieces” are perfect for building brand awareness and trust. Recipients will keep these baseball schedule postcards on hand and refer back to them often, each time being exposed to your brand, photo and name.
We’ve done the hard work for you! Just download the 2018 So Cal Baseball Schedule Postcards Order Form , fill it out, and email to email@example.com or fax it to 949-452-0381.
This year is already gearing up to be a busy and exciting one in real estate. Get your audience motivated to sell with these 2018 Market Forecast postcards. Or, send them a little love through Valentine’s Day postcards. Either way, you’ve got to get your name in front of their eyeballs so that when they sell this year, they sell with you!
Olympic schedules are very popular mailing pieces. Recipients find the information valuable and they are likely to keep the pieces, giving you more brand exposure. The Olympics start February 9th, so order now!
On January 1, many homes became expired listings. These owners make a great target audience for direct mail marketing. Send these postcards to generate leads.
Hello and welcome to Mailbox Monday. My name is Brianna, I’m the marketing strategist here at One Step Services. Today I’m going to go through a direct mail postcard that I received in my own mailbox and just point out the really good things about it and give you some takeaways that you can apply to your next mailing.
I got this postcard from Amazon, Amazon Prints, I am a client of theirs already. I keep all of my photos on Amazon’s photo cloud. So I was a perfect target audience for this offer. Right away I’m going to tell you the two key things about this are the timing (when it landed in my mailbox) and the offer. Everything else about this piece is nothing special. It’s printed on pretty cheap paper, the design is nothing to speak of, but it was an effective mailing piece because of when it landed in my mailbox, which was in November, and just like it says just in time for gift giving season. That was exactly the time I was thinking about presents and what I wanted to get people. The timing of this piece was very effective as was the offer. 40% off is a fantastic offer. It is very compelling. Typically, sometimes 10%, sometimes even 15% off, is not going to compel somebody to take action but a 40% off offer is incredibly compelling.
So those are the two things about this. You know, sometimes it doesn’t take a whole lot, sometimes it’s just something very simple. The right offer at the right time sent to the right audience for a piece to be effective. The last little thing I’ll point out is its always nice when you can address your mail piece to an actual person and instead of “current resident” or something generic like that.
So there you go. Just some of the benefits of this direct mail postcard that hopefully you can takeaway and apply to your next postcard.
Unlike other holidays, it’s socially acceptable to wish people a Happy New Year a couple weeks past the actual holiday. If you weren’t able to send out Christmas cards, these Happy New Year postcards are a great way to reach out to your farm or social sphere.
SPECIALS: Order 200+ and we’ll waive the production fee.
Download the New Years 2018 Post Card Order Form
Amid the hustle and bustle of the holidays, don’t forget to keep the work hustle going. There are only 16 days left in 2017, and here are five things you can easily do in the next two weeks to ensure 2018 starts strong!
Create a marketing budget and strategy. Marketing should be something you do throughout the year, not just when you get a listing. Check out our detailed post on how to create a successful marketing strategy.
Clean your contact lists. Every direct mail piece, every email, every phone call, every door knock costs time and money. Stop wasting money on emails sent to bad addresses, postcards sent to people who no longer live at that address, or cold calling people who are not part of your target audience. Now is a great time to go through your lists and get rid of bad contacts, as well as add new ones you’ve made over the years.
Ask for testimonials. Ideally, you should be asking for testimonials after every closing. But if you’ve fallen behind, no worries, now is a great time to catch up. Reach out to everyone you helped sell or buy a house for in 2017. Consider a video testimonial in addition to a written one.
Consider your brand. Take at a look at your visual brand and your messaging. Does it still reflect your values and uniqueness? Is it still appealing to your target audience? Does it convey the message you strive to live out in every transaction? If not, now is a great time to tweak it, or revamp it altogether.
Schedule your January marketing pieces. Order your direct mail postcards, write your email newsletter, schedule your social media posts and get that newspaper ad submitted. When everyone else is scrambling to get their stuff out that first week of January, you’ll already be done and strategizing for the next month.
These 2018 calendars are great for direct mail marketing or as walk and drop pieces. They provide a great return on investment because they are “sticky” meaning they stick around houses for a while and recipients refer back to them multiple times, therefore getting repeat exposure to your brand, your name and your message. Each design is available in two sizes, 4×9 and 8.5×11.
Download 2018Calendar Order Form
I frequently participate in forums on Alignable, asking and answering marketing questions. I occasionally bring bits of the forum here to the blog. Today, I’ll be expanding on a conversation I had with a bookstore owner about how to generate referrals.
Bookstore Owner : Looking for advice as to how best to market my audio bookstore to the local neighborhood and online. Here’s my issue. Our business model, that makes us unique to bookstores, is that we offer audio books for Rent. I believe we give a great value to our customers for the price we charge. But I have tried everything including radio ads, print ads, Facebook Ads and writing articles. Yet, most people find the store by accident. After 9 years in the same location, people still walk in and say to me “Wow, I didn’t know this place existed”. Thanks in advance.
Brianna at One Step: Do you have any sort of referral or rewards program? Often the best marketers are those clients who already love your business. Maybe you could offer a free month’s membership or a free book rental if they share your Facebook page, bring a friend to an event, tell a friend about your business, etc.
Bookstore Owner: We have tried several types of referral plans. Giving $5.00 credit for each referral. Offering a 1 Free month to our customers if they get a customer to sign-up to a plan. We usually advertise these referral programs for three months in a row. Out of the 300 customers we sent the offer out to only less than 1% referred anybody. That’s not say that we don’t get referrals from our customers, because we do. They just happen to be given organically. I don’t think our customers which skew in a older demographic care so much about getting a free month or receiving a dollar amount for each referral. Plus our business is so unique, I don’t think most people are thinking about it when they are out with friends.
Brianna at One Step Services: Rather than trying 3 month plans, I recommend thinking of ways that you can consistently and constantly remind your clients to refer you. You may be right that they aren’t interested in rewards and that organic referrals are best for your clientele. However, there is nothing wrong with reminding them to make those organic referrals. Many studies show that the more you remind or ask people to do something…refer you, like your social media post, write a testimony, etc…the more likely they are to do it.
So to increase those organic referrals, consider including a referral card in every book you mail out. Just a little something that a client could pass on to a friend with your info. Keep those same handouts near your cash register so people can grab them on their way out. Every time you send an email, make sure there is an obvious link so they can forward it to a friend. If you’re on social media, about once a week make a post asking for referrals or asking them to share your post/page with their friends. Here at One Step, we send out handwritten welcome notes to new clients and we include referral cards. We also send handwritten notes to our most consistent and loyal clients, people we think would speak highly of us.
It may sound obnoxious, but keep in mind one single person will probably only pay attention to one of these touch points. And it’s critical that you constantly stay top of mind to get those organic referrals. This is not a three month program, but something that is part of your long term marketing strategy. And I do think that you are off base in saying that your service is so unique people don’t think about it when out with friends. Media is a very popular topic amongst friends and movies, music and books are easy conversation starters. Your clients will refer people if you tell them to.
The Challenge: The Chanje Movement needed help promoting their first ever golf classic and gala. Previously, their big fundraising event had been a charity run which required very different promotional materials. They came to us with a vague idea of what they wanted, but didn’t know the details. Specifically, they needed guidance on their invitations, programs and signage.
The Solution: At One Step, we’ve created and printed marketing materials for several charity galas, including American Heart Association, so we had several different ideas for Chanje. We pulled out our stack of samples and discussed content ideas, design ideas, paper types and budget. Once we narrowed down the details, we brought in a designer who created a look for the event by expanding on the logo they had already created.
The Surprise: Two weeks before the event, we were discussing signage and the founder, Dave, expressed a desire for a sign that encouraged people to participate in child sponsorships. Their One Step account rep, Brianna, suggested printing on a white board sign so that the team could use markers to track progress.
The Result: The whiteboard sign was a huge hit. One Step printed a simple thermometer design on white board material, and the Chanje team wrote their goal and tracked their progress with erasable marker. They’ll be able to reuse this sign to future events. In addition, One Step created elegant invitations, event programs, sponsorship banners and signs for each golf hole. The Chanje Movement was incredibly pleased with the result.
The Testimonial: “Working with Brianna at One Step Services makes it easy for our small organization to increase our impact. When we need help with graphics & design or fresh ideas for our content or marketing, she is available – and they’re affordable and fast! We planned our first ever golf & gala fundraiser and their support made it possible to focus on sharing our vision and connecting with people. Knowing they are there for us gives me a confidence we have the support we need.” – Dave Brodksy