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.
This month’s Tip Tuesdays are all about improving ROI. ROI stands for Return On Investment. The success of most marketing campaigns is determined by ROI. Did you make more money than you spent? Did you make enough money to make the investment of resources (time, money, manpower) worth while?
Improve ROI with a clear call to action and enticing incentive. Why are you running this particular marketing campaign? Do you want people to visit your website? To call you and set up an appointment? To refer you to their friends? Whatever action you want people to take, be very clear in telling them what that action is. Every postcard, flyers, email, social media post should have a clear call to action. It also helps if you have an incentive. This could be something big like a discount or free gift. Or something simple answers to their questions. Don’t just tell them to do something, give them a reason to do it.
Improve ROI by cleaning your list so you don’t mail to unresponsive addresses. It costs money to send emails and postcards. So don’t waste money on unresponsive addresses. Regularly go over your databases and delete addresses that are unresponsive, or that have asked not to be contacted, or that no longer meet the qualifications of your target audience. You’re marketing campaigns will be much more effective if they are being seen by people who are likely to respond to them.
Improve ROI by personalizing your mailings with variable data. Variable data is data that changes based on the recipient. It can be something as simple as a first name. You send out a letter that is exactly the same for every person except that the greeting changes, ie Dear Molly, Dear Matthew. You get the idea. The use of variable data can actually get very complex . But if you have the data, agencies like One Step Services can get it onto a card for you. Why variable data? People respond much better to messages that are personalized to them. We are almost constantly bombarded by marketing through email, social media, television, print and mail. We have learned how to tune it all out. But when something uses our name or other personal information, we pay attention.
Improve ROI by targeting your mailing with a specific message meant for a specific audience. You need to know who you are marketing to, and you need to know what messages are relevant to them. For example, if you are mailing a postcard to a farm filled mostly with young families living in town homes, an effective postcard would be one that talks about the benefits of upgrading to a larger house. You would not want to send this postcard to a community of retirees. Send relevant messages, through direct mail, email, social media ads, etc, and you’ll get a better response.
Improve ROI by branding all your mailers and including your name and photo/logo. People do business with people they trust. The more people see your branding, the more they’ll begin to trust you. Every time they are exposed to your marketing, the chances of them contacting you increase. Case in point. I sent a series of 3 branded emails to a list of nonprofit organizations. About half the list opened the emails but did not contact us. So I sent them a sample packet. From that, I got one response (so far). People need repeat exposure before they act.