Today’s Low Mail Volume = Opportunity
With the overall economy still down and with so many companies moving their marketing efforts online, mail volume has dropped tremendously. The resulting empty mailboxes present a unique opportunity. While competition to get noticed in email in-boxes just keeps growing, a well-crafted direct mail package is now far more likely to garner attention than before.
The Advantages of Direct Mail
While both “snail mail” and email allow for targeted marketing, direct mail has some distinct advantages:
- High Delivery Rates – If your mailing list is current, nearly all of your direct mail will get delivered. Email, on the other hand, must get past spam filters, service provider issues and more.
- High Readership Rates – While many people review their email inboxes with their fingers on the “delete” button, studies show that 80% of consumers will at least scan the direct mail they receive.
- Nearly Limitless Format Options – Direct mail offers virtually unlimited formatting options, from postcards and envelopes (of all sizes and colors) to mailing tubes and boxes.
- Much More Space – With direct mail you have as much space as necessary to tell your story and deliver a compelling message in one package. You can include letters, brochures, coupons, photos, DVDs, product samples, small promotional items and more.
- Extreme Personalization – It is now possible to personalize every element of a direct mail package, without the expense of multiple print runs. For example, you can create a 4-color brochure in which everything from the text to the photos are personalized based on particular fields in your database.
The bottom line: with so much less competition, now’s an ideal time to consider adding direct mail to your marketing mix.
Yes! Being able to physically touch a piece of marketing helps customers feel more connected to the business and builds loyalty.
Print is a powerful media…and its power is multiplied when used as part of a multi-channel campaign. Print enhances the impact of television, telemarketing and the internet by providing an extra dimension that’s warm, inviting and highly personalizable. Use it to reinforce your brand’s message, introduce new products or services and drive traffic to your website.
From printed ads in magazines and newspapers to postcards, direct mail packages, catalogs, door hangers, newsletters, billboards and more, companies everywhere are using print to effectively increase their sales. They understand that:
- Print Gets Read – 80% of households either read or scan advertising mail sent to their household.1
- Print Gets Response – 2.24% direct order response rate for printed catalogs, compared with just 0.48% from emails. In fact, catalogs have the second highest response as a marketing option, after telemarketing.2
- Print Influences Decisions – 76% of customers have been directly influenced to purchase by direct mail.3
- Print Drives New Business – 70% of customers renewed a business relationship because of a direct mail promotion.4
- Print Leads to Repeat Business – 70% of customers renewed a business relationship because of a direct mail promotion.5
- Print Increases Online Search – 67% of online search is driven by offline messages; 39% ultimately make a purchase.6
- Print Increases Online Sales – 76% of internet users surveyed have been directly influenced to purchase an item or service thanks to a direct mail piece.7
With results like these, it’s no wonder so many successful organizations choose print.
1United States Postal Service (2007). Household Diary Study.
2DMA Response Rate Report (2008).
32009 Channel Preference Study.
42008 DMA /Pitney Bowes Direct Mail Survey.
6iProspect Offline Channel Influence on Online Search Behavior Study (2007).
7Exact Target, 2009 Channel Preference Study.
Don’t waste paper. That’s good advice, but unfortunately it often gets misinterpreted to mean “don’t use paper.” But paper is a renewable resource. Have you ever heard anyone say “don’t eat vegetables because we might run out” ? Of course not. Because when we eat vegetables, farmers grow more, which is good for the earth and good for farmers because it produces an income. The same is true with paper and trees. When we use paper, tree farmers plant more trees to supply more paper. They often plant 3 or 4 times more trees than they use. So yes, wasting paper is bad but using paper is good for the earth and for the economy.
Welcome to Mailbox Monday! In this segment, I pull pieces I receive in the mail and comment on the design, marketing effectiveness, etc. My hope is that these articles inspire you to start your own direct mail campaigns, or give you ideas for ways to improve campaigns you already have in place.
This week’s piece is a postcard dropped on my doorstep by a new restaurant, Rendezvous of Kabob. The postcard is glossy on both sides and made of thin cardstock. It’s standard 4″x6″ in size.
Here’s what stood out to me on this piece of restaurant marketing.
Rounded corners. I understand that rounded corners are very much a matter of taste. But in my opinion, they are an easy way to make a marketing postcard, or business card, stand out. Since most people use squared corners, rounded corners are just different enough to catch the eye without dramatically changing the look of the card or interfering with the brand design.
High Quality Photography. In the food industry, pictures are worth thousands of words and thousands of dollars. When I search for new recipes online, I only pay attention to the ones that have a picture. If I don’t know what to order at a new restaurant, I’ll usually choose an item with a picture in the menu. In many industries, especially food, it’s worth it to invest in high quality photos to use for advertising. The photo on this marketing card is sure to make stomachs rumble and wallets open up.
Effective Logo. The logo is clean, simple and predominantly displayed on both sides of the card to build brand recognition. The letters of the logo reference the name of the business while the chef’s hat reference’s the industry. It says a lot without being confusing.
Confusing offer. The one aspect of this card I don’t like is the offer. First of all, it’s too small. The offer is what is going to get a new customer to walk through the door, so it needs to be easy to see and understand. In addition to being small, there are scribbles all over it and it’s nearly impossible to tell what those scribbles mean. Is it some kind of verification code? If so, it should have been written somewhere else on the card so that the offer is still clearly legible. Is the restaurant trying to block out the offer so they don’t have to honor it? If that’s the case, they should have covered the ENTIRE offer so that the recipient would never know an offer had once existed.
YOUR TURN! What are your thoughts on the card? Do you like the rounded corners? What could be improved?
Here at One Step Services, we love referrals! It’s the number one way we grow our marketing business. To show our appreciation for referrals, we are offering all of our clients a $25 credit for simply referring their friends and coworkers.
How does it work? Simply tell your friends and coworkers about One Step Services and give them our contact information. When they come in for a branding appointment and hire us to create a brand and printed materials for them, you’ll receive a $25 credit good towards your next print marketing order.*
We are also offering a $25 credit for our clients who want to update their own business brand. Come in between now and January 31st to get a brand redesign and order printed pieces with the new design, and we’ll give you a $25 credit to use on your next print purchase.*
*Restrictions apply. Credit can only be used for printing fees, not graphic design or mailing fees. Referrals must hire us to design a brand for them AND order at least one printed product (business card, post card, flyer, etc) in order for you to receive the referral reward credit. Call us at 949-587-5301 with further questions.
Think that print media is on its way out? Think again. Print is big and the smartest marketers are using print in conjunction with digital technology. Call us at 949-587-5301 to find out how we can use print to leverage your small business or real estate business and increase your revenue.