What’s the biggest mistake businesses make when it comes to direct mail marketing? Inconsistency. In the past 9 years that I’ve worked for a direct mail marketing agency, the mistake I see repeated time and time again, the one that causes the most frustration and biggest lost of money, is inconsistency.
Businesses send out 2-3 mailings and expect that people will rush their store or website. Not true. Most people don’t start to recognize a brand or pay attention to their marketing until the 5th or 6th mailing. And it sometimes takes more mailings to get someone to take an action.
But it’s hard to be consistent! Yes, I know. That’s why so many people fail. BUT, if you have a strategy, the right tools, and a solid marketing team behind you, you can, in fact, do it.
Mail smaller quantities more frequently. We see it all the time. A business has a budget for 10,000 mailings and they decide to send all 10,000 at once in hopes of boosting business. BAD IDEA! Like I said earlier, people don’t pay attention to the first, second or even third mailing. You have to
So, instead of sending all 10,000 at once, it is better to choose a group of 1,000 or 2,000 recipients and mail to that group 5-10 times.
Plan your mailings in advance. If you think you’ll find time to sit down each month and decide on a mailing, you are wrong. You might remember the first and second month, but then you’ll get distracted by actually running your business and you’ll forget all about it.
So make a plan! Decide exactly what you want to mail for the next 6, 9 or 12 months. You can simply write down the ideas, or actually have the cards designed ahead of time.
Include digital marketing touchpoints. I love direct mail marketing with my whole heart. I also love digital marketing. And while it is possible to be successful using just one, combining the two is the ultimate recipe for success.
You can pretty easily convert your mailing content into content for emails, blogs, and social media. Repurposing the content cuts down on time invested and dramatically increasing your opportunity for revenue growth.
Get help. It is possible to do direct mail marketing entirely on your own. But why would you want to? Our expert staff handles everything from graphic design to print to mail. We can remind you every month to order a mailing or we can create an entire multi month campaign at once and mail based on your directed schedule. Our primary goal is to keep you mailing consistently so that you see RESULTS!
Give us a call at 949-587-5301 or email email@example.com to set up your next direct mail marketing campaign.
Valentine’s Day has me reminiscing about one of my favorite wedding invitations we’ve designed and printed here at One Step Services. These were created last year for a very special client, my baby brother and his fiance. They had a boho chic wedding in Temecula wine country and wanted invitations that reflected the simplicity of their decor as well as their love of nature.
My brother and his fiance make a great pair because she dreams big and he is a pragmatic numbers man. When it came to invitations, my sister in law wanted something impressive and my brother wanted something cheap. Another challenge was the fact that they were having a destination wedding and therefore had to communicate quite a bit of extra information.
We decided on a pocket invitation with different inserts to communicate various types of information. There was the main invitation, the informational insert that talk about registry attire and website, an insert with directions (their venue was in the country and hard to get to with a GPs), and an RSVP card.
So save money, We opted for a semi DIY invitation option. We printed each piece of the invitation and provided them with the colored pocket. We also printed the envelopes with return addresses and recipient addresses. My brother and his fiance took the pieces assembled, stuffed and stamped them on their own.
The One Step designer, Tirtzah, created a design that was beautiful on its own, without needing to add expensive finishes like embossing or foil. We printed on beautiful 16pt matte cardstock, a common paper choice for people looking for elegance on a budget. Overall, they were incredibly happy with the outcome.
Event marketing collateral, including save the dates, invitations, programs and signage, are one of our specialities here at One Step Services. Give us a call at 949-587-5301 or email firstname.lastname@example.org for a custom quote.
Business Focused Mailed Pieces– these pieces promote your specific real estate business and their purpose is to familiarize people with your brand. While you are promoting your business, you want to make sure your doing so in a way that is relevant to recipients. The average person won’t care much about your list of awards, but they will care about what past clients have to say about you.
1. A large brochure that highlights all your sales of 2018
2. Testimonials from past clients
3. Send a personalized letter to your social list reminding them about your business and asking for referrals and repeat business.
4. On their one year purchase/sold anniversary, send a personal card to every client you worked with in 2018.
5. A small bio of you and any team members you may have. Include a business card that can be torn off and kept for future reference.
6. When you sell a home, send a personalized letter to surrounding neighbors introducing the new owners, briefly explaining the details of the sale and offering to help them sell their own home.
Real Estate Focused Mailed Pieces– these pieces talk about the industry in general and their purpose is to educate people about the industry and the processes of buying and selling a home. People who are considering a buy or sell will be particularly interested in these pieces.
1. A recent market update for that specific geographical farm
2. Find a relevant real estate article and rewrite it in a simple, easy to understand way
3. A list of questions frequently asked by your clients and your answers to them.
4. A checklist of things to do before putting a house on the market
5. A list of useful apps and online tools for buying and selling a home.
Community Focused Mailed Pieces– these pieces don’t talk much about real estate or your business, although your name, logo and photo should be on these pieces. Community pieces give helpful information about the surrounding community. The point of these is to grab the attention of people not interested in real estate at the time.
1. A list of community events taking place in the upcoming month or season.
2. A list of local small business and contractors that you have worked with and personally recommend. This could include housekeepers, plumbers, air conditioning specialists, doctors, dentists, etc.
3. Partner with a local business and send your recipients an exclusive coupon
4. Hold a coloring contest and mail the coloring page and entry form.
Need more ideas? Give us a call at 949-587-5301. Our customer service representatives will get to know your unique business and suggest creative and effective mailers to get your business booming.
Looking to spice up your holiday mailings? Below are ideas for mailable promotional items. Most of these will fit in an envelope and can be customized with your company information and branding.
To get a pricing quote, email us at email@example.com. Please include the product you are interested in, the quantity that you need, and when you need it by.
We’ve just released 10 brand new holiday card designs! They span a wide variety of design themes including coastal Christmas, traditional holiday, modern magical and Hanukkah. Each design comes as an 8.5×5.5 postcard or a 5×7 folded greeting card with envelope. Select designs also come in small notecard size (4.25×5.5). Choose from 4 different messages or provide your own.
To order, simply download the order form below and return it to firstname.lastname@example.org. Call us at 949-587-5301 with any questions!
– Fully customizable with your branding, logo and contact information.
– Over 25 different snack and candy options, at three different price points.
– Great to use as client gifts, pop bys, event handouts, or as filling in the company candy jar.
– Great way to build brand recognition, connect with old, current and potential clients, and drive sales.
– A great tasting, high quality product
These 1oz candy and snack pouches are a wonderful promotional marketing item that is affordable, fun and effective. Ordering is easy! Simply choose a filling, and we’ll design the bag based on your brand. Once approved, we print and ship directly to you.
Click on the Customized Promotional Candy Order Form to see all filling options and prices.
To order, simply download the Customized Promotional Candy Order Form fill it out, and email it to email@example.com or call 949-587-5301.
Our brand new Thanksgiving Designs are ready to order! Purchase mailable cards that we address, stamp and deliver for you. Or, choose print and return cards that you can place on gifts, stamp yourself, or hand deliver.
The order form has a choice of messaging for the back, or you can provide your own messaging.
Each design is available as an 8.5×5.5 postcard, a 5×7 folded card or a 4.25×5.5 folded card. Envelopes are available for folded cards.
Download the Thanksgiving Postcard order form
Thanksgiving Folded Cards
Download the order form Thanksgiving Folded Cards Order Form
Choose from 5×7 or 4.25×5.5
About a month ago, we had a client order a first class mailing with a letter and an insert stuffed in an envelope. It was pretty straight forward, just print, stuff and apply the first class stamp. But as our fulfillment division was stuffing, one of our conscientious employees noticed that the envelopes felt heavy. She weighed it an realized it was too heavy for just one stamp but didn’t need two full stamps. It needed a stamp and a half.
A quick trip to the post office and we had the proper stamps. We applied them and the mailing went out without a hitch.
Can you imagine, though, if the client had handled that themselves? Stamped all those envelopes with just one stamp, put it in the mailbox, and then got them all returned? It would have been a huge waste of money and the mailing would have been significantly delayed.
A couple weeks later, we had another client order a bulk mailing. At the last minute, they cancelled the mailing and just ask us to print the job. Not a problem, but we did ask why as it is an unusual thing for clients to do.
Turns out, the client had purchased 10 cent bulk mail stamps from the post office and planned to simply put one on each envelope and drop it in the mailbox. We explained that it didn’t work that way. First of all, you can’t put bulk rate mail in the regular post office box, you have to submit it with proper paperwork to a specific location. Second, 10 cents is not the FULL cost to send bulk mail. That stamp was just an add on, meant to be added to an existing stamp when something like weight caused a price increase at the last minute.
At the end of it all, the client was incredibly grateful we had asked the right questions and stopped them from making a costly mistake. We ran the job through regular bulk mail and everything went smoothly.
It may be tempting to handle your own direct mail marketing. However when you increase the amount of pieces mailed, you also increase cost, rules, and opportunities for error. A professional mail house like One Step Services will create a mailing campaign for you that is cost effective and follows all the rules, ensuring a smooth campaign with a great return on investment. Call us today for a free consultation and quote!
Direct mail increases during the holidays. During the summer maybe your piece was 1 of 5 in the mailbox, and now its 1 of 10. It’s time to move beyond the cardstock postcard and a little pizazz to your pieces. Below are five ideas that deal with paper, finishes and packaging. Has a full service graphic design agency, One Step Services can also give you lots of creative design ideas specific to your brand. Just come in for a consultation!
A beautiful design can be enhanced with beautiful paper. Sometimes something as simple as going with a thicker stock can make a difference. But when you really want to make an impact, consider a different colored or textured paper. The possibilities are endless and we have lots of samples you can look at before making a decision.
There are so many ways to personalize a piece, but the goal is always the same: to make a connection with the recipient. They don’t need another ad, they need a solution to their problem, or a note . You can add variable data so the piece looks like it was custom created for a specific person or group of people. You can add your handwritten signature or a personal note. With the holidays just around the corner, this is the perfect time to share a photo of you, your staff, and/or family in a holiday card.
A specialty finish enhances the way a piece feels and grabs recipients attention through touch. With so many One of the many benefits of direct mail is that it is tactile. As wonderful as digital is, there is an effect on the brain that it misses because it doesn’t engage the sense of touch.We have samples of all these finishes in our office, feel free to come by anytime and check them out before ordering.
Rectangular postcards are the bread and butter of direct mail marketing. Spice things up by cutting your postcard into a unique shape. It could be something basic like a circle, or something that is unique to your company and brand.
It may seem counterintuitive, but if you want your piece to stand out, consider covering it up. An interesting package can create a sense of mystery that prompts special attention. Put it in a envelope with a creative call to action. If it’s a formal piece, like an invitation, use an inner envelope or a pocket as well. Roll the piece up and put it in a tube, or use a thin box. Make the piece lumpy by adding a small promotional item.
My brother got married a couple weeks ago to a wonderful woman in an absolutely beautiful ceremony. I can’t think of any other event that brings together so many business, large and small, at once. The caterer, the florist, the venue, the DJ, the dress salon, all of these businesses contributed to making the event special. Afterwards, I looked up every vendor whose name I could remember, and wrote a nice review on Yelp or Facebook. As someone who is in marketing, I know how crucial those reviews and testimonials are, particularly for small businesses that deal in very personal services like weddings.
I hope that all of you, dear readers, are actively asking for and gathering testimonials on a regular basis. If not, shoot me an email and we can chat about it (firstname.lastname@example.org). If you are, I want to give you some tips on how you can repurpose those testimonials and make them even more powerful tools in your marketing toolbox.
Turn your testimonials into visuals.
Using a program like Canva or PicMonkey, turn testimonials into visuals you can easily post to social media.
Expand testimonials into case studies.
If you have a client with a unique need, ask to use them as a case study. Describe the need, document your process, and write about the solution you created. Be sure to use photos, videos and direct quotes from the client.
Collect video testimonials.
In addition to asking for written testimonials, ask clients for video testimonials. Post these to social media, on your website and on your YouTube channel.
Use testimonials throughout marketing materials.
Don’t regulate them to just a page on your website. Put them on postcards, listing presentations, brochures, letters, etc.