Tag Archives: direct mail
4 Fatal Flaws of Postcard Marketing
Postcards are one of the least expensive and most effective forms of direct mail marketing. According to statistics from CMO Council, 54% of mailed postcards are read by recipients. Postcard marketing is relatively easy to create, generate a high response rate, and most importantly, are very good at grabbing a person’s attention. Other forms of direct mail marketing such as letters in envelopes take more effort to read. However, postcards are fast and easy and don’t waste as much time. They require minimal effort and can be quite appealing with the right graphics and copy. That being said, there are many mistakes that marketers make that hurt the potential of their postcard marketing efforts. To avoid an unsuccessful marketing campaign, make sure to avoid these 4 fatal flaws of postcard marketing.
Bad Quality Mailing List
All good direct mail marketing campaigns start with a clean and high-quality list. Unfortunately, this is where many businesses slack off. It’s often quoted that 40% of direct mail success is contingent on the quality of a mailing list. That is why it is important to invest in a high-quality mailing list. The best way do so is by creating or purchasing a targeted mailing list. List companies like US Data Corporation can create targeted mailing lists for marketers based on the marketers’ objective. A bad mailing list can be the death of a postcard marketing campaign. You can design the most beautiful postcard, but if you send them to the wrong people, all efforts are wasted.
Okay, you’ve targeted your audience, now what? Well, you want to encourage them to contact you. Just because you targeted the right people with your mailing list and postcards doesn’t mean that they will automatically take action to seek you out. You need to direct your readers what to do by nudging them in the right direction with your direct mail offer. For example, don’t just list your phone number or website on the postcard. Tell the reader to call you or visit your website ASAP, and offer them a special incentive for doing so.
An exceptional photo or graphic is likely to draw in a reader’s attention. Use good judgment when deciding what images to incorporate in the postcard design and make certain that the image is relevant to the purpose of the card. A good rule of thumb is that 1 dominant image should appear on the front of the postcard along with the postcard title. The two should work in harmony to create a cohesive and engaging message. Keep images on the back of the postcard minimal, as the main focus of the back is to display the copy.
Surprisingly, many companies overlook this simple yet crucial step. A spelling mistake, typo, or punctuation mistake can reflect poorly on the sender. Every great writer proofreads their work. Many times, it is multiple times. If you do not have confidence in your writing skills, you can ask a coworker or friend to proofread your copy, or you can hire a professional copywriter.
Anyone can market with postcards, but it’s easy to sabotage your results if done incorrectly. Just make sure to keep these tips in mind, and with a well-planned postcard marketing campaign, you can get major boosts for your company. For more information about direct mail marketing, please call US Data Corporation at (888) 578-3232.
USPS Goes Digital with Real Mail Notification
During last year’s National Postal Forum, Postmaster General and Chief Executive Officer of the Postal Service, Megan Brennan, announced a coming-soon digital mail program called “Real Mail Notification,” according to a press release by USPS. There has been a recent update that this service will go nationwide in 2017 and is currently a 67,000-person beta test in New York and Virginia. Continue Reading…
4 Direct Mail Marketing Best Practices to Follow
With the steady increase of technology and digital marketing, the popularity of direct mail marketing seems to be decreasing, or you would think it is. However, direct mail is just as effective, if not more, than ever. Direct mail can be a very powerful marketing tool if executed correctly. According to a USPS study, direct mail recipients purchased 28% more items and spent 28% more than non-direct mail recipients. In today’s blog post, we will go over direct mail marketing best practices and show you how and to work it and rock it. Continue Reading…
Cheer Up Customers with Holiday Direct Mail
Don’t let email marketing get all the attention this winter. ‘Tis the season to be profitable with direct mail marketing. As consumer spending goes up during the holiday season, it is important that your business takes advantage of the different kinds of marketing mediums available, including direct mail. By following these holiday direct mail tips, you can ensure that your direct mail marketing efforts will result in cheers. Continue Reading…
3 Killer Halloween Marketing Tips and Ideas
The holiday season is just around the corner, and it’s starting with Halloween! Halloween is one of the highest grossing annual holidays of the year. According to research by NRF, total spending for Halloween 2015 will top $6.9 billion! So, right now is prime time for your business to start planning a marketing strategy for one of the most active shopping seasons of the year. In today’s blog post, we are going to share a few Halloween marketing tips and ideas that will help your business lure in attention and boooost sales. Below are 3 Halloween marketing ideas you can use to encourage purchases and customer engagement to help you make this October a killer one. Continue Reading…
Deceptive Mail Prevention and Enforcement Act (DMPEA) and How it Affects Direct Mail
Every business wants to shake things up a bit to drive sales and attract more customers. What better way to make things a bit more exciting than with a direct mail sweepstakes or contest? Everyone likes winning, and receiving something free is almost always welcomed. Marketers have recognized the public’s affection for contests and sweepstakes, and have taken advantage of it to promote their products and services. However, marketers have to be careful. Sweepstakes and contests can definitely attract attention, but it may draw the attention of law enforcement instead of customers if done incorrectly! We don’t want that to happen to you, so we are going to go over the “Sweepstakes Law” aka the Deceptive Mail Prevention and Enforcement Act (DMPEA) that has been in effect since 2000. These are important rules to follow when planning a direct mail sweepstakes so you don’t deceive recipients or break federal law. Continue Reading…
The Pros and Cons of EDDM
In today’s blog post, we are going to go over the Pros and Cons of Every Door Direct Mail (EDDM). We haven’t written about this subject for quite a while, so I think it’s a great time for a refresher. In case you aren’t already familiar with it, EDDM is a type of direct mail service offered by the United States Postal Service. EDDM allows you to send your mail piece to a small zip code radius without purchasing a mailing list, for a lower postage rate. As with all things, there are pros and cons to EDDM that you should be aware of before heading down the EDDM route. Continue Reading…
Make Your Mark with a Back-to-School Direct Mail Campaign
It’s that time of the year again, folks! The sudden increase in rush hour traffic, the office supplies section at Target looking like a ghost town, and the decrease of high-schoolers at the mall: it’s time to go back to school. Back-to-school season is the second largest retail season after the holiday season, according to a report from PM Digital. Back-to-school spending reached nearly $75 billion last year. Moreover, according to a study by Placed, parents named direct mail as one of the most preferred channels for receiving promotions and deals for back-to-school. Feel like you don’t have a back-to-school type of business? Think again. Back-to-school season affects more than just kindergarteners who need crayons. Don’t forget about the parents, teachers and other professionals that need supplies, and other people who are just looking for a good deal. End your summer with a bang by boosting your sales and brand awareness using direct mail marketing this back-to-school season. Here are 3 ways to make your back-to-school direct mail campaign a success. Continue Reading…
Don’t Send Your Direct Mail to the Wrong Audience
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Capitalize on the Power of Direct Mail Personalization
For decades, direct mail has been a key marketing strategy for small and big companies alike. From brick and mortar shops to Fortune 500 companies, direct mail marketing still proves to be a solid workhorse, holding its own against its digital marketing counterparts. According to statistics by CMO Council, almost 60% of all direct mail pieces are opened in the U.S. So, how exactly are businesses getting people to open their direct mail pieces? What tactics are they using that are effective? Well, there are many components that go into a successful direct mail campaign, including well-written copy, eye-catching design, and good timing. However, one of the most effective tactics is personalization, which we will go over in today’s blog post. Continue Reading…