Year after year, many businesses send out mailings during the winter holiday season.  These mailings are an effective way to spend a marketing budget.  They allow businesses to traget repeat customers and well known zipcodes to get the best results.  However, there are ways to make mailings even more effective, provided proper tracking methods are put into place.  The more targeted a mailing is, the more success a business will have.  Below are some simple ways to track mailings and make them more successful in the future.

1. Number your Promotional Mailings.  When you are putting together your mailing list, there are two different ways to number the mailing to allow for response tracking.  The first method is to number each mailing with its own unique serial number.  This allows you to note each response, which allows you to directly track each resulting sale.  The second is to label each neighborhood.  Labelling each zipcode can result in large waste as zipcodes are often much larger than the respone area.
2. Keep Track of which Areas Respond Best.  By tracking from year to year, your company can determine which areas respond best to your mailings.  You should always include former purchasers, but it would be best to also start eliminating areas that have poor response rates.  In today’s market, reducing marketing spending is increasingly popular, but the result is not always what one could wish.  The only way to trim marketing budgets without losing out on potential profits is through very careful tracking methods.
3. Focus on Neighborhoods, Not Zipcodes.  The mistake that many companies make is to mail out to entire zipcodes.  Since zipcodes often encompass several neighborhoods, the financial demographic can vary widely.  By targeting only those areas with excess income, you can get maximum responses with minimal expense.  Tracking each response will allow you to target neighborhoods successfully, rather than zipcodes.
4. Minimise Fraud.  Coupon fraud is an increasing concern for many businesses.  Some consumers use photocopied coupons to gain additional items at discounted prices.  Adding individual serial numbers allows businesses to track each one and determine that no fraud is taking place.
5. Maximise Market Penetration.  Creating highly targeted mailing lists allows companies to minimise their direct mailing costs.  Printing and postage can be expensive when a mailing list grows to thousands of potential consumers.  Tracking provides businesses with the ability to get their marketing materials out to the maximum number of interested parties.  Mailing to those who do not use the promotion is a waste of money.  Tracking allows the business to remove addresses that are not responsive.

Happy marketing!

Sean

Sean McPheat

Marketing Consultant – Sales Expert - Motivational Speaker

Working with the Right Printer

Choosing a printer is not simply a matter of going to the local office supply store and ordering some prints.  Printers offer a range of products and services and a business must be careful to only work with a company that can provide the results they are looking for.  A beautifully designed postcard that has smeared edges and pixilation on the final print doesn’t look like a quality marketing piece.  Make sure that you always get samples in a printed format before authorising the final print job.

Choosing the Right Materials

Not only is the quality of the final print important, but so is the paper choice.  Budget will have a lot to do with the final options that are available, but the thicker the paper, the more likely it is that your postcard will remain in good condition right up until it is read by a consumer.  Also, choosing something a little different can help your postcard stand out from the crowd.  Most postcards are printed on a glossy or matte finished paper.  If you have a printer that can offer a satin finish, that can help your marketing materials stand out from the crowd.

Choosing the Design and Distribution Strategy

Design and distribution often go hand and hand.  While you want a design that properly represents your company, you also need something that appeals to the demographic of the area you are mailing to.  If the area you are mailing to is predominantly younger people, you will want to include more humour in your postcard design and they are okay with more visual stimulation.  An older crowd will respond better to a more elegant appearance.  Work with a graphic designer to create the best postcard design for your chosen demographic.

Happy marketing!

Sean

Sean McPheat

Marketing Consultant – Sales Expert - Motivational Speaker

As businesses approach the fourth quarter, which for many is the time of year that they actually turn a profit, marketing strategies become more critical than ever.  One inexpensive way to maximise your marketing budget is through a postcard campaign.  Here are some simple strategies for getting the best results from a postcard mailing campaign.

Appearance – The visual appeal of a postcard is the single most effective part of the campaign.  If your postcard is filled to the brim with too much imagery, colour, patterns and other visually distracting items, then it won’t have the impact a cleaner design would create.  Simplicity is best when designing a postcard mailing.  Don’t try and tell your recipients everything about your company.  Focus on one thing and have all the information on the card consolidated to advertise the single, central idea.

Action Item – If you send out a postcard that simply gives customers information, they aren’t motivated to do anything else.  Always include a call to action on the card.  Don’t just tell customers about a sale, tell them they need to come in and make a purchase.  Keep the action item concise and convincing with a specified timeline.  Open ended offers don’t generate urgency, so always include a deadline for the action item.  Read your action item and honestly evaluate it.  Would you responds if you received this postcard in the mail?  If not, edit the action item until you find it convincing.

Include an Incentive – Don’t simply tell customers to visit your store, give them a reason to.  A discount offer can help bring them in the door and give your sales staff the opportunity to up sell.  Discounts on new products or services are a great way to market them to customers.  People that have never tried your service may be convinced to sample it while they have a discount offer.

Track your Mailing – Mailing out bulk postcards it great, but knowing who the most likely respondents are is better.  If you include a specific tracking number on your postcards or even regionalised tracking numbers, you will be able to better target future postcard campaigns.  All you need to do is include a line on the card that says the discount is only valid with the card present or if the respondent gives you the proper code.  Either method will allow you to keep tabs on which areas respond best to your postcard mailing.

Stand Out – If your mailing looks like all the rest, then it won’t draw much attention.  Consider using larger postcards or special shapes to gain interest.  A shoe shaped postcard advertising a shoe sale or a flower design for a flower shop, gives the consumer an instant reference for your business and catches the eye.

Evaluate your current postcard mailing for areas of potential improvement.  No strategy is perfect and there are always methods that can help increase response rates.  Implement the above strategies and start tracking the results with your next mailing.

Happy marketing!

Sean

Sean McPheat

Marketing Consultant – Sales Expert - Motivational Speaker

There are, of course, a few extra things you can do to enhance the effectiveness of your direct mail marketing campaign. Here are some to inspire you.

• Offer a free gift with your call to action. Set a time limit on it. Those who reply by a certain date will receive a free gift just for responding. It doesn’t need to be a big deal, or anything expensive, but the idea of getting something for free really motivates some people.
• Offer a free trial of your product. You don’t have to give those on a free trial 100% access to all of your services or product perks. They need to see just enough to get an idea of how your services really work. It’s no harm if they don’t purchase – and better for you if they do.
• Keep your copy short. You can include as much information as you want, but make sure it is broken down into digestible nuggets. The shorter your statements, the easier they are to read.
• Are you on a budget? Instead of designing a full-color advertisement, design a high quality black-and-white or greyscale advertisement and have it printed on colored paper. The color will draw attention to the advertisement and you’ll save money on printing.
• Always include a “PS” statement at the end of your copy. When scanning your document, readers will always look to see if there is some sort of “PS” and what it says.

Make your copy informative, easy to read, and inspiring. Before you know it, the responses will be rolling in.

Sean

Sales Expert - Marketing Consultant – Motivational Speaker

Here are some of the mistakes most beginners make:

• Don’t forget to define your goals and objectives. Sending out a mailer just to make contact is useless. You need to have a specific purpose.

• Do not send a mailing to your entire list without running a test first. A test will allow you to make changes to increase effectiveness. Don’t waste your entire budget on a list you aren’t sure of.

• Use direct mail in conjunction with another form of advertising. For example, you might want to refer the people receiving your mailer to your website or to a specific phone number. Do not rely on your mailer alone to make the sale.

• Make sure your direct mail package is properly designed to advertise the type of service you are offering. Flashy images may look great, but if you’re trying to sell a product your potential customer will want to learn as much about the product as possible. Include benefits, features, and as many details as you can possibly include.

• I can’t tell you how many new marketers forget to include a “call to action” somewhere in their mailer. If you don’t tell your prospects what action to take next (either to make a purchase or get additional information) you’ll probably never hear from them again.

• Don’t forget to do a thorough analysis of your campaign after its over. Making a few sales is great, but being able to analyse the number of responses you received, how many turned into sales, and when is imperative to the planning process for next time.

Make the most out of your direct mail campaign. Avoid these mistakes and you’ll run successful campaigns over and over again.

Sean

Sales Expert - Marketing Consultant – Motivational Speaker

5. Direct Mail Campaigns Are Measurable

It’s easy to set up a direct mail campaign, but even easier to test one. Instead of sending out a huge mailing you can instead send out a smaller mailing (400-600) cards and measure the number of responses you receive. You’ll immediately be able to calculate the percentage of response you can expect to receive from the larger mailing.

4. Direct Mail Campaigns Are Cost Effective

Direct mail campaigns aren’t as expensive as you might think, especially if you hire an experience direct mail company. They’ll be able to design and print your postcards, run a targeted mailing list, and pay for postage for less than you might pay for postage alone.

3. Direct Mail Postcards Have A Strong Impact

If your card is designed creatively it’ll have an impact for a very long time. I myself have saved and tacked up postcards that were funny or creative just because they were nice to look at. Not only am I receiving the benefit of a nicely designed card, but I’m keeping the company that sent me the card in sight at all times – something they’ll be happy about when and if I need their services.

2. Direct Mail Campaigns Arrive Quickly

It only takes a day or two for a postcard to make it from Point A to Point B. This makes it easy to time your mailings with special events without worrying about whether or not you’ve mailed your cards too early (so they’ll be forgotten) or too late (so that your prospects never have a chance).

1. Direct Mail Postcards Have Impact Readers Immediately

Think about it. Someone who receives a postcard in the mail will see it and read it immediately. They are exposed to your message from the moment they take their mail out of the box. Compare this to someone who might have to open an envelope and unfold a letter (IF they even open the envelope to start with) and you can see how you’d stand a better chance with a postcard.

Direct mail is a fun and fast alternative to other marketing methods and is something every salesperson should consider incorporating into his marketing campaign. The internet isn’t the only way to market your business. Be creative!

Sean

Sean McPheat

Telephone 0800 849 6732

I’ve compiled a list of 5 important tips you should keep in mind as you design your first direct mail marketing piece. Incorporating these into your plans will ensure a successful mailing:

5. Personalize Your Message

Your direct mailing advertisement should be more than a simple brochure. It needs to convey a thoughtful message that puts you and your prospect on the same level. Use colorful graphics, colored paper, and even consider hand writing your addresses instead of letting a computer merge and print them. Another way to make your mailing stand out is to use smaller or larger envelopes, anything that is a little bit abnormal without breaking any postal laws or rules. The less like an advertisement your piece looks, the better your chances of it actually being read.

4. Advertise a Benefit

Make your mailing special. Anyone holding your direct mail piece should feel as though he or she is holding onto something that the average person does not have access to. Your mailing might offer a special discount, free product, or even an invitation to a special event.

3. Make it URGENT

The wording and benefit you outline on your direct mail piece should instill a sense of urgency in your reader. Create a deadline after which the discount or special service will either expire or reduce. Deadlines inspire immediate action, resulting in a quicker and higher response ratio.

2. Choose a Target Audience

Don’t waste your time and money trying to reach a large group of people. Spend some time compiling a list of customers and prospects that actually have a need for the services you offer. Start by making a list of your current customers and then expand your list to include their referrals, non-competing businesses, and names you obtain from a targeted mailing list company. A specific list will yield more results than a randomly compiled one.

1. Once is Not Enough

Your mailing needs to go out frequently, not just one time. The average person may not be ready to purchase your product or service the first time you send out a mailing, but that does not mean he doesn’t need what you are offering. Statistics show that the average person needs to make contact with you anywhere from 6 – 12 times before they’ll make a purchase.

You have your work cut out for you, but if you are persistent about getting your message out in the world you’ll soon see results. Direct mail is an incredibly effective way to communicate with potential customers. Design your mailing properly and you’ll be astounded at the outcome!

Sean

Sean McPheat

Telephone 0800 849 6732