Top 5 Direct Mail Marketing Do's & Dont's

Posted by Robert Moura on Tue, Dec 13, 2011 @ 10:30 AM

Top 5 Direct Mail Marketing Do's & Dont's

Hitting your Marketing Target

The Basics...

  • Learn the basics of direct mail marketing because mistakes are expensive.
  • Keep it SIMPLE!
  • Identify your target. Invest in quality lists, copy, creative and printing.
  • Postage is expensive, you don’t want to waste it.
  • Measure, Measure, Measure.

 

Do

  1. Communicate benefits—early, often and clearly.
  2. Test lists, offers, copy, creative.
  3. Create a sense of urgency with deadlines and/or incentives
  4. Commit to a regular mailing schedule. Don't be a one shot wonder.
  5. Make specific goals (3 new customers) and objectives (increase product awareness) and calculate ROI (return on investment)

Don’t

  1. Buy cheap creative from someone that doesn't know direct mail
  2. Forget that a good list and a good offer are the main ingredients of your campaign’s success.
  3. Neglect to create a strong, clear obvious call to action.
  4. Make it hard for recipients to purchase or respond, give them options - e-mail, web, call 800#, landing pages, text messages.
  5. Forget to put several “seeds” on every mailing list.

Bonus Information

Personalization Improves ROI. Frequently by 2X to 5x the response.

An Info Trends study indicated personalized direct mail resulted in:

    • 34% faster response rates

    • 48% percent more repeat orders

    • 25% average order value increase

 

The Key is to personalize with RELEVANCE!

 

 

 

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Universal Printing
Offering quality printing and communications solutions to
Raleigh, Durham, Chapel Hill, and the Triangle since 1979.
www.universalprinting.com

 

Tags: Tips for improving direct mail and email marketing, response rate, Symphony, Direct Mail tips for sucess

Direct mail... Back-in-the-day or Future Play? Part II

Posted by Robert Moura on Fri, Nov 12, 2010 @ 11:28 AM

Tips for improving direct mail and email marketing.

As promised in Part I I will do some of the math to make the case for direct mail as compared to pay per click and email blasts. I stated that we in the printing and direct mail industry had allowed the folks in the web-based world (email blast, SEM and banner ads etc.) to improperly equate a web-based “click” response rate to our typical “direct mail” response rate.

Conventional Response Rate Wisdom says:

- A web-based campaign, generally speaking, considers a 5% response rate to be very successful.

- A direct mail campaign is successful with a 1-3% response rate.

This is where the improper comparison starts. The 5% response rate in the web-based campaign is defined as a “click”. A “click” is when someone “clicks” on the link to VIEW information. The 1-3% response rate in direct mail is when someone BUYS something and/ or takes the action that the direct mail piece was requesting!! If you want to compare apples to apples then you must compare the web-based click rate of 5% (which is more properly defined as the VIEW rate) with the “Click” or VIEW rate of direct mail, which is 79% (The Household Diary Study Mail Use & Attitudes in FY 2009)

 USPS Mail readership

 

Note that almost 100% of the recipients receive the direct mail piece in their mailbox while at least 30% of email is never delivered because of SPAM filters. When you calculate the cost of a pay per “click”, or VIEW, at an average $2-$4 compared with a cost per “direct mail click” or VIEW of $.90 (roughly $.30 postage + $.60 print 2sides and address and mail) you have a much more apples to apples comparison.

My point is that you need to have accurate information before you decide on one approach or the other based on potentially biased statistics. Or before discarding direct mail out of hand as irrelevant. Have you checked your good old fashion mailbox lately? It is probably the least competitive and cluttered space for you to get your message across to your clients, not to mention that most young folks don’t have land phone lines and they don’t take kindly to spam on their "sacred cell phones", but they do all have dwellings with mail boxes!!

Our belief is that great marketers should deploy both types of direct marketing campaigns. When web-based and direct mail marketing is deployed properly the synergies can produce fantastic results far greater than the sum of the individual parts!

This is why at Universal we utilize and offer our clients both conventional direct mail as well as Symphony, our multi channel marketing software, that incorporates pURLs (Personalized URLs) as part of our marketing strategy. This combination definitely provides a real lift to the response rates of both types of campaigns. In addition with Symphony you have a real time dashboard and can measure results and modify campaigns so you can decide for yourself if your specific campaign goals and objectives have been met.

Tags: email marketing, Tips for improving direct mail and email marketing, direct mail, multi channel marketing, pURLs, response rate, email blast, Symphony, click rate, clicks, pay per click, sem

Commercial Printing Awards are nice... but that's not why we're here!

Posted by Universal Printing on Tue, Oct 26, 2010 @ 03:24 PM

Winning awards is nice.  There's no other way to put it. When you work hard, doing your best day-in and day-out, it's just nice to feel appreciated.  It's ESPECIALLY nice when you are appreciated by your Professional peers.

PrintImage Excellence Awards Icon

Earlier this month, we were fortunate to receive awards in 3 categories at this year’s PrintImage Excellence Awards.  It's a national competition and the judges are graphic designers, professional print buyers, printing professionals, and ad agency representatives... so pretty much people that understand printing from all sides.

Of course, it's an honor to be recognized for our efforts but it's important to point out that awards, while wonderful to receive, aren't our motivation. We're passionate about what we do.  We enjoy putting ink-on-paper... the technology behind it all... and working with our often-demanding but incredibly loyal clients.  Taking their projects, and applying our skills and experience to deliver better than imagined results, is something that really pumps us up! As Bob Moura, the president of our company likes to say, "We're in the WOW business!"

So yes... winning awards is nice. We're glad to have won, and we hope to win more in the future. We'll continue to keep you updated, but in the meantime we'll continue to do what we do: Offer innovative  printing services, high-tech business solutions like ePrint our web 2 print storefront and Symphony, our Multi Channel Marketing solution, fast  turnaround, and the commitment and experience to tie it all together in order to deliver a WOW experience for our clients.

arlier this month, we were fortunate to receive awards in 3 categories at this year’s PrintImage Excellence Awards.  It's a national competition and there were several outstanding entries this year. The judging panel is made up of graphic designers, professional print buyers, printing professionals, and ad agency representatives... so pretty much people that understand printing from all sides.

 

 

Of course, it's an honor to be recognized for our efforts but it's important to point out that awards, while wonderful to receive, aren't our motivation. We come to work each day, and give it our fullest and best efforts because we're passionate about what we do.  We enjoy ink-on-paper... we enjoy the technology behind it all... we enjoy working with our often-demanding but incredibly loyal clients.  Taking their projects, and applying our skills and experience to make them better than imagined, is something that really pumps us up!

 

 

 

o yes... winning awards is nice. We're glad to have won, and will hope to win more awards in the future. We'll continue to keep you aware of our progress, but in the meantime we'll continue to do what we do: Offer quality printing services, high-tech business solutions like ePrint and Symphony, fast  turnaround, and the commitment and experience to tie it all together.

 

Tags: printing services, business solutions, direct mail, multi channel marketing, Symphony, ePrint, PrintImage Excellence Awards, web 2 print