Little Known Ways to Boost Your Mailing Results

Did you know that direct mail recipients purchase 28% more items and spend 28% more than non-direct mail recipients?¹ This is excellent news for marketers. But with increasing pressure on marketing budgets, you still want to make every direct mail dollar count. Here are three overlooked ways to boost your mailing results and maximize your investment.

1. Keep addresses current with public and private address correction sources.

Most mailers know about the National Change of Address (NCOA) service offered by the U.S. Post Office. However, did you know that only 60% of actual address changes get filed with the USPS? Or that NCOA only catches moves filed within the past 18–48 months? By using private address correction services in conjunction with NCOA, you can find moves not reported to the USPS and can often correct address changes as far back as 15 years.

2. Get addresses right in the first place.

It’s a simple principle, but it is too often overlooked. If you don’t get the address correct on the envelope, the mail won’t be delivered. 1234 Bay Avenue is not the same as 1234 Bay Street. Use professional address correction services to ensure that your mailing addresses are accurate and complete, so your mail pieces arrive as intended.

3. Suppress bad addresses.

Sometimes boosting results isn’t just about targeting people who are most likely to respond. It is also about not targeting those who won’t. Suppression services flag records in your list that are highly unlikely to respond because they have registered for the Direct Marketing Association’s “do not mail” service, have an address in a prison or extremely low-income area, or are deceased. In one analysis of five client mailings, for example, BCC Software saw an average return on investment of 300% by using deceased suppression alone.²

Don’t leave money on the table. Talk to us about standard address correction and the private address correction and suppression services available. You work hard to develop your list. Get the most out of it!

¹  “Mail: Convert Browsers into Online Sales” (USPS)

^{2 “}Find the 5 Bottom Line Impacting Items Hiding in Your Data” (BCC Software)

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Small Marketing Budget? No Problem!

Just because you have a limited marketing budget doesn’t mean you can’t have big results. With the right strategy, you can maximize your investment, no matter how much you have to spend. Let’s look at seven ways to do that.

1. Find and target your best audience. You might think that the more people you reach, the better your sales, but that’s not necessarily true. You’ll make more money by finding 100 people who spend $250 each than 500 people who spend $50 each.

2. Get expert advice — upfront. Involve us in the design of your printed and digital projects from the beginning. With print, in particular, we can recommend paper, ink, trim sizes, and layouts that save you money.

3. Be smart with your postage. Postage rates are always rising, so don’t mail less—mail smarter! Let us advise you on creating mail pieces that minimize your postage expense while maximizing your ROI.

4. Switch from letters to postcards. Postcards can deliver key information at very low cost, with near certainty that your message will get seen. Ask us for assistance in creating low-cost postcards that meet USPS specifications for reduced postage.

5. Establish yourself as an expert. When prospective clients need your product or service, you will have instant credibility if they have seen your name elsewhere in print. Create a newsletter or blog, write articles for magazines, newspapers and journals, or consider producing your own branded magazine.

6. Get out there. Be visible in your local community. You might be surprised how many jobs you can win by being a featured speaker at a local event or networking at a trade show. Utilize online networking resources, such as LinkedIn.

7. Partner with non-competing businesses. Identify companies that offer complementary goods and services, and create cooperative marketing collateral using a pool of shared dollars.

There are many cost-effective ways to maximize your marketing budget and get great results even from limited dollars. Just plan ahead and plan smart!

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Get to Customers Before Your Competitors Do

As a smart competitor, you know that you need to snap up the opportunities before your competitors do. This includes potential customers. Your competitors are going after the same customers you are, so how do you attract them first? Here are three proven strategies that start at the mailbox.

1. Choose the right mailing format.

Not all mailing formats are created equal. There are many different formats available: postcards, folded mailers, mailers placed into envelopes, envelopes that are personalized or not personalized, window envelopes, and more. Envelopes and mailers can be different sizes, thicknesses, and colors. Experiment with colored substrates, clear envelopes, and on-envelope personalization.  Choose the right format for the type of campaign, and mix it up, too. Don’t always send mail that looks the same. Keep prospects interested in what you’ll be doing next.

2. Go dimensional.

In a stack of envelopes, a padded envelope, a package, or some other three-dimensional mailer gets attention. When 3D mailers arrive in the mailbox with a bunch of flat mail, they are almost always opened first. While dimensional mailers cost more than flat mailers, they get response rates that can make your mouth water. According to the Direct Marketing Association, dimensional mailers receive response rates 200%–300% higher than traditional mailers. So when your marketing ideas take shape, make it a literal shape!

3. Wow them with unusual finishes, folds, and bindings.

Tangible elements are what make the print channel stand out. Consider using some of the many spot coatings, textured coatings, die cuts, pop-outs, and foldouts that your customers don’t see every day. If you have been meaning to investigate fresh new options and still haven’t had an excuse to do it, maybe now is the time.

It’s time to get noticed! If you need some ideas or want to test new formats, substrates, and finishing options, just ask. 

Please give us a call at 440-946-0606
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There Is No “I” in “Personal”

You’ve heard the phrase, “There is no ‘I’ in team.” So it is with print and digital personalization. By itself, data is just that—data. To be truly personal, it takes a collective effort to capture the customer’s attention and create relevant communications that move the needle. Let’s look at some of the most common marketing elements that marketers combine with personalization to maximize response rates.

1. Audience selection. 

Great results start with having a highly targeted audience that is more likely than average to respond to your offer. A home improvement contractor might target new movers. A boutique salon might target female residents within a specific ZIP Code. Layering on personalized information, such as name and offers based on household income, are a bonus.

2. Stand-out design.

Personalized messaging is powerful, but only if people read it. You have to draw recipients’ attention in the first place. To do this, marketers often use unusual design elements, such as oversized postcards, clear envelopes, or lumpy mail, to capture recipients’ attention long enough for the personalized message to get seen.

3. Remind them. With even the best offer, people need to be reminded to respond now and then. You can improve response rates by sending follow-up postcards or emails (or both). Remove recipients’ names from the follow-up list once they respond. Something as simple as a reminder card or email can boost response rates significantly.

4. Mix up your channels. Effective campaigns use multiple channels to reinforce the message. Pair postcards with email and social media mentions, then use great in-store signage as the coup de gras.

5. High-value incentive. This technique is common in lead generation or information gathering campaigns. To motivate recipients to respond to an initial call to action, you might offer a gift or monetary incentive, such as a restaurant gift card or entry into a sweepstakes.

Personalization is a powerful tool, but it’s not a magic wand. Like all marketing elements, it works best when it is part of a collective effort. 

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Does Your Brand Have Multiple Personalities?

How many personalities does your brand have? If you are doing it right, there should only be one. You should have different messaging for different audiences and marketing goals, but your overall brand message should be consistent.

How do you do that? Whether your marketing is print or digital, here are four elements that, according to John Jantsch, marketing consultant and author of Duct Tape Marketing, Duct Tape Selling, The Commitment Engine and The Referral Engine, are critical to your efforts:

Business name: Your business name should be simple, easy to remember, and easy to pronounce. It should be repeated frequently. If possible, include keywords that make it easy for people to find you on search engines.

Logo: Your logo should be professionally designed and work across multiple media and physical configurations. Strive for something that is simple and yet communicates a story. When the charity organization Lifewater International decided to redesign its logo, for example, it tapped into the concept of a water drop with three segments, each representing an area of its mission: life, health, and hope.

Colors and typography: For the greatest brand impression, use a limited and consistent palette of colors and fonts that are instantly recognizable. Who can’t pick out Tide in the detergent aisle from 100 feet away? Remember, when it comes to brand color, close isn’t good enough. Tide orange is different from Home Depot orange. Brand colors are carefully protected for a reason. 

Tone and keywords: In your written communications, what is your company’s tone? Is it edgy? Playful and fun? Serious and professional? No one would mistake the irreverent humor of Duluth Trading Company for the corporate-speak of Fidelity Investments. Your communications should have personality and tone, too. Find that tone and maintain it across all communications, regardless of channel.

Creating and maintaining a robust and professional image takes work, but it will pay off in the end. How can our experts help you create the consistent, compelling brand image you deserve? 

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3 Tips for Keeping that Project on Time

How the marketing world has changed! Whether you are being asked to produce projects in print, email, mobile, or for your website, schedules are compressed. There are more channels to integrate. Everything is more urgent. How do you keep everything running on time and on a budget? Here is a quick guide from Workfront, a project management platform, for simplifying the project management process. These steps apply whether you use third-party project management software or not. 

1. Improve the intake process. Most marketing departments have requests coming in from multiple directions. How do you keep track of how much work is coming in, what the expectations are, and what the priorities should be? 

• Create a single funnel for all work requests. Whether it’s one person, a dedicated email address, or a software program, create a single point of contact. No more sticky notes, text message requests, or “desk flybys.” 
• Develop a template that gathers the details of each project. What is the scope? What is the timeframe? Collecting all (and we mean all!) of the information upfront in a systematic, standardized way allows you to prioritize and manage projects effectively. 
• Set up a response protocol. How many times do people submit a second request because they think the first one fell into a deep, dark hole? Respond to each request within a set time frame. 

Step 2: Set up a standardized workflow. Have weekly kickoff meetings with all of the stakeholders. Get agreement on timelines and details. You don’t want anyone coming back later and saying, “I didn’t agree to that.” Or, “That’s not what we discussed.” Ensure that everyone is in alignment with the scopes upfront (no scope creep!). 

Also answer questions such as: 

• Who will be spearheading each project? Someone must be ultimately accountable for moving the project along. 
• What is the schedule for updates? With regular, detailed updates, things stay on task, and people are held accountable. 
• Are any of these projects repeatable? Whether it’s direct mail, a landing page, or an email blast, setting up templates for a similar and ongoing project can save you tons of time. 

Step 3: Streamline approvals with digital proofing. Establish a clear understanding of who needs to review and approve work. When does that work need to be approved? When possible, collaborate in a digital tool that gives everyone visibility into the process. 

It doesn’t take specialized tools to improve the project management workflow. It requires stakeholders working through a centralized point of contact, in a centralized environment, so everyone stays in the loop. Set up protocols, communicate expectations, and stay consistent. Then watch things move along more smoothly. 

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What Drives Color Trends?

What influences the graphic designers who are designing your marketing collateral, direct mail, packaging, and displays? According to Jack Bredenfoerder, director of BV Color Strategy, five factors are impacting the use of color in any design project:

1. How the eye sees color.

This refers to the interaction of the object, the light source, and the observer. The same color appears different to the eye based on lighting conditions. Depending on how and where color is used, color choices will differ.

2. The culture around us.

Design trends are influenced by the culture around us, including colors of state, colors of religion, color conventions, and colors of groups (sports teams, corporations, organizations, schools).

3. Psychology of color. 

Not everyone agrees on the emotions or meaning that colors evoke, but there is little disagreement that certain colors inspire certain emotions. Use color to do more than look pretty. Use it to influence emotion.

4. Color fads, trends, and cycles.

There will always be color fads, trends, and cycles. To anticipate emerging trends, Bredenfoerder suggests watching the New York runways and the Hollywood red carpet, since fashion designers are often harbingers of the trends that reach the world of print and digital design.

5. Color influence and forecasting.

Color forecasting is an active, ongoing creative process that incorporates more substantial influences such as politics, medicine, and culture. Today, the yearning for simpler things of life can be seen in color trends that relate to playfulness, nature, and joy.^[*]

The takeaway? Color is a powerful tool, but just like fonts and design style, they are always shifting. Don’t get stuck in the past.

---

^[*] https://www.pantone.com/color-intelligence/articles/colors/color-trend-highlights


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Tips for Mailing on a Budget

Postal costs are one of the most substantial items in a marketer’s direct mail budget. But even if your budget is tight, don’t compromise this critical customer contact and retention tool. Don't mail less. Mail smarter.  Here’s how:

1. Keep your list up to date. 

The most reliable way to reach your target audience is to use postal mail, but people still move. According to the United States Postal Service, 14% of Americans change addresses annually. Use change of address tools like the NCOA (National Change of Address) database and “enhanced” NCOA (which adds the use of third-party data) to make sure your mail reaches its destination.

2. Get addresses right.

Ensure that your addresses are deliverable. This means they have been checked, updated, or "certified." The National Deliverability Index (NDI) rates the percentage of deliverable addresses in a list. Know your number!

3. Remove duplicates.

For every duplicate you mail, you are wasting money. Bob M. Jones might be the same as Robert Michael Jones and B. M. Jones, so make sure to find out. Lists need to be “scrubbed” to ensure that each individual or household only receives one piece of mail.

4. Select your audience carefully.

Mail only to recipients most likely to buy. One family-owned automotive company, for example, was regularly getting less than 1% response rates to its mailings, so it invested in creating a demographic profile of its best customers. Once it knew what its best customers looked like, it targeted new customers that looked just like them. The results? Response rates tripled, and the mailing brought in 33% more revenue per customer.

5. Be relevant.

Only mail information of relevance to your audience. Instead of mailing promotions on lawn care to everyone within a specific ZIP Code, for example, only target people who own standalone homes with yards. Don’t waste money mailing to people in condos with no need for your product.

Need help optimizing your postal costs using one or more of these techniques? Let us help!

Please give us a call at 440-946-0606
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Getting Content Marketing Right

We hear a lot of about content marketing these days. Why is it so important? Whether it’s in print, email, or mobile, content marketing builds customer trust, engagement, and loyalty, which are the foundations of long-term revenues and growth. Here are five steps to getting it right.

1. Have a brand message.

Boil your brand messaging down into a simple statement that reflects both your product and your value proposition. Some well-known examples are McDonald’s “I’m lovin’ it” and Nike’s “Just do it.” Having an over-arching brand message helps you maintain consistency and focus in your broader print and digital marketing efforts.

2. Use metrics to gauge results.

How you incorporate content marketing into an overall marketing strategy will depend on what you want to achieve. Use metrics to further specific marketing goals, including:

• Sales volume
• Market share
• Number of leads
• Cost per lead
• Length of sales cycle

Put numbers to these goals and time frames to achieve them.

3. Speak your audience’s language.

You will speak differently to moms raising children than you will to twenty-somethings just starting their first job. Have a detailed knowledge of who your audience is and what makes them tick. Craft your images and messaging to each segment.

4. Keep branding consistent.  

All of your content should reflect consistent branding. Place someone in charge of managing your content strategy and set up guidelines for elements such as logos, brand colors, images, and fonts, styles, and sizes of text. Remember that all of your brand elements must work across multiple channels, including print, email, and mobile.

5. Target the stage of the sales funnel.

Not only can your customers be segmented into different target groups, but they are also at different stages along their buying journeys. For example, someone who needs your product but isn’t yet aware of your brand isn’t ready to skip right to product selection and pricing. Know where customers are along the journey and craft the right message to hit them at the right time.

Sound complicated? It doesn’t have to be, and you don’t need to go it alone. Give us a call!

Please give us a call at 440-946-0606
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Think Data Mining Is Inaccessible? Think Again!

Powerful personalized print and digital campaigns start with great data. But data, by itself, is just that — data. For it to be useful, data has to be understood, analyzed, and organized in a way that marketers can use to understand, speak to, and motivate their audiences. This process is called data mining.

Data mining is a scary phrase for many marketers, but it doesn’t need to be. While it as often seen as within the purview of only the largest companies, the basic process is actually well within the grasp of any sized marketer.

There are three steps to data mining:

• Know what data is available.
• Ask questions about that data.
• Look for useful relationships.

The first step is to understand the headings in your database. What data are you capturing? Most databases have basic information, such as name, address and purchase history. Are you also capturing information such as age, gender, and home ownership? If so, this tells you the types of queries you can run.

Running queries is the second. “Running queries” simply means asking questions of the data. If you are a retailer, you might ask, “Which customers purchased hardwood flooring last month?” If you know that these customers are also likely to purchase area rugs and hardwood conditioning products, this gives you a great start.

Third is to run a variety of sorts. Is there a relationship between hardwood flooring and gender? How about income? You might find that data you once thought irrelevant, such as the date of purchase, has more relevance than you think.

Even basic software, such as Microsoft Excel or Microsoft Access, provides data mining capabilities. You can also purchase add-on data mining modules or third-party software or work with a third-party data house that specialize in this process. Costs can be very reasonable.

So get curious. Take a few hours to run a variety of sorts just to see what you can find. That curiosity could pay off big. 

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Is Your Print Project Really Finished?

Any marketer has access to high-quality printing, but far fewer take the time to invest in high-quality coating. For those that do, the extra time can make the difference between buyers seeing your project as “a nice piece” and a really great, memorable one. Let’s look at three reasons you might want to add a coating before your project goes “live” into the hands of your target audience.

1. Protection.  Sometimes a project needs that extra level of protection to keep it looking its best. Printed pieces can be exposed to a wide variety of harsh environmental conditions, including mailing equipment, high levels of moisture and dirt, high-traffic conditions (such as retail signage and displays), and constant handling. Coating provides an important level of protection that keeps the piece looking its best. If you need full waterproof properties, you may want to consider a laminate.

2. Gloss. Shine adds sparkle and impact. It instantly conveys the impression of value and quality. When you print or mail a piece with a high-gloss coating, you are telling recipients, “You matter!” UV coating offers the hardest coated surface and the highest level of brilliance and sheen.

3. Special effects. The number of options for specialty coatings is exploding. Spot varnish, for example, highlights specific areas of the printed piece for visual interest and impact. (Think lips popping out on a lipstick ad.) Soft touch creates a printed piece with a velvety finish. It produces a wonderful tactile feel, with the added benefit of offering fingerprint resistance, as well. Some specialty varnishes can be enhanced with effects such as glitter, tint, and scents. If you want to use a laminate, you can even get holographic effects.

Different finishes have different benefits and drawbacks. They also have different ranges of cost. Talk to us about the differences between coating types and ask to see samples. Then use coatings to make your next project shine.

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Print and Digital: Complements, but Not Interchangeable

In the marketing world, we regularly hear about print and digital marketing being used together. Digital and print media reinforce one another, so rather than seeing the two as competitors, marketers are encouraged to integrate them. However, integration doesn’t mean that the two channels are interchangeable, as one new survey shows. Consumers still want a choice.

A survey commissioned by Two Sides North America reveals that U.S. consumers are unhappy with corporate initiatives forcing them into digital-only communication and eliminating paper-based options. Many of the questions related to bills and statements, but the results apply to marketing communications, too.

Consumers want to be able to choose whether to receive paper bills and statements, and they don’t want to have to pay extra to do it.  For example, 79% of respondents want the option to continue receiving printed information, and 77% would be unhappy if they were asked to pay for it. More than three-quarters (79%) felt that paper options were easier to read compared to screens.

There is also suspicion about the motives of companies forcing their customers to go paperless. Overwhelmingly (85%), consumers agreed that cost savings is the main reason companies use claims such as “Go Paperless—Go Green” or “Go Paperless—Save Trees.” More than half (57%) question the truthfulness of such claims.

So use digital and print-based communications wisely. Use email when you need to touch base quickly, such as sending company news, alerting customers to a flash sale, or offering reminders. Use print where digital communications are not as strong, such as for . . .  

• In-depth communications.
• Contacts that contain highly personal information.
• Mailings that involve brand or personal trust.

Studies also show that information is easier for people to understand and recall in print, so use print for “weightier” topics and messages that require attention to detail. If you want to move customers to digital communication, ask first. Don’t make the decision for them. 

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Can Surveys Help You Raise More Money? You Bet!

When first start planning a fundraising campaign, does a donor survey come to mind? If not, maybe it should. Donor surveys can be tremendously useful in planning a fundraising campaign so it raises the maximum amount for your project.

Let’s say you are a private high school looking to raise funds to replace grass athletic fields with artificial turf. Before mailing out your fundraiser, you decide to survey alumni and friends of the school who have donated to capital projects in the past. Questions might include:

• Are you aware that our school is investing in an artificial turf field?
• What do you think are the most important benefits of this investment?
• Are you concerned about any health risks associated with artificial turf?
• Do you see any competitive advantages of artificial turf over traditional grass fields?
• Do you know whether any our school’s direct competitors already have artificial turf?

Surveys can be sent in print or by email, and the answers can help you plan your next marketing steps.

For example, if donors are aware of the performance benefits of artificial turf but don’t know about other benefits (such as reduced maintenance costs to the school, lower water usage, and reduced use of agricultural chemicals), this gives you talking points about the value of their donations they may not be aware of.

Likewise, if donors know the competitive advantages of artificial turf but are unaware of how many of your school’s competitors already have them, this allows you to position their donations as a way to help your school stay competitive.

Or perhaps donors have misconceptions about the health hazards of artificial turf based on their knowledge of older turf products. This allows you to discuss advances in technology and alleviate potential concerns before misconceptions can derail your fundraising efforts before they get started.

The issues and questions will be different for every organization. But what stays the same is how a simple survey can provide critical insights that can improve your messaging and get that project funded more quickly!

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3 Tips for Creating a Visual Brand

Top brands have key written marketing strategies, but they have visual strategies too. Think about some of today’s most iconic brands—Nike, McDonald’s, Disney. Just one glance and the entire brand—its core messages and key products—rush into your mind. Do you have a visual brand? If not, how can you create one?

1. Be consistent with brand colors.

There’s a reason top brands place such importance on their brand colors. Think Tide Orange and Coca-Cola Red. Not only are these brand colors used for products and logos, but they infuse every aspect of these companies’ marketing, both digital and print.

Even if you don’t have an official brand color, identify colors that are consistent with your company message and image. Use them consistently throughout your materials. Color can be a consistent presence in all of your marketing materials that triggers visual memory.

2. Tell your story in pictures.

What’s your brand story? How can images of your products tell that story? For example, from a branding perspective, Harley-Davidson doesn’t sell motorcycles. It sells independence and freedom. Visuals of the open road are as important as the motorcycle itself. Likewise, Lexus doesn’t sell cars. It sells prestige. Its advertising shows cars driven by men in expensive suits or by women dripping with luxury.

What feelings do your print materials need to evoke? Are your products designed to give people financial freedom, make them better moms, or boost their social standing? If so, what images will reinforce those messages?

3. Go professional. 

Stock imagery works in a pinch, but it tells a general story, not your story. Try hiring a professional photographer and using pictures of your storefront or corporate offices, your employees, and your products in use (rather than just house shots). Build a visual identity based on real people, places, and things associated with your company.

Visual branding is a powerful tool — use it!

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Nurtured Prospects Are Higher-Value Prospects

Lead nurturing is the process of drawing prospects into the sales funnel, then “dripping” relevant information to them via print, email, or other channels to keep them moving through the funnel until they make a purchase.

Lead nurturing is a powerful tool, but it is a process unfamiliar to many marketers. According to Forrester Research, companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. It’s worth learning!

Let’s look at five types of lead nurturing campaigns and how they can boost your bottom line.

1.  Product-focused campaigns

Once someone “raises their hand” to show an interest in your products, your job has only begun. Now you can begin feeding them content such as case studies, white papers, and data sheets. Give them enough information, and the right information at the right stage of their buyer journeys, to make a purchase decision.

2. Overcoming objections

Part of a customer’s journey is asking questions, so feed them information that anticipates those questions and answers their objections. This might include technical papers, customer testimonials, or analysis from industry experts. A comparison/contrast with competitive products might be in order.

3. Lead re-engagement campaigns

At some point, prospects can become disengaged from the process. Maybe they were wooed away by a competitor. Maybe they handed the project off to someone else. Or maybe they just got busy. Blog posts, case studies, and customer testimonials are great ways to renew their interest. 

4. Promotional/closing campaigns

After a prospect has been exposed to escalating “drips” of relevant content, it is time to close the deal. Send a promotional offer or specific, personalized call to action to get them to pull the trigger.

5. “Top of mind” campaigns

Even once someone becomes a customer, don’t stop pursuing them. Keep that relationship going with a welcome letter, postcard, or information kit. Make new customers feel valued and appreciated, then stay top of mind with educational newsletters, tips and tricks postcards, and regular “drip” emails to keep them engaged until they are ready to make another purchase. 

Need help planning a lead nurturing campaign? Give us a call!

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