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The Eye/Comm Blog

10 Best Practices For Mobile Marketing with QR Codes

Posted by Summer Gould on Mon, Oct 05, 2015 @ 09:00 AM

San Diego Mobile Marketing

Mobile marketing is more than text messaging. Using QR Codes to integrate mobile technology into direct mail or other print media is a great way to engage people. You are able to provide more content without taking up a lot of room on the printed piece. This can also lead to increased engagement across channels such as social media when people want to share what they are doing with others. So let’s check out what we should be doing to create a great mobile experience with QR Codes.

10 Best Practices:

  1. The QR Code should like to a mobile landing page. People are using a mobile device to scan the code so make it easy for them to read and respond from that device.

  2. The QR Code should be no smaller than a 1 inch square. Anything smaller than that makes the code harder for people to scan.

  3. Use a URL shortener to keep the QR Code density low. This will make it quicker for the scanners to read.

  4. Test the code. Print the code out on the type of stock you will be using to make sure that it scans easily from multiple types of phones as well as apps.

  5. Use tracking. This is very helpful for you to know who is scanning, from where and with what type of device.

  6. Give instructions. Tell people how to scan, how to get a scanning app.

  7. Tell people what they will get. In order to get them to scan, they need to know why they should. The better the offer is explained the more people will scan it.

  8. Put the URL on the printed piece. For people who do not want to scan the code, add the URL so  that they can respond by typing it in.

  9. Use a creative design. The QR Code does not have to be boring. Add color or a logo to the design to make it look good.

  10. Create a landing page to be repurposed. When you are able to update and change the landing page you can get people to keep scanning to get new content or

QR Codes can be a great way to get your feet wet with mobile marketing. They are easy to create and manage. This means you do not need to spend a lot of your time adding mobile to your printed pieces. The design and maintenance on the mobile landing pages is not labor intensive either. So get started today! We can help!

3 Ways To Get Started With Mobile Marketing

If you need help adding QR codes, tracking or mobile landing pages call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Mobile, Mobile Marketing

Do You Doubt the ROI of Direct Mail?

Posted by Summer Gould on Mon, Sep 28, 2015 @ 09:00 AM

San Diego Direct Mail ROI

To be perfectly honest you are not alone in that thought. Many people have felt that direct mail is too old school and no longer effective. However, just because people are questioning direct mail marketing, does not mean that it is not working. Let’s, take a look at some direct mail facts. I came across this infographic and loved it: Click Here

Here are some facts that they highlight:

  1. Why does direct mail matter? Direct mail exceeds email by over 28 times

  2. Prospects are 10 to 20 percent more likely to respond

  3. People spend 25 percent more, when businesses use both direct mail and email in combination

  4. 70 percent of consumers are more likely to open mail with color, text/graphics on the front

  5. 80 percent of marketers planned to run cross-channel marketing campaigns in 2014

The reason I like this infographic so much is that they have included a wide variety of information that is easy to digest and not overwhelming to the reader. Take a look and see what you think!

No matter what type of direct mail you are sending, you need to be making money on it. Otherwise it is a waste of time. Direct mail responses do take longer to calculate when compared with other digital channels. However, just because it takes longer, do not assume it will be a lot harder. With direct mail tracking now, you will know when recipients will get the mail in their mail box so you can plan on responses.

Sometimes we need to estimate what we believe the ROI will be on a project before it gets mailed out. This could be because shareholders want to know or even the “C” suite. Either way you will need to create your estimate to be as accurate as possible. Would you like to try an easy to use ROI calculator? Check this one out: http://www.getbrandwise.com/dm_roi.html

Don’t get bogged down in the numbers, yes ROI matters, yes the numbers are important, but once you set up your metrics in excel or some other program, you plug the numbers in for each campaign, then the calculations are automatic. From there you can extrapolate the information into usable bits. This will help you segment your data based on past buying habits. Sometimes you find a real jewel in the data when all of a sudden you have a group of people who bought one thing from you and then the next purchase they all bought another thing. This allows you to say to new people buying the first item that they may also be interested in item 2, thereby increasing the amount sold.

How To Create A  Multi-Channel Campaign

Direct mail can provide you with a real bang for your buck when done correctly. Your best bet is to team up with a mail service provider that knows how to help you get the ROI you need. Not all campaigns are the same and some industries require more work as there are many regulations that need to be followed, so find a provider that is already working with your industry and knows how to steer you away from potential problems. Start working on your ROI goals today.

If you have any questions call us In San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Direct Mail, Direct Marketing

Create Fun Direct Mail Marketing

Posted by Summer Gould on Mon, Sep 21, 2015 @ 02:56 PM

San Diego Direct Mail

Sometimes the direct mail I get is just plain boring! It still drives response, but what if we can take that boring direct mail and create something fun? If we do that, we can potentially increase your response and just maybe get people talking about it too. About now I am sure you are wondering how we can make direct mail fun, so let’s look at a few ideas:

  1. Cards: These are not just your every day cards for birthdays or Christmas. How about sending cards for Ground Hog Day or an Un-Birthday card. Have a fun little personal message in there and include an offer for a product or service that they would be interested in.

  2. Calendars:  Create personalized calendars with things that each person is interested in. Include a fun idea or activity each month along with an offer they are interested in. I love pigs so if you sent me a pig calendar I would love it and post it for all to see!

  3. Comic: Create a comic strip to give them laughs. We all like to laugh so find a way to create a comic that you can then use to entice people to reply to your offer.  This can be fun because you can have an ongoing theme that addresses issues each month while making people laugh.

These three ideas are unique ways to get attention. You can also try pop-up mailers or dimensional mailers. Both of them can be fun and create curiosity on the part of the recipient. It’s not all just fun and games though. The reason adding fun to your direct mail works is because people remember it and feel compelled to respond. Use psychology to help you drive the responses you are looking for.

5 Direct Mail  Design Tips

If you have any questions or are looking for more ideas call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!


Topics: Direct Mail, Direct Marketing

4 Rules of Social Media Marketing

Posted by Summer Gould on Tue, Sep 08, 2015 @ 03:29 PM

San Diego Social Media

Are you really ready for the social customer? Now more than ever, it is extremely important to realize that your customers have power over your brand. There are so many channels for them to post comments and reviews about your company. The good, bad and ugly are all important to you. Are you listening to what they are saying about your company? Not only is it important to listen to what they are saying, but you must respond in an open and honest way. It is preferable to allow others to see your responses, however in some cases you need to take it off line to resolve.

The general rules to follow are:

  1. Listen: What has been posted about your company? Who is saying it? What are they really saying?
  2. Engage: Let people know you care. Resolve issues, ask questions, say thank you.
  3. Respond: As quickly as you can. These days everyone expects an instant response.
  4. Record: Keep information provided for future use.

The benefit of social media is it allows companies a greater insight into customers. Your customers themselves will tell you what they like and don't like. You must keep track of this valuable information to use in your marketing later. You must also make sure to respond to both the good and the bad comments or else the bad will turn into the ugly. A speedy resolution not only helps the person upset, but shows others how you care about customers. Customers demand instant information and quick responses. The good old-fashioned “I'm sorry” goes a long way.

How To Create A  Multi-Channel Campaign

Happy customers share and tell others which gets you more customers for your company. You want the good information about you passed on. You have to be responsible for what is out there as well as responsive to it. Have open conversations on the social platforms with your customers as well as your prospects. Engage not just about your company, but with information they will find interesting. Remember to say thank you and be appreciative when people say good or bad comments.

If you have any questions call us in San Diego at 619-448-6111 or email us info@eyecomm.org. We are always glad to help!

Topics: Social Media, Social Media Marketing

The Key To Direct Mail Marketing Is The List

Posted by Summer Gould on Mon, Aug 31, 2015 @ 09:00 AM

Direct Mail in San Diego

These days in marketing, it’s all about the list! We gather more and more information on our customers and prospects so that we can better target our message. So what happens when companies do not have that much information about people? Well, you could ask them to fill out a survey and offer an incentive to do so, but what if you could gather information without having to take up someone’s time? There is a way. It’s called data list enhancement.

List Profiling helps you model your ideal customers. You can find prospects with similar characteristics to those ideal customers. This data analysis will provide you with valuable insights into consumer behaviors. Then you are able to target your message to match with their needs and interests. This will increase the chances that they will act on your offer.

Enhancing your data can help you:

  1. Profile: Unique characteristics of your best and most profitable customers to find more just like them. Learn their likes, dislikes, education level and so much more. Psychographics, demographics and modeling can give you new insights into who they are.

  2. Target: Your selling messages to the right audience at the right time. This will allow you to spend less and earn more.

  3. Increase: Your marketing penetration by opening new channels to reach your customers and prospects by using the methods they prefer. This is especially important now with so many channel options. Is direct mail in conjunction with email or mobile the right choice? Find out.

  4. Boost: Response rates through more specific, personalized offers (as opposed to generic, one-size-fits-all promotions). When you send an offer that is specific to the person your response rate can’t help but go up.

  5. Build: Loyalty programs that increase lifetime value. When you can provide relevant offers to people in a timely manner, you gain respect and loyalty as well as word of mouth referrals.

  6. Improve: Your database marketing with more profitable prospecting, with modeling. Finding the right prospects quickly, will allow you to move forward with your marketing campaigns and get the responses coming in.

  7. Dramatically improve: Your ROI, the more responses you get directly affect your return on investment. Since these are better qualified leads you should also make more money per lead.

Finding well qualified prospects is very difficult. With list profiling you can find people who are just like your best customers. This makes your prospecting effort so much easier. Knowing who your customers are and what prospects you should target gives you a big advantage. Spend less money on your campaign by targeting and increase your ROI.

Learn 20 Ways To Reduce  Postage Costs

Think of how you can harness the additional information you will gain with the list profiling. This will allow you to create more detailed offers to the correct people. Remember that your list is the first big opportunity in direct mail. A bad list will yield a bad result, no matter how great your design and offer are. A great list has the potential to yield a great result when combined with good design and a good offer. We can help you enhance your list today! Call us in San Diego at 619-448-6111 or email Info@eyecomm.org. We are glad to help!

Topics: Direct Mail, Direct Marketing

Mobile Marketing: Beyond Tactics

Posted by Summer Gould on Tue, Aug 25, 2015 @ 08:21 AM


Lately I have noticed more and more customers who are ready to add mobile to their campaigns, or at least they say they are. However, when we start talking there is a common theme. They are focused on the tactic and the technology, but not on the actual benefits. That focus is going to lead to problems. So, in an effort to help create effective mobile marketing let’s take a look at the following.

Mobile should:

  • Build a Connection: As your customers and prospects interact with you via mobile you want that to lead to a deeper connection with your company. Provide them with what they are looking for and make it easy to access.

  • Create Trust: The more that your customers and prospects trust you the more they buy from you. How can you build trust? Do what you say and say what you do. Do not create false expectations or use ambiguous language.

  • Make a Commitment: If you are going to add mobile, you need to commit your time as well as your money. Don’t just put a QR code on a mail piece and expect that to do the trick. Create your plan, design your landing pages with the recipient in mind.

  • Be Consistent: No matter how you are using mobile, you need to be consistent with your brand and you messaging. There should be a look and feel that is all you. Prospects and customers have expectations about you, make sure you are meeting them.

Mobile marketing should not be considered a tactic. A formal marketing plan that includes mobile will take into account all the necessary steps it takes to generate a truly integrated mobile experience. That planned experience is what people are looking for. If someone wants to do research from a phone, they want the website and landing pages to be designed for them. If someone is ready to purchase from a tablet, make sure that your shopping cart is mobile ready or they will move onto the next company that has it setup correctly.

How To Create A  Multi-Channel Campaign

Mobile allows you to create engagement with customers and prospects on the go. When you are able to reach people wherever they are, you add value to them. You make it easier for them to get things done. Design your mobile to facilitate their needs in a quick and fun process. Don’t be afraid to get your feet wet and start adding mobile to your marketing mix now.

If you have any questions call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Mobile, Mobile Marketing

How to Create Direct Mail Recipients Want to Receive

Posted by Summer Gould on Mon, Aug 17, 2015 @ 10:21 AM

San Diego Direct Mail

When recipients don’t want it, your mail is referred to as junk mail. In order to create direct mail that recipients want to receive, you need to know them well. The power of direct mail is the ability to reach the right person with the right offer to drive their response. Your choice of fonts, colors, images, layout and text all affect how well your direct mail is received. A tailored piece that includes some personal details or information of specific interest will make your customers feel valued and is more likely to grab their attention.

So let’s look at what recipients like about direct mail:

  • Its delivered to their home through no effort on their part

  • It can be fun (get creative and think outside of the box)

  • A way to save money (people like a good deal)

  • It’s informative (people are curious)

  • It’s easily kept for future reference or use (use a magnet, they can then post on the fridge)

Now, let’s look at some direct mail statistics you should know: (as reported in From Letterbox to Inbox 2013)

  • 79 percent of consumers say that they act on direct mail immediately

  • 56 percent of consumers stated that they found printed marketing to be the “most trustworthy” of all media channels.

So what do people do after they get a direct mail piece? (Consumer study reveals ‘direct mail matters’ in connected world, July 11, 2013)

  • 44 percent visit a brands’ website

  • 34 percent search online for more information about the product

  • 26 percent keep the mailing for future reference

Keeping all of this in mind, ask yourself the following questions about your direct mail:

  • How can you change the way you send direct mail?

  • Are you focused on the consumer and what is in it for them?

  • Do you have a clear call to action and the benefits they get by responding?

  • Do you have landing pages designed with them in mind?

  • Are you using responsive design so that they can view your website and landing pages on mobile devices?

  • Get people from outside your organization to critique for you. You will be surprised with what you can learn.

We also need to consider the mail piece design. In direct mail you must first get the recipients attention. Sometimes the best ideas in direct mail design have already been used. The first thing you can do is look at the mail that comes to your home or business. Are there examples that stand out to you? There is no shame in taking a direct mail piece that you received and making it your own. Of course, sometimes the opposite is true and you get inspired by a really horrible piece.

How To Choose  A Direct Mail List

The only way that direct mail will continue to work is if we as marketers send direct mail to consumers that is designed well, has a clear call to action and is targeted to the right people. This keeps recipients happy and increases your response rates.

If you have any questions call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Direct Mail, Direct Marketing

Technologies That Increase Direct Mail’s Effectiveness

Posted by Summer Gould on Mon, Aug 10, 2015 @ 03:56 PM

San Diego Direct Mail

These days there are some great technologies that can be added to direct mail to increase its effectiveness. Traditional direct mail marketing is changing. We now need to “tech up” direct mail to meet the needs of recipients. More than 50 percent of people in the US use mobile devices instead of desktops. Mobile has taken over our lives. Most people are within arm’s reach of their cell phones at all times, even when they are sleeping at night. Creating direct mail that caters to them by adding mobile technology increases their engagement with you. Technology will spice up your direct mail, create a wow factor, as well as make it easier to respond.

Here are 4 ways you can “tech up” your next direct mail campaign:

  1. QR Codes: You can create personalized QR codes so that the content is unique to each person or just generic for the entire campaign. This landing page content can be changed and updated as needed, creating an easy way to keep people coming back for new content. Make sure to include scanning instructions as well as a compelling reason why they should scan. QR Codes do not need to be boring! Add some creativity.

  2. PURLs: A personalized URL will provide a personalized landing page and content as you need it. This should be setup with dynamic formatting, in other words the landing page should work for both mobile users and desktop users since the URL can easily be accessed by both devices. You can even use the same landing page as the QR code to save on costs if you are providing both on your direct mail piece as a means of response. This provides the recipient with the choice that works best for them.

  3. Augmented Reality: This can be a very sophisticated technology to integrate with direct mail. Having an image come to life and be manipulated by the recipient is a very powerful wow factor. You do not have to go all out here if your budget does not allow it. You can create a great user experience without breaking the bank. Keep the recipient in mind when designing. What will they want to see, what will they want to get out of it and will they like it? This will take time and testing to make sure that a wide array of phones or tablets display and convey the message correctly.

  4. NFC: Near Field Communication is the next great technology. Most cell phones now have the NFC capability. This allows the user to tap their phone to the mail piece and launch the content you provide them. No scanning or application download is required which makes it better for the recipients. This is another sophisticated technology and just new enough that it can be really exciting to recipients.

According to Epsilon, brands with a compelling offer that link direct mail and digital can expect a 10 to 30% lift in conversion by combining the channels. Deliver magazine published a statistic that customers who received a printed catalog spent more time on the company's website and purchased 28% more on average than customers who did not receive a catalog regardless of age.

How To Create A  Multi-Channel Campaign

These “tech ups” do not have to be big budget items. Creating the bridge from the offline direct mail to the online content is a great driver of response. You will need to provide information on how recipients can use the technology on the mail piece. Make sure to provide them with strong content to view. If the content is not well designed or planned out, then the whole process will have been a waste of time.

If you have any questions call us in San Diego at 619-448-6111or email info@eyecomm.org. We are glad to help!

Topics: Direct Mail, Direct Marketing

Email Marketing: What’s The Response?

Posted by Summer Gould on Mon, Aug 03, 2015 @ 01:50 PM

San Diego Email Marketing

According to the DMA 2015 Response Rate Report email marketing has the best ROI. Part of the reason is the low cost to send emails, but we must also look at what email is doing right. Email marketing can be an effective marketing channel, when done correctly. There are still the challenges of your message ending up in the junk folders as email inbox software continues to try to filter emails, but even considering that, email is still a viable marketing channel.

Let’s look as some of the DMA statistics on email marketing:

  • Email marketing is most commonly used for lead generation and direct sales.

  • Open rates for in house lists were 23-24%.

  • Acquisition costs for a house list are $11-15 each

  • Conversion rate is 2-2.9%

  • Click through rate is 5-6%

  • ROI is 30-32%

One of the great things about email marketing is how quickly it can be sent out and all of the metrics can easily be tracked. You can quickly see when one subject line has a better open rate than another, so you can adjust your next one to accommodate your analytics. If you want your statistics to look like the ones above of better, you must be tracking your results and testing different subject lines as well as call to actions.

Good email marketing must include the following:

  1. A list of people who are interested in the information you are providing

  2. Responsive design so that no matter the screen size your email looks the way you intended it to

  3. An attention getting subject line

  4. Easy to find call to action

Email marketing is a channel that continues to grow. Many marketers plan to continue to increase spending on this channel. As we head into the fall season, consider reviewing your emails to see what you can be doing differently to help increase your response. Test out some new subject lines and see how they do. Get creative to draw attention to your email in the inbox. You can’t improve your response if the email is not getting opened.

Get Better Email  Marketing Results

If you have any questions, call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Email, Email Marketing

Direct Mail Marketing Has Unique Qualities

Posted by Summer Gould on Tue, Jul 28, 2015 @ 01:00 PM

San Diego Direct Mail

Direct mail has many unique qualities that help it stand out from other marketing channels. There are so many different designs for direct mail from postcards to boxes. Pop-up mailers are really fun for the recipients and can provide you with a better response rate. Creativity can run wild as long as you keep the postal regulations in mind.

Here are 6 ways direct mail can be exploited:

  • Texture: there are many ways to use texture from paper to coatings that will give you a soft feel to a very coarse sand paper feel. Create a wow factor that is not possible with any other channel. The post office even has a 2% postage discount for using texture through Nov. 30th 2015.

  • Smell: Scent is very powerful, it can trigger many memories. Direct mail when infused with a scent, can create a lasting experience for recipients. It’s not just for perfume. Imagine what scents a landscaper could use floral, grass, pine, etc. You can even use bad scents to emphasize how horrible it is without your product or service.

  • Ink: There is a wide variety of reactive inks now. A few examples are:

    Conductive inks: They become part of a circuit and activate a device. Users press a “button” to close the circuit, and can activate things, such as lights or sound.

    Leuco Dyes: change color with variations in temperature.

    Thermochromatic: Are heat sensitive dyes.

    Optically Variable Ink: contain metallic materials that change appearance when viewed from different angles.

    Piezochromic: change appearance under pressure.

  • Saved: Unlike other channels, direct mail can easily be saved and used when needed. Give people a reason to keep your mail. You can even include a magnet for them to affix to the refrigerator. Then they have easy access at any time.

  • Remembered better: Studies have shown that print is better remembered than online content, so make sure they remember what you want them to. Bullet point to highlight the key information, but keep in mind they remember the first one and last one the more, use those two slots for the most important things.

  • Tracking: Using USPS tracking allows you to know when the mail has been delivered. You can then send a triggered email to follow up or utilize another channel that you prefer. This additional follow up keeps your offer top of mind.

Since direct mail is considered trustworthy by recipients, you start off with an edge over other marketing channels. By using the methods we have just discussed you give even more power to your direct mail. Another bonus is that print is better recalled by recipients than digital.

5 Direct Mail  Design Tips

If you have any questions call us in San Diego at 619-448-6111 or email us info@eyecomm.org. We are glad to help!

Topics: Direct Mail, Direct Marketing