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The Eye/Comm Blog

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

How Direct Mail Marketing Can Drive Online Engagement

Posted by Summer Gould on Mon, Jul 20, 2015 @ 09:45 AM

San Diego Direct Mail

These days online engagement is very important. Direct mail can be a great way to get people’s attention and direct them to your online content. Depending on your campaign goals, there are several things you can do to link direct mail with your online content.

  • White papers: Provide a URL for them to get the white paper. You can create a simple tip sheet into a PDF to offer, it does not need to be extremely complicated. In this case you are also able to capture information from them before they download.

  • Contests: Provide a URL for them to get the white paper. You can create a simple tip sheet into a PDF to offer, it does not need to be extremely complicated. In this case you are also able to capture information from them before they download.

  • Coupons: People like great deals. This is a good incentive to go online and get a discount. The better the interpretation of the offer the more response you are going to get. So, make sure that your coupon offer reads like a great deal without costing you too much. For instance, try 50% or 75% off a smaller item, leave the big ticket items full price. If you provide a service give 1 hour free.

  • Registration: Provide online registration for an event. Events are a great way to drive traffic and grab additional information to add to your database. On the thank you page after they register you can suggest some other related content they can access now. Take advantage of their interest while they are still on your website.

  • Information: Online you can provide a lot of details on your product or service. You don’t want to add too much information on your direct mail piece because that can be overwhelming and discourage people from reading it. However, online you can provide all the details and product information they need. You can even add links to blogs or white papers or coupons to move them across pages and keep their interest.

The integration of direct mail with online channels will allow you to:

  • Reconnect with customers who have either lapsed or not purchased in a while. Send them a postcard with a “we miss you” offer.

  • Build relationships with your customers and prospects. When you are able to engage people across multiple platforms you are creating trust with them. The deeper their engagement the more money they spend with you.

  • Gather Information: The more you know about customers and prospects the better you can target them. Every time you connect with them ask a couple of applicable questions to add to your database. This will allow you to only send them offers they are looking for, which in turn increases your ROI.

Sometimes people ask, “Why should I drive them online?” The reason to drive them online is that is where they already are. Your website is not enough anymore. You need the campaign landing pages and social media all working together with your direct mail. When you drive people online you have the opportunity to gather information about them. However, keep in mind that asking too many questions can give you a higher bounce rate. At a minimum get their name and email address. Adding 2 or 3 other questions should be alright as long as they are basic questions that can help you to better understand what offers to send them in the future.

How To Choose  A Direct Mail List

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

Social Media Marketing: We The People

Posted by Summer Gould on Mon, Jul 13, 2015 @ 03:36 PM

San Diego Social Media Marketing

Social Media Marketing can be an elusive target for marketers. Sometimes we get so wrapped up in the campaign planning, that we lose focus on what is important in social media. In order to get real results, we need to make sure our area of focus is correct. Many times we see social media posts that are inaccurate or just a hodgepodge of posts that have no real plan behind them. This is not a good use of social media marketing.

Social media can be great for your business if you plan and focus correctly. Let’s look at what social media can mean for your business:

  • Conversation: You can have a conversation directly with your customers and prospects. This opens up the opportunity to get real time feedback on your products or services.

  • Focus Groups: You can create mini focus groups to generate new ideas, evaluate changes you plan to implement or test out new products and services.

  • Monitoring: You are able to see what is being said about your products and services as well as your brand as a whole.

They key to social media is people. People have the power to lift or squish your social media marketing. Knowing that and planning out your strategy to engage the people with help you to stay relevant and interesting. What is in it for them? How are you helping them? Are you providing knowledge, coupons or some other benefit? If so, great! If not, you need to rethink your strategy. The center of your strategy is the people who are following and engaging with you. Feel free to ask them questions, make them feel more connected to you. You will need to either act on or acknowledge the feedback they provide you or else you are just wasting their time.

How To Do Social  Media Marketing

Social media marketing can help you build your brand as well as provide you with the feedback you need on your products and services. 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: Social Media, Social Media Marketing

3 Direct Mail Steps You Can Take Today To Shake Up Your Marketing

Posted by Summer Gould on Mon, Jul 06, 2015 @ 10:57 AM

San Diego Direct Mail

Sometimes taking a look at direct mail from a different vantage point can make all the difference. Many times in planning meetings for direct mail campaigns we spend too much time looking at the big picture of what we want and not stopping to take the steps that will actually get us there. In other words, don’t just talk about your goals, set real steps to achieve them. Start with one thing. What one thing can you do on the direct mail campaign that will be a good step towards your goal?

3 Direct Mail Steps You Can Take Today:

  1. Test a new offer: Get creative on your test offer. What is something you have never offered before that your recipients would be interested in getting? Brainstorm some ideas with your team, while you make sure to focus on costs as well. A good offer does not have to cost you a ton of money.

  2. Create a focus group: Ask a few current customers and even prospects if they would be willing to be a part of your focus group. They can provide valuable feedback on your ideas. You can incentivize them with your services or product at a discount. It is truly worth it.

  3. Change your format: Consider using a format you have not tried before. If you have been using a postcard, try a self-mailer or a letter. Many times just changing the look can help you drive a larger response.

Shaking up what you normally do in direct mail, can give you a boost in response. Do not try to do all 3 of the ways listed above on one mailing, you won’t be able to track what is working. You can do a split test by breaking your list into 4 groups. Group 1 gets what you normally send, this is your base. Group 2 get the new offer, group 3 gets what the focus group picked and group 4 gets a new format. Track responses from each group and see what pulls better. You can then shuffle around groups with the other changes to add to your results. Do not be afraid to try something new. Even if you do not lift response you have still learned something to apply to the next mailing.

5 Direct Mail  Design Tips

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: Marketing, Direct Mail, Direct Marketing

Mobile Marketing: How Can “Mobile Friendly” Be A Better Friend?

Posted by Summer Gould on Wed, Jun 24, 2015 @ 08:54 AM

San Diego Mobile Marketing

Sometimes it astonishes me how many websites still are not mobile friendly or are trying, but really suck at it. Just the other day I was researching some info from my iphone, I had to zoom in and move the page around in order to read the information I needed. Now, I can’t say that they were not trying, after all the header and call to action button were setup correctly, so was the home page, however, what about all the text on the page I needed to read. So after 3 very frustrating web pages, I decided to create a list of ways that companies can facilitate a better mobile visit.

5 Ways to Improve Mobile Marketing Friendliness:

  1. Larger text for easy reading: Zooming in to read is a pain, make it simple for people to read your content on a mobile device.

  2. Large links and buttons for tapping: There is nothing worse than trying to click a little tiny link only to click the wrong one. Make it easy to click the right one.

  3. Use images, but make sure the file sizes are smaller for quick loading: We all want our cake and eat it too, so continue to use images, but test to make sure your loading speed is not impacted. If it is, try using less images or smaller ones.

  4. Use video file types that work with top 4 browsers: You want to allow as many people as possible to get your video content, so make sure that their browser works with your video.

  5. Create easier forms: Use only necessary fields. Make them large and easy to fill out. Long forms are a turn off. If you require too much information they will just look somewhere else for it.

Just keep in mind that more than your home page needs to be mobile friendly. More and more people are using mobile devices for research and purchasing. Do not turn people away from your site. Engage them the way they want, with a great mobile experience.

Learn the Latest Mobile Marketing Tactics!

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

The Science Of Direct Mail Marketing

Posted by Summer Gould on Tue, Jun 16, 2015 @ 02:39 PM

San Diego Direct Mail

The U.S. Postal Service Office of Inspector General (OIG) worked with Temple University’s Center for Neural Decision Making to conduct a neuromarketing study. It focused on response differences to physical and digital media by the consumer. Neuromarketing is a rigorous scientific method that explores the consumer’s subconscious response. This is a more in-dept method than surveys. The findings are really interesting. To read the entire study click here.

The study looked at 3 buying process phases:

  • Exposure: How the body’s responded to an ad

  • Memory: How the brain remembers the ad

  • Action: What did they do in response to the ad

The results of the study showed that participants spent more time with the physical ads and remembered them better than the digital ones. The most important thing was that the physical ads triggered activity in the area of the brain (ventral striatum) that is responsible for value and desirability for featured products, which can signal a greater intent to purchase.

They used eye tracking with a camera and infrared technology to monitor eye movements, in terms of speed and duration of attention. Core Biometrics with sensors placed on fingertips to measure heart rate, skin sweat, motion, and respiration. Lastly they used, MRI  brain scans to measures changes in oxygenated blood flow to reveal regional activation during a task or experience.

Here are a few of the findings:

  • Self-reported survey results demonstrated little difference between participants’ preferences for or attitudes toward ads presented digitally or physically.

  • Participants chose to review physical ads longer than digital ads, but exhibited more focused attention on specific elements of the digital ads.

  • Physical ads had a longer lasting impact than digital. A week after the initial viewing, the emotional response and concrete memory of the physical ads allowed participants to more quickly and confidently remember the physical ads than digital ads.

  • Although participants stated similar preferences and willingness to pay for an item regardless of whether they saw the ad in a physical or digital format, their brain activity indicated greater subconscious value and desire for products or services advertised in a physical format.

The wonderful thing about direct mail is that it allows marketers to tap not only the physical attention and memory, but can be tied into digital forms as well to really increase response rates. One of the key takeaways from the study is that we need to know more about our recipients. If we can provide them with an experience that is created just for them, we can drive greater engagement, which will result in greater sales.

6 Reasons To  Use Direct Mail

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

Topics: Direct Mail, Direct Marketing

The Psychology of Email Marketing

Posted by Summer Gould on Mon, Jun 08, 2015 @ 11:36 AM

San Diego Email Marketing

You may think that email is pretty straight forward, however really good email marketing uses psychology. Before starting your campaign, you need to take the time to dig deeper into your recipients. 68% of Americans say they receive too many brand emails, make sure you are not the one sending too many. Psychology is the scientific study of the human mind and its functions, especially those affecting behavior in a given context. So, if we want to create email that people can’t help but respond to, we need to get into their minds.

Let’s break down how best to profile your recipients.

  1. Identify their pain/pleasure points – this is the driver of human behavior

  2. Find a Novelty – something new or unknown to them

  3. Find the Why – show them how great it can be

  4. Make it easy – easy to read, easy to understand and easy to respond

  5. Find what makes them curious – when you spark curiosity they make more of an effort

Once you have all of the information above, you can start to create a campaign that appeals directly to your recipients. Make sure that you focus on your campaign goals/objectives and which recipients you are targeting to get there. Emails are looked at most during the work week, so skip weekends. Adults age 35-50 spend the most time with email on mobile devices so make sure you keep that in mind. The next step is to look at both design and copy while focusing on psychology.

Design can be broken down into 5 areas of focus.

  1. Instinctive – create the reaction no one can resist

  2. Opportunity/Threat – create the feel of opportunity with the offer and the threat of what happens if you don’t do it

  3. Number of options – keep it simple, too much and it will be thrown away

  4. Patterns – eye pleasing and creating contentment

  5. Selective disregard – this is an automatic process, make sure your design is not disregarded

Here are a few psychological tricks for your copy:

  • Position – people remember what they saw first or last, not the middle

  • Unusual – is easier to remember

  • Rhyme – people trust and remember them

  • Repetitive – the more often the message is seen the more true it becomes

All the psychology in the world will not help your email if you do not have clearly defines goals and objectives. In order to send out the right information to the right people, you need to know who they are and what you want from them. If you can pull the right triggers on the right people with your email design and copy you are sure to get an increase in response. Careful thought, purposeful design and well worded copy are the foundation of great email marketing. If at all possible consult with a current customer or prospect on your design and copy. Their feedback can be invaluable to keep you from making costly mistakes or providing a new idea you had not thought of.

6 Engaging Email  Marketing Tips

Topics: Email, Email Marketing

The Psychology of Social Media Marketing

Posted by Summer Gould on Mon, Jun 01, 2015 @ 10:50 AM

San Diego Social Media

You may think that social media is pretty straight forward, however really good social media marketing uses psychology. Before campaign creation can start you need to take the time to dig deeper into your followers. Psychology is the scientific study of the human mind and its functions, especially those affecting behavior in a given context. So, if we want to create social media that people can’t help but respond to, we need to get into their minds.

Let’s break down how best to profile your followers.

  1. Identify their pain/pleasure points – this is the driver of human behavior

  2. Find a Novelty – something new or unknown to them

  3. Find the Why – show them how great it can be

  4. Make it easy – easy to read, easy to understand and easy to respond

  5. Find what makes them curious – when you spark curiosity they make more of an effort

Once you have all of the information above, you can start to create your campaign that appeals directly to your followers. In many cases we are targeting different segments at the same time across multiple channels. Make sure that you focus on your campaign goals/objectives and which followers you are targeting to get there. Let’s look at both design and copy while focusing on psychology.

Design can be broken down into 5 areas of focus.

  1. Instinctive – create the reaction no one can resist

  2. Opportunity/Threat – create the feel of opportunity with the offer and the threat of what happens if you don’t do it

  3. Number of options – keep it simple, too much and it will be thrown away

  4. Patterns – eye pleasing and creating contentment

  5. Selective disregard – this is an automatic process, make sure your design is not disregarded

Here are a few psychological tricks for your copy:

  • Position – people remember what they saw first or last, not the middle

  • Unusual – is easier to remember

  • Rhyme – people trust and remember them

  • Repetitive – the more often the message is seen the more true it becomes

All the psychology in the world will not help your social media if you do not have clearly defines goals and objectives. In order to send out the right information to the right followers, you need to know who they are and what you want from them. If you can pull the right triggers on the right people with your social media design and copy you are sure to get an increase in response. Careful thought, purposeful design and well worded copy are the foundation of great social media marketing. If at all possible consult with a current customer or prospect on your design and copy. Their feedback can be invaluable to keep you from making costly mistakes or providing a new idea you had not thought of.

How To Do Social  Media Marketing

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: Social Media, Social Media Marketing

Mobile Marketing: Are You Over Thinking It?

Posted by Summer Gould on Tue, May 26, 2015 @ 09:51 AM

Expressions-13

Sometimes marketers focus on the most difficult aspects of a channel, rather than breaking it down and trying a little bit at a time. Mobile marketing falls into this category for many people. Getting overwhelmed by all the complicated options can stall your campaign or worse cause you to give up on it. What if we break down mobile marketing into smaller less intimidating steps. You will be able to implement some of these ideas into your campaign right away and continue to grow your mobile marketing efforts more over time. Look at what you are currently doing now, by doing so, you can identify where it is easiest to add mobile.

Mobile Marketing Breakdown:

  1. Website: Usually this is the easiest place to start as well as the best. The numbers of people doing research on companies with mobile devices is staggering. Best practices call for a responsive design so what your website looks good no matter what device is accessing it.

  2. Email: When you send out your emails, design them so that they look good on mobile devises. Easy to read text, easy to click buttons and minimal pictures.

  3. Landing pages: Since your marketing campaigns drive people to landing pages, you need to make sure that you are using responsive design on these too. Make the users experience a seamless and easy one.

  4. Direct Mail: Your direct mail can drive people online through QR codes, augmented reality, PURLS, NFC and more. Don’t silo your direct mail, integrate it with your other channels and get recipients to use their mobile devices to access your content.

  5. Digital: All your digital ads should be mobile ready all the way through the experience. From initial click to check out, can your current responders do it all on mobile devices?

  6. Text campaigns: This may be something that is far off in the future or you may be considering it now. The best part about text campaigns is the immediate access. You can have a flash sale, extra coupon or anything you can think of that your audience will want. The key here is to get people to opt into your messaging and to not overdo it.

Your customers and prospects are looking for a good experience. Creating a smooth easy process for them to use on whatever devise they choose is the best way to boost your responses. This means as you design each item in your campaigns that you are constantly viewing them from your customer’s point of view. What is in it for them? If you can, ask a customer to test your designs or if that is not an option get someone outside of your organization to test everything on multiple devices. This will give you a perspective that someone inside the organization will not have. Mobile marketing can be really easy if you make some adjustments to what you already do.

How To Effectively Use QR Codes

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 Marketing

Direct Mail: Emerging & Advanced Technology Promotion Save 2% On Postage

Posted by Summer Gould on Mon, May 18, 2015 @ 08:50 AM

San Diego Direct Mail

The USPS is offering a 2% postage savings for the following promotion. Learn how you can take advantage of this program and save money on your next direct mail marketing campaign.

2015 Emerging & Advanced Technology Promotion: Promotion runs June 1 through November 30, 2015. This promotion encourages customers to explore opportunities to incorporate technologies such as Near Field Communication (NFC), Augmented Reality, and other technologies in print, ink, and paper to enhance how recipients interact and engage with direct mail. To participate in the promotion, the mail piece must incorporate the use of NFC technology, inks, paper, interactive technologies or an augmented reality experience that allows the recipient to interact with the mail piece and technologies.

NOTE: The mail piece must use at least one form of the approved emerging or advanced technologies to receive the promotion discount.

Mail piece Content Requirements

  • Near Field Communication (NFC) Requirements: Near field communication (NFC) is a form of communication between devices such as smartphones, tablets or items embedded with NFC chips, tags or similar technology.

  • Augmented Reality Requirements: A general definition of Augmented Reality (AR) is a live view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data, etc.

When using either of the two options above you must meet the following 2 requirements:

1. Directional Copy Requirement: The mail piece must contain text near the barcode or image with instructions on how to scan the barcode or image and information about the landing page. Examples include:

    • Scan here to play an interactive game

    • Scan the barcode for an interactive experience

    • Download our app and scan this page to see your mail piece come alive

    • Download our app for an interactive experience

    • Tap here with your NFC enabled phone

    • Wave your NFC enabled phone here

2. Destination Requirements: The landing page must contain information relevant to the content of the mail piece. It must also be mobile optimized. Participants must use the following or similar techniques to qualify for the promotion.

    • Screen Size and resolution is adjusted so that users do not have to scroll horizontally

    • Page sizes are compressed to enable faster downloading

    • Outbound links take users only to mobile optimized pages

    • Contrast and color scheme is adjusted for viewing on smaller screens and outdoor viewing.

    • Device detection directs mobile users to appropriately formatted content

    • Use menu options as opposed to free-text entry whenever possible

*Links to a traditional desktop site do not meet the requirements for this promotion.

This year there are exciting new categories to try. The promotion is not limited to devices. The requirements this year are expanding to include innovative advances in inks and paper. In this section, only pieces that significantly enhance the mail piece and the customer experience will be considered for eligibility for the promotion discount. All mail pieces attempting to meet the criteria for these applications must have samples submitted to the Program Office at mailingpromotions@usps.gov for preapproval prior to submitting any mailings for the promotional discount.

Examples include, but are not limited to:

  • Inks: The inks must enhance recipient engagement and value of the mail piece.

  1. Conductive inks: become part of a circuit and activate a device, and are printed onto paper like any other ink. Users press a “button” to close the circuit, and can activate other devices, such as lights, sound chips, or other electronic sensors and components.

  2. Leuco Dyes: change color with variations in temperature

  3. Thermochromatic: heat sensitive dyes

  4. Photochromics: change color with UV light exposure

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

  6. Piezochromic: change appearance under pressure

  • Papers: The paper must have one or more of the features below. The paper characteristics must be integrated or supportive of the marketing message and enhance the customer engagement experience.

  1. Scented: paper infused with scent (ex: catnip, fresh bread), microencapsulated scents

  2. Sound: paper that incorporates sound chip/speakers (ex: motorcycle)

  3. Visual: special effects with filters, holographic, lenticular

  4. Textural: paper that incorporates textures that engage in a physical change based on touch, that provides a sensory related experience; paper surfaces may be coated, laminated, or made of unique materials (ex: “turf” paper, sandpaper, soft/velvet finish, etc)

  • Interactive mail pieces: The interactive mail pieces must include an experience that engages the customer and adds dynamic effects in the use of folds and other dimensional enhancements. The concept must add value to the overall marketing message. To qualify, construction of the folds must include more than the normal 180 degree folds. The folds must be dynamic and can incorporate dimensional effects.

  1. 3-Dimensional

  2. Pop-ups

  3. Infinite folding

All designs and technologies other than Near Field Communication (NFC) and “enhanced” augmented reality (AR) must be presented to the Program Office for preapproval prior to any mailings being presented for the promotional discount.

5 Direct Mail  Design Tips

The use of tactile technologies in direct mail is a great way to enhance a user’s experience and is very affordable. Using scent, thermal ink and textured coatings to bring the mail piece experience to a higher level. These experiences cannot be done with digital. Drawing attention to the benefits of direct mail and the power of the senses in decision making is powerful.  

 

Topics: Direct Mail, Direct Marketing