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The Eye/Comm Blog

The Power Of Direct Mail Marketing

Posted by Summer Gould on Mon, Nov 30, 2015 @ 10:05 AM

San Diego Direct Mail 

How can you create powerful direct mail to increase ROI? Your sense of smell is extremely powerful. A scent can elicit vivid memories that take you to your childhood, to the mountains or just about anywhere you have been. Our sense of smell is the most powerful sense, even above both sight and sound. The location of our sense of smell, is in the same part of our brain that effects emotions, memory, and creativity. This is the reason we react so powerfully to it.

To harness that power for your direct mail and make people respond is a marketers dream. In order to do that effectively you will need to take the time to figure out how to tie scent to your marketing message. If you create a message and then incorporate a smell that is not compatible, you have doomed your campaign. The scent must be symbiotic, both with the message and the visual images.

Here are a few things to get you started:

  • Identify the message: This is not just conveyed with words but also with images.
  • Identify the emotion: What are you trying to make people feel?
  • Create the call to action: This needs to be very specific and easy to identify.
  • Create the scent: Now decide what scent will enhance all of the above and drive them to respond.

If any one of the four is out of whack, your mailer will not get the desired response. So, the first thing to do once you have completed the above is to gather a group of people together (your focus group) to bounce these ideas off of. The group should not be employees of the company. They need to be outsiders who are seeing this for the first time and can give you honest feedback. They can be a mixture of customers and prospects.

Check out these examples of scented mailer ideas:

  • Imagine for a moment that you are a company that needs to sell brownie mix. Of course you will put pictures of brownies on the mailer, but the real good smell of the brownies will invoke emotions and drive the action to buy the mix.
  • Imagine you are a garden center and want to sell more flower seed packets. Add a floral scent to really pack a punch.
  • Imagine you sell a cleanser that gets rid of skunk smell. You can use the scent of a skunk to remind people how horrible it is. I would advise you to use only a small amount. No need to stink them out of their home.

The best part about using scent is that you can use either good or bad scents depending on how you want to spin it. Sometimes the better choice is the bad smell. The reminder of what bad things can happen when people do not use your product or service. Do not be afraid to reach a little with your scent connection. Just make sure to fact check it with other people. If it is too far out there, you may lose the desired effect. To really make the campaign perform well you need to get very creative. By harnessing the power of scent you can take your direct mail campaign to the next level.

Top 6 Reasons To  Use Direct Mail

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 Mail and Mobile Marketing Synergy

Posted by Summer Gould on Mon, Nov 23, 2015 @ 01:53 PM

San Diego Direct Mail Marketing

Many times marketers are looking at mobile marketing as a silo on its own. But really they should be looking at direct mail and mobile marketing as interdependent on each other. Mobile leverages the digital marketing world, while direct mail leverages the print world. When they are used together, they create a powerful marketing piece. Many times we get asked, how can mobile be added to direct mail in an effective way. Truly it is all about the data. Direct mail relies on data and so does mobile. In order to be effective together we must use data to send the right information to the right people. It also allows you to collect more data from people when they hit your landing pages.

As marketing becomes increasingly more digital, direct mail really stands out. The novelty of it is attractive to consumers, yes even millennials! Don’t let the dinosaur moniker fool you, direct mail is hip and cool. Using direct mail to lure recipients to visit a PURL, use NFC, AR or scan a QR code is an excellent way to create lists of truly engaged customers. You can even include short codes so that they can text you as a way of response. The integration of direct mail campaigns with mobile marketing is easier than ever.

How To Create A  Multi-Channel Campaign

Use the combination of direct mail and mobile to stand out in the mail box. Through creative design and truly good online content you can grab attention as well as drive engagement. Keep in mind that your offer needs to be appealing to each recipient. You can personalize a whole lot more than just the address. Therefore create messaging that is personal. Use your knowledge of each person in a variable data format to increase your response.

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, Direct Mail

Get More From Your Direct Mail List

Posted by Summer Gould on Mon, Nov 16, 2015 @ 12:40 PM

San Diego Direct Mail

The more information you have on your customers and prospects the better you can target your message to them. We run into many cases where companies do not have much information about their customers and prospects. So, if you have that problem, what can you do to gather more information? One way would be to ask them to fill out a survey. This can work but you usually don’t get as many people to fill it out as you would like. So another option is to you data enhancement tools.

Data List Enhancement:

List Profiling helps you shape your ideal customers and find prospects with similar characteristics. Data analysis and list segmentation will provide you with valuable insights into consumer behaviors, which will allow you to target your message to match their needs and interests. This increases the chances that they will act on your offer. Here is what data enhancement can help you do:

  1. Profile the 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.
  2. Target your selling messages to the right audience at the right time. This will allow you to spend less.
  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 days with so many channel choices. Is direct mail in conjunction with 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.
  6. Improve your database marketing with more profitable prospecting, through modeling and forecasting. Finding the correct 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.
  8. Improve multimedia marketing by applying profiles to hit the target across all media. This allows you to create multiple channel campaigns while still targeting them where they want to see the messages.

Finding well qualified prospects is very difficult. With list profiling you can pick people who are just like your best customers. It makes the prospecting effort so much easier. For the most part the profiling is limited to the United States, so if the majority of your customers are foreign this is not going to work for you. Knowing who your customers are and what prospects you should target gives you a big advantage. You can spend less money on your marketing because you can target it better and at the same time make more money because you are sending to the right people.

How To Create A  Multi-Channel Campaign

If you would like to try data enhancement or have 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

3 Ways To Keep Email Marketing Engagement Up

Posted by Summer Gould on Mon, Nov 09, 2015 @ 08:23 AM

San Diego Email Marketing 

Are your email marketing open rates falling? You are not alone. There are many factors involved in this, so let’s look at a few. First people are inundated with emails all the time. I walk away from my computer for 5 minutes and come back to 35 emails. The second is you need to stand out. When I am looking at the 35 emails the first thing I do is delete all the stuff that is irrelevant to me. I come to that conclusion based on the subject line. The third is being mobile ready. Many people check their email from their cell phone. That means your email needs to not only look correctly on a phone but also have easy to click buttons and text that is easy to read.

3 ways to keep email engagement:

  1. Relevant: The first key to email is sending the right message to the right person at the right time. The better you target your message, the better your response is going to be.
  2. Content: Stop and consider what you are sending. Just because email is easy and cheap does not mean you need to send every message. If it is not truly important, do not send it.
  3. Design: Your email should be visually appealing on both a desktop as well as a mobile device. Create the functionality with the recipient in mind.

Keep in mind that email marketing may not be for everyone. You may have customers and prospects that would prefer to engage with you on another channel. Make sure you are able to find that information out and engage with them there. Meeting your customer and prospect needs is key to better results.

Get Better Email  Marketing Results

By using the 3 elements above as well as addressing the factors of too many emails, bad subject lines and not mobile compatible, you can create email marketing campaigns that recipients want and respond to. Even if you are sending to a smaller list of people, if you are getting a better response from the ones you are sending to then you are doing great.

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

Topics: Email, Email Marketing

5 Ways to Refresh Your Direct Mail Marketing

Posted by Summer Gould on Mon, Nov 02, 2015 @ 12:23 PM

San Diego Direct Mail

Has your direct mail gotten boring or stagnate? Are you seeing your responses dwindle? When you have been doping direct mail for a long time this can be a common problem. It does need to be addressed. Consistently sending your direct mail is important, but if it’s only getting thrown in the trash, then it is a waste of money. With that in mind what can you do to refresh your direct mail?

5 tips to refresh your direct mail:

  1. Color: When was the last time you looked at the colors you are using? If it has been awhile, take a new look. What colors have you been using a why? How could you change them up to get attention?
  2. Images: Find new images that are a great way to get attention. The images should help you convey your message, so make sure to use only images that work for you. When an image’s message clashes with your text you confuse the recipient.
  3. Call to action: Create a new call to action that addresses the needs of your recipients. Tell them what they will get by responding and make sure it’s something they want.
  4. Wording: When was the last time you took a look at you wording? Could you say what you need to say using fewer words? Depending on your audience you may need to use simple wording or complex.
  5. Format: A change in your format can help your direct mail look new. Adding bold text to important information is a great way to draw their eyes where you want them to go. Use bullet points for people to quickly scan and gather necessary information.

Keep in mind that continuous campaigns should highlight different things each time so that you are not repeating the same thing over and over. It also makes it a much clearer message for recipients to digest and respond to.

5 Direct Mail  Design Tips

If you need help making sure your design meets USPS requirements send us a pdf to info@eyecomm.org. We are happy to look it over for you and let you know if there are problems!

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 is for Everyone

Posted by Summer Gould on Mon, Oct 26, 2015 @ 09:05 AM

San Diego Social Media

In 2015 and beyond social media marketing is not just for large corporations. Small companies can benefit too. Sure, large corporations have more resources and can dedicate more time to SMM, but even small companies can create and maintain great SMM campaigns. There is a difference in how you create and manage your SMM when you are not a large company, so let’s take a look at what you can be doing. There are no more excuses, get started today.

  1. Raise Awareness: In social media you are able to reach more people quickly. This means that when you have information, tips, or questions you can reach out to the social media community to help them or ask for their help.

  2. Create an Expert Status: When you provide good quality information to people on social media you build up your company as an expert. When people have questions about how to do things correctly, they will contact you for help. When you are the knowledge expert you build a greater following.

  3. Grow your Business: As your social media followers grow and the content you are providing spreads to more and more people you have a greater impact on them. This does lead to jobs. People like to work with people they see as not just experts but real authentic people. Social media can help you to show others who you really are and why they want to do business with you.

To get started with social media marketing or to restart if you have let it lapse, you first need to make a plan. To do that, take the following steps:

  1. Pick your channels: Which ones do you think your customers are using? Which ones are you comfortable with?

  2. Pick your content: What are you going to say? What helpful information can you provide? Have fun too, don’t keep asking for business or treat SMM like push marketing.

  3. Pick your timing: How often will you post? Which channels will you post more often?

  4. Who: Who will be posting your information? Make sure you have a plan for a backup as well.

  5. What: Plan out what you will say when people ask questions or when they make comments. All comments and questions should be responded too, especially the negative ones. Plan out how you want to do that.

Look and see how your competitors are using SMM. What can you emulate and what can you fix? SMM does not need to be a full time job. You can do this with software help by spending about 20 minutes a day on it. You don’t even have to purchase the software, you can use free software out there to help you.

Learn 5 Tips for better 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

Direct Mail Money Saving Ideas

Posted by Summer Gould on Mon, Oct 19, 2015 @ 11:10 AM

San Diego Direct Mail

Most marketers think of direct mail as expensive, so they can’t afford it. Email is cheap, easy and provides instant results, they say, so why should they use direct mail? Well, direct mail works really well. There are somethings you can do to cut down the cost of direct mail production as well as postage costs. If you can spend less money, but still maintain the same response, you will make more money.

5 Cost Saving Ideas:

  1. Return cards: If you are providing a return card that needs to be filled out and put in a reply envelope, add that to the bottom of your 8.5 x 11 letter to make it 8.5 x 14. It can be personalized at the same time as the letter saving run time as well as cost. You also cut down on the number of inserts going into the envelope, which saves you money.

  2. Statements: When mailing statements include marketing items as well. The post office allows up to 2 ounces in a presorted first class envelope for the same postage cost. Rather than sending out two separate mailings, combine them as one and save postage as well as production costs.

  3. Self-mailers:  Take advantage of the maximum letter size of 6 x 10.5. This will stand out in the mail box and not increase your postage as long as you stay under 3 ounces for presorted standard postage. This gives you plenty of room for graphics as well as copy. Make sure that you are following postal regulations on where the final fold is when looking at the mail panel. Send us a pdf and we can make sure you are ok.

  4. Postcards: There are a couple of tips for postcards. When using standard postage your postcard can be 6.125 x 11.5 for no additional postage. You have lots of room for design and text. If you are mailing presorted first class use a 4.25 x 6 postcard to get the special postcard postage rate. The smaller card can be a challenge, but remember you can use your calls to action to send them online for more information.

  5. Letters: Print 2 page letters double sided to decrease the number of inserts or allow you to add an additional insert for the same postage rate. In production, every insert is a cost so the less inserts you have the cheaper the production cost.

Direct mail is a great way to reach prospects and customers. People enjoy getting mail. Not only that, but when they get direct mail they go online to get more information. This adds another touch point for your marketing team to increase engagement. The more engaged they are the more money they will spend with you and the more they will talk about your company with friends.

5 Direct Mail  Design Tips

Call us today in San Diego at 619-448-6111or email info@eyecomm.org, to discuss how we can save you money on your next direct mail campaign. We are glad to help!

Topics: Direct Mail, Direct Marketing

Direct Mail Deliver’s Value, Response and Sustainability

Posted by Summer Gould on Wed, Oct 14, 2015 @ 08:23 AM


Over the years direct mail marketing has taken a bashing by digital marketers stating that direct mail kills trees so use digital it is environmentally friendly. There have been many other claims over the years as well, but statistically speaking direct mail can beat digital for ROI as proven by many University studies, and it is also more environmentally friendly too.

Here are some facts about print:

  1. Most paper now comes from sustainable forests. These sustainable forests are essentially "tree farms," where trees are grown as a crop, just like broccoli or wheat. When these trees are harvested, new stocks are planted.

  2. Overall, one-third of the fiber used to make paper comes from wood chips and sawmill scraps; another third comes from recycled paper.

  3. In the United States, 76% of paper and paperboard mills use at least some recovered material in their manufacturing process in 2011, while 113 paper mills used recovered fiber exclusively.

  4. Print on paper is recycled and reused. In 2014, over 65% of paper used in the United States was recycled, the second highest reading ever recorded.

  5. Just 11% of the world's forests are used for paper, and in the U.S. the wood used to produce paper increasingly comes from certified forests. The Forest Steward Council (FSC) and Sustainable Forest Initiative (SFI) track fiber content from certified lands through production and manufacturing to the end product.

As you can see, paper is a renewable resource and the use of paper promotes tree planting and growth. Studies show that print marketing drives consumers to online shopping. An example is, a study by the Direct Marketing Association which shows that 78% of consumers react to direct mail immediately. When they receive mail from a brand that they're interested in, 44% of people visit the brand's website and 34% search online for more information about the product. Use direct mail marketing to drive your responses and help the planet with an increased number of trees.

Top 6 Reasons To  Use Direct Mail

The next time you are planning your marketing campaign include both direct mail and digital for a powerful punch.

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

Top 10 Email Marketing Best Practices

Posted by Summer Gould on Mon, Oct 12, 2015 @ 08:06 AM

San Diego Email Marketing

Getting your marketing message delivered to the inbox is more and more difficult. With Google and many other email service providers adding more filtering and spam blocking your message may not get seen. However, when it does, are you getting the results you want? Let’s look at the top 10 best practices for email marketing so that you can get the most bang for your buck.

  1. Know your goal: Your campaign cannot start off on the right foot if you do not have clearly stated goals.

  2. Set your metrics: How will you measure success? Is that clicks, purchases, downloads or something else?

  3. Determine the offer: What is your offer and how will it drive response?

  4. Create your call to action: What can you say to get people to click on your call to action? How does that tie into your offer?

  5. Creative design: Use a creative design, but do not overpower your message. Make sure your call to action is easy to find.

  6. Data integration: Be creative with your data integration for a more personalized experience for your recipients.

  7. Testing: It is very important to test your email in different inboxes. What it looks like in Gmail may not be what it looks like in Outlook.

  8. Social Media: Have you added social media links? Allow people to share your offers and information easily with others. This can help you generate a larger response.

  9. Control Group: Create a control group for every campaign so that you can establish benchmarks.

  10. Tracking: When your campaign is complete review your results to determine what you should and should not do next time. Keep these results to review over a long period of time so that you can see long term trends.

Making sure to have a good foundation before you begin your email marketing campaign will help not only in the immediate campaign but in all the ones to follow. Careful planning and measuring of success as well as failure will help you to create better and better emails.

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

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