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The Eye/Comm Blog

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

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