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The Eye/Comm Blog

Summer Gould

Recent Posts

How Does Your Direct Mail Feel?

Posted by Summer Gould on Mon, Dec 11, 2017 @ 07:56 AM

San Diego Direct Mail

Our sense of touch is powerful. It can drive us to open a mailer just because it feels good. So how does your direct mail feel to your prospects and customers? From the paper you choose to the ink and coatings, are you generating curiosity and a desire to touch your mailer? There are many ways to appeal to a person’s sense of touch and many of them are not expensive. Have you considered using texture? Coatings do more than just protect the print from scratching damage in the mail. They can capture interest for your direct mail piece. When you create a unique textured feel, your response rate will increase.

Some fun coatings for you to consider:

  • MiraFoil: Create metallic effects in a precise fashion.
  • Raised: Gives the embossed look without actual embossing.
  • Pearlescent: Gives an elegant shimmer look.
  • Sandpaper: Gives a rough sand paper like feel.
  • Soft touch: Creates a velvet texture for a nice soft feel.
  • Glitter: A large glitter flake that is available in a variety of colors.
  • Metal Flake: Fine metal flakes similar to car paint.
  • Thermochronic: Temperature activated, changes color when heated.
  • Photochromic: This coating is activated by sunlight to change color.
  • Glow in the dark: This is a high gloss coating that will glow in the dark.
  • Scratch off: Available in gold or silver provides a non-see thru coat

Now that you have selected your coating, imagine how creative you can get with your design. You want to have the feel of bricks? No problem. 3D raised steps? No problem. It’s like the old “Pat the Bunny” books; you can have so many textures at your fingertips to choose from. Don’t go overboard and put several on one mailer, but mix a couple to really get people to want to feel your mailer. Show your prospects and customers how your product or service feels; grab that sensory emotion to increase your response.

Standard coatings to choose from are:

  • Varnish: This is basically like a colorless ink and can be applied in gloss, dull or satin forms as the piece is printed. This is not environmentally friendly.
  • Aqueous: A water based coating applied as the piece is printed. It protects better than varnish and is more environmentally friendly.
  • UV: This provides superior protection and comes in glossy or dull.
  • Laminates: This is best for protection from water as it seals in the paper. This is not usually needed for direct mail pieces.

With any of the above coatings it is a good idea to check with us to make sure we can inkjet over the coating. You do have a couple of choices if the coating is not inkjet compatible. You can knockout the mail panel when coating to leave it unfinished for inkjet. Or you can use and envelope/poly bag as a cover. Just one more thing to consider is that a paper envelope can be inkjeted, but a poly bag will require labels. Make sure to consider all your options and costs before proceeding.

Get Your 2018  Postage Rate Chart Now!

Direct mail is about engagement, pulling the recipient into your mailing by creating interest. The more interesting it is, the better response you are going to get. You will also find that when you create a direct mailer that people really enjoy, they show it to others. The more people who see your mailer, talk about it, and share it, the better your response will be. Sensory input leaves a lasting impression on the recipient. Are you ready to get started?

Call us in San Diego at (619) 448-6111 or email info@eyecomm.org we are glad to help!

Topics: Direct Mail

Create Email Marketing that Works

Posted by Summer Gould on Mon, Dec 04, 2017 @ 07:00 AM

San Diego Email Marketing

Email marketing is still a great channel however, many times marketers are doing it wrong. It is time to look at your 2017 email marketing results and make some changes. What is your biggest challenge, open rates or click rates? We stipulate that it is most likely both. It’s hard to get your email opened and once opened get people to click.

So here are some tips to empower your email marketing.

  • Want: Give your customers and prospects what they want, when they want it and need it. Be the first to email them important information or tips. Be brief and be actionable!
  • Promise: Give people a reason to open your email with a promise of value when they do. You must also deliver on that promise in the email.
  • No hard sell: Talk about the benefits to them. You want to be authentic and genuine not just another sales pitch.
  • Connect: Personalize your email. When you speak to your customer/prospects' interests, pain points or problems you will get your email opened and clicked. Grab your customer/prospects' attention by adding value.

When you work up your next email campaign, incorporate all four of the above ideas to maximize your email results. The better you are able to match your offer to your customer or prospect the more opens and clicks you will get. Take a hard look at how often you are sending email too. Once a week is too often when you are selling a high price product or service, so look at how often people buy from you before you schedule email campaigns to them. If they just made a purchase hold off on another solicitation for a while, or you could send a thank you email as a follow up.

You should not be sending to your whole database, you should be segmenting them based on purchase history and offers best suited to them. There is such a thing as too much email. Be considerate of people’s time, if you are not, you will end up being ignored or sent to the trash. Also consider adding other marketing channels. When you send your marketing through multiple channels you increase your response rates. Are you ready to get started?

Why Use  Multi-Channel Marketing

Call us in San Diego at (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Email Marketing

How To Boost Direct Mail Response Now

Posted by Summer Gould on Mon, Nov 27, 2017 @ 07:00 AM

San Diego Direct Mail

Direct mail is very effective, but what can you do to increase your response rates even more? You can link it to other marketing channels. Some people have concerns with the complexity and timeliness of creating a multi-channel campaign. Your website is the base of your marketing. You channel prospects and customers there every day. Direct mail can be the perfect tool to drive web traffic. To do this, you add links on to your mail pieces urge them to your web site. You also need a call to action that resonates, otherwise they will not respond.

Before you start to create your campaign you need to figure out what your goal is. Are you trying to get people to buy from you online or is the goal to get an appointment? Define your goal and set your expectations in order to start building the campaign. To have a true multi-channel integration the transfer between channels should be easy and the branded look should be the same. So how can you do it? There are really just 3 steps.

How to link your direct mail to online channels:

  1. Landing Page: Create a special landing page for your campaign in order to track results and give them an easy clean site with only the information they need for the campaign.
  2. PURL: Create a personalized URL that is unique for this campaign and auto populates the person’s info. They give you an easy way to direct your audience to landing pages that matches the message of your campaign.
  3. Banner/Display Ads: These ads can be programmed to follow interested prospects as they surf the web, using a technique known as retargeting. These are ads you have seen before as you browse the web.

Direct mail works and it works even better when it is coordinated with your web presence. As you begin planning your next marketing effort give us a call so we help you plan an effective direct mail campaign which ties in additional channels to maximize your response results. It is easy, affordable and we will be with you every step of the way.

Get Your 2018  Postage Rate Chart Now!

There is an easy way to do it, call us in San Diego at (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Direct Mail

How To Create A Facebook Ad Campaign That Rocks

Posted by Summer Gould on Mon, Nov 20, 2017 @ 07:00 AM

San Diego Social Media Marketing

Before you even consider a Facebook ad campaign you need to know who your trying to reach and if they are a good fit for Facebook. In some cases the answer is no. If so, find a different marketing channel to reach them. There are a lot to choose from.

You can find a lot of information on Facebook to choose from to really target the right people. Take your time looking over all the options to pick the best fit for you. You can even upload your customer list to reach them on Facebook. Once you have decided that Facebook will work and who you want to reach, you are ready to get started.

Create Rocking Ads:

  1. Create targeted ads: Based on your selected audience match them to ads they will find irresistible. This may mean you need to segment people into different groups with different ads. The better you target and the better your offer, the better your results will be.
  2. Create Campaign Landing pages: When someone clicks on your ad you need to have a designated landing page just for this campaign. It will incite action if it is directly related to the ad messaging and does not have a bunch of extra info. If not, people will bounce off your page. It will also allow you to track your results.
  3. Images: You want to use eye catching images to get people curious and clicking on your ad. The better your image the more clicks you will get. Your copy matters, but your image is the attention getter.
  4. Budget: It is very important to set a budget. Then try the Optimized CPM tool Facebook provides. This will allow you to maximize your budget. You give Facebook your parameters and they do the rest.

The best part about Facebook ads is the metrics you can see right away. If you are not getting the clicks you thought you would you can change your ad on the fly. Use a different image or copy to see if that makes a difference. You can also change your budget to get you ad placed more often. Are you ready to get started?

How To Integrate  Direct Mail & Social Media

Call us in San Diego at (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Social Media Marketing

Why Direct Mail Marketing Works

Posted by Summer Gould on Mon, Nov 13, 2017 @ 07:51 AM

San Diego Direct Mail

Direct mail has a long history going back to 1681 when William Penn sent pamphlet as the first American direct advertisement, according to the Philadelphia Public Ledger. We have come a long way since then. The evolution of mail in just the last 20 years is enormous. Technology has given us better ways to target mail to the right people and fun ways to integrate mail with other digital marketing channels. We are often asked why direct mail is effective, so now we will look into it more deeply.

Let’s look at what the Data and Marketing Association says.

  • People understand and remember what they read on paper better than what they read on a screen
  • According to the research, all age groups are interested in receiving and responding to mail and for ages 18-21, response rates doubled in 2016
  • Direct mail response rates in 2016 were 5.3% for a house list and 2.9% for a purchased list
  • Customer response rates increased year-over-year by 43%
  • Prospect response rates increased year-over-year by 190%
  • People read postcards; they had a year-over-year increase of 3.9%
  • 5 billion coupons were redeemed in 2015
  • Over 100.7 million people made a catalog purchase in 2016

The US Postal Service has a couple of more numbers that were just released: 55-57% of people read their direct mail and 21-24% scan their direct mail. These are impressive numbers and a good reason why direct mail should be part of your marketing mix, otherwise you are missing out. The direct mail of today should link to online content and allow people to make purchases online. The driver is still direct mail, but the fastest response is done online. You can track who comes from what method by using coupon codes or special landing pages.

You must also target your list. Not everyone needs to get every offer. Tailor your offer to each person to get the most bang for your buck. Your data is vital to your response rate. Make sure you are capturing purchase history as well as any demographic information you have access to. The more you know the more enticing you can make your offers. This in turn gives you a bigger response rate. Mail boxes are less crowded now, take advantage of that with targeted mail that stands out.

Get Your 2018  Postage Rate Chart Now!

Lastly, direct mail should not be boring. There are so many ways to add fun elements. Consider a few of these options that are not available for digital marketing: texture, fun folds, die cuts, or reactive inks. Consider adding technology such as: Augmented Reality, videos, or NFC. Get creative and make a fun interactive mail piece. Not sure how to get started, we are here to help!

Call us in San Diego at (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Direct Mail

How To Create A Text To Campaign

Posted by Summer Gould on Mon, Nov 06, 2017 @ 07:43 AM

San Diego Mobile Marketing

One way to take advantage of mobile in your marketing is to do a text to campaign. This can be a text to donate or a text to win campaign. These are very popular and they work. As with all marketing a text campaign needs to be well thought out. Get your goals down in writing and know who you want to reach out to.

How Does It Work?

  1. Choose A Software Provider – There are many providers that can help you. Make sure to really check them out to see that the platform has the features you need.
  2. Get A Phone Number – Once you pick your software provider, you will need to get a phone number. This will be the number people use to text.
  3. Marketing – Now it is time to pick which marketing channels you will provide the text number on. They work great for direct mail, social media and email. What other ways can you get your message out?

What Happens When Recipients Respond?

  1. Text – They text the number with either a donation amount or a message you asked them to type to enter.
  2. Link – There is a link sent to the phone to push as a confirmation and get taken to the next step in your process.
  3. Landing page – This is where they enter credit card info to donate or fill out your form to enter to win.

As with any marketing campaign you need to designate a person to be in charge of mobile. So before you roll out your campaign you want to make sure that you test it. Work out all the bugs before you are ready to start. Also it is a good idea to test this from multiple types of phone and tablets. You want to be sure your forms are working correctly. You might consider using an incentive to get people to refer friends to your campaign. There is no better way to increase response rates that to have a recommendation.

Why Use  Multi-Channel Marketing

It is also a good idea to explain how the text campaign works and that their information is safe with you. As you go along, make note of what works and what doesn’t, then adjust to keep honing your strategies and making more out of your mobile texting. Are  you ready to get started?

Questions? Call us in San Diego at (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Mobile Marketing

Create The Best Direct Mail List

Posted by Summer Gould on Mon, Oct 30, 2017 @ 07:56 AM

San Diego Direct Mail

Everyone knows that the more information you have on your customers/prospects the better you can tailor your message. Well, in many cases companies do not have that much information about people. So, what can you do to gather more information? Well, you could ask them to fill out a survey and offer a reward if they do, but what if you could gather information without having to take up someone’s time? There is a way.

Data List Enhancement:

List Profiling helps you model your ideal customers so you optimize campaigns and find prospects with similar characteristics. Data analysis and list segmentation will provide you with valuable insights into consumer behaviors, allowing you to tailor your message to match their needs and interests. This will increase the chances that they will act on your offer. Here is what you can expect:

  • 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.
  • Target your selling messages to the right audience at the right time. This will allow you to spend less.
  • 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.
  • 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.
  • Build loyalty programs that increase lifetime value. When you can provide relevant offers to people in a timely manner, you gain respect and loyalty.
  • 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.
  • 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.
  • 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.

Get Your 2018  Postage Rate Chart Now!

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 and send out multiple versions as one campaign. 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. Consult with us to 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

Social Media Marketing Ideas

Posted by Summer Gould on Mon, Oct 23, 2017 @ 07:56 AM

San Diego Social Media Marketing

Many marketers struggle with social media, while others just use it for fluff. You can successfully use social media to gain customers. A successful social media campaign uses one or more social media channels to promote a product/service, build brand awareness or create a sense of community. It is a way to unite people around a common interest or experience. Are you ready to create yours?

Let’s look at a few really good social media campaigns from brands you know:

  1. GE created a hashtag #6SecondScienceFair using Vine & Tumblr with the purpose to encourage interest in science, increase engagement, and build GE's reputation as an innovator. Check it out here: https://www.youtube.com/watch?v=iNdBHmZAOr4  The video highlights a bunch of experiments that participants submitted. It was liked 130,000 times and re-vined 105,000 times.
  2. Marshalls created Pin Pals by using Pinterest & YouTube used Pinterest boards of its followers to select items from its stores to deliver to selected followers. The deliveries were shared on Pinterest, YouTube, Facebook and Twitter . Check it out here: https://vimeo.com/219901287 This social media campaign resulted in 12 million video views, 143,000 engagements, and 475 million impressions.
  3. American Express created Everyday Congrats from Tina Fey with Facebook. The social media campaign promoted the Blue Cash Everyday AMEX card with playful and, most importantly, shareworthy videos congratulating real people on their "adulting" successes. They used Facebook's API to identify the most popular (with the most engagement) adulting topics then called in spokeswoman, Tina Fey to film memorable clips about them. Check it out here: https://vimeo.com/202291563 The campaign resulted in over 30 million views and a 20% lift in brand consideration for AMEX.

So after looking at these examples what fun ideas can you come up with to engage your audience, spread your message and increase your brand awareness? Many marketers have social media accounts and include them in their marketing, but they do not drive any real action. Asking for a follow or share is easily ignored, when you prompt people to actively create and participate in a campaign you initiate curiosity and interest which provides  you with lots of interactions, and great results. Are you ready to get creative and have fun with social media?

Call us today (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Social Media Marketing

Direct Mail: USPS Announces Request For Postage Price Increase For 2018

Posted by Summer Gould on Mon, Oct 16, 2017 @ 08:00 AM

San Diego Direct Mail

The USPS announced on October 6, that it intends to increase postage rates January 21, 2018. The first notice, was for changes to competitive product rates.  Those changes include: Priority Mail with an overall 3.9% increase, Parcel Select with an average increase of 7.0%, First-Class Package Service with an overall 3.9% increase, Retail Ground with an increase of 3.9%, and International Products will increase an average of 3.9%. The second notice, was for proposed changes to market dominant prices; they re-quire review and approval by the PRC before taking effect.  Price increases by class of mail were slightly less than 2%.

The largest increases for the class were for the single-piece (retail) rate.

NON-AUTO (Under 1 oz.)




Single Piece (Machinable)





Standard mail which is also now referred to by the USPS as marketing mail has a rate increase average of 1.908%. Nonprofit mail saw the smallest increase. 




AUTOMATION (3.5 ounces or less)





Mixed AADC






Get Your 2018  Postage Rate Chart 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: Direct Mail

Email Marketing: How To Choose Email Send Times?

Posted by Summer Gould on Mon, Oct 09, 2017 @ 07:00 AM

San Diego Email Marketing

The most common question we get about email marketing is “When should we send our email?”. Of course this is the hardest question to answer, because it is different for each company.  There is no one size fits all answer. Let’s look at a few things to consider when selecting the best time for your email.


  1. Who: Who is your audience? Are they local to your time zone or spread out all over? Are they working normal business hours in an office or do they work from home?
  2. What: What you are sending matters. Is it a newsletter or a coupon with a quick expiration date?
  3. Where: Where are people opening your emails? Are they on mobile devices or on desktops?

Now that you know this information, you can start testing emails with your list.

How should you test?

  • Send Times: Send emails to your list at different times until you find a time that works best for you.
  • Send Days: Send emails to test the best day of the week for your list.

You may find that you need to stagger your sends based on trends in your data. Grouping people into like segments helps you deliver the email at the optimal time for each segment. Really look through your email history to find trends you can take advantage of. The more you know, the better targeting you can do.

6 Engaging Email  Marketing Tips

Questions? Call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Email Marketing