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The Eye/Comm Blog

Direct Mail Marketing For 2016

Posted by Summer Gould on Wed, Dec 30, 2015 @ 11:24 AM

San Diego Direct Mail Agency

Direct mail marketing has been around for a long time, sometimes thought of as the “old goat” of marketing. Over the years there have been many changes in the way we use direct mail for marketing. Slapping a resident label on a card and mailing to everyone in your city, does not cut it anymore. Some of the best practices that have been in use for a while now are listed below. By using some or all of these, it can help keep your direct mail more cost effective and easily increase your ROI. 

  • Targeted mail lists: There are so many ways you can really define your best prospects.
  • Mail tracking: Know when your mail delivered so that you can follow up.
  • Creative designs: Stand out in the mail box.
  • A – B testing: Really track results on what messaging and formats get the best response.
Since many people now spend more time on their mobile devices, you can use your direct mail to catch people on the go. Now in this day and age, we can empower our direct mail with technology to drive an even greater response. When your direct mail has the latest technology, you let the recipient into the driver’s seat of your marketing. You allow them to pick and choose the information they are interested in at that moment. You can incorporate mobile marketing into your direct mail by using some or all of the following, as easy gateways to online information via recipient’s cell phones.
 
  • QR Codes: Directs them to a landing page with an offer, a way to buy or more information
  • Augmented Reality: Use your imagination to create a powerful experience
  • NFC: Near Field Communication can be used to drive mobile devices where ever you want to with a tap or touch between the phone and an embedded chip
  • PURL: Unique and personalized landing page created especially for each recipient

By adding these instant response methods you increase the opportunity to catch someone in the moment as a hot lead if not a sale. After all direct mail influences 76% of internet users to buy a product or service online (Exact Target), so you need to make sure that you are driving that online engagement. Creating the mobile optimized landing pages for recipients to gather more information, make a purchase or share ideas with others is a must with each direct mail campaign you do.34% of consumers search online for more information about a product or service when receiving direct mail from a brand they are interested in. (Direct Marketing Association) Don’t you want to be the one controlling the information they see, rather than Google? When you create the landing pages and supply all the information, your competitors are not there to distract from your message, you are in control.

How To Create A  Multi-Channel Campaign

By empowering your direct mail with choices and ways to gather information, you are empowering your customer/prospect to make a quick and easy decision on your call to action. This means your direct mail will need to have a clear call to action with more than one way to respond. It is vital that you incorporate mobile response devises now, because mobile users are growing rapidly and along with them mobile purchases. We can help you to create the landing pages and the QR Codes, Augmented Reality, PURL’s or NFC. Incorporating the mobile response devices now, does not have to be labor intensive for you.

If you have any questions call us in San Diego at 619-448-6111 or email [email protected]. We are glad to help!

Topics: direct marketing agency, Direct Mail

Great Nonprofit Fundraising with Direct Mail

Posted by Summer Gould on Wed, Oct 08, 2014 @ 08:06 AM

Nonprofit Direct Mail San Diego

Direct mail can be very beneficial for nonprofit organizations looking to increase their fundraising. There are 3 factors that determine the success of your direct mail campaign. 40% is the list. 40% is the offer or cause. And 20% is the creative. Test each one to find what works best.

Direct mail is more costly than sending out an email due to printing, mailing and postage costs, but if you can increase your ROI to cover that cost it can be well worth it.

  • Direct mail is more targetable than email. Unlike most other media you can select your target audience and deliver your message directly to their home or office.

  • Direct mail is more personal. Your offer can be customized to the recipient’s known behaviors.

  • Most people perceive mail as more personal and important than other media.

  • Mail is tangible and includes a response device. All direct mail is dimensional and the recipient interacts with it in both a visual and a tactile way.

  • Unlike email, the recipient can’t just hit delete to make your message disappear. Your donors and prospects respond to different types of media. Many will prefer the personal touch of mail.

  • According to recent USPS research: Two-thirds of Americans view traditional mail as more personal than internet communications and say mail is more private than email. 68% of Americans say mail is more secure than internet communications.

In direct mail your list is the most important part. Obviously, the best list is your list of current donors.

  • Don’t forget to occasionally solicit lapsed donors. Consider telemarketing to those audiences in addition to mail.

  • Keep your donor mailing lists up to date. Obsolete data not only costs you money spent on undeliverable or misdirected mail, but can cause lost donations and can impact donor goodwill.

  • Studies have found that on average, up to 20% of records within a typical house file are undeliverable. By keeping your data current, you will save on printing, mailing and postage costs.

The USPS now requires you to comply with their Move Update regulations by updating your lists every 95 days. There are several important list hygiene tools available to help keep your data clean and accurate.

  • National Change of Address (NCOA) for new addresses of people who have moved.

  • Dedupe, so that you are not sending multiple pieces to the same address.

  • Deceased recipient purging, removing anyone who has been reported as recently deceased, can be a great asset as your list of donors are aging.

Finding good lists of prospective donors can be hard. Here are a few ideas you can try.

  • Trade lists other nonprofits in your area. Make sure to code the lists when you send them out so that you know who responded from what list.

  • You can find targeted prospect lists by looking for individuals who are sympathetic to your mission and have the capacity to give. By utilizing available list targeting tools it is possible to find prospects that most closely resemble your best donors.

  • You can customize a list to your specific cause and overlay demographic and psychographic intelligence onto your donor data.

  • Another option is to profile you donor list. Sophisticated list profiling is now a reality. Through a powerful array of new market segmentation tools you can profile the unique characteristics of your best donors and identify and target new prospects most like them. The results can boost your direct response rate, increase your market penetration, and dramatically improve your fundraising ROI. Eye/Comm can show you how.

Learn 20 Ways To Reduce  Postage Costs

Something else that Nonprofits should take note of, if you are mailing raffle tickets: The United States Postal Service (USPS) is strictly enforcing regulations on mailing raffle tickets. If you plan to mail raffle tickets for a fundraiser, you must meet certain requirements or USPS could legally refuse to accept your direct mail. While it is legal to include advertising for a raffle, including a raffle or lottery ticket in a mailing is strictly prohibited unless you follow USPS guidelines. To avoid potential problems USPS requires the ticket makes clear that no payment is required to enter a raffle. The following elements should appear on each ticket in a mailing:

  1. Use the wording “suggested donation” before the price of the ticket.
  2. Use the wording “no donation required to enter” or add a check box “Please enter my name in the drawing. I do not wish to make a donation at this time.”

An alternative is to not include a ticket in the mailing. It is legal to advertise a raffle by mail, but you should still use the phrase “suggested donation” if you list the price of a ticket on the advertisement. Send us a pdf or sample of any raffle ticket before you print and we will alert you to any potential problems. [email protected] or call 619-448-6111.

Topics: direct marketing agency, Direct Mail, Direct Marketing

Unique Direct Mail Marketing That Gets Results – Dimensional

Posted by Summer Gould on Mon, Sep 15, 2014 @ 09:44 AM

San Diego Dimensional Mail

As we told you with the post on Pop Up mailers and 3D Glass mailers, direct mail has been around for a long time. Most people know what to expect when they check their mail box. There will be some postcards, envelopes, self-mailers along with magazines. As they sort through the mail and see what interests them, you want to be one of the “let’s look at this” pile. You can reach that pile as long as you provide them with something intriguing. What you really want once you are in this pile, is to get beyond the casual look and toss, you need to stand out and be remembered as well as shared with others. So, how do you do that?

Stand out with Dimensional Mailers:

  • Be the only one in the mail box: When it comes to dimensional mail you will be the only one in the mail box that looks the way you look. There will be no way for the recipient to miss your mailer.

  • Many options: They can be boxes, tubes, bottles or any shape you can think of. For example, you can send someone a message in a bottle they will not be able to resist opening it and reading your message.

  • Memorable: Recipients can’t help but to remember something so unique. In most situations they will show off to others what they received. If you provide them with something that has value to them (this does not have to mean expensive for you), they will keep it.

Dimensional mail averaged the highest overall response rate, at 5.49 percent, of any direct response medium, according to the Direct Marketing Association's Response Rate Report. When the recipient opens the mailer and to see what is in there, your message will get read and you are well on your way to getting that person to respond to you. This is a great type of mailer to have fun with. Some examples are a matchbox car, a small trash can, a coconut, a shoe and so on. There are many items that you can use to go with a play on words to create a great marketing message for you. You can also send samples of your product. People love to get samples in the mail.

Using dimensional mail is also a great way to spark conversation on social media. Ask recipients to share their stories, post photos and tell you what they think on your social media accounts. Make sure to include the links for them to use. You can tell them funny stories of people around the office using the items as an opening to get responses.

Learn how Mobile Marketing can make your Direct Mail better!

If you need help with dimensional mailers or have questions please call us in San Diego at 619-448-6111 or email [email protected]. We are glad to help!

Topics: direct marketing agency, Marketing, Direct Mail, Direct Marketing

Unique Direct Mail Marketing That Gets Results – 3D Glasses

Posted by Summer Gould on Wed, Sep 03, 2014 @ 09:35 AM

San Diego Direct Mail

As we told you with the post on Pop Up Mailers, direct mail has been around for a long time, most people know what to expect when they check their mail box. There will be some postcards, envelopes and self-mailers along with magazines. As they sort through the mail and see what interests them, you want to be one of the “let’s look at this” pile. You can reach that pile as long as you provide them with something intriguing. What you really want once you are in this pile, is to get beyond the casual look and toss, you need to stand out and be remembered as well as shared with others. So, how do you do that?

Stand out with 3D Glass Mailers:

  • Catch Attention Quick: With 3D Glasses your mail piece is interactive and fun. In a focus group, all potential recipients said they would put on the glasses and read the piece.

  • Spread the Word: Not only do your recipients read and enjoy your piece, but then they save the direct mail piece and show it to family, friends or associates.

  • Have Fun: Create a fun experience for your recipients. Use cartoons, games or other fun themes to show them what a great company you are as well as how you can help them. Remember, it’s all about them.

  • Get Creative: Think of ways to create great 3D experiences and maybe make it into a series. Get recipients looking forward to the next instalment and continue to drive interest in your company.

When the recipient opens the mailer and puts on the 3D glasses to read your message, you are well on your way to getting that person to respond to you. This is a great type of mailer to have fun with. Why not make the 3D something useful so that they keep it around for a long time. You can also incorporate the 3D into your emails and landing pages as well to continue to generate interest.

Using 3D can also be a great way to spark conversation on social media. Ask recipients to share their stories, post photos and tell you what they think on your social media accounts. Make sure to include the links for them to use. You can tell them funny stories of people around the office using the glasses as an opening to get responses.

Learn how Mobile Marketing can make your Direct Mail better!

If you need help with pop up mailers or have questions please call us in San Diego at 619-448-6111 or email [email protected]. We are glad to help!

Topics: direct marketing agency, Direct Mail, Direct Marketing

Unique Direct Mail Marketing That Gets Results – Pop Ups

Posted by Summer Gould on Wed, Aug 20, 2014 @ 11:27 AM

San Diego Direct Mail

Since direct mail has been around for a long time, most people know what to expect when they check their mail box. There will be some postcards, envelopes and self-mailers along with magazines. As they sort through the mail and see what interests them, you want to be one of the let’s look at this pile. You can reach that pile as long as you provide them with an intriguing call to action. What you really want is once you are in this pile is to get beyond the casual look and toss, you need to stand out and be remembered as well as shared with others. So, how do you do that?

Stand out with Pop Up Mailers:

  • According to a Direct Marketing Association Response Rate Report, dimensional mail averaged the highest response rate of any direct response medium, the average response rate was 2.3 percent and the highest response rates were 8.3 percent.
  • Dimensional mail such as pop up mailers, keep recipients interest longer so your marketing message sinks in and leaves a positive and long lasting impression.
  • The interactive nature of pop up mailers provides a unique experience for recipients. There is a real cool factor that drives them to share the mailer with others and therefore spread your message farther.
  • Imagine how creative you can get with a pop up. There are a ton of options or you can create your own to fit your needs.

When the recipient opens the mailer and out pops a box, or other fun shape the full sensory experience is ignited, curiosity is sparked and you are well on your way to getting that person to respond to you. This is a great type of mailer to have fun with. Why not make the pop out something useful so that they keep it around for a long time. This can also be a great way to spark conversation on social media. Ask recipients to share their stories, post photos and tell you what they think on your social media accounts. Make sure to include the links for them to use.

If you need help with pop up mailers or have questions please call us in San Diego at 619-448-6111 or email [email protected]. We are glad to help!

Topics: direct marketing agency, Direct Mail, Direct Marketing

Direct Mail: Why Can't I Mail It? - Flats via Target Marketing

Posted by Summer Gould on Thu, Aug 07, 2014 @ 08:19 AM

San Diego Direct Mail

As you know from part one (postcards), two (self-mailers) and three (booklets) of "Why Can't I Mail It?," there are many times a design element causes a mailing to go at a higher rate of postage. This can be frustrating as well as expensive. In order to help you stay away from potential issues, here are some things to keep in mind as you are preparing a direct mail campaign.
 
Finally, let's look at flats by clicking the link below:

Direct Mail Flats

 

 

 

 

Would you like to learn some tricks to save money on postage?

Learn 20 Ways To Reduce  Postage Costs

 

 

There can be many confusing requirements for direct mail. Don't let all of the post office requirements hold you back from using direct mail. If you have any questions call us in San Diego at 619-448-6111. We are glad to help!

Topics: direct marketing agency, Direct Mail, Direct Marketing

Why Can't I Mail It? - Booklets Via Target Marketing

Posted by Summer Gould on Wed, Jul 16, 2014 @ 08:00 AM

San Diego Direct Mail Marketing

As you know from Part One of "Why Can't I Mail It?" with postcards and Part Two with self-mailers,there are many times that a design element causes a mailing to go at a higher rate of postage. This can be frustrating as well as expensive. In order to help you stay away from potential issues, here are some things to keep in mind as you are preparing a direct mail campaign.

Now let's look at Booklets. Click the button below to read the article.

San Diego Direct Mail Booklets

 

 

 

 

Direct mail booklets can be a challenge. If you need help with design or have any questions call us in San Diego at 619-448-6111 or email [email protected]. We are glad to help!

Topics: direct marketing agency, Direct Mail, Direct Marketing

How to Choose a Direct Mail List

Posted by Summer Gould on Thu, Jul 10, 2014 @ 10:46 AM

San Diego Direct Mail List

In direct mail the most important thing is the list. Making sure you are sending your message to the right people is key to getting a good response. With that being the case, how can you find a mail list that will work best for you? To target your list you need to know who your customers are, what your message is going to be, and who best fits with your message and your customers. This can be a challenge, the more you know, the better your targeted list is going to be. Here are some list options.

Types of mail lists:

  1. Client/Prospect list: This list is your most valuable list. Make sure to include them in your mailings. When targeting you may need to leave some people out, but always include the ones that qualify for the targeted group.
  2. Purchase list for Businesses: You can select businesses by industry, decision makers, employee size, sales volume, and other attributes.
  3. Purchase list for Consumers: You can select consumers based on demographic, lifestyle, psychographic, and transactional information.
  4. Purchase list of Specialties: Go beyond traditional business and consumer lists, with highly-focused niches such as ailments, life event triggers, new homeowners, state licensed professionals, and many more.
  5. Data Enhancement: When you are not sure of who your customers really are, but you want to find more people like them, there is a process of overlaying your client/prospect list with demographic, consumer behavior, and geographic data. Which you can then take and find lists of people who are just like them.

There are also resident lists but they do not provide much in the way of targeting other than location. These can work well for businesses that are reaching out to consumers in their local area only. However, the more targeted you can get your mail list the better it will perform. There are a lot of choices in lists and how specific you want to get. Generally the more specific you get the more it costs to purchase the list. Each segment is an added cost, but when you choose them carefully, they can more than pay for themselves.

Need more list tips? Check out: Mail List Preparation

If you need help with finding the right people to mail to, call us in San Diego at 619-448-6111 or email [email protected]. We are glad to help!

 

Topics: direct marketing agency, Marketing, Direct Mail, Direct Marketing

4 Tips for Integrated Email Marketing

Posted by Summer Gould on Tue, Jul 01, 2014 @ 08:16 AM

San Diego Email Marketing

One of the hardest parts of email marketing is getting your email to stand out in the inbox. What if there was a way to not just get it noticed, but have people looking out for it? That is where integrated email marketing comes in. Creating a campaign with email as the second touch point lifts the open rate of your emails. The great thing about using multiple touch points is that it allows you to convey more information and reinforce what you stated in the first touch point. Let’s look at the best ways to create good integrated campaigns.

  1. Choose your touch points: Start with laying out your plan. Who are you going to send to, what are the best ways to reach them and how will you structure the campaign? In many cases the first touch point is direct mail. This is a great way to start off since you can track mail delivery and then send a triggered email once the direct mail has been rcvd.
  2. Call to action: This is a very important step. You need to make sure that you have a clear call to action not just in your email but in all the touch points. If you send out a campaign that does not have a clear call to action, people will not respond. You must tell people what you want them to do and why they should do it. What’s in it for them by responding to your call to action?
  3. Delivery: Make sure when you are setting up your delivery schedule for each touch point that you consider the time between them. If they arrive too close together they may be seen at the same time and then you lose the benefit of multiple touches. The same goes for too far apart, they can be forgotten between touches. Try to allow a 3 to 5 day lead time between touches in most cases.
  4. Message: For the best results it is important to carry the same message throughout your touch points. Do not jump from point to point or you lose the impact of the multiple touch points. Your messaging needs to be clear, concise and consistent. This does not mean that you use the same words over and over which would be boring and a turn off, what it means is that the message stays the same while you change the wording, method and tone. Don’t be afraid to spice it up between touches and it is fun to add in humor as well.

Remember that you will need to be tracking the responses on not just your email but all your touch points so that you can see what is working and where you need improvement. This is an ongoing process that will lead you to better marketing. Once you have a baseline on each touch point you can create test groups to try out different wording or tone add humor to one and not another, in general just try out new things and see what works for you. Email marketing when done correctly and in conjunction with other touch points can really provide a great response.

Learn 15 Tips for better Email Marketing!

If you have any questions call us in San Diego at 619-448-6111 or email [email protected]. We are glad to help!

Topics: direct marketing agency, Marketing, Email, Email Marketing

Create Powerful Direct Mail Marketing from Target Marketing Magazine

Posted by Summer Gould on Wed, Jun 25, 2014 @ 07:46 AM

San Diego Direct Mail

Increasing your ROI is the goal for all direct mail marketing. So, how can you create powerful direct mail to drive that improved ROI? You won't believe it is this simple, but just add scent.

Check out the blog post on Target Marketing Magazine's Direct Mail for the Modern Marketer.

Direct Mail Marketing

 

 

  

Direct mail is a great way to reach your prospects and customers and get them to respond. The biggest cost in direct mail is postage. So how can you keep your postage costs down?

Learn 20 Ways To Reduce  Postage Costs

If you have any questions call us in San Diego at 619-448-6111 or email [email protected]. We are glad to help! 

Topics: direct marketing agency, Direct Mail, Direct Marketing