Categories ArchivesDirect Mail Marketing Strategy

Millennials and Direct Mail image

One of the great things about direct mail is that it's inherently trustworthy - but this isn't just a sentiment shared among older generations - Millennials love the credibility of direct mail marketing materials, too. However, if you want to effectively target Millennials using direct mail and make the perfect first impression among your target audience, there are a few key things you'll want to keep in mind. Targeting Millennials: Here's What You Need to Know Arguably, the most important thing that you need to do to capture the attention of Millennials using direct mail involves making sure that you're using the right targeted mailing best practices in the first place. Generational marketing is certainly nothing new, but you'll want to take extra ...

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Tools To Create A More Responsive Direct Mail Collateral image

Any marketer who has been in this business long enough can tell you that flashy marketing collateral will only get you so far. Broadcasting a generic message to the widest possible audience is not nearly as effective as a targeted message sent to exactly the right audience at the right time. But you don't just want to make people aware that you're out there. You want to motivate and inspire them in a way that makes engagement a foregone conclusion. Therefore, if you really want to build more responsive direct mail collateral, there are a few key tools you'll want to keep in mind. Your Journey Towards More Responsive Direct Mail Begins Now By far, one of the most important steps you ...

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The Secret to Increase Your Direct Mail Response Rate image

When it comes to demographic targeting, far too many people only see one part of a much larger story. Yes, targeted mailing means that you know precisely who you're sending a piece of direct mail collateral to - often with a high degree of accuracy. But who, exactly, is the type of person most likely to respond? Once you figure that out, you have practically everything you need to take your direct mail marketing efforts to a bold new level. Who is Responding to Direct Mail? Breaking Things Down According to one recent study, the average Millennial says that they've responded to a direct mail marketing campaign at some point within the last 2.4 months - which, for the record, is ...

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The Art of Brand Transparency image

At its core, brand transparency means exactly what it sounds like: you’re creating an image that says to everyone listening that YOURS is the brand to be trusted. This means that you say what you mean and you mean what you say, but it also conveys the fact that you’re honest, open, fair and don’t care who knows it. To put it another way, it means that your brand operates in a way that doesn’t just stand up to public scrutiny, but invites it, because you know you have absolutely nothing to hide. There’s a good chance that you’re already operating your business with this mentality, and if you are – terrific. But if you want to make sure as many ...

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Reasons Your Lawn Care & Landscaping Mailers and Print Ads “Don’t Work” image

Your Campaign is More About Your Company Than Your Prospect For just a minute, take a deep breath and close your eyes and imagine that you are not a lawn and landscape nerd. I know. It’s hard. Get into the mind of your prospect. Stop copycatting your green industry peers. Look at your direct mail or advertising campaigns and evaluate these areas: Ratio of Empathy & Authority:  Look at each word you choose. Imagine your campaign as a recipe. Authority is the salt. Just a pinch will do. Don’t make your prospects gag on award seals, credentials, etc. Photography Messages:  Hire a professional and stop relying so much on stock photos (like your competitors). Put clients in your images, using their spaces and living their ...

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Targeted Direct Mail Is Not Junk Mail image

According to one recent study, the average household in the United States gets about six pieces of junk mail every single day. In fact, every five days we collectively produce enough junk mail to literally reach the moon. Junk mail as a concept doesn't just damage the environment (roughly one billion pounds wind up in landfills each year, after all) - it also damages the legitimate direct mail marketing efforts that companies like you are engaged in every single day. Shattering The Myth of "Junk" Mail One of the most critical things for you to understand about junk mail is that it is NOT a term used to describe any and all marketing collateral that someone happens to get when they ...

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Customer Retention Strategy Matters image

If you need proof that a customer retention strategy should be a critical part of any business, consider the following statistic: it costs as much as five times as much money to attract a new customer than it does to keep an existing one. When it comes to a task as important as this one, there's a reason why many marketers said that direct mail is still one of the most commonly used customer acquisition channels - it's a precise, emotional and effective way to continue to manage those essential relationships at exactly the right moment. Customer Retention Is About Relationship Management One of the most important things to understand about your customer retention strategy is that you need to make sure that you're building ...

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Using Direct Mail to Drive Digital Engagement image

In a lot of ways, one of the biggest mistakes that far too many marketers still seem to make involves thinking about print and digital collateral as two totally separate concepts. They may have started out that way, but there is absolutely no reason why they need to exist separately any longer - especially when you consider that they're essentially just two sides of the same basic coin. In fact, many businesses are enjoying tremendous success by using one technique to feed into the other, leveraging the power that only direct mail can provide to actually drive newer and more organic levels of digital engagement. You can do this with your own campaigns, too - you just need to keep ...

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Direct Mail is Tangible image

While it's certainly true that digital marketing is all the rage these days, a number of recent studies have shown that direct mail marketing and other types of print collateral are more popular (and more effective) than ever. A lot of this comes down to the fact that direct mail, by design, is something that even the best piece of digital collateral can never and will never be: Tangible. It exists in real life. You can hold it in your hand. Share it with your loved ones. Make no mistake, this is one of the most valuable assets you have access to for a variety of different reasons. A Bird in the Hand... Think, for just a moment, about how many emails you get on ...

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Direct Mail Marketing is Far From Dead image

To paraphrase one of the great American authors of all time, "the reports of the death of direct mail have been greatly exaggerated." Yes, it's true that today's marketing world is highly focused on digital methods and avenues like social media or email. However, what you might not realize is that even though everyone carries a smartphone around in their pocket with them all day long, direct mail is STILL continuing to outperform digital in almost every way on a consistent basis. It's true. According to one recent study, direct mail marketing yields an average response rate of 5.1%. Email comes in at just .6% and social media comes in at a slim .4%. Not only that, but for every $167 that ...

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