People talk a lot about how important it is to have a strong brand. In many cases, however, they’re really talking about creating strong visual branding. Without a doubt, that’s important. You should have a strong and consistent visual brand that’s instantly recognizable. But too many companies neglect the important step of cultivating a brand voice.
We promise you’ll see lots of blog posts talking about 2014 trends in direct mail marketing. Each will trumpet new technologies, new demographics to target. Many will parrot old, unoriginal advice from years past as if it were something shiny and new.
When I say “direct mail,” you might automatically think of postcards or fancy “lumpy” mail or catalogs. But you’re probably forgetting the simplest, least expensive and often most effective form of direct mail: the humble letter. Just text on a page, all stuffed into an envelope and sent to the right person at the right time. What makes a simple letter so darn powerful?
Facebook has announced new changes to its algorithm, limiting how often most companies will appear in news feed. Google is constantly changing its search parameters, so ranking on the search engine can be like trying to hit a constantly moving target. When you entrust all of your marketing to the Internet, you’re never fully in control. In order to be discovered and seen by new customers, you have to play by someone else’s rules and hope you’re doing what they want this week.
It’s every marketer’s worst nightmare: that carefully crafted direct mail piece you spent weeks working on is moved directly from the mailbox to the trashcan without a second glance. Undeniably, this will be the fate for a portion of any direct mail campaign. But if you want to be sure your mailer is relegated to the trash can immediately, just follow these four simple steps:
People always think that an “offer” on a direct mail campaign has to include some kind of discount. They feel that it cheapens the value of their overall product by knocking dollars or percentage points off the price tag. But to entice people to order from you right now, all you really have to do is offer something of value. In many cases, yes, that does mean a monetary discount, but here are some other ways to get people buying from you right now.
In any form of marketing, there are people who do their best to be honest, forthright and ethical in their activities. Then there are those who will do anything to close a sale. We believe that part of being a great marketer is being an ethical marketer, but direct mailers are far from immune to using less-than-honest tactics to make a buck. Here are some tactics we’d love to see stop—right now.
There are three basic ways to acquire a list of people to send direct mail to: you can build your own list in-house based on your customers and prospects, you can purchase a list based on millions of criteria, or you can rent a list. In this article, we’re going to talk about renting or buying lists. After all, why would anyone want to rent a mailing list? There are a few good reasons.
Too many people think of direct mail marketing as a purely visual medium. But as we’ve discussed, all five senses can and should get involved in the direct marketing game. As sound-producing technology gets smaller, lighter and less expensive, it’s becoming easier than ever to make your direct mail marketing piece really sing. Here are some of our favorite ways to get sound in on the act:
C’mon, admit it: You’ve bought a product without quite knowing how you’re going to use it. Maybe it’s a new eyeliner or a new golf club, but you saw it and had to have it. Now it sits there, almost mocking you with your lack of knowledge. You might wind up returning the product, but even if you decide to keep it, chances are you won’t be a repeat purchaser.