Tag Archives: direct mail

Better Together: Strategic Partnerships and Direct Mail

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Do you remember those old commercials for Reese’s Peanut Butter Cups? One person is eating chocolate while the other nibbles on peanut butter. They smack into each other and complain that they got peanut butter in the chocolate and vice versa. After tasting the new mixtures, they discover that these two great tastes are even better together.

Great products can make each other better and raise both businesses to new heights. By combining forces with another company, you can pool your resources, create selling synergies and ultimately reach a bigger audience—and reap the benefits.

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A New Set of Eyes on Direct Mail

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Have you ever noticed how hard it is to edit your own writing? Trying to self-edit these blog posts can be a beast. You just get so close to your writing and you know it so well, your eyes skip over simple typos and you miss glaring errors. That’s why you should always have another person look at your work and see things with fresh eyes. It’s true in writing and it’s true in direct mail.

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Direct Mail Basics: Know the Lifetime Value of a Customer

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When a direct mail campaign succeeds, it’s a beautiful thing. However, some people become so focused on the response rate and how many new sales it netted that they don’t worry about how much it cost to acquire that customer. To make sure that the expense of your campaign was worth it, you need to think about the lifetime value of a customer.

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Breaking into a Mature Market? Try Direct Mail

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There are some products out there that explode onto the scene with the force of a thousand suns. They change everything—think about the iPhone or the Kindle. These new products redefine their space and give us whole new modes of vocabulary and ways of living. But let’s face it, not every new product is quite so earth-shattering. It might be as simple as a new insurance product or a new way of buying pre-paid cell phones. It’s exciting, it can change your business, but you’re really trying to break into a mature market, not create one all your own.

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4 Essential Components to Any Direct Mail Campaign

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 Direct mail isn’t easy, but it’s simple. We’ve made it our business and life’s work to know everything there is about the strategy and creation of great direct mail campaigns, but when you strip everything else away, there are only four critical elements to a direct mail piece. Sure, there are subsets upon subsets, but everything falls into one of these four categories:

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Your Marketing Should Be Irritating

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Great marketing is really, really annoying.

Sounds counter intuitive, doesn’t it?  After all, you want your business to be liked. Loved, even. But the irony is, if you execute irritating marketing well, it will be.

What makes marketing irritating, you ask? It’s the kind of marketing that’s everywhere. Everywhere you turn, there’s another message worming its way into your subconscious. It’s absolutely ubiquitous. That’s what makes really great marketing: the kind you can’t escape from.

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Reaching Mobile Customers with Direct Mail

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It’s hard to imagine living life without a cell phone these days, isn’t it? But more and more consumers are turning their back on traditional long-term cell contracts in favor of pay-as-you-go models. These contract cutters are often younger, make less money and often move around quite a bit. So how do you get in touch with them and let them know that there’s freedom beyond contracts? With the Internet it can be difficult to target the correct customers, and many people interested in pay-as-you go phone services may not be big computer users.

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What Makes a Great Offer?

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It doesn’t matter how pretty your direct mail piece is, how many people it goes to, how award-winning its design. All that really matters is the offer, the ask, the reason people need to get in touch with you right now. But how do you do that?

The first key is that the offer must be relevant to each customer. This might mean segmenting your mailing list down to current customers who have bought certain services or it might mean geotargeting your list of prospects down to just those who live in a certain zip code and make $100,000 each year. The things that motivate each group will be different, so the message needs to be different as well. After all, you don’t catch sharks with bluegill bait. Make sure you’re putting the right worms on your hook to get the customers you want.

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Make It Easy to Stick Around

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Direct mail marketing has one distinct advantage over most other types of marketing: It’s marketing you keep. It doesn’t stay on your computer or just exist over radio or TV waves. Who among us doesn’t have a few direct mail pieces plastered on our fridge or stacked on our desk? Sure, they might mostly be pizza delivery places, but that doesn’t mean that’s all it can be.

Here are a few ways to make sure your direct mail piece is useful enough to keep—and to make sure people keep seeing your name and value proposition:

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