Six Things That Should NOT be on Your Direct Mail Postcard

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Image of Man Holding Postcard

Six Things That Should NOT be on Your Direct Mail Postcard

Postcards can be one of the most profitable (and cost-effective) types of direct mail that you can use. However, in order for your postcards to be the most effective, you need to only have the most important information and leave off anything superfluous. It’s definitely important to give the customer enough information about your business that they want to work with you, but remember less is more. Bombarding the customer with clutter or too much text is overwhelming and will give them reason to put your postcard straight in the garbage.

Here are 6 things you should NOT include on your direct mail postcard:

1. Confusing Headlines

A catchy headline is certainly important, however, they also need to be fairly obvious. Jokes and cleverness can be great for attracting attention but you need to make sure they aren’t going to go over people’s heads. No one is going to put in ANY extra amount of effort trying to figure out what your message is, not even an ounce of energy, so your message needs to be clear.

2. Too Much Text

Speaking of having a clear message, the easiest way to lose your message is to bury it in too much text. Once again, your customers aren’t going to put in ANY amount of effort to see what you’re selling. No one wants to read paragraphs of text on an advertisement. Try to stick with short, easily digestible copy. You don’t need to list every service you provide, or every detail of your business’ history–just the important parts.

3. Bad Images

Photos can be very useful in capturing someone’s attention. However, that attention can be bad if you are using low-quality (pixelated, blurry) images. These will come across as unprofessional, and that is the last thing you want your company to be seen as. Also, make sure that your photographs make sense. If you are advertising a special for the fall season, you shouldn’t still be using last season’s beach photographs.

4. Unnecessary Images (or Graphics)

Sure, using flashy graphics can be a great tool for capturing attention, but make sure it’s not at the expense of getting your message across. Function is more important than form. It is definitely important to have a good design and layout, but this layout should help make your message clear, not deter from it.

5. Too Many Offers

Having a coupon or promotion is one of the best ways to promote your business. However, you want to stick to one or two GREAT offers, not 4 or 5 just okay ones. Having too many offers can be overwhelming, and distracting. A customer doesn’t want to sift through too much information to see which offer may be the best deal for them.

It is also important to note that sometimes the best solution is to mail out different versions of the same postcard with varying offers on them. This can help for multiple reasons; you can test to see which offers garner more attention. You can also differentiate between new customers and returning customers. You may insult a current customer by sending them a “first time shopper” coupon.

6. Bad Grammar and Punctuation

It should go without saying, but please make sure that you are using correct grammar, spelling, and punctuation. There are other common mistakes that appear in the advertising world that shouldn’t be common practice. For example, using “unnecessary” quotation marks. Make sure that you know what quotation marks should be used for. There are other ways to emphasize a word. For example: you can italicize, underline, or change the color, size, or weight of just that word. Also Try To Avoid Using Random Capitalization and excessive punctuation!!! This style of writing comes across as unprofessional.

 

In short, you want your message to be as clear as possible while also being as easy as possible for the customer to read. Keep this basic motto in mind and you’ll have no problem remembering what should NOT be on your direct mail postcard. For a reminder of what SHOULD be on your postcard, check out our other blog post, “Five Tips for Creating a Stand-Out Direct Mail Piece.


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Real Estate Direct Mail

Memorable Ways to Market Your Real Estate Listings

If you’re a real estate professional, you understand the importance of making your property listings stand out from those of your competitors. Aside from listing your properties on the MLS and hosting open houses, there are many other innovative ways to highlight your listings so that they get more attention from prospective homebuyers. Using any of these marketing methods can help make your real estate listings more noticeable.

Highlight the Attractiveness of the Area

In addition to mentioning the specifics of a particular property, highlighting the best attributes of the neighborhood where the home is located can help it sell faster. As Real Estate Marketing Blog points out, prospective buyers who aren’t familiar with the neighborhood will have an easier time picturing themselves living there if you include the right details. Your online listing should include detailed information about the schools, transportation, attractions and other amenities in the neighborhood. You can also mention the biggest nearby cities and how close they are to the property’s location.

Devise an Effective SEO Campaign

With search engine optimization, or SEO for short, you can help increase the visibility of your listings on popular search engines. This type of marketing involves using certain keywords within your website content to target the desired demographic. Local, long-tail keywords often work best when trying to find the right buyers. You’ll also want to make sure that the copy for each property listing is well-written and engaging. If you need help with devising an effective SEO campaign, there are plenty of companies that offer customized services.

Take Eye-Catching Photos

You’ll want to take as many photos as possible that showcase each property’s most desirable qualities. To get the best shots, HGTV suggests using a high-quality camera to photograph images with as much natural light as possible. Staging the home with attractive furniture and décor pieces can also make each photo look its best. Taking shots while standing in a doorway or corner can make every room look bigger and more inviting. These pictures should be included with your online listings and easy to view for people using computers, laptops and mobile devices.

Write Engaging Newsletters

You can stay better connected to prospective buyers and advertise your listings by sending out real estate newsletters regularly. These newsletters can be emailed to everyone on your contacts list including other real estate professionals who may have clients who are looking for properties like yours. According to HubSpot, each newsletter should be 90 percent educational and 10 percent promotional to avoid seeming too salesy. Being creative with email subject lines when you send these newsletters out will likely get people more interested to read the content.

Establish a Strong Social Media Presence

Social media can be your best friend when it comes to marketing your properties. Almost everyone nowadays uses social media to some degree, and you can take advantage of all the free marketing opportunities that are available through this platform. Certain social media sites are known to be particularly good for real estate professionals. There are even online management tools that can be used to help you gauge how much time you should be spending on your social media efforts. Including videos of your properties on your social media pages can also help garner more positive attention. You can even view the social media pages of your competitors so that you can find ways to make your marketing better.

By making your property listings stand out for the right reasons, you’ll have an easier time generating more sales consistently. Using the most effective marketing strategies to your advantage can pay dividends and help keep you relevant in your profession. Direct mail can also be a great addition to online advertising, and PrimeNet Direct Marketing Solutions offers direct mail experience and strategy to help your real estate company further improve your marketing tactics.


References:
Real Estate Marketing Blog | Creative Real Estate Marketing Ideas to Sell a Listing
HGTV | Take Better Real Estate Photos
Ready to Go Real Estate Newsletters | The forget-me-not real estate agent
HubSpot | How to Create an Email Newsletter People Actually Read
Real Estate Internet Marketing | TOP 7 Real Estate Social Media Sites

 

 


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restaurant direct mail blog post

How To Advertise Your Business To Restaurants

Despite both being in the same business of selling food, restaurants and the companies that supply them have completely different marketing needs. Restaurants are forced to appeal to a large class of individuals, and as such often find that TV and print ads, coupons, and billboards work well to introduce themselves to their target marketing. These efforts would be mostly wasted if pursued by a restaurant supply company. Fewer than one in ten American workers is in food service, and fewer than one in ten of them have any decision making authority when it comes to purchasing. That means less than 1% of the workforce is a restaurant supplier’s market.

That can create some difficulties when breaking into a market for those who view marketing and advertising in a traditional sense. However, for those willing to make a few adjustments, there are significant opportunities. Most important of all, restaurant supply companies should focus on the quantity and quality of the goods that they offer their customers, and as such should plan accordingly.

Issues Restaurant Suppliers Face

To better understand the best way to market to restaurants, restaurant suppliers should first take some time to understand the needs of their clients better. After all, if supplying a restaurant with food was as simple as just providing the cases of ingredients, many restaurants would forgo the restaurant supply process and head to their nearest mega-mart. As such, restaurant suppliers that can differentiate themselves on the needs of their clients have the best chances of marketing well.

Restaurant supply companies should always keep in mind when developing their marketing plans that restaurants are other businesses, not consumers. Therefore, the value proposition must be adjusted accordingly. For example, most restaurants will not automatically run to the cheapest option unless all other factors are equal; a case of chicken is no bargain if a restaurant’s customers are going to find the result to be exceedingly dry. At the same time, a quick service restaurant will likely not be as interested in the free range, organic options demanded by a more formal establishment. Restaurant suppliers should bear this need for quality in mind, and understand how different companies have different needs.

Additionally, restaurant suppliers must also be cognizant of the quantity of goods provided. Take that case of chicken, for example. Perhaps it is comprised all of 5-ounce cutlets. If the next is made up of 7-ounce fillets, the end product served to the customer in the restaurant will be different. As restaurants must have the consistency to maintain a client base, giving such drastically different meals is not a good way to go about that. A supplier that cannot maintain consistency will face serious concerns.

Finally, restaurant suppliers need to be respectful of a restaurant’s time. There are several strategies for respecting their time, such as making sure that deliveries are consistent and correct, or limiting sales calls to less busy times of the day. No one wants to talk about the deal on pork loin that your company can offer during a lunch rush.

By understanding the perspective of restaurant owners, a restaurant supplier is already ahead of much of the competition and well on his or her way to building a good relationship that pays dividends over the years. However, once those pieces of the puzzle are in place, there is still a need to market; few companies are lucky enough to survive on word of mouth alone.

Different Ways to Advertise

If the ultimate purpose of advertising is to introduce a set of goods and services to a specified market, restaurant suppliers are indeed lucky that their market is both small enough to be easily approached but large enough to be practical. There are a number of different routes that can be taken to advertise one’s goods to restaurants, but even here there is often differentiation depending on the nature of the restaurants involved.

That said, some universal approaches tend to work quite well, regardless of restaurant size or style. As was mentioned earlier, word of mouth advertising is perhaps the best around, and restaurant suppliers should never shy away from asking established clients for referrals. However, if overdone it could endanger existing relationships, making them feel more mercenary that collaborative.

Ads in specialist publications, be they in print or online, are also a great way to gain an introduction to the market. With these, one must be careful, however. A large restaurant supply company will likely want to avoid the many small directories put out by local business groups, while a more regional firm would probably want to target those exact publications. On the other hand, a more regional restaurant supply firm may find their advertising dollars better spent on a number of Chamber of Commerce directories instead of a highly competitive ad in Pizza Today.

Additionally, some restaurant suppliers will likely want to examine the possibilities offered by social media to advertise their services. This comes with a catch. A number of chain restaurants, such as Wendy’s and Whataburger, have build incredibly successful social media campaigns. However, their goal is to target the masses. Even the most viral restaurant supply campaign is unlikely to translate into real results. Instead, focus on connecting with purchasers at restaurants, be they national chains or smaller operations, and sharing relevant information. In short, save the cat gifs for a personal account.

One method that should likely be avoided is anything that can be considered pestering. While there is nothing wrong with a salesperson directly calling or emailing a purchaser at a restaurant, calling during particularly busy times or to excess will do little to curry favor. Restaurant supply professionals should keep in mind that their clients are incredibly busy and, like all professionals, hate interruptions. A call during the lunch rush to tell them that a shipment will be an hour late would be appreciated; one to advertise a new seafood offering would not

A Classic Solution

Many advertising methods are not perfect fits for restaurant suppliers, but direct mail offers an alternative that could solve the problems of many suppliers. After all, it is non-intrusive, it gets a message across in a professional way, and it can be used to demonstrate the ability to provide both substantial quality of goods and an ability to deliver them.

While many people may be likely to label all direct mail as “junk mail” and throw it away, they are missing an important point. 42% of such mail is read before it is recycled, according to Target Marketing Magazine. While that may not sound like much, keep in mind that few other advertising channels offer half of that read-through rate. If done properly, direct mail can provide a substantial opportunity for advertising a restaurant supply company.

Making the Most of Direct Mail

That said, it is incredibly easy to transform an opportunity into another addition to the trash can. Direct mail should be engaging to those who look at it for just a second or two; after all, many of those 42% are flipping through it to ascertain if it is a bill or check. As such, direct mail pieces should be well-designed, get the point across succinctly, and provide information for potential customer to follow up with a supplier in a non-committal way.

While many would prefer only to leave a phone number or an email address, direct mail can be part of a well-engineering sales funnel that allows an interested party to go to a website in order to learn more about how the restaurant supply company can help their restaurant.

Demonstrating Quality

One of the points that should be emphasized by a direct mailing is the ability of a restaurant supply company to deliver on quality. Your commitment to excellence should be apparent from the instant that the potential customer picks up the mailing. However, good design on heavy paper is not enough. A potential customer should also see some indication that a restaurant supply company has built relationships that can deliver. Ideally, these are with other restaurants in a similar market space as the establishment in question. Alternatively, the mailing should show the relationships that the supplier has built with other companies; a partnership with a highly-regarded farm is something worth talking about.

Demonstrating Ability

The other big point to stress in a direct mailing is the ability to deliver goods timely and in sufficient quantity. This is an ideal place to mention some of a restaurant supplier’s largest clients. If a company can meet the ground beef needs for a massive burger chain, it can surely meet the steak needs for a regional group of steakhouses. Of course, it is also worth stressing here that smaller companies will not be abandoned or disadvantaged in favor of more substantial purchases.

Conclusion

Restaurant supply companies face a number of challenges in successfully marketing their goods restaurants, many of which are dictated by the unique challenges faced by restaurant owners and purchasers. Understanding those challenges is key to succeeding as a restaurant supplier. It also helps to dictate the advertising choices taken by restaurant supply firms. While word of mouth advertising, social media, and targeted print and online advertisements all offer some level of success, one of the best possible routes for many restaurant supply companies is direct mail.


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sold sign realtor house direct marketing

Direct Mail Marketing Tips for Real Estate Entrepreneurs in 2018

With so many new ways to promote a business, it becomes easy to overlook proven marketing methods and established advertising solutions. There are a number of benefits to direct mail marketing that business owners would do well to consider. Realtors and other industry professionals seeking to generate new leads or find new clientele often find marketing by mail to be an ideal solution. The following tips may help to ensure marketing campaigns are able to provide superior results.

Investing in Quality Media

Professional quality print and visual media is far more likely to enjoy a positive reception from its intended audience. Low-quality materials can prove to be a liability, one that may do little more than waste the expense needed to cover mailing costs. Marketing materials that are of even worse quality can actively harm a business’s brand and should be avoided at all costs.

Utilizing a Familiar Format

While online marketing methods offer a number of unique advantages, a digital format is not always ideal. Older clientele and those who prefer to do business in more conventional and established ways can be difficult or even impossible to reach through an online marketing campaign. Direct mail marketing can often be a better bet for real estate professionals struggling to make contact with certain demographics.

Finding Cost-effective Marketing Solutions

Spending too much to promote a business can become a major issue, especially for firms and realtors who have only limited operational funds to work with. Direct mail marketing is among the most affordable options for promoting a business. Getting noticed and generating new leads without breaking the bank may be simply a matter of utilizing the right tools and marketing techniques.

Personalized and Targeted Marketing

Broadcasting promotional content indiscriminately is never an effective way for businesses to establish or manage the relationships they need in order to ensure future success. Direct mail marketing campaigns are easy to personalize and can go a long way towards building lasting relationships with clients and even whole communities. Real estate businesses would do well to choose the right format when communicating and interacting with their clients.

Crafting a Better Marketing Strategy

Different marketing styles and promotional tactics may be required in order to achieve different goals. Marketing through direct mail can be a versatile tool, one that may be used in a variety of ways and situations. Real estate businesses seeking to craft a marketing strategy able to provide superior results would do well to seek out and select the resources and tactics that have the most to offer.


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marketing direct mail marker

5 Health & Wellness Marketing Case Studies That Will Blow Your Mind

Over the past decade, people have become more aware of the importance of having good health, which has lead to a real boom in the health and wellness industry. If you are a marketer dealing with health and wellness products, here are five health and wellness case studies which were a massive success.

Samsung’s Backup Memory

People who have family members that have Alzheimer’s know that even the simple act of the person recognizing them when they visit can be a challenge. Samsung came up with Backup Memory, an application that identifies the person who is near. The marketing campaign was a massive success because of the video concept used. Samsung collected experiences from people from around the world. The videos show push notifications in real time, and the memories pop up, which evokes an emotional reaction in the person watching, hence the success of the campaign.

Xyngular’s Spectacular Video Marketing Campaign

Xyngular is a company which offers one of the top-rated diets of 2018. The products include shakes, fat burners, detoxifiers, appetite suppressing supplements and sleep regulators. Xyngular’s Youtube channel showcases a spectacular video marketing campaign that has been all over the internet, making their products some of the most sought after for the past few years. The video marketers feature reviews from customers, the pros and cons of the product and other information that earns the trust of their followers, hence the popularity.

Noemi Association’s the Eyes of a Child

In this video marketing campaign, a parent and their child have been put side by side and a screen set up where different people make faces for the parent and child to mimic. The last look, however, is a child with special needs and instead of the parent mimicking, they stop while the child makes the funny face made by the special needs child. The message is simple yet so loud and clear.

The Mayo Clinic Minute Series

These are 60-second videos from mayo clinic where a variety of topics ranging from choosing a petroleum jelly to complicated issues such as dementia, are discussed. The conciseness and brevity of the videos are the reason they are so wildly popular.

Healthy Recipes by St. Elizabeth Health Care

The short videos by St. Elizabeth feature healthy recipes that are simple to make and loaded with the right nutrients. They are very popular with people who want to change their lifestyle and embrace healthy eating.

These are a few video marketing campaigns which have dominated 2018. Adding video content to your marketing campaign will help you reach your marketing goals.

 

So maybe you’re wondering “You’re a direct mail company – what’s video marketing got to do with direct mail?” Well, let’s say you’ve got a great video message airing. What happens when the TV goes off? Your viewer goes to bed, gets up, spends the day working, etc… then checks the mail at the end of the day. There is your message again in their mailbox, it matches your video message, and now they have something to hold onto and remember. The combination of video imagery, a strong message and a tangible mail piece will now have an even greater impact.

 


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real estate market growth, business growth, realtor

7 Quick Tips to Boost Real Estate Leads

The real estate industry is one of the most lucrative investments that one can venture into. It is also highly competitive and demands full attention to succeed. Despite the competition, an investor can still penetrate the market to get more leads. Doing so demands radical changes from the conventionally known techniques of real estate marketing. Taking the right set of measures ensures that the investor generates an equal flow of sales during the high sales season as well as when the markets slump. Here are some essential tips on how to boost real estate operations.

Establish a Social Media Presence

The internet has become a major pivotal factor that drives businesses in the market. Social media, in particular, forges and mediates communication at an unprecedented level. For a real estate investor, investing your time in marketing initiatives on diverse platforms can give your business a big boost. In particular, social media gives the investor an opportunity to diversify his marketing initiatives. With platforms such as Facebook, Twitter, and YouTube commanding a wide segment of the population, establishing a presence in these platforms would give you an opportunity to grow your market significantly and cost-effectively. The platforms would also give you a chance to converse with customers more often than you might otherwise have without these platforms.

Encourage and Show Reviews

Nothing builds trust more than past reviews and recommendations. Good reviews serve as testimonials to new clients that your services are some of the best in the market. They also affirm to your prospective new clients that you would serve them as well as you have served others. Most platforms such as Facebook and Google offer clients the chance to automatically leave reviews. Whenever you help a client, it is usually a good thing to encourage the client to leave you a review, as that builds your profile. Google and other platforms also use the reviews to rank search results when clients do an internet search for real estate companies and agents. If you have good reviews, it is very likely that you will be ranked higher in the list of search results.

Act Outgoing

Social media-based marketing is incredibly useful in the modern-day. As a real estate agent, you can harness the power of being outgoing on social platforms to let people know and familiarize themselves with you. One of the opportunities you can harness to this effect is going to social events such as real estate conferences, restaurants, and wedding banquets, among others which offer you an opportunity to socialize and self-market.  In these kinds of events, you can harness the opportunity to hand out a few business cards to persons of high ranking levels in the society such as corporate associates.

List with Real Estate Databases

If you are selling real estate property, it pays to ensure that you are listed in the local and national companies that enlist other companies in your industry. In platforms such as the Zillow Group, for instance, you get a chance to have your property listed together with the various properties you deal with. Depending on the nature of the exposure you have in the market, Zillow will give you more exposure to potential customers.

Give Good Information

When enlisting your property in various platforms such as social media, Zillow, and your website, take the opportunity to include lots of different kinds of information and images on the listing that viewers will find interesting and useful. Provide lots of images of the property’s interior, exterior, and yard. In addition to the images of the property, it is essential to list the properties’ floor plans. Listings with floor plans achieve 30% more interest as compared to those that don’t. The floor plans give customers an opportunity to see the nature of the houses you are marketing, therefore influencing their decisions immensely.

Organize Your Own Events

In addition to riding on the events organized by other companies, it is essential to organize your own events where you can use a certain theme to influence customers. Events such as educational fairs give children an opportunity to learn a few things about the construction of houses. The open fair also gives you an opportunity to market yourself to families. Other events such as roadshows also give you a chance to market yourself further.

Evaluate Your Progress Often

Self-evaluation is the true key to success at the end of the day. With all the marketing and tips out there to consider and implement, it is advisable to evaluate your course by checking your financial performances regularly. Unless you do this, you have no way of knowing whether the initiatives you have taken are paying off. Self-evaluation also ensures you implement new measures that could set you off to the lead much quicker.

The real estate industry is demanding, but that doesn’t mean you are going to fail. To thrive, you must put forth a lot of consistent effort. Breaking out into the market will be much easier and faster if you take proactive measures and utilize, among others, the tips outlined above.

References:
www.thrivehive.com www.theclose.com www.metropix.com  www.fitsmallbusiness.com


 


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make money with direct mail postcards

Turning Your Direct Mail Postcard Into Revenue

Your daily mail will almost always contain at least one postcard – for the simple fact that postcards are great performers for marketers. Direct mail is easy to track, so marketers can know what types of pieces are performing the best for certain campaigns. Well-designed postcards are a smart and economical choice for your next direct mail offer because of their high impact, lower cost, affordable postage and outstanding ROI.

Exploring the Impact of Postcards

With a constant influx of media messages of all types, we have to find creative ways to produce the ones that will really stand out. Consumers switch tv channels, close browser tabs, switch radio stations, and use ad-blockers to snuff out mundane advertising.  In today’s age, we have shorter attention spans than ever before – we skim through news stories and web content, often reading only the first paragraph of an article post before moving on to the next.  Print advertising has a high-impact, tactile, even interactive presence, and that is where direct mail fits. Direct mail almost “demands” that the recipient make a conscious choice to read it. Well-designed postcards are able to capture attention quickly. They don’t hinge on the decision whether or not to open something like an envelope or self-mailer, so the offer and the message are immediately visible with a postcard. Census has shown that 50.9%¹ of postcards received are read by at least one member of the household. That number is higher than other direct mail formats studied for comparison.

Why do postcards usually cost less?

Direct mail postcard printing typically costs less to produce than other direct mail formats. A creative designer is able to produce a postcard design in much less time than it would take to construct the components of an envelope mailing package (often consisting of the outer envelope, a letter, a buckslip or brochure and sometimes even a reply envelope). Fewer components to design and print equates to savings on the cost of paper and ink, production setup time and time on press. With a postcard, the only bindery finishing step is trimming the cards to final size, which is often done in-house. Postcard personalization is usually performed on high speed inkjet addressing systems, the least expensive method of addressing for postal acceptance. Postcards also save on postage because they can be sized as large as 6-1/8 x 11-1/2 and still qualify for letter postage rates.

Postcard Performance vs. Other Pieces

While direct mail postcard response rates might not be as high as uniquely shaped dimensional mail or oversized envelope mailers, the average response rate of 5%, house mailing lists and 3.6%, prospect lists, offset by the lower cost of production still equates to postcards scoring the lowest cost per response in comparison to other direct mail formats. Postcards provide a cost per response of approximately $17 for house mailing lists and $30 for prospect lists².

Even with all the available outlets, direct mail still remains the leader in multi-channel marketing efforts. Print does cost more than email and web based advertising, but higher response rates justify the expense in comparison to other marketing channels. Postcards are top performers because they boast a high impact, placing messages and offers in front of the recipient without requiring a decision to open an envelope or not. Postcards cost less to produce, which makes them attractive for marketers with limited budgets for direct mail printing. Favorable response rates plus low cost make postcards difficult to top for new customer acquisition and consumer retention.

1. DMA Statistical Fact Book, 2016
2. DMA Response Rate Report, 2016

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Five Tips for Creating a Stand-Out Direct Mail Piece

Approximately 40% of people look forward to checking the mail – the ACTUAL mail, that is – while the rest just check from habit or consider it a chore (2015 Gallup poll report). Direct mail is one of the most effective ways to get your message to a potential customer, but if you are unable to capture their attention, your amazing direct mail piece will head straight to the bin.

The advantage to direct mail is its tangibility, physically putting something in customers’ grip. If you can give people a reason to look just a little longer – or keep your mail piece, they will repeatedly see your company name, message and offer.

Direct Mail Stands Out

Here are five creative tips to make your direct mail pieces stand out:

1. Send Useful Pieces

Useful items hang around. Magnets are a tried and true direct mail tool. Put your offer or brand message with your phone number on a magnet, and customers will see it every time they go to the fridge – or file cabinet – or look at their memo board. Alternatively, your mailer can function as a to-do list, keeping your product or service info handy. Another popular strategy is calendars – especially with notable local dates for sports or event schedules. If you send a mailer that is a multi-tasker, people will hang on to it.

2. Spark Peoples’ Curiosity

Use direct mail’s tangibility to your advantage. Try varied tactics to stick out in the stack of mail in your customer’s mailbox. Try making it “lumpy.” People will be intrigued to open an envelope with a bit of a bulge. You’ll grab their attention immediately – then all you need is a personal and direct message. If you’ve got a product for sale, you could even send a small sample. Because who doesn’t love gadgets or free stuff?

3. Make it Personal

Are you sending direct mail to existing customers in your database? If so, tailor the mail piece based on their history with you. When you add the customer’s name, it becomes more of a personalized letter rather than just a marketing message. For example, if you’re a dentist, you could say something like “Paul, It’s been awhile since your last cleaning, so now would be a great time to schedule your next…”

4. Pay Attention to Seasons

Different seasons make way for different activities. A mail piece that includes information relevant to the season is a good way to trigger nostalgia for the time of year. Recipes for fall and winter holidays, party ideas, craft instructions, yard care maintenance information for the spring and summer – are all good examples of seasonal attention to detail. When paired with a time-sensitive offer, people will hang on to your mailer for the season and see your company name much longer.

5. Keep it Local

Tell people what’s going on in their neighborhood or town. You could send a calendar of events, or possibly a list of shops and restaurants close to their home, just be careful not to promote your competitors – If your mail piece includes a guide to a town or neighborhood, locals will keep it. This can be quite useful if you’ve narrowed your list down to new homeowners or people who have recently moved to the community.

The combination of unique, useful and informative wins the day, so keep these best practices in mind when developing your direct mail campaigns – so you can keep your business coming in the door.


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