How can Print and Mail Service Help Your Direct Mail Campaigns

Print and mail services offer that much needed authenticity to the mails you send out to your target audiences. Even in direct mails, there is a threat of mails going straight to trash box which no marketer or business wants.  Every business wants the recipient to open and read the message contained in the mail, in fact, they want the reader to take the necessary action, as well!

Increase your direct mail response rates with highly creative and effective solutions for print and mail services; such printing services help you create your own custom mails with creative and attractive designs, styles, fonts and more.  Increase the average response rate for your direct mail campaigns with such highly customized print services. You can customize any mail product from post cards to flyers, brochures, and catalogs to create an impact on the recipients and give them an impression that the mail contains information specific to their needs.

Print and mail services help you print a huge number of mails with high levels of customization for each individual recipient. For example, you can create mail-merged letters with custom messages and information as determined by you and for each individual mail you can have the separate return address of your local office for the given recipient location. In addition, with the help of variable printing and pre-defined rules and conditions, you can create highly customized texts, images, graphs for each set of mails or even for each individual mail based on the promotion or campaign.

Print and mail services solutions offer great quality, highly personalized printing services that stand out from the rest and grabs the attention of the recipient. Most of the mail that your recipient receives goes to trash, as an average recipient does not have the time or the patience to go through the heap of marketing literature they receive. Quality print services understand this and makes sure that your mail campaign has effective print material that looks highly personalized that addresses the recipient’s issues.

The Direct mail has several benefits over other medium of advertisement such as television, radio, etc., as you can specifically target your audience and send them your customized message, which offers a higher brand awareness and possibly higher sales. Print and mail services help direct mail towards this goal by creating attention grabbing print material with greater levels of personalization to send out to the recipients. Such material stands out from the junk mail and attract the eye of the recipients forcing them to open the mail, read it, and take an action that you want them to take.

How to Choose the Best Print and Mail Service Company:

Whether you run a small business or a bigger one, print and mail services offer great help in taking your business – products and services – closer to your target audience. Direct mail is still one of the most powerful mediums of advertisement in the digital era; in fact, it has gained strength from these new technologies.

Where the highly technical forms of advertisement for radio, television to the most recent internet may not guarantee to your brand visibility and brand awareness, direct mail has the power to offer your brand that much needed visibility, as your mail goes straight into the hands of your target market. It becomes extremely important that you compel your audience to open the mail, read the message, and take that final step, the action that you want them to take!

Print and mail services solutions that understand how to create an attractive mail that looks highly customized and stands out from the heap of mail that your target customers receive helps you achieve a greater return on your investment.

Chose a Print and Mail services company that offers greater levels of customization for your mail, with the ability to include custom images, text on single page, multiple pages, documents, etc., including customization in terms of address according to the recipient’s demographics plays an important role in the success of your direct mail campaign.

Print and mail services that can help you with any kind of material that you need from post cards to flyers, brochures, booklets, catalogs, stickers and more! You can also customize messages with stylish and beautiful hand addressing fonts, calligraphy and more, so print and mail services offer very attractive first look to your direct mail. Print and mail services that require low minimum order will suit businesses of any size and a campaign of any budget.

Six Tips to Make Your Direct Mail Marketing Campaign Successful

Direct mail marketing is one of the effective and inexpensive ways to get leads for your business. According to CMO Council, this marketing tool has better response than email marketing- 25% versus 23%.

The CMO Council findings  also reveal that direct mail leads to higher rates of customer acquisition i.e. 34% in comparison to other marketing methods. Thus, there is no doubt that direct mailing service, as a marketing  tool, can bring predictable leads into your sales pipeline every week. But the question is how to get customers interested in your business through this marketing strategy? So, we present you with six tips to make your direct mail marketing campaign successful.

Six Tips to Make Your Direct Mail Marketing Campaign Successful

1.  Know Your Target Audience

The success of your direct mail marketing greatly depends on the mailing list. Knowing your best customers is the key in targeted marketing. A good mailing list will have the list of prospects who could genuinely be interested in your services or products. Sending mailers to random people is waste of time and money. You can start building a mailing list with basic demographics such as age, location, profession, and purchase behavior. Their lifestyle habits provide a  base for your lead selection and the messages you need to use for communication.

2.  Follow-up Sequence of Mailings

If you do not follow-up with your leads at regular intervals, you are making a big mistake. A study conducted by the Association of Sales Executives showed that 81% of all sales happen on or after the fifth contact. Without a proper sequence of follow-up mail, the prospective customer will not even remember your brand. The follow-up process should be systematic and done in the same way every time.

3.  Collect Swipe Files

A swipe file is a collection of tested and proven marketing letters. Develop a habit of collecting marketing material that looks attractive. You can also write down good marketing ideas and use it in next mailers. If you are not able to think of any good idea for your next mailing campaign, you can use the marketing ideas from swipe file in your collection.

4.  Track Leads

Tracking the leads lifecycle can help you identify stages where optimizations are necessary. This also helps you know at what stage of the sales process was the lead generated. You can start lead tracking by mentioning different call back numbers in the direct mail campaign. Another way of tracking leads is to ask the customer how he/she got information about your business.

5.  Write Catchy Headlines

Headlines used in a direct mail marketing campaign can make or break your business. People are bombarded with advertisings from different mediums on a regular basis. So you should write catchy headlines that attract attention of your prospect. You need to write a headline that is not easy to ignore. It should be interesting enough to make the user want to open the envelope and read the offer.

You can use different headlines in your direct mailing service campaign to test what works best. You can have a heading at the beginning of a letter different from the one on your brochure. If you are using a postcard, one attractive heading is more than enough.

6.  Tailor Content to Influence Customer

When you refer a person by his/her name, it demands attention. The scope of personalization is limitless in direct mailing service. You can personalize every piece of direct mail campaign by using the information you have. For example, if the customer bought peanut butter, you can mention it when offering jelly.  For greater amount of personalization, you need to get as much information as possible about your prospect/customer in order to give them better offers.

The above given tips will ensure you get a better ROI from your direct mail campaign. Do not expect overnight success, be patient and put in your best efforts to make your marketing campaign a success.
So, how do you plan to make your direct mail marketing (http://womeninbusiness.about.com/od/directmailmarketing/tp/hub-dm-cons.htm)a success now? Have you explored any of the strategies mentioned above? Do you have any questions? Please feel free to leave your comments below and thanks for reading!

Using Custom Postcards to Advertise Your Business

Direct mail marketing is still going strong in this digital era. With the majority of the businesses getting attracted towards digital marketing, there is less competition in direct mail which helps your business stand out. As per CMO Council statistics, 54% postcards are read by recipients. Thus, there is no doubt custom postcards can bring in good business when used with a good mailing list.

Today’s customer demand higher level of personalization than before. As per the study conducted by J&C, 2 out of 3 consumers prefer personalized communication over non-personalized mass communications. Now that you know customized direct mail can bring better success. Here are some tips that will tell you how to use custom postcards to advertise your business.

Drive Traffic to Your Website

Combining two forms of marketing can bring you surprising results. Postcard-to-website is one of the effective marketing techniques used today. With high readability score, postcard is efficient in delivering message to the targeted user. The URL of your website can be mentioned on the postcard. If the offer on the postcard is attractive enough, there are more chances of the reader visitng your website to claim the offer.

Ask for Referrals

Referrals are like social currency. We have a habit of recommending quality companies and products to others. One of the effective ways to get leads is by offering referral discounts to customers. Many companies offer special discount to both the customer giving the referral and the new lead.

Word of mouth publicity is the best advertising for any business. You can send a postcard to your existing customers asking them to recommend your products and services to people they know and get discounts for every referral.

Thank-you Cards

Good manners can give you an opportunity to connect with people in a meaningful way. A thank-you postcard in a business is similar to the expressing gratitude to people. Besides making your customer feel valued, a thank-you card also opens doors for repeat business and helps build a strong relationship with the customer.

Newsletter

The newsletter you send need not be four pages long. Instead, you can send a postcard newsletter with 3-4 important items related to your business and customer. You can print two items on the front and one at the back to make it look less cluttered and for better impact.

Include a Credible Testimonial

When using postcards for advertising your business, honesty is the best policy to follow. You can print a credible testimonial of a person who can be found online so that your customers know it’s real. Testimonials vouch for the value you add to your customers. It helps in building trust in your company and people will most likely recommend your business to their network as well.

Don’t Make it Look Like an Ad

Postcard may look like a typical ad if you don’t design it well. But you don’t need to overdo it. So, while designing your postcard, avoid using too many graphics. The postcard should look like as it is a message from an old friend. You can use fonts that are similar to handwriting and use a custom message for the prospect/customer.Thus, you need to be cautious in custom postcard printing and designing.

Using Custom Postcards to Advertise Your Business

Use Images Intelligently

To get the recipient’s attention, display an outrageous photo on side A which will compel the reader to take a look at side B to read the offer. You can display a person’s image who has benefited from your product. Try using the picture in an emotional or a fun setting with an attractive headline.

Postcards are the best marketing tools for your business as the content appears in front of the eyes. The success of the postcard advertising campaign depends on two things – a good mailing list and your offer. Effective printing service of custom postcards is also important for its success. You need to put in best efforts to make a persuasive copy and make your postcard attractive to boost response rate.

So, how do you use postcards to advertise your business? Have you explored any of the strategies mentioned above? Do you have any questions or tips to share? Please feel free to leave your comments below and thanks for reading!

Hand Addressed Envelopes – Grab Attention of Your Customers

Do you remember when last you wrote a hand-written letter?

Do you remember when last you received a hand-addressed envelope, a handwritten letter or a card with genuine handwriting?

It is almost extinct and hard to find these days in our mailboxes. However, this claims to be one of the most effective marketing tools.

With so much buzz in the marketplace, it is tough to reach your target audience. Customers are often showered with emails, voicemails, blogs, podcast, radio ads, print ads and various other messages which seem boring.

So, how will you make your business stand out from the crowd?

How are you going to make your organization memorable with unique marketing efforts?

To grab attention, build customer loyalty and improve your ROI, you could consider an envelope addressing service as part of your direct mail marketing strategy.

Hand Addressed Envelopes - Grab Attention of Your Customers

Here are some of the popular reasons why you should use real handwriting in your next marketing plan.

The Best Way to Save Your Mails from Seeing the “Trash”

If you send a mail, you will likely spend a lot of time to create the perfect message. But, if your letter sees the trash before it is even opened, the letter will become useless.

To increase the chances of someone opening your envelope, actually write the address on the envelope. Real handwriting has become less prevalent in the digital age, so a handwritten envelope is sure to grab the attention of your customers and it increases the chances of them opening the mail by 300%.

Tell the Customers How Important They Are

When someone pulls out a card from his or her mailbox, it is sure to make that person feel special. Real handwriting further makes your customer know that they are important to your business.

Simply sharing a laser printer name from the database fails to work compared to real handwriting. A handwritten letter shows that you have taken the time to pick up a pen to write the customer’s personal information.

Give More than What Your Customer Expects

Real handwritten mail is a genuine surprise for a customer, as it shows how much you value him or her. Chances are that your competitors might not use real handwriting in their marketing campaigns and some might even rely on email or bulk mail.

However, you can be a little warmer in your approach by sending personal handwritten messages to your targeted audience.

Spend Money Wisely in Your Marketing Plans

There are many ways to spend millions of dollars on marketing. So, the challenge lies in using the marketing mix that generates results without breaking the bank.

That is why handwritten mail is one of the most effective marketing tools; it can increase the chances of your mail being opened and read by a larger percentage of people. Direct mail responses are also higher which means the ROI will be greater.

Stand Out from the Crowd on Holidays and Special Occasions

Do you not think that it is fun to address your customers on their birthdays?

The minute they see the card, they know that it is meant for them. Special occasions are thus the best way to connect with your customers.

If you are able to keep a tab on your customers’ birthdays, anniversaries or any other special occasion, you should consider sending them a handwritten card.

For example, if a customer has used your service one year ago. The perfect way to send him or her a reminder is by dropping a handwritten card.

Even during the holidays, such as on thanksgiving, Christmas, Valentine’s Day, New Year’s Eve, Easter or Women’s Day, a handwritten card would be preferred by your customers.

It has that personal touch which other marketing strategies (https://en.wikipedia.org/wiki/Marketing_strategy) miss out on. People everywhere feel great when they learn that they are more than just a name on your database.

So, are you ready to add new color to your marketing plan? Do you want to reach more customers and increase the chance of your mail being opened by 300%? Well, then pick up a pen and personalize the mail you send out with real handwriting. It will grab your customers’ attention faster than emails or bulk mail and will improve your marketing chances dramatically, since it is more personal.

Let Your Customers Take Your Brand on the Go with Promotional Travel Mugs

Inject your brand loyalty into your customers with stylish, sophisticated mugs every time they sip coffee, water using your promotional mugs! Personalized travel mugs with your brand name, image can help your marketing and branding efforts and create a positive impact on your clients.

Pens, Bags, Tees though have promotional uses; travel mugs are unique in the sense that they have extensive usage from sipping water, to coffee – hot or cold – from the time one wakes up, until he/she retires for day!

Gifting these cute mugs with your company’s logo, image, or the tagline or slogan of your company to travelling executives, to client’s, to your customers will help you take your brand to places. China travel mugs those are lightweight, strong have now become great ambassadors of your brand. These mugs ooze style, and can win the hearts of an amateur to a professional alike!

There are many reasons why these promotional travel mugs (http://www.wikihow.com/Choose-the-Perfect-Travel-Mug) have become such a rage in the brand-marketing field. Some of those reasons are:

•  Billboards on the GO: Portable and stylish customized travel mugs function as walking billboards with travelling executives, customers using these great brand promotion tools wherever they go.

•  Brand awareness: Custom made with your brand logo, image, and text printed on these cups these travel mugs create great awareness about your brand every time someone hold them.

•  Perfect Corporate Gifts: Anyone who steps in to any office get to see a stylish coffee, water mug on the desk of almost every employee. They are perfect gifts to motivate your employees and to promote brand loyalty among internal and external customers of an organization! Instead of a calendar, pen or a scribbling pad, a promotional travel mug is a much-cherished gift for your employees, and customers.

•  Highly Functional: Promotional travel mugs on the desk of your employees, or in the hands of travel executives, business clients, or end users serve multiple purposes. Apart from using these mugs for the much-needed coffee break, these beautiful and stylish mugs have high functionality serving as penholders, paperweights, or giving a visual feast when used as flower vases.

•  Highly Customizable: These insulated travel mugs come in variety of shape, sizes, and design, what more; you can even customize them as per your specific needs to project your company’s image, mission, values, products, or services! You can chose mugs made of ceramic, plastic, glass or any other material on which your particular design looks great!

•  Long Life: Unlike other corporate gifts or promotional material such as pens, bags, calendars, scribbling pads a travel mug has a longer life. It stays on the desk of your employee or in the hands of business partner, client or your end customer for a much longer period than any other promotional material that is available on the market today! A research shows that travel mugs have a longer life meaning that your brand name, logo will be on display for that period.

•  Suitable for businesses of all sizes and shapes: The costs of a branding, marketing campaign with customized travel mugs are relatively lower when compared to any other traditional or other method of promoting. The lower costs, investments encourages small, medium, large businesses to try this form of branding, as a matter of fact, many companies have tried this method and have seen the great benefits this form of branding offers.

Highly functional promotional Travel mugs when gifted to employees or clients make them feel valued; especially personalized mugs with their names printed on these products add great value and bring more customer loyalty. They may cost a little more than other promotional products such as pens, calendars, etc., but add great value with their highly functional nature and also being highly durable, lasting for a longer period than any other promotional products.  As such, you can reap great returns on investment made on the travel mugs.

Promotional travel mugs with the right design, great, latest style, and robust built can definitely help promote your business image greatly. Businesses of all sizes and shapes have used travel mugs to promote and take their brand closer to the target audience, proves that this a time tested and proven way of branding your business! Without a doubt, travel mugs relieves the stress of executives when used to sip coffee, but gives your brand the much-needed stress, emphasis!

Variable Data Printing – How it Benefits Your Business?

The important role that variable data printing (VDP) plays in business communication often remains underestimated. In these days when customizing emails according to the recipient’s expectation and responsiveness has widely been regarded as a smart business move, there are not too many viable alternatives to variable data printing for achieving that. Variable data printing lets your direct mail pieces get segmented and customized as per the interest and typical personality attributes of the recipient.

For businesses this has been perceived as a wonder tool for achieving higher responsiveness and effect through a direct mail marketing initiative.  But personalizing business mail and making business appeal to the interest of the mail recipients is just one major side of the benefits. There are too many other aspects as well. From allowing businesses utilizing customized URLs and QR codes to offering more attention grabbing effect through your email, variable data printing offers an array of surprising benefits.

Variable data printing by allowing the business to make use of personalized URLs and QR codes it facilitates easy and innovative way of customer interaction with the business brand. In one way, this makes the customer experience better and on the other hand, this result in strong customer relations that will further provide a boost to ROI and other business specific outcomes. Moreover, by these personalized measures the business can effectively measure and track response rate from the mail recipients and customers. These days when measuring responsiveness is an important attribute to ensure effective business analytics, variable printing services can really play a major role.

Variable data printing for some time grabbed the attention of email marketers for its huge potential in customizing and personalizing to reap an array of business benefits. Through this tool you can now draw more attention to your emails and make them appealing to your target customers and audience. Let us now have a quick look at some of the key business benefits of variable printing.

1.  A boost to business return by the use of mail listing data

The mail list tells a lot about prospects and the places they stay, their social positions, occupation and other personality attributes, he can customize the mails to grab more attention and garner effective results and to do this variable data printing (https://en.wikipedia.org/wiki/Variable_data_printing) can be a great tool. You can create a custom mail copy and information as per the recipient’s interest and other personality traits. By adjusting the mail information as per data like where people live, their marital status, their profession, etc. You can make your marketing address more accurate as far as grabbing their interest is concerned. If making the mail more relevant and appealing is your objective, then variable data printing is the right tool to achieve that.

2.  Customizing the return address and business phone number

For some recipients offering nearby return address or more location specific contact details is important. A business can have several offices or stores and now while driving mail marketing campaign give attention for offering them information regarding stores and locations that are close to the recipient’s address or preferred by him. In this way, you can offer your customers different contact points, contactable persons and phone numbers and thus as a whole can increase the chances of responsiveness. Variable printing just lets you achieve this by offering customization in contact information as well.

3.  Using custom fonts and stylization to grab more attention

Thanks to variable printing data each and every different recipient name, address and other information on the mailing list can be printed with separate fonts. This provides each mail a customized tailor made look and furthermore, with the addition of customized stylization the mail looks very personal and eye catching. With the separate font and design scheme accompanying each mail it creates a corporate identity and make recipients feel as more attended by the sender of the business mail.

4.  Using color to your advantage

By utilizing color shades effectively in the print layout and in the copy you can further make the mail more interesting for the eyes. Regular black and white printing color often does not create any impression at first look just that looks too common. On the other hand, appropriate use of color not only just touches the vision, but it can also effectively complement the brand identity. Using color wisely you can also highlight certain important parts of your mail and can grab quick attention to some necessary parts.

5.  Now incorporating images and maps becomes easier

Thanks to the freedom of customization provided by variable data printing services you can now incorporate images and local maps to your mails to the advantage of your recipient. You can incorporate images that are more relevant to the respective recipient and can offer local map of the store as per the location of the mail recipient.

Why You Should Be Taking Advantage of Direct Mail Services

Be focused towards the direct mailing needs & services that your organization demands! Services ranging from newsletter printing to direct mailers for fundraising, now a days there are well developed with direct mailing services. Why do your own particular printing and mailing, go ahead and take the advantage of these expert services and save your precious money & treasured time. Take the benefit from the low cost printing and mailing administrations that can easily handle regular direct mail requirements. Fruitful fundraising mailers, is based on the establishment of testing and measuring. In the event that you need to convey a certain letter to 100,000 prospects, first test the letter on 5,000 prospects arbitrarily. In the event that it is beneficial in the test, it will probably be productive for the entire rundown.

Tailor made to your needs!

Following a very straightforward way to deal with direct mail services and marketing services. The proficient and skillful direct mail service providers, work with an endeavor to make compelling & customized mail pieces that get high rate of response. You should always work with an objective to make your direct mail marketing (http://www.wisegeek.com/what-is-direct-mail-marketing.htm) simple & advantageous. Effective enough to surpass the ordinary, the mailing crusades must be very focused and efficient, so that they reap really good results. Regular direct mail for fundraising, attracts new givers or individuals and also educates, develops, resolicits and also overhaul the level of their commitments. The utilization of proficient and regular direct mailing for fundraising, designed by specialists, has always seen a vast rise in the quantities of prospects or benefactors. Each direct mailer or newsletter should exhibit extraordinary qualities, convictions, and inclinations.

Converting raw data to precise information!

The direct mail service providers, now offer dexterous newsletter printing and direct mailing services, for all sorts of organizations. From little to moderate size organizations that have constrained time and cash flow to put into advertising undertakings, are duly helped, supported and given adept services. Let your newsletters and direct mailers, not let go unnoticed. In fact, through focused and regular postal mailers showcasing the true brand essence, clear communication and amazing pictorial or graphic presentation of information, the organizations can actually deliver their thoughts to the consumers in an effortless and flawless manner. Post, perceiving the difficulties and all major critical aspects of direct mailing services, the proficient squad that offers skillfully crafted direct mailing material are very trustworthy and effective solution for all your mail marketing needs. Offering the best of communication & marketing collaterals that are not just different, but are also very useful pieces of information. Stating what is actually required in the most presentable and efficient manner.

Proficient services by the experienced squad!

Very moderate and reliable, the direct mail service providers are very adept and play a major role in making your direct mailers, a huge success. The direct mail need to be tailored and each newsletter must be printed as per the organization’s individual needs and penchants. Thus, the professional direct mailer and newsletter printing services can be utilized efficiently, as per your personal choice and the necessities of your organization. The skillful work of printing custom newsletters and postcards is evident in the response generated by your valuable customers. Exceeding your expectations and requirements, the capacity of the dexterous service providers is obvious in the profitability rate generated by your direct mailing campaign. Also offering the best of mailer printing techniques, this further enhances the look, feel and complete essence of the newsletter.

Right solution for all your printing needs!

Complete concentrate on enhancing the techniques for printing, the direct mail service providers offer amazing printing solutions. From hand crafted newsletters to machine printed, these are meant to achieve your organization’s long haul development goals. Offering the basic requirements, like mail-consolidating data into a newsletter to direct mailing postcards et al, the professional services create amazing marketing marvel. The newsletter that contains pictures, logos, brand value and other important date that is expected to communicate, what you want to, also makes way for an appropriate response. Offering brilliant ideas that generate effective collaterals.

The Benefits of Direct Marketing

Direct marketing is the best way to get a product to the international market place almost instantaneously. Whether a product is old and trusted or brand new, a firm specializing in selling products to international markets using direct response marketing is the most efficient and cost-effective way to go. If you’re not sure what direct marketing is think of “As Seen on TV,” and the two-minute infomercials that are becoming more common than the half-hour commercials.

Let’s say you’re a big business with a product that you have had major success selling within the United States, or are an inventor who just created the latest kitchen gadget and it’s selling like wildfire. Of course you want to get your product to the homes in Europe because you know they could definitely benefit from it too. You have your campaign all ready to go, but then what? How are you going to go about launching your direct marketing campaign? Although it seems like it should be relatively easy to successfully sell to the market overseas, it actually isn’t that easy. Although Europeans are known for being more open-minded than people in the U.S., they are more cautious when it comes to buying products from a different continent. Because they think they don’t need the same products because of cultural differences.

Direct_Marketin

An American direct marketing campaign in Germany for example, isn’t received with open arms. What you need to hire is a direct marketing company with a solid background and established name that focuses solely on international product campaigns. They have done all the grunt work, and know what works and what doesn’t. As well, they have strong retail relationships internationally which means they have also cover a lot of markets.

Benefits of using a Trusted Direct Marketing Company For International Product Campaigns

•    They focus on international product campaigns.

•    An American based firm has connections in the United States to help with preparing the campaign if the client does not have it finalized.

•    There is a low-risk option for suppliers.

•    They are often small companies so you always know who you will be dealing with, making it easier to build and nurture a relationship with them.

•    They understand the only goal of their clients is to sell their product, and so do they.

•    They take away the stress and uncertainty of researching international markets, navigating through them, and making a connection.

•    They know who is trustworthy in the marketplace, which takes away the threat of someone knocking off the product.

It’s important to note that while some international distribution direct marketing firms claim they cover a substantial market internationally, this is not always the case. Sometimes, because they are successful selling to a small market, they believe they’re proficient at selling overseas. As a result, you want to make sure they cover at least 50 markets.

Direct marketing is the best way to get products, new and established, to the people living overseas that can benefit the most from them. A firm specializing in direct response advertising, with an international market knows how to do this efficiently.

Non-Profits: How to Raise Funds with Direct Mail

Francis Andrews in his book “Billions by Mail,” summarizes the power of direct mail by saying that the only way to get consistent donations over a long period is to acquire, cultivate, and renew donors using the direct mail method. Well, true, direct mail is the king of fundraising activities for many organizations, especially for non-profits.

Well, many organizations want to catch up with the technological developments and are in a rush to switch their fundraising activities online, using the internet and social media marketing techniques. Well, internet is super power no doubt, but when it comes to fundraising, internet and new technology is lagging far behind, contributing just about 7% of the total fundraising. Analysts predict it might take another good 20 years for the new technology, internet to contribute significantly to fund raising.

Thus making nonprofit direct mail model the most preferred option to raise funds for their causes. But, the important question is how to effectively use this model to actually raise enough funds for your cause. Here are some tips on how non-profits can leverage the power of direct mail model to generate the required funds.

•  Mail your Housefile first: Direct mail source comes from lists containing the target prospects, donors. Housefile, is one such file with the list of prospects who have already donated to the organization sometime in the past. Prospecting is another file, which has the lists of completely new prospects, and you will have to cold mail them, or mail them for the first time asking for donations. In some cases, such a list is purchased or exchanged.

Nonprofits have to first mail their Housefile, no matter how small the list is, even if you have a handful of contacts in the Housefile, it is highly recommended that you mail these contacts your mails as a first priority, as they have already made donations, and trust you! While on the other hand, prospecting lists requires expertise and experience in how to use the list and get support and donations. In addition, the cost of sending direct mail is more as compared to sending an email or making a phone call, as such you do not want to send tour direct mail (http://www.wikihow.com/Use-Direct-Mail) to a prospect without actually knowing if you would get donations from them or not.

•  Mail Brochures, Thank You Letters to your donors: Well, make your donors feel valuable, and not just as your wallets. So rather than sending them only direct mails soliciting donations, send them regular newsletter, updates, brochures, and thank you letters often. Another important point to keep in mind is use list wisely, and sparingly, only when you actually need funds, if you solicit funds regularly, or overuse the list, you may lose credibility.

•  Test the Campaign before you actually try it:  Direct mail fundraising requires you to send out mass mailers to prospects and donors. With the postage charges, etc. going up, this would prove an expensive exercise, so before you actually send out a 100,000 mailers, it is recommended that you send out a test 5000 mailers and based on the success of the test campaign, you can decide on the mass mailings. Testing is particularly important when you mailing from the prospecting list, as the list has all new contacts, who have never made donations, you need to measure the effectiveness of the list before you actually send out mass mailers.

Finally personalization is the key to any business; even for non-profits in raising funds personalization can go a long way. Develop a system to thank all your donors and request their support in the future, as well!

Hire a Direct Marketing Company

Despite the fact that it’s been given a bad reputation over the years because of dinner-time telemarketer phone calls and emails sent five times a day, direct marketing can be beneficial for many companies. It is sometimes considered a controversial sales method because the direct contact between potential customers and a company can be tiresome for both parties. This is what makes a direct marketing company so important; it has the tools and knowledge to plan and execute direct marketing methods that are less intrusive for potential customers, but still successful for businesses.

Hire a Direct Marketing Company

Direct marketing nowadays is more than simply mailed flyers and catalogues or inconveniently timed phone calls. The method can now include many different personal-based tactics like emails, texts, and social media messages. It can also include mass-media based marketing strategies that have a much wider audience, but still have a customer-focused message. These can include direct response television (commonly called infomercials), magazine advertisements, and even billboards. A good direct marketing company will use a variety of channels.

No matter the channel, though, direct marketing always focuses on the customer, the data, and accountability. A direct marketing company will know that this distinguishes direct marketing from other types of advertising. Direct marketing messages are addressed directly to the customer (sometimes in differing audience sizes), seek to drive a specific “call to action” (like clicking a website’s link), and emphasize trackable and measurable responses from customers.

The first step to a successful campaign that a direct marketing company will use is to identify the specific demographics of potential customers. This can include a larger audience, such as stay-at-home moms, or individual personal information, such as mailing addresses. The larger audience demographics can be used for widespread tactics such as direct response television or insert media (marketing materials inserted in other communications such as newspapers), while the personal information can be used for mailing catalogues or coupons.

From there, the direct marketing company can strategize to determine the best channels to approach the specific audience. Direct marketing needs to balance the line between overloading their potential customers and being truly channel-agnostic. The message needs to be seen or heard, and the call to action needs to be clear, but customers don’t want to receive three emails, two phone calls, and three flyers from the same company in a two-day span. A direct marketing company will know how to avoid annoying customers while still getting the message across.

Once a campaign has been executed, its effectiveness needs to be correctly analyzed. An important factor of direct marketing is that every complete campaign must be examined. A direct marketing company will look at the number of customers that completed the advertised call to action versus the time and money spent, and determine whether or not the campaign was a success. In the future, the tactics may either be replicated or altered, depending on the outcome.

Because so many skills are needed for one marketing campaign—including targeting the right market, determining appropriate channels to reach said market, and analyzing the results—a professional direct marketing company is the most efficient way to directly reach an audience. Direct marketing, when done well, can reach more people and, in turn, generate more customers.

Build Your Business With a Direct Marketing Company

A direct marketing company can help you build your business. A company that specializes in direct marketing offers you the potential to gain further sales from existing customers or clients, and new sales from new customers.

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Direct Marketing Versus Indirect Marketing

There are many factors to reflect upon when considering small business advertising and marketing strategies. We can’t all be advertising geniuses and entrepreneurs. Fortunately, developing a basic understanding of the underlying and governing principles of advertising and marketing is simple enough; in doing so, it is likely that you […] Continue Reading…

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