The Power of the Handwritten Notes in Marketing

Posted by Spencer Powell

Apr 17, 2014 10:00:00 AM

The-Power-of-the-Handwritten-Note-in-MarketingUnlike email or other digital marketing campaigns, only direct mail can offer a handwritten note. Studies show a personalized note can increase response to a marketing campaign by 30-50% – certainly not a figure to ignore. For those looking for something new in their marketing strategy, personalization is the obvious answer.

Why Personalization Works

If you pick up the phone and the caller mispronounces your name, how likely are you to hang up? The reason for such a negative response is that it's evident that the caller isn’t making a personal call; you were simply the next name on a long list.

There is a similar response when people receive a piece of mail that is addressed to "current resident" or a letter that opens with, "Dear Friend." Even with a mass mailing, simply having a name on each letter makes recipients more likely to read it, because people will feel the mailing was intended solely for them. Addressing the reader by name is the first step to increasing the response rate in a direct mail marketing campaign.

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Topics: personalization, Direct Mail Marketing

Welcome-to-the-Neighborhood Marketing

Posted by James Ravetti

Apr 15, 2014 10:00:00 AM

Welcome-to-the-Neighborhood-MarketingMoving to a new city can be challenging when it comes to discovering the best places to go to complete everyday tasks. Where is the closest grocery store? Where do I get my hair cut? How far is it to make a run for pizza? Every new resident in an area has similar questions and concerns. This makes for a wonderful direct mail marketing niche.

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Topics: Direct Mail Marketing, new residents

Using Cartoons in Direct Mail Marketing

Posted by Spencer Powell

Apr 10, 2014 10:00:00 AM

Using-Cartoons-in-Direct-Mail-MarketingIf you’re looking to try something new with your direct mail marketing, try a touch of humor. Everyone welcomes the opportunity to laugh, especially after a long, stressful day. The last thing people are looking for when sifting through a mound of bills is a serious or exaggerated advertisement. Instead, try a humorous cartoon for something more lighthearted.

Humor for Business

There’s no doubt humor can be very good for business. Associating your company with good humor and a smile can help build relationships and create a positive image for your organization.

Cartoons can be a useful tool to employ in marketing. They can offer potential customers a taste of what the company is like. If the message being sent is, "We are fun and don't take ourselves too seriously," most people will respond in a positive way. A cartoon can pique a potential customer’s interest and encourage them to want to learn more about you and the services or goods you offer.

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Topics: Direct Mail Marketing, cartoons

How Big Does My Direct Mailing Have to Be to Be Effective?

Posted by James Ravetti

Apr 9, 2014 10:00:00 AM

How-big-does-my-mailing-have-to-be-to-be-effectiveFor many businesses the days of massive direct mailings are over. The increased costs of printing and postage for large direct mail efforts are simply prohibitive. But does the size of a mailing really matter—or can direct mail be effective on a smaller scale?

Let’s be clear about something: When you reduce a mailing from 100,000 pieces down to 5,000 pieces you lose economies of scale. Your per-piece costs for services such as creative, design, printing, and mailing can go up pretty dramatically.

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Topics: direct mail ROI, Direct Mail Marketing, costs and revenue for direct mail

4 Methods Direct Mail Can Integrate with Other Forms of Marketing

Posted by James Ravetti

Apr 8, 2014 11:00:00 AM

4-Methods-Direct-Mail-Can-Integrate-with-Other-Forms-of-MarketingThe role of direct mail in a multichannel marketing strategy is something like the role of Kentucky bluegrass in a bird’s nest: it has to be woven in so well you don’t see the individual strands. That way, it strengthens the strategy and adds a bit of color and flavor without being the hub around which the process hinges. Here are 4 methods of integrating direct mail with other marketing channels to create a multichannel strategy.

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Topics: direct mail, Event Marketing, digital marketing

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