Why Less is More in Direct Mail Campaigns

Posted by Wes Powell

Oct 24, 2014 10:00:00 AM

Why-Less-Is-More-In-Direct-Mail-CampaignsMany companies make the mistake of sending direct mailers covered in overwhelming colors, an overload of information, a multitude of cheesy tag lines, and false promises. It's a mistake to think direct mail should be crammed and jumbled. This look turns more customers away than other direct mail approaches. If you're struggling to create an effective direct mail campaign that doesn't appear crowded and messy, try these design strategies: 

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Topics: direct mail, Marketing

Direct Mail Marketing and the Legend of “White Fang”

Posted by Wes Powell

Oct 22, 2014 6:30:00 AM

Direct-mail-marketing-and-the-legend-of-White-FangOne of the biggest problems direct mailers face is when the mailing piece doesn’t reach the intended audience. That’s a real drag when you’ve spent time and money to rent the list, create the package, print it, mail it, and paid for the postage—and then the person it’s supposed to reach never even sees it. 

Sometimes that happens as the result of a bad address. People and businesses move. Sometimes the address you have hasn’t been updated. The good news is that this is pretty easy to address by running a simple National Change of Address on your mailing list (one of the basic services we provide our customers).

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Topics: direct mail success, Reaching your direct mail audience, Overcoming obstacles, B2B Direct Mail

Direct Mail Marketing: Treat Every Mailing as a Significant Learning Opportunity

Posted by Wes Powell

Oct 20, 2014 10:00:00 PM

Direct-mail-marketing-treating-every-mailing-as-a-significant-learning-opportunityLet’s face it: Not every mailing you send out will be an unmitigated success. There will be times when you simply don’t get the results you hoped for. But that doesn’t mean that you should simply turn your back on that effort and never think about it again. 

When you track your direct mail results (and you need to make sure you’re doing this!), don’t focus exclusively on the numbers. Sure it’s important to measure response and revenue and return on investment. You should do that. (By the way, if you’re looking for ways to record responses this post has helpful suggestions for tracking of direct mail campaign results.) 

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Topics: Direct Mail Marketing, improving direct mail results, Learning from direct mail mistakes, Measuring direct mail results

How the USPS Squabbles Could Affect Your Direct Mail (and what to do about it NOW)

Posted by Wes Powell

Oct 16, 2014 10:00:00 AM

How-the-USPS-Squabbles-Could-Affect-Your-Direct-Mail-(and-what-to-do-about-it-NOW)The USPS has been threatening financial collapse for what feels like eons now, but in reality it has only been a few years. Now, a round of talks scheduled for Fall of 2014 (now!) threatens to result in the closure of 82 mail-processing centers and the loss of 15,000 jobs. Since 2012, USPS has already consolidated 141 processing centers, leading to a much leaner service than in the past. The issue is now the subject of a major squabble in the Senate, and it’s looking more and more likely that at some point the service will die out entirely.

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Topics: direct mail, Direct Marketing Strategy, email marketing

Direct Mail Success: Creating STRATEGIC Content

Posted by Wes Powell

Oct 15, 2014 1:00:00 PM

Direct-mail-success-creating-strategic-contentIf you’re a marketing professional, you hear a lot of talk these days about Content Marketing. While most of that talk is focused around a company’s online marketing efforts, the content you create for your direct mail efforts is just as critical. The way businesses use direct mail may have changed over the past few years, but it’s still an integral part of any overall marketing strategy. And just like content for online platforms, the content you create for your direct mail efforts can make all the difference between success and failure. 

That’s why it’s important to develop direct mail content that is as strategic as the content you create for your website. What do I mean by strategic? 

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Topics: Marketing Strategy, Integrating direct mail with marketing efforts, Successful Direct Mail, Direct Mail Expectations

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