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If you asked people if they like to get “junk mail”, most people would say “no”. But don’t worry – people really don’t hate direct mail. $250,000,000,000 worth of goods and services are sold through direct mail each year in the US alone. And the total continues to grow. According to the Direct Marketing Association, it is growing at 8.6% a year, several times more than the growth rate of the economy. And it’s not just a few people. Last year over half of all American adults ordered something through direct mail.

And if you think about it, direct mail—first used by Benjamin Franklin—is a marvel of the modern age. It allows people to buy goods and services from all over the world from the comfort of their own home.

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Direct mail is sent to businesses and consumers every day and is used by a very wide range of organisations and industries. A mailing in the post, often accompanied by a letter, has become a proven and accepted way of targeting your audience, with consistent conversion rates of about 1-5%. However in recent years direct mail has attracted criticism over the environmental impact it can have, and the annoyance caused by misdirected mailings.

Email marketing using opt in data is less widely used at the moment, but is growing more rapidly in popularity than almost any other direct marketing tool. A growing range of good quality opt in, and in some cases double opt in lists are becoming available, as are a wide range of email broadcast services. But this new marketing medium has already been tainted by abuse and association with the practice of spamming or junk mailing.

So what are the relative merits of each of these contrasting direct marketing methods?

The Benefits of Email Marketing

Email marketing is direct marketing at its most impactful. Your message lands directly in the inbox of your recipient, your message can be personalised, and even targeted to individual recipients.
Email marketing can be timed not just to the day, but to the hour and minute, in order to reach consumers just when they are likely to make a buying decision. Email marketing can also be tracked in detail, even to the amount of people who open and read your email, or who forward it to a friend.
Because it is solely a digital medium, email marketing is more environmentally friendly, and has a far lower carbon footprint than other marketing methods.
Email marketing can be very cost effective as it does not need costly mailing houses, production, postage and so on. However data costs can be higher that traditional list rental for direct mail, and email campaigns also require the use of a broadcasting partner.
Email marketing is highly effective in growing online sales for e-commerce sites – in just a few clicks the recipient can act on impulse and buy from your site. It can also be used to drive traffic to b2b sites that aim to collect leads and enquiries.

The Benefits of Direct Mail
Direct mailshots are a tangible and physical representative of your brand, which can be held in the recipient’s hands. A mailer with high production values can say much about your brand, just through its size, feel and texture.
Direct mail is well established and proven as a marketing tool. Consumers and businesses are used to sending and receiving marketing messages in the post, and are receptive to the messages they convey.
Direct mail can also be used to increase your online sales from your website – increasing numbers of mail order companies are finding that their offline catalogues sent in the post are becoming increasingly effective at driving consumers online to order, instead of by mail or phone.
Quality direct mail data is generally more affordable and more widespread, and does not come with fixed broadcast costs and fewer issues over the opt in procedure. The direct mail industry is also far more mature with a wider range of lists and suppliers available.
Direct mail does not have to fight its way through complex spam and junk mail filters used in many email programs.

One fact is universal – any direct marketing campaign using direct mail, email marketing, or for that matter telemarketing, needs great quality data that is accurate and well targeted.

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“What are the most common Direct Mail Mistakes and how can I try to Avoid them?”

Successful direct mail doesn’t depend on fancy, four-color design or “creative” copy.

Mistake No. 1: Not renting the right mail/email list for you.

Do you know what the most important part of your direct mail campaign is? It is the mailing list. No matter how beautiful your graphic design is, no matter how slick your ad copy is, if you mail to the wrong mailing list, your mailing is doomed to failure. Remember, a mailing list is not just a means to reach your prospects, it IS your prospects!

The best list available to you is your “house” list—your list of customers and prospects who previously bought from you or responded to your marketing efforts.

Typically, your house list can pull double the response of an outside list. When renting outside lists, make sure to consult with the list provider to make sure you are getting the most up-to-date names available and are renting the best possible list segment or segments of the targeted list.

Mistake No. 2: Not having an offer.

An offer is what the reader gets when he responds to your mailing.

To be successful, a direct-mail package should sell the offer, not the product itself. For example, if you have a Kick boxing Gym, don’t sell that you are a kick boxing Gym, sell your offer—Free Introductory class. The offer is the free class the benefit to the Gym is the opportunity to convert satisfied class participants into members.

Make sure you have a well-thought-out offer in every mailing. If you think the offer and the way you describe it are unimportant, you are wrong.

Here are some effective teasers: free brochure, free analysis, free consultation, free demonstration, free trial, free sample, free catalog…it doesn’t always have to be free.

Your copy should state the offer in such a way as to increase the object reader’s interest to respond to whatever it is you offer.

Great Mailing Lists

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When done correctly, direct mail is one of the most effective marketing tools available to small businesses, regardless of industry. Unfortunately, many first-time mailers–and even some experienced ones–overlook some of the basic “rules” for creating an effective direct mail campaign. Here are some proven thoughts to heed when planning your next mailing.

The success of your campaign relies on the following:

1. The accuracy of your mailing list

2. The perceived quality of your offer

3. The appeal of your mail piece .

Many experts speak of the 40-40-20 rule. It states that the mailing list makes up 40% of the success of a mailing, the offer makes up another 40% and the package itself (paper, design, copy) is responsible for the remaining 20%.

Buy a good list

Understand who your best customers are. Select a qualified mailing list provider.

Work with your list supplier to develop the most effective prospecting list for your needs and budget.

Create a powerful offer that will make people want to respond

Make sure your offer is clearly spelled out and easy to understand. Offer something with high perceived value. Don’t underestimate the power of the word FREE. Make it easy to respond–via website, email, telephone, mail and/or fax. Offer a money-back guarantee if appropriate. Repeat your offer, response options and guarantee as often as possible.

Create an appealing mail piece

Your mail piece should reflect your company’s positioning and sales strategy. If you are perceived as exclusive, unique or high-end your mail piece should reflect it. If customers buy from you primarily based on low pricing, your mailer should have a “budget” look and feel to it. Keep your copy simple by using clear, short and descriptive sentences.

Personalize the piece. Use a call to action ­ tell the reader what you want them to do and by when they must do so.

www.GreatMailingLists.com

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It has to target the right prospects. You’ll get far better results by sending your direct mail to the people most likely to have a need for what you offer. Instead of sending it to a list of 10,000 prospects, narrow it down to a list of 1,000 prospects who are:
1. The most likely to need what you offer right now

2. The most likely to be able to afford what you offer right now

3. The most likely to place a larger than average order

4. The most likely to refer new business to you
It has to be consistent. People are constantly being exposed to marketing from hundreds if not thousands of companies, so in order to make be noticed and remembered, you’ll need to execute your campaign on a regular basis. People don’t care about what you’re offering until they actually need it, so the idea is to increase the likelihood of your message being in front of them at that time.
It has to be followed up on. In just about every B2B scenario, some follow up is going to be needed to convert your prospects into clients. Direct mail is usually most effective when it’s used to initiate the sales process, leaving the actual presentation and the close to a live sales person, or at the very least, your web site. Plus, by following up, you’re adding a more personal touch and even if your prospect isn’t ready to move forward, they will remember it when they are.

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As creative agencies and marketing professionals gear up their printing and promotional programs for the holidays, Ft. Lauderdale and Miami printer, Rex Three, recommends marketers to use a combination of print and digital tactics to hit targets with a “One, Two Punch.”

Rex Three goes beyond printing typical promotional pieces. Rex continuously expands its capabilities to provide marketers with more creative ways to market more and increase sales. Personalized direct marketing is an effective tactic many marketers do not take advantage of. Rex makes it easy for customers to tie personalized URLs with a simple direct mail campaign to increase online sales.

By using Rex Three’s state-of-the-art variable printing technologies, marketers can print direct mail programs to drive traffic to a personalized landing page containing a personalized offer. Personalized landing pages allow promotions to be fully customizable to the audience with a call to action that is irresistible.

Marketing in the Hospitality Industry

If you are in the hospitality industry and you know that your guest prefers Asian dining and an ocean view suite, consider your direct mail campaign golden when your mailer can direct your prospect to a personalized landing page playing the soothing sounds of ocean waves hitting the shore, while showcasing images of fine Asian cuisine.

Many Rex customers in the hospitality industry have seen as much as a 43% return on investment from using this form of direct mail.

Technology has allowed printed brochures and direct mail campaigns to achieve more with minimal costs. In the example above, the customized direct mail component served as the “One Punch” and the landing page as the “Two Punch”. Leaving out one component over the other could mean the difference between a slam-dunk deal.

To learn more about how to personalize your printed marketing communications, or how to tie printing with a personalized landing page, contact Vincent Sita, our Chief Technology Officer.

Rex Three is a commercial printer offering a wide range of printing services in Miami, Ft. Lauderdale, West Palm Beach, and Naples. Our team of printing professionals has over 20 years of commercial print, mailing, and fulfillment experience to support the promotional and communications needs of any industry, including hospitality, manufacturing, automotive sales, education, home interiors and design, pharmaceuticals, entertainment, and more.

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DIRECT SALES TIPS – Direct sales business for distributors and marketers can be difficult,when you start a direct sales business opportunity the best way to start is getting a good advices and quality tips that will help you manage your business opportunity.i will share with you in this particular article quality tips that will help you set up your direct sales business opportunity plans.

The 4 direct sales tips reviews:

Tip 1 – The right attitude – The only way you to succeed in any business opportunity is a positive attitude.
Positive attitude will help you be consistent in your business and leverage your biz in the long run.
negativity in business don’t work try to be positive if you want to reach a success in your business.
negative attitude and thoughts will bring you devastation to your business and positive attitude and thoughts will bring you energy and life to your business opportunity.

Tip 2 – Set up your goals – when you start a direct sales business opportuunity you definitely want to know why do you want to start your business opportunity anyway?
set up your goals – Ask yourself questions about the things that you want to get and how to reach your dreams and goals?
You start a business opportunity for a reason so set up your plans and follow up with your dreams and goals.
For example:If you start your business opportunity cause you want to have a wealthy life do everything that you can to reach this goal.

Tip 3 – Get trained – training is very important to your business opportunity read books,participate in a system that will help you get resources and tools,be part of the community of top marketers that will give you value and advices and so on…
Knowing how to market is the key to success in any business opportunity.

Tip 4 – Self Development – Work on yourself and brand yourself if you want to succeed in your direct sales business opportunity.
You need to build yourself as an expert.
People follow up with leaders and not with product lines or a business opportunities.

That’s the way you should follow up with your direct sales business opportunity if you want to reach a success in your biz opportunity.
To your success

Ohad Orlian

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Now more than any other time in history it is possible to realize the goal of owning your own direct sales business while being a mom. The internet opens many avenues that did not exist in our parents’ generation! Owning a direct sales business is a growing area that women seem to excel at performing. The product possibilities are as abundant as the types of women who wish to start their own business. The best part, little or no start up income is needed, and you can plan your business around the family’s schedule.

So how can direct sales business distributors take advantage of a virtually free technology that is present in almost every home in America? There are a few different options. The first is to utilize social network sites such as MySpace, Twitter or Facebook. Facebook is a favorite of many is so easy to use, anyone can do it. Registering for an account is free and when you register it allows you to connect with friends, coworkers, old school friends and many other people. Facebook also respects your privacy and will not allow anyone you do not approve to view your information. Once you set up your account, you are ready to start networking.

Direct Sales Fan Page

It is important to remember that on Facebook your profile is for real friends and your Fan page is for business. So take the time to set up a fan page for marketing your direct sales business products, opportunity and services. You will have to visit other fan pages and groups so that you can comment and develop curiosity for others to visit your fan page. It also helps to send an invitation to your profile friends and invite them to your Fan page. This way you are marketing to those who have an interest and not to those who are just personal friends. Post information about your product on your Fan page wall. Keep your fans updated by posting specials and open dates for consultations. It is even possible to post pictures and upload videos to your wall. Trust me, the process is very simple and in no time at all you will be a pro.

Another internet avenue you can use to generate sales leads and increase your revenue is by email marketing. Email accounts are free and again, easy to set up. When you are at a consultation make sure to gather the email addresses of the attendants, then you can create a database of potential customers.

Direct Sales Newsletters

Many direct sales consultants make the mistake of creating their data base in their own computer. It is important to work online in a newsletter service so you do not get blocked as a spammer. Our everyday computers are not meant to send out 30-100 emails at a time let alone thousands. If you start your data base in your computer you will have to move it later so it is always good to get a quality online service like MyNewsletterBuilder or one of the many other contact management newsletter services.
Don’t forget to also add the email addresses of friends and family to your list. Now you can send an email to notify your customers when you get new product, when you are hosting a large event and want to invite them, or just to say thanks for their business. It is free, easy and a convenient way to keep in touch.

Again, most everyone has an email account and most check their email on a regular basis. You can even send an email or update your Facebook account from most smart phones so don’t drag your feet when it comes to leveraging technology in your direct selling business.

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There are several conventional methods utilized by a company to promote its business and one of them is direct marketing. The USP of direct marketing is its cost effectiveness. It is basically a process that helps in targeting only those consumers who have either shown interest in the products and services of a company or in its line of business. However, there can be various methods to contact these prospects such as e-mails, telephone, newsletters, postcards and many more.

The major potential of direct marketing lays in its mailing lists- a database of people having similar areas of interest and requirements. These lists can either be generated in-house or can hire one of the list brokers. There are times when the companies do not have a professional team of experts for lead generation, so such companies can easily buy lists from a professional mailing list brokers. These brokers have an access to several consumer databases as well as hold specialization in finding out the prospects for different business line.

Through these mailing list brokers, the companies can easily get the exact set of information about the customers including the telephone number, postal address, e-mail address, credit history, purchase history and many other things. Thus, as per the requirement, the company can choose the credentials that it wants to have in its list. Although, it should be ensured that the list is updated and carried information as per the company’s relevance.
Thus, make the most these marketing strategies and witness your company actually experiencing profits in this highly competitive world.

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Imagine yourself in a very small metal room with 10 other people. The doors close and you have no way of escaping this room for a minute or two. While locked in with these strangers you are exposed to various commercials for different products appearing on a video screen right in front of you. The doors finally open, and you are allowed to leave.

Sound like a nightmare (or Marketing Executive’s dream, perhaps)? Well, it’s actually reality; it’s your experience if you use an elevator in any one of a few hundred buildings across the United States.

Captivate Network has installed over 3,000 flat-panel video monitors in elevators across the country. Business professionals use these elevators every day and while in that big metal box with nothing to do, a video screen flashes to life and sales pitches fill the room. After all, what are they going to do? Haul up 60 flights of stairs? Likely not.

This mix of “marketing through a necessity” isn’t restricted to affluent business-people inside of office towers, however. The television network Comedy Central has placed over 500 advertisements in bar bathrooms in order to promote one of their new shows. Talk about a captive audience! When nature calls, advertisers listen …

Advertising above urinals might be a rare occurrence, but the trend of advertising and transportation is becoming more evident and technology is playing an ever-increasing role. If you’ve ever been on a subway or seen a bus, you’ve no doubt seen a billboard as well. Cars are often plastered with graphics for any given local company or even a simple bumper sticker with a website. And now, in over 400 taxicabs in New York City, the passengers are treated to a video monitor as the meter runs and they are transported to their destination.

Does the concept of captive marketing frustrate you almost as much as sinking a little white golf-ball into a tiny hole 400 yards away? Then you should avoid the nearly 25,000 golf carts across the United States outfitted with video monitors touting all sorts of products to help increase your frustration and mock your futility ENHANCE your game.

So how do you escape all of this advertising if you just can’t take it? Next time you’re golfing, just walk. Take the stairs instead of the elevator or ride a bike instead of taking a cab.

And if you’re in a bar at 1:00AM and you’ve got to go?

Well, they pretty much got you on that one!

Direct Mail Marketing: Is It Your Choice?

Direct mail marketing is a system of marketing that is directed at specific people. In direct marketing, the advertisement is directed to a specific individual. This is unlike marketing that is open ended such as a billboard or a television commercial. Direct mail marketing is a very effective means of communication in virtually any environment and for most businesses. But, there are some things to be wary about when it comes to direct mail marketing.

One of the benefits of direct mail marketing is that you can measure your success. If you send out direct marketing materials to 100 people and 50 respond, you can see just how well your marketing has worked. Where as in banner advertising there is no way to judge how many people saw versus how many reacted to your marketing technique. This can help you to measure your success rate quite simply.

But, there are a few things to protect your business from when it comes to direct mail marketing. For one thing, many people hate to get junk mail. And in this we mean email and postal services. Spam is quite common on the web. There are even laws and regulations regulating marketing techniques that employ the use of spam or spam like marketing. Steering clear of such avenues is quite important.

So, should you invest your advertising budget in direct mail marketing? It is quite necessary in most cases to consider the use of this type of marketing. And, regardless of the hassles, it is one of the most beneficial ways to advertise.

There are also many information portals now devoted to the subject and we recommend reading about it at one of these. Try googling for “direct mail marketing” and you will be surprised by the abundance of information on the subject. Alternatively you may try looking on Yahoo, MSN or even a decent directory site, all are good sources of this information.

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