Sales Tips and Marketing Strategies

Great Mailing Lists

Listguy:

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. Continue reading ‘“does Direct Mail Work?”’ »

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It’s an emerging debate that looks set to become more widespread in the future – which direct marketing method is most effective: traditional direct mail campaigns, or new generation email marketing?

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? Continue reading ‘Direct Mail or Email Marketing?’ »

Ask the ListGuy

“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. Continue reading ‘Two Common Direct Mail Mistakes… and How to Avoid Them’ »

Great Mailing Lists

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%. Continue reading ‘what are the Direct Mail Basics?’ »

Many small businesses are stuck with the problem of needing to advertise in order to bring in more clients, but not being able to afford to do so until they’ve actually acquired these new clients. This doesn’t paint a very nice scenario, but the good news is that it’s easier to fix than you may realize. While you may not have the budget to launch a television or billboard campaign, you probably do have the budget to launch a fairly powerful direct mail campaign. To get the best results from your direct mail campaign, you’ll need to make sure that it meets certain criteria.
It has to stand out. Most people, especially business owners, get a lot of direct mail. If yours looks just like everyone else’s it’s going to get tossed right into the trash along with the rest. Make sure that yours stands out by using an unusual size, shape and design. To do this, you’re going to have to take a look at the direct mail that your competitors are sending out, but it won’t hurt to look at direct mail from companies outside your industry too remember, even though you aren’t directly competing with them, your marketing materials are competing with theirs for the attention of your prospect.
It has to present the right message. Your message should be clear, concise, and contain a call to action. Don’t just tell your prospects that you are the best mortgage broker in town tell them to call or stop by your office. The goal of your direct mail should be to get their attention and cause them to take some action so that you can then convert them into a client. Continue reading ‘Making Direct Mail Work for your Business’ »

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.

Do you know what the 30 most important seconds of your direct-mail campaign are when it comes to your postcard text?

That’s right! It’s that crucial period when your reader gets his first look at your message. In those brief 30 seconds (at most) he either decides he’ll read on (still with no guarantee of action, though) or he’ll toss it the card in the trash.

Which is it going to be?

And how can you ensure that he’ll hang on to it?

No one can say with extreme confidence that if you as the mailer do A, B and C that he, as the reader, will keep on reading. But there are several steps you can do to increase the odds that those crucial 30 seconds move in your favor.

1) Make it memorable.

Do what it takes to make your copy and your postcard stand out. One writer has called this the purple cow effect. When you drive in the country you’ll pass cow after cow. And every single one of them is black and white, brown or some variation of that. But when you pass a purple cow, you’ll stop your car and say “Wow!”

Continue reading ‘The Most Important 30 Seconds of Your Mailing’ »

Every once in awhile a light bulb goes off in someone’s head and a new marketing concept is born. One of the more recent “opportunistic” marketing methods is marketing to you when you have no choice.

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. Continue reading ‘Captive Marketing & Direct Mail Marketing: is it Your Choice?’ »

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You’ve started the day with a sales rally and the pep talk of your life. All of your agents have come in for the start of an important new campaign. They have reviewed the direct mail piece your provider sent earlier in the week. They’re educated on the products. They’ve never been more ready to sell. Every thing and every person is in place.

And the phones are silent.

It’s a mortgage broker’s nightmare. You invest in direct mail marketing, and the responses don’t come in when you expect they will. Experience tells you that once the letters are mailed, you have no way of predicting when they’ll arrive in mailboxes, much less where they’re stuck at this moment. The success of your campaign is at the mercy of a system that appears to send mail through a time warp with variable results.

Lucky for you, there’s actually nothing so mysterious about the U.S. Postal Service. It works as a well-oiled machine that efficiently delivers billions of pieces of mail each year. The system tracks the location of each piece of mail from the time it is dropped by the sender until it lands in the local mail carrier’s hands on the way to its final destination. Working with a direct mail provider who understands these systems and puts them to work for you can help prepare you for the times the phones actually start ringing. And when you are prepared, you will have the ability to maximize your profits. Continue reading ‘Maximize your Mortgage Direct Mail Results by Increasing Your Postal IQ’ »

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