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How to Segment Your List the Right Way

February 9, 2015

Whether your business sells a product or a service, every customer or client that you do business with has their own unique needs. You wouldn’t sell to prospects with a one-size-fits-all approach, so why apply one to your direct mail campaign?

Advertising is often said to be “salesmanship in print.” Just like a great salesman modifies their pitch as they learn more about their prospect, the best direct mail marketers use segmentation to deliver a different message to different people.

List segmentation is the process of breaking your mailing list down into smaller segments. Segmenting your mailing list enables you to deliver a customized message to prospects based on their position in your company’s sales funnel.

The more deeply segmented your mailing list is, the more effective your direct mail marketing efforts will be. From service businesses to retailers, any type of business can benefit from segmenting its direct mail list into defined and specific groups.

There are lots of ways to segment a list, from separating big-spenders from small customers to segmenting cool leads from warm leads. In this blog post, we’ll share three simple but effective ways for your business to segment its direct mail list.

How Direct Mail Can Extend Your Multi-Channel Campaign

February 5, 2015

Direct mail marketing has a huge range of benefits. It's inexpensive, highly targeted and capable of achieving open rates that other direct marketing methods like email marketing simply can't match.

One of its biggest strengths is its ability to get your message inside someone’s home and keep it there. While email marketing or TV and radio advertising is fleeting and temporary, direct mail can – when used effectively – create a lasting impression.

In this guide, we’ll look at how you can use direct mail to extend the life of a multi-channel campaign and keep your message relevant and interesting to your target audience.

Why Your Postcard Campaign Will Fail and How to Avoid It

February 2, 2015

You’ve carefully analyzed your small business to work out exactly what its unique benefits are. You’ve crafted an incredible marketing message that commands your audience’s attention and gets them interested in your product or service.

You’ve perfected every aspect of your campaign, from getting a prospect’s attention with your headline to making them take action with perfectly crafted copy. The final step is making sure you’re sending your direct mail postcards to the right audience.

No matter how great your marketing message is, your campaign will fall flat if you send it to the wrong people. In this blog post, we’ll look at the importance of a great list and the effects targeting can have on the success of your postcard direct mail campaign.

How to Use Direct Mail to Reach Your Inactive Customers

January 29, 2015

Over the last five years, “growth” has become the buzzword of choice for marketers around the world. Acquiring customers has become the top priority for many of the world’s leading companies, as well as many small businesses. 

What many marketers forget is that growth alone isn’t enough to sustain or develop your business. The cheapest, smartest and most effective way to grow your business is to focus on retaining the customers you already have.

One of the best ways to retain customers is with direct mail. Mailing direct custom postcards to top-performing customers, regular customers and inactive customers alike can be a great way to close new deals and increase retention and revenue.

In this guide, we’ll share three strategies for reaching out to inactive customers and active but underperforming customers using direct mail to increase revenue, build stronger customer relationships, and develop your business.

5 Ways to Boost Direct Mail Response in Any Economy

January 26, 2015

During the 2008 financial crisis, one industry almost completely unrelated to real estate or finance was hurt to a degree far greater than many others: advertising.

In a down economy, many businesses – particularly large companies – respond to declining spending power by lowering their advertising spend. Today, almost seven years after the financial crisis, the advertising industry is still continuing to recover.

While billboards, branding campaigns, and television ads might be written off as not worth the money during a recession, there’s one form of marketing that excels even in a bad economy: direct marketing.

During the recent recession, direct marketing methods such as direct mail and email were the shining stars of an otherwise stagnant industry, generating huge results for the businesses that employed them effectively.

When used the right way, direct mail can be a hugely effective form of marketing in any economy. In this guide, we’ll share five tips to help your direct mail marketing campaign achieve its objectives in any economy, from bearish to bullish.

What Do Your Prospects Really Want? Ask Them

January 22, 2015

What Do Your Prospects Want Postcard Targeting

Ask any successful entrepreneur for the most important source of information they found while growing their business and you’ll get a familiar answer: their customers.

Customer feedback is a hugely important aspect of business growth. It’s one of the most important elements of the Lean Startup movement and a favorite of successful entrepreneurs and marketers the world over. 

Getting customer feedback is relatively easy – that is, if your business has customers to ask for feedback. But what about if your business is small and only just starting to engage in the type of direct marketing that produces customers and income?

Supercharge Postcard Response by Anticipating Customer Questions

January 20, 2015

Why You Should Identify Your Offer's FAQs Before Writing Postcard Copy

When you receive a marketing postcard or brochure in the mail, what questions pop into your mind? Marketing copy often raises as many questions as it answers, which makes answering your offer’s FAQs in advance a powerful marketing tactic.

This technique isn’t particularly new – in fact, it’s been a major part of sales for the last century. Salespeople for a wide range of products and services have anticipated their prospects’ questions and prepared their answers well ahead of time.

As, like advertising legend Albert Lasker used to say, “Advertising is salesmanship in print,” sales techniques like identifying frequently asked questions (FAQs) for your offer before preparing your campaign can have a huge effect on its results.

In this guide, we’ll explain how you can identify your offer’s FAQs before launching a campaign and transform them from points of ambiguity or confusion into powerful marketing advantages.

9 Questions to Ask Yourself Before Starting a Postcard Campaign

January 15, 2015

9 Questions to Ask Yourself Before Starting a Postcard Campaign

You were hit with a spark of inspiration and you’ve thought up a creative idea for a postcard marketing campaign. Now what? Before you can start your campaign, you need to be able to define its objectives, audience, and several other factors.

One of the easiest ways to define your campaign’s goals, audience, budget, and more is to ask yourself the right questions. Before you start preparing your campaign, ask yourself the nine questions below to increase its marketing efficacy.

How to Write a Creative Brief for Your Next Direct Mail Postcard Campaign

January 12, 2015

How to Write a Creative Brief for Direct Mail Postcard Campaign

Have you ever received work from a graphic designer that didn’t live up to what you had in mind? When you receive a creative that isn’t what you expected, the problem is often a mismatch between your expectations and your creative brief (or lack thereof).

A well-prepared creative brief is a roadmap for your graphic designer – an in-depth list of what to include in your direct mail postcard design. From your designer’s perspective, starting a project without a brief is like driving to a new destination without a map. 

This mismatch between expectations and communication can lead to designs that don’t match up with your vision. The end result may be a less effective campaign than the one you had visualized, and often a design that doesn’t match your business.

In this guide, we’ll share four techniques that you can use to write a creative brief for your next graphic design project, whether you’re creating a brochure for your business or launching a small business postcard marketing campaign.

Augmented Reality vs. QR Codes for Direct Mail Campaigns

January 6, 2015

Augmented reality vs QR codes

Have you heard of augmented reality? It’s the engaging and shareable technology behind the marketing success of Starbucks’ 2011 Christmas coffee cups, Topshop virtual dressing rooms, and American Apparel’s color-changing mobile app.

Augmented reality has been used in print marketing, billboards and even in direct mail campaigns. Its use of mobile technology to bridge the gap between online and offline marketing has earned it many comparisons to QR codes.

QR codes, of course, are the two-dimensional square barcodes you’ve probably seen on billboards, in catalogs and print ads. Both QR codes and augmented reality play a powerful role in 21st century direct mail marketing.

Despite this, their roles are very different. In this guide, we’ll look at the differences between QR codes and augmented reality technology to help you decide which will be the winner for your next small business postcard marketing campaign.