Here’s a great article for all marketing folk and direct mailers, new and old. It’s a quick article from Entrepreneur Magazine, focusing on 5 tips we should all be aware of, when writing great direct mail content that gets noticed.
3 ways direct mail is delivering what Google doesn’t for small businesses.
As Google gets bigger and bigger, a common misconception is that online advertising is the marketing tool that yields the highest ROI with the least amount of money and effort. But experienced direct mail gurus like Dan Kennedy & Craig Simpson, are quick to slap down those common misconceptions. They quickly prove that direct mail is still an extremely effective and affordable way to reach wide audiences in ways that Google cannot.
Simpson claims that there are 3 simple things that Google doesn’t do, that a successful direct mail campaign does:
Direct Sales. They happen when people aren’t shopping.
Sole Focus. An online search never lists just you.
Guarantee. Buying online ads doesn’t mean people will see them.
Get a Turning 65 List and start marketing to people who are aging into Medicare eligibility.
If you are a Medicare Insurance Agent, there are 2 great ways to reach your target market:
Advertise to people who are already 65 years old and who are eligible for Medicare. (This age group can be difficult to convince because they are often already well informed about their insurance options or have already made a decision.)
Advertise to people who are just about to turn 65!
People often make long-term, insurance and supplemental insurance decisions just before they turn 65 years old; so a Turning 65 List can give Medicare Insurance Agents a huge edge on their competition and help them reach people just before they make any long-term insurance decisions.
If you’re a Medicare Insurance Agent, it can be extremely beneficial to find these people and start marketing to them before their birthday. The timing is crucial. If you reach them when they are still learning about their options and they most likely have not yet made any insurance decisions, it increases your chances of winning them over and gaining a new customer.
Turning 65 mailing lists are a perfect way for medicare insurance agents to reach the right audience and gain new customers.
You can find People Turning 65 in any area of the USA. Just select the zip codes, cities, counties or states that you want to target, and then select the Birth Months you need. Example: People Turning 65 in July-December 2014 in 5 counties in Florida.
Build your mailing list online and download your Turning 65 list to computer in just minutes.
5 ways retailers can attract last minute holiday shoppers.
Recent Gallup polls show that the average US Household will spend about $740 on Christmas holiday gifts this year. That’s ~ a $35 increase from their November budget estimates, but it’s still down in comparison to the average household spend in 2012. (Gallup) This means even more competition among retailers !
So attention all Retailers! Here are 5 ways to attract last minute Christmas holiday shoppers :
1. Extend your hours – Open early and close late!
2. Entice shoppers with an offer or discount that’s hard to refuse.
3. Give away something for free! Even if it’s a something small.
4. Offer a money-back-guarantee.
5. Offer different payment options, including Lay-Away for large purchases.
Use direct mail to let your customers know what to expect from your holiday offering.
creating a responsive mail piece to get your message or product in front of your targeted audience.
Create a ‘call to action’ that won’t be ignored
Holiday Offers are a great way to reach out to current customers and potential new ones. People are expecting to see promotions around this time of year, and you want to make sure they know about all your great offers!
A big misconception is that email is a quicker, easier, and cheaper way to find new customers, over the more traditional direct mail advertising. But the truth is, email campaigns are still extremely complex and cumbersome to distribute, and not as inexpensive as most people imagine.
Although direct mail is the more traditional form of direct marketing, it’s proven to work…and most importantly, it still outperforms email with a much, much higher return on investment.
“According to Direct Mail News, in 2012 the average response rate for direct mail was 4.4% for both business-to-business and business to consumer mailings—considerably higher than industry expectations, and surging past electronic mail’s response rate of just 0.12%….With a higher conversion rate than any other medium, the Print on Demand Institute (PODI) found that direct mail out-pulled all other channels tested in terms of conversion rates, both for lead-generating “free” offers and one-step “buy now” offers.” Online Marketing Institute 2013
Mobile Barcodes (otherwise known as QR Codes / Quick Response Codes) are popping up all over the place.
You see them on direct mail postcards delivered to your door, on menus at restaurants, in newspapers & magazines, on advertisements at Museums and Airports etc etc. They’re a ‘hot’ new marketing tool that’s gaining in usage and popularity. They look like this:
ScanLife, one of the largest global providers of mobile barcodes, just released a quarterly report that indicates that in March 2013 they reached an all time high, of 6.7 million scans in just 1 month. You can see from this graph how the trend is growing exponentially, year after year.
Here are some other interesting facts about Mobile Barcodes and who’s using them, when they use them, and which ones are most popular: