Don’t waste money mailing to people who are not your target audience. For example: You may be a medicare/retirement insurance agent looking for new prospects therefore get a mailing list that targets people turning 65.
CLEAN & UPDATE YOUR DATA
Clean and update your mailing lists regularly. Save money by removing from your database any mail pieces with names and addresses that have been returned to sender by the USPS.
ADD “OR CURRENT RESIDENT”
Where possible also add “Or Current Resident” under the name of the recipient which ensures that the USPS leaves your mail piece at that address. Improve the response rate by vigorously maintaining a database of current customers.
BE USPS MAIL COMPLIANT
Take advantage of the savings offered by the USPS for presorted mail. Use a bulk mail permit, print a bar code and make sure your mail piece is USPS compliant for their automated sorting procedures.
FIRST CLASS MAIL OR STANDARD MAIL
Standard Mail. The USPS has super cheap rates for Standard Mail. This mail can take 2-3 weeks to be delivered. A great cost saving choice if your mail piece is not time critical. Schedule your marketing campaign to make allowance for the time it takes to get to the recipient thereby making significant savings on the postage.
First Class Mail. Best suited to mail pieces with a time critical “call to action”. For example:”10% discount only through May “
Significant savings can be found in the cost of printing and mailing different sized mail pieces and also in the paper quality you choose. The USPS uses machinery to read the bar codes, indicia and address blocks. It may be a false economy to choose cheap light weight paper that the machinery crumples or creases.
A 6 “x 4″ postcard is the most economical postcard size to print and mail First Class. An 8.5 ” x 7″ postcard it will be more expensive to print and mail but you do have the option of mailing Standard Mail which is very economical. Designing your postcard around the size is very important. The USPS has requirements for position and space needed for the Indicia or stamp, the address block and the bar code.
CALL TO ACTION
Add a “Call to action” to your mail piece because that encourages the targeted recipient to respond in a timely manner. Increase your response rate by offering a generous discount or “buy one get one for free”, which has a deadline take up date, for example “25% discount for one week only”.
SAVE MONEY ON DIRECT MAIL DESIGN
The USPS has very specific mail piece design requirements to enable you to get your mail processed quickly and efficiently.
[Q]What is the advantage of adding ‘Or Current Resident’ to the address block?[A]Less wastage because the USPS has to leave that mail piece at the designated address.
[Q]Does it save money to print the postcard and the address and indicia all at the same time?[A]Yes it does because the printer can process the entire print run in one go and by adding an indicia the printer gets the best postal rate by presorting the mail pieces for the USPS.
[Q]What is a call to action and why should I have one?[A]A call to action gives the recipient a time frame in which to respond to a compelling offer. For example: Bring in this postcard to receive a free smoothie. It gives the recipient a compelling reason to engage.
Make direct mail and email marketing part of 21st century marketing!
We all try to compare email marketing with direct mail marketing but here is the problem : engaging in a one step approach where we blast an email to our customers now and again is not enough to engage them.
Work at combining the best direct mail marketing practices with the best email marketing practices because by regularly reaching out to your customer base they will think of you first when they need the services you offer.
Hand stamp because it will make your make piece stand out from the rest. There are plenty of options from the USPS.
Keep the approach personal. Hand write because if someone thinks they are part of a mass mailing effort they may think twice about opening and reading your mail piece.
Be targeted. A mail piece that someone holds onto should be relevant to their needs/interests. For example: Only someone turning 65 will be interested in receiving news about seminars on how to apply for medicare or what the benefits of medicare insurance are.
Be colorful. A mail piece that is opened or read needs to stand out.
More than 54% of emails that are opened will be opened on a mobile phone.
Make it easy for your users to connect with social media by having social media icons in the email.
Make sure your subject line is punchy and relevant to content.
Only email when you have something real to offer and make sure the recipient knows what you have to offer in the email subject line.
Design landing pages that relate to the email content so that users are taken to a page that they will relate to and move forward.
Use email to back up your direct mail campaign. For example email a coupon code for use on your website or to bring into your store.
Email customer to remind them that the coupon code is expiring.
Keep personal and use the customer’s name.
Give your customer a reason to keep coming back to your website.
Be CAN_SPAM compliant.
Direct Mail And Email Marketing Made Easy FAQs
[Q]What is an opt in email list?[A]This is an organically gathered email list where people who know you have agreed to receive emails from you.
[Q]Why is an opt in email list different from an email list I bought on the internet?[A]These people won’t know you, did not agree to have you email them and will be less likely to respond. Also ISPs may close your account if they see masses of unsolicited emails being sent out. Be CAN-SPAM compliant.
[Q]Are recipients more likely to open mail if it is personally addressed?[A]Yes they are. Be targeted and be personal.
Direct Mail Made Easy is the LeadsPlease way of helping you to “get it mailed”.
Design your direct mail piece, build your targeted mailing list and print and mail.
Design an eye catching mail piece with a bold “call to action”. For example if you are a frozen yogurt shop you could offer: “Buy One, Get one Free Every Friday Evening During June”. A nice glossy finish to the postcard will add a touch of class/quality!
Build an accurate targeted mailing list. Fresh, frequently updated data saves wastage on printing and mailing.
Target your best customer profiles because mailing to people who will not be interested in your products and services wastes money.
Focus on your most important services because laundry lists of services is confusing.
Make sure you add your own mailing details to your mailing list because you will need to monitor the timing of the mailing and the quality of the printing.
Now is the time to make sure you are using USPS Holiday Stamps for your direct mail marketing campaigns.
It’s the festive time of year and our customers expect a little festive addition to our mailing campaigns.
You will need quality data for your direct mail lists to ensure you get the best ROI.
Data Quality For Your Direct Mail Lists
Make sure you regularly update your own data and if necessary get a fresh direct mail list. This will improve deliverability. If you want to know how to clean your data we have a few tips for you
New additions to the USPS Forever Stamps Collection are now available.
Tips on How To Design A Marketing piece For Direct Mail With Attitude
The Holidays are busy enough without having to stress over how to make our marketing pieces targeted towards only those who are likely to respond to our message, how to comply with USPS postal regulations, how to get the best postal rate and last but not least how to better guarantee that the recipient of the marketing piece will respond.
Make sure that prospective customers have a really good reason to come to you for the services you provide.
Target geographic areas where you know you will more likely find your ‘perfect customer’.
If you are a pizza restaurant. You probably want to target families with children living in a 5 mile radius of your restaurant or
If you are a lawn service you may want to only service certain zip codes which have mostly single family homes or you may want to choose the radius search to you make sure your customers are in easy driving distance.