Category View (Direct Mail)

What do the price of postage stamps and the price of gas have in common? Not much, but when the price of gas goes up $.01 it costs the post office around one million dollars.  The US Postal Service recently posted a $1.1 Billion loss for their 3rd quarter.  A portion of this loss is blamed on higher fuel prices along with a number of other reasons having to do with mail volumes and the economy. What does this mean for direct marketers?  Well, since we can't control the price of gas we need to prepare ourselves for a postage increase next year.  Another more...

First some exciting news... A few months back I attended a DMIX event.  I am happy to report I am now a full member of this exclusive group after being nominated by one of the existing members.  If you are going to be in NYC on the day of an event and would like to attend as my guest let me know and I will see what I can do. Today's DMIX speaker was Andy Goldberg, President and CEO Publishers Clearing House (PCH).  He discussed how PCH updated their business by using personalization and relevant messages to communicate with their customers. They are more...

Looking to generate some quick marketing results? If you have a database of customers or prospects then you have an opportunity to build a relationship and get personal with your direct marketing. Michael Kaselnak wrote a short to the point piece on this topic in the latest issue of Direct Magazine. His point is so simple that it is often overlooked. Use personalized handwritten notes to communicate with a target audience. Here are the main points to effectively use handwritten notes: Use your client or prospects name Hand write the note or if you have too many to do by hand find a font that replicates a handwritten more...

The postcard has many uses in marketing.  Over the last few days I have been thinking a lot about their pros and cons.  I figured I would think on this blog and share my list about the simple postcard. A postcard by USPS standards is no larger then 4x6.  So when should you use this potentially very effective mailing device? Pros: Postage is lower then any other class of mail Fast and easy to print and mail out Inexpensive to produce in small or large quantities Great for timely promotions or specials Can be used as a reminder to an earlier direct mail effort You can use graphics and more...

In a previous post I promised a list of direct mail dos and don'ts so here they are in no particular order: Do: Focus on your target audience as well as who you don’t want to mail to Personalize your messages Use direct mail to acquire, retain and win back customers Make it easy for me to respond (include 800#s, URLs, mail response and today, mobile text messaging) Think through your strategy and make sure everything is in order before the mailing (sales, fulfillment etc) Create a sense of urgency Provide an offer or incentive for me to respond Get creative and think about what is going to make me take more...

Last week before going to the DMA conference I mentioned I would share some interesting and creative uses of direct mail.  This is a picture of a piece I received (not sure how well you can see it) promoting one of the exhibitors. It would have been perfect for blog action day since it is the ultimate green mailing.  A fully recyclable card with plant seeds embedded in the paper.  What will they think of next? This is really a case where direct mail will 'grow' your business.  I have no idea how well the mailing performed but it stuck out in more...

Here are a few tips to improve your direct mail and make it greener in the process. Direct Mail has been beaten up over the years by the press for being junk (a term I really hate) for  creating large amounts of waste and in general is considered less glamorous then say TV advertising.    Direct Mail is one of the most cost effective and efficient ways to reach your customers and has been proven to work more often then most other media.  Almost every business and organization I know of uses it whether they admit to it or not.   You would probably more...

Let's face it.  People are lazy.  If given the choice between thinking through a problem and watching TV most people would opt for the TV.  There is nothing wrong with some down time and this is not a judgment about you or your customers, we are all lazy by nature.  Add to this how busy people are these days and you have a tough challenge if you want people to listen and act upon your marketing. To create successful marketing you need to think about your target customer and one aspect is their mental state.  What is going to make them take more...

As you know, I attended DMDays NY last week. I spent a good chunk of my career focused on direct marketing which is why it baffles me every time I go to a direct response conference and the 'expert' companies trying to sell their services don't practice good direct marketing.  It is the old story of the shoemaker's children.  My biggest pet peeve is when I receive an expired offer.  In the last few days I have received more than 5 mail pieces from exhibitors prompting me to stop by their booth.  Now you can blame the USPS but my guess is more...