How to Inspire Action with Highly-Engaging Postcards

What do dentists and direct mail have in common?

New clients! Direct mail has proven to be a remarkable investment for small businesses of many kinds, especially for entrepreneurs looking to grow their client base.

Dr. Diep Truong (of Viva Dental) gave direct mail postcard marketing a try in 2011. After streamlining a process for mailer design, demographic targeting, and ROI reporting, this Indiana-based facility consistently experienced a 400% ROI on their postcard campaigns, with a 50% conversion rate of inbound calls for scheduling appointments.

As 2020 kept people closer to home, attentiveness to direct mail has grown. As a result, response rates are high, and now is the time to invest in sharp, unique direct mail campaigns! Postcards are a particularly good investment, with oversized postcards garnering one of the highest direct mail response rates.

According to recent statistics, 23.4% of consumers say they would respond to relevant postcards of interest to them (compared to 7.9% for letter-sized envelopes).

Ready to wade into the water of a new postcard campaign? Here are a few steps to success in 2021:

Take a Multi-Pronged Approach

One of the biggest trends direct mail is seeing is the consolidation of online and offline advertising.

Take a multi-pronged approach to generating leads, so your social media ads prompt curiosity, but your print ads pack some punch with greater neurological impact.  

Keep it Simple and Succinct

People are busy, and if they’re going to look at your mail, they’ll need a good reason.

Make sure your postcard leaps off the counter with unique imagery, splashy colors, a memorable catchphrase, or an unbeatable offer. And remember, when it comes to direct mail, less is more. Postcards that are sharp and straightforward will communicate much more than those packed with content.

Grab Emotions

According to one Harvard marketing study, 95% of purchasing decisions are made subconsciously.

If people’s hearts are in the driver’s seat, then direct mail should aim straight at this target. Research shows that the primary emotional appeals that prompt action are:

  • Fear
  • Greed
  • Anger
  • Guilt
  • Flattery
  • Exclusivity
  • Salvation

Experiment with Specialty Branding Features

Because postcards are so economical, there’s lots of room to add embellishments.

Try haptic coatings, embossed logos, foil-flecked accents, or even scents.  When Sunsilk co-creations wanted to snag more customers, they decided to add an experiential element to their designs. Its gorgeous lime and hot pink postcards came with a tiny shampoo sample attached and a scented trial as well: “scratch to smell the new fruity fresh fragrance of this apple-coconut shampoo!” Customers may not sniff shampoo in the store aisle, but a scented postcard is irresistible!

Specialty branding makes a stronger impression on readers as they physically interact with your marketing. So build curiosity and engagement with these fresh, creative designs.

Postcards Inspire Action

Postcards are distinct, direct, and easy to read.

50.9% of people say they find postcards useful, and direct mail as a whole is especially inspiring to young people. Because many people today are glued to their phones, millennials, in particular, say that postal mail inspires them to action much more often than email (in fact, 30% say direct mail is effective in getting them to visit a website, go to a store, or make a purchase).

When you are ready to take your postcard marketing efforts to the next level, sign up for a personal consultation with one of our mailing experts. Our work-in-progress partnership will simplify each step and position your business for maximum impact!

6 Winning Direct Mail Campaigns

Direct mail offers results that other channels just can’t match.

According to a recent study, direct mail has a response rate as high as 9%. However, there are always ways to engage your audience better and improve your mailers’ effectiveness. These methods below catch your recipents’ attention and increase the chances that they’ll read and respond to your direct mail piece. 

6 Winning Direct Mail Campaigns

1. Instill Curiosity with a Quiz

Do you worry your direct mail envelopes are going in the trash unread?

Take a page from Harvard Medical School’s playbook. In a recent mailing to woo subscribers for their Harvard Heart Letter newsletter, they put a heart health quiz on the front. The answers to the three-question quiz were inside the mailer, giving recipients a reason to open.

2. Benefits, Not Features

As marketers, it’s so easy to get caught up in promoting all the neat features of your product.

Your readers, however, don’t care about that. They care about how your product can be of benefit to them.

HelloFresh hit the mark with a February 2020 mailer that highlighted three big benefits to ordering their kits. At a glance, readers could see that the service could save them time, save them money, and offer more variety.

3. Leverage Testimonials

Research shows that a recommendation, whether from a friend or a stranger, has a lot of sway on reader opinions.

In fact, 70% of people will trust a recommendation even when it comes from someone who they don’t know. 

Florida Gulf Coast University used the power of testimonials by putting recommendations from past students right on their mailing postcard. Having names, faces, and a glowing recommendation from current students helped convince potential attendees that the school is a good choice. 

4. Use the Magic Word

No, not “please.” The powerful word that gets your mailer a second look instead of a quick trip to the recycle bin is “free.” 

A March 2020 mailer from Estee Lauder catches attention with bright coloration and a prominent offer for a free gift when people visit their counter inside Macy’s. Offering a gift is a way to get people inside your brick-and-mortar location, where there is an increased chance that they’ll take the opportunity to buy.

5. Catch the Eye with Familiar Forms and Images

When Nestle was promoting their Kit Kat Chunky bar in the UK, they used a familiar image — a Royal Mail card about an undeliverable package.

However, instead of the normal reasons for failure to deliver, recipients learn that the free chocolate bar Nestle intended to send them was “too chunky” to fit through their mail slot. The mailer served as a coupon to get a free bar to try from the store.

6. Invite Recipients to Interact with Your Mail Piece

To raise awareness for World Water Day in Belgium, the organization demonstrated the importance of water in an innovative way.

They sent a postcard that could only be read after the reader held it under running water. This tactile trick increased engagement and also got the group a viral bump on social media.

No matter what your business, it’s possible to catch readers’ eyes and attention with your direct mail pieces. Think about how to evoke your recipient’s curiosity, which can lead to engagement and conversion.

Use Every Inch for Impact with Creative Custom Envelopes

Do you want to grab attention or showcase your brand? First impressions are vital!

When it comes to reaching your clients and prospects, envelopes are the unsung hero. Envelopes act as a silent messenger, building a very personal bridge between your company and its core customers. Great packaging can enhance emotional engagement and increase response rates, and envelopes are an easy place to start.

Direct mail stats show the value of a well-designed envelope. While response rates for email or social media advertising are typically less than one percent, direct mail generates a rate closer to 4.5%. And oversized envelopes are the most productive, with a response rate around 5%, generating a whopping 37% return on investment!

While not all mail is opened, 100% of recipients will interact with your envelope. Want to put your printed real estate to work? Here are some clever ways to add panache to your envelopes:

Craft A Monogram to Match Your Return Label

Like a royal signature, monograms use two or more letters to form one symbol.

Monograms can be used as a logo itself (like the overlay of the letters “NY” to form the New York Yankees icon, or the blended letters “VW” to form the classic Volkswagen symbol). But monograms can also be used in addition to a logo, and look great as a design motif next to the return address section.

The return address is one of the first places a reader will look, so why not spruce up this corner with a graphic or a monogram motif?

Add Color with Back Panel Art

Want to send a memorable message?

Add depth and dimension with back panel art. There are so many fun ways to do this. Try full-color accents to the top triangle, write your slogan in script text across the bottom, add custom stickers as fasteners, or design your logo into the closing flap (so it looks like a wax seal).

Creative envelopes are very pleasing to the eye, so take your back panel to the next level with full-color photos, playful text art, or contemporary custom labels.

Create Mirror Images in Opposite Corners

When you want to think outside the box, don’t limit your signature to the return address section.

Instead, create a mirrored design between the top left and the bottom right corners. A brand named “Matrix” may have this name in small script font next to their return address but add a larger script “M” bleeding off the bottom right corner of the envelope. A skyscraper logo may be printed as a thumbnail in the top left corner but as a larger symmetrical reprint in the bottom right quadrant.

Try Teaser Text

When you want to entice first-time prospects, consider teaser text phrases on one or both sides of the envelope.

Teaser text should compel readers to open your envelope by promising something of value like, “Receive a Free Map Set,” “Your Recipe Booklet Enclosed,” “Just for You,” or “Your Exclusive Offer of ____ is Here!”

Nonprofit organizations use teaser text to invite prospects to be part of a greater vision. For example: “A Lasting Legacy: Connecting People to Nature Since 1920,” or “She survived war. She needs YOU to survive COVID-19.”

When you want to add impact to your marketing, the envelope is a simple place to start. Amplify your image and add confidence to your communication today!

5 Hot Summer Marketing Ideas to Give Your Business A Boost

Unless you sell beach hats or slushies, summer can be a slow season for many businesses.

That’s why the summer months are an ideal time to experiment with fun, seasonal campaigns. Heat up sales and boost your customer engagement with these lively, life-giving options.

Use Giveaways to Learn About Your Clients

“You’ve Got Tech Problems? I’ve Got Answers.”

Nikole Gipps is the founder and developer extraordinaire behind “That Super Girl.” Specializing in online support services for small businesses, Gipps grows her base seasonally by featuring “Summer of Learning” giveaways. Weekly emails boast giveaway choices (like business books) and tutorial freebies. Her recent contests increased customer engagement, doubled the subscriber list, increased workshop enrollment, and offered insights into topics that interested people most.

What freebie could you use to spark interest this summer and build momentum for the fall? Start dreaming today and create lasting benefits for your business.

Lower Prices as Temperatures Rise

Want to have a little fun with the heat?

Offer discounts that increase in proportion to the temperature. For example:

–Give clients $10 of any purchase of $100 or more when the temperature rises above 100 degrees

–Try a “pay 80 percent” promotion for any day temps land in the 80s

–Post sunny “peak” discounts on the day Summer Solstice occurs

Launch a “Staff Favorites” Campaign

Everyone enjoys a good-natured rivalry, so have some fun while rewarding your best employees with a summer getaway or a valuable gift card.

Here you can generate friendly competition among staff members by asking customers to vote on their favorite barista, customer service rep, or sales associate. Clients can vote through social media, digital polls, or onsite displays. This can humanize your brand and incentivize your team to provide stellar personal service.

Give Away Summer Swag

Businesses need promotional items to help reach out to potential customers and clients – it’s just a fact.

Like a business card with a bang, clever promotional products build goodwill, name recognition, and expanded brand exposure. Looking for affordable items to catch prospects’ attention? Try frisbees, stress balls, customized lip balms, labeled clip and go hand sanitizers, zip-front drawstring bags, absorbent cooling towels, water bottles, and more.

Beautiful Outdoor Banners

It never hurts to have friends in high places, so go BIGGER with large-scale banners!

Ensure your message wins the day with this hard-to-miss publicity tool. Vibrant, strategically placed outdoor banners can grab attention near busy intersections, at the entrance of your business, or at festivals and high-traffic events. Try hanging pole banners, feather flags, retractable banners, or a giant step and repeat display (great for photo ops and selfies).

Use Sizzling Incentives to Tip Them Toward Action

Summer is a perfect time for celebration, refreshment, and the unique expression of your brand.

Want to increase the emotional attachment customers have to your business? From a dash of color on your packaging to gorgeous window decals, print promotions can be part of any summer campaign. Want to talk options? Contact us today for samples.

Build Customer Confidence: 4 Brand Identity Essentials

Trust builds confidence.

That is why a strong corporate brand identity can make or break a business. Brand identity is more than key values or approved color palettes; it is the collection of all elements that a company creates to portray the right image to its consumer. Here is one helpful way to describe it:

Brand identity is the image or character of your business as people relate to it. For example, the BMW image of elite luxury has grown naturally from customers’ repeated exposure to BMW’s ads, endorsements, and products.

Brand imagery is the aesthetic appearance of your brand’s core identity and messaging. This results from all the visuals (from billboards, print ads, or product packaging) that represent your brand’s identity.

When a company has a strong brand, it is easily recognized, which grows people’s trust. Trust builds confidence, and confidence begets loyalty. When a business has built superiority in a particular niche, repeat customers are more willing to buy in other areas. When you have loyalty from your base, you have space to increase prices or ask for bigger commitments. 

Breaking Down the Brand Experience

When building a brand, think of an iceberg in which only the tip is visible.

The substance exists below the waterline. The brand elements that are most seen and celebrated (like brand imagery) are not always the most important. The brand experience – the mosaic of customer interactions people have with your business – is part of a greater journey.

Here are four dimensions of this mosaic:

1. Brand Voice

If your brand was a person, what would they sound like?

Are they loud and animated or reserved and refined? An organization’s name, tagline, and editorial style comprise an overall projection of its voice. As these elements are developed, consider how the words would sound in the mouth of a brand spokesperson or its founder.

Also, try to contrast the voice of your competitors. If your rival brand has a highly polished voice, you might consider adopting a friendly, down-to-earth style.

2. Consistency in Core Elements

Building the foundation of your identity starts with identifying core elements.

Strong brands create a style guide that anchors them to brand colors, key fonts, a logo projected across different backgrounds, and a style they hope to express (e.g., “elegant, clean, scalable, approachable yet excellent”).

Once you’ve nailed these keys, you can embellish with design tweaks, humor, or variations on patterns (of ads, print layouts, customer stories, and more). Like music, good design balances order and variation to make a beautiful composition.

3. Total Time

People want to feel like they are in control.

The total time invested in transactions is an essential consideration for today’s consumers. Don’t want to wait in a massive drive-through line? Order ahead in the app. Hate the grocery store line? Use the self-checkout. Perhaps you need to focus less on saving them money and more on saving them time.

Small tweaks you make to the customer experience can assure clients that their time is valuable.

4. Framing Customer Choices

Brand building is about affecting customer choice.

While prospects initially engage with emotional triggers like color, shape, image, or tone, eventually, they’ll ask deeper questions about their spending or time commitments. This involves both upfront expenses and opportunity costs; if customers buy from you, they implicitly say no to another brand.

Think strategically about speaking to buyer emotions regarding loss aversion, short-term sacrifices (vs. long-term gains), or sunk costs (how people don’t want to lose what has already been invested).

Brand identity goes beyond simple appearance. Decisions you make about voice, consistency, time, and customer choices can create strong feelings that prompt a profitable response!

Winning the Name Game: What We Can Learn from the World’s Stickiest Brands

Have you ever wondered how the most iconic brands got their names?

The Lego story is as elegantly simple as the blocks themselves.

The Lego company began in the workshop of Danish carpenter Ole Kirk Christiansen in 1932, where he crafted wooden toys. Christianson’s inspiration for the brand name came from the Danish term for “play well” – leg godt. By combining the first two letters of each word, he created a unique and meaningful brand name that has transcended countries and generations.

In 2016, Lego’s turnover grew 6% to 5.1 billion euro, surpassing Mattel’s measly $4.9 billion, making them, for the first time, the world’s largest toy company.

Making Your Name Stick

A great name can make a brand.

In today’s expansive global market, it gets harder and harder to win the name game. If you want your name to be known and respected, you have to pick a winner and make it stick.

What makes a great brand name? The “stickiness” of the word can make all the difference. Names that closely align with the service they offer are especially memorable (like Twitter, Smuckers, Naked Wines, SnapChat, Netflix, PayPal, Red Bull, Dollar Shave Club, and Snuggie).

Names with engaging metaphors are powerful too. When paired with a clear graphic device, names that suggest something beyond their literal meaning create some of the most evocative brand identities.

Take Amazon, for example. When Jeff Bezos was looking to carve out space as the biggest bookstore globally, he wanted to convey his company’s sense of mystery and endless possibility, available to any customer with an internet connection. Bezos tried two or three names before settling on “Amazon.”

The metaphorical impact of this name had great appeal: the Amazon River was the biggest in the world, home to a vibrant ecosystem as exotic and different as Beso’s dreams. It was the ideal metaphor for his new venture. The Amazon was striking and boundless, just as he wanted his online store to be. It was also the largest river in the world, 10 times larger than the next contender – perfectly fitting the vision for Amazon’s status today!

Growing Top-of-Mind Awareness

Once you’ve found the right name, it’s time to get it in circulation.

Brand awareness is the extent to which a brand is recognized by potential customers and correctly associated with its particular product or service. When your name becomes familiar, you will enjoy all kinds of perks:

— People will know who you are and what you do

— A viewer will be more open to reading your ads or mailings

— Search engine users will be more likely to visit your website

— Prospects will be warmer toward a referral from one of your current customers

— Customers will be more likely to choose your brand over others, even if there are cheaper options available

Looking for ways to get your name out in your community or industry? Here are 10 ideas:

1. Create a custom hashtag that plugs your unique selling proposition 

2. Participate in or sponsor local events

3. Build bright, colorful infographics 

4. Post regularly to social media using your brand voice

5. Sell your name through special shapes (i.e., die-cut postcards, magnets, or key chains)

6. Go mobile by creating colorful decals for vehicles

7. Hang full-size posters in “can’t miss” locations

8. Add a blog to your website and feature it in printed inserts or newsletters

9. Invite your employees or VIP customers to wear branded clothing at key community events

10. Design beautiful labels for all your products

It’s a good idea to use a mix of online and offline strategies to build awareness in most cases. The more customers see your company, the more likely they are to think of you when they’re ready to buy.

Craft First-Class Flyers with 4 Quick Tricks

For decades, flyers have been a go-to marketing tool for businesses of many stripes. But are flyers still effective in the digital age?

Angela Brown, the “House Cleaning Guru,” says the answer is emphatically YES.

“I am a huge fan of running flyers. My book, ‘How to Start Your Own House Cleaning Company,’ has a huge section on flyers,” Brown said. “Flyers are a great, cheap way of advertising your business, and if you do it the right way, you can have business coming in within a day or two. And lots of people save the flyers. If they are not ready to hire you today, they can hire you when they are ready. And once you have clients, you can work from referrals after that.”

Brown has moved repeatedly, and each time, she’s had to start her business from scratch. Flyers have been a key marketing strategy each time, with similar, conclusive results. “No clients, same business,” said Brown. “New neighborhood, new clientele. Running flyers is an old-fashioned way of doing business, but it’s effective!”

Flyers that Move People to Action

Flyers may seem insignificant, but they get the job done.

Though these simple bits of paper often end up trampled in puddles or buried in a pile of bills, they always grab attention. And, if they’re designed well, they’ll move people to act! (Attend this grand opening; subscribe to our monthly newsletter; visit the new farmer’s market.)

Want to build momentum for your event, promotion, or group? Flyers are a low-cost form of mass communication that can be mailed, personally delivered, or posted in public places. Flyers are fun to create and allow you to experiment with unusual images or layouts.

As you explore the possibilities, here are four strategic areas to sharpen your design:

Magnetic Focal Point

When you begin your design, clearly identify the theme of your message.

Look for an image or headline that best communicates this, and build your entire design around it. Every flyer should have one thing on the page that is huge, dominant, or captivating. Bright, bold color palettes give flyers punch and attract tons of attention, even from across the room.

Logical Design Flow

After the focal point, your flyer design should have a sensible layout that intentionally leads the reader through the page: left to right, top to bottom, or using visual cues like numbers or a “map” of dashed lines.

Strong subheads should allow viewers to scan the page quickly. And simple, elegant designs bring impact all their own. Keep text to a minimum and space your design elements generously.

Cohesive Alignment

Choose one alignment for the entire flyer.

Don’t center the headline, then set the body copy flush left. Don’t center everything on the page, but also squish extra elements in the bottom corners. Be confident in your layouts: try all flush left or flush right. Your design should feel brave and bold!

Appropriate Content

What should you include in a flyer?

While brochures or foldable flyers come in various formats, a basic rule of thumb is this: the “where” determines the “what.” The delivery of your publication has everything to do with its content. If your piece arrives in the mail to someone on your mailing list, you can include much more on it. If it is for public display, it should be readable at a glance.  

Made You Look, Made You Look!

Flyers are fun to create because they allow you to abandon restraint. Your flyer will often go head-to-head with dozens of competing pages, so grab their attention and really go wild.

Anything out of the ordinary will make people stop and look, and that’s 90 percent of your goal.

5 Straightforward (and FUN) Ways to Boost Your Productivity This Year

Today is a great day to integrate some healthy new habits into your routine.

Everyone benefits from good time management, and here are just a few simple ways to free up more time to do things you really love!

1. Create Templates

Tired of repeating yourself?

Templates (a type of “fill-in-the-blank” document) are great for assignments created the same way every time. Whether it’s a weekly email, a presentation spreadsheet, a thank you note, or a method for re-directing inquiries to a better source, creating templates in advance can save you tons of time in the long run.

2. Listen to Audio Books

Who doesn’t want to read more?

Audiobooks are a wonderful way to maximize that “throwaway” time in the car, getting ready in the morning, or during exercise.

In 2020, many local libraries made audiobook apps totally free. People who previously struggled to finish a chapter found themselves gulping down five books a month, while sharpening their minds and adding spontaneous joy to each day!

3. Block Distracting Apps, Websites, or Emails

According to research carried out by RescueTime, the average digital worker can’t go more than six minutes without checking their email or instant messaging.

The digital nature of your work and social life can leave you frazzled by constant alerts. This minimizes both productivity and potential as you struggle to focus on tasks for even short periods.

Start this year strong by implementing a few website and ad blocker tools. Unsubscribe from email lists or group chats that are sucking away precious moments in your day. And set your devices to block notifications from coming through in key work hours.

4. Batch Prep Your Meal or Meal Prep

If you want to save time in your busy week, mastering food prep can be huge.

Every time you mess up and clean your kitchen, it takes time. So why not make one big mess once a week, rather than a medium-sized mess every day? This can be as simple as chopping your veggies (or cooking all your meat) as soon as you get home from the store. Or it can be more intentional, like pre-cooking several meals and properly labeling them for fridge and freezer storage.

While the idea of prepping several meals at once can seem daunting, the time, energy, and money you’ll save in the long run are totally worth it.

5. Try the Pomodoro Technique

The Pomodoro Technique is a time management system that encourages people to work with their time – rather than against it.

Using this method, you break your workday into 25-minute chunks separated by five-minute breaks (referred to as pomodoros). After about four pomodoros, you take a longer break of about 15 to 20 minutes. This work rhythm helps create a sense of urgency and productivity followed by natural releases needed in order to recharge.

Curious? Check out this short tutorial to learn more.

Save More Time, Live More Life

While you may not be a fan of resolutions, the emphasis here is on forming productive habits and finding tools to minimize your daily load.

To be more productive, look beyond your task list to the organizational tools needed to manage time well. That takes effort up front but gives you more time to enjoy each day later. And that really is crucial!

As writer Annie Dillard said, “How we spend our days is, of course, how we spend our lives.”

Simply Irresistible: Best Practices for Writing Compelling Lead Magnets

Have you ever made an impulse buy at the grocery store? Or been drawn to an online store that you knew was probably fakey clickbait?

Sometimes, when the right offer hits you at just the right moment, it seems impossible to resist! And they don’t call this “magnetic” appeal for nothing.

In marketing, Magnets are an effective technique for gaining a prospect’s contact information and/or drawing them into your sales funnel. Sometimes called lead generation, this process of stimulating and capturing interest (to develop a sales pipeline) allows you to nurture a lead until they are ready to buy. 

Sounds easy enough, right? But how do you build this curiosity or engagement with your target audience? According to Hubspot, about 63 percent of businesses believe their biggest marketing challenges relate to generating traffic and leads, and 60 percent of marketers say lead generation is a key pain point for their company. Leads typically hear from a business after they receive and respond to some type of content, and knowing where to build this bridge can be a challenge.

Looking for some ways to engage your next VIP customer? Here are five time-tested options to consider:

Provide a Free Onsite Course or Webinar

People love information.

And giving it away for free is bound to create a sense of reciprocity with your prospects because humans naturally want to respond when something has been given to them.

Look for a point of need in your prospective customers and offer them valuable information in a podcast, an in-person event, or a consultation, and people will jump right in!

Compile Case Studies and Reports

Insider information about a company’s sector is always valuable.

This may be a quarterly white paper (like a comprehensive guide on the latest technology or trends in your industry) or a case studying outlining the benefits of certain methods, products, etc. Trade this information for your prospects’ contact information, or send a flyer with the introduction but release the full content only if people sign up to receive it.

Offer a Demonstration or Free Trial

A good way to secure customers is to give them a way to try your service or product without cost; or receive a free quote from your team.

Mailed postcards or website promo codes are an effortless way to get this offer in front of them.

Promote Contests and Free Products

A no-fail way to generate leads is to make generosity fun.

You can offer a free product, a BOGO offer or bundle promotion, or even a monthly drawing for a goodie bag of some kind. The more creative the offer, the better!

The Road to Opportunity

No matter what magnet you use, your lead generator should:

  • Position you as the guide. (Share empathy and authority as one who can help solve their problem.)
  • Stake claim to your territory. (Differentiate yourself from competitors and share unique knowledge in key areas.)
  • Qualify your audience. (Speak to the specific audience you are trying to reach with a succinct, irresistible headline.)
  • Create trust by solving a problem. (Even though your product should be the ultimate solution to their problem, your lead generator should provide an immediate benefit too.)

When you implement a lead generation program, you increase brand awareness, build relationships, generate qualified leads, and ultimately close deals.

And the better your leads are, the more successful your sales will be!

Expand Your Market: 15 Ways You Can Use Direct Mail to Sell in 2021

Life is noisy.

In today’s world, everywhere you look, you’re constantly swamped by ads: buy this, watch this, subscribe now!

How pervasive is this? These stats give us a glimpse:

  • Thanks to the internet and new technologies, the average viewer is exposed to between 6,000 and 10,000 ads daily.
  • Google has managed to grow its advertising revenue every year for the past 19 years. It made over $134 billion in 2019 alone, just from advertising.
  • Sixty-five percent of people say they skip online video advertising – doing so as soon as they get the chance – and 76 percent say this is an ingrained behavior.
  • In 2020, the average open rate for marketing emails was around 21%, and more than 20% of marketing emails never made it to a subscriber’s inbox.

In contrast, more than 40 percent of recipients scan or read the direct mail pieces they get, and consumers are 22 percent more likely to purchase products promoted through direct mail than they are products advertised through email.

Maybe this noise overload is one reason younger people are placing greater value on print products. Millennials say they value direct mail in general: 69% of Millennials said they “somewhat” or “very much” like print coupons for restaurants, and 65% said they like coupons for retail businesses. In one survey of Millennials, 75% of respondents said receiving personal mail makes them feel special.

Open the Door with Direct Mail

All of these are wonderful reasons to add direct mail as an arrow in your marketing quiver.

In the digital age, an ink-on-paper sales letter or direct-mail package that your customers can hold in their hands will really distinguish you from competitors. More exposure means higher response rates. Higher response rates lead to more leads. And more leads generate greater sales!

When you’re ready to expand your market, here are several ways to package your message through direct mail.

— Make an announcement (perhaps using a flashy invitation or an oversized postcard)

— Send a sales letter or script font note combined with a catalog or brochure

— Introduce a new product or service

— Distribute a maintenance or service checklist with a detachable coupon

— Generate long-lasting impact with a sleek postcard magnet

— Invite people to attend a product demonstration, educational seminar, or nonprofit fundraiser

— Send renewal reminders for subscriptions, contracts, insurance policies, or service agreements

— Send holiday greetings with a special New Year’s offer

— Welcome inactive customers back with an incentive

— Get your company in front of fresh prospects using new mover marketing lists

— Promote a “live” social media event you are hosting

— Distribute valuable content through educational newsletters

— Conduct a sweepstakes event or contest

— Sell seasonal merchandise or products linked with hometown favorites

— Offer a free analysis or a complimentary cost estimate, review, or consultation

New Prospects = New Possibilities

Some marketers shy away from print, which is truly a loss.

Mastering direct mail can help you strengthen your reputation, drum up leads, entice new prospects, and make you a hero to your clients or boss.

Need some quick-to-print templates or tips on no-hassle mailing lists? Contact us today! We’re here to help.