5 Tips to Achieve Measurable Results From Direct Mail Marketing Campaigns

Effective direct mail marketing brings new leads and more business; good results and return on investment are possible. While online campaigns are getting a lot of buzz, the growth in technology has not hindered direct mail marketing. Instead, the opportunities are now enhanced. Here we lay out 5 ways you can implement a successful direct marketing campaign that will generate leads.

1. Provide a Link to Your Website

You may be using traditional paper (mass and/or trade print) advertising, but that does not mean you can’t integrate this into your online marketing campaigns. Not only should you provide a link to your website in your direct mail piece, but you can also provide an incentive to do so, such as a coupon placed on a specific page that the URL links to. This page can also include a sign-up form for your email mailing list, offering future company news, coupons, and discounts.

Keep in mind modern consumers are more likely to find your company through an online search. Anything you put in print advertising can be duplicated online, to reach a different audience.

2. Enhance the Presentation

With email marketing, you are limited solely to a single sentence in the subject line, and no matter how strong your headline, it’s possible that it will be viewed as spam and end up never being seen. In a print advertisement, you can incorporate eye-catching logos or pictures, or use your company’s colors to make the piece stand out – all visible with one glance. A compelling message and graphics makes it less likely that your ad will end up in a recycling bin.

You can mix your advertisement up with fonts of different sizes and styles to showcase the particular areas of graphics and copy you want to emphasize. Depending on the piece and packaging, you could even offer a small promotional item that would be useful – such as sticky notes, pens, letter openers, and anything else the recipient might use when they most likely would think of your product.

3. Make the Content Personal to the Consumer

Take the time to study and learn about your target customer, and then customize your message with offers and information that would appeal specifically to them – right down to the packaging. Your content should directly address their needs, desires, and concerns. You can even further segment your recipients and send different pieces (with adjusted content) based on each segment. Don’t forget to include a powerful and compelling call to action, as well as an easy way to get more information and/or contact you.

4. Work With Other Companies

Consider product placements on TV and in movies. The product supplier is paying for the opportunity to “star” in a TV show. They do this not just for increased visibility, but also for the direct access to the viewing audience – an audience that already uses similar products and already has an established level of loyalty to the show.

Partnerships between companies are all around us, from the release of a movie (and subsequent merchandise) to the box of brownie mix you buy that showcases a certain name-brand chocolate syrup from another company on its box.

Small businesses can do this, too. A product or service purchase can result in a coupon or discount for a partner company who, in turn, provides the same or similar service for the primary company. This helps promoting both businesses while saving advertising dollars on both sides in the long run.

5. Connect With Your Other Marketing Campaigns

Combining your direct mail marketing program with other channels, such as social media or email marketing, allows for multiple “touches” and an expanded audience. A great example are those mailers you receive that are filled with coupons. Many of these companies concurrently advertise these offers on social media and via email to stimulate interest. A prospective customer may toss the paper coupon but notice the email from the business and take action (or vice-versa).

Another option is to use personalized URLs (PURLs) on your direct mail pieces. Your printed piece provides a link to a webpage (and/or a QR code) that would be set up specifically for that individual (or segment). When the recipient visits this page, they see a personal greeting and information specifically customized just for them.

In order for your cross-media marketing campaign to be most effective, make sure that your message is consistent across all channels, meaning that all offers and claims about your business are the same in every “location”.

There is no doubt that email promotions and online marketing have their benefits, but direct mail marketing is not just a thing of the past. It is still a rewarding strategy to reach a widespread client base and draw attention to your products and/or services. Consider these tips to make your direct mail marketing efforts more productive.

EDM: A Journey Towards Successful Conversions With Email Marketing

Email marketing has become an integral part of targeting prospective clients and building a bond with them online. In fact, e Marketer reports that 97% of small businesses use email marketing to connect with customers.

Electronic Direct Marketing (E.D.M) envisages the marketer marketing his products & services by sending emails targeted to a specific list of consumers. It is a type of advertisement campaign wherein the marketer targets the desired group of individuals depending on the product being offered in order to maximize the conversions.

Email marketing was initially tagged as spam and too salesy. However, the rising importance of online marketing and advertising has helped annul that perception. Companies these days are investing more in EDM’s and the response rate has also been on a rise like never before.

In the current scenario, EDM has become an integral part of business marketing strategy. Since it can be targeted to desired customer group, majority of small businesses are turning to this form of marketing to get in touch with their customers and offer their products & services to them. An EDM campaign is measurable, this is another major advantage which helps the marketer to understand the minute details of his customer base.

Email marketing can be turned into a success by considering some factors;

• Subject line:

To begin with, one must provide an eye catching and accurate subject line to the mail. Mails with a vague subject line would hardly be read. Certain words like free, buy now, subscribe now etc need to be parted with, if you do not want to find your mail ending up in the recipient’s junk box.

• Content:

It is the most important aspect of any email. If the content of the newsletter is not appealing, the recipient would snap out of it within no time. Good content is niche to keep him glued to the mail.

• Call to Action:

Call to Action is the next step in bridging the gap between the business and the client. It is the action which you want the recipient to perform after going through your email. If the ‘call to action’ process is complex, it will reduce the chances of successful conversions. Hence easy navigation is the key to simplify the process.

Further, the success rate also depends on other endogenous factors like the format of the email. If the format of the newsletter is complex and difficult to navigate, it reduces the possibility of a conversion. Bringing in personal touch by addressing the consumer by name also largely contributes in the success of an EDM. Providing relevant links leading to relevant pages, the timing of the mail being shot, the target audiences for the EDM etc. contribute towards the success of an EDM campaign, and in turn have significant impact on sales.

Advantages

Email marketing helps you understand what type of consumer is interested in your product, what kind of product interests him. This analysis helps alter the business strategy favorably. Some of the advantages are as follows:

1. Highly targeted:

Direct mailing can be used to target specific set of individuals by developing lists of email ids matching your product segment. It is possible to reach any market segment or buyer profile most appropriate for your business.

2. Measurable:

One of the greatest advantages of EDM is the accuracy with which it can be measured. The marketer can gauge the performance of an EDM campaign precisely by monitoring and analyzing certain metrics like open rate, bounce rate etc, which are explained further in the article.

3. Cost effective:

EDM is much cheaper as compared to conventional means of marketing, and since it can be targeted to desired group of individuals, it helps utilize the budget optimally.

4. Personal Reach:

Mail merging techniques can easily help add a personal touch to the email by addressing the potential customers by name. This has a significant impact on the reader than when addressed in general.

5. Better conversion rates:

The response rate to personalized mails is usually higher than other mediums of marketing. With the response rate being high it leads to better and quicker conversions. Not only is direct mailing cost effective but it also yields a high conversion rate.

Disadvantages

Unsolicited mails:

One of the main drawbacks of e-mail marketing is that some companies use it to send unsolicited bulk email known as spam. Since the volume of spam is huge, it sometimes leads the recipient to ignore a genuine mail from spam. Though email providers are doing their best to prevent spam, it is sometimes difficult to distinguish between a genuine mail and a spam.

Hoax Email ids & delivery problems:

An EDM campaign will be ineffective if the opt in email ids are not genuine. Delivery is another major issue causing hindrance. According to a report, only 56% of mails get delivered in the US. To prevent this, dead weight mail ids must be cleared frequently.

Spam Filters:

Spam filters installed by email providers in order to avoid spam messages also act as an obstacle to legitimate email marketers.

Now to understand the exact impact of EDM on the conversions, branding & advertisement; tracking and analysis of every campaign needs to be done. Certain metrics listed below need to be regularly monitored to gauge the performance.

• Firstly, in order to know how many people have actually opened the mail, one must take a look at the open rate. Open rate gives you the percentage of people opening the mail.

• Secondly, you need to monitor call-to-action, ie the percentage of people responding to your call-to-action, to obtain the conversion rate.

• Further you also need to keep a check on the bounce rate, which provides a list of emails that fail to get delivered. Such dead weight mail addresses need to be cleared frequently in order to ensure an effective EDM campaign.

E-mail still remains a significantly more effective way to acquire customers than social media-nearly 40 times that of Facebook and Twitter combined. That’s because 91 percent of all US consumers still use e-mail daily, and the rate at which e-mails prompt purchases is not only estimated to be at least three times that of social media, but the average order value is also 17 percent higher. In a nutshell, marketing is more of a journey than just a click, and Email marketing is one of the integral parts of that journey.

Secret Internet Marketing Strategy Lets You Buy Ad Space And Other Business Services At 90% Off

What if I told you there really is a “secret” way of buying everything you want and need for your Internet marketing business for 20, 15 even 10 cents on the dollar?

Believe it or not, you can.

In fact, I’ve saved thousands of dollars with the secret I’m going to show you in this article. And you will, too.

Here’s how:

There is a billion dollar global industry called the barter or “trade” industry — where literally every kind of business you can think of does business in a large network called a “barter exchange.”

And these exchanges are like huge “buying clubs”, where all the different member businesses are automatically inclined to buy from one another.

For example…

When the web designer joins…everyone in the exchange gets a notice about it, and whoever needs a web designer is probably going to hire him.

And the same goes for everyone else who joins — the plumber, the lawyer, the dentist, the copywriter, the pharmacy, the magazine, the consultant, the newspaper, the web hosting company etc. (Almost every single product and service provider that exists are in these exchanges.)

And here’s what’s interesting:

These businesses do not buy and sell from each other with regular “government circulated” money.

Instead, they use “trade” dollars — which are actual currency, just like a U.S. dollar bill is currency — but that can only be spent within the barter exchange.

It’s like a giant “Monopoly” game. You can only spend Monopoly money within the game itself. But outside the game it’s completely worthless.

And the same goes with trade dollars. They can be used like cash, but only with the businesses in the exchange.

And these businesses buy each other’s goods and services with these “trade” dollars, instead of regular dollars.

Now here’s the kicker:

A few years back I discovered a secret “loophole” — 100% legal and ethical — in the barter industry that lets you buy any of the thousands of products and services (including Internet marketing services) sold on trade for as little as 20, 15 even 10 cents on the dollar of “real” money.

Here’s how:

What most people in the trade industry don’t realize is trade dollars are not as easy to spend as regular dollars. And many businesses in barter end up accumulating thousands of trade dollars they are either too busy or too lazy to spend.

Remember, it’s not like regular money you can spend anywhere. You can only spend trade dollars within the exchange.

And you can get tens of thousands of dollars worth of products and services for mere pennies…simply by contacting people with excess trade money, and offering to buy their “trade” dollars with regular dollars — and at a steep discount.

In other words, let’s say Mary the copywriter has $5,000 in trade. She’s too busy to spend it and it’s sitting in her trade account doing nothing for her.

Then you come along and offer buy that $5,000 in trade for $500 of “real” money.

Mary thinks about this, realizes she’s never going to spend all that trade money (making it as worthless as Monopoly money to her), and $500 sounds pretty good. So she agrees.

And you then look at all the different products and services in the barter company (the big ones have thousands of different products and services) and essentially buy $5,000 worth of products and services for your Internet marketing business on trade…for just $500.

Pretty amazing, isn’t it?

This secret lets you get $100 of products and services for $20 — $1,000 of products and services for $200 — $10,000 of products and services for only $2,000 — and so on.

The money-saving potential for Internet marketers like us is enormous.

Because in addition to advertising and marketing services like ad space, classified ads and email blasting, there’s also computer repair, software, web design, web hosting and just about anything else you need to run your Internet marketing business.

And all you do is contact a few of businesses who are involved with trade, and ask if they would like to sell you their excess trade dollars in exchange for real money.

Yes, it really is that simple.

Wholesale Email Marketing Strategy

You are a cosmetics wholesaler dealing in variety of personal care items for women. You do not have a store since you do not sell to retail customers but have an office where retailers can visit to pick up goods or sign contracts. Your advantage lies in the extremely low rates you are able to offer due to your business model of mass sales with low margins. However, your biggest disadvantage is that you are located in a relatively small town where the number of cosmetic retailers is not too many and hence you find it hard to grow your business year on year.

This strategy will help you realize new markets for your product and help you grow your bottom line exponentially.

Who is your customer?

Typically your current customer profile is the small or mid-sized retailer who deals in cosmetic and personal care items either exclusively or as a part of a supplementary convenience store business. Since you are located in a small town, it is unlikely that there will be an organic growth in demand for your line of products. Therefore you must look beyond physical boundaries by finding online retailers of your products.

What is the best thing you can do for that customer?

Running an online business is far more cost effective than setting up a conventional store. However, the online entrepreneur is often inexperienced in matters such as logistics. To make it easier for them, you can offer a drop ship service directly to the end consumer from your wholesale facility, at a slightly extra cost. Also highlight your high margins in all your marketing literature.

How are you going to do it?

Design a seamless backend process on your website which allows smaller online retailers to become “members” of your site. They can then choose from your inventory of products and market them in their own way, through their own websites. Ensure that the backend is robust and well defined with regard to order taking and delivery as well.

Create a database of all your existing customers as well as online retailers dealing in your range of products. Invite them to sign up for your weekly newsletter in order to receive tips and news from the wholesale drop shipping industry. The newsletter should also run regular sections on special discounts on selected products of the week, etc.

Don’t forget to say thank you

Every registrant for the newsletter gets a thank you email that also has a few basic survey questions:

What is the average number of sales made per month?

What is the average monthly turnover for the past 12 months?

What categories of products sell the most on their website?

What do they perceive to be the biggest obstacle to the growth of their business?

When to communicate with your members

Periodical newsletters (weekly / monthly / fortnightly) will help retain your spot as top of mind wholesaler within your industry. Ensure that your newsletter content is interesting and informative. If you are offering any special products or prices before festive seasons like Christmas, you must include notices about these at least a month in advance.

How do you measure success?

Conduct quarterly surveys of your existing customer database to judge their level of satisfaction on various B2B and B2C service parameters. Incentivize survey completion with an entry to a lucky draw that can win entrants a lucrative prize.

Build Build Build, Measure new as well as lapsed retail partners on a monthly basis and compare numbers and turnover with like periods across the past few years. The more people that sign up for your drop ship service, the more business you’ll be doing!

Is Email Marketing Still Relevant?

The recent introduction of the general data protection regulation (GDPR) has had a direct impact on marketing practices, including email marketing. Is email marketing still one of the most effective marketing tools for your business?

The answer is yes, email marketing is still one of the most effective tools for driving sales in your business, but as with most forms of marketing, it rarely stands still.

Ensure You’re Compliant

Personal privacy is a major concern today when it comes to email marketing. So is the way you use the data you collect. Read over your current privacy policy and terms of service for your website to ensure you are up to date.

Mobile-Friendly Emails

Your email should be readable on any device that your subscriber decides to read it on. You can check out how your emails and website look on free tools such as mobiletest.me and responsinator.com to view your content on a range of simulated screens.

Email Rendering

There’s a similar problem with the way emails appear in different email services. Check the overall look of your emails at Yahoo! mail, Gmail, Hotmail etc to be sure it doesn’t look wrong.

Coding Issues

Some marketers prefer HTML coded emails, while others opt for plain text. Any HTML coding mistakes could ruin the look and feel of the email, or even prevent some or all of it from being seen. Check your code at a site like Dirty Markup and clean any errors.

Check and Test

Be sure to carefully check any email before you send it. Look for typing errors and ensure that the link clicks through to the correct page. Make sure that things like the date and time of an event are correct. People are very busy and don’t have time for you to send two or three emails on the same subject, trying to correct basic errors you should have found in the first place.

Send High-Quality Information, Not Just Sales Info

Be certain all your emails are relevant and interesting to your target audience. Do more than just try to sell them stuff, and odds are they will continue being on your list, look forward to your emails and open them, and even forward the emails to other people.

Make It Easy For People To Unsubscribe

If your subscriber makes a decision that they don’t want to get any more emails from you, make it possible for them to easily unsubscribe. If you make it difficult, they will start to begrudge your emails and will certainly never buy from you. They may also report you as spam, which will cause you complications in the future.