Welcome to the Talon Mailing & Marketing April 2005 Newsletter:
By Keturah Whitaker
In today’s highly competitive economy, it is essential that you promote your business with marketing materials that strategically position your business for increased customer traffic, expansion and growth.
A key ingredient for successful business growth is direct mail advertising. The success of your direct mail advertising will be highly dependent upon the “perceived” quality of your business, the design, the type of paper, your marketing message, and your special offer. The combination of these factors determines if your direct mail piece will influence your reader to contact you for additional details or get tossed aside. You have exactly 3 seconds to make a lasting impression.
Customer Mailing Lists
To get started, you will need to compile and develop a database for your customer mailing list. If you are targeting different customer segments, then you should have a separate database for each targeted market. Also, your direct mail offer should be designed specifically for each market. For example, if you are targeting age groups 15-20 and 50-65, your direct mail piece for your 15-20 target market must be designed differently than your 50-65 target market. The term for this aspect of marketing is called differentiated marketing.
There are multiple sources for locating potential customers for your direct mail campaign. Excellent sources to search for your potential customers are the yellow pages, white pages, newspapers, trade publications, the local Chamber of Commerce directory and you may want to consider contacting mailing list companies for list building. Before you develop your lists and leads, it is vital that you conduct research to “know” who your customers are so that your direct mail offer is tailored to their needs and preferences.
Types of direct mail collateral to send to your targeted lists:
Direct Mail Postcards
Postcards are great because your message is short and simple. Postcards achieve an almost 100% readership versus an envelope, as it doesn't have to be opened to read your special offer. Postcards are successful as direct mail pieces because they immediately advertise your new products and services. Postcards are great for announcing a new store location or can be used as a reply card to a simple survey. Postcards can also cross sell your other products and services to your existing customer base. A postcard should not be used when offering high end products and services or when your message is lengthy. The sales letter mailing is the perfect direct mail tool for high end products and services and lengthy messages.
For the cost conscious and those business owners operating with a limited budget, postcards are inexpensive to have printed and mailed. Many Internet based printing companies offer great deals on printing and delivery is right to your doorstep.
A postcard size must have the following dimensions: 3 1/2 inches and 4 1/4 inches in height, and must be between 5 inches and 6 inches in width. If your postcard size has larger dimensions, the US Postal Service may charge a higher rate. The standard paper stock that you’ll need for your postcard campaign is 12pt stock and coated on both sides with an aqueous finish to add a scratch resistance gloss to seal the text and graphics.
Sales Letter Mailing
This mailing consists of an introductory letter introducing your business or your promotional offer and will include a flyer or sales brochure that will highlight your business services and products. This method has proven to be effective when you are offering high end products and services. The costs involved using this direct mail strategy, are far more expensive than using a direct mail postcard.
The paper stock used for your introductory letter, should complement your flyer or brochure. The paper must be of high quality and non-transparent.
Newsletters are the perfect way to notify your customers and potential customers of your current business news, introduce new services, promote new products, communicate special offerings, and demonstrate you are an established leader in your industry and community. Newsletters also make excellent handouts for business meetings, off site workshops, trade shows, networking seminars and community events.
A direct mail newsletter does not require many pages; 1-2 sheets, a double-sided self-mailer will be excellent for your promotion. The standard paper stock needed for your newsletter is either 100lb gloss or 70lb matte text.
Don’t forget the importance of tracking the results of your direct mail offers. A different promotional code should be inserted on each direct mail offer for your targeted customers to mention when they contact you. For example, a sales letter direct mail offer might contain promotional code EMC5325 and your postcard direct mail offer might contain promotional code EMC5326. Tracking your direct mail offers is vital to your marketing campaign because it lets you know which direct mail piece is effective and what’s not effective.
Final thought: direct mail has always been a popular medium to advertise for any business, whether your business is home-based, a small business, a midsize business or a large business. Extraordinarily designed direct mail that effectively communicates your business and introduces special offers, can open doors for excellent sales leads and contribute to your business bottom line: increased sales, capture market share, growth and expansion.
For additional information on direct mail strategies, contact Keturah Whitaker at 770-953-0252.
Keturah Whitaker is the CEO/President of CoreNet Imaging Solutions®, an Atlanta based design firm that provides business owners and non-profit organizations, with graphic design services for brochures, newsletters, newsletters, direct mail, flyers, pamphlets, business cards, business forms, and print media ads. For additional information, please contact CoreNet Imaging Solutions at 770-953-0252 or via email at email@example.com.
Conventional mail hasn't been eclipsed by the age of the Internet. A new national research study concludes that consumers value and use direct mail. In fact, almost 70 percent report that mail is more personal than the Internet.
InnoMedia Inc. surveyed 1,500 households and devoted more than 35 hours of in-depth, qualitative interviewing to determine how consumers engage with their mail and how businesses can reach consumers in a compelling and effective way.
The Mail Moment study, conducted in the fall of 2004 on behalf of the U.S. Postal Service, shows that mail offers a rare opportunity for a marketer to capture the undivided attention of a consumer. The results of the study were announced in March at the National Postal Forum in Nashville, TN.
Included in the findings are the facts that messages are noticed and the offer is considered by a target audience for longer than the often-assumed 30 seconds and that almost 80 percent of all consumers sort through their mail immediately.
"When combined with other marketing channels, mail brings brands to life and drives each phase of awareness and consideration, ultimately leading to purchase," said Anita Bizzotto, chief marketing officer and senior vice president for the Postal Service.
"The Postal Service is here as a valuable resource for businesses that want to gain a better understanding of how their customer base can grow through the effective use of direct marketing," Bizzotto said. "As an advertising channel in today's media marketplace, where marketers place a high level of accountability on each dollar spent, mail offers the ability to target customers directly and with measurable results."
The "Mail Moment" is that point when consumers bring in their mail to sort, organize and read, and it offers a clear, compelling perspective for marketers to incorporate efforts to reach consumers.
The Mail Moment study determined several key findings:
"The role of mail remains very much distinct from e-mail marketing and the Internet, yet the two continue to work well together, especially when a direct mail piece drives consumers to the Internet for information or to make a purchase," said John Palmer, president of InnoMedia Inc.
We are giving away two tickets to the Yankees and Mets! To win be the first telephone caller (please call don't hit reply or email). Call Michael Borkan at 631-667-5500 x 303. One set per winner. All games will have fantastic seat locations.
Talon would like to welcome the following new clients this month to our growing roster of clients:
New Mailing Lists Housed at Talon (we house over 600 mailing lists)
· Art Expo
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