VerticalResponse Email Marketing Blog for Small Business

Why Direct Mail Still Works - 5 Reasons to Use It Today

Some people think that since the evolution of email marketing, there is no place for direct mail anymore. There's no doubt that email is a fantastic and inexpensive way to reach your current customers, but there are certainly times when direct mail rules, especially for getting NEW customers.

Here are 5 reasons why direct mail really can work for your businesses.

1. You don't have email addresses for your customers - If you're like most businesses, chances are you have a bunch of customers or prospects that you don't have email addresses for. It's easy to send them a postcard directing them to your site to sign up for your offers. Make sure you tell them that these are "Email Only" offers meaning, they'll only get these great deals if they sign up today!

2. You want to find new customers - There are so many unscrupulous email lists that people are likely trying to sell you and it's tough to find one where email addresses weren't scraped from the web. But with direct mail, it's totally acceptable to rent a list and send a postcard.

Check out D&B for business-to-business lists, USA Data and InfoUSA for business-to-consumer lists. From tests that we've done, if you mail first-class (you'll get the bad addressed postcards returned to you) we've seen about 10% of the mail returned. Also, if you want to do follow up mailings to this list, make sure you're not just limited to a one-time usage make sure you can use the list multiple times. You'll end up paying a bit more, but it might be worth it to re-mail those people at a later date. The more they see your offer and brand the more likely they are to remember you.

3. You sell something that is expensive - If you are offering a an expensive product, service or event, you may start your campaign by sending a postcard about your promotion. By the nature of what you're selling you might be able to afford to make a bigger splash with a postcard that ends up laying on your recipient's desk or on the kitchen table as a reminder. Your recipients might even expect it. Real Estate agents do a great job keeping in touch with their contacts with "Just Listed" postcards and neighborhood information.

4. You want to reach new movers - If your business is local, one great way to introduce yourself to a new neighbor is a postcard with a "new mover" special. People love getting a nice welcome when they move to a new neighborhood. Check out USA Data and InfoUSA for their new mover lists. One suggestion, if you're finding that this works for you, make it a monthly program.

5. You telemarket to businesses - Try sending a postcard about your offering, then in the postcard copy tell your prospect you'll be following up by phone shortly. It gives you a reason to make the call and remind your recipient why you're calling. The script might read something like this:

"I'm following up from a mailer we sent you a week ago about our special offer this month. Do you have just a few minutes now?"

And no matter what your offer is on any direct mail piece you produce, make sure you include the following:

• Clear call-to-action - Call out what you want your recipients to do followed by a phone number, website address, and physical location. If you've got a specific page you want them to visit on your site, include the URL, just don't make your URL too long. You'll leave too much room for error when they have to type it into their browser.
• Offer - Boldly display what your recipients will be getting in return for following your call-to-action, whether it's a discount or a free gift.
• Expiration date - It's a good idea to promote this clearly on your direct mail piece to get your recipients to move quickly. Make sure you put your expiration date within a month or less, since you want them to act now.
• Benefits - List why they need your product, or what they'd get out of going to your event. It's important for them to know how you'll save them time, money or make their lives easier.
• Your logo - You want them to start identifying with who you are by your brand, especially if you'll do follow-up mailings.

All in all, direct mail can be a great way to get the attention of your recipients when they're not staring at their inbox. Once you get them to your site and get their email address, your cost of marketing to them will decrease with email marketing campaigns. Give it a shot. Try VerticalResponse Postcards.

Recorded Webinar: Direct Marketing that Gets Results

My friend, John Jantsch at Duct Tape Marketing, asked me to be on a panel for a free webinar,  Direct Marketing that Gets Results that aired this morning. We discussed ways to generate leads using direct marketing tactics such as email marketing, direct mail and direct response advertising.

The panel was hosted by John and I was joined by two amazing people Brian Clark of copyblogger and Anita Campbell from Small Biz Trends.

You can view the recorded webinar here or just have it playing in the background since there's not a lot to really watch.

After you register with BrightTalk you can also get access to two other webinars by John, Creating Marketing Materials that Educate and The “Truth” About Small Business Branding.

Great Ideas for Direct Mail - Video from Pitney Bowes

I was on Twitter (@janinevr) and saw my friend John Jatsch from Duct Tape Marketing (@ducttape) tweeting about this Pitney Bowes Video on increasing the value of any direct mail or postcards you might be sending. Snail mail, is it the new black? Watch it here, it's good.

Lead Generation Idea - Good, Bad & Ugly

I got a direct mail piece the other day in a letter format. It was from a company that "teaches managers how to manage" so they wrote. They were requesting a meeting with me to talk about how they can help our company. They had a $50 bill clipped to the letter. The punchline said:

"The $50 is yours to keep as prepayment for spending 3 minutes with me on the phone when I call to follow up."

GOOD

It could work to your benefit. Let's say your list was a very targeted list of 100 CEOs at businesses you'd like as customers.

Printing Cost: 100 x .20 =  $20
Mailing Cost:  100 x .42 =  $42
Money Cost:   100 x  50 =  $5,000
Total Cost:                       $5,062

Response rate (high because you're so clever) is 10% so number of meetings is 10.
Close rate (high because you're killer on the phones) is 50% so the number of new customers is 5.
If you charge $2500 (guessing) per training, you've got $12,500 large in your pocket, 5 new customers and you've made $7438 to put towards your next mailing. Nice.

BAD

Christine, our office manager, answers the phone when I'm busy and I started to get calls from the sender of this mail piece. They would never leave a message, just their name regarding the "money they sent me."

This is an uber form of OPT-OUT. It's like sending someone you've never talked to an email, then telling them they're going to hear from you until they unsubscribe.

UGLY

So on the negative side, if you're going to do something like this, be prepared for:

a) Brand damage - Some may not like this marketing tactic and tell the world.
b) The people who don't see the need for your services but keep the dough. It's the cost of doing business.
c) Sending money through a shipper seems a bit risky.

Hey, $50 is nice and would contribute greatly to the "beer fund" at VR, but for me personally, I didn't really need to feel guilted into talking to someone just to feel good about keeping it.

So...I sent it back.

Should I have? You tell me...

Great Member Appreciation Idea

I've been talking a bit lately about how important it is to go the extra mile for your customers especially in this economy. A great example came in the mail the other day from my gym. They love people like me because I don't go;-) It's a really great gym with a grill and a spa (which actually I DO go to).

It was a simple piece that looked invitation-like offering us to come in during "Member Appreciation Week" on nice paper folded with a "Member Appreciation Card" tucked inside.

The card had discounts for:

• Private training
• Group exercise one-on-ones
• Complimentary Kinesis® session
• 10% off of any 80 minute spa treatment
• Dinner entrée at the Grill with purchase of entrée of equal or greater value

Nice! Great idea to appreciate your members get them active and give and great offers too. What are you doing to go the extra mile for your customers? Let's hear it!

A Brochure Mailer That Broke Some Major Rules

I received a direct mail piece in the mail the other day. It was very expensive looking, about 6 inches square all folded up. Inside the ultra cool envelope there was a fold out brochure loaded with pictures of scenes of apartments in cities. The brochure had a wrap around it which said:

Pied-A-Terre, On Demand. Prestigious Locations. Dramatic Views. Attentive Service.
Fully Appointed Luxury Apartments when you need them.

Below is only one panel of 6 or so.

What's Wrong With This Picture?

No Offer - No Call-to-Action - I bust into the brochure looking to find copy, an offer, anything. I finally find some that I can barely read because it's in knock out white then type against a busy picture (see above).

Unreadable Type - All of the type is turned sideways (see above, if you can) so i have to turn my attention away from the pictures to read it.

Where's the Beef? - I say to myself there HAS to be a letter in this envelope talking about a virtual tour, a deal for our business for business travel, something. Wrong.

I understand the cool factor, but you can at least write a nice letter or another piece talking about the offer or call-to-action in "cool speak" with something for me to "do". Otherwise it's just some nice fuel for a blog post like this or a toss in the circular file.

Publishers Clearinghouse Must Die!

I know it's a strong statement, but as a direct marketer myself I'm embarrassed that a company like this is in our industry. For that matter Reader's Digest should die too but I'll stick to one for this post.

Some time ago I visited a woman I am close to, who is getting a bit older and needed some help going through some paperwork at her home. She's pretty much alone, her husband is deceased. Going through piles of paperwork I was amazed: I discovered she's been "suckered" by PCH for many years now. They've been teasing her with the chance to win big, but also giving her the "opportunity" to buy their products at a "members-only" discounted price. I honestly think that she believes her chances of winning are better the more she buys (as dictated by all of the piles of these products in her home). Their tag line is "It's all about winning" isn't it?

Hold Your SuperPrize! So I looked at one (of many) envelopes from PCH.  In this particular envelope is an offer for you to "hold" your own SuperPrize number which may win you a million bucks. There is a 48 hour warning that you must return it by. The kicker? They say if you don't respond someone else YOUR NEIGHBOR will get your number and they may win.

"You definitely don't want this to be the one time you fail to enter on time. (Although I'd bet your neighbor would be happy if you didn't respond!)...Imagine now that you fail to enter your $1,000,000.00 SuperPrize Number on time: What's this? The Prize Patrol is surprising your neighbor with the Big Check! Soon after, your see your neighbor with a new car in the driveway of costly home improvements underway. Then you hear that they're leaving on the kind of vacation you've only dreamed about. And all this could happen because you said, "No, I don't want my SuperPrize Number!"

Right underneath the SuperPrize offer where you put your "Yes" stamp is another offer to "activate your customer benefits." This means that you "send no money now" when you order their products and that you have a whole 14 days to return them.

Finally, on this same order piece, they ask for you to buy their Pain Spray, which "helps temporarily relieve pain fast!" Included are pics of an elderly couple living healthy with a caveat in small print "No purchase necessary to enter. A purchase won't improve an individual's chance of winning." Right.

But wait there's more! An insert of the potential to enter and win a Panasonic 32" HDTV and $1000 in cash with of course a pic of an elderly couple winning.

Are You Kidding Me? Upon further reading of the "rules" the prize will be paid out in annual increments of $25,000 and upon the 30th year $275,000. Not to be crass but do you think the next of kin gets the money if the winner passes on?

Buying Won't Help You Win.  Even though the rules state this right beneath it is the No-Hassle Cancel and Return policy which states that if you don't return something within 14 days of receipt, you don't get your money back you get credit for other products they sell.

Products? Pain Spray, Government Secrets (book), Mystery Gift hand-picked by the Senior Product Person, The Final Battle (book), The Amazing Bag Sealer, Battery Free Flashlight, Nostradamus (book), Bug Lights, Credit Card Case, Birthday Card Bonanza, Sport Socks, Binoculars, Pocket Magnifier so you can read small type, knit gloves and scarf, do I need to go on?

So, do they employ some pretty great direct marketing tactics? You bet!

• They do some great personalization everywhere.
• Most of the font size if 14 pts. or larger (even the rules!)
• They use a sweepstakes.
• They use expiration dates.
• They target their offers to the elderly.
• They keep a great updated database.

Using any of these tactics are a super way to spice up your offerings in your email marketing and direct mail campaigns. Hey they've been around and working for years. So why should PCH die? They wrap it up altogether in a way that tricks the elderly who don't understand that most of this is database driven, and mechanically put together. Many of them really think that PCH is talking to them. They just want to win something big. (I haven't even researched, but chances are they're renting lists of people who also fall within a certain income bracket as well.)

P.S. On top of it all I went to their home page to check it out. It's one big list collection tool for the prize drawing. However, when I tried to navigate away from the page, it told me that if I did I'd forfeit my prize number!!

Check out the fascinating stories others have about PCH, they're now being spoofed and other companies are tricking these poor people out of their life savings.

Direct Mail Postcards Gone Good and Gone Bad

I get a ton of mail, I'm sure you do too. Today I want to focus on a good example of a direct mail postcard with a fun offer and I want to show you a creative example that in theory would be good but in practice turned bad.

Gone Good

This real estate firm does a lot right with this card. They use a great image of a property and they use the postcard almost as an invitation to a party. "Join Us for a Grand Opening Party!". It's a very creative way to invite people in the neighborhood to what might normally be a boring old open house. They're serving wine and hors d'oevers, having a meet and greet with the architect and the decorator. The whole offer is enticing and different.

They also pre-sorted their zip codes to get the discount and included the bar code on the card so the post office didn't have to. Nice and clean.

Gone Bad

First of all, creative attempt, "Why Wait? The Time is Now" with some canned image, great for marketing on a budget. Big Typo: "Capet" should be "Carpet". Argh.

Reverse side - this is where I'm having the biggest problem.

First of all, I think that they're trying to fit TOO much copy onto the back of the card. Four scary bullet points about all of the fungus and pet dander I might have kids rolling around on and I'm sold.

Secondly, you need to take into consideration what the post office might do when your cards go through their sorting machines.

This company tried to be creative and flip the copy on the back of the card to be vertical which is fine, but they also flipped the addressing area to be vertical too, not fine.  The bad news is, the post office machines line up all of the same-sized cards horizontally, like the real estate card above, to look for the bar codes (if there is one).  The last thing you want to do is to have the post office "trying" to read your card.

One more thing, it's in your best interest to have your cards bar-coded at the same time they get addressed. If you don't include a barcode the post office may stick a nasty piece of tape with the bar code on your card (shown here). Here you see that the post office did it not only once, but twice, covering up valuable bits of information like the logo, address and phone number. Yikes.

Just a few examples to get you thinking about how to put your own postcards together.

VR Customer Uses Postcards to Get Updated Emails!

I was standing around the office last Friday afternoon and Jill, our top-notch Customer Relations Specialist came to me with this amazing example of how a VR Customer used our postcards! Alex, our Director of Sales yells out, "I'm blogging about it!" just to tease me. Did you know Alex is famous?  

Anyhow, turns out that this great bookstore had some bounced email addresses. They sent out this very creative postcard enticing users to update their email address.

Why do we like it?

• The message is catchy and very creative.
• Toyon Books gives a great incentive of 25% off to update your email address.
• They give an expiration date to drive updates sooner.
  

Great job Jim! Great concept and great execution. Does anyone have any ideas they'd like to share? Comment!

     

Why Realtors are Great Marketers

Last week I got a GREAT piece of direct mail. It was from two realtors who market lofts in the neighborhood, Zephyr Realtors. I've never bought a place from them, the closest I've come to them is walking my dog Stan near their offices and talking to a neighbor that works for them. So how did they get me and why did I like it so much?

List

My guess is that they rented a list of people who live in certain zip codes. Could have been from InfoUSA or USA Data. They probably spent a few hundred bucks.

Creative

This is what got me. On the front of the 6 x 9 postcard they listed great restaurants in our area with addresses and  phone numbers with the message "What's Good in the Hood?" On the back a picture of the duo (a signature of a great realtor since they really are selling themselves before they sell any property) with a small paragraph introduction on who they are, what they specialize in, and a bit about the company. They focused on themselves first and foremost.

They also made sure to put a phone number, email address and address for quick contact information.

Offer

There was no hard offer included, it was simply an introduction piece, and that piece now resides in our drawer, the one where our take-out menus go so that when we need to look up ideas for where to go, we're staring at their card. We may even recognize them walking around since their picture is on it.

Realtors know how to get someone to keep their pieces around with ideas like this:

• A grid listing of upgrades to your house and increased value figures
• A sporting event schedule (One of these lies in our drawer too because we live next to a ball park)
• Recent homes in the area that have sold with pricing
• Just listed homes in the area or open house announcement
• Calendars

Got any ideas on how you market your product or service? Do share! And thanks realtors, you've given me some great ideas!