Many of you may be currently involved
in a direct mail campaign or are considering one. In either case...
Here Are The 10
Most Commonly Asked Questions:
Direct Mail the Right Medium? (See
case studies below)
2) 9 Benefits of
can I ensure my mail Stands out from the Rest?
can I do to make the Best Impression?
are the Critical Elements that I should consider?
can I obtain the best Response Rate?
do I Measure the effectiveness of the program?
important is my Mail List Selection or Database?
9) Should I Personalize or Customize?
Paper Selection, how critical is it?
More To Consider:
• 4 P's of Direct Mail
19 Commandments of Direct Marketing
• What is MGM?
• What is One-to-One
• 11 uncreative (but tested)
ways to make your layout work harder
• Permission vs. Interruption
In this issue of TK's Korner, I'll give you
helpful suggestions, important information along with sources, and case studies
to further research questions you may have.
To Start, Let's
Dive into Direct Mail:
Direct Mail deals with building and
maintaining one-to-one relationships between brands and customers, with the
purpose of establishing an image for the brand and selling products to
Why Direct Mail?
Interactivity A 2-way communication (push/pull
Consumers are willing to take on at least
twice as much direct mail messages as any other medium. It might be that they
find it obtrusive when contacted by telephone or email, on the other hand, they
can sit and review when convenient for them.
Acquisition The ability to attract
Retention "Direct Mail left a deeper footprint in the brain...
In other words, media that consumers can touch and feel resonated and touched
more emotions than those of the digital variety." According
to Direct Mail; Alive and Kicking of Market Share Advertising Marketing &
(Customer Relationship Management)
ROC (Return on Customer)
LTV (Life Time Value)
Direct mail is important in
building a relationship and engaging your ambassadors properly.
Sense of Ownership
By adding the
customers name and pertinent information to the piece, it gives them a sense of
ownership in the brand.
While the brand perception should be identical, the
objectives per target group will be differentiated, and therefore also the
investment level, media, messaging and offer. Consumers can expect offers and messaging to become more
comprehensive and over a period of time each receives a variety of direct mail
communications about their particular objectives, offer and messaging?
Using Integrated Marketing or Multiple Channels and touch points, you can also
keep them interested. Synchronizing campaigns, utilizing Ôif this, then that
Media is Complementary instead of
replacing one another.
direct mail drives web traffic.
overcrowded email queues only adds to the appeal
- even though direct mail seems old school, it's
very sexy for the marketer. The reason being - less cluttered and more
and consumers prefer a tangible object, something that can be held or touched. People prefer paper to something that exists only
electronically. How many of us read
an entire document on the computer screen?
is essential to the multichannel mix. Many believe mail is uniquely positioned
to play a major role in a National economical resurgence in 2012" Modern Mail quote.
To direct marketing activities and therefore direct mail.
A mailing invites customer to react and informs them of your intentions.
If this, then that can follow:
If no response, then an e-mail or another mailing, either static or
If response, then-
Another mailing follows their reaction.
All of these steps are
measured and can guide future action.
By tracking the results,
you can easily calculate the cost per response, inquiry or sale.
This measurability is a
major advantage for marketing compared to other communication tools.
Using Alerts in Real Time of when a site has been visited, and
what responses have been given, gives the ability to follow up in a timely
manner. This is critical for marketing managers, as well as sales reps and
others to gather info quickly and accurately and respond as needed.
Utilizing Dashboard Technology-data being generated, gathered and
formulated into track able, measurable and informative formats in real time.
Each opportunity, what products or services they are interested in, as well as
giving you the ability to monitor your sales teams efforts, follow-up and sales.
Integration of online tools is inclined to make your direct mail stronger than
Providing direct mail professionals with a wealth of possibilities and propelling
the use of direct mail/direct marketing:
computer processing power
of customer addresses
to help identify and select the right customers
to digitally print variable personalized data
number of mass media options
The Power of Direct Mail
Address every customer as one person vs. the mass media "One size Fits
all". Customers appreciate direct mail when
it's relevant, respectful and rewarding to them.
Closing Rates by Selling
to People you Know is easier -
Customer = 5-20% closing rate
Sale to Lapsed Customer = 20-40%
Sale to Existing Client = 60-70%
Closely related to customer satisfaction, companies need to be better at anticipating
consumer questions and complaints.
Response Rates of
Direct Mail depend on:
Integrity of List - Are you marketing to your target audience, and has the list been run through an address updating software?
Profiling - How to quickly and accurately profile clients that
can dramatically improve response rates.
When client or prospects responds to surveys, PURL, QR codes, offer etc. through a direct link to a micro site-landing page of some sort, it
gives you a demographic breakdown about who used the promotional item, which offer they
used, plus the response spend rates and each individuals demographics.
Timing - What's going on with world events, business cycles,
marketing cycles, sales cycles, etc?
Offer - Is it something of
value or interest to your target audience?
- Is it worthwhile to
them? Will it make them act?
Call To Action - Are you telling them what you want them to do, when you want them to do
it by, and how you want them to do it?
Execution - Design, copy, layout, vehicle, etc?
Odd Shapes - Have
been found to give higher customer satisfaction via non-traditional, die cut mailers. Some claim that shaped mail can increase response rates over regular direct mail by at least 2 to 3 times. ie. basketballs, buses, beer mugs, movie tickets, guitars, etc. New Postal regulations that allow for custom shaped mail in sizes as large as 2x15 to be delivered to mailboxes without envelopes.
Who Responds to
Direct Mail? (in descending order)
1. Customers - 3 to 8 times more
likely to respond or buy
2. Responders - have not yet made a purchase
3. Former Customers
5. Other type of product or service purchased
6. Similar product or service purchased from competitors
There are a variety of opinions
on what makes up a successful direct mail
program. Listed below is one of them.
50-20-20-10 Probability of
After consumer reads content, we
want them to -
Act, Get Involved or Stimulate them to...
It is predicted that .046% is the
average response rate for a general broadcast black and white static piece.
How to Increase Response:
Mail specifically addressed to a consumer with an impactful
message about a product or service that has a specific benefit to them is more
likely to be picked up and read. It's about "Smart Messaging, Personalization
leads the way in moving towards more targeted, personalized and tailored
relationship building. We can do it better now then ever before with the
technology that is available.
Mail should definitely remain in your multichannel mix. It's the one
advertising medium that you really can control; brand build, track, measure and
NOTE: +600% (this equates up to 16% total). Full variable data,
personalization, customization, database segmentation. ie. specific targets,
smaller quantity, more opportunities to respond.
Versioning - different groups receive different versions based on criteria, content and language changes for specific audiences. Typically black copy file.
Hybrid - Offset printing plus variable copy.
Customization - Altering each document to meet requirements of a certain group. Guidance based on a certain criteria. One to four color images change, plus copy.
NOTE: It is
not the quantity that is sent out, but the number of responses you get back
Variable Data Results -
NOTE: when BRC is
"pre-completed" with recipients name and address, the return rate increases 13%!
Projection on how to lower
cost per response by using VDP personalization
Projection on cost per sale
and ROI using VDP personalization
The Database is the Most
• Must be clean
• Must be well defined
• Limited target group, data
mined and clearly detailed
• Will outscore an ill
defined, broad targeted group
• Drayton Bird's
direct marketing expert estimates a good database
6x's higher response rate with good database
2x's higher response rate with good offer
2x's higher response rate if the timing is right
1.25x's higher response rate with good creative
1.2x's higher response rate with response possibilities
NOTE: 18% of
Americans relocate annually,
and 2% of your list moves
Mail List Hygiene:
• Zip code sort
• Address standardization
• Delivery sequence file
• Delivery points for bar
coding, specific delivery points
Direct mail, today, has become an extension of
brand experience via advertising and packaging. The image expressed
through direct mail is consistent and coherent with other means of
communication. It adds up to overall brand feeling.
* You must be testing all
* 3-5% of budget should be
* Never send out a
* Always test outside of
package, envelope, etc
* Must be engaging,
* Hang offer on outside,
lead to inside or other side
* ÔWould you like ____',
then ÔLook inside for more', etc
* Visual supports copy,
copy is part of offer
* How do I make you
believe I'm sincere, honest, etc.
Click here for more info
Wow, that's a lot of info. Where
First, you must understand and know your Target
in order to create and design an offer that gets noticed or acted upon. Who and
what is your target market as it pertains to:
The more specific your target, the better the
use of your marketing dollars, and hopefully the bigger ROI will be. A mail
list company can assist you in obtaining this data.
you need some sources, please give
me a call at 651-255-1225.
More information for testing and your
Answer the following in
order to compete:
? Who are they
? What are they offering
? Who are they trying to
? How are they reaching
? How often are they
? How will their offer
compete with yours
? What ideas can you use
and improve on
Your Product / Offer -
? What are you selling or
? What is special about
? What makes your offer
stand out from the rest
ie. capabilities, benefits, design, etc.
? What will it do for your
target market, (write out in short, focused sentences on the benefits and
you've clearly defined your target audience, understand their demographics and
psychographics, done research on your competition and clearly defined your offer,
now you're ready to create something that stands out from the rest.
Copy and Design -
a design profile that can serve as a guide. Match the sense of style to those of
your target audience and specific image of your company.
Keep in mind that you'll want to cover it in a less-is-more approach by
> Who you are
> What you do
> Who you cater to
> What can you do for them
> Where you're located
Call to Action -
State your offer in every element of your package, define what you want them to
do and repeat your call to action several
it Easy for them to Respond -
• If you want to sell them something, make it
easy to order.
• If you want them to go to a specific page
on your web site, make it easy for them to click and go there. (Also include how they can reach you, with your current company contact info).
Make them Big, Colorful, Eye Catching and
Different in some manner.
The use of Techniques like
spot coatings, foils, etc to highlight specific
and White Images can be used along with 4 Color to show positive/negative situation in B/W.
it is going through the mail, Coatings to protect the piece is highly recommended.
I hope this issue has been helpful in letting
you know more about Direct Mail, what
you can do to make the best impression, how you can ensure your mail stands out
from the rest and what critical elements you should consider.
If you would like more information for
your next printed project, to see some of the really cool samples I have or
regarding this article, please give me a call @ 651-255-1225.
You may also find of interest the
following links with further information:
Tools Folding Options, Binding Options, and Envelope Options
For more information to demonstrate multichannel approach, visit the 3 following sites:
Stay tuned for the next issue of TK's Korner. You just might be surprised!
Please refer back and visit often the entire library of TK's Korners where you will find information on subjects that may be of interest to you like:
Branding - 22 Laws Of
Creative Coatings Techniques
Digital / Variable Printing
For Direct Marketers
In House Mailing Capabilities
PODi - Digital Print Success Story
Post it to the Web vs. Print
PURL - Avoid Dog House Campaign
Social Media vs. Print
Why Print in a Down Market?
Why Work With TK?
BE SURE TO CHECK THEM OUT!
Hope this helps and stay tuned for the next issue of TK's Korner. You never know what might be covered!
If you have a production issue not discussed above that you would like me to address, or a project that needs to be looked at, please give me a call or send me an email. I will do whatever it takes to ensure you get the best value for every marketing dollar invested.
You can also check out my profile, join my network and view more client comments on LinkedIn at:
Referrals are greatly appreciated, if you know someone I could help, or who might like to receive TK's Korner, please let me know.
Take care and have a great day!
Tom Kubinski, Printing Consultant
Printing Consultant Who Helps You Make Good Impressions
Direct: (651) 255-1225
Cell: (612) 760-3700
Selected portions reprinted in Print & Media Buyer, a national magazine for the print industry. (Search for Tom Kubinski)
Print & Media Buyer Magazine, Winter issue 2007
Below, please find a PODi case study of nationally recognized campaign plus 3 issues that have been published in a National magazine.
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