Tag Archives: marketing communications

Snatch Customers Before Your Competitors Do!

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Investing in direct mail for customer acquisition? Your competitors are! As their efforts become more proactive and strategic, how do you plan to attract those same customers before your competitors do? Here are three proven strategies for grabbing attention in the mailbox.

  1. Use dimensional mail.

In a stack of envelopes, a padded envelope, a package, or some other three-dimensional mailer gets attention. Usually, these are opened first. While dimensional mailers cost more than flat mailers, they get response rates that can make your mouth water. According to the Direct Marketing Association, dimensional mailers receive response rates 200% – 300% higher than flat mailers. So when your marketing ideas take shape, make it a literal shape!

  1. Try out unusual finishes, folds, and bindings.

Tangible elements are what make the print channel stand out. Consider using some of the many spot coatings, textured coatings, die cuts, pop-outs, and foldouts that your customers don’t see every day. If you have been meaning to investigate fresh new options and still haven’t had an excuse to do it, now you do.

  1. Try new mailing formats.

Not all mailing formats are created equal. There are many different formats available: postcards, folded mailers, mailers placed into envelopes, envelopes that are personalized, envelopes that are not personalized, window envelopes, and more. Envelopes and mailers can be different sizes, thicknesses, and colors. Experiment with colored substrates, clear envelopes, and on-envelope personalization.

It’s time to get noticed! If you need some ideas or want to test new formats, substrates, and finishing options, just ask.

 

What Do Your Mailings Say About You?

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Remember the old phrase, “You never get a second chance to make a first impression”? That’s true in marketing, too. What do your marketing campaigns say about you?

Let’s look at two different approaches.

Dear homeowner,

We’re having a big sale! Come into our showroom this weekend and check out our wide variety of merchandise. You’re sure to find something you can’t resist! Take advantage of big discounts all day!

In the eyes of the recipient, what does this say about the company sending it? It tells her that the company wants to cast a wide net. It just wants to get people in the door as inexpensively as possible.

Now let’s look at another approach.

Dear Michael,

Thanks for being one of our best customers. We’re thrilled that you’ve chosen us for your golfing needs. On Thursday, we’re having an exclusive sale on sporting equipment for our top customers only. Bring in this coupon and get a 25% discount.

What underlying marketing message does this send? It tells the customer that the retailer is interested in him individually and values his long-term customer loyalty. It tells him that the company values his business enough to make an investment in him, by understanding his preferences and needs (through collected data), and by sending him a high-quality communication.

When you send out marketing communications, you are really sending two messages: your written marketing message and a subtle, unspoken message about the recipient’s value to you. Are you sending the right messages?