Ask The Experts
From Alan Rosenspan & Associates, during Inside Direct Mail's recent webinar "21 Ways to Get Your Envelope Opened."
Question: Why does an envelope perform better than a postcard?
Rosenspan: Three
reasons, I think. One, opening an envelope is a "mini-commitment" to
spending more time on what's inside. (And the more time someone spends
with your direct mail or e-mail, the more likely they are to respond.)
Two, it allows you to include a real letter, which is the most
important part of a direct mail package. Three, it just does. Test it,
and you'll see.
Question: Have you tested stamps vs. indicias? If so, which outpulls the other and by how much?
Rosenspan: Stamps
have always outpulled indicias, so much so that we don't bother to test
that anymore. Even bulk stamps. This is especially true in
business-to-consumer, where your goal is to make the envelope look like
it came from a real person-not just a company.
Question: Are most backs of the outers blank, or do you just think the front is the most important?
Rosenspan: I
think the front of the envelope (or where the name and address is) is
probably most important, but why waste the back? But once again, you
have to be careful. Don't just give me additional information; give me
something that compels me to open the envelope.
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June, 2009Direct Mail Strategies: Reap the Benefits
These are exciting times for those of us involved in direct mail. If you're wondering whether direct mail-the traditional workhorse of direct marketing-is dead or even dying, the answer is a resounding "No!"
And though online direct marketing continues to grow at a remarkable pace, it is not replacing direct mail. The growth is fueled, in part, by direct mail. Direct mail drives qualified traffic to Web sites. That's right; anyone who reaches your Web site because of seeing your URL in a catalog or direct mail piece is not your average surfer. These are pre-qualified visitors who arrive with specific expectations and greater intentions to buy.
Now is the time to reinvent, refine and/or renovate your direct mail program. Start by applying some new ideas:
· Add your URL to direct mail letters, brochures and response vehicles. But first, make sure there is a logical transition between your direct mail message and your Web site. For example, if you make a special offer in your mail campaign and give customers the option to respond online, make it easy for them to find the special offer on your site. Frustration kills response.
· Track direct mail-generated response by sales channel. When you send a direct mail offer that can be redeemed in-store, online, by phone or mail, make sure to link individual responses with the channels that captured them. If you don't, your response rates and sales figures are meaningless when it comes time to develop future strategies.
· Take advantage of shifts in postal mail volume. Because some organizations are mailing less-especially for prospecting-your targeted audience may be receiving less postal mail than in the past. With less competition in the mail, it is a great opportunity to get your mail piece opened and read. By testing mailing more frequently to mail-responsive segments, it's possible you will see higher response rates.
· Encourage customers to pass along your mailings to friends and colleagues who may be interested in your products or services. Test offers and formats that encourage pass-along.
· Check out what's new from the U.S. Postal Service (USPS). Often thought of as stodgy and not in tune with the creative side of direct mail, the USPS recently began offering Customized MarketMail. According to the USPS, this program "allows you to test your creativity and send a truly dimensional mail piece of any shape or design." This may be just what your direct mail program needs to separate you from your competition. For details, visit www.usps.com/customizedmarketmail.
· Test offer statements to see which one works best to specific audiences. For example, these statements all describe the same offer, but they may have different appeal to different audiences. You'll never know until you test them:
- Buy one, get one free
- 2 for the price of 1
- 50% off, when you buy 2
· Test the synergy of direct mail with other response media. For example, send an e-mail follow-up to customers as a last-minute reminder of a limited-time offer originally sent by mail. Create an inexpensive postcard or self-mailer to drive traffic to your Web site (shown at left). Or use the combination of direct mail, e-mail and phone follow-up to customers to maximize response.
Whatever you do, don't ignore or give up on your direct mail efforts. Reinvest time and money in your direct mail to reap the benefits!
Excerpted from: Pat Friesen, Target Marketing |
Use E-Mail to Listen To Customers
"Don't talk, just listen." It's the motto of some of the most successful business people. It's also a motto you should consider when planning your next e-mail marketing campaign. According to Loren McDonald, VP-industry relations at Silverpop, "E-mail is a two-way medium," he said. "If you don't solicit feedback, or if you ignore it when you get it, you miss the chance to improve your programs, solve problems, expand to meet new needs or retain customers." Be careful what you wish for. If you solicit feedback but ignore it, it's one of the fastest ways to hurt your deliverability statistics, McDonald said.
"Readers who don't get answers or responses might assume you're a spammer. Also, you can miss unsubscribe requests sent as e-mail replies, and those can turn into spam complaints." Here are tips to help you reach customers.
Provide plenty of ways for people to contact you. There are the obvious methods, such as the e-mail address you send your messages from or a "contact us" link at the bottom of your e-mail. However, you'll also want to provide a very visible link on your home page designed specifically for feedback, since people may want to contact you after they have already deleted your message, McDonald said
Survey your readers.You can encourage feedback right out of the gate by including a survey for all new subscribers asking them if they like what they are receiving and if they would like to suggest any features or information that they'd like to receive. Then, periodically, follow up with an official survey inviting readers to tell you what's on their minds about your company, your industry and their business problems.
Watch for responses.This seems obvious, but it's something that many companies fall down on. Make sure that you designate at least one person to monitor all your inbound channels, McDonald said. "Empower that person either to reply to [a responder's request] or to circulate it to the correct person," he said. "Plus, manage feedback every day. Don't let any comment go unanswered for longer than 24 hours, even if the answer is, "We don't have the answer yet, but we're getting it for you.'"
Create fun items that encourage response. People love to chime in and give opinions, especially when they feel passionate about a topic. So create features that inspire comments-top lists, a collection of most-forwarded links-and ask people if they agree with those designations. Other fun comment-producers: Product ratings from third-party sources, other reader comments and Q&As with customers or your own executives.
Karen Banen, btobonline.com
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Please contact me with any questions or comments.
Michael Vitch
President
Compu-Mail | 800.255.0670 | www.compu-mail.com
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