Tuesday, October 26, 2010
Wednesday, October 13, 2010
A few e-mail tales have come to my attention recently.
The first was a million name e-mail blast that drew a total of 8 orders...
The second was an e-mailing of 5000 well targetted solicitations that drew neery a response...
The third was an important newsletter that was only opened by 12% of the recipients.
E-mail is so plentiful, so screened and often surprisingly inefficacious.
Now, I'm not one to say the world is flat, but the point is there are flatlands on the planet and regular mail is much better for many applications: it is real, it gets seen, it gets read if you send it to the right people.
Not so for e-mail; many have just too much of it and don't actually have time to read anything but the most important that gets onto the screen.
Keep all of that in mind when you are planning your next campaign. For your best prospects, it makes sense to send them something real.
Tuesday, August 24, 2010
Fresh air, wildlife, the brilliant starscape and, the ineffable, beautiful silence.
To those of living in the city, the noise is endless and a serious impediment to a high quality of life.
Mail is silent – there are no sound distractions. You and your mail. Golden.
Remember to take advantage of this the next time you compose and mail out your mail piece.
You and your mail. Silence. Golden.
Wednesday, July 21, 2010
Y'know, I'm not very excited about most mail that I receive; are you?
There is an exception though, and that is bulky mail or mail with some "thing" in it.
Those I find irresistable; it's a bit like Christmas, isn't it?
3D mail packages are exciting to the addressee, and are vastly underplayed. Somethings to consider:
Hone your target down to definite prospects; users of your service(s) and/or product(s);
Get your name on the thingy you are enclosing, and keep it relevant to what you offer; make your company memorable by it;
Avail more if they wish upon a visit or what have you;
Test against a non 3D mailing; you will be stunned at the difference in response*
(*Keep in mind that creative contributes about 20% to the overall response, the balance coming from the list and the offer.)
So give it a try and let me know the results.
Friday, July 9, 2010
Thursday, June 24, 2010
As a primer on international mail, terminal dues are the system
by which countries compensate each other for handling one another's mail.
The Universal Postal Union (UPU for short;www.upu.int) established the current system for payment between countries in 1991.
Essentially thee are three types of member country dues: Reims (primarily European), Industrial (US, Canada, Israel, Japan, Australia and New Zealand) and Developing Countries (the rest).
The separate postal rates types are roughly established by the UPU but often renegotiated between the countries themselves.
What does this have to do with you? Well, if youre thinking about mailing internationally,and we'll dwell more on that in future blogs, then it means by using different postal administrations' international rates, you can get some great savings on postage internationally.
Off tarifff rates can sometimes be less than half of your own country's tariff rates.
So, long story short >>>mailing internationally can make good sense for a lot of companies, and can posssibly work for you.
Resource Mail Services
Wednesday, June 9, 2010
The most common complaint that I hear from the Direct Mail community is that there is a dearth of names and lists out there.
Well, hello, this is where the virtual world really (chuckle) comes into play, because building a relevant database has never been easier, has never been cheaper. Many companies can easily do this on their own, using just their own site.
"We'll send you something free in the mail, just fill this out!" There you go, your own database complete with privacy issues addressed, and with a request for your information. Does it get much better than that?
That's what I'm talking about. There's no reason why you can't harness the power of your own web site to spin your own current and qualified database. A database that you can well use for mail of all ilk, and that can be the cornerstone for your successful direct marketing.
Build it, and they will come (or be mailed to).
Wednesday, June 2, 2010
Yes, mail is expensive and slow compared to cheap and instant e-mail.
But mail is still incredibly effective if you know what you want to achieve, who you want to reach, what you want to give and how you want to give it.
Now, if you send Clementine (pictured above) an offer for free cat food; well that would be a waste of money.
If you send her an offer for your new dog food, then that is money well spent. Lifetime value of Clemmie's dog food bill would exceed $2,000, so a share of that would be something worth achieving, no?
Why mail? It is real, tangible evidence of your interest in the consumer. It lingers around much longer than e-mail, and you can argue that it makes a very real impression on more than just one sense.
With today's technology,you can impact all 5 senses, yes, all 5 senses with your mail. That is a sensational opportunity to connect and convert prospects into clients.
Think about that and the creative potential that exists only with mail of the real kind.
Are you getting the maximum pop from your mail? Are your campaigns tired and uninspired?
Are you pulling the envelope instead of pushing it?
If you've got a good product or service, then mail continues to be an excellent and effective medium to reach and touch your audience and you deserve to benefit fully from it.
Next week, harnessing the virtual to reel in the target.