Insideup direct mail Sourcing Blog

Tips on Finding and Managing direct mail Services


Direct Mail Advertising Services: 10 Tips for a Successful Postcard Mailing

Dec 3, 2013

By:  Arlette Measures

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Postcard mailings can be a very cost-effective way to gain new business, and are offered by most direct mail advertising services. Many businesses, when planning a direct mail campaign, focus on getting attention with unusual packaging, pop-ups and interactive pieces. While such tactics can be helpful in getting your ad noticed among the many pieces of advertising a prospect most likely receives on a weekly if not daily basis, they can also be more costly to mail. For most small businesses, such pieces are best used sparingly.

Sending your prospects a simple postcard from time to time can be just as effective, if done well. Here are ten important factors to keep in mind when planning a postcard mailing with your direct mail advertising services provider:

  1. Lead with a clear, bold headline. This is not the place for your company name, unless your name clearly states what your product or service is. Instead, make a statement that will capture attention immediately and pique the interest of the recipient. Joy Gendusa, CEO of PostcardMania, in a YouTube video on the topic, points to the example of a cleaning service whose successful postcard began with the heading, “Let Us Do the DIRTY WORK.” To create an attention-getting headline, think about the key benefit you want to convey, and describe it as concisely as possible. Direct mail advertising services often employ copywriters who can help you with this aspect of your postcard.

  1. Include an eye-catching image. Whether this is a photograph of your product or team in action, or a well-designed graphic, it should simply and clearly reinforce what you want your prospect to take away about your business and what you offer. The cleaning company mentioned above followed their headline with a vivid, well composed photograph of their team hard at work, cleaning a client’s home. Your direct mail advertising services provider can offer suggestions if you need help coming up with an effective image for your postcard.

  1. Splash on the color. Vivid colors will draw attention to your message. A colorful postcard doesn’t have to be overly busy or “loud.” A good direct mail advertising services company can steer you in the right direction regarding color, so your postcard will be not only colorful and vibrant, but also aesthetically appealing.

  1. Catch ‘em on the flipside. Again, the heading is key, and must capture attention. The headline on the back side of the postcard will actually serve more like the subheading of an article would, telling an important benefit, and drawing the reader into the smaller text that follows.

  1. Feature your benefits. If you’ve done any advertising at all, you have likely heard, or been involved in, the proverbial features vs. benefits discussion. One simple way to keep it straight is to remember that features are all about you; what your company provides. Benefits are all about your customer; what they will experience as a result of the features of your product or service. What features you list will depend to an extent on the nature of your product or service. If features are self-explanatory, that space might be better used to list additional benefits. Either way, be sure to emphasize the benefits the prospect can expect. Again, be concise. This is a good place to use a few simple bullet points.

  1. State your offer. This could be a percentage off, a free giveaway, or other special offer that will provide enough of an incentive to try out your product or service. Freebies are always a good way to attract new business. Offering something that has a high perceived value but won’t make much of a dent in your budget to give it away for free is an ideal way to bring in new customers. For example, business communications provider Nextiva gives away a free phone to new customers. Pinnacle, a payroll provider, offers two months of free payroll services. After deciding on your offer, state it clearly on the card. And do keep your offer simple and easy to understand. 

  1. Invite the reader to take action. Make it absolutely clear what the recipient must do in order to take advantage of your free offer. Do you want them to pick up the phone? Bring the card in to your office? Enter a coupon code in their online shopping cart when they visit your site? Make your call to action clear and simple. 

  1. Place contact information where it’s easy to find. Right below the call to action mentioned above is a good place. Wherever you and your direct mail advertising services provider decide to place the information, be sure the customer won’t have to search for it. You want to make it as easy as possible for them to contact you.

  1. Don’t be mysterious. Remember to include your return address, even if you aren’t asking them to contact you via mail. This ensures you are viewed as a legitimate and credible business; shady advertisers are the ones who often do not give a return address.

  1. Don’t scrimp on the list. The most perfectly designed card will have little effect if you’re mailing it to the wrong group of people. If you’ve worked hard to build a mailing list of prospects, you will definitely want to include them in your mailing. If you need to increase your mailings beyond that, many direct mail advertising services provide lists that can be targeted to include only those individuals who are most likely to be interested in your offer.

The success of your postcard advertising campaign will also depend a great deal upon the direct mail advertising services you’re working with. InsideUp can match you with the right provider for your needs. Simply click this link to compare up to five free, no obligation quotes from pre-screened direct mail advertising services that are right for your needs.



Are Direct Mail Services and Other Direct Marketing Methods Still Effective?

Mar 11, 2013

By:  InsideUp

Direct marketing and mail services have been a popular way to generate leads and appointments in the past. Today, with a variety of technology resources readily available, direct mail has admittedly lost some ground. Direct advertising methods, like direct mail services,  when properly executed, can still bring an excellent response, however–and many businesses are still using these channels effectively.

One good reason to continue with direct mail services is because it is simply one of the marketing tactics that carries the lowest costs along with it. The cost per lead can be much lower with direct mail than with many other marketing methods. Your business will simply need to create a flyer that will attract prospective customers and mail these out to your target market. Finding a company that will send a bulk mailing for you can save you even more on your direct mail campaign.

Some may argue that even these costs are too high because web-based items such as email, websites, social media pages and so on are even less expensive. While this may be true, it does take an investment in time–and labor costs if you hire someone to build an email list and promote your brand through social media. Online marketing is without a doubt one of the best ways to go expand your reach, but while your company is working on building a relationship with the internet, direct mail services can keep you in touch with your customers and help bring in new ones.

Direct mail marketing helps your company achieve its marketing goals by putting you in touch with a target audience of specific individuals. It is an effective marketing technique that can help you address the right people with the right message.

Other effective direct marketing strategies include telemarketing and email. With these methods, you can also target specific demographics with the right message. Here are three important reasons why direct mail and other direct marketing methods are still worth your consideration:

Three Reasons Direct Marketing Services Should be Part of Your Growth Strategy

1. Savings
Direct mail marketing is one of the most cost effective ways to reach your target audience. After having a postcard or flyer designed, your only cost is the mailing and you will have your campaign on the road. This is a straightforward means of gaining exposure for your brand in a short amount of time.

2. Targeted Marketing
By targeting a segment of businesses or persons who are more likely to be interested in your product or service, you are increasing your chances that your marketing campaign will succeed. Rather than placing an ad in a newspaper or billboard where anyone might see it, you will be sending your mail or email or making your phone calls to people who have specifically expressed an interest in your business or its products or services. Such targeted campaigns can help your business grow faster than more generalized marketing campaigns.

3. Ease
Direct marketing is one of the easiest types of campaigns to execute since you can hire an outside company to do most of the work for you. A direct marketing service can also provide a database to ensure that your message gets in front of the right people.