This is the final post our Key Elements to Success in Marketing series.
In case you missed the first posts, you can read them here:
And we’ve saved the best… or the most important… for last.
We’ve been working on our 4-part series on the 10 Key Elements of Your Marketing. I hope you feel like you’re becoming more and more of the expert you need to be to create effective marketing campaigns.
In case you missed the previous posts, you can read them here:
Now we’re going to focus on: calls-to-action, guarantees, follow-up systems, and repetition.
In our last post we introduced you to the 4-part series we’re doing on the 10 Key Elements of Your Marketing. Because we want to help you become expert in creating effective marketing campaigns.
In case you missed the first post, you can read them here:
Today we’re going to focus on four elements: targeting, offers, copy, and urgency.
It’s probably a good bet that you understand the importance of educating yourself on marketing. But are you the marketing expert you need to be in order for your marketing to be effective?
Don’t let the word “expert” intimidate you, we’re just saying you need to be an expert in creating marketing campaigns. But we’re NOT saying you need to have lots of experience in creating marketing campaigns. We’re saying you need to understand and know how to implement the key elements for any marketing campaign.
This 3-part series is going to help you with just that – understanding the 10 key elements you need for success in your marketing.
If you thought direct mail was a thing of the past, you aren’t the only one. Plenty of people still believe that direct mail is no longer an effective way to market, focusing instead on email and online marketing.
But they are all wrong.
Almost every major online retailer spends millions of dollars on all types of media, including direct mail. They’re doing it because it works. And because they know a mixed approach of both online and offline marketing is more effective than using one approach by itself.
There is no question that there was a period of time when companies could make more money by focusing solely on their online marketing. But direct mail has made a tremendous come-back.
Once you have got the hang of using Lumpy Mail™ or 3D mail to market to your prospects, the next step would be to use it to market your products or services to the people who can influence others into buying them. When you market to influencers and to market to brand ambassadors successfully with Lumpy Mail™ or 3D mail, you can take your sales up to exponential levels. These are the people who tell other people what to buy (and who get listened to because they are respected in their field or industry). So what can you use to get the attention of influencers and brand ambassadors?
Lumpy mail™ or a 3D mail, as you probably know, is any mailing that has a lump in the envelope, or is mailed in a 3D carrier. They are hugely effective at arousing curiosity and getting attention. This is very effective in preventing your mail from getting thrown in the thrash, which most people just do automatically without checking the mail to see what’s inside. And even though Lumpy Mail™ is automatically more effective than traditional flat mail, when you want to market to influencers or market to brand ambassadors you have to be much more thoughtful about what to include in your lumpy mail.
Have you decided to use lumpy mail, or 3D mail, to increase your direct mail success rates? Looking for Lumpy Mail™ ideas and Lumpy Mail™ examples that will guarantee that people will not only open your mail? Want to impress them so that they will not think twice about handing over their money in exchange for the product or service that you are marketing? Well, here are some Lumpy Mail™ ideas and Lumpy Mail™ examples that are sure to get your direct mail success rates skyrocketing like never before!
To make the 3D mail irresistible, it is important that you choose an object that instantly anchors the product or service you are marketing in the minds of the target audience. Capturing their attention, getting them to pay attention to what you’re offering, and motivating them to take the action you’re asking them to take will make sure you’re happy with the ROI on your marketing efforts. If you can think of an object that is unique, useful, attractive, humorous, which nobody has ever done before, then you have just such a hit on your hands.
If you are looking for direct mail success, then using Lumpy Mail™ should be the first thing on your agenda. Lumpy Mail™ , also called 3D mail, has been proven to the most effective way to get your target audience to open your direct mail. After all, even the most persuasively written sales letter will be a waste if the envelope is not even opened and sent straight to the thrash can!
What is Lumpy Mail™ ? Any mail that is not flat, but has a depth to it, making it more 3D than traditional flat mail, is called Lumpy Mail™ . This is achieved by enclosing any object inside the envelope, making the envelope lumpy (hence the name), OR by mailing your sales letter in a 3D carrier (like mailing tubes, trash cans, and wallet mailers).
How does this ensure direct mail success? Using Lumpy Mail™ instantly gets your prospect’s attention because it sits on the top of the mail pile (lumpy items naturally end up on the top because they don’t stack well in the middle of a pile of mail). read more…
Your mailing list is an extremely important part of your marketing program, especially when you’re using Direct Mail Marketing. Once you’ve identified your ideal customer, now it is time to evaluate the different sources to get the data. As I mentioned earlier, the first and most obvious place is to go to a mailing list provider. This is a company, such as infoUSA, USAdata, or MelisaaData, whose entire business is to provide mailing lists.
Ask a few basic questions to make sure that the data you’re getting is as good as possible:
How often is the data updated?
Reputable companies update their data at least monthly. Ideally, you want a list with extremely fresh data, but that is not always possible based on the source of the data. read more…
Format is very important in Direct Mail. When talking about format, I mean what the mail piece looks like. Different formats have different purposes.
The Rule of 3-30
The second most common thing everybody does at the end of the day is go to the pile of mail. The first is going to the bathroom. When you arrive home every day to get your big pile of mail that’s waiting in your mailbox, most people sort through it quickly and decide what they’re going to keep and what they’re going to throw in the trash.
Typically, people will take three seconds to decide if they’re going to keep the mail or throw it away. And then they take 30 seconds for them to decide if they’re going to look more carefully at your particular mail piece. Thus you have the rule of 3-30. read more…
This is the second post in a two-part post about the different types of direct mail. In case you missed the first part, you can read it here.
Letters consist of a piece of paper with either a handwritten or typed message, folded into an envelope. You can use varying sizes of envelopes.
There are two schools of thought in letter mailing. The first is trying to make the envelope look like a personal letter from a friend or family. Using things like handwritten fonts, live stamps, applied return address labels, blue or red ink, invitation style envelopes, or colored envelopes all help to make things look more personal. read more…
I’m often asked what the best type of direct mail piece to use is.
There is no right answer for this question. The best type of mail piece depends on what you’re trying to do in your sales 61 Types of Direct Mail process. In many cases, using multiple different mail pieces is an effective strategy. Each mail piece has plusses and minuses given the situation. It’s vital that you understand what you’re doing, and how each type of mail piece could be used to get the best possible outcome.
I would like to point out some of the pros and cons of each of the five main types of mail pieces I have discussed.
- They don’t have to open a letter to see the message.
- Because you can see the message without opening an envelope, multiple mailings help build a brand or name recognition, even if they throw the postcards away without reading them.
- People often keep postcards for future use. They might keep a coupon for a special offer on the refrigerator.
- Postcards are the least expensive way to send out Direct Mail.