Is Your Mailing List Stale? (And What to Do About It)

Direct mail marketing remains a powerful tool in the marketer’s arsenal, boasting high engagement rates and a tangible connection with consumers. However, the effectiveness of direct mail campaigns largely depends on the quality of your mailing list. A stale or outdated list can lead to wasted resources, low response rates, and missed opportunities. Let’s look at how you can freshen up your direct mail list and keep it generating the best results for you.

 

1. Purchase a New List

One of the most straightforward ways to update your mailing list is to purchase a new one from a reputable provider. Many providers offer targeted lists based on demographics, geographic location, buying behavior, and other criteria. This allows you to reach a specific audience that is more likely to be interested in your products or services.

Use a reputable list provider that regularly updates its databases to ensure accuracy.

2. Add to an Existing List

Expanding your current list with new contacts can breathe new life into your direct mail campaigns. Here are three places you can start:

·       Run online and offline lead-generation campaigns to capture new contacts. This could include offering free resources, webinars, or exclusive discounts in exchange for contact information.

·       Collect contact information at events, trade shows, and industry conferences. Networking events are an excellent opportunity to connect with potential customers and expand your mailing list.

·       Encourage your existing customers to refer friends and family by offering incentives.

3. Conduct Your Surveys

Surveys are valuable for gathering fresh data and updating your mailing list. Here are three approaches you can use:

·       Regularly survey your customers to gather feedback and update their contact information. This helps you maintain accurate data and understand your customers’ changing needs and preferences.

·       Conduct market research surveys to identify new target segments and gather insights into consumer behavior.

·       Offer incentives such as discounts, freebies, or entry into prize drawings to encourage survey participation. Higher participation rates lead to more comprehensive data and a more robust mailing list.

Maintaining a fresh and updated direct mail marketing list is crucial for success. Investing time and resources in keeping your mailing list current will ultimately lead to higher engagement rates, better ROI, and more effective campaigns. Interested in what a new list, data append, or customer survey can do for you? Just ask!

What's in YOUR Recycled Paper?

The demand for recycled paper products continues to grow, but not all recycled paper is the same. For example, when you spec paper with 40% recycled content, it might be 30% post-consumer waste and 10% pre-consumer waste. What's the difference? Does it even matter?

Most people are familiar with recycled paper made from post-consumer waste. Examples include direct mail, newspapers, and paper packaging that we throw into the recycling bin. But what is pre-consumer waste? Pre-consumer waste is derived from paper scraps and trimmings discarded during manufacturing.

Defining Pre-consumer Waste

Say you are producing a brochure. During production, adjustments may need to be made to the press for color accuracy and alignment. This leads to test prints and setup waste. After printing, the job goes through finishing processes such as cutting, folding, and binding. Trimmings and offcuts, such as excess paper edges or misaligned folds, are also recycled.

All of this is pre-consumer waste, which occurs as part of the production process before the final printed brochure reaches the consumer. Pre-consumer paper waste is also produced in book and magazine publishing, packaging, and wide format.

One of the benefits of including pre-consumer waste as part of the recycled paper stream is that it does not get contaminated by other consumer waste (such as food or drink that gets spilled on paper products at someone's home). This makes it clean and highly efficient to recycle. However, not all manufacturers have efficient systems for pre-consumer waste, so the recycling rates tend to be lower.

Is One Better Than Another?

When spec'ing recycled paper, is one better than another? It's a matter of preference. Post-consumer waste is what most people see. This creates the widespread perception that post-consumer waste is "better" for a sustainability strategy.

The reality is, however, that both types of waste end up in the landfill if not recycled. So, both are equally valuable from a sustainability perspective. Furthermore, you have a more comprehensive array of recycled paper options by not focusing on post-consumer waste alone.

So, don't sweat it when considering the ratio of pre-consumer to post-consumer waste in your recycled paper! If you are spec'ing recycled paper, any mix of the two is a big "thumbs up" for the planet.

The Importance of Staying Top of Mind: Five Effective Strategies

In today's saturated market, consumers are bombarded with countless options, making it easy for your brand to get lost in the noise. However, implementing the right strategies ensures that your brand remains at the forefront of your customers' minds.

1. Promote Your Unique Selling Proposition (USP).

Your USP is what sets you apart from the competition. It's the unique benefit that your product or service offers, making it the best choice for your customers. Ensure your USP is communicated across all marketing channels, from your website to social media and advertising.

2. Create a Consistent Visual Identity

A consistent visual identity makes your brand easily recognizable and memorable. This includes your logo, color scheme, typography, and overall design style. To do this, ensure that you are following consistent brand guidelines. Use the same essential design elements in your communications, including brand colors, design themes, and brand images.

3. Be Consistently Visible

Regular visibility keeps your brand in front of your audience. Whether through postcards, email, or regular blog updates, staying visible helps maintain a connection with your customers. Create a content calendar to ensure a steady flow of content across all relevant channels.

4. Use Multiple Touchpoints

Engaging with customers through multiple touchpoints increases the chances of your brand being remembered. This includes emails, social media, direct mail, events, etc. Understand the different touchpoints in your customer's journeys and ensure you're present at each stage.

5. Get the Timing Right

Don't let your audience get sick of you. Reach out consistently, but don't get annoying. Use marketing automation tools to schedule communications based on customer behavior and preferences. Leverage seasonal trends and events to make timely and relevant offers.

In a marketplace filled with choices, staying top of mind is your "golden ticket" to maintaining customer loyalty and increasing engagement. By utilizing these simple strategies, you can stay top of mind and foster stronger relationships with your customers, ultimately leading to higher retention and response rates.

Make Your Content Sizzle Like the Summer Heat!

As the summer sun blazes and your competitors take time off, you should be gearing up. Summer is the perfect time to review and prepare your content strategy for your fall marketing blitz. Here's how to turn the summer lull into a productive season for your business.

1. Think Ahead with Fall Themes

Put on your tanning lotion, sip your pina colada, and let your mind drift to fall. Start developing content that aligns with fall themes. Consider topics such as back-to-school, autumn trends, and holiday preparations. Create a mix of content types, including blog posts, social media updates, direct mail campaigns, and email newsletters to engage your audience.

2. Plan and Schedule in Advance

Use the time to work ahead while your competitors are napping on the beach with their toes buried in the sand. Schedule your social media posts and email campaigns in advance to ensure a consistent presence, even during busy times. This proactive approach will keep your brand top-of-mind and free up your time for other important tasks when the busy season hits.

3. Refresh Your Marketing Content

Another idea for using the summer to elevate your fall marketing is to refresh your marketing content. Review your existing marketing materials to see what needs updating or improving. This could include rewriting product descriptions, updating visuals, or creating new promotional materials. Fresh, engaging content will help attract more customers and keep them interested, setting the stage for a successful fall marketing campaign.

Need Help? We're Here for You!

Take advantage of the quieter summer months to set the groundwork for a successful fall, making your content sizzle like the summer heat. By preparing now, you'll be ahead of the game, ready to launch your fall marketing campaigns confidently and creatively. So, while others are taking it easy, use this time wisely to boost your business and make the upcoming season your best!

The Imperative for Enhanced Content Marketing in B2B Sales

Are you selling into the B2B market? Then you know that an increasing number of stakeholders are involved in the purchase process, and sellers face a more complex buyer's journey than ever before. How do you break through? Content marketing (and lots of it)!

Printed materials such as direct mail, newsletters, and multi-piece kits are well suited to selling into the B2B market. Once delivered, these pieces often remain visible for days, weeks, or even months during the various stages of the research and decision-making process. Printed pieces can also be easily shared between team members.

How Many in the Buying Journey?

There are often a lot of team members to share with! This is because B2B buying decisions are often made by a committee rather than a single individual. According to recent research,

·       41% of B2B purchases involve 1-3 people,

·       36% involve 4-6 people,

·       23% involve seven or more people.

Moreover, the roles of these decision-makers can vary significantly. Half (50%) are primary decision-makers, while the other half cover various functions: internal influencers or champions, researchers, technical buying influencers, and even end users. For content marketing, this means segmentation is critical. The same message you send to the primary decision maker will differ from the one you send to technical buying influencers or end users.

Target by the Buying Stage

Content must be targeted by the buying stage, as well. The average B2B buyer's timeline involves various stages, including conducting research, developing a list of potential vendors, collecting information on pricing, evaluating solutions, seeking input from peers and existing users, and consulting industry analysts and consultants. With such a multi-faceted process, businesses must tailor their content marketing efforts to address different stakeholders' diverse needs and preferences at each stage.

Techniques for knowing which team members are at what stage (and require different types of content) include engagement tracking, lead scoring, progressive profiling, and many phone calls! It takes time and persistence, but the payoff can be significant.

Need help deciding which content to send during which stage of the journey—and to whom? Let our business development experts help!

Source: DemandGen "B2B Buyer Survey Report" (2022)

Five USPS Tips for Foolproof Direct Mail

When creating successful direct mail campaigns, the U.S. Postal Service (USPS) is the ultimate expert. Here are five of its most helpful tips for creating foolproof direct mail campaigns:

1. Choose Your Format Carefully.

The format of your direct mail piece can significantly impact its effectiveness. Different formats, such as postcards, letters, catalogs, and dimensional mailers, offer unique advantages in visibility, customization, and storytelling capabilities. Choose a format that aligns with your campaign goals.

2. Details Matter.

Attention to detail is crucial in creating a direct mail campaign that resonates. Ensure your messaging is clear, concise, and targeted to the recipient's needs and preferences. Pay close attention to branding elements, including logos, colors, and imagery, to maintain consistency with your brand identity.

3. Consider Faux Stamps.

Incorporating faux stamps or personalized postage on your direct mail envelopes can add a touch of authenticity and personalization. Faux stamps create a sense of importance and intrigue, prompting recipients to pay closer attention to your mail piece.

4. Pick the Right Class.

The USPS offers a range of mailing classes, including First-Class Mail, Standard Mail, and Every Door Direct Mail, each with its own benefits and pricing structure. Consider factors such as budget, delivery timeline, and specific campaign requirements. First-Class Mail is ideal for time-sensitive communications or personalized mailings, for example, while Standard Mail may offer cost savings for larger volume mailings.

5. Add a Letter.

By including a letter alongside other promotional materials, such as brochures or product samples, you can provide additional context, address customer concerns, and guide recipients toward action. A well-crafted letter can establish credibility, build trust, and prompt recipients to respond, ultimately increasing the ROI of your direct mail campaign. A/B tests have shown an increase in ROI of 3:1 when a letter is included in a direct mail packet over sending a postcard alone.

By following these expert tips, you can create impactful, engaging, and results-driven direct mail campaigns that resonate with your target audience and get results!

Refresh Your Marketing Collateral for Maximum Impact

One often overlooked aspect of maintaining a solid brand presence is regularly refreshing your marketing collateral. From direct mail to marketing emails, here are five ways to update your design and keep it fresh.

1. Update your colors.

Remember when almond used to be the "hot" color for kitchen appliances, and bathrooms were pink? Color trends change—in home décor and in marketing! When was the last time your color palette had a refresh? Check out the latest color trends and incorporate them. Consider seasonal trends or industry shifts when selecting new colors to stay ahead of the curve.

2. Go heavy on the visuals.

In today's visual-centric world, photos and graphics are more important than ever. High-quality visuals can capture attention and convey messages quickly. Refresh your marketing collateral with new, eye-catching visuals to breathe new life into your campaigns.

3. Concise and easy-to-read text.

Keep your text concise and easy to read in the age of information overload. Use clear, simple language and break up large blocks of text with headings, bullet points, and infographics. This approach makes your message more digestible and improves readability across different devices.

4. Use plenty of white space.

White or negative space is essential for creating a clean and visually appealing design. By incorporating plenty of white space, you can draw attention to critical elements and make your content more readable. Use graphics, bullet points, and shorter paragraphs to maximize white space and maintain a clean layout.

5. Incorporate social proof.

Social proof, such as customer testimonials or reviews, can build trust and credibility with your audience. Buyers trust their friends and family more than they trust brands, so incorporating social proof into your marketing collateral can help persuade potential customers to take action. Consider featuring testimonials in your direct mail pieces or adding customer reviews to your website.

Refreshing your marketing collateral is essential for staying relevant and engaging with your audience. Design trends are constantly changing, impacted by cultural shifts, global events, and market dynamics, so keep things fresh and up to date. Design trends don't rest, so neither should your creativity! Need help? Just ask!