If your mailing is fat, over-sized, or three-dimensional, it stands out. People want to pick it up and see what’s inside. Results of dimensional mailings can be spectacular. However, they also cost more to produce, assemble, and mail. Dimensional mailings work, but you want to be smart about using them.
Let’s look at some techniques for maximizing the effectiveness of dimensional mail.
- Narrow down and target the recipients carefully. Dimensional mailings are not best for undifferentiated mass mailings. They are best suited for generating sales of higher value products and services, such as long-term contracts or donor relationships, insurance or financial services, and real estate transactions.
- Don’t frighten a recipient with an unmarked package. If you want to keep the package plain, one way to handle this is to integrate a marketing message on the outside.
- Keep it relevant. The gift or incentive should be practical (a product sample) or relate directly to the marketing message in some way. Bewilderment is not the sort of attention you want.
- Research production and mailing costs carefully. Case studies can provide guidance and offer an idea of the response rates obtained by the kind of campaign you are considering.
- Ensure that it can be mailed. Consult with the USPS to ensure that you are not violating postal regulations or mailing something they (or other carrier) would deem unshippable.
- Test for integrity in the postal stream. Mail test samples to yourself or to colleagues to gauge the impact on the package itself. Does it get damaged as it is wedged into small mailboxes? Does it survive the mail stream?
- Track and measure the results. Establish a realistic benchmark for success.
Need more ideas? Give us a call!
Recently, IBM released a study titled “Redefining Markets: Insights from the C-Suite Study,” which surveyed over 700 CMOs from more than 50 countries. CMO’s number one priority, according to the study? Developing better customer experiences. Nearly two-thirds (63%) cited this as their top priority.
When the researchers looked deeper into what made for a “better customer experience,” they found that this referred to the cumulative impact of the multiple touch points a customer has with a company and the effects that the touches have over time.
This has to be done strategically. IBM also found a huge gap between how companies perceive they are doing with their customers and how they are actually doing. Eighty percent of CEOs believe their companies are delivering exceptional customer experiences, while 78% of customers stated that the average brand doesn’t understand them as individuals at all. That’s a huge disconnect.
Customer experience isn’t a guessing game. You have to be smart and proactive about planning your marketing interactions. This requires understanding and planning across the entire customer journey.
- Understanding the buyer’s motivations.
- Anticipating the customer’s journey from brand awareness to purchase.
- Putting the right content in front of the right people at the right time.
- Presenting a consistent, positive brand image.
- Speaking to people using segmented, targeted, and personalized communications that make them feel valued.
This isn’t as difficult as it sounds, but it does require planning. Set up a time to talk to us about creating an integrated multichannel camping that creates a positive customer experience and brings your prospects all the way to a sale.
CMO Priorities for the marketing organization
|Create better experiences for customers||63%|
|Increase depth of analytical skills||53%|
|Improve operations and organizational structures||41%|
|Enhance social and mobile||38%|
|Better measures of marketing effectiveness||29%|
Source: “Redefining Markets: Insights from the C-Suite Study” (IBM, 2016)
You’ve probably heard that bad addresses can kill the ROI on a direct mail campaign. But what are the numbers behind it? Just how costly can bad addresses be?
In a webinar sponsored by Epicomm, the Association for Leaders in Print, Mail, Fulfillment, and Marketing Services, the presenter told us just how much impact they can have. Mark Rheaume, national postal affairs director for AccuZIP, provided some eye-opening numbers:
- On average, 4% of organizations’ mailing lists are undeliverable. (That’s on average. For many companies, this number is higher.)
- For mail that achieves the five-digit presort rate, the cost is $.383. This means that, for every 1,000 mail pieces returned as Undeliverable as Addressed (UAA), you lose $383.
- For standard rate mail pieces, minimum postage for presorted full-service mail is $.254. This means that for every 1,000 returned, you lose $254.
If you have endorsements in there, these numbers rise exponentially.
When you send out a direct mail campaign, you want every piece to count. That’s why things like the list, the message, the offer, the call to action, and smart targeting and personalization are so important. When that piece lands in the recipient’s mailbox, you want it to hit its mark.
Make sure that each piece reaches its intended target by regularly cleaning up your mailing list so that every piece arrives at its destination. Talk to us about services like CASS, NCOA, and data enhancement services (such as deceased suppression or apartment append) so that your direct mail delivers maximum results!
(Data taken from “How to Dramatically Increase ROI by Adding Value to Your Existing Direct Mail Piece,” sponsored by Epicomm and hosted by Printing News on May 4, 2016.)
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