Direct Mail Marketing 101

Push a few buttons and know your Direct Mail piece is being delivered to your customer as you read this. Accurate data processing is key to the success of today’s direct marketing efforts. We can help you keep your list organized, clean and up to date with all the postal regulations. We provide list hygiene, variable mapping, list updating, list acquisition and supplementing.

MAILING & FULFILLMENT

Benefits of using Go Big Mail Services: We will sort your mail to provide you with the lowest postage available. Our mailing services include processing your list, duplication removal of names on your list, CASS certification, inkjet addressing, postal presorting and a daily pick up by the post office.

DIRECT MAIL BASICS

One of the biggest mistakes that we see people make regarding Direct mail marketing is to send out just a few mailings and then quit. It’s much more then Direct Mail. It’s Direct Mail Marketing. The Direct mail we send are called “campaigns.” It’s called a Campaign for a reason. It is very important to understand that your response rates will go up with subsequent and consistent mailings. (As well as valuable, relative and pertinent content) Some people will look at your mail piece for several months or a year before they call you. You want to be the one that is still mailing to these people when they finally become motivated. You want to be “Top of Mind.” Remember that time and circumstances change all things. This is especially true for absentee owners for Real Estate Investors.

RESPONSE RATES

A study done several years ago gives you a better expectation regarding your Direct mail campaign results…

• After the 1st Contact: 2%
• After the 2nd Contact: 4%
• After the 3rd Contact: 6%
• After the 4th Contact: 10%
• After the 5th Contact: 81%

The study went on to say that 90% of the people gave up after the 3rd contact. If you want to be one of the 10% who stick it out and close 81% of the deals, you must have a system for doing this. Without some type of system, it will never get done.

Direct mail effectiveness – It’s a good bet says the pros!

With news that 51% of emails are deleted within two seconds of opening, and DMA research confirming that 79% of consumers act on direct mail, there’s a clear winner when it comes to getting customers interacting with your brand

• 79% of consumers act on direct mail
• 90% of consumers say they’ve been influenced to make an online purchase as a result of receiving mail
• Direct mail makes them “feel valued”
• Direct mail is considered “more authoritative and informative” than email
• 27% more of campaigns which delivered high sales performance included mail than did not.
• Campaigns with mail in the mix achieved over twice the market share growth as those without.
• 70% feel that they “receive too many emails”
• 90% of “Millenials” believe direct mail is reliable and 87% like getting retail information/offers that way.

Personalization

Add the ability of personalization to a Fulfillment system and you have a solution that offers truly reader-centric, 1-to-1 communications between businesses and customers throughout the full spectrum of the customer relationship cycle. Empower your direct sales channels to use their contact lists and knowledge about the customers to personalize contents while protecting your corporate branding...

VARIABLE DATA

Variable-data printing (VDP) (also known as variable-information printing (VIP) or VI) is a form of digital printing, including on-demand printing, in which elements such as text, graphics and images may be changed from one printed piece to the next, without stopping or slowing down the printing process and using information from a database or external file. For example, a set of personalized letters, each with the same basic layout, can be printed with a different name and address on each letter. Variable data printing is mainly used for direct marketing, customer relationship management, advertising, invoicing and applying addressing on self mailers, brochures or postcard campaigns. There is no limit to the number of Variable Data elements that can be assigned to any direct mail piece.

• FOR EXAMPLE.

A Real Estate Investor may want to do a direct mail campaign to an Absentee Owner. His list is comprised of many different fields such as “Owners” information including names & address AND the address of the “Site Property” & “Days behind in Mortgage.” We can insert all of these variables into the document, whether it’s a hand-written Yellow Letter, Postcard, or newsletter.

• Authenticity.

Often times we’ll use a “Hand Written” font so that the mail piece looks like you actually wrote it. This level of personalization makes the Direct Mail campaign have optimum authenticity, therefore greatest success in ROI or “open rate.”