The Daily Word - WordTech Blog

Discounts for Direct Mail 2.0

Posted by Brenda Morgan on Mon, Aug 14, 2017 @ 12:08 PM

darts-155726_1280.pngBeginning March 1st a new United States Postal Service (USPS) Discount program lets all US-based direct mail companies qualify for up to 5% off their clients’ postage costs when they sign on to integrate their clients’ campaigns with Google ads using DirectMail2.0.

DirectMail2.0, a white-label software available to US-based direct mail companies has been approved for two USPS postage discount programs for 2017. The software allows Direct Mail companies to automatically integrate phone call tracking (and even listen to recordings of those calls), mail delivery tracking, and online ads through the Google network, to their clients’ direct mail campaigns. The software comes ready-to-use and allows the direct mail company’s clients (businesses of all sizes) to log in and see results in real time.
  • DirectMail2.0 allows direct mail companies to seamlessly integrate their clients’ direct mail campaigns with online ads, mail tracking, and call tracking – all of which can be accessed in real time from an online dashboard. DirectMail2.0 white label partners also now qualify for a 2% and 5% postage discount with the United States Postal Service.
  • DirectMail2.0 allows direct mail companies to seamlessly integrate their clients’ direct mail campaigns with online ads, mail tracking, and call tracking – all of which can be accessed in real time from an online dashboard. DirectMail2.0 white label partners also now qualify for a 2% and 5% postage discount with the United States Postal Service.

The Postal Service is running two mailing incentive promotions in 2017 that give discounts to all DirectMail2.0 partners. The programs offer postage discounts to mailers who use advanced technologies to improve their prospect’s experience. The first is the Emerging and Advanced Technology promotion, which offers 2% off postage for first-class mail with no quantity restrictions. The second is the Direct Mail Starter program, which offers 5% off postage (up to 10,000 pieces) to businesses and nonprofits who are not currently using direct mail.

The Emerging and Advanced Technology program is effective from March 1 – Aug. 31, 2017. Because DirectMail2.0 users see significantly better results from their campaigns, they mail more often — a win for both direct mail companies and the USPS.

“It’s exciting to see the that Postal Service recognizes the value of this software,” says DirectMail2.0 CEO Joy Gendusa. “And it’s great news not just for direct mail companies, but for the small businesses who use direct mail. Now they can not only experience exponentially improved results from their campaign, they can save money at the same time.

Source

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Topics: Direct Mail, direct mail 2.0

Christmas in July? Time To Get Ready!

Posted by Brenda Morgan on Mon, Jul 17, 2017 @ 11:07 AM

SantaBeach_addmustard_318305414.jpgWe are getting the holiday started a bit early, in hopes of catching a few of you from falling into that candy cane gift yet again. We have noticed again and again, that the best ROI from marketing comes from those that prepare early.

The Christmas card is the tried and true option.  But what about adding a calendar?  Just Make sure that calendar is worthy of being posted and viewed for 365 days! The Holidays are a great time to stretch your creative muscle with unique pieces that engage the recipient while building brand equity.

Use Holidays to Your Advantage

A key to successful marketing is often reaching consumers during their decision-making process and influencing those decisions by offering something valuable, whether it’s a discount or a solution to a shopping dilemma.

A direct mail campaign can help build awareness during the key holiday purchasing season. Direct mail can help familiarize customers with your brand. Even more so, it can help drive trial purchases when you offer customers something of value in your direct mail piece.

Direct mail can be the tipping point between considering and making a purchase, and having that first successful interaction with a brand can help build loyalty. Once customers have had positive experiences with a brand, those same customers are more likely to consider that brand for similar purchases in the future.

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Your direct mail campaign should ideally reach customers at the critical juncture when they are evaluating options but before they make a purchase, and a strong holiday message that conveys value and commitment to their personal successes and happiness is the perfect way to help close that gap.

Source

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Topics: Direct Mail, direct mail philadelphia, holiday

Will Informed Delivery Affect Direct Mail Marketing?

Posted by Brenda Morgan on Mon, Jun 19, 2017 @ 10:06 AM

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 I receive this email every day with snapshots of my incoming mail.  I'm still waiting for a marketer to add a ride-along image, but I'm sure it is coming any day now. Here is a screenshot of what a ride-along image might look like.

informed-delivery-campaign-elements-guide.pngSo, should you adapt your marketing efforts?

We would certainly say yes. Those looking to build brand loyalty and boost donations and sales conversions should consider the following recommendations.

  • Only one side is scanned.  Delivery scans and shares only the fronts of envelopes. Special offers, big announcements, website links, and calls to action should be brought to the front where they can be seen in Informed Delivery previews.
  • Use the right format.  USPS Informed Delivery currently only shares previews of letter sized mailings processed through USPS’ automation equipment.  If you are working on a large brochure, dont waste your time optimizing it for Informed Delivery,
  • Pay close attention to tones. Keep in mind that all Informed Delivery images are scanned in grayscale. Make sure your images are easily identified in Informed Delivery. Some colors just "pop"  against eachother.
  • Raise their curiosity. Most users can identify a business mailing right away.  By using a font that looks handwritten, you will peak their curiosity. With informed Delivery, most users viritually sort their mail before they even get to the mailbox.  Get the upper hand and make your mail stand out.

USPS Informed Delivery will have an impact on direct mail marketing. Users can expect USPS to expand features and fine-tune the service in the coming years. Direct mail marketers should keep a close eye on these changes to stay ahead of the curve and outpace their competitors’ conversion rates.

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Topics: Direct Mail, direct mail philadelphia, direct mail 2.0

Integrate Google with your Mailing for Better Results!

Posted by Brenda Morgan on Mon, Jun 5, 2017 @ 11:06 AM

Think of direct mail as a knife. It is extremely effective at its one job. (In direct mail’s case, that is generating leads.) Think of DirectMail2.0 as a robot Swiss Army Knife that handles a knife’s job, and all kinds of other jobs – without you needing to lift a finger.

Direct Mail 2.0® includes four features in one package. Old-school direct mail only operates on one. Direct Mail 2.0 is a seamlessly integrated system that maximizes your marketing impact. Instead of just sending out a direct mailing, Direct Mail 2.0® consists of Direct Mail, Mail Tracking, Online Follow-up Ads, and Call Tracking. Here's how it all fits together: 

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Step 1: Your Mail Pieces Are Sent

Direct mail pieces are mailed to your target market. This tried and true marketing medium produces results by delivering your artfully designed and clearly written marketing message right to your prospect’s mailbox.

Step 2: Mail Pieces Are Tracked

Using a cutting edge barcode technology system we designed ourselves, we track the mailing process of your order. You can log in anytime to know exactly when your cards are due to arrive, so you can plan for the influx of new customers.

Step 3: Automatic Online Follow-up through Google

Every prospect who visits your website following your direct mail campaign is funneled into an automatic follow-up system. Through our partnership with Google, text and image ads matching your direct mail piece follow your website visitors around the internet after they leave your site. So if prospects don’t take the desired action (fill out a form, buy, etc.) on your website the first time, you stay in front of them until they do. No leads left behind. (Dentists and other practices check out DirectMail2.0 New Patient Edition)

Step 4: Phone Call Tracking

We use a unique phone number to track the number of calls your mailing generates. You can use this data to gauge the effectiveness of different strategies and marketing messages. It also records calls so you can check for quality in your lead reception and sales processes

 

 

Topics: Direct Mail, direct mail philadelphia

Creating a Successful Direct Mail Campaign

Posted by Brenda Morgan on Tue, May 30, 2017 @ 12:05 PM

checklist_blue.pngCreating a direct mail postcard campaign may appear simple on the surface. After all, all you do is slap your contact information on a postcard with a stamp, mail it to everyone in the neighborhood and wait for the cash to come in, right? Wrong! The truth is successful direct mail campaigns are conducted very strategically and consistently over long periods of time. Before stamping and sending, agents must first take into account different variables and decide how to best maximize resources. Covering bases ahead of time will not only save time and money, but future headaches.

Below are five steps to creating a successful direct mail campaign.

  • Start With Your List
    Before beginning a direct mail campaign, you must first determine your target audience. Who are you trying to reach? Identifying your target audience beforehand will not only streamline the direct mail campaign process, but provide a foundation to begin designing your postcard and tailor your message. Agents typically segment their lists between clients and prospects.

  • Craft Your Message
    A clear understanding of your audience will help shape your message. Tie in specific marketing and sales objectives and you will have a well-constructed direct mail campaign. You may, for example, want to sell Product A because it has a great profit margin. However, if you determine 90% of your customers prefer Product B, you should craft your message accordingly. Simply illustrate the benefits of Product A over Product B and offer a strong incentive to buy Product A.

  • Design Your Print Piece
    After you prepare your list and perfect  your message, begin designing your postcard. Remember you only get one chance to make a first impression. Make sure your postcard is interesting and stands out from the crowd. That doesn’t mean, however, your postcard should be unprofessional. Nab the attention of potential clients, but don’t shock or offend them.

  • Measuring Response Rates and Calculating ROI
    The Direct Mail Association reports that the average direct mail response rate is 1-2%. That means you could send out 100 postcards and not get a single response! This is because a 1% response rate does not guarantee you will get 1 response every 100 postcards. Rather, response rates represent averages calculated over hundreds of mailings. This is why consistency is the single most important principle in planning a direct mail campaign. To achieve an average or better response rate, you must either mail repeatedly to the same list and/or significantly increase the number of pieces you send.

  • Be Consistent
    If you sit down to watch TV one night, you’re bound to see the same car commercial five or six times. Ad agencies have spent billions of dollars studying consumer behavior and have found that it takes multiple impressions to generate response to a marketing message. The same is true with direct mail: sending one mailer simply won’t get the results you want. You must mail to the same person repeatedly and consistently to get their attention, reinforce your message and ultimately drive a conversion.

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Topics: Direct Mail, direct mail marketing, direct mail philadelphia

Congratulations Ben - A Rising Star

Posted by Brenda Morgan on Fri, Apr 28, 2017 @ 12:04 PM

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Congratulations to our very own Ben Ohanesian who is being recognized as the Rising Star by Graphic Arts Association. Neographics – The Power of Print – is one of the nation’s largest regional graphic communications contests in which graphic arts, packaging, converting, design and publishing excellence is selected and showcased. Neographics is a contest dedicated to recognizing and rewarding the quality and service that is provided by the graphic communications, packaging and converting industries to their worldwide customers.

The Neographics Call for Entries is sent to more than 6,000 firms including print buyers and other people who work with the graphic arts communities in Pennsylvania, New Jersey and Delaware. Neographics is sponsored by the Graphic Arts Association in Philadelphia, PA.

The Neographics Awards Exhibition and Ceremony is the culmination of the entire process and is attended by hundreds of industry representatives and their customers and employees. The winning pieces are all displayed at a cocktail reception prior to the awards ceremony.

Neographics winners provide the customer with proof quality, service excellence and craftsmanship. It’s a message which is being heard and seen by more and more people every year.


We support Kisses for Kyle Foundation offers a variety of services to families fighting childhood cancer in the Delaware Valley. We urge you to consider a donation by clicking on the logo.

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One in every 330 children will develop cancer. While we cannot take away this diagnosis, we can help alleviate extra stresses by providing financial assistance and special experiences the entire family can cherish. It is our mission to make a positive impact on local families fighting the same fight the Snyders fought, and in Kyle’s beautiful memory.

Topics: Direct Mail, direct mail company, direct mail philadelphia

Informed Delivery Has Arrived

Posted by Brenda Morgan on Fri, Apr 14, 2017 @ 09:04 AM

seinfelld.jpgIn one stand-up routine, Jerry Seinfeld said: “If I could talk to the post office, if I could say to them, if you really want to be helpful to us, just open the letters, read them and email us what it says!  Well, it wont be doing that, but starting today they are doing something extraordinary.

The future is here. Imagine seeing what is in your mailbox before it even arrives. Or if you are traveling and wondering if the neighbor is taking your Bed, Bath and Beyond coupon. Get ready: mailboxes are going digital. 

Starting today, the USPS is piloting a service called Informed Delivery that lets customers digitally preview their mail before it arrives. Subscribers of the service will receive an email every morning that captures the front side of letter-size mail, giving visibility who the sender is and to whom the letter is addressed.

The email will appear in the form of a black-and-white newsletter and contain up to 10 digital snapshots, which can be viewed on the desktop online dashboard or through a mobile app. If over 10 mailpieces are received, a link will be provided to view the remainder through the dashboard. Magazines, catalogues, and other flat-sized pieces may be supported in the future.

Results from a market test in New York City show 70% of subscribers opening daily notifications and more than 90% reading notifications more than four times a week.

The USPS has also shared plans to unite physical and digital advertising: by giving companies the ability to provide hyperlinks to ads and promotions in the newsletter, driving more attention to advertising promotions.

Marketers: Combine Digital and Direct Mail

“If a direct mailer wants to give us an HTML, then we can actually make that piece click through to their website, so it can create a buy-it-now experience,” said Gary Reblin, Vice President of Innovation and New Products. “So not only would the end mailer get more impressions, but they also create the easy capability to be able to click through and purchase.” In other words, more eyes on mailings.

This service is poised to elevate the role of direct mail in the everyday consumer experience, engaging them in the environment of their choosing. In an age where consumers want to take data into their own hands - tracking everything from fitness to package deliveries - Informed Delivery responds directly to this. Marketers will need to match the enthusiasm for tracking data in order to reach the right people with the right message at the right time.

“If you can do a QR code interaction on a mail piece, you can do this,” said Postal Service CMO Joe Cochrane. “But what we can do is measure when recipients engage with Informed Delivery and then when they go to your site or convert. This is going to do a lot for the attribution issue.” Analytics that point to when and which mailpieces consumers view and what actions they take will certainly give rise to personalized brand experiences. 

The service is free for now, with no plans to later monetize it. Visit the USPS' Informed Delivery website to learn more.

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Topics: Direct Mail, marketing, direct mail philadelphia

Targeting the Best Customers

Posted by Brenda Morgan on Fri, Apr 7, 2017 @ 13:04 PM

poster_postcard-1.jpgHere are some simple direct mail marketing ideas that will help simplifygetting the perfect customer.

Know Your Target Audience

Understanding your audience is the key to the success of any marketing campaign. Collating information about a customer’s demographics such as males 20 to 35 or females having kids is just the beginning. There are other aspects such as their purchasing behavior, their fondness towards any product, attitudes, standard of living and lifestyle. All these factors will help you to know your consumers better and prove effective in lead selection.   

The Perfect Customer?

The conventional way of direct marketing does not work so well anymore.  The idea of mailing to several people and expecting that someone will be interested is no longer the way. With the cost of paper and postage increasing and with huge postal mails ending up in the waste bin, why waste dollars mailing to all when everyone isn’t your prospective customer? You will need to reach out to people who will purchase your products. In other words, a targeted mailing list will help identify your best prospects, and this will only be possible when you hire a print marketing company that’s a pro in such matters. Once you have adequate data about your customer demographics, send out mails that will reach their door steps directly to attract them towards your product or service.

Choosing the Right Type of Mailing List

An accurate choice of mailing list will have your most-valued leads. The more cautious you are in choosing and evaluating it, better the possibilities of success. If you are unsure about which one to opt for, here’s a checklist that you can consider:

  • Response List: It contains information about those who have replied to an offer in some way.
  • Cloned List: Helps you find prospects who are identical to your best and existing customers.
  • Customized List:  Helps you choose the consumer criteria that meet your requirements.

Create Your Direct Mail Message

Once you have selected the right mailing list, it’s important to create a direct message that gets delivered to the target audience. The information you are sending should represent what your business is about, and ensure that the piece is consistent with what you have to offer to your buyers. Use these tips to build a campaign that effectively reaches out to your target groups.

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Topics: Direct Mail, mail list, target

37 Years and Counting...

Posted by Brenda Morgan on Sat, Apr 1, 2017 @ 11:04 AM

Today is our 37th birthday!  And that's no April Fools Joke!

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We would like to thank our loyal customers for allowing us to acheive this milestone!  Thank you and enjoy our day!

 

Topics: Direct Mail, direct mail philadelphia

Tips for Having Great Copy

Posted by Brenda Morgan on Mon, Mar 27, 2017 @ 13:03 PM

quill-175980_640.pngWhat is good copy? What is bad copy? And how do you tell the difference?

One of the things I learned was some great tips for how they review the copy they receive from writers to help make the copy they receive even better.

Because let’s face it, whether you write your own copy or hire someone else to do it, you want to make sure it’s the strongest it can be.

So here are some tips about how to review your copy:

1)     Read the copy out loud.  When reading your copy out loud, if you find a place that you stumble, inevitably this is where your reader will stumble too.  This is a great indicator that there is something wrong that needs to be fixed.

2)     Read for one type of edit at a time.  When editing, there are really different types of editing you should do. One type of editing involves looking for spelling and grammar errors, missed words such as “not”, or misused words such as “they’re, their, or there”.

The second type of editing involves looking for clarity and accuracy in the copy. Is the come clear? Does it get your message across clearly? Are there better word choices that could make your copy stronger or places where an example might help to clarify?

By reading through copy more than once, focusing on only one specific type of editing task each time, you’ll be able to zero in on places that may need work. Some editors suggest you narrow down your focus even further, for example, looking for places where you can use action verbs instead of passive ones for example.

3)      Use the CUBA method.  This is a great method that anyone can use. In fact, you can have your family, your staff, etc. use this to help make your copy stronger.

The idea is to give the content to several people to read. As they read through, have them identify any areas where they find the copy confusing, unbelievable, boring or awkward. To indicate these areas, have them mark a C, U, B, or A (Confusing, Unbelievable, Boring, Awkward) directly on the copy.

4)     Use track changes and comments.  Having several reviews/editors with different comments can get confusing for anyone. If you want to make sure all of your edits are addressed, using the “track changes” and “comments” under your review section in WORD is one of the best ways to send edits back to a writer.

5)     Check for readability. When proofing your document in Word, you can check “show readability statistics” under your preferences for Spelling and Grammar.

When Word has completed checking your spelling and grammar, it will show a screen that gives your Readability score. This measures three things:

The first is your percentage of passive sentences. Reducing passive sentences makes your document stronger.

The next measure is something called the Flesch reading ease. You’ll find the best copywriters keep this around 80% or better, although this can be difficult and may not be achieved when there are technical terms involved.

The last score is the Flesch-Kincaid grade level. This rates your text on a U.S. school grade level. Ideally you want your level to fall around a sixth grade level, no matter how intelligent your audience is because it makes your message easier to read.

6)     Print it out.  It is easier to catch mistakes on a printed page than on a computer screen.  This is especially true if you do your own writing and don’t hire someone else to write your copy for you.

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Topics: Direct Mail, direct mail company, direct mail philadelphia