Direct Mail Blog and Direct Mail Resources Avery Print and Mail Center Direct Mail Dish

Direct Mail Tip of the Week

Write the same way that you talk. Watch long cumbersome sentences and great big words that you probably don’t use in everyday conversation. Your readers will have an easier time understanding you and you’ll get better results from your direct mail.

Welcome to Your Mail Box-4 Lessons for Learning How to Build Direct Mail Campaigns

I’m often asked for a recommendation on where people can learn more about direct mail advertising. My advice is always the same....the best place to learn is your own mail box.

In my almost 45 years in the business I never found a better source of knowledge than to review the mail that comes in my mailbox six days a week. Like most people, I discard many items I receive but, unlike most people, I never discard a single piece of direct mail advertising without first having read it.

What can you learn by doing this? Here are some of the valuable lessons you can get:

1. What are my competitors doing?

Chances are you will receive mailings from others who are in the same or a similar business to yours. Reviewing their direct mail will keep you up to date on the competition and is likely to provide you some valuable ideas on how you adapt things they are doing to your own needs.

2. Ideas for layout, format and design:

You will often a layout or a design element that you find quite attractive. Chances are you can adapt some of these ideas to your own direct mail and even improve upon them. Are you receiving lots of jumbo postcards or are most people mailing standard size?

3. Offers:

Study the offers you see, particularly if they are from a competitor. If you are a dry cleaner and you offer $2 off on a cleaning job and your competitors are offering $3, you are likely to lose business to them if they are mailing in your same market. You will also find offers from other businesses that can be adapted to your own. One example that most people are familiar with is the offer made by Bed Bath and Beyond where they regularly send coupons worth a 20% discount on a single item. You don’t have to be a linen store obviously to use this idea. It can be applied to almost any retail business.

4. Frequency:

How often are people mailing? Study mailings being made by people in businesses that are similar to yours to see what their frequency is. This can give you an idea on how often you should be mailing to keep up with your competition.

You may want to start keeping a file of mailing pieces that you find attractive and interesting. This will serve as a valuable resource for ideas when you sit down to plan your next mailing.

Finally, a word of caution. Be careful to analyze mailings you receive from others in light of your own business needs. Don’t assume that because a competitor is doing something in his mailings that he is necessarily successful. His requirements may be different than your own. His mail may be part of a larger promotional program that is different from your own. So don’t blindly follow someone else.

When you’re ready for your next mailing don’t hesitate to contact the people at Avery Print and Mail Center. They stand ready to assist you with all aspects of your mailing program. You can reach them at 877-Avery-PMC (877-283-7976.

Direct Mail Tip of the Week

Color postcards typically out pull black and white ones. We live in a world of color and you are competing for attention in your prospect’s mailbox. The cost of color today is so inexpensive that you should use it wherever possible. Your results will improve.

Want to Say “Thank You”? Consider a Greeting Card

Every business has many opportunities to say “thank you” to customers and inexpensive greeting cards are a perfect vehicle for doing so.

In today’s impersonal business environment you can make your business stand out by taking the time to tell customers how much you appreciate their business. Here are some opportunities for you to consider:

*When someone opens a new account with you

*When you receive a referral from a satisfied customer

*When someone has just made a purchase from you

Your copy should be short and to the point.

*“Thanks for becoming our customer. We appreciate your confidence and will always do our best to deserve your trust.”

*“Thanks for referring (hand insert the name). You pay us a big compliment when you refer someone to us and we deeply appreciate it. We will do our best to give the person you referred the same good service we try to give to you. “

*“Just a note to say 'thanks' for purchasing your new (name of item) from us. We know you have lots of choices and we appreciate your having chosen us. If there is anything we can do to help you enjoy your new purchase, don’t hesitate to contact us.”

Here are some specific “thank you” opportunities for different kinds of businesses.

Realtors:

*When someone has stopped in at an open house.

*After someone has called you to get more information.

*When you’ve received a referral.

Medical Practices:

*When a patient has completed his or her first visit.

*When you have received a referral.

Insurance Agents:

*When you have received a request for a quote.

*When a customer has renewed a policy.

Accounting Practice:

*When you’ve completed someone’s tax return.

*When someone has met with you for a consultation.

Think about saying “thank you” at different times. Many businesses use Christmas as a time to send a message of appreciation to their customers. Why not send a Thanksgiving message instead? Your customers will receive many fewer messages at Thanksgiving and your message will stand out. Plus, what better holiday than Thanksgiving to give thanks to your customers?

Need some help in designing your “thank you” greeting cards? The staff at Avery Print and Mail Center are there to help. You can contact them at 877-AVERY PMC (877-283-7976) or email them at customercare@printandmailcenter.com. They’ll be delighted to help you. You can also check out our greeting card templates for an easy way to create your "thank you"!