Environmentally Friendly Direct Mail
It’s a given that the direct mail industry must embrace and promote an environmentally friendly position and I can tell you that most of us do. But for some reason the direct mail industry always gets a bad rap.
Many of us in the industry have been actively pursuing an environmentally proactive stance for years. For example: In the winter of 1993 for Holiday Gifts I had a tree planted for each one of my clients. It turned out to be the largest contribution at that time to the US Forest Service.
But here’s the interesting thing. After all these years I still have very few clients asking for, or even interested in recycled stock, soy ink or any green solutions. And when this does happen it’s usually a nonprofit organization.
Having said this however, I do I think the time has finally come. It is coming from the “Retailers”. Yes, retail “advertisers” are now leading the charge for environmentally friendly direct mail. The industry is ready.
Half Price Books, Office Depot, Staples, Macy’s, Crate & Barrel & Dell, to name a few are leading the charge with recycled stock and environmental requirements on all their direct mail pieces and catalogs.
We can educate the public on what we are doing and how direct mail actually excels in environmentally friendly options compared to most other forms of advertising and communication but nothing will change our public perception until the major retailers and advertisers embrace it and use it.
What is your DTA Pitch?
Elevator Pitch – A slang term referring to the 20-60 seconds an entrepreneur has to interest a venture capitalist (VC) in his or her business idea.
The initial idea was this: If you are lucky enough to run into a (potential customer, producer, publisher, agent, boss, etc) decision maker in a captive situation such as an elevator you may actually have 20 – 60 seconds to say something directly to him/her and it better be good because you may not get this chance again.
The majority of us have one and it’s worth developing and reviewing from time to time. Although I don’t know of anyone who has used an elevator pitch in an actual elevator it does come in handy in other circumstances such as a networking events, luncheons and other chance meetings.
Have you heard of the DTA Pitch?
DTA Pitch (Don’t Throw Away Pitch) is my marketing term referring to the 3-7 seconds a direct mail piece has to interest a potential customer before they toss it in the trash.
If you’ve done it right you are actually in the hands of your target customer. They are glancing at you & your company right now and will make an instant decision. You have their attention for a few seconds, quick say something that will give you a little more time.
It’s easier to develop a DTA Pitch if you have a Strong Offer. No matter what format you are sending, the focus should always be the offer. Your potential customer should be able to know exactly what the offer is within 3-7 seconds.
Here’s an example:
FREE OIL CHANGE! With this card
When I glance at this card, it has a few pictures, logos and some copy (It kind of looks like this paragraph) but I instantly see the offer. Although I don’t know the exact details I do know exactly what this postcard is about. Hey, I can get a free oil change. Hmm? I wonder if this applies to my car or if it is only for 4 cylinder models. That’s a good DTA Pitch. Before I toss it I will either stop & read it thoroughly or I will set it on my pile of mail that I must go though later, preferably in my chair by the TV. Then I will read it through before I decide to use it, keep it, or throw it out.
Here’s another example:
Come to RIVERSIDE GRILL GRAND OPENING MAY 12TH!
Enjoy one of our Award Winning Desserts FREE!!
With any food purchase May 12 through May 15, 2010
No matter what else is on the card, I can tell in a matter of seconds that this place called Riverside Grill is having a grand opening on May 12 and if I eat there anytime this weekend I’ll get a free dessert. Hey it must be pretty good if they’ve won some awards. It tells me exactly what’s going on and why it may be worth my time to check them out.
FREE: HOW TO RUB YOUR STOMACH AWAY “The simplest and most natural way to lose weight is by this effortless two-minute workout.”
Now, if I got an envelope with this headline written by Eugene Schwartz, I would definitely open it and review it before I tossed it. The offer for me is that I will learn a quick and easy way to lose weight. I know it sounds hokey but I’ve got to check this out, and who knows, by some slim chance there may actually be some good information inside? I think I’ll read this one later in my comfortable chair as I’m munching on deep dish pizza.
What is your DTA Pitch?
Direct Mail is the Workhorse of Advertising
Workhorse – (wûrk’hôrs’)
1. A horse used for plowing, hauling, and other heavy labor, as distinguished from a riding horse, racehorse, etc.
2. A person, who works tirelessly at a task, assumes extra duties, etc.
Direct mail is advertising’s “workhorse” and will be around a long time. It’s used for prospecting, customer retention, invoicing and heavy lifting such as revenue generation & sales. Direct Mail is actually more related to Sales than Marketing.
Other than a face-to-face meeting, there are very few connections more valuable than getting a “tangible object” with your “pitch” literally in your customer’s hands in the comfort and privacy of their home or office.
Don’t confuse direct mail as a “riding horse” or “racehorse” when it comes to advertising. Email and even Facebook, twitter, or mobile may indeed be worth gambling on but for actual sales, and other heavy tasks such as seminars, conventions & events bet on the Workhorse, Direct Mail.
What’s in My Mail Box?
What is the current state of direct mail advertising today?
Who is sending it? Is there a trend? How are they doing? I’ll tell you!
My critique of actual daily mail received in my box. I’m scoring it – Best possible score 100
The only thing that really matters in a direct mail piece is whether it was successful. Although I have no idea what kind of response most of this mail generates, my critique is based solely on proven direct marketing principles as well as my past experiences. It is my personal opinion that any piece with a score over 70 is more than likely creating positive results for the mailer with 100 bringing in the best response available.
Date: 12/05/09 Amount of mail: 4 pieces / Standard Mail: 2 / First Class Mail: 2
1 piece addressed to me, 2 pieces addressed to my wife, 1 piece addressed to my daughter
- The Houston Symphony Postcard, Size: 6 x 11 four colors (addressed to my wife)
Score: 90 – The Direct Mail Coach
Front side: Stained glass photo and text: Concert info and text “Feed your soul through this transcendent experience of text and music”
Mail Panel side: Three individual photos and a lot of copy describing the event plus a few other upcoming shows.
Offer: Handel’s Messiah in Candlelight (Christmas concert) Dec. 18, 19 & 20. Get tickets for as low as $25
List: Customer list (she has attended in the past)
Strong points: Targeted and very timely. Nice design, copy and layout. Second Symphony postcard in 2 days. One addressed to me yesterday and then today a different one addressed to my wife, well done.
Weak points: No hard offer. No particular reason to bring card or refer to card when ordering tickets.
- Syracuse University #10 packager, 8 ½ x 11 in window envelope (addressed to my daughter)
Score: 90– The Direct Mail Coach
Envelope: #10 white window with Syracuse University logo and return address
Letter: Laser letter on letterhead from the Dean of Admissions
Offer: An acknowledgement of inquiry and an invitation for visit, personal interview and lunch with a current student and/or faculty member. Personal access number for events
List: A prospect list – she had filled out an inquiry sheet at high school on college night
Strong points: Letter from Dean of Admissions showing interest and encouraging more contact. Well-written letter highlights a few graduates by their occupations, current Vice President, inventor of 1st artificial heart, founder of Goldman Sachs and a few others. Letter also provides an “access orange” number for admission events.
Weak points: No Postscript, no hard offer
FIRST CLASS MAIL – personal mail not reviewed
Netflix DVD mailing
Financial Company Statement
What’s in My Mailbox?
What’s in My Mailbox?
What is the current state of direct mail advertising today?
Who is sending it? Is there a trend? How are they doing? I’ll tell you!
My critique of actual daily mail received in my box. I’m scoring it – Best possible score 100
The only thing that really matters in a direct mail piece is whether it was successful. Although I have no idea what kind of response most of this mail generates, my critique is based solely on proven direct marketing principles as well as my past experiences. It is my personal opinion that any piece with a score over 70 is more than likely creating positive results for the mailer with 100 bringing in the best response available.
Date: 12/04/09 Amount of mail: 4 pieces / Standard Mail: 4 / First Class Mail: 0
3 pieces addressed to my 18 year old daughter, 1 piece addressed to me
- Visible Changes Postcard, Size: 4 x 10 four colors (addressed to my daughter)
Score: 85 – The Direct Mail Coach
Front side: Collage of 15 photos (headshots) and text: Happy Birthday Wishes
Mail Panel side: Minimal text telling you exactly what to do.
Offer: Happy Birthday from Visible Changes. Bring card into Visible Changes for a free gift, Exp date: 1/31/2010
List: Customer list (my guess as my daughter is a customer)
Strong points: A quick glance and you know exactly what the offer is. Contains a reason to bring card in – FREE gift. Simple to the point design, good copy and the offer had no purchase qualifications or disclaimers.
Weak points: Daughter’s birthday was in October. Either this was a database problem or this was a second mailing. It is possible they resend the birthday cards to the people who have not claimed their gift.
US Navy Self-mailer, 8 ½ x 14 folded, four colors (addressed to my daughter)
Score: 50– The Direct Mail Coach
Front side: Color photo of satellite dishes and a man in a hard hat. Text: “Some take technology for granted. Others take it to the extreme”
Mail Panel side: Blank with this text: “The education of a lifetime. Career opportunities in no time. Open and apply”. It also has a return address with no recognizable logo or name of who sent it.
Inside: When opened the inside contains a photo of electrical technician with text on the right hand side. The basic pitch claims that you can’t get a good job without an education so you should join the Navy. Joining the Navy you’ll have a good career with a purpose and you’ll get up to $70,000 toward a college degree. It also has a business reply card you can tear out and send in for more info.
Offer: A rewarding career with potently over $70,000 to use toward college degree
List: A prospect list – Age select and possibly other demographic selects.
Strong points: The personalized tear-out business reply card. They have also targeted the right demographics. Although it is impossible to tell who sent the mail and what the piece is about without opening it, the mailer will probably get opened. I assume this was by choice. If it is recognized as being from the Navy some may assume it is a recruiting piece and make a decision to toss it without opening it.
Weak points: The offer is vague. “A college degree. Think of it as a benefit, not a requirement.” Copy is confusing and not focused. A small paragraph at the bottom should have been the focal point as it reveals a more emotional and clear reason to consider the Navy.
- US Navy Self-mailer, 8 ½ x 14 folded, four colors (addressed to my daughter)
Score: 40 – The Direct Mail Coach
This was another exact duplicate of the mail piece above. The carrier name and address are exactly the same. I wonder how many duplicates they have unintentionally sent out. This could be costly. They should have processed their data to eliminate the duplications. -10 points more for duplication
The Houston Symphony Postcard, Size: 6 x 11 four colors (addressed to me)
Score: 75 – The Direct Mail Coach
Front side: Santa photo and text: Concert info and text “Let the Houston Symphony bring joy to your world this holiday season”
Mail Panel side: Three individual photos and a lot of copy describing the event plus a few other upcoming shows.
Offer: Very Merry Pops (Christmas concert) Dec. 11, 12 & 13. Get tickets for as low as $29
List: Customer list (I have attended in the past)
Strong points: Targeted and very timely. Nice design, copy and layout.
Weak points: No hard offer. No particular reason to bring card or refer to card when ordering tickets. Individual conductor’s photos not labeled.
How to choose a direct mail provider
The good news;
Ad Agencies, Consultants, Brokers & practically anyone involved in advertising or marketing are embracing it and know at least some of the basics.
The bad news;
Ad Agencies, Consultants, Brokers & practically anyone involved in advertising or marketing are embracing it and know at least some of the basics.
With so many vendors & companies adding direct mail to their list of capabilities, it is being treated as a product or commodity that can be easily packaged and sold off the shelf or on the web.
Although many of the direct mail processes can be treated as a product or auxiliary service many of the processes should not.
The ramifications of Direct Mail’s wide acceptance has of course benefited in lower costs and more avenues for retailers of all size and budget. More importantly the small and independent retailers now have access to what the larger department stores and chains have been doing for years.
But this has also affected the overall impact of direct mail in the market place. With more and more retailers showing up in your customer’s mail box the chances of you getting your customers attention and actions may not be as predictable or even as successful as they once were.
This simple fact demands that your direct mail work harder & smarter. This means more testing, smarter copy, smarter offers, smarter list research and database selections as well as careful attention to detail.
And as everyone else (even Newspapers, Printers and Graphic Artists) becomes a direct mailer the decision of who will best help you has become more complicated at best and actually critical to your business survival at worst.
Finding a direct mail source today is easier than it’s ever been. Today there are many local providers available in most cities. If you can’t find any in your area simply go to the Internet and “Goggle” the words “direct mail” and hundreds of thousands of companies instantly pop up and are more than ready and willing to produce work for you.
Yes, this is great news, but you must be very careful, when there are so many choices available it’s practically impossible to know which companies, agencies and consultants will do the best and most efficient job of handling your projects.
Not all providers have the specialized knowledge required for your particular business. Some providers are very adept at mailing out a standardized postcard or template promotion. Some providers are best suited for custom and detailed projects. Some are geared for small projects and some are best suited for large projects.
The choice you make is critical. Not only as to whom you should use but whom you should avoid.
Which choice is the best for you?
Consultants, Brokers, Ad Agencies, Printers, Mailers,
Graphic Artists, Copywriters, Newspapers,
Coupon Mailers, or Online Companies?
These are all viable choices and it all depends of course on your actual needs and requirements. I’ll discuss the main points to consider.
Consultants
Make sure that the consultant is a “direct Mail Consultant” and not just a print or marketing consultant. I would NOT recommend a “print” only consultant. Ask to see his/her direct mail work and call references. This is very important. Also marketing is a very broad term. Be leary of someone who advertises that they can do it all
A direct mail consultant will be a good choice if you really need someone to help you with ideas and suggest programs or projects that would benefit your business. It’s also a good choice if you or your staff does not have much direct mail experience. You can partner up with a direct marketing consultant and learn as you go.
Print Brokers
A broker is a “middleman”. Most Brokers don’t offer much in value added service. The results of your campaign are not their main objective or focus. He or she usually finds the most economical route for your projects. They may shop 3 – 4 different printers, mailers, graphic artist etc. and will more than likely choose the lowest bids. This route might be great for some generic “products” but I do not recommend it for direct mail projects. I’ve experienced first hand too many problems with brokers. Many retailers experience miscommunications and problems with brokers.
Advertising Agencies
Ad Agencies were one of the last to enter the direct mail market. Agencies do not historically have the required “accountability” issue of direct marketing. Remember, this is not branding, image building etc. It’s too simple and calculated for most of them as the results are measurable. In my experience Agencies also tend operate as “brokers” as opposed to “consultants” on direct mail projects. They usually farm out the project. This is because of the specialized postal knowledge and print knowledge required. I would stay away from ad agencies unless they have a history in direct mail or you have used a particular agency for years and have the trust that they can handle your direct mail projects. Note: This is also the most expensive route.
Printer
This might be a good choice if you already know what kind of piece you’re doing and want to coordinate it out to a printer and mailer. Some printers now advertise direct mail and may even have some mail equipment on premises. Ask for a tour and references. This can save you some money. Keep in mind however, that most printers do not yet have a handle on postal regulations and direct mail design and copy so be careful. Keep in mind also that printers may produce 10% over or under. So if your customer base is 28,456 and you ask for 28,500 postcards to mail 28,456 with the rest as samples, there is a chance that when it’s shipped to the mail house you will have 25,610 and you will have to mail short or you will have 31,301 and you may have to pay for 2,845 extra cards.
Mailers
This may also will be a good choice if you’ve handled or coordinated the printing yourself. Mailers also usually have good relationship with printers and may even recommend a printer that is more geared for direct mailing.
Graphic Artists /Copywriters
A graphic artist may be a great choice for logos, brochures, posters and other printed material. But a graphic artist’s specialty is design and creating a “look”. This is not what you need for direct marketing success. Direct Marketing is a specialized field. It takes many years to develop the skills needed for direct mail. If a graphic artist has this skill he or she will be marketing himself or herself as a direct mail specialist.
A copywriter might be a good choice but find out their specialty first. They in turn would be marketing themselves as a direct mail specialist. Also most copywriters I know of do not handle the entire direct mail project.
Newspapers
Many newspapers offer direct mail services. Some are good some are not. Be careful. This may work well if you are advertising with the newspaper already as they can work up package deals. However, be sure and check their direct mail references carefully. Most newspapers farm out their direct mail to other vendors. Also many of their representatives are former “ad” sales and have limited experience in direct marketing.
Coupon Mailers
Coupon mailers or mirage mailers are mailers that mail coupons in envelopes or booklets and some offer “solo” direct mail services. Their envelope and booklet mailings are a great value and are worth checking out however, like newspapers, most coupon mailers farm out there solo direct mail services and their reps are also “coupon” sales and solo mail may not be their forte.
Online Companies
Online companies offer generic postcard templates and easy ordering. This may be good for other “products” like business cards or posters. But I recommend you develop a relationship with a local provider.
Direct mail is not a product and should never be treated like one. A generic (template) postcard will hardly ever perform as well as a custom designed postcard.
Do just a little research and you will find a provider that will not only save you a little money they can help you make money!
Clowns & Pony Rides!
The Offer:
The offer is so important to the success of your direct mail. Please stop and take your time to come up with a “great” offer. The offer can literally make or break your promotion.
A Grand Opening, a Mothers Day Sale, an Inventory Reduction Sale, or a Christmas Sale etc., is NOT an offer. These are just events.
A Christmas Sale by itself may sound good. But what is the “offer”? What’s in it for the customer? Why will they come to your store?
Don’t just pick some items that sell well and add them on your direct mail piece. This might bring some people in to your store but you could do so much better.
Note: If you are using a price point, A hard offer such as $25.00 off works better than 10% off. But the offer does not have to be a discount or a discounted price. You could offer FREE delivery or FREE samples or FREE gift.
Imagine your son or daughter receiving a birthday card invitation in the mail today. Will they attend? It will most likely depend on how close the friend or family member is as to whether they will attend or not. But add an “Offer” and it may be a different story.
What if the invitation included CLOWNS & PONY RIDES plus LUNCH PROVIDED and they may want to attend a classmate’s birthday party that they hardly even know! Plus you will be more likely to let them go as they will get fed and taken care of for a few hours.
Direct Mail: It’s Not Rocket Science
This blog is written and focused specifically for the Retail Business Owner and/or those on their staff who handle the Advertising and Marketing. Why? Because this industry is the one I enjoy and know the best. I’ve spent over 20 years in the trenches working daily with many of the largest retailers in the county as well as countless independents, chains and mom & pop retail shops and services.
I’ve learned first-hand that direct mail is the most effective channel for customer acquisition and the best revenue generator for retailers. The national brands understand this and most use it very well. But many of the smaller chains and independents either don’t understand the power of direct mail, think it’s too expensive or don’t utilize it very effectively.
Another thing I’ve learned, over and over again in the retail industry is that “time is money”. My hope for this blog is that in a short time you may gain some useful tips or information that may help save some time & help you bring in revenue.
Today’s topic:
It’s not rocket science
Yes, I’ll start with a few basic but very important secrets regarding direct mail for the retail industry.
Secret #1 – It’s not rocket science!
Any successful retailer can do it
This will upset many agencies and consultants but it’s my professional opinion that any successful retailer can do it..
This blog is aimed at small to mid-sized retailers. Most successful retailers already possess the traits required execute a successful direct mail campaign. Don’t let the “advertising” mystic mislead you. Direct mail is not “brand awareness”, direct mail is not “image building” and direct mail is not “hard to understand”. It’s simple math.
Direct Mail Marketing is
NOT GENERAL ADVERTISING
This is why most agencies should not design your campaign.
IT IS NOT BRAND AWARNESS
IT IS NOT IMAGE BUILDING
IT SHOULD NOT DESIGNED BY COMMITTEE
IT IS NOT MASS ADVERTISING
IT DOES NOT HAVE TO LOOK GOOD
IT DOES NOT NEED TO WIN AWARDS
IT JUST NEEDS TO WORK!
Did you know that most of the “awards” presented to consultants or agencies in direct marketing are not even judged on how successful the mail piece was?
Question to ask if someone shows or mentions an “award” that they have received for Direct Mail.
1. How much money did it generate?
2. What was the response rate?
If they can’t answer either one of these questions without any hesitation, do not do business with them.
These are the only 2 THINGS THAT MATTER
Revenue Generated and/or Response Rate
It’s to the point. Its straight forward “Retail Basics” It’s about you creating “tractable” revenue into your store, website, mail box or home.
If the mail piece did not make you money or if it did not generate the response you projected (Although money is #1 sometimes all you need is response, such as a “seminar, event or lead generation) it was not successful.
Now lets discuss the basics.
I bet you have already handled a successful direct mail promotion.
Don’t let anyone, a consultant, an agency, a vendor, or even a friend con you into thinking that direct mail marketing is too complicated or technical for you to do or coordinate yourself. If you are running a successful retail business you are best suited and most likely have already acquired the skills and processes that are required and needed in a successful mail program.
Note that I said a “successful” retail business. Unfortunately the majority of retailers who probably need this information the most will not ever read this. Many are just uncomfortable trying something new or even reviewing or learning if what they’re doing is on track.
This is why I like retail. “Successful” retailers have learned to create the perfect blend of art and science. From purchasing a brand new and untried product from a “gut reaction” at the buyers market and then calculating and adding exactly the right mark up, knowing where and which shelf to place it on, setting up the display by the door to achieve the maximum exposure and knowing which of your customers will most likely buy it.
So the transition to direct mail will be a natural one for you.
The general consensus is that direct marketing can be boiled down to only three parts and in this order: The list, the offer and everything else. The success of your project is 40% List, 40% Offer and 20% everything else. I do subscribe to this theory as well however my belief is that the offer should be the number one priotity.
1. The offer or event (What’s the benefit for you customers)
2. The list (Who to mail? Customers or Prospects?)
3. The vehicle (Letter, postcard, self-mailer or e-mail)
Snail Mail Wins the Race!
If I had to pick one form of media today. If survival depended on me making the right choice and if it were the last of my budget and my only chance to make money. Here’s what I’d do. I would skip TV, Radio, Newspaper, phone, email and twitter and put it on direct mail advertising.
It’s not glamorous, it’s not state-of-the-art, it’s not exciting and it’s not cool brand advertising. But it’s the read deal. Direct mail exists for only ONE purpose; TO GET RESULTS! Yes, the direct mail piece’s only responsibility is to to make money!
After 20 years of daily hands on direct mail advertising I’m still convinced it’s the BEST media out there. Don’t get me wrong, I’m really exited about electronic media and believe that one day it may even surpass direct mail, but it’s not ready for prime-time yet and won’t be so for a long time to come.
