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Marketing Resource Blog

When Direct Mail Disappoints

Lynndell Epp - Monday, December 16, 2013

Expectations are high, right along with the piles of direct mail pieces ready to go. But, results don’t measure up. What went wrong?

According to an article published by jacobsclevenger.com, a digital direct marketing agency, it could be a lot. The article, entitled “Why your direct mail is underperforming” offers insights. They include:

Assuming your audience is just like you

People consume and process information differently. Provide enough options to capture a wide audience. According to the article, “This is why a direct mail best practice is to include a letter and brochure in each package, presenting redundant information in different formats. Additionally, the direct mail letter should present the information in two different ways. The content should include full content in paragraph form in the body, with key bullets called out in either the right-hand column or within the letter itself. This allows the audience to read the content however they prefer, i.e., in-depth or by scanning.”

Over crediting recipients’ ability to take action

According to the article, “A successful direct mail campaign is generally built off direct mail letters that underscore the urgency in making response easy for the user. A standard direct mail best practice is to provide a call-to-action multiple times within the direct mail letter, and to be extremely clear on the desired action.”

Not doing enough to break through the clutter

Bottom line, make it personal. The article points out, “The average person gets 9,000 emails a year…Digital media has increased the number of messages that inundate prospects and customers, further underscoring the need for relevancy and personalization. Relevancy is the only hope marketers have to get users’ attention and their response… customers prefer and have come to expect personalized communications. Furthermore, successful direct mail campaign tests show that personalized information, including personalized URLs (PURLs), empower and reinforce your direct mail communications.”

Eliminating clutter is particularly critical—both in your marketing decision-making and how your messaging addresses the marketplace. I grew up on a farm, where it’s common to separate wheat from the chaff. In somewhat the same way, I want to help you separate out unnecessary clutter to get to the heart of what’s most important marketing-wise.

Interested?
Let’s talk: Lyndell@mailmasters.net, 303-607-9424.

Print Still Has Its Place

Lee Watson - Monday, December 09, 2013

Not as an alternative to digital, but as a partner

Just as fuel injection engines require both air and fuel to operate properly, so do marketing programs need the right mix of elements to fire on all cylinders. Working in partnership, digital and print can create the most productive and profitable outcomes.

Not everyone agrees. In July, a www.theonion.com article declared, “Print Dead At 1,803…Sources close to print, the method of applying ink to paper in order to convey information to a mass audience, have confirmed that the declining medium passed away early Thursday morning… The influential means of communication was 1,803.”

And HubSpot, the inbound marketing software platform company that promotes all things digital, doesn’t seem partial to print. A recent article on Targetmarketingmag.com notes, “4 Direct Mail Truths HubSpot Got Wrong…HubSpot misses the mark when critiquing direct mail… I have long admired the people at HubSpot for their online marketing acumen…But their recent analysis of direct mail—‘6 Horrific Practices of Direct Mail’—displays a stunning ignorance of what works and what doesn’t work in direct mail…To begin with, they go down the slippery slope of criticizing marketing without knowing what the results of those marketing campaigns are.”

These two reports typify the opinions of many who believe that if it isn’t digital, it isn’t marketing.

The International News Media Association (INMA) in Australia disputes this digital “first, always and only” orientation, pointing out in a real estate-oriented August article , “Print is not dead – it just has some company…New research into real estate advertising shows print still has its place – not as an alternative to digital, but as a partner…I’m sick to death of reading about the death of print—with stories written like suicide notes…”

Direct mail in particular is enjoying newfound popularity. A spring 2013 Denver Business Journal article points out, “Mark Twain once said, ‘The reports of my death are greatly exaggerated.’ This quote also seems to apply to incessant reports about the demise of print as a communications tool…There are various reasons for its resurgence. A primary one is that print no longer is the primary communications medium, so it’s new and fresh again because it stands out from the crowd.”

The report adds that direct mail particularly is benefitting from this resurgence: “While many people are weary and wary of email pitches, enewsletters and other digital marketing, they’ll pay attention to well-done print pieces (just the opposite of what occurred when direct mail glutted everyone’s mailbox years ago). Another reason for print’s resurgence actually ties to the digital world, in the form of digital printing. Digital printing has made creating print pieces less expensive and more flexible.”

What does this mean for marketers seeking the right messaging platforms? View all marketing tools—digital and print chief among them—as part of a toolkit. Make decisions based on formulating the best mix of tools to meet strategic objectives. In some cases, this can be a mix of eblasts, direct mail, social networking support and mobile presence—perhaps coupled with a push for editorial media exposure. Other challenges may truly mandate an all-digital campaign; conversely, an all-print platform may prove the most impactful in select situations.

We stand ready to help you make the best strategic and tactical choices from what can sometimes seem like a dizzying array of options. By tuning out the noise around what’s trendy versus time-tested, it’s easier to get to the heart of the matter:

  • What has the best chance of success?
  • How does this fit within your budget comfort zone?
  • What metrics define success?
  • How do you measure and analyze results?

When you’re ready to start the discussion, email or call me:
Lee@mailmasters.net, 303-607-9424.

Mail Masters Marketing - Sweet deals May 2013

Lynndell Epp - Monday, May 20, 2013

FREE MARKETING EVALUATION 

1 hour consultation. No Selling. Discover how to keep your marketing budget under 7%! Identify 4 marketing systems that work for you. Learn how to develop a Marketing Message that will have prospects beating down your door. 



  

 

5 Things You Should Do To Make Your Direct Mail Envelopes "Do Their Job"

Lynndell Epp - Tuesday, February 19, 2013

You may be asking, the job of the envelope is the carry the letter, isn't it? Well, yes it is, but it's not the number one thing that the envelope should do to do its job. 

What is the number one job of an envelope? Check out this quick Three Minute Marketing Video to get the skinny on the Top 5 Sins in Direct Mail Marketing:

Click to View the video


Now that you are ready to fire up your direct mail marketing, contact Lynndell today by 

Call 303-604-9424 
or 

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Who Is This Denver Marketing Guy?

Lynndell Epp - Saturday, February 16, 2013

Who Is This Guy Showing Smart Small Business Owners The Easy, Fast, Simple, Secret and Lucrative Way To More Customers?

If you didn’t know that Lynndell Epp could help you grow your business through smarter marketing strategies, then you’ve been missing out.

Over the last 17 years, Mail Masters has become more than just a direct mail company or Denver printer; Lynndell has worked with hundreds of companies to implement his powerful, proven marketing strategies in many kinds of businesses to dramatically improve their advertising results.

Lynndell is the owner of Mail Masters in Denver, Colorado and his passion is in helping small business owners discover better and more effective ways to market their businesses and grow their income.

Lynndell accepts coaching clients who want to dramatically improve their Denver marketing results and income.

To hire Lynndell to advise or consult and help you increase your profits, please call the office and leave a voice mail at 303-607-9424 or just email him at Lynndell@mailmasters.net

 

Sweet deals for our Sweet Day!

Lynndell Epp - Monday, February 11, 2013

Free Marketing Evaluation:

 

1 hour consultation. No Selling. Discover how to keep your budget under 7%. Identify 4 Marketing Systems. Learn how to develop a Marketing Message that will have prospects beating down your door.

250 FREE Full Color #10 envelopes:

 
Try out our new envelope printer and get 250 Free envelopes with your first order. If you want great looking color envelopes within 1-2 days at a price no other competitors can beat, then call to get your 250 Free envelopes. 


Hurry! These specials expire April 30, 2013.


Direct Mail Companies: New Self Mailer Rules May Cost You

Lynndell Epp - Monday, January 28, 2013

The USPS is rolling out new regs concerning folded self mailers this month. And per standard federal government, the rules can get pretty convoluted. 

Don't get stuck with a design that is out of compliance with the new rules, you could risk paying twice the postage. 

We do have the skinny on the regs so if you'd like to download your copy of the detailed USPS visit our direct mail information page and contact us to verify your design with us or the USPS before you print a folded self mailer. 



Folded Self Mailer Reference Guide

Learn 20 Steps to Your Marketing Success in 2013

Lynndell Epp - Wednesday, December 12, 2012

 

20 Steps to Marketing Success 

 

It's time for you to take your marketing to the next level. It's time to stop doing "ad hoc" marketing activities that miss more than hit. If you're like most business people who struggle to get effective marketing in place and working consistently month after month, then this article is for you.

Just recently we have put a system outline in place that can help you visualize what your marketing needs to include in order to be successful. I'm going to go through a bunch of them here. If you want the rest, just send me an email to Lynndell@mailmasters.net and I'll send the entire packet out to you.

  

The 20-Step Sales Funnel

Step 1: Create a powerful, unique marketing message (a compelling story) that separates you from your competition. This statement/offer needs to be a clear and concise reason to call you versus anyone else.

Step 2: Create your list of prospects. Starting with your existing database of past/current clients & S.O.I. - then branching out to three target audiences. We want to hit a total of 4 different sources with your offer/message/story.

Step 3: Create a 6-part video series that explains your story, marketing message, system, approach, methodology to solving the prospects main problems / challenges / misconceptions / mistakes when purchasing your product/service. Each video should be outlined/scripted, 1-2 minutes in length and cover 1 topic.

Step 4: Create a Recorded Interview CD with the same content as the 6-part video series. This audio should be 20-30 minutes in length.

Step 5: Create a "Free Report" by getting the CD transcribed. The length of this document should be 4-6 pages and can be used as a download / handout.

Step 6: Create a "Landing-Page" website that can offer the 6-part video series, CD & "Free Report" to interested prospects.

Step 7: Create a 1-page sales letter for the free information offer.

Step 8: Create a full-color brochure for the free information offer.

Step 9: Create 2 multi-use postcards for the free information offer.

Step 10: Create 4 emails for the free information offer.

If you want the rest of the list, just send me an email & I'll get it right out to you. 

 

 

Bright Ideas in Marketing

Lynndell Epp - Tuesday, December 11, 2012

Ready, Get Set.............Market. Put together your 20 Step Sales Funnel and watch your business explode! If you think this is too ambitious or difficult for you to tackle on your own, then you need to employ some professional help. Mail Masters can help you develop and implement your 20 Step Sales Funnel. Call us or send us an email to get started. Don't waste another month or year trying to figure everything out yourself. Call us today. 303-607-9424

The most important words in Marketing are "Thank You"

Lynndell Epp - Thursday, November 15, 2012

Everyone gets busy and distracted during the holiday rush. Don't be one of those small businesses who forgets to be grateful for their most important asset: their customers. The opposite of thanking your customers is being rude and ignoring your most valuable business customers.

When done correctly, good marketing and business relationships create that holy grail of business, the "multiplier effect". Remember that old shampoo commercial on tv, probably the predecessor to social media, that boasted their happy customers "tell 2 friends, who tell 2 friends" and so on?


Make your holiday cards stand out and take them to the next level by rewarding your best customers. Include a free gift or service give away that you can afford that will incent your customers to reward you with their loyalty and also, "they'll tell 2 friends...". 

Mail Masters' affordable card packages allow you to the flexibility to have a custom design with enough left over to include something extra. 

Call us today at 303-607-9424 to get started, orders are due by December 6!



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