Tag Archives: Direct Mail

A World Without Facebook

I read such an interesting article by The Economist the other day.  It was called; “What would happen if Facebook was turned off? Imagine a world without the social network”

30% of the world’s population (2.3billion people) engage with Facebook every month. Economists estimate that it yields trillions of dollars’ worth of value for its users. Facebook is also blamed for all sorts of social horrors: from addiction and bullying to the erosion of fact-based political discourse. This article outlined some new research that suggests that it may be time to consider what life without Facebook would be like.

Hunt Allcott, of New York University, and Luca Braghieri, Sarah Eichmeyer and Matthew Gentzkow, of Stanford University, published results of an experiment where they recruited several thousand Facebook users and sorted them into control and treatment groups. Members of the treatment group were asked to deactivate their Facebook profiles for four weeks in late 2018. The researchers studied what happened.

On average, those that disengaged enjoyed an additional hour of free time. They tended not to use those additional 60 minutes to flock to other websites or social networks.  Instead they spent time with friends and family or watched television. They also consumed less news, and as a result became less aware of events.  In turn they also became less polarised in their views about events than those still on the network. Leaving the social network boosted self-reported happiness and reduced feelings of depression and anxiety.

Read the article in its entirety here.

Monetizing Car Data

A massive amount of data is being generated as privately owned vehicles continue to use sensors and become increasingly connected to each other and to an external infrastructure. Yet while gathering such data is now routine, actually identifying insights that can be monetized is still in its infancy. McKinsey Automotive & Assembly published an interesting report called Monetizing car data. They analyze consumer perspectives on the prospect of accessing car-generated data, and identify the value and requirements of possible car data-enabled use cases. They predict that the global revenue pool from car data monetization could be as high as $750 billion by 2030. Check out the report here.

Trigger Direct Mail

Direct mail garners much higher response rates than digital channels.  Successful direct mail campaigns don’t always have to be large volume.  When creating your marketing budget, don’t overlook small, very targeted mail campaigns to implement throughout the year based on client behavior data.  We call this Trigger Direct Mail.

Trigger Direct Mail integrates multi-channel marketing strategies, using data collected online to engage customers offline. It’s easy to send off an email, but that doesn’t mean you always should.  Direct mail will never land in someone’s spam folder and recipients don’t opt out.

Direct mail has a significant emotional impact that email doesn’t and results in a stronger recall of your messaging. Make an incredibly personal and positive impression by sending a thank you note, or an introductory letter of your staff after obtaining new business. Pictures and words on a printed piece of paper are very powerful.

When consumers visit your website and leave without completing a purchase, chances are that
you have a drip campaign that includes a series of emails to entice them to come back. We know that email automation has a strong impact at recovering abandoned sales. Statistics show that almost 50% of cart abandonment emails are opened.

This is another great time to add direct mail.  Send a postcard with an offer, or mail a small brochure showing a variety of products to entice your buyers back.

Marketing trends show that Millennials expect engagement from brands and
personalization in the printed form is the perfect way to touch your audience.
#DirectMailWorks

 

Direct Mail Basics

With Easter just around the corner, many of you are putting your direct mail campaigns together now. We’re sharing some basic tips to ensure your campaign is a smashing success!

KEEP THE DESIGN SIMPLE
The digital world is filled with constant change, complexity and instability. Many audiences want a return to simplicity.  In 2019, minimalism is the way to attract attention.  An image with a clear purpose will prevail every time. Keep your text short and on point. Maximize white space and find a layout that’s simple, clean and authentic.

SIZE MATTERS
When picking up mail from the cluster box, don’t forget that large pieces command attention. It doesn’t cost any more postage to mail a 6X11 postcard than it does a 6X9 and the difference in paper cost is nominal. The only real differences are that you get more real estate to promote your message and your piece will stand out in the mailbox.

INCORPORATE INTERESTING FOLDS
Create a fun mail piece by adding folds.  These go beyond touch by requiring people to manipulate the piece. It creates an urge to see more by building up people’s curiosity. BE CAREFUL THOUGH!  Make sure you don’t lose your automation rates by placing a fold or an open part of your mail piece in the wrong spot.  Have your creative team contact us for guidance.

TELL THE STORY THRU CONTENT & PICTURES
Storytelling is a crucial aspect of direct marketing. Think about using strong and compelling visual images to convey your narrative. Combine your images with precise and well written copy.

BE COLORFUL
Color is key. Your choice of color can make or break a good print design. Colors have the power to change moods.

Red – This color typically used to create a sense of urgency, which may be why you often see this color used during clearance sales. Red is also associated with movement, excitement, and passion.

Blue – This color is often used by brands to promote trust in their products and services because this color is associated with security, peace, and reliability. Blue is also the preferred color of male consumers.

Green – Brands sometimes use green within their stores to relax customers because this color creates harmony within the brain and encourages balance. This color is also often associated with power, nature, and tranquility.

Orange and Yellow – These colors are more cheerful colors that promote a more optimistic attitude while also creating a sense of urgency that can cause more impulsive buyers to act.

Purple – This color has been known to stimulate problem solving and creativity within the mind.
Purple is also associated with respect, intelligence, and royalty, which may explain why it’s often used to promote beauty and anti-aging products.

The Power of Words in Marketing

According to Denny Hatch (Direct Mail Expert); below is a list of the most evocative words in the English language:

NEW, YOU, SAVE, DISCOVERY

MONEY, FREE, LOVE, SAFETY

GUARANTEE, HEALTH, RESULTS

PROVEN

 

You have approximately 5-seconds to convince a person to read your mail piece.  No matter which key copy driver you choose, you still need to put that message into the words that will make your customers want to read your mail piece.  Use these 3 important tips (from Pat Friesen – award winning copywriter) to make your direct mail speak to your customers.

 

Short Words: 75-80% of your words should be five characters or less.

Short Sentences: Sentences should be one-and-a-half lines or less.

Short Paragraphs: Paragraphs should rarely exceed 6 lines.

Use these basic direct marketing practices and watch your direct mail campaigns come to life!

Winning Direct Mail Equation

Marketing expert Ed Mayer advanced a formula for direct marketing called the “40/40/20 Rule”.  Though developed in the 1960’s, the concept is still viable and is worth keeping in mind when creating your direct marketing campaigns.

The rule reflects that the first 40% of emphasis lies in determining the audience you are making the offer to.  The next 40% should be placed on what you are offering and how you’re offering it.  The last 20% should focus on creative, format, production, etc.

Remember, you can put all of your effort into creating an absolutely beautiful mail piece, but it won’t matter if you’re not sending it to the “right people”.    #DirectMailWorks

Direct Mail Drives Digital

2016-beb-direct-mail-drives-digital-experiences1Today, people are inundated with advertising, which can lead them to burn out and tune out.  As campaigns ramp up for the 2016 holiday season, it’s time to start thinking about effective ways to break through the clutter so your message gets heard-loud and clear.

Direct mail is the spark that can initiate action.  Year after year, it continues to prove itself as one of the most engaging and effective channels.

Not only is direct mail a proven backbone for digital experiences, it is a unique platform that enables you to micro-target and measure campaign results.

With the ever-expanding use of technology, many are now turning to digital channels for their news and product information research.  Social, mobile and search engines have become key players in reaching and engaging both mass and targeted audiences.  Direct mail is part of a multi-channel campaign can play a big role in propelling buyers toward digital experiences.

Why does multi-channel marketing work?  Using a variety of media channels – from mobile to print to online ads – can help stave off the standard/expected trailing response rate of campaigns.  This strategy can result in upticks or surges, allowing you to extend your reach and strengthen your message’s impact.

Digitally enabled direct mail can be highly effective because it:

  • Merges tangible and digital elements that can stimulate the recipient’s senses while instantly delivering relevant information.
  • Helps break through the “noise” to bolster engagement.

 

 

Businesses on Social Media – Why it’s so Important

2 WAY STREET MARKETINGSocial media changed the entire marketing structure for businesses. The ability to reach a large audience in a simple and lightning fast manner leveled the playing field and allowed all businesses the chance to affordably market.

Social media put an end to “One Way Street Marketing”.  Today’s businesses are able to engage with their existing and potential clients and in real time. Positive engagement with customers can lead to improved reputation and referrals which leads to more sales.

As the world is becoming predominantly mobile, social media sites allow your advertising to be seen in a mobile optimized format.  Be sure your website is mobile enhanced too.  The majority of internet access is done on a mobile device today, and the social media landscape is a very strong driver to your company website.

Traffic to your website not only connects your audience to your business, it enhances your organic search engine optimization (SEO) which will make it easier for people to find your business on the web. Social media networks are becoming search engines unto themselves and offer many opportunities to incorporate SEO enhancements such as keywords and back links.

If you aren’t utilizing social media in your marketing strategy today, you’re missing out on new business.

Epicomm-SW Conference

Helsley Lifetime Achievement Award WinnersRon, Ro, and Joy Z attended the 2016 Epicomm-SW Conference in The Woodlands from April 29th – May 1st.

Ron and Joy Z are currently serving on the board of this  industry association dedicated to the direct mail, printing and fulfillment industries.

This 3-day conference attracts companies from all over Texas, Louisiana, Arkansas and Oklahoma.  Speakers from across the country reviewed the latest happenings within the United States Postal Service, new marketing trends and cyber security.  Our Joy Z presented JackThe Winning Chili Cook-off Team Gressett of Admail with this year’s Helsley Family Award and our Ron was on the winning team for the first ever Epicomm-SW Chili Cook-off.  Ro’s team won for best presentation!

The President of Epicomm national quoted our January newsletter during a lecture and highlighted BEB as a progressive and growing multi-channel marketing company.

Robert “Bob” Royall was one of the original founders of the 50-year strong industry organization, and was a previous president.  Our Ron served as president of the SW Chapter in 2013.