The United States Postal Service (USPS) recommends shipping packages to military addresses by the following dates to arrive by Christmas Day, Monday, December 25, 2024:
Priority Mail Express Military Service: December 15
USPS Ground Advantage: December 16
First-Class Mail: December 16
Priority Mail: December 18
Crafting a Compelling Marketing Message: 10 Key Elements to Consider
A Headline That Captivates:
Start with a bold, attention-grabbing headline by highlighting three standout features and benefits that set you apart from competitors. Make it clear why choosing your business is the best decision.
Who You Are:
With distractions at every turn, it’s essential to succinctly communicate what you do and why your product or service matters. Ensure potential customers understand why you’re their top choice.
Establishing Trust:
While many claim to be the best, what solidifies your credibility? Consider showcasing your company’s experience—like years in business, success stories, customer satisfaction ratings, and any awards or recognitions you have received.
Your Competitive Edge:
Take time to identify your Unique Selling Proposition (USP). What Distinctive advantages do you offer that competitors don’t? This could be exceptional service, specialized expertise, or unique product features.
Authentic Testimonials:
Avoid over-hyping your company with generic claims. Instead, use genuine testimonials from satisfied customers to build trust and credibility in your offerings.
Bold Promises:
Create interest by making enticing claims about your product or service. For instance, “Your lawn will look brand new after our premium fertilization service!” Such statements can significantly boost engagement.
Emotional Connection:
Prospects respond emotionally, so consider sharing impactful before-and-after photos or images of delighted customers. Highlight the positive feelings they will experience post-purchase.
Iron-Clad Guarantees:
Avoid empty promises by offering strong guarantees. Whether it’s a money-back satisfaction guarantee or “only pay if you’re thrilled,” these assurances can alleviate buyer hesitations.
Attractive Offers:
Capture immediate attention with high-value incentives that are appealing to potential buyers. Consider promotional strategies such as discounts, free trials, or exclusive gifts to entice new customers.
Create Urgency:
Encourage timely responses by instilling a sense of urgency or fear of missing out. Clearly communicate how long your offer lasts, like “limited time only” or “expires in 30 days,” to prompt customers to act quickly.
Anticipated Changes at the United States Postal Service in 2025: What to Expect
As we look ahead to 2025, significant changes are on the horizon for the United States Postal Service (USPS). These anticipated updates are poised to impact both consumers and businesses, especially those in the direct mail industry. Understanding these changes can help you adapt your strategies and stay ahead in an ever-evolving landscape.
Pricing and Services Adjustments
We are excited to announce that the USPS decided not to raise postage rates in January! However, we do expect postage to go up another 7.5% in July of 2025.
Infrastructure Modernization
One of the most notable initiatives in the USPS’s roadmap is the modernization of its infrastructure. The agency is focusing on upgrading its facilities and sorting equipment to enhance efficiency and speed. This modernization aims to streamline operations, reduce delivery times, and improve overall service quality. For direct mail companies, this means more reliable timelines for sending and receiving materials, ultimately benefiting your campaigns.
Expansion of Delivery Options
In response to the growing demand for flexibility in shipping, USPS is likely to expand its range of delivery options. This could include more localized delivery services and enhanced tracking features aimed at providing customers with real-time updates. As a result, businesses will have better tools to analyze delivery effectiveness and customer preferences, potentially leading to more targeted marketing strategies.
Sustainability Initiatives
Sustainability will continue to be a priority for the USPS. Anticipated changes may involve investments in greener vehicles and methods for waste reduction. Enhanced recycling programs and a commitment to using sustainable materials may also be in the works. Direct mail companies can align their practices with these initiatives to attract eco-conscious consumers and enhance their brand image.
Increased Digital Integration
The USPS is advancing its digital strategy, aiming to integrate more technological solutions within its operations. This includes improved online tracking, automated notifications, and possibly advancements in artificial intelligence to predict delivery times and efficiency. For marketers, leveraging these digital tools can enhance customer communication and increase the effectiveness of direct mail campaigns.
Rural and Urban Delivery Enhancements
To better serve various demographics, USPS plans to refine its delivery services in both urban and rural areas. Expect innovations that cater specifically to challenging delivery locations, such as more frequent service in underserved areas. This is a golden opportunity for direct mail companies to engage with previously unreachable audiences, ensuring that marketing materials reach potential customers who have been overlooked.
We will keep you informed of the ever-changing landscape as it unfolds.
Joy Zehrbach-Vice President
As we reflect on Business Extension Bureau’s 76 years in business, I wanted to take a moment to express my profound gratitude for your continued support and partnership. As Vice President of this family-owned, second-generation, marketing production company, it fills me with pride to celebrate not just our history, but our enduring commitment to quality and innovation.
In an increasingly digital world, direct mail remains a powerful and effective marketing strategy. Many might question the relevance of print in today’s fast-paced environment, but let me assure you: direct mail is not only relevant; it is thriving. Statistics show that well-executed direct mail campaigns yield impressive response rates, often outperforming digital marketing methods. Direct mail serves as a tangible touchpoint, a physical reminder of your brand that audiences can hold and interact with, making a lasting impression.
Moreover, direct mail is piquing the interest of the digital ecosystem. It bridges the gap between offline and online engagement, acting as a digital driving machine. Integrating direct mail with digital strategies, such as QR codes or personalized URLs, can enhance customer engagement, driving traffic to your websites and social media platforms while ensuring your message reaches its target audience effectively.
In this newsletter, we have packed it with valuable insights and resources designed to help you navigate the busy holiday marketing season and beyond.
In addition, we share the definitions of Generations. Understanding the unique preferences and values of different age groups can transform your marketing approach. Tailoring your content to resonate with your audience fosters more meaningful connections and enhances engagement. Learn how to craft messages that truly speak to each generation.
This month, we also explore the Evolution and Classifications of Artificial Intelligence . As AI continues to shape the marketing landscape, understanding its capabilities can help you leverage this technology to improve customer interactions and streamline your processes. We also provide an overview of four social media platforms you may not know that can expand your reach and diversify your marketing strategies.
The power of personalization cannot be overstated. We have included actionable tips on how to implement personalized marketing techniques. From tailoring your offers to individual customer preferences to utilizing data-driven insights, personalization can significantly impact your campaign’s success.
We also address marketing strategies for the 65+ demographic , particularly in the context of insurance. Understanding the unique needs and communication preferences of older adults is vital for creating effective marketing messages that resonate with this audience.
Lastly, keep an eye out for our section on the anticipated changes at the United States Postal Service in 2025 , offering insights into how these changes could affect your mail campaigns. Combine this with tips for crafting a compelling marketing message , featuring ten essential elements to consider, and you’ll be well-equipped to navigate the evolving marketing landscape.
As we celebrate our legacy, we sincerely thank our valued customers for your trust and partnership over the years. Your unwavering support fuels our passion and motivates us to continue delivering high-quality solutions tailored to your unique needs.
We also extend a heartfelt appreciation to our dedicated employees. Their hard work and commitment to excellence are the backbone of the company. Every team member plays a vital role in our success, ensuring that we continually strive for the highest standards and innovative approaches.
As we look to the future, rest assured that we remain committed to providing you with the exceptional service and quality that you have come to expect from BEB. Thank you for being an integral part of our journey, and we look forward to achieving even greater heights together.
We hope you find this newsletter valuable and informative as we gear up for a successful holiday season. Thank you for trusting BEB as your partner in marketing production, and as always, we look forward to supporting your business growth and success.
Happy Holidays from all of us at Business Extension Bureau!
Joy Zehrbach
Vice President
VIBER
Viber is a free app that allows users to message and call others, and is available on many platforms including iPhone, iPad, iPod touch, Windows, macOS, Linux, and Android. It has over a billion users worldwide and is considered one of the most popular instant messengers in the world.
TELEGRAM
Telegram is a free, cloud-based app that allows users to send messages, photos, videos, and files, as well as make voice and video calls. It’s available on smartphones, tablets, and computers, including Android, iOS, Windows, macOS, Linux, and web browsers.
Telegram is known for its end-to-end encryption, which makes communication secure. It also offers optional private chats called Secret Chats, which are also encrypted. Telegram has its own cloud, so messages and files are stored until the user deletes them, and there’s no limit to how much can be saved. However, files sent through Telegram can’t be larger than 15 GB
QZONE
Ranked at 13 with 615 million monthly users, Qzone is a social networking website and blogging service based in China that was created by Tencent in 2005. It’s integrated within QQ, Tencent’s instant messenger product: every QQ user in China automatically gets a Qzone page.
DOUYiN
Douyin is a Chinese short-video app and social media platform that is similar to TikTok, its international counterpart. Both apps are owned by ByteDance and allow users to create and share short videos, often in a vertical format. Douyin also includes features like editing tools, challenges, and a large music library and is only available in China.
BETA
BORN 2025-2039
ALPHA
BORN 2011-2024
They are the first generation to be born entirely in the 21st century and are expected to be the largest generation in history, with over 2 billion people. Gen Alpha is often the children of millennials and are considered to be the most technologically aware generation because they grew up with digital innovation
GEN Z
BORN 1996-2010
These kids were the first born with the Internet and are suspected to be the most individualistic and technology-dependent generation. Sometimes referred to as the iGeneration.
MILLENNIALS/ GEN Y
BORN 1981-1995
People born between 1981 and 1996 are generally considered to be part of the Millennial generation, also known as Generation Y. Millennials are the generation that comes after Generation X and before Generation Z. Most Millennials are the children of Baby Boomers and older Generation X, and they are often the parents of Generation Alpha.
GENERATION X
BORN 1966-1980
Generation X is sometimes called the “middle child” generation because it comes after the baby boomer generation and before the millennial generation. They are also sometimes called the “baby bust” generation because they were born when the high birth rates of the baby boomer era began to decline. This decline is partly attributed to the introduction of the birth control pill in the early 1960s.
Generation X grew up during a time of rapid technological advancement, but technology wasn’t as widely available as it is today. This generation is said to straddle both the digital and non-digital worlds, and to understand the importance of both. Some say that Generation Xers are resourceful, logical, good problem-solvers, self-sufficient, individualistic, and value freedom and responsibility.
BABY BOOMERS
BORN 1946-1965
Baby Boomers were the largest generation in U.S. history until the Millennials slightly surpassed them. Baby Boomers have had a significant impact on the economy and make up a large portion of the world’s population, especially in developed countries.
THE SILENT GENERATION
BORN 1928-1945
This generation is known for their civic and conformist instincts, which may be a contrast to the more rebellious Baby Boomers. The Silent Generation also includes soldiers who fought in the Korean War, which some call the “Forgotten War” but which had a significant impact on their lives
GREATEST GENERATION
BORN 1901-1927
They were born and came of age in the “American Century” of economic growth, technological progress, and mostly military triumph
A retail media network is a platform created by retailers that allows advertisers to buy advertising space on the retailer’s digital assets, utilizing the retailer’s own customer data to reach shoppers at various stages of their purchasing journey.
By leveraging first-party customer data, advertisers can connect with potential customers directly through a retailer’s channels, reaching them at crucial points in their decision-making process, including the point of sale (POS).
The goal of a successful retail media network is to effectively monetize all available channels in a manner that is brand-safe and compliant with privacy regulations, ultimately reaching the end consumer with targeted advertising.
On a retailer’s website, advertisers have the opportunity to showcase their ads on prominent pages such as search result pages. For example, a sponsored post from a laptop manufacturer may appear on a department store search result page for “laptop,” targeting shoppers who are specifically searching for that product. This targeted approach allows advertisers to tailor their messaging to shoppers who have already expressed interest in a particular item, increasing the likelihood of conversion.
The term “Made for Advertising” refers to websites that are created primarily for the purpose of making profit through exploiting the advertising ecosystem. These sites are easily recognizable by their subpar content and overwhelming number of ad placements, ultimately wasting advertising dollars and providing limited engagement opportunities for users.
After conducting an analysis of various advertising channels, Adalytics discovered that a Fortune 500 brand had inadvertently spent more than $10 million into MFA websites. This alarming revelation serves as a stark reminder for advertisers to carefully monitor where their ads are being placed.
While industry initiatives aim to combat MFA websites, these sites still persist and major brands continue to have their ads displayed on them, whether through programmatic or non-programmatic means. As the digital advertising landscape evolves, advertisers must remain vigilant against deceptive practices to protect their investments and brand reputation.
The measurement of attention metrics typically employs three main approaches, as explained by Angelina Eng, at the IAB:
Biometric data: This approach involves tracking neurological-physiological signals like facial recognition, brain waves, heart rate, and blood pressure to measure attention levels in-depth. However, concerns regarding privacy risks and the need for special devices for data collection pose challenges to this method.
Data signals: This method involves the capture of signals from publishers or devices, such as dwell time, scroll speed, cursor position, and completion rates. The lack of attention metric standardization and differences in metrics across platforms can lead to varying interpretations.
Cognitive and emotional data: This approach examines how an ad impacts a user’s mindset and consideration. Brands gather such data through surveys on brand consideration, awareness, sentiment, and biometric methods.
While attention metrics are becoming increasingly popular for measuring ad effectiveness, challenges such as lack of standardization and controversial data collection methods hinder universal adoption. Marketers are encouraged to incorporate attention metrics alongside other metrics like viewability to gain a comprehensive understanding of ad performance.