Creative Postage Options To Enhance Your Direct Mail Campaigns

Postage for your direct mail— there are more marketing options and excitement than you might think. Studies have shown that direct mail pieces— envelopes, postcards, anything that you send in the mail— that has a postage stamp on it or actual postage that doesn’t look like bulk mail gets opened and read at a much higher rate. So what are your options when it comes to postage so you can increase your direct mail success rate? Read on for creative postage ideas.

Coordinating Stamps

You can use regular stamps from the post office. If you’re looking for something cost-effective and can’t afford customized postage, this is the best option for you. There are a lot of stamps in the market.  If you go online to www.USPS.com, you can order stamps online and have them delivered directly to you.  Do this in advance of a direct mail campaign so that you’ll have them in time for your next direct mail piece. There are a lot of different designs. It didn’t used to be this way.  There used to be only a couple of different options for standardized postage.  But now, there are several options. For example, if you are a wedding coordinator and need postage for invitations you’re handling for a client, there are stamps that say ‘love’ or wedding designs.  Pick stamps that match your brand at the same time you’re using the most cost-effective postage for your business. Technology companies can get stamps with innovators. Creative businesses can get stamps that are more artsy or abstract.

Customized Stamp

Businesses can also have customized stamps created. There are several services in the marketplace that allow you to make customized stamps. Find several by typing in ‘custom stamps’ in your search engine online.  Companies upload logos, taglines, and photos of mascots or team members to these popular sites. Others choose to simply print a message on their stamps. The message could relate to company values or a specific cause that the company supports. There is an additional fee for the customization in addition to the postage amount, but custom stamps are a creative and effective way to get the attention of the readers of your direct mail pieces. They are more apt to open the envelope with custom stamps.

Customized Indicia

Another type of customization is for the actual postal indicia used in a postage meter. There are different ways of creating them.  Some companies will actually make their indicia look like it’s in the shape of an actual stamp.  Others will put a message on theirs. A lot of non-profits use a customized indicia relating to donating. Companies use them to tout their mission or use a catchy phrase to get the attention of the recipient. Another thing beautiful thing about an indicia and postage meter is that it saves you money because you’re mailing in bulk and using bulk postage rates.  Don’t pay the full price for first class postage if you don’t have to.  Save the money for your marketing!

‘Dummy’ Stamps

An additional thing companies do is print ‘dummy’ stamps.  You can have one or more of these created. These are stickers the size and shape of a stamp (so that they look like actual postage). They will be positioned next to your indicia. Companies design them with different messages or promotions. The ‘dummy’ stamps might have different images of your latest campaign and some wording. Be very careful not to use a lot of wording. Doing this still gives the look and the feel of having customized postage while keeping the postage savings of your indicia.  Best of all, it still increases the response rate.

Of course you always need to make sure that you’re following postal regulations for these postage ideas. Any of these ideas will make your mail stand out. Your direct mail piece is an important, invaluable tool in your marketing communications plan.  Get creative with your postage to increase the open rate for even better direct mail results.

Using CDs and DVDs As Cost-Effective Direct Mail Pieces For Your Business

People love getting bulky materials in the mail. Once received, there’s an irresistible urge to rip open the package and see what’s inside. One of the most cost-effective things that you can do to increase your response rate (and business) is to send a CD or DVD in the mail as a promotional direct mail piece. There are many different things you can include for your clients. Plus, getting bulk CDs and DVDs produced is much easier than it used to be even a few years ago. Following is a list of ideas on what to include and some quick tips on getting your CDs and DVDs produced.

Seminars

If you’ve recently conducted a seminar that you’d like people to request on your website or that you want to share with your current prospect list, sending a CD is a great way to do that.

Programs Overview/Previews

This is a great way to get people to buy into your next program. Create an information-packed audio that also previews your next program. You can have an offer on the CD specifically for the program that is also for a limited time.

Tips

If you’re in a service-based business, some quick tips or helpful how-to’s could be included on a CD or DVD.

Video or Audio Message

This is a way of truly personalizing your connection with your client base.  They like to know that they are doing business with real people.  A message from the president or a spokesperson of a company can go a long way. This is great for universities that want to communicate a message to prospects, alumni, or donors.

Video Tour

Have a state-of-the-art facility that should be shown off? Create a video tour and put it on the CD or DVD.  This is another great one for colleges.  A campus tour could be included with interviews from current students.

Jingle

Some companies have a company jingle or a university might have a popular fight song.  These are great to include on CD.

Mascot Flash or Video

If you have a mascot for your organization, including a creative, fun flash or video with your messaging is a fabulous and entertaining way to connect with your prospects.

Checklists, Worksheets, Calendars

Handy sheets that will help people get tasks done are always great.  For example, if you’re in the lawn care business, have a checklist of all the different types of things that you should apply to your lawn. You can also include a calendar with the times of the year they are to be applied. If there are certain issues with the lawn, a worksheet to determine what might be the root cause is also handy. A school could have a back-to-school checklist and calendar and any financial worksheets.

Product Demonstrations/Photos

A video of a product in use is always a good idea so the recipient can get a feel for how your product will fit in his or her life.  Service-based businesses can include photos or videos of the team at work.  For example, if you’re in the photography business, you could have samples of your different photo examples on the CD. You could also include a video of yourself interacting with clients and deciding what shots need to be taken.

Technical Drawings

Drawings are a great way to help people understand something complex in a visual way.  For example, if you’re in the medical field and have a device that’s innovative, send a CD to other professionals in the medical field to show them how it works.

Annual Report

In lieu of sending out a great big bulk annual report (and in the spirit of being green), annual reports could be put on a CD instead. This could go to shareholders of a corporation or alumni in a college or university.

Options and Sizes

With CDs you have several different options and sizes. There are multiple different shaped CDs. You can always use regular sized round CDs. Mini CDs that are the size of a business card are popular and easily mailed. How much information you want to include on the CD can also determine the size and shape of the CD.

There are also a lot of different packaging options that you can have with CDs and DVDs. It ranges from a simple cardboard envelope to a booklet or special die cut piece that holds the CD or DVD along with other information.  There are several options to fit any size budget.

Production

Now that you’ve decided to have a CD or DVD, what do you do? There are a few production options.  You can produce these in-house if you have the proper software and printer.  Make sure that you have the right equipment that will give you a professional finish.  Most of the time, it is actually less expensive to use an outside resource.  There are CD and DVD production companies such as E Media Ink (http://www.emediaink.com) that handle production from small runs to tens of thousands to millions.  If you want to use a fulfillment company that can tie directly to your online shopping cart system, there are several options for that, such as Vervante (http://www.vervante.com).

Follow these ideas and guidelines for using CDs and DVDs in your direct mail to increase your business and your response rate.

Make Your Direct Mail Campaign Easy With This Direct Mail Success Checklist

Direct mail is a great way to drum up business.  Use the following checklist to ensure your direct mail success.

Mail List

When creating a direct mail campaign, have a good mail list of customers and/or prospects. Using an in-house customer list is ideal. You can choose to purchase lists from a reputable list broker.  If you’re in a niche B2B market, buy a list from a trade publication. Get only the proper titles and regions you need so that your postage and printing bills don’t go through the roof!

Offer

When you develop direct mail, have a simple offer that is easy for people to understand. Things that are complex or confusing will deter responses. Your offer needs to be clearly understood in your copy, headline, and anywhere that it is mentioned. If you have offer codes make sure they are mentioned both in the copy and prominently displayed elsewhere.

Design

Use a design that makes the person want to read more. Find graphics that get someone’s attention. The overall design should match your overall brand. Also, take into consideration any postal regulations. Leave enough space for promotion codes, coupons, etc. And, don’t use too many type fonts; make sure they are complimentary to each other.

Copy

Do you have a headline that grabs attention? Is it compelling enough to make them want to read more, pick up the phone, or go to a website for your offer? Copy should be easy to read and understand. If your offer is too complex, your potential success rate is reduced. Repeat the offer in your copy so that it’s clear.

Repetition

If you’re considering doing direct mail for your business to promote your products, services, or special offers, create campaigns around overall themes. Be timely and repetitive to generate a top of mind awareness for your brand.

Following this checklist should help you create a campaign for your direct mail that will be successful.

Your Database Is Your Goldmine— Take Care Of It!

A lot of people go to a networking meeting, trade show, or conference only to return with a big stack of business cards that they either throw away, put in a drawer, or keep as a ever-growing pile on their desk. What they don’t realize is that there’s gold in those cards. One of the most important things you can do for yourself and/or your business is to create and maintain a database. Contacts are one of your most important assets because they can become clients or can recommend products or services, as you need them. Take easy steps toward mining the gold that is your database.

Categorize
Think about your business and contacts. Decide what categories you should establish. This will help when you do a marketing campaign that is suited for one specific part of your business. For example, a pet retailer may categorize by pet clothing, bedding, or accessories.

Software
Choose software that’s best for where you are with your business. For some, a simple spreadsheet will do while others will require ACT or other specific software.

Add to it- often
As tempting as it may be to pile those business cards up in a stack on your desk, resist. Within a week or two of making new contacts, make sure they are entered into the contact database.

Keep it maintained
Your database is seriously compromised the more out-of-date that it becomes. Make sure you schedule a regular time to do or have all your database updates done. This process can be made simple by keeping a file folder marked “Database Updates” handy. As mail, emails, or remove requests are made, put them in the file to be handled all at once.

Back it up
At least once a month back up your contact database. This can be done with a back-up drive or by using an online back up service like www.mozy.com.

Following these recommendations will ensure you are creating and maintaining a solid database— a smart investment of your time and resources.