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Why Your Direct Mail Campaign Failed
10 Oct

Why Your Direct Mail Campaign Failed

Direct mail marketing is a powerful communication tool with incredible targeting abilities that can generate measurable sales results for your company. According to research by CMO Council, when direct mail is done correctly, it works very well. However, when it’s not done correctly, it can fail hard. Whether you are wondering why your direct mail campaign didn’t do as well as expected, or you just want to prepare and be ready for your next direct mail campaign, make sure to read and remember these points to help you develop and implement an effective direct mail campaign.

Poorly Targeted Mailing List

There is nothing more important to a successful direct mail campaign than a well-targeted list. Marketing to people who don’t have an interest in your product or service is a waste of your time and money. One of the easiest ways to get a good list is to identify your existing customers. This list should be filled with current customers and prospects that have previously purchased from you or responded to your marketing efforts. Another great way to acquire a targeted list is by renting an outside list from companies like US Data Corporation. They can provide you with high-quality, responsive lists according to your target audience which can help you maximize deliverability and pull in new customers.

Uninteresting Offer

Getting the right offer in front of your audience can change your response considerably. All of your direct mail marketing should include a special offer so customers have an incentive to act. The offer should be time sensitive to create a sense of urgency so your customers act quickly.

Lack of Creativity

The world of direct mail marketing is a competitive one. Therefore, it is crucial your direct mail campaign is attention grabbing. The main way to do this is with good design and creativity. Use eye-catching images, graphics, layout, color, unique pieces, and sizes. Creativity is how you get noticed.

Shoddy Copywriting

Typos and rushed writing reflect poorly on your business. It is important to take your time and edit your copy a couple of times. Have someone else proofread it for you and check it for mistakes. If you can, hire a professional copywriter if you have the budget that allows you to. Professional copy and design are expenses that pay for themselves in the form of increased response.

Not Testing

Failing to test a direct mail campaign before sending it out on a bigger scale can be a costly marketing mistake. Testing will allow you to check the effectiveness of the offer, the copy, list accuracy, and other factors.

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Back-to-School Email Campaign Tips & Tricks
10 Oct

Back-to-School Email Campaign Tips & Tricks

Did you know back-to-school season is the second largest shopping season of the year? According to research by theNational Retail Federation, total spending reached more than $24 billion last year. We’re already a week into July and summer will be over before we know it. It’s time start planning out your back-to-school email campaign.

Timing

Timing is everything when it comes to season specific email campaigns. If you send out your email too early, your customers will forget about them. However, if you send them out too late, your customers won’t enough time to act upon them. As a general rule of thumb, try sending out your back-to-school email campaign a month in advance. A lot of students go back to school at the end of August or beginning of September. Don’t forget to make sure that you include email testing time into your campaign.

Subject Line

According to research by Convince & Convert, 33% of email recipients open email based on subject line alone. This means your email subject line is just as important as the content of your email campaign. Mention “Back-to-School” in your subject line. People are shopping for back-to-school deals, let them know up front that’s what you have. Hint at what’s inside the email. The subject line should give the reader an idea of what’s inside the email without giving everything away. It should tempt the reader to click the email, but the reader would have to open the email to see what the offer is.

Content

As important as the email subject line is, the content of your email needs to stand out from your competitor’s. The goal of your back-to-school email campaign should be to meet the needs of your customers. Give people what they need. Back-to-school clothes, school supplies, college dorm supplies, and more. People need good deals on useful products and services.

Don’t forget to personalize the message. Segment your customers and send different emails to each group. Not everyone on your email list has the same wants and needs. If you’re a sporting goods store, you may have customers ranging from local soccer moms shopping for their first-time player, or varsity tennis player looking for the latest gear. The key is knowing these variations and using them to send the right content.

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5 Last-Minute Father’s Day Email Campaign Ideas
10 Oct

5 Last-Minute Father’s Day Email Campaign Ideas

Holidays are a great time to broadcast email campaigns to boost sales and gain new leads. Statistics by the National Retail Federation predicts that Father’s Day spending is to reach a record high of $14.3 billion this year. It’s not too late for you to email your subscribers and leverage off Father’s Day. Sending emails that are relevant to holidays is a great way to keep in touch with your customers. It’s also a great opportunity to promote sales or special deals. Here are some last-minute Father’s Day email campaign ideas you can use to whip up a last-minute Father’s Day email campaign to capitalize on.

Gift Guides

It can be a struggle to find gifts. Picking the perfect gift can be stressful and challenging. Make it easy for your subscriber by sending them a “gift guide” email.

Make it Fun

Everyone loves a good Dad joke. Whether they result in an eye-roll or chuckle, almost everyone can think of a good Dad joke moment in their life. Inject some of this humor into your email campaign. Catch your subscriber’s eye with a lighthearted joke or some world play. Don’t be afraid to be punny.

Special Dad Deals

Father’s Day provides a fantastic opportunity to give your subscribers a little extra incentive to purchase from you. Although it may be less important than finding the right gift for dad, saving money is a top factor on how consumers shop. Make sure to give your subscribers a special Father’s Day deal they can’t deny.

Sense of Urgency

Create a sense of urgency with your email campaign. Let your consumer know that the clock is ticking. Revenue is the highest during the week following up to Father’s Day, so this provides an excellent opportunity for you to move your customers to act. In this example, Harry’s highlights how many days there are left to purchase this special Father’s Day package to receive in time for Father’s Day.

Offer Free Shipping

Free shipping will play a strong role in Father’s Day shopping. According to an article by Kissmetrics, free shipping increases sales. Let your customer that your company is ready to deliver and offers free shipping in time for Father’s Day.

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How to Run a Real Estate Direct Mail Campaign
10 Oct

How to Run a Real Estate Direct Mail Campaign

Direct mail is a great marketing tool for all types of industries, including real estate. If you are a realtor, real estate direct mail marketing is an easy and effective way to let people know about the properties you are selling and a good way to stay at the forefront of your prospect’s mind. Even with the many marketing advancements that have developed over the years, there’s a reason why direct mail marketing is still around: it works. In fact, an article by MarketingProfs states that 73% of consumers actually prefer mail over other advertising methods. Here are a few questions to ask yourself before embarking on your first real estate direct mail campaign.

Who Are You Going to Target?

The first thing you should do when planning a direct mail campaign is determine who you are targeting and create a campaign that stands out to them. You want to advertise to people who are most likely to be interested in your service and/or homes. What type of prospect are you looking for? How old are they? What are their interests? What is their income level and etc.?

How Are You Going to Target Them?

Once you figure out who you want to target, you need a good and clean mailing list that will ensure your mail piece actually reaches those prospects. At the end of the day, your mailing list will perform only as well as the quality of your data. Hygiene your data thoroughly to make sure it is accurate and organized so that your real estate direct mail campaign can hit as many qualified prospects as possible. If you rent a list, make sure it is from a reputable list company with a proven track record. Reputable data companies will ensure that your data is fresh and accurate, and they will build the list to be precisely targeted to your ideal audience. Many list companies like US Data Corporation offer mailing, design, and print services as well.

What Mail Piece Are You Going to Use?

There are many different forms of direct mail pieces that are available to send: letters, postcards, brochures, newsletters, etc. The key to a well-designed direct mail piece is making sure that it grabs the audience’s attention and encourages them to read it. To help make your piece pop, use quality paper, colors that make the text stand out, and use personalization if you can. Real estate is a visual industry and your pieces should make the most of it. Use a lot of imagery and photos while cutting back on text. Try to keep layouts simple and uncluttered so that the viewer can quickly get to your main message. For more direct mail creative tips, read our blog posts on popular direct mail pieces, personalization, and color.

What Are You Going to Say?

In the real estate industry, most realtors want recipients to respond to a direct mail message by expressing interest in buying or selling a property. Whatever your reason is as a realtor, the purpose of your direct mail message should be to get the reader to take action and contact you. An effective way to get people to take action is to include a CTA that prompts your audience. For example, offer a free consultation to talk about the sale or purchase of a home if they call. The CTA should also clearly tell the recipient what they need to do to respond. Without a good offer and a clear CTA, your real estate direct mail campaign may just be a waste of your time and money.

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Unopened Email Campaign Culprits
10 Oct

Unopened Email Campaign Culprits

You spend time and energy creating a great email campaign to connect with your customers, but when you run the numbers, you are disappointed with the results. Why aren’t people opening your emails? If this sounds familiar, check out these possible culprits that could be tanking your email open rates.

Culprit 1: You are sending emails at the wrong time.

Most business emails are sent during business hours. However, depending on your email campaign, your audience and your content, varying your timing can lead to better open rates. For example, if your audience is mostly made up of people with a 9-5 office job, you may see better open rates in the mid-morning or late afternoon, when people are settling into their office,or taking an afternoon break. However, if your audience is primarily individuals who work outdoors and do not check their email as often, then the early morning or evening may be better.  The best way to discover the prime time to send your emails is by testing. Testing your send times is very important for email marketing. Send out the same email at a few different times to different sample groups of your audience and see which open rate is the highest. Some of the different times you can send your emails are: early morning, mid-morning/noon, afternoon, and evening. Test your email a few times in order to see which of those times is most effective.

Culprit 2: The subject line is bad.

The subject line is the key to getting someone to open your email. A subject line helps the reader decide whether to open the email or delete it. You could have an awesome email campaign, but if your subject line is unclear or just plain bad, it will not be opened. Your subject line doesn’t have to be clever or witty. Informative or straightforward subject lines work just as well, if not better. Subject lines that are too long or too broad will often be ignored as well. Need help coming up with a good subject line? Read our previous blog post on How to Write an Engaging Subject Line here.

Culprit 3: Your emails are landing in spam.

You’ve followed CAN-SPAM and CASL regulations, you’ve written great copy, but your email is still getting sent to spam. It happens, you’re not the only one. Many legitimate email marketers who send permission-based emails get spam-filtered occasionally too. Spam filters work by determining an email’s “spam score”. The spam score that sends an email to the spam box varies based on the email client and the user’s spam settings. However, there are steps you can take that can help you avoid spam filters.

  • Don’t use ALL CAPTIAL LETTERS, $ymbols, or excessive punctuation marks!!!!!!!!!!!!!!!!!!
  • Avoid trigger words like “free”, “no risk”, and other spammy words.
  • Don’t use broken links or too many broken images
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