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USPS Goes Digital with Real Mail Notification
10 Oct

USPS Goes Digital with Real Mail Notification

During last year’s National Postal Forum, Postmaster General and Chief Executive Officer of the Postal Service, Megan Brennan, announced a coming-soon digital mail program called “Real Mail Notification,” according to a press release byUSPS. There has been a recent update that this service will go nationwide in 2017 and is currently a 67,000-person beta test in New York and Virginia.

According to the press release, Brennan states, “We’re building this platform to bring physical content onto the same screen as the user’s digital content… The potential is enormous for this industry – because it will create a daily bridge from your mailed content to your digital ecosystem.” USPS intends to emerge as a digital player in a digital world with this new digital mail program. The notification will provide people images of the fronts of the envelopes they will receive in their home mailboxes that day. For now, this photo notification is limited to only letter mail, which is photographed in the sorting process.

The real mail notification service means marketers can further intertwine digital and direct mail channels in campaigns and programs because, in addition to technologies that already allow consumers to use mail to launch websites, they will be seeing what is arriving in real time on their mobile devices. According to PostalNews.com, 9 out of 10 consumers participating in the Virginia beta test are checking their mobile devices daily for real mail notifications.

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Nail Your Fundraising with Non-Profit Direct Mail Marketing
10 Oct

Nail Your Fundraising with Non-Profit Direct Mail Marketing

Fundraising is an integral part of most non-profit organizations; however, for many of these organizations, every penny counts. This makes many of these organizations cautious about investing funds in direct mail fundraising efforts, especially if they’re not sure whether or not their direct mail campaign will pay for itself in donations. However, direct mail is an extremely effective fundraising method, and when done right, non-profit direct mail is a proven channel to deliver a return on your investment.

According to research by Blackbaud, 40% of baby boomers, the group responsible for the majority of charitable giving, as well as 52% of donors ages 68 and over reported responding to direct mail fundraising campaigns. One of the biggest reasons to use non-profit direct mail is because it allows you to directly target those who are most likely to respond to your direct mail marketing. Unlike television ads, magazines, and other forms of mass marketing that aim at broader audiences, direct mail marketing can be targeted towards people who are most likely to donate, meaning that you are not wasting money trying to communicate with people who are not going to contribute to your cause. Here are some best practices to follow for a successful non-profit direct mail campaign.

Make it Personal

The more a mail piece resonates with the prospect, the higher the response rate will be. So, don’t just put the donor’s name on the direct mail piece (which I hope you are already doing), but include a targeted message based on the causes they are interested in and/or have donated to, the amount they have donated in the past, their location, etc. Take the opportunity to show that you value them and that they are important to you and your organization. Successful fundraising is all about building strong relationships, and direct mail offers the tools you need.

Tell Your Story

Make sure your donors know your mission. When it comes to a person’s likeliness to donate, the most important factor is his or her personal connection to the charity or organization. To increase donations, use direct mail to build relationships with donors over time. Some information you can share with your audience to make them feel more connected to your company or organization are: company news, future goals and/or goals already met, special achievements, and success stories or personal stories from those who have benefited from your non-profit.

Give Them Options

Make it easy for people to respond in their preferred way, whether it’s through a reply mail piece, website, email, etc. Also, give the donors different payment options. The options can range from old-fashioned checks to online payment services that accept credit cards and PayPal.

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Make Your Mark with a Back-to-School Direct Mail Campaign
10 Oct

Make Your Mark with a Back-to-School Direct Mail Campaign

It’s that time of the year again, folks! The sudden increase in rush hour traffic, the office supplies section at Target looking like a ghost town, and the decrease of high-schoolers at the mall: it’s time to go back to school. Back-to-school season is the second largest retail season after the holiday season, according to a report from PM Digital. Back-to-school spending reached nearly $75 billion last year. Moreover, according to a study by Placed, parents named direct mail as one of the most preferred channels for receiving promotions and deals for back-to-school. Feel like you don’t have a back-to-school type of business? Think again. Back-to-school season affects more than just kindergarteners who need crayons. Don’t forget about the parents, teachers and other professionals that need supplies, and other people who are just looking for a good deal. End your summer with a bang by boosting your sales and brand awareness using direct mail marketing this back-to-school season. Here are 3 ways to make your back-to-school direct mail campaign a success.
1. Target Your Audience
Instead of buying untargeted leads, use a targeted mailing list for your back-to-school direct mail campaign. This way, you are making sure your advertisement reaches the correct audience of people who are most likely to need your products and/or services. List companies like US Data Corporation are able to create a mailing list based off of your specific needs. You can target your list by age, gender, location, hobbies, shopping habits, and much more. If your store sells clothes for teenagers, you don’t want to send your direct mail campaign to families with toddlers. By using highly-targeted lists, you are connecting with people who are actually relevant to your business.
2. Make it Personal
Personalization can enhance a consumer’s decision to read your direct mail piece by creating a sense of familiarity. It also tells them that they are important to your business. When it comes to personalizing a direct mail piece, there are a lot of options. You can personalize the piece to a specific consumer by including their name in the letter portion or address area. You can also use a tailored message or personalized image. If you’re sending the campaign to a family with college students, use images that have college students in them. For more tips on how to personalize your direct mail piece, check out our previous blog post: Capitalize on the Power of Direct Mail Personalization.
3. Give a Good Offer
Who can resist a good deal? High-quality direct mail campaigns are not only packed with relevant information, they also attract the audience by tempting them with an irresistible deal. Offering a time-sensitive deal can be a great idea for a back-to-school direct mail campaign. Time-sensitive deals help promote the sense of urgency to redeem the deal before the sale is over, (and before school starts). With some schools already back in session and others about to start, now is a great time to reach those last-minute shoppers by putting a special offer directly into their hands.

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Heat Up the Summer with a Hot Email Newsletter
10 Oct

Heat Up the Summer with a Hot Email Newsletter

The sun is shining, the kids are out of school, and people are in a rush to get out of town. It is officially summertime! Unfortunately, summer isn’t only associated with fun in the sun, icy beverages, and vacations. Summer is also linked with what businesses call the “summer slump”. However, just because things slow down during this relaxing season doesn’t mean your email marketing needs to. What better way to liven up summertime than with a hot, new email newsletter? Email newsletters are perfect for connecting and keeping in touch with your email subscribers. They are not overly pitchy; rather, email newsletters can contain useful and helpful information your customers want to read. This summer, send out an email newsletter to engage with your subscribers. If you are not sure where to start, sit down, grab an iced latte and check out these 4 sizzling summer email newsletter content ideas.

Vacation Time

Summer is a fantastic time for tourist hot spots, travel agencies, hotels, and a whole lot of other businesses that cater to travelers. According to a press release by Hotel News Now, Americans will spend $85.5 billion on summer vacations this year, with the average American spending around $1621. Think of all the things that people need during vacations: lodging, food, transportation, activities… The list goes on! So many types of businesses can take advantage of summer vacations, and many companies miss out on the opportunity because they’re not in a traditional summer-related industry. If you offer a service that is relevant to vacations in any way, let your audience know. Highlight your appealing summertime services, products and vacation tips with an email newsletter.

Beat the Heat

If you are in an industry that is related to cooling down, awesome! You can definitely use an email newsletter to promote your business while giving customers tips for beating the summer heat. Air conditioning and fan services, cold beverages, frozen desserts, bars, and water parks are just some of the industries that can take advantage of the heat. Even if your business doesn’t provide services specifically catered towards chilling products or services, everyone appreciates cooling tips when the temperatures are a scorching 90 degrees and above. You can also include information how to stay protected from the sun and stay hydrated. Get creative and take advantage of summer by sending your audience an email newsletter.

Time with Family

The kids are home and parents have time off from work. Families are able to spend quality time together this season, which makes summer a great time to discuss family matters in your email newsletter. For example, a bank can send an email newsletter that covers the importance of savings accounts for college students. An email newsletter that focuses on back-to-school is a great topic for stores selling school supplies, tutoring centers, arts and crafts stores, daycares, etc. Include a back-to-school checklist and offer discounts on your school-related products and services. The back-to-school newsletters can be targeted towards both parents and children.

Hold a Contest

Hold a summer contest and publish the details, rules and winners in your email newsletters! Summer is about having fun, so help your email recipients perceive your brand as being fun by running a contest that is exciting and relevant to summer. Some ideas for contests are: the best vacation photo for a travel agency, a photo of the best-accessorized summer outfit for a clothing shop, and the best summer drink recipe for a local restaurant. Contests are a great way to keep your audience engaged with your business and to keep them looking forward to your next email newsletter.

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