WASHINGTON — The U.S. Postal Service today showcased the Star-Spangled Banner Forever Stamp during a special ceremony at the Smithsonian’s National Museum of American History, home to the
Americans dearly love getting their mail daily. But they can’t say what they’d miss if the U.S. Postal Service disappeared.
“People seemed to sense that the Postal Service disappearing would be a bad thing, but they had trouble articulating more specifically how this would affect them personally,” the report from the U.S. Postal Service Office Inspector General says.
Now is the time to plan your spring direct mail campaign. And just because you do not currently do one, does not mean you should not be thinking about it. Direct mail is still the only source of new orders that can be projected with any degree of accuracy and until digital marketers get excited at net orders rather than open rates, that always will be the case. The question is: Apart from the usual marketing tools available to help increase response, what else can be done? Direct mail can be expensive, but there are things you can test that might help increase orders and offset some of the cost.
David Klein writes, “Washington might be trying to tell us that the economy is on solid footing, but the underlying economic data suggests otherwise. And by that, I mean jobs data and housing numbers have been disappointing and wages are flat. I’m not trying to paint a doom-and-gloom picture, I’m just saying that it’s tough out there. And no matter what industry you’re in, everyone could use a little help when it comes to acquiring new customers and business in 2014. One of the best ways to connect with potential customers is with one-to-one communications—direct mail marketing.”
Grant Johnson writes, “Back in the 1980’s, when I first began my career, I attended a seminar where a B2B case study was presented. The speaker’s theory was that the more you took advantage of all five senses in your direct mail campaign, the more successful it would be. I was intrigued. Ever since that day, whenever I have the chance to create a campaign where I can evoke more than a few of the senses, I immediately don my creative director’s hat and pitch the idea to a client—if it makes sense in their marketing plan.”
The premier mailing industry meeting and trade show Forum starts in 10 days! The National Postal Forum continues to gather the mailing industry’s most influential thought leaders, innovators, and visionaries. From March 16-19 in beautiful National Harbor, Md., the NPF is delivering four days of instructional workshops and networking events.
The 2014 NPF Exhibit Hall showcases the mailing industry’s most innovative products and services available.
Register by Friday, March 7 and save! Go to www.npf.org.
Ginger Conlon writes, “Earlier today I received two pieces of direct mail, both of which made me smile. The first was a handwritten thank-you note from a salesperson I spoke with last week from staffing agency Creative Circle. So rare are handwritten notes these days that I open anything resembling one as enthusiastically as I open a greeting card. And when the note is truly personal and genuine, it brightens my day. I’m certain many other prospects and customers feel the same.”
Remember when getting a letter in the mail was exciting? So do we. But how do you recreate that feeling and get customers excited about your business when they’re facing a sea of junk mail, flyers and credit card offers? Small Business Trends asked 11 members of the Young Entrepreneur Council (YEC) their top secrets for making direct mail marketing more appealing to the people who matter most — those opening the envelopes.
As with any product area, there is a huge variation on what is available. You can spend a few hundred dollars at your office supply store to get a small opener that is fed one at a time or you can spend tens of thousands on a unit that extracts the piece and can have the documents semi automatically scanned into your business system. In this article we will give you the differences to consider so you can make the best decision for your organization. As we always need to state, we have no affiliation with any vendor in this space and only intend to give you unbiased advice to help you in your search.