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| 23 Sep 2009 12:56:35 pm |
 Today's Quote: |
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Quote : "TEST FAST, FAIL FAST, ADJUST FAST" - Tom Peters |
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Category : Direct Mail
| Posted By : Cathy |  Comments[105] |  Trackbacks [0] |
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| 22 Sep 2009 09:07:21 pm |
| TESTING IS IMPORTANT IN DOWN ECONOMY |
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Sagging sales and weak response rates amid economic gloom means the time to
deploy tests is now. Here are some rules to live by......
During rough economic times, it's easy for those who control the budget to say
that if response rates are down, they don't want to invest in testing. Wise
executives know that the time to spend more marketing dollars is when sales
are down. It's true there is a risk involved in testing new ideas in an effort to
"beat the control" and increase response rates. Testing takes an investment in
time and resources, often including additional funds. However the outcome is
often worth the risk.
You want to test, not only to increase your ROI, but also to learn. The more you
know about what works the best, the better you can market to segments that
emerge as your marketing programs evolve.
1) Start With the Basics
It's imperative to go back to the basics. Think about your business and marketing
objectives and what you need to learn to improve. What variables will make the
most difference in your results? Create a plan for your testing that will lead to
methodical improvements.
Test only one element at a time, and use appropriate quantities to provide
statistical significance. Or, if you are testing multiple elements, add separate
test cells to your testing matrix. While this seems obvious to direct mail veterans,
time and again we have clients who are confused about this. For example, if you
test lists and offers at the same time within the same test cells, you will never know
which element provided a lift.
Recognize the importance of your lists, offers/positioning, creative and the timing
of your touches, in that order. No matter what the current economic conditions
are like, lists still make up the majority of your marketing success - 40 to 50%.
Understanding this. along with the power of relevant offers (30 to 35% of your
success) is critical to jump-start your response rates and lift your ROI.
Don't be lured into testing a new format or design unless you have done a better
than average job of testing lists (both house and prospect files), offers and message
positioning/copy platform. Then, it will be prudent to develop some new creative tests
to try to move the sales needle north.
2) House Databases Need Top Priority
In an economic downturn, data and its hygiene become even more critical to your
ROI success. Understanding key segments and relying on your best customers will
get your further ahead than almost anything else. Know who the buyer is and who
the decision makers are. If you have a great understanding of your segments, test
a referral program to your top customers and watch the results pour in. Combining
segments with offers is also a wise idea.
Focus on customer service and retention FIRST in economic downturns. To create
raving fans, you need to prove that you care about your customers. If you do that,
when you go to them and ask for additional business, referrals and testimonials,
they will be more than happy to help. Far too many companies, even in this economy,
assume that their customers will stick with them. Don't assume! Actions speak
volumes over words. Customer service and retention are areas that are quite testable,
yet few firms test enough here.
Segment and rank your customers in importance. All customers are not created
equal. Considering channel preferences, offer motivators, RFM and other key factors
like geography and the aforementioned timing will help your testing efforts.
When you hone in on specific market or audience, you can specialize your offer,
messaging and tactics to specifically appeal to its wants and needs. You just may
find your loyal regulars ready to spend extra for the something more you suddenly
have to offer them.
MORE THOUGHTS ON TESTING....NEXT BLOG!!
Source: Inside Direct Mail - Grant A. Johnson
Grant is a marketing maverick and founder of Brookfield, WI based
Johnson Direct. He is passionate about measurability and messaging
revelance in an over-communicated, multi-channel marketing world. |
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Category : Direct Mail
| Posted By : Cathy | Comments[113] | Trackbacks [0] |
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| 11 Sep 2009 03:43:49 pm |
| SEVEN WAYS TO GET YOUR ENVELOPES OPENED |
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What belongs on envelopes and gets them opened: Benefits!
You need to prove to readers that the contents of the package contains some useful
information, you will get them into the package and at least get a shot at
selling them.
Here are some tips to help make your envelope a winner.....
1) Don't feature your corporate name and address if it doesn't mean anything
to the reader. For example, there's a good chance the words "Quicken" or
"QuickBooks" means more to prosepcts than the name "Intuit". That's why it's
okay to put your corporate name, return address and logo on the back of the
envelope.
2) Load up your envelope with copy
There's no law that says teaser copy has to be just one line long.
3) Don't use any teaser copy at all
Why the complete contradiction to point number two above? Because there
are times when a blank envelope will work just fine. If there's no copywriting on
the envelope the reader HAS to open it in order to check out the contents.
Which works best? LOTS of copy or NO copy - for most purposes, when you are
mailing bulk - give envelope copy a shot first.
4) Try using a different size envelope
If you're locked in to using #10 envelopes, try testing another size. The obvious
choice is the 6" x 9" format but consider using a large envelope as a well. Sure
a big envelope costs a little more, but anything you can do to stand out from
the other letters in the pile is a plus.
5) Give a window envelope a try
Very often a window envelope, with the personalized Business Reply Card
showing through, will pull better than a closed face envelope. Consider giving
this a test.
6) Use more than one window
Sometimes a little second window can be used to grab the reader's attention.
When should you use an extra one or two windows? When you have a four-color
brochure or reply device, and can let some of the provocative copy peek through.
Don't settle for what you've always done in the past. Stretch yourself and test
something new.
7) Use the space on the back of the envelope
It can be a mistake to completely ignore the back surface of your envelope.
You never know how your package is going to fall on someone's desk. That's
why it makes good sense to use both sides of the envelope if your budget permits.
A final word.....the envelope really is one of the keys to success in any mailing.
Sure the letter does all the hard selling, but if the envelope never gets opened,
the greatest letter in the world will go unread. Test some new approaches and
see how they work for your company.
Source: Inside Direct Mail - Ivan Levison
Ivan does freelance creative work for such companies as Intel, Microsoft,
Bank of America, and Fireman's Fund, writing sales letters, emails and ads. |
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Category : Direct Mail
| Posted By : Cathy | Comments[101] | Trackbacks [0] |
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| 04 Sep 2009 12:34:32 pm |
| Let mslDirect get you the most for your marketing dollar.... |
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Quote : The man who will use his skill and constructive imagination to see
how much he can give for a dollar, instead of how little he can give
for a dollar, is bound to succeed. - Henry Ford |
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Category : Direct Mail
| Posted By : Cathy | Comments[111] | Trackbacks [0] |
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| 01 Sep 2009 12:00:00 pm |
| 10 REASONS WHY ADDRESS QUALITY MATTERS |
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A REFLECTION ON YOU.....
It seems every year, companies must do more to ensure addresses are accurate
and current. Standardize, correct, validate, update, append, barcode.....and then
remember every change for the next mailing. While address accuracy helps the
postal service streamline operations, you must also take into consideration the
many ways address quality adds value to your business.
HERE'S A SUGGESTED TOP TEN:
1) INCREASE SALES - Even a 2% lift on your direct mail and cross-sell efforts can
have a significant impact on your bottom-line results; but mail has to reach
the right person first.
2) LOWER POSTAGE COSTS - While the USPS sets mandates, they also provide
incentives. A small increase in coding rates could help you save up to 0.5%
or more on postage.
3) MAINTAIN REPUTATION - Even if your mail is delivered, customers notice
when you consistently get their address wrong, sending a signal that you
don't care that much about the relationship.
4) OPTIMIZE CALL CENTERS - Late or misdirected mail may account for up to
30% of your calls. Better mail delivery means fewer calls and more satisfied
customers.
5) MAKE BETTER DECISIONS - Having specific address information can help
ensure you apply the correct taxes, assign the right territory and properly
assess risk.
6) REDUCE FRAUD - When sending high-value mail, including checks, goods and
cards, address quality can help mitigate loss or fraud.
7) ELIMINATE DUPLICATES - Consistent and accurate addresses provides for
better merge/purge results, so you'll send one (and only one) communication
to each person.
 SPEED RESULTS - Faster mail delivery can expedite new orders, streamline
remittance and improve your cash flow.
9) ELIMINATE RETURNED MAIL - With the cost of returned mail estimated at
$3 to $10 per piece, it pays to get it right the first time.
10)AVOID POSTAL PENALTIES - You can expect the USPS to get stronger on move
update non-compliance. The original plan (still in discussion) was based on
a formula that measured how well you incorporate change of address
information, and if you fail to meet pre-set thresholds, the USPS could
charge you the equivalent of the single-piece rate (now $0.44 for one ounce)
for the entire mailing. while the details are subject to change, the message
is clear.
So while running move updates or adding that secondary address element may
seem like a hassle at the time - remember there's something in it for you, too.
Source: Pitney Bowes
Follow them on twitter.com/PBCommIntel |
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Category : Direct Mail
| Posted By : Cathy | Comments[69] | Trackbacks [0] |
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