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Do you have a business, product, or service you wish to grow by gaining new customers? Try out direct mail advertising! According to Epsilon’s statistics, 73% of consumers prefer brands to communicate through direct mail, because it allows them to read it at their convenience. An additional 59% agreed with the statement, “I enjoy getting postal mail from brands about new products.”

While you may still be tempted to adopt a marketing strategy like email or social media, as of 2018, The Direct Marketing Association found that the response rate from direct mail is 4.4%, while email is 0.12%. We already knew direct mail was successful, but this stat blew our minds, too.

How to Create a Direct Mail Advertisement (The 40/40/20 Rule)

To create a successful direct mail advertisement for your business, the 40/40/20 rule will be your new best friend.

40% of a successful direct mail advertisement will come from your mailing list effectiveness. It is vital to refine your mailing list if you desire to reach new clients or customers. Make sure to constantly update and proofread your mailing list, utilizing the National Change of Address database to check for address changes.

There are two main types of direct mailing lists: target and saturation. Target mailing utilizes a mailing list that has been “boiled down” to the correct audience for your business through parameters such as proximity, age, and income. Saturation mailing sends your information to every door within a particular carrier route and/or zip code. Either type is a wonderful option depending on your strategy and Southwest Solutions offers both!

40% will depend on how captivating your offer or call to action is. You want to engage your potential new clients or customers with a unique and customized offer or call to action. Make sure these are clear and concise to move your customer in the direction you want.

For example, you can offer a percentage off of your services, allow people with the card to receive preferential treatment (like skipping lines at a job fair), or even offer additional services for those who sign up for a long-term plan.

An awesome way to get creative with this is to also include add-ins in your direct mail advertisement as well. This may include a gift card, product sample, or a QR code to play online games and win prizes. These kinds of calls to action encourage potential customers to take immediate action, moving them from potential to actual customers. At SWS, we love to have fun with the add-ins; we even did a mailing recently including a dollar bill in the mailing with a message “call us and we’ll give you another $2999 off your tuition”!

20% will come from everything else, such as text, design, and mailing methods. Make sure to take adequate time to design and proof your mailout before sending it out. If your mail has any punctuation, grammar errors, or typos, it will either get sent back to you or end up in the recycle bin.

Additional Expert Tips

Test Your Market. Testing will depend on the size of your targeted market. You will need to begin by measuring your Return On Investment (ROI) and the effectiveness of mail by running sample test batches. Send out multiple types of direct mail advertisements by changing only one variable each time. This will allow you to find the optimal combination for a successful direct mail advertising that not only engages new customers but is also an appropriate use of your time and money.

Follow Up With Customers. Don’t just leave them hanging in limbo, but make sure to send them additional follow-up information. This is crucial to create a great first impression with new customers by being proactive to move them further through the conversion funnel. Check out our follow-up blog post for a more in-depth guide.

Utilize Southwest Solutions for Your Direct Mail Advertisement

Have some cool ideas brewing? Our in-house graphic design team at Southwest Solutions will make anything you think of come to life! There is no need to worry about hiring outside designers, spending time trying to design mail yourself, or settling for cheap, stock images. Our team of experts will help you create a customized mailing, tailored to your business, that is sure to engage new possible customers.

Southwest Solutions vows to aid you in every step of the mailing process so you don’t have to worry about the nitty-gritty. As a direct mailing house with the United States Postal Service, our experts will do all of the heavy lifting, so you can sit back, relax, and watch all of your new customers roll in! To start your direct mail marketing campaign or if you have any questions at all, please give us a call at (520) 207-1900. Let’s get creative.

Got Questions?

Until next time,

Vera Minot

Vera is a creative-minded, heart-first promotional products (and print/apparel/direct mail/signage/etc.) professional who approaches all aspects of life with intention and enthusiasm. Vera is passionate about vocabulary, self-care, and authenticity (even in business!), and in her free time you’ll probably find her rock climbing or mountain biking, growing things, cooking, reading, and generally finding ways to get up to no good with her wife, Christa.

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The Best Print Marketing Materials to Boost Your Brand

This just in! Hot off the printing press, the top performing print marketing materials are making their rounds. Print Marketing Materials are any printed items that help to communicate your products or services to your customers. These can include booklets, brochures/rack cards/flyers/postcards, calendars, business cards, and more!

Which print marketing materials perform the best?

Each year, we see new materials emerge and timeless print practices evolve. Given printing marketing materials is our speciality, it only makes sense that we see and share what’s trending and trailblazing in terms of successful print products. Read on to learn which print marketing materials consumers are craving and how investing in each can earn you some serious ROI.

Cards against humility.

best marketing print materials tucson You’ve likely heard of the adult party game in which players complete fill-in-the-blank statements using words or phrases typically deemed risqué. While we are all fans of fun around here, taking risks stops at poorly-printed cards (cough cough, lookin’ at you, Online-Walmart-of-the-Print-World-Rhymes-With-Schmistavint). Business cards, that is. Business cards are one of those timeless print marketing materials that seem to evolve over time but maintain their status as a brand staple.

When it comes to business cards, we mean business about both the print quality as well as the card content/design. Impress prospects with a sleek design that shows just enough of what your products and services are about, while also leaving them wanting - and reaching out for - more. This can be done by way of a blank area for note-jotting (old school but effective!) or a QR code that piques curiosity and prompts conversion further into your funnel. Trying to drive in-person traffic? Make the card a “bring this card in with you for a discount”. Wanting more digital traffic? Consider a link to your website or a form that enters them in a giveaway of sorts while collecting valuable info. Both portable and cost-effective, you can get - and give out - many business cards for your buck! Driving traffic not your thing but you want the card to be memorable? Consider adding helpful tips & tricks relevant to your industry, or a quote or message sure to make your prospect smile.

Signed, sealed, delivered. I’m yours!

best marketing print materials We’re not going to talk your ear off about direct mailings and how to follow up on direct mail advertising, because we already did that! Suffice to say, quality print marketing materials mailed out….quality leads ushered in. Whatever you’re mailing, we’re making! And if you aren’t sure what you want just yet, simply trust our experienced and creative graphic design team to get you something custom and conversion-worthy.

At Southwest Solutions, we know time is of the essence and we are capable of creating customized promo products for your unique marketing campaign so that it’s more relevant to the specific demographic you want to target. What’s even cooler? With 90.4% of those surveyed reported either currently owning or possessing a promotional product received within the last 24 months, it’s safe to say that going this route will get you more mileage for your marketing dollars.

Custom calendars are always in ‘season’.

You want to know how to make your clients and customers feel special? Invest in higher quality print marketing materials that they are sure to use for the long haul. Calendars are a highly-treasured print marketing material because not only are they of value to the customer on a daily basis for an entire year, but beyond that, your brand is getting that daily exposure and recall with every penciled-in priority.

When your promotional products are useful, your brand is also seen as valuable. Repeat use means repeat purchases and referrals! In fact, every time someone looks at their calendar, your brand is making an impression on them. If it takes about 10 interactions with a brand to make an impression, imagine what 1,000 will accomplish! When you create well-crafted calendars, you’re helping customers save dates while also saving your products and services top-of-mind. Not to mention, the full color, edge to edge (AKA full bleed) imprint area on most premium calendars can’t be beaten!

Brochures can bring in ROI “two-fold”.

professional print marketing materials When it comes to print marketing materials that can be tailored to nearly any campaign goal, brochures are a great go-to. You can choose which content to share on each respective page to lead consumers on a journey. Whether a bi-fold or tri-fold, each custom column can boast compelling design and interesting facts that prompt the reader to continue reading along. Prefer the simpler route of a rack card, flyer, or postcard? As with everything we do, as long as you have consistent, eye-catching design across all platforms in line with your brand standards, you can choose whatever size/shape/orientation of print and it will elevate your brand all the same.

Broken into bite-size bits of info, say, your mission, then testimonials, followed by your price or service lists, can take a reader from intrigued to impressed to invested. When asked to rate which advertising vehicles provide consumers with an incentive to take action, print materials like brochures were regarded as next most effective to promotional products by several generations.

Trust SWS for Quality Print Marketing Materials!

We recommend customizing everywhere you can. Make that letterhead legit. Use colors that pop and show pride in your brand. Doing so instinctively instills a sense of pride in your brand from recipients as well. Taking the extra step to choose quality paper weight, design and delivery methods makes all the difference in your printed marketing material efforts.

Trust us with the process of creating print materials worthy of your hard-earned brand. Need ideas or have some you want to try out? Southwest Solutions is here to help your vision come to life. Call or stop by today!

Got Questions?

Until next time,

Vera Minot

boo

How You Should Follow Up On Direct Mail Advertising

It has been said that with great reward comes great responsibility. The same can be said about marketing efforts. With great revenue and referrals, comes the responsibility of follow-up. Many entrepreneurs and small businesses have trusted us with their direct mailing campaigns. Beautifully designed and intentionally written, the content can do a great deal for any business’ bottom line. However, while great design accounts for a lot of the success in direct mail marketing, the real hidden gem is succeeding with following up on direct mail advertising. We're here to help teach you how should you follow up on direct mail advertising! As lovely as it would be to be able to easily send out hundreds or thousands of postcards/packages (we do make it easy!), unfortunately, we like to remind our clients that a direct mail campaign does not end once your packages get delivered. Rather, the intrigue and relationship has just begun and your mailer opens the door for prime conversation and conversion. Read on to learn the best practices for maximizing your ROI with direct mail marketing!

History repeats itself and this time around, direct mail advertising efforts prove to have higher response rates.

Firstly, it is important to note that direct mailing was once seen as an outdated way of outreach. Similar to that of a newspaper (does anybody even get those anymore?). But, times have changed and direct mail’s response rate is 4.4% — compared to 0.12% for email. Sure, digital marketing has a space as well, but right now hard copy mailers are getting all the attention. What’s more, you can gain an even higher response rate with how you design your mailer. That is, with clever content and copy. Think of the fun and trending QR codes that lead to a landing page or shopping area in your website (QR codes can then be measured for how often they are used!). Choose colors that evoke emotional responses, as well as, verbiage that prompts a sense of urgency.

direct mail advertising follow up techniques If you’re using envelopes, you’re adding an additional step for customers to take to “get to the good stuff” so you’ll want to ensure a visual, tactical appeal that acts as an incentive to drive open rates. For example, many banks use their envelope to promote ongoing, limited-time, exclusive offers (“0% Intro April Until July ’21” and “Unlimited 1.5% Cashback on Every Purchase”). This clever tactic is well-received amongst recipients because it essentially tells people that discounts and opportunities are available only if they open the mail right away and take action (“Act Now, Act Now!!”). Other companies take the human appeal approach - rather than a financial offer, their envelope is designed as a statement about the kind of person you must be if you want to open the envelope. Real example: I, Vera, received an envelope the other day that advertised “beautifully curated offers inside for the discerning buyer” - accompanied by full-color photos of beautiful design-forward items, I literally thought to myself “ooh, curated - I’m discerning!” and opened the envelope. Less than 20 minutes later I sent 150 of my dollars off to someone I wouldn’t have heard of had it not been for that direct mail.

1. Create a timeline for follow-up tasks once your direct mail advertising is sent.

You certainly do not want your efforts and marketing budget to be spent in vain. By crafting a timeline for following up on your direct mail advertising, you are optimizing the time and money you spent, enhancing the likelihood of a greater return on your investment. You will not have regrets or the backlash of cold-calling if you let your initial direct mail advertising warm up your leads. Give it a reasonable day or three from the time your mailers are delivered before you follow up with a call or email.

Then, when you do reach out, make it personable and personalized. Go the extra marketing mile and refer back to any specifics you have with the lead, be it an order they purchased or a brief phone call where they shared information respective to their lifestyle and desires. Look at their website and do a little research! It is important to keep in mind that a few minutes spent customizing content (whether via email or a chat on the phone) now could very well pay dividends as high-quality customer retention and referrals for your business’ future!

2. Send direct mailers on specific dates, like holidays, special events, birthdays, etc.

how should you follow up direct mail marketing Direct mail - even the most aesthetically appealing - can find itself lumped in with and lost to “junk mail” when it isn’t something the recipient is necessarily on the lookout for. Take advantage of timeframes where your recipient is hyper-aware of inbound correspondence. This is typically birthday months, holidays and special events that prompt, shopping and celebration. Do use these days to your advantage when creating your direct mail advertising content and timeline for publishing and sending. Did you know you can purchase address lists for demographic groups such as Recently Retired, Newly Married (even Newly Divorced!), New Homeowners, etc.? It’s not hard to find something to celebrate!

Send direct mail when you have something to say!

Even if it isn’t a well-known holiday or a potential lead’s birth month, there is also room for sharing your own celebrations - especially when they benefit your recipient. Think 15th anniversary of a company offering 15 percent off! How should you follow up on direct mail advertising like this? Use your direct mail advertising to not only share in your own success but also gratitude for the very people who allow you to reach such a milestone. Giving back credit where it’s due can prompt even more customer loyalty, as well as, rope in new leads that are curious how they can be a part of the action. Stephanie Rising, the owner of The Rising Effect here in Tucson, is particularly good at sending little notes via direct mail, just for good measure (appealing to the emotions in everybody in her network). Just the other day I received one that says “Gratitude is the fairest blossom which springs from the soul” - and it’s hanging on my wall now, serving as a constant reminder of how much I respect Stephanie and would refer her wholeheartedly.

3. Send a follow up direct mail speaking to the first, or to add to the offer.

A tried and true secret to direct mail advertising is the rule of repetition. What many companies have found to work very well is to resend a second (often 3rd, 4th, & 5th) round of direct mail advertising that elaborates on the first correspondence you sent or, better yet, adds even more value. Oftentimes this can look like another similarly designed mailer that now extends an even deeper discount, offers more information about who you are and what you’re about, or appeals to a different set of emotions. Some companies will do this by way of magnetic business cards or yearly calendars attached to the direct mail- the more handy, funny, or pretty-looking the magnet the better: think funny sayings, inspiring quotes, or helpful facts and tools. Others send out other small gifts attached to their postcards, like cork coasters, small nail files, luggage tags, phone wallets, etc. Now, you’ve cleverly made your contact info and compelling message double as a promo product gift!

4. Double down on your remarketing by using your social channels after your direct mail advertising is received.

best ways you should follow up on direct mail advertising Marketing is best done across multiple platforms. That said, you can utilize your online social channels to enhance the efforts of your direct mail advertising. Once you’ve sent off your hard copy correspondence, consider following up with a digital approach like a personalized email or another digital ad reiterating what they already saw (or potentially missed) via their mailer. Digital coupons on your online platforms can also help nudge your leads a little closer to that checkout page or booking that free consultation.

Think of this strategy as a gentle reminder for those who you wish to serve but also acknowledge they are living in a busy world and things fall through the cracks. Extending another reminder helps keep you and your services top-of-mind, while also showcasing that you have deals no matter their preferred means of marketing. Maximize your mediums by referencing your direct mail coupon options (“subscribe to our mailing list”) on your social channels, and conversely, by sharing your social networks on your direct mailing advertisements.

The key is to start with a solid direct mail advertising campaign out the gate.

Everything above has proven to work well for our many, many customers over the years, but, in the spirit of transparency and respect for our fellow business owners, all this is for naught if you don't start with a great direct mail advertising campaign design and targeted mailing efforts. So, how should you follow up on direct mail advertising? Trust Southwest Solutions to set you on the right track. Call or get in touch to start your campaign!

Creating a climbing community takes investment and one of the most successful investments we have made in that avenue has been the Circuit Session event.

A huge part of that success is due to the custom award pin badges we gave away as rewards for completion of a circuit. These pins represented a few dollars invested but the community response to them was worth far more to our business.

-Cory Hanson, General Manager