Lately, there has been a lot of buzz about dimensional mail, also known as lumpy mail. Why is that? Advertising has been becoming increasingly less effective because of fragmentation. Consumers are busier than ever and spend less time focused on any single medium for a great length of time, so reaching them with a consistent message is more difficult and more expensive. Direct mail was once one of the most powerful advertising mediums, beating out even television in terms of return on investment, but dimensional mail has taken the lead as one of the most effective forms of advertising today. This is because it is still reaching them in the same manner as direct mail, and while it maintains a higher cost per piece to send, it also generates a significantly higher response rate due to its memorable... 
Archive for the ‘Direct Mail Marketing’ Category
Is that a lump in your mail or are you just happy to see me?
Lately, there has been a lot of buzz about dimensional mail, also known as lumpy mail. Why is that? Advertising has been becoming increasingly less effective because of fragmentation. Consumers are busier than ever and spend less time focused on any single medium for a great length of time, so reaching them with a consistent message is more difficult and more expensive. Direct mail was once one of the most powerful advertising mediums, beating out even television in terms of return on investment, but dimensional mail has taken the lead as one of the most effective forms of advertising today. This is because it is still reaching them in the same manner as direct mail, and while it maintains a higher cost per piece to send, it also generates a significantly higher response rate due to its memorable... Who you are speaks so loudly I can’t hear what you say!
We communicate through a variety of mediums today, each time, painting a picture of who we are. Sometimes it’s accurate, sometimes it’s not. If you’re going to take the time to communicate with someone, regardless of whether they are an employer, employee, client, prospect or any other type of contact, be sure to take the time to communicate effectively and professionally. I can’t tell you how many times each day I see an email with no regard for spelling, grammar or punctuation, and each time, my reaction is the same. If someone isn’t willing to put in the effort to compose a proper email, what on earth would make me think that they would put any more effort into anything else? Nothing, so I move on. What does your communication say about you? USPS rates and sizes
If you do any direct mail marketing, especially dimensional mail, be sure to download this handy PDF of the USPS rates and sizes.
The sum of it’s parts…
Does your marketing strategy consist of a little newspaper advertising here, some direct mail there and maybe email marketing from time to time? If so, it’s pretty similar to that of many other small businesses. That’s not a good thing because it’s inconsistent and your marketing channels are not working together. Marketing is a collective activity in that when multiple channels are used together, the results are almost always far greater than the sum of the channels. Direct mail, radio and television can support internet marketing to bring you results that you could never achieve with the same budget used in any one of those mediums. This is because after the creative aspect of any marketing campaign, the effectiveness is due largely to repetition and consistency. When your prospect is on their way to work... Proposed 7.6% postal rate hike
Businesses that utilize direct mail marketing to promote their business will be in for a shock soon due to a proposed rate increase. The average increase is expected to be 7.6% but could be as high as 40% for some mailers, which will certainly affect businesses of all sizes. We recently posted about the impact that email has made on direct mail and mentioned that direct mail was still a powerful tool in your marketing tool box, however that may be changing. As direct mail continues to increase in cost, many businesses will mail to smaller and more selective lists to maintain a cost-effective ROI. Ultimately, direct mail will stay around for a long time, but like other traditional mediums, it’s use will evolve to meet the needs of marketers. Using handwriting to get their attention
Do you remember the last time you went to the mailbox? Chances are that you shuffled past the bills, set aside the credit card and mortgage offers and perhaps glanced at a postcard or two but when you got to that handwritten envelope , you probably stopped what you were doing and opened it right there on the spot. You’re not the only person that reacts this way and you can use that to help market your company. Handwriting adds a personal touch that can’t be achieved with any graphic design technique or font. It’s that personal touch causes response rates to increase dramatically when it’s used in direct mail. Obviously you can hand-write names and addresses on envelopes but it doesn’t have to stop there. Handwritten sales or thank you letters can have a...
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