As 2016 rolls to an end, you need to make some important decisions about your 2017 marketing budget.
The Daily Word - WordTech Blog
QR code (Quick Response Code) is the trademark for a type of matrix barcode first designed for the automotive industry in Japan. It is machine-readable and contains information about the item to which it is attached.
Any small business can use direct mail to spread word about their business and increase its sales. One of the most important things is to identify your target market. Then the next step is to create a direct mail piece with an enticing offer. Based on this offer, you can now measure and track the effectiveness of your mail. Use this information to focus your next direct mail piece and hone in your actual target customer.
It sounds like a small price increase, but the new rates could have large implications for publishers, marketers, printers, and even paper mills.
Nearly three weeks after the U.S. Postal Service proposed hiking most postal rates, mailing experts and regulators can’t figure out what the proposal means.
Agreeing with a coalition of mailers’ groups that USPS’s filing was incomplete for all but First-Class Mail, the Postal Regulatory Commission extended the discussion period on the proposed April 26 rate increases for “market-dominant” mail classes.
Some mailers are skeptical of USPS’s calculation that the price increases, especially for the Standard and Periodicals classes, are just shy of 2%. But until USPS answers an extensive list of questions about the new rate structures and the new rules that will accompany them, no one can evaluate whether the proposed rate hikes are legal, the PRC said.
United States Postal Alert - 2/23/2015
Timing is everything in life and business, and one of the most common mistakes marketers make when they’re sending out a direct mail campaign is to get the timing wrong. It doesn’t help, for example, to be sending out a mailing in mid-December promoting special offers for Christmas! That’s just way too late, but often it happens because the planning process underestimates how long it takes to put the campaign together and pull it off.
Here are 10 direct-mail fundraising best practices shared by Valerie Kagan, president of VK Direct, during the session.
- Make your mail appeals as compelling as possible. Kagan said you should make sure to state your needs clearly and give donors real stories, facts, statistics, updates, photographs and more.
- Test different variables. You should always be trying to beat your control, so test everything from inserts to letter length, to time of mailing to the envelope.
- Evaluate mail campaign progress regularly. It doesn't make sense to continually mail donor segments that are unprofitable. Use analytics to weed out the disinterested donors, and place lapsed or low-dollar donors back into the acquisition program, Kagan suggested, because the cost per piece is lower due to the higher volume mailed in acquisition.
- Honor your donors' requests. "If a donor asks to receive mail only once or twice a year, make sure this is done. In addition, send a letter notifying the donor that this request has been honored," Kagan said. "In addition, track those donors who say they will only give if you solicit them at certain times of the year. If they don't respond to the once-a-year appeals, send a letter reminding them you honored their request but haven't received a contribution."
- Cultivate and upgrade your top direct-mail donors. Treat your top donors as top donors, using advanced personalization and an "insider" approach, acknowledging past giving history, using closed-faced envelopes, First Class stamps, etc.
- Make your mail appeals easy to read. If your mailer is tough to read, donors won't read it. Kagan said you should use large print — especially on gift asks — good photographs, plenty of spacing between lines and paragraphs, and coordinate the theme and graphics of all the mail components.
- Mail as often as the market allows. Letting donors "rest" typically does more harm than good, since donors who most recently gave are the ones most likely to give again. So mail as often as you can with asks to keep donors engaged and the dollars coming in.
- Match gift requests to specific needs. Donors love to know what their money is going toward, so if possible, match gift requests to specific needs.
- Have a clear vision of your organization's mission and goals before you develop direct-mail appeals. "Tell your audience exactly who you are and what you do, while giving them concrete reasons to contribute. Know the demographics of your constituency," Kagan said.
- Keep your eyes and ears open. Always be prepared. Build a library of photos, stories, news clippings and testimonials from your staff, your donors, your volunteers and recipients of your work to potentially use in future direct-mail appeals.