ListAbility's Direct Marketing Blog

Direct Mail is Highly Effective For Back-to-School Promotions

Posted by Carol Arnold on Tue, Jul 23, 2013 @ 10:27 AM

direct mail is highly effective to market for the back to school season.Tis the season for families to prepare for the new school year and that means shopping and spending money!

According to the National Retail Federation, back to school is the second biggest shopping season after the winter holidays.

Don't miss the opportunity to promote your business with targeted direct marketing

Retailers need to execute smart marketing strategies to capture their fair share of the nearly $690 spent by the average family on their children’s school gear. Direct mail, targeted to families with school aged children, is highly effective. Coupons, special offers and information about products and services can be delivered to right to their doorstep.

The new school year offers a fresh start – and families help by sending their students off with a wide range of new clothes, school supplies and electronics. In addition they spend on a wide range of sporting goods and services like haircuts. The college bound families shop to spiff up dorm rooms and student apartments.

Parents also plan ahead for other less traditional services for the coming school year. These can include tutoring, college prep, after school programs and private coaches.

When using targeted direct mail marketing, retailers and service providers can deliver postcards, flyers and brochures into the homes of their best potential clients. Targeted mailing lists can be pulled based on children’s age, household income and many more demographics.

The U.S. Census Bureau estimates the total population of kids and adults in school at 79 million - roughly one quarter of the total population. You have a lot of options when you pull a mail list – to either cast a broad net, or focus in on families with specific characteristics.

The shopping season doesn’t end in August and September on the first day of school! Many families are spreading out some of their purchase decisions.  You should plan to extend direct mail marketing into the fall, especially for clothing, technology and services.

ListAbility’s Family Masterfile Mailing List has selection criteria that you can use to truly focus your mailing – ensuring that you get your best return on your investment.

ListAbility is a mailing list broker with the expertise and quality data to guide you through the process of obtaining a highly targeted mailing list. A better list will pay dividends with the savings you garner in printing and postage – to say nothing of getting noticed by the right people!

Tags: direct marketing list strategies, direct mail marketing, direct mail campaigns, consumer mailing list, direct mail advertising, retail promotions

Direct Mail Advertising continues to be a powerful marketing channel

Posted by Chris Dyer on Fri, Mar 02, 2012 @ 10:54 AM

Many people would be surprised to read that the US Postal Service ended their fiscal year 2011 with a volume increase of 2 billion pieces of standard class mail. This 2.6% increase comes in spite of the barrage of negative media coverage. Standard mail is the primary mail service for Direct Mail Advertisers.

                  The Direct Marketing Association’s Statistical Fact Book states that
                     US marketers send over 90 billion pieces of direct mail per year!

What does this mean? The volume increase sends a clear message:

                                              Direct Mail Marketing still works
!

My advice to Marketers, especially younger marketers, is to incorporate a multi-channel strategy when developing their marketing programs. And that should include direct mail.

When planning a direct mail campaign, there are many options to consider. Some methods are enduring, and have been used for many years by the best direct marketers in the world.

Here are some considerations to keep in mind:

  • A strong offer or promotion is probably the most important element for all direct mail advertising campaigns.

  • Select an updated and accurate mailing list that has been targeted to recipients considered most likely to respond positively to your offer.

  • Consider making your promotion time sensitive to generate urgency.

  • Testimonials or a guarantee can be effective, depending on your product.

  • Copy and graphics focusing on the people you are sending to can increase results exponentially and easily justify the cost of using multiple versions. For example, use a different message for young adults than you do for seniors. Ask your printer about “variable print capabilities”.

  • The use of Digital Printing can bring increased capabilities for personalization. These can include PURLS (Personalized URLs) which set up individual web pages for your prospects to key in, and QR Codes (Quick Response) that can be read by a smart phone to link to a special marketing page on the web.

  • Postage is a large part of any direct mailing job.  Make sure your mail list is certified and processed to get the highest postal discounts for automation.

  • Consult your mail shop when you design the physical aspect of your mail piece. Something as simple as a flap folded in the wrong direction could cause problems with the automated machines, which could cause delays and cost money.

  • Coding records and setting up tracking metrics so response and conversion rates can be done accurately

  • Testing – Try a couple different offers and mail pieces to see what works best for you. This will help the success for your future direct marketing campaigns. 

ListAbility is a premier mailing list company. Our dedicated List Professionals can help guide you through the process of obtaining a highly targeted mailing lists, telemarketing list or email list. A better list will pay dividends with higher response rates, savings in printing and postage costs – to say nothing of getting noticed by the right people!  

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