Maximizing ROI For Dimensional Mail

If your mailing is fat, over-sized, or three-dimensional, it stands out. People want to pick it up and see what’s inside. Results of dimensional mailings can be spectacular. However, they also cost more to produce, assemble, and mail. Dimensional mailings work, but you want to be smart about using them.

Let’s look at some techniques for maximizing the effectiveness of dimensional mail.

  1. Narrow down and target the recipients carefully. Dimensional mailings are not best for undifferentiated mass mailings. They are best suited for generating sales of higher value products and services, such as long-term contracts or donor relationships, insurance or financial services, and real estate transactions.
  2. Don’t frighten a recipient with an unmarked package. If you want to keep the package plain, one way to handle this is to integrate a marketing message on the outside.
  3. Keep it relevant. The gift or incentive should be practical (a product sample) or relate directly to the marketing message in some way. Bewilderment is not the sort of attention you want.
  4. Research production and mailing costs carefully. Case studies can provide guidance and offer an idea of the response rates obtained by the kind of campaign you are considering.
  5. Ensure that it can be mailed. Consult with the USPS to ensure that you are not violating postal regulations or mailing something they (or another carrier) would deem unshippable.
  6. Test for integrity in the postal stream. Mail test samples to yourself or to colleagues to gauge the impact on the package itself. Does it get damaged as it is wedged into small mailboxes? Does it survive the mail stream?
  7. Track and measure the results. Establish a realistic benchmark for success.

Need more ideas? We’re here to help. When you’re ready to put your dimensional mail ideas in motion, give us a call!

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Drip Marketing

Want more sales? Use the power of print to fuel your drip marketing efforts.

Drip marketing is the use of a consistent, predictable set of marketing touches (postcards, email, newsletters) to nurture a relationship with a client or prospect over time. Drip marketing is different from follow-ups or multi-touch marketing in that the latter have narrow time frames.

  • Follow-ups are one-off. You call someone back. You mail them a packet of product information upon request.
  • Multi-touch marketing is designed to use multiple contacts — postcards, email, mobile—but still garner a sale within a relatively short period of time.
  • Drip marketing has a longer-term framework in mind. It is about education, trust building, and lead nurturing over months or even years. It’s great for complex sales and higher value products.

According to The Database Diva, 65% of the people in your sales funnel are tire kickers. They are unqualified prospects not in a position to do business with your company. Thirteen percent are ready to buy. Twenty-two percent will buy eventually but need more time. That’s where drip marketing comes in. That last group may take a while, but when they are ready to make the purchase, you want them to buy from you.

Take a cue from real estate. Agents send four-color postcards with tips and tricks for lawns and gardens, home winterization, and other topics throughout the year. The agent’s headshot and contact information are readily visible, presenting him or her as a problem-solver interested in helping homeowners whether they are looking to sell their homes or not. When a homeowner does decide to sell, whom will they think of first? That is the power of drip marketing.

Do you have products with long sales cycles that could benefit from drip marketing? If so, give us a call. We’re ready to put your ideas in motion!

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How Much Do Bad Addresses Cost You?

You’ve probably heard that bad addresses can kill the ROI on a direct mail campaign. But what are the numbers behind it? Just how costly can bad addresses be?

In a webinar sponsored by Epicomm, the Association for Leaders in Print, Mail, Fulfillment, and Marketing Services, the presenter told us just how much impact they can have. Mark Rheaume, national postal affairs director for AccuZIP, provided some eye-opening numbers:

  • On average, 4% of organizations’ mailing lists are undeliverable. (That’s on average. For many companies, this number is higher.)
  • For mail that achieves the five-digit presort rate, the cost is $.383. This means that, for every 1,000 mail pieces returned as Undeliverable as Addressed (UAA), you lose $383.
  • For standard rate mail pieces, minimum postage for presorted full-service mail is $.254. This means that for every 1,000 returned, you lose $254.

If you have endorsements in there, these numbers rise exponentially.

When you send out a direct mail campaign, you want every piece to count. That’s why things like the list, the message, the offer, the call to action, and smart targeting and personalization are so important. When that piece lands in the recipient’s mailbox, you want it to hit its mark.

Make sure that each piece reaches its intended target by regularly cleaning up your mailing list so that every piece arrives at its destination. Talk to us about services like CASS, NCOA, and data enhancement services (such as deceased suppression or apartment append) so that your direct mail delivers maximum results!

When you’re ready to put your direct mail ideas in motion, we’re here to help!

(Data taken from “How to Dramatically Increase ROI by Adding Value to Your Existing Direct Mail Piece,” sponsored by Epicomm and hosted by Printing News on May 4, 2016.)

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Happy 4th of July!


July 4th is the day the United States of America celebrates freedom. The Declaration of Independence was adopted on July 4, 1776, declaring that the 13 American colonies were  a new nation – no longer a part of the British Empire.

Most Americans spend the 4th of July at picnics, parades, fairs, concerts and baseball games – not giving a second thought to the meaning behind the date. I am one of those people who normally are just happy for a day off of work, spent with family and friends and enjoying the neighborhood fireworks.

But, this year, our federal holiday has a little more meaning to me. Our world has become very dangerous and many people have little to no freedom. They are persecuted for their beliefs and treated as possessions.

The United States of America is blessed. We enjoy not only freedom, but a standard of living that is envied. We often forget how fortunate we are.

Yes, Monday will be a time of rest and of fun, but I would like to publicly thank all of our armed forces who fought to attain our freedom and those who continue to fight to preserve it! May God bless America and may we continue to be the land of the free due to being the home of the brave!

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Response Rate, Cost Per Lead, Cost Per Sale

When you are evaluating the success of your print and multi-channel marketing campaigns, how do you know which channels are most effective? How do you know which channels (or combination of channels) are delivering the most bang for the buck?

To answer this question, marketers often look at response rate, cost per lead, and cost per sale. What’s the difference between them?

Response rate is how many people responded to your campaign. If you mailed 5,000 postcards and 500 people responded, your response rate is 10%. Those 500 people then become leads.

Cost per lead is how much it costs you to get that lead. Let’s say that direct mail campaign cost you $5,000. With 500 responses, each response (or lead) cost you $10 ($5,000 / 500).

Not every one of these leads will turn into a sale. Let’s say you were able to convert 30% or 167 of those leads. When you divide $5,000 by 167, you find that your cost per sale is $30.

Which one of these numbers is most important? All of them! Why? If your average sale is $35, you have barely broken even on this campaign. To improve your results, you could lower the costs next time or you could try one of these three things:

  1. Increase the response rate to bring more sales into the funnel, lowering your cost per lead
  2. Increase the conversion rate, lowering your cost per sale
  3. Tweak the offer or incentive to increase the average revenue per sale to lower your break even point.

There are lots of ways to evaluate and improve the success of a marketing campaign. Let Multi-Craft help by suggesting ways to increase response rates and then analyze your results. Our focus is on helping you sell more of your products and services while getting the most out of your marketing dollars!

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What Should You Know About Your Customers, But Don’t?

Do you have enough data in your marketing list to make your targeting as effective as it can be? If not, let us work with you to add fields that can create exponentially more value.

This extra insight can enable better targeting. It can also save on your mailing costs. For example, if you’re a home renovator, you should know whether someone owns or is renting their home. If they own their home, you want to know when it was built. If the house was built in 2015, they aren’t likely to be renovating any time soon.

Most of us know you can refine a marketing list by age, gender, ethnicity, and household income. Here is a list of some of other data types you can use, as well:

If you sell services related to the home:

  • Homeowner or Renter
  • Square footage and lot size
  • Length of residence
  • Estimated home value

If you sell services related to automotive:

  • New or used car
  • Make and model of car
  • Estimated value of car

If you sell services to specific age groups:

  • Presence of children in the home
  • Presence of young adult
  • Presence of an elderly adult

Other consumer services:

  • Occupation
  • Education
  • Home business indicator
  • Business owner indicator
  • Deceased indicator
  • “Green aware” indicator

There are hundreds of different ways to refine data. You can also find out if someone donates to nonprofits, likes to participate in sweepstakes or contests, or even if they are known to respond to direct mail. Some indicators are based on modeling. Others are based on data sources.

Before sending out your next direct mail campaign, talk to us about your marketing goals and let us help you explore the wealth of data available to greatly enhance your efforts and return even more powerful ROI!

We’ve been putting ideas in motion for over 61 years!

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Direct Mail on the Rise!

Every year, Target Marketing conducts its Media Usage Survey. In this survey, the magazine asks how readers are allocating their budgets, which channels are increasing and decreasing, and which channels its readers prefer for a variety of marketing activities.

While digital, social, and mobile media continue their astronomic growth trajectory, this year’s survey finds that direct mail is holding its own, and strongly. In particular, direct mail is growing for customer acquisition and retention.

  • In 2015, 54% of Target Marketing respondents were using direct mail for their customer acquisition efforts. In 2016, this rose to 58%.
  • In 2015, 51% of Target Marketing respondents were using direct mail for their customer retention efforts. That has risen to 55% today.

Why is direct mail growing for acquisition and retention, even in the face of consumers’ love affair with digital and mobile media?

  1. Email addresses go out of date very quickly, and mobile phone numbers are not always easy to get. Once you have a physical address, however, you can maintain contact with that customer for a long time. Even if people move and don’t provide a new address, you can get address updates from the U.S. Post Office through the National Change of Address (NCOA) service.
  2. Even when someone has opted out of phone, email, and mobile contact, you can still reach them by postal mail. Direct mail is powerful and proven effective for re-engaging customers who have dropped off your email list.
  3. In a world of electronic media, the physical mailbox is a powerful open door. When a well-designed mail piece shows up in a customer’s or prospect’s mailbox, it doesn’t get lost the way emails in the saturated and highly filtered inbox do. It gets noticed right away—and nearly always read.

Want help using direct mail to break through the clutter and get attention? Give us a call – we can help to put your direct mail ideas in motion!


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