Write Marketing Copy to Inspire and Motivate

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We are surrounded by words. They are spoken to and by us, written to persuade us, intrigue us, and inform us. Words are a major way that we communicate, and putting words together in creative and compelling ways is a big part of what marketing is all about.

But not all words are created equal. It takes time to come up with just the right copy to convey the value your brand or organization has to offer and make the case for why you are the perfect fit for your audience. Words have power, and when you find the right combination, your marketing strategy can shine.

So, what do you need to know to make your copy more compelling and ensure it is read?

1. A Personal Touch

Try addressing your marketing copy from one individual to one individual. If you’re writing a direct mail letter or sending a marketing email, you can send that piece from a specific member of your organization, which makes it more personal.  Addressing your copy to an individual member of your audience will grab their attention and give a sense of added importance to the piece. By doing this, the recipient will feel that the piece was intended for them specifically, rather than as one of many. They will be more likely to read your copy, get the message you want them to receive, and, hopefully, act on that message.

2. Place Your Audience at the Center

When crafting a piece of marketing content, you want your recipient to be at the center of the letter, not your business. This seems counterintuitive, right? Isn’t the point of marketing to show the value of your company?

Yes…but you want to show your audience that you know who they are, that their individual needs and contributions are important, and that you can provide a relevant solution for them. This shows both the value you have for your customers and gives them a reason to value you. Use words like “you” and “your” in your marketing material and avoid using “we,” as it can work to separate your audience from you. Instead of “we improve children’s lives” try “you can improve children’s lives.” Which one encourages you to act?

Strong copy is going to show your audience that you understand their needs and emotions and can address and solve those needs with your products or services. It may take more time to consider things from your customers’ standpoint, but it will pay off in the end when you’re able to connect with your audience on a deeper level.

Nonprofit copy shows the value of this. When it comes to communicating with donors, you want to empower them so that they feel their support is making a positive impact, and that their continued help will allow that positivity to continue. Using “you” gives them an active role in your mission, making them feel more connected and powerful. Show them they’re the superhero that’s saving your cause, and you’ll help to ensure their continued support.

When you give your recipients a sense that they can make a difference, you’re tapping into their emotions. Maybe your copy makes them laugh, feel sad enough to want to change something, or relieved that you can provide a long-awaited solution. The use of emotion is a powerful marketing tool because whether you are looking for someone to donate to or purchase from you, they are compelled to act due to the emotional response your marketing gives them.

3. Grabbing Attention

Strong marketing copy stands out. Maybe it causes your audience to see things in a different light, or cites a surprising fact. It may seem like writing copy in the same way as everyone else is a safe bet for maintaining a conflict-free relationship with your audience. However, you shouldn’t be afraid to be edgy or striking in your marketing campaigns, because you want your marketing, and by extension your business, to be remembered.

The best place to kick-start your unique copy style is in the headline. Media company Upworthy found that readership of an article can vary by 500 percent just from changing the headline. The first sentence of a piece is where you are going to either lose your reader or pique their interest, keeping them reading on. Even if you have compelling content later in the piece, if you don’t hook your reader in the headline your message will not be received.

4. Keep it Simple

Interesting doesn’t have to mean long-winded, and it certainly means cutting out exaggeration, overused words, or excessive business lingo.  Don’t feel like you have to make your company or product sound extra impressive, using cliched words like “revolutionary” or “groundbreaking.” If you understand the needs of your audience and can speak to them using the same language they’re using to describe your business, you’ll be more effective. Choose the fewest words that are truly going to say the most, so that every word counts.

5. Style Choice

We all want to believe that our marketing copy is going to be read from beginning to end, but that is not often the case, at least at first. You should assume that pieces like your newsletters will only be scanned by recipients. This doesn’t mean your message will be lost—it just means you have to make the most important information you want to convey the easiest to find. Recipients are most likely going to scan the headline, any photo captions, pull quotes, and bolded or bulleted information. If you can make these parts intriguing, readers will go back and read more in order to dive into the context.

The most important takeaway about writing good copy? Make it count. The copy you produce is your main way of communicating with customers, both current and potential. If you want to be a successful marketer, you can’t afford to have bad copy.

Need help writing good copy? Paw Print & Mail writes copy as a service! Click here to learn more, or contact Sarah Haselton to discuss your needs.

 

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The Best Way to Add Value to Your Direct Mail

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Personalizing our direct mail letters and envelopes shows potential clients we have experience working with experts in their field.

Direct Mail [Still] Works

When you reflect on the different ways to get your message in front of your intended audience, you may be thinking about marketing emails, social media strategy, or hosting an event. All of these are essential to a well-rounded marketing plan, but a piece is missing. You’re forgetting direct mail.

“Snail mail,” as it’s often called, may not seem like it fits in with the technology-driven world of the internet in which many of us communicate. But direct mail has proven itself as a vital piece of any marketing strategy. Consider the following statistics:

  • 56 percent of consumers believe print is the most trustworthy form of marketing
  • 59 percent of U.S. consumers like to get mail from brands regarding new products
  • 40 percent of consumers will try a new business after receiving a direct mail piece

While direct mail is most effective as part of a multi-channel marketing approach, it holds real potential for boosting your business. One thing that helps direct mail stand out is the personal touch it can bring. Here’s another statistic: 70 percent of Americans believe that mail is more personal than the internet. With so much competition for consumers’ attentions, you need a way to show consumers that you value them as distinct individuals and can satisfy their individual needs.

Personalizing your mail changes the emphasis of your campaigns from what your company does to who the consumer is and how your company can fulfill the consumer’s needs. Your goal is to make a connection with the recipient, whether you are contacting them for the first time or are maintaining an existing relationship.

Personalization Techniques

In an InfoTrends Growth Survey, 55 percent of respondents said personalization of a mail piece increases the likelihood that they will open it. If your goal is to get your message in front of more consumers, your strategy should include personalization. While it takes time to segment your mailing list and create more specific content, you’re going to see an increased rate of recipients opening and acting on your mail piece—a significant return on investment.

One of the most basic ways to personalize a direct mail piece is to use each recipient’s name, in the salutation (i.e., Dear Bob) and throughout the piece. This is a good start, and names should certainly be used over addresses such as “Dear Friend” or “Dear Supporter.” These aren’t wrong, but the less personalized your mail piece is, the less likely the consumer will be to open and to act on it. General terms like “friend” are inclusive, but in the sense that the recipient is one of many, rather than a specific individual that you wanted to reach out to.

Depending on how much you know about the members of your mailing list, you can customize your mail pieces to be as specific as you want. For prospective customers, the information you have will vary based on what you’ve managed to gather, but you can at least segment your list by geographic location.

If you’re mailing to current customers, you can draw from information such as past purchases or how long it’s been since they’ve placed an order. This will affect both the type of mail you send to them as well as the wording and content of the mail piece. In one example, Target sent personalized direct mail to a group of customers who had spent over a certain amount on their Target credit card and included coupons based on their purchase history. Target saw a 50 percent increase in response over non-personalized campaigns they had run in the past. Having the data to be able to identify distinct groups to target can have a big advantage for your marketing strategy and generate more sales.

The end of a direct mail piece offers a final way to personalize the piece. Thinking in terms of a letter format, have the letter be from an individual at your company, and have them sign the letters for a personal touch.

P.S.

Research shows that one of the most important parts of a sales or fundraising letter is the P.S. Very often people will look at the opening of the piece, then turn to the back to see what the offer is. If there’s a P.S. there, they’ll often read it before anything else.

So make sure you always put an appealing P.S. that reiterates the most important points of your sales pitch. Remember, you want every part of your piece to work hard for you. Make sure your P.S. is doing everything it can to convert the sale.

Envelope Tips

Another way to bring personalization into your mailing is to hand address envelopes. This may be ineffective for bulk mailings, but if you have a smaller mailing and can take the time, hand written envelopes could be the personal touch that encourages a consumer to open your mail piece.

Envelopes are important to consider for any mailing, and you may want to give some thought to the appearance of your envelopes if you are using them for your direct mail piece. Traditionally, window envelopes have been used for mail like bills. Using them for your marketing mail can have different effects: because they appear like a bill, these pieces are almost guaranteed to be opened; however, the recipient may be unhappy if they perceive your use of the envelope as a deception.

You can also make your direct mail more interesting by creating a teaser, an image or phrase to print on your envelopes. The hard work you’ve done to personalize your direct mail piece will be lost if the mail is unopened, so your envelope has to be enticing enough for the recipient to become curious about what’s inside. A teaser could include your logo, and it should suggest what is inside without revealing too much or falsely representing what the recipient will find if they open the envelope.

As with any marketing strategy, you’ll want to test different approaches to personalizing your direct mail campaigns. The basic tenet of incorporating personalization in your direct mail pieces is to show value. Including aspects that are personal to a recipient will give them the sense that you value them as a unique customer.  By using your direct mail to speak to consumers’ individual needs, you are also helping to show the value your business can hold for the consumer, giving them a reason to look for you for their next investment in goods or services.

Direct mail services are a big part of what we do at Paw Print & Mail. Contact us today to make your next direct mail piece the best yet.

 

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A Top Way to Increase Brand Awareness

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With so many marketing channels available to spread your company’s message, and so much competition, your business needs something to help it stand out from the crowd. One strategy you can adopt is to develop promotional products.

What are promotional products?

Promotional products have a rich history in America, dating back to 1789, when a commemorative button was created for George Washington’s campaign in the presidential election. Since that first button, the promotional products business has grown into a booming industry with an annual revenue of over $20 billion.

Why are so many businesses jumping on the promotional products train? Because it’s effective. Including promotional products in your marketing strategy can increase overall marketing success by up to 44 percent.

Promotional products are essentially another form of advertising. This category consists of any item featuring your company’s name, logo, or slogan. You probably have many of these kinds of products around your home or office: t-shirts from events, a branded stress ball, and numerous pens from all the businesses you frequent.

Why should you use promotional products?

Giving promotional products to your existing or potential customers is a great way to increase brand awareness, grow sales, and improve your return on investment. According to SAGE, one of the top promotional product companies in the U.S., using promotional products creates a more favorable impression of your company over 50 percent of the time. In one case, 55 percent of people did business with a company before receiving a promotional product, while 85 percent chose to work with the company after receiving the product.

Plus, 8 out of 10 consumers own at least one promotional item, and 89 percent of consumers can remember the advertiser of a promotional product they’ve received in the last two years. Often giving something for free to a consumer creates a sense of obligation that will make them more inclined to return the favor and do business with your company. It’s all about brand awareness, getting your name out there so more consumers know who you are and what you do.

What kinds of products?

One of the most important factors in the development of promotional products is how useful they are to the consumer. SAGE reported that 77 percent of consumers cite usefulness as the top reason for keeping a promotional item.

Keeping the item also means keeping your brand close to the consumer, so it’s important to consider who your audience is and how they will be using the products you give them. You can use environmental targeting, giving out items to be used in situations where your company’s services would also be called upon. That way, your logo will be right in front of a consumer when they’re looking to make a purchase. Think mouse pads if you’re a tech company, water bottles if you’re in the fitness industry, or dog bandanas for a pet store. If you have the resources and opportunities, you can develop a few different products. That way, the consumer can choose what is useful to them, making them more likely to use the item and more likely to remember your brand.

When developing these products, time is an important factor. In general, you want products that can be used repeatedly over a long period of time. If a consumer can use up your promotional product in a short amount of time, it won’t have the impact or sales potential of a more lasting product. The longer your promotional product is around, the greater the chance of increasing brand awareness for a wider audience.

Branded Apparel

A great way to start marketing your promotional products is to have your employees use them. Some of the most popular branded products on the market right now are branded apparel items. Depending on what services your business offers, clothing featuring your brand can be made to sell or give away at events, or to be worn by your employees.

Branded apparel helps to build an image of your company that fosters positivity for both employees and consumers. Having employees wear branded apparel nurtures brand identity and creates a sense of unity among your work team. Unity promotes communication and a stronger connection and dedication to the company mission. This sense of team spirit can increase productivity and grow revenue. And it’s another chance to spread awareness of your company as consumers interact with your employees.

Consumers tend to associate branded apparel with professionalism. In the consumer mindset, these are companies that can be trusted, produce high-quality work, and are authorities in their fields. Designing and creating a high-quality apparel product can go a long way toward creating a favorable and memorable public opinion of your business.

If you’d like to make promotional products a part of your marketing strategy, contact Paw Print & Mail, now offering branded apparel and promotional product services.

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5 Steps for Attracting More Qualified Leads

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In a perfect world, there would always be people seeking out your business, in need of the services you provide. You’d have so much business that you’d never have to worry about generating new leads.

Real life is rarely like that. Even if you’ve got a solid client or donor base and your services are in demand, it is a good idea to have a focus on lead generation as part of your marketing strategy.

If you want to increase sales or fundraising for your business or organization, as well as engage new people in what you have to offer, you’ll have to develop a strategy to connect with those who know little to nothing about your company. And while your efforts may seem unsuccessful at first, time and practice will help your business to grow.

In 5 Steps to Growing Sales Automatically, I outline a five-step process for enhancing your marketing strategy, steps I have put into practice to enhance my own business, that work! A recent way I’ve successfully connected with new prospects is by developing a mailing packet to send to a particular vertical market.

Step One:

In order to increase growth in your business, you need to have a solid understanding of where your current sales are coming from. Did you know that 5 percent of your customer base can provide over 50 percent of your sales? Often there is a trend among these customers that you can focus on when marketing. It may be where they are located, the size of the business, or age of the consumer. Whether you are a B2B business or a B2C business, there are ways you can find your “perfect customer” to better tailor your marketing efforts. When you’re ready to upgrade your marketing strategy, we can help you find your perfect customer.

Developing our marketing packet began with taking a look at our customer base to determine who is utilizing our services the most. Examine your sales from the past year to find out who is making up that top 5 percent. Then, define those customers. Since we work from a B2B perspective, we asked questions about company size, location, annual revenue, and market niche, to create a picture of the perfect customer. Once you have that definition, you can better determine your sales focus, with a clear picture of who you should specifically market to.

Step Two:

Once we determined that we wanted to reach out to more of these particular customers, we identified what kinds of services they need from us—what we can provide them with to best match their goals and objectives. To do this, focus on why current customers that fit the perfect customer niche are using your company. Ask them what services they are happy with, as well as what they may need more of from you. This can benefit your current client base, too. Their answers can help you to reach out to new customers, and you can improve the experience clients are having with your company, which will in turn boost revenue.

Knowing the kinds of services our current niche clients utilized, we wanted to provide prospective clients with marketing materials that would highlight how we could best meet their needs and help them to meet and grow beyond their expectations.

Step Three:

Now that you know who your perfect customer is and, in general, what they will want from you, you have to figure out the best way to find and connect with them. There are many marketing channels to choose from, and the ones you ultimately use will depend on the demographics of your target audience. Using multiple channels, with a consistent message across the board, can be an effective method.

We made use of data channels in order to find perfect customers to market to. We were able to take the criteria that make up the perfect customer, and find businesses which fit those categories.

Step Four:

Increasing sales can seem complex, but can be broken down into a formula:

The perfect customer + a targeted message + the right marketing media = more qualified leads

One way to bring all of these elements together is through the use of direct mail. Since Paw Print & Mail is a printing company, using direct mail and including examples of what we could offer potential customers was how we chose to reach out to new prospects for our particular campaign. 56 percent of direct mail recipients feel value from a piece of direct mail, and showing potential customers both that you can offer them value and that you value them is a major factor in turning a prospect into a client.

Our direct mail piece makes use of personalization to show value. The packet consists of a padded folder holding a pad of graph paper personalized with the company’s logo and contact information. There is also a letter addressed directly to the prospective client, an insert detailing our services, and a business card so they can contact us for more information.

The packet itself is eye-catching, due to its size and originality. In constructing it, we put together our knowledge of what we know these companies need. The folder itself is a useful and relevant tool for this audience, as is the personalized pad. The pad, business card, and insert show that we know what clients in that line of work need, and demonstrates the quality of the work we produce here.

Even if it seems like direct mail is not the right method for your business, don’t discount it. No less than digital giants Google and Amazon are two of the top users of direct mail!

Step Five:

The culmination of all this work is a contact follow up plan. If you are inconsistent about when and how you follow up with prospective clients, it’s hard to know if your strategy is effective or not. We have developed a strategy and schedule for mailing and contacting our potential clients, and it is important that your business or organization make a plan and have everyone on board before you begin your campaign.

Our campaign has gotten a positive response, because we tailored the value proposition to what these clients need and understand. Though it takes more time, work, and money up front to develop and implement a campaign like this, you can greatly increase your response rate and ROI while making a strong first impression on potential clients.

Contact us to make an appointment to discuss and strategize a plan to generate more leads for your business or organization.

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What’s All the Buzz About Data?

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We live in a world where technology is advancing faster than ever. Making use of technology has allowed information to spread and be gathered on a previously unseen level. Though data has long been collected for many reasons and across many industries, “data” is now a buzzword that has taken on new meaning. We worry about protecting data and recovering from data leaks, analyzing data and paying to access it. Data has become a cornerstone of economics, with 40 percent of companies around the world using big data analytics in their marketing strategy. We create data with every web search, every phone call and every purchase.

But what does data mean for business owners? And how can all this data be used to make a business more successful?

Where Does Data Come From?

According to Falon Fatemi, CEO of data intelligence company Node, “without data intelligence to prescribe the right prospects, creatives and number crunchers are stuck in separate worlds.” However, bringing data into the equation can create “a powerful revenue machine.”

Data has strong potential to strengthen your current marketing strategy. Having data to work from can be an integral part of finding your target audience and increasing ROI.

One way to help target your marketing campaigns is to directly reach out to your audience. Allowing those you’ve already built a relationship with to determine their preferences for the type and amount of content they receive from you can be a way to strengthen the relationship and ensure their continued interest in your company. This data can be used to target specific content to more specific audiences.

It is also possible to develop a database based on information you already have about your clientele. Keeping track of what services or products your consumers are utilizing can be valuable data that allows you to more deeply consider who may be interested in what, as well as how your services could be altered and improved to generate more interest.

Making use of data for direct mail and email campaigns can lead to a higher response rate, because by using it, you are focusing on an important term: relevance. Data can tell you which recipients will likely be more interested in your particular campaign, based on how relevant it is to their situation. By streamlining your campaigns, sending to fewer, more receptive members of your audience, you can save money by not sending to uninterested clients, and you can increase response rate and potential results, as you market to those who most need or want your services.

Business is also about generating leads, and there are external sources from which you can gain access to data. You can pay certain companies for access to lists containing information about consumers and businesses that can be used to find new prospects and areas into which to expand. All of these techniques allow you to segment your marketing content into variables like interest level, gender, and geographic location. You can even separate businesses by size, annual revenue, and trade.

Data has power when it comes to marketing, and it has power under the law, too. Issues related to privacy go hand in hand with data, so it is important to respect both the laws surrounding how you can use data and the promises you make to your customers about how their information will be used. Do keep in mind that, according to a BlueVenn study, 81 percent of marketers only collect strictly necessary data, but 61 percent of consumers would be willing to give up some of their privacy in exchange for better products and services.

How Else Can You Use Data?

There is an obvious benefit to using data as a way to increase campaign response rates and better connect with your audience, but it can also have benefits when it comes to the internal workings of your company. It is possible to collect data about almost anything to do with your business, and this is a valuable tool.

However, it is just as important to know how that information can be used as it is to collect it. Depending on your industry, different information will be gathered about different things. But according to a study by BARC, the Business Application Research Center, four main benefits of data analysis include being able to make better strategic decisions, improving control over operation processes, understanding customers better, and reducing costs.

Once you know what the data is telling you, it is important to consider it in light of how the information will improve your business, and what you are going to do with it. You may want to use software that can better help you to visualize the data you are collecting and determine how internal data can be used with external, client-centered data to strengthen your company as a whole.

The BlueVenn report found that 64 percent of marketers in the US and the UK believed they should collect customer data, but shouldn’t analyze it on a daily basis, as 51 percent of marketers felt data analysis took too much time away from the more creative aspects of marketing. Just as it is important to find a balance between how much personal information you divulge and make use of, it is important to find the right balance between analyzing your data and implementing the knowledge you have gained from your analysis. If you’re looking to make data analysis a larger part of your business, consider hiring an expert or training your staff to make the most of the information available to you.

Data collection and analysis can be implemented across any industry and any size company for a variety of purposes, and it will continue to add value to your company as tools and processes become more streamlined.

Practicing List Hygiene to Better Reach Your Audience

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If you’re interested in the best possible return on investment in your direct marketing efforts, start by cleaning up your contact lists.

Keeping Contacts Connected

In the marketing realm, there have never been more ways to connect with your audience, and tested methods like direct mail and email campaigns are still holding their own. An integral part of these campaigns are your recipients. Sending direct mail and marketing emails can bring a lot of attention to your organization or business, but this will only work if you are reaching and connecting with your intended audience. If you aren’t taking the time to maintain your contact lists, the success of your campaigns could be in jeopardy.

To make your message as effective as it can be, you’ll want to practice list hygiene. It’s impossible to ensure that every email or piece of mail you send out will reach the person you intend. However, practicing list hygiene is an effective way to improve delivery rates so that you are reaching as much of your audience as possible.

If you’re using a multi-channel marketing approach, you’ll have both a direct mail list and an email list to keep updated. Both can benefit positively from list hygiene.

Direct Mail List Maintenance

Direct mail campaigns are an effective marketing tool, even in our increasingly digital age. In addition to giving recipients a feeling of personal connection with your business, direct mail pieces are opened by 70 to 80 percent of recipients, even when they consider it to be junk mail. That represents a big opportunity for your business to connect with potential customers.

In order to get the highest possible response from your direct mail campaign, you want to ensure that the names and addresses you have on file are current. Annually, 1.3 billion articles of mail fail to reach the intended recipient, and every piece that is returned to you costs an average of $3 to reprocess and resend. That can really add up if your list isn’t up to date.

Incorporating list hygiene practices can be a way for your business to save money. Improving deliverability of your mail reduces the number of returned mail pieces, which you must either pay to resend once you have the correct address information, or put down as lost revenue if the information cannot be found. If you’re environmentally minded, sending mail that you know will be delivered means saving resources by printing fewer mail pieces and having fewer return to you unopened.

Here at Paw Print & Mail, two practices we use to ensure the success of our direct mail services are the Coding Accuracy Support System (CASS) and NCOA (National Change of Address).

CASS Certification is a software which standardizes addresses in your database so that everything is spelled and formatted correctly. It will also remove any addresses that lack information or are likely to have an issue being delivered. According to PitneyBowes, there are errors that could impact deliverability on 23.5 percent of mail, so you’ll want to thoroughly check the addresses on your list.

NCOA connects your mailing list with a USPS database, so that your list will have the most current address information. Since 40 million Americans will change their address every year, keeping up to date with a program like NCOA is essential to ensure what you send will be delivered to your intended recipient.

 Email List Maintenance

Though there are no added postage and processing fees as with returned direct mail, there is always a risk that your marketing emails will bounce back. Like postal addresses, email addresses change as new accounts are created and old addresses abandoned.

A bounce can happen for a number of reasons. Hard bounces are due to the recipient blocking your emails, deleting their email address, or sending to a domain or address that no longer exists. Or it could be a soft bounce, caused by issues like a full inbox or trouble with the size of your message. If you’re getting a bounce, you should delete those emails from your list. And if you’re finding a group of subscribers that never open or interact with your emails, consider taking them off the list too. Not only is including them ineffective, but it can have a negative impact on your email metrics, such as open and delivery rates.

You can also make sure you are mailing to an actual person. Generic company or organization emails are not as likely to interact with your content as email addresses that belong to a specific individual.

But, wait! Before you take out a large chunk of your email list, there are a few things you can do to try to keep these contacts in your audience.

  • Send out emails specifically to re-engage inactive members of your audience. Such an email could contain options to keep receiving emails from you, to change the type of emails they prefer to receive, or to unsubscribe entirely. Even if many choose to unsubscribe, it’s worth taking the time to respectfully reach out in this way, as there is always a chance recipients want to stay aligned with your brand.
  • Give your mailing list a second chance to opt-in to your emails. You could include a special offer in the email to pique interest. Having recipients confirm that their email is correct and they are interested will strengthen your contact list.
  • Try segmenting your lists into sections that will receive different content based on their interests and affiliations. One way to do this is by sending a survey to subscribers, asking what content they are interested in receiving from you. Sending people information relevant to what they want to see will increase the likelihood of your emails being read and interacted with.

The unsubscribe button is an important part of any email campaign. While you hope everyone will want to receive what you’re sending them, this is rarely the case. If you include the option to unsubscribe, it’s important to follow through. Emails can help build positive associations with your brand, but sending emails to a user that has unsubscribed can be detrimental if people have negative things to say about your practices.

You can use a third-party service like those for direct mail to help make email list maintenance easier. Such systems can automatically filter out addresses that are incorrect or always bounce, monitor your metrics, and schedule different kinds of campaigns.

The success of list maintenance lies in being proactive with your strategies, finding ways to make your list more efficient and effective, rather than being reactive, struggling to revamp your campaigns with a stale and outdated contact list. Consistently following good list hygiene practices will increase the effectiveness of your campaigns and make connecting with your audience more fruitful.

The #1 Factor in Email Marketing Success

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It’s Monday morning, and you’ve just opened your email inbox. A slew of new messages awaits you, from organizations you follow, stores you have shopped at and accounts you have signed up for.

Chances are, you’ve got a lot to read and little time to do so. With 83 percent of B2B marketers using email in their content marketing strategy, that amounts to a lot of content reaching each consumer. Because of this, 70 percent of email users feel they receive too many emails.

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Despite this, email is an important part of marketing strategy, and is particularly effective when used as part of a multi-channel approach, incorporating your message through direct mail, social media and other outlets.  A PEW research study found that 92 percent of adults who are online use email, most on a daily basis.

But when faced with a full inbox, it’s easy for messages to get lost in the shuffle. How do you decide what merits reading?

On the flip side, if you are using email as part of your organization’s marketing campaign, how can you best ensure your content will be read?

The answer to both of these questions is the same: write a compelling subject line.

A strong subject line is critical, because it can make the difference between your email being opened and read or ignored. When you’ve put effort into something, you want to share it with your audience and you want your message to come across as intended. Even if you work hard to craft the marketing emails you send, neglecting to add a captivating subject line can mean your efforts were for naught.

What makes a strong subject line?

Length: You’re limited to one line to make your pitch, so it is essential you make it well. Generally, lines with 30 to 50 characters are ideal. The prevalence of email access through mobile devices means that your message will first be seen on a mobile device 40 percent of the time. Smaller screens mean less room for your subject line to be read in its entirety. Also, 50 characters or less results in a 12 percent higher open rate and a 75 percent higher click-through rate.

Personality: Many emails, including spam, come from a generic company email. For consumers, this is impersonal and results in a lower open rate. An email from [company name] suggests a robot. Connecting your audience with a real person by sending your emails from an actual person’s account is important, as 68 percent of Americans decide to open an email based on who it is from.

Including each recipient’s name or location in the subject line adds another layer of personalization that can increase the open rate. Using the words “you” and “your” can also draw readers in and make the subject line more compelling for your audience.

Keywords: It should be easy to understand what your email is about. You can use words that create a sense of urgency and exclusivity. If it is the “last chance” the recipient will have to donate or purchase, they are more likely to act immediately than if they do not feel they have limited time. There is a 22 percent higher open rate for subject lines that incorporate urgency and exclusivity. The use of action verbs at the beginning of the line brings that sense of urgency, asking recipients to envision themselves answering your call to act.

Incentive: Your subject line is the incentive to open the email. You want recipients to find value in what you are offering. Convince them that your email will in some way be an improvement in their lives or their business.

Trust: Never use language in the subject line that will mislead your audience. Email can be a way to build consumer confidence in your brand, so any kind of false promises will only lead recipients to unsubscribe and retain a negative vibe from your organization. And always check for typos!

Style Tips:

  • Don’t be afraid to use humor, as long as it is inoffensive and will be understood by your audience.
  • Never use all caps, or excessive exclamation points—nothing points to spam quite like those.
  • Using numbers shows the specific benefits your email is offering. Try “increase donor retention by 50 percent” versus “how to increase donor retention.”
  • Phrasing your line in the form of a question leads recipients to want to answer that question, and open the email to see how they compare.

A last tip is to test your subject lines. Depending on what your company or organization has to offer, some strategies will be more effective than others for your recipients. Tracking the response rates of your different subject lines will reveal which methods work best for reaching your audience.

Email can be incorporated into any marketing strategy, and has proven its effectiveness. Since 47 percent of recipients will open an email based solely on the subject, a strong subject line is an essential part of ensuring your marketing emails are communicating your message.

Do Your Company Colors Match Your Personality?

Color_Branding_Paw_Print_And_MailMaking an Impression

When you buy a new car, sweater, or sofa, you consider a number of factors, like durability, comfort, and ease of use. These are, of course, important qualities. But the initial appeal of the product, what draws you to it, may depend on one thing—the color.

So when evaluating and strategizing your company branding, how does color play into the mix?

Items like sofas and sweaters have the advantage of coming in multiple colors, so if you don’t like one, there may be another that fits your needs. But when it comes to your company’s brand, there can only be one color combination to consider—the one with the best chance of making a good first impression.

And that impression is almost instantaneous. You may not realize it, but you’ve made up your mind about a product in 90 seconds or less from your first interaction with it. In that unconscious moment, your assessment is based 60 to 90 percent on color alone.

Studies show that 93 percent of consumers consider visual appearance of a logo and other branded materials before deciding whether or not to purchase. No matter how compelling your company’s services may be, or how well they are performed, your brand is only as strong as its presentation.

It is critical, then, to make a strong first impression, and color can be an impactful way to do so.

But Which Color?

There are many theories about the emotions different colors evoke, but the guidelines of color association are imprecise. An important reason for this is personal preference. People prefer certain colors over others and associate different things with the same color. Any meaning a color may have comes in infinite variations. Thus, choosing the color yellow for your brand will not automatically make consumers associate your brand with happiness.

This is not to say that color does not have an effect on how your brand is marketed. Rather than attempting to have the color of your logo speak for itself in terms of meaning, you can make sure that the color is appropriate for your brand.

What does this mean? Essentially, you want the color of your logo to represent your brand’s personality. The context of personality is necessary to make color choice important –otherwise, you could use any color.

Content creator network Dashburst found that 80 percent of clients believe color is the primary way to recognize a brand. A common example is Apple, which uses white as its main color. White can represent simplicity and cleanliness, and Apple is aligned with that. Their products are promoted as easy to use with a simple appearance, focusing on clean lines and a basic design. Apple is such a well-known company that the color of the product alone can trigger an immediate association.

Color Speaks to Your Customers

Consumers generally see white as an appropriate color for Apple’s brand. That feeling of appropriateness is important. Choosing a color that a majority of people favor is not as important as choosing a color that customers believe appropriately reflects your brand and what it represents. Though one study found that blue is the favored color of 1/3 of women and over 1/2 of men, blue should not necessarily be used in every logo or advertisement.

By this logic, even an unpopular color can be used to sell a product or brand well if it fits the product. Though brown is only the favorite color of 3 percent of participants in the color survey, it can be used effectively if it is aligned with what the brand does. If you are a woodworker or own a gardening company, shades of brown would be perfectly appropriate to include in your advertising, as it is representative of what you do.

Sometimes it is less about individual colors and more about color schemes. Similar base and background colors with a contrasting accent color help to accentuate the importance of the information presented in the accent color. If your background colors are mostly whites and grays, using red or green in small amounts will direct customers to those parts of your advertisement or website that you most want them to see.

Which Pulls Better, A or B?

It is also important to test different color schemes when you can and track how those different campaigns compare to see what resonates best with your audience. In the Button Color Test, the website of Performable created two pages that looked the same, except for the color of the “Get Started Now” button. On one page, the button was green to align with the accent color scheme. On the second page, the button was red, the only place that color was used on the page.

The result? There was a 21 percent higher conversion rate with the red button page over the green button page. Many sites have such a button, whether it reads “Join Today” or “Donate Now.” You don’t want anyone viewing your site to have to search for these links; having a color scheme that flows throughout the site and a high-contrast button can make aligning with your brand easy.

Other Color Considerations

Whether designing a brand-new logo or re-evaluating your existing logo, before you get too far down the road, here are some additional nuances to consider before you release your brand to the world.

  • Know your competition. If your logo looks a lot like Company X’s, consumers may be confused. Making your brand colors different from your main competitors will help your company to differentiate itself.
  • Keep culture in mind. Different countries and cultures have associations with colors that can vary widely. Though color association is imprecise, there are some colors that have culturally been assigned to certain things, like red and green at Christmastime. If you’re going to market your brand globally, make sure you know your audience and consider how the logo may need to be adapted or changed in different areas to avoid cultural gaffes.
  • Men like shades, while women prefer tints. Depending on which gender you are marketing more strongly towards, you may want to try using colors more appealing to that gender.

Using color is only effective if you choose the right color, one that fits with what you want your brand to say to the world. Ensuring the appropriateness of the color you choose can increase your potential of making a positive and lasting impression on your intended audience.

Whether you have an established color scheme or are looking to start fresh, contact Paw Print & Mail for all your printing needs.

The Effectiveness of Multi-Channel Marketing

Mail_vs_Email_Paw_Print_And_MailSince the emergent use of email in the mid-1990’s, much has been expressed and practiced comparing traditional direct mail to email marketing. Dubbed snail mail, the ensuing years have seen a decline in direct mail and a corresponding explosion of the use of email.

This is no wonder given the ease of deploying email. With a couple of extra clicks, you can increase your reach from only one recipient to hundreds or even thousands. It may seem like email campaigns are the most efficient method of reaching your audience—wide ranging and instantaneous.

While the use of email marketing is compelling and both popular and effective in its own right, it suffers a bit from its own success. And while direct mail is not as prevalent as it was for decades, its inherent differences and qualities compared to email find it making a comeback.

Would it surprise you to learn the average lifespan of an email is only two seconds? According to Proactive, a UK marketing firm, while digital communications have a lifetime of mere seconds, the average lifespan of a direct mail piece is 17 days.

And, Proactive found that 75 percent of people could recall a brand directly after receiving a piece of direct mail, while only 44 percent of people could after viewing a digital ad. Consider, too, that prospects are 10 to 20 percent more likely to convert to a brand or business due to a direct mail offer than an offer by email.

Additional research from the Direct Marketing Association shows the value of including direct mail in your campaigns. They found…

  • Direct mail is acted upon immediately by 79 percent of consumers
  • Direct mail generates a 4.4 percent response rate
  • And it has a 34 percent rate of attracting new customers

Versus:

  • Email is acted upon immediately by 45 percent of consumers
  • Email generates a .12 percent response rate
  • Email has a 24 percent rate of attracting new customers

Yet, email marketing continues to grow in use and numbers, due to its ease of use, low cost, and expansive reach potential… all very compelling for sure. But all this meteoric success comes with a price: 70 percent of those surveyed by Proactive felt they received too many emails, and 57 percent of abandoned email addresses are due to users receiving email overload on those accounts. You don’t want a potential customer to remember you as the company that sent them too many emails.

As for email’s reputation of being a low cost medium, surprisingly, email was found to be more expensive per lead than direct mail ($55.24 vs $51.40); however, the return on investment, or ROI, for email is higher for email marketing. For every $1 spent in an email campaign, Proactive found a return of $38 to the company, with a $7 ROI per $1 spent for direct mail.

This highlights the different ways that email and direct mail can work. Direct mail has a lower ROI, but it is less expensive to acquire a new customer. Proactive’s survey takers used the words “important,” “formal,” and “personal” to describe their feelings about direct mail.

“Personal” is a word you should take note of. Making a personal connection with a potential customer can set your strategy apart from the crowd. And if it’s your first interaction with them, that connection can make a big difference between the customer deciding whether to build a relationship with you or pass you by.

How do you think the survey-takers described email? The above statistics show that direct mail has many positive aspects, and if you’ve come to view email from an either/or perspective, you might think “impersonal” or “unimportant.”

But, some of the most common words associated with email were: “informative,” “interesting,” and “smart.”

What should you take away from this? It’s “smart” to keep email as a part of your marketing strategy, using direct mail to connect with new customers and email to reinforce that connection and keep the interest in your company alive.

Direct mail and email both have an important role to play.

Customers in the survey agreed there is a need for both forms of communication. Items such as brochures/catalogs, welcome packs and loyalty rewards are preferred in mail form, while general news and updates, confirmation messages and reminder messages are best received by email.

Because customers react differently to different forms of communication, it’s important to use direct mail and email in conjunction with each other. Of those surveyed by Proactive, 51 percent preferred the combination of mail and email, and 65 percent want to be able to explore a physical and an electronic source before making a commitment or purchase.

And when a business uses direct mail and email to market their products or services, customers will spend 25 percent more than a marketing strategy that uses just one method or the other.

Proactive found that 56 percent of respondents felt “valued” by direct mail, while only 40 percent felt valued from an email. “Valued” is a world like “personal” that you should keep in mind when developing your marketing strategy. A personal connection can make the customer feel valued, and in turn, your company will be valued by the customer.

Despite statistics that show direct mail is effectively outperforming email in many areas, email can be successful in gaining awareness of your brand and making your other marketing strategies more effective. Both direct mail and email can and should be considered parts of an effective multi-channel marketing mix.

If you want to make direct mail a more compelling part of your marketing strategy, contact Paw Print & Mail so we can help you to maximize your potential.

Direct Mail Marketing, Alpha Romeo Style

Alfa-Romeo-mailing-panelWhat’s the most powerful and effective way to engage your clients and prospects in your marketing message? Speak to them one-on-one. Communicate in such a way that each person you mail to knows, or better yet feels that they are special to you; that you have something to say that they’ll be eager and enthusiastic to hear about.

One of the best ways to do so is by using one simple word… “You”.

The following real-life example and images are used to illustrate just how valuable it is to speak to your target audience when conveying your brand in your sales and marketing messaging.

And by “brand”, I don’t mean just the logo, which is only one graphical representation of your brand; but your BRAND – that special something about your company or organization that defines who you are, what you do, and how you do it. It’s what attracts customers to your company, converts them to customers, and prompts them to spread the word.

I’m a car guy. I am a big fan of sports and performance cars, both vintage and new. Back in the day, I drove a bright yellow 1973 Triumph Spitfire; one of those teeny-tiny British 2-seat roadsters that helped define the classic wind in your hair (when I used to have some) description of top-down motoring. To this day I’m still an enthusiast and enjoy driving cars for more than mere transportation. My current Audi has a manual transmission with a stick shift that for me, is simply fun!

So when this mailer arrived in my mailbox from Berlin City, the local Alfa Romeo dealership for this Italian car manufacturer’s reintroduction into the US market, they had done their homework by identifying me as a member of their target audience – someone with an interest in fun sporty cars.

Let’s breakdown this mailer… Alfa-Romeo-mailing-panel

First, the iconic Alfa logo and branding is front and center on the outside of the mail piece. They don’t design logos like this much anymore.

 

Alfa-Romeao-Greeting-Paw-Print-and-MailI turn the piece over to find the headline at the top that reads:

YOU ARE INVITED TO EXPERIENCE THE ALL NEW 2017 ALFA ROMEO GIULIA.

This could have easily been written to read: CHECK OUT THE ALL NEW 2017 ALFA ROMEO GIULIA INSIDE; and while I still would have been curious, the actual headline speaks to me by using the word “YOU”.

They also used another very powerful word in this headline… EXPERIENCE. Let’s face it, the fundamental function of a car is transportation; carrying people and things from point A to point B. Any car can do that and for many people, that’s all they need, want, or expect out of a car. But for the driver of a hot Italian red car like this, the point, or more aptly the unique selling proposition, shifts from utility to emotion, and the experience you see, hear, and feel when behind the wheel of this automobile.

Alfa-Romeo-Direct-Mail-Paw-Print-and-MailNext, I open the mailer and the very first thing I notice are the letters VIP – with the “V” creatively crafted using the V-shape of the Giulia’s classic signature Alfa Romeo front grille.

We’ve been trained through language and marketing to put a high value on the letters VIP, and it works every time. Then, right below the VIP is the coupes de grace… the Call-to-ActionSchedule your personal Test Drive Experience, employing an equally influencial derivative of the word “you”… “your”.

Alfa-Romeao-OfferPaw-Print-and-MailYes, there’s more throughout the mailer that visually shows off the car, along with an attractive lease offer, but the REAL call-to-action is the invitation to experience driving this car; because Alfa Romeo and the dealership are pretty confident that once driven, the sales process gets much easier from there.

People buy on emotion

So THIS is a great example of the power and attraction that direct mail has and will continue to have so long as marketers know how to use it and apply direct mail marketing’s three fundamental best practices:

  1. Know your target audience and focus your time and budget on them
  2. Include a compelling offer that speaks to the person and evokes emotion
  3. Design the mail piece to be relevant and attractive to the target audience; integrating personalization and the word “you” whenever appropriate.

For the best experience and results for your direct marketing projects, Contact Paw Print & Mail to discuss your objectives and needs with us.