The Power of One Drop

drip campaign graphic water droplet coming out of pipeThink of water dripping out of a faucet. Each droplet seems minuscule, like it would never be enough to make a difference. But if your faucet dripped all day, you’d have quite a bucket full of water. In the natural world, a trickle of water can take a wall of rock and turn it into a canyon that stretches for miles. Never underestimate the power of a single drop of water. When many drops come together, they can make quite a difference.

Drip Drip Drip…

But how do drops of water relate to marketing? Drip campaigns are a marketing strategy you can use to connect with leads. You may have heard other terms like “autoresponder” or “marketing automation.” A drip campaign is essentially another name for this kind of marketing plan. It can be used across marketing channels, including direct mail and telephone marketing, and is very popular when used as an email approach. You can combine content from different channels into your drip campaign, connecting them in ways that are most appropriate for your audience.

In a drip campaign, you can connect with leads on a schedule, and follow them throughout their relationship with you. Each piece of content they receive, each drip, will add to their experience and knowledge of your company, helping to build them into full-fledged customers.

Right as Rain

A big benefit of this kind of campaign is relevance. When someone subscribes to your email list or qualifies for your direct mail campaign, they could be anywhere in the sales process. They may have already invested in your company’s products or services, be in the process of exploring your options, or are still deciding between your business and a few others. Because of this, the content you send them, while informative on its own, may not be relevant to where they are on the sales timeline. You want to stay in touch with leads throughout their relationship with you. But sending them a stream of content that doesn’t fit with their interests may drive some leads away.

Drip campaigns are intended to provide your audience with content tailored to the specific actions they are performing in regards to your company. You can track this activity and send emails to potential or existing customers with appropriate content at an appropriate time. For example, if you can tell someone has been exploring a product or an upgrade page on your website, you could use the drip campaign to send them an email outlining the benefits of the product or upgrade you are offering.

Implementing a drip campaign can have significant benefits for your business. Targeted emails were found to bring in 18 times more revenue and have 119 percent higher click rates than more generally broadcast emails. And when you nurture leads with relevant emails, they make 47 percent larger purchases than non-targeted leads.

When a lead is on the fence about making a purchase, offering them more specific information or offers related to the product or service will give them more knowledge going into the purchase and make them more likely to buy. After a purchase is made, your drip campaign should continue. You want to keep your customers coming back, after all! Based on your knowledge of the customer’s purchase, you can offer insightful content about how to make the best use of the product or service as well as similar offers or promotions they may be interested in. Drip campaigns are also a great way to reengage customers who haven’t purchased from you or used your service in a while, to confirm reservations or renewals, or to transition from a trial to premium membership. You can use them for almost anything!

Liquid Asset

Drip campaigns can help you find stronger leads and bring in more revenue. If you’re worried about the extra work this kind of strategy would require within a marketing plan already stressed for time, never fear! Another advantage of a drip campaign is that it works great when automated. First you develop the kind of content you want leads to receive, like a well-written welcome email. Then you can set it up so that every time someone subscribes to your email newsletter, they automatically get a letter of welcome (which nearly 75 percent of people have come to expect).

And it doesn’t have to end there. You can automate your system so that a few days after the welcome email, the lead receives a series of emails encouraging them to utilize resources on your website or explore new product features.

Over time, as you build profiles on leads and customers, you can make your drips even more targeted, increasing the campaign’s success. Automation will remove the need for you to personally send each drip to a lead or customer. But you’ll still want to make sure you’re segmenting and targeting your audience groups, determining a schedule for contact, and evaluating overall campaign success.

There are a number of software programs that offer marketing automation services for your drip campaign, or you can do some legwork on your own if you have the time to do so. Check out this helpful infographic for more details about running a drip campaign:

Drip_Campaign_2_Paw_Print

Turn On the Faucet

Interested in learning more about or getting assistance for a drip campaign for your business or organization? Paw Print & Mail can help you with that. Contact us for a free one-hour marketing discussion and consultation.

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Write Marketing Copy to Inspire and Motivate

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Business image created by Katemangostar – Freepik.com

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. 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. 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. This 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. 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 counter-intuitive, 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 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. 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?

Compelling copy will 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. 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

Effective 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. 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. Your message will not be received if you don’t hook your reader in the headline.

4) Keeping it Simple

Interesting doesn’t have to mean long-winded. 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 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 bold 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 marketing 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 you 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. The mailing included coupons based on customer 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. Have that person 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. 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. 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. This gives 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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Business card vector created by Freepik

 

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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