5 Considerations for Creating Standout Mail Pieces

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When we think about great direct mail results, we tend to think about the list, the message, and the call to action. However, things like the size, shape, and texture of the piece play a key role, too. Let’s look at five considerations for creating standout mail pieces.

1) Trim size:

If you want the lowest possible postage cost, go with a standard 3.5” x 5” postcard. Choosing a non-standard size will cost more in postage, but it will make your postcard stand out. “Why is that one different?” the recipient wants to know. It might even be the first piece they pick up. What’s that worth?

2) Weight:

Consumers tend to associate the weight of the stock used in the mailing with the quality of the brand and, by extension, the product being marketed. Heavier weight stocks command respect and attention. Learn more about choosing the right paper for your brand.

3) Texture:

In a sea of smooth envelopes, mailers with textured finishes get noticed. From high gloss and spot varnish to specialty processes, there are lots of options to choose from.

a sampling of Classic style textured paper stock
Printing on textured stocks gives your printing a unique look and feel.

4) Personalization:

Even the use of someone’s name on the front of a post card will engage the recipient more than a static card. This engagement might only last for an extra fraction of a second, but sometimes that is all you need.

5) Color:

Why use a standard white background when you can pick from a range of vibrant colors? Use knock out type, graphics, and images on dynamic backgrounds to get your mailer to jump out of the box. If your mailbox is a sea of white envelopes and one bright red one, which one would you pick out first?

There are lots of ways to get your direct mailer to stand out from all of the others. Why not try something you have not tried before?  You just might love the results!

At Paw Print, we’re poised to assist you with all the design, printing, and mailing services you need for your next direct mail campaign. Contact us to start marketing with direct mail!

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Understand Your Audience for Marketing Success

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How well do you know your audience?

It’s a question that marketers and fundraisers regularly ask themselves. While you may have a general idea of the types of people who are purchasing your products or giving to your cause, crafting compelling messages requires a deeper knowledge of what resonates with your constituents. The most effective campaigns are those that reach people on a relevant, personal level.

To create content that an audience connects and engages with, you need to understand what motivates them to act. Look beyond basic demographics, like age, gender, location, and income (though those are important to know). Think about what your typical customer needs—what will help them achieve a desire or resolve a fear? And, what are those desires and fears?

Once you know what drives your customers, current and potential, you can craft marketing messages that speak to and resonate with them. To learn what those messages are, you can consider specifics about what you’re offering. Why would someone buy this item? What are they hoping to achieve? Or, why would someone give to my organization? What outcomes are they hoping to achieve or be a part of?

The best way to understand what your audience wants and what matters to them is to talk to them. Send an email campaign asking your list what topics or offers they’d like to see more from you. Reach out on social media, encouraging people to share their opinions on blog posts and hot topics. Better yet, sit down face to face with a top client and talk about their needs and experiences, and how you can help them get where they want to be. This kind of information is invaluable as you work to better reach your customers and enhance their trust in you.

How Does Your Audience Consume Content?

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One piece of knowing your audience is understanding how they consume media and access your content. Your current marketing strategy may consist of a blog, email list, and a social media page or two. You’re proud of the content you produce, both visually and for the quality of the information.

But it’s important to remember that marketing is a constantly changing playing field. By sticking with methods you’ve used for a long time without understanding their effectiveness, you may be investing time and money into a channel or strategy that just isn’t performing.

It’s not to say that your current strategy isn’t working—it’s just important to make sure that it is, and to be aware of which channels have the greatest reach with your audience.

Take a good look at your marketing channels and ask yourself questions. How are people finding your blog? Are they going directly to your blog page, clicking an email link, or finding the post on social media? Are recipients opening your emails? How are people engaging with you?

Also think about your target audience. Are they using email? Are they on Facebook? If you want to connect with older folks, for instance, focusing on Facebook might not be as effective as direct mail.

Your current audience could also be different than the audience you’re looking to reach. Maybe your customer base largely consists of an older demographic, and you want to reach more millennials. If so, it’s important to recognize that a strategy that worked for one group may not work as well with another and to determine, over time, what channels to invest in to ensure you’re reaching your intended audience.

And, you may be surprised by what people are consuming and how they do so. Millennials, for instance, consistently open direct mail and report that they enjoy reading mail, more so than older generations.

Measure for Marketing Success

You want to gain a better understanding of what your audience finds compelling. But where to start?

Before you take on any new marketing strategies, you need to know what’s currently working for you and what isn’t. Tracking your marketing is essential for improving response rates and achieving new goals.

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Depending on the marketing channels you use, there are different ways to track effectiveness. On social media, it’s relatively easy to see what types of posts are performing best with your followers. What content is getting the most shares and comments? Those are the types of posts you want to share more often.

If you’re using email automation software, there are usually metrics available that track data like open and click-through rates, unsubscribes, bounces, etc. For your website, you can use an application like Google Analytics to understand how many visitors are coming to your page, how they get there, and what pages/links they go to on your site.

Direct mail can be very trackable when you include a coupon or return envelope that the recipient will have to return to you or code that must be entered online to receive the offer. You can determine how many pieces of mail led to an action, to determine what content generates a response.

Email and direct mail are also effective for A/B testing. This involves creating two versions of a campaign that differ by one element. For email, it could be two different subject lines, or two different offers or images for direct mail. When you send each version out in equal quantities, you can track which email is opened more or which imagery or words lead to more gifts from donors.

In addition to reaching more people more effectively, tracking makes it easier to work toward and achieve marketing goals. Setting specific goals for your business or organization is important. Say you want to increase customer retention rates by 15%. Tracking customer data allows you to monitor exactly who is purchasing from you and how certain content or offers are affecting return business.

Now that you know the importance of tracking, you can take on new campaigns with measurement in mind.


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A benefit of having more knowledge is being able to better target your audience. As you get to know your constituents, you’ll likely find several different groups within the larger group of your customer base. Rather than sending a generic message to your whole list, you can now craft multiple messages around what will motivate each group. Sending more targeted, relevant messages to your audience will increase response rates and engagement with you.

Targeting is possible across marketing channels. With direct mail, you can segment your mailing list into groups. Instead of a single mailing, you can create multiple versions of your mail piece with different wording, imagery, or offers, sending a different version to each group based on their needs and interests. You could also send a mailing to just one group if you have something specific for them.

Email is similar. Lists can be segmented based on how often recipients want to receive content from you, the types of content they want to receive, whether they are part of a customer loyalty program, etc. On your blog, you can create content for a variety of categories based on customer interests. At Paw Print, we write blog posts that are B2B and B2C related, and other posts with information specific to our nonprofit clients.

While social media posts appear to all your followers, you can target any ads that appear on social media sites. Today’s algorithms allow targeted ads that will appear to very specific audiences, such as women between 35 and 50 who are interested in travel.

Need help reaching your audience? At Paw Print & Mail, we’re prepared to assist you with developing marketing strategies that are targeted for your intended audience. From direct mail to copywriting to promotional products and content marketing, we have the tools to make your message heard. Contact us today!

5 Ways Marketing Automation Delivers Qualified Leads

Generate Qualified Leads with Marketing Automation


What are your biggest challenges when it comes to marketing your business? According to HubSpot’s 2017 State of Inbound Report, 63% of marketers say their top marketing challenge is generating traffic and leads. Even if your company is doing a robust business now, it’s important to think ahead and always have strategies in mind for how you will generate future leads and sales.

But not all leads or lead generation strategies are created equal. It may seem like the best way to increase business for your company is to send your message through the most channels, so it will be seen by the largest number of people possible. However, this method will spread your efforts too thin, and will likely end up costing you money rather than increasing sales.

The secret is to direct your digital and direct mail marketing so that you are specifically targeting fewer, more qualified leads. When you are able to more personally connect with potential customers that you know are or have been interested in your services (based on things like past purchase history, or tracking visitor activity on your website), you enhance the effectiveness of your communications.

Targeting qualified leads in a personal and timely manner is essential, but it can be hard to keep up a consistent strategy when you’re working on a case-by-case basis. Marketing automation allows you to generate qualified leads in an efficient and effective manner.

What is Marketing Automation?

At its most basic, marketing automation is the use of a software platform that replaces repetitive manual processes with automated solutions. It can be used across channels, including direct mail, email, and social media, to help to provide information to and maintain contact with leads and customers for a variety of marketing purposes.

When someone completes a certain action, such as opting in to an email list or searching your website, they will trigger the automation system, which will automatically send a message to them. Think of the last email newsletter you signed up for, or the last web purchase you made. You probably got a welcome or thank you email pretty fast, right? That was thanks to marketing automation. You can learn more about the specifics of marketing automation in this post.

Since you aren’t personally sending out these kinds of communications yourself, you create greater efficiency in your communications and have more time to focus on high-gain activities. Another major benefit is that you will be generating qualified leads to enhance your sales process.

Why Use Marketing Automation for Lead Generation?

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Say you’re in the apparel business, selling inexpensive, fun clothing designed for teenage girls and young women. You likely have a list of current and past customers, and maybe an email list. You want to send out a mailing advertising a sale and providing an exclusive coupon or sales offer to get customers in the door.

If your goal is to increase brand awareness and find new leads, you need to expand your mailing list. But how will you decide who to mail to? If you have the ability to mail to every household within a 5-mile radius of your store, it’s easier to do that than to manually sort through a gigantic mailing list looking for leads.

But it doesn’t make sense to send a campaign targeted at young women to every person in town, as it isn’t relevant to many people and will be disregarded. Marketing automation software will solve this problem for you. It makes it easier to sort through a mailing list, to, say, only send your mailing to female recipients, and to provide you with information so you can further pare it down by age. And if you’re selling products for multiple demographics, it’s easy to segment mailing lists, providing two selective, targeted campaigns rather than one large generic one.

And what’s the purpose of targeting a more specific audience? Qualified leads increase sales.

Benefits of Marketing Automation for Qualified Lead Generation
1) Automate Your Marketing on Schedule

Time is truly of the essence in marketing. When a lead is looking for information or considering making a purchase, you must connect with them in a timely manner to retain their interest. You need to be able to contact your leads with information when it is most relevant to them, and this is hard to do if you are personally sending out every communication.

With automation, you can schedule out communications so that when a lead completes a specific action, such as signing up to your email list or creating an account, they will automatically be sent an email. Even with a scheduled system, you can make your communications personal, so that leads won’t feel they are being contacted by a robot.

2) Know Your Prospects

Before you begin any kind of marketing campaign, you need to know your prospects. It’s helpful for you to dig deep and understand the demographics, needs, and wants of your prospective customers so that you can make your marketing message most effective at connecting and driving action.

However, this is just a first step. Once you know your message, you need specific individuals to communicate with.  Marketing automation brings it all together by helping you to identify these individuals. The software provides you with comprehensive information about prospects, like location, purchase history, and when they last purchased from you, that will make targeting much easier.

3) Segment Communications for Relevance

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Because automation can give you such in-depth information about leads, you can specifically identify where leads are in the sales process. Your leads will be at all different stages, so sending them all the same message doesn’t make sense.

When you send more personalized and relevant information, you increase the chance that your lead will respond. Automation software makes it easy to segment communications so that smaller groups of leads are receiving content tailored to them. You can easily craft a more compelling and specific message or call to action for each of the segmented groups you’re reaching out to.

More comprehensive automation software helps you generate leads through website visitors, traffic from pay-per-click advertising, email responses, and any other inbound marketing that you’re using. This will help increase your number of qualified leads while providing you with specific information, such as what pages they visited, to help personalize your messages to them. You’ll always be finding new leads who were interested specifically in a product or service provided by your company.

4) Deepen Relationships with Leads and Customers

When you have business coming in, you need to focus on fulfilling those commitments and working with those specific customers. But once a sale has been fulfilled for a customer, they don’t disappear from the sales cycle, and they shouldn’t vanish from your radar. Your best customers are going to be those that frequent your business, so you need to nurture your customer base just as you would any other group of leads.

Marketing automation takes some of the stress out of this process by identifying when past leads and customers should be contacted again, and offering them content to enhance their experience with you. For instance, once a lead has made a purchase, automation can be used to send them information on how to get the most from the product they purchased, and, down the road, to reach out with similar products they may be interested in. This helps to deepen the customer’s relationship with you, especially as personalization is the preferred way for leads to receive communications from brands.

5) Save Money While Targeting Better Leads

Automation processes make sales more efficient. Rather than spending money across channels on a wide reaching but low target message, you’re spending less and sending out fewer communications. Because these marketing messages are highly targeted and sent to a specific audience, you are reaching out to leads that are better qualified to make a purchase, and are sure to see results.

At Paw Print & Mail, our marketing automation services are capable of effectively using cross-channel touches, like email and direct mail, together in harmony to put your message in front of your customers and prospects in an orchestrated fashion. To learn more about the specifics of marketing automation and how it can generate leads for your company or organization, contact Paw Print today.

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10 Tips to Increase Donor Loyalty

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Think how hard it would be if you had to find a new pool of donors every year just to keep your nonprofit going. Not only would it be exhausting—it might even be impossible.

Which is why it’s important that there are donors who choose to give on a regular basis. Statistics show that repeat donors give more to nonprofits, not just over time, but also per gift. Which makes sense—once a donor has become invested in a nonprofit, they are often willing to give more to increase the organization’s impact.

Repeat donors represent a significant chunk of fundraising dollars, and are a key piece of achieving year-end fundraising goals. But donor retention is following a troubling trend.

According to a 2016 report from the Fundraising Effectiveness Project, while nonprofits are seeing an increase in the number of new donors, the overall donor retention rate in the U.S. has been below 50% since 2008—and it’s declining.

With 1.5 million nonprofit organizations in the U.S., and over 4,000 just in the state of Vermont, there’s more pressure than ever for your nonprofit to retain donors and raise the necessary amount of fundraising dollars. One of the best ways you can ensure your organization will meet its fundraising goals is by focusing your efforts on increasing donor loyalty. Here are 10 ways you can work to do just that.

1. Treat your Donor as A Friend

We’re talking about increasing your donor retention rates, but it’s not about a number—it’s about building meaningful relationships with your donors. A gift is a step in your relationship with the donor, not just a transaction that increases funds. This may seem obvious to you if you work for a nonprofit, but it’s important to always keep in mind as you look for ways to enhance your fundraising efforts and ensure donors remain involved with your organization. Make sure there are multiple ways your donors can engage and interact with you, through blogs, social media, email, and more.

2. Create Trust with Your Donors

One of the key components of developing deeper relationships is building trust. Creating trust in your relationships with your donors is essential to engendering loyalty. If you are consistently dependable when it comes to communicating with donors, thanking them, and making significant impacts with your fundraising dollars, donors will want to keep giving to your organization.

3. Keep in Touch

Donors typically need multiple “touches” from an organization before they commit to making a gift. According to Professor Adrian Sargeant, a fundraising professor and philanthropy expert in the UK, 53% of donors stop giving because of a lack of communication from the nonprofit. It’s important to communicate with donors regularly, with updates on how their dollars are being spent and what’s going on at your organization. Keep lines of communication open between you and the donor so that they truly come to feel they are a part of your organization.

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It’s essential to include touches that don’t ask for a gift of any kind, but are solely meant to inform the donor. Don’t structure your communications with donors based on giving, only to disappear from their lives once they’ve made a gift.


And, it’s just as important to give donors the option to request fewer communications from you. If they are hearing from you too often for their liking, they are less likely to give than if they have the choice to hear from you when they want to. Creating options for your donors helps your organization to build greater credibility.

4. Create Specific Fundraising Appeals

A major reason why donors don’t give is from a sense of futility. It may be hard to put their donation into context: how is my $30 really going to make a difference?

That’s why specific appeals are so important. You need to be clear about the direct impact that donor’s funds will have. For example, you can say “your $50 gift will feed [x amount] of children for one month.” This type of appeal is compelling, because the donor can see exactly how their individual contribution can have an impact on someone’s life.

5. Make an Emotional Connection with Stories

Using stories to create an emotional connection is a common marketing tool, and they can be used in fundraising to give credence to the successes and struggles of your organization. When you tell a story about a specific individual who needs or is receiving help through your organization, you are giving donors a face that they will want to help. Stories are often about helping a prospect see themselves in the tale, and even if your prospective donor has never been in the exact situation, you will tap into their compassionate side and give them a compelling reason to give.

For your story to have the strongest impact, keep your donors updated. If you can show how someone was directly impacted by your organization, it helps donors to see the good work you are doing and will make them want to keep giving.

6. Establish Opportunities for Repeat Giving

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Instead of framing a donation as a one-time gift, use language that will compel your donors to turn their gift into a monthly or yearly contribution. Ensure there is a clear and easy process for making this happen.

7. Use the Language of your Donors

A key rule of copywriting is to write in the language of your prospect, and it’s true for donors too. You may use jargon or industry-specific terms when communicating with others in your organization, but technical or unusual terms have a greater chance of confusing your donors than convincing them to give.

If you speak and write in consistently clear language that the prospect will understand, they will see you as a resource for comprehending an issue and will feel a greater affinity for your organization as someone they can trust and relate to.

8. Reach Out to Lapsed Donors

Some of your donors may not have given in a while. But if they have in the past, you know that at one time they felt a deep enough connection to your nonprofit that they wanted to contribute. Lapsed donors are an important group you don’t want to overlook, and with the right communications from you, could return as regular donors.

9. Segment Your Donor Communications

Loyalty is built by adding personal touches. Your pool of donors is going to be at all different stages of the giving process, giving different amounts for different reasons. It’s easy to segment mailing lists and add personalization to your communications, and this should certainly be a part of your fundraising strategy. When you clearly speak to donors right where they are, they will like the added level of personality and feel they as an individual are important to the success of your nonprofit, rather than just a name on a list.

10. Always Say Thank You!

Thanking donors for their contributions is essential, so never neglect an opportunity to let your donors know how much their gift means to your organization. A simple thank you can turn a one-time donor into a champion for your cause.

Paw Print & Mail specializes in direct mail fundraising appeal campaigns. Contact us today to enhance your fundraising strategy.

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4 Essential Copy Tips for Connecting with Prospects

Lead_Generation_Paw_Print_and_MailLead generation is an important piece of marketing any business, and if you’re reading this blog, cultivating leads is probably a topic that’s on your mind.

Writing strong copy is essential for lead generation. The right copy with the right message behind it will give your marketing campaigns a significant edge over your competition.

When you’re selling a product, you may think that hyping up the product and describing all of its desirable features is the best way to market it. This information has a place, but when you adopt this approach, you may be surprised that sales aren’t coming in the way you thought they would.

Why might this be happening? The most important factor in copywriting is not you, your business, or your product—it’s the prospect. If you want your prospects to engage with you, you must have a deep understanding of who they are and what matters most to them, and make that information critical to your copywriting process.

Here are four key tips for ensuring your copy will make the right connection with prospects.

1. Get to Know Your Prospect

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One of the most important things to remember is that what is right for one prospect or product is not right for another. Your copy may be well-written and your message effective for a certain audience. But if it’s not the audience your product is meant for, your product is not going to sell.

That’s why it truly pays to take the time to identify and understand your prospect. Key demographics like age, gender, average income, and location are important, but for a truly effective sales message, these categories aren’t enough. You’ll also want to ask yourself, what are my prospect’s interests and worries? And go even deeper: what are their core beliefs and desires?

Develop a system or form that you can use to chart out information about your prospect, from the most basic to the most personal. When you get to the core of what really matters to your prospect, you can better target your message, and you will be making a deeper connection with your audience, leading to increased sales.

How do you find information about your prospect? While you may have a basic idea of who is purchasing from you, there are a few resources you can use to help get to the core of who your prospect is and what matters to them:

  • Read customer reviews, testimonials, and surveys
  • Get to know the product well and test it out yourself
  • Look at past promotions to see what was and was not effective
  • Talk to the individuals who developed the product—why did they create it?

Remember that each product you sell may have a different audience, or you may have multiple audience segments for just one of your products or services. Personalization techniques allow you to segment your audience, communicating a unique message to each group.

2. Create an Emotional Connection with Your Prospects

Think about a time when you went into a store to make a purchase. Maybe you encountered a pushy salesperson, who kept up a constant spiel of details about the product you were looking at, pressuring you to buy.

How did that make you feel? Did you just want to walk out of the store?

If you did, you’ve experienced a feeling many consumers have: prospects don’t like the idea of being sold.

So, how are you going to get any sales? You need to create an emotional connection with your prospects. While your product or service may have great features, the features alone are not going to be as compelling to a prospect.

Instead, consider the benefits. This is where knowing the struggles and desires of your prospects will be extremely helpful. If you can show how your product provides a benefit you know your audience is looking for, or how it will help them to achieve a goal or solve a problem, you will create a deeper connection with them.

Here’s an example. Say you’re writing copy about a new car model you are selling. Rather than structuring your message around the materials or technical features, you can focus on the notion of safety. Maybe your car is a sedan or SUV you plan to market to families, who are rightly concerned about getting everyone safely from one place to another. If you know your prospect, you’ll know that safety, comfort, and being good parents are important ideas for them, and you can market your product accordingly.

3. Story + Transition = Sales

One of the best ways to bring emotion to your marketing copy is by telling a story. Stories are an engaging way to show the benefits of your product or service.

An effective story could run like this: start in the middle of the story, describing an instance of a fear or desire you know your prospects have experienced to draw them in. Then, go on to show how your product will benefit the prospect by solving the fear or allowing them to achieve the desire.

You want the prospect to see themselves in the story. Use the story to bring to life the benefits your prospects want and demonstrate how purchasing your product will directly lead to those benefits.

Something to keep in mind when writing copy or a story is to market a transition. As a part of defining your prospect, you’ll want to think about where they are now as well as where they want to be.

We can use the example of the car to illustrate this. The prospect may be anxious about driving their current car because they feel it isn’t safe enough to protect their family in case of an accident. Where they want to be, and where your story can show them ending up, is in a place where they are able to relax and enjoy driving again because they know they’ve chosen the best car for their family to travel safely.

You want your copy to illustrate this transition is possible and will bring the desired benefits—but only if the prospect purchases your product.

4. Speak to Your Prospect

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Language is an essential piece of copywriting. Even a compelling, emotional story will not be successful if you don’t write in the language of the prospect.

Formal and technical writing is not your friend here. This style certainly has its place, but marketing copy works best when you write the way you talk. It requires you to use words and phrases your prospects regularly use, written in a conversational, one-on-one tone.

In general, copy should be made up of short sentences and commonly used words, and free of jargon. The individuals who developed your product or service probably speak about it in technical terms, which may have little to no meaning for your prospects. It may seem like using these kinds of technical words will give your prospects the impression that your product is well-developed or backed by science and technology, but there is a greater chance you will end up confusing them.

Certain words will have certain meaning for certain groups, so, again, you want to be specific about who you’re marketing to. In a B2B context you may have more flexibility with technical terms that are commonly used in the industry of your audience, so some jargon may be appropriate.

Copywriting is an essential piece of the marketing process, but we know it can be hard to find the time to write copy that hits just the right note with your prospects. At Paw Print & Mail, we have the copywriting (and content writing) experience to help you reach your audience, so contact us today to get started on your next marketing campaign.

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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

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.


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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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.

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.

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.