Direct Mail Tracking & ROI Success Indicators

Smiling woman removing mail from mailbox

Personal. Reliable. Trustworthy. Useful. These are all words that have recently been used to describe direct mail. Direct mail is a powerful marketing and fundraising tool. A key to its success lies in tracking response and measuring results. If you have no way of knowing what a recipient does once they receive your mailer, you can’t know the true value that mailer holds for your target audience. So, what do we measure? And how do we make mail trackable and measurable? The following measurements and tracking strategies can apply to for profit businesses and nonprofit organizations alike.

4 Key Measurements

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As with any marketing strategy, it’s best to begin your direct mail campaign by defining your goals. In a general sense, you’re likely looking to increase business or generate leads. But it’s important to be specific when targeting the message of your direct mail piece. Do you want to increase traffic to your physical storefront? Are you looking to drive recipients to a landing page on your website? Or, are you working to encourage event attendance?

Say you send out a direct mail campaign advertising your company as a service provider. Soon after, you start to see an uptick in business. This is the result you want, right? But it may be impossible to tell what effect your mail campaign had on growth of business or if the piece accomplished what you wanted it to.

And, if you don’t know how successful or unsuccessful your direct mail campaign was, it’s impossible to plan or improve your strategy in the future.

Once you know what you want to achieve, the following indicators can be used to calculate the results of your mail campaign.

Response Rate

This refers to the percentage of recipients who responded to your mail piece. Simply divide number of responses by number of mail pieces sent to get the response rate.

Conversion Rate

This is the next level up from Response Rate. More people are likely to respond to the mailer than those who eventually convert to customers (or donors.) Depending on what you’re selling, the conversion rate may be low, or it may take a longer period of time to achieve a conversion from your mailing. Conversion rate is calculated by dividing the number of actual orders you receive by the number of responses you got.

Cost per Acquisition (CPA)

CPA refers to the amount it cost you to obtain each new customer. Divide your campaign cost by the number of orders you received to determine CPA. You may find it helpful to compare the CPA for your direct mail campaign with that of your other marketing endeavors, as it will allow you to understand which channel achieves the most business for your market.

Return on Investment (ROI)

ROI is the baseline for your campaign—how financially successful was this mailing? ROI is calculated by subtracting the cost of your campaign from the revenue generated and then dividing by the campaign cost.

As you get deeper into the measurement process, there are several other metrics you may want to measure.

6 Tracking Techniques

Now that you know what you’re measuring and how you’ll use your data, let’s look at 6 ways you can implement tracking into a mail piece.

1) Coupons

direct mail postcard hair cut couponsEveryone loves to feel that they’re getting a good deal. Depending on the nature of your business, a coupon offer can entice prospects who may not otherwise have visited you. I can think of several occasions when food coupons I received in the mail led me to a restaurant, sometimes one I was familiar with and often somewhere completely new. Your mailing could be a single coupon, or it could include several offers, allowing you to see which resonates most with your mail list.

If your business has several locations, it may be helpful to include a coupon code so that each location can process the coupons the same way, and you’ll accurately collect data for that mailing. Codes also make online purchases and purchases through apps easier to implement and track for coupons.

2) The Mail

Like coupons, where the recipient could bring the physical coupon in to your business, you could require recipients to bring in the mailer itself to receive the offer. For instance, you may be offering a free consultation. The recipient can only receive that free consultation when they bring the postcard along on their visit. That way, you’ll know exactly who responded to the campaign, since they’ll be handing over the addressed piece.

3) URLs

If you want to drive traffic to your website, you can create a landing page and URL specific to the mail campaign on your company’s site. Then, print that URL prominently on your direct mail piece. Visitors will come to the page directly from the mailing, so you can accurately track how effective the mail piece was at achieving your goal.

Personalized URLs (PURLs) are another option to explore. PURLs are customized to each recipient on your mail list. For example, for a contractor, a PURL could look like this: www.contractors.com/jane-doe. The content Jane would see if she goes to her PURL would be customized to her, with her name and offers specific to her needs and interests.

4) QR Codes

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You can use a QR code in the same way as a URL. Print a QR code on your mailer that, when scanned, brings recipients to a landing page customized to the mailing. When you track how many people visited that landing page, you’ll know how many people responded to your mailing.

5) Customized Phone Number

It’s also possible to create a custom phone number for your mailing campaign, if you’d prefer recipients call in to talk to someone at your business regarding the mailing offer. You can make it a point to track when a call comes in regarding the mailer. However, you’re likely receiving several calls throughout the day regarding all aspects of your business. To make it easier, you can set up a number separate from your regular business number that will forward to a separate line. Then, you’ll know any calls coming through that line are specific to your mailing campaign.

6) A/B Split

digital artwork two open laptopsIf you’re looking to track what resonates with your recipients, an A/B split can be helpful. Design your mail piece, then create a second version that differs by just one element, such as the headline, image, or language in the call to action. Split your mailing list in half, mailing version A to the first half and version B to the rest. You’ll need a way to track responses to determine which version that respondent received. This strategy can give you a sense of what language, offers, message, etc. connects with your audience, allowing you to plan and execute better targeted campaigns.

Tracking and measuring data from marketing campaigns provides you with invaluable information about your marketing strategy, your prospect list, and your prospect’s response to your product/service offerings. Sometimes an offer you thought would be a home run falls flat, while a mailer you weren’t expecting to stand out receives an overwhelming response. Any relevant and legitimate data that you collect from measuring will help you to better reach your audience with more personalized, compelling offers in the future.

Ready to step up your direct mail campaigns? From list work and design to printing and mail fulfillment, think Paw Print. Give us a call at 802-865-2872…we make it easy!

Boost Your Marketing Power with Storytelling

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Storytelling is an essential and ancient part of human communication. Before the advent of writing, detailed stories were told orally, passed from generation to generation. Stories hold meaning for cultures, reflecting their histories, beliefs, and customs. We tell stories to learn, build relationships, and make sense of the world around us.

In fact, our brains are programmed to recognize patterns and find meaning in those patterns. A story is a kind of pattern, and stories are an effective marketing tool that you can use to build connection with your audience.

There are good stories, and then there are great stories, the ones we remember. But what makes a compelling, memorable story?

Elements of an Effective Story

1) Be Memorable with Emotion

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Facts and figures are essential to marketing—you need data to understand and relay your progress, as well as understand the state of your business. But numbers alone don’t inspire strong emotions. According to communications specialist Rob Biesenbach, 63% of people remember stories, but only 5% remember statistics.

There’s science behind this notion as well. When we are exposed to facts, two parts of our brains are activated, to take in information and to process. On the other hand, a story activates several areas across the entire brain.

And, these areas aren’t just accepting information—they’re experiencing the story. Think of the last book you read. Maybe the main character slipped into a cool lake on a scorching hot day or felt full of fear before giving an important speech. Did you feel the relief of that cool water, or find yourself growing anxious on behalf of the character? That’s the power of a good story. And it reflects the fact that when we hear a story and when we have a physical experience, the same areas of our brains are activated—the brain doesn’t differentiate between a story and an experience.

Know the Emotions of your Customer

Stories can be emotional in and of themselves, so that most of us who hear the story feel the same emotions. You can also tap into your potential customer’s emotions by telling a story you know will resonate with a specific fear or desire they are experiencing.

Say Sally has always wanted to play the piano. You’re selling a system that will help your customers learn to play the piano fast, efficiently, and well. You can tell a story with the main character flawlessly playing a piece on the piano, finishing to a round of applause. Poise your product as the solution to that specific fear or desire in the story, and potential customers will be flocking to your brand.

2) Show Your Unique Side

Unless you’re selling a never-before-seen product, you’ve got competition. And even if your business is exclusive in what you offer, you’re still competing against countless other businesses and products for a consumer’s spending dollars. Why should a potential customer choose you?

Stories help you out here. Even if your business offers the same services as several others, only yours has your unique story. Telling the story of how you founded your company, developed your product, or helped a customer shows the special, human side of your business that separates you from the crowd and helps you connect with consumers on a personal, human level.

3) Inspire Action!

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When we feel positive emotions, we want to do what we can to ensure those feelings continue. And when we feel negative emotions, like anger or fear, we want to act as soon as possible to stop those feelings. Because stories can make us emotional, they can also spur us to action. If your story inspires relief in consumers—finally, here is a solution to my problem—they’ll want to act to obtain that relief as soon as possible. They may have been searching for this solution for a long time. But your story raises the stakes—act NOW and your problem will disappear.

Stories also make us more likely to act because they can increase the perceived value of a product. A study called the Significant Objects Project found that when inexpensive items were marketed along with a story, the perceived worth of the objects increased, and buyers were willing to pay more for them than the object itself was worth. In this experiment, the purchasers knew the stories weren’t true—even still, the narrative gave buyers more of a reason to purchase.

4) Connect with Values

Consumers, especially Millennials, make purchase decisions as extensions of their values and identity. If a company doesn’t align with those values, consumers are more likely than ever to look elsewhere for their needs.

When you tell your story, you have a great opportunity to highlight what is important to you, what your company stands for, and your ultimate goals. Whatever those goals may be, they’ll likely resonate with a specific audience. This makes them more likely to purchase from you and to feel a greater connection to your business.

5) Make Use of Visuals

A story is built on compelling words. But sometimes, words aren’t enough. A captivating visual can say a lot, which is why the best stories make use of words and visuals to convey a message. Whether you’re talking about a specific individual, event, or circumstance, make sure to include visuals relevant to the story.

6) Personalize

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Nature image created by Freepik

It helps to tell your story from a particular point of view, whether it’s your own, someone in a similar situation as your potential customer, or someone who was helped by your product. This helps to put a face to the issue. Your product may have helped thousands of consumers. But being able to put a face and truthful, personal words to it can make all the difference.

What brand stories do you remember? Let us know! And, if you need help telling the story of your business, Paw Print offers copywriting as a service.

Now, go on. Tell me a story.

Scorpion Marketing 101

scorpion on white background
Get your prospect’s attention with a Scorpion Marketing Strategy!

Ever feel like you’re beating your head against a wall trying to sell to the unsellable, qualify the unqualified, or get responses from the unresponsive?

You are not alone. As a sales professional and/or a business owner, much of the anxiety, frustration and weariness that happens in growing sales and a business is directly related to these activities.

Are you comfortable, if not jazzed, to have conversations with clients and prospects but discouraged with how difficult it is to get people to engage?
What if you could increase the ROI on your sales and prospecting efforts with a non-intrusive strategy to engage and generate more leads?

Consider Scorpion Marketing

If you walked up to your desk and found a scorpion looking up at you, would that get your attention?! Probably safe to say you might even jump back… whoa!!!

There are certain things that happen in life – and in business – that GRAB our FULL attention and cause us to act on the situation at hand.

Scorpion Marketing is an ACTION designed to get a REACTION. It’s a tactic that’s guaranteed to get your intended audience’s attentions despite the competing forces vying for those persons’ attention.

Putting People First

Growing a successful business is all about seeking and establishing relationships with people who have a need for your product. Virtually all sales and marketing investments and efforts are born with the intent of generating leads. Leads are the spark of opportunity for prospects to build familiarity and trust with you, your company, and your product. Generating a viable lead is the cornerstone toward meeting a prospect’s need and converting a sale.

But sales and prospecting is tough work! You may have the best product and service to meet someone’s need. But until they fully understand and experience your offering, you’re just one of the pack. And even before that, until you get face-to-face with a prospect to fully understand the problem they are trying to solve, you’re at a loss as to how and even if your value proposition is relevant to them.

All of this brings us back to the importance of generating a qualified lead to trigger your business development process. That’s where Scorpion Marketing comes in.

How Does Scorpion Marketing Work?

At Paw Print & Mail, we’ll design a strategy utilizing an attractive and relevant direct marketing package and follow up process that’s guaranteed to get the attention of your key prospect or client. Like reacting to the scorpion on your desk, our Scorpion Marketing process will set you apart from your competition and exponentially increase your ability to directly connect with your prospects and begin the relationship building process.

Above all… Scorpion Marketing spurs the engaging activity that leads to sales. Scorpion Marketing is prospecting on steroids, which is more fun and rewarding than the typical prospecting you’ve done (and dreaded doing) in the past.

To learn more about our Scorpion Marketing service, contact Tom at tbrassard@paw-prints.com or call Paw Print & Mail at 802.865.2872.

Envelope Creativity Boosts Response Rates

Entrepreneur opening a padded envelopeOne of the biggest hurdles of direct mail? Getting people to open the envelope.

Postcards and self-mailers have the advantage of standalone, eye catching content. The graphics are immediately visible, compelling the recipient to read on.

But for many mail pieces, an envelope is essential. Using an envelope doesn’t have to be limiting, however. In fact, today’s printing technology allows envelopes to be more personalized and attractive than ever before. Customization turns envelopes from basic commodities to effective direct marketing tools.

Why Direct Mail?

cartoon envelope with megaphone

In our digitally saturated world, direct mail stands out:

Creative & Customized Envelopes: Reach More of Your Audience

Basic return address printed envelopes have long been a standard for many businesses. While they get the job done, inkjet technology has made it possible to completely customize envelopes, making your campaigns more personal, relevant, and compelling for your audience.

Some reasons to personalize envelopes for your business or organization include:

Increase Visibility

Generally, envelopes have the information necessary to get the mail piece to the recipient. But there’s a lot of white space left over that can be used to include a compelling call to action. You may not always open envelopes, but you’re sure to look at the outside to see who the mail piece is from. An envelope is a highly visible space available to tee-up the theme or message of your campaign.

Improve Open & Response Rates

Creative envelopes not only enhance visibility. They also raise curiosity, making recipients more likely to open and respond to your message. You can use the envelope to create a sense of urgency, letting recipients know there is a limited amount of time in which to respond.

Send a Timely Message

Customized envelopes have the advantage of timeliness. You can print for a specific theme, referencing your current campaign or a seasonal or time sensitive offer.

Stand Out from the Crowd

group of pencils one red among the blue
Background image created by Yanalya – Freepik.com

Giving a unique touch to your mailings separates you from your competition. In a mailbox of white envelopes, an envelope with color and interesting graphics stands out, making you more memorable than your competitors.

Segment, Budget, Personalize

The ability to customize means that you can create envelope designs that are more personal to the recipient. Maybe your mailing is targeted to past customers, or to your top donors. Whoever your target audience may be, you can make your envelopes specific to that group and the goals you have for them. With Variable Data Printing, you can even print each individual’s name on the envelope as part of the call to action.

No Overstock or Rush

When you print custom envelopes at the time of production, your printer can produce just enough for your mailing. That way, you won’t have to worry about storing overstock, or having a pile of extra envelopes specific to a campaign that you won’t be able to use again. On the flip side, you won’t have to stress about coming up short and placing a rush order. If the printer needs a few extras to finish the job, they can print more at no added cost to you.

The creativity of your imagination is the only limit when it comes to printing envelopes. Custom sizes, stocks, and colors are all available, making it easy to create a stand out envelope for your next campaign.

Ready to step up your direct mail? At Paw Print, we can assist you every step of the way, from designing your mail piece to printing to mailing fulfillment. Contact us today to get started!

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How You Do Anything Is How You Do Everything

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The place: a recent introductory meeting with the newly-hired Marketing Director of a local established and respected mid-sized company.

The topic: the state of the company’s marketing collateral.

This is a good-sized business selling big ticket services that regularly invoice in the $100,000 to $1M range. Yet, you would never perceive this when handed one of their business cards or company brochures.

The firm was seemingly still holding on to their start days, when print collateral was designed in-house using Microsoft Word, then printed on the company copier. That may have been appropriate and practical then. But given the size and capabilities of the company now, the state of their print collateral imparts a huge perception gap on the brand.  This company was attempting to continue to grow business and generate leads. However, the amateurism of their branded handouts did not match the professionalism of their work.

First Impression Is Everything

Have you ever heard the phrase “how you do anything is how you do everything”?

The way you handle one situation in your life tends to reflect how you handle every situation. If you tend to be a detail-oriented individual in your personal life, it’s highly likely you are detail-oriented in your professional life as well.

Contemplating the phrase “how you do anything is how you do everything” may incite introspection on many levels. For the context of this article on marketing tips, how you convey your brand can have deep implications for the success of your company or organization.

It’s All About Perception

Returning to the detail-orientated example. Say your car needs service. When you walk into the service center, does the cleanliness and orderliness of the facility and perceived expertise of the staff affect your level of confidence in the work to be done? Do these traits impart a perception on you as to how well you and your car will be taken care of?

Either consciously or subconsciously, your perception and confidence are affected. If the waiting area is clean and organized, and the service writer clearly explains the work to be done, what it will cost, and how long it will take, then you’re more likely to feel confident that the mechanical work will follow suit. Your level of confidence and willingness to refer this business will likely be lower if these details are missing.

This is the power and impact of the statement “how you do anything is how you do everything”! To your current and potential customers, the implications of this statement influence their perception of your entire brand.

This is why it’s so important for every business leader to take time on a regular basis to step back from the daily work routine and ask – how do my customers experience my business in relation to how I’d like them to experience it?

If there’s a disconnect between how you want your business to be perceived and how you actually conduct business, it’s time to take a critical look at potential gaps and make the necessary changes to bring intent and reality into alignment. Your business’ success depends on it.

Focus On Brand Excellence

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You are expert at what you do. Your knowledge of your field is extensive and well-versed. But is this reflected in how you present and market your business? Do your actions backup your claims?

You may have just one opportunity to show you have the skills to get the job done, and done right. Whether it’s the manner in which you and your staff answer the phone, the quality and professionalism of your business card and company brochure, your website, asking important qualifying questions, or handling an unforeseen issue…all of these have the potential to generate new business or lose a potential customer forever.

And, just because “we’ve always done it this way”, doesn’t mean it’s the best way to continue if there’s any doubt as to how your brand is perceived. The systems you have in place may function. But to generate consistent, profitable business, you need to be more than functional. You must align all areas of your business to present the same cohesive image and delivery of service.

Your Print Collateral

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Let’s concentrate on print. Say you’re a construction company that regularly builds impressive structures that are made to last, that exceed your clients’ expectations and are always completed on time. You offer a great product, delivered with reliable and excellent service.

To get the word out, you likely have print collateral, like business cards and brochures that you hand out or send to potential clients. Now try this – pick them up, put yourself in your prospects’ shoes, and ask yourself: How do these look?” How do these feel?” Do they show quality and professionalism, or not so much?

Returning to the phrase how you do anything is how you do everything, if your business card is printed on thin, flimsy paper and not squarely trimmed, or your company brochure is not professionally designed, printed on office copy paper, and irregularly folded (yes… we still see this all too often), what does that say about your company? What would you think about a company if you received something like this from them?

Odds are, you’d toss that business card and brochure and look to another company to meet your needs. If a business card doesn’t hold up to the barest scrutiny, it leaves the impression that your product will also come up short.

Take an objective look at your marketing materials, strategies, and policies. Put yourself in the place of the customer. If you’re unimpressed with what you’re seeing, start taking steps to consistently present your business in the best light.

The Takeaway

Not everyone you come across is going to come to you for their needs. But by consistently presenting quality marketing collateral, you can ensure you’ll stay top of mind with customers. They’ll hold on to your business cards, and they’ll think of you before calling anyone else.

Want to revamp your marketing strategy, but aren’t sure where to begin? At Paw Print, we have the knowledge and tools to assist you with all your print, direct mail, and branded promotional product needs. Contact us to start improving your branding today!

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5 Considerations for Creating Standout Mail Pieces

Woman reading direct mail piece

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) Direct Mail 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. You may have a general idea of the types of people who are purchasing your products or giving to your cause. But 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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People image created by Nensuria – Freepik.com

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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Infographic vector created by Photoroyalty – Freepik.com

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. These include open and click-through rates, unsubscribes, and bounces. 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 also be very trackable. Include a coupon or return envelope that the recipient will have to return to you. Or try using a code that must be entered online to receive the offer. When you know how many pieces of mail led to an action, you can 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. Try sending out each version in equal quantities. Then, 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.

 Targeting

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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

woman holding card reading wanted: more leads

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. 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. That way, it will be seen by the largest number of people possible. However, this method will spread your efforts too thin. It 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 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. You’ll provide 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. It isn’t relevant to many people and will be disregarded. Marketing automation software will solve this problem for you. It can easily sort through a mailing list, to only send your mailing to female recipients. You may also have enough information to further pare it down by age. And if you’re selling products for multiple demographics, it’s easy to segment mailing lists. You can then send 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. 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.  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. That way, 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. Targeting becomes much easier when you know your prospect’s location, purchase history, and when they last purchased from you.

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. 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. Down the road, automation can suggest 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.

There are 1.5 million nonprofit organizations in the U.S., and over 4,000 just in the state of Vermont. That means 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 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. 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. 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. 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. They 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. With the right communications from you, they could return as regular donors.

9. Segment Your Donor Communications

Loyalty is built by adding personal touches. Your pool of donors will 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. 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

businesswoman holding "wanted: more leads" cardLead generation is an important piece of marketing any business. If you’re reading this blog, cultivating leads is probably a topic that’s on your mind.

Writing compelling 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 certainly 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 4 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. Your product or service may have great features. Yet the features alone are not compelling enough 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. You can then 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. Then you can 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 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. However, there is a greater chance you’ll 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. 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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