Services
A Tale of Two Mailboxes...
Much More Than One Can See...
Much More Than One Can See...
Most people have two types of mailboxes: one on their computer, the other at home.
For most people, email is overwhelming.
Many messages never get opened, let alone read or acted upon. They quickly disappear from the screen, only to be forgotten forever.
The physical mailbox is much less crowded.
In addition to "exclusivity," people enjoy receiving their mail. Typically, 80% to 90% of addressed mail is opened and read. (The URL for this website is the mid-point of this range, 85%.)
Have you every received something so interesting (or so anticipated), that you open the envelope immediately? (Of course you have.)
While recipients tolerate email, they welcome, open, read and respond to physical mail.
I do not advocate that one eliminates email; instead, use both email and postal mail strategically and intelligently. In fact, these two communications channels can work even better when they work together!
Book a discovery call to learn if (or how) postal mail can improve your business' results.
Please go to the "ONLINE APPOINTMENTS" section below.
Much More Than One Can See...
Much More Than One Can See...
Much More Than One Can See...
You might be shocked to learn how much time and effort goes into the postal mail promotions that are delivered to your mailbox.
Lists Rule!
Of the three elements of every promotion, list selection is critical. When mailing to customers, one may select the list based on the customer type, source, tenure, spending level or any combination of these and other factors.
In addition, behavioural factors, as measured by RFM analysis, may be brought into the decision-making process.
Offers are Important!
With the list nailed, the next set of decisions revolve around the offer(s) that will be made in the promotion. Again, one has many choices.
And, then "Everything Else"
This set of decisions includes the physical characteristics of the package, copy and design of the various elements, approvals (both internal and third-party), fulfillment planning and the production time-line.
Need help? Book a call to learn more about planning your next postal mail promotion.
Please go to the "ONLINE APPOINTMENTS" section below.
Advertising is Everywhere...
Much More Than One Can See...
Advertising is public. Postal mail promotions are private!
For decades, huge "advertising walls" have been landmarks in large cities worldwide. (I took the above photograph in 1969.)
For decades, "traditional" media have carried advertising, in radio, TV, print, billboards and venues.
Today, even more channels accept advertising.
Mostly, these are digital messages on small screens. The best of these advertisements include a "call to action," where the reader can follow-up on the promise of the advertisement.
Generally, response to such campaigns hovers around 1% regardless of the digital medium. By comparison, response to direct mail campaigns leaves digital in the dust. Perhaps, that is because...
- Direct mail is easier to understand and more memorable than digital media,
- Direct mail is far more persuasive than digital media,
- Direct mail is visually processed quicker than digital media, and
- Direct mail is more likely to drive behaviour than digital media.
(Source: A Bias for Action, Canada Post, 2015)
If you would like a copy of the full report, email me and I will send it to you.
Advertising is public. Postal mail promotions are private!
Advertising is public. Postal mail promotions are private!
Advertising is public. Postal mail promotions are private!
By definition, "advertising" exists for all to see or hear.
Whether it's posters on a wall, commercials on television or radio, advertisements in newspapers or magazines, stadium names, product placement or any commercial placement on the Internet, the messages are meant to be seen. (Of course, often, they are not.)
By contrast, addressed postal mail is private communication, intended only for the addressee.
Compared to every other form of advertising, postal mail promotions fly "under the radar." Your competitors have no direct knowledge of your postal mail campaigns, unless they are on your mailing list. (And, if they are, you could always suppress them from the list!)
The offers and the response metrics are private matters as well. These are intelligence that your organization can use in planning future campaigns.
Is your organization missing out on all the private benefits of postal mail marketing?
Book a no-obligation call. Please go to the "ONLINE APPOINTMENTS" section below.
Reviews of Your Postal Mail Campaigns...
Advertising is public. Postal mail promotions are private!
Reviews of Your Postal Mail Campaigns...
Are your direct mail packages missing something? (Like the Honda example above, which is missing the personalization!)
We will review your current (or previous) postal mail packages, check them for accuracy, messaging and completeness, and make recommendations.
With this type of consultation, we quickly get your postal mail campaigns producing the results that your offer deserves.
To get started, use the button below to send me an email, including scans of your mailing piece, and we will work out the details.
How else can I help you?
Advertising is public. Postal mail promotions are private!
Reviews of Your Postal Mail Campaigns...
Most of my client work employs segments of their customer lists because a well-built list is the foundation for all successful postal mail campaigns.
When an organization collects customer transaction data in its ordinary course, this data can be analyzed for incremental business opportunities that are "hiding" within these customer lists.
My services include:
- Data analysis
- Campaign planning
- Campaign design
- List research and recommendations
- Housefile list work
- Offer development
- Copywriting
- Project management
- A/B testing
- Post-campaign analysis
An initial call to discuss your situation is available without cost or obligation.
Please go to the "ONLINE APPOINTMENTS" section below.