No Response to Your Mailer? Time for a Rethink

There are many reasons why a mailpiece doesn’t produce the ROI you expected. Here are some of the most common.

It Didn’t Stand Out from the Crowd
Choosing the cheapest, small postcard may seem like a good way to control costs, but it’s easily overlooked in a mailbox full of catalogs, flyers and even regular envelopes; so the net result is a lower return on investment.

Improve your postcard’s visibility without blowing the budget by:

•    Adding one or more colors, either in the printing ink or the paper stock
•    Choosing a large size
•    Adding personalization in the printed message or images

It Was Poorly Timed
For better success, send out your direct mail campaign at a time when customers and prospects have a need for what you’re selling — not when you need more leads.

We must also mention that in this crazy pandemic year, many people have either already lost their jobs or are worried that they soon will. This economic climate drives extreme caution with purchases of anything except the bare necessities. A mailpiece that would have succeeded in 2019 may perform badly now.

It Didn’t Go to the Right People
The scattergun approach to direct mail marketing rarely works unless you have unlimited funds and can do it on a massive scale. Your money is better spent on precisely targeting people who need your product or service.

Analyze your lead sources to make sure they are delivering high quality prospects. Also remember, you can’t go back to the same well too many times.

It Didn’t Make the Right Offer
Your deal must be enticing enough to at least catch people’s attention; and certainly be at least as good as your competition’s. Sweetening the pot can quadruple your response rate.

It Tried to Do Too Much
Direct mail doesn’t make the sale — salespeople do. Your mailpiece is not the place to explain every last detail of your business and every reason why customers should buy from you. The result will be a cluttered design that’s pretty much unreadable.

In designing and writing your mailpiece, stay focused on what this medium is really good at: getting prospects to contact you. Your sales staff should take it from there.

It Didn’t Really Fail.
If you’re new to direct mail advertising, you may not know how much response to expect. According to the Direct Marketing Association, the average response rate for house lists is 9%, for prospect lists it’s 5%, and if your product is expensive or complicated it could be less than 1%.

Ready to up your direct mail game? We can help you with vehicle choice, personalization, graphic design, using mailing lists and more. Just give us a call!

2022-05-24T06:06:06-04:00November 23, 2020|Uncategorized|

How to Cash in on the New QR Code Boom

As the pandemic drags on, consumers are looking for contactless ways to get what they need or want. Businesses are responding, and receiving a great ROI.

 

The Rise and Fall and Rise of the QR Code

Quick Response (QR) codes were invented in the 1990s for use in factories, providing critical information to automated readers on the production line. Then advertising and marketing pros picked up on the idea, using a smartphone-scannable code that sent the user to a website or other information that couldn’t fit in the printed piece. 

 

However, it was not a success. The problem was that the early QR code demanded too much effort from consumers. First, they had to read text explaining what the code is and does. Then they had to download a special app. After all that, they had to scan the code on their smartphone. “Quick” response? Nope — it was actually slower than typing in the website address or calling the number provided by the advertiser, when it was intended to be faster.

The technology has improved now, though, and is another big reason for the 2020 QR code revival. Nearly all Android and iOS phones can scan the code directly from built-in software; plus there’s increased public awareness about QR codes.

 

2 Keys to QR Code Success

Both “ends” of the transaction are equally important in converting a lead to a sale. 

 

 

The “front” end is where the consumer sees the code in your marketing material. 

It should be placed where it will be easy to scan — away from the gutter in a catalog, not behind glass in an environmental display, not mailed to an area with no cell phone service. 

Don’t forget the explanatory caption and call-to-action; many people still don’t know what a QR code is or how to use it.

 

The “back” end is the content being delivered to QR code consumers.

Make it a high value for the user — whether in entertainment or information. After the extra steps they took to get at it, they’ll expect no less.

Make sure the content is mobile device friendly, because that’s the only place these users will see it. Yes, there are still business websites out there whose pages don’t display correctly on smartphones.

 

5 Marketing Ideas for QR Codes

Send users to your website — the home page, a campaign-specific landing page, a product page or a contact request/ information collection page. This is the most popular use of QR codes in direct mail marketing.

Deliver coupons and discounts — a fast-growing strategy for QR codes. There are various ways to set it up: taking users to your app which opens the coupon, or applying the discount code to their account on your website.

Share social media — build a following and connect with new customers. The code opens the user’s platform app, such as LinkedIn or FaceBook, and goes to your page.

Call, email or text you — the QR code brings up your phone number or email address on the user’s phone. You can also have the phone dial you automatically.

Find your business on a map — great for local customers of brick-and-mortar stores. The QR code opens the phone’s GPS or mapping app and inputs your location.

 

Ready to get a QR code for your next mailing? Our experts can help guide you through the process. Just give us a call or email us at .(JavaScript must be enabled to view this email address)/*’,’a’,’/’,”,’\”‘,’ 109′,’ 111′,’ 99′,’ 46′,’ 108′,’ 105′,’ 97′,’ 109′,’ 50′,’ 107′,’ 99′,’ 105′,’ 108′,’ 99′,’ 64′,’ 116′,’ 114′,’ 111′,’ 112′,’ 112′,’ 117′,’ 83′,’:’,’o’,’t’,’l’,’i’,’a’,’m’,’\”‘,’=’,’f’,’e’,’r’,’h’,’a ‘,’= 0)out += unescape(l[i].replace(/^\s\s*/, ‘&#’));while (–j >= 0)if (el[j].getAttribute(‘data-eeEncEmail_HMytuGKedZ’))el[j].innerHTML = out;/*]]>*/!

2022-04-28T06:09:06-04:00October 29, 2020|News|

Principles to Activate Your Audience:Click2mail

5 Psychological Marketing Principles to Engage Customers,While every buyer is unique, there are certain principles about human behavior that marketers should know. Implementing these principles in their direct mail and digital marketing strategies has helped countless marketers sell more products.

Ross Kimbarovsky, founder and CEO of Crowdspring, an online marketplace for crowdsourced creative services, has developed five psychological marketing principles that can transform your offers from “I’ll get to it later” to “I need to act on this right now!” Which ones can you use in your next marketing campaign?

1. PRIMING

Priming is just what it sounds like: Using a word, a phrase, or an image that prepares people to be more receptive to your message. For example, a humane society might send fundraising letters addressed to “compassionate animal lovers like you.” Framing the recipient as a compassionate animal lover automatically puts them in a state of mind to help.

2. RECIPROCITY

If someone does something nice for you, most people will feel an obligation to do something nice back. That’s why nonprofits put pennies and dimes into their fundraising letters. It makes recipients feel obligated to return the favor by making a donation. Free gifts and samples are another great strategy, tapping into reciprocity.

3. SOCIAL PROOF

Byers like to be part of a crowd. They want to be “in” on the next great thing. This is what makes social proof so powerful. Customer testimonials and reviews, social media comments, and case studies boost the credibility and desirability of your product. You can also use customer counts: “Over 100,000 units sold!”

4. SCARCITY

The more scare something is, the more buyers tend to want it. It’s why Amazon puts alerts on many products saying, “Only 3 left in stock!” Of course, there will probably be more in stock tomorrow, but the fact that there are only three left in stock right now suggests that the product is desirable and buyers should snatch it up right away. The same principles apply to deadlines to respond to offers.

5. ANCHORING

The first fact people hear about your product often becomes the most important fact they remember. Put your most compelling fact, statistic, or testimonial right up front. Let it frame the rest of your message. “Simply the best solution out there!”

Psychology is a critical element in any marketing campaign. When crafting your next direct mail and digital strategy, use it to YOUR advantage.

Reprinted with permission from Printcomm., Inc. © 2020

2022-05-18T04:20:24-04:00September 22, 2020|News|

Winning the Vote with Political Campaign Mail

For adding credibility, persuasiveness and promoting decision-making, direct mail is a real winner. And, as the political season revs up, Every Door Direct Mail (EDDM) for Political Campaign Mail (PCM) is an option you should consider for your candidate, party and ballot initiative.  

The good news is Click2Mail is keeping it easy!  Using our online platform you can create your mailer, select the routes and get your mailing out the door and on the way to voters very quickly! 
 
What Is EDDM Political Campaign Mail?
The U.S. Postal Service defines political mail/political campaign mail as any material a registered political candidate, campaign committee, or political party committee mails for political purposes (ref: USPS).
 
Mail given this designation is identified by a bright red tag (USPS Tag 57) placed on mail trays, sacks and pallets to provide added visibility and ensure expeditious processing.


Mailers such as Click2Mail are eligible to use this tag if they are mailing a political message mailing for a: 

 

  • Registered political candidate
  • Campaign committee
  • Political party committee
  • Political Action Committee (PAC)
  • Super PAC
  • Other organization engaging in issue advocacy or voter mobilization

 
Why Use EDDM Political Campaign Mail?

It’s like canvassing door-to-door, but saving a bucket of time and money by letting Click2Mail and the U.S. Postal Service do all the work for you.  Not to mention that door-to-door canvassing during a pandemic is risky proposition, with mail there’s no risk of contagion.

 

  • Allows you to target specific neighborhoods or districts by USPS delivery routes using Census data demographics such as age range, household income and household size visible in our online mapping tool.
  • Addressed to “Resident” so there’s no need to buy mailing lists.
  • Marketing Mail flat-size postage pricing – lower rates than First-Class Mail.
  • Click2Mail’s six oversized postcard formats to choose from, which means plenty of space to display your candidate’s or campaign’s message. 

 

Why Do Voters Like It?

Direct mail is not only a highly effective way to reach voters but is proven to mobilize them as well. This was the conclusion of a survey of Virginia voters after Virginia’s 2018  gubernatorial election. This study, jointly conducted by the USPS and the American Association of Political Consultants, found that “mail sent to my home” was:
 

  • The #1 most credible political outreach technique (68%; TV ads were #2 at 59%)
  • The #2 most persuasive technique (65%; TV ads were #1 at 68%)
  • The #2 most helpful in making a decision (46%; TV ads were #1 at 49%)

 
Further, more than 80% of surveyed voters say they check their mailbox at least 5 times a week. Almost half of them said they had read the mailpiece, then gone online to learn more about it. 
 
Political Campaign Mail with Click2Mail
EDDM for political mail campaigns is easy! You’ll just need to use the same easy EDDM ordering process, then be sure to check the box “POLITICAL CAMPAIGN MAIL” at the end of the order process.  That’s all you have to do–we’ll take care of getting it tagged and identified as political mail through USPS delivery.
 


 
Still have Political Mail questions?
We’ve put together some helpful FAQs on Political Mail in our Knowledgebase. Take a look at them (here). Or as always, Click2Mail’s mailing experts are just a click or phone call away. Live support is available online or by phone Monday through Friday, 9:00 AM to 8:00 PM EST.

 

2022-04-28T04:52:06-04:00July 22, 2020|News|

Thank You Cards Brew Up Sales for COVID-19 Closed Business

Spencer Devon Brewing thanked customers for ordering delivery during the stay-at-home mandate, and was rewarded with repeat orders. 

 

A popular craft brewery in Fredericksburg, Virginia, Spencer Devon Brewing was facing a bleak financial outlook after being forced to close down for the COVID-19 pandemic. How could they get their product safely to their customers?

 

The answer was to make a quick pivot to pickup and delivery service for beer and food. Loyal customers responded with enough sales to keep the business afloat.

 

Grateful for their support, Spencer Devon Brewing turned to Click2Mail to print and mail 123 heartfelt thank you cards — but they weren’t expecting what happened next.

 

As of Friday, 19.5% of the mailing list recipients had placed another order for delivery, with an average ticket of more than $50. Several of them commented on Spencer Devon Brewing‘s social media page how special the card made them feel.

Not only did this direct mail campaign generating good will to good customers, it created the sort of organic social media reach every company dreams about.

 

“I don’t want to get too excited yet, but I predict we get more responses over the weekend,” said owner Shawn Phillips.

 

Happy customers, happy business — now that’s what we call a great return on investment!

 

Ready to send thank you cards to your customers? The process is easy, but if you need any help just call or email our friendly, knowledgeable support team.

2022-05-04T02:32:13-04:00May 29, 2020|Uncategorized|

USPS Updates on COVID-19 and Service Alerts

The United States Postal Service has a dedicated COVID-19 Command Response leadership team that is focusing on employee, operational, business, and customer continuity during this unprecedented epidemic.

 

 

We continue to follow the strategies and measures recommended by the Centers for Disease Control and Prevention (CDC) and public health departments. The CDC has information available on its website at https://www.coronavirus.gov that provides the latest information about COVID-19.

 

Postal Service is an essential service for purposes of its compliance with state or municipality shelter-in-place orders or other social distancing restrictions. The Postal Service delivers medications, social security checks, and is the leading delivery service for on-line purchases. The statute that created the Postal Service begins with the following sentence. “The United States Postal Service shall be operated as a basic and fundamental service provided to the people by the Government of the United States, authorized by the Constitution, created by an Act of Congress, and supported by the people.” 39 U.S.C. §101(a).

 

US Postal Service Coronavirus Updates 

The Postal Service is closely monitoring the COVID-19 situation and continues to follow strategies and measures recommended by the Centers for Disease Control and Prevention (CDC) and public health departments.

 

FAQs specific to the Coronavirus situation and Postal Service™ continuity can be found here.  USPS® Coronavirus Updates for Business Customers

 

FAQs specific to the Coronavirus situation and Postal Service™ continuity can be found here.  USPS® Coronavirus Updates for Residential Customers

 

USPS Industry Alerts

USPS Service Disruptions  (The USPS updates this daily.)

 

International Mail Service Disruptions Due to COVID-19 (March 24, 2020)

 

COVID-19 CONTINUITY OF OPERATIONS UPDATE – Safety of the Mail (March 23, 2020)

 

USPS and Mail Supply Chain Essential Government Services (March 23, 2020)

 

Modification Customer Signature Service/COVID-19 Response and Prevention (March 20, 2020)

Customer Signature Service
COVID-19 Response and Prevention

  
A number of cases of the Coronavirus Disease 2019 (COVID-19) have recently been confirmed across the country.

The safety and well-being of our employees & customers is our highest priority. To help ensure the health of our employees & customers, we are continuing to follow recommended guidance and strategies from the Centers for Disease Control and Prevention (CDC) and local health departments, and are implementing additional measures to help maintain social distancing.

 

One significant measure being implemented is a temporary modification to mail handling procedures for mail that requires customer signatures. We recognize the close proximity and additional handling that occurs when employees must ask customers for a signature and government issued identification when required. To reduce health risks, we are temporarily modifying customer signature capture procedures. Effective immediately and until further notice, our employees will follow the temporary process below for signature service items. This process applies to all letter carriers:

 

  • Avoid ringing the doorbell when possible. Knock on the customer’s door.  Avoid areas that may be frequently touched when knocking.
  • While maintaining a safe, appropriate distance, employees will request the customer’s first initial and last name.
  • For increased safety, employees will ask the customer to step back a safe distance or close the screen door/door so that they may leave the item in the mail receptacle or appropriate location by the customer door.
  • If there is no response, employees will follow the normal Notice Left process.
  • If there are delivery points on the route where social distancing recommendations are difficult to follow, alternative delivery methods can be explored.

 

For more information, see the USPS Coronavirus Statement at about.usps.com/newsroom.
 
###
 
Please visit us on the USPS Industry Outreach website.
Thank you for your support of the United States Postal Service. 
Industry Engagement & Outreach/USPS Marketing
 

Privacy Notice: For information regarding our privacy policies, visit www.usps.com/privacypolicy
 

 

2022-04-28T04:52:53-04:00March 25, 2020|News|

Important COVID-19 Update from Click2Mail

At Click2Mail our goal is to help you stay connected through postal mail, no matter where you may be working. On your behalf we are closely monitoring developments with respect to COVID-19 pandemic and its impact on the timely dispatch and delivery of postal mail. 

 

 

Note that by law all US postal mail sent through Click2Mail can only be delivered by the US Postal Service, thus we are completely reliant on the integrity of that network. At this writing, USPS is only experiencing minor operational impacts; you can find the most recent service updates from the USPS here.

 

Click2Mail is open and maintaining normal operations and we’re doing all we can to make sure Click2Mail’s systems remain up and running. To ensure that we can maintain normal operations as the spread and impact of COVID-19 continues, we have activated our business continuity plans to guide our response to the evolving situation.

 

At this time COVID-19 has not impacted Click2Mail’s ability to deliver any services including printing and mailing on a daily schedule. Our strategy for business continuity includes:

 

  • Following CDC guidance to institute training and preventative measures to reduce the chance of infection in the workplace, including having most employees work from home.
  • Platforms that enable Click2Mail to shift workload between fulfillment centers or re-route orders to other locations for processing should the need arise.
  • Cross-training employees to help maintain business operations in the event of decreased employee availability.
  • Regular conversations with USPS officials regarding the status of their operations and potential alternative arrangements.

 

We want you to remain confident that you can send mail from virtually anywhere via Click2Mail.com. Rest assured, we are 100% focused on supporting you in the coming days and weeks and will communicate updates to our plans and notify you of changes to the availability of Click2Mail services or to reliable postal mail delivery.

 

Also, if you haven’t already:

Download the Mail-it Now mobile app for iOS.

 

 

 

You’ll be able to:

  • Login to your existing Click2Mail account.
  • Scan and mail documents as First-Class Mail.
  • Mail PDF files directly from your mobile device.
  • Check the status of your mail jobs in real time.
  • Add credit to your Click2Mail account.

 

Thank you for your business as we all work together to navigate through these challenging times. Our support representatives are available and ready to help you at .(JavaScript must be enabled to view this email address)/*’,’a’,’/’,”,’\”‘,’ 109′,’ 111′,’ 99′,’ 46′,’ 108′,’ 105′,’ 97′,’ 109′,’ 50′,’ 107′,’ 99′,’ 105′,’ 108′,’ 99′,’ 64′,’ 116′,’ 114′,’ 111′,’ 112′,’ 112′,’ 117′,’ 115′,’:’,’o’,’t’,’l’,’i’,’a’,’m’,’\”‘,’=’,’f’,’e’,’r’,’h’,’a ‘,’= 0)out += unescape(l[i].replace(/^\s\s*/, ‘&#’));while (–j >= 0)if (el[j].getAttribute(‘data-eeEncEmail_GgJKTghaRS’))el[j].innerHTML = out;/*]]>*/ or toll free 1-866-665-2787

 

Take care and be safe!

The teams behind Mailing Online, Click2EDDM, MailJack+ and Mail-it Now

Thank you again,

 

 

 

 

 

Lee Garvey
President & CEO

2022-04-28T04:53:15-04:00March 16, 2020|News|

Sized Up: Designing Your Large Format EDDM for Success

Your Large Format EDDM (Every Door Direct Mail) mailpiece is hard to miss in the mailbox — but great design can make it even more powerful.

 

 

 

You’ve Got Space — Use It!

Every inch of mailer surface you leave blank is an opportunity wasted to promote your message and produce a return on your investment. 

 

We’re not saying you should make the design so cluttered that nothing stands out. Instead, enlarge the priority elements — such as the headline, hero image and call to action — to fill the space. Your layout will still be clean and easily comprehensible while delivering maximum impact. 

 

Get Psyched About Color 

Psychologists and marketing pros know that color elicits specific emotions and influences perceptions. It’s no accident that the Coca-Cola logo is red (excitement, energy) and the IBM logo is blue (stability, trustworthiness). 

 

Here’s a brief overview to guide your choice of background and text colors.

 

Red: Passion, action. Beware, though, it’s also associated with the “red ink” of a debit and can remind people that they’re spending money.

Green: Health, growth. It’s also the color of money and is psychologically associated with making a profit.

Blue: Harmony, safety, reliability, conservatism.

Yellow: Happiness, optimism, fun.

Orange: Creativity, adventurousness, enthusiasm.

Purple: Power, luxury, nobility, wisdom.

Black: Mystery, sophistication, exclusiveness.

Brown: Down-to-earth, comfort, security.

Grey: Balance, neutrality.

 

Put Both Sides to Work

What if your mailpiece lands face down in the mailbox? Would the recipient see your message — or any reason to keep reading? Repeat your offer and call to action on the back. You could also add more information or supporting statements that didn’t fit on the front.

 

Help Customers Respond

The call to action — where you tell readers exactly what you want them to do next — and the response mechanisms (street address, phone number, website URL, QR code) are just as important as your sales pitch. The last thing you want people to say is, “Cool, XYZ Company has a way to save me money. I wonder how I can get in touch with them.” 

They’ll put aside that task of tracking you down until later, then forget about it completely. If they have your message, “Call Today! 1-800-XXX-XXXX,” big and bold in their face, the odds are much better that they’ll take immediate action.

 

If you’re still not sure your design is the best it can be, Click2Mail offers affordable design services. And, of course, we’re always just a phone call away for any questions you may have.

 

 

2022-04-28T04:53:39-04:00March 10, 2020|News|

Sneak Peek: What’s Ahead for 2020:Click2mail

Here’s our round-up of the new trends and technologies — in the direct mail industry and at Click2Mail — that will be making waves this year.

 

Direct Mail + Digital = A Happy Marketing Marriage
Statistics show that the trend to omnichannel promotions is still gaining strength. In 2019, combining direct mail with digital produced a 250% higher purchase and engagement rate than single channel marketing.

 

QR Code Use Will Boom
In the next two years, 5.3 QR code coupons will be redeemed by smartphones and 1 billion smartphones will access QR codes. Add one to your direct mail piece to drive sales, direct traffic to your website, give customers an AR experience, track customer response, re-target prospects on social media, and much more.

 

Direct Mail Response Rates Will Rise
Even though the total volume of direct mail pieces has declined by 29.85% since 2006, response rates have steadily risen over the same period:

  • 173% increase for house lists
  • 194% increase for prospect lists

    Causes of this trend include the growth of online bill pay, which has reduced mailbox clutter and allowed direct marketing messages to stand out. Another cause is our next trend:

     

    Personalization Will Make Its Mark
    Customizing your message to each recipient boosts response rates by 50% to 135% (depending on which study you look at). With today’s on-demand printing capabilities, you can do anything from a simple name to content that’s entirely unique to each recipient. Sources of targetable information range from subscription form data to customers’ past buying habits.

     

    Customer Stories Will Gain Appeal
    Businesses have realized that self-promotional messages are not terribly effective. Customers want to know what they will experience and how they will benefit, not how great you think you are. Thus, we have the trend toward using customer success stories and testimonials to show how you add value to their lives.

     

    Political Mail Will Be on the Campaign Trail
    Political mail in 2018 totaled 2.7 billion pieces; and based on that success, the 2020 number is expected to be even larger. New research technologies allow marketers to micro-target niche markets, while personalized printing makes it cost-effective. Meanwhile, the USPS has developed tools for better tracking, such as IMb (Intellegent Mailbarcode) tracing reporting.

     

    Postage Rates Will Increase
    On January 27, the 2020 postage rates go into effect. Never fear, most rates will stay about the same, including First-Class letters, Stamped Mail, Postcards and International Letters and Postcards. However, Priority Mail rates will go up by an average of 2.8%. Of course, Click2Mail will still pass on a postage discount for standardized addresses.

     

    We’re Looking for Beta Testers
    We think you’ll love the new, easy-as-pie Click2Mail user interface that we’ve developed. But before it goes live, we need select customers to give it a test drive. If you’d like to be a beta tester, click here.

     

    We’ll Keep You Informed 
    Do you use our APIs? Now you can sign up to receive status updates and details about any issues as they happen.

     

    We’ll Release ZendaNote for Android
    Already available as an iPhone app (in the Apple App Store), Click2Mail’s ZendaNote instantly sends a personalized, folded note right from your phone.

     

    We’ll Introduce New Automation Tools
    Stay tuned for details as these new projects become available. 

     

    If you have any questions about what’s coming up for Click2Mail and the direct mail industry, please don’t hesitate to call us at 866-665-2787 or email us. Here’s to a happy, healthy and prosperous New Year!

    2022-05-18T04:21:05-04:00January 9, 2020|Uncategorized|

    Go to Top