Being ahead of the direct mailing game in the New Year

After a few glasses of good cheer and a rowdy chorus of Auld Lang Syne, New Year’s resolutions made at midnight on December 31st are almost bound to fail. Statistic show that only 8% of these resolutions are kept for more than a few days, and, as we all know, statistics are always 100% right…

NOW is a better time to be planning for next year so that we can all start January 2018 with a bang and not a whimper—especially bearing in mind that it’s only going to be a few short months until May 25th, the day that GDPR swings into action.

Certainly, for us here at Mailing Expert, our resolutions list always has this at the top: helping even more customers get the best possible results from their direct marketing. We’re keen to talk to anyone who’s interested in planning ahead, both long-standing clients, and brand new ones for whom 2018 heralds a first venture into the delights of DM.

Here are some things which could go on your list:

GDPR prepared?

How is your GDPR strategy progressing, to make sure your company will be compliant by May 25th, meeting the new law’s strict data protection principles? A case of, ‘Don’t, for goodness’ sake, leave this until the last minute!’ While it’s a straightforward process, clearly denoted in the legislation, it takes time to organise more comprehensive privacy notices, to enact the rules on obtaining consent and so on.

Clear about ROI?

There are a number of forms of direct mailing and it’s important to know which method provides better monetary value when targeting a certain demographic. Implementing up-to-date analytics tools would be a great way to start this process, so that in 2018 you will know how and where to invest your marketing budget. Segmentation—discarding the one-size-fits-all approach and pinpointing the best way to reach individual customers—will help to optimise your returns in the coming year.

Consistency across platforms

In this cyber-enabled era, people may use many ways to access information about your products and services. It’s crucial to ensure that the brand experience is consistent on a mobile phone, a tablet or PC, in emails and in flyers, letters and brochures for direct mailing. Is your messaging and imagery cohesive?

What about those competitors?

While your main focus should be on creating a unique, personalised appeal in your direct mailing campaigns, it’s still useful to analyse what your competitors are doing. This could determine if there’s a new opportunity for you to seize which will help you to achieve your marketing and sales objectives for 2018.

And finally, …rest and be thankful.

If you are taking a few days off over Christmas and the New Year, make the most of it. Reflect on your achievements in the past year and gear yourself up for new challenges in 2018. If you’ve taken time to plan ahead, you’ll be able to enjoy yourselves, secure in the knowledge that when you’re back at work, everything’s set up for a smooth transition into another busy and, we hope, successful year.

 

Mailing Expert

Christmas Posting Dates 2017

We are ready for Christmas 2017, are you??

Christmas will soon be here; and we at Mailing Expert understand that
sending out your mail on schedule can be crucial to your business.
To help in this see below for this year’s last posting dates
(P.S. If you need any help with your Cards, Brochures or Calendars just give us a call!!)

UK Services (Including Advertising, Business and Publishing Mail)

Thursday 17th December Economy Mail
Tuesday 19th December 2nd Class Mail
Wednesday 20th December 1st Class Mail

Also not forgetting your international family, friends and clients….

International Standard (formally Airmail)

Wednesday 6th December
Asia, Cyprus, Far East and Eastern Europe
(Excluding; Poland, Czech Republic and Slovakia)

Thursday 7th December
Caribbean, Central and South America

Saturday 9th December
Greece, Australia and New Zealand

Wednesday 13th December
Czech Republic, Germany, Italy and Poland

Thursday 14th December
Canada, Finland, Sweden and USA

Friday 15th December
Austria, Denmark, Iceland, Netherlands, Norway,
Slovakia, Switzerland, Portugal and Spain

Saturday 16th December
Belgium, France, Luxembourg, and Ireland

Still looking for the perfect Christmas Cards to send to you family, friends or clients?
Give us a call on 01825 983 033 or have a look at our website to
see how we can add value to your seasonal marketing.

Christmas Post

Thoroughly modern millennials – forget the hype, learn the truth

What is a millennial, anyway? It seems to be one of the most common media buzzwords of the moment, particularly around General Election time, because this section of society is one which all political parties are keen to capture. In fact, there are a number of definitions of a millennial, but in general it refers to someone who was born between 1980 and 2000, which is to say, the twenty and thirty-somethings of today.

Introducing a (stereotypical) millennial

Let’s call her Tiffany (the 11th most popular name of the 1980s.) She’s a digital native – and that description means she grew up around technology – the smartphones, the iPads, the tablets, emails, texts, Facebook, Twitter, Instagram, WhatsApp… They’re second nature to her and she’s rarely to be seen without her face looking down at a small screen and her fingers moving at twice the speed of sound as she texts her Best Friend Forever.

As for marketing to engage people like Tiffany, well, it must be some form of digital communication because that’s what millennial’s prefer. Tiffany doesn’t go in for reading unless it’s Kindle, and most of her interactions with other human beings are digital.

So that’s how we must organise a market campaign targeting millennials

Forget Direct Mailing…waste of time and money. We must approach them through social media, send an email or a Tweet or link to an all-singing-all-dancing website. That’ll hook them.

WRONG!

A number of surveys have gathered evidence which shows almost the exact opposite. Here’s one from the US Postal Service[1] and we’re sure the same applies to millennia’ls in the UK.

What do millennial’s really like in a marketing campaign?

·         87% of millennial’s enjoy  receiving Direct Mail

·         Nearly 50% say they ignore digital ads but only 15% say they ignore Direct Mail

·         57% tell us they’ve made purchase based on DM offers

Yes, just like Baby Boomers – the post-war generation – they like to have something tactile and tangible which they can read at leisure and keep if they choose to. Just like Baby Boomers, their recall is 70% higher from DM to a digital ad.

So what next? Digital or Direct?

Do both! For marketing we have more platforms to choose from than ever before – and don’t we know it, constantly bombarded with digital noise which often causes us to tune out and switch off.

Direct Mailing will help your voice to be heard above that onslaught of electronic communications. It’s something we’re good at here at Mailing Expert (our name wasn’t picked out of a hat!) so please contact us 01825 983033.

 

Mailing Expert

[1] STILL RELEVANT: A look at how millennials respond to Direct Mail – USPS, 2016

Devilishly Good Direct Mailing Campaigns!

It’s tempting to think that an email campaign will be more cost-effective than a direct mailing campaign. Don’t be fooled by that thought! The Direct Marketing Association (DMA) carried out a survey in 2012 and the results indicate that response rate from marketing received through the post is on average 4.4%, whereas with an email it’s a mere 0.12%.

Why could that be? Well, you know yourself that our in-boxes are continually bombarded by emails in such great number that, mostly, we ignore them. In the past, we complained about junk mail through our letterboxes. That has now reduced drastically – so has become a good means of reaching your target customers, with a greater likelihood of your message being read.

Here’s another statistic from Royal Mail to make you think: “In 2011-12 an average of 82% of direct mail was opened”.

We’re direct mailing experts at Mailing Expert! We can help you to put together a top notch campaign to encourage responses which may convert into more business for you.

Here are some of our red hot tips:

1. Check out mail you’ve received. You’ll get plenty in the post. See what works for you, what catches your attention and what you screw up into a ball in disgust. Now you’ll be able to plan your own mailing…

2. Design well. Make sure your mailing reflects your company branding and is stylishly conceived on good quality paper – oh, and make sure it’s easy to open. No joke – people will chuck things away if they have to struggle with impenetrable packaging.

3. Write carefully.  Be certain your direct mail is packed with relevant information, written in a compelling way, and, importantly, contains no typos or grammatical errors which will give a very poor impression of your company. And make sure your headline is zappy!

4. Entice with an offer. Add value with a discount, free trial or bonus gift, with a clear call to action so whoever reads your mail will want to say yes!

5. Be targeted. Don’t send out thousands of letters at random. We can help you to refine your data to create high quality prospect lists so your mailing campaign will reach exactly the right people.

6. Do test runs. You could try out some different approaches in small campaigns and monitor the results to see what will work best before you embark on a large scale roll out.

7. Pick your time. Align your campaigns with your other marketing activities, with the season and your clients’ buying habits.

8. Follow up. You could follow up with an email which links to your website to drive more traffic your way.

9. Speak to us! Actually, this should be Tip Number 1! We can help you with all of the above so…

If you have any questions just contact us on 01825 983 033.