MailWays
A free newsletter offering direct mail marketing tips from
Bi-County Mailing & American Mail Communications
April 2008
Copyright © 2008
888-MAIL-888
readers as..
IN THIS ISSUE
- Post Office Hikes Rates
- Marketing During Downturn
- Art vs. Copy
- What Inspires Response?
- Press Box
- Our Favorite Charities
- How Are We Doing?
- Hold That Thought
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How are we doing?
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About Us - What Clients Are Saying About Us page. We've included their company logos, as well as links to their websites when possible.
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HOLD THAT THOUGHT...
"Big people monopolize the listening. Small people monopolize the talking"
David J. Schwartz
Educator & Motivation Expert
Attention Attention!
U.S. Post Office
to Raise Postage
Effective May 12, 2008
For the second time in 12 months, the USPS will increase postage rates, as follows:
- Postcards will increase 1¢ to 27¢. The
largest postcard you can send at this rate measures
4.25”H x 6”W.
- Standard Mail (Automated) will
creep from 25.2¢ to 25.7¢.
- First Class will be raised from 41¢ for the first ounce to 42¢; the cost of each additional ounce will remain at 17¢.
ALL NEW RATES CAN BE DISCOUNTED. We handle all quantities and classes of mail, providing clients with maximum postage discounts. ASK US HOW!
Bi-County Mailing, voted Best Direct Mail House on Long Island in 2007, is a full-service direct mail company. Our mission is to make your use of direct mail correct, efficient, effective, and as hassle free as possible. In every way we will operate as an extension of your company or organization with your needs and goals as our paramount responsibility.
Uncertain Economy Calls for Steady Direct Mail Marketing
According to a study by the Winterberry Group, direct mail outperforms other media during periods of weak or moderate economic growth. Here are some of the study’s other conclusions:
- Direct mail marketing efforts during economic downturns increase
sales and market share during and after the slow period.
- Businesses
that view direct mail costs as investments rather than expenses
enjoy higher long-term dividends.
- Aggressive companies during
economic instability seize market share from their more timid
competitors.
- A downturn is the time to solidify relationships
with existing customers so they remember you when times get
better.
- Marketing during bad times projects an image of corporate confidence.
Art Attracts, Copy Sells
Don’t let your art display dominate or complicate your direct mail package or self-mailer. Effective design shouldn’t be convoluted, or make it difficult for the reader to understand what you’re trying to say. It should tempt your recipient to read the copy and lead the reader to your important points. Art entices, copy makes the sale. Here are some tips:
- Write the copy even before design is a gleam in your eye.
- Design only
after you know key copy points and the length of the text.
- Create
copy that is meaningful to—and appropriate for—your
audience.
- Concentrate on those who will buy from you and those who might buy from you. Forget about those you know won’t be interested
in your product/ service no matter what you say or how you
package it.
- Be specific about what you have to offer.
- Inform, persuade, convince and motivate your reader.
What Inspires Response?
Determining what drives prospects to respond to direct mail is probably the major challenge for marketers. A Vertis Communications survey asked: “Which of the following makes a difference as to what direct mail you open?” Here’s what they discovered:
Key Element |
2001 | 2005 |
|---|---|---|
Timing of the piece and the need for service |
58% | 69% |
Package looks interesting |
48% | 63% |
Name is on the front of the envelope |
58% | 59% |
A special offer or discount |
34% | 51% |
Package looks important |
37% | 49% |
Dated material enclosed |
24% | 33% |
Source: 2007 Vertis Customer Focus |
||
Our mission is to make your use of direct mail correct, efficient, effective and as hassle-free as possible. In every way possible, we will operate as an extension of your company or organization
with your needs and goals as our paramount responsibility.