6 tips for successful letterbox delivery marketing campaigns

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Image credit: Jerry Kiesewetter

It’s tough being one of many businesses competing for attention in our busy, noisy consumer marketplace. Direct marketers have known for years that everyone loves a letter. If the recipient of your letterbox piece is interested in what you drop through their letterbox, you’ll have engagement. To get their attention though, you’ll need to invest in creative that’s memorable.

The rise of the Internet and social media to reach customers has drawn a lot of your competition away from letterbox drops. With marketers focused on digital channels, competition for consumer attention through the humble letterbox delivery has reduced. Now more than ever it’s easier to get noticed.

Before you embark on your next letterbox delivery marketing campaign, take a look at our tips below. Then, when you’re ready to proceed, talk to us. We’re experts at letterbox delivery marketing campaigns, we do it effectively and efficiently.

#1. You must have attention-getting letterbox creative.

To get attention, you need to stand out with strong messaging and a call to action.

If you do something interesting, people will be interested. It’s this simple. Think carefully about your letterbox delivery campaign creative.

Product samples work great, but can be expensive. Other interesting items that suit letterbox delivery include pieces that spur sensory interaction, coupons, limited time offers and humour. Make sure your creative fits through a letterbox! Search the Internet to find many, many successful letterbox delivery campaigns to spur your imagination.

#2. Timing matters

Timing is everything with letterbox delivery campaigns. You should create a reason for people to respond quickly before you get forgotten. Consider offering an offer that is only available for a limited time.

#3. Test, test, test.

Like any advertising material, consider testing your creative. This usually involves choosing a small area, and letterbox delivering two different sets of creative to see which one works best. Then marketers choose the best and run with it for the bulk of their letterbox delivery campaign.

#4. Letterbox delivery is great for targeting defined locations, like suburbs.

How do you target clusters of households in small, defined suburbs? If you’re a business that offers services to defined locations, this is your #1 issue so you don’t waste your marketing budget. Letterbox delivery is a great option for any business looking to get its marketing messages into the hands of households in defined suburbs, streets, and even census collection districts.

#5. Letterbox delivery is still better than email.

How many emails does the average working person receive in a day? Often, it’s dozens (or more) and, as consumers, we’ve trained our inboxes to siphon junk email away so we never know it’s even there.

The humble letterbox delivers your cut-through creative straight into the hands of consumers and most letterboxes are checked daily, meaning timely delivery of your marketing messages.

Digital is great, but fleeting. Printed or physical materials last longer, so your customers see your message for longer, and this is especially true with compelling creative.

#6. Employ a good letterbox delivery partner.

Unless you plan to walk the streets yourself, you’ll need an experienced partner to help effectively execute your letterbox delivery campaign. Talk to us.

Direct Mail Corporation has many years experience in handling letterbox delivery campaigns, from the simplest to the most customised campaign imaginable.

Our team can offer a range of options to make your campaign successful.

To learn more about Direct Mail’s letterbox delivery services, please visit our letterbox delivery service page.

6 tips to keep your bulk mailing project flawless

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We have compiled a brief list of useful tips to help your job run smoothly. Should you have any questions regarding these or any other information provided, please do not hesitate to ask us!

Tip 1: Data Files

Please supply your data file in Microsoft excel, with field names (column headers) in the first line. One field per column, suburb state and postcode must be in separate columns.

For larger databases we will accept in text format, CSV or ASCII comma delimited.

DMC will append the Australia Post Point Identification Digit Barcode (DPID) to all client data files where applicable.

DMC’s Australia Post certified software will prepare your data for correct addressing regulations. However, should you require any additional work, such as deduplication, you must let us know.

Tip 2: Cover Sheets

  • Please supply artwork for cover sheets as high resolution Adobe .pdf format.

Tip 3: Inserts

Most of our equipment operates by feeding from a solid edge of the mailing item. ie;

  • A A4 folded letter has a solid edge.
  • A C5 booklet has a solid edge.

If you’re mailing item does not have a solid edge to work from, such as a Z folded or concertina folded item, we will need to use one of our friction feeders or even insert by hand. This will slow the production time of your mailing down and we will advise you accordingly.

Tip 4: Envelopes

All envelopes must be lick & stick machine sealable wallets.
ie with the flap on the long edge.

  • If mailing DL (99x210mm) inserts – use DLX (120x235mm) envelopes
  • If mailing A5 (210x148mm) inserts – use C5 (162x229mm) envelopes
  • If mailing A4 (297x210mm) inserts – use C4 (229x324mm) envelopes

Remember to include a return address in top left corner, Postage Paid Australia imprint and Print Post imprint if applicable in the top right corner.

Tip 5: Laser Imaging

If you wish to supply the stock for your job it needs to be laser compatible. Please check with DMC to ensure the stock will run. Usually if in doubt we will obtain samples from your printer to test first before you order.

  • You will need to supply a signature – by email
  • You will need to supply the letter text – by email

We will do the rest and supply live samples for your approval before we commence any printing.

Tip 6: Postcards

As with envelopes, postcards must;

  • include the return address and postage paid imprints
  • be oblong in shape – the length must be a least 1.414 times the width
  • be no larger than 130x240mm to obtain small letter rates.

 

4 Tips To Improve Direct Marketing Performance

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Looking to boost your direct marketing campaign performance?

If you have the budget, turn to TV, says UK’s Brand Republic, citing the findings of a recent UK study from ITV and the British Direct Marketing Association.

According to the study, television advertising boosted other campaign activity, including online activity by 175%, direct mail response by 143% and press ad response by 52%.

But for many Australian businesses (and collectively they spend about $500M per year on direct marketing), TV is simply not an affordable option.

For those businesses without the luxury of a large marketing budget to use TV, try some of these tried and tested tips for improving direct marketing performance.

#1: Build strong relationships.

Cold lists do not usually offer the ROI that a direct marketer gets from regular customers and warm prospects. Target regular customers and warm prospects as a first priority and use cold lists to test.

#2: Understand Opportunity Value

Know your numbers especially the response rate you need to justify your direct marketing campaign. In addition, if you are investing in non-standard fulfilment and 3D direct marketing packages, make sure you target high value customers and prospects only.

#3: Carefully target recipients to increase ROI

Not all shoe buyers will want the brown lace-up shoes you have on offer, so don’t target all shoe buyers. If you do, it will be expensive and the ROI won’t be realised. Direct marketing works best when you carefully define your niche audience and you target them, not absolutely everyone else.

#4: Data accuracy is King

As a full-service mail house, we work with data everyday. We merge lists, read multiple data formats, clean lists so that duplicates are removed and labels print professionally. Data is a critical component of your direct marketing campaign. Spending the time to ensure that your data is complete, current and accurate is time well spent. It saves money and reduces returns.

Get in touch with the friendly experts at Direct Mail Corporation to discuss your direct marketing. Call us today on 1300 337 100.

Cost-Effective Customer Acquisitions With DMC

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Unaddressed Mail is a service for the delivery of mail to designated postcodes, which does not include a delivery name or address. It maybe enveloped, wrapped or as a postcard.

This is a great way to reach out to prospective customers without needing to have a name and address. It’s an ideal way to start building databases, acquire new customers and spread the word about your product or service.

Consider this as a way to communicate and market your business to the desired area you want to target. Prices start from under $0.20 per item plus preparation fees and GST.

Help save the mountain gorilla

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DMC are proud supporters of Humane Society International as you probably are aware. This month we are asking our valued customers to Help save the mountain gorilla

Coltan is a valuable mineral used in the manufacture of mobile phones. It is mined from the mountain gorilla’s forest home, destroying their natural habitat and threatening these endangered animals. Recycle your old mobile phone today and help to take the pressure OFF increased mining. Mountain gorillas are also becoming increasingly threatened by climate change, habitat loss, poaching, human disease, and civil conflict. Many have been killed by poachers and HSI is committed to helping the surviving gorillas, whose population is declining.

Protect the environment

By recycling your old mobile phone you are helping to preserve the earth’s resources and prevent potentially harmful substances from going into landfill. Funds raised from recycling your mobile will be used to support patrols in Virunga National Park, in the Democratic Republic of Congo, the home of the critically endangered mountain gorilla. The Government has deployed its “Force Avancee”, comprising 33 armed anti-poaching rangers that have been trained specifically to protect the gorillas and the park. We must ensure that these patrols are maintained and resourced. Your help will directly assist these tough enforcement officers with logistics, training, field equipment, rations and other needs.

HSI is also extending its work to include the lowland gorillas in Rwanda, Democratic Republic of Conga and Uganda which are equally under great pressure. To date HSI has raised and committed over $100,000 to protect these magnificent creatures.

By recycling your mobile phone through us you can help save these unique primates.

To receive a free pre-paid recycling satchel please call 1800 333 737 or email admin@hsi.org.au Please note each satchel can take up to four phones.

Helping To Create A Humane World

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DMC, A PROUD SUPPORTER OF HUMANE SOCIETY INTERNATIONAL

Nine years ago, when Humane Society International first met gentle, patient Champa, a magnificent Asian elephant, she suffered greatly from her untreated injuries.

It was Champa that created the determination to provide sanctuary for elephants too old or ill to continue to work on the hot streets of India and the impetus for a mobile vet service that today monitors the health of Delhi’s working elephants.

Working conditions in Delhi are extremely harsh. Every day, elephants must walk kilometers over hot tarmac and navigate crowded streets. Most of them are a picture of sorrow and apathy due to poor nutrition and untrained or greedy owners.

In every corner of the world, Humane Society International works tirelessly to reduce animal suffering and create meaningful social change. It achieves its aims by advocating for better public policy, investigating cruelty and working to enforce laws, and educating the public about animal issues.

It is at the forefront of disaster relief for animals, providing direct care for thousands of animals at its sanctuaries, rescue facilities, wildlife rehabilitation centres and mobile veterinary clinics around the world.

For Delhi’s elephants, the work of Humane Society International has meant developing a program that offers them real relief from suffering and pain, a life free from tyranny and a future where elephants are treated with respect and kindness.

Direct Mail Corporation is a proud supporter of Humane Society International and we encourage all our friends and colleagues to learn more about the wonderful work this organisation performs.

Visit Humane Society International Website.

 

Australia Post Price Increase

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Australia Post increased its postal charges, effective April 8, 2013.

This was the 3rd price increase in 18 months and will affect many mail services. (You can log onto the Australia Post website (www.auspost.com.au/newprices) to view the new increases.)

It’s important to note that normal mail customers cannot get the lower postal rates published by Australia Post without using a provider like Direct Mail Corporation.

Low end postal rates require a mail house that has high end, flexible line-hauling and mail consolidation software and multiple wrapping and inserting machines (4 or more), otherwise the higher end of the spectrum postage rates will apply.

DMC has the latest software update for our data tools postage pricing software so if we haven’t already provided you with your new rates, Please call your DMC representative asap to discuss.

Why Use A Mail House?

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A mail house, like Direct Mail Corporation, has a long history in taking direct mail pieces of all shapes and sizes and ensuring that they reach their intended destinations.

Full-service mail houses like ours offer clients a range of mail services, from sourcing mailing lists or taking a client’s mailing lists, merging and cleaning data, receiving and storing direct mail pieces, inserting them into envelopes or packaging them, through to distribution.

There are many excellent business reasons to outsource large and small scale mail-outs to a mail house like DMC.

A mail house has the specialist equipment that enables us to provide a cost-effective alternative to trying to arrange mail-outs yourself. Using DMC is often much cheaper than hiring your own in-house mail house staff.

We also own multiple plastic wrap machines, envelope insertion machines and specialised mail house equipment that ensures fast turnover. Most businesses don’t have the type of mail house equipment required for efficient insertion or wrap.

DMC employs a scalable casual workforce so we can cater for specialised mail-outs that require manual packaging and lodgement. We offer staff flexibility to cater for the nature of the mail house job.

If you’re looking to use a mail house, research your options by taking a look at their existing mail house clients. Do they attract reputable clients? Is there repeat business? Most mail houses should be able to show you examples of mail-outs they have completed and talk freely to you about their mail house team experience.

At DMC, we pass on the best postage rates to our clients. Of course, not all mail houses do that, so be sure to ask. In addition, we do our laser printing of data in-house and take security of information, stock and fulfillment items very seriously. We have secure areas located in our mail house for high value mail items.

What Is A Fulfilment Service?

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For many companies, the logistics of handling orders that need to be processed, packed and dispatched are a tedious distraction from their core business – and they don’t want to be burdened by the cost of hiring extra staff to manage in-house fulfilment processes.

In these circumstances, businesses turn to companies like Direct Mail Corporation which offers a cost-effective range of fulfilment services from its Melbourne premises.

A high quality fulfilment service company will generally provide the following:

  • A receiving service
  • Warehouse storage of fulfilment pieces
  • Assembly of fulfilment items (if required)
  • Inventory control and management
  • Packaging and shipment of fulfilment items
  • The processing of returns.

Direct Mail Corporation has been offering fulfilment services since (date). It has a secure warehouse, a scalable workforce and excellent relationships with Australia Post and other freight service providers.

Talk to the friendly, professional fulfilment team at Direct Mail Corporation about your fulfilment service needs. We pride ourselves on a genuine commitment to delivering you a quality service and pricing that’s second to none.

Will Email Replace Traditional Mail Services?

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Do we think that email will ever replace traditional mail? No, at DMC, we don’t and here’s why.

As a mail house offering a range of mail services, we keep ourselves abreast of the direct mail industry and its trends, and we’ve noticed a decided marketing trend back towards traditional mail services.

In our assessment, many marketers have tried electronic mail campaigns since there are obvious cost advantages, but have been disappointed with the response rates they receive.

The problem of course is that many consumers have been overwhelmed with email spam and this has meant that it is extremely difficult for marketers using electronic mail services to get any meaningful cut-through, even if their communications make it past a spam filter. Of course, amongst this marketing frustration lies great opportunity.

Because of the focus on cheap electronic mail campaigns, fewer traditional mail pieces are distributed, but the mail pieces that are sent using good old-fashioned postal mail services, are enjoying a much better cut-through. As more marketers realise this, we anticipate a greater swing back to non-electronic mail services.

There are many benefits to creating direct mail that lands in someone’s letterbox.

Traditional direct mail offers a myriad of creative options that are simply not available via electronic mail services. An email offers a marketer basically a page of text and images.

In addition, email is incredibly easy to delete. In fact, there is no guarantee your recipient will even see your electronic mail because of the sophistication of today’s spam filters.

Emails need to be short due to recipient short attention spans. For many direct marketers, this simply doesn’t suit their message. Any complex offers, supporting facts or long copy cannot easily be distributed using electronic mail services.

There is nothing more exciting than an interesting package or envelope arriving on a desk – and this is something an email will never really replicate. The next time you think about a direct mail campaign, call the friendly team at Direct Mail.

We provide a range of mail services that ensure your recipient gets your direct mail as you intend it to arrive.