Blog

Big Data Hurdles to Overcome in Direct Mail: Momentum

Thu, 02 May 2013 12:31:26 GMT

As direct marketers, you have experience handling customer data, perhaps even from multiple channels. Now expand that data tenfold, and you’ve got Big Data. Every day the world creates 2.5 quintillion bytes of new data according to IBM. To put this into perspective, the North Star is 2.5 quadrillion miles from earth, and a quadrillion is 1000 times less than a quintillion. So how do you get started putting all this information to work for your organization when the amount of data available is so overwhelming? You must take baby steps, gradually build momentum, and then keep moving forward.
Here are three suggestions to get you started:

Develop and outline your goals.
Big Data provides marketers with the opportunity to gain in-depth insights into the behavior and preferences of their customers – on a real-time basis. Review your compiled data sources and identify the questions and problems you want to solve. Then develop and fine tune a strategy on how to accomplish this.
Start small.
Determine what information is the most important for your campaign success. Select a few categories within your customer data files where you understand the intrinsic relationship between what has happened with a particular customer segment and what that will mean for future transactions. For example, based on what you already know about your current customers, perhaps you want to determine who your best customers will be moving forward and how you should target them. Don’t try to do too much too soon.
Review and revise.
The biggest challenge you may face in building momentum with Big Data is ensuring consistent and meaningful analysis of the data you collect. Stay focused on the initial questions, analyze and revise as needed, and be prepared to eliminate unnecessary reports that contribute little or nothing to the desired outcome. Be sure to include ROI as one of the metrics for review.

How does this impact direct mail?
The information that you determine is most important to the success of your campaign will dictate the customer data that is required on the direct mail response form.

Create a standard response form that collects this data for your company.
If a mailing will contain personalized information, be sure to maintain consumer privacy by using either an inserted package format or a sealed self-mailer.
Be prepared to test several packages against your control to verify what works best for your targeted market segment.

Finally, in the time that it might take to read one of the Big Data Hurdles to Overcome in Direct Mail blog posts, Google will receive over 20 million new search inquiries, over 5,000 new websites will be launched, consumers may spend over $2.7 million online, and Foursquare users will perform 20,000 check-ins. There’s no question that these numbers will continue to skyrocket over the coming year. However, the question is how will you, as a direct marketer, utilize this fountain of data in ways that will increase your company’s overall success in 2013?

Big Data Hurdles to Overcome in Direct Mail: Consistency

Tue, 30 Apr 2013 13:00:14 GMT

Have you considered how many departments within your organization touch your customers on a regular basis? The next Big Data hurdle you must address is ensuring you are working with a consistent view of your customers. Data consistency has always been an issue, but when the amount of data you are managing increases, consistency becomes even more important to your success.

Big Data is collected from multiple channels today, but the small data that makes up Big Data is used by every department within your organization to connect or communicate with your customers across all channels. Data that is siloed or managed and utilized by single departments within your company has the propensity to create inconsistent messages to clients. This leads to customer frustration and, in extreme cases, the loss of their business. For example, if your customer service department keeps customer information separate from your marketing department, you can never really provide a customer-centric experience for the client. You will not know how many times that customer has been “touched” by your organization, when or why it happened, and what the outcome was.

If you are investing in Big Data, your company will need to develop a single view of your customer relationships so that all your business units can share a single version of the truth. These systems are commonly referred to as CRM (Customer Relationship Management) systems.

How does this impact direct mail?
Successful direct mail campaigns are sent to the right person, at the right time, through the right channel, and with the right offer. To do this well requires up-to-date and accurate data. Data from your company’s relationship management system offers the means to allow your direct mail messages to truly be one-to-one conversations.

With access to every customer transaction and activity, the personalization possibilities are endless
Reference your customer’s last purchased product and offer an upgrade, or feature the customer’s most viewed product from your website and offer a discount.
Enhance your brand through effective multichannel campaigns. Touch your consumers more frequently and give them more opportunities to interact and respond. In retail marketing this is referred to as “omnichannel” – delivering your message everywhere the consumer is.

More to come on the next Big Data hurdle - ensuring you maintain Momentum.

Big Data Hurdles to Overcome in Direct Mail: Accuracy

Fri, 26 Apr 2013 17:17:20 GMT

Big Data has emerged to tame the volume, velocity and variability of the massive data sets that are used in today’s direct marketing world. So what is Big Data? Simply put, it is conventionally structured data combined with unstructured data from mobile devices, social media channels, the cloud, and various other sources. This is what we’ve always wanted as marketers, right? We need more customer information to create personalized, relevant messages! But now that the data is piling up, how do we organize and analyze it in a meaningful way?

This series of three blog posts will review three Big Data hurdles that could affect your direct mail program and give you suggestions on how to overcome them.

Let’s begin with maintaining Accuracy.
When you decide to utilize the data you’ve collected from every customer interaction, it can be a risky business. You’re trying to connect on a personal level with the consumer, but nothing spells mass advertising like a misspelled name or outdated information. Inaccuracies can be a result of key entered data, duplicate data, and outdated databases to name a few. Companies that utilize key entered data must constantly comb through this data to ensure its accuracy.

Because data can be generated from virtually every interaction, there’s a high risk of data duplication or conflicts. Your customer Robert Lewis might have used the name Bob Lewis when he downloaded a recent white paper from your website. Imagine his frustration if your next marketing touch uses the wrong version of his name. Incomplete or incorrect data has led to millions of dollars wasted each year in company strategies.

How does this impact direct mail?
Data from third parties should be reviewed for accuracy and sourcing.

It is important to ask how the data has been collected. If it is compiled data rather than data that is self-reported, you want to have a high level of confidence your provider has done due diligence on its quality. It’s a best practice to use data that has been verified at multiple sources.
Check the data for completeness, especially for areas of information that will be used to personalize your direct mail.
Let your vendor know what your threshold is for missing fields in the database and provide a default value that can be used in place of the missing data, such as “friend” for full name.
Check how often the data is updated. National Change of Address (NCOA) corrections must be made every 90 days for USPS discounts.

More to come on the next Big Data hurdle - ensuring Consistency.

I Keep Hearing I need a Mailer Id, Do I?

Fri, 29 Mar 2013 18:19:27 GMT

As of January 28, 2013, the USPS requires that all mail that receives automation discounts implements the Intelligent Mail Barcode (IMb). The mailer id is important to the USPS, because it enables them to identify who owns the mail. The confusion arises because depending on the mailing scenario in question, the answer of whether you need a mailer id changes. The easiest way to determine whether you need a mailer id of your own, or are okay using your vendor's mailer id is to identify the functional uses that are required with the IMb.

For outbound Intelligent Mail requiring no additional services
Most letter shops will allow you to use their mailer id, which is what we recommend.
For outbound Intelligent Mail requiring Tracking and ACS
The mailer id should belong to the organization charged with collecting and managing the Tracking and ACS data. This will most likely be your vendor.
For outbound Full Service Intelligent Mail
The mailer id should belong to the organization managing the uniqueness of the serial numbers. This will most likely be your vendor.
For Intelligent Return Mail
The mailer id should belong to the permit holder. Most likely this is your organization and not your vendor.

If you have determined that you do, in fact, need to have your own mailer id, it is easy to get. The USPS has provided an online application process that is quick and easy. You can access the application throught the Business Customer Gateway.

7 Copywriting Blunders in Direct Mail Fundraising

Thu, 21 Feb 2013 17:52:37 GMT

Creative direct mail can be an effective means of fundraising for your organization, but it has to be approached a certain way. You can't just sit down and write a letter requesting donations -- that's the best way to get your message sent through the shredder. Approaching individuals and organizations to request money is a subtle dance that needs to be executed smoothly and intelligently if you want to maximize your results. And just as with any dance move, one of the biggest keys to success is avoiding mistakes.

The list of faux pas found in direct mail copywriting to raise funds is far too long to list here. But you can avoid a fatal blow to your creative direct mail campaign by crafting fundraising copy that avoids these seven common mistakes:

Copy that doesn't connect to the organization and its mission.
So you're trying to raise funds. Great. But does your letter inform readers of your organization and its goals? Don't assume that the recipient is familiar with your organization. Even past donors might be turned off by what seems like a generic letter. As you write, make sure the tone of your copy fits the tone of the organization, its mission, and -- most importantly -- your reason for fundraising.
Failing to clearly "ask" for a donation.
Need money? Don't beat around the bush. A teenager might employ that strategy when trying to squeeze a fresh $20 from his parent's wallet, but a mature fundraising request won't be shy about its intentions. A fundraising letter should be clear regarding its goals and make the request for a donation on the first page. If you bury your request or don't make it explicit, some recipients may miss the point of your letter entirely.
Writing with an inconsistent or vague message.
Don't let your copy meander off-topic or get so broad that it becomes vague. Illustrate your need, state your request and stay on-task throughout the letter, as well as every other piece of your direct mail package. Inconsistency or vagueness will only confuse or otherwise distract a potential donor, and it could cost you.
Failing to emotionally inspire the donor to take action.
Prospective donors love being cast in the role of hero. Keep the focus of the request on them and their capacity to help. It may feel a bit melodramatic to lift up someone who hasn't yet given you money, but when you're trying to acquire donations, there's no better way to inspire someone to take action.
Failing to list additional donor benefits.
Heroism is attractive, but every bit of incentive counts. Think about what your organization has to offer and how a donor might respond positively. Whether it's memberships, personal encounters or other opportunities, show donors how their lives- and the lives of others - will be changed through their contribution.
Watering down your appeal.
If you're passionate about your organization and its mission, make sure that comes through in your copy. Don't try to water it down with a professional front and an efficient, bland appeal. Wear your heart on your sleeve and put yourself out there to win donors over.
No easy, accessible response device.
After you've asked for funds -- and the donor has decided to contribute -- you need to make the donation process as easy as possible. This aspect needs to be considered before you draft the letter: How will you accept donations? Choose the path of least resistance for the donor. Whether that's online donations, self-addressed return envelopes to send in a check, or both is up to you.

If you can avoid these mistakes in a creative direct mail campaign, you'll have a good head start on an appeal that meets its fundraising goals.

Why Personalized Direct Mail Makes "Cents"

Mon, 04 Feb 2013 20:14:21 GMT

Direct mail sometimes gets treated like a marketing strategy straight out of the Stone Age, but it continues to be successfully used - even in a digital world. Among many marketing professionals, it remains a worthwhile component of any multi-faceted marketing strategy. But what many marketers don't realize is that the performance rate of direct mail can be improved by one-third or more just by adding a little personalization.

Too many mailings end up in mailboxes with little or no customized target. This generic approach to direct mail costs far more than you may realize. When generic mailings are 25 percent less effective than their personalized counterpart, why not take the extra steps to create a personal touch?

Still, when you consider your budget, you may believe that personalization is too expensive to make the efforts worth the rewards. But it's worth another look. Here's why generic direct mailings should be a thing of the past.

It's all about the data

Some marketers may think of "personalization" as letters using handwritten fonts and a great deal of time-consuming work. That's simply not the case. In reality, personalizing direct mail is more about creating the illusion of a personal touch. And those personalized elements can be drawn from your database.

Most marketing departments use these databases all the time. While it's true that maintaining up-to-date databases and customer lists can be painstaking work, it's critical to ensuring efficiency in your marketing efforts. If these lists are well-maintained, there's little extra work involved in personalizing your mailings.

Ultimately, your goal should be to develop an emotional connection between the customer and your organization. It doesn't take sweeping personal touches to achieve this -- in fact, in many cases it might be the subtle touches that make a big difference.

This valuable consumer data can be collected through a variety of venues: online lead generation, past interactions, donations, etc. These various interactions should be used to update and fill out your consumer data, which can then be used to make sure the next mailings are relevant to each recipient.

One size does not fit all

Successful direct mail campaigns should be developed similar to how email lists are developed and maintained. To put it simply, not every customer is in the same place -- not only in their relationship with your organization, but in life as well. To reach these customers effectively, different approaches are needed.

Think about it: You don't want to send out a direct mailing pushing season ticket sales onto a customer who has already made that purchase. It's a waste of your money and reflects poorly on your organization.

Of course, developing multiple campaigns will add to your direct mail costs, and increasing your investment may be unnerving -- especially if you're dubious of direct mail's benefits in the first place. But that investment is essential to getting a good return on your efforts.

Do your homework

Personalized direct mailings take a little elbow grease to implement, but you shouldn't judge their value based on initial performance. No matter how well or poorly your campaign performs, collect all of the available data and analyze it to identify areas of improvement. Then decide what you should test on the next go-round.

You might find that, in some cases, simply addressing a mailing to a specific individual – rather than a “Current Resident” – has produced a significant increase in responses. At the same time, you might find your efforts to personalize in another area may not be producing the return you had anticipated.

If you do your homework, you can use these results to mold future campaigns that both minimize your direct mail costs while increasing your responses – and, subsequently, your organization’s revenues.

USPS Announces New Mailing Promotions for 2013

Fri, 11 Jan 2013 18:02:46 GMT

The United States Post Office has witnessed yearly declines in mail volume as they face the reality that marketing options have changed over the past decade, particularly options to move across channels. However, direct mail has continued to prove effective in generating leads, new customers and more revenue for businesses and organizations of all sizes. In an effort to stay relevant to consumers and marketers alike, the USPS has developed six new promotions for 2013 that either introduce innovative cross channel markets or incent marketers to use tried and true direct mail techniques.

By taking advantage of these promotions, mailers can either receive discounts for practices they already use, or allow the USPS to subsidize their mailing during the promotional period. Here's a quick breakdown of each promotion, along with info on how marketers can register for any one of them.

Direct Mail Mobile Coupon and Click-to-Call Promotion
Many mailers want their audience to respond online or into a call center. Direct mail is a great way to drive traffic to both. This promotion provides mailers with a two percent postage discount for either integrating a digital coupon, or providing a transition from the mail piece to a call center. The USPS allows the mailer to use buzz worthy technology such as Radio Frequency Identification (RFID), Near Field Communication (NFC) and 2D barcodes commonly referred to as QR Codes. By championing this integration of direct mail and technology, marketers provide consumers with ease-of-use that leads to increased ROI on direct mail campaigns.

If you're interested, you need to register beginning January 15 through April 30 on the Business Customer Gateway via the Incentive Program service hosted at USPS.com. You will need to agree to promotion terms at least two hours before presenting a qualified mailing. It is recommended that registration begin several days ahead of the first qualified mailing. This promotion runs from March 1 through April 30, 2013.
Earned Value Reply Mail Promotion
If the first promotion recognized that mailers are driving their audience to respond online or on the telephone, this next promotion incents mailers to drive responses through the mail. The Earned Value Reply Mail promotion rewards marketers who still maintain a large volume of Business Reply Mail (BRE) or Courtesy Reply Mail (CRS). If you are a mailer who spends a significant amount on return mail postage, this promotion is a gift from the USPS. Once registered, marketers can save two cents off the postage of every mail piece returned to them through Business Reply Mail or Courtesy Reply Mail. The savings is distributed as a credit to the mailer's Permit Imprint postage account and can be used for future mailings.

You will need to register your MID and permits through the Business Customer Gateway via the Incentive Programs Service beginning January 15 through March 31. At the time of registration, you will be required to select a Permit Imprint account to handle all received credits. This promotion will run from April 1 through June 30, 2013.
Emerging Technologies Promotion
This promotion builds on previous USPS promotions highlighting the integration of direct mail services with 2D barcode technologies. It demonstrates the USPS’ continued awareness of market shifts and supports mailers experimenting with innovative technologies, such as Near-Field Communication, Augmented Reality, and direct mail that supports the delivery credentials allowing authentication to online systems. Mailings that utilize any one of these technologies could qualify for a two percent discount off regular postage prices at the time of the mailing.

To take advantage of this promotion, mailers need to register on the Business Customer Gateway via the Incentive Program service beginning June 15 through September 30. This promotion will run from August 1 through September 30, 2013.
Direct Mail Mobile Coupon and Click-to-Call Promotion
Many mailers want their audience to respond online or into a call center. Direct mail is a great way to drive traffic to both. This promotion provides mailers with a two percent postage discount for either integrating a digital coupon, or providing a transition from the mail piece to a call center. The USPS allows the mailer to use buzz worthy technology such as Radio Frequency Identification (RFID), Near Field Communication (NFC) and 2D barcodes commonly referred to as QR Codes. By championing this integration of direct mail and technology, marketers provide consumers with ease-of-use that leads to increased ROI on direct mail campaigns.

If you're interested, you need to register beginning January 15 through April 30 on the Business Customer Gateway via the Incentive Program service hosted at USPS.com. You will need to agree to promotion terms at least two hours before presenting a qualified mailing. It is recommended that registration begin several days ahead of the first qualified mailing. This promotion runs from March 1 through April 30, 2013.
Picture Permit Promotion
How would you like to have your company logo on your Permit Indicia? This promotion creates a new visual marketing opportunity for you by allowing the permit indicia space of mail pieces to be used for branding and advertising. You will be able to customize the permit indicia space with logos, brands, trademarks and other relevant imagery, providing a strong visual complement to your mailings while increasing the value of each mail piece. As part of the promotion, picture permit fees will be waived for all pre-registered participants.

You’ll need to enroll for the Picture Permit promotion beginning June 1, 2013 at USPS.gov/PicturePermit and complete a four-step authorization process. If pre-approved, this promotion will run beginning August 1 through September 30, 2013. You are encouraged to register early to allow time for the authorization process to be completed.
Product Samples Promotion
Sending samples through the mail has long been popular, but the practice has declined in recent years due to the increases in postage cost. The Product Samples promotion addresses this issue by offering an upfront 5% postage discount to mailers using product samples in Standard and Non-Profit marketing parcels. This promotion is designed to invigorate the long-held practice of delivering product samples via the mail, thereby increasing opportunities to attract new customers and expand revenues.

Registration for this promotion opens May 1 and will continue throughout the promotion period, which ends on September 30, 2013. You need to register via the Business Customer Gateway on USPS.com. At the end of the promotional period, you agree to complete a survey concerning your experiences with the program.
Mobile Buy-It-Now Promotion
Sending samples through the mail has long been popular, but the practice has declined in recent years due to the increases in postage cost. The Product Samples promotion addresses this issue by offering an upfront 5% postage discount to mailers using product samples in Standard and Non-Profit marketing parcels. This promotion is designed to invigorate the long-held practice of delivering product samples via the mail, thereby increasing opportunities to attract new customers and expand revenues.

Registration for this promotion opens May 1 and will continue throughout the promotion period, which ends on September 30, 2013. You need to register via the Business Customer Gateway on USPS.com. At the end of the promotional period, you agree to complete a survey concerning your experiences with the program.

As you're planning your direct mail campaigns for 2013, why not consider one or all of these promotions offered by the USPS? If you haven't already done so, it's the perfect time to introduce direct mail and mobile technology to create new opportunities for new customers, increased revenue and a greater ROI.

January 2013 Postage Increase

Thu, 03 Jan 2013 19:03:53 GMT

In October, the US Postal Service filed a request with the Postal Regulatory Commission for a proposed postage rate increase. The proposed rates are now approved, and the increases will take effect January 27, 2013. EU Services has updated our popular Postage Rate chart so that mailers can accurately budget for postal costs in 2013.

Postage Rates - January 2013
A free printable PDF version of the USPS postal rate chart

The rate change includes a one cent increase for both first class postage, from $0.45 to $0.46, and postcard postage rates, from $0.32 to $0.33. The USPS has also created a First-Class Mail Global Forever Stamp that would allow customers to mail letters anywhere in the world for a set cost of $1.10.

Postage rates for standard mail will also increase with letter-sized mailings moving from a machine automation rate of $0.281 to $0.29 and non-profits growing from $0.172 to $0.178. Mail packages that fit into the flat rate category will be impacted slightly less with the standard mail rates for for-profits increasing from $0.561 to $0.566 and non-profits increasing from $0.413 to $0.417.

Be sure to download EU Services' free Postage Rate Chart for 2013 today!

If you have any questions after reviewing the rate changes, just contact Dave Loudon, VP of Mail Processing, at marketing@euservices.com. If you would like to a postal rate quote for a specific package, you can access the USPS postal rate calculator here for an immediate answer.

Don’t Let Your Direct Mail Be Fashionably Late

Thu, 03 Jan 2013 14:28:22 GMT

Are you someone who regularly arrives at a social function just a little later than everyone else? Do you feel this gives you an advantage in such situations and helps draw more attention to you? Being fashionably late in social situations may make you stand out, but if your package mails late in the world of direct mail, it is definitely not an advantage. In fact, it can ultimately mean a loss for your business or your cause.

Direct mail is a very effective way to get your message and your brand to your potential customers or supporters in a timely, efficient, personal, and memorable way. Using direct mail to communicate with your target audience allows you to provide information, offers, and benefits directly to each person and create a sense of personal involvement. By including vouchers, special codes or reply forms, it also allows you to measure the effect of your marketing or the strength of your message. However, to be able to utilize any of these benefits, your direct marketing must be relevant and reach your audience on time. Good direct mail management practices are essential to helping you meet your deadlines.

Know what you want to achieve
Direct mail management begins with you; what are you trying to achieve through your direct mail? Knowing what your goals are will make the whole process smoother and quicker; it will allow your vendor a framework within which they can work while helping you to achieve the best results and meet your deadlines.

Create a timeline
As with any project, you need to know when you want to have it completed by; in this case, you need to know when you want the direct mail to be received by your target group, what stages you will need to go through and in what order, and, most importantly, how long it will take to get to each stage. When selecting a vendor, it’s essential to go for one that has a flexible approach, who will openly discuss how long each stage will take, and who can help you meet your deadlines without making you feel rushed or obliged to make decisions before you are ready.

Special order envelopes and materials
You want to make sure that your direct mail stands out from that of other companies or organizations; your vendor will be able to discuss personalizing your mail to make it unique and to carry the message that you want to get across. However, when deciding the shape, size, and weight of your envelopes and materials, you can save time and money by ensuring they are the right size to be carried as standard mail. If they require special handling, the postage will cost you more, and it may be returned to you until the correct postage is used. Use a direct mail management company to alleviate these problems, as your chosen vendor should be aware of all postage regulations.

Check your address lists
To help you meet your deadlines you need to ensure that your mail is going to the right person at the right address the first time round. To ensure this, you need an up-to-date mailing list, and you need to be able to track your potential customers or supporters if they move. Your direct mail vendor can process the mailing lists to merge and purge duplicate or bad records and keep your lists current using the National Change of Address (NCOA) software.

And Finally
Once you know what you want to achieve, have developed a workable timeline of how you are going to achieve it, double-checked the U.S. Postal Services regulations, and have your current address list(s), there is only one thing left to do, and that is to put your plan into action and reap the benefits of using direct mail. While you can attempt to do all of this by yourself, you can save time, money, and a lot of effort by using a good direct mail production company to oversee the project from beginning to end.

Seven Postage Savings Tips for Your Next Appeal

Mon, 10 Dec 2012 15:43:38 GMT

Postage costs can be a sizable amount of what you spend to reach your market audience, but you can shave those expenses by employing any of these seven tips for your next mailing:

Keep it light.
Be sure that your mailing, including the stamp, weighs less than an ounce so you can take advantage of the lowest mailing rate.
Lower return cost.
If you're mailing includes a reply envelope, choose business reply mail instead of using postage stamps. You'll only have to pay the postage for those people who respond.
Integrate the piece.
If you use a self-mailer with your mailing, choose a format that doubles as a return envelope. This is a good way to keep your weight below an ounce.
Size it right.
Not only does the post office go by weight for calculating postage, it also charges based on the size of the piece. Try to keep your size consistent with USPS standards to avoid unnecessary costs associated with your mailings.
Go presorted.
If you're mailing more than 200 pieces, consider using presorted standard. It's a good way to save money, although the delivery time is somewhat slower. However, by planning ahead and ensuring the mail is sorted by zip code before it’s delivered to the post office, you'll lower the postage costs.
Extend your reach.
Give the people on your mailing list an option to contact you online instead of asking them to mail something back to you. Most people have access to the Internet and it's a good way to let your audience contact you. Besides reducing the amount of paper and postage you're using, you'll also expose them to your website and your message. If you're asking for donations, be sure to let your audience know that your site is secure.
Purge the list.
Remove the names and addresses of people who have moved or are deceased to reduce postage costs and the volume of mail you send out. If you make the effort to keep your list current throughout the year, it will minimize the cost of any mailing you do.

The type of organization that your company is can make a difference in postage rates. Not-for-profits can take advantage of special postage rates that are not available to private companies. For example, a non-profit can mail letters up to 3.6 ounces and flats that weigh up to a pound using bulk-mailing rates, as long as the mailing pieces total more than 200 and they are arranged in zip code order. Before an organization can take advantage of the reduced rate, they'll need to get approval from the Post Office by submitting Form 3623.

Are You Talking With Your Customers or At Your Customers?

Mon, 26 Nov 2012 19:06:58 GMT

Raising Alumni Funds with Variable Data
See how Virginia Tech reduced package cost and increased response rates and revenue by using variable data.

When it comes to direct mail marketing, personalization matters. According to data and mailing firm Melissa Data, a personalized color mailer results in over three times the response rate of generic direct mail. However, the benefits of personalized direct mail do not stop at an increased response rate. A careful marketing campaign that uses personalization tools can reap rewards over the long-term, as well.

In addition to higher response rates, here are some other benefits of personalized direct mail.

Greater Conversions
A response is one thing, but personalizing an offer with donor preferences can mean the difference between interest and action. Major grocery store chains cash in on this lesson by sending specially picked coupons to their customers. They use customer club cards to help track buying trends and send coupons based on the last eight weeks of individual purchases. Knowing someone purchased a certain salad dressing three times means they are likely to take advantage of a coupon for the product, and may buy other items while in the store.
Build Relationships
Personalized direct mail campaigns can begin or continue the relationship building process. The first step is addressing someone by name. If you can offer them information specific to their geographic location, industry or job, then you increase the perception of familiarity. You also create a mailer that has personality and a human touch. Anytime you appear more like a person and less like a data bank, you increase the potential for a relationship with the donor.
Build Trust
In addition to building a relationship, you are also increasing donor confidence. A faceless, nameless mailer addressed to a generic recipient inspires no trust. Information addressed to a home owner that is timely and relevant shows that you are in touch with your donors needs and are willing to offer real assistance.
Increase Return on Investment
It may cost a bit more to do the research and work associated with personalized marketing. However, you could find that your return on investment with a personalized direct mail campaign is worth the expense. Consider some simple numbers. Assume that a response to your mailing will bring in $200. If you mail out 100 items via traditional direct mail, statistics show you may receive a 2 percent response, or $400 worth. With a personalized direct mail approach, you could increase the revenue to $1,300 for every 100 items, or a $9 increase for each mailing. Obviously, that is a very simple scenario, but you can see the possibility for a major increase in ROI.

The key to strong personalized direct mail marketing is an understanding of your donors needs and preferences. With a growing dependence on social media and online interaction, companies can make use of enormous data mines. Something as simple as online newsletter subscriptions can yield information about ages, household needs, geographic location and gender, as long as you are setting the process up for direct marketing later. Remember the benefits of personalization and plan for it throughout your marketing process.

8 Low Cost Direct Mail Ideas For Fundraisers

Mon, 12 Nov 2012 20:57:44 GMT

Direct mail fundraising is a proven and time-tested tool that has helped many worthwhile causes over the years. As a fundraiser, it is vital that you be very clear on the objectives of your direct mail campaign and the costs that will be incurred. You never want to spend more money soliciting funds for your nonprofit than what you receive in terms of gifts and donations for that cause.

Low cost ideas
How can you reduce the costs that are associated with direct mail campaigns? Try being creative. This might involve unorthodox methods in which your message is broadcast using minimal resources and with a great return. Here are seven creative and low cost direct mail ideas for your fundraising events.
Specify the amount of donation to give
It is proven that potential donors usually respond more frequently when they are given a number that is expected. In addition, it is easier for you to project what you’ll receive in case of a minimum response.
Clear and specific - Do not beat around the bush about the amount needed or the reason for the fundraising. If the donation needed is $10, ask for that amount or its multiples for high dollar donors. The offer should also reflect the cause and use, so there is no misunderstanding about where the contribution is going.
Deadlines
Using a deadline for the fundraiser gives the recipients a sense of urgency. Urgency works like impulse buying; it prompts the recipient of your direct mail to respond before the date. Constant reminders for this may enforce the message further.
Use of anecdotes
Anecdotes are usually geared towards humanizing situations. Inspiring stories about the effects of your fundraising efforts in the past and for the future will further appeal to the humanity of the recipients.
Chain letters
Chain letters may be infamous because they can annoy many of the recipients and have been known to be pranks. It is peculiar, therefore, that some chain letters still reach a lot of people in the end. Imagine sending a series of chain letters to a few of your known supporters and request them to pass the letters on to their friends. If your cause is credible and the letter is well-written, there is a very good chance the results might be amazing.
Participatory fundraising
Popularly known as "a-thons", this is a proven, low cost fundraising idea that has impressive results. Your theme should have an exciting activity that most of your mailing list recipients will want to be a part of.
Email appeals
Alternatively, you can use the power of email along with your direct mail appeal to reinforce your campaign, all while saving money and the time needed to send more appeals. In addition, it is possible to get instant or fast responses with email.

6 Tips to Cut Cost in Direct Mail Programs
Tips on how to cut cost and ways to mail smarter.

Creativity and Cost efficiency is all you need
Many smaller, independent fundraisers are required to think more “out of the box” and take direct mail costs under serious consideration. In addition, with so many direct mail fundraisers out there, your message can get lost in the shuffle. This is all the more reason why you need to be especially creative to get your piece to stand out from the crowd. So let your creative juices flow. It can be fun for you, and at the same time lower your direct mail costs.

To learn more ways to reduce costs in your direct mail campaign download our FREE resource "6 Tips to Cut Cost in Direct Mail" and start saving money now!

Proposed Postage Rates for 2013

Mon, 12 Nov 2012 19:17:04 GMT

In October the US Postal Service filed a request with the Postal Regulatory Commission for a proposed postage rate increase. If the rates are approved, the increases will take effect January 27, 2013. EU Services has created a "Proposed Postage Rate Chart 2013" so that mailers can start budgeting now for their 2013 postage rates.

The filing included a one cent increase for both first class postage from $0.45 to $0.46 and postcard postage rates from $0.32 to $0.33. The USPS has also proposed a First-Class Mail Global Forever Stamp that would allow customers to mail letters anywhere in the world for a set cost of $1.10.

Postage rates for standard mail will also increase with letter-sized mailings moving from a machine automation rate of $0.281 to $0.29 and for-profits growing from $0.172 to $0.178. Mail packages that fit into the flat rate category will be impacted slightly more with the standard mail rates for for-profits increasing from $0.561 to $0.584 and non-profits increasing from $0.413 to $0.433.

Proposed 2013 USPS Pricing
Our FREE printable chart showing you exactly how the increase will affect your cost to mail.

Should you have questions or concerns please contact our in-house mail expert, Dave Loudon, VP of Mailing Services at 301-795-6305 or email him at dloudon@euservices.com.

Sneak Peek: What Nonprofits Should Know About Postal Changes for 2013

Fri, 09 Nov 2012 13:58:56 GMT

Postage plays an important budgetary role in fundraising efforts for nonprofit organizations. As you begin planning next year's budget, there are several expected changes to the postal system to be considered: The regulations on sizes and securing methods for self-mailers, as well as the upcoming switch to the Intelligent Mail Barcode (IMb). In addition, a postal increase is also on the horizon with the Postal Regulatory Commission (PRC) only a few weeks away from making a final ruling on the proposed changes. All of these could affect both your budget and the number of potential donors you mail to, depending on your fundraising goals.

Self-mailer Regulation Changes
For those nonprofits that regularly send out loose sheet folded self-mailers without an envelope get ready to make some adjustments. When the last fold of your piece is on the bottom, there must be two tabs securing the top that are placed toward either end. The maximum size of the piece is also slightly smaller and tab-sealed items cannot have a final fold on the top. These adjustments may not seem like much, but the small cost of each can add up. Doubling the cost on tabs, changing to different paper sizes, and requiring more attention and oversight on each mailing comes with a per piece price increase that could limit the size of your mailing list.
Switching to Intelligent Mail Barcodes
Most nonprofits use an external company to handle their bulk mailings. The switch to the IMb system must be completed by your third-party provider in order to ensure that you receive the automated postal rates. The difference between the automated rates and regular postage rates can be quite significant, increasing your budget by as much as twenty-six dollars per thousand. When some mailings only cost a total of fifteen cents per item, the price difference can be tremendous.
Postal Rate Hike in the New Year
With all of the other increases associated with bulk mailing, a hike in postage costs is an unwelcome prospect. Changes in the way postage increases are handled can virtually guarantee increased postage costs every year, but this coming year the post office is asking for a rate hike of 2.6 percent. As long as the rate hike is consistent with inflation, no external permission is required, which makes a 2.6 percent increase to postage costs almost a virtual guarantee.

Plan Now for Next Year's Changes
As long as you are prepared for the adjustments in postage costs, you can plan ahead to streamline your fundraising efforts. A few simple changes in layout and design will put your self-mailers in compliance with the new regulations, and a closer look at your mailing lists can also help. Nonprofits often mail to the same unresponsive addresses year after year. Cut some of the records that encumber your mailings and the savings will more than cover any increased postage costs. Discuss the changes with your direct mail service provider and make sure you are both on the same page for 2013. You can still post top response numbers, even with the expected rising costs.

5 Things to Consider Before Scheduling a Personalized Direct Mail Campaign

Tue, 06 Nov 2012 13:42:09 GMT

As a marketer, when you plan your next direct mail campaign you have a wide variety of personalization options. These options allow you to customize the mailing to match the individual recipients. Personalized direct mail makes your campaign even more effective, and the extra work necessary to complete customization will help you to reach your direct mailing goals.

Here are five important things to consider before undertaking a personalized direct mail campaign:

Data Personalization
You have many different choices when it comes to how much personalization to include in your direct mail campaign. Data personalization helps to ensure the recipient feels a connection with the mailing. It can be as simple as just including the recipient's name or more detailed, utilizing purchase history or previous donations. As you plan your mailing, make sure to consider the time that varying levels of customization require. The more complicated the customization, the longer the set up could be.
Match Mailings
When you include match mailings in your personalized direct mail campaign, it allows you to take customization to a whole new level. Even though match mailings take more time to produce, the coordinated mailing is impressive and highly effective. When a recipient opens a mailing that contains several coordinated pieces, each with its own purpose, it is obvious that the mailing is thoughtful and deliberate. If you would like to include a match mailing in your personalized direct mail campaign, be sure to allow additional time in production.
Necessary Equipment
Deciding on personalization choices also includes determining what type of equipment to print your direct mail campaign on. Each piece of printing equipment has its own print capabilities and requires different lead time. Be sure to check with your vendor to ensure the direct mail campaign is produced with enough lead time to meet your mailing deadline.
Image Personalization
A powerful and relevant image is an important component of a direct mail campaign. As a client, you have the ability to also personalize this image for each recipient. This will take more time in the pre-production stage, but including a recipient's name as a custom part of an image will have a much bigger impact on the recipient. You'll want to consider the image and font source - will you use stock items or would you rather the design be completely unique? These factors will also determine the production time.
Proofing
It is especially important to work closely with your direct mail vendor when you enter the proofing process. Each piece of the mailing, including envelopes, inserts, images and mailing lists, must be proofed for accuracy. One simple oversight could prove to be the downfall of your personalized direct mail campaign. Plan accordingly for the time that proofing will take and remain patient as updates and changes are made.

Planning ahead and adopting a reasonable timeline for your personalized direct mail campaign is vital to its success. Your goal is to ensure that all of your hard work proves beneficial and your company or organization ultimately reaps the rewards. Partner with a direct mail expert who can help you every step of the way.

Keep Up With Your Direct Mail Project and Manage the Chaos

Thu, 01 Nov 2012 20:33:04 GMT

Planning for Success: A Guide to Planning a Direct Mail Campaign
Tools to help keep the chaos out of your next direct mail campaign.

Regardless of the goals of your organization - whether they are fundraising, revenue generation, or raising awareness - marketing is crucial to the success and effectiveness of pursuing these goals. Marketing is how you will make the public aware not only of your organization, but of your goals and how the public can participate in the pursuit of these goals. While there are many different types of marketing, direct mail marketing is one of the most effective forms.

A direct mail marketing project reaches out directly to individuals that you feel are most likely to be interested in your products or services, or in the efforts of your company. It also provides a sense of personal attention that cannot be attained through other forms of marketing campaigns such as television or radio spots. When a person can hold information in their hands, they are more likely to feel connected to it and be more likely to convert.

Of course, a successful direct mail campaign will must rely on strong direct mail project management. A direct mail campaign can be a major undertaking, and if you let yourself get overwhelmed by the chaos, you will lose a lot of the potential effectiveness of the campaign, and may even fall into actions that are counterproductive to your goals.

Direct mail project management can help you with the three components of a successful direct mail campaign:

Management of schedules, art direction, and the project development as a whole.
Adherence to your company's underlying message and brand.
Development of the creative packaging of your direct mail campaign materials to effectively communicate your message.

By balancing these three components effectively, you can increase the potency of your direct mail project. There are multiple smaller tasks and responsibilities that go into the development of these components. Good direct marketing project management will help you to work through all of these different responsibilities and control the administration of each so that you don’t get overwhelmed with handling it all.

What are some of the key elements of managing your direct marketing project?

It is crucial to properly manage your direct mail campaign from start to finish. A poorly directed project can result in a sub-par end product that fails to get your message across or, even worse, fails to connect with your target audience in a tangible way. Good management includes overseeing art direction, production processes and more, and also necessitates ample communication between vendors and those in charge of the project within your organization.
Making sure that your company's message, branding, and vision shine through a direct mail campaign is key to its success. You have no doubt worked hard to establish your company's branding and story to your target audience; failing to extend that to a direct mail project could ultimately confuse your audience and result in lost sales for your company.
Unfortunately, many consumers have been trained to weed out the “junk mail” in their mailbox and throw it away without even looking at it twice. You don’t want your direct mail communications to be misconstrued as useless junk mail. People respond to eye-catching, pretty things, so don’t be afraid to let creativity rule the day with your project. Good campaign management processes will help you to develop creative packaging that will quickly relay your message and encourage consumers to open the package and explore the information further.

So, be sure to develop a thorough, step-by-step plan for good direct mail project management that will ultimately maximize the effectiveness of your campaign and minimize the chaos.

Could Your Direct Mail Package Be More Efficient?

Wed, 31 Oct 2012 17:16:19 GMT

Direct mail consistently remains an effective way to get your message into the hands of your audience, but are you paying too much, or perhaps your package could be seen by even more people with just a few tweaks? There are many solutions available to you that can help to drive down direct mail costs and ramp up efficiency. Here are just a few of them.

Less spam and junk with technology
Direct mail is oftentimes compared to "junk mail," but with the aid of technology, direct mail doesn't have to go straight into the trash bin. Coupling your direct mail campaign with up-to-date marketing technology, such as segmenting your lists using different demographics through collected data, could translate to better personalized campaigns that get more people interested in your cause.
Self-mailers can be effective
In order to save some money on your next direct mail campaign, try using a self-mailer instead of a package with multiple inserts. This format will eliminate the cost of the envelopes and other inserted materials. It could work especially well with very large direct mail campaigns or with specific offers like invitations and other similar promotions. The offer on the self-mailer could drive the recipient to a landing page on your website for more information or to respond.
Flat mail versus 3-D mail
Flat mail is less expensive to produce and mail, but, 3-dimensional and inter-active packages can have a more positive and instant response because of their initial impact. However, this doesn't mean that flat mail should be bland. Direct mail costs can be reduced, but the importance of the package should never be! Take that extra time to make your flat mail package really shine.
Consider commingling or co-palletization
In order to reduce the ever-rising cost of mailing, you might consider commingling your mail – a process that combines your mail with other mail of like zip codes to increase the total volume and decrease the mailing cost. Another option is called co-palletization, which takes presorted "pallets" of combined bulk mail and drop ships them for more effective pricing. Speak to your vendor to find out if your mailings might qualify for either of these options.

These are simply a few solutions that could help reduce production costs and increase efficiencies with your next direct mail campaign. Even with the rising cost of postage and paper, neither your marketing budget nor your direct mail efforts have to suffer. Look at all your options, partner with an experienced vendor and begin to streamline your direct mail costs today.

Are You New to Direct Mail? Advice from the Experts!

Fri, 26 Oct 2012 14:08:26 GMT

The final blog in this series about the challenges of today’s direct mail industry speaks to every newcomer to this world. We asked our industry experts just what advice they would pass along to those who are just starting out in direct mail marketing today. Jeanne Combos, Director of Annual Appeals at the Catholic Diocese of Arlington; David Griffiths, Production Director at Siquis, LTD; and Amy Moorman, Communications and Board Activities Coordinator at Dental Trade Alliance, all gave varying reasons why, but they resoundingly responded with one voice. . .

“Communicate with your direct mail production company.”

Partner with someone who would be willing to let you see how things work and what the steps are. You need to understand the process to be able to benefit from it. Remember that direct mail is not the whole solution, but is an integral part of the mix.-David Griffiths, Siquis, Ltd.

Make sure you are communicating with your direct mail production vendor. Create a partnership with a vendor and ask questions; your vendor really does want to help you out. I’ve learned so much from working with my client service representatives, like how the equipment works, the workflow of my project, and especially time frames. This helps with organizing and prioritizing your projects. -Amy Moorman, Dental Trade Alliance

Planning for Success: A Guide to Planning a Direct Mail Campaign
Tips to help you meet the challenge of planning your next direct mail campaign.

We would like to thank our direct mail industry experts for giving us their time and considerable experience to address the questions. It’s worth noting that regardless of the organization they represented, all shared similar challenges and found similar solutions.

To read this article in its entirety, visit us online at www.euservices.com/NI.

For additional tips to help you meet the challenge of planning your next direct mail campaign, download EU Services’ free resource, Planning for Success: A Guide to Planning a Direct Mail Campaign for Your Organization.

The Best New Direct Mail Technology - Advice from The Experts!

Mon, 15 Oct 2012 15:15:44 GMT

Informational Guide to the Intelligent Mail Barcode
Important information on the IMb as well as choices you have for choosing the IMB option that fits your needs.

In the direct mail industry, technology has evolved from your basic, traditional direct mail package to one that is variable and often generated across multi-media. Quick Response (QR) codes, variable color personalization, augmented reality, and personalized urls are just a few tools that have helped direct marketers raise the bar on improving results and efficiencies within their direct mail programs. So with all of these new tools in the marketplace, it makes it difficult to decide what to test first.

We turned to the direct mail experts - Jeanne Combos of the Catholic Diocese of Arlington; David Griffiths at Siquis, LTD; and Amy Moorman at Dental Trade Alliance – for their thoughts. They all agreed that mobile barcodes were possibly the best new technology out there. However, Jeanne Combos mentioned another one of importance to her in answer to. . .

“What new technology in direct mail would you suggest to others?”

We’ve see a big cost savings using the Intelligent Mail barcode (IMb) with ACS tracking that uses the endorsement “Electronic Service Requested.” Before the IMb, someone in our office would receive all of the returned mail that was undeliverable, and then hand-enter the changes into our database. Since using the IMb, all of our updates and changes in addresses are sent back to us in an excel spreadsheet that we can use to map into our database, saving us time and money.

If you haven’t yet considered testing the Intelligent Mail barcode, now would be a good time to start. Beginning January 2013, the U.S. Postal Service will require the use of IMb for postal discounts as they continue to upgrade their mailing processes.

Download a free resource guide “Informational Guide to the Intelligent Mail Barcode” to learn more about how to put the IMb to work to save you time and money today.

Tips to Better Manage Your Direct Mail Program - Advice From the Experts!

Thu, 27 Sep 2012 20:23:29 GMT

For tips on minimizing the time you spend managing a direct mail campaign read the full article in News & Insights.

Direct mail marketers must deliver their programs today with fewer headcount, while continuing to focus on a positive return on investment. This has meant an ever- growing list of job responsibilities for most of you. As a result, direct mailers have been challenged to trim their production costs while still delivering results.

We went to our experts once again - Jeanne Combos, the Director of Annual Appeals at the Catholic Diocese of Arlington; David Griffiths, Production Director at Siquis, LTD; and Amy Moorman, Communications and Board Activities Coordinator at Dental Trade Alliance – to ask this question. . .

What can you do - or perhaps what has your direct mail production partner done for you - to cut down on the amount of time you personally spend managing a direct mail project?

Here’s how David Griffiths of Siquis, Ltd, replied:

Establish standard operating procedures (SOPs) for direct mail projects that are similar in look, consistency and components. And take advantage of remote proofing for repeat jobs so you can easily approve proofs online. For new projects, order two proofs - one to ship to you for review and the other for your vendor to keep so you don’t have to return a hard proof to your vendor.

This excellent tip can help you streamline your work process and take some of the headaches out of maintaining that production timeline. And whenever you improve the communication between you and your vendor, you ensure a positive final result.

For more tips and solutions read the full article in News & Insights.