MAILWAYS
A free newsletter offering direct mail marketing tips from
Bi-County Mailing & American Mail Communications
July 2010
Copyright © 2010
888-MAIL-888
IN THIS ISSUE
- DM Boosts Facebook®
- Return Address is Important
- Don’t Sweat Cold Calling
- Save $$$ When Mailing
- Press Box
- Our Favorite Charities
- How Are We Doing?
- Hold That Thought
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HOLD THAT THOUGHT...
“There is no such thing as great talent without great willpower.”
Honore de Balzac
Selected by Long Island Business News readers as..
Direct Mail Boosts Facebook® Users…
and Financial Support
When Rosemont College in Pennsylvania wanted to increase traffic to its Facebook® page and, thereby, boost financial donations to the school, they mounted a campaign that set up a competition among graduating classes to see which could contribute the most.
The effort included “personalized” cards mailed to recent graduates and alumni. “Sometimes to connect with people online, you must get their attention through an offline channel,” reported Christine Hansen of Deliver magazine.
The program boosted the College’s Facebook® friends by more than 580 percent, according to Rosemont’s VP of College Relations.
The Return Address:
It’s More Important than You Think
It’s important to receive undelivered mail so you can keep your mailing list current. Not all undeliverable mail is identified in the NCOA process.
Here are some ways to ensure that your mail is returned when it can’t be delivered.
- Place the return address in the upper left corner of the mailpiece’s address side.
- Include your unit designation (e.g., suite number) in the street address line.
- Be sure to include your zip code + 4 in the return address. It’s required if postage is paid via pre-cancelled stamps or your company’s preprinted indicia.
- Include “Return Service Requested.” That way the USPS will return your undeliverables so you can update your mailing list data.
Don’t Sweat Cold Calling
Used in conjunction with direct mail and electronic marketing, a follow-up conversation with a prospect continues to be one of the most efficient, effective and powerful sales techniques.
Today’s cold calling no longer uses the old-fashioned shotgun approach. Here are some tips:
- Target your approach to the individual you’re calling. Before picking up the phone, research what’s happening in the industry determine what is challenging your prospect, and be clear about how you can help solve his/her problems.
- When cold calling, remember that closing the sale is NOT your goal. Your objective is to introduce yourself and have a productive conversation, indicating that you can be a valuable asset to the company. Don’t pressure the prospect by asking him/her to buy from you or agree to let you replace the company’s current vendor.
- Refine your calling list by determining who might buy what you’re selling. Don’t waste time trying to contact those who don’t meet your criteria.
How to Save $$$ When You Mail
If you use these three proven cost-cutting strategies, it's possible to save significant amounts of money:
- You want to use an envelope that will attract attention, and move the recipient to open it immediately. Use teaser copy on your envelope to invite recipients in. No need to use a 9x12 when a #10 size envelope will do.
- Avoid waste by maintaining quality data entry.
- Keep your mailing lists current and accurate. Use items that can be machine inserted. Hand inserting is much more costly.
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.