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MAILWAYS
A free newsletter offering direct mail marketing tips from
Bi-County Mailing & American Mail Communications
October 2010
Copyright © 2010
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IN THIS ISSUE
- Personalized Marketing
- Print Expands Reach
- How to Sabotage Your Work
- Loyalty Tips for Non-Profits
- Our Favorite Charities
- How Are We Doing?
- Hold That Thought
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HOLD THAT THOUGHT...
“Old age is no place for sissies ”
Bette Davis
Selected by Long Island Business News readers as..
Xerox Focuses on Personalized Marketing
Xerox recently launched a marketing campaign to reflect its shift from being a company that primarily sells technology to one that focuses equally on providing technology and services.
To cut through the clutter and get their message out, the company’s CMO outlined their marketing philosophy. It applies to all businesses:
- Make sure communications are customized and personally relevant to the target audience.
- Focus on building customer loyalty in every personal transaction.
- Build relationships by being the “player” behind the scene that makes customers’ lives easier.
- Use an integrated marketing approach, coordinating a personalized direct mail piece with email.
E-Retailers Often Use
Print Catalogs to Expand Reach
While e-marketing is cost-effective, marketing experts contend it has limitations in reaching the maximum audience.
According to a recent article in the E-mail Marketing Metrics Report, “open rates for e-mail marketing have declined to 11.2 percent. Even at their height in 2007, marketing e-mail open rates were only 14 percent.”
The solution? Once again, it’s multi-channel marketing, linking electronic and print marketing techniques.
Big-picture marketing gurus suggest creating and mailing a customized print catalog to add dimension and value to a well-designed marketing campaign.
They indicate that the printed piece encourages prospects and customers to purchase products by presenting ideas for things they may not be searching for on their own.
Want to Sabotage Your Marketing Campaign? Here’s How
Here are some excellent ways to screw up your marketing:
- Be vague about objectives. That way, even if it tanks, you can say you did your job.
- Create your marketing piece for internal consumption, not your audience.
- Don’t listen to your customers or meet their specific needs. It’s really all about you, anyway, isn’t it?
- Don’t listen to your salespeople. After all, they’re the ones who interact with the customers who use your products.
- Don’t trust the marketing professionals you hire for their expert advice and creativity.
- Deride proven techniques. Experience doesn’t really count.
Courtesy of Steve Cuno, Head of Response Agency.
Loyalty Program Tips for Non-Profits
from M.D. Anderson
Cancer Center
Twelve months after beginning its loyalty program, M.D. Anderson’s direct mail revenue increased more than 500 percent. Here’s why:
- Direct mail was used to educate and demonstrate commitment to research.
- They did not use “alarmist” messages, saying that someone would die without “your help.”
- Focusing on long-term relationships, mailings expressed gratitude without asking for money.
- Donors were kept informed about how their contributions were being used.
- Mailings were continuously tested to find new approaches for obtaining better results.
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.