As everyone flocks to spending more time online, a curious thing happened Our mailboxes got a lot less crowded. Which means that we pay more attention to what shows up every day in the mail.
Which doesn’t mean you don’t still have to do it well. Many people sort their mail over the wastebasket and if you don’t catch their attention in those few nanoseconds, all could still be lost.
Here are some of our favorite ways to make sure McLellan Marketing Group‘s clients get noteworthy results from their direct mail efforts.
Be odd: Odd sized mail is always noticed. Or use a translucent envelope with a bright colored piece of paper inside. Think texture too — maybe the envelope feels interesting or different. The point is to get noticed before they even open up the piece.
Be lumpy: Want to get opened for sure? Be 3-dimentional. Lumpy mail gets opened because no one wants to accidentally throw away something of value. And better yet — no admin or secretary is going to open a package addressed to their boss. So you can dodge the gatekeeper with a bit of bulk.
Be late: The focus has shifted from drop date to in-home date. Studies have shown time and time again that the end of the week to be most effective for delivery. This is based on the tested and proven theory that many people spend time on the weekend going through mail that was put aside to look at again. Having the mail piece arrive closer to the weekend puts your mail on top of the pile.
Take advantage of the fact that direct mail is the hot new media — start showing up in your customers’ and prospects’ mailboxes but do it smart. Be odd, lumpy and late and you’ll get opened every time!
McLellan Marketing Group is an advertising | marketing agency based in Des Moines, IA, and serving clients all over the US.
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How thoughtful are you about your company’s pricing strategy? Let me give you an example.
We use an on-line vendor to provide extranet services for our clients. We’ve been with them for over five years. We recently discovered a better, cheaper solution. It wasn’t the cheaper that sold us. It was the ease of use for our clients.
But cheaper doesn’t hurt. And this was cheaper by a couple hundred dollars a month.
When I contacted the old vendor to cancel our service, guess what their immediate response was.
“We can match their price.”
What? So you’ve been overcharging me for years? Or you magically just had a price reduction to the very dollar amount of my new vendor and you were about to call and tell me about it?
Talk about leaving a bad taste in my mouth.
Dropping your price to keep a customer is never a good strategy. It can only make you and the client both feel taken advantage of and in the end, no one wins.
Your pricing strategy is one of the key components of your marketing message. It speaks about things far beyond your cost. It communicates value, customer attentiveness and how you view the relationship, both short and long term. It’s not something you should just stumble into. And it’s not something you should damage by mishandling a situation, like our old vendor did.
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