At least with CSG Direct is it !!
Even as new forms of direct marketing emerge in this new era, direct mailing is still setting the bar in response, results and accountability in marketing. Most every other media cannot get you out of the most expensive parts of marketing - prospecting. In Fact, most advertising dollars wasted on broad shotgun prospecting.
Direct Mail is very focused on sales and generating revenue.
Experience will tell you that there are 2 levels of marketing.
The first level is the most expensive and that is to find out who is interested in your product or services. Prospecting or acquisition marketing is where you spend money to broadcast who you are to the public and see who responds with interest in your product or service. This is commonly done with Television, Radio, Newspaper, Billboards, Websites, Yellow pages, Magazine ads, Telemarketing and sure Direct Mail of course too (however it is more direct, personal and accountable in prospecting).
The second level of marketing is what you do with all the customers and prospects that contacted you with any level of interest. This is where all your long-term income is made. You see, once you have a list of people who like what you do you can build long-term relationships with a direct sales approach. This includes direct in-person sales, tele-sales, direct mail and email. (I will save social networking for a later topic - it follows email)
That is the proper order for results too:
1) In-Person sales cost the most and sell the most.
2) Tele-Sales still utilizes personality and relationship but you are easily pushed into voicemail hell.
3) Direct Mail is something they have to see and touch and they can save it and share it with others in the home or office. They can keep it for later too. Direct mail costs much less than in-person or tele-sales but you can sell a proportionally less amount too.
4) E-mail, currently the lowest form of marketing. Sure, if you have a relationship and are working on projects with a client it is great. But for sales and marketing it is the easiest to avoid, delete and annoy.
So the main point is that long-term SALES happen in a DIRECT approach not in broadcast prospecting or print ads. So decades of experience say you build a comprehensive database (or many) with as much detail as you can. Then you send very specific offers to very specific people. You then follow that up in-person, via telephone and personal emails too. IN THAT ORDER FOR BEST SUCCESS!!
Only go back to prospecting when you have maximized your current list of interested customers and prospects. Why would you go talk to 1000 people that are not interested when you have 100 that are and you haven't sold them anything yet?
We can help you build a business plan for successful marketing too! Your first step is to contact us or let us give you a direct mail quote to start.
If you are looking for Direct Mailing Pricing or Direct Mail Quotes for any kind of Direct Mailing Services make sure you are looking for more than just price.
GET A QUOTE FROM US!
OUR QUOTES ARE FOR SUCCESSFUL DIRECT MAIL
Are we inexpensive, sure! We are The Greatest Value in Direct Mail.
We are also highly qualified, focused and more experienced than most companies you will meet. Plus, 25 of us have been USPS Mail Piece Quality Certified and we have people certified in all departments and all steps of your project. Your Bid should require expertise and a long deep track record of no-problem mailings, correct?
..nobody matches our accountability standards! - NOBODY!
As the only direct mailing company that lets you track every stage and status of your direct mailing project, we are the most accountable direct mailer in the country. Then we take it to the next level and you are able to track each and every mailpiece as they travel through the US Postal Service with our US Mail Tracking. Additional US Mail Tracking is available through our TrackDirectMail.com tools.
Here are some Testimonials
Here we are on Facebook
Also, our newly launched US Mail Tracking widget is now available.
GET A QUOTE FROM US!
YOU JUST MIGHT LEARN SOMETHING NEW
If you haven’t already heard, the US Postal service will be implementing new postal rates and standards for folded self-mailers and letter sized booklets – also known as “slim-jims”.
These new standards were scheduled to go into effect with the postal rate increase on May 11, but then delayed after review until Sept. 8th of this year. These new standards pose a “double-whammy” on the industry, as new size templates will need to be implemented for designs and creative for mail-pieces. The new standards will also incur much deeper penalties for mailers who are not compliant.
Instead of getting non-automation rates for non-automation compliant pieces, mailers will likely be getting hit with non-machineable rates for virtually all mailpieces that do not comply with automation standards.
The only exception to this, as I am told, will be non-barcoded mailpieces that otherwise would be automation compliant in regards to size, tabs, folds, paper stock, etc.
The new maximum size for letter sized booklets and folded self- mailers is 6” x 10.5” x .25” thick. The post office will also be enforcing new tab and paper weight standards. Please review the information to avoid problems.
It’s important to stay ahead of the changes that the US Postal Service is continually making. This is why working with mail professionals helps to ensure that your direct marketing projects are prepared and presented without costly or problematic delays.
Your projects deserve the attention that only a true direct mail marketer can provide. Putting addresses on mail pieces as a side business, as many print shops do to enhance revenue, does not qualify them as professional direct marketers.
Give us call to discuss your next mail project – In these times of extreme budget monitoring and cuts…it is crucial that you get the absolute best value for your company’s marketing dollar. We invite you to compare us to your current mail shop, you will find that we are "The Greatest Value in Direct Mail”.
I often have people ask "What is the best Casino Marketing Direct Mail Campaign?".
There really is no easy secret formula or special tricks for getting the most impact out of a mailing. The best direct mail campaign is simply the one that gets maximum results for the lowest cost. In determining what will work best for each customer, the marketing professional must ascertain what the customer wishes to accomplish, whom the customer wants to communicate with, what the incentive is for the recipient to respond, determining a strong call to action, and producing the project in a cost-effective and efficient manner. It is crucial that the mailer takes advantage of the lowest postage rates available - as postage is often the most expensive aspect of the project.
The next question is: "How do I know I am maximizing my direct marketing efforts?"
This is where the experience pays off. Seasoned marketing professionals will seek out the mail marketers who are innovative, versed on postal rules and regulations, and focused on getting maximum results for their customers. Companies such as CSG Direct are in high demand due to the experience and innovation that they bring to the direct marketing industry.
While many printers and small mail shops may have the ability to put an address on a mail-piece, they do not have the ability to track delivery. They cannot ascertain the "in-home" timelines, analyze the market penetration, or track results in a comprehensive manner. Less experienced mailers do not have strong quality control systems in place, MQC Certified employees, expert data programmers on staff or the systems to expedite the projects efficiently.
This is nearly always followed by: "What type of direct mail piece is most effective?"
Once again: This is determined by the type of results that the customer expects, the type of offer that is being presented, and the demographic that is being pursued. One wouldn't send a postcard as a high-end wedding invitation….however, they might send a "save-the-date" card prior to sending out the formal invitations.
This is the type of strategy that often increases results. Sometimes a postcard with coupons is the most effective, low cost medium for specific campaigns. Sometimes a personalized letter makes more sense, and can easily be tailored to the individual's interests or purchasing traits. Self-mailers are often a great alternative, especially if one desires a lot of "real-estate" to get their message across. The type of mail-piece will vary with each project, and should be determined by demographic, content and end strategy.
Marketers should realize that a direct mail campaign is exactly as it sounds: a campaign. A single mailing is not a true campaign. In most cases, it makes more sense to mail to one-third of your top prospects three times than to mail to all of your prospects a single time. Repetition is the key to any campaign. With proper planning and implementation, the cost for a multi-tiered mailing campaign is very reasonable. With a strong offer, proper incentive and an effective call to action…your customers and prospects will react in a positive and timely manner.
In summation: Too often individuals plan, ponder, partially develop and ponder some more about their marketing campaigns. It is a "ready - set - wait" scenario. As the event or promotion draws closer, they are forced to react. At this point the campaign is pushed out late and valuable time is lost. Early planning and implementation will make for a smoother campaign. It is no coincidence that in most cases, the well planned campaigns are the most effective campaigns.
By approaching the objective ahead of time and applying a plan - develop - implement" strategy, your mailings will be received by your potential customers in a much more timely and effective manner. By working with an experienced, competent mail shop - you will have the proper tools to analyze your campaign (and you will sleep better at night).
Effective direct mail marketing….it's as easy as C-S-G!
During difficult economic times, I find that the marketing professionals that I work with are more price-conscious than ever. Budgets are slashed, staff is reduced and expectations on marketing teams are raised. How do you do more with less?
Well, first of all you want to partner with a team that has A LOT of experience in dealing with direct mail marketing. Direct mail is the most targeted and trackable form of advertising. Savvy marketers have learned that having experienced vendors/partners is crucial when budgets are tight.
The anguish of having a budget overrun due to postage upcharges or undeliverable mail is an experience that has destroyed more than one career. One needs to analyze the true value of experience and leadership in their marketing campaigns.
You wouldn't hire an attorney or surgeon based on price. The end results are just too important. The same philosophy holds true on your marketing - the lifeblood of your company. A vendor who is less than qualified to properly assess, critique (really), analyze, and process your mail probably is not going to save you any money on your overall campaigns.
A Direct Mail specialist, such as you will find at CSG Direct; is trained and versed on postal regulations, design elements, USPS rules and regulation changes, and targeted marketing strategies. Our staff of fully certified USPS MQC (Mailpiece Quality Control) specialists often find design elements, size constraints or data problems that would get past the most experienced of mail shops.
We also offer creative solutions to save our customers money on production and postage rates, which sometimes makes an individual project less profitable for us... but we are here as a partner, for the long haul. Your projects deserve the experience and expertise that comes from seasoned mail professionals.
Let your competitors work with the inexperienced, fly by night companies while you shop for a company that makes you shine.
You will look better for two reasons:
#1) Your campaigns are effective because you found the true value of experience and expertise. The mailings are dropped in an efficient and timely manner to the intended recipients. You can track your mail through the mail stream (a CSG Direct exclusive) to identify when your target markets are receiving their mailings. You have confidence that your projects stay within budget, and are offered the tools to fully justify the mailing.
#2) You sleep well at night because you know you are working with detail oriented partners who care about your success and are certified in every avenue as meticulous professionals.
The next time you plan a mailing campaign, take a moment to reflect on who you are working with. Are you getting true value?
Are you comfortable with the experience level of your direct mail partner? Are you taking advantage of all of the benefits of a great response and postal discounts that are available?
Either way, get a quote from us so you can compare your vendors to the benchmark in direct mail. You deserve a good nights sleep!
Mailing lists can be extremely complicated or very easy. It depends on a couple of different things. One of these is what you are trying to sell. The other is what type of business you are.
If you are trying to open a new business or a new location, I believe the best strategy is to hit every address within a 2-5 mile radius. Your postage rate will go down significantly when you mail to every address in a neighborhood. The list is cheaper for more records (which is important in these times) and you can increase your overall ROI due to the larger area you are covering. Add “To Our Neighbors At” (which we pioneered!) and you give your mailpiece a more personal feeling.
If you are looking to target a specific group of people, then trust the experts at
CSG Direct to guide you down the right path. Whether you need to target golfers, motorcycle enthusiasts, or people interested in bingo; we can put together a great
mailing list for you. Since the data is self-reported, you know you won’t waste your valuable marketing dollars mailing to people not interested. If you can think of a list, CSG Direct can put it together for you. We can also add
variable data to the piece to give the client the feeling that you know them.
Give us a call, or just shoot us an e-mail, and the experts at CSG Direct will be happy to guide you down the path to building a successful mailing list.
...and how our clients avoid them and save thousands
Finally we can confront Sin #7:
Direct Mail Sin #7
Proof sign-offs taken too casually
Every job that we receive with electronic files requires some kind of manipulation or adjustment prior to mailing. RGB to CMYK, resizing, recropping, data merging, font replacement etc...
When your project requires a final signoff we hope that you take this opportunity seriously!
By the time it gets to this stage you have seen it many many times. Take a moment and read every line of your offer and confirm that everything is exactly the way it should be. This is your final opportunity to adjust dates, copy or data before your clients or prospects see the piece.
This is also the moment in time when the mistakes slide though and become major issues when the customers start calling.
We know that you are probably tired of reading at this point but you need to try to read the piece like it was your very first time looking at it. Study the text, confirm the data, dates, phone numbers, call-to-actions and all other components.
Common errors found at this point:
* Right date/wrong day (is it really a Thursday on that date?)
* Brand colors off
* Wrong or missing telephone numbers
* Newest art changes not sent (were we sent the most recent version of artwork?)
* Wrong offers, or error in disclaimers
* Spelling errors/typos
We know this is cumbersome but it also one of the unavoidable steps. We highly recommend you let someone else look at it and sign off with you. This identifies more errors and changes the dynamic if something is missed.
On a personal note, it doesn't leave you standing alone as responsible for errors if more people on the team miss the same detail. If many people missed it than it must not have been obvious. If only one person signs off it is easy for everyone to just point at you and steer clear of responsibility. This is human nature.
Either way, the signoff process and authorization for us to proceed is your decision only. We will not proceed without it and we are responsible to print and mail it exactly as the proof you signed off on.
Added Note about all 7 Deadly Sins of Direct Mail:
Allow the time needed for the quality and price you desire. This time gives you the breathing room needed to be flexible if things you plan go wrong. No human process or timing is perfect, however much you try!
You cannot be consistently successful when you are expecting everyone involved to "jump from miracle to miracle"! You'll save money in the end by not paying for rushed and fixed jobs. Being rushed always creates additional errors as you skip details to meet timeframes.
Our most successful customers have learned to work backwards from deadlines, successfully creating a smooth process from start to finish.
This is a new feature from the Post Office that was originally slated as a requirement starting May 2009. So many mailshops and software vendors freaked out that the USPS has decided to delay that requirement for one more year. The program is alive and well, however, just not yet required.
We have been using and developing systems around the Intelligent Mail barcode since January 2008 and have had extensive experience in Planet codes before that.
Have you seen our new US Mail Tracking tools?
We are ready for this and have actually lead the way. Is your mailshop using this technology? How many other things are coming that your current mailshop is going to wait for, before learning on your project? Why do they put your mailings at risk as they "figure it out" near deadlines? It's because most shops are reactive instead of proactive.
You deserve to be kept at the front of the direct mail revolution, not in the backseat. These new systems create dynamic advantages for the people that partner with us. What if your competition is using these advanced services and you are not? Mailing with CSG Direct ensures that you are staying at the front of the pack.
This is another core reason to work with a company that is a mailshop first, printer second. It just makes sense!
CSG Direct has been the pioneer in online transparency for your mailings. How many times have you called to see if your mailing went out and you just knew they were stretching the truth?
Well, if you do a great job and can handle the rigors of the tight deadlines and high quality demands of the gaming industry, then why not put it all online where customers can see every step and track every detail of their project?
This is a prime example of why some mailshops will be closing. It is 2009 already. Websites are not new. Why is it that mailshops all over the country have not adopted this idea? Heck, we're the data genius industry, right? I wonder.
We have had live access for our customers since 1999.
We pioneered this idea and we haven't stopped there.
Unfortunately, it is going to take many vendors over 10 years to catch up with all the new stuff we have coming out. Our pricing is already very competitive and we are creating the new business model - not following it.
This is all part of the industry rebirth I have been mentioning.
...and how our clients avoid them and save thousands
We continue along with Sin #6:
Direct Mail Sin #6
Excel sucks for databases. I don’t know how else to put it. Sure, everybody has it and it is one of the easiest ways to display your database visually, but it doesn’t hold record integrity and it plays with the numbers in your database. The worst horror stories ever in our business have Excel in them. We like MS Excel for spreadsheets and mathematics, not for databases.
There is no describing the feeling that comes over you when you find out (after the mailing) that your customer had sorted the [Last Name] field of an Excel spreadsheet before sending it to you. It's like a bomb goes off and everyone involved gets hit with the collateral damage.
These "bombs" are always from excel. Every single time over the decades I have been doing database marketing, Excel is the culprit. Yes there are ways to use it properly to avoid these mistakes. But, the fact that sortation is possible in this manner means excel is NOT a database program.
You've been warned. This is a Direct Mail Sin.