16 Tips to Direct Mail Marketing Success

1. Do the Math.
Plan your mail marketing campaign as an accountant would. Start by figuring out how much income and unit sales the project must generate to break even. Remember, its money that matters first; percentage response rate comes second. In other words, your campaign might actually be a big money maker, even if it has a low percentage response rate.

2. Always Key Code, Record and Analyze Results.
Assign a key code to each list, record and analyze the responses for each code. You’ll see which files are working better than others. Do this on every mailing. When email marketing, use coded links to a special order page in your web site. Many mailers do the key coding but neglect to record and/or analyze. So, they never learn what works and what doesn’t.

3. Test Everything Else, Too.
Copy, package design, offer, pricing and timing are key elements that can also affect a direct mail campaign. Key code, record and analyze results of each change in your mailings.

4. Be a Smart List Buyer.
Keep in mind a few things when you’re ordering lists:

o One time use – Lists are for one time use only. The names are the property of the list owner. However, mailers do own the names of those individuals who respond to their promotion.

o Be flexible – Direct mail lists offer many options; however, all the bells and whistles may not be available on every list.

o Samples – List owners usually require a sample – even just a rough sample – of what you plan to send.

o Time – Many lists can be shipped in 24 hours. Others may take a week or more.

o Minimums – Most list owners require a minimum order of 5,000 names.

o Prepayment – Most list suppliers require prepayment from first time customers.

5. Build Your Own Mailing List.
Your customers, trade show leads, other prospects, inquirers and former buyers are the feedstock for your own comprehensive own direct marketing list. Be sure to include opt-in email addresses. Many BLC list customers have also asked us to market their organizations’ mailing lists. Got an up to date list of 10,000 or more names? Ask us about marketing your file for additional income.

6. Focus on Your Audience.
Your selling message should address the specific needs and interests of your audience. A good list professional will be specific, too. With the details you give them, they will recommend lists that home in on your best customer prospects.

7. Know Each List Type.

o Direct Mail (Snail Mail) – For use in direct mail marketing programs conducted by the marketer. Many of these lists are also available with telephone numbers at additional fees for telemarketing programs.

o e-mail – For use in email marketing programs. Reputable and effective email lists use only opt in names. email list owners nearly always do the mailing for the marketer.

8. Consider Various List Sources.

Keep in mind a few terms when considering lists:

o Association – Professional or trade association membership buyers. Many of these individuals also purchase other offerings from their organizations.

o Subscriber – Magazine or continuity subscription buyers. Sometimes offered along with names of expired subscribers at a lower price.

o Buyer – Proven buyers of a list owner’s product or service. Often offered with a “hot list” or “recent buyers” sub-file at an up-charge.

o Compiled – Names of prospective buyers compiled by a third party. While not usually considered as productive as association, subscriber or buyer lists, compiled files can be effective.

9. Determine List Price.
Direct mail lists most often have a base price per thousand names, expressed “/M”. Options to select geographic areas, job titles, industries, or to add key coding and the like are additives also priced by the thousand names. Shipping and handling charges are charged by the order.

10. How Mailing Lists Are Supplied. Today, most mailing lists are sent via email. However, they can also be provided on floppy, CD, Cheshire and pressure sensitive label stock.

11. Get Your Envelope Opened.
A live stamp, instead of pre-printed indicia or meter mark, short teaser copy and name and address printed directly on a closed face envelope will go a long way toward keeping your mailing from landing in the trash unopened.

12. Use Color in Your Letter Effectively.
Try a blue signature and sparing color use elsewhere to emphasize your most important points.

13. Provide all the Product Details in Direct Mail.
Give your reader everything he/she needs to make a decision. Features, functions and benefits…the more the better.

14. Be Extra Brief in email
You have just fractions of a second. Be quick and tempting. Use the subject line as your teaser copy. Link to your home page in several places.

15&16. Use a List Professional.
(This tip has two numbers because it’s so important.) Use a list pro with years of experience, hundreds of regular customers and a solid reputation throughout the business. They should have access to the best lists and work with sources around the world. List professionals can help you find promising new names that you never knew existed. And, they’ll steer you away from those files you ought to avoid. A list pro will also coordinate the time-consuming list acquisition process (ordering, tracking, shipping, billing, etc.) at no additional charge to you.

Additional information is available from http://www.bethesda-list.com

(c) 2006, Bethesda List Center, Inc.

The Things That Sell the Best by Direct Mail

Sometimes, the products and services that sell the best and make you the most money are surprising and even somewhat ridiculous — things your competitors would never dare do. But these days, you sometimes have to do outrageous things just to get people’s attention. We live in an oversaturated marketplace.Now, I’m not trying to be negative here; the positive part of all this oversaturation is the fact that it mostly consists of the blind leading the blind. Most marketing is homogenized and boring. Nothing really stands out — and that is the key to what I’m trying to describe here. You’ve got to do things that shock people, things that wake them up. You have to do things that generate tremendous excitement: things that sound really good, with big, bold promises people notice. People remember it when it’s crazy, over the top, even a little scary to you.When you’re using direct mail, there’s one point you must never let yourself forget: always, always test small first, especially when you think an idea is over the top. Let’s say you have a list of a thousand good, qualified prospects. You can have a wild, over-the-top offer and send it out to only 50 of those people. If it doesn’t work, you’re only going to lose a little money — whereas if you sent it to everyone and it didn’t work, you might end up broke. That’s one of the beautiful things about direct mail: you can test variations of your big, elaborate direct mail packages to small portions of your list. If something works, you roll it out to the bigger list.We call it lumpy mail, because you often put all sorts of trinkets inside the package to make it bulky. These things cost you money, but that’s just another example of doing things that are surprising, if only because they’re different. We’re living in a market and age now where most marketers are afraid to stick their necks out, for fear of offending people. You can’t make that mistake. You have to be a little crazy to get noticed.Here’s a real-life example of how this works. Once upon a time, I was testing a number of front-end offers for new customer acquisition. I had scheduled 10 different test mailings, where all I was doing was changing the headline on page one of a 12-page sales letter that sold a low-cost offer. I ran out of ideas on the ninth, so I used what I honestly believed, at the time, was the most obnoxious, dumbest idea I could think of for the 10th.It violated all the rules of direct mail. It wasn’t short, simple, and to the point. In fact, it took up most of the first page of the letter, using lots of words in a large font. I never expected it to work, but it outperformed the other nine by a long shot. It became my company’s control, which meant we kept using it, testing new pieces against it to see if we could do better. We mailed millions of those letters… all as a result of an accidental discovery.Sometimes I think we direct marketers try too hard. We want to get it perfect, and I personally fall prey to that all the time. In this case, I just threw something unusual out there — and it worked.I think you should test as much as you can using direct mail. Look for things that are newsworthy and outrageous. Look for things that scare you a little. As long as you’re testing small, you don’t have to worry about losing a lot of money. If it works well — and it might, if it does go over the top and grab people’s attention — you can make a fortune. I’ve seen this in other markets, too. Some of the most outrageous offers are some of the most successful. They’re shocking, they’re different, and they capture the imagination.Another thing that works exceptionally well is to make people feel special. Offer them something exclusive, something most people will never have, and they’ll get excited about it. On the TV show 60 minutes, I once saw a piece about a restaurant in New York City that charges the most outrageous prices in the world — but they have no prices on their menu. They even have a sign in the restaurant that says something like, “If you need to know the prices of the food we serve, you shouldn’t be here.” You might think it would insult people who go in there and aren’t told what they’re going to be charged. But they’re always busy. It’s crazy what some people can get away with!Another thing that really gets people’s attention is to tell them the unvarnished truth about your offer. Tell them it’s great, it’s powerful, it’s something they should have — but it’s not 100% perfect. One of my colleagues once helped a dealer sell telephones he’d gotten for a very good deal. (They weren’t cell phones, because this was many years ago.) Among the things my colleague wrote in the advertising copy was, “These phones are as good as any you’ll ever find on the market, from AT&T or anyone else. There’s only one thing wrong with these phones: Every one of them is black.”Sales went right through the roof, because people didn’t care if they all were black when they could save so much money. So tell the truth about the product, and also tell the truth about yourself. Show them you’re a flawed human being. Tell them about mistakes you’ve made in the past, how you overcame those mistakes, and how you’ve found something special you want to share. That’s a powerful thing.People love stories, and a story often told in the moneymaking business is, “I was broke. I was dumb. I didn’t know what to do. I found this miracle way to get rich. I’m rich now, and I’m going help you get rich.” Hell, that’s my story. I think that was a powerful thing at first, but there are so many clowns using that story now that I can’t help but believe that it’s nowhere near effective as it used to be.But still, tell the truth about yourself and your products, while putting them in the best possible light despite that truth. You can even tell people things about yourself that you might not ordinarily want them to know. The late Gary Halbert was famous for this. He wrote some ads for a client who was apparently involved in some illegal activities, and he was actually sent to jail for a year and a half. The average person would keep their mouth shut about this. But in his sales letters and newsletters, Gary talked freely about it. He even wrote a manual about his experiences in a federal penitentiary: what he learned there, what was good about being there, and also what was terrible.Consumers really appreciated Gary and his work. In person, he was apparently hard to get to know, and kept people at a distance. But in his writing he came across as an open individual with no secrets, a person who would tell you anything. Thousands of people gravitated to him, to either subscribe to his newsletter or to hire him as a copywriter — and he was a very good one.Shock people. The bestsellers wake people up from their mundane existence. Most of us are living routine lives in which we do the same things every day, over and over. There’s very little to distinguish one day from the next. As a marketer, you have to get people to open their eyes and pay attention to you. People are so busy with their own affairs that they just float through life, going through their routines and sometimes missing good offers they might otherwise love. That’s why you need to create offers that really do surprise people and get them to pay attention.One caveat: These must be legitimate offers selling products and services you can deliver on. Don’t shock people with lies; even if your statements are outrageous, prove they’re true. When you do that, you get people to pay attention — and more importantly, you get the right kind of people to pay attention, while repelling the rest (at least for that particular offer). You have to do things that stir emotion in them, get them charged up, get them alert, awake, and ready to respond to your offer.If you’re using direct mail, you can do that without worrying about losing your shirt. That’s the good news, the one strength that no other form of selling has except for using live salespeople. But a real salesperson costs you a lot of money. Direct mail is more fun and lets you sell your offers more economically, in a way that completely and totally separates you from everybody else.

Types of ERP Systems

Is this situation familiar? Your business has started growing, and your multiple software programs have become cumbersome and chaotic to manage. Errors, data duplication, and internal miscommunication occur frequently. Or maybe it’s the other way round: Your business is stagnant and you want to implement changes to stimulate growth.

Many companies put all of their effort and time into the places where they interact with their customers. But although investing in customer touchpoints is vital, you won’t reach your full potential until you properly invest in the main instruments where all of your company’s work gets done — your internal systems.

Every company is digitally transforming. Companies automate their processes, decrease manual work, and change out legacy systems and practices to achieve more efficient workflows and boost their profits. And it works. The enterprise resource planning market has been booming and is projected to reach $78.40 billion by 2026, with a reported 95% of ERP software users seeing improvements in a few or all of their business processes.

Making informed decisions requires getting to know your options. We’ve prepared a guide to various types of ERP systems and what they do. We’ve also listed the best vendors for each type of system to make your research more efficient.

If you’re about to begin ERP selection, you’ve probably asked yourself, “What types of ERP systems are there?” Well, you’re in luck because, today, we’re going to answer this question at length. First, it’s important to understand some of the different ways enterprise resource planning (ERP) systems are categorized. Learn about different types of ERP software solutions — custom, ready-made, cloud, on-premises, industry-specific, generic. Or if you’re looking for a unique custom solution that can address all of your company’s concerns and provide an excellent base for future growth, we would love to offer you our expertise and discuss opportunities that can bring you custom erp development!