From concept to delivery by the post office, many details need to be taken into consideration when designing a mailing campaign. Some of the main areas of consideration are type of mailer to be used, full color or one ink, should you mail First Class or Standard Mail, to name a few.
One consideration that is extremely important, but often overlooked is “Time”. Many mailings are time sensitive and as such, budgeting enough time so that the mail is delivered in advance of your scheduled event or response date is imperative.
The following five steps must all be accounted for when you are trying to estimate the timeline for your mailing campaign:
- Mail Preparation
- Mail Delivery
The amount of time required for the design/proofing usually depends on you. It can be as little as a couple of days or as long as changes to the design continue to be made. The amount of time need for the printing and the mailing services usually falls in the 5-7 business day range. Specialty stocks and custom finishing take more time, and since each job is different, it’s always best to get an estimate for the amount of time needed from your FNBR representative.
Lastly, you need to take into account the amount of time that your mail piece needs to be delivered by the post office. A handy link for delivery time estimates is: https://ribbs.usps.gov/modernservicestandards/
When using this link, you must take into consideration if you are mailing First Class or Standard Mail and if your mailing list is local, regional, or national. The delivery times listed on the interactive maps are only estimates and other factors such as postal holidays, weather and high volume postal delivery periods need to be taken into consideration.
With time sensitive mail, it’s always better to budget extra time into your plans. It is better for your mail to get delivered a little before the day you prefer rather than after your event is over!
Contact FNBR at 888-988-8148 or email@example.com for help with your next marketing campaign.
Every direct mail letter should strive to make a connection between the letter writer and the recipient. Response rates can be dramatically increased by forming a common bond between the writer and the recipient.
The first step in creating such a bond is to know your mailing list. By studying the demographics of the mailing list, the letter can be carefully crafted to draw in the reader, and the longer that your letter engages the reader, the more likely you are to receive a response.
- In the first scenario, the agent writes a generic letter that extols the benefits of a new policy her company is promoting.
- In the second scenario, the agent makes use of the knowledge that when she purchased her mailing list she had used a “Presence of Children” demographic selection. With this knowledge in mind, she opens her letter by saying…”With three small children of my own, I often wonder what would happen to them if something were to happen to me.”
Every parent at one time or another has worried about how their children would be taken care of if something were to happen to them. With that simple opening sentence, she has now made a connection with the recipients of her letters. The recipients now have a common bond to the letter writer and a reason to keep on reading. The balance of the letter still goes on to promote the insurance policy.
- There are no additional out of pocket costs to write a letter that creates a bond between the recipient and yourself.
- Improved response rates that are generated when a bond is created and that means additional revenue in your pocket.
Take the time to analyze your database and then create that special letter, which will make a connection between you and the recipient, you’ll be glad you did.
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Consumer Demographics help make a strong connection.
With FNBR’s mailing services, we can help you create a connection.
About FNBR Incorporated
FNBR is a marketing company located in Tampa, Florida. FNBR offers mailing lists, database management services, typesetting and graphic design services, printing and bindery services, email marketing, and complete direct mail services to companies throughout the U.S. and Canada. FNBR can be reached at 1-888-988-8148.
Just like raising a child, hygiene and nourishment are two vital parts in maintaining a healthy mailing list. For tips on cleaning up a database, see our previous articles “Database Hygiene” and “Data Cleaning Tools“.
Let’s assume that you regularly take the necessary steps to maintain a clean database of previous customers. Now, in order to grow your business, you need to supplement your list of previous customers with future buyers.
The best way to get new customers is to know your present customers. Creating a profile of your top customers will help you to identify what these customers are looking for in your product or service. This profile will help you determine how your best customers differ from your less active customers and will help you to identify prospects with the highest likelyhood of becoming new customers. Armed with the information you have collected from your best clients, you can augment your current client database with a list of high quality prospects to create future sales.
To create a top client profile does require some work on your part. You need to engage these clients in a conversation where you are able to gather personal information from them. Questions such as the client’s age, income, marital status, homeownership, etc., will help you to build your profile. You can try offering a discount off a future purchase, or perhaps a free service, to entice them to respond to your inquiry.
Continue the Conversation:
When you are ready to start, feel free to call your FNBR representative at 888-988-8148 or send us an email at firstname.lastname@example.org. We’ll help guide you with the types of questions that will be useful to help target future customers for your business.