Exceeding Expectations

Exceeding Expectations


In a vacuum, running a successful business should be easy.

Choose a good location, sell your product or service at a value driven price, know how to manage inventory with regard to quality and quantity, offer impeccable service, and know how to get the word out to customers who are most likely to want and/or need what you have to sell. While you may think these things are intuitively obvious, you may want to think again.

To begin with, try to remember why you started your business in the first place. Hopefully, it was not just to make money. Now, consider businesses that consistently outperform their competition. Some obvious examples of this are Outback Steakhouse, Costco, Bed, Bath and Beyond, Apple and Home Depot. What do you think these companies have in common that your business might be lacking? Unquestionably, it is that these businesses exceed customer expectations throughout the entire sales process. People like to shop at stores that make them feel good. They like to go to websites that are easy to navigate. When you look at Costco, they sell everything from cereal to caskets. In addition, everything is returnable with no questions asked, unless, of course, the casket is occupied upon its return!

A happy, knowledgeable sales staff leads to happy, informed shoppers. Happy shoppers lead, in turn, to a happy sales staff, especially if they work on bonuses or commissions. So, how do you get the ball rolling onto the cycle of success?

  • Secret shop your store to see how your customers are treated by your sales staff. Then, ask your sales staff to describe your customers’ demographics. Of particular interest is what they came in to purchase, and what they were looking for that you do not carry.
  • Secret shop your competition. Compare everything including merchandise, sales expertise, loss leaders and return policies. Don’t forget, online purchasing is continuing to grow by leaps and bounds. Consider what you need to do to compete with your cmpetition both online and in your store.
  • Pay your employees well. Costco pays its employees more than twice the national minimum wage. They have one of the highest rates of employee retention and the lowest amount of stolen inventory.
  • From a simple pat on the back to meaningful bonuses when employees exceed expectations, people really appreciate it when their hard work and commitment are being noticed and rewarded.

There is nothing in this newsletter that’s groundbreaking.

Still, I guarantee that running your business to exceed expectations will also increase customer loyalty, and then, overall sales.  So my simple, free advice for you is to take a few minutes from a routine day where you spend most of your time putting out fires to think of what you need to do to simply make customers happy to shop in your store.

If you want specialized help and find out about how direct mail is the first step in making your business exceed your customers’ expectations, please visit us

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Counting on Direct Mail

This summer was our biggest, single quarter since 2007. Clients we haven’t heard from in literally years called us to plan their annual direct mail budgets for the rest of this year. It’s no surprise to anyone in business that profits practically disappeared in 2008 and continued to sputter along since then. My advice at the time was that businesses who maintained a modest media presence during the downturn in the economy would come out of the recession with a bigger market share than those who did not. From a direct marketing standpoint, I know which of our clients heeded our advise and which did not. I also know the results.

As was predicted, our clients who kept a modest direct mail presence are able to jump in with both feet. Regardless of the choice you made, it is not too late to benefit from the power of direct mail. In fact, the second half of 2014 is predicted to break all records in the direct marketing industry.

There are a multitude of studies with facts and figures touting the response rate of direct mail. For example, according to Direct Mail News, the average response rate for direct mail was 4.4% for both business-to-business and business-to-consumer mailings—considerably higher than industry expectations, and surging past electronic mail’s response rate of just 0.12%. If you want more tangible evidence, look no further than your own mailbox. For the first time in years, it is once again filled with postcards, circulars, and personalized letters. Furniture stores are doing it. Mortgage company and credit card companies are doing it.  Even craft stores like JoAnn’s, A.C. Moore, and Michael’s are doing it. Bed Bath & Beyond never stopped doing it.

So, there is overwhelming data that shows that direct mail is still the fastest growing and most cost-effective media option. It was true in 2008, and it is even more true in 2015. This does not mean that you should stop paying attention to electronic media. 80% of consumers begin their search online. If you aren’t there, you will lose out on a tremendous amount of business. Never think because your customers won’t buy from your website, that it is not important to be there. Long before customers open your door to spend their money, they have made an assessment of who you are by the way you present yourself on the web.

What role does direct mail have in your media mix?

In the last two or three years, businesses have experimented with internet based advertising. Now, the results are in. While you get a lot more impressions for the money, in the end, it still does not out perform direct mail. Our goal is to connect you with qualified consumers who want to buy what you have to sell. With direct mail, you can target your exact client profile geographically, demographically, and even psychographically. In addition, it allows you to target your existing customers from which 80% of your sales happen.

Here are some of the key advantages of direct mail:

  • In advertising, you only have about a half a second to grab someone’s attention. Nothing does this better than direct mail postcards.
  • Ask yourself, what is the first thing you do when you get home? If your like the majority of consumers, it is to go through your mail. With direct mail,  you actually hold it in your hand instead of clicking it away, deleting it, or not paying attention to it at all.
  • A significant number of direct mail postcards are kept by recipients for between ten and thirty days.
  • Direct mail is the best, and most cost-effective way to drive traffic to your website. Then, you can capture your customers’ email addresses. Once you have a working list, you can augment direct mail with weekly targeted email campaigns.

If you are would like to discuss how your business can get a fresh look at how to use direct mail to generate increased revenue, call Dynamail Marketing today and we’ll show you how we can make it work for you.

Call us at 800.883.3962 or visit www.dynamail.com

Predicting 4th Quarter Sales

The ability to predict sales is the cornerstone of effective financial planning. When you think about it, all aspects of your business rely on knowing what to plan for in both real-time and future sales. Without the right information, it can be difficult to control  inventory, hire the right number of sales staff, and budget for advertising expenditures. Mistakes can be costly and are likely to inhibit growth.

By way of example, our very first client was a well-known, well-respected, high-end Oriental rug dealer in Pennsylvania. At our first meeting, the owner told me that 40% of his sales came in October because his clients were getting their homes ready for the holidays. In contrast, April was his worst month because he believed that his customers (mostly doctors and lawyers) were spending their discretionary income on year-end federal taxes. So, for the first few years, he spent 40% of his budget in October and none of his budget in April. What our client didn’t consider was that his business strategy was directly related to his belief system. He had created a self-fulfilling prophesy. More advertising leads to more sales. No advertising leads to no sales. So, I showed him research for sales trends of oriental rug dealers throughout the country which showed that most other dealers had more balanced monthly sales. Then, we reworked his monthly advertising schedule accordingly. In the end, this change was highly successful.

Predicting monthly and quarterly sales made easy

If you are like most businesses, sales fluctuate with the seasons. You know this, but often you are unsure of how or why. There seems to be way too many variables to make meaningful predictions. While the process of analyzing sales can be tedious, the results are absolutely worth it. The hardest part is having to maintain detailed, accurate records. Beginning with a monthly analysis of sales by-product for the last few years, you can calculate what percentage of total sales are made each month. Ideally, this should be done for every product and/or service you offer.

From there, the math is simple: After you analyze sales, you need to look for relevant factors such as overall business forecasts, potential price changes in raw materials, and increased competition. Now, take last year’s sales and multiply it by the rate of inflation. For example if widgets sales accounted for $100 in sales last year and the rate of inflation is 3%, you forecast $103 in sales in the coming year. In the end, looking at month to month sales by-product will significantly impact almost every aspect of your business. Then, just match this information with your advertising schedule and success will surely follow.

Utilize the data gathering capabilities you already have

Low cost software and accounting programs have made tracking sales and profitability much easier. More sophisticated software let’s you take advantage of all the data you enter into the system to make sophisticated predictions about next year’s performance. The software can make forecasts by either mining data already in the system, or by helping you develop a step-by-step worksheet that collects all the necessary information to make the calculations. Most sales managers are already using this software to keep track of the performance of their sales staff. They can also use it to quantify the best sales leads and determine which products to promote. In the end, it is the best and most accurate way to develop a marketing plan and to measure the effectiveness of your advertising program. It forces you to take a good, hard look at what is and is not selling and what items are most profitable for your business. With the fourth quarter just around the corner, try seeing how predicting sales can increase business for you.

Call us at 800.883.3962 or visit www.dynamail.com

Direct Mail in Your Marketing Mix

Things are really looking up. Home sales are steadily improving. Unemployment is lower than it has been in decades, and the stock market is at an all time high. For the first in time in years,  businesses have reason to feel confident that dollars spent on advertising will yield a healthy return on investment. The really big question is how much businesses should spend, and what should they spend it on. The first rule of thumb is to make sure every dollar spent generates both immediate sales, and sustained, long term brand identification.

Over the last few decades, research has shown that when done properly, direct mail gives businesses the best bang for the buck.

The obvious question that businesses are asking is what impact social media should be having on their advertising expenditures. Last year,  Millward Brown, a leading global research agency, did a survey that revealed that “physical media–AKA direct mail–left a ‘deeper footprint’ in the brain.” They found that when consumers could touch and feel a piece of direct mail piece, it forged an emotional connection that did not occur with digital media. Interestingly,  consumers that were affected by “physical media” were as likely to be twenty-one as ninety-one. I don’t think I’m telling you anything you don’t already instinctively know. What would you be more likely to respond to, a high quality, promotion driven postcard or an ad that pops up when you’re searching the web?
The goal of all advertising is to determine the best way to reach your target demographic at the lowest possible cost. The USPS has used advances in computer technology and information gathering that has made direct mail more measurable and an even better value for marketers. For example, the introduction of the Intelligent Mail Barcode (IMB) and Every Door Direct Mail (EDDM) has opened a range of new services along with cost savings technology to enhance response rate. These postal innovations have made on-time deliverability of direct mail the rule rather than the exception.

So why don’t more businesses rely on direct mail as a significant part of their media expenditures? According to The Kern Organization, it comes down to a matter of training and experience. In other words, not every person will take great pictures just because they buy a new camera. Images and words really matter, and even slight changes can make a huge difference in response rates. Often when we get a new clients and mention direct mail, they shake their head and say the have tried it before and it didn’t work. When we ask to see a sample of the piece, we can immediately see the problem. Without question, in the world of direct mail marketing, experience plays a huge role in producing successful direct mail campaigns. According to a survey done by Target Marketing magazine, direct mail continues to deliver the strongest rate of response, the highest new customer acquisition, and the greatest customer contact and retention.

For more than twenty years, Dynamail Marketing has specialized in direct mail advertising. As  a one-stop vendor, we provide everything including:

  • Initial market analysis
  • Promotion development
  • Expert copywriting
  • Professional design
  • List acquisition
  • Final cost saving postal interface

If you are would like  to discuss how your business can get a fresh look at how to use direct mail to generate increased revenue, call Dynamail Marketing today and we’ll show you how we can make it work for you.

Call us at 800.883.3962 or visit www.dynamail.com

The Recipe for Success

Case #1

If you love gourmet food, you know how exciting it is when a new food market opens in your neighborhood. This happened to me about a month ago when a small upscale market came to town. Since opening the week before Thanksgiving, it continues to be hard to find a parking space regardless of what time of day you go. It’s the buzz around town, and I’ve been there two to three times a week as have most of my friends.

So what’s the secret to their success?

  • There is truly something for everyone. Beautifully displayed produce. A spectacular display of fresh meat, chicken and fish. A broad array of bread and baked goods including a whole case full of single serving restaurant quality desserts. Their prepared food section could keep you out of the kitchen for months, and there is an entire selection of delectable cheese, coffee, tea and wine.
  • Sound expensive? Hardly. Some of the items are a little more expensive than the local grocery chains, but most are comparable. They also have a quality store brand in almost every category. It has really eye-catching packaging and is reasonably priced. In addition, they have clearly marked specials including many “Buy one, get one free” offers.
  • Regardless of how crowded the store is, there is always ample sales staff who are at the ready to assist you. Without asking, they walk up to you to make sure you can find what you are looking for. Check out is fast and easy with enough cashiers to handle the crowd, even on the day before Thanksgiving.
  • Everything I have bought has exceeded my expectations.

Case #2

My son is a rising star in culinary school. As a Jewish mother who equates food with love, there is no shortage of pride, and, unfortunately for him, advise from me. I tell him what he needs to do to start  a successful restaurant. Over and over again. Simply offer great food, attentive service, reasonable prices, and clean bathrooms. More often than not,  he rolls his eyes but continues to appear somewhat interested. After about a hundred times, he parroted the advice verbatim as soon as I brought up the subject. I got the point. I was repeating what he learned in Restaurant 101.

What do these stories have in common?

It’s not Today’s Sale. It’s not the inventory. And it’s not quick delivery. It’s the whole buying experience. To be a great business, you need great products, good value, attentive staff, and legitimate sales and promotions. In other words, have a business where the primary goal is to satisfy your customers. It seems intuitively obvious, but I bet when you think about it, customer satisfaction is not on the top of your list in practical terms. So, consider this. In the next few weeks, before you make any decisions, think broadly.  How will your decision impact your customers’ entire shopping experience? When all is said and done, customer experience is the bottom line. Are your customers having a pleasant experience? Will they tell their friends about you? Will they look forward to coming back? When the answers to these questions is consistently yes, I bet you’ll have more business than you’ll know what to do with.

If you’d like to learn more about how we can help you grow your business, call 800.883.3962 or visit www.dynamail.com

The Secrets of Our Success

Dynamail Marketing was one of the first direct mail companies to offer complete postcard packages which included design, printing, mailing list acquisition and postage. Prior to that, we were a full service advertising agency that provided a full array of media options. So, why did we decide to focus primarily on direct mail?

What happened was actually quite simple. When I went to pitch new business, I would begin by showing prospects our portfolio which included logo designs and I.D. packages, print ads, brochures, collateral material, and direct mail. When I showed them the postcard section, it generated the most interest by far. While we didn’t always start by coming away with the whole account, we almost always were contracted for a postcard project on the spot. Aside from the fact that the project incorporated our design and marketing expertise and an extremely high quality end product, what they liked most was our package pricing. It let them know exactly what the entire project would cost before they even got started. More often than not, after we completed one successful direct mail project for them, they hired us to handle their entire advertising account.

Knowing how successful our postcard program was locally, we decided to market it throughout the country. I wasn’t sure if I could close sales with clients I had never met and who had never met me. I was asking customers to pay us thousands of dollars up front based only on an approved layout and a promise of measurable success after the fact.

So how do you get prospects to become satisfied customers?

  • Listen, Research, Learn – Regardless of whether you sell to other businesses or to consumers, the principles of how to approach them are the same. Prospects want to know that you understand their individual requirements, and you will only sell them exactly what they need. That’s where listening comes in. Don’t just act interested, be interested. Then, only show them the products and/or services that they really need to succeed. Steer them away from media options you know will not work well even if they ask for them.
  • With business-to-business sales,  the more you know about a client’s business before your first contact, the better you can help them improve their bottom line. Go online and learn as much as you can about the general business category in which they operate. Then, go to the new prospect’s website to learn specifically about them. When customers realize you understand their specific needs, you will generate a level of trust that will really separate you from the competition.
  • Reliability – In today’s competitive marketplace, price is important, but it’s not everything. Customers want to know that you’ll be there for them before, during and after the sale. By way of example, after we first speak with a client, we send them a sample package of our work along with targeted mailing list information to identify prospects in their area. If they like what they get, we develop a marketing plan to help them maximize their direct mail expenditures without going over budget. When we produce them information, we tell them when to expect it, and we keep to the schedule religiously. More often than not, we get the information to them within twenty-four hours. We believe that If you are reliable from the outset, you set the tone for the rest of your ongoing business relationship.
  • Exceed Expectations – Presumably you went into your chosen business because you have passion and expertise in the field. Do your best work and offer the best possible service on every job, regardless of the size of the customer or the expected profitability. If your business can’t help the prospect, suggest they call a company that can, even if it is one of your competitors. It’s not only the right thing to do, but it usually turns out to be good for business in the long run.
  • Form a Partnership – The best business relationship is a long-term business relationship. Genuine caring about your clients personal and professional success is the key. This applies equally to retail and business-to business clients. Always call to follow-up after a sale to see how your product or service is working out. Send hand written thank you notes or a small gift like fresh flowers or chocolates to thank customers for their business. Consider calling just to keep in touch or to share information that is not necessarily related to making another sale. Keeping these connections alive will not only help you in the long-term, but, more importantly, it will make working with your customers all the more meaningful.
If you’d like to learn more, call 800.883.3962 or visit www.dynamail.com

A Costly Lesson About Perception and Reality

Major retailers make major mistakes.

In early 2012, JCPenney totally revamped its marketing strategy. They went from aggressive sale events and coupons to what they called “fair and square” everyday pricing. The concept was to have all merchandise in their stores on sale every day at the lowest possible price. At about 40% off retail throughout their stores, their everyday low prices were often lower than the perceived dramatic mark down and enticing coupon promotions that their customers had come to expect. As you might suspect, this marketing experiment was a dismal failure. Sales plummeted by more than 20% and the JCPenny marketing team was at a loss as to how to proceed.

Research has shown over and over again that women find coupons, sales promotional codes, and other time-sensitive incentives to be not just relevant, but essential to their buying habits. A recent study by Burst Media found that moms in particular are likely to click to get coupons as the primary way of selecting where they are planning to shop at any given time. In fact, in key demographics, up to 55% of customers make it part of their daily routine to look for coupons and discount promotional codes.

JCPenney’s precipitous drop in sales was no surprised to anyone except JCPenney. The everyday low price strategy was the brainchild of Ron Johnson who has been credited with big successes like Target and the Apple Store. Why Johnson didn’t consider that female customers, who make up more than 67% of mall purchasers each year, were primarily motivated by the “perceived value” of short-term promotions and that women were willing to wait for them.  According to Britt Beemer, chairman of America’s Research Group, “When you train customers to shop at big discounts, those customers are not going to change.” So where did Ron Johnson go wrong? In the case of Target and The Apple Store, he had the chance to build the brand from the very beginning. In that way, he defined the customer, and then marketed to them. Mark Ellwood, whose book, Bargain Fever articulates just this point when he wrote “Customers still want the thrill of the hunt—it’s hunting and gathering with a credit card. In fact, no consumers have been complaining about discounts so why rock the boat? Everyday low prices lack excitement. In general, no excitement means no sales.” This is what JCPenney learned the hard way. And in the Fall of 2015, they have yet to recover.

Here are some marketing tips to help you create promotions that get the maximum impact:

  1. Start by creating ads that entice customers with great photography featuring your most highly appealing products. Once customers are seduced by the ad, you can let them know that they can have what they want at prices “too good to pass up.” But never, ever forget that most customers intuitively know that prices that are too good to be true usually are. If you try to scam them, they will ignore you like the plague.
  2. When it comes to the length of a promotion, less is usually more. Short sale periods work best because they require prospects to respond immediately to your advertising. Longer sale periods are often put on the back burner until they are lost or forgotten. They elicit no sense of urgency, thus no legitimate immediate call to action.
  3. Make sure your offer is credible. Nothing ticks off customers more than a sale that doesn’t deliver what it promises. Running a sale at up to 70% off, and then, having only a few clunkers on sale at the price you advertise may work in getting customers to respond the first time, but they will probably not buy anything. In the end, they will be hesitant to believe your legitimate offers in subsequent ads.
  4. Keep branding your product with advertising that is instantly recognizable. A good example of this is the coupons consumers look forward to getting from Bed, Bath & Beyond. They’re regular, recognizable and expected.
  5. A basic rule of thumb is that a consumer needs to have to see at least three ads before they begin to pay attention. Choose your media wisely to make sure you get the maximum reach and frequency from each individual program, and from your total annual marketing plan.
  6. If your advertising doesn’t jump out and grab your customers’ attention, you are wasting your money. A good way to see how your ads stand out in a clutter of other ads – take a proof of your ad and tape it inside a magazine or newspaper and then flip through the publication to see if it grabs your attention. With direct mail, take the proof and mix it in with your mail ,and then, see whether of not the piece stands out.

 

If you would like to learn more about how Dynamail’s successful marketing driven promotions can work for you, call 800.883.3962 or visit www.dynamail.com

Branding Your Business in a Growing Economy

The 80% Rule

More than 80% of all sales come from your existing customers and more than 80% of new sales begin with an internet search. While these may appear to be unrelated statistics, nothing could be further from the truth. The 80% rule illustrates the importance of branding, especially among small businesses in an increasingly competitive market. New and existing customers are consistently more likely to buy products from vendors they know and trust.  Branding is also the driving force to make new customers begin their internet search with you. A well-defined brand will build customer loyalty, create brand value, and be the catalyst for business growth. Branding is all about how to strategically position your business, and deliver on your promises at every stage of the purchasing experience. Brand awareness encompasses those unique characteristics that distinguish your product, and sets it apart from the competition. It also relates to the quality of your product, the way you do business, and how you are perceived by others.

How well does your business communicate its “Unique Selling Proposition?”

Essentially, a brand is a promise you make – beginning with your initial marketing efforts and ending by exceeding your customers expectations. You know that you have achieved this goal when your branding efforts are clearly identified by key audiences and relevant demographics.  However, first and most important, you need to identify who you are with regard to what customers are looking for. In other words, you have to carefully evaluate your company’s positioning and core values. Only then should you determine the best way to communicate your business solutions to the intended target audience. If you do this well, success awaits. If you can’t articulate how you are better than the competition, you will get lost in the crowd.

Solution Based Branding

You don’t have to be a rocket scientist to know when business is bad and when it is starting to improve. But being successful in business takes more than smarts. Sometimes it takes guts. You have to take some risks, always reaching slightly above your comfort zone. Since the mid-eighties when I starting in the advertising business, I have always believed that the best marketing strategy was to brand your business first, and then, and then, give customers an incentive  to choose you because you represent the best value. Getting back to the “80% Rule,” your advertising must make consumers’ internet searches begin with you, and shopping experience end with complete satisfaction with you.

Where you can begin:

  • Make sure your brand offers a clear message about how you are better than the competition. Research shows over and over again that customers will pay more for better quality, service, and reliability. A brand should provide something that gets attention over and over again. Good examples of effective branding include Apple, Bed Bath and Beyond, Home Depot and Overstock.com.
  • Make sure your company is offering something that your audience wants, and is not getting from your competitors. I suspect that was the driving force of what you wanted to achieve when you started your business in the first place. Get in touch with your vision and make sure you articulate it to the public.
  • Be consistent with your message from beginning to end. Don’t just say you are the best. Be the best. Your advertising campaign is the end product of your efforts to build a company that says what it does and does what it says. Have your core values and business strategy reflected in every aspect of your company’s operations. Treat aspects of your business from product development to sales as an integral part of your brand.
  • Don’t try to appeal to everyone or you will dilute your advertising message and appeal to no one. Focus on the best niche market for your product or service, and then, concentrate your advertising dollars on that specific market.
  • Balance your marketing strategy between both new and existing customers. While 80% of your sales may come from your client base, this list will dwindle over time. To continue growing, you have to effectively brand your product to new prospects who are looking for what your company offers.
  • Know who you really are. Know your strengths and weaknesses through honest analysis of what you do best.

 

If you’d like to learn more, call 800.883.3962 or visit www.dynamail.com

More Direct Mail – More Profits

 

Do you know what it takes to maximize your advertising dollars with direct mail?
We do and to prove it to you, we will design your next direct mail postcard for FREE!!!
That’s right. We’re so sure we can show you how to create a mailer that will turn inventory into cash that we’ll design it at no cost or obligation to you. If you like it, we’ll give you a 25% discount off your first order just to show you how profitable our direct mail postcards will be.
With more than 25 years of experience and a proven track record of thousands of satisfied clients, we understand the difference between creating a mailer that will get a good rate of response, and one that will be an overwhelming success. Our experience guarantees that we will create an eye-catching design that will really stand out in the mail, develop a results driven promotion, and work with you to select a highly targeted mailing list. Before we even get started, we will develop a well-thought out marketing strategy to help you identify both your short and long-term marketing objectives. All this at absolutely no cost to you.
The Magic of Direct Mail
Think about this. What is the first thing you do when you get home from work? If you’re like most people, you go through your mail. This makes direct mail the only media option that puts your advertising message directly in the hands of potential customers. Better yet, mail stays around long enough to get multiple impressions at no additional cost. Even in today’s environment of text messages, emails, and social media, people still look forward to going through their mail. You may have noticed from your own mail that advertising postcards, letters, and catalogs have increased four fold in the last year.
So, what are you going to do about it? If you’re a savvy marketer, you will start an annual direct mail program that will grab the attention of a highly targeted customer base by cutting through the clutter and making prospects an offer they can’t afford to miss.
Here are proven methods to make direct mail work for you:

  1. Choose the direct mail format that best suits your marketing objective. High gloss, oversized color postcards stand out in the mail and get instant attention. Letters are great for private sales. The more personalized a letters appears to be, the better the chance that it will be opened. Some simple ways to personalize letters are to change the size of the envelope to make it look more like an invitation, use a font that makes it look as if it is hand addressed, and choose a live stamp instead of a pre-printed postal permit.
  2. Today, 80% of all sales start with online shopping. Therefore, all direct mail should drive traffic to your website. If you offer coupons and special deals online, you can develop an email list so that you can begin to contact customers with a combination of direct mail and blast emails. Make sure your website is not only attractive and up-to date, but also an effective marketing tool.
  3. Direct mail is the only media choice that is measurable. You can tabulate the response rate, how much and what was purchased, and where respondents came from by having customers bring in your mailer piece or reference a special code for online orders. By analyzing the results, you can continue to analyze and optimize your direct mail program going forward.

Let Dynamail design your next direct mail postcard FREE!!!

No charge. No obligation. No kidding.

If you’d like to learn more, call 772.341.9030 or visit www.dynamail.com

Advertising is Expensive During Campaign Season


Plan your Fall media now and get the biggest bang for your buck.

If you are planning on including television and radio as part of your media mix as political advertising heats up, you might want to reconsider.
It is estimated that both the Republican and Democratic nominees will spend over $1 billion each in pursuit of the presidency. Record spending is also expected for congressional, state and local races. The Supreme Court’s  Citizens United decision allowing unlimited campaign contributions is likely to dramatically affect radio and television inventory,  and what media time is available will be so expensive it won’t be cost-effective.

Direct mail is one of the few media options that won’t get more expensive during the campaign season! Now is the perfect time to try what many consider to be the most effective media option regardless of whether or not it is campaign season.

Dynamail Marketing has been creating direct mail for over twenty-five years. Not because it’s all we can do. It’s what we want to do because it works. We know how to create extremely successful direct mail campaigns for a wide variety of businesses. We have the experience to maximize response rates from targeted, qualified consumers. We know that when done properly, direct mail is hands down the most cost-effective way to grab the attention of new prospects and existing customers to immediately increase profitability.

Consider the benefits of direct mail…

  • Research shows that 98 percent of consumers read their mail at home and in the office the same day it’s delivered. They hold a mailer in their hands, giving customers a direct link to your message. The ability to make personal one-to-one contact with your prospect is a unique advantage of direct mail. No other media option can personally affect potential customers in the same way.
  • For interested prospects, direct mail stays around. This means that your message will have multiple impressions at no additional cost.
  • Direct mail campaigns let you target only those prospects who are most likely to respond. Experienced direct marketing companies know how to find the right customers for your product or service. The best companies understand both the art and the science of targeted direct mail.
  • Savvy businesses are using direct mail to advertise sales, promotions and new products. It drives prospects to their website for more information. 80% of consumers do their initial shopping online so making sure that they go to your website is essential. Direct mail is the best way to do this.
  • With advances in computer technology and information gathering, there is a list for almost anything. For example, you can find a list of diabetics on medicare within a single county in Florida or a list of female consumers who have an income of over $100,000 who are celebrating their birthday in a given month.
  • Direct mail campaigns can be designed to fit any budget or advertising schedule. For example, you can start out small to see the rate of response before you risk a lot of you advertising budget on a comprehensive mailing. You can also amortize your expenditures by choosing to do a larger mailer but spacing it out over a number of weeks or months.
  • Direct Mail is easy to measure so you can see exactly many responses you got and who responded. Based on that information, you can refine your message and target audience to maximize the effectiveness of future mailings.

If you would like to develop a direct mail marketing campaign to increase fourth quarter sales, call Dynamail Marketing today for a no-cost market analysis of your business.

If you’d like to learn more, call 800.883.3962 or visit www.dynamail.com