How do you create successful direct mail in 2013?

The United States Postal Service postmaster general, Patrick Donahoe, recently told The New York Times that the postal service is in a financial crisis today because of an inflexible business model.  Many legislatures believe that there are options to cut costs and increase revenue while still preserving the postal service.  Reports on the current state of the United States Postal Service are a bit chaotic.  It is predicted that in 2013, the United States Postal Service will undergo changes that it has never previously experienced.  This includes postage rate increases, new piece specifications, and a reduction of the network that delivers the mail.  It is hoped that these shifts will create significant savings for the United States Postal Service.  If direct mail continues to be a profitable medium for marketing, brands must find the most cost effective solutions in light of the USPS transformation.

Postage rates for folded self mailers

The rate increase percentage is based upon produce and service.  The overall average rate increase across all classes of mail is capped at 2.1 percent.  There are a variety of common mail formats that are considered folded self mailers that currently mail at standard letter rates.  The 2013 changes now categorize these letters into a higher postage rate.  Paper modifications can also offset the impact of postage rate changes on folded self mailers and unenveloped mail pieces.  If marketers begin to understand all of the new specification changes, they can then modify and test formats that comply with new regulations without losing any impact.

File optimization

Analytics can identify a variety of items.  Two of the most important being prospects and response.  By understanding these categories of an audience through analytics, marketers will experience gains in responses and improved campaign results.  These file optimizations are another way of testing your campaigns.  Putting your database into a third-party system will help define postage rate and shipping methods to get your mail to the intended recipients on time and budget.  

Production and logistics

Marketers must execute their mail campaigns on time and on budget once their format is designed and their data files are set up.  To enable marketers to determine the in facility dates, they should work backward from desired in-home dates.  These dates also assist in driving production scheduling, from manufacturing dates to artwork and data file due dates and even material ordering dates.      

There are several options to move mail pieces in the USPS delivery system  

• Presorting - arranges the mail file according to delivery scheme by zip code  
• Benefit: determines campaign postage rates and cost

• Co-palletization - combining trays of mail going to the same entry points on the same pallets
• Benefit: similiar to destination entry, "co-pal" offers discounts for moving the mail further downstream in the USPS network

• Comingling - Groups together pieces of mail from multiple clients/customers or one client's multiple mailers.  
• Benefit: affords businesses and organizations even lower postage rates through deeper penetration of high volume mail into the delivery system.

• Destination Entry - Often referred to as drop ship, this involves shipping pallets of prepared mail directly to the USPS sectional center facility
• Benefit: provides discounts for moving the mail further downstream in the USPS network

• Logistics planning - determines the best load and delivery patterns
• Benefit: optimizes transportation costs

Facility closures

Through 2015, roughly fifty percent of United States Postal Service facilities face closure.  This is due to an effort to cut more than $22 billion in costs.  Ten years ago, letter carriers delivered 202.8 billion pieces of mail.  In 2011, only 168 billion pieces were mailed.  If a marketer routes a direct mail campaign to the wrong location, it will result in major delivery delays.  As the USPS moves forward with their plans to close hundreds of mail distribution centers and post offices, it is crucial that marketers understand the timing and impact of individual facility closures.  

Direct marketers must stay focused on finding postage, processing and logistics savings to maximize mail delivery.  By understanding the "new" USPS, along with optimized mail piece design and processing, this is achievable. 

Ready to kick off 2013 with a great direct mail campaign?

  Let SYNERGY help!  

Give us a call today at 714-824-3780 to speak with a sales representative.  

Or visit http://www.synergyvxpromotions.com for your FREE quote and chance to win a 1,000 piece mailing!   

Focus On: Thanksgiving Marketing

In the spirit of Thanksgiving, I rounded up a few Thanksgiving related marketing tactics that have been catching the attention of holiday shoppers everywhere.

                                                           

Nordstrom

Nordstrom is an upscale retail chain in North America initially founded as a shoe retailer.  Today the company sells clothing, accessories, handbags, jewerly, cosmetics, fragrances and home furnishings.  Nordstrom is known for their five major sales, outstanding customer service and return policy, and always eye-catching displays of the latest fashion trends.

Most stores begin decorating for Christmas right after Halloween.  But Nordstrom takes a noble stand against making their stores look like the North Pole prior to November 25th.  This advertisement, seen throughout stores over the years, has made a huge impact with fans and customers.  It also gives customers something to look forward to - knowing exactly when they can walk into their favorite store and feel like they are in a winter wonderland.  

PETA

This PETA advertisement, aimed at children, has been put up in various US cities near elementary schools.  Most PETA advertisements are so shocking and extreme that they would never get approved to be on a billboard.  The Project Manager of this campaign stated in an interview that, "children have a natural compassion for animals.  [...] They are also bombarded with constant fast food advertisements and we'd like to offset that negative influence with a message of kindness."  The dogkey (dog/turkey hybrid) allows children to instantly recognize a Sparky just like their own and hopefully make the connection that the turkey they enjoy every year is also an animal.

Target

Target does an excellent job advertising their low prices and special promotions during the holidays each year.  Remember the crazy red jumpsuit lady?  The company got themselves into some hot water after deciding to start Black Friday early this year.  But they are not the only company starting Black Friday sales on the 24th.  Wal Mart, Best Buy,  and Macy's are also opening their doors early to let shoppers get a head start.  While some retailers feel the pressure to keep up with competitors many employees and customers are rejecting the early shopping hours.  An online petition, that gained over 200,000 signatures, urges Target to put families before their sales.    

What other companies have used controversial (or viral) marketing/advertising techniques during the holiday season?  Does it affect where and how you shop this time of year?

  

Focus On: Personalized URLS

In the first two posts for our "Focus On" series, we discussed direct mail letters and postcards.  We also discussed how to take your direct mail marketing to the next level by incorporating more than one marketing strategy.  Tools such as a PURL and QR Code engage those who may be less inclined to pick up the phone and call you.  

Here at Synergy, we love PURLS.  Did you know that a mail campaign that uses a PURL is likely to see a 30-60% increase in response? 

A PURL or Personalized URL is a unique website that is personalized for each recipient of a direct mail or email marketing campaign.  The PURL literally contains the name of the recipient in the web address.  When a direct mail or email recipient goes to the website listed, it will be personalized with their name.    Personalized URLS help you engage your audience, not talk at them.    

If you are a business that has access to a database, you should be including PURLS in your marketing campaign.  Here's why:

• According to the DMA, 42% of direct mail respondents prefer to respond online.  
• 81% of Marketing Executives agree that target direct marketing campaigns outperform mass-market campaigns
• Well executed multi-channel marketing campaigns generate a sales lift of 7-37% versus traditional marketing approaches.
• According to MindFire, Inc., studies have shown that more than 42% of direct mail recipients prefer to respond online.  Personalized URLs provide a convenient response option.  

One of the most common ways that people use PURLS is for lead nurturing.  Your business can use a landing page to collect specific information about a prospective client.  A questionnaire style survey will help you identify:

• demographics
• budget
• authority
• timeline/need
• behaviors

Another great way to use a PURL is to drive current clients or customers to renew a membership, contract, or subscription.  A PURL should mimic your marketing materials.  Consistency is a big factor in making sure that your prospect does not get confused by your offer.  Don't let your prospect arrive at your PURL and think, "Why am I here?"  If you present your message that you gave in your direct mail piece, the prospect will know he is in the right place.  

One of the other benefits of a PURL is the built-in testing possibilities.  Feedback from your tests can be available immediately.  Make two separate templates and then segment your list in half.  Send one template to the first half of your list and the second template to the other half.  These segmented lists allow you to view which template had better respond rates over any given period of time.  Target Marketing magazine said it best.  "Once you start exploring the possibilities of a PURL, which can be personalized to any degree that your budget can bear, you'll come to see them as an invaluable tool."

Ready to get started on your next Personalized direct mail campaign?  Let Synergy help you!  

Give us a call today at 714-824-3780 to speak with one of our friendly and knowledgeable sales representatives.  Or you can get a free quote by visiting http://www.synergyvxpromotions.com

5 Direct Mail Marketing Tips You Need to Know

Believe it or not, there are people out there that may be interested in your product or service.  Are you targeting the right prospects?  To improve your response rates, you must target an audience.  This also aids in keeping your expenses down for a direct mail marketing campaign.

Does your piece stand out?  People live cluttered lives thanks to numerous media outlets.  Don't take a chance of your mail piece getting lost in a pile of junk mail.  Your piece should stand out, grab the prospects attention, and use some sort of hook to draw people in.

Does your target audience care about your company or do they care about what you can do for them?  Your prospects care about what you can do for them.  In your direct mail marketing campaign, tell people how the features of your product will benefit them.  A direct mail campaign is about your consumer and their needs.  

Many companies alienate their prospects by using industry-specific jargon.  In your direct mail campaign, it's crucial that you research what language the average consumer is using to describe your product, industry, or service.  Then you can join the conversation on their terms and increase your chance of them hearing your message.  

As stated earlier, we live in a cluttered world.  Prospects will need to view a message multiple times before they're likely to do business with a company.  If you forget about your prospect, they will forget about you!  Make yourself consistent by keeping your company name in the forefront of their mind.  The next time that they see your mail, they're more likely to engage with it.  Another key factor in your marketing is to use multiple strategies.  Not everyone responds to specific marketing strategies.  Some people are very receptive to direct mail while others prefer email marketing or social media.  Use direct mail marketing in combination with other marketing techniques to ensure that prospects engage with your company however they feel the most comfortable.  

One of the easiest ways to encourage consumers to engage with your direct mail is by including a Personalized URL (PURL) on mail pieces.  A PURL is a "custom micro website created specifically for the recipient of a particular direct mail piece.  Not only does each recipient have a unique URL, but the landing page will greet that recipient by name!" 

Think about what you want to do differently in your next marketing campaign.  Visualize what you want to accomplish from your campaign.  There are numerous high quality products and businesses that fail due to poor marketing.  Don't let your business or product be one of them!  Think of some of the low quality products that succeed because of their marketing.  McDonald's is not known for their gourmet burgers and steak fries.  They're known for their offers, catchy promotions, and low prices.  And they've got $24 billion in revenue to prove it.  Anyone knows that Pizza Hut is not the best, gourmet pizza in your town.  There's always that one hole-in-the-wall, mom-and-pop pizza shop that knows your order before you even walk in.  Pizza Hut is successful because they focus on their marketing and view themselves as a marketing business - NOT a pizza business.  

We want to know: Pizza Hut and McDonalds are just two example of businesses that have succeeded because of their marketing, not necessarily their products.  Can you name any others? 

Focus On: Direct Mail Postcards

According to the October issue of Deliver Magazine, 54% of mailed postcards are likely to be read by recipients.  Creating effective direct mail postcards is a great way to gain new customers and increase revenue to existing customers.  By developing a strategy for your postcard, you can maximize your ROI and get great results.  

In our first "Focus On:" post we discussed standard direct mail letters.  Many times, a postcard is used in place of a letter due to the size and "stand-out" quality.  At times a postcard acts as a double edged sword.  Due to their size, they can easily get lost in mail.  But if done properly, a postcard is cost effective and economical.  Another factor that contributes to the success of postcards is that they are effective for most products or services.  What makes them especially unique?  They do not have to be opened.  Unlike a letter or brochure your offer is visible to a prospect immediately.  There is no sifting through buckslips, inserts, or envelopes.  Prospects don't need to read a letter five times just to understand your offer.  With a postcard, it's simple and clear.

One of the key ideas behind any effective direct mail campaign (aside from your list) is to understand your customers.  The best way to figure out your customer demographics is through research.  Understand where they are coming from and their motives for being interested in your product.  Remember when we said that you should continually test your direct mail?  Well, that's not the only thing you should continually do. You should continually gather information about your customers so that you can mail things they will be interested in.         

Since space is limited on postcards, it's crucial that you make your offer stand out.  Maintain simplicity but be bold.  Avoid too many font types or colors but use bright colors or headlines that catch the eye.  Use a good brand image to stand out from the rest of the mail.  

With your limited space make sure that you are not forcing the prospect to search for your information.  The call to action should be clear.  Specifically state how to get in contact with you whether it be through an email, website link, or phone number.  The last thing you want to do is risk losing a potential client because they couldn't find your contact information.  

When you want to get your message out to a large amount of people, a high-quality postcard will do the job.  Use one for advertising your latest product or promotion, announce new office information, or keep in touch.  The opportunities are endless!  

Ready to get started on your next postcardcampaign?  Let Synergy help you!  

Give us a call today at 714-824-3780 to speak with one of our friendly and knowledgeable sales representatives.  Or you can get a free quote by visiting http://www.synergyvxpromotions.com.

Focus on: Direct Mail Letters

If you want to print a direct mail piece, the possibilities are endless.  There are direct mail letters, personalized pieces, self mailers, coupon mailers, and postcards (to name a few).  If you really want to maximize your campaign and increase ROI, don't just choose the first type of mail piece you see.  Do your research to find what will complement your campaign effectively.

This month we are going to highlight the pros and cons of various direct mail pieces.  While we love all direct mail, your campaign may benefit more from using a letter over a postcard - or vice versa.  

Focus On: Direct Mail Letters

Overview
Direct mail letters are a cost effective way to reach your current and prospective customers. When using a printing company that specializes in direct mail, they will offer you every thing you need. You will be working with an experienced direct mail professional who can help you cover all your bases. Direct mail companies are familiar with letter/envelope size and weight, postage, data lists, templates, and copywriting.  Of course you have the option to send your direct mail letter on your own.  However, make sure that you compile a credible data list and check postage and weight before mailing.

Writing effective copy
One of the most important aspects of your direct mail piece is the copy.  If you want a high response rate, you will want to work with a specialist that is familiar with your industry or type of business.  Good copy will give the prospect a reason to reply immediately - usually by stating that the offer is "limited time only".  Another incentive to guarantee early response is to offer something to prospects that respond within a certain time frame.  For example, anyone who responds within twenty-four hours may receive something free.  Also, let prospects know that there is a limited number of your offer available to encourage them to respond quickly.


Buying a list
Direct marketing experts agree that the direct mail list - who you are mailing to - is the most important factor in the success of your direct mail campaign.  Experts claim that the direct mail list accounts for about 50% of the success of your mail.  If you search Google for a "direct mail list" you'll get more than ten million results.  If it's your first time mailing, you will probably be a bit overwhelmed.  Even if you decide to print your own letter, it's probably best that you use a data company to provide details on who to mail to.  If you do this without going through a direct mail company, read reviews and spend a lot of time researching companies so that you do not get scammed.

Size and weight
The U.S. Postal Service is very specific when it comes to acceptable format sizes for mail.  Luckily, when you work with a professional service, they are familiar with how the USPS works and most likely even know some of the associates locally by name.  Instead of making your already busy schedule more stressful, your direct mail coordinator will be the middle man.  To view more details on the USPS standards for mail, click here.

Other tips for your direct mail letter

• Make the letter friendly and conversational
• Remember who the letter is written by.  If it's coming from one person, use "I" and "you"
• Make key parts of your letter stand out by using bold text, underlined words and different font sizes.
• Don't write too much: keep your paragraphs short so that they don't overwhelm the reader
• Get to your point.  Start off your letter with a question to spark interest.
• Give your reader a call to action!  Tell them what to do.  Calling a certain number, send in a reply card, go to a website, etc...
• Include a "PS:".  Studies have shown that readers tend to look at the PS comment before anything else.

Ready to get started on your next direct mail campaign?  Let Synergy help you!  

Give us a call today at 714-824-3780 to speak with one of our friendly and knowledgeable sales representatives.  Or get a free quote by visiting http://www.synergyvxpromotions.com

INTRODUCING...

3 Ways to Give Your Direct Mail a Spooky Twist

Nowadays, most people associate Halloween with ghosts, vampires, witches, and candy corn. What you may not know is that Halloween actually dates back to Celtic rituals thousands of years ago. In 2001, over 160 million people celebrated Halloween. Why not take advantage of this popular holiday with your direct mail campaigns?

Propose a treat
Send out brochures, postcards, or greeting cards with a holiday treat. Coupons for discounts, free promotions, or buy one get one deals stand out to consumers. Make sure that along with your promotion you write attention-grabbing copy to keep their focus on the piece.

Pei Wei

Tell a story
People like stories. Make your themed mail pieces fun and interesting! Include legends of different stories or history relating to the holiday. Turn your headlines into spooky titles so that they stand out.

Give away tips
When I was little, I remember coming home from trick-or-treating and having to wait while my parents sorted through my candy. They made sure that nothing was open or suspicious looking. Parents love safety tips and ideas. If you are an agency that works with children or parents, send out direct mail promoting safety tips specifically for that holiday.

We Want To Know: Have you ever sent holiday-themed direct mail? As a consumer, would a themed mail piece with a special offer catch your attention?

Our creative and experienced team at Synergy knows how to get readers to open your mail with attention-grabbing colors,copy, and promotions. Give us a call today at 714-824-3780 to speak with one of our friendly, knowledgeable Sales Representatives who can answer all your questions!

Why You NEED To Test Your Direct Mail

"Never stop testing, and your advertising will never stop improving."
David Ogilvy

Have you ever thought about the difference between real world knowledge and book smart knowledge? Reading a book about how to garden and actually spending your time working in a garden are two very different things.

As a direct marketer, one of the best ways to improve your mail campaigns is to test them. If a marketer wanted to grow some flowers in his hypothetical garden he could read a book about how to do it or he could go outside and start planting seeds in his yard. By actually getting his hands dirty (pun intended) he would figure out what flowers grow better in the summer and what flowers require more/less water than others.

The first thing to do before a test is identify the 5 W's:

Who am I testing?
What am I testing?
Where am I testing?
When am I testing?
Why am I testing?

Also identify the most important variables and how many restrictions you have. Restrictions can be anything from location to budget to time frame.

Do you know what you are testing now? If you are working on a new marketing program, focus on big issues. This includes the actual product or service you are promoting, the list you are sending to, prices, and offers. If you are testing an already established campaign, look at the format of your piece. Are there any new creative outlets you can incorporate into the mail to make it stand out more? Are you using color effectively? To make the most impact with an already existing piece, keep it simple and focus on enhancing the basics.

As with anything you do, it's important to recognize your ultimate goal. This helps your overall focus. When testing a campaign your goal should be to boost response rates and increase your ROI. Every market is unique. When testing the basics, your mail piece should be just that. Basic. Use simple and straightforward copy. Stick to copy and formatting that has been successful in the past. It is important to feel confident in your mail piece when testing new lists, offers, prices, or products.

When is the best time to test your mail? With every mailing, there is an opportunity to learn and boost your ROI. Don't miss out on valuable opportunities to make each mail piece more successful than the last. You also don't want to test too many variables at once. Stick to one variable at a time so that your results are focused. If you test five different variables at five separate times, you are going to have a very strong mail piece in the end.

We want to know: How often do you test your mail? What variables, in your opinion, are the most important for you to test?

Let Synergy help you create the most effective direct mail campaign possible. Get a free quote online today!

Synergy University: Color 101

This post is part of a series called Synergy University. Think of it like a 4 week course you take in school except that we will not be assigning homework or exams and we promise not to put you to sleep.  Follow our posts on Twitter with the hashtag  #SynergyUniversity!

One of the main goals behind direct mail marketing is to get customers to respond to a call to action.  The next goal is to close a sale. 

In past blog posts, we have discussed some of the ways that you can create effective direct mail.  Have you ever considered the fact that the colors used in your direct mail could create higher or lower response rates?

Color is a form of nonverbal communication that expresses an idea, emotion, feeling, or thought.  Research has shown that color "increases brand identity, assists in memory, increases a reader's participation in ads, and improves readership, learning, and comprehension."  This idea is called Color Psychology.  According to an article by Kendra Cherry, “certain colors can raise blood pressure, increase metabolism, or cause eyestrain.”

URGENT: OPEN IMMEDIATELY

Think about the analytic aspect of designing mail.  Focus on the outcome that you desire from your direct mail campaign and think about how to complement you copy with specific color choices.  Look at the text above and below this paragraph.  Which one catches your attention?  The color red is known for evoking a sense of importance, urgency, and danger.  Stay away from using your favorite colors on a mail piece.  Just because you love them and want to use them doesn't mean that they are going to be effective.

URGENT: OPEN IMMEDIATELY

Here are some direct mail pieces that use color to complement their copy:

Green: luxurious

Purple: wisdom

Orange: joy

Blue: peace

Black: elegance

We want to know: Do you pay attention to colors?  What color catches your eye in a pile of mail?

Our creative and experienced team at Synergy knows how to get readers to open your mail with attention-grabbing colors and copy.  Give us a call today at 714-824-3780 to speak with one of our friendly, knowledgeable Sales Representatives who can answer all your questions!

Synergy University: Direct Mail & The Environment

This post is part of a series called Synergy University. Think of it like a 4 week course you take in school except that we will not be assigning homework or exams and we promise not to put you to sleep.  Follow our posts on Twitter with the hashtag  #SynergyUniversity!

We are keepin' it short and sweet today.

Let's debunk some direct mail myths.

Myth: Trees are being destroyed to produce direct mail.

Truth: North America practices sustainable forestry.  Trees are harvested and replanted continually.  Plus, the marketplace is now able to produce paper with a logo that certifies it is from sustainable, forested lands.

Myth: People don't recycle their direct mail.

Truth: In 2007, the federal fair trade commission gave direct marketing businesses and organizations clearance to include “recycle please” messaging on catalogs and direct mail, encouraging readers to recycle.

Myth: Americans throw away ALL their direct mail, without even opening it.

Fact: The average United States household receives less than three pieces of direct mail advertising per day.  According to the United States Postal Service Household Diary Study, sixteen percent of households choose not to read their mail while 81% of people read their mail.

Interested in more information on Synergy and how we can help your business? Maybe you're ready to take your marketing up a notch with direct mail. Give us a call today at 714-824-3780 and speak with one of our friendly, knowledgeable Sales Representatives who can answer all your questions.

Synergy University: Online & Print Media Information You Need to Know

This post is part of a series called Synergy University. Think of it like a 4 week course you take in school except that we will not be assigning homework or exams and we promise not to put you to sleep.  Follow our posts on Twitter with the hashtag #SynergyUniversity!
As anticipated, things got heated last night during the third and final debate of the 2012 Presidential Election. In a previous blog post, I discussed (in detail) the importance that direct mail still holds in campaigns. In the 2008 Presidential Election nearly $644 million was spent on advertising in newspaper and print resources. This year nearly $875 million was spent - a 108% increase from four years ago.

The huge jump in funds spent on online advertising did not surprise me. In 2008, $22.2 million was spent. This year that number increased by 616% - over $150 million. Over $5,000 million was spent on radio, TV and cable ads in 2008 compared to almost $8,000 million this year. Totals so far are about $9 billion - with fifteen days until polls open.

Other interesting figures from the 2012 election: 1/5th - The number of social networking site users that avoid making political comments for fear of offending others
10% - The percent of social network users who have blocked, unfriended, or hidden someone because that person posts too frequently about political subjects
38% - The percent of people that use social networking sites and have discovered that their friend's political beliefs were different than they originally thought
38% - The percent of people that use social networking sites and have posted positive comments in response to a political post/status update from a friend
Source
-Marysa Miller
You can follow me on Twitter @Marysa_Miller

How To: Have Patience While Marketing

You know those people that have absolutely zero patience for anything? Sitting in traffic, slow service at a restaurant on a busy night, waiting for a text message, too many commercials during a playoff game...

I'm not a naturally patient person. At all. After working as a nanny throughout college, I learned that it was a trait I really needed to master. Here are some of my thoughts on having patience while implementing a media or marketing program.

After implementing a marketing campaign the last thing anyone wants to do is wait. The whole idea behind direct response marketing is that you get a direct, immediate response. Let's be real here. As a society we crave instant gratification. We know what we want and when we want it.

The first step is to look at your brand. Do you have one? Who are you? What do you represent? How are consumers going to remember you? This is all key information that needs to be figured out. Get creative and create a brand that people will remember you by.

It's not a quick and painless process. Once you create your brand or marketing program the waiting game begins - and if you are like me, it will be brutal. So what do you do? Keep working. Make a list of your short term and long term goals and focus on them. Rather than getting frustrated over waiting for leads, prospects, campaign participation or what whatever else it is, work on carrying out your goals. Don't stray your focus.

The economy isn't what it used to be. Even if funds are limited I encourage you to stay in the game by finding innovative ways to manage your efforts. In the long run it will pay off. I promise.

Talk to me: Are you patient? How do you stay patient when it comes to any sort of media/marketing project?

-Marysa Miller
You can follow me on Twitter @marysa_miller

The Role of Election Mail

If you have been on Facebook, Twitter, or any other social media platform recently you may have seen a post or two (or three thousand depending on your friends and followers) related to the 2012 Presidential Election.  The Obama and Romney campaigns have fully embraced social media in this election.  As a voter, you are just two clicks away from getting your hands dirty in the debates and issues.  In this election, The Democratic Party has streamed prime-time speeches live on the Internet and the Republican Party has a full-time digital communications manager on staff.

While your news feeds and timelines become inundated with election-related information, your mailbox (your REAL mailbox that is connected to a street – not the one connected to G-Mail) is also filling up.  Both campaigns are spending a pretty penny on traditional direct mail pieces to capture voters’ attention.  The Republican National Committee has spent about $102 million on mail costs.  The Obama Campaign has spent about $73 million.  Polling has showed that supporters of Romney skew older; making direct mail especially crucial.  The older generations of voters that Romney is aiming to reach are generally more comfortable with traditional direct mail rather than online communication.

Two very different direct mail pieces have been sent out to targeted micro groups from each campaign.  A targeted Romney mail piece to seniors in Florida features an older couple, highlighting his desire to preserve Medicare.  On the other side of the spectrum, targeted mail from the Obama Campaign is being sent to women voters, highlighting his healthcare plan. 

These are just two examples of targeted direct mail pieces that the election has seen this year.  Both candidates are also using email marketing, television and radio ads, and phone banks to break through to voters.  Messaging nowadays is fast and confusing.  To succeed, candidates have to maintain presence on all available mediums and stay consistent in their outreach. 

There are only 23 days left until the 2012 Election.  Not that we are counting or anything.

Do vs. Don't: Direct Mail

This post is part of a series called Synergy University. Think of it like a 4 week course you take in school except that we will not be assigning homework or exams and we promise not to put you to sleep.  Follow our posts on Twitter with the hashtag  "#SynergyUniversity"!

The DMA annual report in 2011 stated that on average, each dollar spent on direct marketing yields an ROI of $11.65.  Non-direct marketing advertising yields an ROI of $5.29.  Many companies have started backing out of direct mail.   In return, other companies have started using it more aggressively. 

Here are a few tips to create a successful direct mail campaign!

DON’T overwhelm readers by printing mail that addresses a variety of unrelated, cluttered topics

DO focus your mail on one important, current issue

DON’T let your mail blend in

DO get your mail noticed so that it is not thought of as “junk mail”

This will definitely catch your attention!

DON’T leave out information for customers to act on if they are interested in your product/service

DO tell the customer the benefits of using your service with clear instructions on how to connect with your company

DON’T mail once and then never again

DO practice consistency in your mailing techniques to maintain presence with your customers



Interested in more information on Synergy and how we can help your business? Give us a call today at 714-824-3780 and speak with one of our friendly, knowledgeable Sales Representatives who can answer all your questions.

The USPS Holiday Mobile Shopping Promotion

The Postal Service provides an opportunity to add value to Direct Mail and increase Sales.

Understanding changes in consumer behavior will help marketers remain relevant and improve ROI.  To maximize reach, invest in a mobile-optimized web experience and look beyond a single marketing channel.

The Demand Exists

1. Smartphone ownership in the USA is 46%.
2. Smartphone adoption is on the rise in nearly every corner of the globe.
3. Since Christmas 2011, the tablet market has grown 19%.
4. Smartphone users are more likely to buy from retailers with mobile- optimized sites.
5. When faced with mobile site difficulty, 40% of consumers said they will go to a competitor’s website, and 19% said that a negative mobile site experience leaves the user with a very unfavorable impression of the company.
6. 62.4 million Americans access Facebook via their mobile device each month, with 38.2 million of these respondents stating that they use their phones to connect to social media almost every day.
7. Nearly 60% of respondents use Facebook via their mobile device to read updates of organizations, brands or events.

USPS Holiday Mobile Shopping Promotion

Recently, the Postal Regulatory Commission (PRC)  approved the 2012 Holiday Mobile Shopping Promotion scheduled to run November 7 – 21, 2012, with registration beginning in September.   The  holiday promotion is designed to spur mobile purchasing by putting mobile-optimized promotional offers, coupons and catalogs into their customers’ hands in time for Black Friday-Cyber Monday shopping sprees.
As technology changes the marketing landscape, the Postal Service must ensure that direct mail continues to be a relevant part of the marketing mix. This promotion is intended to show how direct mail combined with mobile technology can be a convenient method for consumers to do their holiday shopping. 

Discount and Rebate Amounts
The Holiday Mobile Shopping Promotion will provide business mailers with an upfront two-percent postage discount on Standard Mail® and First-Class Mail® letters, flats and cards (presort and automation) that include a mobile barcode or print/mobile technology that can be read or scanned by a mobile device and leads the recipient to a mobile optimized shopping website.  The technology must lead the recipient to a website that allows the recipient to purchase an advertised product on the mobile device (the sale of services will not qualify). 
Mailers may also qualify for an additional one-percent rebate on the postage of their qualifying mailings if a portion of their orders are fulfilled via Priority Mail® between November 9, 2012 and December 31, 2012. 

Are You Following the Rule of Thirds?

Whether you are designing a web page, setting up a photograph, or just looking out the window, the human eye operates the same. So to get the most out of your visual marketing strategy, it is best to apply what photographers call, "The Rule of Thirds."

The Rule of Thirds consists of dividing an image into 9 sections using two horizontal and two vertical lines. Then, essentially filling each of the 3 regions created with a different point of interest. Following this layout, you create a more visually stimulating image.

Everyone's eye takes in light the same way (unless you happen to be an owl). While we are viewing something we are drawn to a focal point between our peripheral vision. While it is not always noticeable, when images are designed without applying the rule of thirds, it can leave the viewer with a natural aversion to the graphic.

When designing your graphics for an advertisement make sure to apply the rule of thirds. The extra time spent in creatively laying out your marketing materials will pay off on the back end. When an image catches someone's eye it leaves a much longer impression. Furthermore, they are more likely to actually read your offer and positively associate with it. 

Interested in more information on Synergy and how we can help your business? Give us a call today at 714-824-3780 and speak with one of our friendly, knowledgable Sales Representatives who can answer all your questions.

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By: Will Pearlman

Die Cutting: Making Your Mailer Stand Out!

Die Cutting:

Making Your Mailer Stand Out!

Die-Cutting your mailer helps you stand out to your customers. For a mortgage company, make your postcard advertisement look like a house, if your in energy, make it a wind turbine or solar panel, whatever your industry and business, using die cutting for your direct marketing will increase your ROI and help you stand out to your customers!

At Synergy, our goal is to create a dynamic direct marketing campaign that is sure to generate leads for your business. Our die cutting service allows you to literally shape your mailer however you want to make sure your prospects notice! In addition, we offer other custom services, both creatively and strategically, so give us a call at 877-466-0635 or get a free quote online and let your customers know how much you care!

The Marketing Superhero Says:

Keep it simple when sending a mailer! The last thing people like is cluttered text, bright and confusing colors, and unrelated imagery. With a mail piece you are just trying to get their attention and entice them to act on something, so get to the point, make it catchy and clear and you'll see a much better response rate!

Interested in More Information on Synergy Vx and how we can help your business? Give us a call today at 714-824-3780 and speak with one of our friendly, knowledgable Sales Representatives who can answer all your questions.

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By: Will Pearlman