How to Improve Your End of Year Sale with Direct Mail

How to Improve Your End of Year Sale with Direct Mail

Preparation is one of the most important things when it comes to sending a direct mail campaign for the end of the year.

Set the Right Mood with Seasonal Colours 

Selecting the right colour schemes and palettes can help create an emotional response from customers.  

Orange and black immediately remind people of Halloween, while a mix of orange and brown gives more a general autumn feel.

For winter you can keep your palette in white and blues or go for red and green when wanting to give a more Christmas feel to your mail piece.

Send your mail piece before Your Competitors

A study on behalf of PwC Ireland shows that the average expenditure over the Black Friday/Cyber Monday period in Ireland will be €251 per consumer.

Your direct mail campaign for end of year sales should reflect an urgency to redeem the offers on that time period.

End of Year Sale

The best way to get your audience to visit your online or physical store is to make your direct mail piece something that can be used to redeem a discount. This will give people extra incentive to visit your business and help to organise their shopping trip.

Help Customers Look Ahead to Next Year

2020 was a rough year. A smart strategy to help your customers and prospects to plan for 2021, could be to mail a printed calendar to them. Even in the current digital age, nearly 30 percent of people still rely on paper planners and calendars to organize their days and manage time. 

End of Year Sale

Calendars are a cost-effective marketing tool that can be completely customised and branded with your business information.  Your customers will be able to see your business name and logo every time they look at your calendars, which helps to make you the first company that comes to mind when they need what you sell.

Use technology

Add a QR code to your mail piece

QR codes can be easily scanned with a smartphone, taking your audience to a related app or website.

Incorporate Augmented Reality (AR) in your design

With AR, you can transform a piece of mail into an interactive experience.

End of Year Sale

Add a PURL to your direct mail 

A PURL is a personalized URL that features the recipient’s name in the link and leads them to a personalized landing page.

End of Year Sale

Contact us!

Azure Communications has the experience and expertise to help improve your End of Year Sale with Direct Mail.  Call us at (0)1 531 2695 or email sales@azurecomm.ie

Direct Mail 101: Design Your Mail piece

An effective design guides your audience through your mail piece and delivers your message in a visually appealing way.

Great design also follows your brand standards and helps you create a cohesive brand identity.

Follow our tips to design your mail piece:

Design

Organizing your Copy

There are many key elements that typically appear on a direct mail piece. These include but are not limited to:

Design

To ensure your design helps your audience to understand your message, the headline should always be in a larger size than your subheadings and supporting text.

At the same, your offer and Call to Action (CTA) need to stand out as they’re the most important parts of your mail piece.

Choosing your Fonts

When designing your piece, you should take special attention to the fonts you choose, as they can help or hinder the understanding of your piece.

Stick to one or two fonts.  You need to ensure your piece is easily scannable and people are able to identify between your headers and supporting text.

Make sure it’s easy to read. In most cases, you should select a sans serif font, like Arial for your mail piece. Sans serif fonts are easier for readers to scan and quickly understand your message.

Design

Vary font size to add visual interest. By using different sizes, you help your audience to identify the most important parts of your message.

Choosing your colours

Give preference to using your brand’s colours. Signature colours increase brand recognition by up to 80%. It’s also important to pick a colour scheme that makes sense to your audience. For example, 42% of people say that blue is their favourite colour and associate it with trust and reliability.

Read more about colours here.

Utilize White Space

White space is the empty area between the different elements of your design. White space helps to emphasize the most important parts of your piece, while also keeping your ad from looking cluttered and overcrowded.

Design
Poor use of White Space
Good use of White Space

Choose Imagery Wisely

When choosing the images to illustrate your piece, you need to follow some rules of thumb.

Give preference to pictures with people in it. Photos of people using your product or service help prospects understand how your offerings can improve their lives.

Use high-resolution images. A high-resolution image shows a lot of detail, looking professional and high quality. On the other hand, low-resolution images are often blurry and look unprofessional.

Avoid backgrounds that are busy. A background that has a lot of information can distract your audience from your message.

Design

Don’t put text on top of images. By overlaying your image with text, you can make your mail piece harder to read.

Personalise your mail piece

Personalised text and images which matches the recipient’s demographic or customer profile, help your audience to identify and connect with your brand and offer.

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Use Customizable Templates

Azure Communications offers you a unique and personalised web portal solution, which allows you to use templates to create your mail pieces and printed collateral.

Design

Talk to our team to discover how our Digital Assets Management solution can help your company to save money and time, keep a consistent brand image throughout your network and control your valuable assets all in one place.

Proof Your Direct Mail Design

Proof the Piece Yourself

Ask yourself some important questions:

  • Does the overall design of your ad flow and make sense?
  • Are there any places where the text is unclear or confusing?
  • Is your main point easily understandable?
  • Are there any typing or grammar mistakes?

You should also always verify your contact information and tracking tools. Ensure your phone numbers, QR codes, and URLs are working and the audience is going to be directed to where you want them to. 

Have Others Proof Your Design

Ask others who proof your piece the following questions:

  • What do you understand from this piece?
  • Is the ad visually appealing?
  • Is there anything on the piece that’s difficult to understand?

Contact us now!

Azure Communications has the experience and expertise to help create your next mailing campaign.  Call us at (0)1 531 2695 or email sales@azurecomm.ie

Direct Mail 101: Deciding on a Format

Discover how to choose the best format for your next direct mail campaign.

format

Traditional Direct Mail Package

The direct mail letter is one of the most personal types of marketing communication.  According to the Data & Marketing Association (DMA), letters typically result in a 4.3% direct mail marketing response rate.

 The components of this package are normally:

  • An outside envelope.
  • A personalised letter
  • A lift note, brochure or flyer.
  • A reply card or business reply card (BRE).

All the elements of this mail piece should have a strong and cohesive design to guarantee brand consistency. At the same time, there must be an offer and a call to action that gets repeated throughout the entire package.

format

The Envelope

The envelope is the first impression your audience will have of your mail piece. A pre-printed envelope with company branding or unique designs is a great way to make an impression while guaranteeing that your direct mail piece arrives safely to the right door.


Choose the right size.
 There are many different sizes you can choose from, dependent on what you’re sending. In Ireland, the most common envelope size is a C5 envelope.

Decide whether to use windows envelopes or closed face.

The marketing advantage of a window envelope is that it allows messaging and graphics that are on the inside to tempt the viewer to open the package.

On the other hand, closed face envelopes have a less salesy look, and can have a higher open rate depending on your audience. However, closed face envelopes may be harder to match with the inserts of your mail piece.

Folded Self-Mailer 

Self-mailers combine the visual impact of a postcard and the security and content length of a letter package. Normally composed of a folded paper closed by tabs, they give a sneak peak of the content, while guaranteeing more sensitive data is only seem by the recipient.

Self-mailers are generally best used in business-to-consumer (B2C) marketing to remind customers about events, provide coupons, promote sales, or have clients take a specific action such as call a phone number or visit a website. 

Learn more here about Self-mailers.

Postcard

Postcards are efficient and versatile, with the ability to deliver your message in a simple format. Great for acquisition and retention mailings, they offer you the possibility of communicating with your audience in an impactful and cost-effective way.

format

Because they are so cost-effective, postcards are used by many small and local businesses to promote their offerings.

Door drops

Door drops are a powerful and cost-effective marketing tool. 89% of consumers remember receiving a door drop mailing, which is more than any other marketing. And it has a powerful place in people’s lives, with 45% keeping leaflets on a pin board or in the kitchen drawer.

By segmenting your message, in acquisition and retention for example, you can be significantly more selective with which households receive your leaflet; reducing distribution wastage and focusing the distribution on people of most relevance to your business.

You can, for example, use our unique technology to target non customers in your area and do acquisition door drops or send current clients a refer a friend mailing.

Brochures

Another cost-effective format of direct mail is brochures. They’re traditionally single or multi-fold pieces that can come in various shapes and sizes.

format

By giving your audience a brochure, you get to showcase more benefits to your business, as well as how your products and services work.

Learn some tips on how to design your brochures here.

Catalogues

By having a catalogue delivered through your clients’ doors, you provide them a chance to learn more about your company.

According to a recent research, almost 60% of online shoppers enjoy receiving catalogues, saying that even though they buy online, they still like to have a catalogue on hand.

format

Strengths:

• Lets you showcase multiple product lines.

 • Allows recipients to “window shop” and discover new products

Dimensional Marketing Mail

Pop-ups and three-dimensional mail pieces grab the attention of your audience and help engage them with your message.

format

• Creates excitement.

• Helps boost response rate.

• Helps increase pass-along value.

Contact us!

Azure Communications has the experience and expertise to help create your next mailing campaign.  Call us at (0)1 531 2695 or email sales@azurecomm.ie

Direct Mail 101: Develop a Compelling Offer and Call To Action

The offer is something of value that you provide to your audience in exchange for their response. 

You should ensure your offer clearly tells your audience what are the benefits of your product or service and how it will help them. You also need to include a strong call to action (CTA), which tells customers how to get your offer.

offer

Types of Offers

The type of offer you choose depends on the goals of your direct marketing campaign. Normally, offers can be have three different objectives:

Promote sales: Encourage the audience to place an order for a product or service;

offer

Generate leads: Discover prospective new clients or offer up-sells and cross-sells to current ones. This type of offer can also promote your referral program.

offer

Generate Traffic: Encourage customers to go into your physical location or website. To increase website visits, you may use a QR code or PURL (personalised URL), which will also help you to monitor your response rate.

offer

Soft or Hard Offers

Offers can also be divided between soft and hard offers, based on the level of commitment they ask of the audience.

A soft offer requires low commitment on the part of the reader. They can be, for example, a free gift for responding, like a discount or free delivery. They are great for lead generation, to start a dialogue with new prospects, and to generate traffic.

Soft offers usually generate a higher response rate, but a lower conversion rate – the number of people who actually become frequent customers.

Harder offers involve a bigger commitment from the audience. They may ask people to meet with a sales representative, book a meeting or make a call. Hard offers normally generate lower response, but a higher conversation rate. They work especially well with current customers and for services and products which people already are familiar with.

What to Offer to Drive Sales

If the goal of your direct marketing campaign is to produce orders for a product, consider an offer based on:

  • A special, limited-time price, product or service
offer

Discounts based on volume or quantity

offer

A gift with the order.

What to Offer to Generate Leads

To generate leads for your product or service, you can focus on offering:

More information about the product or service and its use in various situations;

A free sample of the product;

offer

A no-commitments free trial of the product or service for a short period of time;

offer

A free assessment or evaluation;

Educational information, such as case studies, guides, ebooks and others.

What to Offer to Drive Retail Traffic

To generate in-store or online traffic, create a direct marketing offer based on immediate, time-bound offers

Free gift with in-store or online purchase;

Free gift or bonus to the first X number of customers who come to the store;

offer

Limited-time discount on the purchase (typically via a coupon);

Buy one, get one half-off or free;

Invitation to a private sales event for select customers;

Invitation to an in-store event with a special guest, celebrity, food, or entertainment.

How to write an effective call to action for direct mail

Personalise It –  Personalised calls to action tend to perform more than 200% better than standard calls to action. By using Variable Data Printing, Azure Communications can help you to create a unique mail piece to each of your recipients. You can segment your audience and change different aspects of your mail piece, from message to imagery.

offer

Create Urgency – Use time limited offers, or limit the availability of the offer.

Keep it short and simple

Make sure your CTA stands out – ensure your CTA is easily identifiable in your design. You can use a contrasting colour, boxes or even white space to emphasize your Call to Action 

Contact us!

Azure Communications has the experience and expertise to help create your next mailing campaign.  Call us at (0)1 531 2695 or email sales@azurecomm.ie

Direct Mail 101: Create Your Mailing List

Mailing lists are a powerful way to communicate with existing customers and to acquire new ones.

Types of mailing lists

mailing list

Internal sources

Compile addresses from customer records, customer correspondence, and contact information from former and current customers.

External sources

You can get addresses from customers’ websites, trade directories, association directories, chamber of commerce directories and through social media.

Door drops

Door drops are a powerful and cost-effective marketing tool. 89% of consumers remember receiving a door drop mailing, which is more than any other marketing. And it has a powerful place in people’s lives, with 45% keeping leaflets on a pin board or in the kitchen drawer.

By segmenting your message, in acquisition and retention for example, you can be significantly more selective with which households receive your leaflet; reducing distribution wastage and focusing the distribution on people of most relevance to your business.

mailing list

You can, for example, use our unique technology to target non customers in your area and do acquisition door drops.

Good practices for your next mailing list

GDPR

Gdpr general data protection regulation

To send a mail piece which is compliant with GDPR, you must guarantee the recipient has legitimate interest in what you are offering. Legitimate interest means you are sending direct mail to people and companies who may already be interested in your products or services.

According to ICO, you don’t need consent for postal marketing.  However, you should make it easy for people to be removed from mailing lists if they wish.

Outsource Your Direct Mail

High contrast, printed paper stack industry offset sheets.

Outsourcing your direct mail campaign is a simple way to guarantee that your company remains GDPR compliant. Azure Communications is specialist in direct mail and data processing, working with business and organizations within the Government, Charity, Insurance, Financial and Retail sectors. We can handle any GDPR issues or concerns that you may have. We can also help you to improve your campaign, delivering great response rates and engagement.

Update your mailing list constantly

Don't Just Clean Your Data, Govern It

By keeping your data up-to-date you can guarantee you are contacting people who have a genuine interest in your offer, meaning you will save money and be GDPR compliant.

At Azure Communications, we offer data cleansing services to ensure you have a high-quality database for your mailing campaigns. Our service ensures GDPR compliance, while also eliminating any duplications and errors. 

Read more here about the benefits of keeping your data up-to-date.

Encourage people to join your mailing list

Subscribing and digital marketing concept. top view of person using smartphone to making subscribe

 Use promotions, newsletters and other incentives to encourage people to sign up for your mailing list.  Gather information including name, gender, email address, role and company and mailing address. This data will help you to segment your list and offer the right services or products to each prospect.

Contact us!

Azure Communications has the experience and expertise to help create your next mailing campaign.  Call us at (0)1 531 2695 or email sales@azurecomm.ie