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In Marketing, Repetition Counts

datadale's picture

Do It Again…and Again because in marketing, repetition counts!

Research has shown that direct mail efforts truly become effective not after the first, not after the second, but after the THIRD mailing to the same prospect list. The more times you send a postcard / direct mailing to a recipient, the more likely they are to take action.

I always tell my customers that direct mail is not an event but part of a marketing strategy that takes the company’s goals and budget into consideration.

Marketers are far better off refining their mailing list to the best possible prospects and mailing to that list multiple times rather than mailing to a larger list where their budget only allows for one mailing.

And, nowadays – marketers also need to be concerned with marketing channel. Marketing the same message across several channels broadens visibility and increases the importance of the actual message itself.

Advertisers should combine direct mail, digital marketing and FaceBook marketing to create a serious impact across channels.

Business Owners: Here’s Why You Should Still Use Snail Mail

datadale's picture

So, when’s the last time you got a letter in the mail?

If you’re like most people, the answer is not often. That’s not conjecture either. As I’ve written about elsewhere, the “amount of mail sent annually in the United States declined from 213.1 billion pieces in 2006 to just 154.2 billion pieces in 2015. That’s almost a 30% drop inside ten years.

That decline means opportunity, for you, as a business owner. If you need some additional convincing, here’s why you should start sending your prospects―regardless of your industry―some good old snail mail.

Highly targeted - Direct mailing is highly targeted. As such, you can obtain mailing lists of prospects through mailing list distributors such as Dataman Group Direct in Boca Raton. For example, a beautician can order a list of people who buy beauty and health products and prepare a direct mailing in hopes of persuading prospects to visit her spa. A home improvement company can target homeowners with homes over $250,000 that are more than 15 years old.

Cost effective - Direct mailing adverts are less expensive compared to print media, television, and radio advertising. Back when I used to run my former fashion accessories brand, I used PS Print for catalogs, hang tags and the like.

The beauty of direct mail is any small business owner can easily design eye-appealing letters and have thousands of copies printed at a low cost. Interestingly, a company can mail out few adverts as a test. If the first mailing succeeds, a company can increase its direct mailing adverts in the subsequent mailings.

Flexibility - Small businesses use direct mailing adverts due to its flexibility. A company can use postcards to market its products and services at a lower cost. Furthermore, you may include free samples of products in your direct letters. Furthermore, you can include as much information as you desires in direct mailing adverts.

Highly customized - Direct mailing can be highly customized. With direct mailing, you can address customers by their names. As such, the message of an order form or brochure is directed to a particular demographic. According to the U.S. Postal services, as many as 55% of Americans are eager to read their letters. Addressing potential customers by their names could persuade some to buy your products.

Highly measurable - Direct mail marketing is―contrary to popular belief―highly measurable. You can easily measure the results of a direct mail advertisement by counting the number of coupons used during a campaign, for instance.

For example, a small chemist may place an ad in inserts and coupon magazines that are distributed to hospitals. He could also include an expiration date on the direct mailing adverts. If you mail out a customer, you could keep a reference address to help keep track of responses to each mailing. Direct mail works great for big ticket items―like a chemist selling to hospitals.

Changes brought about by the decline in direct mailing - Direct mailing has gradually declined over the past decade. Nonetheless, more marketers are incorporating it into their integrated marketing mix. Although the cost of snail mail marketing may be high, the return on investment remains strong. There is no doubt that snail mail marketing is under an evolution.

The addition of web browsing has enhanced the connection between online and offline marketing techniques. Engaging customers on websites is increasingly becoming popular for it is quick and cost effective. Additionally, the internet has reduced the lag time between visiting the site and dropping a letter.

It is undeniable that technology has caused a decline in snail mail marketing. However, it has not damaged it completely. It is not certain to what extent the web technology has impacted on the direct mailing. In fact, web technology has enhanced direct mailing in many ways.
You may use direct mailing to encourage online shopping and collect information from potential customers. Although direct mailing is the most measurable marketing technique, it may not work alone these days. You need to incorporate other marketing channels such as digital channels.

Thank you to Brian J. Roberts for this post – he is a writer who’s been featured in CNBC, Time, Inc. and the Huffington Post.

Does your direct mail measure up?

datadale's picture

40% of consumers regularly make purchases because of direct mail they’ve received – Does your direct mail measure up?

Creating direct mail that works is one of the biggest challenges faced by marketers. There are lots of great ways to create an interesting and irresistible piece of Direct Mail both in appearance and content.

Here are 6 great ways to make your direct mail content interesting, irresistible, personal and thought-provoking, which will direct people to your site and generate dollars.

1. Add QR Codes That Make Your Mail Come Alive
QR codes are back. Send direct mails that come alive by integrating with latest technology. All you need to do is to embed video QR Code in your direct mail and when it’s scanned, the mail comes alive by streaming the video that you embedded. Adding QR codes provides access to many forms of online content from the direct mail piece. They can go to websites for more info, pages for purchasing, videos and so much more. Nowadays there are amazing new virtual QR codes that can take your prospects skiing or on a safari and really make a splash.

2. Use Scannable Print Ads
We saw this in Vogue Magazine last year. These are print advertisements that are scannable with a smartphone. Last year, Target joined forces with Shazam and implemented a scannable print ad in the September issue of Vogue magazine. Readers who have already downloaded the Shazam app, which is typically used to locate the names and artists of music songs, may scan the ad with their smartphones to get transported into a digital shopping experience.

3. Use High Quality Paper & Ink
The USPS calls this when paper and pixels converge. Make sure the quality of images, content and other graphic images the best as it will reflect your company’s brand reputation. Consider envelopes with high gloss, texture, smell or with something lumpy inside. This cannot be done on any digital marketing channel. If you are selling cosmetics, smell can really create a sensory sample of your product to give your customers and prospects an insight into the quality products you sell. Textures create a way for people to feel your message. Using a classy font and quality paper invites people to open the envelope.

4. Stand Out in the Mail with New Concepts, Sizes & Shapes
Grab your recipients’ attention by using new formats or concepts. For example, you can use large size, origami, paper modeling or 3D cards, digital formats and audio cards. Be different to stand out in the mail. The USPS offers a “Tactile, Sensory, and Interactive Mailpiece” program to encourage mailers to employ advanced print techniques such as rubberized and sandpaper textures or die-cut interactive pieces. These are the kinds of printing technologies that can increase customer engagement and response.

5. Personalize
Everyone loves to feel special and nothing says you’re special like being addressed by name. I got the greatest direct mail postcard from the Miami Dolphins football franchise. I guess I shouldn’t even call it a postcard since it was 8 ½ X 11 and it couldn’t be missed in my mailbox. But what I was really excited about was that it had my name superimposed on a Dolphins football jersey. This was very cool. I showed it to everyone and actually pinned it up on the office wall. This was a memorable direct mail piece. That is what we strive for.

6. Social Media
Make sure you have all your social media buttons highly visible in your mailer. This adds to the reach of direct mail. Tell people how to connect with you on your social media channels and make sure to allow people to make purchases from the channels.

Reminder - make sure you run the specs of your mailer by your USPS rep to make sure it meets all postal guidelines. Sometimes a sixteenth of an inch can make a big difference in postage, so do your due diligence and get your mailer pre-approved.

Remember people love getting exciting personalized direct mail. And you will love the response you get when you drive people to your website!
For more information, go to: https://www.datamangroup.com

Direct Mail Gives Death Care Marketers top ROI

datadale's picture
Direct Mail Brings in the Dollars22.87 KB

Direct mail doubters need to get real and understand that direct mail really brings in the dollars, especially in the Death Care industry.
Here are some statistics that prove it:

• U.S. advertisers spend $167 per person on direct mail to earn $2,095 worth of goods sold; a 1,300 percent return.
• One study, “The neuroscience behind the response-driving power of direct mail” found that:
• Direct mail generates a motivation* score that is 20 percent higher than digital media.
• Direct mail was found to require 21 percent less cognitive effort. That means your message is absorbed more quickly and effectively.
• Brand recall was 70 percent higher among participants who were exposed to direct mail ads rather than to digital ones.
• The average ROI for direct mail campaigns is between 18 and 20 percent.
• 56 percent of consumers who responded to direct mail went online or visited the physical store.
• 62 percent of consumers who responded to direct mail in the past three months made a purchase.

Of course the key to getting a great response is a well-targeted mailing list (check out the section on the Dataman Group website specifically for the Death Care Industry - https://www.datamangroup.com), great creative and a strong offer.

Physical Mail Predicted to Increase in 2017

datadale's picture
Getting the Mail72.77 KB

All of the marketing pundits agree that the forecast for 2017 will bring the triumphant return of physical mail. Companies will begin to cut through the abundance of digital media noise by sending their customers unique, physical mail pieces, hoping to stand out from the crowd.

The key to success remains using finely-tuned mailing lists along with copy & offer specifically created for that target group.


A good website is vital…and not as easy as pie

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web-site-design.jpg179.91 KB

I do a lot of consulting with small business owners who are looking to improve their business. I tell them there are 3 must-haves to succeed in business.

• A Business Plan – to focuses on goals and how to reach them
• A Financial Plan – to plot to review budget
• A Marketing Plan – to get the word out and drum up the business.

My job is the marketing plan: https://www.datamangroup.com

Marketing is many faceted. It covers branding & name recognition, marketing campaign creation and lead generation. Every industry expert has a perspective about what’s most important, but everyone agrees on one thing – a business must have a strong website.

A good website is vital, since all our marketing efforts point to it. A good website needs to have the right bells & whistles, look professional, read well, have a well-functioning shopping cart feature.

Many small businesses do it themselves; many others look to professionals to do it for them. For those business owners who are trying to decide what they want their site to look like and don’t know where to start – this site has a good go-to guide to help small businesses get their site up and running: https://firstsiteguide.com/make-website/.