November, 2007

DIRECT MAIL SECRET Do you ever wonder why some direct mail campaigns deliver much higher levels of response?  If the average industry response rate is 2% to 3%, why are some mailers pulling response rates of 10% to 20% or higher?   There is a trade secret among direct mail copywriters, and if you check the direct mail you receive at home - the more effective mailers will follow this formula. The formula is:  ATTENTION, INTEREST, DESIRE, ACTION -- (AIDA).  The headline and introductory copy must grab the reader's attention.  Tell them something that will peak their interest.  If you fail to attract their attention, your mailer will quickly end up in the trash.  Then, capture their imagination with an interesting story.  Interest leads to desire:  Does your copy make your products and services so appealing that they want to learn more?  And finally, ask for the order.  That's the ACTION component.

WHY POSTCARDS PRODUCE RESULTS Consumers and businesses receive direct mail daily.  That's because it is still the most effective advertising medium per dollar spent than any other medium. But did you know that postcards are even more effective than direct mail letters that arrive in envelopes?  Research tells us that 90% of mail recipients will read all or part of a postcard, and the statistics are much lower for direct mail that arrives in envelopes. On average, direct mail has 3.5 seconds to grab the readers' attention.  When you use postcards, you not only save money but your message is more likely to be read. The staff at Excel are experts at direct mail.  Our knowledge, efficiency and quality printing on 100# glossy postcard stock will help boost your response rate.

BUDGETING FOR 2008 A proposed budget and a marketing plan are like a target for an archer.  If you know your target and take good aim, you're much more likely to hit the bull's eye.  Without a plan (target), your efforts - no matter how hard you work - are likely to be misdirected.   Sound budgets start with marketing objectives.  What do you want to achieve in 2008?  And objectives need to be measurable.  The objectives should produce tangible plan that will help meet your objectives. Direct mail is often a vital part of a sound plan, because direct mail yields measurable results.  Direct mail campaigns can maximize results when they're launched prior to your busier seasons.  When people are ready to buy, direct mail can help you get a greater share of the market. We encourage you to budget now to help ensure that 2008 is as successful as possible.

SURVEY SHOWS CONSUMERS PREFER POSTAL TO E-MAIL MARKETING When advertisers want to reach and influence prospects, they have many choices:  television, radio, newspapers, magazines, outdoor and cable television.  They can use the Internet, too, and should be.  But still, the most effective and most targeted means of reaching new customers is through direct mail.  Unlike with radio or television, direct mail means virtually no waste.  The unit cost is higher, but the high response rates justify the added cost.  Even though most of us receive direct mail practically every day, other advertising media, such as radio and television, provide a non-stop glut of messages for consumers to absorb.