To Eleven Marketing can handle all aspects of your next direct marketing project from concept to completion. Coordinating a successful direct marketing campaign, be it email marketing or direct mail ,takes experience and knowledge of the industry. Brent and his team at Digital Chicago launched and led the Direct Marketing division for the Sun Times Media Group over 10 years ago, initiating cutting edge marketing practices back then that have now become the de facto standard for 1 to 1 marketing efforts.
So what is involved in ensuring your direct marketing projects gets optimal results? Lets start with design. Creative design that gets the readers attention - and you have to fight for this because the mailboxes are full of mail, and email Inboxes are even fuller of spam - when they get past spam filters and avoid landing in the junk folder. We also work to make the creative efficient in terms of costs. Three folds and five die cuts might make for a more attractive piece, but if it triples your print cost will it also triple your response? Instead of spending money for spending sake, let's analyze if you might be better off with a creative piece that was cheaper to product but you can take the savings and print and mail twice as many pieces.
Developing a targeted mailing list is next. On the direct mail side this is an easier task. We are a broker for Experian and have several other key sources for targeted data. While we can simply purchase a list based on the demographic characteristics you select, it is more effective to analyze your current customer list first. We can then append demographics to your customer list, so now you can see a demographic and lifestyle portrait of your customers, then, we can go out and build targeted lists of prospects with similar characteristics. Email lists are trickier - purchased lists have limited success and can be expensive. You also need to watch for those lists that are not truly opt in lists and really are spam. Your best email list is the one you gather yourselves and there is not a purchased list you can buy that will come close in response. There still can be times to purchase email lists, or better yet, obtain lists from member associations or vendors/partners that can be mailed with permission (Like sending an email to your Chamber of Commerce membership). In these cases, you likely never see the list, but they will deploy your email creative to their members on your behalf.
Analysis and feedback. Here is where it gets good. Instead of simply measuring the response to your campaign and chalking it up as "good" or "bad" take it a step further. Examine the customers that responded to your offer. What is their demographic and lifestyle portrait look like and how does this compare to your list target group? Use this information to narrow your target audience for the next promotion, and/or change your offer to appeal to broader or different segments. So every time you conduct a direct marketing campaign, you get more information, get smarter, and get better results each time, and you can watch the ROI grow.
Call us today to discuss how To Eleven Marketing can increase the return on investment on your direct marketing.
Your postage costs will be dependent upon the size, weight and thickness of your printed piece, as well as the class of service you choose (First Class or Standard).
First Class mail arrives at its destination generally in 2 to 5 business days from date of mailing; Standard class, which includes Non-Profit, arrives generally in 7 to 15 business days. (Business days = Monday through Friday, excluding Federal holidays). Standard mail delivery time is not guaranteed by USPS.
Small postcards (4x6) automatically mail at First Class Presort (unless non-profit) at an average rate of $.24 each.
Larger postcards, standard sizes up to 6x11, and folded brochures (with final folded size up to 6x11), can be delivered via First Class at approx $.38 each or Standard at approx. $.27 each. Standard rates will also vary based on the level of saturation and where the pieces are dropped off. By that we mean which postal center - at the DBMC level (bulk mail center), the DSCF (sectional center facility), or the DDU (local post office), realizing of course that the larger area you are mailing to, could require delivery to multiple DSCFs or DDUs, and so you need to weigh the postal savings you receive with the potentail delivery charges you could incur by delivering your mailing to multiple DDUs. We will calculate the potential savings for you and use the most cost effective option here to save you money. Most mail houses only deliver to the DBMC.
Catalogs/Booklets are dependent upon size and weight, which is determined by paper stock, page count and page size. 5.5x8.5 and 6x9 booklets (or custom trim up to 6x10.5 "Slim Jim") can mail at the Letter rate if triple tabbed (for standard books stitched on the longer dimension). For postage estimates on catalogs/booklets, please email us with the paper stock, final size and page count.