CRM Integration with Direct Mail 

,

In last week’s post, we discussed the benefits of CRM (customer relationship management) software for businesses and organizations. CRM provides helpful tools to marketers, sales professionals, and customer service representatives. Another great aspect of this software is that CRM integration with direct mail can help marketers deploy effective print advertising campaigns based on reliable metrics generated from CRM software.  

How CRM Integration with Direct Mail Works 

Integrating CRM with direct mail is a seamless way to measure response rates and analyze demographic traits of consumers. CRM software evaluates data related to print advertising very similar to how it analyzes data retrieved from digital campaigns. The most important aspect of integrating CRM to direct mail is to have full automation of your campaigns. For example, scheduled and triggered direct mail are great tools businesses can use to automate their campaigns. Scheduled direct mail campaigns can be automated to specific groups of existing and prospective consumers on a regular basis such as every month or quarter while triggered campaigns can be sent when consumers sign up for e-mail notifications or make their first purchase.  

For this to work optimally, it is important for businesses to store direct mail templates online. Our team at Pel Hughes offers, Storefront—a digital library that can store a wealth of your brand’s print materials including retail signage, postcards, and folded pamphlets. Direct mail templates can be generated for scheduled and triggered campaigns in a matter of seconds. By integrating CRM software, these campaigns can be personalized to specific consumers, too.  

Benefits of Direct Mail with CRM Integration 

Using CRM integration with your direct mail campaigns offers unique advantages to businesses of all sizes, including small retailers and non-profit organizations. Most notable benefits associated with CRM integration involve: 

  • Efficiency: Since CRM integration automates direct mail campaigns, business owners can enjoy reduced labor costs and time associated with marketing and advertising projects. For instance, automation and pre-designed templates save ample time normally spent on uploading mailing lists and designing campaigns.  
  • Cost Effectiveness: In addition to organizing accurate data to boost a direct mail campaign’s ROI, CRM integration offers other cost-saving benefits, too. CRM integration can substantially reduce duplicate mailings and returned mailings.  
  • Boosted revenue: Deploying effective direct mail campaigns will boost sales and expand your consumer base over time. This can generate robust sales and long-term relationships with loyal consumers.  
  • Accurate Performance Tracking: When you add PURLs, QR codes, and other tracking metrics to your direct mail campaigns, CRM integration makes it easier to evaluate your marketing efforts with reliable data. This data can then be used to ensure that future campaigns deliver similar ROIs.  

How Pel Hughes Can Help 

Pel Hughes pairs old-fashioned client service with advanced tools and technology to ensure that our clients get the most out of their print and digital advertising campaigns. We offer database services, online portals for easy ordering, and sophisticated printing technology for maximum personalization. Our team of experts can help you develop a cross media marketing strategy that helps your business thrive. If you have questions about CRM integration and direct mail or would like to request a quote, give our friendly team a call at (504) 486-8646. We serve businesses and organizations throughout Louisiana and beyond.  

Direct Mail: Will Labor Shortages and Supply Chain Issues Affect My Campaign? 

Labor shortages and supply chain issues have done a number on businesses in nearly every industry over the last year. Everyone from consumers to titans of industry is feeling the crunch. If you’re worried about the future of your direct mail campaigns and whether labor market upheaval and supply chain hiccups will affect your marketing efforts, rest assured that our team at Pel Hughes is working tirelessly to deliver the impeccable service to which our clients are accustomed.  

Mitigating the Effects of Labor Shortages 

Our family-owned and operated company provides a dynamic work environment that rewards hard work and helps strike a healthy work-life balance. We treat our staff with the utmost respect and care so that they can focus on what matters: quality work. Beyond our efforts to provide an optimal work environment, our company invests in automation whenever possible. A large part of our success can be attributed to the fact that we embrace technology. Technology such as state-of-the-art software and advanced equipment helps our team perform efficiently without sacrificing quality. If you’re currently working with another printing company and are concerned about labor shortages affecting your marketing campaigns, we recommend inquiring about whether the company you work with implements automation to reduce hiccups in production. If the past couple of years have taught us anything, it’s that automation is the key to continued success.  

Responding to Supply Chain Issues and Material Shortages 

From labor shortages affecting truckers to supply chain issues affecting paper mills and manufacturers for glues and adhesives, the paper industry has taken a hit. Before COVID-19 and its subsequent global supply chain problems, paper products could be delivered on-demand and received in a few weeks. Now, that turnaround could take a couple months or longer. The best way to respond to these issues with supply is to plan your campaigns in advance. Our direct marketing experts at Pel Hughes can help you develop a strategy to order your materials ahead of time so that your business can operate as normally as possible. Developing a relationship with your printing provider makes it easier to respond to issues with supply. Our team welcomes open communication with our clients and we embrace creative strategies to ensure that your campaigns continue to produce a healthy ROI. Our mission is to help your enterprise thrive in spite of challenges.  

How Pel Hughes Can Help 

Our team offers a number of tools to help our clients manage their print and digital marketing efforts with ease—even when facing challenges like supply chain inconsistencies and labor shortages.  

Storefront 

One program we offer, Storefront, makes ordering print materials a breeze. Storefront is a digital interface where our clients can store a library of graphics, business cards, logos, direct mail pieces, and more. From this interface, our clients can order their supplies with a few mouse clicks. Storefront makes ordering in advance incredibly accessible to our clients and helps reduce costs through automation.  

Cross Media Marketing  

Merging digital marketing with conventional advertising gives our clients the best of both worlds. Implementing e-mail newsletters and other digital marketing efforts can help reduce costs, nurture relationships with your consumers, and adjust to hiccups associated with supply chain issues and staffing shortages. For example, quite a lot of digital marketing is automated, which can help businesses navigate through challenges with limited effort. 

Database Services 

We offer a host of database services to help manage your mailing lists. Utilizing sophisticated software makes it possible to maintain the quality of your data so that your direct mail campaigns have an effective impact on your customers. Data is king when it comes to the quality of your direct marketing initiatives. This software can reduce labor costs on your end while ensuring that your marketing efforts reach the right consumers.  

Pel Hughes serves businesses and non-profit organizations in a number of industries throughout Louisiana and beyond. Give our friendly team a call at (504) 486-8646 or request a quote online.  

6 Money-Saving Promotions from the USPS for 2022 

The postal service is offering some compelling promotions for 2022 that can help businesses and marketers save money on their print advertising campaigns. The USPS provides a number of resources and programs that benefit businesses and marketers. If any of these USPS promotions pique your interest, bear in mind that programs have time-sensitive registration dates.

Following is helpful information on six USPS promotions to check out in 2022.

Tactile, Sensory and Interactive Mail Piece Engagement Promotion

This promotion offers a 4% discount on multisensory mail pieces. Incorporating scents, unique textures, sound, and even taste into your mailings could save money in addition to sparking consumer interest in your offerings. Eligible mail includes first-class letters, flats, and cards as well as USPS marketing mail.

Registration: December 15, 2021 to July 31, 2022

Promotion Dates: February 1, 2022 to July 31, 2022

Informed Delivery Promotion

If you launch interactive campaigns with Informed Delivery, you could enjoy a 4% discount. Pairing interactive elements with a mail campaign through Informed Delivery could help drive interest to your products and your brand. This is because merging digital marketing with conventional print advertising has a positive effect on spurning consumer action. Besides, about 25% of the US population subscribes to Informed Delivery from the USPS. Eligible mail includes first-class automation flats, letters, and postcards along with marketing mail for businesses and non-profits.

Registration: June 15, 2022 to December 31, 2022

Promotion Dates: August 1, 2022 to December 31, 2022

Mobile Shopping Promotion

Implementing technology like QR codes and Snap Tags could earn marketers a 2% discount on their mailings. Eligible mail includes USPS marketing mail letters and flats for non-profits and businesses. Beyond receiving a discount, it’s important to know that utilizing mobile shopping codes is an easy way to help your customers engage with your brand.

Registration: July 15, 2022 to December 31, 2022

Promotion Dates: September 1, 2022 to December 31, 2022

Earned Value Reply Mail Promotion

The Earned Value Reply Mail promotion could earn marketers $.02 per piece in credits, which can be applied to future campaigns. Including reply mail in your campaigns can help generate consumer response. Eligible mail includes Share Mail, Business Reply Letter Mail, and Courtesy Reply Letter Mail.

Registration: February 15, 2022 to March 31, 2022

Promotion Dates: April 1, 2022 to June 30, 2022

Personalized Color Transpromo Promotion

Adding color into your campaigns is a visually-striking way to engage with potential leads. The USPS rewards the use of color with a 3% discount on mailings including those that incorporate personalization and dynamic variable print. Eligible mail includes automation letters and first-class presort.

Registration: May 15, 2022 to December 31, 2022

Promotion Dates: July 1, 2022 to December 31, 2022

Emerging and Advanced Technology Promotion

If you’ve tossed around the idea of utilizing advanced technology in your mailings, now might be the time to do so. This USPS promotionrewards businesses using technology in their campaigns with 2% and 3% discounts. Examples of technology the USPS encourages include virtual reality, mixed reality, video in print (ViP), NFC, and integration with voice assistant. USPS marketing mail and first-class letters, flats, and cards with advanced technology are eligible for this promotion.

Registration: January 15, 2022 to August 31, 2022

Promotion Dates: March 1, 2022 to August 31, 2022

You can view more details about these USPS promotions by clicking here.

Pel Hughes is a family-operated, full-service printing company that serves businesses and organizations throughout Louisiana and beyond. If you’d like to request a quote or inquire about our services, fill out our online contact form or call (504) 486-8646.

A Recent Campaign from Pel Hughes

,

Over the Holidays, our team at Pel Hughes offered a fun promotion. We designed New Orleans-themed wrapping paper, which was a complimentary gift to our valued clients who responded to our e-mail and direct mail campaigns.

 

The customized wrapping paper featured themes that resonate with our rich New Orleans culture and history. We offered crawfish boil-themed paper in two different colors along with paper that depicted colorful outlines of our state’s unique shape and a toile-like wrapping paper with the iconic Fleur-De-Lis symbol. In light of 2021 being a tough year for businesses and our community, we thought it was apt to spread some Holiday cheer and joy while celebrating the resilient and compassionate spirit of the people of New Orleans and the state of Louisiana.

Our Direct Mail Campaign

To spread the word about this complimentary promotion, our team sent out a beautiful direct mail campaign to all our wonderful clients. The front of the campaign resembled a traditional wrapped gift (featuring one of our wrapping paper patterns) and a customized tag addressed to a specific recipient. We used variable data printing to address our direct mail to specific individuals and organizations. Below is the front side what our campaign looked like.

Then, the back of this direct mail featured the elements we frequently discuss in our blog. The copy concisely explained what we had to offer and how it can be used along with a QR code to make the process seamless for our clients (with an option to visit a PURL instead) and a step-by-step breakdown of how to select their desired pattern and color.

Our E-Mail Campaign

If you’ve kept up with our blog, you likely have seen us discuss the importance of merging print advertising with digital marketing. We take this advice to heart and often pair e-mail campaigns with direct mail to ensure that our clients know of all the services we have to offer. Information is powerful and we believe in keeping our clients up-to-speed with all the exciting happenings at Pel Hughes.

As you can see, our e-mail campaign closely matches the graphics and color scheme of our print one. Modern folks are inundated with information on a daily basis so keeping things as consistent as possible helps reduce confusion and makes decision-making for our busy clients a little easier.

 

 

 

 

 

 

 

 

 

 

 

We also e-mailed follow-up campaigns for those who didn’t respond initially since this was a time-sensitive offer. Utilizing PURLs, which we’ve covered on this blog in the past, helped our clients respond with ease. It also made it a cinch for us to track responses to ensure that our mailing list was notified if they hadn’t yet responded.

All in all, our complimentary wrapping paper promotion was happily received by our clientele particularly because the wrapping paper options beautifully celebrated New Orleans culture. We enjoyed an 11% response rate, which isn’t too shabby. One thing we would change, however, is to begin this promotion a little sooner so that our clients had more time to respond.

Start A Direct Mail Campaign with Pel Hughes

If you’re looking to develop direct mail campaigns, the pros at Pel Hughes can help. We work with businesses and organizations develop stunning, effective, and personalized campaigns. Our team can also assist with database management, campaign automation, and graphic design. We pair sophisticated technology with old fashioned client service that can help your business level up in 2022. Give us a call at (504) 486-8646 to speak with our friendly staff.

 

 

 

Informed Delivery: Enhance Your Direct Mail Campaigns 

Informed Delivery is a popular service provided by the US Postal Service. This service gives residents a heads up on their upcoming mail deliveries via e-mail. When Informed Delivery first launched, upcoming mail was scanned in black and white images. Now, however, USPS gave Informed Delivery (ID) a business-friendly update that you should know about. 

Informed Delivery is More Business-Friendly Than Ever 

 In November of 2021, USPS made it possible for businesses to upload digital versions of their direct mail campaigns. When a resident receives their Informed Delivery e-mail, they can now interact with circulars, postcards, and other direct mail pieces through clickable links and high-resolution photos.  

The interactive nature of ID makes merging brick-and-mortar commerce with digital marketing seamless for the consumer. This update to ID is perfect for providing digital coupons as well as easy-to-follow links to a brand’s social media pages and website. The update allows for embedding links to short videos, which can further enhance your omnichannel marketing efforts. Subscribers can also share their digital mail from businesses to their social media accounts. The most popular social network where ID campaigns are shared is Facebook. Adding high quality content to USPS Informed Delivery can certainly give your omnichannel marketing efforts a major boost. 

ID Facts and Statistics 

The USPS’ Informed Delivery is a wildly popular service. Consider the following facts and statistics: 

  • Informed Delivery reaches about 25% of the US’ population. Over 40 million people have subscribed to this service.  
  • About 68% of ID subscribers open their e-mails from the USPS. This metric is considerably higher than open rates for conventional e-mail marketing.  
  • The most common demographic to utilize ID is older, white females; however, folks from all walks of life subscribe to this service.  
  • The primary household member is most likely to subscribe to ID.  
  • Around 86% of subscribers report that they are happy with their service.  

If you’re new to the world of direct mail, it is important to enlist the help of seasoned professionals. A polished campaign with stellar graphic design, pithy copy, and a tangible offer to incentivize consumers goes a long way. When you blend digital advertising with direct mail, you can see fantastic results. Adding digital copies of your campaigns to Informed Delivery may be a wise investment in the growth of your brand.  

Our team at Pel Hughes creates eye-catching direct mail that resonates with consumers across numerous demographics. We also offer database services, campaign automation, and graphic design. Give our friendly experts a call at (504) 486-8646 to request a quote.  

EDDM Myths You Should Know 

,

While Every Door Direct Mail (EDDM) offers some benefits to business owners, there are some EDDM myths every entrepreneur should be aware of. EDDM can be advantageous to small businesses embarking on their first direct mail campaign but if you’re trying to get the most bang for your buck, we recommend working with the experts at Pel Hughes. We offer full-service direct mail solutions including database management, campaign automation, graphic design, and in-house printing and fulfillment. Our team can help you develop stellar mailing lists from national consumer databases. 

EDDM Myths Dispelled

If you’re interested in developing an effective direct mail campaign, it is important to consider these EDDM myths before you fork over hard-earned money toward a USPS-generated campaign.

Myth #1: EDDM Data is High Quality 

When it comes to direct mail marketing, not all leads are created equal. Unfortunately, up to ten percent of EDDM addresses may be vacant residences and do-not-mails. While many recipients are up-to-date, the number of inactive mailings is concerning for businesses looking to expand their customer base. 

One solution to lower-quality mailing lists is to work with Pel Hughes. We have access to up-to-date national consumer databases that reach hundreds of millions of households. 

Myth #2: EDDM Campaigns are Customizable 

The EDDM program doesn’t allow for removals. Instead, direct mail campaigns are mailed to every residential address in a zip code—even if it is vacant. Working with a printing company that offers access to a number of options that increase the quality of your mailings. For instance, the sophisticated technology we use for database management allows for removals, duplicate elimination, and address resolution. This makes it possible to tailor your campaigns to your target demographic. 

Myth #3: EDDM Has Great Response Rates 

While EDDM can generate new business, the program’s response rates are lower than you might think. Typically, our customers see higher response rates when working with our team. We have access to advanced technology and consumer databases that provide higher quality mailings. For instance, our technology can help you replicate mailings tailored to the demographics made up by your best customers to increase responsiveness.

Every Door Direct Mail isn’t all bad. There are some benefits in specific situations where these campaigns can be cost-effective and useful. That being said, there are ways to increase the quality of your print campaigns by working with professional print advertisers. If you have questions about your direct mail options, we invite you to give our seasoned experts a call (504) 486-8646. 

Corporate Gift Boxes: 3 Clever Ways To Use Them 

,

In the past, corporate gift boxes were typically associated with the holiday season. Now, however, businesses are utilizing corporate gift boxes in clever ways to stand apart from their competition. These gift boxes can help foster morale within an enterprise as well as solicit potential clients. Our team of experts at Pel Hughes can help you develop eye-catching corporate gift boxes as well as the contents inside them with our expansive offerings of well-liked promotional products. 

Following are three clever ways your enterprise can leverage corporate gift box campaigns to your advantage. 

#1 Gain a Competitive Edge with Branded Corporate Gift Boxes

Sending out mailers to prospective clients is a common practice in a variety of industries. Typically, these mailers are postcards, circulars, or catalogues. Those engaged in B2B know that potential clients can receive dozens of mailers (or more) in a short time frame. Many times, these mailers end up in the recycle bin without having a second glance. Corporate gift boxes, however, are far more likely to be opened and considered. Compared to flat mailers, a corporate gift box and its contents convey a superior level of thoughtfulness that can convert prospects into satisfied long-term clients. 

#2 Foster Loyalty with Your Clients

Your existing clients are great candidates for corporate gift box campaigns. These campaigns can be sent out as end-of-year gifts or on a client’s onboarding anniversary. It’s common knowledge that retaining clients is cheaper than soliciting new business. Keeping your existing clients happy with excellent service and tokens of appreciation can go a long way in fostering a strong sense of loyalty and respect.

#3 Boost Morale with Employees

Corporate gift boxes are a great way to welcome new employees and celebrate milestones like work anniversaries, completion of team projects, and exceeding department goals. Gift boxes can contain more than just useful goodies like pens and mousepads, they can also house important resources and information for your valued employees—particularly those that are new to your organization. 

Corporate Gift Box Design

Designing an on-brand, professional gift box is a breeze with Pel Hughes. Our team of printing pros and graphic designers can help you select the perfect combination of colors, fonts, and other design elements to ensure that your gift box campaign looks enticing and sleek to your recipients while maintaining a cohesive brand image. 

Promotional Products from Pel Hughes

Our team can assist you with selecting the products housed in your corporate gift box. We offer an array of branded promotional products that can make a lasting impression on your clients and your employees. From pens and notepads to tablet cases and reusable water bottles, you can curate your gift boxes to suits the tastes and needs of your recipients. If you’d like to see our promotional offerings, visit our website at www.pelpromo.com. 

Pel Hughes offers an impressive line-up of services to help your business thrive. From print advertising like direct mail to campaign automation, database management, and graphic design, our team can help you develop cross media marketing campaigns that promote your brand and your services to your target demographics. For more information about our offerings, visit our website or call (504) 486-8646 to speak with a helpful member of our staff. 

Marketing with QR Codes 

, ,

Did you know that over 11 million households in the United States scan QR codes at least once a year? Now that most smartphones have built-in technology to read QR codes, more businesses are implementing these codes into their marketing strategy—particularly if a business engages in omnichannel marketing. A QR code is a great method to merge in-person advertising with digital marketing. Following are five ways you can capitalize on marketing with QR codes. 

#1 Include QR Codes on Your Direct Mail

Direct mail—whether it’s a promotional offer or a postcard announcing a grand opening—is a great place to implement QR code marketing. Placing a QR code in the corner of a mailed piece is great for driving traffic to your website or your social media channels. Driving consumers to your digital properties helps establish brand recognition and promotes frequent engagement with your client base. 

#2 Use QR Codes to Promote a Sale or Coupon

Placing a QR code on signage in your store, on your website, and on social media posts with links to promotional sales and coupons can help you boost sales and move inventory. Deals with buy-one-get-one offers are wonderful ways to unload stagnant inventory, too. 

Pro Tip: Offer promotions, coupons, and discounts after a consumer has filled out a contact form that includes their e-mail. This can help you build up your database for future marketing campaigns. 

#3 Generate a QR Code to Make a Restaurant Menu

QR codes can route customers to digital menus. This is especially beneficial for those phoning in orders for take-out or delivery or for those ordering from food trucks. Many restaurants have adopted QR codes for their menus because it is contactless. Living through a pandemic has made people hypervigilant of what they make contact with and justifiably so. 

#4 Add QR Codes to Packaging to Encourage Repeat Purchases

If you run a business that sells consumer goods, particularly items that involve repeat purchases like skincare creams or vitamins, you could benefit from having QR codes printed on packaging. These custom QR codes can encourage repeat purchases by generating the same product and quantity into a digital shopping cart. This practice makes it easy for your customers to order the same thing on a residual basis with very little effort. 

#5 Use QR Codes to Encourage App Downloads

QR codes can generate more than links to social media and websites. They can be used to route consumers or clients directly to the iTunes or Google Play store where your business’ app can be downloaded. Marketing with QR codes in this way is especially beneficial for service-based businesses or those in the retail industry. 

Marketing with QR codes doesn’t have to be complicated. In fact, it’s best to implement QR codes in instances where this technology makes your clients’ or customers’ lives easier. 

Pel Hughes is a woman-owned enterprise that offers full-service printing to business throughout the US. We provide support for database management, campaign automation, direct mail, and graphic design. Fill out our contact form on our website or call (504) 486-8646 to request a quote. 

Boost Restaurant Sales with a New Direct Mail Campaign 

In the wake of COVID-19, the restaurant industry has faced tremendous hardship. From long-term slumps in sales to the dangers presented by serving the public during a pandemic, it’s safe to say that the restaurant industry has endured a tough couple of years. Data backs this up, too. In 2020, restaurants saw a $240 billion increase in sales. Some restaurants have found a way around this by stepping up their advertising game or by changing their business model to accommodate take-out diners with delivery service or curbside pickup. One popular chain, Panda Express, turned a sales slump into a boost in revenue by deploying effective direct mail campaigns. Turns out that restaurants—from small family operations to national chains—can benefit from print advertising, particularly a direct mail campaign.

Following are some helpful tips for tapping into the power of direct mail for your restaurant. 

Mailing Postcards and Menus Reminds Your Community to Patronize Your Business

In many communities across the US, the number of restaurants and cafes can be overwhelming to the consumer. Sometimes, slumps in sales occur simply because there is a lot of competition. Since dining choices abound, it’s worthwhile to remind your community that you’re still offering delicious food. Mailing postcards and menus throughout your community can easily give you a leg up on your competition. 

Pro-Tip: Offer one-time coupons or discounts for certain items like appetizers on postcards or menus to entice people to pay your business a visit. 

Utilize Deals and Promotions to Get Folks in the Door

Two-for-one deals, coupons, and discounts are hard to pass up. If you’re seeing a decline in sales or want to boost patronage during certain periods like “Happy Hour” or weekend brunches, offering discounts and incentives for these hours can help boost your bottom line. 

Pro Tip: Send out coupons and discounts with specific codes that denote their source. For instance, the codes used on direct mail should differ from discounts offered on social media or in e-mail blasts. This will help you determine where the interest in your business is coming from and which forms of advertising are most effective. 

Highlight New Menu Items to Spark Interest 

Potential customers and established patrons alike may be more inclined to pay your bistro a visit if you change up your menu from time-to-time or if you incorporate seasonal items into your repertoire. Using a direct mail campaign to announce new additions to your menu can help encourage locals to dine at your business.

Pro Tip: Be sure to include enticing, professional photos of new menu items on your direct mail. Descriptions of items isn’t enough to induce cravings. Photos can help spurn customers into action. 

Use a Direct Mail Campaign to Enhance Your Social Media Marketing

A direct mail campaign can help merge real life with digital life. Offering incentives to follow your business on social media can help direct traffic to platforms like Instagram and Facebook. The more users’ social feeds you show up in, the more likely they are to think of your business the next time they brunch with friends or celebrate a milestone with family. 

Pro Tip: Use direct mail to offer a one-time discount if recipients sign up to receive offers via e-mail. Simply direct users to a sign-up form with a short URL where they will receive their discount code or coupon after entering their name, e-mail, phone number, and address. Adding customers to your e-mail marketing database can help maintain healthy sales and interest in your business. 

The team at Pel Hughes are experts in direct mail. We work with businesses and organizations throughout the US. In addition to world-class printing service, we offer graphic design, database management, and campaign automation. If you’re interested in developing an effective direct mail campaign, call our friendly staff at (504) 486-8646. 

Copywriting Tips for Compelling Direct Mail 

, ,

Developing a persuasive and effective direct mail campaign is an involved process. Not only should your design, font, and graphics look enticing, your copy should spurn action and reflect the value your business has to offer. Truth be told, your direct mail campaigns may require numerous revisions but the end result is worth it. Copywriting is an artform and there’s a multitude of ways you can help engage your potential customers. Whenever possible, it’s always a good idea to work with a professional writer to ensure that your copy is free of errors and awkward phrasing. Having error-free copy isn’t enough, though. Your copy should generate consumer interest and action. Following are insider copywriting tips that can help you convert direct mail recipients into your customers.

3 Easy-to-Implement Copywriting Tips for Direct Mail

#1 Focus on Benefits Instead of Features

It might seem like drafting copy detailing the features of your product or service is a great way to reach potential customers. While the features of your offerings are certainly important, it’s often easier to win over potential customers when you develop copy that is benefits-forward. 

Let’s say you own a power washing company. You may be tempted to lead with the features of the state-of-the-art equipment you use. While these features may really resonate with you because you are an industry insider, these features may not pique consumer interest from folks outside of your industry. Leading with the benefits your services provide, however, can resonate with almost anyone reading your direct mail. Your copy should reflect how power washing can improve the appearance of many exterior surfaces, including sidewalks, driveways, decks, and exterior siding. Pepper in some striking before and after photos to accompany your copy and you could have your phone ringing off the hook with inquiries. 

#2 Address Common Objections

Before you send out a direct mail campaign, it’s a good idea to make a list of common objections you hear when trying to sell your product or service. Objections such as “I don’t have enough money for this service” or “I tried a similar product and it didn’t work for me” can be addressed in your copy. One trick marketers use is to break down costs into smaller increments. For instance, a supplement may cost $60 a month, which may turn people away if they know there is a comparable product for a lesser price. Your copy, however, could break down this cost into a more palatable number by stating “Improve your energy levels for just $2 a day”. Anticipating objections and addressing them with facts goes a long way with hesitant consumers.

#3 Identify and Acknowledge Your Potential Customer’s Frustrations

Your product or service could enhance a person’s life by eliminating or reducing some type of stress. A house cleaning company, for example, would want to lead with copy that acknowledges how time-consuming and laborious it can be to maintain a clean and orderly home. Identifying your customer’s frustrations is a powerful tool. Following up with something like “Imagine what it feels like to come home to an immaculate house after a long day at work” provides a tangible and enticing solution to their problem. 

Deploying a compelling direct mail campaign is a daunting task. Fortunately, these copywriting tips can help you get started. If you are feeling overwhelmed, reach out to the experts at Pel Hughes. We offer in-house printing and fulfillment, graphic design, campaign automation, and world-class client service. Call our friendly team today at (504) 486-8646 to request a quote.