January 17, 2011

Success with Annual Appeals

Posted in Uncategorized tagged , , at 4:48 pm by admailinc

We are delighted to have heard from several customers that the Annual Appeals we helped them with this past season were the most successful they have ever had! That is great news, especially in the sluggish economy.

So what makes some Annual Appeal campaigns more successful than others? Lets look at key factors:
1. A clean data file – when you take care to manage your data file and select appropriate records your ROI will improve. Likewise, the fact that we seamlessly NCOA files and de-dupe when necessary contributes to better list targeting.
2. Really telling your story – reaching out with a heartfelt message.
3. Great design, especially with color, graphics, and photos.
4. Timing – Planning ahead so there is plenty of time for pre-press, proofing, production enables you to get the mailer to your recipient when you want, taking into account the holiday mail traffic.
5. Convenience – supply a courtesy or business reply envelope, or use the direct mail to lead recipient to your website.
6. Make sure your mailer is designed to be postal-compliant, and get approval of design from a mailer- because small design changes can often save big $$$ in postage and processing.
7. Many organizations do follow-up campaigns to those who did not respond the first time around. This gives you an opportunity to send another message.


April 29, 2010

NCOA is a Good Thing

Posted in data hygiene, direct mail, NCOA, Targeted Marketing tagged , at 3:55 pm by admailinc

We compare our customer database file to the National Change of Address file.  If we find an UPDATED address, we replace the old address with the new one, and send customers this information so they can in turn update their source file(s).

If we didn’t do this, there would be more Undeliverable As Addresses mail, and customers who mail first class or who use an ancillary endorsement will get the pieces back with a big yellow sticker, and postage due.

We say, why pay for the postage for pieces that will come back – when NCOA means you update your list BEFORE you send out mail.

If a customer is reluctant to have the database updated, we can remove the records which changed, and mail them out at full rate first class.

We believe the process makes sense, and we support the USPS in this required change. NCOA processing allows you to update and remove bad records, saving you money on printing and postage, and it gives you valuable feedback on the quality of your list.

November 23, 2009

Targeted Marketing- Be Selective

Posted in direct mail, Targeted Marketing tagged , , , , , at 12:35 pm by admailinc

Targeted Marketing vs. Mass Marketing. In one corner we have mass marketing- sending out your message to the masses, and hoping something sticks. In the other corner, targeted marketing- doing your homework, knowing your audience and what appeals to them, and targeting them personally by using professional titles and first names. The fight just doesn’t seem fair.

Targeted marketing is much more effective than mass marketing and has proven results. Mass marketing typically achieves a 1% response rate, while targeted marketing achieves response rates that can be as much as 15 times higher. The key is to know your audience, and where to find them. If you’ve ever tried to do this on your own, you know the challenges you’ll face. That’s where we come in.

It is critical to market and keep your name in the mind of consumers – especially in a challenging economic environment – in order to keep generating sales. For example, if your business relies on consumers, then targeting homeowners needs to be a key element of your strategy. Direct mail is among the most effective ways to reach homeowners, but identifying them and getting your information in their hands in a timely manner relies on accurate and targeted lists.
Ad Mail employs a marketing strategy to help companies reach homeowners with specific demographic profiles that match their ideal customer.

Most companies don’t have the time to run a direct mail program, that’s why we take care of everything related to the mailing campaign – from printing, profiling, homeowner list, to mailing – allowing busy executives to focus on managing their business. Ad Mail is an extension of each company’s marketing team, helping them develop their strategy, find their audience, and deliver the message in a timely and cost-effective way.

September 11, 2009

Ad Mail Green Policies

Posted in Sustainability tagged , , , , , , , at 6:47 pm by admailinc

Can direct mail be green? As the beloved Muppet Kermit the Frog once sang, it’s not easy being green. But at Ad Mail, we know direct mail and green thinking go hand in hand, and we’ve been assisting our customers with green mailings for years. And as Kermit told us, there’s a lot to love about being Green!

Green is the color of Spring
And green can be cool and friendly-like
And green can be big like an ocean, or important
Like a mountain, or tall like a tree

Here at Ad Mail, we minimize waste and our impact, and the waste we do create we recycle. We also offer a wide array of recycled papers and envelopes and will return extra material, or recycle, based on your request. As far as ink is concerned, we offer soy-based inks for offset printing, recycle waste ink and recycle our ink & toner cartridges.

Another way to make sure your mailings are green and efficient is communicating postal changes so you can better target your mailings, mail fewer pieces, and achieve better results.  How do we target your mailings? We NCOA all address files for presorted mailing and remove undeliverable pieces, as well as provide you with updated addresses so your files are up to date. We also offer Paperless Proofing for your digital print projects.

We are continually striving to make improvements- so if you have ideas, please share them!

When green is all there is to be
It could make you wonder why, but why wonder why
Wonder, I am green and it’ll do fine, it’s beautiful
And I think it’s what I want to be

Well said, Kermit.

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September 4, 2009

Effective September 8, 2009, changes in postal regulation for booklet (self-mailer) style mail pieces.

Posted in Postal Regulations tagged , , , , at 4:27 pm by admailinc

The Postal Service will adopt new standards to reflect changes to the construction and sealing of letter-sized booklets mailed at the automation, presorted machinable or carrier route letter prices. We will also adopt a definition of booklets and clarify weight standards for letter-sized mail.
The definition of a booklet is a mail piece consisting of bound sheets or pages. Any binding method may be used if it results in a nearly uniform thick mail piece. Spiral bindings do not meet this criterion and do not qualify for automation prices. Multiple sheets nested together with no binding method are still folded self mailers.

The maximum height for a machinable or automation booklet will be 6 inches, instead of the 6 1/8 inches today. The maximum length will vary between 9 and 10 ½ inches depending on design instead of the 11 ½ inches today. Heavy booklets weighing 3 ounces should not be longer than 9 inches. The spine is required to be at the bottom (preferred) or at the leading edge. The wafer seals required for booklets must have no perforations and must be 1 ½ inch in diameter. Larger and heavier booklets will require 2 inch seals.

These new standards are scheduled to take effect September 8, 2009.

The proposed standards for folded self mailers have become recommendations while the Postal Service conducts further testing on these designs. If you have any questions or concerns or need more clarification, simply respond to this post or give us a call at Ad Mail. Happy Mailing!