More Direct Mail For Less Time and Money

By choosing to use Zairmail to launch your direct mail campaigns you are already saving time and money. However, there are other steps mailers can take to get even more value for their direct marketing dollar.1. CLEAN MAILING LISTSWhether using a customer list or a list of prospective customers, it is important to make sure that addresses are accurate and deliverable. Accurate lists insure the highest possible delivery rate and speed delivery time. Mailing lists that are kept in electronic form can easily be updated for accuracy by scanning through manually or using an inexpensive off-the-shelf software. Incorporate these mail file hygiene practices:Keep address records up to date. Promptly incorporate change-of-address information on customers for recent moves. Save returned mail and delete the records associated with these addresses. Use the USPS National Change of Address (NCOA) capability as needed.Remember to remove duplicates. This is especially important when merging two or more lists from different sources.
Maintain USPS postal standard addresses using postal geocodes, ZIP Codes, ZIP+4′s, and Carrier Routes. Employ the USPS Delivery Sequence File (DSF) service to confirm the existence of a delivery address. Zairmail automatically cleans lists uploaded using Zairmail Express Direct.2. REDESIGN MAIL TO TAKE ADVANTAGE OF RATE AND OTHER CHANGESWith any change in postal rules and rates comes a need to re-evaluate mail design for the rate categories in which a company mails. Assure that the shape and weight do not require additional charges. Design mail pieces with enough flexibility to maximize possible postal savings while enhancing postal delivery performance. This requires knowledge of the rate & rule changes and where new opportunities may exist for optimal savings.All postcard and letter templates featured on the Zairmail Express Direct site are optimized for maximum savings.3. TARGET MAIL, A MUST FOR TODAY’S DIRECT MAILPut the right offer, in the hands of the right prospect, and sales will grow. Put the wrong offer, in the hands of the wrong prospect, and the only thing that will grow is mailing costs!Be sure that the offer matches the recipients (e.g. don’t mail a steakhouse coupon to a vegetarian). Know who your customers are and target those with similar demographic characteristics. Use smaller mailings at first to sample the market you wish to reach. Have a compelling offer and a call to action. Test and measure each mailing’s performance to fine tune the message and offer.Consider using “Or Current Resident” addressing when targeting addresses; if a prospect has moved, the new resident may fit the current best-customer profile.Personalize mailings for the recipient – response rates can increase up to 50% on personalized offers. Test and develop different versions of mail pieces to distinct segments within an audience. For prospects and less profitable customer segments, employ smaller, more limited mail pieces than those mailed to the most profitable customers. And if you are mailing your current customers, let them understand that you recognize the value of their business.4. BE COMPATIBLE WITH POSTAL PROCESSING EQUIPMENTMake sure the design of mail pieces facilitates easy postal processing so that problems with automated equipment are avoided. For example, some types of copy formats and fonts are difficult for automated postal equipment to read, or make it difficult to identify a return address. Avoiding these snags eliminates the increasing occurrence of “loop” mail — mail sent to the return address because postal automation equipment read it as the “delivery” address.When using windowed envelopes, assure that the windows are large enough, and the address is placement on the letter is correct, so that the delivery address is always visible. Use the “tap test” of tapping or shaking the envelope to simulate mail handling and see where the address appears in the window.Avoid design and placement of information in postal requested “clear zones” on the face of mail pieces reserved for postal use. Request the advice of mail preparation and postal experts when designing mail to maximize “mail deliverability” without compromising marketing benefit. The local Business Mail Specialist at the USPS can often provide advice for free. Automated processing makes strict adherence to postal rules and guidelines imperative. Failure to do so may result in loss of postage discounts, a potential drain on marketing budgets.Of course, standard letter and postcard formats available from Zairmail conform to postal rules to assure speedy problem-free delivery.5. PARTNER WITH POSTAL CONTACTSCommunicate with the USPS in advance about large mailing events. Describe the purpose of an upcoming mail piece, expected mail “drop” dates at a USPS facility, the target delivery date, and other pertinent mail delivery needs. Use preferred USPS partners and vendors, many of whom have established long trusting relationships with the postal service.6. TRACK THE PROGRESS OF ALL MAILINGSMarketers often keep track of response rates, but it is also important to track the progress of a mailing through production and delivery. Record the date mail is produced, when it is mailed, and when it is delivered. One common technique is to “seed” mailing lists (e.g. add the name of the sender and/or other trusted recipients). When the seeds arrive verify production quality and delivery time.Other advanced services, such as the new USPS PLANET CODE Destination Confirm service, WEB ADVANCE and other USPS or privately-offered mail monitoring services, can also be helpful for larger mailers.7. OUTSOURCE EXPERTISE WHEN NECESSARYThe most effective marketing campaigns take all these factors into account. Yet, having all the expertise in-house is rare – especially for small business. Select mailing partners with fully integrated systems and knowledge that compliments what you already have available to you. When in doubt, give Zairmail a call, we are here to help. We are “Your Special Delivery.”

A Manual to Various Examples of Insurance Lead Marketing

You are an insurance agency and you are ready to advertise your company, but have no clue where to spend it and how much to contribute. Below is a catalog on the most conventional sorts of insurance industry marketing,

Print Marketing

Print initiatives can be made up of newspaper marketing and magazine advertising. This sort of insurance marketing strategy can carry a variety of meanings (either brand familiar or direct response) and can be focused on a specific demographic based on who views the publication in question. So for instance, if you wish to get in touch with insurance prospects who live in Dallas, put your creative insurance marketing efforts into the Dallas daily newspapers. Print marketing must be prepared well in advance to meet the deadline of the publications – particularly with monthly magazines, since they are printed months ahead of their release date.

Direct Mail

Even though most consider Direct Mail marketing has seen its best days already passed, there is still some heart in this influential, classic variety of insurance marketing product. Insurance mailers include postcards, brochures and flyers that are sent through the mail and usually include a direct response call-to-action. Utilizing insurance mailers means having to buy some necessities for the campaign, including printing materials, postage, creating insurance marketing letters, and the address lists of the market you choose to target.

Television and Radio

Among the most effective campaigns in the industry, television and radio marketing presents the opportunity to get in touch with the greatest amount of prospects in the shortest time frame. Among the disadvantages of these insurance marketing tools are the potentially high expense and the inability to truly target your demographic with preciseness. Nonetheless, the distinction identified with TV advertising can elevate an insurance agency in a way no other marketing plan can.

Online Advertising

The rising star in the domain of insurance advertising ideas is the internet. The internet continues to blow up and together with it so do the marketing chances. Billions and billions of advertising dollars are spent every year online, as insurance companies try to find way to tap into the Internet user. The most prevalent forms of online insurance marketing include:

Pay Per Click – bidding on key search phrases and having the insurance agents’ ads pop up when the relevant search phrases are searched for in Google and Yahoo!

Banner Advertising – building a visual advertisement and placing it on applicable websites. The advertisement then takes consumers quickly to the advertiser’s homepage.

Email Advertising – Using lists of email addresses to distribute content and marketing to insurance prospects.

Organic Search – Utilizing search engine optimization (SEO) to rank high on Google and Yahoo!. This is achieved by manipulating the imitation on a website and in the HTML code that form the backbone of the internet sites.

It is worth noting that many insurance agencies are abandoning the more established, print forms of marketing in favor of reaching out to the online world. As print and direct mail watch their numbers dwindle, more and more insurance agents are selecting the cost effective, very targeted advertising selections found on the internet utilizing social networking sites such as: Delicious, Digg, StumbleUpon, Reddit, Facebook, and Technorati.

The First Step in Going From Street Hustler to Professional Network Marketer

This is advertising and marketing 101. Network marketing, direct sales or multilevel marketing should be no different. Just because you’re not a big New York advertising agency or a slick Chicago marketing firm doesn’t mean you can’t do what they do.Before the pros begin a project, they do their homework. The first thing they do is define the product and the target audience. What are they selling and who exactly are they going to talk to? The answers will affect the ad or marketing communications piece they develop.For instance, let’s say the product is a set of golf clubs. The pros will get very specific but basically, they’ll target people who play golf, are interested in golf and have purchased golf clubs before. They’ll talk to them in their language. The advertising and marketing pieces they create will talk to them about their golf swing or their golf score. About how to get more birdies and pars, and less hooks and slices, because golfers relate to that. The more they can identify with them the more they gain trust. Pretty straight forward, huh?Next, the professional ad agencies and marketing firms will then choose specific media in which to run their ads. Golf magazines, The Golf Channel, commercials during televised golf tournaments and point-of-purchase displays in golf course pro shops among others. They won’t waste money running ads in Better Housekeeping, because although there may be some housekeepers who play golf, more likely than not, there won’t be.How does this relate to network marketing? How can we apply what the pros do to our MLM business? And, why will it make a difference? Great questions…let’s talk about them. Let’s start at the beginning by defining our product and target market just like the pros. Now, unlike a golf club company, in network marketing we also sell a business opportunity. So really, there are two products being sold: the product or service being offered and the business opportunity.With regards to the product or service, it’s pretty straight forward. If you have a weight loss product, for example, you’re goal is to target people who want to lose weight and have purchased weight-loss products before. Some people are overweight and just don’t care. If you have a health product, you’ll want to target health-conscious people or people facing a health challenge. You get the idea.Where it gets confusing, though, is when we talk about selling the business opportunity. The problem is, most of us in network marketing were taught by our well-meaning upline that our target market was EVERYONE. And we took it at face value, without really thinking about it or even questioning it. It seemed to make sense, after all, everyone wants to make more money, right?So instead, let’s apply the big city ad agency method to promoting our MLM business opportunity.Our product therefore, is our network marketing opportunity, which offers people a way to make extra income or become financially free, and everything in between.So, is our target audience people who need extra income?No.Yes, there are people who need extra income but don’t necessarily desire it. If they did, they’d be looking for ways to get it, right? Some are content with poverty just like some are content with being overweight. Some would rather watch their favorite sitcoms than look for ways to earn more money or go for a 30-minute walk.What about people looking for ways to make extra income or looking for a business of some kind?I would say yes, but on they’re on the fringe. I personally wouldn’t include them. I don’t know if they are open to the MLM concept or not. It’s a coin toss. These people would be considered ‘opportunity seekers’.Remember what I said earlier with the golf clubs example?:”…they’ll target people who play golf, are interested in golf and have purchased golf clubs before.”And if we’re selling golf clubs, that’s who we want to reach. Not bowlers. Not tennis players. Not arts and crafts enthusiasts. We want to go straight to the people who want to buy what we are selling.Now, here’s the same statement using network marketing as the product:”…they’ll target people who do network marketing, are interested in network marketing and have purchased network marketing before.”That’s it! That’s our target audience.What’s great about talking to our target audience is that they already know what network marketing is and have bought into the concept. You don’t have to educate them or convince them that it’s “legal”. You won’t get rejected, shamed or ridiculed. Your target audience is on the same page with you. They identify with you. They relate to what you have to say. How refreshing.I don’t know a fellow golfer who doesn’t like talking about golf and about how he can lower his score or what course he’s playing next! Now that you’ve defined your target audience, you can zero in on your marketing efforts to attract like-minded people for greater success in far less time.Once you start bringing network marketers into your business you’ll cut down on training time, hand-holding and trouble shooting. Teach them what you’ve learned about whom to target and soon you’ll be building a downline of business builders who don’t waste time and money approaching the wrong people.It’s a beautiful thing.Here’s a great eBook that goes over all the fallacies in traditional network marketing recruiting methodologies. If you’ve been struggling to build your MLM business, this is a must read. And it’s free…download it here. You’ll be amazed. I sure was.