| |
| |
|
Email Marketing Information |
|
|
|
Lumpy Mail Gets Your Message Through
When it comes to your gravy, lumps are bad. When it comes to getting your marketing message through the mail room, past the gate keepers, and onto your buyer's desk, lumps are just the ticket. I love direct mail for small business marketing and I'm particularly fond of something I call "lumpy mail." Lumpy mail is a direct mail piece or package with some dimension to it. A box is lumpy mail. A balloon arrangement, a kitten, a hoola hoop. You name it. The point is you just can't ignore a piece of lumpy mail. It's getting harder and harder to get your message through all of the advertising clutter so sometimes you need to up the ante and make a real statement. A lumpy mail package screams notice me, open me. A lumpy mail campaign can give your marketing message center stage attention. Of course, you've still got to deliver the performance. But half the battle is finding an audience. How to run a lumpy mail campaign Go to your core marketing messages. You core point of difference or benefit. The primary things you promote when you want to tell your prospects why they should hire you. Now think of some unique items, trinkets, or packaging that you can use to help communicate your point. We'll jump through hoops to get your business - the hoola hoop. We're the key to your success - a box of keys. We provide total solutions - a box of Total brand cereal. We've got the tools to help you get the job done - a box of play tools. It's very important that you can create a very strong image and metaphor for the message you are trying to communicate. Repetition Like any good direct mail campaign, repetition will improve your results. I usually suggest looking at three installments in your campaign. If done correctly this will usually leave the recipient eager to perform whatever call to action you request at the end of the campaign. A building series A very powerful way to construct your campaign, particularly if your audience is not too familiar with you, is to create your three pieces in a story fashion. Each piece builds on the last and delivers an integrated message. You can use this method to build intrigue. Many times I will send the first piece in a lumpy campaign without a company name, logo, or return address. Generally, I will imply that there is more to come. The impact of this technique can be pretty strong. In some cases your prospects will actually look forward to getting the next piece. People love a good mystery. The Call to Action Like any marketing campaign, decide what you want the final outcome or call to action to be and deliver it in the last piece. If you want them to call your office, take your call, visit a website, attend a workshop, make it painfully clear what the price of the game has been. I've actually had clients tell me that prospects who wouldn't even return their phone calls, eagerly made appointments and sometime still displayed the items they were sent throughout the campaign in their office. People don't get this kind of attention from much in their lives and they want it. More than ever your prospects crave two things - content and contact. A lumpy mail campaign had the potential to deliver both with a bang. (careful with too much auditory impact) How Much For Those Lumps A lumpy mail campaign can get relatively expensive when compared to, say, a postcard mailing so its important for you to consider two things when you are designing yours. How many clients you can serve and what the lifetime value a new client has to your business. Most small businesses only need a handful of new clients at any given time to thrive. Lumpy mail is perfect for that kind of growth. Carefully target 10 new businesses at a time, throw the kitchen sink at them and watch your appointment rate soar to about 70%. If you are in a business that sells a one time $19 product then you can't really spend to much to acquire a new client but if your business can generate thousands of dollars from a long term, loyal client then perhaps spending even $100/new client running a creative lumpy mail program makes a ton of sense. So get to your local toy store to get the creative gravy flowing and pass the mashed potatoes already. Copyright 2004 John Jantsch About The Author John Jantsch is a marketing consultant and creator of Duct Tape Marketing, a small business marketing system. You can reach him at John@DuctTapeMarketing.com.
MORE RESOURCES:
Email-Marketing - Google News |
|
|
|
RELATED ARTICLES
How Opt-in Email Marketing Helps You In Your Online Business The consumer of today is increasingly bombarded by marketing messages from various media channels. For those that tire of the constant onslaught of ads, they have the option to "opt-out". Email MarketingTips - 3 Reasons Why Business Must Use Email Communications Whether a company sells light fixtures to large corporations or provides stock analysis to CEO's they should all be using the power of email on a daily basis to:1. Create customer loyalty2. Are Your Subscribers Receiving Your Newsletter? In my e-mail one day, I received the following message: "Hello, I am a subscriber to your ezine and received the attached e-mail. Please advise if this is actually from your website. The Name Squeeze - Should You? Shouldn't You? This is a little "beauty" of an idea if you want to grow a massive list QUICKLY! But some are wary of trying it. They worry it turns customers away. 3 Important Tips to Write Money-Making Autoresponder Messages Sending autoresponder messages is one of the most powerful email marketing strategy. The most important benefit of this technique, is that you can automate 95% of the process. Organizing Your Mailing Lists For Your Email Promotions With all the safelists and different methods for using them, it can get hectic trying to come up with a good way to post to them. Most of all, it is important to remember if you did post to them. The Lazy Mans Way To Building a Massive List In Minimum Time As you read every word of this article, you'll be stunned by how quickly and easily you can build a massive list of opt- in subscribers without spending a fortune. (The idea is to make money, not spend money. What Is An Email Signature And What Do I Do With It? You hear it all the time.. FIVE ADVANCED and Essential features of Your Follow up Autoresponder If you are not using a follow up autoresponder until now, just buy it. Follow up autoresponders are very valuable tool for online business. Email Marketing 101 - What You Must Know Before Starting an Email Marketing Campaign Before you start an e-mail marketing campaign it is important for you to know what e-mail marketing is, the benefits of e-mail marketing, and whether or not e-mail marketing is right for your business. Once you are educated on the finer points of an e-mail marketing campaign, you will be poised to either learn more and get your campaign going or else find another means of marketing your products. How to Build Your Mailing List 1. USE POP-UPS Pop-ups are one of the most common methods you can use to capture email addresses and build your email list quickly and with ease. Click for Success! Being online for the last five or so years has made me realized that many persons are seeking a magic button to success. What is even more interesting is that they really believe that it exists. Analysing Autoresponders An autoresponder is an automatic or software-mailing program. Why would you want that? Because whoever you are, you don't have enough time, and an autoresponder will maximise your time potential. Use the "Reply All" Function in Email Judiciously Type "email etiquette" into the search bar of any popular search engine and you'll get over one million hits. Because email is used so broadly, it poses certain problems for the professional who is attempting to communicate well. The Goose That Lays Golden Eggs Ever wondered what it would be like to have a goose that lays golden eggs? Well, if you thought such stuff happens only in fairy tales, think again!Now before you get carried away in your own curious thoughts, let me tell you that the magical goose I'm talking about is your list of subscribers or your contact list.. Do You Build Or Buy? (Tips On Leadgeneration) Every marketer needs leads, they are the lifeblood of your online business. However not every marketer knows how to effectively "work" their leads. Attract New Subscribers With Magnetic Ads One of the most effective methods of advertising your e-zine is placing ads in OTHER e-zines! There are many reasons why, but the top three are: you're advertising to other readers whom you know are already interested in e-zines you can finely target other e-zines whose readers would likely be interested in YOUR topic it's easy and inexpensive First, you'll need to get your ads ripe and ready. Here's a step-by-step guide on how to write them - it should only take you about 10 minutes. How to Laser Your Email Messages If you're in business and use email, you've likely learned to KISS (keep it short & simple). However many people still think that writing an email should be like writing a letter to Aunt Sally. Autoresponders An Important Part Of Internet Marketing? Setting up and using email autoresponders on your site is an easy way to make repeated contact with your visitors. Studies have shown that more than 60% of a site's visitors who eventually end up buying a product or service don't do it on their first visit. Your Newsletters Are Pretty Lame If You Are Doing These 7 Things I remember the good old days of the internet when it was a real treat to subscribe to someone's newsletter and receive all their wonderful information through the convenience of your email.It's still like this today - for the publishers that are getting it right.
|
| home | site map |
| © 2006 |
