& Why They Matter
As you may know, new mover marketing is a big segment for Strata and an offering we’re quite proud of. We believe we do it best – not only because of our experience and skill, but because of the multiple channels we use, the data we provide and incorporate, and the digital touches we implement. We’ve had trust in, and have been executing, great new mover campaigns for several years now. It’s no wonder we have an eye on new mover trends that may arise and behaviors within this segment – but we’re not sure anyone predicted or was prepared for the shift in the new mover market that happened at and after the onset of the pandemic. Today, we’re looking at how the new mover market has changed since March of 2020, and the increased need for new mover marketing solutions that it’s caused.
Stats You Need to Know
To get started, we wanted to give you a few recent new mover statistics to take in and think on:
- A fifth of US adults moved or knew someone that did due to the pandemic.
- Over 110,000 people moved away from New York City between February and July of 2020.
- 487% more people moved out of NY in 2020 than in 2019.
- Although there was no “exodus” away from urban areas that some were claiming, people did and do seem to generally be “drifting towards the suburbs”.
- Families have mostly chosen to move to the suburbs, while those living alone have more often chosen to move to metropolitan areas (In the first half of 2021, 7 in every 10 people who moved into urban areas were those living on their own).
- 35% of moves related to Covid-19 happened because of financial hardships.
- 36% of movers in a recent study claimed their reasoning for moving to a new place was because they felt safer there.
- 10% of them indicated that they moved to places with less stringent Covid-19 restrictions.
Overall, the pandemic has shown to accelerate some moving trends that have already been underway – and also create a few new ones. This, of course, has also had an impact on the effectiveness of new mover marketing (marketing specifically targeting new residents in your area).
What’s Causing all the Movement?
There are several reasons people are moving, some of them which we stated in the statistics above – and others that we’ll get into now. First and foremost, a big reason many have moved and are moving is financial stress. Many are moving to less expensive housing and apartment living to cut costs during these financially tough times. Additionally, apartment amenities or “big city” expenses that were previously valuable became almost meaningless during the peak of Covid-19, causing apartment-dwellers to rethink their living expenses.
Due to increases in work-from-home life and more flexible working hours and situations, people are craving more space. Because of this change, many are moving to larger spaces where they can work more comfortably. Additionally, they’re moving to where they truly want to be instead of where they previously “had” to be for their in-office employment.
For some people in different areas around the country and different industries within the workforce, finding employment during the pandemic has been tough, so this has caused some to find employment elsewhere and relocate.
And lastly, throughout the pandemic, the realization or reminder of the importance and need for family support during times of crisis and distress has been prominent – so many have moved and are still moving to be closer to the ones they love.
Overall – no matter where, when, or why they’re moving, people are definitely on the move since the onset of Covid-19.
How These Numbers (And the Causes Behind Them) Make Marketing to New Movers Essential
As you can probably imagine, as people move out of your area, you lose those customers, but as people move in, the opportunity arises for new customers to replace the old. So, more movers mean more new opportunity – but not if a competitor snatches them up by getting to them first and making a good impression.
That’s why it’s so important to be the first to put your brand in front of this niche audience, and to deliver quality marketing that welcomes, attracts, and entices them. New mover marketing programs are made to keep you connected with these new residents on a consistent basis, so that you’re never missing out on a new customer that, if targeted correctly, could become a loyal, repeat one.
Strata’s program, SmartMove, is a robust, multichannel, multi-touch, new mover marketing program that helps you find the right time and place to reach your target audience, right as they move into your surrounding area. We’ll help you reach this audience throughout their customer journey to build brand loyalty and trust and turn them into long-term, devoted customers. Interested in hearing more of our thoughts on the new mover market, or ready to start your first (or next) new mover campaign? Give us a call.
Laying Out the Pros and Cons
We know it can be a long process to research, find, and decide on a marketing solutions company that achieves your objectives. We also know that the full package – good data, quality design, excellent messaging, great customer service, mailing and fulfillment, and quantifiable results – is the goal, but not always the outcome. Since we get asked about it from time to time, in this blog, we’re going to cover why you may want to choose to work with a marketing company over a CRM services company who also happens to strategize and launch campaigns. Before you make your decision, give this a quick read.
Not Always the “Path of Least Resistance”
First and foremost, although it may appear “easier” to partner with a CRM service to launch your campaigns (because they have access to CRM) – they don’t always have immediate access to other capabilities. For example, they likely don’t have in-house creative design, printing, fulfillment, and mailing, and if they do have some of them – they likely don’t have all of them to execute a turnkey campaign. The main focus of a CRM company is usually just that – customer relationship management. Their key offering is their ability to compile and supply lists – which they may be excellent at doing, but what will they provide in terms of other areas of expertise?
Because of the outsourced services they use (such as those listed above), CRM companies can’t always make campaign changes on the fly. They’re usually unable to print on-demand, have their artist make quick modifications, make last-minute changes to the mailing process, or most importantly, optimize the campaign based on results, midstream.
The Marketing Differentiators
So, what’s the alternative? Partnering with a marketing solutions company that offers expertise in everything from implementation to optimization. Marketing companies are often also connected directly to the list compiler, and even more than that, they’re usually more closely if not directly connected to everything else you’ll need and use during the campaign production process – from strategy to printing. Since many if not all of their services are in-house (including design, print production, fulfillment, and mailing), you can always make changes and improvements mid-stream and at rapid speed. They can simply call on their marketing team of strategists, artists, print production associates, and others to change gears, swiftly improving the efficiency of the program while it’s in progress and effectively increasing campaign ROI.
Additionally, marketing companies focus solely on marketing strategy and production, and the more years of experience under their belts of doing so – the better. Marketing execution is not an add-on to marketing companies. It’s what they do, day in and day out. And the right marketing company will be able to simultaneously execute concurrent campaigns, whether single-touch or many, with corresponding digital to (targeted, specified) customers and prospects. If you’re lucky or do your research, you’ll find a marketing company that also incorporates backend fulfillment, seamless management, granular personalization, and attribution, and will be a team of dedicated experts, creators, innovators, and most importantly, marketers. You get the picture we’re painting. It’s important for a marketer or marketing team to also value and provide quality execution and customer care to every client, and ensure you have the reporting, understanding, and peace of mind you need, with 1:1 attribution, automated data exchange, and a detailed dashboard.
Next time you’re debating, think through this blog first. Do you just need a simple marketing campaign with CRM first, or do you need a multi-touch, well-focused marketing campaign with accurate, up-to-date lists and quality attribution?
What Makes Data Good Data
We always, always appreciate conversations with customers. Especially those that make us think more thoroughly about our services. We’re constantly open to changing and evolving to provide the best offerings possible for loyal and new customers alike. Recently, we’ve had quite a few conversations about data, and have realized that it’s important for us to provide some insight into our somewhat unique data philosophy, specifically as it relates to direct mail. We’re all about the best data – not always (and not usually) the most data.
Our Direct Mail Data Philosophy
Direct mail may not be the cheapest form of marketing – but it’s often one of the most effective. In fact, 61% of customers find direct mail influential in making purchasing decisions. Compared to email’s average lifespan of 17 seconds, direct mail can last 17 days. We could go on and on about why we love direct mail, which is why we made a complete blog with tons of other eye-popping stats.
While direct mail is very effective – it’s only as effective as the data behind it. We believe it’s important to reach the right people, which is not usually all the people, and this can sometimes be puzzling to our customers. Our philosophy? We’re more worried about and interested in the success of your campaign rather than the number of people we send to. Plus, while we appreciate business income, we more highly value long-lasting business relationships built on trust (which primarily comes from a good track-record). In short – quality over quantity, always.
When we pull our data, you’ll notice that compared to others in the industry, we don’t always end up providing as many contacts. This may look and seem like “less”, but it’s really providing you with “more”. We won’t give you more contacts than necessary, we won’t waste your time with leads that are dead on arrival, we won’t waste your money on mail that ends up in the trash, and we will deliver higher ROI. Many others in the industry will provide you with a bigger list, but one with a portion of people who will trash your direct mail – wasting your time and budget. So, next time you see a long list of “prospects”, don’t let it knock your socks off before diving into who those people really are, what they want, and whether or not they’ll actually respond to you, and, more importantly – become a customer.
Why Our Data is Strong
Strata has years of experience as well as many great connections within the industry. Our data compilation process is rigorous, and one that we’ve worked on for years to define and strengthen. To ensure it’s effective and valuable, we continually evaluate our data sources time and again, never assuming they’re “good as they are”. And similar to how open we are to customer feedback, innovation, and change, we’re always open to changing and improving our data sources so that data we provide, again, will actually return ROI.
Interested in working with Strata to get the most out of good data? Contact us.
That Will Interest Your Audience
In a few of our recent blogs, Buzzword Alert: Every Door Direct Mail (EDDM) and The Pros and Cons of EDDM, we gave you insight into what EDDM is, as well as its pros, cons, and alternatives. In this blog, we’re going over the top 5 best EDDM campaign ideas – in the case that you do choose to go the EDDM route as a part of your marketing strategy.
An EDDM Refresh
USPS’ Every Door Direct Mail service is a blanketed mailing approach sent to all of the potential customers near your business (depending on the routes you choose). Utilizing the provided mapping tool, that provides demographic data information based on census reports, you can choose the routes you’d like your mail piece delivered. Additionally, you can schedule this delivery for whenever it makes sense for your business. The mail you send can be self-designed, or you can work with a company like Strata to design it effectively and professionally. Learn more about what EDDM is at this blog, or explore its pros and cons, here.
Now that we’ve given you a refresh on what EDDM is – let’s dive into some effective campaigns to get you the most ROI.
Campaign Idea 1: Generosity
One of the best ways to entice customers is to provide a generous discount or offer. Or, simply giving them a small something that’s free – whether it’s small and attached to your mailer or provided through a sign-up or scheduled meeting – goes a long way.
Nothing gets customers in the door more than coupons, price deductions, and rewards. Give them something to entice them to at least come in and give your business a chance – even if that’s just to get a discount or redeem an offer. It’s quite likely that once they’re in (as long as you provide good products and/or services), they’ll return.
Introducing free giveaways can pique customer interest, making them feel like you care and are willing to give them something for their attention and possible business. Plus, if the giveaway is received via an exchange, once they “sign up” or schedule a meeting, you’ll then have their information for future communication.
Campaign Idea 2: Urgency
Whether we like it or not, humans like to know what’s going on. You know the phrase – curiosity killed the cat. We get “FOMO” – the fear of missing out – more often than we’d like to admit. That’s why using a term like “save-the-date” is so effective. The potential customer will likely read the rest of the card, because they’ll want to know what’s going on in their area. When you create urgency, people feel that they need to be in-the-know and on-the-go. Obviously, you’ll need some sort of “event” to accompany this type of mailer, but it could be something as small and simple as a limited time discount week, days or day, or a grand opening or reopening.
Campaign Idea 3: Playfulness
Entertaining and playful campaigns do really well when it comes to EDDM. This could mean including a scratch off game, or poll to make the mailer interactive and exciting. Interactivity can get the customer’s attention, and maybe even cause them to feel somewhat invested in getting the answers, winning the prizes, or otherwise finding an end result.
Another way to energize your mailer? Maybe it includes some sort of pop-up upon unfolding. Or, try invisible ink, dye cuts, and other unique folds. Any of these options can help you stand out from the pack and bring out energetic playfulness in your potential customers.
Campaign Idea 4: Proximity
A great way to get customers through your doors is to emphasize how easy it is for them to do so. Focus your mailer around the idea of proximity and the ease of locating and entering your business. Be sure to include an easy-to-read map of your location(s), and add in words such as “close by”, “just an order away”, or, “just a few blocks away” if that’s possible and applicable. With this type of campaign, you can also include a limited time offer to compliment the proximity with urgency. For example, “Stop in for $10 off your order of $50, we’re right down the road”.
Campaign Idea 5: Simplicity
We’ve all heard the acronym KISS. A great campaign tactic is to keep it very simple. Most viewers don’t have the time to digest a whole mailer and all of its contents, so limited text and bold blocks of imagery and/or color can go a long way. Simply providing your store name, address, website, and some great photos and blocks of color can create mystery that speaks just as much as content. Maybe limit it to just one good coupon. This kind of mailer can create recognition and brand awareness without overloading the customer with information.
Like we’ve said before, EDDM is not for every company and its marketing strategy – but if you do choose EDDM for your next campaign, make sure you do it strategically and effectively by using one or two of the campaign ideas above. In general, don’t forget that every mailer should at the very least include contact information, a compelling call-to-action, and memorable branding.
Looking for some more in-depth help to get started? Give us a call or shoot us an email.
Is it the Right Option for You?
In a recent blog, we went over what Every Door Direct Mail (EDDM) is, some of its positives and negatives, as well as some alternatives. Today, we’re diving a bit deeper into EDDM’s pros and cons so that, when you’re ready to launch your next direct mail campaign, you’re able to choose wisely.
What is EDDM Again?
Every Door Direct Mail, (better known as “EDDM”) is a blanketed mailing approach sent through USPS to potential customers near your business (aka – all of your “neighbors” nearby). You can use USPS’ provided mapping tool to select a geographic area, while viewing some demographic data based on census reports such as age-range, household size, and income. With this data in mind, you can choose what mail routes you’d like your piece delivered to – and, you guessed it, your mail gets delivered to every door. You can schedule this delivery whenever you’d like, within the parameters of the postal office.
With EDDM, you have the option of either creating the mailer design yourself, or working with a company (like Strata) to create a design that’s effective and professional. And – when using EDDM, you have two options, EDDM Retail and EDDM BMEU.
What’s EDDM Retail?
EDDM Retail is a good option for small businesses, restaurants, realtors, and local political campaigns. With this choice, you can create an account, send 200-5,000 pieces per day, per zip code, and simply drop your mailings off to the post office. You don’t need a permit with this option, and you can easily pay online or at the post office. The cost is currently $0.20 per piece.
What’s EDDM BMEU?
EDDM BMEU, on the other hand, is a good option for larger volume mailings, as there’s no volume limit and you may send to several different zip codes. As you can imagine, it’s slightly more involved than retail. You’ll need to make a Business Customer Gateway account, acquire a bulk mailing permit, and drop off your mailers to a BMEU – a large USPS mail processing center. The current cost for EDDM BMEU can be “as low as $0.168 per piece.”
The Pros of EDDM
Now that you know your EDDM options, we’ll go over the pros and cons. First – the pros. If your marketing budget is low and you’re looking for something that won’t put much of a dent in it, EDDM mailing can be a worthwhile choice. You can avoid high postage rates, generally, and postage discounts are available for most. Additionally, if your mailing is small and you’re not too concerned about a wide geographic area, you can again save on postage by opting for EDDM.
EDDM can work well for general awareness campaigns – such as showcasing a small business’ grand opening, letting people know you’re running for office, hosting a special event at a restaurant, introducing yourself as a realtor…the list goes on. If you want the general public to know about you, EDDM can help you do just that. Just make sure your business and/or brand is apparent by using quality branding and imagery, your logo(s), memorable colors and fonts, and other elements that people will take note of and will recognize if they see them again. If you’re not sure how to do this or what to include, give us a call.
The Cons of EDDM
Although EDDM is a good service that works for a lot of use-cases, it has its downfalls. With EDDM, you’re unable to really target a specified audience based on significant data, such as interests and hobbies, life changes, environment, age, income, and so on. Yes – you can find an area where many of the people meet some of these criteria, but with Every Door Direct Mail – it’s sent to exactly what it sounds like – every door. You don’t have the option to add people in or take people out if they’re in the selected demographic area and on the chosen mail routes. Therefore, you’re likely wasting paper, production, and money on people who have zero interest in your product, service, or event. You could be reaching out to people who fail to check their mail regularly, see your mailer and throw it out immediately, read it over and have no need or interest, or worse, are offended by your offering or service. What do we mean? Here are a few examples of what we liked to call “fail mail”:
- A BBQ restaurant flyer sent to a house of vegans
- A retirement home postcard sent to a couple in their twenties
- A daycare service mailer sent to someone single with no children
- A car dealership flyer sent to an eco-friendly bicyclist
Whether the “potential customer” doesn’t see it, throws it out, doesn’t want it, or is offended by it, the mailer was a waste of time, printing, and money.
On the other hand – maybe your mailer will actually interest most of your audience and you’re sending it to a large target area. Awesome! But – if your EDDM campaign is too large, you risk offsetting postage cost savings with extra production processing. Plus, paper costs right now are higher than normal due to the shortage, which could mean that printing and mailing to every door could cost you more than the response is worth.
Finally, EDDM does not provide the option to truly personalize your mailers. And, if you’ve read any of our other blogs, you know that personalization is a large part of direct mail success. In fact, a personalized CTA has been found to increase conversions by 78.5%. Without including a name, interest, favorite product, specialized offer, or personalized URL and QR code, your response rate is likely to suffer. If the mailer isn’t linked to anything else and doesn’t lead them anywhere personally specific, it’s not nearly as enticing or effective.
Next time you’re looking to send a mailer out to potential customers, fans, voters, guests, and so on, you may want to use EDDM (depending on your budget and needs), but as experts in the industry, we can say that there is often a more targeted strategy, like new mover marketing or multichannel marketing, that may work better. If you’re ready to get started on your next direct mail campaign, we’re here to help. Simply get in touch.
What’s the Real Deal?
There’s a ton of information out there about multichannel marketing – and it can be hard to sift through. You probably often find yourself wondering, what’s real, and what’s myth? You’re not alone. Many marketers end up hindering their own multichannel efforts by believing a lot of these circulated misunderstandings, but with our help, you don’t have to. Today, we’re looking at three of the most common misconceptions around multichannel marketing, and – as experts in the area, letting you in on the real deal.
Myth 1: Multichannel Marketing is “Too Expensive”
There are a ton of marketers and organizations out there that have yet to try or implement multichannel marketing because it’s “too expensive” or “over budget”. It may cost slightly more than your generic, on-touch marketing, but it’s important to consider the benefits and weigh the cost versus the potential (and often guaranteed) ROI. There’s proof out there that many businesses end up getting much greater ROI from multichannel marketing, making the price worth it. Plus, it’s estimated that companies with optimal multichannel campaigns experience “customer retention rates of 89%, compared to an average of 33% for those businesses with weak multichannel engagement”. It’s all about how you use your budget, and allotting it to the marketing practices and programs that will yield the highest return.
Myth 2: Multichannel Solutions “Benefit Only the Customer”
It’s a common misconception that multichannel marketing is great for meeting customers at many touchpoints, but that it’s overwhelming and inconclusive for the company using it. This could not be further from the truth. Multichannel marketing is not just a one-touch process, and that’s what makes it unique and effective. Although it may seem like a lot at first (engaging with customers on several platforms such as direct mail, social, and website) it’ll be extremely helpful in forecasting and planning a company’s marketing strategy in the long run. Multichannel marketing benefits customers by providing them with relevant, personable, and consistent content, but also benefits your company by building brand awareness, loyalty, and trust within consumers and by compiling data and analytics for a complete picture of your audience’s customer journey.
Like we said, it may seem like a lot at first, but over time, you’ll get a clear picture of what channels and touchpoints work best for your company and reach the most customers, what channels and touchpoints don’t, and where and when it’s best to reach your target audience(s).
Additionally, multichannel marketing helps your employees improve customer service and build more personal and personalized relationships with customers. For example, while communicating with a customer at a certain touchpoint, your customer service representative can see exactly what contact points the customer has already accessed, as well as the information they’ve received or provided to your company. This relationship that multichannel marketing fosters not only creates less frustration and unawareness for the customer – but for the company as well. In turn, multichannel marketing reduces staff turnover, and ensures that you keep your most talented employees. It can also reduce staff errors and build a better brand reputation for your company as a whole
Myth 3: Multichannel Marketing is “Hard to Implement”
We’ve heard this one a lot. “Multichannel marketing is so involved,” or “I just don’t have time for all that.” Here’s the thing…multichannel marketing is only as hard as you make it. There are a lot of channels out there to reach your potential customers (website, in-store, catalog, e-mail, TV, text, blog, mail…the list goes on), but that doesn’t mean you have to use all of them. Plus, if you stick with your brand standards and ensure all of your touchpoints are connected and unified, you can use similar (if not the same) content, design, colors, and calls-to-action across channels, making the process much easier.
The best way to get started without getting overwhelmed is to create a plan. A great trick for quick planning is “RACE”; Reach, Act, Convert, and Engage. Make sure you’re hitting all of these parts of the process to ensure you’re connecting with and converting your audience, and getting the most out of your multichannel marketing.
Lastly, if you still feel you’re in over your head, or just really want to focus on other parts of your business, don’t hesitate to partner with experienced multichannel marketing experts. Research who you want to partner with so that you’re aware of what to expect and what they’ll expect from you in terms of budgets, end goals, and experience levels.
We hope we’ve eliminated some of your worries, answered some of your questions, and provided you with a bit of confidence in multichannel marketing. To get started on your next (or maybe your first) multichannel campaign, or learn more about how we can help, feel free to contact us.
Looking for more information on multichannel marketing and how to effectively launch a campaign? Visit our YouTube channel for quick tips and tricks from the experts at Strata.
From QR Codes to Concise Copy
Direct mail trends can be difficult to forecast, and even harder to use correctly and efficiently. However, you’re in luck, because as direct mail experts, we’re providing you with the top 10 direct mail trends – from QR Codes to concise copy – that have and continue to dominate 2021.
1. QR Codes
In the last few years, QR codes have really built a name for themselves. Not only because of their quick, digital nature, and the 2% postage cost break that comes with them, but because of their data-backed effectiveness. When a QR code is included in a way that makes sense- it provides a time-saving benefit to the customer while letting the company lead their customer exactly where they’d like them to go.
Although the year 2020 was detrimental for most industries and marketing tools, the QR code flourished. During a time where we didn’t want to physically touch anything, QR codes made up for physical marketing pieces like menus, signage, print ads, and flyers, leading customers from physical to digital – and quickly. The more QRs were seen, the more used to them we became (similar to our newfound familiarity with masks and hand sanitizer). And they’re still going strong in 2021.
Like we said, QRs lead customers to wherever a company would like them to go. They can provide helpful information, send the customer to a website, or even lead them to purchase.
2. Postcards on the Rise
Envelopes – they’re great and all, but let’s be honest, they add a few seconds (at least) to the time it takes to open (and read) direct mail. These days, it’s often better to send a postcard due to its more creative, eye-catching nature and faster access to information. Making it easier to read your call-to-action can often make customers more likely to respond to an offer or even visit a website or landing page for more information. Plus, they’re lower in cost – which means a better chance of higher ROI for your campaigns. As you can see below, postcards pushed past self-mailers and envelopes this year by quite a bit.
3. B2B Dimensional Mailers
These fun, three-dimensional, interactive mailers are the perfect way to stand out and cut through the clutter of everyday mail. “On the B2B side, dimensional mail is working well; because we all receive so many packages today, prospects want to open it and see what’s inside,” says Grant Johnson, Owner and CEO of Responsory. Although more costly and demanding in terms of postal handling, dimensional mail has the best B2B response rate at 8.51%. Check out our blog on the best secrets to a successful dimensional mailer campaign to get started on your own.
4. Better Segmentation with Data
“Accessing 1st and 3rd party data to further segment an audience will continue to play a huge role in a DM campaign’s success. If you’re able to align targeted messaging and great creative with those different segments, then that’s a recipe for increased response rates. Furthermore, surrounding that DM send with a similar message/offer through various digital channels will only add to that campaign’s success. Being able to hone in on delivery dates and putting an emphasis on speed to market are big contributors to making a direct mail/digital integration program thrive.”
– Mike Efstathios, Business Development at ICS Corporation
Data, data, data. It’s all everyone can talk about these days – and for good reason. Enriching your data qualifies your audience, and in turn, increases your ROI. And, if your marketing strategy is multi- or omnichannel, the customer experience becomes even more successful. While better segmenting your data may cause your audience to shrink, it will definitely cause your engagement to grow. Like we always say – it’s better to target the right people than all the people.
5. Increased Personalization
88% of marketers recently reported seeing better campaign metrics after using personalization in their advertising. More than ever before, the need for marketers to make human connections is extremely relevant, and some may even say necessary. The majority of our population feels they’ve lost personal connections and relationships due to the pandemic. Because of this, 2020-2021 has been the time to make up for lost connections by personalizing materials to bond with your audience and make them feel seen, heard, and human. Check out our blog on the best ways to get personal, here.
6. Higher Response Rates
Since the beginning of 2021, we’ve seen a rise in direct mail response rates. Why? More time at home means more time to go through – and even pay attention to, mail. And as the trend of working from home and staying at home has continued and even increased, response rates don’t seem to be dwindling anytime soon.
However, high response rates don’t just come from people staying put. They come from quality tracking, targeting, design, and audience awareness. For more tactics to increase response rates, visit this blog.
7. Interactive Direct Mail
In today’s world, we’re surrounded by technology. And with all of this technology, there’s no reason we shouldn’t be incorporating it into our direct mail efforts. 2021 brought new technology and an abundance of data that empowers companies when targeting audiences and crafting content. Next time you’re sending direct mail – think about how far you can go with it. Can it include a scratch-off? A game? A free kit or item? A contest? It’s pretty limitless.
8. Digital Prompts
Direct mail isn’t only a way to reach customers, but an excellent way to reinforce online efforts. Simply use social icons, QR codes, or other prompts to send customers to social platforms, websites, menus, forms, landing pages – you name it! Marketers are definitely catching on to this direct mail tactic, as usage of digital prompts has doubled in the last four years. Take a look at the chart below to see how the use of digital interactions has increased.
9. Concise Copy
It’s one thing to know what you want to say, but knowing how to say it is the real key to direct mail effectiveness. Throughout 2021, we’re seeing shorter sentences, smaller paragraphs, fewer bullet points, and obvious CTAs. Your audience’s attention span is only so long, so catching the ears and eyes right away is crucial.
Below is a great example of how Amazon has practiced this and changed their copy to be more concise and clearer. Even at just a quick glance, the message is less overwhelming and more approachable.
Need some help with your direct mail copy? We’ve got a blog for you on ways to write action-inspiring content.
10. Investing in Direct Mail Tools
Although it’s not always top of mind, the right tools are one of the most important components of great direct mail. If you haven’t looked into or invested in marketing and data tools, you should be, because they can take your direct mail from general and stale to effective and exciting, and in turn, save you time and money. Instead of targeting the wrong contacts or using the wrong design elements, the right tools will ensure your mailer looks great and is sent to people who will actually open and engage with it.
Consider changing your format, ink, paper, or finish. Update your branding, content, or calls to action. Or, try technology like USPS Informed Delivery to reach consumers in a modern way.
So, there you have it! 10 effective direct mail trends that took off this year. If you’re interested in learning more about enhancing your direct mail, feel free to contact the experts at Strata. We’re happy to get you started with some great direct marketing materials.
Marketing ethics has always been a never-ending conversation, especially considering the ongoing changes in our technology and the way we market. Today, we’re talking about ways your business can promote ethical marketing, and how to apply these practices in your next campaign while navigating through the Information age.
Advancements in Ethical Marketing
At first glance, marketing ethics can come off as simple – often viewed as just being honest with your advertisements and not promoting scams. But with the integration of digital marketing, there are much more complex, ethically charged dilemmas at hand that marketers come across on a day-to-day basis. If handled incorrectly, these dilemmas can hurt your brand’s reputation and cost you customers. Recent surveys show that 35% of consumers have stopped buying from brands they perceive as unethical, even if there’s no substitute available. That said, there are many approaches your company can take to tackle these ethical dilemmas and promote brand integrity.
Here are some common ethical dilemmas of the information age:
How you obtain and use your data is everything when it comes to marketing tactics and campaigns. Surveys show that around 1 in 4 employees are uncomfortable with not only how their companies buy their data, but how they use it. This leads to the conversation of data ethics and establishing goals within your company to promote ethical data use. Data goals look different for every company in terms of tracking, reporting, and level of controls. This requires internal transparency and accountability, as there aren’t clear universal rules. A good start is to design your programs from the start to be transparent, for everyone in the company, and for consumers. There should also be equal expectations for data usage with your partners, suppliers, and publishers.
Privacy & Transparency
Privacy is another concern that’s always on consumers’ minds, and we can’t talk about its standards and rules without mentioning the General Data Protection Regulation (GDPR). The GDPR is by far the most comprehensive set of data protection regulations in the entire world, and provides clear digital marketing guidelines on consent, data transfers, breach reporting requirements, and limits on automated data processing. While 47% of people say they have greater trust in companies because of GDPR improvements, providing security to ensure your consumers’ data is not at risk should always be a priority. Since 84% of customers say they’re more loyal to companies with strong security controls – it’s safe to say (no pun intended) that an extra security spend is worth the cost. Ultimately, privacy boils down to being transparent with your consumers while keeping their data and information confidential.
Advancements in digital marketing have enabled marketers to target their advertising campaigns around specific user data and demographics, which can lead to several different ethical dilemmas. The American Marketing Association spoke about these targeting issues best, by saying, “While there are some good ways to target by group, targeting or excluding by race, sex, sexual orientation or other immutable traits is largely ineffective and, at worst, unethical.” This leads to the concept of ethical target marketing, where companies will research consumers to see what ways an individual might purchase a product without taking advantage of their information. While companies can advertise to certain groups, there needs to be an emphasis on making sure the message isn’t offensive or discriminatory.
Honoring & Upholding Commitments
This may come off as obvious, but it’s important to place integrity on your company’s end when marketing a product or service. Make sure your commitments within marketing statements are both upheld and correct, and that you’re actively deleting loopholes within your advertisements and contracts. Then, ensure that all content presented is not misleading and easy to follow. Provide complete information on product features or service specifications.
We know there are a ton of moving parts when it comes to marketing ethics – and it can be overwhelming. That’s okay. At the end of the day, what’s most important is putting your consumer’s needs, privacy, and safety first – and letting everything else fall into place.
Feeling informed and motived? Contact us today to learn more about how we can take your next (ethical) marketing campaign to a whole new level.
With the Top 10 (Other) Best Rebrands & Refreshes
We can’t believe we’re already celebrating the one-year anniversary of Strata’s brand refresh. It’s been quite a year (to say the least). But we can honestly say that, with all of the struggles of 2020-2021, our brand refresh wasn’t one of them. If it did anything (and it did a lot), it definitely brought us together, made us more confident, and better showcased our personality, vision, team, and solutions. The brand refresh catapulted Strata into 2020, helping us solidify our style and services, attract new talent, and stay inspired.
When we decided we needed a new look – we had to pick between a full rebrand or a refresh. For us, the answer was easy. A complete rebrand would have required scrapping our identity and starting from scratch, where a refresh allowed us to keep our main identity and strategy intact. Our brand was strong with our current clients and we had a great reputation as problem solvers and solutions experts – so a refresh was perfect for what we needed to do.
With any rebrand or brand refresh – “consistency across all channels is key”. Over the past year, we’ve ensured that all our materials – from website to print, are on-brand.
Since we now have a bit of rebrand and refresh experience under our belts, we wanted to take a look at the top 10 best company rebrands and refreshes (in our eyes) besides Strata’s, of course.
Our Top 10
Dropbox refreshed its brand in 2017, and it was nothing short of successful. The company worked with design studio “Collins” to create a cleaner and simpler logo and lots of illustrative elements to better connect with their primarily creative and collaborative audience.
Airbnb did a full rebrand in 2014 with Design Studio, sending their team of designers to 13 cities to truly immerse themselves in Airbnb’s offerings, community, and mission. It resulted in a beautiful brand that differentiated Airbnb from its similar competitors. The CEO of Airbnb even stated, “When I look at this brand, I suddenly realized everything I’ve been trying to say, now we have a way to express it.”
“There are very few companies in the world that managed to change the public perception of their brand as successfully as Walmart did.” In 2008, Walmart made this change to get away from their “always low prices” slogan that often-made customers feel like it was also “always low quality”. They also wanted to steer clear of the questionable corporate practices they were called out for in the early 2000s. So, Walmart did a complete 360 with a whole new brand from redesigned stores to a new look and personality.
We love this brand refresh because it reminds us of ours. Without a complete overhaul, Southwest changed its look and logo to showcase their humanity and heart – literally.
Good old Guinness. Many love it, others don’t, but it always holds true that Guinness makes us feel like we’re back in the olden days, sipping a brew in the pub. Instead of following the crowd of flat logo designs, Guinness actually added detail to its logo in 2016, working “with real harp makers to breathe new life into the legendary logo” that “could be built into an actual harp that would work properly and be in tune.”
Starbucks is loved by many – and dare we say it – is mainly successful because of its brand (although we do love it a latte). They’ve made slight changes over time to the brand, always increasing their user experience and recognizability with a “distinctive color scheme, typography, and illustrations.”
You may not have really noticed Taco Bell’s brand refresh until now – but its cleaner, simpler look has helped it stay relevant among its many fast food and taco chain competitors. Along with this well-done refresh, Taco Bell has been named “one of the healthiest fast-food chains in America,” so, they’re doing quite well.
In 2016, Mastercard conducted a refresh with Pentagram to emphasize “simplicity, connectivity and seamlessness.” It’s simple and sleek look of just the famous two overlapping circles is surprising, but logic-based. “The change follows research by Mastercard that found that more than three quarters of people asked were able to identify the brand from the two interlocking circles alone.
For the first time in 20 years, Burger King conducted a brand refresh with a new logo, uniforms, and packaging – and we love its nostalgic look. The new logo is actually very close to BK’s logo design from the 70s-90s. The creative agency on the project wanted to “pay homage to the brand’s heritage with a refined design that’s confident, simple and fun.”
Last but not least, Intel’s 2020 refresh caught our eye because of its subtle hints to past logos. Again, it refers back to their past while being currently relevant. “This new logo includes elements of both (past logos), but in a much more subtle, minimalist way.”
To take a more in-depth look back at our brand refresh, visit our original refresh blog, here. If you’re looking to make your branding and marketing communications more effective and efficient, give Strata a call.