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?
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.