Tips & Tricks

A Beginner’s Guide to Choosing the Right Options

When it comes to performance-driven direct mail, understanding the nuances of postage is essential for success and optimized ROI. From marketing mail to first class postage and everything in between, there are numerous postage options to consider.

So, whether you’re a novice getting ready to launch your first direct mail campaign or seeking confirmation on your current choices, this blog will help demystify the various types of postage and enhance your postage savings and optimization.

Defining the Different Types of Postage

When it comes to direct mail, there are two main postage types that require consideration: marketing mail and first-class mail.

Marketing mail is commonly used for bulk mailings of advertising materials, giving businesses and organizations a way to send non-urgent, promotional, and informational materials to a large audience at discounted rates.

With that in mind, it’s important to remember that marketing mail consists of two primary types: non-profit mail and standard mail. Non-profit mail is used by organizations holding tax-exempt status like charities, religious groups, and educational institutions, aiming to raise awareness, garner support, or advocate for a cause. In contrast, standard marketing mail refers to promotional material sent by other businesses to potential customers, often highlighting products, services, or special offers to drive sales and foster brand loyalty.

First-class mail, on the other hand, offers expedited delivery for letters and postcards, with a discounted option called presort first-class that streamlines processing by bundling first-class mail by zip code, ensuring prompt delivery without compromising on quality.

Understanding Timelines and Strategies

Understanding timelines and predicting in-home dates is crucial for direct mail campaigns. For example, if you’re sending postcards with coupons or letters with urgent announcements, opting for first-class postage ensures prompt delivery, capturing your audience’s attention when it matters most.

General timelines to keep in mind when selecting postage types include:

  • Standard Marketing Mail: 5-14 business days
  • Non-Profit Marketing Mail: up to 20 business days
  • First Class Mail (including presort first class): 3-5 business days

However, it’s important to remember that packages take priority over letters, especially during peak seasons, where ideal in-home dates significantly affect campaign effectiveness. As a rule of thumb, starting November 1st, switching to first-class postage is advisable to ensure timely delivery, while tax season represents another busy period requiring careful consideration of postage options.

Postage Pricing Considerations

While direct mail is a powerful marketing tool, we know postage costs can be substantial. Selecting the correct postage and working with a direct mail partner that uses proven strategies like saturation, trucking, and co-mingling to lower postage costs are imperative, regardless of your marketing budget size.

Standard marketing mail typically costs $0.39 per piece for letters (prior to potential discounts), with non-profit organizations potentially benefiting from rates as low as $0.21 per piece (prior to potential discounts), provided they have a corresponding classification number registered with the post office.

In the realm of first-class mail, various postage options entail different pricing structures. Presort first class typically costs $0.58 per piece, but to qualify for this discounted rate, all print components such as mailing addresses and barcodes must be properly printed on the piece. Mail pieces using meter postage, which involves printing and timestamping the postage using a postage meter, incur a cost of $0.64 per piece. Conversely, first class mail with a stamp or indicia—a printed marking indicating prepaid postage—costs $0.68 per piece. 

Finally, first-class postcards that are 6”x9” or smaller mail at a lower rate of $0.39 per piece, making it a cost-effective, yet still impactful alternative.

Important Requirements to Keep in Mind

Each type of mail carries specific guidelines for postage requirements.

To qualify for marketing mail postage rates, USPS mandates a minimum of 200 pieces, though aiming for 250 allows for addressing inaccuracies and duplicates. Additionally, each piece can weigh up to three ounces before added postage fees are incurred.

For non-profit organizations, obtaining non-profit postage pricing needs registration and acquisition of a corresponding classification code from the postal service.

Finally, first-class presort pricing requires a minimum of 500 pieces, although we recommend 550 to accommodate inaccuracies, with each piece allowed to weigh up to three and a half ounces before incurring added fees.

Final Thoughts

Mastering the art of postage and cost-saving strategies can make or break your direct mail campaigns. By understanding the nuances of each postage choice and collaborating with direct mail experts like Strata to implement strategic approaches to timing and cost management, you can unlock the full potential of your campaigns and achieve impactful, performance-driven results.

Looking to strategize your next direct mail campaign and select postage options that work best with your goals? Contact us today to connect with an expert.

and Get the Results You’re Looking For

Writing direct mail content may seem fairly simple, but in reality – it takes planning, drafting, and analysis to yield results. If you’re hoping to create concise, creative, and intriguing copy for your next direct mail campaign, follow along as we lead you through the top tips, from knowing your audience to crafting appealing incentives.

Know Your Recipient

Before even beginning to craft a direct mail piece, it’s pertinent you know who you’re sending to. Not just the list of contacts – but who they REALLY are. Their geographics, demographics, and even their psychographics. Learn about them through surveys, by research into customer trends and data, through your team (especially customer service), and so on. There are many steps you can take to get to know your current and potential audience – but make sure you take one of them before writing. The more you know about who you’re sending to, the better you can cater your content. And, keep in mind that using this understanding to not only cater – but personalize, is key.

Keep it Short & Simple

When it comes to direct mail, you want to keep text as short and simple as possible. These days, viewers have fatigue from constantly being bombarded with promotional content. Not only are they sometimes too tired to look at an ad with minimal text, but they’re also surely too tired to read large blocks of content. Keep your piece at a maximum of 3-4 sentences, with 20-25 words per sentence (if possible). Show the reader (that you know and care for according to step one, above) respect their time. Make it easy with bullet points, text hierarchy, and so on to help guide the viewer along a path.

Be direct and avoid the fluff. Direct sentences not only show respect for the viewer’s time, but establish more trust and in turn, authority, as you’re not being wishy washy or trying to confuse the recipient. Additionally, only be repetitive in your text if it’s meaningful and helpful to the overall message.

Lastly, and this one’s important – only include what’s necessary. If more information must be provided, lead the recipient to a QR code or a URL with additional content.

Write Intriguing Headers & Sub-Headers

Even if the recipient doesn’t care about your direct mail – they’re still going to (very likely) read the headline. So, make sure it’s an intriguing one, as it could make or break your piece. And make sure it’s legible and appealing, and that it tells your recipient exactly what they should expect from your mailer.

Include a Clear Call to Action

The call to action is what you want the recipient to do, and it should be obvious. This is just as important, if not more important, than the header of your piece, and many of the same rules apply to writing it. It’s important to not only make sure it’s intriguing, legible, appealing, and concise, but to include it on both sides of the mailer (if possible). You should also try to create FOMO (the fear of missing out) through a sense of urgency or scarcity. For example: “Only 20 spaces left” or “Expires in 30 days!”.

With that said, keep in mind that you should only have one call to action on your piece to not confuse the reader and make sure they know just what action you want them to take.

Incentivize

Although not always needed, incentives can be very effective when it comes to direct mail. Including a discount or exclusive opportunity can entice the reader to act, or at least finish reading the copy or flip the mailer over.

Incentives can contribute to something we touched on above, FOMO, by making the recipient feel that the mailer is exclusive and that they’ll miss out if they don’t take the next step or keep the piece handy. Like the call to action, it’s best to include the incentive on both sides.

One additional benefit to incentives? They’re great for tracking. For instance, if someone uses a discount code or coupon, you can easily tell if the campaign effectively caught their attention.

Show Proof

Including a review or testimonial on your mail piece can often increase credibility and show you have loyal, happy customers.

If you’d like to take an even easier route, simply including a recognizable, associated logo or a star rating can show your expertise and credibility and can quickly build trust.

Proofread

Even if you have amazing, well-crafted, direct content and beautiful design – if there’s even just one or two errors on your mail piece, your credibility goes down immediately.

With that said, make sure you have at least a few proofreading eyes on your piece (or even utilize a tool like Chat GPT) before sending it out.

Think Through the Format

It’s important that the right copy be in and on the right format – whether that’s a classic postcard, package, newsletter, flyer, brochure, dimensional mailer, or something else. But keep in mind – just because your mailer is bigger, doesn’t mean you should fill it all up with more even copy. Like we said before, short, sweet, and to the point is best.

Design with Purpose

We’d be remiss if we didn’t remind you that design is just as important as the copy when it comes to direct mail. Be sure to think through branding, colors, textures, graphics, images, and so on to make the best impression and appeal to your audience.

With that in mind, are you to send carefully crafted, effective direct mail pieces that include concise copy and enticing CTA? We’d be happy to help you set up and execute your next performance-driven campaign. Reach out to the experts at Strata.

In a world dominated by digital interactions, a variety of businesses (especially grocers and retailers) are rediscovering the enduring impact of direct mail on customer engagement. Furthermore, businesses are catching wind that direct mail is where tradition meets innovation for loyalty campaigns. In this blog, we’ll delve into the strategic use of direct mail as a powerful tool for crafting and enhancing loyalty program marketing campaigns, and we’ll also be examining how its unique attributes can cater specifically to the needs of those in the grocery and retail sector. From creating tangible and personalized connections to celebrating customer milestones, we detail the diverse ways in which direct mail can shape a memorable and targeted loyalty campaign experience.

Benefits of Direct Mail for Loyalty Campaigns

Tangible and Personalized

Generally, direct mail can establish a tangible and personalized connection with each customer due to its physicality, elevating the overall customer experience and enhancing memorability. Unlike digital interactions, receiving and opening mail adds a sensory dimension to the engagement, making it more immersive. This tactile experience, coupled with personalized content tailored to individual preferences and purchase history, can foster a deeper connection and strengthen the emotional bond between customers and loyalty programs.

Highly Targeted

Direct mail enables precise targeting by leveraging customer purchase history, preferences, and demographics. This capability enhances the relevance of loyalty program messaging, ensuring that the content resonates with each individual recipient. By tailoring campaigns to specific characteristics and behaviors, companies can deliver personalized and meaningful communications, increasing the likelihood of customer engagement. The precision of direct mail targeting not only introduces the loyalty program effectively but also ensures that the message reaches the right audience with maximum impact.

Engaging

As touched on above, the targeted and tangible nature of direct mail prompts customers to actively engage with campaign messaging, and – even better, redeem their loyalty points. The physical presence of loyalty program materials can enhance the customer’s inclination to participate, and this active engagement, stimulated by the personalized and tactile aspects of direct mail, can contribute significantly to the success of your loyalty initiative.

For more retail marketing ideas, click here.

Common Strategies of Direct Mail for Loyalty Campaigns

Updates, Reminders, & Thank-Yous

Direct mail keeps customers engaged in loyalty programs through timely updates, personalized thank-you notes, and strategic reminders. It also provides customers with information about their loyalty points, program changes, and new features, ensuring they’re consistently informed and engaged.

Personalized thank-you notes sent via direct mail can create a memorable and emotionally resonant experience that strengthens the customer’s connection with the company and its loyalty program. Additionally, businesses can send timely reminders about upcoming expiration dates of loyalty points, encouraging customers to seize the opportunity to redeem their rewards before they expire.

Milestone & Exclusivity Incentives

Direct mail can reinforce customer loyalty through thoughtful celebrations and exclusive privileges. By celebrating customer milestones, such as reaching specific point thresholds, celebrating birthdays, or even acknowledging anniversaries of first purchases, businesses can add a personal touch. These are often accompanied by extra incentives to further encourage ongoing loyalty, such as a free gift or discount.

Direct mail’s also an ideal platform for announcing exclusive sales and events, offering customers early access and special privileges linked to their loyalty status. This not only fosters a sense of VIP treatment but also actively encourages customer participation.

Direct Mail for Loyalty Campaigns, In Action

Executing a successful loyalty campaign that includes direct mail involves implementing key strategies to enhance customer engagement and overall effectiveness. So, what’s the process here at Strata? Below you’ll find what we consider most important:

Personalized Content

Incorporating personalized content and utilizing customer data – such as addressing customers by name and tailoring messages based on their purchase history, preferences, and loyalty status.

Marketing Mix Integration

Integrating direct mail into the overall marketing mix for your loyalty campaign is often crucial for success. Most of the time, coordinating direct mail with digital and other marketing channels amplifies the impact.

Testing and Optimization

Implementing a testing and optimization strategy for any direct mail campaign helps companies refine their approach over time. A/B testing different elements, such as messaging, design, and incentives, can allow for identification of the most effective strategies for engaging customers and driving loyalty.

Before following the strategies and practices above, companies should understand the audience they’re targeting, what their goals are for their rewards and loyalty program(s), and what they want out of their customer loyalty marketing campaigns. With that said, it’s very likely the campaigns will benefit from personalized content, streamlined workflows, and integrated direct mail. With the use direct mail, grocers and retailers alike can create a targeted and memorable experience for their loyal customers. Contact Strata today to explore how our expertise can help take your loyalty or rewards program(s) to the next level.

and How and When You Should Use Them

There are many types of mailers, and one format among them that’s been hitting our mailboxes for decades is the “self-mailer”. It’s tried and true for many reasons – primarily because it’s sans-envelope, but we’ll get more into that later. Read on to better understand what the self-mailer is as well as when (and why) it’s used.

The term “self-mailer” refers to any promotional mail piece that doesn’t require an envelope for delivery. These versatile marketing materials come in various formats, ranging from postcards to folded brochures, accommodating a diverse range of promotional content. The simplicity and convenience of self-mailers make them a popular choice for businesses aiming to effectively engage their audience. Whether it’s a postcard, bifold, trifold, brochure, catalog, booklet, or any other creative format, the self-mailer allows for direct communication with recipients without the need for additional packaging. This accessibility makes the self-mailer a cost-effective and efficient option for spreading information, capturing attention, and conveying messages to the target audience(s).

The self-mailer offers practical advantages that often makes it a sensible choice for marketing endeavors. Here are a few:

Impactful

Possibly the most notable key benefit? Its immediate impact! Without the confines of an envelope, the self-mailer catches the eye right away, instantly delivering your message right out of the mailbox and increasing the likelihood of recipient engagement. Plus, the straightforward visibility of product offers adds to its effectiveness.

Cost-Effective

Creatively, self-mailers provide flexibility without unnecessary costs. Businesses can experiment with different formats and designs, ensuring a visually appealing presentation without straining budget. Their cost-effectiveness (especially postcards that mail at a reduced rate of $0.39 per piece) make them an economical option for businesses looking to optimize outreach without breaking the bank.

Automation-Friendly & Practical

The suitability of self-mailers for event-triggered and automated campaigns can simplify the marketing process and fit well into the customer journey. The incorporation of variable printing can allow for a personalized touch without added complexity. Lastly, self-mailers are especially practical for larger campaigns, as they eliminate the extra step of envelope insertion, streamlining the mailing process.

Choosing when to use or avoid self-mailers depends on various factors. As touched on above, self-mailers are an ideal choice when cost-effectiveness is a priority, as they’re cheaper than multiple pieces and envelopes. Their eye-catching nature makes them stand out, especially when they include interesting colors, unique designs, intriguing folds, great photography, and are made up of quality and/or unique paper. A well-crafted self-mailer with a compelling call-to-action (CTA) effectively encourages recipients to hang up the piece or remember it for later.  Lastly, you may want to consider using a varnish coating on the self-mailer to protect it from the rigors of USPS handling.

However, it’s important to exercise caution if your mailer includes private or proprietary information. Including this type of content on a very visible piece may lessen customer trust and credibility, as self-mailers are often perceived as more promotional and less personal. For established customers who prefer more personalized outreach, or pieces that include private customer information, the use of an envelope might be more appropriate.

Additionally, offices and facilities sometimes screen self-mailers and assume they’re merely sales pitches, so enveloped mail is more often the better choice when sending to those settings.

For a more in-depth look at the difference between postcards and letters, read our blog comparing the two.

Generally, the self-mailer is a cost-effective and attention-grabbing tool, and its versatility makes for an excellent addition to many marketing campaigns. Looking for help creating your next self-mailer, or hoping to bring in more direct mail ROI? Contact our team today.

Unlocking Proven Strategies for Maximizing Your Coupon Impact and Converting Shoppers into Buyers

In the ever-evolving landscape of eCommerce, staying ahead of the competition often means harnessing the latest techniques to boost sales. One powerful tool at your disposal? The classic coupon. It might seem like a small piece of the puzzle, but when used correctly, coupons can turn hesitant browsers into enthusiastic buyers. 

In this blog, we’ll explore the coupon’s profound impact on eCommerce sales. Whether you’re an established online retailer or just launching your digital storefront, understanding how to strategically use coupons can make all the difference in your bottom line. We’ll discuss proven tactics, share insights, and offer practical tips to help you use discount strategies to increase your sales conversion rates. 

The most widely known reason for distributing coupons is the positive response they always get from current and potential customers (no one dislikes spending less money!). Moreover, coupons can also result in the following:  

1. Enhance CLV & Encourage Repeat Purchases: 

When customers are offered coupons, they’re often enticed to return to your business again. This potentially increases their loyalty and their overall lifetime value. 

2. Gather Customer Data & Generate High-Quality Leads: 

When customers sign up to receive coupons, you gain access to their contact information, allowing you to build a database of potential customers for future marketing efforts. 

3.Decrease Abandoned Cart Rate

Offering a coupon during the checkout process can motivate hesitant customers to complete their purchases, ultimately leading to less likelihood of abandoned shopping carts. 

These combined benefits make coupons a vital tool in your eCommerce sales conversion strategy, as they not only drive immediate sales but also foster long-term customer relationships and data-driven marketing opportunities. 

Distinguishing between coupons and discounts is crucial in understanding their distinct roles in your eCommerce strategy. While these terms are often used interchangeably, they represent separate concepts. Both coupons and discounts allow customers to acquire products or services at a reduced cost, but it’s essential to approach them differently to avoid any confusion. 

Coupons are tailored for individual buyers and typically involve shareable codes. They are a targeted marketing tool, frequently used by businesses to reach specific audiences. When a potential customer comes across a coupon code, they can apply it during the checkout process to receive a designated discount. This approach provides businesses with valuable insights into their customer’s journey, helping them identify where the particular customer discovered the discount. 

On the other hand, discounts, while potentially also directed at specific audience segments, are generally accessible to all customers making a purchase. These eCommerce promotions typically involve certain products offered at a reduced price. For example, a company might provide a 10% discount on a particular product for a specified day

Again, understanding the disparity between coupons and discounts is crucial, as it allows you to leverage them effectively in your eCommerce endeavors. Now that we’ve clarified their differences, we’ll discuss why you should incorporate them into your strategy and how to use them optimally. 

When it comes to implementing coupons effectively, there are several key strategies to consider. First, personalized offers for specific customer segments prove highly effective. Tailoring your coupon offers to match the preferences and purchase history of individual customer segments can significantly boost their impact. By creating coupons that resonate with each segment, you can expect higher redemption rates and increased customer satisfaction, ultimately driving eCommerce sales. 

Another powerful strategy is to create a sense of urgency and FOMO (Fear of Missing Out) through the use of flash sales with limited-time coupons. Offering time-limited discounts prompts quick decision-making among your customers. To maximize the impact of these flash sales promote them across various marketing channels. 

Coupons can also be strategically used to promote non-selling or slow-moving inventory. Offering discounts on these item can help you clear out excess stock while increasing visibility of lesser-known products or items that draw less interest and attention. This facilitates inventory management and introduces customers to items they may not have considered otherwise. 

The exchange of value is a fundamental aspect of an effective coupon strategy, where customers receive tangible benefits in return for their engagement and loyalty. Here are four key methods for directly exchanging customer value for coupons: 

1. Referral Programs: 

Referral programs offer customers the chance to earn coupons or discounts by referring new customers to their business. This exchange of value benefits both existing and new customers. For instance, a customer can refer a friend to your eCommerce store, and upon their friend’s first purchase, both the referrer and the referee receive a coupon code for a discount on their next order. This not only drives new customer acquisition but also rewards and retains existing customers. 

2. Newsletter/Landing Page Sign-ups: 

Encouraging customers to sign up for newsletters or engage with your landing pages in exchange for exclusive coupons is a valuable tactic. For instance, a customer visiting your landing page might be prompted to enter their email address in exchange for a 10% discount on their first purchase. This not only builds your email subscriber list but also provides customers with an immediate incentive to make a purchase. 

3. Loyalty Programs: 

Loyalty programs are an effective means of exchanging value with customers over the long term. As customers make repeat purchases, they accumulate points or rewards that can be converted into coupons or discounts. For example, a coffee shop could have a loyalty program where every 10th coffee is free, providing a tangible value exchange that incentivizes repeat business and customer loyalty. 

4. Feedback Rewards: 

Encouraging customers to provide feedback on their experiences, whether through reviews, surveys, or product ratings, can be rewarded with coupons or discounts. For example, a clothing retailer may offer a 15% off coupon in exchange for a customer leaving a product review on their website. This not only collects valuable feedback but also drives engagement and future purchases. 

These methods of direct value exchange create a win-win situation, where customers receive immediate benefits while businesses gain valuable customer data, referrals, engagement, and loyalty. 

Effectively promoting your coupons is key to maximizing their impact. Several strategies can help you get the word out and engage customers: 

1. Pop-Ups: 

Employ pop-up windows on your website to instantly capture visitors’ attention and entice them to take advantage of your coupons. Ensure that these pop-ups showcase compelling offers in a visually appealing and user-friendly manner, prompting immediate action. 

2. Make Your Offers Apparent:

Make sure your coupons are highly visible on your website. Place them in prominent locations, including your homepage, product pages, and cart checkout to ensure that customers easily spot these potential savings. It’s also important to pay attention to the visual appeal of your coupons to ensure they stand out on your website. Utilize eye-catching design elements, vibrant colors, and clear, concise copy to make them visually attractive and easily noticeable. 

3. Email:

Utilize targeted email campaigns to reach your subscribers, emphasizing the availability of your coupons. Customize these emails to cater to different customer segments, clearly conveying the value of the coupon and creating a sense of exclusivity. 

4. SMS:

Harness SMS marketing to reach customers directly on their mobile devices. Craft concise, engaging messages that include coupon codes and a compelling call to action, simplifying the redemption process for recipients. 

5. Social Media:

Leverage your social media platforms to promote your coupons effectively. Create attention-grabbing posts and stories that highlight the benefits of using the coupon. Encourage sharing to expand the reach of your promotions and consider using paid advertising to target specific demographics.

By implementing these diverse promotional methods, you can ensure that your coupons are widely seen (and hopefully, widely used). 

To ensure the success of your coupon strategy, monitoring and analyzing is crucial. The promotional code serves as an effective tool to track and measure marketing efforts. One way to optimize coupons is through A/B testing, where you can compare the performance of different coupon offers, delivery methods, or presentation. By employing various coupon codes through A/B testing, you can measure the effectiveness of each coupon variation, gaining valuable insights into what resonates with your audience. 

Also, utilizing the coupon conversion formula, calculated as… 

Coupon Conversion = (Coupon Used / Coupons Given) x 100  

…allows you to assess the impact of your coupons accurately. This formula provides a clear picture of how many coupons are redeemed relative to the number distributed, helping you fine-tune your coupon strategy. 

Lastly, optimizing the coupon user experience (UX) is essential to enhance customer satisfaction and maximize coupon usage. To achieve this, consider the following strategies: 

1. Visible and Well-Designed Coupon Field: 

Ensure that the coupon field is prominently displayed and visually appealing. A well-designed coupon entry field not only enhances the UX but also makes it easy for customers to apply discounts. Additionally, you may want to consider hiding the coupon code field if your website typically doesn’t offer coupon codes. This prevents unnecessary confusion and frustration for customers who might search for codes that aren’t applicable. 

2. Pre-Discounted Links:

Rather than relying solely on coupon codes, offer pre-discounted links or URLs that automatically apply the discount when users click on them. This streamlined approach simplifies the process for customers and eliminates the need for them to manually enter coupon codes, creating a smoother shopping experience. 

3. Effective Language Use: 

Ensure that your coupon-related messaging is both clear and compelling. Use persuasive language to convey the value of the coupon and the benefits it offers to customers. Highlight any unique selling points and emphasize limited-time offers to entice customers to take full advantage of the discount. 

Looking to achieve higher conversions? Strata’s custom marketing services are designed to drive results, increase engagement, and boost your ROI. Let’s work together to increase your eCommerce conversions. Contact us today. 


A Look Into How Physical Assets Can Support this Digital Space

In an era dominated by the digital age, it’s tempting to cast aside marketing strategies that predate this revolution. However, as we notice a constant influx of digital marketing tactics bombarding consumers, it raises the question: do tangible assets still capture the most attention? Our belief is a resounding yes, especially when considering the distinct advantages, they now offer in this digital age.

Personalization in Direct Mail:

In today’s digital landscape, personalization is key for email and SMS strategies, but it’s often overlooked in direct mail. However, we have the technology to mass-produce personalized direct mail, including names, addresses, and tailored content. Why does this matter? In a digital age, personalized direct mail stands out, especially since there’s been a decline in traditional mail volume, resulting in less mailbox clutter. This presents a unique opportunity to make a significant impact in an uncrowded market. Personalized direct mail enhances customer satisfaction, encouraging recipients to engage with the content and respond to the call to action.

Personalization for Abandoned Carts:

Personalization is a powerful tool when it comes to re-engaging consumers with their abandoned shopping carts. It demonstrates your thoughtful consideration of their needs and fosters a stronger connection between your company and the customer, motivating them to take action.

Moreover, pinpointing the specific reasons behind cart abandonment empowers you to address these concerns directly and strategize for the future. Common issues include pricing, lack of information, and confusing UX/UI. Once you’ve identified these concerns, you can tailor your approach accordingly.

In our experience, the majority of abandoned carts are due to price concerns. One effective method for cart recovery is strategic incentivization, such as offering discounts or free shipping to ease the purchase burden. To reignite overall customer interest, emphasizing the benefits of your products is key. Remind customers why they were initially drawn to your offerings and how they can enhance their lives, providing the motivation to complete their purchase.

However, it’s important to tread carefully with personalization. Some recipients may find overly detailed personalization intrusive. Avoid including information that may seem too personal, especially in the context of showing up at their doorstep, as not everyone is well-versed in data and tracking practices. 

Effective Direct Mail Strategies for Abandoned Carts:

When it comes to effective direct mail strategies for addressing abandoned carts, retargeting technology stands out as a top contender. Research suggests that it often takes approximately eight touchpoints with a consumer before securing a sale. Custom retargeting technology, such as dynamic QR codes, plays a pivotal role in streamlining this process. These codes bring customers back into the digital realm, allowing you to track their interactions through direct mail and make informed decisions on your next steps.

Timeliness is a crucial factor in implementing direct mail strategies for abandoned carts. It’s essential not to let too much time elapse; the most opportune moment to re-engage is in close proximity to when the cart was initially abandoned.

In crafting your direct mail content, focus on creating engaging copy and compelling calls to action (CTAs). Using concise yet enticing language helps convey your message effectively and seamlessly tie it into your ask. After all, the primary goal of sending this mail is to reconnect the individual with the product at hand.

Lastly, remember the importance of adaptability and customization in these strategies, as their effectiveness may vary depending on the industry and product characteristics.

Combining personalized direct mail with digital marketing can be tricky, but surely it is a winning strategy. If you’re ready to enhance your marketing strategy, contact us today for expert consulting in direct mail marketing and optimization. Let’s drive results together!


A Strata YouTube Channel Original

In our last few blogs (and their corresponding YouTube videos) we’ve gone over the basics of new mover marketing, how to choose the right partner, and some steps to get started. Now, it’s time to take a deeper dive into how you can specifically utilize new mover marketing in the grocery industry and what channels and workflows work best.

A Quick Review of New Mover Marketing

To give you a brief refresher, new mover marketing is a specific, niche marketing tactic that’s designed to reach new residents in your area. It’s one of the most effective ways to bring in new customers that have just recently entered your specific target market. When it comes to new movers, they’re nobody’s customer, yet – so it’s an effective tactic to make a good first impression at the same time they’re looking for your product or service.

What do New Residents Really Want?

To answer the question, new residents are looking for “reliables”. These are goods and/or services that new movers can depend on daily, weekly, monthly, or even yearly. Since they’re new to the area, they’re usually unsure where to start. When it comes to grocery stores, sometimes there can be almost too many options for consumers to choose from. Because of this, you, as a grocery store, are in constant competition with other stores near you. That’s why it’s so important for your grocery store to be the first to reach out and make the consumer aware of your store – before competitors – and show them you’re close by. With immediate outreach, they’ll see you care, are convenient, and have quality goods.

The Best New Mover Channels for Grocers

We’ve deemed ourselves experts in new mover marketing all around – and we’re very practiced in some of the best channels and workflows for grocers (specifically) to reach new movers. One of the best channels you can take advantage of is direct mail. We know direct mail to be vital to the success of new mover campaigns, especially those of grocery stores. When mail is executed correctly, with personalization and attribution tactics, it can cut through all the digital noise and stand out in the mailbox. As we’ve mentioned in past blogs and videos, the average response rate for direct mail can be up to 50% more effective than those of email blasts, so it’s definitely worth your time and money!

Like we hinted at above, not all direct mail is created equal, so we suggest that those in the grocer industry send a “welcome handshake”. This is either a 6×9 or 6×10 postcard or bifold that allows your store to be introduced and represented in the best way possible. Again, the key to a good direct mail campaign is making sure it’s personable and actionable. With personalization and calls-to-action, you can welcome new movers to the neighborhood by first name and provide a personalized offer, which they can access by QR code or PURL. Another option? Provide a personalized coupon that they can redeem in-store, upon their first visit. If you want to go a step further in terms of personalization, include a map that shows the location of your store relative to their new residence. Generally, you want to make it as easy and enticing as possible for new movers to choose and visit your store.

What’s Next?

With this quick read, you now have a look into one of the top grocery industry channels to utilize for your next new mover campaign. But – it doesn’t stop there! We still have more suggestions when it comes to the best channels and workflows for grocery establishments like yours. Head over to our YouTube channel, where you’ll hear these suggestions from Connor, a member of Strata’s Strategic Sales Team. Or, if you’re ready to take these new mover marketing steps with Strata, contact us today.

A Strata YouTube Channel Original

In our last three blogs (and their corresponding YouTube videos) we’ve gone over the basics of new mover marketing. It’s important to remember that new mover marketing can differentiate between industries, so the best plan of action for specific business types may not be the same as others. In this blog and its corresponding YouTube video, we’re taking a deep dive into how you can specifically utilize new mover marketing in the healthcare sector – as well as what channels work best.

A Quick Refresher on New Mover Marketing

To give you a brief refresher, new mover marketing is a specific, niche marketing tactic that’s designed to reach new residents in your area. It’s one of the most effective ways to bring in new customers that have just recently entered your specific target market. When it comes to new movers, they’re nobody’s customer, yet – so it’s an effective tactic to make a good first impression at the same time they’re looking for your product or service.

What are New Residents Actually Looking For?

To answer the question, new residents are on the lookout for “reliables”, which are goods and services they can depend on daily, weekly, monthly, or even yearly. The healthcare industry is full of these “reliable” services – and these services are much different than those of grocery stores and restaurants. Customers will more likely choose any grocery store or restaurant to at least check out and maybe turn into their new “go-to” spot. If it ends up that they don’t like the spot – it’s really no big deal. They’ll move on and find another. With healthcare, most people don’t want to “try out” 4 or 5 doctors/healthcare services until they find one they like. In general, it’s a lot more work to fill out paperwork and questionnaires at healthcare offices, and most people only want to do that once.

Potential patients want to feel important and valued, so it’s key to be the first to reach out. When you reach out – first, the potential patient can get to know you and your system, while ensuring that you’ll be there in their times of need.

Best New Mover Healthcare Campaign Channels

Based on our years of expertise and data collection, we’ve compiled a list of what we think are the best channels to utilize when reaching out to new movers to hopefully turn them into patients. The first channel we recommend utilizing is direct mail. The average response rate for direct mail can be up to 50% more effective than that of an email blast, when done correctly. For a direct mail campaign to be done correctly, there must be some aspect of personalization, multiple response vehicles (such as QR codes and PURLs) and accurate data lists. The key to quality, effective direct mail is incorporating more than one touchpoint. If you’re able to send more than one direct mail piece, your potential patient will be consistently reminded of you and your business.

The next channel we recommend utilizing? Digital advertising. Targeted, focused ads can show potential patients that you’re close by and welcoming new patients. A benefit to using digital advertising? The level of precision. With digital ads, you can measure performance through impressions served and ad clicks. If you pair with the right new mover marketing partner for your business, you’ll be able to see how many and which customers converted due to your digital ads. This real-time data is vital to the success of your campaigns. It allows you to see what campaigns are working, which ones are not, and make the necessary adjustments on the fly rather than once the campaign is over.

What’s Next?

You now have some potential, optimal channels to utilize as a part of your next new mover campaign. But it doesn’t stop there! We still have more suggestions. Head over to our YouTube channel (by clicking the thumbnail below) to hear from Rob, a member of Strata’s Strategic Sales Team. He’ll fill you in on the rest of our channel recommendations. If your healthcare system is ready to take these new mover marketing steps with the team at Strata, contact us today.

Key Takeaways from SHSMD Connections 2022

Back at it Again!

It was great to see everyone at SHSMD 2022 in National Harbor, MD! With our new, brightly lit and eye-catching booth backdrop, we were able to meet new contacts – as well as catch up with current clients! The light and inviting atmosphere of our booth made it a great space to discuss marketing goals and showcase some of what we do here at Strata.

With SHSMD 2022 wrapped up, we’re excited to see how our connections grow, and how we can continue to help healthcare marketers and others with offerings beyond just new mover marketing. Whether it’s patient acquisition, talent acquisition, or promoting your service lines – we’re here to take your marketing to the next level. With that said, here are a few of our key takeaways in case you missed the show or didn’t get to stop by our booth this year.

Mark Frisina, Connor Logue, Priscilla Williams, and Rob Krischker

The Conference in Review

At the beginning of the show, the team first joined other SHSMD attendees at Monday morning’s keynote — delivered by Suneel Gupta, a bestselling author, host of an American Express docuseries and podcast, and Visiting Scholar at Harvard Medical School. He spoke on the importance of long-term successes coming from short-term embarrassment, and explained that by gathering people who will challenge, encourage, work alongside and coach you, you’re becoming “backable.” He also emphasized that putting yourself out there only helps you get better at what you do – and that it’s important to be “backed” by the team you’ve assembled.

From there, the team moved to breakout rooms to learn a bit more about the needs and challenges that healthcare marketers currently face. We attended sessions surrounding digital and AI learning, nursing acquisition and retention, media buying innovations, and more.

A big topic was the idea that – as we’re continuing to traverse the digital age, it’s important that healthcare providers meet their potential patients and talent where they are. Whether someone is looking for an urgent care center, a primary care provider, or employment, the goal is to remain end-user focused. When marketing healthcare services to people in your area, it’s vital (no pun intended) to utilize demographic and psychographic data for the targeted population that your healthcare center serves. Because of this idea and the rise of ethical marketing, we’re seeing just how tactful marketing campaigns – both print and digital – need to be in order to be successful and worthwhile. Strata is well versed in this notion, and the atmosphere and chatter at SHSMD 2022 simply reiterated and expanded upon what we know to be true. Whether you need marketing that will facilitate patient acquisition, talent acquisition, or service line promotion, we’re here to make smart happen. We can help streamline your marketing to reach the talent you need and the customers you want. Right where they are.

Some Final Thoughts

Last but not least – the conference reinforced the importance of good design to reach and engage your target audience! We’re glad that, here at Strata, personalized, eye-catching campaigns are right up our alley – and we have the experience and design talent to make them happen. Using demographic and psychographic data, as well as eye-catching imagery and layout, we create compelling pieces of print, direct and digital mail that follow branding specific to our clients and incorporate unique touches that help your system stand out among competitors.

Didn’t get to discuss your healthcare needs with us at SHSMD 2022? No worries. We’re happy to have a quick chat or set up a call. Contact us today!