Direct Mail Marketing Strategies (4 of 5)

I’m sitting down with a client the other day and we are discussing the direct mail giveaway offer and the size of the mailing list. One of the people at the table says, “We’ll if we’re mailing 10,000 people we need to reduce the size of the offer, we cannot afford to give that much away”. This is a typical answer from a newbie.

Strategy #4) Don’t be stingy with your offer

The entire idea is to make sure you offer everything you can to each individual where you maximize profit and results. This is what personalization is all about. If one guest is worth offering $20 to get them in and another person is worth offering $100 to, you can do that easily with variable data printing. If you only offer $20 to both people you usually eliminate the response from the $100 guest and your company is full of $20 guests.

As far as “Everyone showing up” You have to ask yourself how many people are really even paying attention to your offers. Direct mail is a numbers game and the more you water down your offers the fewer the number of people that really even care.

Let’s say for example I was giving away a free car and I mailed 1000 people to give them away.  I would only likely have to give away 50-60% of those at most.  First off there are a huge percentage of people in your database that don’t read direct mail at all. The there would be skeptics, then people that forget to respond, etc.  So you might get a 50-60% response with a free new car.

So when you take your $50 offer and decide to lower it to $15 you are likely taking your 3% and cutting it down to 1% or less. You are also drawing in a much cheaper crowd.  If $15 is important to someone they are not likely wealthy enough to be a good customer buying all your goods and services, are they?

Make sure you use your customer historical sales to manage to offer everybody the most you can, based on what they average to spend.  Then you get sales from all levels of your customers and not just the cheaper ones.  Don’t guide your business smaller and smaller by catering to your cheapest of customers by getting cheap on your offers.

But then again don’t offer the best you have to your cheapest customers either. I hope you are tracking your customer sales and building offers based on their value.  I truly hope you are!

Calendar of Events, Advertise Your Special Event

Calendar of EventsCalendar of Events… If you need a list of local events for your website you should checkout’s events calendar tools. Here is a shortlist of up-n-coming events.


For a more polished look you can try a nice customizable flash calendar like this one:


All Calendar of Events tools can be found here: Events Calendars

Dot-com Return to Direct Marketing Reality

I just got off the phone with Network Solutions; they called me about some services I let expire. It seems that even the formidable web domain registrar has decided not to count on email broadcasting. They’ve instead moved to reduce lost sales through direct marketing like normal brick and mortar businesses. They actually picked up a phone and called me.

Email Sucks for business communication. You are rarely sure if your customers received it and if they did they may have just deleted it. Sure, it works some of the time but with all the filters and trash that ends up in your email box nobody can count on it as their only form of communication. Dot-com businesses are smart enough to finally give in to the real world reality.

It is just as true today as it has been since before the internet existed, direct sales and direct marketing are still the most effective form of sales today.

ebay paypal direct marketing

It doesn’t stop with Network Solutions either. Last week (the reason I thought to Blog on this) I received a call from Ebay. I had a bad transaction with a seller and I had to file a Paypal claim.  Not only was I able to reach on the phone every single time I called, Ebay also called me after the transaction to see if they could help smooth over the relations with the seller.  No, Really… They called me.

I was fascinated as to why they called me and it turned out that they are trying to protect the reputations of sellers that sell high-ticket items.  But I was most impressed by how Ebay worked to smooth out relations AFTER I was already paid back by PayPal.

Now not all dot-comers have “stepped into the light” when it comes to picking up the phone but I have felt a lot of this lately.  I have had positive real world conversations with Network Solutions, Ebay, PayPal and facebook.  I still have had no luck even finding a phone number for google adwords though.

added: I have also received direct mail from Microsoft, Yahoo, Ebay and more..

Direct Mail Marketing Strategies (3 of 5)

In Direct Mail Marketing we usually have a product we want to sell and we try to find the best way to sell it. We then work every trick and angle we can think of to develop the best response possible.  Have you ever thought that maybe this is backwards?

Strategy #3) Sell what your database tells you to! Direct-Mail shoes

Do not tailor your database to your offers, tailor your offers to your database. You need to send things your customers want, not just what you want to sell.

This is where direct mail tracking pays huge dividends.  On every mailing and every promotion you ever do you need to find ways to track and record sales and all sales details on each person.  This is the only way to develop what each individual likes about your products or services. Information is King!

An example is trying to sell coats to people that buy shoes. Sure you can likely sell some of them coats but for best results sell them more shoes.  Then, if they like black shoes; quit trying to sell them blue ones.  If they don’t like laces, promote shoes without laces to this particular person.

Variable data printing makes this easy!

Why are you pushing coats on your shoe people, anyway?

Sure, maybe you have an inventory of coats to sell too. But you should make those a secondary offer that follows directly behind what you know your customers like first.  “Buy 2 pairs of [insert favorite shoes here] and be entered to win this fabulous coat.” Then when they are buying all these shoes, you get them to try coats on and tell them about the coat sale this weekend too.

If you do not have the data to know what your customers have bought and how to personalize with variable data printing, you are at the right place here at CSG Direct, Inc.

Variable Data Print Sample

There is a huge separation in businesses that track sales and those that do not.

If you do not track your customers preferences you are going to lose in your competitive marketplace. You will lose!  Your competitors will win more sales with less money. You will win fewer sales and spend much more marketing dollars to do it.

Direct-Mail Perfect fit

Direct Mailing is still the Best Marketing

Direct Mail

At least with CSG Direct is it !!

Even as new forms of direct marketing emerge in this new era, direct mailing is still setting the bar in response, results and accountability in marketing. Most every other media cannot get you out of the most expensive parts of marketing – prospecting. In Fact, most advertising dollars wasted on broad shotgun prospecting.

Direct Mail is very focused on sales and generating revenue.

Experience will tell you that there are 2 levels of marketing.

The first level is the most expensive and that is to find out who is interested in your product or services.  Prospecting or acquisition marketing is where you spend money to broadcast who you are to the public and see who responds with interest in your product or service. This is commonly done with Television, Radio, Newspaper, Billboards, Websites, Yellow pages, Magazine ads, Telemarketing and sure Direct Mail of course too (however it is more direct, personal and accountable in prospecting).

The second level of marketing is what you do with all the customers and prospects that contacted you with any level of interest. This is where all your long-term income is made. You see, once you have a list of people who like what you do you can build long-term relationships with a direct sales approach. This includes direct in-person sales, tele-sales, direct mail and email. (I will save social networking for a later topic – it follows email)

That is the proper order for results too:
1) In-Person sales cost the most and sell the most.
2) Tele-Sales still utilizes personality and relationship but you are easily pushed into voicemail hell.
3) Direct Mail is something they have to see and touch and they can save it and share it with others in the home or office.  They can keep it for later too. Direct mail costs much less than in-person or tele-sales but you can sell a proportionally less amount too.
4) E-mail, currently the lowest form of marketing. Sure, if you have a relationship and are working on projects with a client it is great.  But for sales and marketing it is the easiest to avoid, delete and annoy.

So the main point is that long-term SALES happen in a DIRECT approach not in broadcast prospecting or print ads. So decades of experience say you build a comprehensive database (or many) with as much detail as you can. Then you send very specific offers to very specific people.  You then follow that up in-person, via telephone and personal emails too. IN THAT ORDER FOR BEST SUCCESS!!

Only go back to prospecting when you have maximized your current list of interested customers and prospects.  Why would you go talk to 1000 people that are not interested when you have 100 that are and you haven’t sold them anything yet?

We can help you build a business plan for successful marketing too! Your first step is to contact us or let us give you a direct mail quote to start.

Direct Mail Services now on Facebook

We sure do have a lot of fun friends on Facebook. I bet you didn’t know direct mail could be so fun! Try our fun facebook direct mail quiz and see if YOU know direct mail.


When you’ve created as much success for your customers as we have, you are bound to enjoy yourself. After creating some of our Countries greatest personalized database marketing, we hang out with our friends on Facebook and share our joy.

Why don’t you join us for a while, you might just learn a few things that help you grow your business and increase your companies sales.  Direct Marketing is.. well.. very DIRECT, so I am asking you to become friends with CSG Direct and bring us all your direct mail questions and projects.

At least with Facebook you get to hang out and get to know us first.

If you would like you can also skip all that fun and get your direct mail quote right now.  But we’d sure like to get to know you better!  The more we know about you and your goals, the more we can provide you the same high level care and support all our best customers have grown their businesses with.

That is the best way to get success with direct mailing companies like CSG Direct, Inc.  You have to get us in the game and put us shoulder to shoulder with the rest of your staff so we can get you the big gains.  It is never best practice to keep us in a corner as an outside vendor only.

Nobody wins by putting direct mail in a corner.  lol

Direct Mailing Project? Get our Quote for Success!

If you are looking for Direct Mailing Pricing or Direct Mail Quotes for any kind of Direct Mailing Services make sure you are looking for more than just price. 

Direct Mailing Quote
Are we inexpensive, sure! We are The Greatest Value in Direct Mail.

We are also highly qualified, focused and more experienced than most companies you will meet. Plus, 25 of us have been USPS Mail Piece Quality Certified and we have people certified in all departments and all steps of your project.  Your Bid should require expertise and a long deep track record of no-problem mailings, correct?

..nobody matches our accountability standards! – NOBODY!

As the only direct mailing company that lets you track every stage and status of your direct mailing project, we are the most accountable direct mailer in the country. Then we take it to the next level and you are able to track each and every mailpiece as they travel through the US Postal Service with our US Mail Tracking. Additional US Mail Tracking is available through our tools.

Direct Mail Guy

Here are some Testimonials
Here we are on Facebook

Also, our newly launched US Mail Tracking widget is now available.


Direct Mail Awards



Direct Mail Services – National Change of Address

Mathematically speaking, National Change of Address (NCOA) is one of the most valuable services any Direct Mail Services company can offer you. With over 17% of the population moving per year many of today’s businesses are using mailing lists that are from 17-34% useless to begin with.

Most people send direct mail using Presorted Standard postage in order to save large sums of money in postage. The backside of this is that any pieces mailed to someone that has moved are thrown away by the US Postal Service.  This is because “Presorted Standard” (old 3rd class) doesn’t include address forwarding the same way 1st-Class does.

So, if you don’t get back the return-mail pieces with yellow stickers like you do with 1st-Class Postage, your mailing list begins to expire over time.  But 1st-Class costs 50% more to send.

So if your boss says they want a better response from their direct mail, tell them NCOA can help you find where all your people have moved.  That is what NCOA is afterall. It is the national Postal registry of every change of address database of every form submitted by moving people.  Your database is compared to this database and your movers are identified, flagged and updated.

On average, even a “clean” mailing list has 3-10% moves.  That is 3-10% of your print costs, your mailing costs and your postage costs being thrown away.  At CSG Direct we let you know where your people have moved BEFORE your mailing goes out.

We are a USPS NCOA Link Limited Service Licensee and have been doing NCOA for about 5 years now.

We got into NCOA because it helped our clients achieve greater marketing results. The US Postal Service has seen great results and is making the service mandatory within 95 days of mailing. They spend too much time and money trying to find people for your .44 cents so they are making cleaner lists a requirement.

From me to you, behind the scenes a technology revolution is happening at the US Postal Service.  Make sure you are working with a vendor that knows what’s going on. There is lots to be gained when working with a Direct Mail Company ~vs~ a printer “that does mail too”.

Database Marketing, Direct Mail vs Email

As someone that has been in database marketing for over 2 decades I have had my share of deep experience in both direct mail and email variable data driven forms of direct marketing.

Email is a dying service and is going to go away in it’s current form.

We started by building our own email broadcast and link tracking tools back in the late 90’s.  We were in email marketing from 1995 to 2005 as an add-on to our direct mail services. Back then it was HOT and NEW and everyone wanted in, but so few people knew what they were doing so we enjoyed a decade of great prosperity.

But then in 2005 we got out all together just as a swarm of vendors and competitors were getting in. There was still a lot of money to be made in email after we got out but we recognized the fight those vendors were entering into.

There is a real ugly truth about email marketing that the companys buying the service do not know that definitely hurts them.  When you send even 1 message it has to go through multiple firewalls, mutliple virus scans, multiple email processing rules and multiple spam filters.

If it makes it past all those gatekeepers and lands in your prospects in-box they can tag you as SPAM that very second. That action affects all those same gateways and spam filters for each message that follows it.

Then, 10 minutes later you send an email to your customer to ask them about an order you are working on and your email message gets blocked by their spam filters. All because now you have been recorded as a spamming company. I guess the rule of thumb is if you don’t want to be treated like garbage marketing, don’t put your message next to the garbage in someones inbox.

We saw this coming, it was getting bad years ago and the writing was clearly on the wall. Email results are also at historical record lows too.  Low responses and a technical nightmare are not a recipe for success.

I have been talking about this for months with my peers but I guess I decided to blog about it today because I spent 3 hours removing an email virus from someones computer. What a pain in the ass and an uneccessary use of everyones time. There are so many other ways to communicate that don’t risk your entire it investments.

As someone who manages a firewall, one of the biggest security breaches we deal with on any given day is EMAIL. Email my friends, will not be around in it’s current form and I would not invest any current dollars moving in that direction.  For real electronic success you should chase SEO combined with social media like facebook marketing as well as others growing in popularity.

Then, really get to know your direct mail program. Direct mail is the most courteous of all forms of non-electronic marketing. It is still also the most focused, trackable, adjustable, shareable, savable, copyable, calcuable form of marketing.

But beware, there are spammers in direct mail too.  There are more spam marketers in direct mail than there are true direct mail marketing companys. These vendors will make you look bad and get your message thrown away just like email can be.

Nothing makes me sadder for a company then when I lose a bid by $100 to a printer and that company loses thousand$ in response and the direct mail information that comes with it.  Lowering their prices is the only tool in a printers bag compared to a real direct mail company that offers full service and full results.

Find out where your vendors core focus is. If they are primarily a printer or a print broker, forget about it.  Find database junkies, variable data printing and response pros. That is our niche, that’s where real direct mail lives and breathes. Experienced direct mail people know it and their businesses thrive off their direct mail results.

Real direct mail marketing isn’t broadcast print, it is made up of multiple data sources, multiple data-relevant messages, calls to action, results tracking and offer adjusting based on results.

You don’t get that from a printer, that’s direct mail baby.