The Secrets to Getting More of Your Mailers Opened

Of course we all want every mailer sent out to be opened and adored by potential customers, but unfortunately we can’t pin the success of a mailer (or a business, for that matter) on hopes and dreams alone. Rather, it takes hard work, great data, and a few tips from our list of best kept secrets on how to get more of your direct mail pieces gaining the attention they deserve.

1. Be Useful

You’re great at multitasking, right? Why shouldn’t your mailer be, too? Beyond your company information or a great offer, give consumers another reason to keep your mailer around by making it useful. Give it dual purpose by providing your information and call-to-action on something that can also be used in other areas of consumer lives, say for instance, a task sheet or to-do list. Be as creative as you want with it. Just make it useful.

2. Go in Strong

Easing in on your consumers is overrated. Start strong. Lead your mailer with the offer or value up front. You have only a small window of time to catch a consumer before their attention is shifted elsewhere. It’s the first thing the consumer will see and may be all you have time to squeeze in, so lead with your best offer.

3. Lumpy Packages Get Opened More Often

Simply put, make your mailer lumpy. The allure of what’s causing the envelope to be misshapen is too much to be passed over by many consumers. It may seem silly, but the near 100% open rate isn’t. Trust us, lumpy is good.

4. Be Unique

Gather your team for a brainstorm session and get your creative juices flowing. How can you deliver the message of your mailer in a more creative way? Think outside the box. If it costs a little more than usual, don’t fear it. Just be smart and reduce the amount of prospects you send to – in this case, it’s about quality, not quantity.

5. Create Lasting Power

The easiest way to linger in a prospects home? A small tchotchke, but as stated in Secret #1, make it useful - a branded pen, a magnet, etc. Your prospect may throw out the mailer, but they’ll likely hold onto the token, so even if you don’t receive business immediately from it, you’re business’s name is being seen over the long haul. 

What’s Trending for Direct Mail in 2015?

 No matter what industry you’re in, December marks the start of some deep thinking over the same question – what does the year ahead look like? We look back at the months long gone, we rattle our brains over what it all means for the future, but it’s not always easy to read the signs. So, in this blog post, we’re going to take the guesswork out of it for you and break down 2015’s direct mail trends. Happy reading!

Trend #1: You Are Here

Directions are a lot easier to understand if you know exactly where you’re beginning. In the case of a potential customer, that would be their home. Cue the individualized maps! If you’ve planned to include a map in your DM pieces to show a particular end point, why not go the extra mile and show just how to get there, too? Variable data can be used to create a detailed “You Are Here” map that can be tailored to each prospects whereabouts. Just imagine the foot traffic that extra step could drive!

Trend #2: Seek Out the Ladies

This is the new golden rule for non-profits, in particular. Earlier this year, data was released showing that 64% of all charitable gifts are made by women. Not only are they more likely to donate, the data also revealed that women are more likely to make larger donations than their male counterparts, as well. That doesn’t mean you should tailor your whole campaign to appeal to a female audience, but just keep the ladies in mind. They’re going to be your friends in 2015.

Trend #3: Multiply Your Efforts

There are some things in life that are just better when there’s more.  Marketing is one of those things, and this year we can expect to see more businesses combiningdigital and traditional marketing efforts to make a greater impact on their prospects. It’s easy enough to do with the quick addition of QR codes or PURLs, so do yourself a favor and give it a chance. We’re guessing you’ll be happy with the results.

Trend #4: Look Pretty

Yep, it’s as easy as that – beautify your DM pieces. Now, that doesn’t mean you have to add flowery elements or swap your typeface out for something long and curvy. Think clean, classy and visually appealing. For a more subtle change, a simple colorswap could make your message more powerful. Most things in modern life are cluttered enough, do yourself (and your prospects) a favor by de-cluttering your mailer and putting the emphasis on simplicity.

 Trend #5: Adding In the Icons

When we say icons, we of course mean the modern pictograms representing Facebook, Twitter, and other social channels. In the digital age, those little icons have become powerful tools of communication. Their presence is a call-to-action in a sense. It says quickly and quietly to a prospect that they can still find your business on X,Y, and Z networks if they toss your mailer. That’s one more way to grab the attention of potential customers without compromising much space, so why wouldn’t you add your icons?

So, how will you use these trending tactics? Share your thoughts with us in the comments! 

University of Oregon's Marcus Mariota Wins The 2014 Johnny Unitas Golden Arm Award®

University of Oregon quarterback Marcus Mariota has won The Johnny Unitas Golden Arm Award^Ò, presented annually by the Johnny Unitas Golden Arm Educational Foundation, Inc. and Transamerica to the nation’s top quarterback who best exemplifies character, scholastic and athletic achievement.

After 14 weeks of play, Mariota has completed 229 of 334 passes for 3,470 yards (69% completion rate) throwing for 48 touchdowns with just 2 interceptions and a QB rating of 190.2. The Honolulu native led the Pac-12 quarterbacks in rushing yards with 636. Mariota ranks fifth in the nation in total offense, averaging 342.2 yards per game and he has been selected as the Pac-12 offensive player of the year.

“Marcus is as humble and gracious off the field as he is poised and electrifying on it,” said Andy McNamara, Assistant Athletic Director for the University of Oregon. “He is an exceptional ambassador for not just the football program, but the University of Oregon as a whole.”

Candidates for the Golden Arm Award – which has been presented at the end of each college football season since 1987 – must be college seniors or fourth-year juniors on schedule to graduate with their class. In addition to the accomplishments on the field, candidates are judged on their character, citizenship, scholastic achievement, and leadership qualities.

With the season coming to an end, the Johnny Unitas Golden Arm Educational Foundation, Inc. would like to thank longtime partner Transamerica, as well as 120 Sports, a first-of-its-kind live-streaming digital sports video programming network, in promoting this prestigious honor. As the media partner, the goal at 120 Sports will be to tell the stories that surround the selection of candidates, profiling their football career and community involvement as a member of their football program.

Mariota’s achievements will be honored on Friday, December 12, in Baltimore, MD. For the 2014 Golden Arm Award ceremony, The Johnny Unitas Golden Arm Educational Foundation, Inc. and Transamerica are happy to be returning to The Embassy Suites Baltimore Inner Harbor Hotel and Grand Historic Venue. NFL Hall of Famer, former Baltimore Colt, and the great Johnny Unitas’ favorite target – Raymond Berry – will deliver the keynote remarks at this year’s event.

Past Golden Arm Award winners include: Peyton Manning (Tennessee, 1997); Carson Palmer (USC, 2002); Eli Manning (Ole Miss, 2003); Matt Ryan (Boston College, 2007); Colt McCoy (Texas, 2009); and Andrew Luck (Stanford, 2011).

Proceeds from the event help support the Johnny Unitas Golden Arm Educational Foundation, Inc. The Foundation provides financial assistance to underprivileged and deserving young scholar-athletes throughout Maryland and Kentucky.

In addition to Transamerica, sponsors of the Golden Arm Award include: Andretti Sports Marketing, Athlon Sports, 120 Sports, The Babe Ruth and Sports Legends Museum, Baltimore Sun Media Group, Bloomberg Television, Century Engineering, Coach for America, Comcast, Dunbar Armored and Dunbar Cybersecurity, The Embassy Suites Baltimore Inner Harbor Hotel and Grand Historic Venue, Haddock Investments, HMS Insurance Associates, Inc., Metropolis Funding, PSAV, Panini, SILKS, Tray Inc., The Scott Garceau Show, MedStar Union Memorial Sports Medicine, VPC Inc., Weiss PR, Woodberry Kitchen, Wilson Sporting Goods, and ZBest Executive & Global Transportation Services.

To learn more about The Johnny Unitas Golden Arm Award^Ò visit:

http://www.transamerica.com/about_us/johnny_unitas_golden_arm_award.asp 

http://www.goldenarmfoundation.com/

Additionally, please follow the conversation on Twitter: @GoldenArmAward or use the hashtag, #GoldenArmAward.