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The Importance of Direct Mail to Your Company’s Marketing

The Importance of Direct Mail to Your Company’s Marketing

With the growth of technology and the internet, there has been a steady decline in direct mail marketing campaigns. However, there is a strong indication that a company could greatly benefit from implementing an integrated marketing approach. Touching a customer across multiple channels will not only increase your branding, but it also keeps your company top-of-mind for your potential clients. Research also indicates that direct mail is one of the cheapest and most effective marketing strategies. Here are some of the benefits to direct mail and how it can be used in conjunction with your other marketing strategies.

High Conversions

sending letters

    Image via Flickr by Sam Saturday

    The United States Postal Service reported that 98% of consumers bring their mail in the day it is delivered, and 77% sift through it immediatly. The ability to reach the consumer is one of the hardest parts of marketing, so direct mail, unlike email marketing, allows you to allude that pesky spam folder and get in front of your target.

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    Utilize this opportunity to mention an upcoming sale or event. Evoke a response or drive that customer to your website for more information. This will allow you the opportunity to communicate your message across a variety of different channels.

    Flexibility

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      Image via Flickr by gegeyteaghea

      Direct mail is flexible in that it can serve a variety of different goals. It can be used as an invitation or short term promotional tool, like in the form of a coupon or sales collateral. This would be an excellent approach for a new company that is looking to drive initial use or generate quick revenue. However, this type of direct mail is not a long term sustainable approach for your marketing campaigns.

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      Direct mail can also be used as a reminder or informational tool. This is perfect for companies not looking to generate short term sales, but rather establish a long-term relationships with their clients. These mailers are usually very personalized and serve the purpose of reminding the client about their relationship. They could be the form of birthday cards or other holiday reminders, or even Newsletters that give that individual a glimpse into the inner workings of your company.

      Direct mail can also be used as a tool to gather more information about your customer or your company; surveys and questionnaires are a great way to leverage direct mail, serving as an information gateway to your customers and also strengthens the relationship by receiving their opinions. You can also utilize this opportunity to gain more information such as email addresses, phone numbers, or other personal information that may be outdated or unknown.

      Effective and Efficient

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      targeting

        Direct mail is one of the most measurable forms of marketing—you can easily record the number of mailers that are sent out, and use coupons or codes to record response rates.

        Not only is it measurable, but it also allows you to easily target your recipients  Unlike other forms of marketing that can hit outside of your target market, direct mail is personalized to the point that you are able to select a geographical target, demographical, or even physiological group.

        Use Direct Mail in an Integrated Approach

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          The Direct Marketing Association reports that communicating to customers across multiple channels will greatly increases the customers value.

          • Across Two Channels : Increases the customers value 20-60%
          • Across Three Channels : Increases the customers value 60-125%

          Direct mail is a great tool when used in conjunction with other marketing campaigns. It can utilize a message, develop a brand, generate short term return, or even gather important information.The benefits of this approach on your marketing campaigns is greater than the alternatives.

          A successful marketing campaign depends on a variety of factors, but essentially, the process hinges on the ability to reach the target market, effectively communicate a message, and monitor the results. Even though there is a trend towards digital marketing and online media, direct mail still remains a very important part of the marketing mix and should be a part of your business.

          Do you think direct mail impacts your purchasing behavior?

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          Last Updated on September 20, 2018

          How to Be Happy at Work and Find Fulfillment in Your Career

          How to Be Happy at Work and Find Fulfillment in Your Career

          If you’re going to spend 1/3 of our life at work, you should enjoy it, right?

          Trust me, I know that’s easier said than done. Difficult coworkers, less-than-desirable tasks, or even just being in the wrong position can all lead to a lack of enjoyment and fulfillment in your work.

          But what if I told you it doesn’t have to be this way? Or better yet, if you struggle with all of the above (and then some), what if I told you that enjoying your work and finding fulfillment regardless of those obstacles is possible?

          Don’t believe me? I don’t blame you because I was there too. Before implementing the tips below, I struggled to get through each day, much less find real fulfillment, in the office. Now, even after the toughest days on the job, I still come away with feelings of pride, accomplishment, and fulfillment. The best news is, so can you.

          If you’re ready to make those hours count and find happiness and fulfillment in the office, then read on to find out how to be happy at work and find fulfillment in your career:

          1. Discover the root(s) of the problem

          For this first step, we’ll need to think back to 8th-grade physics (humor me). We all know Newton’s 3rd law, “for every action, there is an equal and opposite reaction.” When you think about it, the same can be said outside of physics, and we see this law play out in our daily lives, day after day.

          Simply put, all the issues we deal with in the office (and life in general) affect us in a noticeable way.

          If you’re appreciated at work, like the work you do and receive frequent praise, promotions, or raises, then this will probably have an altogether positive effect on your life in the office.

          But what if we reverse this? What if you feel under appreciated, get passed up for promotions, or get denied raises? This is sure to affect the way you feel at work on a negative level.

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          So, before you can implement the steps of feeling happy and fulfilled at work, we first have to discover the reasons why you don’t feel that way already.

          Think about it, write a list, or make a mental note. Run through all the reasons you’re dissatisfied in the office, and don’t hold back. Knowing the exact obstacles you’re facing will make overcoming them that much easier.

          In fact, as a side-challenge to this article, I recommend picking the top three reasons contributing to your dissatisfaction at work and using the following tips to tackle them.

          2. Practice gratitude for an instant uplift

          Did you know the simple act of feeling grateful can increase your happiness and make you more fulfilled at work?[1]

          Well, it’s true, and it’s scientifically proven.

          Dr. Lisa Firestone notes that practicing gratitude “reminds us of what we lacked in the past.” Meaning, it serves as both a boost to happiness and a bit of a wake-up call that things have been or could be, much worse.

          Trying to conjure up feelings of gratitude can seem almost impossible when your work situation seems bleak, but hear me out: There are incredibly easy ways to get started and it doesn’t involve trying to “force” yourself to feel grateful about things that stress you out.

          For an instant pick-me-up, try this:

          Find a loose piece of paper, a blank sticky note, or anything you can write on, be it physical or digital. List just three things that you are absolutely without-a-doubt thankful for in your life.

          Now here’s the trick: Don’t just list what you’re grateful for, you have to list why you’re grateful for them, too.

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          For example, simply saying “I’m grateful for my kids” will probably make you feel good, sure, but what if we could amplify the warm, fuzzy feeling into real, lasting motivation?

          Instead, write the reason you’re so thankful for your children. Is it because they make you laugh and forget about other stressors? Or maybe they help to remind you of why you go to work every day in the first place?

          Whatever your reasons may be, jot them down and keep your list somewhere you can see it while you work. A quick glance at your gratitude list throughout the day can provide powerful, positive motivation to keep going.

          Bonus:

          If you can find just three things to be thankful for that specifically relate to your job, and list why those things make you grateful, your list can also help you find fulfillment in your work itself which can give you an even bigger boost of positivity throughout the day.

          3. Take meaningful time for yourself

          We all know creating a strong work-life balance can be crucial to feeling satisfied in our jobs, but rarely do we ever address how we’re spending our time outside of work.

          Many of us survive a 9-hour work day and commute home only to find ourselves busy with our personal to-do lists, running a household, and taking care of a child (or 2 or 3, and so on).

          If you spend all your time working, whether in the office or within your household, you’re going to feel drained at some point. This is why setting meaningful time for yourself every day is highly important.

          Look, I get it: I don’t know anyone in the working world who can shun all responsibility for a 3-movie marathon or happy hour with friends whenever they feel like it. But finding time for yourself, be it just 30 minutes to an hour, can really make a difference in how you feel at work.

          This works because you’ll have time to actually relax and let the day’s stress melt away while you enjoy something just for you. The to-do lists and stressors will still be there after you’re refreshed and ready to tackle them.

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          No time for me-time? Try this:

          If you have a busy household, you’ll need to capitalize on a block of time you know will be completely uninterrupted. The easiest way to do this: try waking up 30 minutes to an hour earlier than usual (or push bedtime back an hour if you’re a night owl, like me) and take time to do something you enjoy.

          This could be reading with a cup of tea, catching up on Facebook, spending time on a passion project—anything! As long as it’s meaningful to you, it works!

          Bonus:

          Starting your day with meaningful time for yourself can set you up to have a positive mood that lasts well into office hours, and having your me-time in the evening can give you something positive to look forward to during the day.

          4. Get productive and feel accomplished

          Don’t you just love the feeling of checking the last item off of a hefty to-do list? That’s because self-motivation can be a huge driver of positivity and success.

          When we accomplish something, no matter how small, it makes us feel good, plain and simple. Applying this tactic to your daily work can be the motivator you need to find fulfillment during the daily office grind.

          While there are tons of steps to get more done at work, I’ll share my personal favorite: Prioritizing.

          Now, many people handle prioritizing differently. Some like to tackle the little tasks first so they can spend focused time on the big to-dos. Others like to knock out the big items first and get to the smaller ones when they can.

          No matter which camp you’re in, you may be missing one crucial step: Time management.

          So how’s this work? When you factor in the amount of time your priorities will take, it can transform your productivity ten-fold.

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          Say you have three top priorities for the day. You might jump into the smaller ones or the bigger ones depending on your preferred method, and then find yourself out of time and bringing work home with you at the end of the day.

          This is prevented when you factor in time. Knowing how long each item will take, or deliberately setting specific blocks of time for your priorities can help you accomplish more in the same 8-9 (or 12) hours that you typically spend at work.

          Try this:

          Take a look at your priorities and consider how long they should take. Pop into your Google calendar (or Filofax, whatever works for you) and schedule time to work on your priority items around any important meetings or events of the day.

          The most important thing to remember is to stick to your dedicated time.

          Often, when we know exactly how long we have to work on something (and honor this time limit), we’re motivated to get more done on time to avoid taking work home at the end of the day.

          The bottom line

          There’s no need to waste 1/3 of our lives feeling unsatisfied at work. Luckily, you now have the tools to get started, take back your time, and become happy and fulfilled at work again.

          The only question is — which tip will you try first?

          Featured photo credit: Ellyot via unsplash.com

          Reference

          [1]Psychology Today: The Healing Power of Gratitude

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