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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 May 15, 2019

          10 Most Successful Entrepreneurs and What We Can Learn from Them

          10 Most Successful Entrepreneurs and What We Can Learn from Them

          Apart from making crucial decisions for their own businesses, entrepreneurs innovate and grow their ideas. Albeit there being no cookie-cutter answer that fits everyone’s experiences, taking a look at some of the most successful entrepreneurs today, you might spot some similar traits and characteristics.

          Starting and nurturing a business entails a great amount of hard work and commitment. However, for aspiring entrepreneurs who are prepared to dedicate themselves to their vision, here are 10 most successful entrepreneurs you can learn from:

          1. Melanie Perkins: Know Your Worth and Keep Trying

            Melanie Perkins founded Canva, a Sydney-based business valued at $1Billion having successfully raised a number of rounds of successful funding and boasting more than 10 Million users in 179 countries.[1]

            She told BBC that one of the biggest challenges she faced getting into the business was talking about her company’s accomplishments when she first got to Silicon Valley. She attributed this difficulty to a cultural difference where Australians tend to ‘talk down’ their achievements and this would slow down her fundraising progress for a few years.

            Despite hundreds of rejections, Melanie emerged three years later with a much clearer strategy and stronger investor pitch that prompted a series of fundraising rounds netting the company $82Million of funding in total.[2]

            2. Bill Gates: Keep Learning and Exploring

              If you don’t know Bill Gates, you likely know the company he founded – Microsoft.

              Bill Gates’ story is a prime example of nurturing an idea that might seem out of this world but make sense in the future. One of the most successful entrepreneurs in history did not complete his degree at Harvard University to pursue a vision that the technology would soon become the future.

              He told a white lie to Altair, saying that he had made a computer program for them, therefore pushing himself to create a system that would change modern history.

              “The most important speed issue is convincing everyone that the company’s survival depends on moving as fast as possible.”

              Gates’ success is built on self-improvement and the seeds of an idea.

              3. Elon Musk: Never Stop Innovating

                Traditional thinking suggests that in order to become a successful entrepreneur, one must focus in a single field or industry.

                Elon Musk, however, breaks that rule.

                Today, the multifaceted tech entrepreneur, investor, and engineer advocates for the diversification of skills and businesses by delving into various fields of interest.

                When done right, skills in a single domain can be carried over then applied into contrasting industries to create something new the world might need. Musk owes his accomplishments to a constant thirst for knowledge.

                Having birthed Tesla and a myriad of products across the arenas of aeronautics and software design, Musk continues to evolve as an entrepreneur and plans to innovate for the long haul.

                4. Richard Branson: Develop People First

                  British entrepreneur Richard Branson founded Virgin Records in the early 1970s. Virgin Records has since grown into the Virgin Group, today responsible for over 400 companies.

                  The billionaire is strongly particular about working with a team that shares his core values and aspirations.

                  Branson believes that managing a business can become taxing, thus he acknowledges his employees for putting in the effort that they have.

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                  A good leader knows how to raise morale for positive productivity. Utilising emotional intelligence and compassion is a game changer in seeing results within a team.

                  Branson’s supports the idea of nurturing a positive work environment, with the belief that credentials must go hand-in-hand with an enthusiasm for work.

                  5. Jeff Bezos: A Relentless Focus on Customer Satisfaction

                    Having founded Amazon, Jeff Bezos is known to be one of America’s most successful entrepreneurs. The e-commerce pioneer fixates himself on angry customers with the belief that a business’s loopholes are found in the experiences of unsatisfied customers.

                    For the 8th year in a row, customers have ranked Amazon as the number one in customer service (according to the American Customer Satisfaction Index).

                    While numerous companies ignore unhappy customers, Bezos found success in learning from reviews and surveys. By focusing on customer service, Amazon shows they care, both for their customers and for rising above their competitors.

                    While praise and recognition are signs that a business is accelerating, criticism is an opportunity to improve a product or a service.

                    6. Mark Zuckerberg: Start Small, Think Big

                      Valued at over 55 billion dollars today, Mark Zuckerberg built the first version of what would become a social networking giant in his Harvard University dorm room. As one of the world’s youngest entrepreneurs, Zuckerberg undoubtedly took countless calculated risks to get his brilliant idea to its current status with 2.38 billion active monthly users.

                      “The biggest risk is not taking any risk.”

                      He’s always daring to explore with a fearless mindset.

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                      The young tech entrepreneur never shied away from innovating outside of the box. Soon after Facebook became a hit to users and advertisers, big corporations took interest in buying Facebook from Zuckerberg.

                      However, he took the risk and decided to stay with his creation. Turning down billions of dollars offered by Yahoo CEO, Terry Semel, he envisioned turning his brainchild into something much bigger than what it already was then.

                      7. Steve Jobs: Live Your Own Dreams

                        Steve Jobs lived a rocky path all his life and an aspect of which is a tumultuous career.

                        The founder of Apple endorsed his beliefs on the temporality of life and limitations of time. He preached about the importance of working on the very legacies people wish to leave behind, an achievement he’s undoubtedly etched into the the archives of human history.

                        Never one to hide under someone’s shadow, Jobs did not live by anybody else’s principles so he formed his own. He tirelessly dedicated himself to building a unique brand of products that became the benchmark for contemporary technology.

                        After his highs and lows through his brief battle with cancer, Jobs concludes with yet another lesson to takeaway from his remarkable life. “No matter how much money you have, even the richest man can’t buy time.”

                        8. Warren Buffett: Balance is Essential to Success

                          Despite being the third wealthiest person in the world, Warrant Buffett sported a frugal lifestyle for most of his life.

                          After buying a house in Omaha, Nebraska for just above 31,000 dollars, he has lived there since 1958. As a leading investor and a founder at Berkshire Hathaway, Buffett believes in setting aside an amount to save and spend only on necessities.

                          With a long term goal as a top priority in mind always, treating oneself can be sustainable once in a while. He advices to save money by deciding first and foremost what aspects to scrimp on and what aspects to splurge on to ensure a happy and balanced lifestyle.

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                          9. Jack Ma: Never Give up

                            On every journey to success, everybody stumbles and arrives at roadblocks. Some more than most, like Jack Ma, who survived countless rejections and failures only to get back up and brave every storm.

                            Ma is the founder of multinational technology conglomerate Alibaba Group. Despite being rejected to Harvard after every one of his 10 applications, Ma was never defeated.

                            His grit and tenacity is a fine testament to the fact that grades do not determine a future. While qualifications on paper are important, the development of skills and an attitude is just as helpful in making a recipe for success.

                            Despite finding himself in the verge of bankruptcy in the 1990s, Jack Ma possessed the resilience to put one foot in front of the other until he finally made it. “It’s important to have patience,” he says.

                            10. Tan Min Liang: Passion Can Pay Off

                              Tan Min Liang is the founder of the leading high-performance gaming hardware, Razer. Always on the look out for new opportunities to connect and scale his business, Tan has been bold in making many of his life’s decisions.

                              Having deviated from a traditional path set by a family that consists of doctors and lawyers, Tan was to find his life’s work and passion while gaming with his older brother.

                              The idea was simple: there were so many games out there to play, however, there were hardly any gaming equipment to match this.

                              So he dropped out of law and began going a different direction, into creating solutions in the gaming industry. At the start of 2019, Tan wrote to tech luminary Elon Musk to which Musk’s reply suggested of a joint venture between two of the most successful entrepreneurs today.

                              Final Thoughts

                              In today’s cutthroat world, the road to becoming a successful entrepreneur is a long and arduous process trailed with ups and downs. A valuable lesson that a good hand of entrepreneurs would love to convey to aspiring entrepreneurs is to keep the spirit of innovation and to explore uncharted waters.

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                              Learning from experience and failure is one direction to a desired end goal. Exhibiting the same dedication and grit so many entrepreneurs have through their unexpected careers – today’s budding visionaries ought to hang on their dreams and leave room for improvement along the way.

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                              Featured photo credit: Patrick Tomasso via unsplash.com

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