You've Still Got to Sort The Mail. Tips for Effective Mail Campaings - Emily Biggs

EBA Media — Tue, 30 Jun 2009 15:11:01 +0000

With all the social media sites, blogs, hundreds of radio and television channels, digital phones, DVR capabilities and the plethora of other mediums vying for consumer attention, it occurs to me that one thing that hasn’t changed is my mailbox. Every day I collect the mail and either sort through it or save it for sorting later but sooner or later I have to sort through my mail.
Keeping this in mind, if it’s true that you have to obtain someone’s attention within the first seconds of seeing your message then the mail can be a very effective way to promote your business if done correctly. Mailers don’t need permission to go in the mailbox and consumer response can be tracked in many ways depending on the call for action. So, if your advertising message can be effectively portrayed in print, a mail campaign can be very cost effective.
Here are a few tips from EBA Media on effective mail advertising based on results of mail campaigns we’ve implemented for out clients:

1. Solo (stand alone) mail is very expensive when compared to other mediums on a cost per thousand. Use solo mail if you’re targeting a specific mailing list of names.
2.A solo mail piece needs to be interesting enough to get the reader’s attention. Don’t put your wonderful 4 color brochure inside a boring envelope. Consider self mailers that engage the target customer immediately and save the expense of envelopes.
3.Shared mail (several advertisements loosely inserted in a wrap) can be very cost efficient as multiple advertisers share the mailing cost. Shared mail is most effective and efficient when targeting areas such as all the homes within a 3 mile radius of a business’s location. Geographical areas as small as partial zip codes and mailing routes can be targeted with shared mail. You can target by household incomes or specific neighborhoods in your marketing area such as families with children or retirees.
4.Go big or go unique. Shared mail is limited to flat inserts and various sizes therefore oversized advertisements that stick out of the shared mail wrap get better results. A stand alone solo piece can be more creative as far as shape and size as long as it will pass through the post office mail criteria.
5.Carefully consider participating in shared mail products that arrive in the mailbox inside an envelope. Your ad is dependent upon the consumer opening the envelope and sorting through all the ads that are the same size of all the others. It’s too easy to take the entire envelope and toss it.
6.Most importantly, track your results. Make sure the ad contains a strong call to action and implement a tracking program that will allow you to measure results, determine ROI and implement changes to get even greater results if implemented again.
7.Mail campaigns are even more effective when supported by other media such as your web presence or broadcast.

Emily Biggs EBA Media, Inc. www.ebamediainc.com

Look Before You Leap Into Social Media

EBA Media — Sat, 20 Jun 2009 16:35:39 +0000

Employing traditional media tactics to a social media campaign can damage a business’s image. Properly moving into social media to develop long term relationships with clients requires a thorough understanding of how social media works to enhance relationships. While Twitter, Facebook, LinkedIn may seem to be hot new advertising tools, don’t make the mistake of rushing into this scene until you’ve thoroughly thought out your social media strategy.

Companies are quickly finding out that the social media scene bites back and can damage their product or company image if not implemented properly. Commitment to transparency and timely feedback is imperative for making consumers feel connected on a personal level. It’s the personal connection that is the essence for success in social media.

EBA Media Notes

You've Still Got to Sort The Mail. Tips for Effective Mail Campaings - Emily Biggs

Look Before You Leap Into Social Media