Share Your Brand Story to Create Distinct, Authentic Connections

In a noisy marketplace, businesses must work smarter to grab prospects and lock in loyalty.

But the desire for relationship is mutual. According to Cheetah Mobile marketing director Josh Ong, customers don’t just want to buy, they want to buy into something:

“Millennials are more likely than any other demographic to be brand loyal. But millennials don’t choose which brand to be loyal to at random, instead, they are highly attuned to the story that a brand tells, as well as the values that brand exhibits.”

No one can resist a good story! Need proof? Here’s a fun brand story from eyewear retailer Warby Parker:

Warby was founded as a rebellious upstart to tackle the problem of expensive eyewear because of a frustrating personal experience. During a backpacking trip, one of Warby’s founders lost his glasses. Since he was a broke grad student, he couldn’t afford to replace them, and he spent the rest of the semester squinting.

By circumventing traditional channels, designing glasses in-house, and engaging with customers directly, Warby now provides higher-quality, better-looking prescription eyewear at a fraction of the going price. The company believes buying glasses should be easy, fun, and should leave money in your pocket. Warby also believes everyone has a right to see, and they partner with nonprofits like VisionSpring to ensure that for every pair of glasses sold, a pair is distributed to someone in need.

Warby sums up its brand story in this simple phrase: good eyewear, good outcome.  

4 Traits of Captivating Brand Stories

A brand story is a valuable marketing asset.

It sharpens your values, shapes your message, and guides your sales. Here are common traits of brands with especially effective stories:

1. Start with Problems

From the beginning, successful brands have identified market needs or specific injustices.

Sharing their journey in confronting or solving these issues builds a very compelling narrative. The founder often retains an active role and holds a starring role in the company’s ever-evolving story.

2. Embrace Underdog Status

Everyone loves an underdog.

Brands that are (or were) on the outsider are considered disruptors. Their adventures in confronting the establishment make them easy to love and fun to listen to.

3. Foster Niche Lifestyle Communities

Brands that have a clear identity and purpose can to form more meaningful connections that result in truly devoted fans.

Make your brand integral to the lifestyle your prospects covet. When emotional attachments to brands are built, this connection often starts with a shared conviction or a particular life vision.

4. Stand for Something Specific

Most people aren’t particularly loyal to a company; instead, they are loyal to what that company stands for.

A recent study published by the Harvard Business Review showed that, of those consumers that had a strong relationship with a brand or business, 64 percent cited “shared values” as the primary reason. Companies that stand for more than just dollar signs will forge emotional connections with their customers.

Whether its fostering sustainability or giving back to specific communities, a commitment to social good can make your brand story more authentic and memorable.

Share Your Story Today

What is your brand story?

You may believe you don’t have a story to tell, but that’s just not true! Every firm can share a portrait of who they are and why they exist. This may include your mission, inspiration, or goals and it can be shared through direct mail, photography, banners, blogs, and any medium that authentically touches people.

Stories create something your clients want to be part of, building confidence and receptivity. People buy into what they trust, so find your story and share it today!

Snag Younger Customers: How to Build Connections with Generation Z

With the oldest of Generation Z graduating and entering the workforce, it’s time to set your sights on this powerful consumer demographic.

Who are these Gen Z individuals, and what is the most effective way to reach them? While many media companies have written them off as “screen addicts,” Gen Z is actually very nimble, engaged, and unique.

Here are a few facts to consider:

• As of 2020, Gen Z makes up more than 40% of U.S. consumers.


• Born after 1996, most members of this generation are not yet old enough to vote.


• Generation Z represents the leading edge of the country’s changing racial and ethnic makeup. 52% are non-Hispanic white, 25% are Hispanic, 14% are black, 6% are Asian.


• Gen Z logs on to social media for roughly two hours and 55 minutes each day. This is almost an hour longer than the average millennial.

Want to engage younger prospects? Here are five tips to consider:

1. Diverse images are extremely impactful

Gen Z has a natural awareness of how diversity is depicted (or overlooked) in your media.

Whether it’s custom photography or variety in your testimonials, it will seem strange (or even offensive) if your media is too homogenized.

2. Gen Z loves a good deal

Estimated at having $4 billion in discretionary spending, the buying power of Gen Z is significant.

But having grown up during the 2008 recession, Gen Z has an innate appreciation for a bargain. Gen Z will hunt for value in two ways: buying from inexpensive brands or purchasing expensive items with durability guarantees. Generous warranties and engaging in-store experiences are also a way to offer them more bang for their buck.

3. Gen Z was born social

Over 91% of Gen Z kids have a digital footprint, and Gen Z spends more time on mobile devices than Millennials.

Gen’s Z’s favorite sites are YouTube, Instagram, and Snapchat. Because they are so visual, whenever possible you should “show,” not just “tell.” Image-based advertising and short-videos are especially effective!

4. Real is best

Gen Z people seek uniqueness in all walks of life, and particularly through the brands they buy from.

Gen Z-ers prefer brands that are authentic: 82% said they trust a company more if it uses images of real customers in its advertising, and 72% said they're more likely to buy from a company that contributes to social causes. Product quality, positive reviews, and customer service are the top three characteristics that fortify their trust in a brand.

5. Give them a voice or a role

Given how socially aware this generation is, remember Gen Z-ers love opportunities to contribute, create, lead, and learn.

Whether you allow them to personalize your product or you prioritize ethical marketing (like partnering with nonprofits or standing for a cause), Gen Z appreciates buying from brands that give them a role in the journey.

Help Them Live in Person

Finally, remember that Gen Z longs to engage, and this doesn’t have to be online. 

A new A.T. Kearney study reports that 81% of Gen Z respondents prefer to purchase in stores, 73% like to discover new products in stores, and 58% browse in-store selections to disconnect from social media and live in the moment.

From gorgeous window banners to sharp point-of-purchase displays, sensory impact plays a principal role in creating the right mood for an impulse purchase.

Why Direct Mail Postcards are Worth Every Penny

Although postcards are one of today’s beloved print pieces, they had a humble beginning.

The earliest postcard dates back to 1840 when an English man named Theodore Hook sent one to himself. By 1861, the US Congress allowed privately printed cards, weighing one ounce or under, to be sent through the mail. That year, John P. Charlton copyrighted the first postcard, and by 1901 postcards were a regular part of mailed communication.

Generate Huge Exposure with Just One Mailing

Fast forward a century. 

Postcards are now an essential marketing option for many businesses, and with good reason. These versatile tools represent a huge opportunity for companies that do it right.

And the results are compelling. One real estate agent makes $5,000 to $20,000 in commissions every time she runs a direct mail campaign. A Texas dentist added six figures in new revenue thanks to one mailing. And a financial services firm spent a few thousand dollars to net dozens of new clients with an average value of $1,500 each.

Why are postcards so effective?

According to UnitedMail, 79 percent of people act on direct mail immediately (while only 45 percent do so for email). More than two-thirds of consumers open all of their mail, even easily recognizable junk. And this is especially true for young people! According to the U.S. Postal Service, 36 percent of people under age 30 look forward to checking their mail, and 37 percent of the coveted 25- to 35-year-old demographic immediately read their mail.

Since postcards are so visually accessible, they are read frequently and generate huge exposure. When businesses target specific audiences and link to tailored landing pages on their website, they can spark considerable revenue with just one mailing.

Postcards generate fast results, and they work for any business. As long as you have a clear marketing strategy and great graphic design, postcards will work for you!

4 Keys for Designs that Deliver

When you are ready to launch your direct mail postcard, here are four keys for generating compelling, actionable designs:

1. Design with Your Audience in Mind

If there’s one mistake common to most marketers, it is this: assuming your audience knows the terminology of your industry.

Whether you’re a financial advisor or a chiropractor, frame your ideas in words that would make sense to anyone. 

2. Paint a Picture of the Problem You Can Solve

People won’t read every word you share, so don’t bury the lead.

Immediately communicate the problem your business can fix. Center your writing around how your product can make people’s lives easier or better.

3. Use Simple, Crisp Graphics

The image on your postcard should be instantly recognizable.

While it may be fun to try something clever, this often confuses the audience. Since you have mere seconds to communicate an idea, your image should reinforce the concept in a strong, obvious way.

4. Add Bulleted Lists and Distinct Next Steps

Readers won’t engage with longer text, so shoot for punchy subheadings or bulleted items that clarify value.

People want more than just a phone number or a web link. Be specific with CTAs like, “subscribe to ___ for ______” or “call today for your free consultation!” 

Let Our Team Mail for You

Ready to expand your reach with a focused direct mail campaign?

Save on stress and expense by consolidating your creative processes. Our full-service design specialists can provide the artwork, the printing, and even the mailing services. To get a quote, visit our website today! 

Generate Innovative Solutions with Strategic Design Thinking

Several years ago, a truck driver tried to pass under a low bridge.

Underestimating the truck height, the driver became firmly lodged under the bridge, unable to move his vehicle forward or backward. Emergency workers and city engineers gathered onsite, debating whether they should dismantle the truck or chip away parts of the bridge. Each proposed a solution most aligned with their area of expertise.

Just then, a boy walked by, observed the intense debate, and made a casual comment. “Why not just let the air out of the tires?”

When the solution was tested, the truck squeezed forward with ease, suffering only slight damage to his cab. The specialists were amazed at the solution and also by the fact that they were initially blind to an answer a child could easily recognize. 

A Human-Centric Way of Thinking

This story symbolizes the struggles we face when the most obvious solutions are hard to recognize.

That’s just one reason strategic design thinking has become so prevalent in business. Design thinking is a solution-based, human-centric approach to solving problems, one that embodies both a particular way of thinking and a collection of hands-on methods. In business, design thinking allows you to look at things through your customers’ eyes while devising meaningful, profitable solutions. 

Design thinking can be helpful because it pushes you to challenge existing assumptions, redefine problems, and uncover options. It is especially useful for creatively devising alternatives and prototypes with a team. While there can be three to seven phases in this process, many people find five modes to be particularly helpful. These stages do not have to follow any specific order and can occur in parallel or repeat iteratively.

5 Stages to Shaping Nimble, Profitable Ideas

Here’s how to implement the five-stage process of design thinking with your team.

1. Observe with Empathy

The first step in design thinking is to empathize with your clients and partners, investing in conversations, and identifying hidden needs by living the customer experience. 

During the 2020 pandemic, one design-build storage company noticed a significant uptick in interest for luxury storage sheds (can you say “man cave?”). Before pumping out products, team leaders spent considerable time with prospects, architects, and manufacturers. By looking at things from the customers’ perspective, the storage specialists became intimately acquainted with changing markets and how demand should drive innovation.

2. Define the Problem

Once you genuinely live and understand your customers’ needs, you can redefine the problem and approach it from different angles.

Through conversations with many families, designers from the storage company realized that a post-pandemic need was not for increased storage but for alternate living spaces that were affordable, durable, and even portable.

3. Ideate with Your Team

The next step is to develop solutions by involving all internal and external team members.

The wider your base, the more imaginative you can be. Creative sessions led our Midwest storage specialists to develop prefabricated backyard offices, “granny” pods, and even elegant miniature lake cabins that could be delivered and assembled on site.

4. Prototype Rapidly

After quickly building and releasing designs, it is important to make your ideas as nimble and customizable as possible.

Whether you add a “Most Popular Items” section to your website or you give customers access to “build it yourself” 3D configurator software, speed and wide-ranging accessibility are key.

5. Test and Validate 

Design thinking is an adaptable process.

Results from prototype tests may show that you’ve misinterpreted customer behaviors and needs in steps one and two. That’s ok! From here, you can return to previous steps and tweak solutions so they are best tailored for current needs. View every blueprint as a living document, and keep working to capture the right opportunities in the right way. 

As you test solutions with your team, you will unleash people’s full creative energies, win their commitment, and radically improve the end product.

Why Carbonless Forms Make a Great Tech-Free Solution

When you “cc” someone on an email, do you ever think about what this abbreviation actually means?

In 1801, Pellegrino Turri invented carbon paper to provide ink for his mechanical typing machine, which was one of the first typewriters. Five years later, carbon paper was patented and released to the general public. Carbon paper soon became a primary method for rapidly reproducing documents or booklets, and today its legacy has remained in the header of emails. The “cc” abbreviation stands for “carbon copies,” or copies intended for recipients other than the principal addressee.

Since Turri’s day, carbonless forms have largely replaced their early ancestor. Carbonless copy paper has micro-encapsulated dye or ink on the back side of the top sheet, and a clay coating on the front side of the bottom sheet. When pressure is applied (from writing or impact printing), the dye capsules rupture and react with the clay to form a permanent mark duplicating the markings made to the top sheet. In the span of seconds, intermediary layers act as multipart stationery, adding flexibility and convenience to any business exchange.

Simplify and Save

In many industries, carbonless forms work better than electronic documents, and they may be a perfect fit for your business.

Carbonless forms offer a speedy solution that is ideal for capturing handwritten signatures or personal notes taken during an order or appointment. Want to ditch the unnecessary equipment or the headaches of expensive tech repairs? These forms are especially handy for team members who are frequently in the field, when you’re working face-to-face with clients, or when time and accuracy are essential.

Where can you put carbonless forms to work? The possibilities abound! Try these sensible custom pads for:

• Invoices or inventory tracking


• Design drafts or sales estimates


• Onsite service calls


• Patient intake forms


• Inspections, permits, or delivery confirmations


• As a customizable receipt for your small business

Carbonless forms are used in a wide range of industries, including mechanical, agriculture, funeral services, transportation, home improvement, auctions, and more. They are great for any situation where you want a simple business solution or a quick reproduction of up to four simultaneous copies.

And just because these forms are practical doesn’t mean they have to be boring! Experiment with bold graphics, two colors of ink, custom finishes, or three-hole drilling to allow for archiving in binders or booklets. Sequential numbering will enable you to easily track your transactions, or you can also send varying designs to print multiple for types in the same size and finish.

Get Your Forms ASAP

Ready to get started? Go carbonless with this convenient, budget-friendly option. Craft smart, rapid-return designs that will hold up for years.

Send an inquiry today for your free estimate!

Use Content Marketing to Bring Fresh Life to Your Marketing Mix

Armstrong Garden Supply was eager to grow name recognition and pump up spring specials. 

Hoping to grow their reputation as a year-round "solutions specialist" for lawn and landscape, they generated a list of common customer questions and set out to proactively answer them. Typically, clients were uncertain about things like when to water, types of fertilizer, pot sizing, and best planting practices. 

Armed with this information, Armstrong's generated an oversized postcard featuring spring specials on one side and a plant care infographic on the other. This brought relevant advice to attract a very engaged target market: customers who were curious!

It's All About THEM

Content marketing can bring fresh life to your business! 

This "you-centered" form of communication shifts your marketing from a message focus to a people focus, building trust and driving profitable consumer action. While social media and videos are popular forms of content marketing, often businesses overlook the opportunity to bring valuable content through print. Want to get started? Consider clever infographics, how-to postcards, or a printed snippet of your blog to lead them online as regular subscribers. 

Or to expand your options, here are five other possibilities:

1. Printed Checklists or Magnets

Checklists are a simple way to tailor content for specific customer groups.

For example, one HVAC specialist provided area homeowners with an efficient tool for making smart decisions about airflow service issues. This seasonal checklist, divided into quarterly task charts, served as a worksheet for customers to stay current on changing filters, cleaning coils, and scheduling maintenance.

Checklists like these can serve as a handy magnet, a tearaway calendar, or a sales folder supplement.

2. Point-of-Purchase Bookmarks or Inserts

Grab-and-go options like bookmarks are easy to include in any envelope, package, or display.

When content is tailored to customer needs, it immediately sparks curiosity, so highlight benefits like savings (of time, money, or hassle) or increases (in health, comfort, or convenience). Customized solutions give people the confidence to try out your business!

3. Magazines

People are naturally image-oriented, and sleek full-color magazines are hard to resist.

If your content is specific enough, you can build a passionate subscription base. Even if you have a core of 200 people, if they are enthusiastic and loyal, they are definitely worth the investment.

4. Booklets

Not ready for an entire magazine?

A booklet is a flexible alternative. People are attracted to content that educates or equips them with a skill, and booklets are a simple way to extend value and practical help. Whether it's financial counseling, vacation planning, home improvement tutorials, or product-focused cookbooks, a booklet might be just the ticket for engaging your audience. 

5. Newsletters

When you want to grow your prospect list or stay connected to your clients, nothing will "glue" customers to your company like a dynamic, consistently mailed newsletter.

Newsletters are fun to read and naturally customer-focused. From a "Did You Know?" educational element to a coupon that offers a legitimate incentive, newsletters build credibility and rapport that will never get lost in their inbox.

Pro-Tip: No matter what kind of print content you use, include a visible invitation that calls them to act as they finish reading. Try phrases like "Activate ____ Today," "Claim Your Discount," or "Call for a Free Estimate!"

Print Builds Long-Lasting Partnerships

Ready to spring ahead with your marketing mix? 

Show customers that their relationship with your business is not merely transactional, but exists as a partnership that extends beyond the sale. Serve them with great content, and they will return the favor with their wallet and their loyalty!

Sell Yourself with a Winning Elevator Pitch

Can you introduce yourself or your business in a brief, compelling way?

An elevator pitch does precisely that. While the origins of this term are debated, the name reflects the idea of a quick speech that could be given in the span of an elevator ride (thirty seconds to two minutes).

An elevator pitch is a short description of an idea, product, or company that explains the concept in a way that any listener could understand. This engaging summary could be used to entice an investor, to explain an idea, or to sell your services. Done right, your pitch can help you land a job or connect with prospective customers.

It can take time to solidify your pitch, but here are four tips that can help:

1. Build a Connection

The start of a conversation is a perfect time to establish a relationship.

Begin by introducing yourself and, if possible, build off a previous connection or shared experience. As you share, try to reference your credentials, training, or something that differentiates you from competitors.

Here are a few engaging openers:

--How does your organization recruit new employees?

--Can I tell you about the best mobile tools for training your staff remotely?

--Let me tell you about the time I took our products all the way to South America for ___.

2. Introduce Your Company or Career Goals

To move the conversation forward, draft a one-sentence story that answers the question, “what do you/your business do?”

Since listeners are inherently self-focused, make sure your account highlights what you can do for your prospect, including the value you can deliver or the problems your business can solve.

If you’re selling yourself, remember to outline your big picture vision. Say something like, “I’m looking to land a role in marketing,” or “I’m hoping to relocate to ___ for _____.” When a person understands your role or goals, they are in a better position to help to connect you to someone who can.

3. Highlight Your Unique Value or Achievements

After establishing who you are, now it’s time to shine.

Point to any unique selling points or personal achievements that make you (or your business) stand out. Back this up with evidence or testimonials from satisfied customers. Anticipate potential skepticism ad head this off with facts, examples, or trustworthy referrals.

4. Ask a Question

As you close your introduction, be sure to ask an open-ended question.

This can help engage the person in a longer conversation or open the door for you to trade business cards or follow up with a company brochure or a personal resume. 

Here are a few compelling closers:

“Here is my contact information, can I get your email and follow up with you later?”

“Could you connect me with your business manager so I can share more about what I could offer your team?”

“If you have time, I would love to meet again to chat more.”

Practice Makes Perfect

It takes time to grow confidence, so hone and refine your speech over time.

Most people will go through multiple drafts before settling on the words that are just right. And depending on your audience, your pitch may be slightly different each time. Remember, the most potent conversations are those whose subject matter is highly relevant to the listener.

­­Be upbeat and flexible and you’ll make connections like a pro!

Communicate Excellence with Vibrant Printed Posters and Signs

One glance is truly all it takes, and recent eye-tracking studies demonstrate how quickly first impressions happen.

Dr. Hong Sheng, assistant professor of technology at the Missouri University of Science and Technology, employed eye-tracking software to analyze and scan response patterns as students viewed website screenshots. Subjects averaged merely 180 milliseconds on a particular section before moving on. (For a reference, 185 milliseconds is about the time it takes for a helicopter rotor to make one full rotation).

Sheng also found it took people less than two-tenths of a second to form first impressions that significantly affected outcomes:

“The longer the participants stayed on the page, the more favorable their impressions were,” Sheng said. “First impressions are important and . . . [these impressions] can determine whether that user forms a favorable or unfavorable view of that organization.”

Big Statements Win Business

If a website glance can have such an impact, how much more will a large-scale display? 

Research shows that people are 70% more likely to remember a brand advertised in print as opposed to online, and large-scale posters and signs are a logical, cost-effective way to spark interest. No matter what product or service you are promoting, a perfectly placed sign can stop people in their tracks. Thanks to their size and bold colors, there’s no doubt that your vivid images will meet people where they are and naturally stick in viewers’ minds.

Printed posters and signs demonstrate that you are vibrant and capable. Signs that appear in public places radiate confidence, making your business seem more creative and trustworthy. For example, one Health and Information study showed that posters were among the best ways to increase knowledge, change attitudes, and alter behaviors. A well-designed poster shows you do things with excellence, and people are in good hands with you!

And signs aren’t just static. Large scale displays can be customized to include a coupon or a quick-response (QR) code, leading your prospects to your website, landing page, or even a creative video advertisement. From explaining complicated processes to posing a question that someone absolutely MUST find the answer for, interactive graphics are a great way to engage bystanders or snag curious prospects.

Whether you exhibit one poster or sign or display a whole row, big displays get big results!

A Fast Track to Success

Ready to get started?

Check out our online ordering options! Here you can design online, re-order from your existing products library, or submit a custom design. Plug into creative concepts like these:

--Use big color posters as art reproductions, event features, service menus, or promotional collectibles

--Create patterns of simple posters to build a striking, geometric display

--Add frames, cardboard or foam backing, or swivel display mounting for stability  

--Extend your poster’s lifespan by adding a durable laminate coating

Need a jump start? Contact us today about full-service graphic design. We’ll work hard, so you don’t have to!

What to Do When You're Tempted to Give Up on Your Business

“It’s not whether you get knocked down; it’s whether you get up.”

- NFL Coach Vince Lombardi

 

Should I give up?

It’s the question that hits every aspiring leader at some point. It’s a seed of doubt rooted deep in our emotions and our identities as humans.

As an entrepreneur, you will continuously face discouragement that threatens to cheat you out of hope and possibility. When you are tempted to quit on your business, what should you do?

Rest is Best

While there are many things you can do to combat discouragement, one of the best things is also the simplest: REST.

Making decisions when you are fatigued or depressed can have long-lasting consequences. A pessimistic outlook can shape the trajectory of a decision, leading to poor outcomes down the road. And weariness has real effects: one study found that U.S. clinicians were 26% more likely to prescribe unnecessary antibiotics to patients during the fourth hour of work on a typical day.

When you feel beat down or uncertain, get a few good nights of sleep, take a vacation, or focus on a different aspect of a challenging project for a bit. Taking time to replenish your emotional and mental resources is one of the best decisions you can make.

Look for Opportunities

When you only focus on problems, the result is restlessness, anxiety, and ulcers.

Instead, push yourself to look for opportunities. In the COVID-19 season, that’s what many businesses are doing.

Sugarbird Sweets and Tea, a California-based scone specialist, grounded their business in selling sweets and teas wholesale to restaurants and hotels. But once stay-at-home orders were issued, these catering orders dried up and clients disappeared:

“Within three weeks, we were down 95 percent of our revenue,” said Kei Okumura, founder and owner of Los Angeles-based Sugarbird Sweets. “We had to quickly pivot to support and provide our services to consumers, direct.”

Sugarbird made an intentional shift from catering to individual online orders. This meant upgrading their platforms and shipping logistics to better serve current and future customers. Okumera says that, though this has been challenging, she sees the rapid increase in online presence as a push toward growth: 

“I think it’s a good thing—I think it’s a great thing,” Okumura said about going online. “If I could ship this nationwide with hubs across the nation, so I can do two-day shipping to New York or to the Midwest, that would be fantastic.”

While this season is demanding, it can push every entrepreneur to tighten their business plan and drop any distractions.

Reconnect with Your Why

People are most tempted to quit when their business isn’t making money, or it’s just not fun anymore.

A business won’t survive long if enjoyment or profit are the only things driving you. So, when you’re feeling weary, re-examine the greater meaning that motivates you. Get with other trusted friends and talk through questions like these:

• What do we love to do?


• What was the difference we set out to make in people’s lives through this business?


• How does our company or idea bring distinct value, comfort, or joy?


• Why is our company unique?

The Heart of Every Entrepreneur

While ideas come and go, entrepreneurship is an identity.

To be an entrepreneur is to declare that your mission is to create extraordinary value in the world. Businesses are just vehicles for that value creation, so while the outward form of your business may change, your heart as an entrepreneur will not.

Target the Right Customers with Your Next Direct Mail Piece

You wouldn’t spend $100 million on a new national advertising campaign without carefully set goals and objectives.

But when it comes to direct mail, marketers often spray out postcards or fliers without a great deal of thought. In direct mail marketing, careful planning is vital to your success. While the average direct mail response rate is around five percent, strategic targeting can drive that number to nine percent for house lists and as high as 16 percent for personalized mail.

To simplify your targeting, start with these questions:

• Who is the audience?


• Who is the prospective buyer?


• Who will receive, read, and hopefully respond to this mailing?

The beauty of direct mail is that you can use it to reach only those people who are potential buyers for your product or service.

This is called target marketing, and it means that during the development stage, you can use multiple criteria for selecting recipients.

Demographics may include age, income, gender, geography, home value, marital status, vehicle driven, occupation, hobbies, and more. Selections for B2B mailing lists can also vary, including the company’s industry, type of product, annual sales, number of employees, locations, etc.

Helpful Hints for Compiling a Mailing List

If targeted mail is so crucial, how do you find a list filled with these “perfect” customers? 

If you haven’t compiled your own mailing list (of current customers, qualified leads, or streamlined prospects), there are two basic types of mailing lists: compiled lists and response lists. 

Compiled lists are those assembled from a variety of sources (think association members, graduates of specialty programs, qualified purchasers, etc.). For example, a list might include dentists from Boston or Lutheran youth pastors. Compiled lists are more complete and can work well for driving people to a specific online landing page you’ve designed specifically for your direct mail campaign. You can usually get a compiled mailing list in one business day.

Purchasing a compiled list might work best when you:

  --Have a limited marketing geography
  --Want to reach all households or businesses in an area
  --Want to reach all homes or businesses that fit specific demographic criteria
  --Are on a limited budget
  --Want to mail fewer than 5,000 pieces
  --Want to make telemarketing follow-up calls before or after your mailing

Response lists consist of prospects who have inquired about or responded to other marketers’ offers, like purchasing a swimsuit through a catalog or by participating in a nonprofit fundraiser. Typical response list sources are magazines, membership clubs, catalogs, warranty cards, etc. Response lists are more expensive than compiled lists because they are more targeted, and you have more assurances about the buyers’ behaviors. You can usually get a response mailing list in 3-5 business days.

Response lists might be best if your product has a high price point or your target customer is very narrowly defined. The list cost will be higher, but your ROI will increase as well. Response lists are also not always current, so make sure you ask when the list was last updated before purchasing.

We’re Here to Help

Feel overwhelming? It doesn’t have to be.

For a simpler option, Every Day Direct Mail lists can be compiled using the EDDM Online Tool available through the United States Postal Service. Here you can target customers by demographics like age, household size, income, zip code, etc. Not sure where to start? We can help! Give us a call.

Most experts agree that selecting the right mailing list is the most important factor in your mailing’s success. The more information you can collect and refine, the better your response rate will be!