NOVEMBER, 2013
7 Myths About Email Marketing
WHY DIRECT MAIL MARKETING CAN HELP YOUR BUSINESS STAND OUT
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SOLUTIONS SPOTLIGHT, BUSINESS EDITION, NOVEMBER 2013
Published by: Solutions Marketing & Consulting LLC 14001 N. 50th St. Scottsdale, AZ 85254 602-380-7230 866-658-9933 Elaine Fogel, Editor Copyright © 2013 Solutions Marketing & Consulting LLC Some rights reserved. This newsletter may be shared in its entirety through its direct URL. No part of the content may be copied in any way without our permission... or else. We publish this newsletter for the benefit of our clients, colleagues, and others interested in marketing, branding, and customer orientation. Heck, even uninterested people are welcome to read it! Opinions expressed here are our own, based on many years of slogging away at marketing and branding. The content is intended to inform and inspire those who have any involvement in marketing a product, service, or company. And, of course, it also serves as a marketing vehicle for our company to demonstrate our thought leadership, talents, available services, and passion for helping companies succeed. Why else would we do it? If you have any beefs with the content, feel free to keep them to yourselves, or if you must, you can tell us by e-mailing: info@solutionsmc.net.
COVER STORY: Why Direct Mail Marketing Can Help Your Business Stand Out!
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On the BLOG
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Other Resources Just for You!
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Marketing Definition of the Month: “Customer Base”
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TOP 10 Reasons Why Sending Holiday Cards and Gifts Can Reinforce Your Company’s Brand
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Specials, Discounts, & Deals on Promotional Products and Custom Printing
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7 Myths About Email Marketing
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Professional Speaker
Read the PRAISE for Elaine’s speaking presentations!
SOLUTIONS SPOTLIGHT, BUSINESS EDITION, NOVEMBER 2013
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WHY DIRECT MAIL MARKETING CAN HELP YOUR BUSINESS...
STAND OUT!
By Elaine Fogel
Our e-mail inboxes are overflowing with all kinds of messages. Even though the U.S. CAN-SPAM Act states that companies cannot send e-mail marketing without permission, it happens all the time. Clutter, clutter, and more clutter. So, why aren’t more businesses using direct mail marketing?
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It’s true that companies are not investing as much in this channel and are spending way more on digital. Part of the reason is higher production costs, however, “incentives provided by [the] USPS are giving direct mailers a reason to do business with them. The continued merging of digital and physical advertising is going to be
SOLUTIONS SPOTLIGHT, BUSINESS EDITION, NOVEMBER 2013
one of the reasons for growth. In the next five years we'll see more aligning of digital and direct mail together with things like QR codes.” Direct Marketing News, March 1, 2013 Plus, think about it... when you want your business to stand out, should you struggle for attention in crowded places, or go where there’s not as much noise?
For B2C* companies
For B2B* companies
A 2012 survey by ExactTarget, asked respondents this question:
A Marketing Sherpa study suggests that B2B mailings are still important in marketing campaigns, with 79% of respondents considering direct mail as a ‘very effective’ or ‘effective’ marketing strategy.
“Have you ever made a purchase as a result of a marketing message you received through the following channels?” Overall, direct mail was second choice at 65%, compared with e-mail at 66%. If your target audiences are over 35, the you’ll notice (below) that direct mail outweighs e-mail! Does that surprise you?
Companies that focus on business services find that their customers respond to direct mail, especially when the content is relevant to them.
And, according to a recent study from Research Now, teens and twentysomethings are twice as likely to say they were introduced by an offline ad to a product they later bought. Research conducted by Money Mailer found something similar: 90% of 25- to 34-year-olds say they think direct mail is reliable, while 87% say they like getting information and offers from retailers in the mail.
No matter which channels you use, the proof is in the marketing pudding. What’s the ROI* on direct mail versus e-mail marketing?
“This age group [Generation Y, or, Millennials] actually really trusts what they receive in the mail because they like something tangible and something tailored to them.” Direct Marketing News (DM News), October 1, 2013
*B2C - business-to-consumer B2B - business-to-business
Response Rates
According to DM News, in 2012 the average response rate for direct mail was 4.4% for both business-tobusiness and business-to-consumer mailings, considerably higher than industry expectations. Envelope-sized direct mail letters achieved a 3.4% response rate when mailed to a house list, and a 1.28% response rate when mailed to a prospect list. Compare this to email's average response rate of 0.12%!
Keys to Direct Mail Marketing Success Multichannel marketing enables businesses to select the best channels to reach their target markets. Integrating direct mail with other channels allows companies to send attractive, emotionally-based graphics coupled with consistent brand messages. Direct mail can also drive audiences to the digital space using QR codes and personalized urls (PURLS) where they can be tracked. In addition, variable data printing enables companies to personalize direct mail in the same way they do in e-mail marketing. One thing’s for sure. Businesses need to do the due diligence to discover where their customers hang out and which communications channels they prefer. That way, businesses can use the most ideal channels for their particular audiences.
Read: “Direct Mail, Evolved” Direct Marketing News, March 1, 2013.
ROI - return on investment SOLUTIONS SPOTLIGHT, BUSINESS EDITION, NOVEMBER 2013
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Guess the Top Content Marketing Goal for B2C and B2B What’s your company’s top content marketing goal? Would you like to know if it’s the same as 79% of B2C (business-to-consumer) and 82% of B2B (business-to-business) companies?
10 Free Graphic Sites for Your Marketing Materials I am always on the lookout for high quality photos, Vector images, icons, and other graphics. I have bookmarked a lot of them and keep a special folder of those that are 100% free or have some free graphics.
2 out of 3 Americans Say Social Media NOT Important Hold your breath! Why are we spending so much time doing social media marketing if two-thirds of Americans don’t find it important? Say what?
OTHER RESOURCES JUST FOR YOU!
Smush.it™ is FREE YAHOO tool that reduces the size of images for electronic use. You upload your images, reduce them, and then download a version that’s smaller in size, but not in quality. is a free bar for Web site owners that helps you create a personal experience for every visitor.
is a search engine for free photos. These come from many sources and are license-specific. Membership is free and allows you to rate, tag, collect and comment on photos.
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SOLUTIONS SPOTLIGHT, BUSINESS EDITION, NOVEMBER 2013
“Customer Base ”
“Those individuals and companies which you regard as your primary market. In other applications, the phrase is used to identify those who have purchased from you on at least one occasion.” Canadian Marketing Association
SOLUTIONS SPOTLIGHT, BUSINESS EDITION, NOVEMBER 2013
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TOP 10 Reasons Why Sending Holiday Cards and Gifts Can Reinforce Your Company’s Brand By Elaine Fogel The holidays are the perfect time to show your appreciation, build brand awareness, and share in the holiday spirit! Let's be honest... most of us enjoy receiving greetings and gifts at this time of year! But, do you wonder whether your business should spend money on cards and gifts? Of course, I’m biased, but for good reason! Yes, we market customized holiday cards and gifts for many businesses and nonprofits. But, even if we didn’t, the numbers don’t lie.
customer retention increases a company’s profits by 25% to 95%! So, think about it. A small gesture like sending a branded holiday card to customers and clients is an inexpensive way to send a strong message that you care, you appreciate their patronage, and you want to wish them the best of the season.
For higher-level customers, sending a gift, with your business logo on it, reinforces your company’s brand. Buy a product that they can use something that’s visible to others. When you send something tasteful with gratitude, the odds of retaining customers and clients improve.
According to author and customer expert, Frederick Reichheld, U.S. companies lose 50% of their customers every five years on average. And, a 5% increase in
Check out our 2013 Custom Holiday Cards and Gifts! You’d better hurry the order deadline is November 22!
TOP 10 Reasons Why Sending Holiday Cards and Gifts Can Reinforce Your Company’s Brand 1. Touches base and reconnects with the people who have lapsed or lost touch. 2. Shows appreciation to the customers who have contributed to your success in the past year. 3. Shows appreciation to employees, without whom, your company couldn't do what it does. 4. Stays top of mind with the customers you'd like to retain and grow. 5. It's expected. Don’t you notice when you don't hear from certain people? 6. Shares your enthusiasm for the spirit of the season. 7. Sets your business apart from its competition. 8. Builds your brand. What a great way to make a positive brand impression, especially when you customize your cards and gifts with your company's logo and brand messaging. 9. Reaches out to prospects to demonstrate your interest in them. 10. Makes your business memorable when you send something funny, meaningful, or different.
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SOLUTIONS SPOTLIGHT, BUSINESS EDITION, NOVEMBER 2013
The holidays will be here before we know it, so don’t wait! Take care of your custom holiday cards and gifts now and reduce your stress! You may as well take advantage of some of these Specials, Discounts & Deals and save a few bucks! Or, visit our site to review our holiday cards and gifts catalogs. Just keep in mind that our cut-off date for orders is 1:00 p.m. MST, Friday, November 22! As always, I’m here to assist you. Feel free to email or call me from anywhere in the country. Thanks!
Show your appreciation to customers this holiday season!
Allen Fogel Vice President
BONDED LEATHER FLIP OPEN JOTTER What a classy and affordable gift! And, it’s real leather! Includes: 30-page 3" x 4" unlined pad, elastic pen loop, and two inside pockets Size: 3 ½" W x 5" H Colors: As shown Imprint: Silk-Screen: 2½" W x 1½" H; Debossed: 2½" W x 1¼" H Minimum Quantity: 100 units Optional: Pen; Laser Engraving
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SOLUTIONS SPOTLIGHT, BUSINESS EDITION, NOVEMBER 2013
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OWL® 51% RECYCLED MESSENGER BAG With this deal, they’ll think you splurged! Made from 51% post-consumer recycled material, this bag has a main compartment and organizer under its front flap, a front-zippered pocket, two side mesh accessory pockets, a rear Velcro pocket, and adjustable shoulder strap. Holds up to 40 pounds. Size: 12" H x 17" W x 3½" L Imprint: Price includes one color in one location Color: as shown Minimum Quantity: Only 12 units!
PRICE WAS: @19.99
NOW ONLY: @$6.98!!
VISIT OUR ONLINE HOLIDAY CATALOGS FOR PRODUCT IDEAS. OR, SAVE TIME AND LET US RESEARCH FOR YOU! BUT, HURRY! TIME IS RUNNING OUT.
STUFF YOU NEED TO KNOW... We've got access to thousands of closeouts and specials!! Tell us what your marketing objective and budget are and we'll make recommendations!
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Promotional product set-up fees are additional, unless otherwise stated.
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We always ship at the lowest possible cost unless you require speedier delivery.
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Taxes charged to Arizona deliveries only.
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All Specials, Discounts & Deals are available while supplies last. Act fast to take advantage of these amazing prices!
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We also carry regularly-priced promotional products and can do almost any type of custom printing. Just ask us for a quote.
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We also offer graphic design and direct mailing services.
SOLUTIONS SPOTLIGHT, BUSINESS EDITION, NOVEMBER 2013
7 Myths About
Email Marketing
Email is critically important to marketing your business. Along with a multichannel marketing mix, it is an inexpensive and measurable c o m m u n i c a t i o n s channel. Yet, myths abound about it. So, let’s challenge them! Thanks to Marketing Pilgrim and Alchemy Worx, check out the excellent post and infographic on the subject. Here’s Myth #6 to give you an idea. Click on the image to see the rest.
that may earn us a buck or two... It doesn’t add up to a meal a month, but we keep trying.
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SOLUTIONS SPOTLIGHT, BUSINESS EDITION, NOVEMBER 2013
Integrated Marketing Solutions for Nonprofits and Businesses ABOUT | SERVICES BUSINESS MARKETING SOLUTIONS solutionsmc.net info@solutionsmc.net In Phoenix: 602-380-7230 Toll-free: 866-658-9933 (Mountain Standard Time, GMT -7)