Should You Try Mobile Ads?

Posted by Summer Gould on Mon, Apr 16, 2018 @ 07:00 AM
San Diego Mobile Marketing

 

Not sure if mobile ads are a good fit for your marketing? The cost alone can be tempting but will you get the results you need? Let’s look at some of the good things about mobile ads and some of the bad.

Good:

  • Easy – Customers and prospects have the ability to respond at any time that is convenient for them. Campaigns are also easy for you to create and manage.
  • Results – You can track results very quickly. This can help you make changes on the fly to increase your response rates.
  • Fast – Your prospects and customers instantly get your message.
  • Cheaper – Many other marketing channels are much more expensive.
  • Location – You can target your ads based on the location people are in. This works well for store locations.

Bad:

  • Options – Your prospects and customers have many options of phones and creating an ad that works the same on all of them is very difficult.
  • Screen – The design on the ads and the response screens are critical. If you make it too difficult or too long to fill out you will lose responses.
  • Laws – There are many ways to run afoul of the law with mobile marketing which can cause a big expensive lawsuit. Make sure you are aware of all potential issues before proceeding with a campaign.
  • People – Many people find mobile ads intrusive and annoying. This does not help you sell your product or service. Make sure you know what your prospects and customers preferences are.

There are a lot of factors to chew over before deciding on using mobile ads. The most important thing is to plan out your strategy before execution. Set goals and objectives for the campaign. You should also gather feedback from customers to see what they like and dislike. Always get permission to contact them on mobile devices. Doing what is best for your customers is the most important thing, if adding mobile ads helps your customers and they like it, then go for it.

Build New Marketing Channels

Have questions? Call us in San Diego at (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Mobile Marketing

15 Ways To Use Direct Mail Successfully

Posted by Summer Gould on Mon, Apr 09, 2018 @ 07:00 AM

San Diego Direct Mail

In 2018 direct mail is still a very powerful marketing channel. Did you know that direct mail is both easier to understand and more memorable than digital marketing channels? It requires 21% less cognitive effort to process and is easier to remember. Direct mail is also far more persuasive than digital. It motivates response 20% more than digital. So, since direct mail is visually processed quicker and motives more response, your message gets across faster. However, you need to know when direct mail works best.

Here are the 15 ways to best use direct mail:

  1. Generate Traffic – Are you having a sale at your store, on your website or a special event? Direct mail is a great way to target the right people to drive traffic to all three.
  2. Generate Qualified Participants – When you have a program or a study with specific requirements direct mail provides a great way to target the specific people qualified to participate.
  3. Generate Sales Leads – Reach out to people who have shown an interest in your product or service with direct mail to move them farther along your sales funnel.
  4. Covertly Counter a Competitive Offer – Has one of your competitors offered deals that people are responding to? You can use direct mail to send a counter offer without your competition knowing about it.
  5. Build Engagement – Direct mail is a great way to build engagement with customers and prospects. You can send them mail pieces that are interactive and fun.
  6. Customer Loyalty – Use direct mail to give special offers to your best customers.
  7. Customer Acquisition or Referrals – Direct mail provides an easy way for your message to be passed on to friends and family. Include a special referral offer and see your response rate increase.
  8. Improve Customer Service – There are so many ways you can use direct mail to improve your customer service, such as sending thank you notes, surveys, special gifts and more.
  9. Cross Sell or Upsell – Don’t forget to mention other products or services that your prospect or customer may be interested in.
  10. Announcements – Direct mail is a great way to get information out to people quickly and have them take notice of it. Many times digital announcements are overlooked.
  11. Multi-Channel – Direct mail makes augmenting with other channels such as email, web, social media, mobile, and more very easy.
  12. Improving Sales Efficiency – Direct mail allows you to qualify people before you try to sell to them. Don’t waste your sales rep’s time and energy on people who are not going to buy from you.
  13. Catalogs, Custom Publications or Newsletters – Direct mail gives you the ability to showcase new information, tips or offers that people will remember.
  14. Combining Mailings with Other Companies – Direct mail has many value added mailers or coupon books you can be a part of to get your message sent out at a lower cost.
  15. Building Brand Awareness – The more your prospects and customers know your brand the more they buy. Reach out to them via direct mail at specific intervals to keep you top of mind.

Direct mail is more effective than ever. Don’t let another month pass you by without trying direct mail for one of these 15 reasons. You will not be sorry you did. When used as part of a multi-channel campaign, direct mail can significantly enhance your response rate. Are you ready to get started?

Build New Marketing Channels

 If you have any questions call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Direct Mail

Top 7 Email Marketing Tips

Posted by Summer Gould on Mon, Apr 02, 2018 @ 07:00 AM

San Diego Email Marketing

In 2018 email marketing can be a challenge! Even with the best copy and offer sometimes your open and click rates are just downright disappointing. So what can you do about it? Let’s look at the top 7 ideas to get your emails opened and clicked on.

  1. Send Less Email – Only send emails to people when they have an offer that will appeal to them. When you get it right people will want to open and click on your emails. You can do this with segmentation of your list.
  2. Tone – Write as though you are a friend having a conversation with customers and prospects. This is not an area for hard sales tactics.
  3. Powerful Subject Lines – Create these with emotion and targeted messaging based on your offer. What are they getting by opening your email? Check out our post on subject lines.
  4. Short – Keep your emails short. Attention spans are not what they used to be so concise wording is quicker and easier to read.
  5. Free Form – Don’t use the same template over and over. Change up your format each time. Keep it fresh and new.
  6. Benefits – You must sell the benefits of your product or service to your prospects and customers. They buy the benefits not the features.
  7. Links – Add multiple links to your emails. The more links you have the greater chance they will click on one.

Every email you send must value your prospects and customers time. No one is looking to get more email in an already full inbox, so make sure yours is wanted by including valuable offers. Are you ready to get started?

15 Effective Email  Marketing Tips

Need help? Call us in San Diego at (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Email Marketing

Direct Mail Marketing Stands Out in a Digital World

Posted by Summer Gould on Mon, Mar 26, 2018 @ 07:00 AM

San Diego Direct Mail

Marketers are faced with too many marketing channel choices and many times it is hard to know which ones will work best. Especially since each company will find that a different marketing mix will work for them. However, trends show that direct mail is very effective and is standing out in new ways. You may think that direct mail is old school, so why use it? There is a new school of direct mail that creates an experience unlike any other marketing channel.

Reasons why direct mail stands out in the digital age:

  1. Prospects and Customers: They view direct mail as less intrusive than other forms of marketing and in return, they are more receptive to the message. Yes, even millennials like mail! This means that mail is a very effective way to reach out to prospects and customers.
  2. Competition: With better targeting, there are less mail pieces going to each person. This means that there is less competition in the mail box, so you really stand out. This gives you an opportunity to build your response rates.
  3. Tangible: People can touch, manipulate and save mail pieces for later. They can even pass the information provided in a direct mail piece to their friends. No other marketing channel has this ability. Take full advantage of this with coatings, textures, special folds or die cuts and engage people with your mail pieces.
  4. Targeting: Mail lists offer many targeting options that are just not available for other channels. You can get very specific to make sure you are sending mail pieces to only the people most likely to buy your product or service. This decreases your outgoing spend and increases your response rates.
  5. Data: The more data you have the more you can use with mail. Variable data printing allows you to create personalized one to one pieces with very targeted offers. You can actually create a different mail piece for each person in your list based on purchase history. Images as well as copy can change.

As with any marketing channel, knowing your audience is the key. The more data you have on your customers the better you are able to target offers and generate response. Direct mail only gets better overtime if you are tracking your results. Knowing what is working and what is not propels your mail to greater heights. We are not saying that direct mail is the “be all end all” of marketing, we do think you need to be using multiple channels to increase the reach of your marketing messages. However, direct mail needs to be one of the channels you are using to maximize your results.

Increase Direct Mail  Response With Psychology 

Are you ready to start working on a direct mail campaign? We can help! Call us in San Diego at (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Direct Mail

5 Key Tactics For Marketing To Millennials

Posted by John Hawthorne on Thu, Mar 22, 2018 @ 09:32 AM

San Diego Marketing

The time of the baby boomers is coming to an end and now it is the Millennials responsibility to put all the things right in the world that have been destroyed by this generation. Companies around the world are having to change their marketing approach in order to attract this booming marketplace. If you want to be successful you will need to know the right approach along with the best strategy for millennials. In this article, I will talk about the different steps you need to make to maximize your sales to this generation.

At some point in the near future, regardless of whatever industry you are in, you will realize that a large percentage of your buyers are millennials. After all, there are more than 80 million millennials in America right now and they outnumber baby boomers. But marketing to millennials is different than traditional marketing, so without the right strategies, you could be at a real competitive disadvantage.

Generally speaking, millennials are currently in the age group between 18 and 35 as cited here by the University of Southern California and they make up about 40% of the American population. With those kinds of numbers, it is reasonable to conclude that millennials presently hold a large number of leadership positions in American businesses and that number will continue to grow.

Yet, millennials are quite different from previous generations, especially when it comes to online behavior. That’s why marketing to millennials requires a different approach to capture their attention.

Continue reading to learn: How might you refine your marketing to effectively engage with millennials? Here are 5 suggestions:

Go to rest of article.

Topics: Marketing

Use Mobile Marketing to Engage Customers and Prospects

Posted by Summer Gould on Mon, Mar 19, 2018 @ 07:00 AM

San Diego Mobile Marketing

Mobile marketing needs to be a part of your marketing mix. Why, you wonder? How about this: People spend 89% of their mobile media time in apps, and 11% on websites. Here is one more stat: Around half of U.S. adults (51%) report making online purchases via their smartphones. Don’t you want to be a company that is tapping into the mobile market place? Keep in mind that customers expect you to deliver messages and experiences that are personal to their devices. To be successful, you must also initiate your mobile moments at the exact right time and place.

Mobile is all about connection and engagement. So, how do you connect with customers and prospects? This really depends on what your company does. For instance CVS offer text messaging to customers when their prescriptions are ready, Payless sends coupons, Airlines send flight information, what can you send that is valuable to your customers? The more time you take to identify your customer’s needs and wants, the better mobile connection you will create. Also, don’t forget about location marketing such as Beacon that use blue tooth technology to reach people on their mobile devices in a desired location.

Mobile marketing needs to be personal to be effective. You really need to segment your data into groups of like people. This will allow you to interact with each group in the most effective way. This may mean that some groups get text messages, some are using your app and some are utilizing location targeting. The better you target people the more engagement you will create. One more thing to remember is customer service. Do your customers have the ability to reach you on their mobile devices? Are you able to text with them or have a mobile chat feature? The easier you make it for your customers to reach you the better your customer retention rate will be and the more customers you will have.

Keep in mind that you need to add mobile technology to other marketing channels. Email, landing pages and websites need to be mobile friendly. You should also include mobile on direct mail pieces with short codes, QR codes, PURLs that go to mobile pages and so on. Are you ready to get started with your new ramped up mobile marketing plan? Build engagement and sales with mobile.

Build New Marketing Channels

Need help? Call us in San Diego at (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Mobile Marketing

The Power of an Image In Direct Mail

Posted by Summer Gould on Mon, Mar 12, 2018 @ 07:00 AM

San Diego Direct Mail

Direct mail marketing is driven visually and is the quickest way to capture your recipient’s attention. The old saying “a picture says a 1000 words” is true. But remember, not all pictures are created equally. Choosing the right images will greatly impact your ROI! Make sure they convey your message in both your brand and your current campaign as conflict with the brand or current message will confuse the recipient. Your pictures literally "speak visually" for you. The images will fill in details that are difficult, if not impossible, to communicate with written words.

Here are 4 ways to make images speak visually in your direct mail:

  1. Story Telling: These kinds of pictures take a series and put them together to walk the viewer through a story or a process. Each picture change tells one part of the story and shows a progression that when one reaches the last image the story is complete. Make sure to choose images that are full of detail and correctly portray your story.
  2. Context: These kinds of pictures tend to be helpful, rather than distracting. They set the scene or mood you are trying to convey. Try to find scenes that frame whatever information you’ll be discussing. As a general rule, these are more large background photos that fill the entire panel on your mailer.
  3. Analogy: These kinds of pictures work best to explain abstract ideas. An analogy takes the known to help clarify the unknown. If a person is familiar with the “known” scenario, they will be able to apply it to the unknown situation through comparison. Be careful to use concrete known concepts here. If you do not, the analogy will be unclear and confusing.
  4. Compare/Contrast: These kinds of pictures highlight differences, growth, contrasts, projected outcomes, or any other shift from one position to another. These images can be very dramatic and help you illustrate a much desired outcome. As a general rule, a side by side comparison is the best use.

There are several things you can do to enhance the visual appeal of your direct mail, images just happen to be very effective. Purchasing stock images is perfectly fine as long as you are choosing ones that really represent what you are trying to say correctly. You may find it easier to create your own images to exactly match with your message. The right images really do boost response in direct mail. Make sure to consult people outside of your organization to look at your images and tell you what they see and feel. You will be surprised at how different they may look at the images than you do.

Build New Marketing Channels

If you have any questions call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Direct Mail

Fulfillment: How to Choose The Best Carrier

Posted by Summer Gould on Mon, Mar 05, 2018 @ 07:00 AM

San Diego Fulfillment

Many times in fulfillment choosing the best carrier for your shipments is difficult. The three most common carriers used are USPS, FedEx and UPS. There are pros and cons for each carrier and in many cases your various shipments will be best served by different carriers. There is no one size fits all. It is best to evaluate types of shipments and use a specific carrier for each type. Let’s look at each carrier to see which ones are right for you.

  • United States Postal Service (USPS): This carrier has the cheapest prices if your package is less than 2lbs. Generally your package will arrive in about 3 days. They even have flat rate boxes, no matter the weight. If it fits, it ships. This is a great deal if you have a heavy item that fits in their flat rate shipping box. So what are the cons? There is no guaranteed delivery date and tracking can be an issue. So if you need it there by a specific date this may not be the best carrier for you.
  • FedEx: This carrier is extremely reliable. If you need it there tomorrow, it will be there. This carrier has great rates for packages that are over 3lbs. They also offer free packaging on express shipments, such as next day, two day and express saver. They do offer ground shipments but you must supply your own packaging. So what are the cons? They are not always the cheapest.
  • UPS: This carrier offers negotiated rates when you are shipping high volumes. This one is also best served for packages over 3lbs. They have good tracking and are pretty reliable. So what are the cons? The one off package prices are high.

All three of these carriers will get your package to its destination. What you need to choose is what is most important to you. Does the delivery date matter or does price? However you choose, all the carriers have automated shipping to help process each shipment quickly.

Learn 5 Things a Good Fulfillment Center Must Provide

Need more assistance? Call us in San Diego at (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Fulfillment

Drive Growth with Automated Email Campaigns

Posted by Jessica Pyykkonen on Tue, Feb 27, 2018 @ 08:00 AM

Email marketing campaigns are fantastic ways to check in with your customers and potential customers. They offer you a fairly inexpensive way to share news about products or services, or even just pass along information—such as white papers or how-tos—that promise to be helpful in some way.

            But email takes more work that you might initially think. It’s not as simple as just crafting something and hitting “send.” The more you know about your customers and about their journey, as well as how they use your emails, the more you’ll be able to improve your relationships and your bottom line. And one way to do that successfully is to automate as much of your email process as possible.

            For example, one of the best things you can do for automation is segment your emails by shared customer characteristics, and appeal to those groups. What else can you do? This graphic explains it.

Email Marketing Automation Tips that Will Drive Growth

Work Email Trends After Hours

Posted by Mark Neuzil on Mon, Feb 26, 2018 @ 01:16 PM

An increasing number of businesses are offering employees the opportunity to work from home as a perk, something that’s been enabled in part by email. For better or worse, email has blurred the lines between “work” and “home” to the point at which many professionals have their work email accounts connected to their smartphones. That means, even when they’re sitting on the couch in their living rooms in sweatpants, their work still can find them. Like it or not, email makes staying connected to our jobs much easier, and most professionals are not shy about using it whenever they have the opportunity. It’s estimated that nearly 269 billion emails are sent every day, which averages to more than 36 emails every day for every man, woman and child on Earth. Because not everyone on Earth has email or uses it often, some of us shoulder more of that burden than others. 

As email makes the distinction between work hours and off-time weaker, many of us have developed a love-hate relationship with our inboxes. The way we view our work email accounts tends to change depending on our demographics. For example, younger people are more inclined to believe that receiving work email makes them feel important, but baby boomers were far less likely to agree with that feeling. More than 60 percent of people check their work emails at least occasionally while they’re on vacation. A whopping 75 percent say they will check their work email on weekends or holidays. When it comes to sending work emails long after business hours are over, nearly one in four people say they have sent work emails after midnight.

Although some people have adopted the “zero inbox” approach that forces them to take action on emails as soon as they appear, not everyone follows this approach. As technology continues to encroach further into our everyday lives, the opportunities for work email to invade our “off” hours become even greater. As the statistics detailed in the following infographic tell us, we’re becoming more and more accepting of that fact, and there may come a day in the future when there’s no such thing as being “off work.”

  Provided by ReachMail

Topics: Email Marketing