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10 Steps for a Successful Direct Mail Campaign

A checklist to help you get started planning your next Direct Mail or EDDM campaign.

Direct Mail and Every Door Direct Mail® (EDDM) are quick, cost-effective, proven methods to communicate to local markets. Whether you are a local franchise sharing new pick-up hours or a local store providing coupons to drive in-store and online sales, these tactics get your offers delivered directly to your consumer’s mailboxes.

Use this checklist as a guide to help you get started planning your next Direct Mail or EDDM campaign.

Get Started Checklist: Direct Mail & EDDM®

  1. Identify your goals (as part of a multichannel campaign)Are you offering a coupon to drive sales, looking to create brand awareness, advertising a new store opening (or reopening), or sharing news and updates with loyal customers? Make sure you have a specific goal in mind.
  2. Define your target audience. Will the mailing be sent to a specific audience, to known customers based on demographics, or to a localized area or specific zip codes? Make sure you identify the right target for your offer.
  3. Set your budget. Based on your goals and desired reach, determine how much you are willing to spend. Keep in mind the overall spend if it’s part of a larger campaign—you may need to adjust your final counts.
  4. Map out the timing. Is this a standalone campaign, part of a bigger, multichannel strategy, or are you announcing a time-critical opening or reopening? Timing the offer and when people will get it, is key.
  5. Create your copy. Powerful headlines, concise copy with a clear CTA (call-to-action) that drives action and appeals to your target audience is critical. Where it makes sense, create a dedicated landing page to drive traffic to for a specific offer/CTA.
  6. Design your assets and keep localization (and spacing in mind). Be creative and convey your brand. If you are personalizing content—names, maps, locations, phone numbers, social pages, etc.—make sure the piece is built to accommodate all of the detail. And makes sure the CTA stands out.
  7. Create your mailing list. Are you planning to target specific zip codes or regions? If so, an EDDM mailing may be optimal (and the cheapest). If you are reaching out to loyal customers, you’ll want to make sure your list is up-to-date and accurate. Looking to target specific demographics, or have a more niche business? List Rental can ensure you are targeting the right people for your business.
  8. Define success metrics. Outline what success looks like for the campaign and understand how you will track your responses (i.e. coupon codes, web visits, telephone tracking, form submission, etc.).
  9. Prepare your (sales) team for launch. Make sure the necessary teams are informed. From assigning who will handle new leads or inquires to training staff on how to track coupon codes, you want all hands on deck and up-to-speed to make the campaign a success.
  10. Launch campaign – then track & refine. Launch your campaign, and then review and monitor your pre-determined metrics to evaluate your ROI and help refine your marketing strategy for future campaigns.

Download the checklist now!

Direct Mail & EDDM at OneTouchPoint

We’re passionate about delivering messages that have an impact in the real world. That’s why we offer a suite of mailing services tailored to fit virtually any project or budget. We mail over 155 million pieces of mail each year, offer list rental services, and have USPS experts on staff to ensure your mail pieces meet all regulations and are mailed at the most cost-effective rates possible. OneTouchPoint also takes traditional EDDM services a step further, with an easy-to-use advanced mapping tool to select mail routes & delivery date(s)

We’ve made it easier than ever to get your mailings out the door as quickly, and cost-effectively as possible, and into the hands of your customers. Learn more here.

Leveraging Kits for a Successful Reopening

Tips to leverage store kits to ensure a successful store reopening in the wake of COVID-19.

Getting your locations up and running again is no easy task. Businesses are navigating uncharted waters as they work to balance the need to optimize their revenue, while simultaneously protecting their employees and customers.

Mix in consumer sentiment concerns about the safety of visiting brick and mortar store locations, implementing new operational policies, evaluating the need to maintain popular (new) buying channels (i.e. carryout, curbside pickup, etc.) – across multi-unit locations – then add in the need to communicate these changes to build consumer trust with your brand, in addition to differing policies at state, even local levels, has created a complex juggling act.

Here are a few tips, that will help you streamline and ensure a successful and safe-as-possible reopening, without breaking the bank or overwhelming your corporate marketing team.

Simplify your (re)openings with kits.

One of the many reasons people buy in to a franchise is to gain access to the corporate structure and brand, enabling franchisees to run their business, while the corporate team drives brand consistency and operational efficiency that creates a strong organizational foundation. And while a pandemic was likely not in the disaster preparedness plan, local franchise owners will be looking to the corporate office to establish procedures and protocols that align with the brand’s vision, ensuring employee and customer safety and providing them the needed materials (and guidelines) to reopen successfully.

As your locations begin to reopen, creating and sending pre-set, branded kits, is a great option to provide your locations with what they need to open safely – while ensuring that they don’t drift off-brand. Businesses may function differently across industries, however providing updated branded materials to successfully get up and running is critical to everyone.

Must-Have Assets in Reopening Kits:

  • COVID-19 Signage: Create, print and send updated COVID-19 signage that informs your customers and employees of regulations or procedures in place (corporate or state mandated) and to keep people safely informed of COVID regulations at your locations.
  • Employee & Customer Safety Manuals: You have likely updated employee manuals, work policies, operational policies to follow CDC guidelines, procedures for employee well-being checks, and/or employee on-boarding requirements based on corporate changes and/or state/county requirements. Including these materials in a kit provides the same materials, across all locations, ensuring that everyone is “in the know” and are prepped and ready to reopen as safely as possible.
  • Employee & Consumer PPE: Ensuring employee safety is likely at the forefront. Provide PPE in your kits – anything from masks, hand sanitizer, throw away masks, etc. – to your employees and front-line staff. If your brick & mortar location requires masks, you can provide one-time use masks for consumers upon entry.

Order on-demand, variable branded kits (and assets).

As you look to create your re-opening materials and/or kits, the ramifications of state and local authorities having disparate rules and regulations could make it difficult to have a “one size fits all” kit across all locations. While pre-set kits work well for static assets and materials, you may want to consider providing access to approved, branded assets that can be localized and customized by your franchisee owners or local store managers that can be included as part of the kit.

By providing access for local stores to create customized and localized assets, you can help ensure franchises owners keep your brand on point.

Tip: Provide easy-to-use assets that will increase local awareness and ROI, including posters, POS, banners, window / floor decals, gift cards and updated promo items.

Look beyond kits.

While variable pieces can be included as part of a kit, having a branded asset portal easily allows franchisee owners and local store managers access to branded material at their fingertips. These types of materials will allow local stores to more easily connect with consumers, while you ensure they stay on brand.

In addition, as rules and regulations morph over time, in lieu of providing entire kits, you can provide access to approved, branded assets – saving you time and money allowing them to order and customize and localize on demand. Your team will no longer have to micromanage each order, can easily review and approve customized assets, ensuring your brand stays on point.

Branding the New Normal

No franchise is exactly the same – and neither are your responses to COVID. What is the same, is that every franchise owner is looking for direction and clarity. Learn more about how OneTouchPoint is here to support you as you navigate the new normal.

7 Reasons Why Your Brand Should be Leveraging Digital Marketing

Seven reasons why your brand can benefit from digital advertising.

With a majority of today’s workforce moving from offices to remote roles and everyone being glue to the internet, digital communications have never been more prevalent.

Regardless of team size or budget, the primary focus for all marketing teams continues to be landing and closing new leads and driving revenue. When it comes to creating, nurturing, and converting leads, few channels provide the return on investment of digital. In fact, with digital marketing, companies have the ability to be even more thoughtful, flexible, and strategic in their marketing efforts.

Here are seven reasons why your brand would benefit from digital advertising:

  1. It’s affordable – In this environment, every dollar counts. A digital marketing budget is entirely dictated by your needs, and you have complete control over how much you spend, and when the ads run. Tap into one of the most cost-effective forms of lead generation, reaching prospects at a CPM of just $3 with social media and capturing leads at a CPA of only $56 with paid search.
  2. It’s targeted – Digital advertising allows you to target and hone in on the customers you want based on specific demographics, behavior, interest or geographies.
  3. It’s personal – Serve up personalized ads and dynamic website content to create an individualized experience for your customers.
  4. It’s relevant - Find your next customer with responsive ads on desktop, laptop, tablet, mobile devices, or with voice-activated smart speakers, which now occupy one out of four U.S. households.
  5. It’s sticky – Search ads are one thing, but with remarketing, you can reinforce the strength of your brand with ads only visible to people who have visited your site or have interacted with your content.
  6. It’s measurable – With digital marketing, you can track performance in real time. Keep an eye on impressions, open rates, click through rates, conversations rates, cost-per-lead (CPC), cost-per-action (CPA) and adjust creative, copy and more within moments.
  7. It works - Nurture leads with retargeting, email, and more, closing 50% more sales at a third of the price of traditional methods using digital platforms to automate activities.

What are you doing to stand out in these uncertain times? As we all are pivoting and thinking differently about our businesses, jobs and everyday life, we are thrilled to now offer a suite of new digital marketing services that provide online support. Schedule time with our team of experts and get the jump start you need.

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