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Postage Rates To Rise, Time
To Use Postcards
By James Sullivan, Project Director of Optic Nerve Direct
Marketing
On May 11th your postage rates are going to rise again. That means more costs
for your mailing, more expenses that will cut into your ROI and more money out
of your already shrinking budgets. What does that mean for marketers like you?
Yep, once again you will need to turn to your trusty Marketing Medical Bag for
your postcard mailings. Postage is going
up two cents for postcards as well as for First-Class™ mailings. Now is the
time to begin looking at your lead generation lists, your past offers, renew
your copy and then of course, run your names through
CASS and NCOALinkŪ
processing to ensure that they get the new Intelligent MailŪ barcode for
better delivery and tracking services. Why should you dust off the trusty
postcard? Because they work, that's why.
Postcards take your business or services and products to a new level. You can do
a postcard from your creative brief to the mailbox in just days. Since you can
do a relatively simple postcard with some bells and some loud whistles about you
and your company, this is the way to go in these trying economic times.
Attention-grabbing postcards offer you tremendous marketing chances and
opportunities to small and large business marketers, Just like you!
Postcards are best suited for awareness of your business or services. They can
also generate new leads with a compelling image, a great offer as well as lots
of channels for the recipient to respond to your offers. Of course, you have to
have a good list to begin with, if not, that will sink your marketing ship right
outside the harbor. I know my mailbox has been sorely light these past months,
but what has shown up has been the majority, postcards. Simple, effective,
personalized with a compelling offer and lots of respond channels. To me that’s
the good news.
Postcards work best when they command attention as soon as your mailbox is
opened. The postcard that catches your eye when you see it, is the one that
whets your appetite to read more as well as piques your interest level above the
clutter. Use the front of the card to place your marketing message in an
out-front and in-your-face format. Use dramatic images that get the postcard the
attention it deserves. The back of the card should be reserved for the knockout
punch of your message, who to call, how to get more information and where is
that website to order your product or services. Don’t forget the “Thank you” for
reading your card. After all, you went to the trouble of updating your prospects
names and putting the new Intelligent Mail barcode on it to ensure you got it
right, it’s the least you can do to become more personable with your prospect.
Your postcard postage rate is going up, but by planning now for it, you can get
some dramatic results with your campaign if you start by planning your campaign
around them. Postcards Work.
---Source: James Sullivan is Project Director of
Optic Nerve Direct Marketing, a
Direct Marketing/PR/New Media consultancy headquartered in San Francisco, Ca.
You can reach him at
james@opticnervedirect.com.
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