We left you with 4 ways to use 3D mail last post, here's an additional two ways to use 3D mail.
Reduce Returns
One problem any business runs into is return rates. This is also called buyers remorse. After the initial purchase you can send follow up 3D mailings (often called a ‘stick’ campaign) to reinforce the purchase your client has just made.
But why would you send 3D mail when you can send regular mail? For all the reasons we’ve already outlined. Remember, if a mailing doesn’t get opened, it can’t be read or acted upon. It is every bit as important, if not more so, for your follow up marketing to be open, read and acted upon, as your initial mailing to get the order.
Reactivate Lost Clients
This is where 3D mail can really get fun, and profitable! Lost clients are those clients who made a purchase from you at some point, but have not bought again over a defined period of time. This period of time of course varies by industry. If you’re a car salesman, it may be 2-3 years. A real estate agent, it may be 5-10 years. If you own a restaurant, it may be 30-60 days!
It is often reported that it is anywhere from 10 times to 100 times more costly to get a new client, than it is to sell again to an existing client. I believe that a ‘lost’ client is probably the second easiest client to sell to (behind those clients who are continually buying from you).
A very successful 3D mail 3-step campaign we’ve seen done by our clients includes a Boomerang with a headline “We Want You Back.” A compass with the headline “Are you Lost?” The third step, a small plastic bug is inserted into the envelope with the headline, “This is the last time I’m going to bug you!” A lost client campaign is only limited by your imagination.
Next post we'll cover a doozie. Driving traffic to your physical retail or business location. Stay tuned.
www.3dmailresults.com
Thursday, August 28, 2008
Monday, August 25, 2008
8 Ways go Grow Your Business With 3D Mail
There are 8 distinct ways that 3D mail can be used to grow your business. Below are the first 3. We'll tackle a couple each day for the next week or two.
Increase The Size of an Order
As we talked about earlier, 3D mail can often be used as a freemium, a gift you give the prospect with no obligation on their part. However, this inexpensive free gift can be used to give wafflers or fence sitters the last little push to take you up on your offer.
Here’s another tip to increase the size of your order. Offer another free gift that complements the freemium you previously sent when they place their order of a certain dollar amount. This will give many new clients the added reason to increase their order size!
Generate Leads
We all know how hard it is to get new clients through a cold mailing. As Bill has pointed out in this book, it’s extremely important to stand out with your advertising. 3D Mail does that. It is not unusual for your prospects to be so amazed with your mailing that they actually call to find out where you got the idea! Talk about cutting the clutter!
Reduce Returns
One problem any business runs into is return rates. This is also called buyers remorse. After the initial purchase you can send follow up 3D mailings (often called a ‘stick’ campaign) to reinforce the purchase your client has just made.
But why would you send 3D mail when you can send regular mail? For all the reasons we’ve already outlined. Remember, if a mailing doesn’t get opened, it can’t be read or acted upon. It is every bit as important, if not more so, for your follow up marketing to be open, read and acted upon, as your initial mailing to get the order.
www.3dmailresults.com
Increase The Size of an Order
As we talked about earlier, 3D mail can often be used as a freemium, a gift you give the prospect with no obligation on their part. However, this inexpensive free gift can be used to give wafflers or fence sitters the last little push to take you up on your offer.
Here’s another tip to increase the size of your order. Offer another free gift that complements the freemium you previously sent when they place their order of a certain dollar amount. This will give many new clients the added reason to increase their order size!
Generate Leads
We all know how hard it is to get new clients through a cold mailing. As Bill has pointed out in this book, it’s extremely important to stand out with your advertising. 3D Mail does that. It is not unusual for your prospects to be so amazed with your mailing that they actually call to find out where you got the idea! Talk about cutting the clutter!
Reduce Returns
One problem any business runs into is return rates. This is also called buyers remorse. After the initial purchase you can send follow up 3D mailings (often called a ‘stick’ campaign) to reinforce the purchase your client has just made.
But why would you send 3D mail when you can send regular mail? For all the reasons we’ve already outlined. Remember, if a mailing doesn’t get opened, it can’t be read or acted upon. It is every bit as important, if not more so, for your follow up marketing to be open, read and acted upon, as your initial mailing to get the order.
www.3dmailresults.com
Friday, August 22, 2008
3D Mail Can Also Be Used As A Freemium
A freemium is a 3D premium gift that is delivered FREE, in the mail, up front with no obligation. (Example: FREE pen enclosed).
When you send somebody something of value for free, their human instincts kick in. They feel obligated to at least give your mailing their time. They feel obligated to take you up on your offer. They feel obligated to respond. Sending a ‘freemium’ cuts the clutter, motivates the prospect to respond, actively involves the reader. It has staying power.
Now, with all that being said, here’s one caveat. No matter how great your 3D mailing, or your copywriting abilities, or your offer is, they all mean nothing without the proper list. If you don’t have a good list, you don’t have a good mailing. If you’re trying to sell sandals in Nome, Alaska in February, you’re probably not going to do well because it’s the wrong offer to the wrong group.
Next post we'll start a discussion on the 6 ways 3D mail has a direct impact on specific marketing aspects of your business.
www.3DMailResults.com
When you send somebody something of value for free, their human instincts kick in. They feel obligated to at least give your mailing their time. They feel obligated to take you up on your offer. They feel obligated to respond. Sending a ‘freemium’ cuts the clutter, motivates the prospect to respond, actively involves the reader. It has staying power.
Now, with all that being said, here’s one caveat. No matter how great your 3D mailing, or your copywriting abilities, or your offer is, they all mean nothing without the proper list. If you don’t have a good list, you don’t have a good mailing. If you’re trying to sell sandals in Nome, Alaska in February, you’re probably not going to do well because it’s the wrong offer to the wrong group.
Next post we'll start a discussion on the 6 ways 3D mail has a direct impact on specific marketing aspects of your business.
www.3DMailResults.com
Tuesday, August 19, 2008
Doesn't 3D Mail Cost More?
Sure, 3D Mail will normally cost more than a mailing that is not 3D, but not all of the time. But are you really interested in what the mailing costs or what your return on the mailing is verses the cost? If I need to convince you of that, you really should be interested in the results rather than just the cost (Your Return on Investment), you might as well go do something else right now.
In almost every instance, the results from 3D Mail are a better Return on Investment than the same mailing without the 3D item.
In addition, we highly recommend that you send laser targeted, clutter busting mailings, multiple times, rather than sending out more pieces of untargeted, non-3D mail. In this case, less truly is more
If you’re on a marketing budget (and who besides Nike, McDonald’s and Microsoft aren’t on a marketing budget), we’ve never seen a case in which multiple 3D mails to a smaller list hasn’t outperformed one boring, same-as-everybody-else mailing to a large list.
Later in the week we'll discuss how 3D mail can actually work like a premium (free gift) to boost your response, and more importantly, you're Return on Investment.
www.3Dmailresults.com
In almost every instance, the results from 3D Mail are a better Return on Investment than the same mailing without the 3D item.
In addition, we highly recommend that you send laser targeted, clutter busting mailings, multiple times, rather than sending out more pieces of untargeted, non-3D mail. In this case, less truly is more
If you’re on a marketing budget (and who besides Nike, McDonald’s and Microsoft aren’t on a marketing budget), we’ve never seen a case in which multiple 3D mails to a smaller list hasn’t outperformed one boring, same-as-everybody-else mailing to a large list.
Later in the week we'll discuss how 3D mail can actually work like a premium (free gift) to boost your response, and more importantly, you're Return on Investment.
www.3Dmailresults.com
Thursday, August 14, 2008
3D Mail Has Sticking Power
Let’s face it, most days; nothing different, nothing worth talking about happens either at work or at home. So a mailing that is different, innovative, and maybe a little humorous ends up being talked about. 3D Mail has sticking power. People show it to their spouse, neighbor, friend or coworker. And... Shhhhhh……………………….. Don’t Tell Anyone this Secret…Two or Three or Four is Lots Better Than One!
Those of us who produce conferences, boot camps, seminars, and conventions have a secret we don’t tell you.
Shhhhhhhhhh…. Sales go up when more people from one organization hear about your offer. That’s why when you get invited to a conference or seminar there is always a discount for the second person.
It happens all the time. When two people see an offer, one may decide to not to take advantage of it. But the other person sees the possibilities. So they start talking about all of the things they and you could do…. SALE!!!
The same thing happens with 3D Mail. The recipient shows it to their coworker, or spouse, or friend just to show them how cute it is and the other person starts talking about the actual offer and your sales increase.
Another Reason That Two or Three or Four is Lots Better Than One
But what if the recipient shows it to another person and they don’t talk about and brainstorm ideas. You know it’s not too bad to send out one mailing and have 2, 3 or 4 people read it.
Next post we'll discuss the idea that 3D Mail always costs more (it doesn't) and why cost is the last thing you should be looking at when starting your 3D Mail campaign.
www.3DMailResults.com
Those of us who produce conferences, boot camps, seminars, and conventions have a secret we don’t tell you.
Shhhhhhhhhh…. Sales go up when more people from one organization hear about your offer. That’s why when you get invited to a conference or seminar there is always a discount for the second person.
It happens all the time. When two people see an offer, one may decide to not to take advantage of it. But the other person sees the possibilities. So they start talking about all of the things they and you could do…. SALE!!!
The same thing happens with 3D Mail. The recipient shows it to their coworker, or spouse, or friend just to show them how cute it is and the other person starts talking about the actual offer and your sales increase.
Another Reason That Two or Three or Four is Lots Better Than One
But what if the recipient shows it to another person and they don’t talk about and brainstorm ideas. You know it’s not too bad to send out one mailing and have 2, 3 or 4 people read it.
Next post we'll discuss the idea that 3D Mail always costs more (it doesn't) and why cost is the last thing you should be looking at when starting your 3D Mail campaign.
www.3DMailResults.com
Thursday, August 7, 2008
3D Mail in Business to Business Marketing
Why Does 3D Mail Work So Well In Business-to-Business Campaigns?
Again, direct mail professionals really don’t care why something works; we just want to know if it does. And, 3D Mail works incredibly well in Business-to-Business environments. With that said, 3D Mail works great in Business-to-Business campaigns because people are people and buyers are buyers.
Businesses don’t buy anything! People in businesses buy things! And, as we said, people like to be entertained. People like to be singled out. 3D Mail is different. It stands out and it creates curiosity. 3D Mail Simply Needs To Be Opened and Read.
It Cuts Through the Clutter
Because people are overwhelmed with amount of advertising and marketing they see today, it is absolutely imperative that you cut through the clutter and boredom and give your prospects or clients something interesting and out of the ordinary.
People are so overwhelmed, that they often spend 3.5 seconds or less with information they’ve requested! If you can’t keep your message in front of your prospect, you’re done. If you think that’s bad, some studies show that business recipients throw out 48% of their unsolicited mail without opening it!
Any message that isn’t opened can never be acted on! When an envelope shows up with something inside - 3D - your client or prospect MUST open it. They simply have to know what’s inside.
The huge majority of direct mail ends up in the “B” or “C” pile (see this post on A-Pile Mail) and then the trash. It lacks the power and ability to break though the clutter. It doesn’t offer a strong incentive to act, and it doesn’t have staying power. Your mailing must have an impact!
If a Stack Doesn’t Stack, It Can’t Be a Stack
Whether at home or at the office, we all get a stack of mail every day. One sure fire way to cut through the clutter is to make sure your mailing piece ends up on the top of the stack.
If your mailing is in a regular envelope it can end up anywhere in the stack. But what if your mailing piece is in a box? Or, what if your mail piece is in a mini-trash can? Or what if your mailing is in a real Vinyl Bank Bag? Or what if you mail a plastic ‘Message in a Bottle.’ Or what if you mailing is in an envelope with a bag of shredded money inside so if it gets put anywhere other than on the top of the stack the stack will fall over?
3D Mail has to be on the top of the stack or the stack will fall over! Neither the mail man, nor the mail room, nor the receptionist can stack a stack that doesn’t stack.
In my next post I'll explain to you how 3D mail can actually increase referrals and increase your average transaction size!
www.3DMailResults.com
Again, direct mail professionals really don’t care why something works; we just want to know if it does. And, 3D Mail works incredibly well in Business-to-Business environments. With that said, 3D Mail works great in Business-to-Business campaigns because people are people and buyers are buyers.
Businesses don’t buy anything! People in businesses buy things! And, as we said, people like to be entertained. People like to be singled out. 3D Mail is different. It stands out and it creates curiosity. 3D Mail Simply Needs To Be Opened and Read.
It Cuts Through the Clutter
Because people are overwhelmed with amount of advertising and marketing they see today, it is absolutely imperative that you cut through the clutter and boredom and give your prospects or clients something interesting and out of the ordinary.
People are so overwhelmed, that they often spend 3.5 seconds or less with information they’ve requested! If you can’t keep your message in front of your prospect, you’re done. If you think that’s bad, some studies show that business recipients throw out 48% of their unsolicited mail without opening it!
Any message that isn’t opened can never be acted on! When an envelope shows up with something inside - 3D - your client or prospect MUST open it. They simply have to know what’s inside.
The huge majority of direct mail ends up in the “B” or “C” pile (see this post on A-Pile Mail) and then the trash. It lacks the power and ability to break though the clutter. It doesn’t offer a strong incentive to act, and it doesn’t have staying power. Your mailing must have an impact!
If a Stack Doesn’t Stack, It Can’t Be a Stack
Whether at home or at the office, we all get a stack of mail every day. One sure fire way to cut through the clutter is to make sure your mailing piece ends up on the top of the stack.
If your mailing is in a regular envelope it can end up anywhere in the stack. But what if your mailing piece is in a box? Or, what if your mail piece is in a mini-trash can? Or what if your mailing is in a real Vinyl Bank Bag? Or what if you mail a plastic ‘Message in a Bottle.’ Or what if you mailing is in an envelope with a bag of shredded money inside so if it gets put anywhere other than on the top of the stack the stack will fall over?
3D Mail has to be on the top of the stack or the stack will fall over! Neither the mail man, nor the mail room, nor the receptionist can stack a stack that doesn’t stack.
In my next post I'll explain to you how 3D mail can actually increase referrals and increase your average transaction size!
www.3DMailResults.com
Monday, August 4, 2008
People Are Bored and Overwhelmed
We left off last week with how and why you need to turn your 'junk' mail in to 'A-Pile' mail. Today we'll touch on a few basic human psychological reasons why 3D Mail works.
First and foremost, people are bored with the marketing and advertising they see. And they see a lot of it these days. It’s estimated that most people see over 3,100 advertising messages each day, and that number is only going up.
People love to be entertained. 3D Mail is entertaining and it gets your prospect or customer involved! When you actively involve your prospects, they’ll stay with your mailing longer. Any good salesman knows the more time you spend with your prospect, the more of your story you can tell, and the more you can sell! When you tie your sales message to 3D mail you’ll entertain your prospects and customer and keep them involved and sell more.
People are eager for a ‘personal’ approach to selling. They don’t want to part of the masses. They want to be singled out amongst the throng and 3D mail does that.
People are People and Buyers are Buyers!
Some people will say that “my clients are too sophisticated for such gimmicks”, or “my clients are too smart for that kind thing”, or “that might work with Business-to-Consumer marketing, but it won’t work in Business-to- Business”… Hogwash!
I actually started 3D Mail Results because I have a business-to-business distribution company where I use 3D-Mail. I was tired of running around looking for 3D Mail products. I have one 3D letter that has produced well over $10,000,000.00 in business – Yes that’s 10 Million Dollars.
I have another 3D Mailing that was used to sell a $10,000.00 product in a Business-to-Business environment that produced a 3,333% Return-on-Investment! Some of the most successful 3D Mail campaigns have been sent to multi-millionaires for investment opportunities.
Later in the week I'll post on how and why 3D mail works in both the Business-to-Consumer and Business-to-Business sector equally as well. Stay tuned.
www.3DMailResults.com
First and foremost, people are bored with the marketing and advertising they see. And they see a lot of it these days. It’s estimated that most people see over 3,100 advertising messages each day, and that number is only going up.
People love to be entertained. 3D Mail is entertaining and it gets your prospect or customer involved! When you actively involve your prospects, they’ll stay with your mailing longer. Any good salesman knows the more time you spend with your prospect, the more of your story you can tell, and the more you can sell! When you tie your sales message to 3D mail you’ll entertain your prospects and customer and keep them involved and sell more.
People are eager for a ‘personal’ approach to selling. They don’t want to part of the masses. They want to be singled out amongst the throng and 3D mail does that.
People are People and Buyers are Buyers!
Some people will say that “my clients are too sophisticated for such gimmicks”, or “my clients are too smart for that kind thing”, or “that might work with Business-to-Consumer marketing, but it won’t work in Business-to- Business”… Hogwash!
I actually started 3D Mail Results because I have a business-to-business distribution company where I use 3D-Mail. I was tired of running around looking for 3D Mail products. I have one 3D letter that has produced well over $10,000,000.00 in business – Yes that’s 10 Million Dollars.
I have another 3D Mailing that was used to sell a $10,000.00 product in a Business-to-Business environment that produced a 3,333% Return-on-Investment! Some of the most successful 3D Mail campaigns have been sent to multi-millionaires for investment opportunities.
Later in the week I'll post on how and why 3D mail works in both the Business-to-Consumer and Business-to-Business sector equally as well. Stay tuned.
www.3DMailResults.com
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