Last month I wrote a post about how to calculate breakeven for direct mail campaigns. A blog reader requested a formula that calculates the response rate needed to break even. To determine the breakeven response rate, you need to know what kind of average order (AOV) your campaign will generate. Let's look at three different AOV examples and see how AOV impacts the breakeven response...
Calculating direct mail breakeven is critical because it’s a key metric when planning the circulation of a successful direct mail campaign. Start by using estimated costs to determine your initial campaign breakeven. Then create a preliminary circulation plan based on the projected revenue of each list segment. An increase in print quantity has the potential to lower your campaign breakeven. On the flip side, a...
The direct mail industry has faced massive postage rate increases over the years and many digital brands that are new to direct mail don’t realize that postage often exceeds the print costs, especially if they’re mailing postcards, trifolds, or catalogs with small page counts. As a direct mail consultant, I help clients plan and execute their direct mail campaigns. Part of the strategic circulation planning...
The postage rates for Marketing Mail, Periodicals, and other products will increase on January 26, 2020. Catalogs and direct mail postcards are typically mailed in the Marketing Mail class. Below is a PDF that summarizes the key changes to the USPS rates among the various mail classes. There are 5 pages in USPS document. Mouse over the text in the blue banner at the bottom...
Facebook celebrated its 15th birthday back in February of 2019, and the social media platform is still going strong. Even after a decade and a half, Facebook continues to be a go-to tool when it comes to communication, collaboration, information, and even just plain old enjoyment. But, things are starting to shift. In fact, many businesses are turning their attention away from Facebook and social media...
Study after study has demonstrated that customers love getting catalogs in the mail – especially younger customers. This may because we are already bombarded with digital information, so having a catalog to flip through feels novel and engaging. It may also be simply because direct mail items stand out. So how do you ensure that your catalog makes an impact? Tell a story Several famous...
One simple change in the return process of Terry Bicycles, an athletic apparel and parts brand, ensured improved customer experience and guaranteed future purchases. Executive summary The on-demand shopping model is changing customer purchase behavior rapidly. Customers expect a quicker turnaround and a more streamlined response when it comes to all aspects of their interaction with the business — including returns. By re-thinking and then re-designing...
Paying for catalog consulting services isn’t merely an expense, it’s an investment. Many brands invest hours designing and creating a great catalog and yet they don't think to invest the time to craft a strategic catalog circulation plan or segment the list to track results. Instead, the mailing list pull is outsourced to the brand’s IT department, which guesses what parameters to use and then...
Earlier this month we brought you a direct mail case study of Casper, the successful mattress brand and self confessed "digital native". We examined how Casper scored big victories with their print media campaigns, embracing the "tangibility effect", giving customers something to pick up, hold, and keep. By adopting this approach, Casper put their brand, and their products, at the forefront of their prospects' minds....
Today we examine digital brands that have tested direct mail. Mattress brand Casper has been very active in print for the last several years - from solo print marketing to participating in upscale shared mail campaigns. Grove Collaborative has been testing print too. Casper, as you may know, is no stranger to digital marketing success. This is not a brand which has dragged its heels...
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