Takeaways from the ANA | DMA Response Rate Report, 2018

Direct Mail is an important element of your Advertising Mix. Check out these statistics from the ANA|DMA 2018 Response Rate Report.

  1. Direct mail response rate to house files is 9% This is nearly double the previous direct mail response rate of 5.1%. *
  2. Direct mail median cost-per-acquisition to house files is $43.90. *
  3. At 59%, oversized envelopes have the greatest return on investment to house files over other mediums (followed by postcards at 34% and letter-sized envelopes at 48%). *
  4. The top response rate tracking methods are online tracking such as PURLs (53%), code or coupon (45%), and call center or telephone (41%). *

The Bottom Line – Direct mail is important in your advertising mix. Reaching your target audience via several mediums is important as they will become conscious of your business when they see your message in several places.

Call us 1-800-DUNHILL (386-4455) for a free consultation on direct mail marketing for your business.

*(Source: ANA | DMA Response Rate Report, 2018)

 

Integrating Direct Mail and Email with Your Website

(by Robert Dunhill, President)

Combining your direct mail and email programs with your website is an extremely powerful way to provide incentives and instant gratification to your recipients.

Your business will benefit from this marketing strategy because no matter how great your website is optimized for your target market, there are customers out there that don’t know about you. Contacting them directly will bring their attention to your business and your website will provide them with an opportunity to learn more about your company and your products or services.

Here’s what your website can provide:

  • Print coupons to bring into your local store
  • Free information for downloading
  • Registration forms
  • Viewing password-protected content
  • Making donations
  • Claiming a special gift

There are several advantages to integrating your website with your communications programs.

  • Eliminates postage cost for reply cards/envelopes
  • Builds your database by capturing visitor contact information
  • Ability to track promotion response via an analytics program
  • Allows you to build trust, confidence and to pre-sell your visitors

Dunhill has thousands business and consumer lists available for response advertisements. We provide full service direct mail fulfillment and email deployment. Email lists are available with a continual use feature at no additional charge. For more information use our website request form or call us at 1-800-DUNHILL (386-4455).

USPS Proposes New Prices for 2019

On October 10, 2018, The Postal Service™ filed notice with the Postal Regulatory Commission (PRC) of proposed price changes to take effect January 27, 2019. The proposed prices include a five-cent increase in the price of a First-Class Mail® Forever®stamp from 50 cents to 55 cents. Metered letters would increase by three-cents.

The proposed prices would raise Mailing Services product prices approximately 2.5 percent, Priority Mail increasing 5.9 percent, and Priority Mail Express increasing 3.9 percent. While Mailing Services price increases are limited based on the Consumer Price Index (CPI), Shipping Services prices are adjusted strategically, according to market conditions and the need to maintain affordable services for customers.

The proposed First Class price changes:

Product Current Proposed
Letters (1 oz.) 50 cents 55 cents
Letters additional ounces 21 cents 15 cents
Letters (metered) 47 cents 50 cents

PRC review and approval of the proposed prices are required before the scheduled January 27, 2019 implementation date.

At Dunhill International List Co, we recognize the challenges that postal rate increases will ultimately cost our customers. However, the proposed postage for postcards will not change. Check out our printing and mailing special pricing for postcards. See how you will save money on your next marketing campaign using Dunhill’s postcard and mailing services. Call Greg D’Aquila at 561-910-6436 or email him at greg@dunhillintl.com for more information.

What is the Dunhill Difference?

For over 80 years Dunhill International List Co. has worked closely with clients to give them a deep and detailed understanding of their customers and prospects.

We offer you unparalleled knowledge and experience.

We know the list business better than any other list company because of our many years of hands on experience.

Dunhill offers exceptional lists, all of which carry our money back accuracy guarantee. Dunhill also provides excellent list hygiene services to clean, update and append information to clients’ customer databases.

Our printing services provide outstanding results at the lowest prices available anywhere.

Our staff has decades of senior experience on all sides of the business, so we understand consumer data and how to match our lists and services to the client’s needs in the most optimal ways.

Our Services Include:

Marketing Consulting: This begins with discussing your goals and proven initiatives to produce a plan to achieve specific objectives. The plan will incorporate various concepts to help to build your business and may incorporate new advertising methods you may not have considered in the past.

List Rental: Free consultation is offered to help you pinpoint your exact target market. We will suggest testing potential markets that you may not have previously considered but have been shown to perform well for others in your industry.

Printing: Take the worry and the headache out of dealing with multiple printing, design and mailing companies and let Dunhill handle the entire program. We will create your mailing piece exactly as requested using the best colors for your industry or market. Or, you can send us your print ready design and we will print at the lowest possible price.

Email: When you rent an email list, we can broadcast your email creative for you or you can do it yourself. Plus, we will recommend the best days to email your message.

Database Hygiene: We work with you to convert your customer information into a database that is complete and accurate. Social media information is used to append lifestyle data. List maintenance techniques are used to update newly merged lists to lower your mailing and postage costs.

Our account executives have built a reputation for being far-sighted perfectionists. As a result, working with Dunhill provides stress-free execution of your order on or below budget.

Please call us at 1-800-DUNHILL (386-4455) or email us at dunhill@dunhillintl.com to discuss details on how Dunhill can help you with your next direct marketing campaign to increase your ROI.

 

Mailing List Checklist

When preparing to send out a direct mail piece, there are 6 simple steps you should take to insure your mailing list is ready for your marketing campaign.

Not only do you want the mailing to get out on time, you will also want to be sure you will get the best return on investment. This includes making sure the list you are using is up to date and meets with the USPS rules for bulk mail.

When you rent your list from a reputable list broker, they should prepare the list to comply with the USPS rules, but it is always good to ask your list broker to verify when the list was last NCOA’d, etc. Here is a checklist to help make sure your list will be ready for your mail piece.

  • Is the list targeted to the right audience? When renting a list, be sure target prospects are similar to your best customers
  • Is the list current? When was the list last updated?
    • Was it run through NCOA (National Change of Address)?
    • Was it passed through the DMA’s “do not mail file”?
    • Was it purged of deceased persons?
  • Does it need to be checked for duplicates? Do you want to reach only one person in a household/address?
  • Would adding “Or Current Resident” make sense for this mailing?
  • Would the mail piece benefit from Personalization?
    • If personalizing, is the list Capitalized properly?
    • What about initials as First names (e.g. H. Ross Perot).
    • Would a reference to their COMPANY, LOCATION (CITY/STATE) grab more attention?
  • What about empty fields? Choose a default name (e.g. Guest, Friend)

Dunhill International List Company is celebrating it’s 80th anniversary in the list industry. The company currently provides over 30,000 constantly updated mailing, email and telemarketing list categories. Our account executives offer essential sales guidance for consumer and business to business direct marketers. Call 1-800-DUNHILL (386-4455) today for your free list consultation.