I Want to Help You Make 2020 Your Best Year Ever

By the time you read this, you are probably already deep into your 1st quarter 2020 promotions. I hope everything is wonderful for you.

As you look ahead to your business for the rest of 2020, please take an honest look at your marketing strategy.

Yes, you WILL make 2020 your best year ever. However…

• It won’t happen even if you have the best product
• It won’t happen even if you insist your “brand” promises value, service and expertise
• It won’t happen even if you have super-human salespeople
• It won’t happen even if you’ve invested in some high-tech “thing” that’s supposed to revolutionize your industry
• It won’t happen even if you have a positive attitude and reject all the “negativity” I am throwing you right now

And anyone who tells you otherwise is misled, misinformed or lying to you.

There is only ONE WAY to make 2020 your best year ever. You absolutely must develop an affordable and reliable way to attract qualified leads to your business and convert them into buyers.

Everything else your marketing people, brand gurus, freelancers or staff have you doing to boost your “value proposition” are the mythical equivalent of lemmings mindlessly marching you off a cliff.

Somebody has to tell you the truth.

We want you to be able to judge the success of your marketing by the MONEY it generates for you and the ROI you can easily figure out – instead of wasting time trying to establish the value of “image”.

THE “3 W’s” OF MARKETING

WHO – Identify exactly WHO wants what you are selling. These are the prospects who are most likely to respond to you. You need to select high-probability targets and forget everyone else.

WHAT – The message you develop to attract your prospects must be irresistible to them. Nothing else matters. Think about the drug addict who dares rob a convenience store to get cash to buy his addiction from a stranger in a dark alley. He’s not worried about brand. He wants what he wants, and he’ll do anything to get it. If people act that way for something negative like a drug addiction, just think how powerful your irresistible message can be for the positive thing you offer.

WHERE – This is last for a reason. And it’s the biggest mistake ALL advertisers make: they choose their media first. (“Let’s do some TV; let’s do some print ads”, etc.) Only after you’ve chosen the WHO and the WHAT are you qualified enough to consider the most appropriate media to deliver your message to your market.

Do you really think throwing money at Google, Facebook, outdoor ads, direct mail, public relations, email marketing, TV and radio or brand image ads is really going to help you?

Your agency will certainly make money off of that plan.

Your new marketing will have you making offers, giving reasons to respond now, providing clear instructions in how to respond, tracking where your results are coming from, following up the unconverted leads and judging everything by RESULTS.

Here’s how to do it. Survey your existing customers. Ask them the questions that describe their needs for the products or services you provide. Find out their demographics and their psychographics (lifestyles). Determine who they are…where they are and will they take advantage of your special offer NOW.

Once you have pinned down these answers, tell us and we’ll narrow down your search to exactly this audience. We’ll tell you how many prospects are out there and how much it costs to get their names, addresses, telephones, etc.

You’ll SAVE lots of marketing dollars and maximize your leads and sales. It’s a no-lose proposition.

It’s important to know that direct mail is singularly the only media that can tell your story to a highly targeted audience. None of the other advertising media can match the performance of direct mail.

By now, you know that our business is both business and consumer mailing and email lists. We’ve been doing it for over 80 years. Sure, we also provide printing and mailing services plus email transmission.

And, we’re talking about international mailing lists also.

Let us be part of your marketing program. Talk to our experts as you move into the future and look back at 2020, you’ll say, “Wow, that was the best year ever.”

Candy Dunhill, Vice-President
Phone: (561) 910-6424
Email: candy@dunhillintl.com

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)

 

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.