When it Comes to Marketing, What Really Matters?

Is it the look? the graphic appeal of your promotional pieces, the design and layout, the appearance...

Is it the letter? the message, the content, how well you articulate your offer, your services, your mission…

Is it the list? the database, the names, the accuracy and targeting of the recipients…

Or is it something else?

Here’s what our studies show, in terms of relative importance of these factors:

30% is the message – and most organizations do a good job with this. They know how to articulate their cause, how to define their mission.

30% is the audience – this is most often under-valued. According to USPS statistics, 30-40% of all mail does not reach its intended recipient – due to faulty addressing, or inaccurate names. Good database management is essential to good returns. Wordsprint can help with this: we can clean up your lists, process them through CASS, DPV, and NCOA filters, even help you acquire new prospects.

Only 10% is the look – this is most often over-valued. Sure, it needs to be neat and clean, and consistent with your branding – but most organizations spend way too much time and money on fancy-looking materials, when something much simpler will work just as well.

The final 30% is repetition – being rhythmic and repetitive in your advertising, and thereby building top of mind recognition in the marketplace. Marketing fails when it’s carried out sporadically, when you change the timing or tenor of your pitch too often. People don’t buy your product or services when they see your advertising; they buy your product or services when they need them. And when they need them, does your brand come to their mind first, or does your competitor’s? That’s why having an consistent and repetitive strategy is so important. Wordsprint can help you develop this strategy; and we can help you stick to your plan, month in and month out. Our research shows that direct marketing really starts to snowball after 12-18 months of repetition.

Non-Profit Marketing

Do you know what really works in direct appeal fundraising? Need help figuring it all out? Click the link to schedule a free consultation.

Return on Investment Calculator

Measuring the success of any marketing campaign requires calculating the Return on Investment (ROI). Getting the most accurate measurement means being specific to your business and who you're trying to reach. That's where we come in. Our ROI Calculator can be customized specifically for your business. Call us today to learn how or click on the link to request your FREE demonstration.

Marketing Services Suite

Need a focused, consistent marketing plan? Have a marketing plan but just need help implementing it?

Wordsprint now offers a Marketing Services Suite which lets you build a customized marketing program to fit your budget. Choose a complete marketing solution or just the services you need, all for one low monthly fee.

USPS to Require Intelligent Mail Barcode

The Intelligent Mail Barcode (IMB) will become the only barcode acceptable for mailers to use on their mail pieces to claim automated (i.e. discounted) prices. This change was originally slated to take begin on May 1, 2011 but has recently been postponed with no date determined yet. At the time that this becomes effective, the POSTNET barcode will no longer be acceptable.

In addition, the IMB will be required on all Business Reply Mail (BRM). Postal customers need to make sure that these reply mail pieces meet the requirements prior to the upcoming change. Therefore, customers will need to plan ahead since they often print large quantities of Reply postcards and envelopes.

When more information is released from the USPS, we will update you here as well.

In the meantime, if you’re doing bulk mailings through Wordsprint, we’ll take care of this for you. But if you’re doing your own barcoded mailings – or if you use Business Reply Mail (envelopes, postcards, reply panels on brochures, etc.) – you’ll need to apply with the USPS for a “Mailer ID”, and start using the IMB. Read on for more information.

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