Is the United States Postal Service (USPS) a marketing
innovator? As it turns out, the kind people in the blue shorts
are in fact making it easy for even the smallest business to
duke it out with their biggest competitors by using the USPS
“mailing online (MOL)” direct mail service - check it out at
http://www.usps.com/mailingonline With MOL, you can escape the dreary part of direct mail
marketing - the printing, the stuffing, the stamps, etc. MOL
users simply create a document, upload it to the MOL website
with their mailing list and credit card information, and press
“go”. Within 48 hours, the members of your mailing list are
receiving the marketing message in their postal mailboxes.
Speed & Price
The best two parts of the MOL service are the speed and the
price. Jobs uploaded early in the business day can be printed
and postmarked the following day. The per piece cost is not much
more than the price of a single stamp since even MOL jobs sent
First Class get a “presorted” USPS discount.
A 4.24 by 6 inch postcard can be printed and mailed First Class
for just 24 cents. A one and two-thirds page business letter or
brochure can be sent “envelope free” (the last third is needed
for the address) for just 56 cents per piece. And the minimum
number of pieces you can send per job? One. That’s right, while
other direct mail houses turn away customers with minimums under
several thousand, the USPS takes all customers and gives them
all equally great service.
Before MOL you had to create your master document, drop it off
at the printer, wait until it was done to figure postage, apply
postage and addresses, and drop it off at the post office. This
whole process could take you a whole month to finish. And if
you’re say mailing from the West Coast… it would be another week
before East Coast recipients received their copy. With MOL your
document is printed and dropped in the mail from several dozen
USPS distribution points across the country…so everyone gets
their document at the same time no matter where they live in the
US.
As Easy As Typing An Email
MOL users don’t need to know anything more about document
creation than how to type and save a document on their hard
drive. Novice computer users can use their PC “Notepad” utility
and save the document as a text (TXT) file. Most users will
probably use Microsoft Word and create a slightly more appealing
document. You may already have access to documents through your
company that have a more professional appearance. You could also
invest in a copy of Microsoft Publisher as it provides many
templates to choose from and makes professional document
creation a snap.
Content Creation - Keep It Simple
The biggest challenge will be in generation of content you
believe is worth the price of postage. The following types of
content pieces will get your creative juices flowing…. pretty
much write themselves….and are worth reading:
1. Price & Product Postcards - Many of you may dream of being
able to instantly contact your customers and tell them whenever
you come out with a new product or price point. MOL makes that a
snap. Simply write a 5-7 word headline followed by a three-
sentence description ending with a phone number or web address
for more information.
2. Personal Postcards - Remember your customers birthday,
anniversary, graduation or other significant occasion. Be sure
and include a brief description of some product you want to
highlight…even just a web address.
3. Monthly or Quarterly Newsletter - Most of you would look
forward to writing a monthly newsletter with the same excitement
as having a monthly root canal…..but the customer retention
benefits and referral business make it a smart business
decision. The easy way to do a one or two page newsletter would
be to simply include one or more of the following:
- Summarize price and product news…simply repeat what you sent
out (or should have sent out) on the postcards. - Summarize
industry headlines related to your business…give your views, or
if you don’t have a view simply reprint the views of others
(with proper attribution of course). - Case Study…write up three
paragraphs on a new or existing customer you helped solve a
problem…or their experience with one of your products. - Top 10
List….any of you with any experience at all can write a years
worth of top 10 lists in a day. How about the top 10 benefits of
a particular product? How about the top 10 reasons to (insert
topic)? Or how about the top 10 mistakes made by (insert topic)?
Just Ask For Referrals!
If you do nothing else, just send out a monthly postcard asking
for referrals. The commitment to a monthly postcard does two
separately important things for you. It keeps your contact
information in front of your customer and it reminds them on a
monthly basis that they have immediate access to a friend in the
“ABC” business. And of course the number one reason you don’t
get referrals is you don’t ask for referrals. Well, if you’re
too shy to ask in person or on the phone, let the postcard do
the talking!
If you haven’t attempted direct mail marketing before because
you thought it too costly, too time consuming, or too much
work….think again. Things have changed in your favor. The time
is right for you to give it a try.
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