Postcard Marketing Works!! I Ran a local EDDM postcard campaign, here are my results!

120 replies
Hey Warriors!

I haven't posted here in a long time, been busy with one of my clients. I've been working with him for the past few years and to make a long story short, he took on a business partner and things went south. So he had to start over and build a new bakery.

The grand opening was set for November 4th, 2012 and we needed ways to generate traffic to the bakery.

So I proposed to offer a "groupon style" deal for the grand opening day. We would offer 2 different deals. The first deal was for 50% off the entire purchase (must present coupon in store) and the other was but 2 loaves get one free (must present coupon in store).

I also gave him instructions to make sure the employees to save all redeemed coupons and to ask for email sign-ups. I told him this would help us track the ROI of the campaign.

I became a broker for a local print shop so printing was SUPER cheap! I would encourage you to become a print broker if possible. It really does offer another opportunity for revenue.


We printed 5,000 6.5"x12" postcards, bundled them and prepared the facing slips with our targeted zones. We ended up only mailing 4,000 postcards.



Full disclosure, I did also recommend my client to join the local chamber as I know chambers like to do ribbon cuttings. They also ran a single full page ad in the local newspaper (the acorn) which has a circulation of about 144,000. This might have had an impact to the numbers that day.

Also, I'm developing his website (ecommerce) and just created a simple landing page style for opt-ins. It's responsive for mobile devices, making it easier for mobile savvy users who are at the bakery and want to opt-in using their mobile device.

The Numbers

Ok, so the outcome is both rewarding yet frustrating. My wife and I were out of town on a marriage retreat my church held in Palm Springs. So, I was only able to make about the last hour of the grand opening.

I remember being a little nervous about the grand opening while in Palm Springs. My wife and I talked about it over dinner at Babe's BBQ (that place has the best bbq sauce, it's not even funny! lol).I didn't know what to expect as it was my first EDDM campaign.

The grand opening was from 11am-3pm.

We arrived about 2pm to find the bakery just about CLEANED OUT! People were still coming in and out.

I found Abby (the owner) and he looked dead tired. He gave me a hug and said they had well over 600+ people there and that people were elbow to elbow in the bakery. They wanted to open up at 11am but ended up opening their doors at 8am! People were already showing up at 8am!

I was excited and wanted to check the progress of the redeemed coupons and opt-ins.

So I spoke with the main employee who was working the register and asked how many coupons have been redeemed so far.

She said "We had a lot! I stopped counting after the first 25 coupons". Sigh.......

Yes folks, she stopped counting and collecting redeemed coupons after 25 and started giving everyone 50% off!

There goes tracking ROI.

Ok, so now I asked if she had been asking for email subscribers. And thank goodness she asked all customers for their emails. We actually did really well in building our email list of buyers.

She told me the completed email opt-in forms were in the back office, so I went back and found this.

A BUCKET FULL OF BUYING SUBSCRIBERS!!


All filled out by our buying customers!!


Good stuff!!

So, we have still not finished the spreadsheet but so far we have over 300+ email subscribers from in store opt-ins. We had another 100+ email subscribers online that day and another 140+ who entered our online contest.

All in all it was a great day, I just really wish the coupons were collected and saved. This would have made an awesome case study.

There will be more postcard campaigns to come and I'll make sure all redeemed coupons are kept.

The Breakdown
Mailed 4,000 EDDM postcards
In store opt-ins = 300+ so far
Online opt-ins on grand opening day = 100+
Opt-ins via online contest = 140+

Try EDDM! You can't go wrong with the current price of .145 cents per home.

Again, we also did run ONE full page ad in the local newspaper and held a ribbon cutting, so I'm not sure how much impact those had on the numbers.

We'll be running another postcard campaign soon and I'll be sure to share my results here again.

Anyone else have any results with EDDM? Any pictures they can share?
#campaign #eddm #local #postcard #ran #results
  • Profile picture of the author bob ross
    Fantastic results and great post to read! It's so nice to hear about how you provided solutions that actually brought in results for a local biz.

    I hear you about the tracking issue, these small business owners love to just guesstimate the coupons or disregard them. I had a bakery with over 400 responses and then he just started not even honoring the coupons, making the deal the regular price. Then he wouldn't advertise with me again because he figured he roped in all the business so he should be set! lol.
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    • Profile picture of the author jrod014
      Originally Posted by bob ross View Post

      Fantastic results and great post to read! It's so nice to hear about how you provided solutions that actually brought in results for a local biz.

      I hear you about the tracking issue, these small business owners love to just guesstimate the coupons or disregard them. I had a bakery with over 400 responses and then he just started not even honoring the coupons, making the deal the regular price. Then he wouldn't advertise with me again because he figured he roped in all the business so he should be set! lol.
      Thanks Jake! Also, thanks for sharing your postcard advertising method with us. That's what really turned me on to EDDM! You rock!

      Jerry
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    • Profile picture of the author Greg guitar
      Originally Posted by bob ross View Post

      I had a bakery with over 400 responses and then he just started not even honoring the coupons, making the deal the regular price.
      Not only is that frustrating for you; it's a great way to piss off the people who brought the coupons in, and to top it off, it is a crime. Advertised specials are a binding one way contract with the public. I'm not sure how you go about enforcing them (sue for breach of contract perhaps?), but it is definitely not legal for the business to change the deal in middle of a promotion, just because it was successful (or for any other reason).

      Good riddance though; the owner is not an honorable businessperson, and we don't need to be promoting crooks.
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    • Profile picture of the author DJVan
      Originally Posted by bob ross View Post

      Fantastic results and great post to read! It's so nice to hear about how you provided solutions that actually brought in results for a local biz.

      I hear you about the tracking issue, these small business owners love to just guesstimate the coupons or disregard them. I had a bakery with over 400 responses and then he just started not even honoring the coupons, making the deal the regular price. Then he wouldn't advertise with me again because he figured he roped in all the business so he should be set! lol.
      Sounds like this client had an integrity problem. Not honoring a coupon is a really big way to chase off a potential customer.
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    • Profile picture of the author mojo1
      Originally Posted by bob ross View Post

      I had a bakery with over 400 responses and then he just started not even honoring the coupons, making the deal the regular price. Then he wouldn't advertise with me again because he figured he roped in all the business so he should be set! lol.

      Could you ever imagine the likes of Amazon or Zappos speaking lunacy like this. Small businesses whine and bemoan forever and a day about being over taken by ecommerce &technology titans like Amazon. These companies are not greedy in so much as they ( Jeff Bezos) expects any market that he sells within or the technology his company uses to actually be d i s r u p t e d.

      Go figure, he looks forward to out-thinking and out planning the many ways in which his company will eventually be disrupted by other more forward progressive thinking companies and technologies.
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      • Profile picture of the author Sal Corso
        Frikkin awesome! Congrats to you. I love hearing/reading about success stories like this. Very inspiring!
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  • Profile picture of the author Eddie Spangler
    Thanks , I enjoy reading a REAL documented case study over the nonsense stories that seem to be told more and more around here.
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    • Profile picture of the author jimbo13
      Impressive stuff!

      Did the newspaper cover this opening bash?

      'Bakery Sells out in 6 hours' would be Manna from Heaven for you not that you could tell them what to write as a headline mores the pity.

      Anyway if they did you should capitalise on it quickly by getting lots of them and cutting out the article, going round similar retail outlets and saying do you want them same, I did that kind of thing.

      When there is a buzz keep it going.

      Anyway bet you feel good as does the owner.

      You get free bread for a year?

      Dan
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      • Profile picture of the author BrashImpact
        Jrod,

        Congrats my friend on an Awesome Launch Campaign. The most intriguing thing here too me, Imagine if Warriors could learn to Launch their own Business that way. I always appreciate when someone takes the time to share exactly whats up.

        Thanks for taking the time to post Jrod and More importantly Newbies and Veterans should learn how to do this with any business they are in. Imagine the types of lists you can build with this technique, I know we are already doing it.

        Way to Crush It JROD...

        Robert
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        • Profile picture of the author jrod014
          Originally Posted by BrashImpact View Post

          Jrod,

          Congrats my friend on an Awesome Launch Campaign. The most intriguing thing here too me, Imagine if Warriors could learn to Launch their own Business that way. I always appreciate when someone takes the time to share exactly whats up.

          Thanks for taking the time to post Jrod and More importantly Newbies and Veterans should learn how to do this with any business they are in. Imagine the types of lists you can build with this technique, I know we are already doing it.

          Way to Crush It JROD...

          Robert
          Hey Robert, that's a GREAT idea!

          I originally wanted to share the ROI stats with other business owners but was bummed when the coupons were not collected.

          I still have some samples and the local paper did do a blog post about the grand opening.

          I could share that with other local business owners for more EDDM campaigns instead of the originall case study I was planning on sharing.

          Thanks for the suggestion!

          Jerry
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      • Profile picture of the author connorbringas
        Originally Posted by jimbo13 View Post

        Impressive stuff!

        Did the newspaper cover this opening bash?

        'Bakery Sells out in 6 hours' would be Manna from Heaven for you not that you could tell them what to write as a headline mores the pity.

        Anyway if they did you should capitalise on it quickly by getting lots of them and cutting out the article, going round similar retail outlets and saying do you want them same, I did that kind of thing.

        When there is a buzz keep it going.

        Anyway bet you feel good as does the owner.

        You get free bread for a year?

        Dan
        Great post-I'd do a press release revolving around the idea that the bakery sold out..etc. Get the buzzz and harness it.
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        • Profile picture of the author jrod014
          Originally Posted by connorbringas View Post

          Great post-I'd do a press release revolving around the idea that the bakery sold out..etc. Get the buzzz and harness it.

          Yup, in the works! Plus, we're going to drive that PR traffic to premium baking content.
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    • Profile picture of the author jrod014
      Originally Posted by Eddie Spangler View Post

      Thanks , I enjoy reading a REAL documented case study over the nonsense stories that seem to be told more and more around here.
      Thanks Eddie! I'm the same way. I come from a military background and everywhere you go and everything you do, you need proof as to where you were and why you did it. I guess that carried over to civiliat life, lol! I now find myself transparent with my clients and it builds trust with them.

      Thats why i like to show pictures when I get a chance, it shows I'm actually doing it rather than sharing something that could be made up. That's just me and I'm not saying others who share without images are fake, but it's how I like to share.
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  • Profile picture of the author Mr. Subtle
    Originally Posted by jrod014 View Post

    They also ran a single full page ad in the local newspaper (the acorn) which has a circulation of about 144,000. This might have had an impact to the numbers that day.
    You think?

    LOL
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    • Profile picture of the author sandalwood
      jrod,

      Congrats on the success story. I bet the newspaper ad helped but the coupons in the bucket proved your strategy a success as well. Too bad the cashier didn't keep collecting. I bet at least one in five had a card in hand so that ups your eddm count.

      Regardless, you did good.

      Tom
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      • Profile picture of the author jrod014
        Originally Posted by sandalwood View Post

        jrod,

        Congrats on the success story. I bet the newspaper ad helped but the coupons in the bucket proved your strategy a success as well. Too bad the cashier didn't keep collecting. I bet at least one in five had a card in hand so that ups your eddm count.

        Regardless, you did good.

        Tom
        Thanks Tom!

        I know, thats the thing that drives me crazy. Had we collected all the postcard coupons, we would have had some good data to work with.

        Well what can you do but run another campaign and split test, right?

        That's what I'll do in early December and post the results here.

        Jerry
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        • Profile picture of the author Yogini
          Jerry,

          That's a great story and I love the pictures too. Can I ask you how you'll be adding the emails? Will they have to confirm and if they don't have to can you just directly add them into aweber, getresponse or icontact etc? I have added some people to lists using single optin-in but not that many at once.

          Debbie
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          • Profile picture of the author jrod014
            Originally Posted by Yogini View Post

            Jerry,

            That's a great story and I love the pictures too. Can I ask you how you'll be adding the emails? Will they have to confirm and if they don't have to can you just directly add them into aweber, getresponse or icontact etc? I have added some people to lists using single optin-in but not that many at once.

            Debbie

            Hey Debbie,

            I'll be adding them to aweber. You can bulk upload with out double opt-in. You just have to explain in detail how you obtained the emails. In my case, I'll have them call the bakery to verify and email them pictures for proof.

            Jerry
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    • Profile picture of the author Irish Intuition
      Originally Posted by Mr. Subtle View Post

      You think?

      LOL
      No question the newspaper helped bring some of that business in. It
      was smart to do the ad and the mailing, together. Opening multiple roads
      to one destination allows more traffic to flow
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  • Profile picture of the author Yogini
    Hi Jerry,

    Ok, that's great to know. I have had single opt-in lists and I think when you use the import feature it makes them confirm so it looks like you have to call them first? The pictures look pretty good , hopefully you don't have to scan in each name though! LOL.

    Debbie
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  • Profile picture of the author Matthew J
    This. Is. Awesome!

    I'm super inspired!

    My business isn't a great fit for EDDM, but I've been itching for an opportunity to use it for a while!

    How was your experience getting the mailing together for the USPS? What are the postage rates like? For standard bulk it's around $0.26 /piece right now. Just trying to get a comparison.
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    • Profile picture of the author jrod014
      Originally Posted by Matthew J View Post

      This. Is. Awesome!

      I'm super inspired!

      My business isn't a great fit for EDDM, but I've been itching for an opportunity to use it for a while!

      How was your experience getting the mailing together for the USPS? What are the postage rates like? For standard bulk it's around $0.26 /piece right now. Just trying to get a comparison.
      It's .145 cents per household for EDDM. You have to bundle the postcards in quantities of 50 then place a facing slip on each bundle with the target zone. EDDM has a cool online tool to use to help with selecting zones. You can also combine the data from melissa data is you want to get the average household inclome etc.

      I LOVE the EDDM program!

      Awesome stuff.
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    • Profile picture of the author DJVan
      Originally Posted by Matthew J View Post

      This. Is. Awesome!

      I'm super inspired!

      My business isn't a great fit for EDDM, but I've been itching for an opportunity to use it for a while!

      How was your experience getting the mailing together for the USPS? What are the postage rates like? For standard bulk it's around $0.26 /piece right now. Just trying to get a comparison.
      EDDM is 14.5¢ per piece.
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      • Profile picture of the author ivanela33
        Originally Posted by DJVan View Post

        EDDM is 14.5¢ per piece.
        You know that this hasnt been the price for the past 6 months....right now It's at .16 cents
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        • Profile picture of the author thedog
          I love this sort of marketing, I followed Bob Rosses thread last year.

          I'm based in China... so all postcards are put in envelopes here

          I did do something similar to Bob's coupon postcard though, and made a big map of the tourist town I live in, which had coupons.... had some local girls handing them out, but, only lasted 2 months. The distribution was a problem, and also I found the Chinese very suspicious over any kind of marketing, there's so many scams here.

          Anyway, I still see the benefits of direct mail.

          I run a video creation service, and I know that it's a great deal for small, local businesses... getting my service in front of them, using this sort of marketing would be great.

          Do you have any idea how you could send these postcards to just businesses, and not residents?

          Cheers.
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  • Just brilliant.

    It's what I love most about Postcards - they give local businesses a phenomenal boost in customers, revenues and profits.

    At an incredibly low cost.

    Can I ask a really dense question - and having done Flyers and Postcards for years - I really should know the answer.

    What does EDDM stand for?


    Steve
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    • Profile picture of the author jimbo13
      Originally Posted by Steve The Copywriter View Post

      What does EDDM stand for?
      Steve
      It's some sort of American Postal thing. I only know that because I have seen it mentioned a few times on this bit of the forum.

      So you aren't dense at all. Just no reason for you, me, anyone in the UK to know what it is.

      Just Googled it.

      https://eddm.usps.com/eddm/customer/routeSearch.action

      Seems to me to be just the Post so maybe it is something else after all.

      Nothing special about the above.

      Dan
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      • Profile picture of the author hometutor
        Originally Posted by jimbo13 View Post

        It's some sort of American Postal thing. I only know that because I have seen it mentioned a few times on this bit of the forum.

        So you aren't dense at all. Just no reason for you, me, anyone in the UK to know what it is.

        Just Googled it.

        https://eddm.usps.com/eddm/customer/routeSearch.action

        Seems to me to be just the Post so maybe it is something else after all.

        Nothing special about the above.

        Dan
        I'm kicking into my accent I'm so excited

        Oh, brah!

        I had no idea the post office offered this service. I saw one other post about EDDM, but with no link provided I didn't look any further. This USPS site has some nice demographics too!

        Mahalo bradah!

        Rick
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    • Profile picture of the author MIB Mastermind
      EDDM stands for "Every Door Direct Mail"

      Originally Posted by Steve The Copywriter View Post

      Just brilliant.

      It's what I love most about Postcards - they give local businesses a phenomenal boost in customers, revenues and profits.

      At an incredibly low cost.

      Can I ask a really dense question - and having done Flyers and Postcards for years - I really should know the answer.

      What does EDDM stand for?


      Steve
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  • Thanks Dan, it's good that I now know (I do a lot of work for our friends in the US of A).


    Steve
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    • Profile picture of the author jimbo13
      Ok Steve

      Well hopefully the OP or someone like Bob Ross can expand on what is so good about it.

      Because it must be more than the postal service just delivering mail surely.

      That would be a bit like Sir Humphrey and the Hospitals. (Yes, Minister reference)

      Dan
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      • Profile picture of the author bob ross
        Originally Posted by jimbo13 View Post

        Ok Steve

        Well hopefully the OP or someone like Bob Ross can expand on what is so good about it.

        Because it must be more than the postal service just delivering mail surely.

        That would be a bit like Sir Humphrey and the Hospitals. (Yes, Minister reference)

        Dan
        If you want to send a bulk mailing, you need to buy a list and have a mail house presort everything into the mail carriers walk sequence, plus invest almost $500 in a mailing permit.

        EDDM (every door direct mail) is a program that rolled out last year with the USPS, allowing you to send very large postcards to the entire routes that a mail carrier would deliver to, for only 14.5 cents each.

        You don't need a list or a permit, and you can pay for the mailing right at the post office that it will be delivering to. This means they basically take your postcards and give them to the mail carrier, so he can drop one off at every door.

        I send a lot of these constantly, and it's pretty cool to know you can put a giant postcard in the mailbox of every residence and business in a whole village for only a few hundred bucks in postage.

        A bakery for example, is a perfect candidate for EDDM because they basically target everyone in their local area. Think about how they could get a big sale across to everyone in their area. All the SEO, newspaper, radio, billboards, and tv advertising wouldn't reach every local household, but EDDM would and it's super cheap.

        People love getting coupons in the mail.



        For international programs that are equivalent, it's typically called 'unaddressed mail' and works pretty much the same.

        Canadian equivalent

        UK equivalent

        Australian equivalent
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        • Profile picture of the author jrod014
          Originally Posted by bob ross View Post

          All the SEO, newspaper, radio, billboards, and tv advertising wouldn't reach every local household, but EDDM would and it's super cheap.

          People love getting coupons in the mail.
          Not to mention that it's basically a mini billboard in each persons home. Depending on the size you choose for your campaign, it's almost guaranteed for the user to view your postcard, then decide if they want to take action (by calling the business or redeeming a coupon), or trash the postcard.
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  • Profile picture of the author mjbmedia
    Excellent, so what would you say you learned most from this exercise Jerry?

    Maybe make sure you are there next time at the opening, collecting the vouchers, keeping the ROI and email opt ins coming etc, you cant (usually) rely on a serving member of staff to really grasp the importance of marketing.
    Great job and top thread.
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    • Profile picture of the author jrod014
      Originally Posted by mjbmedia View Post

      Excellent, so what would you say you learned most from this exercise Jerry?
      Well, to do my best to be at the bakery (or any future client promotion) to help.

      I know I instructed the owner regarding the process but next time I will actually have some sort of manual or set of instructions on paper for both the owner and employees to follow.
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  • Profile picture of the author Steve Solem
    Way to go Jerry and thanks for sharing that story!

    Man that's a lot of paper signup slips though - for the man hours it would save, I'd setup a 7in android tablet with an app or webpage to allow clients to enter in their info themselves. I know Mailchimp has an app Announcing Chimpadeedoo 2 | MailChimp Email Marketing Blog and I'd imagine aweber and others most likely do too.

    Congrats!
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    • Profile picture of the author jrod014
      Originally Posted by Steve Solem View Post

      Way to go Jerry and thanks for sharing that story!

      Man that's a lot of paper signup slips though - for the man hours it would save, I'd setup a 7in android tablet with an app or webpage to allow clients to enter in their info themselves. I know Mailchimp has an app Announcing Chimpadeedoo 2 | MailChimp Email Marketing Blog and I'd imagine aweber and others most likely do too.

      Congrats!
      That's a good idea. I'll try that on the next campaign in December.

      Actually, I'll split test, LOL! I'll give the option to the customer to either sign up on paper or tablet. I wonder what method people will choose?
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      • Profile picture of the author misterme
        Originally Posted by jrod014 View Post

        Actually, I'll split test, LOL! I'll give the option to the customer to either sign up on paper or tablet. I wonder what method people will choose?
        I'm not sure that's an area needing too much testing, but my hunch is the younger customers are ok with either but way older customers will be fearful that writing on a tablet will cause identify theft, brain cancer, their home to be burglarized, a breach in their savings account, an IRS audit or an unintended explosion of said tablet.
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        • Profile picture of the author jrod014
          Originally Posted by misterme View Post

          I'm not sure that's an area needing too much testing, but my hunch is the younger customers are ok with either but way older customers will be fearful that writing on a tablet will cause identify theft, brain cancer, their home to be burglarized, a breach in their savings account, an IRS audit or an unintended explosion of said tablet.
          LOL! That's funny and true. I think it would be a fun case study on my part. I'll take that data and save it for later. Might come in handy one day.
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  • Profile picture of the author xlfutur1
    Thanks for a terrific post and stats!

    I know the frustration about the tracking. I have yet to meet a business owner that has a clue about tracking, from coupons, or the internet, or anywhere else. I guess if they were that hip to it they wouldn't need people like us! Thanks again for such a detailed post of your results.
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    • Profile picture of the author jrod014
      Originally Posted by xlfutur1 View Post

      Thanks for a terrific post and stats!

      I know the frustration about the tracking. I have yet to meet a business owner that has a clue about tracking, from coupons, or the internet, or anywhere else. I guess if they were that hip to it they wouldn't need people like us! Thanks again for such a detailed post of your results.
      I'm thinking about making a little 5 page booklet about the importance of tracking to give to business owners who do a marketing campaign with me.

      I know it may be common sense to track but I'm surprized at how many small business owners I'm working with don't really track their marketing efforts.
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      • Profile picture of the author davidjames42973
        Great post JRod! Thanks for sharing your knowledge and thanks for sharing some good information. I'm looking for some ideas on how to launch a DM campaign for a new business of mine.
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        • Profile picture of the author jrod014
          Originally Posted by davidjames42973 View Post

          Great post JRod! Thanks for sharing your knowledge and thanks for sharing some good information. I'm looking for some ideas on how to launch a DM campaign for a new business of mine.

          Thanks!

          You know, try a EDDM campaign. Send potential customers to a landing page + use google retargeting.

          This method has been around since google announced retargeting but postcardmania is really pushing it as a product/service right now.

          What type of business if you don't mind me asking.

          Jerry
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          • Profile picture of the author davidjames42973
            Jerry,

            It's a lead generation business. This strategy would be a great way to generate leads while I'm currently building out my business.
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            • Profile picture of the author jrod014
              Originally Posted by davidjames42973 View Post

              Jerry,

              It's a lead generation business. This strategy would be a great way to generate leads while I'm currently building out my business.
              Yeah I think so too. Give it a shot and let us know how it works out.

              PM me if you need any help, design tips etc.

              I'd be happy to help.

              Jerry
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      • Profile picture of the author Marvin Johnston
        Originally Posted by jrod014 View Post

        I'm thinking about making a little 5 page booklet about the importance of tracking to give to business owners who do a marketing campaign with me.
        It seems like this thread by ewenmack might be appropriate to use with your booklet:

        http://www.warriorforum.com/offline-...out-water.html

        Marvin
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        • Profile picture of the author jrod014
          Originally Posted by Marvin Johnston View Post

          It seems like this thread by ewenmack might be appropriate to use with your booklet:

          http://www.warriorforum.com/offline-...out-water.html

          Marvin
          Awesome, thanks for the share. It will come in handy.
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          • Profile picture of the author CreekChub
            I'm fairly ignorant about EDDM. Is there a way to target only businesses? I wouldn't think so, but...
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            • Profile picture of the author jrod014
              Originally Posted by CreekChub View Post

              I'm fairly ignorant about EDDM. Is there a way to target only businesses? I wouldn't think so, but...
              I know you can add addresses to skip but I'm not sure about 100% business only delivery.

              I would just select routes with a lot of businesses in it.

              Jerry
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  • Profile picture of the author jayspann
    Great job! I found that the light text was hard to read on part of the card. It might just be reading it from the internet LOL

    David Ogilvy said that dark text on a light background works better than the other way around but I've never tested it.

    Kuddos bud... way to take action and crush it!
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  • Profile picture of the author foxynz07
    This a great thread to re-inforce the methods revealed in certain WSO's.. Funny but seeing someone actually do this, apart from the detail you provide on the method which is great too, is inspirational beyond just buying and reading a guide..
    So thanks very much indeed.
    Did you consider offering some other nearby businesses a spot on your next postcard run to cover costs, there's a great WSO on that, called 3M I think...

    Cheers
    Andy
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    • Profile picture of the author jrod014
      Originally Posted by foxynz07 View Post

      This a great thread to re-inforce the methods revealed in certain WSO's.. Funny but seeing someone actually do this, apart from the detail you provide on the method which is great too, is inspirational beyond just buying and reading a guide..
      So thanks very much indeed.
      Did you consider offering some other nearby businesses a spot on your next postcard run to cover costs, there's a great WSO on that, called 3M I think...

      Cheers
      Andy
      Thanks!

      I have the m3 method and will visit some businesses this week. I'll create another thread on how it went. It's just finding the time to do some cold walk ins as I feel that will be a little better than cold calling. I can show them some samples.
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  • Profile picture of the author tlangdon
    These are all great tips and do you do them at same time as all your online marketing to?
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    • Profile picture of the author jrod014
      Originally Posted by tlangdon View Post

      These are all great tips and do you do them at same time as all your online marketing to?
      I do. I mix both offline (direct mail) and online.
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  • Profile picture of the author anwar001
    That is a very inspiring story. Congrats on your successful campaign. You can try out similar thing with other businesses which aren't running well or would like to get more customers, and not necessarily just for new openings.
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    • Profile picture of the author jrod014
      Originally Posted by anwar001 View Post

      That is a very inspiring story. Congrats on your successful campaign. You can try out similar thing with other businesses which aren't running well or would like to get more customers, and not necessarily just for new openings.
      Thanks!
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  • Profile picture of the author Chris Cho
    this is probably one of my favroite post on the offline thread.

    thanks for taking the time put this post together.
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    • Profile picture of the author jrod014
      Originally Posted by Chris Cho View Post

      this is probably one of my favroite post on the offline thread.

      thanks for taking the time put this post together.
      Thanks Chris. Appreciate the kind words.
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  • Profile picture of the author leemoran
    Great way to kick ass and take names!

    I have to say though, what impresses me most about this thread, is that nobody has bitched about how this would not work for them. That is perhaps for me the most frustrating part of the forums - that lack of courage to step up and swing for the fences.

    Awesome job and I am off to send some postcards!
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    • Profile picture of the author jrod014
      Originally Posted by leemoran View Post

      Great way to kick ass and take names!

      I have to say though, what impresses me most about this thread, is that nobody has bitched about how this would not work for them. That is perhaps for me the most frustrating part of the forums - that lack of courage to step up and swing for the fences.

      Awesome job and I am off to send some postcards!
      Awesome, go get some!!
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  • Profile picture of the author Dmagnet
    Very nice. It seems that everyone is so focused on digital media which means much less competition in the mailbox!

    I also like how you sent an over-sized postcard which always gets a much better response than a standard size postcard.

    Thanks for sharing your experience.
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    • Profile picture of the author jrod014
      Originally Posted by Dmagnet View Post

      I also like how you sent an over-sized postcard which always gets a much better response than a standard size postcard.

      Thanks for sharing your experience.
      Yeah, It's basically a mini billboard in each persons mailbox.

      They will either see the postcard, call the number or visit the website. Or, they will see the postcard and trash it. Either way, the consumer views the postcard.

      I'm loving EDDM.

      I have another campaign in the works and will report the case study here once complete.

      Jerry
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  • Thanks for sharing. I love hearing these stories. With even just a little bit of knowledge we make such a massive difference for business owners. Man, I love this stuff.
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    • Profile picture of the author jrod014
      Originally Posted by Kung Fu Backlinks View Post

      Thanks for sharing. I love hearing these stories. With even just a little bit of knowledge we make such a massive difference for business owners. Man, I love this stuff.
      Yeah, it really feels good to know you've actually help a business.
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  • Profile picture of the author RAGolko
    What a great thread -- you could have made a WSO out of your experience for sure, but you just shared it! Thanks. I'm off to the printer!
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  • Profile picture of the author RAGolko
    Come to think of it, it might be cheaper for the business if you did an opt-in SMS campaign for them; see how many opt-in SMS numbers you can get for the zip codes near theirs, perhaps the city depending on size. SMS messages get opened at the rate of 98% within 3 minutes. Just send everyone you can in the area a coupon via SMS, but you have to see how the numbers stack up and see if there are enough.
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  • Profile picture of the author khill98
    Congrats on the successful client campaign! I've been wanting to use EDDM myself but can't figure out how to use it to target businesses as opposed to residents. Does anyone know an effective way to accomplish this?
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    • Profile picture of the author jrod014
      Originally Posted by khill98 View Post

      Congrats on the successful client campaign! I've been wanting to use EDDM myself but can't figure out how to use it to target businesses as opposed to residents. Does anyone know an effective way to accomplish this?
      You are just going to have to select the zones with the most businesses. The EDDM toll will give stats for both residential and business listings per zone.
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    • Profile picture of the author Irish Intuition
      Originally Posted by khill98 View Post

      Congrats on the successful client campaign! I've been wanting to use EDDM myself but can't figure out how to use it to target businesses as opposed to residents. Does anyone know an effective way to accomplish this?
      Postcards do not work nearly as well for B2B, unfortunately.

      Mostly because the right person rarely even sees it.

      When it comes to B2C however, they can work very well . Just like
      flyers. Postcards I like to look at as salesmen over a billboard. Most
      billboards are trying to accomplish brand awareness, not sell.

      Think of the postcard/flyer/letter/email as a salesman. Not necessarily
      to sell them on buying, but selling them on the idea. Usually that
      leads them to make an action (call/email/visit) to find out more.

      Direct mail can be a wonderful asset to most businesses, if done
      right and in a controlled fashion.
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      • Profile picture of the author jrod014
        Originally Posted by Irish Intuition View Post

        Postcards do not work nearly as well for B2B, unfortunately.

        Mostly because the right person rarely even sees it.

        When it comes to B2C however, they can work very well . Just like
        flyers. Postcards I like to look at as salesmen over a billboard. Most
        billboards are trying to accomplish brand awareness, not sell.

        Think of the postcard/flyer/letter/email as a salesman. Not necessarily
        to sell them on buying, but selling them on the idea. Usually that
        leads them to make an action (call/email/visit) to find out more.

        Direct mail can be a wonderful asset to most businesses, if done
        right and in a controlled fashion.
        I was thinking about running a postcard campaign with EDDDm for my web services. I'm holding off because I had a feeling the B2B eddm campaigns might not be worth it.

        I'm creating a targeted list of leads who do not have a website or they do but they are not gathering leads from it. I'll target those businesses and try a different form of direct mail.
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        • Profile picture of the author Irish Intuition
          Originally Posted by jrod014 View Post

          I was thinking about running a postcard campaign with EDDDm for my web services. I'm holding off because I had a feeling the B2B eddm campaigns might not be worth it.

          I'm creating a targeted list of leads who do not have a website or they do but they are not gathering leads from it. I'll target those businesses and try a different form of direct mail.
          That is a smart choice, but also a good lesson. Some people get
          sooo focused on a certain form of advertising they do not see
          the other options available.

          I had one client who mailed out batches of postcards to sell his
          services to businesses, got nothing. I created a letter AND a follow up
          which worked very well.

          Adapt and conquer
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          • Profile picture of the author jrod014
            Originally Posted by Irish Intuition View Post

            That is a smart choice, but also a good lesson. Some people get
            sooo focused on a certain form of advertising they do not see
            the other options available.

            I had one client who mailed out batches of postcards to sell his
            services to businesses, got nothing. I created a letter AND a follow up
            which worked very well.

            Adapt and conquer
            I used my VA home loan two years ago and now I keep getting those refinance letters with $1 bills stapled to them.

            It's definitely an attention grabber. I'm leaning towards that.
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            • Profile picture of the author Irish Intuition
              Originally Posted by jrod014 View Post

              I used my VA home loan two years ago and now I keep getting those refinance letters with $1 bills stapled to them.

              It's definitely an attention grabber. I'm leaning towards that.
              Fake ones work just as well. We once used a $10,000 bill in the
              exact same way as the $1. We had a greater response with
              the fake money!

              It is just to grab attention, and it does that
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              • Profile picture of the author bob ross
                Originally Posted by Irish Intuition View Post

                Fake ones work just as well. We once used a $10,000 bill in the
                exact same way as the $1. We had a greater response with
                the fake money!

                It is just to grab attention, and it does that
                One of my members sent me a bunch of fake $1,000,000 bills that he sells. He made a page for my members with a special price so if anyone wants them, I think this might be the best deal out there for them.

                (even though this is a page that is for my members, it is not an affiliate page and I don't make any money off it, it's just his special offer).

                http://www.leadstampede.com/bob-mill...roduction.html
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                • Profile picture of the author Irish Intuition
                  Originally Posted by bob ross View Post

                  One of my members sent me a bunch of fake $1,000,000 bills that he sells. He made a page for my members with a special price so if anyone wants them, I think this might be the best deal out there for them.

                  (even though this is a page that is for my members, it is not an affiliate page and I don't make any money off it, it's just his special offer).

                  http://www.leadstampede.com/bob-mill...roduction.html
                  I like that one Bobby, and a great price. Here is one that is
                  a little prettier, but not necessarily more effective.

                  Gary Halbert Million Dollar Bill Mailer
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                  • Profile picture of the author Irish Intuition
                    p.s. Just because you put a good grabber on the letter
                    does not mean there will be sales. The rest of the piece
                    needs to be built to sell them
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                    • Profile picture of the author jrod014
                      Originally Posted by Irish Intuition View Post

                      p.s. Just because you put a good grabber on the letter
                      does not mean there will be sales. The rest of the piece
                      needs to be built to sell them
                      I agree. Between the VA loan letters and the sales letter offered in another thread, I can use those to guide me in hacking a custom sales letter.

                      Also, I'm going through the book cashvertising which is an excellent read. I'll use some of those tactics as well.

                      Anyone know of any sales letters for direct mail that is for our (IM) industry?
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                    • Profile picture of the author jrod014
                      Originally Posted by Irish Intuition View Post

                      p.s. Just because you put a good grabber on the letter
                      does not mean there will be sales. The rest of the piece
                      needs to be built to sell them

                      Do you have a sales letter template for this type of mailer? Have any for sale?
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                • Profile picture of the author khill98
                  The million dollar bills work really well IMO, I've never tried attaching real dollar bills but my fake ones always get a chuckle and break the ice when I'm trying to establish a new relationship (i.e get someone to take my call).

                  I offer the million dollar bill and other denominations as well to clients, except that I customize them with a face or logo and promotional message on the back of the bill. For example, I used my face with a St. Patrick's Day hat on for a St. Patty's promotion I did awhile back.
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                • Profile picture of the author jrod014
                  Originally Posted by bob ross View Post

                  One of my members sent me a bunch of fake $1,000,000 bills that he sells. He made a page for my members with a special price so if anyone wants them, I think this might be the best deal out there for them.

                  (even though this is a page that is for my members, it is not an affiliate page and I don't make any money off it, it's just his special offer).

                  http://www.leadstampede.com/bob-mill...roduction.html

                  Just ordered that package. Looking forward to implementing it.
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                  • Profile picture of the author Lee M
                    I have used this company for $5, $10, $20 and $100 bills.

                    $5, $10, $20, and $100 Dollar Bill Drop Cards, Money Business Cards

                    VERY authentic looking ... you can fool anyone!

                    Basically, you go on their website, select the denomination and then create what you want to appear on the back. i.e. act as a business card with logo, make a special coupon type offer (take $5 off), etc. Have had some local businesses use this and they like it. i.e. their customers get a big kick out of it.
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              • Profile picture of the author jrod014
                Originally Posted by Irish Intuition View Post

                Fake ones work just as well. We once used a $10,000 bill in the
                exact same way as the $1. We had a greater response with
                the fake money!

                It is just to grab attention, and it does that
                Niiiice!! Sounds like a great idea. Where did you get the bills?

                Jerry
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  • Profile picture of the author jlcs
    Thanks for your story. I am so enjoy to read it.
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  • Profile picture of the author FunkyKing
    Fantastic! Haven't run one of these for many years and I've got a great idea for a new client of mine. Will use you as a case study if that's OK with you?
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    • Profile picture of the author jrod014
      Originally Posted by FunkyKing View Post

      Fantastic! Haven't run one of these for many years and I've got a great idea for a new client of mine. Will use you as a case study if that's OK with you?
      Sure, no problem. I'm actually going to print this as a little brochure/booklet for future clients.
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  • Profile picture of the author RiskTaker
    Handwritten envelope with stamp gets the business owner everytime, and the classic fedex envelope does wonders. I used to run a large company and my favorite mail was fedex cause it meant checks, or some savvy marketers material I was about to swipe
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  • Profile picture of the author khill98
    Thanks for the B2B tips. I'm going to try a letter for the next campaign. If you don't have an actual business owners name, what do you guys put on the outer envelope that's been successful?
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    • Profile picture of the author jrod014
      Originally Posted by khill98 View Post

      Thanks for the B2B tips. I'm going to try a letter for the next campaign. If you don't have an actual business owners name, what do you guys put on the outer envelope that's been successful?
      I use infofree.com to get the information I need. Check them out. It's a great resource.

      Jerry
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  • Profile picture of the author 123xyz
    Nicely done. Direct mail can be a great tool.
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  • Profile picture of the author jrod014
    Ok, so I ordered from lead stampede and the bills look great!



    However, I never got the sales letter templates.

    Anyway, I plan on using this to gain more postcard campaigns. I'll keep you guys posted on the tracking and how it goes.

    Jerry
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  • Profile picture of the author jrod014
    I forgot to update.

    We ended up gaining about 450 email subscribers with that initial one postcard campaign!

    Jerry
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    • Profile picture of the author team2win
      I am a numbers guy. I see most are quickly saying congratulations on success, success is measured in profit to me. From what I can tell after 5k postcards at 14.5 cents, plus cost of postcard productions, plus cost of full page ad, plus employee/labor cost for 4 hours, plus cost of goods sold and I'm sure I'm missing out on other cost.

      What was the profit for the day? Or was this a loss leader grand opening.

      Of course you may say we have repeat customers but once again, there's no guarantee of repeat customers from discount day or grand operning day. So then we get into cost of acquiring a customer? Just the tip of the iceberg, so then we move 5 months later and what was accomplished from this 1st campaign overall and what is continued advertising budget...
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      • Profile picture of the author Doran Peck
        Originally Posted by team2win View Post

        I am a numbers guy. I see most are quickly saying congratulations on success, success is measured in profit to me. From what I can tell after 5k postcards at 14.5 cents, plus cost of postcard productions, plus cost of full page ad, plus employee/labor cost for 4 hours, plus cost of goods sold and I'm sure I'm missing out on other cost.

        What was the profit for the day? Or was this a loss leader grand opening.

        Of course you may say we have repeat customers but once again, there's no guarantee of repeat customers from discount day or grand operning day. So then we get into cost of acquiring a customer? Just the tip of the iceberg, so then we move 5 months later and what was accomplished from this 1st campaign overall and what is continued advertising budget...
        Careful not to get too caught up in numbers. There is also value in direct mail giving the merchant he ability to educate his prospects and nudge or influence their thinking. Case in point, my Hotsy (pressure washers) client says that this year his salesmen are having significantly better results from cold visits out in the field, the reason being that last years waves of direct mail has made prospects more receptive. The salesmen are hearing a ton of things like "yeah I e been meaning to ask about that" "is it true that your pumps last 45 years?" ...and similar things. The direct mail has been educating the prospects, and forcing them into critical thinking. My client has no desire to figure out the exact numbers, he can plainly see that sales and conversions are higher than they've ever been. That's all he needs to know to keep spending his money with me.

        Here is a rule you must always remember...in the area your client can reach, there is a finite number of potential customers. That number gets divided between the relative competitors. He who can pull in and keep the biggest chunk of the market, wins. Keeping the cost to acquire each customer down is what you try for of course, but when your method is pulling in the market to you faster than anyone else is doing it....Then you keep doing the method, regardless.
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  • Profile picture of the author Soulstreak
    I was also wondering, in one post you said they were 14.5 cents and in another you said 0.145 cents... So the real question is.. which is it?
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    • Profile picture of the author ivanela33
      Originally Posted by Soulstreak View Post

      I was also wondering, in one post you said they were 14.5 cents and in another you said 0.145 cents... So the real question is.. which is it?
      It's neither...It's 16 cents which is the same as 0.16
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  • Profile picture of the author junilerick
    Awesome story! I'm just a little confused. Why would anyone use the buy 2 loaves get 1 loaf free over the other one when 50% off means you can buy 2 loaves and 2 free (50% of 4 loaves is essentially the same as paying for 2)
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    • Profile picture of the author misterme
      Originally Posted by junilerick View Post

      Awesome story! I'm just a little confused. Why would anyone use the buy 2 loaves get 1 loaf free over the other one when 50% off means you can buy 2 loaves and 2 free (50% of 4 loaves is essentially the same as paying for 2)
      From what I understand, it's likely that the "free" offer out pulls a "50% off" offer just because it's presented with those words.
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    • Profile picture of the author jrod014
      Originally Posted by junilerick View Post

      Awesome story! I'm just a little confused. Why would anyone use the buy 2 loaves get 1 loaf free over the other one when 50% off means you can buy 2 loaves and 2 free (50% of 4 loaves is essentially the same as paying for 2)
      The 50% off coupon was for that day, Nov 4th. The BOGO expired later.
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  • Profile picture of the author jrod014
    EDDM is now 0.16 cents. It was 0.145 cents but has since changed.
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    • Profile picture of the author LisaBeantown
      I'm trying to understand the $numbers$ behind the EDDM process to send out 9x12 or 9x15 post cards, selling advertisement spots to businesses (cost of each ad space to be determined.)

      To anyone who accomplished this successfully....

      -What were all of the associated costs of running this type of business, and how much were each? (a break-down and total would be great) eg: design$, printing$, shipping$ , etc
      -How much did you sell your individual ad spaces for?
      -What was your profit margin?

      Thanks so much....

      Lisa
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  • Profile picture of the author RockNRolla
    Massive congrats on your successful launch. I love how you have documented everything in this thread with photographs, makes it a very insightful and entertaining read. I'd love to see more success threads like this on WF.
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    • Profile picture of the author jrod014
      Originally Posted by RockNRolla View Post

      Massive congrats on your successful launch. I love how you have documented everything in this thread with photographs, makes it a very insightful and entertaining read. I'd love to see more success threads like this on WF.

      Thanks! Appreciate the feedback.

      I'll post results from another campaign we plan on running soon.

      Jerry
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      • Profile picture of the author Bill Jenkins
        Banned
        Good job!

        I to have run a number of successful postcard campaigns as well. They are a tried and true marketing method if done properly.

        Bill
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        • Profile picture of the author jrod014
          Originally Posted by Bill Jenkins View Post

          Good job!

          I to have run a number of successful postcard campaigns as well. They are a tried and true marketing method if done properly.

          Bill
          Awesome, were they EDDM campaigns?
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  • Profile picture of the author celente
    awesome story and amazing results. Esepcially for those that say this approach does not work, and I like your copy too.
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  • Profile picture of the author AmericanMuscleTA
    Wow, that's awesome!!! Can't believe it's been over 2 years since you started this thread.

    EDDM is now 17.5 cents.

    Any more successes?
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    • Profile picture of the author jrod014
      Originally Posted by AmericanMuscleTA View Post

      Wow, that's awesome!!! Can't believe it's been over 2 years since you started this thread.

      EDDM is now 17.5 cents.

      Any more successes?
      Yeah, I've ran another for a cabinet installation service. It generated some leads as well. I'll post the numbers as soon as I get them back from my client.
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  • Profile picture of the author McKattry
    I love hearing about real life success stories! Not ones that are clearly hyped up, but genuine honest to goodness success! Keep it up
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  • Profile picture of the author cjbwebs
    Excellent thread many nuggets.....

    cjbwebs
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  • Profile picture of the author bob ross
    Need more threads like this!
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  • Profile picture of the author NewParadigm
    I'm gonna do some postcard EDDM along w/ my organic 5,000 mailing list. Is there a tool to get the zips within a certain geographic radius of the sale location?
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    In a moment of decision the best thing you can do is the right thing. The worst thing you can do is nothing. ~ Theodore Roosevelt "Trust, BUT VERIFY" ~ Ronald Reagan

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  • Great tips for all, thanks for taking the time put this post together.
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  • Profile picture of the author NewParadigm
    I got 10,000 4x6 postcards to promote a warehouse sale that runs 4 weekends, including a coupon. over 4,000 to organic list, 2,000 distributed by employees/ friends/family/etc... and 4,000 inserted in local newspaper for $185 bucks. EDDM requires a larger postcard. Will do that next time. newspaper comes out next week, will track it and see how that goes.
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    In a moment of decision the best thing you can do is the right thing. The worst thing you can do is nothing. ~ Theodore Roosevelt "Trust, BUT VERIFY" ~ Ronald Reagan

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  • Profile picture of the author pipskok
    Great Results! I have tried 9x12 and setted myself too big expectations and i failed. I tried to get 12 clients on the flyer and it is almost undoable.

    I will try method with less clients i think that 2 or 4 clients on the flyer is the way to go and do more of these and you have the same result and less coordination of everything.

    Congrats!
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  • Profile picture of the author Teesane
    Any update on your latest results? EDDM is now up to 18.5 cents!
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