Direct Mail Marketing Now As Easy As Email
By Michael Lemm
Is the United States Postal Service (USPS) a marketing innovator? As
turns out, the kind folks in the blue shorts are in fact making it
even the smallest business to duke it out with their biggest
using the USPS new "mailing online (MOL)" direct mail service -
check it out
Imagine that....internet based direct mail marketing!
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
Before MOL you had to create your master document, drop it off at
printer, wait until it was done to figure postage, apply postage and
addresses, and drop it off at the post office. This whole process
you a whole month to finish. And if you're say mailing from the West
it would be another week before East Coast recipients received their
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
to type and save a document on their hard drive. Novice computer
use their PC "Notepad" utility and save the document as a text (TXT)
Most users will probably use Microsoft Word and create a slightly
appealing document. You may already have access to documents through
company that have a more professional appearance. You could also
invest in a
copy of Microsoft Publisher as it provides many templates to choose
makes professional document creation a snap.
Content Creation - Keep It Simple
The biggest challenge will be in generation of content you believe
the price of postage. The following types of content pieces will get
creative juices flowing.. pretty much write themselves..and are
1. Price & Product Postcards - Many of you may dream of being
instantly contact your customers and tell them whenever you come out
new product or price point. MOL makes that a snap. Simply write a
headline followed by a three- sentence description ending with a
number or web address for more information.
2. Personal Postcards - Remember your customers birthday,
graduation or other significant occasion. Be sure and include a
description of some product you want to highlight.even just a web
3. Monthly or Quarterly Newsletter - Most of you would look
writing a monthly newsletter with the same excitement as having a
root canal...but the customer retention benefits and referral
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
should have sent out) on the postcards.
- Summarize industry headlines related to your business.give your
if you don't have a view simply reprint the views of others (with
attribution of course).
- Case Study.write up three paragraphs on a new or existing customer
helped solve a problem.or their experience with one of your
- Top 10 List..any of you with any experience at all can write a
of top 10 lists in a day. How about the top 10 benefits of a
product? How about the top 10 reasons to (insert topic)? Or how
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
customer and it reminds them on a monthly basis that they have
access to a friend in the "ABC" business. And of course the number
reason you don't get referrals is you don't ask for referrals. Well,
you're too shy to ask in person or on the phone, let the postcard do
If you haven't attempted direct mail marketing before because you
too costly, too time consuming, or too much work..think again.
changed in your favor. The time is right for you to give it a try.
time right from your computer!
Michael's owner of FreedomFire Communications...helping businesses
do business ( http://ld.net/mscprez ). You can learn more about
Michael via the Ryze Business Networking Community at