New Royal Mail Service Keeps Postal Costs for Marketing Campaigns Under Control, How Do You Benefit?

Are you looking to make savings on your marketing campaigns in UK?

The Royal Mail is introducing a service that few people have yet heard of, but which could save you significant amounts on your postal budget.

The fulfillment element of your marketing campaign often is the most expensive element. Do you want to reduce your postage costs?

“Direct Mail is a powerful medium that can help your business achieve stronger returns. It is targeted, proven as effective and when added into your marketing mix could boost your ROI by up to 20% (Source Brand Science).”

Can this new Royal Mail service reduce your marketing expenditure? What has changed? How can this help you? Read on to learn more and make savings.

Types of mail.
Research by the Royal mail has discovered that there are three main categories of mail user: these can be divided into following;

Personal mail
Transactional mail
Advertising mail
On average 65% of mail in the UK falls in the categories of Personal or Transactional mail.

Personal mail tends to be as its name describes mail sent by individuals for example Birthday and Christmas cards.

Transactional mail is that type of mail that has to be delivered for example to comply with regulatory requirements like your bank having to send you a paper bank statement, your credit card company having to write to you to inform you of changes of conditions, the Inland Revenue needing to formally inform you by post of your tax code.

Personal and Transactional mail have to be sent, hence it is a very much price insensitive. Therefore postal volumes change little when Royal Mail or its competitors increase their prices; it may move between carriers but it still needs to be delivered. Anecdotally we hear stories of individuals who reduce or eliminate Christmas cards however this is a marginal change as most people will still send letters or cards to celebrate personal and family occasions. It’d true that a significant amount of personal mail has migrated to e-mail but that major change occurred a few years ago and volumes of post have readjusted themselves to a reasonable norm.

Royal Mail researchers have determined that 25% of mail that they handle is in a category that is particularly price sensitive. This category they call “Advertising Mail”.

It relates primarily to marketing exercises: to the delivery of marketing and informational documents that mainly serve the purpose of brand promotion and lead generation.

How to make postal cost savings.
The good news is that Royal Mail is now recognises that this category of postal mail is highly price sensitive; they know that marketers will reduce volumes and contracts they place with fulfillment houses as postal costs increase and they will use alternative marketing media. However physical mail, direct mail, is proven to be effective and marketers know this and want to keep it in their strategies: but only if it is cost effective.

You may not be aware but Royal Mail has just introduced this month a different price regime for Advertising Mail. They call it “Royal Mail Advertising MailĀ®”.

They do not want to lose that stream of business. Whilst they have just increased the cost of Transactional and Personal mail by about 15%, they have only increased the cost of Advertising Mail by 3%.

So as a marketer or business how do you take advantage of this new category of postal mail?
How do you avoid the larger price increase?

How do you get access and get your campaigns under the new umbrella of Advertising Mail?

Your first move is to talk with your fulfillment house and ensure they apply to the Royal Mail and register your campaigns as being Advertising Mail.

It is still early days and the process for approval of advertising campaigns being in the category Advertising Mail is still being, shall we say “developed”.Most are being approved by default at the moment. So our best advice is that you ask your fulfillment house to register your advertising campaigns with Royal Mail now. Once the ground rules are more formalised then all parties will understand the criteria that need to be satisfied.

This is an opportunity to gain advantage from the new service from Royal Mail and to avoid large postal increases and ensure your marketing budget is effective.

Kevan Butler is an entrepreneur and specialist consultant in Internet Marketing who helps businesses and non-profit organisations make effective use of the Internet for communication and Business growth. His current focus is on social media for business at Alchemy Online.

Network Marketing Tips: Selling! Why Are We So Afraid of This Word?

What is the BIG DEAL about selling?

I hear it all the time in the network marketing industry: “We are not selling.” People in the selling business try to convince people, and we don’t convince anyone. We “refer” or “help” others. I am not against using the word “helping” instead of the word “selling”, especially doing so as a means of assisting you psychologically with how you approach prospects for your network marketing business. But, the fact remains, we are still selling.

What is all the fuss about?

Make no mistake about it! Network Marketing is a form of selling. Not that there’s anything wrong with that. Now before you get your knickers in a knot, let me explain. I agree that network marketers are not traditional sales people. And being a “salesperson” involves a great deal of trying to convince someone to purchase your product or service. It is a very hard-driven, commissioned-based industry. Chances are, if you don’t make the sale, you go home, figuratively speaking. In the network marketing industry, we are definitely NOT trying to convince anyone to become involved with our business. Because if you have to convince them to join your business, you will most definitely have to convince them to work.

And who has time for that? We are most definitely involved in the referral business. But let’s be clear about it. When we are referring our MLM business opportunity or products/services to others, we are attempting to influence their decision. And anytime we try to influence the decision of someone else, then we are selling. Darren Hardy, Publisher of Success magazine said recently, “…selling really isn’t as complicated or mysterious as we make it out to be. Selling is simply about influencing an outcome.”

Now some of you may have some issues with the term, “influencing.” You shouldn’t. Think about it. When you are referring your MLM business to prospects, do you not tell them about all the great attributes of the business? Do you not talk about the financial freedom that is possible; the free time you could possibly have; the fine people you will meet; the improvement of your personal development? Of course you are! You are most certainly not telling your prospects about the negative aspects of the network marketing industry. So by advising people of all the positive aspects of the industry, you are attempting to influence their decision to become involved, and in doing so, you are selling. AND THERE IS NOTHING WRONG WITH THAT!! There seems to be such a negative connotation to the word “selling” when it’s associated with the network marketing/MLM industry. We sell every day of our lives in so many different aspects. Let me give you some examples:

When you are trying to get that big raise from your boss, you are selling.
When you are trying to convince your spouse as to why the household needs a 75″ big screen TV, you are selling.
When you are trying to convince your children that a trip to the museum is far more exciting than one to the amusement park, you are selling.
We have all become so adept at selling ourselves, our stance, our opinions, beliefs etc, that we don’t even look at it as selling. We do it all as second nature. But I am certain that you would have no qualms about referring to these situations as selling. But place a MLM business behind your comments and then no way is it selling. We all have to STOP being so defensive when anyone refers to the network marketing as selling.

Remember, the governing bodies of network marketing companies in Canada and the USA are called the Direct Sellers Association and the Direct Selling Association respectively. Do NOT hide behind the euphemism’s that many in the network marketing industry use when they are asked by a prospect, “Do I have to sell anything?” Be proud of what you do! Be proud of being a member of the Direct Selling industry! I know I am. If you have enjoyed this article, please fell free to share it with others.

Wishing you great success.

Want to be in business for yourself but not by yourself? How about being in business with a company that has a solid 17 year history and a revolutionary product that is changing the face of communication. You can be a part of it – the time is now.

Effective Direct Mail Marketing

Even in today’s internet age, direct mail marketing still accounts for 24% of all media marketing expenditures. According to University of British Columbia market researchers Darren W. Dahl, JoAndrea Hoegg, and University of Manitoba researcher Rajesh V. Manchanda, of various media from phone book ads, magazine advertising, and newspaper ads generally show better response rates to color printing. Color promotional material has shown to facilitate attention, recall, positive attitudes, and perceived quality.

The researchers from British Columbia and Manitoba developed an empirical methodology to measure the differences between emotional responses and the positive effect of color direct marketing pieces in a publication titled Understanding the Effective Use of Color in Direct Marketing Communications. The study results were published by the Direct Marketing Association.

The study asked participants to evaluate a direct mail brochure that contained emotional text trigger words. Participants were then asked to fill out a brief survey. As predicted, the researchers were able to demonstrate a statistically significant positive effect of color marketing on brand attitude and found the pattern to be repeatable. The overall conclusion of the study was that color direct mail is more likely to evoke an emotional response and can positively influence consumer behavior in low involvement situations.

With advancements in digital color quality and efficiency, color direct mail is more cost effective then ever before. Digital technology allows for full color print addressing to be applied to paper stock across a single run through the press. Set up time is minimal and digital printing has little or no set up costs. For the consumer this results in a much cheaper per unit print cost. Furthermore, direct mailing lists have become easier to identify specific target markets.

This means marketing professionals have the ability to increase the probability of response from a better target audience, reduces the size of the campaign, and saves money in postage cost. Short-run printing is more cost effective on a digital press. Every marketing professional seeks to spend less money while continuing to drive more sales. With digital printing technology, marketing professionals have the tools to do both.