The Proof - Pel Hughes

Do you remember 38 Special's 1981 hit Hold on Loosely? It goes, "Just hold on loosely, but don't let go. If you cling too tightly, you're gonna lose control." For business owners, those words couldn't be truer. Often overworked, business owners stretch themselves thin trying to run every aspect of their business instead of delegating responsibility—either because they don't have the resources to do so or are micromanagers who aren't ready to trust others.

One question you probably asked yourself many times when feeling overwhelmed is "Am I ready to let go of my marketing?" Most business owners would say "no" or be very hesitant. So, what do you do? Continue wishing there were more hours in the day and going crazy? Not if Pel Hughes can help it.

Introducing Drip Marketing, one of the best options to keep you in touch with your marketing while giving you the flexibility and freedom from it that you desire. Drip marketing can smooth out the ups and downs in your business by prompting continuous cash flow. If you're unfamiliar with Drip Marketing, it is a communication strategy that sends, or "drips," a pre-written set of messages to customers or prospects over time. These messages often take the form of email marketing, although other media can also be used. Drip Marketing is distinct from other database marketing in two ways: (1) the timing of the messages follow a pre-determined course; (2) the messages are dripped in a series applicable to a specific behavior or status of the recipient.

Committing to marketing for the long-haul will give you a great chance of having primed customers available when you need them. But making that commitment is difficult for most businesses. To help, Pel Hughes can completely automate and manage your Drip Marketing plan, from strategy to execution. How? First, we sit down with you to develop a personalized Drip Marketing plan. You decide how often you want to “drip” and with what sort of media you want to use (direct mail, email, SMS, or any combination of these and more). These drips can be as simple or complicated as you want. We can easily send a direct mail piece to your customer and be done. But, we can also trigger an email as soon as that direct mail piece is delivered, telling them to check their mailbox. If you have their phone number, we can shoot them a text too. Plus, we can add links to all of your social media sites on any marketing outreach. We can even make those links in the form of QR codes for easy integration.

There are two general categories of drip marketing plans—nurturing existing customers and generating new leads. When it comes to nurturing, the key is to have all of your previous customers think of you first when they’re ready to do business again. To do that, it’s important to constantly stay in front of them, reminding them of your message and your value. This kind of Drip Marketing is focused on building customer loyalty and generating repeat business. Previous customers are easier to convince than brand new ones, and automated Drip Marketing can help you hold onto them.

Lead generation is all about gaining new customers. Sales people always need new leads, and a lead generation plan is a great way to fill their pipeline. This kind of Drip Marketing is focused on capturing customer data, and their business. You want to try and learn as much about these prospects as you can so your Drip Marketing will become more and more relevant as you continue the conversation with them.

Regardless of which plan you focus on, once you confirm your schedule, we handle it from there—allowing you to finally take that breather you've been wanting. You have full transparency into our system, so you don’t have to worry about what’s being done, you can just log in and see for yourself. You can easily see what’s in progress and what’s coming up. 

So if you're ready to hold on loosely, but not completely let go, contact us at 1.800.253.0249 to discuss how we can create a Drip Marketing plan for you.

Imagine this: You hop into your car right now and travel from one side of the United States all the way to the other—on just a single tank of gas that costs a whopping 14¢. Think that would be amazing? Well, that's essentially what most mail delivered by the United States Postal Service does every day. 

As you may know, the Postal Service has been having a rough past few years. From huge budget shortfalls to layoffs and cutbacks, things have looked extremely bleak for the nation's 236-year-old mail delivery system. But recently, they've revamped their approach, developed new, innovative services and are now poised to make a serious comeback. The United States Postal Service recently introduced "Every Door Direct Mail," an incredible program that makes it easier and more cost effective to get your message out to consumers. In short, you use the USPS' online tool to target areas you want to saturate with your mailing, choose routes by neighborhood, ZIP Code or city and then your mailing is delivered by their Letter Carriers to every mailbox along the chosen routes with the day's mail. Best of all, you spend as little as 14.2 cents per piece on postage. Incredible.

This service has great potential, and if its initial roll out is any indication, it will easily become one of the most valuable tools for direct marketers. The most frequent users of this new service are mainly companies trying to enhance their Direct Marketing efforts. Direct Mail continues to be one of the most effective ways to reach customers and has taken a leading role in communicating with consumers as a sophisticated science of personalization that delivers what they want. Brands now are able to hone and narrow down their message to precise specifications, engaging targeted recipients with content that is not only relevant to them but also useful in their day-to-day lives. "Every Door Direct Mail" aims to more fully satisfy business owners, who are always on the lookout for the most cost effective way of delivering their message to consumers. Although this service is a great way to begin maximizing your money, Pel Hughes can take that efficiency, and your dollar, even further. Some of the methods we utilize include:

Track Your Mail  - Think UPS tracking with each of your mailed pieces. See when each mail piece reaches its target and how the Post Office is performing after we deliver your mail to them.

Postal Rate Optimization - Along with the "Every Door" mailing, we can save you postage costs with any method you want to mail (standard, first class, nonprofit, etc.). We optimize every mail file for automated processing to assure you are getting the best postal rates available.

Latest and Greatest Lists - We keep your lists clean and updated by utilizing the National Change of Address system, greatly reducing the number of "return to sender" or non-deliverable mail.

Purls & QR Codes - let Pel Hughes help you add the latest response mechanisms to your direct marketing efforts so you can dramatically increase your response rates and more accurately track & measure your efforts.

Direct Mail can be one of the most beneficial options for businesses trying to reach current and potential customers. It is a key component in any cross media campaign.  And when you combine the "Every Door" service with our multiple add-on options, we can provide an even greater return on your investment. Don’t forget to measure the campaign, gather critical data and analyze the effectiveness.  The USPS has found a way to reinvent themselves and get back on track. Now are you ready to send more effective direct mail? If so, give us a call at Pel Hughes at 1.800.253.0249 to discuss how we can give you more bang for your buck.

Mailers have come a long way from the dinosaur days of junk mail—when messages were sent out in suffocating waves aiming to hit any and everyone. Often, these mailers would have no connection to the recipient or were even sent nondescriptly to "Resident." How crummy of a way is that for someone to receive mail? That's basically saying we don't care who you are or what you need, but here's what WE want you to want. Now that's a great way to connect with the consumer!

Today, direct mail has taken a leading role in communicating with consumers as a sophisticated science of personalization that delivers what they want. Direct mail is exactly that—direct. Brands now are able to hone and narrow down their message to precise specifications, engaging targeted recipients with content that is not only relevant to them but also useful in their day to day lives.

Pel Hughes' utilizes personalized marketing and advanced tools to produce some of today's most eye-catching, targeted and relevant variable data printing and visuals. All of these pieces add up to an incredible, personalized message that consistently wins big sales. For instance, companies can use PURLs (personalized urls for the recipient) on their direct mail to collect and update contact information from their target market as well as provide mini-surveys that identify their interests, purchase timing and other vital insight. This allows the brands to target their content, offers and messages right to the needs of individuals.

One of the latest technologies to gain traction are QR codes, or Quick Response. These codes are bar codes primarily used by smartphone users to get more information on the product or service being advertised. The camera portion of the phone reads the bar code and acts on the information placed within it. A QR code usually takes the user to a web page that has more actionable functions like order processing and data collection. The bar codes can drive personalized landing pages, shopping cart functions, automated social networking and any other functions coded in the web pages themselves. You could also direct them to phone numbers, texts or emails since they are already being scanned by phones.

Direct mail QR codes add a new dimension of interaction and is the least expensive new technology being used today. All you need is a QR code reader app for your smartphone to scan them. These codes bridge the gap between offline and online media, making direct mail more interactive. That coupled with the fact that marketers can target prospects in key neighborhoods gives businesses a better chance to grow market share while maintaining efficiency.

Want to give QR Codes or some other direct mail technology a shot? You have nothing to lose and a lot to gain! Contact us at Pel Hughes to see how we can integrate the latest technology into your current or upcoming campaign.

Emailing customers can be one of the easiest points of contact for a business. Customers read the email when they're ready and it comes across as less intrusive, particularly when it contains content that is personalized or directly interests them.

As a business owner, you want to build your relationships, gain trust, get referrals, and more frequent orders, but you also don’t want to be a pest. As crazy as it may seem, many businesses never contact their customers and just wait for them to contact them! So there is a delicate balance. The key is knowing what your customers want and hitting them at optimal times. You may not be sure when to do that or what content to fill your messages with, but that's why we have this newsletter with resources to help out.

Everyday the market becomes increasingly fragmented and competitive, so keeping in touch with customers is more important than ever. If you're not talking with them then a competitor is—and you could be losing out on some easy revenue. At Pel Hughes, we help clients enhance their email efforts while also helping them gain perspective. Our Lists & Data On Demand service lets you easily enhance, manage, profile, and leverage your print and email data to make it more targeted and productive in all your marketing. You can even access targeted rental lists of fresh prospects to grow your customer base and your business.

Let us help you take charge of your email efforts and give you a competitive edge. Click here to contact us!

If you don't change with the times, you're left behind.

For most of modern history, print has been the king of getting messages out. Today though, the number of ways we communicate has increased exponentially—rising to a level at which print has struggled to remain relevant in an increasingly tech-savvy world.

With that in mind, we’ve always taken the approach here at Pel Hughes to “make print live or it will die.”  What do we mean? Well, over the years, we’ve infused the latest technologies and practices to give print the edge it had been so seriously lacking. We’ve incorporated full color personalization, data driven graphics, images, messages and content, and on demand digital printing to give print a whole new look. To drive the point home even further, we’ve also launched those tactics into multiple-touch, cross-media marketing campaigns.

A few years ago, we were first exposed to QR Codes and the possibilities of its integration into marketing campaigns. [Not sure what a QR code is? Click here] I have to say, I haven’t been this excited about a new, emerging tactic for our industry since our first full color printing press. QR Codes (Quick Response) are 2D barcodes that contain small amounts of information or connect people instantly to the Web using free QR readers downloaded to their smartphones. With the app, your camera becomes a barcode reader like the ones used at checkout counters and instantly links you to a destination on the web, launches a video, serves up digital content or many other possibilities. QR Codes can be either static (for the mass public) or personalized (individualized specifically for them). What a way to make sharing information easy!

Interestingly enough, by the end of 2011 there will be more smartphones on the market than regular cell phones—and that makes QR Codes a rising commodity.

So what does all this mean and how can we incorporate this into our campaigns? Well, at Pel Hughes, we have already begun incorporating them into our clients outreach efforts. Recently we launched a personalized, cross-media campaign with a personalized URL that the recipient could type into and view on their computer’s browser, or scan a QR Code that linked them instantly to their personalized URL on their mobile devices. Of all the respondents, 20% visited their PURL through their mobile device! This technology is still relatively new, yet almost no one has even scratched the surface of its full potential. Now think about the importance of using this for a campaign executed a year from now.

Long gone are the days of unknown results and metrics in marketing campaigns. This technology adds a degree of accountability and proven results that suits demand. It’s why we strongly believe in a relevant, cross-media, multi-touch approach to establish an intelligent 2-way dialogue with our client’s audience. With all of the forms of media these days, your message has to be where your audience is. And that means mobile. QR Codes can be seen in magazines, flyers, grocery stores—almost anywhere a person goes. And that means big things for the future of print. Long live the king.

By the way, the United States Postal Service is offering a 3% discount on postage for any mailer that has a QR Code on it. Check it out here http://postandparcel.info/38155/news/usps-to-flaunt-mails-smartphone-potential-with-summer-sale/