Local Saturation Direct Mail: What is it and Why It Works

Local saturation direct mail, also known as EDDM or Every Door Direct Mail is a service offered by the U.S. Postal Service where mail carriers deliver direct mail pieces to each household based on pre-selected targeted postal carrier routes. It requires very little in the way of preparation, is perfect for locally focused companies, and always cost less than first-class mail.

You’re probably thinking: great, “another generic postcard mailing,” but not true with EDDM. Qualifying EDDM specs include multi-page booklets, tri-fold/bi-folds, and a variety of oversized and unique size postcards. So not only can your customers get coupons into each household, but also menus, event schedules, and other “sticky” items for super-cheap rates. There’s no need to purchase mailing lists because campaigns are based on postal carrier routes and delivered to every resident on the route. USPS has an online carrier route selection tool, making it simple to saturate a local market by demographics, radius around a location or any other criteria desired. Best of all EDDM guarantees 100% deliverability. Because EDDM is delivered by the postal carrier, no envelope is necessary; the piece is delivered already opened removing a huge obstacle for any direct mail campaign.

Benefits of the EDDM Program for Printers and Direct Mail Resellers

1. Includes Direct Mail Options that were Cost-Prohibitive in the Past: Qualifying direct mail specs include multi-page booklets, tri-fold/bi-folds, and many very large and unique size postcards. Your clients probably have no idea they can mail booklets for less than a stamp – suggest EDDM and be the hero!
2. No Mailing Lists to Purchase: Campaigns are targeted based on postal carrier routes and are delivered to every resident on the route. With the USPS easy on-line carrier route selection tool, it’s super simple to saturate the local markets desired.
3. EDDM Campaigns Always Mail for Less Than First Class: Offer EDDM service for your DM clients, charge for services rendered, and add a new revenue stream to your bottom line with very little extra work. Launch a profitable new revenue source and make your customers happy. Now that’s what we call a win-win.
4. All Back-End Processing is Handled for You: At Three Dog Logistics we’ll handle all the back-end work for you including addressing the pieces to “Postal Customer” for the USPS to deliver.
5. Powerful Targeted Local Campaigns: The EDDM program targets local regions via postal carrier route allowing your clients to segment the buyers they desire in a very cost-effective way.
6. 100% Deliverability Guarantee: Because EDDM is delivered by the postal carrier, no envelope is necessary; the piece is delivered already opened increasing the chance for engagement.
7. We Track and Measure Campaign Results for You: At Three Dog Logistics, our sophisticated software tracks and measures campaign performance allowing you to deliver regular reports to your client. Metrics are a terrific way to show campaign success and encourage their next order.
8. Repetition Matters to Direct Mail ROI: As you know, repetition is key to any marketing campaign, and direct mail is no exception to this rule. Because EDDM is incredibly cost-effective your customers are more likely to schedule repeat campaigns, thereby increasing their ROI, which means more business for you.
9. National Distribution Network across the Country: The national distribution network at Three Dog Logistics means your company can offer EDDM to local and national clientele. We deliver anywhere, anytime, and for less than first class mail.

Spring Fever Marketing Hacks to Suggest

Restaurants: Promote new spring menu and local ingredients, multi-course chef’s menu with wine pairing dinners or other unique events, distribute carry-out menus to keep at home, and give back to the community nights.

Lawn/Tree Care: Sign-up now for spring lawn care contracts, winter yard clean-up and planting deals just in time for spring, and tree care/pruning offers provided by local experts.

Health Clubs: Summer is coming – now is the time to get in swimsuit shape. Weight-loss challenges with exclusive offers, health and well-being classes, and sign-up for outdoor boot camp classes once the weather is nice.

Auto Service and Dealers: New 2018 model year sales, tax rebates are the perfect time to buy a new car, get your car ready for summer specials, car wash/detailing coupons, and community give back efforts.

Spas/Hair & Nail Salons: New Spring season = new haircut and color for you, pamper yourself with facial/massage/nail care as the season changes, tanning specials, and girl’s night out parties.

Non-Profits: Tell your story and ask for support by recruiting for volunteers, promoting upcoming fundraising events, or simply just asking for donations.

Now is the perfect time to suggest an EDDM campaign to your clients. Lots of direct mail options, speedy delivery, low cost, and powerful targeting all add up to a winner for your clients and a healthier bottom line for you. Your customers will think you’re a genius and it means more business for you, so what are you waiting for?

Ready to give EDDM a whirl? Set-up is a snap and we offer dedicated support every step of the way. Remember, at Three Dog Logistics we take the bite out of postage and freight. Contact us at threedoglogistics.com or call 410-284-5494 ext. 250 to schedule a complimentary consultation today.

The post Grow Customers with Every Door Direct Mail Marketing first appeared on Three Dog Logistics.

The New Trucking Laws and Why They Were Implemented

In December of 2015, the new electronic logging device (ELD) rule was passed as part of the congressionally mandated MAP-21 Act. The rule states that all drivers must convert to the use of an electronic logging device (ELD) to create a safer work environment for drivers and make it easier and faster to track, manage, and share driving and total time on the road records. ELDs synchronize with a vehicle engine to automatically record driving time, making this chore easier and more accurate for drivers and trucking companies. The deadline to implement ELDs was December 18, 2017, unless you use an automatic on-board recording device (AOBRD) which grants an extension through December of 2019.

The old way of managing drive time was based on manual paper logs and the honor system. There are hours-of-service limits for every truck driver stating they can only drive 11 hours during any 14-hour time window; after 11 hours they must be off a minimum of 10 hours to rest before driving again. Furthermore, truckers can only drive 60 hours total in any 7-day consecutive shift or 70 hours total in any 8-day consecutive shift. Obviously, these rules are in place to prevent driver fatigue which can result in dangerous conditions on our highways.

Unfortunately, even though limits are in place they’re not always adhered to, mainly because of low wages and incentives which encourage drivers to work as much as they can regardless of the guidelines. The fact that truckers are willing to work more makes the industry extremely cost-effective which is passed down to customers in the form of competitive pricing. The switch to ELDs to improve safety rule compliance, while the right thing to do, will result in higher freight/shipping prices for every industry.

The State of the Industry and Predicted Outcomes

Currently, the trucking industry runs at 95-100% capacity almost every day meaning there’s absolutely no cushion. In the event of a disruption, the delays and impact will be widespread and difficult to quickly recover from. The three main causes for reduced supply in the transportation sector are:

1. According to the American Trucking Association, staff shortages are projected at 50,000 less than needed to meet demand. Low pay rates are cited as the most common reason.
2. Truck drivers are aging out, and due to the low rate of pay, younger workers aren’t interested in the profession.
3. FEMA is paying a higher rate to haul equipment and goods to disaster sites which reduces the number of trucks available for regular rate hauls.

In Economics 101, we all learned the law of supply and demand which is exactly what’s at play here. The demand for trucking services is up, the supply or number of drivers and trucks is down. Unfortunately, the new ELD law will most likely further reduce the supply due to perceived reduced earning opportunities.

So why should you care? The average contracted trucking rates are forecasted to increase by 2-10% in 2018, while non-contracted rates start at a 10% increase and will climb even higher as demand grows. Limited capacity means trucking firms have the upper hand when it comes to negotiating freight rates.

The Impact for Businesses and Consumers

The new ELD law requires truckers to log hours which is forcing compliance and thereby shortening the run duration per project. Shorter runs lead to increased costs in labor, fuel, and logistics management. Get ready. The increased cost of freight projected will pass down in the form of higher prices for business and consumers. Whether it be for paper, office supplies, cereal, chicken, or frozen food, transportation keeps our economy humming. Rate spikes in the trucking world will hurt. The U.S. Department of Labor recently reported that underlying consumer prices increased 0.2% in February following a 0.3% increase in January 2018, proof this trend is already having a significant impact.

How to Protect Your Business

For those businesses who rely heavily on shipping and freight services, the best plan is to engage an experienced logistics firm with a wide network of carriers who understands the details, paperwork, and scheduling requirements necessary to be successful in this high-demand industry. This is not the time to attempt shipping logistics on your own, it could prove an expensive mistake that’s hard to recover from.

We’re ready to advise your company on the best shipping and freight logistics plan to ensure on-time deliverability and prevent sky-high rate hikes. Remember, at Three Dog Logistics we take the bite out of postage and freight. Contact us at threedoglogistics.com or call 410-284-5494 ext. 250 to schedule a complimentary consultation today.

The post New Trucking Laws Impact Every Business first appeared on Three Dog Logistics.

Sampling is well known as a powerful strategy when it comes to food; anyone who’s been at the mall approached by a tray of delicious bite-size morsels of Auntie Annie’s pretzels absolutely knows they’re getting in line after just one taste. The incredible impact of sampling as a marketing strategy is best told by the amazing findings in a Costco article featured in The Atlantic. Costco studied the ratio of product sales after in-store samples were consumed, for frozen pizza sample-takers sales went up by 600% and yogurt by 55% as compared to non-samplers where only 15% of shoppers who refused a sample bought the product. In other words, when consumers sample a product, the likelihood they’ll buy it goes up by an incredible margin. Let’s dig in and discover the psychology of sample programs and why they work so well.

The Psychology of Free Samples

According to market research studies, 81% of consumers said they’re more likely to try a new product after receiving a free sample. Are we just being polite or is there something more at play? There are two main psychological principles influencing our response to and decisions surrounding samples.

Risk Aversion: People tend to stick with what they already know they like and are comfortable with.

Trying new things feels like a gamble. “What if I don’t like it?”  and “I don’t want to spend my money if it might turn out bad.” It just feels better to stick with a sure thing. For most, the internal conflict is too uncomfortable to bear. Samples take the risk out of the equation since they are typically free or at a discount. This represents half of why giveaways work.

The Principle of Reciprocity: An intrinsic need to balance relationships with others; if we receive something we’re compelled to give something in return.

Anyone who brings a hostess gift to a party knows what this is all about. Once the hostess accepts my gift, I am indebted to the hostess until the favor is returned. Again here, the unresolved conflict sits heavy in our gut, so we look for the fastest way to ease the guilt. Reciprocity may not always create a strong enough feeling for someone to make an actual purchase, but combine it with risk aversion, it’s a powerful purchase driver for a large segment of the population.

Without a doubt, product sampling works for very specific psychological reasons. By gifting free product tidbits, you not only get your customer’s attention but also provoke a sense of goodwill where they feel compelled to reciprocate at some point. While the initial expense of a sampling program may be higher than other marketing strategies, the results are almost always astounding.

7 Free Sample Program Ideas Worth Trying

1. In-Person Sample Offerings: Ideal for retail and food-based businesses where staff can engage with customers and close the sale on the spot. Sample SWAG bags are always a hit and ideal for distribution at community/sports events.
2. Send Free Samples via Direct Mail: Be selective with the list. Include recipients based on specific demographics or previous buying habits. Be sure to include a coupon or online link to track response.
3. Free Sample Packs to Showcase Skills or Offerings: Give prospects a chance to see what you do. Online photo giant, Shutterfly, offers complimentary wedding invitation packs so nervous brides can touch and feel their product in hopes they buy.
4. Offer Online Sign-Up to Receive Samples: Create landing pages where customers can request a free sample from you. Blue Buffalo pet food has built their core marketing around this strategy and uber-retailers like Walmart and Target have free sample programs that sell out right away!
5. Bundle Samples Attached to Purchases: Physically attach a related sample with another product to encourage customers to try it. This is the most passive form of sampling, meaning it doesn’t generate the same reciprocity feeling as if you hand me a sample, but it gets the product in your customer’s hand which is all that matters.
6. Free Gift with Purchase: Offer free samples with any purchase as an extra. Even better, if you can give customers the chance to pick what they want. Kiehl’s skincare has built their entire high-end business on this strategy because it totally works.
7. Supply Free Products in Exchange for Specific Actions: You’ve seen the social media evangelists that review products and share with their social channels, picking up thousands of followers who hang off their every word. Offer free samples in exchange for reviews, social shares, surveys, anything that engages your audience and grows your business at the same time.

(Click here to download our “7 Ideas” PDF)

Three Must-Dos Before Launching a Sample Program

Partner with an Experienced Shipping Firm: Your first step is to consult with an experienced parcel marketing firm to control campaign cost and determine delivery guidelines. They can make packaging recommendations like size, weight, thickness, materials, and coating to keep cost low and guarantee your package won’t be rejected by automation equipment. Three Dog manages countless parcel campaigns every month and includes consulting expertise with every project.

Outsource Wherever You Can: Stay focused on your business by avoiding the logistics involved with printing, packaging, and mailing samples – save yourself serious headaches and avoid the complexities by joining forces with outsourcers who handle this stuff every day. For printers out there, who are interested in supplying clients with say the box and stuffing, but not all parcel marketing services, it’s easy to outsource pieces to other vendors and still be the hero. A reputable parcel marketing firm can provide guidance on choosing the right vendors to partner with.

Measure Conversions Carefully: Sampling can be more expensive than other marketing efforts. Devise a plan to carefully measure marketing efforts so you know what’s working and what isn’t. Use promo codes, coupons, email drip campaigns, and web sign-up pages to track sales and your return on investment.

At Three Dog Logistics, our expert parcel consultants can take your free sample ideas from concept to fruition quickly and at the lowest cost possible. Remember, at Three Dog Logistics we take the bite out of postage and freight. Contact us at threedoglogistics.com or call 410-284-5494 ext. 250 to schedule a complimentary consultation today.

The post The Psychology of Free Samples and Why They Work first appeared on Three Dog Logistics.

When your campaign depends on the exact delivery date for a big sale, an election, a government mandate, or just to manage your call center and order processing workflow, OBBAgistics is the answer.

What does OBBA mean?

Your mail can be delivered On a specific date, Before a specific date, Between 2 dates, or After a specific date.

What is OBBAgistics?

OBBAgistics combines 2 popular Three Dog services.

OBBAship uses the same technology platform as MailRover.  The power to schedule your own pickups is at your fingertips and you can track your campaign’s delivery into the postal stream as you drop ship across the country.

OBBAtrack takes your tracking to the next level and you can watch your deliveries within the postal stream light up a map of the country.

Click here to watch our video and learn how it works.

Why bother?

Imagine, if you knew when your mail was being delivered.

• Staff your call center or store based on real-time data.  Why waste money having staff sitting around waiting for the phone to ring?
• Plan B  implementation when weather or other challenges cause delays in part of the country. Perhaps spark a social media blitz, targeted email, telemarketing campaign or even a local radio ad in just those areas that are impacted.
• Stronger response rate measurement.  So you were expecting responses by day 10 but you didn’t know that most of the campaign was held up for 2 days in a storm so you shouldn’t start measuring until 2 days later.

For mail shops, agencies and printers, this is another value-add you can offer your clients not to mention an added revenue stream for you.

These are just a few reasons our clients choose OBBAgistics on their important campaigns.

Contact us today to get your account set up and start tracking tomorrow.  Need help explaining this opportunity to your sales team, we can help with that too.  Just call us at 410-284-5494 ext 250.

The post Use OBBAgistics for Time Sensitive Mail Campaigns first appeared on Three Dog Logistics.

When the unexpected happens, it puts customers in a position of complete helplessness which is an uncomfortable feeling for us as humans. Of course, customer impact varies greatly, from the late arrival of a coupon or event invitation to supply chain customers who are totally dependent on supply deliveries needed to conduct business. Customers rely on you to mitigate the impact delivery delays for them. These storms and delays also can have a major impact on your organization itself. Delays can erode your business’ reputation, customer retention, and bottom-line results. So, how prepared is your business before the next major weather event hits?

According to a UPS study on customer experience preferences, consumers want to be notified of delivery status and delays. Brands that alert customers to problems build loyalty, trust, and long-lasting connections. You may have systems in place so your staff is aware when mailings and parcels are delayed, but that’s not good enough, knowledge is only useful if you act on it. Can you quickly answer these three questions?

1. How will you communicate delays with your customers?
2. What will you say or offer to your customers?
3. Who else in your organization is aware of what to do or say?

If you’re still staring blankly at the questions no worries, we’ve got you covered. Creating a customer communication plan takes thought and preparation, but once in place will bring peace of mind next time Mother Nature decides to throw a curveball your way.

Three Steps to Create a Customer Emergency Communication Plan

1. Implement an alert system so your team is aware of possible delays in advance. Sophisticated mail firms will have this option available. At Three Dog Logistics we developed OBBAgistics, a real-time tracking system that knows exactly where your mail is at any time, has built-in delay alerts, and projects/confirms in-home delivery dates.
2. Develop an internal customer communication plan. The plan will include outreach methods, customer data sources, message templates, and designated staff to execute the communication plan when necessary. Communication platforms vary based on business type, but options include email, text, social media and website postings – and don’t forget good old-fashioned phone calls. Make sure that your team has easy access to current customer data necessary for alert distributions. For example, if the alert method is email, do you have current customer email addresses and do employees know how to access them? No matter what method you choose, personalized and timely is critical. Send alerts only to those who it’s relevant for and as soon as possible. Sending an email about delays after the customer has received the item just makes your company look unprofessional and disorganized. Pay special attention to critical supply chain customers who depend on deliveries to run their business and prepare in advance to assist with their specific needs and concerns.
3. Train employees on how to assist and provide answers for customers. Emergencies tend to make customers reactive and that means they’ll want answers quickly. Train staff on the delay communication plan, include them on all alerts sent and provide an FAQ source to assist with answering customer questions. Be strategic; assign specific staff to dedicated posts like email response, social media replies, and phone calls. During emergencies, an organized team able to reassure customers and provide them with answers builds confidence and trust.

Crafting Delay Messages that Create Good Will with Customers 

• Consider multiple outreach methods. Depending on the severity of the situation, an email followed by a call shows you understand how serious the issue is for them.
• Sincerely apologize, leave out the buts. Sounds rudimentary, but a sincere apology without the typical “but we can’t control mother nature” will go a long way.
• Explain the situation honestly. Be transparent, tell customers what happened, how it will impact them, and what the next step is.
• Give customers options. If you can do anything to remedy the situation, offer it to them. If not, tell customers what you will do for them once the delay has cleared.
• Only promise what you can realistically deliver. Don’t offer false promises that you can’t guarantee, it will make the situation worse.
• Keep customers informed as things change. Multiple alerts sent as more information becomes available helps clients feel in the loop and may decrease their anxiety.

At Three Dog Logistics, our experts can ensure your team is prepared for the next big weather event! We’ll help you take full control of any mail and parcel deliveries, so you know when your mail is delivered, and have full visibility throughout the process. Remember, at Three Dog Logistics we take the bite out of postage and freight. Contact us at threedoglogistics.com or call 410-284-5494 ext. 250 to schedule a complimentary consultation today.

The post Prepare for Delays BEFORE the Next Big Storm first appeared on Three Dog Logistics.

There are so many things that Every Door Direct Mail Offers. With a wide range of specs, postal carrier routes, online tools and 100% deliverability, you are ready to conquer this holiday season.  With EDDM, you’re not limited to just postcards.  Qualifying EDDM specs include multi-page booklets, tri-fold/bi-folds, and a variety of oversized and unique size postcards. There is also no need to purchase mailing lists because campaigns are based on postal carrier routes so they are delivered to every resident or business on that route. In addition, USPS has an easy online carrier route selection tool, making it simple to saturate any local market desired. Best of all, EDDM guarantees 100% deliverability. EDDM is delivered by the postal carrier so no envelope is necessary; the piece is delivered already opened removing a huge obstacle in the direct mail world.

Now that we have solved how to get your customer’s holiday campaign in the mail, it’s worth your time to play Santa.  Let’s turn to creative ideas to kick-start those procrastinating customers into action. Suggesting EDDM campaigns to the lollygaggers will make you look like a hero and add profit to your bottom-line!

5 Holiday Marketing Ideas to Rev Up End of Year Sales

1. Start an Annual Tradition Your Neighbors Look Forward to. There is something about a once-a-year special tradition approach that customers love at the holidays. It can be a unique party, a special type of sale, de-stress at the holidays offer, special treats, and more. The key is that as long as customers like the tradition, it will work. It can even be something you already have that you rebrand around the holidays. Incorporating a charitable element or opportunity for visitors to share their personal stories makes an idea like this less about sales and more about people. The ensuing goodwill is meaningful and drives customer loyalty through the holiday season and beyond.

2. Invite Folks to Your Web Site for Special Holiday Cheer. Consider creating a special landing page to focus only on the holiday offerings. This approach delivers better-integrated campaign results because it’s very clear to the recipient what is being offered and how to take action while keeping them in the holiday spirit. Offerings can vary greatly depending on the business type, but generally, consumers look for something special to give as gifts to friends, family and even for themselves. Be sure to throw in offers that are not available every day because customers are smart and will see through this holiday ploy. Most importantly, make your web offers easy to share so that site visitors can serve as your best ambassadors. For more ideas check out these attention-grabbing holiday campaigns from the American Marketing Association.

3. Offer Free or Reduced Domestic Shipping. Although this idea isn’t as creative as decking the halls, it adds gift-giving convenience that busy buyers will appreciate. Especially for brick and mortar stores juggling inventory all season long, the sale can still be made and shipped out later even if the item sold out. This tactic is particularly effective for companies that feature gifts with a personal or local flair. People love to share a piece of their hometown with others and free shipping makes the decision to buy from you stress-free. Three Dog has you covered, read these great tips to keep shipping costs low.

4. Become a Drop-Off Site for a Give-Back Campaign. Offering your facility as a charitable drop-off site gives buyers the opportunity to interact with your company in a very different way. Trust us, the amount of loyalty and goodwill an event like this generates will shock you. Whether it’s a food drive, Toys for Tots, clothing drive, or gift drive for local military officers, make sure it’s a cause that’s close to your heart. It is a terrific opportunity to involve your employees in the selection of the cause, organization of the event, and to experience the great feeling that comes from helping others.

5. Focus on the Time of Year vs. the Holidays. If your business is not particularly relevant to the holidays, don’t force it. Focus instead on seasonal offerings or messages on starting the New Year right. In all, customers want to know how you’re going to make their lives better, so you can take this opportunity to tell them clearly.

Retail stores are not the only players. Virtually any industry can take advantage of EDDM to drive business now or in the New Year. I’m all about making you look good, below are some crazy ideas off the top of my head, go ahead, pitch these to your customers and pretend it was your idea, I’ll never tell.

Holiday Marketing Hacks by Industry

Restaurants: Promote special wine dinners, holiday catering offers, gift card deals, limited time seasonal dishes, give back to the community nights, and holiday parties.

Retail Stores: Advertise holiday sales, holiday gift sets, host special events, promote charitable initiatives, gift card offers, and recruit holiday staff.

Health Clubs: Avoid holiday weight gain specials, bring a friend for free, offer health and well-being classes, and early sign-up for New Year’s resolution offers,

Auto Service and Dealers: End of year model sales, take advantage of end-of-year tax benefits, announce new model year cars, get your car ready for winter specials, and community giveback efforts.

Lawn Care: Plant before it gets cold, prep yard for winter, or offer discounts on early sign-up for spring lawn care contracts.

Spas/Hair & Nail Salons: Buy gift cards and you get a gift offer, girl’s night out, holiday party prep, thank you gifts for teachers/babysitters, and discounted advance visit coupons for the following year.

Community Organizations: Annual holiday or community event calendar, recycling or trash pickup schedule, or holiday church services and special events.

Non-Profits: Tell your story and ask for support at the holidays and throughout the year.

Ready to get your holiday groove on and give EDDM a try? Set-up is a snap and we offer dedicated support every step of the way. Remember, at Three Dog Logistics we take the bite out of postage and freight. Visit www.threedoglogistics.com or call 410-284-5494 ext. 220 to schedule a complimentary consultation today.

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Customer Retention Cost Calculation:
Total cost of retention campaigns / Total # retention customer responses

See all 6 tips here

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