How International Direct Mail Can Be a Smart Choice for Your Business

Naturally, the larger the market, the larger the potential reach. However, there is a benefit to international direct mail that is a bit less obvious. International consumers receive very little direct mail overall—it’s simply not used as often in international markets, with international consumers averaging only 15-70 direct mail pieces a year. For context, consumers in the United States receive an average of 290 direct mail pieces a year! This means massive amounts of untapped potential for your business, with consumers who are excited to receive your offers, and much more likely to open and view the direct mail you’ve sent. Take advantage of this fresh enthusiasm by marketing internationally!

Why Must Your International Marketing Strategy Differ from Your National Marketing Strategy?

Many things change from country to country, from language and packaging preferences to shipping execution and laws. Understanding the full breadth of changes prior to initiating your campaign will set you up for success.

The initial change that most companies focus on when moving internationally, is language. However, a change in language should only be one small part of your change between national and international marketing. While marketing in a country’s language is important (and ensuring translations actually convey the message, both implied and stated, you wish to present—see Pepsi’s debacle in Taiwan for an example of a slogan that got lost in translation), international marketing is also hugely impacted by the demographics, cultural values, market saturation and buying habits. For example, hotdogs sold in the United States are often marketed as “All-Beef”—but such a marketing strategy in India, where Hindus revere the cow as sacred, would fall flat. Nuances and implied meanings can play a major part in your international marketing’s success or failure.

Major Components of Preparing for An International Marketing Campaign

As we said, the language of your marketing materials is just the beginning of your overall translation from national to international. Here are some key components to focus on as you prepare your campaign:

• Market Research
  A strong understanding of the market in which you are preparing to sell will go a long way to preventing problems down the line. Look at the market for similar products in the region, and focus on its size, popularity, and ease of entry. Focus on regions in which your product or services can satisfy a previously unmet need. Become familiar with any regulations concerning packaging, disclaimers, mailers and other written marketing components. Understanding the possible challenges you may face, along with any potential opportunities, will help you decide whether a specific international market is worth the effort (and if it is, how to execute it well).
• Product Localization
  This is where research is distilled into a cohesive, culturally appropriate marketing strategy. Besides ensuring messages are conveyed accurately in the appropriate language(s), highlight key factors that will appeal to your specific audience: In Southeast Asian marketing, for example, Pepsodent had to forego highlighting that their toothpaste would whiten teeth, as some locals used betel nuts to blacken their teeth, and therefore the message would not resonate. Every detail counts: do certain colors convey certain messages in the target culture? Does a style of packaging (gaudy or very simple) send a positive or negative message? Are certain words or phrases considered too aggressive? Every market has different beliefs and needs; localize yours accordingly.
• Laws of the land
  As you develop your overall strategy, it is essential to delve into the specific regulatory climate as it could majorly impact both how and what you market. Many countries have specific (and well enforced) laws about the appropriate content for a campaign and the claims or specials which can be promoted in it. For example, in America, we have a relatively loose standard about using terms like “best in the market” or “top selling product,” but on continents like Europe and Asia, this type of verbiage is much more strongly restricted.
• Direct Entry is Key
  Direct Entry provides improved delivery because mail is sorted based on the receiving countries postal requirements.  Also, transit times can be carefully monitored.  Direct Entry means it is processed in the USPS and taken directly to the receiving country’s postal system via air, land or sea.

• Partnerships Are Invaluable
  In most cases, the best guidance on a new country’s regulations, cultural nuances and preferences comes from those who are already deeply engrossed in that country. Consider forming partnerships with firms in that region or individual consultants to assist you in understanding the unique business climate of that country.
• Trial and Error Is Your Friend
  Employing surveys and observing marketing metrics can help a business determine whether their international marketing strategy is succeeding, or requires some re-working. Take advantage of failures and criticism as a learning tool: it will help you remarket your product in a way that better appeals to your target audience. Some international markets are difficult to break into, and as such a certain level of trial-and-error is required.

How Three Dog Logistics Can Help

Once you’ve decided on the most effective plan for your international marking, Three Dog Logistics can help you facilitate your printed marketing campaign. Whether fliers or packages, magazines or postcards, Three Dog Logistics is here to help you and your business ship and mail international pieces quickly, efficiently and at a cost-effective rate. We are ISAL and IPA certified; IPA which is faster and ISAL which is less expensive. For both, we can offer the most competitive rates available. All of our international mail originates in the US – not foreign post offices. Still the overall benefit is that we take care of all the hassles of international.

We are excited to partner with your business to help increases your profitability and reach—for more information on our international services, please contact a member of our Three Dog team today!

The post The Basics of International Marketing first appeared on Three Dog Logistics.

If you’re not yet in the international direct mail world, take the plunge. Why? Canadian and international markets receive far less direct mail than U.S. consumers. Not only will you stand out and get opened, but in many countries the concept of direct mail is still very new and folks are actually excited to receive your offers; best of all they also typically pass it along to family and friends. U.S. consumers receive an average of 290 pieces of direct mail per year, Canadians an average of 130, and international markets an average of 15-70 annually. These numbers make for pretty good odds that your piece has a much better shot anywhere else other than the U.S.

First and foremost, you need to engage an experienced global mail vendor, specifically one certified as a USPS Postal Qualified Wholesaler (PQW). USPS is one of the largest and most economical players in the foreign mail space, mail firms who become certified as a PQW have passed seriously rigorous requirements, one of them being extensive prior experience in the international mail world. Let’s face it, foreign mail is very complicated with the potential for long delays and additional fees that could ruin your ROI, that’s why many U.S. companies avoid growth into this space. Finding the right partner means your company can expand without risk.

The options for international mail services are fairly straight-forward and selected based on the weight of piece or speed desired. USPS delivers to 180 countries, click for full list.

USPS Priority Mail International (IPA) – Airmail delivery in 6-10 business days. Rate based on weight and location.

USPS First-Class Mail International – Airmail delivery in 6-14 business days. Rate based on weight, but only available for packages under 4 pounds. A very economical method.

USPS International Surface Airlift (ISAL) – A hybrid of Surface and Airmail delivery typically arrives within 7-21 business days. Rate is based on weight and location, but only available for packages under 4 pounds. A very economical method.

IPA and ISAL are both far superior to regular airmail both in terms of cost and delivery reliability. With International Priority Mail (IPA), mailed items travel directly from the U.S. to the destination country by air. They never stop at any other country along the way for posting. Upon arrival in the destination country, IPA items are then injected into the local mail stream and delivered on a priority basis. Since IPA is a USPS service, foreign postmarks are never added; and therefore, U.S. origin identity is preserved — including your return address. The USPS maintains control of the item until it enters the destination country’s priority mail stream ensuring dependability for time-sensitive materials.

International Surface Airlift (ISAL), the most cost-effective choice for bulk mail, works much the same way except that once the mail enters the local country’s mail system it’s delivered as standard instead of priority mail. ISAL uses drop ship service to various USPS International Service Centers and then combines with other mailers to obtain volume efficiency and substantial cost savings over airmail. Deep discounts are available for volume with ISAL. If your business has substantial foreign mail volume, you’ll definitely want to consult your mail firm to recommend the best options to meet your needs. For both services, USPS returns undeliverable mail directly to your address free of charge.

It’s easier than ever to reach customers all around the globe – don’t restrict your business. Whether you’re a direct mailer or printer looking for solutions for your clients, partner with an experienced global mailer and expand your horizons today!

Three Dog Logistics is a certified USPS Postal Qualified Wholesaler (PQW) with extensive knowledge of the international list and mail business. Our consultants will help develop a plan that delivers your direct mail at the lowest cost and fastest delivery speed possible. Remember, we take the bite out of postage and freight. Visit www.threedoglogistics.com or call 410-284-5494 extension 220 to schedule a complimentary consultation today.

The post International Mail Options – Making the Best Decision for Your Business first appeared on Three Dog Logistics.