FAQs and Marketing Articles
1. Is personalized direct mail more effective than regular direct mail advertising?
2. What kind of “redemption rate” can I expect from personalized direct mail?
5. How quickly can you fulfill an order for The EDGE Customer Acquisition Program?
7. How often should I communicate with potential and existing customers?
8. How can I measure the success of my direct mail program with The EDGE Marketing Program?
9. How (or why) does your program generate a higher ROI than traditional media?
10. How can I estimate the return on my investment (ROI) in your program?
1. Is personalized direct mail more effective than regular direct mail advertising?
According to the Direct Marketing Association (DMA), a response rate of 0.5 to 1.0% (on direct mailings) is considered a success. However, our experience suggests that response rates are even higher when direct mail is personalized. An independent national research study concludes that personalizing ad messages generates significantly higher response rates (+36%), quicker response times (+34%), and higher overall revenue/profit (+32%).
2. What kind of “redemption rate” can I expect from personalized direct mail?
According to the Direct Marketing Association (DMA), a response rate of 0.5 to 1.0% (on direct mailings) is considered a success. However, our experience suggests that response rates are even higher when direct mail is personalized. An independent national research study concludes that personalizing ad messages generates significantly higher response rates (+36%), quicker response times (+34%), and higher overall revenue/profit (+32%).
3. If I want to grow my customer base with The EDGE Customer Acquisition Program, how many cards should I mail to prospects in my area?
We recommend targeting no fewer than 3,000 jewelry customers near your store. In many situations, your ROI can be maximized by targeting more than 3,000 potential customers. Depending on the percentage of a given population that is made up of a certain type of customer, your ROI can be improved by increasing and/or decreasing your order size/quantity. For example, if you want to target jewelry customers with a household income of $100k+ living within a 10-mile radius of your store, and we identify 6,000 people fitting those criteria, it could be to your advantage to order (and send out) 6,000 pieces instead of 3,000, depending on the dollar value of the “product” you’d like to promote (i.e. Journey Diamond Pendent).
4. How do you develop your lists of jewelry consumers’ names and addresses for The EDGE Customer Acquisition Program?
We have access to the nation’s most robust database of jewelry consumers. With such a rich database, we can select specific demographic and psychographic information (like age, gender, household income, home value, jewelry lifestyle, etc.) and identify thousands of target customers living within a certain distance (or mile radius) from your store.
5. How quickly can you fulfill an order for The EDGE Customer Acquisition Program?
Once a creative proof of your order has been approved by you and your customer list is purchased, we can process your order within 4 to 5 business days. Our production process involves personalization, digital printing, uv-coating (with a high-gloss finish), sorting all pieces to minimize your postage fees, and mailing. This process begins every Monday and can be completed in 3 to 4 business days (with your order mailed to recipients on Thursday or Friday of the same week), regardless of the size of your order.
6. Can I customize the personalized ads beyond the designated fields that are highlighted on this website?
The EDGE Marketing Program offers professional and personalized designs, no minimum quantities, and a low price per direct mail piece. In order to offer you these program benefits, we must use a "templated approach" whereby there are pre-designated spaces for your store logo, contact information and promotional offer. Although we use a templated approach, the end product is a customized and personalized direct mail piece that gives the impression that you did ALL the work yourself.
7. How often should I communicate with potential and existing customers?
With competition being so fierce, it is important to keep your jewelry store top-of-mind with your customers. This requires regular communication that consistently demonstrates how your store is different from the rest. Establishing an emotional connection with your customers will differentiate your store from the competition and elevate your store in the customer’s mind, placing it ahead of others in his/her consideration set. An on-going monthly retention program combined with an acquisition program 3-4 times a year will deliver optimal results. As a rule of thumb, it is recommended that you invest at least 10% of your top line sales revenue on an on-going marketing campaign.
8. How can I measure the success of my direct mail program with The EDGE Marketing Program?
Some of the best ways to track and/or measure the success of our program include the following: 1) use a special/dedicated phone number, 2) require that customers bring the ad into the jewelry store in order to redeem the offer, and 3) use a promotion code (specific to The EDGE Marketing Program ad) and specify that customers mention this code to redeem the offer.
9. How (or why) does your program generate a higher ROI than traditional media?
The EDGE Marketing Program is proven to drive more jewelry consumers to your store than any other marketing method. By driving more jewelry consumers to your store, our program generates higher incremental revenue than other programs. In addition, it costs significantly less than traditional media. Higher incremental revenue at a lower cost to you means a higher ROI.
10. How can I estimate the return on my investment (ROI) in your program?
Please see our ROI calculator for simple step-by-step instructions on how to estimate the return on your investment in our program. Click here for our ROI calculator.