Direct Mail Personalization Boosts Response Rates

At The Mail Haus, we offer a full range of direct mail services to our customers. From start to finish, we work to ensure you spend less time worrying about your mailing, and more time building business. One of our latest service additions is variable color laser printing.

Variable laser printing is simply a fancy word for “personalized mailing.” With this service, we’re able to help our clients personalize mail down to exact information. From making a connection by including the recipient’s first name on a postcard, to swapping in a unique URL, to replacing full paragraphs of targeted text on a political mailer, we can help you achieve impressively personalized mailings.

But, you may wonder, why spend the time to create multiple mailers and ensure your pieces make a personal connection with their recipient?

Because, studies have shown that variable printing actually increases response rates. While a normal direct mailing – not personalized – can expect to achieve a response rate of around 2 percent, personalized mailers can reach a response rate of up to 12 percent (or higher, with use of a highly targeted list as your foundation)![1]

Large companies, like Xerox, that utilize direct mail as a marketing medium have witnessed the power of personalized mailing. We just ran across their case studies site this week that details specific instances when variable printing produced results. Check out their real-life examples here.

If you have an idea for a personalized mailer, give us a call and we can walk you through your options with our variable color laser printing service. With the opportunity to increase response rates and boost your marketing effectiveness, it’s a wonder why all direct mailers aren’t personalized.

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[1] http://www.marketingprofs.com/ea/qst_question.asp?qstID=15675

How will the USPS rate increases affect the direct mailing industry?

On July 6, 2010, the U.S. Postal Service filed its request with the Postal Regulatory Commission (PRC) to increase rates by an average of 5.6 percent. The PRC has 90 days to issue a decision.

Not only does this request stand to affect direct mail marketers (check out the recent article,
“Rate Increases Outrage Mailers,” in this month’s DMNews online), but it also impacts those companies who provide direct mail services … i.e., The Mail Haus.

When the USPS increases rates, the consequences begin with direct mail marketers and end with service providers. If such rate increases negatively impact the amount of direct mailers an organization or agency utilizes over time, a service provider’s bottom line will reap the results.

Because, the equation is simple: Less mail, less postcards, less brochures = less money for mail houses nationwide. DMNews.com’s report predicts,

“Some organizations said they will cut back on the number of mailings or pieces they send, while others promised to switch some programs to other forms of advertising, including e-mail, telemarketing and print periodicals. … Some mailers said they will move more aggressively to the Internet.”

So, what’s a mail service provider to do?

We say, stay positive. The direct mail industry has seen its course of ups and downs over time, with plenty of peaks and valleys in use of the direct marketing medium. Although it is true that many marketers are shifting their focus to include less traditional media in the mix, direct mail remains a viable medium in many marketing strategies to reach intended audiences as well as or better than untraditional counterparts.

It’s true that a rate increase may – at first – negatively impact the direct mail industry. We can expect and plan for that. However, we are confident that our services and the services of other direct mail, fulfillment and printing houses will remain viable, and that the USPS rate increases could ultimately have a positive effect on our industry’s economy and the USPS’s organizational strength. 

What do you think? How do you foresee the USPS rate increases affecting not only the direct mail marketing industry, but also the direct mailing industry (and service providers) as a whole?

Considerations for Catalog Weight

In a recent Presort.com article by Jim Tierney at MultiChannelMerchant.com, some excellent considerations were highlighted regarding catalog weight trends and decisions.

It’s easy to want to decrease paperweight to minimize postage, especially in lieu of last year’s economic downturn. In fact, a recent 2010 Outlook survey indicated that  39.2% of catalogers were doing just that! However, paperweight isn’t just a critical component to postage costs, it’s also a critical factor in a catalog’s overall appearance. Finding the right paperweight that suits the audience and the product influences purchasers to buy.

Dan Walsh, vice president of catalog/publication papers at distributor Bradner Smith & Co states, “there will likely be more show-through from the other side of the page, possibly making the appearance of your product less attractive to your customer” in using a lighter paper. It can also make the product itself “feel” less substantial.

For catalogers, the costs may “outweigh” the benefits if a hasty decision is made to decrease paperweight. A good rule of thumb is to first test a variety of paperweights and then compare results. That way you’ll ensure the maximum ROI.

How To Effectively Use Direct Mail Inserts

Direct mail inserts may not possess the bells and whistles of your typical marketing package but it is a powerful and cost effective method that delivers your message directly into the hands of potential purchasing customers. 

Dean Rieck of Direct Creative Blog, in a recent article, states that there are three advantages to direct mail inserts:

1. People are more likely to buy something after they have bought something else.
2. The cost to print and distribute inserts are less expensive than solo mailings.
3. You can target your message to buyers of a specific product type.

We also see three additional benefits not mentioned by the article:

1. Direct mail inserts can be distributed in almost any size, shape or type.
2. Inserts are delivered into the home of consumers who have bought related products or subscribed to received specific products.
3. Your message will receive increased exposure and more prominence as it will stand alone within a shared package.

Direct mail inserts can generate extra income for advertisers and the companies that offer to include inserts in their packaging, but what are some elements of an effective mail insert?

Dean suggests that these following guidelines be used to help acheive your insert goals:

1. For lead generation or inquiry offers, it is best to focus on one product and one offer.
2. Your insert should have a strong headline, accompanied by lots of copy and photos showing the product in action.
3. You should include features and benefits of the product along with testimonials and a gaurantee.
4. Some kind of call to action should be included in the insert.  It could be a reply card and/or phone number and website.

Great Reply Cards Are A Must

In a recent Presort.com article entitled The Lowly Reply Card, written by Steve Cuno of delivermagazine.com, several excellent points where made that should be considered when designing and writing a reply card.

While many agencies and designers bask in the glow of their award-winning promotional piece, the reply card is often overlooked. But, it shouldn’t be!

The reply card is the true call to action. It is the often the piece that isn’t recycled; being held till later as the consumer ponders whether or not to send it in.

It needs to be well thought through and should include all key and pertinent information in order to garner the greatest response rate.

Steve also suggests the following:

• Give readers a box to check; it will increase response. Make the box square. Do not color it or put a shadow behind it, no matter how “design-y” it looks. Otherwise, the box will look like a bullet, which people are less likely to check.
• Copy should read like the reader’s response to a call to action. Like, “YES! Send me the…” or, “SURE, I accept your free trial offer for a …” It may seem redundant, since a check mark and a mailed card imply a “yes.” But putting it in type increases response.
• Summarize main selling points, benefits, the incentive offer, expiration date and reassurances like “no obligation,” guarantees, return policies and so on. It goes without saying that you’ll need to do this with very few words. Set aside plenty of time for the task. Concision to this degree isn’t easy.
• Clarity sells better than cleverness.
• Make your phone number and your URL too big to miss. If your art director doesn’t whine, it’s too small.
• Don’t print the reply card on coated stock. People need to be able to write on it. And speaking of stock, depending on its size, make sure the card is at least seven or nine micrometers thick.
• Study and emulate the reply cards created by direct mail pros.
• Whether you’re creating a First Class Mail® Business Reply Mail® card or courtesy reply card, run it past the U.S. Postal Service (or The Mail Haus – that is obviously inserted by us, not Steve!) to ensure it meets standards for cost-effective processing. For that matter, run the whole package past them. These folks want your direct mail to succeed, which means they are a willing and valuable resource. Checking in advance with the Postal Service saves time, trouble and money, and embarrassing mistakes.

Best Practices in Direct Mail Design

In a recent blog post by Ethan Boldt featured online at Target Marketing Magazine, 5 points were identified that outlined direct mail design best practices.  We frankly, couldn’t have said it better ourselves and thought you’d be interested in reading what Ethan wrote:

1. Get Recipients to Stop … and See
“You first need to stop them long enough so they can see if there’s a ‘what’s in it for me’ connection,” describes Fultz. “I see the outer of the mail piece the same as a store window … if I can’t get them to look long enough to walk in the store, they walk on by—or trash my mail piece.”

To create such a successful mail piece, Fultz uses all things available to a designer: format, windows, paper or plastic substrates, printing technique, color, illustration, photography, interactivity, headline, pURLs and gURLs, and, most importantly, offer.

The goal is to stand out, visually and conceptually. “You can’t have one without the other. You’ll stop them, but you’ll lose them if the concept doesn’t hold up and is not relevant to them,” he says.

2. Invent the Next Concept
Fultz believes too many designers get bogged down in design tricks. He reports that many Caples entries have “really cool” production techniques, but then the concepts behind the mail pieces were weak.

“I’m always looking for what I can design to make my package reach out to the person and grab their attention. I’m always looking for ‘new,’ or try to reinvent,” explains Fultz, who mentions the time he introduced Columbia House to a new envelope called a Bevelope. Made of a board material with a 3-D effect, the material allowed him to emboss the piece to look like buttons on the face of a CD player—an approach that leveraged the target audience’s affinity for music. It beat the control by more than 25 percent.

3. Get Them Involved
If getting prospects to stop is job one, job two is getting them involved with the mailing. “It could be an engaging headline that challenges their knowledge, a sticker or stamp to move to an order card, or an interesting pull-tab … almost anything that gets them involved,” illustrates Fultz, who then reminds that for such an interactive concept to work for prospects, it must be relevant to the marketer’s business, value proposition and audience.

4. Easy to Read, Easy to Find Equals Easier Response
The basics of type and layout remain very important, as Fultz admits that too many designers, copywriters and marketers pay too little attention to leveraging the full power of layout and typography. “You can lead the person around the page … If done right, you can pull a person through your offer who may not have done so had the type and layout not done its job,” he explains.

As Fultz says, “No one will work hard for your package.” You’ve got to make it look good, sure, but it also must be readable and searchable.

5. Swing for the Fences
“Marketers must be careful that their packages don’t all start to look the same. They can have different type, colors and pictures, but when all are put next to each other, they are really the same design and look,” posits Fultz, who says such an approach can prevent a marketer from finding the next big winner.

Solution? Swing for those fences, and prepare to strike out once in a while. “You learn so much from every piece you do … ‘strike-outs’ can almost teach you more,” he concludes.

Upcoming Free Webinar: “Direct Mail Dynamics”

When scouring the Internet, we came across this upcoming press release announcing a free webinar on direct mail and thought you’d find it of interest!

Neenah Paper and PaperSpecs present “Direct Mail Dynamics” webinar

Tuesday, May 04, 2010

Press release from the issuing company

Palo Alto, California – The fact is this: direct mail directly influences purchasing more than any other channel. According to ExactTarget’s Channel Preference Study, three of four Internet users surveyed say they were directly influenced to purchase an item or a service thanks to a direct mail piece.

But not all direct mail collateral has that “it” factor. You know, the thing about your printed pieces that grabs customers’ attention, ensures the campaign runs smoothly and garners those high returns.

“From the right paper to a provocative folding treatment, from relevant content to an irresistible call to action, there’s a lot to consider when undertaking a direct mail campaign,” says Sabine Lenz, founder of PaperSpecs.com, “but the potential rewards couldn’t be higher.”

So if you want to do direct mail right, put the creative spark into your campaign pieces and take advantage of this No. 1 marketing channel, you’ll want to attend the “Direct Mail Dynamics” Webinar.

Trish Witkowski from foldfactory.com will be the guest speaker for a power-packed hour of direct mail ideas, money saving tips and technologies. Be prepared to be wowed and inspired as you:

• See some of the most innovative and creative direct mail ideas on the planet
• Learn a few simple rules that will prevent the most common and expensive direct mail mistakes
• Explore the world of proprietary folding styles – they move, make sounds, light up, pop out and amaze
• Learn how the right paper choice can turn a campaign from flop to pop
• Learn how the right paper choice can turn a campaign from flop to pop
• Discover the components of successful targeted marketing campaigns
• Receive valuable resources to help you get started

“I’m excited to show what’s possible with direct mail in terms of creative solutions that can lead to an impressive ROI,” says Witkowski. “I just love sharing what I’ve seen and want to make sure others are aware of the opportunities and potential pitfalls as well as the best practices out there.”

This Webinar is perfect for anyone who wants to see and explore what today’s most successful direct mail marketers use to stand out in the mailbox.

“Direct Mail Dynamics” is free thanks to the generous support of NEENAH PAPER.