Direct Mail is a potent weapon in advertising and marketing your business. Direct Mail can access a broad audience in your area or it can reach a targeted group that meets your customer base criteria. Mailings can range from Postcards of various sizes to Booklets and Brochures with multiple pages. You can mail to a group with as few as 200 addresses up to mailings in the millions. Direct Mail products and types are so varied, it can be daunting to those who have never mailed before. But Direct Mail can be an asset to your organization if you follow a few simple rules.
1. Use a Mailhouse. If you are mailing more than 500 pieces, using a Mailhouse will save you Time, Postage and Time again. You will save Time by having a Mailhouse do the work for you. They have addressing equipment that can whiz pieces through and have them addressed and sorted in the blink of an eye. This process also allows them to save you postage. Mailing software will find the lowest possible postage rate by which a piece can be delivered and by barcoding a mailpiece a Mailhouse can save you even more postage. The second way that using a Mailhouse can save you time is in delivery. As stated, when a mailpiece is addressed by a professional mailer they can add a USPS approved barcode. This barcode aids the USPS in delivery of your mail, thus improving delivery time of your mailpiece. One more thing, if you decide to do a mailing on your own, call your local USPS Bulk Mail Center and find out what they require for a mailing.
2a. Get a great list. If you are not mailing to your own list (see 2b) buy a list from a List Broker or call your Customer Service Representative at GagePress.com. Buying a list improves the return on your investment by allowing you to send your mailpiece to those that you want to target. If you own a lawn service company you do not want to mail to people who live in apartments. Instead, you can buy a list of homeowners in your area with a level of income that you want to target.
2b. Use your own mailing list. This can be a great way to build loyalty with your customers but there are some things you need to make sure that you do in order to be compliant with USPS regulations. USPS rules require that lists are run through software to verify their accuracy and that a list has been updated through NCOA (National Change of Address). Before you choose any Mailhouse, please ask if they can provide these services. Having an up-to-date list will save you money.
3. Keep your design simple. There are several articles on this site alone that deal with the need for simplicity when designing a mailpiece. To sum them up:
A. Keep your design simple.
B. Have a central theme and a call to action.
C. Use as few words as possible.
D. Let the artwork sell your idea.
You can check out several templates at GagePress.com.
4. Make them an offer they can't refuse. You have to make an offer worth responding to. Use the words "Free" and/or "Sale" whenever possible. Potential customers need to have a reason to respond.
5. Make a test run. Try smaller mailings (you can mail as few as 200 pieces using Standard Mail) with different offers to find out what works. You may have the right message but it is going to the wrong audience.
6. Be prepared for the results. The Direct Marketing Association reports that the average response rate to a Direct Mail piece is around 2%. Depending on what you send out this number may vary. First time mailers tend to get a lower response, which is why so many advertisers plan for more than one mailing to a customer. The more you mail, the more recognition you receive from potential customers.
For more information visit our website: http://www.gagepress.com/
Thursday, February 26, 2009
Wednesday, February 25, 2009
Booklet Basics
One of the most effective marketing tools for any organization or company is a Booklet. A Booklet can be an advertising agent, an information conduit, a branding tool and a promotional guide all rolled into one neat package. Whereas a postcard or other advertising forms are limited by size and function to the amount of information that can go into them, a Booklet does not have that limitation.
The best way to utilize a Booklet is to take advantage of the amount of space that you have. For those who are into technical details, you have the space to provide them with all the jargon and lingo that pertains to the theme of the Booklet. This does not give you license to ramble in your writings, you still need to be concise in what you say, but a Booklet does give you the freedom to be as in depth as you need to be. For those who only want the talking points, you can have those spelled out in the beginning. And for those who just like the pretty pictures, you have the room for a lot of high resolution artwork that pertains to what you want to convey.
As with any marketing tool, you want your Booklet to have a central theme. Something that is distilled down to as few words as possible. With a Booklet you can use a narrative throughout to drive home your message and tie everything together. Let artwork tell the story wherever possible and whenever you are using a narrative do not be overly technical in your writing - unless that is your objective. Use plain English whenever possible.
Most Booklets are printed on coated (slick) stock. To stand out from the crowd, you might want to use an offset (non-glossy) paper or perhaps a paper with a finish that will stand out from the rest of the crowd (you can call a GagePress.com Customer Service representative toll free at 1-866-606-5956 for ideas).
When designing your Booklet you need to think in multiples of 4. For instance, a standard Booklet can be 8 pages or 12 pages but not 10 pages. So starting at 8 pages you can add 4 pages at a time to your design. You can also use a cover that is a little heavier stock to give some weight to your Booklet and a little more permanence.
If you have any questions please visit us at http://www.gagepress.com/
The best way to utilize a Booklet is to take advantage of the amount of space that you have. For those who are into technical details, you have the space to provide them with all the jargon and lingo that pertains to the theme of the Booklet. This does not give you license to ramble in your writings, you still need to be concise in what you say, but a Booklet does give you the freedom to be as in depth as you need to be. For those who only want the talking points, you can have those spelled out in the beginning. And for those who just like the pretty pictures, you have the room for a lot of high resolution artwork that pertains to what you want to convey.
As with any marketing tool, you want your Booklet to have a central theme. Something that is distilled down to as few words as possible. With a Booklet you can use a narrative throughout to drive home your message and tie everything together. Let artwork tell the story wherever possible and whenever you are using a narrative do not be overly technical in your writing - unless that is your objective. Use plain English whenever possible.
Most Booklets are printed on coated (slick) stock. To stand out from the crowd, you might want to use an offset (non-glossy) paper or perhaps a paper with a finish that will stand out from the rest of the crowd (you can call a GagePress.com Customer Service representative toll free at 1-866-606-5956 for ideas).
When designing your Booklet you need to think in multiples of 4. For instance, a standard Booklet can be 8 pages or 12 pages but not 10 pages. So starting at 8 pages you can add 4 pages at a time to your design. You can also use a cover that is a little heavier stock to give some weight to your Booklet and a little more permanence.
If you have any questions please visit us at http://www.gagepress.com/
The Second Most Important Thing About Designing A Postcard
I am constantly asked that if I had to give just one piece of advice in designing a postcard what would it be? I always answer KEEP IT SIMPLE! Good designers are like a sculptor who know that they are not done until there is nothing left to take away. The same applies in postcard design, I even wrote an article called "Picture Perfect Postcard" that addresses the fact that less is more. But I always add that while keeping it simple with a clear message is the most important thing, there is a second piece of advice that I give designers.
When you go to your mailbox to check the mail, you and hundreds of millions of other Americans all do the same thing; you look to see who sent the letter (hoping it is not a Bill!) and check to see who the letter is addressed to. You can't help it, it is instinctual. And it always amazes me that graphic designers do not take advantage of this part of human nature.
When you have distilled down your message and/or call to action to a clear and concise phrase of 3 or 4 words, put that message in a place that people are going to look. If you were advertising on a billboard you wouldn't put your key message in small lettering at the bottom of the sign. In the same way, don't hide the core message of what you want your potential customers to see on the front (the non-address side of the card) of the postcard. Instead, in a large BOLD font put your message as close to the address area that you can. Perhaps put it on an offset angle. Take advantage of the fact that people will automatically look there to see who the letter was addressed to - so give them something else to look at. Designers think that the most important side of the card is the front, when in actuality it is the address side of the card that gets the most attention from the addressee.
Help your customers to see what you paid for them to see. Work with them to get noticed.
For more information visit our website: http://www.gagepress.com
When you go to your mailbox to check the mail, you and hundreds of millions of other Americans all do the same thing; you look to see who sent the letter (hoping it is not a Bill!) and check to see who the letter is addressed to. You can't help it, it is instinctual. And it always amazes me that graphic designers do not take advantage of this part of human nature.
When you have distilled down your message and/or call to action to a clear and concise phrase of 3 or 4 words, put that message in a place that people are going to look. If you were advertising on a billboard you wouldn't put your key message in small lettering at the bottom of the sign. In the same way, don't hide the core message of what you want your potential customers to see on the front (the non-address side of the card) of the postcard. Instead, in a large BOLD font put your message as close to the address area that you can. Perhaps put it on an offset angle. Take advantage of the fact that people will automatically look there to see who the letter was addressed to - so give them something else to look at. Designers think that the most important side of the card is the front, when in actuality it is the address side of the card that gets the most attention from the addressee.
Help your customers to see what you paid for them to see. Work with them to get noticed.
For more information visit our website: http://www.gagepress.com
Picture Perfect Postcard
Too many times I see a postcard that has waaaaaaaay too much text on it and I just want to tell the designer of the card to stop the insanity. LESS IS MORE when it comes to text in your postcard design. Instead of letting words tell your story, let your artwork do the trick. You have less than a second to capture the attention of your audience and to do this you need to use a large, full color, gorgeous photo that communicates your message.
If you put too much information on the card you are sending a confusing message to the consumer and they are going to look at the card and think that they don't have time to read it. They may toss a great offer for something they need right into the recycling bin. Narrow down what you are trying to accomplish with your card into one succinct thought. Take that thought and edit it to 3 or 4 words - you can do it! That's right, using no more than 4 words create your offer or your "hook" to get your potential customers to want to buy from you.
For example instead of saying "We are having a great Widget sale", instead say "40% off all Widgets!" And whatever you do, don't make this offer hard to find. Say it LOUD with A HUGE FONT and offsetting color scheme. Just make sure you have an offer worth looking at. Informational cards have a place in direct mail marketing, but not if you are trying to generate new customers. You may have a great new line of Widgets in stock, but no one is going to care unless they are getting a deal. The words "Free" and "Sale" are crucial in getting the attention of a potential customer. Using numbers and symbols (40% instead of Forty Percent) is also a great way to draw the eye to what you are saying.
The purpose of your postcard is threefold:
1. Tell them who you are.
2. Tell them what you are selling.
3. Give them a reason to respond.
You need to accomplish all three with as few words as possible.
So you've got the big, bright, beautiful artwork to get their attention. You have a great offer (in 4 words or less!) to get their interest. Now give them something to do - give the offer worth. Have them bring the card down to your store in order to get an extra 10% off your offer. Put a value on the offer. You can do that by limiting the length of the offer or stating that the offer is only good while supplies last.
The important thing to remember is you have to get their attention and then you have to keep it. And keep in mind, a picture is worth a 1000 words!
For more information visit our website: http://www.gagepress.com/
If you put too much information on the card you are sending a confusing message to the consumer and they are going to look at the card and think that they don't have time to read it. They may toss a great offer for something they need right into the recycling bin. Narrow down what you are trying to accomplish with your card into one succinct thought. Take that thought and edit it to 3 or 4 words - you can do it! That's right, using no more than 4 words create your offer or your "hook" to get your potential customers to want to buy from you.
For example instead of saying "We are having a great Widget sale", instead say "40% off all Widgets!" And whatever you do, don't make this offer hard to find. Say it LOUD with A HUGE FONT and offsetting color scheme. Just make sure you have an offer worth looking at. Informational cards have a place in direct mail marketing, but not if you are trying to generate new customers. You may have a great new line of Widgets in stock, but no one is going to care unless they are getting a deal. The words "Free" and "Sale" are crucial in getting the attention of a potential customer. Using numbers and symbols (40% instead of Forty Percent) is also a great way to draw the eye to what you are saying.
The purpose of your postcard is threefold:
1. Tell them who you are.
2. Tell them what you are selling.
3. Give them a reason to respond.
You need to accomplish all three with as few words as possible.
So you've got the big, bright, beautiful artwork to get their attention. You have a great offer (in 4 words or less!) to get their interest. Now give them something to do - give the offer worth. Have them bring the card down to your store in order to get an extra 10% off your offer. Put a value on the offer. You can do that by limiting the length of the offer or stating that the offer is only good while supplies last.
The important thing to remember is you have to get their attention and then you have to keep it. And keep in mind, a picture is worth a 1000 words!
For more information visit our website: http://www.gagepress.com/
Tuesday, February 24, 2009
New Postage Rates are coming!
On May 11th the USPS is raising postage rates for all classes of mail...again. If you are interested in seeing how the new rates will effect your next mailing, click on this link http://pe.usps.com/PriceChange_May2009/PDF/PriceList/PriceList.pdf. For Standard Class mailers (the old Bulk Mail) look under Commercial Prices and click on the Standard Mail link.
While this rate hike isn't good news for mailers, GagePress.com wants to work with you to improve the return on your investment. GagePress.com can save you money on printing and mailing services and let our Customer Service Representatives work with you to get the most out of your mailing list.
TIP OF THE DAY - Buy the "Forever Stamps" at $.42 each and use them for your everyday mail even after the rate increase!
While this rate hike isn't good news for mailers, GagePress.com wants to work with you to improve the return on your investment. GagePress.com can save you money on printing and mailing services and let our Customer Service Representatives work with you to get the most out of your mailing list.
TIP OF THE DAY - Buy the "Forever Stamps" at $.42 each and use them for your everyday mail even after the rate increase!
Subscribe to:
Posts (Atom)