How to increase the response rate of a mailing

Continuing on my series of mailing how to's, below are some best practices to increase response rates.

• Use multiple mailings, timed 6 weeks apart - one mailing will return just 0.1% response whereas 6 mailings will increase response rate to 1.5% or more.
• A monthly newsletter is a good way to stay top of mind and to impart knowledge to your customer base
• Cleanse mailing lists (lists degrade about 1% per month)
• Target the mailing
• Use eye catching full color graphics and interesting content (quirky gets noticed - think "Superbowl" ads)
• Use a thicker stock to convey a sense of quality
• Add an element of time or create a sense of urgency (like "offer expires at the end of the month")
• Provide an incentive or something of value  (like a free consultation, a trial session, or a promotional item)
• Have a clear "call to action" (like join our health club)

For more ideas on getting the most out of your mail campaign, stop by our Austin Print Shop. 

How to design a greeting card with Powerpoint and not drive your printer crazy

Recently I wanted to design my own greeting card using Microsoft Powerpoint. Admittedly, it is not the best tool of choice.  Most print shops will cringe at designers who use it...

Here are steps to make the file "print ready",  minimizing the chance of "graphic design" charges:

• create a blank template (letter size, portrait) 
• locate artwork - be careful to avoid copyright infringement --free artwork can be found on the Microsoft Office Powerpoint web site under free artwork.
• start with a blank slide and make an unfilled box to the finished card dimension. Increase the box size by 1/8" on any side where color is to extend to the edge. (for example, if the color is to go to the edge on all 4 sides, make the box 1/4" larger in height and width dimensions and center it on the page).  
  
• duplicate slide #1 so that the box appears in the same spot slides 2-4. 
• edit the slides: 
• Slide #1 (card front): fill the box with a background color, add the artwork on top of the box. and add a greeting with a readable font and color that complement the design.  
• Slide #2 (inside card either top or left depending on fold): add greeting and graphics as desired.  if the box is larger than the finished card, it can stay. 
• Slide #3 (inside card, either bottom or right depending on fold): add a greeting and any graphics. If the box is larger than the finished card, it can stay.   
• Slide #4: (back side of card): add a "designed by" notation if desired. If the box is larger than the finished card, it can stay. 

• print to a "PDF" -- select "highest quality", indicate  "letter" paper size, indicate "portrait" orientation, and  add "printers marks"
• inform your printer what the final size should be and where the fold should go (top or left).  Note: if an alignment box is left on slides 2-4, let the printer know that too.

Following these steps will make the handling of your file much easier for your print shop. 

How to keep your customers after you've relocated, part 2

Relocating?? - Here are some how to tips on getting the message out after you've relocated so that you don't lose any customers.  See my how to tips on what to do before you've moved.

• update all web pages with new address right away    
• update Google, Yelp, Yahoo, and any other sites you are listed on with your new address right away  
• put a sticker on all packages with new address (if your new packing materials haven't yet arrived)  
• hand out maps with new location and date of move (best to show both old and new, especially if two locations are fairly close)    
• continue to add comments to quotes, invoices, packing lists with date of move and new location   
• send a post card mailing to current customers and consider an every door direct mail post card campaign to new customers near by your new location   
• hand out new business cards (tip: include a map on the back side)    
• post banners/signage on new location (get approval from landlord & city)    
• leave cards with map to new location at old location (negotiate with landlord and new tenant at your old location)    
• initiate a face to face campaign with existing customers and new prospects (giving something of value that can be held on to is a very effective way to market, e.g. notepads, calendars, pens...) 

If you are moving in near term, hope the above will help and best wishes in your new location.   Stop by or call our print shop to help suggest cost effective ways to get your message across.