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.

How to keep your customers after you've relocated your business, part 1

Relocating your business??  Here are some how to tips before you move to get the message out so that you don't loose any customers.   See also my next blog for how to tips after you move.

• put a sticker on all packages with new address letting customers you will be moving with date of move and new address 
• create maps with new location and date of move (best to show both old and new, especially if two locations are fairly close)    
• send a press release to local paper(s) and local business paper     
• add comments to quotes, invoices, packing lists with date of move and new location    
• send e-mail to active customers with new address and date of move    
• initiate a post card mailing to current customers to inform them of your move  
• send letters or e-mails to vendors/suppliers, etc. with new address    
• post a banner at old location with "Relocating to...." (get approval from old landlord and new tenant to leave up)    
• file a change of address notification with post office    
• order new packing supplies with new address (or put labels with new address on top of old address).

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 discuss the best, most cost effective way to get this important message out.

How to dramatically increase your mailing response rate

Most experts agree that a typical mailing response rate for a flat mailing is 1.5%.  

According to an ASI survey,  the response rate can be significantly increased by sending lumpy mail and by also putting an enticing message on the outside of the envelope.   A case study was given that a fortune 500 service provider sent a pop-up item customized for each city (think skyline) with a their company logo embedded inside of the 3D city scape.  Recipients of the mailing liked the 3D pop up and held on to them.  10% of the recipients responded to the mailing and signed up for the advertised service.   

Adding a sense of urgency on the outside of the envelope such as "The first 50 respondents  will be entered to win a prize" has been shown to increase response rates.

Key learnings:

• Lumpy mail gets noticed
• An enticing message on the envelop will be more apt to be opened
• Sending an interesting, useful logo item will be have a higher chance of being held onto, thus creating more impression opportunities.

For more how to mailing tips see my other mailing related blog entries or stop by our shop to learn more ways to improve response rate and how to minimize costs.

How to mail a postcard

The first step in mailing a postcard is deciding what the purpose will be. Examples are: 

• an event announcement such a s a "save the date" for a future formal invitation
• service reminders  (veterinarians, doctors, dentists, and auto service providers)
• informational to build awareness of a business, product, or service
• promotional to offer a sale or coupon

The second step in mailing a postcard is establishing a budget.  Budgetary factors include:

• how many people will the postcard be sent to -- mailing lists can be customer lists, target marketing based on demographics and area, or using a new service from the USPS called "Every Door Direct Mail".   A few cautions are needed:   if a customer list will be used, it is important that those customers who wanted to opt out are removed from the mail list;  mailing lists degrade 1.5-2% per month, so it important to regularly cleanse a list or start fresh. 
• how many times will the mailing be made (often times referred to as a "campaign").  According to market studies, the response rate increases as the number of mailings increases.  General rule of thumb is that the best response rate occurs after a customer receives 6 mailings, with each mailing sent 2-4 weeks apart
• postcard size (see third step below)
• printing specifications (paper type; ink colors --black, 1 or 2 colors, full color,  UV coating on one or both sides)
• Postage. If time is of the essence, standard mail rates will mean the postcard must move within 1 day.  If a little more time can be allowed, cleansed mailing lists with postal tracking codes can help to keep costs down.

The third step in mailing  a postcard is determining the content and graphics to be included.  Here are some considerations:

• postal regulations and amount of content will influence the post card size
• addition of specialized QR codes and coupons may mean using a larger size.  QR Codes and Coupons are great ways to increase response rate. See future blogs about QR Codes.
• addition of tracking can also help to measure return on investment. 
• variable graphics and text tailored to a specific customer can greatly increase response rate.

Your local print shop in house graphic design team can help guide you through the process and make recommendations to maximize response rate and maximize return on investment. 

Call or stop by our Austin, Texas Print shop for a free consultation.  Or, for more info, see my prior posts for postcard how to's.

How to tips for mailings

The rule of thumb is that it can take up to 6-7 times to build awareness of a business, product, or service.

A good way to build awareness has been the use of postcard mailings.  Another has been newsletters or donation campaigns.  While the cost can seem high for multiple mailings, the response rate increases the more times a mailing is done. 

A good exmple is those pesky credit card offers.  After several years and arguable a swetened pot, I finally drapped my old card provider for a new one.  Admittedly, I was also tiring of my former credit card provider. 

So, as a new or existing business owner, keeping the awareness during a crucial time can mean the difference in getting a new customer or missing out on an opportunity. 

So what works and what doesn't?

Mailings that Work

• Multiple mailings (3 or more)
• Mailing every 2-4 weeks apart (depending on mailing type)
• Interesting, pithy content
• Coupons/incentives to try a product or service
• Newsletters
• Service reminders (for example: automotive or veterinarian)
• Variable data (text and graphics)

Mailings that Don't Work

• Same item mailed -- "read that, toss that"
• Using old mailing lists -- lists degrade 2% per month
• "Mass" mailings -- better to narrow to a target audience
• Incorrect info on the item being mailed (e.g. business location error or phone number) -- best to have a coworker proof

To test whether the response rate stacks up to typical rates, a graphic designer should be able to suggest ways to improve and measure the effectiveness of your mailing.