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Cost Savings through Mail piece Design

Cost Savings through Mail piece Design . Mike Paholke. Objectives:. Common mistakes that increase postage 4 P’s of Direct Mail Costs 3 Steps to successful direct mail. PRESORTED FIRST CLASS POSTAGE PAID PERMIT NO. 23 NORMAN, OK. Square. MR JOHN CORREY 111 MAIN ST

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Cost Savings through Mail piece Design

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  1. Cost Savings through Mail piece Design Mike Paholke

  2. Objectives: • Common mistakes that increase postage • 4 P’s of Direct Mail Costs • 3 Steps to successful direct mail

  3. PRESORTED FIRST CLASS POSTAGE PAID PERMIT NO. 23 NORMAN, OK Square MR JOHN CORREY111 MAIN ST CITY, STATE ZIP CODE Nonmachinable Characteristics Aspect Ratio Length divided by height must be at least 1.3 but not more than 2.5 Address parallel to shorter dimension

  4. Nonmachinable Characteristics • Mail Pieces over 4 ¼ inches high or 6 inches long Must be at least .009 inch Thick 4 ¼” AMY JONES 4532 WEST DRIVE SAN ANTONIO TX 78284-9623 6”

  5. Nonmachinable Characteristics Pieces that are polywrapped, or have clasps, strings, or buttons or envelopes not made of paper Pieces that contain odd-shaped contents Pieces that are too rigid

  6. Automation Letters • Automation lettersmust meet standards for flexibility

  7. Mail Designers INC Automation Letters • Paper Stock • Opacity • Print Contrast • Fibers Mail Designers INC

  8. FLATS ADDRESSING REQUIREMENTS

  9. FLATS ADDRESSING REQUIREMENTS

  10. Automation Flats • Flexibility • Uniform Thickness • Rectangular • Deflection • Size Standards

  11. Templates

  12. Templates

  13. Templates

  14. Templates

  15. 4 P’s of Direct Mail Costs • Postage • Processing • Product • People

  16. 4 P’s of Direct Mail Costs • Postage • Shape based costs • Mail Class costs • First Class • Standard • Non-profit • Media Where to get help? Local Post Office Mail Piece Design Analysts PE.USPS.COM Printer Mail House

  17. 4 P’s of Direct Mail Costs • Processing - Cost for the Mail House to process • Mailing List and Data Work • Folding • Inserting • Metering • Sorting • Tabbing Where to get help? Printer Mail House

  18. 4 P’s of Direct Mail Costs • Product - Cost of the products and printing • Printing • Paper • Envelopes • Etc. Where to get help? Graphic Designer Printer Mail House

  19. 4 P’s of Direct Mail Costs • Product - Cost of the products and printing • Printing • Paper • Envelopes • Etc. Tip: Know and work within your partners capabilities!!!

  20. 4 P’s of Mail Piece Design • People - Cost of the Labor internally to prepare • Thinking • Planning • Designing • If in-house • Labeling • Inserting • Sealing • Printing Where to get help? Staff Local Post Office Mail Piece Design Analysts PE.USPS.COM Designer Printer Mail House

  21. 3 Steps to successful direct mail: #1 Get It To The RIGHT Person #2 Get them to READ it #3 Ask / Get them to RESPOND

  22. Three Types of Mailing List • Purchased • Customers • Prospects 3 Steps to successful direct mail: #1 Get It To The RIGHT Person #1 Get It To The RIGHT Person #2 Get them to READ it #3 Ask / Get them to RESPOND

  23. The MOST overlooked mailing list is your Customer / Prospect List • 5 ways to use YOUR databases • Cross-selling • Upgrade • Introduce New products • Reactivate • Maintain Loyalty 3 Steps to successful direct mail: #1 Get It To The RIGHT Person #1 Get It To The RIGHT Person #2 Get them to READ it #3 Ask / Get them to RESPOND

  24. Purchased Mailing List • Business 2 Business - type, # of empl., sales • Resident List – geographic, generic • Consumer List - demographic, targeted - age, income, children, known purchase or inquiry • New Movers – people that just moved. 3 Steps to successful direct mail: #1 Get It To The RIGHT Person #1 Get It To The RIGHT Person #2 Get them to READ it #3 Ask / Get them to RESPOND

  25. Human cloning is illegal but cloning customers is encouraged! • Profile analysis identifies prospects based on your current customers. 3 Steps to successful direct mail: #1 Get It To The RIGHT Person #1 Get It To The RIGHT Person #2 Get them to READ it #3 Ask / Get them to RESPOND

  26. AIDA Formula • A - get Attention • I - Arouse Interest • D - stimulate Desire • A - Ask for response 3 Steps to successful direct mail: #1 Get It To The RIGHT Person #2 Get them to READ it #2 Get them to READ it #3 Ask / Get them to RESPOND

  27. Get ATTENTION • Standout in the mailbox • Use full color • Use pictures 3 Steps to successful direct mail: #1 Get It To The RIGHT Person #2 Get them to READ it #2 Get them to READ it • A - get Attention • I - Arouse Interest • D - stimulate Desire • A - Ask for response #3 Ask / Get them to RESPOND

  28. Arouse Interest • With Headline or Graphics • Headline (front of mailer) 1. Factual 4. Question 2. Lead in… 5. Benefit 3. Humor 3 Steps to successful direct mail: #1 Get It To The RIGHT Person #2 Get them to READ it #2 Get them to READ it • A - get Attention • I - Arouse Interest • D - stimulate Desire • A - Ask for response #3 Ask / Get them to RESPOND

  29. Arouse Interest • With Headline or Graphics • Headline (front of mailer) 3 Steps to successful direct mail: #1 Get It To The RIGHT Person #2 Get them to READ it #2 Get them to READ it 1. Beauty 2. Benefit 3. Beast 4. Babies • A - get Attention • I - Arouse Interest • D - stimulate Desire • A - Ask for response #3 Ask / Get them to RESPOND

  30. Arouse Interest • With Headline or Graphics • Headline (front of mailer) 3 Steps to successful direct mail: #1 Get It To The RIGHT Person #2 Get them to READ it #2 Get them to READ it 1. Beauty 2. Benefit 3. Beast 4. Babies • A - get Attention • I - Arouse Interest • D - stimulate Desire • A - Ask for response #3 Ask / Get them to RESPOND

  31. Arouse Interest • With Headline or Graphics • Headline (front of mailer) 3 Steps to successful direct mail: #1 Get It To The RIGHT Person #2 Get them to READ it #2 Get them to READ it 1. Beauty 2. Benefit 3. Beast 4. Babies • A - get Attention • I - Arouse Interest • D - stimulate Desire • A - Ask for response #3 Ask / Get them to RESPOND

  32. Arouse Interest • With Headline or Graphics • Headline (front of mailer) 3 Steps to successful direct mail: #1 Get It To The RIGHT Person #2 Get them to READ it #2 Get them to READ it 1. Beauty 2. Benefit 3. Beast 4. Babies • A - get Attention • I - Arouse Interest • D - stimulate Desire • A - Ask for response #3 Ask / Get them to RESPOND

  33. Stimulate Desire • Design for your readers (age, style, etc.) • Who • Do • Know • Feel 3 Steps to successful direct mail: #1 Get It To The RIGHT Person #2 Get them to READ it #2 Get them to READ it • A - get Attention • I - Arouse Interest • D - stimulate Desire • A - Ask for response #3 Ask / Get them to RESPOND

  34. Ask for a response • Incentive to respond? • gift, good until, have now • Restate the benefit • “Buy now and begin saving time today” • Make it EASY to order • (800, BRM, Website, Etc..) 3 Steps to successful direct mail: #1 Get It To The RIGHT Person #3 Get them to Respond #2 Get them to READ it • A - get Attention • I - Arouse Interest • D - stimulate Desire • A - Ask for response #3 Ask / Get them to RESPOND

  35. Ask for a response • 8 things you can ask your reader to do: 1. Buy! - 5. Call! 2. Order! - 6. Fax! 3. Visit! - 7. Send! 4. Write! - 8. Receive! 3 Steps to successful direct mail: #1 Get It To The RIGHT Person #3 Get them to Respond #2 Get them to READ it • A - get Attention • I - Arouse Interest • D - stimulate Desire • A - Ask for response #3 Ask / Get them to RESPOND

  36. Recap: • Mistakes cost money in postage\ • 4 P’s of Direct Mail Costs • Postage – Processing – Product - People • Know where to get help • Know and work within your partners capabilities. • 3 Steps to successful direct mail: • #1 Get It To The RIGHT Person • #2 Get them to READ it • #3 Ask / Get them to RESPOND

  37. Recap: • Know your audience • Create your message with them in mind • Who – Do – Know Feel • Ask for a RESPONSE

  38. Contact Info Mike Paholke Excel Printing and Mailing www.excelprintmail.com mikep@excelprintmail.com 708-271-8966

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