cost savings through mail piece design
DESCRIPTION
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 - PowerPoint PPT PresentationTRANSCRIPT
Mike Paholke
COST SAVINGS THROUGH MAIL PIECE DESIGN
Objectives:Common mistakes that increase postage4 P’s of Direct Mail Costs3 Steps to successful direct mail
Nonmachinable Characteristics
MR JOHN CORREY111 MAIN STCITY, STATE ZIP CODE
Address parallel toshorter dimension
Square
PRESORTEDFIRST CLASSPOSTAGE PAIDPERMIT NO. 23NORMAN, OK
Length divided by height must be at least 1.3 but not more than 2.5
Aspect Ratio
Nonmachinable CharacteristicsMail Pieces over 4 ¼ inches high or 6
inches long
AMY JONES4532 WEST DRIVESAN ANTONIO TX 78284-9623
Must be at least .009 inch
4 ¼”
6”
Nonmachinable Characteristics
Pieces that contain odd-shaped contents
Pieces that are polywrapped, or have clasps, strings, or buttons or envelopes not made of paper
Pieces that are too rigid
Automation LettersAutomation letters must meet standards
for flexibility
Automation LettersPaper Stock
OpacityPrint ContrastFibers
MailDesignersINC
MailDesignersINC
FLATS ADDRESSING REQUIREMENTS
FLATS ADDRESSING REQUIREMENTS
Automation FlatsFlexibilityUniform ThicknessRectangular Deflection Size Standards
Templates
TemplatesMailpiece Design Analyst
Templates
Templates
4 P’s of Direct Mail CostsPostageProcessingProductPeople
4 P’s of Direct Mail CostsPostage
Shape based costsMail Class costs
First ClassStandardNon-profitMedia Where to get help?
Local Post OfficeMail Piece Design
AnalystsPE.USPS.COMPrinterMail House
4 P’s of Direct Mail CostsProcessing - Cost for the Mail House to
processMailing List and Data WorkFoldingInsertingMeteringSortingTabbing
Where to get help? PrinterMail House
4 P’s of Direct Mail CostsProduct - Cost of the products and
printingPrintingPaperEnvelopesEtc.
Where to get help? Graphic DesignerPrinterMail House
4 P’s of Direct Mail CostsProduct - Cost of the products and
printingPrintingPaperEnvelopesEtc.
Tip: Know and
work within your
partners
capabilities!!!
4 P’s of Mail Piece DesignPeople - Cost of the Labor internally to
prepareThinkingPlanningDesigningIf in-house
Labeling InsertingSealingPrinting
Where to get help? StaffLocal Post OfficeMail Piece Design AnalystsPE.USPS.COMDesignerPrinterMail House
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
Three Types of Mailing ListPurchasedCustomersProspects
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
#1 Get It To The RIGHT Person
The MOST overlooked mailing list is your Customer / Prospect List
5 ways to use YOUR databases1. Cross-selling2. Upgrade3. Introduce New products4. Reactivate5. Maintain Loyalty
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
#1 Get It To The RIGHT Person
Purchased Mailing ListBusiness 2 Business - type, # of
empl., salesResident List – geographic,
genericConsumer 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
#2 Get them to READ it
#3 Ask / Get them to RESPOND
#1 Get It To The RIGHT Person
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
#2 Get them to READ it
#3 Ask / Get them to RESPOND
#1 Get It To The RIGHT Person
AIDA FormulaA - get AttentionI - Arouse InterestD - stimulate DesireA - Ask for response
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
#2 Get them to READ it
Get ATTENTIONStandout in the mailboxUse full colorUse pictures
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
#2 Get them to READ it
A - get AttentionI - Arouse InterestD - stimulate DesireA - Ask for response
Arouse Interest With Headline or GraphicsHeadline (front of mailer)
1. Factual 4. Question2. Lead in… 5. Benefit3. Humor
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
#2 Get them to READ it
A - get AttentionI - Arouse InterestD - stimulate DesireA - Ask for response
Arouse Interest With Headline or GraphicsHeadline (front of mailer)
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
#2 Get them to READ it
A - get AttentionI - Arouse InterestD - stimulate DesireA - Ask for response
1. Beauty2. Benefit3. Beast4. Babies
Arouse Interest With Headline or GraphicsHeadline (front of mailer)
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
#2 Get them to READ it
A - get AttentionI - Arouse InterestD - stimulate DesireA - Ask for response
1. Beauty2. Benefit3. Beast4. Babies
Arouse Interest With Headline or GraphicsHeadline (front of mailer)
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
#2 Get them to READ it
A - get AttentionI - Arouse InterestD - stimulate DesireA - Ask for response
1. Beauty2. Benefit3. Beast4. Babies
Arouse Interest With Headline or GraphicsHeadline (front of mailer)
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
#2 Get them to READ it
A - get AttentionI - Arouse InterestD - stimulate DesireA - Ask for response
1. Beauty2. Benefit3. Beast4. Babies
Stimulate Desire Design for your readers (age,
style, etc.)WhoDoKnowFeel
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
#2 Get them to READ it
A - get AttentionI - Arouse InterestD - stimulate DesireA - Ask for response
Ask for a responseIncentive to respond?
gift, good until, have nowRestate 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
#2 Get them to READ it
#3 Ask / Get them to RESPOND
#3 Get them to Respond
A - get AttentionI - Arouse InterestD - stimulate DesireA - Ask for response
Ask for a response8 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
#2 Get them to READ it
#3 Ask / Get them to RESPOND
#3 Get them to Respond
A - get AttentionI - Arouse InterestD - stimulate DesireA - Ask for response
Recap:Mistakes cost money in postage\4 P’s of Direct Mail Costs
Postage – Processing – Product - PeopleKnow where to get helpKnow 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
Recap:Know your audience
Create your message with them in mindWho – Do – Know Feel
Ask for a RESPONSE
Contact InfoMike PaholkeExcel Printing and Mailingwww.excelprintmail.commikep@excelprintmail.com708-271-8966