Cost Savings through Mail piece Design

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