SUMMER 2012www.AM-MAIL.com

Big Changes coming with the USPS! The GoodThe QR code summer sale is again on for this year. The discount this year will be 2% and the requirements are a bit tighter:

1. The QR code must go to a landing page where you can purchase from that page the product or service.

2. A Personalized QR code going to an offer specifically for that particular consumer.

Call us today to see if your QR code qualifies or how we can help you get it where it will qualify.

The also GoodThe USPS is finally going to phase out the Postnet barcode and require the new Intelligent Mail Barcode (IMb) on all mailings effective January 2013. If you are having problems migrating to the IMb please call us, we can help you. All mailings from AMI already use the IMb.

BFFs – direct mail and social media

How do you build a GREAT direct mail campaign?

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BIG Changes

Spring (February/March time frame)The USPS is considering a Coupon promotion, possibly with a mobile redemption component.

Summer (May-July time frame)Reply Mail promotion. This would possibly include a credit based on number of reply pieces returned.

Fall (August/September time frame)Technology promo. Still details to be worked out, suggestions welcome.

Winter (November/December time frame)Mobile barcode promo, phase III.

In addition, there was discussion about Standard Mail seasonal pricing, with a discount or different pricing levels (one way of looking at it is paying a premium to mail in the fall vs the slower winter, spring, summer seasons) to encourage volume during traditionally slower times.

The USPS also said it is looking at seasonal two-tier pricing for Standard Mail, with one level of pricing for spring, summer and winter, and a second level of pricing available in the fall to help generate volume during the lighter mailing seasons.

What is on the horizon for USPS Promotions 2013?

and now…The BadThe USPS announced on May 17 that it will be consolidating facilities. Some will close and their work will be picked up by other facilities. The USPS has provided the list of closing facilities, but not the dates they will close. The USPS has agreed not to close any facilities from Sept - Jan.No local post offices will be closing, their hours will just be adjusted.

New BFFs direct mail & social media

How can you work your direct mail piece to help you gain customers via social media? Obviously one way is using the QR code during the USPS summer sale promotion. There are other ways as well. Did you know that “Print Extensions”, in other words direct mail pieces, can DOUBLE online transactions and increase your revenue lift?

If you get a postcard in your mail box directing you to a web site that you are interested in, you are more likely to go to that web site to buy the product or service. The postcard is prompting action on your part.

Another way to make sure your customers and prospects get to know you on a social media site is to put twitter, facebook, linkedin, etc icons on your mail piece. One caveat-make sure you keep up with your social media sites. Also, make it fun. Have contests. Give out interesting tidbits of information. Interact with your clients. Engage in conversations.

Ok, so you want more people coming in to buy your product or use your services. So...now what?The Steps in Direct Mail:1. Who do you want to mail to?

• Current customers?• Old customers?• Prospects that mirror your current customers?• A specific geographic or demographic group?

2. What do you want to tell them?• Buy a specific product or service?• When do you want them to act?• How do you want them to act?• Be Specific.

3. How do you want to tell them?• A Postcard?• A Flyer?• A letter?• Linked to your web site?• QR Code?• Make sure your best offer is on the side of the address.

The only other item is how often and when do you mail to them. The rule of thumb is once every 3-4 weeks for at least 3 months. Any less than that and the mailing doesn’t make an impact. Industry average response rate is 1-4% after 3 mailings. If you personalize it can go as high as 20%. Personalize creatively. Engage them in a dialog with you. Send them to your web site for additional offers or feedback.

How To BUILD A GREAT DIRECT MAIL CAMPAIGN

BOOMERS MillENialS

• Ad Insert ////////////////52% ///////////// 42%• Print Coupons /////// 45% ////////////// 56%• Direct Mail /////////// 32% //////////////34%

What Do They Respond To

And most important…make sure you tell them what you want them to do. Do you want them to come into your business to buy something? Do you want them to order something on line? Make sure you tell them what they are to do next. Close the deal!

Gift Cards SellGift cards sell. Imagine if you received a postcard in the mail reminding you that Mother’s Day is coming up, or Father’s Day or any special occasion, and it reminded you that they offer gift cards. Take the postcard in and receive a $25 gift certificate for $20. When that person comes in to take out the gift certificate they are more likely to spend some money in your business while waiting for the card. Then you get the people coming in to redeem the card and they will probably spend more than the card is for. A double win. This works for any retail type operation.

In the hierarchy of selling, top of the list is:1. Picture – Make sure your picture or pictures grab your

audience right away.2. Price3. Headline4. Body Copy – Note copy is important, but not as important

as picture, price and headline!

Be sure your picture(s) & graphic(s) grab your audience’s attention right away!

Times New Roman shows reading and comprehension in the 67 percentile. Arial on the other hand ranks in the 12 percentile. Times New Roman might be boring but it works! And if you are marketing to people over age 40, the preferred typeface is 12 pt.

The darker the headline the greater the comprehension. Black headlines had four times the readability and retention than colors/tints.

The fonts you use make a difference:

Did you know when we look at a postcard our eye goes from top right to top left, to bottom left to bottom right. Make sure you catch your audience at top right. If it doesn’t get read, it won’t get responded to.

1st2nd

3rd 4th

In the last newsletter we talked about Millenials. So what has happened to the Baby Boomers? We don’t hear so much about them. Ignoring them can be detrimental to your business! The 50+ year olds make up the largest percentage of Internet users, per The Nielsen Co. They are as responsive as the Millenials to social media, email and search engines.

Baby Boomers - Still Relevant?

Paragraphs greater than 4 lines are NOT looked at. Keep it simple and to the point. One simple primary message is the strongest message. “You” sells far more than “I” or “We”.

Times New Roman

Arial

AMERICAN MAIL & INSERT7104 Crossroads Blvd., #110, Brentwood, TN 37027-2913

See how we can help on your next campaign!

Contact us at 615.370.5005 for details!

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