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Make it personal
Speak directly to your customer with a relevant message. A florist sends birthday and anniversary reminders to its customers. A shoe retailer notifies a customer about a new model of running shoe, an upgrade to what she has purchased before. These efforts turn the mail into a customer service tool. And your customers want service. Variable digital printing provides a tool for customizing every mail piece with personalized messages and images.
Emphasize benefits, not features
People want to know “What’s in it for me?”, not what’s in your product or service. Features are what your product has. Benefits are how it improves your life. SPF 50 is a feature of sunscreen. Helps prevent skin cancer is the benefit. As an old ad man once said, “Sell the sizzle, not the steak.”
Make a compelling offer It’s the basic driver of response.
There is no factor more important to the success of your mailing than the list. The quality of the mailing list represents at least 40% of your campaign’s success.
17. Keep it consistent: All mail pieces within a single mailing must be uniform in size and weight.
Use the same paper stock for all pieces in a mailing to avoid postal weight verification problems. The Post Office weighs a sample batch from each mailing to verify the number of pieces in the mailing. If their sample batch weighs more, they will charge you for more pieces. That means additional postage.
16. Don’t forget the postage: Postage can be affixed in three ways.
If you are going to print an indicia onto the mail piece, make sure it is positioned correctly and is worded right. Leave enough room in the upper right corner if you want a postage meter or stamp. Send us a mock-up or pdf file of the addressing side before your mail piece is printed. It can save you money.