Blog

Any good direct mail or multi-channel marketing program includes a call to action.

You want the recipient to make a phone call. Visit a website. Make a donation or request a sales call. But unless recipients have an immediate need for your product or service, they may need something other than a well-designed mailer and a two-week deadline to get them to pull the trigger. This is why marketers add incentives.

1. Free Trial: Everybody likes to test things before they buy them. Plus, marketers know that once consumers have things in their hands, they aren’t likely to give them up.

2. Sweepstakes: Not everyone is motivated by a chance to win a monetary prize, so match the value of the prize to the target audience. It might be hard-to-get tickets for an upcoming local concert or box seats to the local baseball team’s opening game. Maybe it’s a signed guitar by a well-known local musician. Give prospects something they really want and can’t get on their own.

3. Referral Rewards: New customers are more likely to try your product if it’s been recommended by a friend. Instead of trying to incentivize potential customers yourself, try motivating and encouraging your current customers to refer others to you. Offer discounts, “one month free,” sweepstakes entries, and other things of value to them.

4. Points Programs: Customers like to be rewarded for their loyalty. Given a choice between two otherwise equal options, they are more likely to choose the one that pays them back. Points programs don’t have to be complicated — a punch card with your logo and numbers to be knocked out with each purchase is a simple solution.

5. Additional Chances to Win: Want your promotion to go viral? Tap into social media sharing and give your customers additional chances to win prizes or obtain discounts if they share your promotion via Twitter or Facebook. When Calvin Klein wanted to promote a new line of jeans, it created a compelling billboard with a QR Code and easy mobile sharing options. The social media component lifted its reach by 27%.

Need help with your print? Talk to a live print expert today: 800-930-7978.

How is direct mail evolving in today’s world of electronic media? A Nielsen and RAPP Germany study decided to find out. Their study, “Future of the Mailing,” examines the effect of direct mailings and email. It found that certain mailing formats have higher open and read rates than others. To find out what really works, the team sent five different mailing variations from a fictitious travel agency (Top Travel Tours) addressed to different test subject groups. All together, mailings were sent to 1,800 subjects in Germany and the United States. Different types of mailings were tested, including a mailing in a standard envelope, a mailing in a printed envelope, a self-mailer, a wrapper, and an email. Which format had the biggest influence on recipients’ purchase decisions? Hard copy mailings in printed envelopes. This format generated the highest open and read rate with 84.5%, followed by email with 80.0%. The printed envelope was also considered by both German and U.S. customers to be of “highest value.” The mailer in the printed envelope had other benefits, as well. It had the strongest influence on the purchase decision. It was also twice as likely to motivate a customer to recommend an offer to a friend or acquaintance than email. Email, however, performed strongest in activating recipients to search for further information on specific offers. In a nutshell, the study found three success factors that we can all learn from:

#1: Use real envelopes.

Direct mail pieces in real envelopes generate the highest open and read rates compared to self-mailers, wrappers, and emails. They are also considered to be of the highest value.

 #2: Personalize it!

Notes the report: “Today, mailings have to arouse curiosity by employing personalization that is immediately apparent—on the envelope of a postal mailing and in the subject line of an email.”

#3: Use the best of print and e-media

Ultimately, which is “better,” print or email, depends on your objectives. Email is a powerful tool for spreading the message about concrete product offers, while mailings in printed envelopes are more likely to motivate recipients to pass on content and make recommendations to others. So personalize the message, use real envelopes, and personalize the outside of envelopes when possible. Always, always understand the value of each medium so you can take advantage of the best of both.

Need help with your print? Talk to a live print expert today: 800-930-7978.

Eclipse Chocolate has created the one thing we’re all searching for! Okay, maybe not all of us but they certainly have sold me. Eclipse Chocolate is made from hand-picked, organic ingredients when possible and practices sustainable cacao sourcing and green operations in its facility. The company currently features six vegan chocolate bars, two vegan truffles and one gluten-free pastry in addition to all of their artisan chocolates. They also pledge 10% of net-profits to local non-profits and charities. With all of these original chocolates Eclipse certainly needed something equally as original for their packaging. PrintingForLess.com (Printing for Less) created this custom self-locking tray with flap specifically for their truffle line. This brown box with matching belly band, was printed on 18pt Cover Stock and converts and is assembled without the use of glue or tape. We also print their candy bar wrappers and custom decal stickers to secure the chocolate bar packaging. Treat yourself to something amazing with one of Eclipse Chocolate’s tasting events. For these events, Printing for Less created a nine panel brochure including information and photos of all the chocolates for tasting. From truffles to confections to custom packaging from PrintingForLess.com, Eclipse Chocolate has it all. We take custom to a new level at Printing for Less, with options from custom shapes, sizes, paper and quantities, you’re bound to find exactly what you need. So give us a call today at 800-930-6040.