How to Deliver Direct Mail Results
For Weinzierl, Customized MarketMail (CMM), a standard mail option recently introduced by the United States Postal Service, capitalizes on the critical initial moments when recipients first pick up and go through their mail. The product allows mailers to send creative, dimensional mail pieces in any shape or design, such as a car, shoe, pizza, computer or pharmaceutical product. The unique formats empower marketing messages and immediately demonstrate products.
CMM pieces must weigh 3.3 oz. or less, and be between 31⁄2˝ and 12˝ in height, 5˝ and 15˝ in length, and .007˝ and .75˝ in thickness.
In addition to manufacturing CMM products for his distributor customers, Weinzierl has designed pieces as self promotions showcasing Professional Graphic Communications' capabilities. "Any customer with a message to communicate will definitely get a good return on investment with a unique CMM format," he advised.
Weinzierl said that CMMs are good choices for high-end real estate sales, luxury car advertisements, pharmaceutical roll-outs, sports team schedules, fast-food and carry-out restaurant promotions, and high-dollar product launches.
Tips from the Trade
Of course, Spaudling and Weinzierl both stressed that even the best-designed mailers in the world are useless if the mailing list(s) involved are not in order.
"Great care needs to be taken with list selection," cautioned Spaudling. "There is a world of difference between mailing to warm or hot lists, and mailing to cold lists, meaning that there is no prior connection with the mailer. We are strong proponents of testing, testing and more testing. Numbers don't lie, but wishful thinking can."
Said Weinzierl, "Mailing lists can be created to target recipients for just about anything, such as their age, income, hobbies, birthdays, gender, profession and credit rating. The only exception is religion."
He added that Professional Graphic Communications seeks out the services of AccuData America (www.accudata), a list broker located in Fort Myers, Fla., for 90 percent of the lists it uses. However, when the goal is to target very specific professional groups, such as human resources managers, Weinzierl utilizes Pearl River, New York-based Edith Roman Associates (www.edithroman.com).