One Step Ahead
If there's one positive that can come out of postal rate increases, it's this: large mailers must be more efficient to keep costs down. But that's not enough to win over potential customers—especially if all mailers follow this same formula. To move ahead of the pack, think outside of the box with a creative, eye-catching design.
Once again, Print Professional turned to the experts to see how it's done. Here, suppliers share information on some of their latest mailers and offer tips on how to get them in the right hands.￼
B&W Press—10-page Mini "Slim"™ Catalog Mailers
• Economically produced web-driver-contact piece creates a lift in response rates
• Printed on 70 lb. coated text paper, the product stands up well in the postal stream, arriving in the mail box with consumer-friendly, easy-to-open fugitive-spot-tacks
• No wafer seals needed
For more information, visit www.bwpress.com.
"This is an easy sell for you. Your direct marketing clients are being backed against the wall with rising paper costs and now there's talk of an additional 22 percent postal rate increase for full-sized catalogs. So what is a cataloger to do? Well, they will first think of using a single oversized postcard to 'stay-in-touch' with their important customer base. But, you know better. The 10-page Mini 'Slim' Catalog mailer mails for the same cost of that postcard, but it has additional (eight) surface pages for marketers to use to get their brand in front of these customers. No single multi-page catalog contains all of the various goods offered by the typical direct marketer. Marketers depend upon the expanse of their website to allow them to bring full details and video links to their shoppers."
– Dan Kimball, sales
– Paul Beegan, sales
DataMart Direct—Turn-Key Mobile Marketing Campaign
• Take advantage of the USPS 2011 Summer Mobile Barcode Sale
• 3 percent in postal savings just by adding a mobile barcode
• QR code and up to 3-page mobile site included
• Easily added to any marketing campaign
• 90 days free hosting
For more information, visit www.datamartdirect.com/mobile.
"Who doesn't want to save 3 percent on postage simply by adding a mobile barcode? However, a mobile barcode's effectiveness is significantly reduced if the website the consumer is driven to is not mobile enabled. With DataMart Direct's Turn-Key Mobile Marketing Campaign we will generate the barcode, the mobile site and compile all of the postal documents necessary. Plus we can digitally print and mail, providing a total turn-key solution."
– Julie Leder, marketing manager
• Personalized and static information programmatically composed
• Significantly less expensive
For more information, visit www.prodigitalprinting.com.
"Is this the end of presentation folders? Maybe not the end, but many applications that traditionally employed a traditional presentation folder (aka Pocket Folder) are being migrated to high-end variable data printing ("VDP"). As we all know, many transactions trigger the need for a Welcome Kit (aka "On-Boarding Kit").
Whether you have opened a bank account, joined a credit union or simply had your electricity turned on, you are likely to receive some form of a Welcome Kit. The kit will typically include information such as your rights and responsibilities, how to read your statement and often an invitation to interact with the company electronically.
While some of the kit's contents may be aimed at up-selling other products and services, many of the items are required in order to meet compliance standards within a particular industry.
The old way was to print personalized items, pull static items off the shelf then assemble them into the pockets of the folder, match them to an envelope and mail them out. This not only created a costly package to both produce and mail, it created significant risks in the areas of not including a required item, or mis-matching and sending sensitive account information to the wrong person (yikes!).
The new way is to create a VDP booklet that is produced programmatically (minimized risk), and mailed as either a self-mailer or in a window envelope. The end result is an attractive, highly personalized "kit" that can often be produced for less than the cost of the postage alone using a traditional folder."
– Bill Doehler, executive vice president
Western States Envelope & Label—Convertible Mailers™
• Saves up to 35 percent on paper and 16 cents in postage by eliminating the BRE
• Manufactured as a three-piece envelope including a reply card and coupon
• Reduces or eliminates inserting costs
• Drives more calls to action
For more information, visit www.western statesenvelope.com/convertiblemailer.
"Ready to update your marketing messages? The Convertible Mailer™ envelope allows you to save money, paper and time by including three pieces in one envelope. The Convertible Mailer™ not only saves money on paper and postage, but its unique design attracts attention and engages recipients to interact. Use it for coupon offers, membership drives, special events and more. More pieces, more reminders, more responses, with the Convertible Mailer™!"
– Steve Brocker, vice president sales and marketing
• Provides "no view" security of sensitive data during imaging and mailing
• Offers the secure, tamper-evident seal of a pressure seal self mailer
• Complies with U.S. Postal Service regulations for double postcards
• Enhancement of the banking industry's popular double postcard format
• Available in cut sheet and jumbo roll format
For more information, visit www.infoseal.com.
"ThermoPinSeal was created as a way to enhance the data security of double postcard mailers yet still comply with U.S. Postal regulations for this self mailer format. In order to sell this product, resellers should focus on the tremendous postal cost savings offered by the double postcard format based on real success stories found within the banking industry. They then should demonstrate the manner in which ThermoSecure prevents casual viewing of sensitive data yet still complies with U.S. Postal regulations for double postcards. ThermoSecure is a unique variation of a double postcard pressure seal self mailer and it is manufactured by InfoSeal."
– David Yost, general manager
Bestforms (along with manufacturing partner MAR Graphics)—BestCard
• An all plastic ID Card integrated into a document with pressure seal cohesive
• Can be fully personalized on both sides
• Set within a clear poly backer, which makes the card stand out
• Patented unique construction provides the flattest integrated all plastic ID Card available. Assures trouble free feeding in sheets or in rolls.
For more information, visit www.bestforms.com.
"As an all plastic ID Card this product is intended for applications where there is a need for quality and durability. Applications include health and auto insurance identification, membership, fundraising and promotion. While there is a high level of perceived value with this card, there are many offsetting economies. Because of the product's lay flat characteristics, productivity through digital printers is improved 30 percent to 40 percent. Because the card can be printed on the back, inventory levels can be reduced. There is no need to preprint local contact information. It can be imaged while the card is being personalized. Appearance and quality drive a higher response rate and using pressure seal avoids the need for an envelope and eliminates the inserting expense. A big win for all."
– Pat Valdez, vice president of marketing
IMCOM (along with manufacturing partner MAR Graphics)—FlipPix Postcard
• Pre die-cut sheets with pressure seal cohesive in preselected areas
• Can be preprinted and/or personalized in color on both sides
• The FlipPix is formed during the folding and sealing process
• When the FlipPix is removed from the postcard, it becomes a multidimensional interactive piece
• Perfect for product introduction, promotion, lead generation, greetings, etc.
For more information, visit www.imcominc.com.
"This format is being used by a direct marketing creative group for lead generation. They send out a limited number weekly followed by a phone call. Many times they are contacted before they make the follow-up call. Invariably, the prospect remembers the mailing. While we do not have the exact numbers we are told that they get appointments with more than 35 percent of their target audience. The ability to image two sides prior to forming the postcards allows for a lot of creativity. In particular, it allows for hidden messaging; you have to fold the FlipPix to see the hidden copy. It also allows for involvement, a proven direct marketing tool. Also, using pressure seal results in a cost-effective solution. This is a creative idea that gets results."
– Irv Michlin, president
– Jerry Schwartz, vice president