By
Kathy Cohen
Part
2: CREATING EFFECTIVE MAIL PIECES
Once you have identified the best customers
to receive your reminder card, it is essential to create
mail pieces that get attention and won’t get lost among
all the other competing mailbox messages.
By utilizing
state-of-the-art printing technology, you hold the exceptional
advantage of creating highly personalized one-to-one communications
that speak directly to the recipients in ways that acknowledge
their valued customer status and individual buying preferences.
Reminder card messages can go a long way to enhance the
image of your business and your bottom line. When pieces
are printed in full color, response rates can increase by
as much as 45%. Premium coated paper stock adds heft to
the look and the feel of the card to enhance the impact
of the message as well as the image of your business. Household-friendly
6” x 4-1/4” custom post card size accommodates a refrigerator
magnet to keep your reminder on view seven days a week.
By combining
this Database Intelligence with Variable Information (DI/VI)
that is unique to each of your current customers, Mailmark’s
Advanced Reminder Card Program incorporates powerful new
tools to build deeper, longer lasting customer relationships.
|
By
Kathy CohCAMPAIGN
Full
Color Personalization on BOTH sides puts the name of your
business and the customer’s name together front and back to
trigger instant recognition of the buyer/seller relationship
Expanded
Illustration Capabilities for featuring a photo of your business
New Formats display company name and logo bigger and bolder
on both sides. Smart Coupons automatically deliver highly-targeted
messages based on customer’s purchasing intervals and buying
preferences.
Measurability
should always be a prime consideration in determining where
to spend marketing dollars. Reminder card messages give you
the ability to track responses customer by customer so you
can calculate the return on your investment — dollar for dollar.
Mailmark
has consistently set the industry standard for mailings that
keep your best customers coming back more often and spending
more. If you’re looking to increase your repeat business,
call Mailmark today at (800) 334-8983, to learn more about
our new Advanced Reminder Card Program. Join us and be a part
of the big summer roll-out!
Kathy
Cohen, kathleenc@mailmark.com |
 |
| Al
Iniquez, VP Pacific Region, USPS meets Mailmark. |
|
|
|
In
2003 the US Postal Service recognized Mailmark with
its Mailing Industry Best in Class Award for Mail
Effectiveness. As part of our ongoing partnership
with the USPS, on July 13, 2004, Mailmark Partners
and staff met with Al Iniguez, Vice President for
the US Postal Service, Pacific Region, and his staff
to discuss mailing trends and how they can best serve
Mailmark's clients. |
 |
| Char
Reeves and Elena Neely view the iGen3. |
|
|
|
The discussion centered on how recent studies have
reinforced postal research that indicates that the
higher the level of personalization of mailing pieces,
the higher the response. Highly personalized 1-to-1
communications can result in up to a 30% lift in response.
Mr. Iniguez and his team stressed the importance of
creating mailing pieces that stand out in the customer's
mailbox and won't get lost among all the other advertising
messages vying for attention. They recognized Mailmark
for its strong leadership in responding to the trend
for highly personalized communications that deliver
stronger response rates for their clients. In particular,
the USPS representatives cited Mailmark's direct marketing
strategy that combines Database Intelligence with
Variable Information (DI/VI) printed in full color
on the company's new Xerox DocuColor iGen3 Digital
Press.
The
close partnership Mailmark has with the USPS is an
ongoing one that is founded on one primary goal: to
give Mailmark clients access to the most up-to-date
mailing methods and cost-efficient strategies that
can deliver the very best return on their investment. |
|
 |
In
today's modern marketing world we still tend to forget
a long standing premise; if you’re goal is better control
of your marketing budget — you cannot increase ROI
without increasing the effectiveness of your marketing
in direct relation to cost reductions in your budget. |
|
At
Mailmark we have the tools and the expertise to increase
the effectiveness of each and every mailing piece we
deliver for you. Let’s start by looking at three tips
that help you maintain or increase ROI even while reducing
costs.
1.
TARGET MORE EFFECTIVELY – It’s often difficult
to give up the idea of mailing to every single customer
in the rolodex, (even if you haven’t heard from them
in ten years). But focusing your target is a high yield
strategy to increase the effectiveness of marketing
communications.
HOW
DOES IT WORK?
You need to examine your data to find out who your BEST
customers are. Frequent and recent visitors who are
enthusiastic to buy what you sell may not represent
the largest sector of your customer universe. Even so,
by concentrating on mailing mainly to BEST customers,
you can decrease the cost associated with volume and
use it for more effective
mailing strategies — the kind |
that
guarantee higher response due to the BEST customer audience
they reach.
2.
TAKE ADVANTAGE OF FULL COLOR – Our
new printing technology provides brilliant full color
personalization, not just black ink on pre printed cards
and mailers. The cost of each piece may seem prohibitive
when compared to mass mailed direct, however, you'll
need to mail fewer pieces. Because they are targeted
so precisely — they tend to achieve higher ROI.
HOW
DOES IT WORK? Full color personalization
allows you to “talk” to each customer with a complete
and unique data driven marketing mailer. The intelligent
addition of your customer data into more personal messaging,
printed with premium quality gives you another key to
increasing ROI. Mail pieces like these are more meaningful
and the increased enticement of your special offers
are the result.
3.
EXPAND YOUR CUSTOMER UNIVERSE – Choosing effective
acquisition programs are also very important when budgeting
for market share strategies. |
The
great news is, Mailmark’s CRM offerings don’t just stop
with your best customers. We have two data driven programs
for increasing your customer base and recapturing your
lost customers. Both are required to see the most return
on your investment.
HOW DOES THAT WORK?
The same process we’ve developed for increasing the
response rates of customer retention mailers is just
as effective when you mail to prospects and lost customers.
Simply frame those valuable offers and customer contact
messages with full color personalization applied from
high yield data analysis and Mailmark's specific CRM
programs that are proven to increase ROI. We’ve enhanced
our product universe with new high response mailers
— increase your customer universe by taking advantage
of them today.
Find
out about our award winning NeighborDirect
for acquiring new customers and our Lost Customer
program to recapture customers you thought
were long gone. Call Mailmark at (800) 334-8983.
We’ll show you how.
Foster Johnson. fosterj@mailmark.com
|
|
