‘Red Hot’ Idea VI for Building Your Own Customer Nurture Program
“What are some other advantages?” Zoot asked, slowly coming around to the idea.
“How about simplicity and low cost? Leaving aside postage savings, self-mailers are still cheaper to produce and easier to design and assemble than a standard mail promotion,” Marka noted.
“This one’s a winner—add it to the marketing mix, you forward-thinking marketing whiz you!” Zoot said, putting his sandal-less feet on the top of his friend’s desk. Another look of disgust passed over Marka’s face as the smell of old corn wafted toward her nose.
Today’s FIRE! Point
Self-mailers allow interested recipients to easily respond to your promotion. Because they don’t require an envelope, self-mailers remove a step from the direct mail reply process and, therefore, make it more likely that recipients will respond. In addition, companies willing to standardize their mass-mailings according to USPS guidelines can greatly reduce postage costs.
FIRE! in Action
The Design of Your Mailer Matters
The American Craft Council sent two mailers containing membership offers: one was a two-window format design, and the other was a one-window format that blended the membership card with the package’s other creative elements. The second package garnered a 36% greater response rate.
Next week: The FEI tribe shifts gears with a tip on creating a public relations presence for your company.