WAYNE, NJ—Sept. 25, 2012—The Ballantine Corp., a full-service direct mail company, has published a case study examining the response rates of a direct mail campaign based on two envelope color options.
Lapham’s Quarterly, a publication focused on history and ideas, currently employs a mailer for subscription offers that includes a reply card, accordion brochure, lift note and BRE contained in a black #10 envelope package. The mailer with the black outer envelope did have a good record of performance. However, the magazine was curious to see if changing the color of the outer envelope to white, but keeping the rest of the mailer the same, would have any effect on response.
A limited test mailing of 25,000 pieces with white envelopes resulted in a comparable response rate to mailers with black envelopes. However, a side benefit of the switch from black to white envelopes is a decrease in production cost because of the significantly reduced ink coverage. Lapham’s Quarterly plans to retest the white envelopes later this fall with a larger mail quantity.
“Changing the color of an envelope may seem like a small thing,” says Ryan Cote, director of marketing for Ballantine, “but it can have a significant impact on whether or not your envelope is opened by the recipient. In this limited test, the response did not change, but the reduced production cost may make the white envelope the new control if its performance continues.”
While the goal of testing is often to determine which options increase response, reducing costs while maintaining response is also a viable outcome. Read the case study here.
Source: Ballantine.
Thursday, September 27, 2012
Wednesday, September 5, 2012
Foster Business Relationships With Holiday Cards
By Janice Jenkins
The holiday season can get too busy and crazy for small business owners. There are a lot to do during this time, from organizing holiday events and sales to sending warm wishes to customers. Things can get overwhelming especially if you will be working on a limited budget. However, there is one great marketing tool you can use to send your warm greeting to your customers and prospects during the holidays - the holiday cards.
The holiday cards. have long been used by businesses to keep in touch with their customers during the holiday season. Because people still love receiving cards in their mail, sending your own cards will be perfect way to communicate with your customers without your mail getting considered as junk mail. If designed well, your cards will look like a message from a friend increasing the chance of getting your card picked first.
Of course, it is essential that you design your cards well. You need to come up with a well thought out design that will appeal to your customers and prospects. If you have been creating printed marketing materials in the past, this should be an easy job for you. Here are some of the important considerations when designing your cards:
Think of the colors to use. Keep in mind that this is a festive activity so you need to use fun colors. If you want to stick with the holiday theme, you can use green, red, or yellow. You can always use the colors you used on your materials to create consistency and just incorporate a festive appeal.
Keep the font simple. Just because it is the holiday does not mean that you can go away with overly creative fonts. Remember that you still have to ensure your message is read at a glance, so just keep the font simple and easy to read.
Pick the right image. You might want to use an image that is appropriate for the holiday season. If you can take your own picture and put it on your card that would be better. Just make sure to use high resolution images.
Keep your message simple but warm. It is the holidays. You do not need to make your cards look like a sales pitch. If you do this, people will simply throw away your card. Just send your warm holiday greeting and leave the sales part on your other marketing materials.
Once the design is done, you have to get your cards printed well. Find trusted printing company that will help you create your holiday greeting cards professionally. Keep in mind that there are plenty of them out there, so you have to make a thorough research.
Your holiday cards can be sent both to existing and new customers. It will be best if you do some research first before sending your cards so you are assured that you will mail it to the right people. Do not worry of your budget. Holiday cards are cost-effective to produce. In fact, there are printing companies that provide discounts on printing allowing you to get great savings.
With well crafted cards, you are sure to foster warm feelings and ensure you keep your relationship with your customers strong. Include these cards in your to-do list today and see the difference it will bring your way.
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