Re-engaging lapsed customers can have a lasting effect on your bottom line. Direct mail has proven itself to be an effective channel in this respect. By reaching out to customers who have stopped frequenting your business, you stand to convert a segment that is already familiar with your brandall with a simple, well-written mailpiece. Read on for three tactics to employ when sending a win-back direct mail campaign.
1. Ask Customers Why They Left and Include a Prepaid Business Reply Card
Send your lapsed customers a mailpiece with a short survey. Ask them directly why they stopped frequenting your business. Include a brief list of three to four questions. Be sure to design your mailpiece with a business reply card (BRC), and a prepaid and preaddressed postcard that makes it easy for customers to respond. Provide an incentive, like an exclusive offer, for completing the survey. As an added bonus, you can leverage this information to better identify and address customer issues in the future.
2. Show Them What They're Missing
Entice customers to return to your business by showing them your newest products and brand campaigns. Send a postcard or booklet that reflects your latest marketing initiatives. If possible, tailor your mail campaign to specific segments within your lapsed customer pool. With variable data printing (VDP) you can then customize the direct mail content to each segment.
3. Offer a Final Enticement to Win Them Back
Send your customers a mailpiece indicating that this will be your last offer. Up the ante by providing a high discount or a rare deal. Make the offer time-sensitive to drive them to act quickly. Be sure to use a warm voice to stress how much their business is important to you. Many companies use the following copy to accomplish their goal: We hope this isn't goodbye.
As a channel, direct mail is well-suited for win-back campaigns. Grab a customer's attention with a personalized, physical mailpiece and draw them in with a new product line or one last attention-grabbing offer. With a few strategic design and messaging decisions, you can tailor your direct mail campaign to win-back lost customers.
This article first appeard on inkondapaper.com
With the release of their first ever catalogue, Amazon have added print to their marketing mix. We take a look at the book and discover why the online retail giant has gone offline
In November last year, a toy catalogue was mailed out to millions of Americans. Given that it was the run-up to Christmas and toys are among the season's most popular gifts, there's nothing unusual in that. What was unusual was the retail brand behind the publication.Titled 'A Holiday of Play', the 68-page catalogue was planned, created and mailed by Amazon the world's most valuable online retailer. On the face of it, for a company that's built its vast fortune in the digital arena to produce a print publication is one of the year's biggest surprises in marketing. Amazon thrives online, using a variety of digital platforms, sophisticated use of data, and a lack of bricks and mortar stores to keep its prices low and its profits high.
But by producing the catalogue, Amazon has not only demonstrated that print is a valuable marketing tool, but shown how a print publication can fit neatly into a hugely successful multi-platform marketing campaign.
The catalogue of the future
If you're one of the lucky ones that have a copy of 'A Holiday of Play', you'll immediately notice a number of unique features. (If you don't, you can download a PDF version here.) Firstly, there are no prices in the catalogue. Readers are invited to scan the images in the pages using their smartphone and be taken direct to the corresponding page on Amazon.com. Featured toys also come with QR Codes (or 'Smilecodes') that can be scanned in the Amazon app.
Elsewhere, there's a Holiday Wishlist, where kids can write down the toys they want to see in their stockings on Christmas Day, as well as a page of stickers to really engage their target audience. What the publication aims to do is pique the interest of its readers, gaining their attention when they're in their own home and relaxed. It's taken them a while, but Amazon have realised what many other retail brands have known for years: print engages the reader and gains their full attention, increasing customer loyalty and, more importantly, sales.
The benefits of browsingAs well as being a permanent reminder of a brand in the home, catalogues are a proven way to drive sales. In fact, according to a Royal Mail MarketReach report, 52% of people bought more than they planned when shopping with a printed catalogue. They are also a convenient way to show customers a range of products, as well as giving them important details about those products. In the same report, 63% of people say it's easier to browse through products in a catalogue, rather than in-store or online.
With the online and social media arenas becoming increasingly cluttered, catalogues are emerging as a solid bet for companies keen to reach their customers in an environment free of distraction. And Amazon isn't the only online giant that understands their sales power global auction site eBay also mailed out millions of copies of its print catalogue around the same time, showcasing the wide variety of rare and retro toys it has on its website to millions of customers.
Sign of success
The fact that multi-billion dollar companies such as Amazon and eBay are turning to physical catalogues to advertise their products is very big news in the world of print marketing. After all, companies as big as these don't make key marketing decisions unless there are a series of very large benefits. It's a clear sign that catalogues work, not only as a standalone engagement and sales tool, but as a proven driver to digital platforms.
The festive season may be over, but for catalogues, Christmas could be just around the corner.
This article was originally posted on twosides.org.au
|Posted in: Industry News|
Everyone has questions when it comes to print, and unless you've been in the industry for as long as us, there are bound to be some things you're unsure of. Have you been wondering about how you can decide on the best printer that is right for you? The one that will deliver exactly what you need and provide you with the service your project requires? Here's our handy list with 10 questions you should ask a printer before you choose to go with them.
1. Do you have a wide range of stock options?
It's important to find out from your printer the range of stocks they have on hand. This includes types of stock (Whether you're looking for coated stock, uncoated stock or recycled stock) and GSM (Some printers cannot handle thick stock and might not offer mounting either) it's good to check before you send artwork to avoid disappointment later.
Digitalpress offers a wide range of stocks and our Iridesse can print on sheets up to 400gsm, we also offer mounting if you require a piece that needs to be thicker than our maximum gsm.
2. What is your maximum sheet length?
There is nothing worse than day dreaming about a project and thinking you can have endless options available to you to create something unique only to arrive at a printer and discover they don't offer the sheet size you need. Always ask what the maximum sheet length is and if they do edge to edge printing when you're deciding on a printer.
When creating unique printed projects, sheet length is important. Our Iridesse press has a maximum sheet size of up to 330mm x 1200mm. This gives us plenty of space to work with to create your Beautiful Print Solution.
3. What finishes do you offer?
When it comes to creating beautiful print, finishes are just as important as stock. Discussing the finishes a printer offers during your research phase can not only save you time and money but by having a discussion you can also work together to develop creative options to enhance your project further.
Digitalpress is an award winning digital printing house and we have won awards for our finishes, so you are in good hands. We offer a range of high quality finishes including gloss varnish, doubled sided, spot varnish, matte varnish, embossing, mounted and dye/laser cutting. If you're unsure about which finishes are right for your project, our Beautiful Print Experts can easily consult with you on a beautiful print solution.
4. What binding options do you offer?
Binding is one of those things that can often be forgotten about because you're focusing on the finishes, but binding is just as important as considering unique finishes. Not all printers offer the same types of binding and there are often various wait times when it comes to binding so you should always ask about options and how long they will take even if you haven't even begun to think about what binding you would like for your project.
There is print and then there is Beautiful Print, and binding can often times be make or break when it comes to creating memorable printed pieces. Digitalpress offers a range of binding methods including wiro binding, perfect binding, hard case binding and singer sewn. We can also manage your custom requests, so ask our Digitalpress Beautiful Print Experts if you have something custom in mind.
5. How do I need to provide a file?
Every printer has a different approach to file submissions. Ideally you want to work with a printer that makes it as easy as possible for you to submit your files securely and safely. Beyond that, making sure that there is clear communication around how a file should be prepared before submission ensures that your time is not wasted and that your invoice isn't more expensive due to back and forth around whether your files were set up or submitted correctly.
We have a company Dropbox set up for our clients to submit their files to us, you can easily access this via our website where at the top right hand corner is "Submit a File." Using a trustworthy and easy to use service like Dropbox ensures we don't loose files and that our clients can get their files to us faster!
6. What is the minimum order I can get?
Make sure your printer has capacity to do short runs of your project if that is what you need.
There is no minimum order quantity at Digitalpress, but something to keep in mind is that the set up fee is the same whether you are printing 10 of a product or 1000. In saying that, while it is much more economical to print larger quantities, Digitalpress is offers short run printing of all our products including offering short run packaging.
7. What is your turn around time?
There's nothing worse than thinking you've got enough time to get a project delivered only to discover that the printer you were going with cannot deliver within your time frame. This is where rush fees can come in and if you're being conscious of your budget it's better to discuss up front what the turn around time would be (including delivery) before you submit your files.Every project is different and depending on finishes, page quantities whether you require custom stock and binding selection Our friendly consultants can assist you with planning production time.
8. Do you offer variable-data printing and print on demand?
Variable-Data Printing? Print on Demand?? These might be new terms to you but if they're not, you'll know how great it is to work with a printer who offers these services. Variable-Data Printing and Print on Demand is a system that allows printers to change elements of a printed piece (such as text, graphics and images) without stopping or slowing down the printing process by accessing data from a database or external file. This is extremely useful for medium to large businesses who want to quickly and easily change and update business cards or business stationery for example, it is also often used for direct marketing and advertising.
Luckily for you, Digitalpress offer variable-data printing and print on demand. This makes printing your business stationery super simple. Just send us the artwork and we will manage the rest!
9. Can I see a proof of my project?
As a designer it's important to be able to see your work in the flesh and all mocked up before you go ahead with your project. Checking colours, stock and even type size is best done with a physical copy of your work.
You can very easily book a time to come in and go over your proof with our team, or we can simply deliver it to your workplace for you to approve before we send to print.
10. Can I have my project delivered?
Need it delivered? It's important to check first to see what delivery options a printer can provide. How soon can it be delivered, how far they deliver and how much it will cost can factor into your final decision.
We can quickly and easily organize delivery from our Waterloo site for all of your projects with delivery available within the Sydney Metro area.
Get in contact with us today to see how Sydney's most awarded digital printing company can bring your beautiful print to life.
|Posted in: Digitalpress Masterclass|
How much time do we spend reading on screen and what are we reading?The answer to this depends on how "reading" is defined. The research and statistics in this area vary depending on how the term is defined. Are we referring solely to the reading of textual material, or are we also including pictures, social media and hypertext containing links? If the latter definition is used, we can say that we are reading as never before and that the Internet has brought about an explosion of reading. From this perspective, we can remark that we read on screens every single day, whether it is email, "snaps," news, official documents or posts on discussion forums. It is interesting that while music and films have become almost an entirely digital affair, the sale of digital books in many countries is less than ten percent. However, after several years of rapid growth, it has now stabilised. Even though it is possible to read using technical solutions such as a Kindle, even when it is not connected to the Internet, often readers do not find it as inspiring as reading a paper book.
When do we prefer a printed medium, such as a book?
There are many components, factors and conditions that can come into play here, such as the reader, the material, the purpose and the technology. Not only the reader's proficiency, background and expectations must be kept in mind, but also the type of material that is being referred to and the kind of screen that is being used. It is not a case of "one size fits all," but patterns are beginning to emerge from empirical research into the subject. The length of the text seems to be the most critical factor. If the text is long, needs to be read carefully and perhaps involves making notes, then studies show that many people, including young people such as students, still often prefer a printed book, even if it is available as both an e-book and in electronic formats with options for making notes, enabling the user to search for and highlight the text digitally. This is not the case when it comes to shorter texts.
How can you explain this?When reading long, linear, continuous texts over multiple pages that require a certain amount of concentration, referred to as "Deep Reading," the reader often experiences better concentration and a greater overview when reading from a printed medium compared to a screen. When we are reading from a screen, only one section can be seen at a time and the available reading surface area is limited. If you read a printed medium such as a book, several text areas are available simultaneously and it feels easier to form an overview and make notes in the margins.
Do we read better or worse on screens compared to printed media?Again, it depends entirely on our definition of "reading" and what kind of text is being referred to. However, an interesting finding in some of the empirical studies is that we tend to overestimate our own reading comprehension when we read on screen compared to on paper. Some studies have shown that we believe we have understood the text better, when we read from a screen. However, it has been found that we tend to read faster on screen and consequently understand less compared to when reading from paper. This is a very new research topic and there are studies that have not found any differences in this area. As a result, a lot more studies are required to be able to make conclusions with any level of certainty. However, such findings do highlight something very important, namely that we may have a different mental attitude to what we read on a screen. This has very significant implications, including in the context of education.
What is it with books that catches our attention?
A book also has more physical attributes or characteristics that can suggest something about the content and the text, in comparison to a screen. While an iPad will always look the same, a book has different physical and typographic characteristics that can encourage a certain reading mode and can affect the way in which you read, for example, a thick and compact novel or a thin book of poems. A physics textbook obviously gives off different signals than a pocketbook by Dan Brown. It has something to do with seeing it and physically feeling that you are browsing in a book.