Statement Printing

When you start planning your next direct mail marketing campaign, try looking at things just a little bit differently. When you’re looking at colors and layouts, ad copy and format, think about more than just the costs of getting your materials printed and of sending out the mailing itself.

Here’s an example: you know that it’s inexpensive to mail postcards, so you might focus your marketing campaign on using two-sided printing on oversized postcards. With them, it’s easy to print out your message and use color ad space efficiently, and depending on the size of your mailing, each piece could cost you less than 60 cents each.

That sounds pretty good, but what about the rate of return? When you send out a direct mail marketing postcard campaign trying to entice past customers to come back to the store, what’s the redemption rate? When you try to bring on new customers with your mailing, how many leads do you actually get?

Typically, direct mail marketers don’t find a great rate of return on their investment. Out of 5000 mailers sent, you probably get abut 250 responses.

But what if you spent a little bit more on your marketing program and tried sending out card mailers instead? You might find that your mailing costs are closer to a dollar a piece - which might be an initial turn off from the medium. But you need to take a close look at the results: most people who make the switch find that rather than 250 responses of 5000, they get 2000 responses.

Which is more appealing? We’d have to say that we’d rather have a campaign that brought in 2000 leads than 250 leads. Wouldn’t you rather spend a little bit more to make many more sales?

The true cost of your direct mail marketing program isn’t the cost of printing and mailing, it’s what you spend for each lead you get and the return on your investment. With greater response, you’ll find that you have a much lower cost per lead - making it all worthwhile.

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Plenty of businesses outsource their printing. There are printing services that create color postcards, services that specialize in business cards, companies that do nothing but print out full color booklets that go into CD cases. There are printing services that handle invoices, brochures, calendars.

Sometimes specialization is a good thing: it’s fantastic for those who only need that one type of service for their business.

But what about you? Do you get all of your printing services from one company or are you working with two, three or more businesses just to get everything done right? Are you satisfied with the quality that the company that takes care of your printing puts out? Are you able to send your print jobs online and know that not only will the job be printed but also that it can be organized and mailed within a short turnaround time?

Of course, there are other points to consider as well. In addition to printing services, what about e-billing? Does the company print only on paper or can they also print plastic loyalty cards or gift cards that might interest your customers?

Some of you may know that your printing services are there to meet all of your needs. Others of you might be sitting there thinking, “Is there really a printing company that can do all of that?”

If you’re in that latter group, take a few minutes to see just how efficient printing services can be. You just might find that the time is right to make a switch.

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Quick question: which do you think your customers are more likely to respond to? Are they more likely to bring in a postcard with a discount coupon? Or are they more likely to redeem an embossed plastic card that offers a discount that they received as part of a mailing from your company?

According to one of our customers:

“The card mailer is an extremely successful brand builder. Individuals are less likely to throw away the card versus postcards and will redeem the card within the time frame given.”

Their experience seems to go with the trends: postcards are easily discarded - dropped by the recipients directly into the trash or recycle bin, often without being read. When you use card mailers - either included with a direct mail letter, a bonus offer or even attached with the customer’s monthly statement - you give your customers something that’s easy for them to put in their pocket or wallet, something that’s easy for them to redeem.

As a result, when you send card mailers, you’re likely to find that you have a greater rate of return simply because you’ve offered your customers something that is of greater value to them.

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The longer that you’ve been in business, the more likely you are to find that the internet has changed the way that business is done. As time’s gone on, more sales are made online - even major electronics stores now offer a buy online pick up in store option to their customers as a way for them to save time.

It’s not just your sales that are going to start taking place on line. Banks offer online billpay, so do utilities companies, credit card companies, department stores: what about you?

If you’re still only working with print billing, chances are good that your customers are getting antsy and wanting something more. After all, if you let them shop online, shouldn’t you make it easy for them to pay online too?

When you use Triadex Print and Mail Services to arrange for printing your statements, you’ll find that you’re able to use invoices to market your business. You’ll find that you’re able to keep a clear sense of which bills were sent out when, and you’ll know that the invoice was easy to understand.

What you may not know is that when you choose Triadex for your business, you’ll also be able to offer your customers the chance to receive their statements and pay off their accounts online. Not only will this save you time, but it will show your customers that you know what they need - and are willing to help them get it.

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