Mailings are high-class ambassadors
Arouse curiosity
The type of mailing depends on the customer's wishes and therefore on the offer and the target group. Initial ideas are often created on a paper napkin or notepad. They must always be checked for feasibility first. If the idea is successful, the mailing is created in CAD, the first dummies are produced and presented to the customer, and the material is decisive in determining whether sliding or folded cards "work" and whether the desired surprise effect can be triggered in the recipient. The choice of printing process is secondary for production specialist Roger Wessner, owner of Printzip GmbH. For him, the important thing is that the mailing surprises the recipient and arouses their curiosity.human curiosity is crucial in mailing design. Who can resist a magic card that only shows part of the message (see double illustration)? By pulling out the slider, the puzzle is solved and the message arrives. The card was designed by FatzerImbach AG, Zurich, for Novartis.
The right offer for every driver
The key success factor of a mailing is to stand out and surprise, amaze and motivate the recipient to react. The aim is to arouse curiosity so that a mailing is opened. To create a positive impression, the correct personal salutation is a promising element of a mailing campaign.Joe Koller, Key Account Manager and member of the management team at Baumer AG in Islikon, points to an example of a successful campaign. The task was to promote the sale of complete winter wheels and the storage of summer wheels. The offer was customized - one2one - to the customer's car type.
Marcel Felder, Consulting & Sales Mailings at Läser AG in Gontenschwil, is convinced that the opportunity to inspire customers with special print products must be exploited. The mailing thus becomes the actual image carrier. Paper, cardboard, finishing and design symbolize the corporate message: creativity, trust, innovation, reliability, seriousness.
Which mailings are suitable for which applications?
Marcel Felder sees a suitable mailing format for every range of goods or services. For example, slatted sliders with a before/after effect are perfect for product re-designs or problem and solution illustrations, while mailings with opening flaps that look like curtains symbolize the announcement or presentation of a new offer. With fold-out brochures, sub-areas or processes can be presented logically. Jumping cubes are used for messages with a surprise effect. The "cat mailing" from Läser/Landenberg "In der Nacht" was used to communicate the cooperation between Landenberg-Mailings and Läser AG in an "eye-catching" way. This movement symbolizes the dynamism of the two companies in the new alliance.
The accounts are settled at the end
Whether it's an inexpensive self-mailer, a complex 3D mailing, a mailing with fragrance or varnish, in the end only one figure applies to all advertising media: the cost per order (CPO). If the offer and presentation have impressed the target group, then the cost and return are right. Unfortunately, there is no magic formula for planning and successfully designing mailings. That is why the old adage in dialog marketing remains true: Test, test, test!
Tips for successful mailings
- Tailor the address, packaging and choice of material to the target group and offer - Design an attractive exterior - First impressions count The first impression counts - The personal address must catch the eye - Flawless addressing and personalization is mandatory - The choice of substrate must match the target group (higher-weight papers convey greater value) (Higher-weight papers convey greater value).- Try out eye-catching formats.- Choose self-explanatory and understandable text and imagery.- "Gags" must work very easily without instructions.- Use unusual window shapes that arouse curiosity.- Clarify the possibility of using three-dimensional give-aways.- Clarify postal regulations and postage costs in the conception phase.- Work closely with address procurement, printer, finisher, lettershop and post office.
