Personalizing direct mail isn’t the same as doing it successfully, however. Marketers know there’s no such thing as too much information, and they go to great lengths to collect it. But in the end, they either use it to limited effect or not at all.

If you want your personalized direct mail campaign to yield the best response, your data must capture exactly who your customers are and what they’re looking for. Use these three data categories to make your next mailing truly one-on-one.

Names and Addresses
While this is a given, keeping customer lists up-to-date is actually pretty difficult. People move, get married and switch jobs, changing their names, addresses, and job titles along the way.

The best way to keep your list fresh is to update it regularly:

• Run regular scans to remove old and duplicate addresses.
• Make sure your broker lists don’t include existing customers.
• Add apartment numbers and ZIP codes to incomplete addresses.
• If you can’t find a name for an address, eliminate it.

The more accurate your mailing list, the easier it is to personalize, and the better your response rate will be.

Donation History
Personalized direct mail isn’t just knowing who and where your customers are; it’s also knowing why they give to your cause.
Many non-profit organizations use previous donor history to help calculate for future donations.  But, it can also help you identify which donors are most dedicated to your cause.  It works in two ways:

• If a current member donated to a particular segment of your fundraising program, focus more of your efforts with that donor on that specific fundraising program; he responded before, so he’s more likely to respond again.
• Customize the package itself to reflect past contributions.  If a member has donated to a particular program, customize the mail piece to prominently feature similar programs they can contribute to.  When you highlight programs that attracted donors in the past, those donors are more likely to donate again to the same cause.

If you know what members have donated to in the past, you’ll have an easier time predicting what they’ll contribute to in the future.

Demographic Information
The same milestones happen to nearly everyone:  first car, college, house, marriage, children, and retirement.  As people’s lives change, the causes they support and their interests change as well.  The organizations that can anticipate these changes needs and wants will get more of their donations.

Personalized direct mail works best when it seems to know exactly what the donor is thinking. Collecting demographic information and appending it to your donor list prepares you to market your fundraising programs and gear them to what your constituents are interested in ahead of time.  More than likely, your prospects are already segmented by demographics, so it’s easy to buy the list you need.  But for existing members, you might use surveys and monitor feedback to find out what their change in causes and interests are as time goes on.

When you know where your members have been, you can easily guess where they’re going and what they’ll support along the way.

Marketing is more personalized than ever, so you direct mail should be as well.  The more you know about your members, donors, and customers, the better you will understand what they support, allowing you to create pieces that your customers will think were written specifically for them.

See how a non-profit organization made personalization work for them by downloading this FREE Case Study: Identifying New Donors Through Direct Mail

Here are four ways that non-profits can maximize the potential of their campaign.

1. Know and understand your demographics.
   This is perhaps one of the most critical areas. It is essential to understand who your audience is. For example, one charity decided to open up their donor appeal with the lyrics from John Lennon’s song, “Imagine.” Unfortunately, they were attempting to “bring people together,” and the majority of their donors were from the Bible Belt and thoroughly disliked the lyrics.  Their donations dropped by 70%.
2. Split-test 
   Once you know your audience, you need to discover what message best “fits” that audience. Develop a version of your direct mail control package and test by sending the version to a small segment of your audience.  Compare and measure the results to see whether the “test” or control package was more successful. Use these results to adjust your control package and then – test again!
3. Mix up your fundraising efforts.
   Many non-profit organizations concentrate their biggest drive at the end of the calendar year, and sometimes ignore other opportunities to fundraise throughout the year.  Get creative and highlight special occasions, donor birthdays, non-profit events to keep your organization “front of mind” throughout the year and bring in additional donations.
4. Call on professional assistance
   If you’ve tried it all and have run out of ideas for your next direct mail campaign, think about finding a professional that will bring a fresh perspective to your efforts. It can be money well spent. They will review what you have done, what has worked and what hasn’t, and provide insights that could help “boost” your results. Consider working with a company who specializes in raising money for non-profits and will tailor your campaign around the size and strength of your organization.

For more information on how to maximize your success in your next direct mail campaign, download a free resource, 10 Steps to Get Your Direct Mail Program Off the Ground.

For more information on getting a fresh start on your next direct mail fundraising campaign, contact Cindy Kilgore, Director of Creative Services, at ckilgore@euservices.com

Many direct mail packages put all their creative ideas inside the package, but people won’t open it unless the outside is just as compelling.  Appearance isn’t everything, but in direct mail, it’s the difference between a mailer and a mailer that sells.

Here are a few ways to make your envelope as inviting as what’s inside it.

• Add some color
  Plain white envelopes get lost in the shuffle – literally – because they look like every other envelope. But a brightly colored green, blue, or orange envelope always gets a second look. If your direct mail package is full of colors, don’t hide them; make them part of the outer envelope. Recreate color schemes, use similar graphics, and even use the same photos inside and out. It make the package more consistent, it looks nicer, and the reader won’t automatically lump it in with bills and letters in the white envelopes.
• Make it something special
  Creative direct mail should play on the reader’s ego. We all want exclusive access to things like restaurants and parties, so that should be part of your envelope teaser. Using words like “exclusive” and “members only” makes your offer look like a premium for valued customers – and that makes the recipient feel like a valued customer. Big bold letters get attention, but they can look too sales-y; elegant lettering can be just as eye-catching, and it looks more exclusive than plain text.Urgency is the other motivator. No one wants to miss out on a deal that’s just for them, so adding words like “act now” and “limited time only” will prompt them to respond – and fast!
• Handwrite it
  Everything old is new again, at least in direct mail. We’re so used to getting mail with printed addresses and barcodes that most of it goes in the garbage. In fact, the only time we really pay attention is when we get something with a handwritten address.Marketers know this. That’s why handwritten direct mail services are taking off so rapidly. Some direct mail service providers are now offering handwriting services for things like thank-you cards, requests for donations, and of course, outer envelopes. Handwriting is a great way to play on the idea of exclusive offers, because it makes the package look like it was made specifically for the recipient.In additon, handwriting also plays to marketing trends. Consumers want everything specialized – products, services, experiences, and communications. Printed labels don’t accomplish this, but an envelope with an address and teaser written in ink helps mass mailings feel more like one-to-one communications. That raises the reader’s interest in the offer.

Direct mail communications need to be creative throughout the entire package, but it’s especially important for the envelope. Without a compelling envelope, the package won’t get opened or read – and you won’t get the responses you need for a successful campaign. Extend your options with eye-catching envelopes!

For more information on one-to-one direct mail marketing, download the free resource, Tailoring Your Messages, now.

• Pop ups.
  No, not those annoying pop-up ads in a web browser; think of a three-dimensional package for your prospect to open. A beautiful box tied with a ribbon, pieces that literally have an example of the product or service fold out from the page, an object related to the campaign, and even samples in your direct mail will go a long way toward your prospects calling for more information or to purchase. This BlackBerry campaign incorporated toys (a stress ball) and a creative, attractive package to pull prospects in to the idea of a BlackBerry.
• Wall art.
  Does your product or service lend itself to a beautifully packaged, beautifully-printed poster? Instead of a standard direct mail package with 8.5″ x 11″ color prints, blow up the best of your images into a beautiful, interesting poster that your prospects can unroll, savor – and maybe even hang on their walls. If the poster is inspirational or just has gorgeous artwork, you increase your chances of this creative direct mail piece being displayed – or at the very least, shown to others.
• Add some pop culture.
  Everyone knows the McDonald’s logo. By incorporating some pop culture into your direct mail campaign, you’re instantly recognized and memorable. In this example, it’s a theater invitation to a Macbeth performance. But instead of the standard somber graphics, the mailer added splashes of blood to the McDonald’s logo to emphasize a more modern take on a Shakespearean classic.
• Use toys.
  Yes, toys. In this example, UNICEF used toy soldiers to drive home the point that they’re dedicated to saving children in countries where the children are forced to grow up way too fast – and making those countries safe enough so that children are playing with toy soldiers, not being soldiers. Toy soldiers are relatively inexpensive and drive the point home. How can a small toy lend itself to your campaign?

The beauty of stepping outside the traditional direct mail campaign is that your creative direct mail will not just catch the eye of prospects, but of those around them. The best creative online campaigns go viral; you want to send something that will not only get passed around the office or among friends, but will be snapped with the prospect’s iPhone camera and Tweeted. With the right campaign, you’ll go viral online and off.

Email and direct mail work well together, because they complement one another:

• Email offers the quick pitch, while direct mail provides greater detail.
• Direct mail might sit on a desk for a day or two, while emails are usually opened and read right away.
• Conversely, direct mail packages can generate responses for weeks, while email responses generally run out after a few days.

So these two channels of communication have different strengths and weaknesses, but studies show that when they’re combined, the strengths are overwhelming:

• 90% of consumers prefer either email or direct mail when it comes to marketing.
• Multichannel campaigns do 50% better than mail-only campaigns.
• Digital campaigns generate 62% more responses when combined with direct mail.

In other words, combining email and direct mail fundraising increases the effectiveness of both.
However, combining email and direct mail doesn’t mean running two parallel campaigns; repeating the same messages on two channels won’t get the response you want.  Instead, you need to blend the two to create a truly integrated fundraising strategy.

Here are three ways to create a successful, effective cross-channel campaign.

1. Set messaging objectives.
In a single-channel campaign, each effort is meant to generate a specific response.  Cross-channel strategies must have the same sets of goals. This means different things to different campaigns. You might send an email to remind donors of the direct mail that you sent earlier. Or you might replace a lead-generating postcard with an email blast.  When that email generates responses, those new leads get direct mail with information and a request for donations.

Figure out what you want each communication to achieve, and put them in a sequence that achieves it.

2. Put all messages in context.
Sometimes a message seems to show up out of the blue, when it’s actually a response to an earlier communication sent through another channel. Make sure your follow-up communications reference the previous messages. If you’re sending a direct mail package to new leads, remind them that they submitted their email addresses for more information. If an email reminder follows up on a direct mail solicitation, say so in the header or opening paragraph.

By reminding donors of past communications, subsequent ones don’t look so random – and they may generate the donations you want.

3. Respect donor preferences.
As mentioned earlier, 90% of consumers prefer either email or direct mail, but not necessarily both, and not in equal measure. Sending equal number of email and direct mail fundraising messages to all donors or prospects can be detrimental if they don’t want them. Some people want fewer emails in their in-boxes and prefer less frequent messages.  Others want to save trees and prefer fewer direct mail packages.  Keep these preferences in mind when scheduling your next email or mailing. Two benefits come from this. You’ll save money by not sending communications your donors don’t want. Plus, showing donors that you honor their requests makes your messages seem less intrusive – and makes donors more generous.

Email is meant to enhance direct mail fundraising, not replace or replicate it.  A carefully integrated campaign that draws on the unique strengths of each channel is the key to higher response rates and more donations.

Creative direct mail adds new dimensions to traditional direct mail. Instead of your relationship ending when the consumer or donor reads your mail, you now have an opportunity to build a relationship with that person before they try to contact you. Thanks to social media and QR codes, creative direct mail offers a variety of ways to make additional contacts. Take a look at these ideas to start brainstorming.

Create a Conversation. Marketing is all about building relationships, and how better to build a relationship than to start a conversation? Today’s social media gives you a myriad of ways to converse with consumers or donors, but you have to lead them to the venue where conversation happens with your direct mail piece. Where do you hold these conversations?

• Facebook
• Twitter
• YouTube
• Blogs

In your mailing, direct people to your company’s Blog, Facebook, Twitter or YouTube channel. You can even use these familiar icons on the envelope of your mailer to get their attention. Younger people feel very comfortable interacting via social media, so you will seem accessible and friendly to them.

Try QR Codes. According to JumpScan, in the fourth quarter of 2011, QR code scanning jumped by an amazing 1,200%!! Millions of people are scanning those little black and white coded squares that pop up on everything from cereal boxes to restaurant coupons to fine art displays in museums. But don’t just slap a QR code on your next mailing and think you’ve got it made. Develop a strategy for strengthening loyalty to your brand. Here are some ideas for using QR codes in your next mailer.

• Offer coupons or discounts
• Link to an informational video
• Encourage scanners to rate their experience with a survey
• Allow scanners to “like” your products, services, or charity
• Give directions with interactive custom maps to your business

Deliver Informative Content. You’ll gain credibility and authority by offering consumers and donors informative content with your direct mail. If you’re a non-profit organization soliciting funds, use your creative direct mail to tell potential donors what makes your organization unique and worthy of their money. Non-profits have been hit hard by the recession, because people are less willing to give when their budgets are tight, so you have to really make your case about why their limited charitable donations should go to you. Likewise, if you’re a business, offer compelling, meaty reasons why your products or services are superior to the competition’s.

• Offer cold, hard facts. “In 2011, our non-profit ballet group offered free performances to 2,400 school-aged children, many of whom had never seen a live dance performance.”
• Educate. “A study by Stanford University shows that a combination of calcium and vitamin D may reduce the risk of melanoma in women by half.”
• Be Helpful. “In addition to giving you a quote for replacing your rain gutters, we’ll give you a seasonal checklist of home maintenance chores.”

Put yourself in the shoes of those receiving your direct mail. What would endear a business or non-profit to you? How would you like to interact with your organization? As you answer these questions, be creative. With so many new avenues for reaching people, there has never been a better time to develop a multi-channel approach.

Here are three ways to help reduce your direct mail fundraising costs.
1. Focus on the Big Donors

If you have a donor database of 10,000 and mail to every one of them every time, you may be able to recoup your costs. However, if you focus more consistently on the 2000 donors that traditionally give the most, you’ll generate a better return for the dollars spent.

By focusing direct mail efforts on your biggest donors, you can cut the number
of pieces mailed without dramatically cutting the amount of money raised.
You can still mail to the balance of your donors, but also consider combining mail with less expensive channels like email and social media.

2. Keep Lists Up to Date

People move, they change jobs, they prefer other outreach methods, or they just
want out altogether. This might lead to a few dead letters in one mailing, but over time it adds up and so does the cost.

So make sure your packages aren’t lost in the shuffle. Keep your lists clean. Use the National Change of Address (NCOA) database to update old addresses or scrub undeliverable addresses from your list. Run regular updates to look for duplicates or incomplete addresses. If someone requests information through another channel like email, mark the name for use in your next communication. And when someone asks to opt out, respect their wishes and stop sending mail. They won’t like the intrusion, and you definitely won’t get a donation.

3. Streamline Your Mail Package

If you’re mailing the nicest, information-packed package possible, you could be spending much more on your direct mail than necessary. Expensive stock and lots of materials are impressive, but they may not bring in enough donations to justify the costs.

You can slim down your package and still provide the same information. A basic direct mail package might include a letter with graphics depicting your cause, a reply form, and a reply envelope. Test the effectiveness of providing options for responding, both through the mail and online. Include your website address as a means to donate and offer additional materials for download as well.

Reducing the size and weight of your package by eliminating additional pieces lowers your printing and postage costs. Saving just a few pennies per package will add up quickly if your mailing thousands of pieces.

With a few adjustments to your next direct mail fundraising package, you could see more donations at a much lower price tag.

For more information on reducing costs, download our FREE resource: 6 Tips to Cut Cost in Direct Mail Programs.

A recent article published in EU Services’ News & Insights newsletter describes the Customer Lifecycle and the importance of leveraging data throughout that process. Phase 1 is the Customer Acquisition Phase where you acquire high-value customers cost-effectively.  Phase 2 is the Customer Development  Phase that concentrates on converting and developing customers using knowledge. Phase 3 is focused on Customer Retention which uses all the accumulated knowledge to continually respond to customer needs, cross-sell, up sell or reacquire customers that have been lost to the competition.

The starting point is raw data which is continually enriched through a series of processes that leads to segmentation:  grouping customers; grouping attributes and variables; and predicting response and future group memberships. The result of all of this analysis provides true targeted marketing that gets you in front of the right contact at the right time with the right solution or need.

Of course, the benefits are enormous to your organization. As mentioned initially, you generate better returns and business growth while achieving cost savings by reducing wasted marketing dollars. No matter what your industry may be, data-driven direct marketing should be at the top of your “to-do” list when you plan your next campaign.

For more information or reprints of the full article please email us at marketing@euservices.com.

In other words, warm and fuzzy isn’t enough anymore.  Nonprofits must show that they’re worth the donors’ time and money.

More and more nonprofits have adopted marketing strategies used by for-profit organizations, which are included in a few trends that we’ll see in direct mail fundraising in 2012.

More Integration

Nonprofits still mail letters to donors and prospects, but they’re often supplemented with emails, tweets, website pages, and texts.  Mobile plays a huge role in this. Fundraising Success says smartphone adoption increased 50% in 2011 and is expected to grow another 50% by 2012.

Whether a campaign revolves around a specific program or general funding, it should span multiple marketing channels.  This expands the number of prospects, and it engages current donors.  Plus, since it typically takes seven contacts before people respond, an integrated multi-channel strategy will speed up the process.

More Segmentation

Direct mail fundraising is like any other marketing campaign – one message doesn’t fit all audiences.  That’s why you need to segment your database to create a more relevant pitch for each recipient.
A typical fundraising campaign might look like this:

• New donors learn about the organization or cause.
• Current donors are thanked for their generosity, reminded of what they’ve given and asked to consider giving more.
• Lapsed donors are reminded of their past giving and asked to resume it.
• Individual donors hear a different message than foundations and corporations.

This is just one example, but it shows how segmentation helps you create more resonant messages for each segment, which makes the whole campaign look less cookie-cutter.

More Personalized Engagement

Personalized messaging is a big priority in the for-profit world, so nonprofits have adopted it as well.  According to Direct Marketing IQ, 60.3% of all fundraising mail was personalized in some way in 2011, and there’s no reason to think this will stop in 2012.

So start doing it!  Personalize each fundraising letter with the recipient’s name. Add that name within other portions of the direct mail package. Remind current donors how much they’ve given before and use that to deepen their engagement.

Personalized messaging is the first step to building a relationship with your donors. The stronger the relationship, the greater the support – financial and otherwise.

Greater Accountability

Cost efficiencies are a priority for your organization, but they also matter to your donors.  Direct mail fundraising campaigns still tell heartbreaking stories and plead for donations, but they’re also adding cost breakdowns and other “bottom-line” talking points.

This might seem callous to some agencies, but donors want to know what nonprofits do with their donations. Talking about your finances makes your organization look more efficient and effective, which is always attractive to donors.

To show donors you’re spending their gifts responsibly, do one of two things:

1. Tell them how much of each dollar goes directly to the cause; show them they aren’t funding excess administrative costs.
2. Talk about how much more you can do with their donations. Donors like giving to nonprofits that do as much as possible with every dollar they raise.

In 2012, nonprofit marketing will look more like marketing in the private sector. That’s a good thing, because donors look more favorably on nonprofits that engage them personally, reach them wherever they are, and spend their generous donations as they were meant to be spent.

Despite the move to electronic media, mail still lands on people’s desks.  All too often, it stays there, ignored at best and unopened at worst.  But these five creative direct mail tips will move your package to the top of the heap and bring you the response you want.

1. Give your package a facelift.

   White envelope. Typewritten address. Bulk mail stamp. Been there, seen that, and in the trash it goes. The easiest way to get people to ignore your direct mail package is to make it look like everyone else’s. So make it look like nothing else in the stack.Use bright colors like red or purple for your envelopes. Customize your bulk mail stamp to look first-class. And the choices for lettering are endless. Some businesses use elegant fonts to make their packages more prestigious, while others use handwriting fonts to make them look like they came from an old friend.

2. Ask a point-blank question.

   Maybe your prospects aren’t thinking about what you’re selling right now, but a creative direct mail package that asks the right question will change that. Are they saving as much as they could? Are they getting what they need from their current provider? Do they need your services after all?The outside of your package is the perfect place to ask these questions. If they seem urgent enough, they’ll pique the readers’ interest, motivating them to open the package and see if you have the answers they didn’t realize they needed.

3. Throw in a freebie.

   Everyone likes free stuff, whether they need the item or not. But when the free thing is something they MIGHT need, they’re really excited about getting it.If you want to give away a free item, make sure it’s relevant to your business.Do you sell art supplies? Send a little paintbrush. Cooking supplies? A meat thermometer is perfect. The item should lead to an interest in your products.

   But the benefit won’t come if you don’t imprint your company name and address. These freebies are meant to raise your profile, so give your prospects something they’ll use all the time and will remind them of your company.

4. Start a conversation.

   While Tip #2 asks a question, this tip seeks to find the answer. Marketing is a dialogue between a business and its customers, and there’s no better way to create one than to ask prospects for feedback.If you’re mailing to prospects, ask them what they want in a company like yours. If they’re new customers, ask for feedback on your products and customer service. If they’re lapsed customers, ask what you can do to bring them back.This isn’t a hard sell – it’s a way to gauge interest in your business and find ways to better meet your customers’ needs.

5. Think outside the envelope.

   Envelopes can be changed to be more attractive, but a different kind of package will make your pieces REALLY pop.It costs more to send a 3-dimensional package such as a cardboard tube or box, but it definitely won’t be overlooked. In fact, non-envelope containers are a great way to send the freebies from Tip #3. Or send your regular piece and know that it’ll get the attention a regular envelope doesn’t.

Creative direct mail packages are essential to boosting your response rates and your sales.  So raise the stakes – put together a package your prospects won’t forget!

For additional ideas on boosting response rates, download our free resource guide: Boosting Direct Mail Response Rates: 13 Ways to Drive Emotion.

A recent statistic, based on a data collected by The Direct Mail Man stated that, “Even though QR Codes are meant to appeal to people on the go, nearly 60% of QR codes are scanned at home”.

This offers a huge opportunity for marketers to start integrating QR codes into their direct mail campaigns, if they have not done so already.

Direct Marketing IQ cited a study, conducted by a Maryland based marketing agency MGH, that found offers and calls to action are the No.1 reason recipients scan QR codes. To purchase and read the full report visit: www.directmarketingiq.com

When developing a QR code advertisement or campaign, some standard questions need to be asked:

• What’s in it for the recipient?
• How will the recipients experience with the company, brand and product be enhanced?

In addition to the above questions being answered it is important for a QR code campaign to be thoroughly tested prior to launch. A variety of code reader apps and mobile devices should be used to ensure the code scans correctly for the recipient.

Go beyond the press sheet and give the recipients of your advertisement or direct mail campaign a QR code experience that will live up to its expectations.

To read more about QR code best practices, download EU Services free resource, Bridging the Gap with QR Codes: From Direct Mail to Mobile Marketing.

With more than 50 million Hispanic consumers in the U.S., the biggest challenge for marketers today continues to be understanding how to reach this segment of the population. Federico Subervi, Ph.D. Professor &  Director at the Center for the Study of Latino Media & Markets, emphasized the limited understanding that the advertising, as well as the marketing research companies have regarding the complexity of the Latino markets. There is not just one type of Latino market. One general marketing campaign does not fit all!

The most effective advertising and marketing campaigns will reach out to Hispanics with a consistent message across all communications, the largest being television. Survey respondents do believe that digital and mobile media use will grow in 2012. And as noted in a previous EUS Marketing blog, Hispanic-Americans Appreciate Direct Mail, Hispanic-Americans have a higher response to direct mail than other readers do. So, marketers may need to allocate more of their budgets in the coming year to fully connect with Hispanic consumers.

Trevor Hansen, CEO of EPMG states, “the Hispanic market as championed by the 2010 Census offers brands a front row ticket to one of the fastest growing markets in the world, right here in the domestic U.S.”   Don’t take a back row seat to this expected market growth for the coming year.

Briefly, you will find that the overall rate increase for First-Class Mail will be 2.133%.  First-Class (first ounce) stamps will go up to 45 cents, but the Forever stamps will remain at 44 cents. The first-ounce price increase for Commercial First-Class mail will range from $0.006 (1.6%) to $0.014 (3.6%), depending on the presort level.

The overall increase for Standard Mail will be 2.124%. However, the commercial rate price for a two-ounce piece will be the same as for a one-ounce piece – thus allowing the mailer to mail that second ounce for “free.” But remember that beyond this, the three-ounce piece will be charged the first-ounce rate plus the rate for two additional ounces.

Nonprofit letter size mail will receive an across-the-board $0.002 per piece reduction in postage, while Carrier Route rates for all processing categories will go up 2.425%. Other presorted prices will go up an average of 1.867% for letters and 2.209% for flats.

Be sure to download EU Services’ free Postage Rate Chart for 2012 today!  If you have any questions after reviewing the rate changes, just contact Dave Loudon, VP of Mail Processing, at marketing@euservices.com.

If you are looking at getting a postal rate quote for a specific package you can access the USPS postal rate calculator here and get an immediate answer.

Here are 4 of the most common errors that prepress departments experience with an art file that’s been submitted by a customer for a print project.

1. Missing Fonts: Since there are so many similar versions of fonts, it is hard for the printer to substitute the exact fonts. Substituting fonts can change the look of your printed piece and cause text to re-flow.

Solution: Always include all fonts that are being used on your printed piece.

2. Incorrect page size and inadequate bleeds: Incorrect page sizes cannot always be fixed by scaling the size of your pages up or down. If you do scale your pages, make sure that the size of your file can be adjusted proportionately to the desired size. If your pages need to be enlarged, doing so could possibly compromise the resolution of the images in your materials.

Solution: Make sure your document is the final trim size and that bleeds have been extended ¼ inch.

3. Missing, unlinked or low-resolution graphics: If your document shows an image, but the actual image file is missing, the image may have become unlinked when saved in a folder that is different from its original location. When a link is missing, the graphic will output in low-resolution or not at all.

Solution: After saving your art file, double check that all links are included and up-to-date. Make sure your photos are at least 300 dpi and that they are saved at the actual print size.

4. No hard copy proof: A common error is pages being backed up incorrectly, as well as binding pages being out of sequence.

Solution: Provide your vendor with a hard copy printout. This lets your printer see the final approved document, allows them to check for discrepancies and clarify how you intend the layout to look. For digital files, send a PDF with color mock-ups for reference. For multi-page jobs, include a mock-up indicating how you want the document folded and bound.

To receive a step-by-step guide to help you produce your next direct mail campaign, download EU’s free resource here, Planning for Success: A Guide to Planning a Direct Mail Campaign for Your Organization.

Here are just a few premium ideas to help boost your returns this year:

• Labels: Include a small personalized sheet of holiday labels, gift tags and envelope seal stickers. This gift sheet will be appreciated and used by the recipients during the holidays.
• Bumper Sticker: If placed on the rear window, body or bumper of the recipient’s vehicle, a bumper sticker will continue to build brand recognition, extending the life cycle of the logo. Bumper stickers are an easy, economical way to get exposure by taking advantage of a captive audience in support of your organization’s mission.
• Decal: A dependable way to promote your organization and provide perceived value to supporter recipients. This is another opportunity to keep the logo and brand information visible. The 24-hour exposure ensures that this inexpensive marketing tool never stops working on your behalf. Additionally, since the decal is “mobile,” it will increase the chance that other potential supporters outside of your geographic area will gain exposure to your organization.
• Keepsake Snapshot: A snapshot-style photograph of people, animals, land, etc., mailed to donors to show the “before-and-after” results of their generosity. This serves as a way to reinforce a strong emotional connection, causing more people to become engaged with the message of the premium piece.
• Sticker package: A time tested technique that includes a removable sticker with an image on it that pertains to your organization. The sticker can be removed by the recipient and put on the reply device to show the donor’s “pledge of support” for your organization. This is commonly called an involvement technique and has proven to be very effective in raising response rates for mailings.

For more information on creating your holiday premium package, contact Cindy Kilgore at ckilgore@euservices.com.

As always, there is bad news and good news with this proposed increase. Briefly:

• The overall increase for First-Class Mail will be 2.133%.
• The price of a First-Class (first ounce) single stamp will go up to 45 cents. However, the First-Class Forever stamps will still be worth 44 cents.
• For commercial First-Class Mail, of most interest to marketers, the first-ounce price increase will range from $0.006 (1.6%) to $0.014 (3.6%), depending on the presort level. The price difference between five-digit and three-digit presort levels will close to $0.024.
• In a move designed to encourage mailers to continue to mail, the commercial rate price for a two-ounce piece will be the same as for a one-ounce piece – thus allowing the mailer to mail that second ounce for “free.” But beyond this, the three-ounce piece will be charged the first-ounce rate plus the rate for two additional ounces.
• The overall increase for Standard Mail will be 2.124%.
• Nonprofit letter size mail will receive an across the board $0.002 per piece reduction in postage.
• Carrier route rates for all processing categories will go up 2.425%.
• Prices for other presorted prices will go up an average of 1.867% for letters and 2.209% for flats.

As soon as we know whether the PRC accepts these proposed rate changes, we’ll pass that information on to you.  So stay tuned. . .

EU Services will have an updated Proposed Postage Rate Chart ready for release very soon.Be sure to download EU Services’ free Postage Rate Chart for 2012 today! If you have any questions after reviewing the rate changes, just contact Dave Loudon, VP of Mail Processing, at dloudon@euservices.com.

1. Undersized direct mail – As I sifted through my mail from the past month, I noticed several smaller than normal inserted direct mail packages. For example, the Leukemia and Lymphoma Society mailed a 7 ¾” x 4” package that caught my attention. It was their fall label appeal package and was personalized from the Maryland Chapter. The benefit of smaller sized direct mail packages – draws attention; less material usage. Downside – less real estate to get your message across.
2. Special window envelopes – The standard 1/8” x 4 ½” window is being replaced with double windows, full windows, and other interesting window combinations. For example, Visa sent out an all-black invitation direct mail package. Centered on the front panel of the carrier was a 4” x 2 5/8” window. To make the effect even more dramatic the window was filmless. Benefit of special window envelopes –it entices the recipient to open the package by showing more of what’s inside. Downside – if you choose a specially-made window, be prepared for additional production time and cost.
3. Offer visuals – Text is only one form of “teaser” being used on envelopes this fall. The Colonial Williamsburg Foundation displayed a 4-color picture on their outside envelope of a special gift offer in exchange for a donation. Benefit of an offer visual – the recipient is more likely to open the envelope because a gift has been included and can be easily seen. The downside – 4-color images printed on envelopes can be costly. Consider printing a duotone or halftone image of your special offer instead.
4. Peel off stickers – Interactive packages have the tendency to increase response rates. Both Netflix and State Farm used peel off cards/stickers in their recent self-mailer promotions. These stickers included offers that the recipient is expected to keep and use at a later date. Benefit of interactive stickers – more involvement means a higher perceived value premium reminder. Downside – some interactive stickers/cards must be affixed by hand, and are more time consuming and costly to produce.
5. QR Codes – They’re not just for advertisements! One example of a package I received in my mailbox with a Quick Response (QR) code was from the non-profit organization Samaritan’s Purse. Their QR code launched a YouTube video where viewers could watch a documentary about the devastation in Japan and the efforts of Samaritan’s Purse at work. Kudos for linking direct mail to social media! The benefit of using a QR code – connect the offline direct mail package to your online material to enhance the relationship with your audience. Downside – online sites not properly formatted for smart phones can be difficult to navigate; be sure to tell your audience how to use the QR code.

Obviously, these trends must be working or they wouldn’t be commonly used among so many different organizations. You may decide to avoid any trend this fall and just test a traditional direct mail package.  However, I have to say that I didn’t see a lot of what I would call “traditional” direct mail packages or self-mailers in my mailbox.

For more ideas on how to cut cost in your next direct mail campaign, download a free resource here, 6 Tips to Cut Cost in Direct Mail Programs.

What’s at the root of all this craziness? “The emotion that most impacts the B2B buyer is fear (e.g. job security, loss of professional credibility, monetary loss, etc.).” Marketo isn’t talking about the organizational fear that plagues B2B decision-making, either. Their research points to the fear that an individual staff person feels personally. “Fear – often unstated – is what marketers must seek to understand best – and that can be done only through building trust with prospects by providing the right information and thought leadership.”

Tools for building trust include articles, books, brochures, case studies, information guides, microsites/web pages, online courses, podcasts, presentations, product data sheets, reference guides, video, resource libraries, and webinars –  in short, non-promotional, relevant, well-written, authoritative information that the buyer needs in order to overcome the fear of making a bad decision.

Much of this content can be repurposed through a sifting process that involves reorganizing, rewriting, and even retiring corporate content.

Meanwhile, Marketo emphasizes the importance of ROI in content marketing. “[This] would be the return you receive from creating and distributing content. But since your content does not earn a direct return, you must look at the campaigns the content is used in and evaluate the effect of these campaigns on the organization’s revenue.”

For more details, download “Creating Content That Sells” here.  You can also download the resource, Boosting Direct Mail Response Rates: 13 Ways to Drive Emotion.

Do you know which method of messaging your donors prefer? Have they asked to receive mail less frequently? Would they rather receive your newsletters electronically? Give your donors an easy way to let you know how and when they want to hear from your organization – then follow through. Not only will you be respecting your donors’ wishes, but you will be eliminating unwanted mail in the process.

Many organizations have decided to switch to email in an effort to save money and to protect the environment. However, email is not a good substitute for direct mail when it comes to fundraising. It can be very effective when used in conjunction with direct mail, but few organizations have been able to successfully replace their direct mail appeals entirely with electronic ones.

What about the environmental impact of email versus that of direct mail? The primary raw materials in paper are renewable.The forestry industry plants more than 1.7 million trees in the United States every day. There are 12 million more acres of forests in the United States today than there were in 1987. And nearly 60% of all paper in the US is recycled.

Computers, on the other hand, are made up of dozens of minerals and metals and include a tremendous amount of plastics. The lifespan of a computer is short, and only about 18% of electronics are recycled, making electronics the fastest growing source of waste in the world.

The best advice is to combine printed direct mail with electronic messaging to improve the success of both channels. It can be the most cost-effective and environmentally sound approach to your fundraising campaigns.

So be sure to share your green initiatives with your donors. Don’t apologize to them for using direct mail as a tool to further your mission. Educate them about how critical your direct mail campaigns are to your fundraising efforts. Take the time to explain how your organization is taking steps to be an environmentally responsible mailer. Why not consider taking a pro-active approach about your organization’s green initiatives?  Try a flyer in a direct mail package, an article in your newsletter, or a feature on your website.

From a branding perspective, you want your donors to recognize not only the good works that you do, but also that your organization conducts itself in an environmentally responsible manner. It’s a win-win combination for everyone.

Look for further information about the effects of electronic messaging on the environment in a future post. Before you begin your next campaign, download our free resource, Planning for Success: A Guide to Planning a Direct Mail Campaign for Your Organization.

So how can you better utilize the powerful direct mail channel to reach your audience while reducing the waste and the cost to mail?

One of the best ways to accomplish this is to reduce the amount of mail that is never delivered to the intended recipient. Not only does undeliverable mail end up in a landfill, but an undelivered mail piece NEVER generated a single donation! So how can you effectively reduce undeliverable mail?

Run your mailing file through the NCOA database (National Change of Address) at least once every 91 days – and then make those changes in your database. This will pick up the self-reported residential address changes that match up with your file. It is quick, inexpensive, and will qualify you to mail at discounted, automated postal rates. Unfortunately, NCOA will only catch about half of the address changes that you need to keep your file in tip-top shape.

Use the ACS (Address Change Service) feature of the IMb (Intelligent Mail barcode).This cost-effective, automated address correction process will enable you to catch those address changes that NCOA missed , and you can receive that information electronically to easily update your database.

After you eliminate those pieces of mail that will never be delivered, make sure you are mailing to people who are interested in what you have to say! An easy first step is to suppress those individuals who do not (or should not) receive your mailings in the first place. The Direct Marketing Association (DMA) has several suppression files available to responsible mailers:

• Mail Preference Service (MPS). This list is also referred to as the “Do Not Mail” list. This is a residential file of 4.5 million consumers who have registered with MPS and requested that they not receive promotional mail at home.
• State and Federal Prison File: This new suppression file available from the DMA consists of approximately 2,000 addresses of federal and state prisons and correctional facilities. Prisoners may like receiving mail – but you may not want to waste money mailing to them!
• Deceased Do Not Contact (DDNC) List: This list was created from information provided by family, friends or caregivers to reduce the amount of commercial solicitations that are addressed to deceased individuals.

If you have any questions concerning data hygiene, contact Chris Konkel, VP of Data Processing, at ckonkel@euservices.com. You can also download the free resource, Standard Data Processing Practices for Direct Mail below.