direct mail, Marketing, USPS

Direct Mail Design: This Never Gets Old

Did you know that the USPS Office of the Inspector General performs a customer satisfaction survey every year? News to me, but why not?

The results are available for viewing below.

But the stunning and head-spinning discovery about direct mail design is worth noting. In the study’s own words, verbatim:

“In FY 2016, it sent out more than 5.7 million survey invitations in the form of a two-sided postcard that invites customers to take the survey online or by phone. These invitations resulted in approximately 71,000 completed surveys, a 1% response rate.

“In order to increase response rates, the Postal Service tested two other survey invitations. An oversized postcard did not make a significant difference, but a sealed envelope with an invitation on letterhead had a 7% response rate.

“Consequently, the Postal Service adopted the sealed envelope for all invitations for FY 2018.”

A 600% increase in response!

There are two big rules of direct mail design:

1. It takes A Letter.
2. Put it in an envelope.

As for the survey, it is itself a pot-boiler and you can “self-administer” online, or participate by phone. If you are the social scientist, you know that a 50% response rate is the minimum acceptable for self-administered surveys, because who knows that the respondents don’t drop off, or conversely, have an axe to grind, or perversely, come from Chicago and complete several forms.

All results can be read here, but first and foremost, remember the two rules above.

Glad the Inspector has come on board!

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Culture, direct mail, Marketing

Feel-Felt-Found

A Tough Customer?

Have you ever found yourself searching for the right way to win over a person who resists an idea?  You know you are right, but you don’t need to pound the table to prove it.  I recalled this tactic from years ago in the infancy of my sales career.  It works.

I decided to include Feel-Felt-Found in my book Many Happy Returns, which is all about writing and designing good direct mail.  Feel-felt-found is an excellent tool for a testimonial, and even an opening statement.   It can be a third party insert to disarm the most resistant buyers of their reservations.

‘Feel-felt-found’ is a logical progression that brings a reader around to a positive point of view. The seller is identifying with the potential buyer: “Look, I know how you feel…” and continues to list the potential negatives of the offer. This concession aligns the buyer and seller on the same side of the issue.

Continuing, “I felt the same way myself…” describes the suspicions and reservations in some detail. And then turns the tables, “But here is what I found…” and concludes by cashing the objections for a happy discovery that it’s a good deal after all.

He delivers perfectly.

Tom Selleck, best known for his convincing portrayal of the gruff, conservative, New York Police Commissioner on CBS “Bluebloods”, delivers a perfect ‘feel-felt-found’ for American Advisors Group which markets reverse mortgages for seniors.

He sticks close to script:

“I know what you’re thinking. I thought what you thought. Some things are just too good to be true. Just like you, I thought that reverse mortgages had to have some kinda catch –just a way for banks to get your house…right?
Well then I did some homework and I found out that it’s not any of that – it’s not another way for the bank to get your house and it’s also not too good to be true!

The script continues to explain the financing procedures and the benefits. Selleck concludes:

“I know what you were thinking – I did too. I felt the same way. But I checked it out and I found out a lot more. It’s pretty simple, a reverse mortgage from AAG can give you the retirement stability you’re looking for. Maybe you want to check it out.”

The script goes on to offer a free brochure and video for interested viewers.

‘Feel-felt-found’ is a powerful sales tool and delivered in the voice of a satisfied customer, or a company employee, makes a great testimonial for the reader to re-assess an offer.

I hope you liked this.  I have never used this blog for promotion, but in this case, I felt compelled.  It’s part of a life story, so I included it.  There’s plenty more for direct marketers who are on a quest for success.  You will find uniquely helpful clues in Many Happy Returns–Rules, Reckonings and Tales Told From The Mailbox.  It’s available now!

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Culture, direct mail, Media, Science, Thank You, USPS

You Are Still On My List

A written card, delivered by mail. Old fashioned, and meaningful.

This morning, CBS Sunday Morning with Jane Pauly featured the story of a father in Valdosta, Georgia who has sent over 20,000 post cards to his kids since 1995. The kids have saved every one, and their bookshelves are packed with volumes of fatherly words to his children.

As a devout postal fan, I was intrigued and pleased that there was a fellow writer who still believed in sending cards and letters.  Indeed a while back I wrote about the beauty of the written thank you note.

It drove me to look at the latest USPS Revenues Pieces and Weights report that measures the postal pulse of the nation. What I found was both disturbing, and a little puzzling.

Direct mail surrendered some market share to the web.

We know that mail volumes have conceded their dominance to email and online transactions. Even direct mail, which is a vibrant, robust medium has also given up share to the web.

But what was revealing about our culture are the declining totals of personal mail for the last three months, from October to December, 2017.

Simply put, we stopped writing.

Year over year, the Q4 volume of “single” letters slipped 5.9%. A blip? No, because single letters had dropped 5.1% the previous Q4 as well.  A single letter is typically a bill payment, a business letter, or a personal letter.  Or perhaps a greeting card.

The Greeting Card Association reports 7 billion cards are produced every year.

Percentages don’t really tell the story though. This past quarter, the single letter volume dropped 313,044,000 pieces.

To put that into terms we understand, I remind you that every Q4 we celebrate Halloween, Remembrance or Veterans Day, Thanksgiving, Christmas, and approximately 75,000,000 birthdays.

The USPS counter selection is not encyclopedic, but it is enough to trigger the impulse.

The Greeting Card Association reports that we purchase over 7 billion greeting cards every year.  And it turns out that the USPS delivered 17.5 billion single letters in 2017.   Maybe the remaining 10.5 billion single letters are just business and bill payments.  So, did we stop sending personal letters, or did we stop paying our bills?

The answer again pops up in the USPS reports.  In 2017, Presort First Class letters, aka, bulk business letters dropped over 5%: 787 million fewer bills and statements going out; fewer checks coming back.

It further develops, according to the USPS 2016 Householder Diary that Americans sent 3.6 billion letters “household to household”.

Conclusion: consumers are doing their business online, receiving and paying their bills electronically.

This is a huge relief to me, because it means that we are still writing personal cards and letters…I think.

For certain, the volume will never drop to zero, because of the persistent efforts of a father in Valdosta who still writes his kids every day.

How often do you?

Thanks for sharing!  If you would like to see the USPS reports for yourself, click here!

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direct mail, Fundraising, Marketing

Beans, Trees, Socks, Calculators: All Into The Funnel

DAV has granted me membership to the Commanders Club.

The fundamental logic of customer acquisition mail is like starting my snowblower this morning. Gas up, pull out the choke, prime the cylinder and yank the cord. After a moment’s belch of smoke, I can turn off the choke, and the machine settles into a nice, steady RPM.

In direct mail, the sales funnel is a similar process: first overwhelm your prospect, at some expense, then convert them to a repeat with a follow up, and then funnel them into a steady revenue stream.

So I have kept track of my personal response funnel with a few regulars.

Arbor Day will reforest my yard, many times over.

Arbor Day
They are looking for a conversion. Last time I wrote, I reported to you that I had giddily responded to their acquisition piece, ordering 10 spruce trees, and 2 lilacs, with the hope of getting a year’s supply of coffee beans. Well, the coffee beans got me, but I didn’t get them. However, I did get a follow-up mailing, profusely thanking me for the spruce and lilac order. In this mailing they furnish a colorful mail order tree catalog, a newsletter, member card and a free red maple tree with my order.
The tree is 3-4 feet high.
I haven’t the heart to explain I have 17 trees on the lot now. I am still wondering where to put the spruces and lilacs.

Paralyzed Vets sees me bagging my groceries at attention.

Paralyzed Veterans of America
This should be a win back. I haven’t responded to them in the last few years, so they are gracing me with a patriotic tote bag. Actually, they have forgotten who I am, or was, and are introducing themselves. This is a gap in their database. The tote is enclosed, shrink-wrapped.

American Legion’s zip strip. A lesson here: it tears best when with, not across the grain of the paper envelope.

American Legion
This is a win back, delivered as a questionnaire. It comes in a large orange flat, 10″ x 13″, opens with a ‘zip strip’ and presents a set of rhetorical opinion questions which are, as designed, hard to say ‘no’ to. I haven’t given to the Legion in a couple of years. The labels they offer as a freemium unfortunately misspell my name.

A modest, business-like presentation from the VFW. The solar calculator works to 7 decimal places.

Veterans of Foreign Wars
This is a conversion kit, and I am flattered that they have already made me a Gold Circle member. I don’t think I quite deserve that. However, they do, and have sent me a 12″ x 14-1/2″ flat containing a monogrammed desktop calculator, pen and notepad. The calculator works, and my traditional test is ‘PI‘, 22/7 = 3.1428571 which goes to the 7th decimal place. With PI, that’s far enough. They optimistically ask our mailman to deliver to our front door. Good luck with that!

DVNA equips my office with everything but a lawyer.

Disabled Veterans National Foundation
This 12″ x 14-1/2″ faux kraft flat is like a postal trunk sale. It is an acquisition piece. Inside I get the motherlode: a pocket calculator in its own wallet–goes to the 7th decimal place– two pens, a monogrammed 15 month calendar, with silver-edged pages, three greeting cards and envelopes, and a check made out to me drawn on the Bank of America for $2.50. I am verklempt.

DAV’s renewal kit bespeaks lower cost. They have me now.

Disabled American Veterans
This is a renewal notice to the DAV’s Commanders Club. A kraft #9 stuffed with a member card, a small note pad, some tastefully designed stickers, a prayer card, and a certificate stating I am an Illinois Silver member. The preferred ‘ask’ is $50. This kit is confidently on cruise control.

Father Flanagan’s “Acknowledgement”: I envision Spencer Tracy suggesting I try a little harder.

Father Flanagan’s Boys Home “Boystown”
This 8-1/2″ x 12″ kit is as thick as a breadboard. It is not an acquisition piece, because I am a repeat donor, so I put it up to their attempts to get a bigger gift from me, like $60. They send along a wall calendar of the cosiest Sam Trimm bird paintings I have ever witnessed, plus a 30-page puzzle book–21 games, answers on the back page–, a pocket calendar, a one-page, at-a-glance calendar, a 16-page daily planner, a Certificate of Acknowledgement–which I don’t want to over analyze, but I think it really means ‘you can do better’– a second 2018 calendar, with a personalized street sign, two sheets of address stickers, and of course, a letter displaying some gift certificates worth $60 that I should fund.

My Aunt Betty would have liked these.

Father Flanagan..Again
I did not respond quickly enough to the kit above, so Father Flanagan sent me a 6 x 9 reminder stuffed with blank greeting cards. I should point out to the folks at Boystown that these cards are pretty close to what my sadly belated great aunt would have mailed upon occasion, rest her soul. They have hearts, flowers, birds, and butterflies. Again, I should not over-think this, but it’s possible Father F believes I am my aunt.

Lakota designed hosiery. We all need socks.

St Joseph’s Indian School
I have difficulty thinking I am not a “renewal” with these folks. But darn it, they are still working me up with a shiny, red-foiled, hard sell on a ‘triple-up’ mailing. An anonymous benefactor will triple my gift. They would like $25 which will balloon to $75. While this is reminiscent of the stock market, up until last Monday, I am even more impressed by the very snazzy pair of socks which they have included for me. Many may have lost their shirt on the Dow Jones this week, but by golly, I have my socks.

I have to return to snow blowing.  My feet are warm.

Thanks for reading!  If you are interested in these organizations, especially their financial efficiency and clarity, you can check them out at Charity Navigator, Give.org or at their website:

Arbor Day, The American Legion, Disabled American Veterans, Veterans of Foreign wars, Disabled Veterans National Foundation, Father Flanagan’s, St. Joseph’s Indian School.

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Culture, direct mail, Environment, Government, Marketing

Don’t Leave The Lights On

Got a light?

Just a few days ago we received a handy tool from ComEd, our power supplier. We have a light bulb guide.

ComEd’s 3 steps to lighting your home.

What seems like 10 years back, somebody governmental decided unilaterally that we should do away with those high-energy-consuming incandescent bulbs which we have been using since Edison. No longer would we squint in the warm glow of a 60-watt bulb while reading the newspaper.

This was because someone, probably in Shanghai Xiangshan, thought we were better off screwing mini-helical fluorescent bulbs into our light sockets. Touted as energy-saving devices, the ‘cool light’ replacements would use less electricity, and last 5 times longer. Incandescents all but left the market, unless you looked in an old variety store off a back road.

So we were prodded into changing out all the old bulbs.

The bright idea: mercury infused fluorescence!

Once all the houses in America were transitioned over to the helix models, then the mercury sleuths woke up, and said we could not dispose of the bulbs. Because after all, they do burn out eventually, and to my disappointment, faster than claimed. But who’s going to China to file a complaint?

Terrific!

So now the incandescents have returned, like swallows to Capistrano.

From watts to lumens. At the speed of light.

But at the same time, another Edison protege has risen, to suggest disposing again of all incandescents in favor of LED bulbs.  The light-emitting-diode bulbs are very efficient indeed.  Not only do they use less power, but they are also blindingly brilliant.

ComEd has taken the initiative in nudging the switch along by mailing us a helpful little card.  On one side, it converts incandescent strengths to LED, which is like shrinking a bagel to a Cheerio.

It goes from watts… remember him? ..to lumens, which is like from energy consumed to instead, brightness delivered.

A Canadian bookmark for the 1970s, still in use today.

But before I go any further, I just want you to consider a similar transition from ancient Canadian history.  Back in 1973 the federal government, of course, decided to change from Imperial measure…remember the Queen?… to metric.   This was purportedly to rationalize and expand Canadian exports to the non-U.S. metric world of commerce.

I think the real reason was to hoodwink the car-owning public.  We shifted gas prices from 45 cents a gallon to 15 cents a liter overnight– without a shred of understanding.  To further bamboozle the public, the government then commanded that car fuel efficiency should shift from mpg, miles per gallon to… kilometers per liter?….no wait for it,  liters per 100 kilometers!

What the heck is that?

Lenticular: lighting your home, as Kelvin would like it.

Not un-coincidentally, while this huge shell game was in process, the Feds decided to start a government-owned company called Petrocan to sell us gas for our cars!  They bought up all the Sunoco stations, changed the signs, and raised the prices like great Caesar’s ghost.  We didn’t have a clue.

So back to ComEd, which so far is not a government entity.

Lord Kelvin

The other side of the ComEd lightbulb card is a lenticular lens which shows you what your home will look like using LED lighting.  It’s pretty clever, and a great device for direct mailers to use.  When you wiggle the card, it changes the brightness of the living room pictured on the card.

You have three exposures: DAYLIGHT, SOFT LIGHT and BRIGHT WHITE.  Below each setting a number tells you what the bulb’s color temperature is, in…Kelvin?…remember him?

Of course you do.  Water freezes at 32′ Fahrenheit, or 0′ Celsius, or 273Kelvin.

Anyway, we now have a card to buy the right bulbs, defined by lumens and Kelvins.

The only remaining question, how many civil servants does it take to change a light bulb?

 

Thanks for reading!  Please illuminate your friends by sharing!

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Agriculture, Culture, direct mail, Fundraising, Wildlife

The Forest, The Trees, Or The Beans?

It’s not a secret any more that I enjoy reading direct mail. Not much of a life, you might suggest. Still, it guarantees a walk to the mailbox everyday, and a chat with our favorite USPS mail carrier.

My current discovery revolves around the offer I could not refuse, straight from the Arbor Day Foundation.

These good folks in Nebraska City, Nebraska are on a mission to blanket the country in a thick, variegated quilt of forests.  So when they selected me to represent a small portion of the people in Illinois, I was hard pressed to decline.

Why?

Premiums often trump the original product offer for appeal.

It is a fact that in many successful direct mail offers, it is not the product that gets the sale, but the premiums which come along with good behavior.  Good behavior in this case is responding quickly, and munificently.  In other words, pay up, fast.

The survey is a powerful engagement device, selling all the way.

In return for my promptness, albeit somewhat stingy in retrospect, I might receive Arbor Day’s special rainforest, cool-shade-grown coffee for a year.  Wow!  I am supporting Starbucks right now, but I can be swayed.

It was with this initial buzz on my coffee nodes that I rushed to complete the Arbor Day Tree Survey, carelessly pushing aside any concerns about what would happen next.

The Arbor Day Tree Survey for Illinois is an excellent example of powerful sales rhetoric.

It helps that I am a tree lover.  We live on a third of an acre, and have 17 trees.  I feel rich, and enjoy the annual blooms, the blossoms, the pollen, the seed drops, and the mounds of leaves I rake.

Arbor Day is celebrated nation-wide, thanks to the Foundation’s efforts.

I think the survey deftly gets all the right answers from me.  It lulls me into a positive frame of mind.  I race through the harmless queries.

They ask, ‘have you ever climbed a tree?…when you were a child, did you ever play under or amongst the trees?… did you ever collect leaves, acorns, or pine cones for a school project–or just for fun?’

These questions are softballs, and I hit them all out of the park.  “Yes!  I climbed a tree!  I lived in a tree!…I built a small condominium in a tree!..Yes! I played under a giant Beech as a child!…Yes! I just finished a vast collection of leaves with my grandson!  Yes!  Yes! I did all of that!”

Sophie’s Choice: pick one. But how?

These are soothing thoughts.  For a moment, I slip into a gauzy reminiscence of TV’s defense lawyer Ben Matlock, asking woodsy questions in his unassuming, folksy manner.

But that reverie is smoothly swept aside by a troubling vision of Patrick Jane, the thoughtful, boyish, enigmatic Citroen-driving sleuth in CBS’s TV show, “The Mentalist”.

The questionnaire asks,  ‘Which ONE of the following is the single most important function of trees:    Providing shade?  Providing oxygen? Being a source of beauty?  Absorbing carbon dioxide?  Filtering water? Saving energy by cooling our homes? Providing habitats for birds and animals?’

Like, how to choose?  This is some kind of arboreal Sophie’s Choice, with the bark left off.

The motherlode of premiums: plant your own forest!

Really, the questionnaire does focus the reader to the countless benefits provided by a our forests, here and around the world.  So kudos to Arbor Day for the survey approach.  It segue’s to some opinion questions, and then asks for a donation which opens the gates for premiums.  Big premiums.

Because I have asked for them, I will be receiving 10 Norway Spruce Trees, 2 Fragrant Purple Lilacs, a copy of The Tree Book, and a Rainforest Rescue Calendar.

And the coffee, for a year, I hope.

It turns out that the coffee offer is part of a sweepstakes.  The fine print is found on the inside of the envelope.  500+ words in 10-point sans serif type, arranged in block paragraphs with no indents.  My hopes of those rainforest-cool-shaded coffee beans are evaporating like dew drops on a hot car hood in July.

The 10 x 14 envelope costs extra, but its impact, complete with faux label does the job: it gets opened.

Speaking of envelopes however… I do applaud the package.  It measured 10×14 inches, for no good reason other than to dominate the mail box, and to get my attention.  It was printed to look like brown kraft.  A knockout on the face presents the image of a label, but looking closely I find it is a varnish over the original white stock, masterfully done.  This kit looks impressive, official, and urgent.

The power of data-driven variable imaging: customization.

Inside, there is a personalized letter, and it has a personal note referring to the spruce trees, just right for Libertyville, IL.

Alongside, I find a set of address labels, which are pretty much table stakes in fundraising, but they are optimistically entitled, “Arbor Day Foundation, 2018 Supporter”.  That must be me!  Their 2018 calendar further alerts me to Illinois’ Arbor Day being April 27th.

The mandatory address labels of fundraising, but tastefully designed.

So, I wait.  The trees are coming next spring.  The book and calendar, who knows?  The coffee, fearfully a long shot.  What I do know is that with every delivery, there will be a further prodding and arm-twisting for a gift.

While I am desperately trying to find a place to plant those trees, I’ll give it a thought.

Thanks for reading! If you would like the full appraisal of the Arbor Day Foundation, it is available here, at Charity Navigator.

 

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direct mail, Government, Marketing, Media, Thank You, USPS

Their Appointed Rounds

The United States Postal Service closed out their fiscal year September 30.  Never mind that the rest of the world goes by the annual calendar; the USPS wanted to beat the Christmas rush.

All in, the giant continues to perform well, within the confines of its quasi-government walls.  I wish the rest of the Federal government departments spent as much time looking after their own performance and expenses as does the USPS.

But from the latest Revenues Pieces And Weights report, here are a few glimmers of surprise and excitement.

  1.  It is a $69.6 billion dollar enterprise.  In the Fortune 500 list, it hovers around #37, bigger than Target, and smaller than Procter & Gamble, both good neighbors.  Like both of these companies, the USPS is an indicator of the USA’s pulse rate, though we will admit that it has slipped a bit.
  2. In 2017, the USPS revenues fell $1.8 billion.  We know why.  The Web, social media, email have all disenfranchised much of the USPS core business: first class mail and standard mail.
  3. First class mail continues to fall, $1.9 billion.  Compared to last year, it delivered 2.5 billion fewer pieces of mail, a drop of 4.1%.  Why? Because we receive our invoices, checks and statements electronically.  We pay electronically too.
  4. Standard Mail, now called Marketing Mail, dropped 2.6 billion pieces, about 3.2%.  Why?  Last year was a mail-infused election year.  It was distinguished by huge volumes of mail, from you know who, despite his predilection for Twitter.
  5. Overall, in its market dominant categories, that is, where it holds monopoly rights, revenues fell just over $4.0 billion.
  6. In the open competitive markets, ie., parcels and packages, revenues were UP over $2.2 billion, a 12.5% increase.  Wow! Who knew?

The Web Taketh, And It Giveth

Here’s what I find impressive about the USPS.  Despite the constant nagging of the digital futurists who want to write the Obit for the post office, it continues to hold its own.  In an environment where Internet media are running rampant, the USPS has found a broad new niche: parcel delivery, a $20 billion business.  If anyone should be worried, it will be the brick and mortar retail stores. Ask Sears.  Ask Toys R Us.  Ask Amazon.

American consumers have taken to the Web in all respects, but at day’s end, they need physical product delivery, and the USPS has risen to serving that need.  After all, they were coming by our house anyway.  Their two main competitors are UPS and Fedex, the latter using the postal carrier to make the “last mile” delivery.

Neither Rain, Nor Snow, Nor Gloom of Night…

Postal carriers are the only American entity which visit 157,000,000 addresses every day.  They delivered, all in, 149 billion items in 2017.  They lifted 24 billion pounds, or 12 million tons, of physical product: mail, checks, magazines, parcels and yes, live bees and plants. The USPS has over 500,000 career employees and another 140,000 part-timers.  While this may seem like a wildly aggressive employer, I put it to you that the postal employee actually delivers, a claim many can’t make for other government institutions.

So hats off to the USPS.  It continues to fight the currents, and with astonishingly little help from its political friends, it far surpasses its governmental cousins.

Thanks for reading! If you would like to take a look at the USPS 10-K for 2017, click here!

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