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In 2014 we shared with you some of the best secrets for catching a potential client’s eye. Now we want to share with you how to keep it. In a world of digital ads, quality paper remains vital to top-tier sales. But to compete with that online “buy” button, we want to help you score major points for follow-through. Without further ado, here are 10 of our very best tips for making your direct mail marketing campaign shine from start to finish.
Whether you’re in charge of raising donations for your favorite cause, charity or campaign, you always want to reach or exceed your goal. What are some tools to help you do just that? Think about the last time you picked up your mail. As you sorted through the vast, precariously teetering stack of envelopes, what moved you to open certain envelopes sent from various unknown sources rather than immediately tossing them into the recycling bin or trash? Did the more colorful envelopes hold your interest a little longer? Were those envelopes more likely to make the cut? For most people, that answer would be yes. Color has a tremendous impact on our emotions and behavior whether or not we realize it at that exact moment. So can using color increase donations?
Not long ago, ‘going paperless’ was a term bandied about with great ease and relish by conservationists. Using less or no paper was supposed to be ‘better for the environment or important in saving trees.’ It has proven to be both unattainable and unsustainable as a goal. A more logical and attainable target has been embraced by the North American Paper and Pulp industry which continues to improve its green efforts. So, what are these green strides being made by the paper and pulp industry?
To discover why they are called envelopes, we have to travel back to the time before such a thing existed. So, sit back, relax and strap yourself in for a trip in what we call “the way back in time” machine. We will journey back to the dawn of written communications and discover the genesis and evolution of the humble envelope.
Postage stamps and oxygen don’t usually come to mind in the same thought, or train of thought, nor do they appear to be alike in any way. But they do have one thing in common: you usually don’t realize you need them until you’ve run out. Then the overwhelming necessity of either oxygen or stamps becomes very apparent. The lesson here is that seemingly insignificant things that are invisible or seldom noticed, like postage stamps, can actually have tremendous impact. So why were stamps created, and what is their history? To understand the importance of postage stamps we need to look at what conditions were like before they were invented. Before stamps came into existence, mail was hand stamped or inked. In 1661, postmarks were invented by Henry Bishop and were used by the London General Post Office. They were called Bishop’s Marks and contained the day and month the item was mailed. By the mid 1800’s, mail often took the form of a simply folded sheet of paper onto which the delivery address was written on the outside of the paper and the message on the inside of the paper. Envelopes were rarely used. It was very expensive to mail even one sheet of paper and so people began to devise codes and use trickery to get around paying for the delivery of the mail. The receiving party was expected to pay the postage and if they could discover the message from the code on the outside of the mail they would simply refuse delivery and save themselves the cost of paying for the item.
What is the future of the post office? Unfortunately, the term Post Office or US Post Office has come to be synonymous with inefficiency, frustration and, lately, in the hair-trigger times we live in, even uncontrollable rage, as in “going postal.” Why has this happened? How did we get to this point? Most importantly, where do we go from here?