Putting Dots On Paper

Global Packaging Protocols

steve — Tue, 20 Sep 2011 15:38:02 +0000

If you are involved in any way with producing packaging (whether production runs, test runs, or comps) for consumer goods companies, you know how important issues related to sustainability in packaging can be. Metrics are hard to come by, especially as they relate to comparing packaging types and media.

With the release of the Global Protocol on Packaging Sustainability 2.0, things just got a little more quantifiable.

The protocols are designed to look at issues of sustainability across a variety of business indicators at four levels:

Simple analysis using a single indicator to track a change, such as packaging weight, and cube utilization.
Optimization analysis for a given to the full functional package. For example, using a weight reduction indicator together with a cube utilization indicator to ensure that changes in one don’t offset the other.
Comparative analysis of one or more packaging formats/material across multiple formats for same functional unit, such as comparing drink packs from glass, plastics, metal or beverage carton to see trade-offs with each material choice.
Full system design and analysis comparing packaging formats/materials with information on the product.

The protocols also divide the indicators and metrics into three categories — environmental, economic and social — that can be used to address different business questions of important to your consumer packaging company clients. These include:

where in the packaging design process the assessments are being applied
how the results are being used
where in the supply chain they are being applied

If you are serving consumer products companies in any capacity, whether producing full production packaging, doing test packaging, or comps, this is a resource that could serve you extremely well. Issues of sustainability are critical in this marketplace, and having a working knowledge of the most current protocols puts you in an excellent position as a valued supplier.

Download the protocols here

Part Dos: Data Mining For Hidden Treasures—7 Steps of Knowledge Discovery in Databases | The Kern Organization

steve — Thu, 15 Sep 2011 15:24:31 +0000

Every database marketing program begins with a rhetorical question that the marketer already knows the answer to: How good is the data?

The answer is usually, “Not good,” because many companies overlook the essential first step of Knowledge Discovery in Databases (KDD):

Step 1 Data Cleansing

Also known as data hygiene—this process perpetually cleans and updates the data as part of the sales and billing process. Companies that overlook data cleansing, give it a low priority or sweep it under the rug soon find themselves with dirty data on their hands. But organizations that keep their data squeaky clean have the best chance of mining their data successfully because they can check off Step 1, and head right to:

Step 2 Data Integration

Sometimes, it’s desirable to combine more than one set of data—such as customers and prospects or leads that are in various stages of the demand waterfall. You may also want to aggregate prospects from more than one source, including both purchased and rented lists. Although there are several steps involved in data integration, the most important is de-duplicating the records. This can eliminate a tremendous amount of waste. But you must establish rules that define which source is preferred when duplicates are found.

Step 3—Data Selection

The data selection team needs to determine thresholds, limitations and other selection criteria. For example, if firmographic attributes are the most important criteria, then only the data models that meet the minimum threshold for annual income or revenue would be selected. If psychographic data matter more, then records might be selected for specific interests such as camping, concerts or social causes.

Step 4 Data Transformation

Once the best data has been selected, it must be transformed into a uniform set and optimized for use in a marketing program or campaign. All the fields must be consolidated, merged and purged so that they will be easy to index and use for data mining. If you’re using personalization in your campaign—and you should—this step is essential to ensure accuracy.

Step 5 Data Mining

This process is exacting, but in a nutshell, it involves searching the various fields of the database for specific attributes. These are then used to identify trends that can be matched against the predictive models that represent the marketer’s ideal prospects. The process is complete when the mined data resembles the data models. The Predictive Model Mark-up Language (PMML) developed by the Data Mining Group enables uniform data mining processes and techniques across vendors.

Step 6 Pattern Evaluation

The patterns that emerge during the data mining process must be evaluated to determine which are relevant to the model and which aren’t. If one of the new patterns contradicts the original persona, revisiting the model is a good idea. If the two are consistent, the model is validated. Pattern evaluation can lead to the discovery of trends that might not have been apparent to the team that created the original model. And using the knowledge that is revealed can have a very positive effect on the entire program.

Step 7 Knowledge Presentation

The proof is in the pudding. Once the final data are selected, a report that explains why the chosen data are the best for the program is delivered. Everything that was learned during the data mining process—including trends, patterns, and anomalies—is included in the knowledge presentation to the user. The key is to present the findings in a clear, easy-to-digest format.

While this has been a brief and simplified description of data mining, the entire process—which involves a number of different algorithms—is actually quite complex. Classification algorithms that predict one or more discrete variables, regression algorithms that predict one or more continuous variables, segmentation, association, and sequence algorithms are all used. When practiced correctly, database marketing, data mining, and predictive modeling can all yield maximum ROI.

via Part II: Data Mining For Hidden Treasures—7 Steps of Knowledge Discovery in Databases | The Kern Organization.

Data Mining for Hidden Treasures :: Part Uno

steve — Wed, 14 Sep 2011 14:22:42 +0000

Marguerite Gardiner, the Countess of Blessington, wrote Conversations with Lord Byron in 1834.” In describing the poet, she said “Genius is the gold in the mine; talent is the miner who works and brings it out.” Today, if we substitute the word “data” for the word “gold,” the statement still rings true.Like a gold mine, a data mine contains valuable nuggets that need to be extracted from the dross that surrounds it. And techniques for excavating these treasures are constantly evolving. What we now call data collection and database creation was made possible in the 1960s by computers the size of small buildings. During the 1970s and 1980s, database management systems led to hierarchical database systems, and later, to relational database systems. With the ability to index databases, database technology increased geometrically, and new theories and practices quickly spread around the world. Query languages, user interfaces, pre-fabricated forms and reports, transaction management, data recovery, and online transactional processing (OLTP) all came into play. And by the time the Internet emerged in the early 1990s, database technology was a booming industry. Web-based systems thrived, and data and web mining became sophisticated disciplines. Relational technology made efficient storage, retrieval and management of large amounts of data possible. And advanced data models—including extended-relational, object-oriented, object-relational, and deductive—enabled spatial, temporal, multi-media, active, scientific, knowledge, and office information databases to flourish. In some ways, technology outpaced practical application, and in many cases “data rich, information poor” companies had no idea what to do with the reams of data they had collected. These massive repositories of dormant data became known as “data tombs.” Data mining—also known as Knowledge Discovery in Databases (KDD) —is how smart marketers extract meaningful data from these tombs. In order to convert facts into knowledge, analysts look for patterns within the data, then identify and categorize them. Using this information, they create a predictive model that flags people who resemble current customers in key ways. This is a simplified explanation of what is actually a very complex process, but you get the gist. Several scientific organizations, most notably the Data Mining Group (DMG), have pooled resources in an effort to create a uniform method for data mining using the Predictive Model Markup Language, PMML. IBM, Microsoft, SAP, Oracle, NCR, and most major computer and software companies are members of this group. Advanced data mining can reveal insights about customers, former customers, prospects, and leads. When combined with purchasing patterns and behavior, the data can be used to drive sales, reduce churn, and support cross-sell and up-sell initiatives. There truly is gold in them there hills, if you know where and how to look. In part two of this article, we’ll explore the seven steps in KDD:

1) Data Cleaning 2) Data Integration 3) Data Selection 4) Data Transformation 5) Data Mining 6) Pattern Evaluation 7) Knowledge Presentation

via Data Mining for Hidden Treasures | The Kern Organization.

steve — Wed, 24 Aug 2011 14:40:12 +0000

The world of coated printing stock is difficult for art directors, graphic designers, and production managers to wade through. The criteria for selection of any paper stock is as diverse as the number of project applications. And, a complete library of sample books doesn’t necessarily help matters. One coated stock can look and feel as good as another and still fall into a much different grade category. How do you wrap your creative mind around the myriad of paper stocks available? Here are a few measurable characteristics to ponder.

Paper grade

The easiest way to specify paper in a printing quote is by using grade numbers. Sheetfed stocks cross four grades from “premium” to “number three”. When crossing over into web offset printing (printing from the long roll), the top four grades also apply, but the range descends to grades four and five.

The top four grades fall into the category of “freesheet” with 10 percent or less mechanical wood pulp content. Below number three grade, papers start to move into the “groundwood” category, containing more than 10 percent mechanical wood pulp.

For the sake of our discussion, we’ll look at the top four grades.

At one time, ranking papers depended solely on the brightness of the stock—a measure of reflectance under strict optical conditions related to a white standard. Brightness is achieved primarily by the addition of chemicals and fillers to increase reflectance.

Premium stocks measured 88 and above
Number 1 stocks measured 85 to 87.9
Number 2 stocks measured 83 to 84.9
Number 3 stocks measured 79 to 82.9

The higher the grade, the higher the price. Designers weighing budgets with quality, appearance, and functionality or purpose have so many selections of make, brand, and finish, that selecting by grade tends to be a quick criteria for choosing paper. The fact is that only the most discriminating eye can judge the difference between adjacent grades—and sometimes even between comparable-finish ones and threes. And if it’s that difficult for the trained eye, how important is the paper grade to the fellow who gets the brochure in the mail?

Adding to the confusion is that some paper mills, in offering multiple grade options, are marketing stocks as number two and three grades that have brightness numbers in the industry’s number one range.

Still, through the confusion, a designer can’t go wrong by holding to the idea of buying by paper grade. For example, premiums and number ones are good for projects where the client wants to put their best foot forward. Number ones are “black tie” stocks for jobs with higher budgets. Use a number one sheet where image reproduction quality is paramount: art books, corporate annual reports, high-end marketing. If budget starts to enter into the discussion, a number two sheet may do well for the project without much of a trade-off. Corporate brochures and high-end periodicals work well on a number two sheet. Brochures and magazines that are even more budget conscious may move onto a number three.

One important thing to consider here is ego. It’s easy for the designer or client to only want their project to go on the best sheet. But if the final project has a more limited life and contains a good bit of ink coverage, paper brightness can become a moot point. Why spend the money for a higher grade if you don’t have to.

Brightness versus whiteness

Don’t confuse brightness with whiteness. One thing consistent in paper is that white isn’t a constant.

Whiteness is defined as how evenly visible spectrum light is reflected. Some sheets are warmer than others. Some manufacturers add bluing agents to the sheet to make it appear “whiter.” You can lay three or four different stocks of the same grade next to each other under controlled light and each will more than likely be different than the rest.

Blue-white sheets tend to get the immediate vote by designers—after all, they’re “whiter”—until they consider that color proofing systems usually don’t allow for blue-white printing stock and the proofs tend to look yellow at press time. Sometimes, it doesn’t even go that far since blue white sheets tend to be more expensive and budget concerns take over.

Matte, dull, gloss or satin?

The range speaks for itself, and picking a finish is obviously a creative call. The thing to bear in mind—especially on a heatset web press—is that heavier ink coverage areas tend to gloss up on non-gloss stocks. And, while that may be the desired effect, remember that in parts of the photo involving highlights—white shirts, bright sky areas, anything white—the contrast in finish between the colorful areas and the white areas is stark.

Opacity

Opacity is graded on a scale of 0 to 100 and has to do with basis weight of the stock, brightness, fiber content and fillers. This is where grade also comes into play since brightness goes to the quality of coating and that goes to the ability of the stock to block read-through. If your text absolutely has to go on a lighter basis weight (for postage reasons, perhaps) you may want to budget for a higher grade stock if opacity is important to the project. Of course, once again, if the project has a lot of random ink coverage—photos backing up on either side of the sheet, for example—read through isn’t apparent and a lower grade works fine.

So, how do I pick the coated stock for my job?

It’s easy to say, “Only the best for my publication,” and throw money away for a premium sheet when a number three would do nicely. Conversely, it’s also easy to be penny-wise and pound foolish by using a lower grade stock when corporate image or fine-tuned color reproduction is at stake.

What’s the purpose of the piece? Who’s your target recipient? Is opacity an issue? What about the feel of the paper? Am I going to get any psychological advantage using one finish over another? One grade over another? One brand over another? How much money do I have to spend?

Ultimately, when buying printing on coated stocks—unless there are sound and specific reasons for indicating a specific brand of paper—you’ll do better by quoting by grade.

Your printer buys paper by the truckload and sometimes they’ll get a break from certain mills and distributors. If you ask, for example, for a number two blue-white gloss sheet, the estimator will find the least expensive sheet available within that criteria—which may not be the sheet you were ready to name by brand. But, you’ll likely save considerable money.

A footnote on imported papers

Paper companies are offering more and more stocks from overseas, many of which offer pricing advantages over domestic stocks. Many imported stocks are excellent for the broad range of jobs passing through American printing plants, but there are a few things you should consider.

First, imported stocks tend not to be graded, so you have to pay extra attention to the brightness and opacity numbers. Many imported stocks have lower fiber content and contain more fillers, both affecting opacity. Some imports use fillers including eucalyptus and bamboo among other fibers rather than the mix of hardwoods and softwoods you find in most domestic sheets. On perfect-bound projects, the different grade of fiber in foreign papers could come into play with the binding’s durability, requiring a more expensive binding process—and offsetting the savings from using a less expensive stock.

All this is not to say imported stocks are inferior to domestic papers—just make sure you are keeping everything in mind should you specify an imported paper.

So, paper isn’t just paper

At the most creative level, like everything else involved in project decision making, it all depends on the purpose of the project, who’s reading it, and how much money you have to spend. All else is compromise. But the variety of coated papers, finishes, and grades available should make getting the right stock within your budget a less daunting exercise. And remember, if you can simply specify grade, finish and basis weight, the printer will be glad to fit you with an excellent stock for the best price.

from: Understanding Coated paper

Stat of the Day: 25% of Toddlers Have Used a Smartphone

steve — Mon, 22 Aug 2011 15:19:26 +0000

If Reaching Digital Gen-Xers and Millennials Has Been a Struggle, Imagine Planning for the iGen

We’ve come to accept that millennials adopt technology at a faster rate than other generations. And we’ve come to accept that millennial moms are uber-digital — not only the mommy-bloggers gathering in San Diego this week for the annual BlogHer conference. What we don’t often talk about is how that’s going to shape the generation coming up after the millennials — the iGen. Technology isn’t going to skip this generation, it’s being handed down right from mother to child.

The chart above is data provided exclusively to AdAgeStat from an annual survey from Parenting Group, the publisher of Parenting, Babytalk and Parenting.com, and the BlogHer network. The generational breakdown is striking. Across the board, younger moms are passing technology along to their kids at an early age. This might not seem too surprising, given the Gen-Y embrace of technology. But when you consider that many of the youngest Gen-X moms are still having their first kids, whereas many millennials are putting off having kids, the adoption rates of technology start to blur.

Digging deeper into the data we see that the percent of moms who haven’t let their children use a smartphone corresponds roughly to the percent of moms who don’t have a smartphone themselves. We suspect that moms who haven’t let their 2-year-olds use a smartphone likely got a smartphone when their kids were already older than that. Crazy, eh? Looking at stats for more-established technologies would seem to confirm that. The Gen-Xers and Boomer moms — who are more likely to have older kids — do show a higher overall rate of having passed the laptop or non-smartphone to their children of all ages.

The sweet spots for majority-usage looks like this: Mobile phone, age 11; smartphones, age 16; laptop/PC, age 4; digital camera, age 5.

Overall, the study found that nearly three-quarters of moms with internet access can’t go a day without it. One in four report letting their kids use a mobile phone by age 2. We wonder when the ability to hit the home button, swipe to unlock and find an app will become a recognized developmental milestone — maybe somewhere between walking and multi-word sentences.

Marketers have struggled with reaching the digital millennials and Gen-Xers since the dawning of the internet. The impact of the millennials — who have grown up in a digital world rather than graduating into it as Gen-Xers generally did — has perplexed planners. Imagine now the iGen, who have had an iPhone in hand and computer on their laps since they were old enough to sit up — and have never had to wait for a picture to develop.

The target just keeps shifting.

via Print – Stat of the Day: 25% of Toddlers Have Used a Smartphone – Advertising Age.

QR code best practices for direct mailers, plus smartphone trends

steve — Fri, 19 Aug 2011 15:16:50 +0000

The following is an excerpt from DirectMarketingIQ’s new report “Cracking the QR Code: The ultimate guide for using QR Codes, including current trends, Best Practices for implementation, marketing strategy, creative and measurement, and QR Code campaign samples.”)

“While some people see QR codes as a gimmick, we’ve seen it become a lasting technology in Asia over the last fifteen years,” says Keegan St. Onge-May, marketing manager for Indros Group and Easypurl.com. In the past six months alone, he’s seen marketers embracing the versatility of QR Codes, whether the codes are used to view personalized mobile landing pages, watch videos, view social media profiles or download coupons.

“A year ago, most people were just trying to figure out how to scan QR Codes, let alone implement them in marketing campaigns. And until every single person in the U.S. owns a smartphone, QR Codes still have a lot of room for growth,” asserts Onge-May.

Some marketers see the fact that smartphones have migrated from the business to the home as the key reason for more QR Code usage and success. “Although smartphones first became popular among business people, today many new buyers select them for personal use. Many people don’t leave home without them and view their smartphones as very personal devices,” says David Henkel , president of Johnson and Quin, a leader in targeted full-service direct mail printing. “Additionally, faster mobile web connectivity is growing, and mobile web search is becoming one of the most common uses for these devices.”

Indeed, perhaps QR Codes are that new bridge for consumers for offers, as they can be more personalized and relevant through mobile devices. “Right now, these devices are smarter than we are,” says Susan Kelly , vice president of communciation management services for Xerox. “How do I use a QR Code to really connect [for prospects] when they really want to know something? How can I connect it with my product, my service, and be able to leverage that? It’s very compelling.”

She says that QR Codes offer the opportunity to engage and connect with the brand-aware consumer. And by providing additional content in a new way, the marketer is making progress toward their principal goals: providing awareness and driving a specific conversion or call to action.

Kelly refers to the “digital media invasion” that completely altered the marketing landscape. The first sector includes certain media channels (direct mail, radio, newspaper, magazines) that had used analog technology but now have gone interactive. She says you can see that many of these are natural channels for QR code, as they can transform a one-dimensional direct mail piece into multimedia, online content with only the scan of a barcode.

“The second sector was born interactive, including mobile services, online media, online games, social media, new sectors and distribution channels,” she continues. “But you talk to customers and they don’t want just one or the other. They want both!”

Therefore, you must have strategies in place to make them more interactive, and QR Codes can play a vital role in this evolving integration.

Speaking of that evolution, the tablet is likely to only further QR Code usage for marketers. The front-facing cameras in the second generation of tablets such as iPad 2, Xoom and Tab allow some users, who may be reluctant to browse with the smartphone, to interact with mobile barcodes for the first time. Like the smartphone, tablets, will be able to interact with printed campaigns via QR Codes but with a much larger screen.

In other words, for web-enabled tablets, this represents a huge opportunity for the integration of print and web. Some marketers believe that the larger screen in essence allows QR Codes to reach their full potential by connecting people to products and brands through an improved user experience.

Ethan Boldt is the Chief Content Officer of DirectMarketingIQ, research division of Target Marketing Group, and co-authored the new special report, “Cracking the QR Code.”

via QR code best practices for direct mailers, plus smartphone trends : DirectMarketingIQ.

Strategy – Seven Tips for More-Profitable Direct Mail in Today’s Economy

steve — Wed, 17 Aug 2011 14:48:29 +0000

In this article, you’ll learn…

Seven timeless direct marketing principles to use
How classic direct marketing can boost sales today

The following article is based on an excerpt from the e-book titled “Getting Response in a Down Economy: 4 Key Principles to Boost Your Direct Mail Profits in Today’s Difficult Market.”

If you create or manage direct mail programs, the current economy probably has you pulling your hair out. Over the last couple of years, it’s been crazy out there.

Budgets have shrunk. Response has been unpredictable. Costs have risen. And yet you need to make sales. What can you do?

First, take a deep breath, because the economy is beginning to improve. Second, don’t do anything rash. Though closing down your direct mail programs would be an overreaction, taking huge risks wouldn’t be the answer either.

Now is the perfect time to get back to basics and remind yourself of the following seven core principles of direct marketing.

1. Sell things people want

In general, direct marketing is not about creating markets, but about locating existing markets. It is a business-to-buyer avenue of selling that is streamlined, efficient, and profitable—but only when a market wants what you are offering.

For example, a few decades ago, only hardcore geeks would buy a computer via mail. Computers were neither understood nor wanted by the general public, but such purchases are now common because a wide market exists.

2. Don’t sell mere products, sell solutions to problems

No one cares about your widgets. What people care about are their own needs and wants.

Bob doesn’t want a drill; he wants a hole. Mary doesn’t want a dress; she wants to look thin at Friday’s party. Alice doesn’t want an investment newsletter; she wants to find a great investment that will let her retire at 45. Ted doesn’t want a recipe book; he wants new ways to impress friends at dinner parties and generate the compliments he thrives on.

3. Appeal to emotion first, reason second

Most direct marketers are number-crunching, logical people. It’s easy for us to fall into a cold, left-brain, bullet-pointed, 714-reasons-why type of sales pitch. However, people make decisions using right-brain thinking, based on emotion. Then they justify that decision with logic (i.e., rationalization).

To set up a sale, appeal to emotion first. To close and confirm a sale, use logic.

4. Use proven techniques

Although there is no set of universal techniques that applies to all circumstances, a few are nearly universal. According to Bob Stone, the guru of gurus in direct marketing…

A “yes/no” offer usually outpulls offers without a “no” option

A negative-option offer usually outpulls a positive-option offer

An offer with a time limit usually outpulls an offer with no time limit

An offer with a free gift usually outpulls discount offers (especially when the gift closely matches your prospect’s self-interest)

Sweepstakes usually increase order volume, especially for impulse items (though sweepstakes customers will not be loyal)

Benefits outpull features

The more involved you can get people, and the more they read, the greater your chance for success

Envelope packages usually outpull self-mailers

5. Value content over form

One of the primary reasons advertising fails is that ad creators too often get caught up in a creative vision but have nothing to say.

One agency has repeatedly sent me mockups of mailers and brochures with tiny blank spaces they want me to fill in with copy. When I ask about the purpose of the piece or point out that the design should be based on what needs to be communicated, I am gently told to just write something of the right length and everything will work out fine.

That is nonsense. Don’t start with a “look.” Start with content. Allow your design to develop naturally from your copy.

6. Make sure you’re doing direct marketing

Every direct marketing message includes three basic elements: an offer, enough information for immediate acceptance of the offer, and a mechanism for responding to the offer.

Without each of those elements, you are not doing direct marketing. You are merely using media associated with direct marketing.

7. Consider two-step sales

You have two basic ways to make a sale in direct marketing:

The single shot: You get an immediate order.

The two-step: You generate an inquiry, then attempt to convert that inquiry into sales.

If your product is expensive, complex, new, or hard to understand, or if it requires a major commitment of some kind, two-step sales may net you more profit in the long run.

* * *

I don’t know whether we’ll ever again see the glory of direct mail days gone by. But maybe that’s a good thing.

Maybe the market forces at work right now will encourage all of us to get back to direct mail basics, reminding us about how to be more effective and efficient.

Dean Rieck is a direct-mail copywriter and consultant, and publishes the popular Direct Creative Blog and ProCopyTips blog.

via Strategy – Seven Tips for More-Profitable Direct Mail in Today’s Economy : MarketingProfs Article.

E-communications have a significant impact, too

steve — Fri, 12 Aug 2011 15:20:59 +0000

Surprised that the world hasn’t switched exclusively to e-communications? After all, electronic communication methods seem to promise to carry words and images to any location anywhere in the world with none of the environmental costs of print communications.

Yet while e-communications have grown over the past decades for a number of reasons, they have not made paper obsolete. In part, that’s because the electronic medium carries significant environmental impacts of its own, both in terms of the hardware needed to produce and process the communications, and the power needed to transmit and store them.

Let’s start with the desktop computer. Most are made of ingredients that are increasingly scarce, such as many used in flat-screen and other newer technologies, not to mention a host of materials classified as hazardous that have the potential for negative environmental impact. And the manufacturing of desktop computers involves energy-intensive production processes. One study says that the manufacturing of a computer and monitor weighing 53 pounds requires 530 pounds of fossil fuels, 50 pounds of chemicals and 3,330 pounds of water.6

Over 200 million items of e-waste are thrown away every year in the U.S.

The National Safety Council estimates that more than 63 million computers were disposed of in 2005, generating about three billion pounds of e-waste. When you take into account the fact that a computer monitor can pack up to seven pounds of lead, it’s not the kind of thing anyone wants to see going to our landfills and potentially leaching into the water table.

But going into our landfills they are. The United States now dumps between 200 and 300 million electronic items per year, and less than 20 percent are recycled. E-waste represents an estimated 25 percent of waste in U.S. landfills and 70 percent of toxic waste found there. It’s easy to see why—because computer processing power doubles roughly every two years, many old computers are simply being abandoned. In 2005, only two percent of the world’s discarded computers found their way to a second user.8

70% of toxic waste in U.S. landfills comes from e-waste.

In addition, large amounts of e-waste are sent to China, India and Kenya, countries where environmental standards for disposal are lax. Unprotected workers in these countries, including children, are exposed to hazardous materials like mercury and lead in the process of burning electronics in search of copper and aluminum to resell.

8 U.S. Environmental Protection Agency

via E-communications have a significant impact, too – Ed #13 Balance – Ed Lives Here.

Open Me Now! 11 Tips for More Effective Direct Mail Envelopes

steve — Wed, 10 Aug 2011 15:12:05 +0000

The direct mail envelope is both the easiest and hardest part of every direct mail package.

It’s easy in that there’s just not that much space to fill with copy or design. But it’s hard in that there’s so much riding on what you say or don’t say. The envelope plays a huge role in determining whether your direct mail package gets opened or trashed.

Before I give you some envelope tips, let’s get one thing straight.

You should not expect an envelope to sell your product. You should not use it to show off your design skills. Its job is not to entertain or amuse. You are not required to cover it with clever copy or concepts.

Aside from holding together the contents until delivered, an envelope has only one job: to get opened.
Here are few ways to do that.

Follow headline rules to write teaser copy. Generate interest with a provocative statement. Provoke curiosity with a question headline or incomplete statement. State a problem on the envelope and suggest the solution is inside. Teaser copy acts like a headline and leads people to read the letter.

1. Use teaser copy to select your audience. It should be clear at a glance that your message is addressed specifically to your reader. Use key words that relate to your prospect’s interests or identity, such as “Exclusive offer for golfers inside” or “For serious investors only.”

2. Refer to the contents of the envelope. Tell your reader there’s something free, valuable, new, or exclusive inside. If you’ve actually enclosed something — such as a sample, booklet, checklist, discount coupon, how-to guide, or newsletter — say so.

3. Use directive language. If you want something, you have to ask for it. Prompt your reader to open the envelope with copy such as “inside,” “see inside,” or “open immediately.” Combine this with a benefit to jump start your sales message. “FREE Recipes! Look inside …” or “How to pay $0 in taxes! See inside for details ….”

4. Fully develop your “envelope real estate” to sell the sizzle. If you have a flashy, desirable product, you can crank up the excitement by using every square inch of your envelope, front and back. Show the product.

5. Bullet point benefits. Starburst your special price. Hint at a special gift for immediate orders. This works best for consumer offers that are proven sellers needing little explanation, such as books, software upgrades, fact-packed newsletters, etc.

6. Use illustrations or photos. If you’re spilling your guts on the envelope, you might as well go all the way and show your product, premium, gift, or whatever. Simple pictures communicate instantly. A photo of a book with the word “FREE” next to it is better than lines and lines of clever copy.

7. Consider involvement devices. Stickers, tokens, stamps, coins, scratch-offs, lift-up tabs, attached notes, seals and other widgets can be used to good effect if you have the budget, if they can boost response enough to justify the added cost, and if they fit with the feel of your message.

8. Put your deadline on the outside. Inertia is your enemy. Action is your friend. Deadlines induce action. Therefore, if you’re sure about your mailing date, a deadline can prevent your prospect from setting aside your envelope for later. If you’re using a window envelope and personalized letter, you can print the date on the letter to cut envelope costs for future mailings. I prefer real deadlines over arbitrary ones. It’s more honest and will preserve your believability if you’re mailing often to the same lists.

9. If you’re mailing to a business, use a low-key approach. Most business-to-business mail is intercepted by a secretary, assistant, or mail room. If it looks too much like advertising, it may get trashed. You stand a better chance of reaching your prospect if your envelope looks personal, important, and businesslike. Less is also more for offers that may meet some resistance at first glance and need more selling, which is best done in a letter.

10. If you use a blank envelope, make it completely blank. Not a single word of teaser copy. No graphics. Perhaps not even your logo. Just a street address in the upper left corner and your delivery address. You might include the letter signer’s name in the corner card, particularly if that person is well-known. This makes your mailing look personal and is almost certain to get opened.

11. Be careful with “official” envelopes. Faux express envelopes, government notices, invoices, and other formats can be used to great effect. However, be clear about your intentions. If it’s just part of the theme of your message, and people are clear about who you are and what you want, that’s fine. If you’re trying to trick people or pose as something you’re not, that’s unethical. If you have to deceive people to get response, there’s something wrong with your product or service.

Envelopes are the “red-headed step children” of direct mail. They seem simpler and less important than they really are. Sometimes, you can boost your response by simply improving your envelope.

Dean Rieck is one of today’s top direct mail copywriters and has created sales and generated leads for more than 250 companies, including Intuit, Rodale, Sprint and American Express. For a free copy of his white paper, “Getting Response in a Down Economy: 4 Key Principles to Boost Your Direct Mail Profits in Today’s Difficult Market,” visit www.DirectCreative.com. You can reach Dean at Dean@DirectCreative.com.

7 Secrets of Successful Fulfillment Mailings

steve — Mon, 08 Aug 2011 15:09:15 +0000

July 14, 2011By Ivan Levison, From Direct Marketing IQ

Don’t spend time, energy, and money developing a hot lead-generating piece, and then neglect the important fulfillment mailing — the mailing in which you “fulfill” the request and deliver the promised free item.

Let me give you an example of what I’m talking about. I received an attractive self-mailer that did a great job of interesting me in a new software utility. I wanted more information and called an 800-number to request an Info Kit. The software publisher, who did such a nice job of getting me to raise my hand and identify myself, sent me a pathetic bunch of data sheets and product reviews.

Instead of treating the lead as a golden opportunity, they sent me a slovenly collection of materials that was a complete turnoff. The bottom line? The company did the front-end right but completely blew the back-end of the two-step mailing process. I suggest that you don’t make the same mistake. Check out these fulfillment basics that can help you turn curious prospects into paying customers:

1. Be sure to put the right message on the front of the envelope.
It is imperative that you tell the reader right up front (literally) that the materials contained in the envelope were requested and are not junk mail! People may know the name of your product — not necessarily the name of your company. That’s why your simple corporate return address all by itself may not mean anything to your prospect. You have to say something like: “Here’s The WidgetPro Information Kit you requested!”

2. Don’t waste money on a fancy envelope.
The envelope that contains your fulfillment materials can be simple and inexpensive. In fact, I’d go so far as to say it should be simple and inexpensive. You don’t want potential customers to be confused by a prospecting package that looks like “junk mail.”

3. If you’re just sending paper, don’t enclose a bunch of loose data sheets.
Put them in a special folder with a terrific title and promote that. Or what about creating an exclusive White Paper or Executive Report? Anything but a hodge-podge of random information.

4. Ask for the sale.
When you do your original lead-generation mailing, you’re selling the offer, not the product. But when you mail the fulfillment package, you want the prospect to order. Lots of companies miss the boat. They include a two- or three-paragraph kiss-off letter with the fulfillment piece saying “Here’s your information. Thanks for your interest,” and that’s about it. They simply don’t give themselves the space they need to do what has to be done, namely: Keep moving the prospect through the sales cycle until the sale is made!

5. Explain what you’ve enclosed.
The letter is the place to position all the elements of the package and explain what you’ve included and why it’s of interest. Tell them, “here’s what I’ve included for your review” — then provide a short, bulleted list that explains what you’ve got waiting for them in the envelope. Remember, you should control your readers every step of the way and never leave them free to start rummaging around the package and thinking for themselves. As always, stay in control and tell them just what you want them to look at or do.

6. If you give readers a demo disk (or just about anything else), get them to try it out immediately!
One of the most important things you can do is get prospects to give your demo a look-see while they’re still interested — not later on. If a reader puts your disk into the black hole between their monitor and the desk lamp, it may never emerge again! This advice holds true for whatever you’ve mailed to them. If you send prospects an Executive Report, ask them to read it now. If you enclosed an important White Paper, ask them to review it now.

7. Include a well-thought-through Business Reply Card.
If you want them to order on the spot, spend time creating an order card that works. This important item shouldn’t be an afterthought. Here are some BRC pointers to remember:

Make sure you state the offer clearly. A lot of prospects avoid the sales letter altogether and go straight to the BRC.
Make the math easy to do. Your customers should not have to add up a bunch of numbers (cost of goods, shipping & handling, tax, etc.); be sure your art director has made life easy for them.
Write with energy and personality (the way you always should!) When you’re writing selling copy, you always have to keep the energy level up and the benefits in the reader’s face.
Always stress that the offer is risk-free. Restate the guarantee right on the BRC- – in the copy or in a separate guarantee box. Or, you can do both.
Punch up the 800-number. Say, “For faster action call 800-123-1234″ right there on the reply card.
Use visuals to spur action and guide the reader. A well-placed red arrow can point the way to key chunks of copy and increase order rates.
Give your BRC an appropriate title. I don’t like calling a BRC an “Order Form” or “Order Card.” Try “Action Card,” or give it a special name like “Preferred Customer Upgrade Card.”

Ivan Levison is a freelance direct response copywriter who works for companies like Bank of America, Fireman’s Fund, Intel and Microsoft. Levison writes direct mail, emails and Web copy. For a free subscription to his monthly email newsletter for marketers, and a free copy of his report, “101 Ways to Double Your Response Rates!”, visit www.levison.com.