What client wanted:
While there are other large printing companies that the client has worked with in the past, they had not been able to find a printing company that would mail out their marketing letters the same day as the triggered data was downloaded. We worked with the client to figure out how best to achieve this and took on their same-day lead generation marketing.
We have been mailing for this client for three years, so we have dramatically scaled this project to meet the client’s needs. As such, we’ve broken this project down into three stages.
Stage 1: At the very beginning, we set up a variable letter that had 19 variable fields (highlighted in yellow) and three separate versions. All versions used the same letter format and layout, only text fields were variable. We started out mailing around 10,000 / week.
Stage 2: As the client’s needs grew, we grew to facilitate them. The variable letter grew even more complex, with over 20 variable fields (highlighted in yellow), and nearly 20 separate versions, all still using the same letter format and layout. We also introduced the client’s own handwritten font to the envelope, which increased open rate. We upgraded our variable data processing program to facilitate this, in addition to creating numerous automation programs and processes. We became more involved in downloading data and helping with reporting and CRM management. At this point we were mailing around 30,000 / week, and we were heavily involved in helping the client track response, conversion, and ROI to determine what was working and what wasn’t, and constantly improving.
Stage 3: Currently, we are running as many as 20 separate versions, of which we have over five different letter formats and a combined total of over 100 variable fields – all processed together to get the best postage rates. We’ve also introduced variability to the envelope in order to mail for multiple branch locations. We still play an important role in helping with data analysis, reporting, and determining what’s working and what’s not. We’ve continued to automate data processing so that we are constantly improving, allowing us to facilitate more work from the client. At this stage, we are mailing as much as 52,000 / week.
Stage 1: When the client first began mailing with us, we spent a few weeks producing the mailers almost entirely by hand until the quantity has increased to a point that equipment was required. Even at our most inefficient, we were constantly working towards becoming more efficient so that we could scale up to fit the client’s needs.
Stage 2: At this stage, we had gotten to a large enough quantity to justify purchasing machines. We had a single labeler which applied the stamps and an inserter that folded, inserted, and sealed. While the machines increased efficiency, we continued to strive for improvement in processing time and quality.
Stage 3: As quantities have increased, so have our machines. We currently have two inkjetters, two labelers, and two inserters, as well as a black and white printer that we use primarily for these mailers. Having duplicate machines allows us to still make our same-day deliveries if one of the machines goes down. Even with multiple machines, we still strive for improvements in efficiency.
Benefits for client:
- Growth: Through the years that we have been mailing for this client, we have helped the business grow and scaled our operations to support their continued growth. We’ve helped the client continually analyze what is working to help increase conversion and grow the business.Through the years that we have been mailing for this client, we have helped the business grow and scaled our operations to support their continued growth. We’ve helped the client continually analyze what is working to help increase conversion and grow the business.
- Increased ROI: We’ve been heavily involved in tracking the success of the client’s lead generation marketing. As such, we’re able to constantly change what data we buy, variable fields within the mailer, and mailer tests to continually improve conversion and ROI.