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The Magic Cafe Forum Index » » Tricky business » » Better result with mailing? (0 Likes) Printer Friendly Version

wizardofsorts
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Chicago, IL
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I am in the midst of doing a mass mailing to established clients regarding company picnics. I was contemplating printing on the back of the envelope: Inside Top Tips on Planning Your Company Picnic.

I was going to print on a portion of them and see what my results were. I was wondering has anyone else tracked results with printing on the outside compared to a plain envelope?

Also, does it being a sticker make a difference then just printed right on the envelope?

Thanks,
Edd
Edd Fairman, Wizard of Sorts is a corporate magician available for your next trade show, hospitality suite, client luncheon, or company event. http://www.wizardofsorts.com
Blair Marshall
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Montreal, Canada
3640 Posts

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This would be a good opportunity to test the two. Jim Palmer who owns a newsletter producing company has indicateed that you are losing valuable real estate by not printing on the outside of your envelopes. I have never tested it myself but would certainly like to hear how you do.

From what I understand you are planning of putting a "teaser" on the outside? ("Inside Top Tips on Planning Your Company Picnic")

Depending of the size of the mailing a second test could be an actual promotional ad. ie. "Now is the time to book the Wizard of Sorts for your Summer picnic entertainment. Just call-------------. More information inside"


Blair
wizardofsorts
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Chicago, IL
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Blair,
I think the size of the mailing may be an issue. It's only 230 pieces. I'm going to try half with and half without, I think. When I usually do follow up mailings I usually do a postcard. It cuts down on cost.
I worry that putting something like, "Now is the time to book the Wizard of Sorts for your summer picnic" makes it seem too much like junk mail. Am I being overly worried?

Edd
Edd Fairman, Wizard of Sorts is a corporate magician available for your next trade show, hospitality suite, client luncheon, or company event. http://www.wizardofsorts.com
Blair Marshall
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Montreal, Canada
3640 Posts

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Up here (Canada) a postcard costs the same to mail as an envelope, so I have been reluctant to use postcards as a stand alone mailing. You can actually send the brochure envelope (6"x9" approx.)with stuff in it, cheaper than the same size postcard up here. The postcard that size is almost double the cost to mail.

I agree about the promotional message on the outside, but you did say it was for clients. If they have had a good experience with you they may just phone to book by having that little message on the outside.

For non-customers it could come across as junk mail. When Jim referred to using the outside of the envelope it was more to do with news bites from the newsletter inside.

Blair
Mindpro
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I think many such testing approaches whether it be postcards vs. letters, front vs. front & back, text vs. pictures, etc. must have at least 500 pieces to get any true validity of responses. Anything less in my opinion may just be luck and not a solid test approach. I just did my Spring mailing of 110,000 pieces. Previously I have tested in chucks of 10,000 from this list to get a true representative test.
wizardofsorts
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Chicago, IL
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Wow, 110,000 pieces. I can't even imagine what that costs... This is where I feel I am behind other professionals is that I don't have the up front capital to do such large mailings.
Edd Fairman, Wizard of Sorts is a corporate magician available for your next trade show, hospitality suite, client luncheon, or company event. http://www.wizardofsorts.com
Blair Marshall
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Mindpro, WOW, is this all within your magic/hypnosis/showbiz promotion, or for something else?

Since you say this is your "Spring" mailing, how often do you repeat this mailing to these same customers??

Blair
Mindpro
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Blair, without giving away all my methods, yes it is for all of my performances and speaking programs - hypnosis, mentalism, and memory. The 110,000 is by complete combined list which I send to in whole twice per year. The remainder of the year is broken down by individual markets (colleges, corporate, fairs & Fests, schools, etc.) and also broken down into U.S. areas based on my routings. I'm on tour twice per year and an on the road quite a bit (41 weeks last year). Besides my two primary mailings I try to do 5000 to 10,000 mailing and/or emailings per week for the rest of the year. I've got it down to a point where I know the number of expected bookings and dollars come from each mailing. My list is my businesses most valuable asset. If there was a fire and I could only save one thing, next to my family, my list would be it - hands down.
Mindpro
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Wizardsofsorts - While it is quite expensive it yields consistent returns and solid profits. Now I didn't start with a list of this size, it accumulated over years of hard work. I commit to trying to add 250-500 new leads per week. This went on for years. It still continues but now I have three people working on this as well as cleaning and maintaining my entire list. Leads today are cheaper than ever if you simply have the time to commit. Also if you have money, today lists can even be purchased, although I have always wondered and questioned how good those lists are. When I originally started my list it happened because I had absolutely no money, but plenty of time. Now all that time is paying dividends, multi-fold.
Mindpro
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Correction, I just checked and it's 2500-5000 per week (not 5000-10,000). Sorry.
Al Angello
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Eternal Order
Collegeville, Pa. USA
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Mindpro
What kind of venues do you work in. 110,000 pieces of anything is a lot. How far do you travel?
Al Angello The Comic Juggler/Magician
http://www.juggleral.com
http://home.comcast.net/~juggleral/
"Footprints on your ceiling are almost gone"
Mindpro
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Mainly Theaters, Colleges & Schools, Fairs & Festivals and Corporate, also some Resorts and Casinos. I accept bookings internationally but 98% of my work is nationwide in the states. I love being on the road!
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