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Big Impact: How Oversized Postcards Win Back Lapsed Customers

You will eventually lose subscribers, no matter how great your email content is. Even if they are still connected to your brand, the average person gets between 100–150 emails daily. That can be overwhelming. If people unsubscribe, how do you win them back? One proven strategy is to use oversized postcards.

Let’s look at the example of one fictional wellness center, Serenity Springs, that successfully used this strategy. (Example based on real numbers.)

Serenity Springs targeted dormant customers, defined as those who had not been active in at least six months. To this group, it sent 6″ x 9″ postcards featuring a serene and relaxing image of a waiting room. Comfortable seating lined the soft green walls, and toward the back of the room was a water feature with sparkling water cascading over smooth stones. The headline read: “Reclaim Your Wellness Journey!” The messaging included a clear offer (“Book Your Appointment Today!”) and a time-sensitive call to action (“50% Off — First 25 Customers Only!” Thanks to this postcard, Serenity Springs achieved a 500% increase in ROI and an increase of 140% in customer revenue.

It’s for Small Companies, Too!

Do you need to be a large company to get these results? No, you don’t. Even small and mid-sized companies can achieve similar results by working with us using simple data management solutions. (Just ask us how!)

The effectiveness of oversized postcards should be no surprise. Due to their size alone, they are the first pieces of mail you see in your mailbox or desk at work. Their larger format provides plenty of room for colorful and eye-catching images, and their extra design space provides room for high-impact messaging.

Here are some design tips for making the most of oversized mailers:

  • Keep it simple — don’t clutter up the design.
  • Highlight the offer and make it easy to see.
  • Don’t forget the call to action.

Want to learn more about using large-format postcards to win back lapsed customers? Let’s talk about a strategy that will work for you!

7 Ways “Working Backwards” Keeps You on Schedule

Whether you are sending direct mail only or integrating direct mail with other channels, marketing has many moving parts. The final “send” or “go live” is simply the last link in the chain. To ensure that the whole project stays on schedule, work backward to ensure each component is on schedule.

To get started, sit down with your team and answer the following questions:

  1. What is the “in-home” window for the printed piece?
  2. What is your final deadline for submitting materials? If you are sending through multiple channels, what are the final deadlines for each?
  3. Who is writing the copy, and how long will it take?
  4. Are you using stock images or creating the artwork yourself? Who is making those decisions, and how long will that take?
  5. Who will be doing the design and layout? What is the time budget for that?
  6. How many approvals do you need? How much additional time should be added?
  7. How long will it take to print, finish, and mail?

The first answer provides your end date (or dates). Once you have that, you can work backward to determine when you need to start each component. Pad each time estimate by a factor of 1.5 to 3 times, depending on your confidence in the numbers.

Once the project is complete, remember how well you stuck to the timeline. If you got off track, where did you get bogged down? What needs to be adjusted next time to create a more accurate time estimate?

Don’t beat yourself up for making mistakes. Along the way, you learned something, such as when your creative staff says, “It takes us one day to turn around the proof of concept,” they mean two days. Or that you need to consider transportation time when you make your project plan.

Keeping up with your schedule takes some practice and thoughtful planning. If you need help, reach out to someone with experience—us! We’ve got lots of project planning experience, so just ask away! We’re here to help.

 

7 Tips for Creating Headlines that Work

In today’s digital age, when emails and social media dominate marketing communication, sending a physical postcard can be a refreshing and impactful way to connect with customers or prospects. With postcards offering limited space to communicate your message, however, the headline plays an out-sized role. It must grab the reader right out of the gate. Continue reading “7 Tips for Creating Headlines that Work”

Is It Time to Get Your Social Media On?

More than 92% of U.S. businesses use social media for marketing. You may be one of them. But how intentional are your efforts? How should you be integrating social media with your other channels, such as print and email? Before answering that question, it’s important to understand the role social media plays so you can put it in its proper place. Continue reading “Is It Time to Get Your Social Media On?”

The Science Behind Why Name Personalization Works

We all know that personalizing your print marketing materials with someone’s name yields higher open and click-through rates. But have you ever wondered why? It has to do with the way our brains work, and it’s why name personalization will remain part of the marketing landscape for years to come. Continue reading “The Science Behind Why Name Personalization Works”

The Power of Print: Why Reading on Paper Still Matters

In today’s digital age, where screens dominate our daily lives, the value of print media like direct mail, marketing collateral, and print advertising is often overlooked. However, research has consistently highlighted the unique benefits of reading on paper compared to reading on screens. Continue reading “The Power of Print: Why Reading on Paper Still Matters”

Ditch the Guesswork: How Data Can Transform Your Marketing Game

Nearly two-thirds (62%) of customers say their favorite brands treat them as individuals (Marigold, 2024). When you create experiences that resonate with your customers, you win their loyalty. That requires more than experience and gut instinct. It requires data. Continue reading “Ditch the Guesswork: How Data Can Transform Your Marketing Game”

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Tiger Printing Group is a full-service commercial printing company centrally located between Allentown and Philadelphia in the Mid-Atlantic region. We use the latest in printing technologies to deliver your message.

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  • 65 West Madison Avenue
  • Telford, PA 18969
  • Phone: 215-799-0500
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