How to Get Your Direct Mail Opened

Direct-mail is one of the most powerful marketing tools a casino has!   Getting the highest direct mail response should be the goal but there is usually a lot of pressure to keep the costs down. These can be conflicting goals. If we don’t get our mailer opened and read we will get a poor response rate so let’s focus on getting customers to open our direct mail today.Get Direct Mail Opened

Here are a few tricks to get your mail opened.

  • Use a shocking or awe inspired headline

There is a reason why every band does their “last tour” every few years. It creates shock to their fans and creates deep interest in the event. Find something spectacular about your event worth creating some drama about like “biggest jackpot ever” or this is a very rare event or last of it’s kind.

  • Use mystery to make them curious about your mailer

Curiosity is a powerful tool.  If you use some lead-in text on the address side of your mailer (the primary side they see), you can tap into their curiosity and get your mailer opened.  Try a snipe like “You’ll never guess who is coming” but make them open the mailer to find out. Your mailer open rate will increase incredibly.  They could guess, but its more natural to open the mailer and see the answer.  It is a similar technique as a scratch-off for getting your piece opened.

  • Use a scratch-off on the outside to compare on the inside

If you design your scratch off with a compelling offer and easy to understand design they work very well.  You can create a nice scratch-off on the outside and have them check the inside of the piece to see what they have won.  You can create scratch-offs with variable numbers too so make a game of your mailer and it will have a much higher open and interaction rate than the rest of the mail that day.

  • A box-mailer always gets opened

Any box place inside your customers mailbox is the most important thing in the mailbox. If we are talking strictly open-rates than there is no higher interaction rate than a box mailing.  Higher open rates translate into higher response rates. You should definitely do some box mailings throughout the year and compare the post forma math to your other mailers.  You will be very pleasantly surprised by the increased response which can more than justify the additional expense.

  • Send relevant offers about things they like

The difference between direct marketing and junk mail is if you’re sending relevant offers to someone about what they like or want. If you send a country and western invitation to a rock ‘n roll person you are pushing that client away with things they don’t want (aka junk mail).

You want to be a property that has the things they like so you are their favorite place to go.  Code your database well so you can personalize relevant offers to the right person and you’ll always get your mailers opened and higher response rate too.

Personalized Digital Variable Book Printing

We’re printing our first digital booklets! Digital variable data printing at CSG Direct Mail has never been more alive! The idea of a press that prints multiple paged personalized booklets, gathers the pages, folds, stitches together, and finally does the 3 sided trim is an incredible dream come true.

Before this investment we had to print separate pages and then offline stitch and trim. That was not a great way to do personalized mail by a long shot. Too many pieces got destroyed in the process and the offline process increased costs and timelines. We’re highly focused on quality and speed!

Direct mail is a details business. Demand quality if you want success. We’ll help you find ways to balance cost and speed from there. Knowing what you’re dealing with is half the battle.

If you are printing booklets for your organization and would like to see samples printed on our new presses get in touch with us or get a quote.

Records Break at NIGA Tradeshow Ribbon Cutting

San Diego, CA (April 3, 2012) – Although the convention has been underway since Sunday with a Chairman’s Welcome Reception hosted at the USS Midway, the 27th Annual National Indian Gaming Association 2012 Tradeshow really kicks off at the Ribbon Cutting Ceremony on Tuesday, April 3rd.

During the meeting at the San Diego Convention Center, Tribal government gaming commissioners will get certified, and industry officials will discuss internet gaming, gain knowledge on the latest gaming technology, see gaming forecasts, and meet and surpass casino compliance.

With the organization’s Chairman Ernie Stevens Jr. presiding the ribbon cutting, he shared that over 5,500 people have registered for the convention, a record-breaking number.

“Today, we have filled the 90,000 square foot floor with over 450 world-class exhibits, who are our friends in the gaming industry and Native-owned businesses who are eager to build their brands. There is a $26 billion industry behind these doors, and we welcome you,” Stevens said.

The purpose of the tradeshow and convention is to build a positive venue for Indian gaming industry professionals and foster a dialog to help reinvent and reposition their facilities to better serve their communities, better serve their customers and stay competitive at a higher level. They will discuss economic development beyond gaming.

Facing the challenging years of the recent recession, characterized in the industry by overconfident growth, and internet gaming, have taken its toll on the spirits of Tribal leaders, gaming facility managers and employees alike. Today, these challenges are facing a turnaround and the NIGA Tradeshow & Convention is the place to discuss them openly and honestly.

Joining the Chairman on the stage was Law & Order SVU Actor Adam Beach, retired U.S. Senator Ben Nighthorse Campbell and Olympic Gold Medal winner, Billy Mills.

Michael Woestehoff
Indian Gaming Weekly
Your Membership News Source for Indian Gaming
An Online Publication Created by The National Indian Gaming Association

Need a Casino Job?

If you are looking for a Casino Job or you have an employment opportunity you need posted and filled, there is a website we’d like to share with you. We found it because some of our friends were looking for new employment and they showed it to us. We liked it and thought we would share it.

find a casino jobThe site is CasinoCareers.com

Casino Careers, LLC was established in 1998 as a Job Board dba Casino Careers Online by a management team with experience in the casino-gaming/hospitality industry, human resources and marketing.

Since its inception, Casino Careers has provided talent acquisition services to over 700 gaming/hospitality and technology companies, tribal enterprises, regulatory agencies and vendors/suppliers worldwide. We have placed thousands of employees, from entry-level to executive management in every discipline associated with our industry.

Casino Careers, LLC is a privately held Company, whose management team and staff believes that the success of the organization is based upon a commitment to personal customer service and results.

We provide Employers with cost-effective Job Posting, a custom Resume Database search/communiqué program, as well as an Executive Search Division, which provides full service executive placement, as well as an alternative executive sourcing strategy, which offers a more streamlined cost-effective approach.

Job Seekers post a resume for free in Confidential or Open Access format. Those who wish to distinguish their expertise from other candidates may purchase Resume Rewrite services, or an Enhanced Resume, which provides a contemporary layout, with color, a cover letter, and a photo.

Whether you are seeking employees, career opportunities, professional advancement, organizational assessment/training & development consulting services, or information about talent acquisition & management strategies–we are your resource…  2327 Ridgewood Plaza, Suite 205, New Road, Northfield, NJ 08225  Contact Us at 609-813-2333

Raving Insider Party

Fellow ravers and NIGA attendees, you’re invited to the Raving Insider Party! Tuesday, April 3 from 9pm to midnight. At the Rock Bottom Restaurant & Brewery, San Diego, in the Gaslamp.

401 G Street, 4th Street Entrance

Enjoy a night infused with Cocktails, Cigars & cool conversation!

CSG Direct Mail and Mailing Lists

One of the most effective innovations provided by the USPS has been access to all National Change of Address (NCOA) records to update your mailing list. Unfortunately you have to twist some companies arms to do this service for you. That is why the US Postal Service has decided to make it mandatory.

17% of your database moves every year on average and when you mail Presorted Standard (old 3rd Class) this mail is thrown out by the Postal Service unless you pay to get it sent back you.

The value of recovering even 5% of your database is huge, let alone 17% for 1 year or 40% if you haven’t done it yet at all. We have been doing this so long (early adopter) that we have some very specific tools and methods to take it to the next level for you. Database Marketers know the value of the cleanest data possible and you will too.

If you want to maintain response rates from 2-7% you must be on top of your game and NCOA Link® is one of the tools we pros use everyday.

Direct Mailing Innovations and the best Variable Data Printing from CSG Direct Mail get you Better Results Fast. Find out how our newest innovations and decades of proven results make us the direct mailing services partner and variable data specialists you are looking for.

Ak us anything or give us a call at 800-881-2150.

Using Direct Mail Maps for Personalized Mailings

So you want variable maps on your mailers to give your customers directions to your business? Great! Let’s learn how to set it all up to make it work!

DESIGN AND SPECS
Your first step is deciding exactly what you want your mailing to look like and getting CSG Direct Mail your information so we can output your maps.

1) Design your mailpiece and decide where your map will be placed

Design your mailpiece

Design your mailpiece

2) Measure your map area and send us the dimensions of the map area in inches or pixels

3) Choose your markers using the pdf provided below and send us the codes for both the START and END makers you would like
DOWNLOAD MapQuestMarkers

4) Provide us with your database and tell us what locations you’d like for START and END

5) We will create your variable maps

 

PULLING IT TOGETHER
If we are doing your mailing, you’re done!
All you need to do at this point is send us your artwork and we’ll take care of everything else!

If we are providing you with maps and you are doing your own mail outputs, follow the instructions below for variable output in InDesign.

1) Set up your file in InDesign, and link to your database using your variable program

2) Define and assign your variable area however your program requires it

3) Place/link your map

4) At this point you will need to make sure that your map is scaled correctly for your variable area

Use the fitting command to do this

 

5) Once you have it looking the way you like, you can do your mail output

 

That’s all there is to it!


Digital Presses are Coming – Part 2

Digital Press PicThe saga continues at CSG Direct Mail as we have unwrapped our new digital presses and started preliminary configuration of all the components. The shipping materials are removed, all the sections mate correctly, and monitors and internal components have been installed. It is very exciting to see all the pieces come together as the machine begins to take shape!

Electricians are hard at work pulling wire, setting plugs and configuring the power necessary to feed this magnificent piece of print engineering. Our Facility Contractor is assisting us in reconfiguring the floor to accommodate our new 23 foot behemoths and new workflow it will involve.

Once power and facility upgrades are complete it will be time to slide the pieces into place, bolt it together and begin power-up and testing procedures. After this, training of operator personnel will start with full production to follow quickly.

Growth and expansion can be stressful at times pulling all the elements together, but it also gives one a sense of destiny as we see the future of our enhanced printing services forming before our eyes. Increased production capability, faster turn times and new services for our customers is that future at CSG Direct.

Check back for more updates as we move forward!

POSTNET Barcode Discontinuation Proposed

dmm-advisoryToday, the POSTNET™ Barcode Discontinuation proposed rule was posted on the Federal Register website and soon it will be posted on the Postal Explorer® website under Federal Register.

The proposed rule includes the basis for discontinuing use of POSTNET™ barcodes and allowing only Intelligent Mail® barcodes (IMb™) for automation price eligibility by January 2013. The Postal Service™ understands that many mailers currently use POSTNET barcodes and we are committed to providing information to and working with individual mailers and software providers to ensure that the use of an Intelligent Mail barcode is achievable for all mailing customers.

The Domestic Mail Manual (DMM®) is available on Postal Explorer (pe.usps.com). To subscribe to the DMM Advisory, send an e-mail to dmmadvisory@usps.com. Simply indicate “subscribe” in the subject line

Raving Consulting tells its fans about 21% response rate from QR code direct mail campagin

Raving Flash. Late Breaking News, Compelling Ideas, Just Plain Good Stuff for the Gaming Industry!

We never think of marketing as a 1-touch experience so we did our Christmas mailing as a 5-Touch Campaign. 5 easy touches created better results fast! This program was creative, inexpensive and easy to execute. In the past this kind of campaign was intimidating for most people. But now you can enjoy the giant response rates and stay within your budget too.

Read the original article here.

CSG Direct Mail has over two decades in variable data printing, casino direct mail, variable direct mail maps, US Mail Tracking, randomization, personalized emails, personalized websites, QR codes and much more.

For more information about Raving Consulting call 775-329-7864.
To learn more about CSG Direct Mail visit the CSG direct mail website.