Which works – A4 or A3 size layout
An interesting question from Nigel West highlighted two points about preparing the letter for a mailshot:
Q: “Hi Carol
I’m just in the process of mailing out the sales letter that you helped me with (bit of an understatement).
As ever the mechanics of printing the letter is causing a bit of a headache, partly because I want to use both sides of the paper and don’t have a duplex printer.
At the weekend I had a mailing from Streetwise Publications and noticed that it consisted of a printed, but unpersonalised, information booklet, for want of a better phrase, and a single A4 response form that was personalised.
It’s quite tempting to do this as my letter is 4 A4 pages so would fit on folded A3, but I wondered what you thought about doing this?”
Regards Nigel West
A:
Printing First… Are you using Word? If so, there’s a neat trick you can use when you want to print double-sided on a printer that normally prints single-sided.
Click File, Print then choose Odd Pages in the Print box; bottom left
If you have an odd number of pages in your document, e.g. 5 or 7 pages etc. remove the last page of the document.
Return the pages to the printer paper tray – be careful of the direction and which side up the pages need to be placed so you don’t overprint what you’ve already got.
Click File, Print then choose Even Pages in the Print box
Your documents should be printed and collated OK.
If you are merging data into your letter, complete the merge to a document (instead of straight to the printer) and run the print job from the merged document.
Using A3 Paper
To answer your main question, I have used that layout successfully for a client who sends letters to 13,500 prospects each time.
The main offer letter is 4 pages, printed onto A3 and folded to A5. The response form is pre-printed and then personalised by the client ready for mailing.
The collation is handled by a mailing house.
We have had good responses but it is worth noting that the letters were sent with stamps applied – they did not have franked / postal imprints on them and previous tests we’ve run have shown the stamps always out pulled franked envelopes.
But, when it comes down to it… and you know what I’m going to say… testing is the only way you can be sure of the impact using this layout has on response from your prospects for your particular offer.
Nigel, this is a good question to share with my other blog readers – thanks for asking and good luck with your mailing.
~ Carol Bentley
11th March 2009 at 11:28 pm
Hi Karin,
I’ve always printed double-sided – whether on A4 or A3. Simply because I want to use the space I have to share everything my prospect needs to know to make an informed decision. It also means I can write the long letters without falling into the higher postage brackets.
If you do print double-sided bear in mind the intention at the bottom of each page (and crucially the first page) is to get your reader to turn over.
You can increase the likelihood they will by making sure your sentence splits over the page – preferably an intriguing sentence they just have to finish reading.
You can also include a ‘please turn over‘ or ‘please continue reading‘ instruction at the bottom right of the page.
Good luck with your letter Karin – I hope it is a great success for you.
Carol
11th March 2009 at 2:58 pm
Hi Carol
Another question is this context: single printed or double printed A4′s? I know testing will tell, but what’s your experience?
(working on a lead generating letter that is 2 A4′s long).
Karin H.(Keep It Simple Sweetheart, specially in business)