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December 10, 2007

Major Mailing

Every year before Thanksgiving, I try to send out a major mailing to remind existing clients about the availability of gift certificates as a great gift for Christmas. I have a database with all my clients that I try to update regularly so their addresses stay current. The database allows me to print out address labels efficiently and affix them to preprinted postcards that I've designed myself. Because I was a graphic designer in my previous career, I have the skills and software to do this. Others should hire a designer or their local printer to have collateral materials for their business look professional and consistent.

The format I choose for these mailings is postcards. This is simply from a cost perspective. You can get four postcards from a standard 8-1/2 x 11 sheet of card stock. This not only cuts down on the printing cost, but it also cuts down on postage cost, which can be significant, because postcards are about 15 cents cheaper than regular letters per piece to mail.

This year, because I am closing down my practice to move to another city, my major mailing consists of a letter. I'm informing my clients that I'm closing my doors December 21st and referring them to trusted peers around my community. One therapists asked if they could buy my client list (see blog post on November 13, 2007).

Luckily, I've got the paper and a printer in my home that would allow me to print these items cheaper than taking them to a copy place. And, I've scaled way back on the number of recipients, again to save on mailing cost. If a client only saw me once over the years, they don't get a letter. If a client is not a regular repeat client they don't get a letter. If a client used to see me on a regular basis, but dropped off, they do get a letter because they are potentially a good client to have and will likely seek massage again in the future.

So, I'm off to the Post Office this morning. It's another major item off my "to do" list.

tags: massage massagetherapy wellness massage therapy bodywork health massage ethics massage practice building

Posted by linda at December 10, 2007 7:26 AM