Is there nothing in this world more glamorous than a business supplies reorder form? Okay, so we're not talking dazzling creative here, but there is a subtle art to designing an effective, insanely easy-to-use reorder form. In fact, the folks at Deluxe could give a master class.
This reorder form from Deluxe Business Checks and Solutions is simplenothing but a one-sided letter and a BREbut no element is out of place. A teaser for free Post-It® notes on the envelope's face piques interest.
Once inside, the Post-It® play is continued in the upper right corner of the letter in that familiar canary-yellow hue. Simply reorder products you've bought before and that you'll probably need again soon, and get free cartoon Post-It® notes.
Deluxe doesn't sit on its offer; the entire package is designed as a streamlined swoop from introduction to dotted line. Following a cordial personalized greeting and a reminder that their records show you might be running low on a few things, Deluxe directs you to the order form and lists items that may need restocking.
In this particular mailing, two deposit ticket books are up for reorder, and these items are preprinted at the bottom of the page. Along with the previously ordered items are printed two questions, each with its own check box on the reorder form: "Need an Endorsement Stamp? Check here for product #2023, only $22.95!" and "Where do you store your checks and vouchers? Check here to order a set of 3 storage boxes for only $17.95, product #142042."
So no rifling through old files is required, Deluxe prints your priority service code beneath a big red arrow on the form.
"We have a lot of standards within our brand, and one of those standards is the priority service code," explains Margaret Van Buren, director of retention marketing for Deluxe Business Services, a division of Deluxe Corp. "We are committed to a red arrow so our customers can find it effectively ... So whether it's a catalog or a brochure or an e-mail marketing tool that we'll send out, things like the red arrow and the way we display the customer information, we try to keep that very consistent."
The devotion to a red arrow may seem curious, but rest assured it's been tested, as has just about every centimeter of this highly dynamic mailing. The inclusion of the cross-sell items increases response rate and average order value.
The cross-sell items are plucked from a database. "We leverage statistical modeling to understand what cross-sell dynamics are effective," says Van Buren. "We have to keep it pretty simple and standardized, because we have limited space. It would be pretty tricky to put something in there like a business card, where they had to choose their font and color and type style."
The cross-sell items are bolded on the form, while the reorder items are not bold and all capitals. Van Buren figures the reorder items did not need to be bolded. "Our customers recognize the products they've ordered before. It's like seeing the same make of car [you own] driving down the road; you're like 'hey, nice car.'"