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Message Lexinet© iStockphoto.com/Pakorn_KhantiyapornFont Choices Made Easy:Unlock the Secret to Professional DesignTaking the Long WayCreate High-Impact Personalized Mail with Email Metrics• Irrelevant Oers Frustrate Customers• A Cohesive Omnichannel Experience Is Important• Consumers Consider Brand Reputation More Important than PriceHelp Customers Navigate Dicult Topics Through Longer Copy

2 <<Your Company>> • <<Your Phone>> • <<Your Website>>Keep It Simple One of the simplest ways to create a clean and professional look is to limit your font choices. Stick to two or three. This allows for creativity without the piece looking cluttered or messy. It also enhances readability. Choose Your PersonalityEvery font has its own personality, and selecting the right one is crucial for conveying the tone of your piece. For instance, rounded fonts often evoke a friendly and approachable vibe, while hard-edged, geometric sans serifs project strength and modernity. Serif fonts, with their classic lines, suggest elegance and sophistication. Consider the message you want to deliver and choose a font that aligns with that tone.Unlock the secret to professional design© iStockphoto.com/mustafahacalakiDesigning a print piece can feel daunting, especially for those without design backgrounds. However, a few tips can help you choose the right fonts to create pieces that look professional and appealing, while communicating your message eectively. 2 Lexinet Corporation • 800.767.1577 • lexinetcorporation.com

Give Words Their SpaceProper spacing between letters, lines, and words is essential for readability and aesthetic appeal. Align text creatively, including using letter spacing to ll empty spaces. However, be cautious. Giving letters too much space may cause them to feel disconnected, while making letters too tight can lead to readability issues. Play with the spacing and get objective feedback from those you trust. Maintain ConsistencyConsistency is key to a cohesive design. If you have multi-page documents, maintain the same design choices across all of your pages. Ensuring consistency in font sizes and styles gives the piece a polished and professional look.Keep It in the FamilyMany typefaces oer a variety of styles, such as italic, bold, and condensed. Staying within one family allows you to maintain visual consistency while still oering creative exibility. Remember, simplicity and consistency are your allies in design, especially when you are just getting started. With a thoughtful approach, you can communicate your ideas clearly and attractively, regardless of your design experience. Happy designing!!!!!© iStockphoto.com/Nuthawut Somsuk© iStockphoto.com/GelatoPlus3Source: MarigoldWaste Products40% of consumers are frustrated by having received irrelevant oers in the last six months.Source: MarigoldBrand News49% of consumers say a brand’s reputation is more important than price when making a purchase decision.

4 You want to personalize your print communications, but you’re just a small company. How can you create the level of precise targeting that is demanded by today’s customers? How do you know what they’re really interested in? Analyze your email metrics!Tapping the insights available from email metrics is one of the ways print and digital communications can work well together. Email oers simple, easy insights you can use in print. Let’s say you are a ower retailer, and you send an email to your current customers featuring your ve latest oral arrangements. After 24 or 48 hours, you go into your email platform and see who clicked on what. This allows you to create lists of which contacts looked at which bouquets. You don’t have to guess what your audience is interested in. They just showed you!Bouquet-Lookers and BirthdaysOnce you know who is interested in which bouquets, it’s time to gure out timing. You can have the right product, but if you deliver the oer at the wrong time, your oer will fall at. How do you know who is likely to make a purchase right now? One way is to sort by those with special occasions, such as birthdays or anniversaries coming up in the next 30 days. Once you know who in your audience has a special occasion coming up and cross-reference by which bouquets they have looked at, you have a list that is about as targeted as you can get. It’s the right product(s) at the right time. Now you are ready to send out mailers featuring the one or more bouquets they clicked on. “Celebrate Their Special Day with a Bouquet They’ll Adore!” Capitalizing on Digital InsightsThis is a great example of how print and digital can work well together. Email provides theinsights, and print provides the beauty and stopping power that only a tangible piece can. Since you are promoting only bouquets your audience has already shown interest in, what do you think that will do to your response rate? Whether it’s owers or auto parts, analysis of email metrics allows you to create highly targeted direct mail pieces using simple, easy techniques. Don’t you love it when things are easy? 4Everyday ArrangementsLet Us Help You Celebrate Your Special Day!Give Customers What They Really WantCreate high-impact personalized mail by analyzing email metrics

Lexinet Corporation • 800.767.1577 • lexinetcorporation.com 5© iStockphoto.com/KLH49 (delivery), Yasonya, ryasick, Iwona Ziomek (arrangements)Give Customers What They Really Want

A great case study in long-form copy comes from MECLABS, a consumer behavioral research center that recently studied the messaging of an addiction treatment center. When the treatment center lengthened its copy, MECLABS found, its relative increase in leads jumped over 200%! This might seem counter-intuitive, but according to MECLABS, the issue was the ability to address and ease anxiety. Contacting an addiction treatment center is something that is often fraught with uncertainty and stress. Longer copy, combined with detailed pictures, answered a lot of people’s questions without the potential client or their family having to initiate contact right away. The result? A 220% relative increase in leads.What Makes It Work?As we might expect, long-form copy tends to be more eective for complex and sensitive topics like addiction recovery. Other examples include mental health treatment, men’s and women’s health issues, and highly technical subjects like web hosting or nancial services. Let’s look at three reasons for this. Depth of InformationPeople are often hesitant to make an investment in something they don’t understand. Are they asking the right questions? What if they are missing something? Longer copy provides details that help them feel informed and condent.Building TrustIn-depth content, including testimonials and statistics, enhances credibility and positions the business as an authority, fostering trust among people who might feel uncertain.Addressing ObjectionsComprehensive copy can preemptively address common fears and concerns. Once people’s concerns are addressed, it’s easier for them to evaluate the benets of one product or service over another. Reducing anxiety makes decision-making easier.6 Lexinet Corporation • 800.767.1577 • lexinetcorporation.comYou may have noticed that marketing copy is getting shorter . . . most of the time. People are busy, so whether it’s headlines and subject lines, social media posts, or postcard copy, marketers are moving toward shorter copy that is more likely to get read. But every once in a while, longer copy outperforms shorter copy. Help customers navigate dicult topics with longer copyTake the Long Road

Long-form copy isn’t going to work in every case, even when the topic is sensitive or complex. This is where A/B testing comes in. Try short and longer headlines, shorter and longer body copy for sales letters or postcards and see what happens. You never know when longer copy just might upend the conventional wisdom and surprise you!© iStockphoto.com/ Hwangdaesung (compass), diego_cervo, SDI Productions, PeopleImages, SeventyFour (insets)7

Copyright © 2024 GRC INC8 Lexinet Corporation • 800.767.1577 • lexinetcorporation.comConnect with Customers34% of marketers say that customers having a cohesive omnichannel experience is “very important.” Source: eMarketer© iStockphoto.com/adamkaz© iStockphoto.com/TarikVision© iStockphoto.com/Dimitris66 (background)Welcome to the latest issue of 1:1 Messenger. is newsletter is designed to provide you with information that will keep your 1:1 print campaigns cutting-edge and protable. See how font choice can lend your designs a professional look and feel.701 N Union St. Council Grove, KS 66846LexinetFor the latest industry tips, connect with Lexinet Corporation on our social accounts: Let’s talk and come up with a high-impactmarketing plan for this year!Do you know someone that could benet from our services?Help us by sharing information about Lexinet with your business network, friends and family.Please contact us at:800.767.1577