How to Produce a Mailing On Time and Within Budget
For those working in direct marketing, the objectives of the job are, as always, producing well-timed and effectively targeted direct mail shots in order to get a good return on investment ; that is, running direct marketing campaigns which are to budget and get great results. In order to do this it helps to follow certain tried and tested rules...
1. Finding the best mailing services company is the lynchpin to any successful direct marketing campaign. Many direct mailing houses can provide a full direct marketing service for companies from setting up and managing their database, creating direct marketing lists, overseeing all aspects of the mailing process, through to data capture and fulfilment of orders.
Keeping a marketing campaign on track time-wise is often far easier if all the various direct marketing campaign components are managed by a mailing house; costs can also be minimised in this way; however, some companies prefer their direct marketer to oversee all aspects of the marketing campaign, even though it may be less efficient. What matters most is that all individuals involved in a direct mailing campaign possess top notch project management skills.
2. A mailing company must be sourced in a professional way- it is vitally important to find one with a good track record and proven client base, backed up by testimonials. Experience counts in the world of direct mail, so picking a mailing services company which has been in business for a number of years is the best bet.
3. Shop around -mailing companies sometimes get away with their poor service because clients find changing or sourcing new suppliers such a hassle - (probably the same reason so many people choose to stay loyal to banks they have used for years). But there are good mailing services companies who will demonstrate to you the value in switching supplier - making the process less risky and bosses happier. Also, importantly watch out for companies who will offer a cheap introductory deal, but in subsequent jobs lots of unforeseen 'extras' seem to creep in; the way to avoid this happening is to make sure you get a full and detailed cost breakdown upfront and get a contract signed which covers all eventualities.
4. If you want to keep costs down on mailing then you need to know your postal options - again- a good direct mailing house will be able to advise you - mailings of over 4000 can be sent out by a discounted Royal Mail Service -'Mailsort', saving you up to 25% on postage costs. A professional direct marketing mailing house will be able to inform you about all the latest offers on the market from Royal Mail and its many competitors.
5. At the planning stage of your direct marketing campaign ensure that your budget is sufficient to allow the inclusion of any complicated processes in your mailing - if your mailing is designed to incorporate many different elements find out how much time will be required and include this in your plan- for instance - how expensive is it for a direct mailing house to fold an A2 sheet 6 times or collate up 15 items together? - Not all mailing services houses have the capacity to perform these processes - or perhaps for your mailing you want some of the trickier parts hand enclosing? Enlist the services of a direct mail expert at a mailing house - he or she will discuss your options beforehand to make sure you don't blow the budget.
6. It sometimes happens that your timings slip so you may need a direct mailing house which can work evenings or weekends in order to catch up; can they work overtime if necessary? By planning ahead you can avoid this situation - just make sure the mailing house has a full brief right from the start - they can then plan in the time and allocate resources to your mailing - as well as give you an accurate costing.
7.Direct marketing campaigns are time-sensitive and you have to be kept updated at all times - including the times when your dedicated account manager is not in the office (this has to happen now and again!) At times like these you need other staff at the mailing house to get you answers to your questions. When sourcing a mailing house make sure to visit them once or twice - both to make sure that you can engage with and feel you can develop a relationship with employees (and also to watch them in operation - are people fully employed? Does everything look efficiently run and well organised?)
8. A reputable mailing house will be adept at digital printing from your artwork, which can cut costs for you and save a lot of time. The quality is just as high as with litho printing - digital print could be a new option worth consideration. It can be especially useful in the production of small test mailings as it costs less to run them, and is faster.
9. Keep the costs of direct mails down by thinking carefully about which materials to use in the mail shot -printing on a lighter card or slightly lower weight of paper could reduce the marketing budget significantly - make sure to discuss all the options with a mailing house before committing to a way forward. Another way of saving money is to choose direct mailing houses which can save you money on envelopes and other packaging items; since these items are bought in bulk at discounted rates, these discounts can be passed on to you.
Questions and Answers
There is a view that the use of direct marketing is old fashioned and does not produce great results for companies. This is not the case and this write-up explains why the direct approach nevertheless works and will do in the future.
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