Ten Ways Of Producing Cost-effective Mailings On Time
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.
Many companies find that keeping to a strict timeframe for marketing campaigns is easier when all the elements of their direct mailings are placed with just one mailing house; this can significantly cut down on costs and speed up direct marketing procedures; before deciding if this is the right course for you the costs versus the campaign manager's time must be weighed up - enabling a direct marketer to be more directly involved in aspects of the campaign may be more important to you than saving money? Whatever is decided, the possession of excellent project management skills is essential for both the marketing professional and the direct mail company.
2. Good mailing houses must be selected by professional means - it's important to find one with a good track record and a satisfied client base of customers who are willing to back up their positive experience with good references and testimonials. Choose a mailing house which has been in business for several years to ensure they are reliable and have sufficient experience.
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. When you start planning a direct mail campaign make sure the budget will allow for the inclusion of potentially expensive elements in your mailing. If you decide to incorporate many different processes get quotes before you commit to this plan - for instance - can you afford for a direct mailing house to fold an A3 sheet 8 times or collate up 20 items? And make sure your mail house has the capacity to carry out the required processes - do they offer the facility of hand enclosing trickier elements of a mail shot? Experienced direct mailing experts at the mailing house will be able to discuss options at the start so that you won't go over budget.
6. As regards the timeframe for your mailings - check whether a direct mailing company can work evenings and weekends to get that important mailing out on time; if needed can they go that extra mile? As always planning ahead is key - make sure your mailing house has a detailed brief at the outset in order to allow them to make sure they can allocate resources to your project - and cost your mailing appropriately.
7. Getting a direct mail out on time is number one priority meaning you need to be updated at all stages of the direct mailing process - at times your dedicated direct mail account manager won't be around to answer your questions: In this situation other available members of staff should be knowledgeable about your mailing and get back to you straight away. When selecting a mailing house make sure you visit the premises at least once before appointing one - will you be comfortable working closely with its employees? This will also provide you with an opportunity to see how the business is run - do staff appear to be fully employed - does everything look organised and efficient?
8. Good mailing houses these days are proficient at taking on the task of digital printing from your artwork, a printing method which can save you a lot of time and produces results which are every bit as good as litho printing; digital print is definitely an option to consider. Cost-wise, using digital print makes producing smaller 'test' runs of mailings relatively quick and low cost.
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.
10. One last point - in order to run a direct marketing campaign cost-efficiently, you must examine any proofs from your direct mailing house immediately you get them: It's your responsibility to check them in detail - not doing so will result in errors which will impact both on your marketing budget and timings. Direct mailing professionals at the mailing house make their own checks to make sure your items are ready to be mailed.
by: David Amor
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