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Ten Ways To Produce Mailings To A Deadline And Within Budget

By David Amor

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 direct mailing company is critical to the success of direct marketing campaigns. There are a number of direct mailing houses capable of providing a full range of direct marketing services for their customers – services which include creating and maintaining a customer database, producing targeted direct marketing lists, and managing all the elements of a mailing, right through to data capture and order fulfilment.

For many companies the best way of keeping to a strict campaign timeframe is to place all their direct mailings with one mailing house; it can be a cost-effective way of speeding up the whole direct marketing process; costs must be weighed up between saving a busy marketing executive’s time – or enabling them to have more direct control over aspects of the campaign; whatever the decision good project management skills are an essential attribute for both the direct marketer and the direct mailing company.

2. Be selective when choosing a direct mailing house- they must have a proven track record and a wealth of satisfied customers willing to provide them with excellent references and testimonials. It is probably wise to use a mailing house which has been in operation for a number of years to ensure stability.

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. Another way to keep costs down when mailing is to make sure you know all your postal options – again – a professional direct mailing houses will be able to help advise you – for instance, if you are mailing over 4000 items these can be sent via a discounted mail service known as ‘Mailsort’, which can save you up to 25% on postage. A knowledgeable direct mailing house will help inform you about the latest deals to suit you, from both Royal Mail and its numerous competitors.

5. When planning a direct marketing campaign check your budget to see whether you can afford to include a lot of complicated processes in your mailing – if your mailing has a lot of different elements check out how long these will take and plan them in – how much does it cost for a mailing house to fold an A3 sheet 5 times or collate up to 16 items together? – Not all mailing services houses can do this – or perhaps you need the facility for hand enclosing trickier direct mail pieces? Experienced direct mail experts will be able to discuss the options with you beforehand to ensure you don’t go over 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. 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. Costs of direct mailings can be reduced by careful selection of the type of materials used -printing mail shots on slightly lighter card or a lower weight of paper can save thousands of pounds – all options must be discussed with an expert mailing house prior to finalising the design of the mailing items. Also, importantly, remember that direct mailing houses can save you money on envelopes, as well as shrink wrap and numerous other packaging items because they buy in bulk at discounted rates, discounts which can be passed on to you.

10. Final point – when running a direct marketing campaign efficiently, all proofs which are sent to you from your direct mailing supplier must be examined immediately you receive them: Remember – it’s down to you to check that your proofs are correct – failure to spot mistakes can result in disaster for your marketing campaign – by both wrecking the marketing budget and losing you precious time. This is also another good reason to choose direct mailing professionals who will make repeated checks to ensure that mailings are correct and ready to go out.

Learn more about mailing and product fulfilment for you next direct mailing from the First Move Direct Marketing website. If you should have any questions about a direct mail campaign we would be delighted to assist.

Article kindly provided by UberArticles.com

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MLA Style Citation:
Amor, David "Ten Ways To Produce Mailings To A Deadline And Within Budget." Ten Ways To Produce Mailings To A Deadline And Within Budget. 26 Aug. 2010. uberarticles.com. 18 Aug 2015 <http://uberarticles.com/web-owners/marketing/ten-ways-to-produce-mailings-to-a-deadline-and-within-budget/>.

APA Style Citation:
Amor, D (2010, August 26). Ten Ways To Produce Mailings To A Deadline And Within Budget. Retrieved August 18, 2015, from http://uberarticles.com/web-owners/marketing/ten-ways-to-produce-mailings-to-a-deadline-and-within-budget/

Chicago Style Citation:
Amor, David "Ten Ways To Produce Mailings To A Deadline And Within Budget" uberarticles.com. http://uberarticles.com/web-owners/marketing/ten-ways-to-produce-mailings-to-a-deadline-and-within-budget/

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