Could Your Direct Mail Package Be More Efficient?
Direct mail consistently remains an effective way to get your message into the hands of your audience, but are you paying too much, or perhaps your package could be seen by even more people with just a few tweaks? There are many solutions available to you that can help to drive down direct mail costs and ramp up efficiency. Here are just a few of them.
- Less spam and junk with technology
Direct mail is oftentimes compared to "junk mail," but with the aid of technology, direct mail doesn't have to go straight into the trash bin. Coupling your direct mail campaign with up-to-date marketing technology, such as segmenting your lists using different demographics through collected data, could translate to better personalized campaigns that get more people interested in your cause.
- Self-mailers can be effective
In order to save some money on your next direct mail campaign, try using a self-mailer instead of a package with multiple inserts. This format will eliminate the cost of the envelopes and other inserted materials. It could work especially well with very large direct mail campaigns or with specific offers like invitations and other similar promotions. The offer on the self-mailer could drive the recipient to a landing page on your website for more information or to respond.
- Flat mail versus 3-D mail
Flat mail is less expensive to produce and mail, but, 3-dimensional and inter-active packages can have a more positive and instant response because of their initial impact. However, this doesn't mean that flat mail should be bland. Direct mail costs can be reduced, but the importance of the package should never be! Take that extra time to make your flat mail package really shine.
- Consider commingling or co-palletization
In order to reduce the ever-rising cost of mailing, you might consider commingling your mail – a process that combines your mail with other mail of like zip codes to increase the total volume and decrease the mailing cost. Another option is called co-palletization, which takes presorted "pallets" of combined bulk mail and drop ships them for more effective pricing. Speak to your vendor to find out if your mailings might qualify for either of these options.
These are simply a few solutions that could help reduce production costs and increase efficiencies with your next direct mail campaign. Even with the rising cost of postage and paper, neither your marketing budget nor your direct mail efforts have to suffer. Look at all your options, partner with an experienced vendor and begin to streamline your direct mail costs today.