How to Make Direct Mail Useless
Based on the postal indicia, I have a pretty good idea of which company sent this out, and their Website claims they offer a range of data management services, so a zip code select would likely be within their skill set. But they apparently didn’t get the memo that six stores in the Granite State had gone belly up. So the marketing budget at Stop & Shop has to take a hit for printing and mailing a load of postcards that promptly landed in recycling. That probably amounted to between 50,000 and 100,000 people who couldn’t take advantage of the offer even if they wanted to. And there might be a marketing manager at Stop & Shop trying to figure out why the response rate on the nice big full-color postcard is so abysmal. Or did they not actually think about the process at all?
Direct mail can be great—when done correctly. But when it’s done poorly or sloppily, as is too often the case, it makes me cringe. As a print provider you may not have control over design, but you may well have control over a customer’s mailing list. It’s worth taking a moment to ask your customer if there is anything about their list that needs to be considered, adjusted or refined. Even minor changes can save them money, increase response, and make you look better to your customer because you have their back.