If You Make Just One Resolution, this Should Be It!
Will they be happy to see you in 2013?
I’ve always been a proponent of clean mailing lists. Why would you want to ship your or a client’s direct mail piece or catalog to anyone that is not remotely interested? So, as we approach the New Year and resolutions are bound to be made:
- Clean out those mailing lists (yours and your clients’) and make sure to send only one copy per household whenever possible. The reduction in print quantity, mailing costs and last, but not least, savings to the environment will be well worth the time.
- Stop sending expensive materials (think of the printing, handling and mailing costs) to people who have no intention whatsoever of looking at said materials. Track your results and market accordingly.
- Give recipients a way to opt out—a business reply card, a phone number to call or an email address to contact. Don’t waste your time and your client’s resources. Your ROI will thank you.
Sabine Lenz is the founder of PaperSpecs.com, the first online paper database and community specifically designed for paper specifiers.
Growing up in Germany, Sabine started her design career in Frankfurt, before moving to Australia and then the United States. She has worked on design projects ranging from corporate identities to major road shows and product launches. From start-ups to Fortune 500 companies, her list of clients included Oracle, Sun Microsystems, Deutsche Bank, IBM and KPMG.
Seeing designers struggle worldwide to stay current with new papers and paper trends inspired Sabine to create PaperSpecs, an independent and comprehensive Web-based paper database and weekly e-newsletter. She is also a speaker on paper issues and the paper industry. Some refer to her lovingly as the "paper queen" who combines her passion for this wonderful substrate called paper with a hands-on approach to sharing her knowledge.