Expert View: Using direct mail to grow your business (part 3)
Direct Mail has to be cost effective so before you commission you piece, you need to think about a number of things.
1. The mailing quantity is all important. Choosing mailsort options can reduce your postal bill but it can be complex and it depends on quantity. Check out the services that are available for you.
2. Time sensitivity of mail delivery, may be important but its worth bearing in mind that you may be able to mail more with the savings you make in using a slower delivery service.
3. The size and weight of the piece. Are you using C4 when C5 or DL could be cheaper? Are you using your full weight allowance or is your mailer too heavy and incurring higher postal charges?
4. The database needs to be as up to date as possible. You will waste money by sending your mailing to bad addresses.
5. The reason for your mailing will drive the cost effectiveness of the piece. Gathering names and selling products are completely different and they both have a cost.
6. If you already send out products or invoices to customers, then include your mailer in your parcel or invoice envelope. Customers who order products are much more likely to order a second when you send another catalogue with their delivery. It’s the euphoric feeling they get when they receive a product!
There are many savings to make when designing your mailing piece. Speak to your printer about the many different printing options. Printing higher quantities is usually more cost effective but if you need 4000 leaflets and print 10,000 for the same price, they will take up space and when you are sick of tripping over them, it will cost you to dispose of them! If you are printing catalogues, you may think about printing a smaller A5 size taster catalogue. Perhaps you send them regularly, so why not just update the outside pages and leave the inner pages the same? Remember though that your best sellers need to go on your best selling pages. You will not make a product a best seller just by putting it on the back page!
Direct Mail is a fantastic way to get out to your customers and it does work judging by the amount of mail we get through the post everyday. But like all things it is a science. There are pitfalls which is why it can get you a bad reputation. You need to think carefully about your mailing and the reasons you are doing it. Have a thought for the environment and reach your customers responsibly. Direct Mail works well with TV and Radio advertising, and sits hand in hand with the internet and the telephone. Plan your campaigns and you will receive a return on your investment.
Happy Mailing!
Jenny Stewart
Liverpool Chamber
