Articles
Grabbing Attention with Promotional Gift Cards
By Dave Henkel
Everyone in business is looking for ways to reduce costs these days. But reducing direct marketing efforts shouldn't be the answer. Now, more than ever, connecting with customers and prospects regularly is a high priority. They expect it and you must deliver-in spite of squeezed budgets. The good news is that you can reduce direct mail production costs and still produce relevant, attention getting direct mail by paying attention to four areas in the process: your materials, your production choices, the use of data, and a true understanding of current postal rules and regulations. Here's how:
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The use of materials. Aside, from the "green" considerations that are of vital importance today, you can actually spend less if you move to a lighter weight paper for your piece. A 20# BRE will definitely cost less than a 24# BRE. Additionally, it is often less expensive to choose an alternative to the traditional tightly specified branded papers. For example, using your printer's "in-house" paper can save money because it is already part of the printer's inventory.
- Getting a handle on production costs. When you are assembling the specs for your direct mail piece, there are creative ways to achieve the same impact for less. For one, you might try changing from an envelope package to a self-mailer. Or consider reducing the number of preprint or lettershop versions by creative use of variable laser text on the main document. So much is being said about the value of personalization and color when it comes to business communications. And I believe it to be true. However, many have been sold on personalized digital color applications without considering the costs versus the ROI. Often a pre-printed four-color form using black laser text can garner the same response for dramatically less money.
- Good use of the all important data. Work at mailing fewer pieces based on better data. Mail smarter by taking the time to look closely at your list, cutting out the least performing part. By eliminating the lower tier (those predicted less likely to buy or take action) you save in both time and money while gaining the latitude needed to focus on those that truly deserve your time and attention.
- Understanding USPS postal rules and regulations. Business mailers of all sizes need to maximize available postal discounts and the rules to achieve them. This is a complex issue so it is important to partner with a supplier who understands how to gain the greatest postal efficiencies. For example, while commingling may be the solution for some mailings, for others more savings can be found using BMC or SCF rates. Be sure to ask.
Communicating with your customers is an investment. Finding ways to do so both effectively and cost-efficiently will give you a positive return-in more ways than one.
