Direct Mail Marketing

Robert LaneBusiness Tips

I was recently approached by a client about doing a small direct mail marketing campaign. The question was can we keep this project under budget? We discussed budget constraints and here is the solution that I was able to present to the client for approval.

What to use for the mailing? We knew we wanted to send postcards for the mailing. I suggested that the postcards be no smaller than 5″x7″. I actually suggested we go with an 8.5″x5.5″ card but budget constraints wouldn’t allow it. I believe that as much junk mail as business and people alike receive today. You have a better chance of your piece being seen with a larger size card.

Who does the mailing? Most printers offer mailing solutions. Some are overcharging for the exact same offerings as other printers, so don’t be afraid to do some research. Find out what you are getting for the price that you are being charged and compare the pricing based upon the services offered. If you have fewer budget constraints, ask if the printer you are using has a digital press. They can set up a variable data printed piece that will increase your Return Of Investment.

What does it cost? Ultimately it depends on several factors. What type of card you will be mailing? If you will be using a variable or static print? What class mail you will use ie. Standard, First Class, Priority etc.? Each of these factors will play an important role in your overall budget decisions.

In closing, what you say in your card is just as important as how it looks. There needs to be a “hook” as well as a “call to action.” Make sure you spend just as much time coming up with the copy as you have the concept of your final printed piece, and you will reap the benefits of a direct mail piece.