Preparatory work for direct mail lowers costs

/93 Comments/in , , , /by
Estimated reading time: 2 min

Direct mail is a highly effective marketing technique that delivers sales revenue in a short time frame.  

Some direct mail is poorly conceived and so does not achieve its potential.

[WARNING – this is not always true].

Printed direct mail promoting a printer

Printed direct mail promoting a printer

I received three mailers from a printing firm which serve as a great example of a campaign that could have been much more effective with some pre-planning working with an expert in direct mail campaign structure such as us.

Direct Mail campaign structure

Using a mailing list of marketing agencies, three print pieces of DM were posted out.

The copy promoted “digital by nature” and a new world of digital printing.

The positives

  • Each card had a number to show where it came in the sequence
  • Each one showed different paper colours front and back
  • Each card had the print specifications for the front and back detailed which was cute
  • All print was beautifully executed
  • The 3rd card showed how to set up artwork to work with digital White Toner
  • The 4th card showed how to set up artwork to work with digital Clear Toner

The negatives

  • I did not receive the first card so the campaign opener was lost
  • My agency does not buy print or do graphic design, we are not a good prospect for this service
  • No landing page for the campaign on the website
  • When I first visited there wasn’t a mention of the campaign on the homepage, there is now.
  • This goes to a landing page which has the wrong link in the contact us button.

    wrong link

    Wrong link – testing would have showed this up

How I would have improved the campaign

  1. Combined telephone canvassing with direct mail
    1. Checked the database by phone first asking one question “Do you design for print?”
    2. This would have reduced the downstream print and mailing costs, focused the campaign
  2. Published a landing page URL on the collateral
    1. Tested all the links so the contact us URL was correct (it currently references the same page it’s on)
    2. Included a “behind the scenes” video to show the inside track of the skill Valley Print used to create the mailers and the challenges they faced e.g. printing white on black for the envelope
  3. Used a courier delivery not NZ Post to improve delivery success
    1. This is particularly important for a posted print direct mail series
  4. Followed up by phone with
    1. an invitation to watch the video
    2. stay in touch
    3. subscribe to news updates
    4. further qualify for future work opportunities
  5. This would have built a mailing list, fully up to date and ready for in-house new business sales team to continue to work in the coming months
  6. Planned follow up campaigns including more of the excellent tutorials for designers

Ready to talk direct mail with us?

Give us your challenge and let the creative team loose!

No related posts.

You might also like
What's a typical response rate for personalised B2B direct mail?
office view for copywriting inspiration Anatomy of effective cold direct mail
spam tin as a metaphor for bad email Overcoming a spam label by MailChimp
93 replies
  1. Bridget Holland
    Bridget Holland says:

    Interesting post, which I’ve shared.
    To me, it seems that the printers involved are actually very good at the mechanics of direct mail as a stand-alone. Their pieces look good and I don’t see you having a lot of complaints except the lack of a link to a landing page. But they’re not so good at other elements – list selection and targeting, plus integrating with online.
    I wrote a post some time back about real estate marketing flyers which highlights some of the same issues – specifically I compared a nationwide campaign which had the digital integration with a locally produced one which missed out. And just like you I added my improvement suggestions at the end of the post! You and your readers might be interested: http://nobullmarketing.com.au/marketing-flyers-real-life-examples/

  2. Rebecca Caroe
    Rebecca Caroe says:

    Bridget – agree with all your points. The only thing I’d add is that clearly you are also an expert and the “groan factor” for me in this campaign is that it wasn’t as great as it could have been.
    Good to Great would be my suggested next goal for this brand.

    Working with experts improves marketing ROI.

  11. Anonymous
    Anonymous says:

    Thanks for the good writeup. It in truth was once a entertainment
    account it. Look advanced to more delivered agreeable from you!
    However, how can we keep up a correspondence?

  29. Payment Gateway - AirVCC.Com
    Payment Gateway - AirVCC.Com says:

    You really make it seem so easy together with your presentation but
    I find this matter to be really something that I feel I’d
    never understand. It sort of feels too complicated and very broad for me.
    I’m having a look ahead on your next publish, I’ll attempt to get
    the dangle of it!

  36. Stephanie Baker
    Stephanie Baker says:

    Help Divorce is always painful, especially if it comes after bitter courtroom battles. But you can avoid a lot of pain by hiring the right divorce solicitor. This may not be easy. There are many legal offi [read more..]

  42. what is ria money transfer
    what is ria money transfer says:

    what is ria money transfer

    Great items from you, man. I’ve take into account your stuff previous to and you’re just too magnificent.
    I actually like what you’ve acquired here, really like what you are saying and the way by which you assert it.

    You are making it enjoyable and you still care for
    to keep it wise. I can not wait to learn much more from you.
    This is actually a tremendous site.

  54. Mark Torres
    Mark Torres says:

    Air Purifiers Breathing is something that is vital to life. It is something we all do and need to do constantly to enable us to live. If you are not doing it now then Im sorry but you cannot continue to read this, [read more..]

  64. photoshop cs6 download full crack
    photoshop cs6 download full crack says:

    Hi would you mind letting me know which webhost you’re working with?

    I’ve loaded your blog in 3 different web browsers and I must say this blog loads a lot quicker then most.
    Can you suggest a good internet hosting provider at a reasonable price?
    Kudos, I appreciate it!

  70. antalya psikolog
    antalya psikolog says:

    antalya psikolog

    Please let me know if you’re looking for a article writer
    for your weblog. You have some really great posts and I
    think I would be a good asset. If you ever want to take some of the load off, I’d really
    like to write some content for your blog in exchange for a link
    back to mine. Please send me an email if interested.
    Regards!

  71. ссылка на мега
    ссылка на мега says:

    One in five children have speech problems according to almost half of primary school teachers,
    with many blaming excess screentime.

    A survey of 500 primary school teachers found 44 per cent think up to one
    in five children are behind their age level for speaking.

    Most teachers – 89 per cent – thought the situation had got worse since the start
    of the Covid pandemic in 2020.

    And 76 per cent of respondents said parents are ‘often in denial’ about the extent of their
    child’s speech problems.

    The findings, from a YouGov survey commissioned by GL Assessment,
    showed the home environment appears to be to blame.

    Asked for reasons, 47 per cent pointed to increased
    screentime, while 58 per cent said there was a decline in conversation at home.

    The issue is making teaching more difficult for 92 per cent of teachers,
    with the same proportion saying parents do not realise the impact on literacy.

    Crispin Chatterton, Director of Education at Renaissance, which owns GL Assessment, said: ‘If children lack the ability to communicate effectively, every aspect of their school experience suffers.

    A survey of 500 primary school teachers found 44 per cent think up to one in five children are behind their age
    level for speaking (stock image)

    The findings, from a YouGov survey commissioned by GL Assessment, showed
    the home environment appears to be to blame (stock image)

    Asked for reasons, 47 per cent pointed to increased screentime,
    while 58 per cent said there was a decline in conversation at home (stock image)

    ‘Not only are they unable to participate fully in lessons, but opportunities to
    socialise with their peers and ultimately their life chances are also greatly
    reduced.’

    Martin Galway, of the National Literacy Trust, said: ‘The combined impact of the Covid-19 pandemic, the cost-of-living
    crisis and cuts to funding for early years services
    has likely played a significant role in the decline of children’s early language and communication skills that they need
    to have the best start in school.

    ‘Learning to talk and communicate when you are young is the foundation of all literacy skills and helps children thrive.’

    The Department for Education has been contacted for
    comment.

  88. king-wifi.win
    king-wifi.win says:

    Delving into the thrilling realm of CMD368 supplies gamers an matchless adventure packed
    with numerous choices for amusement. The interface features a intuitive structure that facilitates even beginners to readily traverse
    its expansive assortment of diversions. If you savor
    competitions wagering or choose typical gaming adventures, CMD368 serves to every predilections with superb assistance and exciting deals.

  92. istanbul avukat
    istanbul avukat says:

    istanbul avukat

    You actually make it appear really easy with your
    presentation however I to find this matter to be really something which I feel I’d by
    no means understand. It kind of feels too
    complicated and extremely large for me. I’m taking
    a look ahead to your subsequent submit, I’ll attempt to get the
    dangle of it!

Leave a Reply

Want to join the discussion?
Feel free to contribute!

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.