The more a direct mail is sent, the better the mailing is in the end. You can remove data from people who have indicated that they do not appreciate receiving the mailing from your mail base. Process corrections in names, addresses and wrong addressees indicated on the returns in your database immediately. This feedback can be taken into the next DM-campaign. You could for example call a number of non-respondents to ask them why they haven’t responded to the mailing. Haven’t received any response? That’s a lesson as well. The response can also be measured in the event of a link of a discount or promotion code to the direct mails. You can do this yourself, but if there is a big amount of reply cards it is also possible to transfer it to a fulfilment-party. The reply cards should be counted to find out how many people responded. This information can be valuable in the future. It is advisable to register this response in a database. 80% of the respondents respond in the first week. This means that the capacity to process it can be taken into account. Often an estimate is made of the expected response in advance. They can get up to speed with the direct mail so that they know instantly what it refers to should an interested person call. It is advisable to inform staff, the departments involved and your call centre about the direct mail, the offer or the campaign. This lowers the threshold to respond to the direct mail and the response by post will be higher this way. It is a good idea to open a free post number if your mailing is focussed on consumers and you expect a response by post. You should also determine a correct return address and make a plan for the return follow-up. It is possible for you to profit from these volume contracts with your post.Īn effective mailing asks for a well-organised and fast follow-up of the response. It is often the larger direct mail companies who have volume contracts with postal distributors such as PostNL. We have a lot of knowledge about the distributing and delivery possibilities, nationally or internationally. We work together with all Dutch postal services and are also specialised in international mail. The mailing can also be sent by other specialists and postal operators such as Nic. You can find an overview with the various rates on the website of PostNL. There are various ways to send the direct mail. You will then optimize the direct mail with the best result so that eventually the mailing gets better and better. When you split the mail base in half and send different versions to each group you can measure which mailing has the biggest impact. Testing your direct mail takes a lot of time but it pays off. Also, the direct mail has to be put in envelopes, which of course also costs money. There is a lot of price difference between paper types and finishing such as folding and scoring of the mail can bring additional costs. Ask a direct mail company for the possibilities. And there are certainly other possibilities as well. The paper is first pre-printed by a printing company in, for example, the corporate colours after which it is printed on paper. A combination of the two forms of printing is also possible. The advantage of digital print work is that you can personalise the text and image by way of variable data printing. In the event of big volumes, the direct mail is usually printed by a printing company or with the latest technology, full-colour inkjet. It is customary for small volumes to print the direct mail. The way of producing depends mainly on the volume.
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