3 Easy Ways to Instantly Reduce Your B-to-B Direct Mail Costs
3. Try smaller formats
When budgets are tight, it's tempting to reduce or eliminate testing programs. But that's penny wise and pound foolish. When times are good, you should be testing. When times are tough, you MUST be testing. Only through testing can you discover what mail pieces give you the most bang for your buck.
Try removing your brochure. Sometimes it doesn't affect response if you have a strong letter. Try turning a 6" x 9" package into a #10. If you're generating leads, have you tried a postcard or flyer? Could you remove an order form and send customers to a Web form? Does your letter have to be 8 pages or would it work just as well at 6 pages? There's almost always something you can cut, shrink or modify.
While it's true that costs are more of an issue now than a few years ago, there's an upside: There could be less competition in the mailbox. Some mailers are reporting higher response because competitors have scaled back.
The key for B-to-B mailers is to never give up. Print smart and keep testing.
Dean Rieck is one of today's top direct-mail copywriters and has created sales and generated leads for more than 250 companies, including Intuit, Rodale, Sprint and American Express. For a free copy of his white paper, "Getting Response in a Down Economy: 4 Key Principles to Boost Your Direct Mail Profits in Today's Difficult Market," visit www.DirectCreative.com.