Attention-Grabbing Direct Mail
Similarly, the tactile feel of a coating that is different from the paper itself, or the feel of something heavier inside the envelope may entice a recipient to open the package and engage in your offer.
Getting More Personal With Technology
Taking advantage of technology that enhances personalization of a package is another way to increase engagement and response. Personalization can help you deliver the right message to the right individual at the right time and makes the mail piece immediately relevant to each recipient. Technological developments in high-resolution inkjet, four-color inkjet and digital 1-to-1 print provide vast opportunities for hyper-personalization, enabling offers and graphics to be tailored to every recipient on a mailing list. This advanced technology also allows version control and individually targeted messaging to each recipient, rather than messaging to entire groups.
Saving Money Through the Mail Stream
Deep postage discounts through distribution in the same mail stream can be achieved through processing the digital print piece in carrier route or five-digit delivery sequences. Variable printing is just one component that helps offset the cost of postage. Other methods include drop shipping, commingling and co-palletization. Gone are the days of choosing one method or another to achieve savings; a combination of all three may net up to an additional 1 to 4 percent savings on even the largest mail files. This is accomplished with a focus on the remaining pieces that did not already achieve a discount.
When coordinated properly with an integrated transportation plan, targeted in-home delivery windows can be dependably met with either no change to or a reduction in production schedules. These strategies offer much more than just postal discounts. The integrity of the mail piece may be improved, as it is no longer handled multiple times throughout the postal processing centers, and it can also create a more consistent and predictable delivery to the intended customer.
During the years, postage has been mitigated with workshare discounts that depend on multiple factors that can confuse even the most seasoned marketing professional. Plus, there exists a more urgent need to communicate in a more innovative and targeted way to drive improved results while still qualifying for maximum postal discounts; and, more importantly, increase speed to market.
Related story: 5 Tips for Commingling and Copalletizing Mail