2 Big Steps to Saving Major $ in the Mail
Direct mail shares a big part of that message overload, right? Wrong. Only about 25 pieces of mail reach the average prospect per week.
So while this prospect can now be reached on an average of 7.2 personal channels, the one that stands out the best is the old standby direct mail.
If that wasn't enough of a convincer, consider that of those 3,000 media message, prospects only pay attention to around 52 of them and will "positively remember" four. Direct mail gives you the best chance to be in that Final Four.
Lastly, one more mind-blowing stat that Mastervich mentioned: 68 percent of 45- to 64-year-olds favor direct mail for receiving unsolicited promotions from unfamiliar companies. In other words, if you're going to a potential new customer or donor, approach them via direct mail!
2. Get your postal costs under control
While staying the mail (or even growing in this channel) is recommended, there are more opportunities to be cost-effective that ever before. Ertel stated that while postage is largest single cost in direct mail, postage optimization is greatest opportunity for cost control.
Postage cost drivers include mail piece shape (letter, flat, postcard, parcel), mail piece weight (maxiums vary by class) and address quality (better addresses leads to better delivery, which leads to better return on investment). Address quality includes the crucial "3 Cs": complete address (containing all the required elements), correct address (accuracy of all elements) and current address (keeping up with Americans on the move).
So many companies' direct mail programs fail on the address quality issue alone, yet there are multiple USPS tools to use here, including:
- CASS-certified address processing — DPV (Delivery Point Validation), LACS (Locatable Address Conversion System), Suite (business addresses)
- Move Update — NCOA (National Change of Address), FASTforward, ACS (Address Correction Service
Ertel also discussed the many postage discounts that be had, such as:
- Postal Presort — Grouping mail for efficient handling and sorting, which best supports marketers who target demographically
- Automation — Barcoded mail that can be sorted by machine
- Intelligent Mail — Enhanced barcodes and data management
- Destination Entry — Trucking mail to a postal facility near its point of delivery, bypassing one or more facilities in USPS network flow
Ethan Boldt is the chief content officer of DirectMarketingIQ, and he hosted this recent webinar, "Saving Major $ in the Mail."