From Postage to Printing Nine Tips For Getting the Biggest Ban
From Postage to Printing, Nine Tips For Getting the Biggest Bang For Your Production Buck
By Paul Goldberg and Denny Hatch
Every direct mail promotion starts with handing off film to a printer, and ends with finished mailing pieces going to the post office. Where along the way is it possible to cut costs without sacrificing response?
1. Eyeball It
How many times have we heard that a mailing has been totally botched up at the lettershop by mixing the wrong elements in a test mailing. Yet almost everyone today OKs the elements to be inserted—and the order in which they're to be inserted—by fax and assumes the correct pieces will get to the inserting machines in the correct order.
If a mailing of 100,000 pieces costs a small company roughly $500/M or $50,000, this type of mishap would waste $50,000. What should happen?
Send a member of your marketing staff to physically go to the lettershop on the mail date and eyeball the job to be sure the correct pieces are put together in the correct envelopes. You can talk about saving a few bucks per thousand here and there, but if you goof up on the big stuff, the small stuff doesn't really matter.
Said Publisher Alex Agnew: "When we launched Ocean Navigator, and it was all our own money on the day it mailed, I was all over that lettershop like a cheap suit."
2. Eyeball It—Part Two
Some years ago, a garden catalog was mailed to new homeowners. The second line of every address printed was the name of a bank:
Sample A. Sample
Columbia Savings Bank
123 Main St.
Anytown, MI 45678
It turns out that the list compiler sent a tape with the name of the bank from which the new homeowner had secured the mortgage. Needless to say, that mistake killed response.