The Global End Game
Another benefit of mailing direct entry, adds La Poste's Samuel, is that your mail is delivered in a shorter transit time because it bypasses the offices of the post office of origin.
Mailing by direct entry requires a greater knowledge of the destination country's postal service. In addition to meeting sortation requirements for bulk discounts, you want to make sure your mailing list has the proper postal codes and is delivered to the lettershop with the proper fields identified. While this requires more work on the part of the mailer, the upshot is that "with few exceptions test after test has shown that a domestic inserted piece in the destination market will get the better response," says Hengst.
Evaluate by Response
The method of delivery you choose should be driven by your marketing strategy and can differ from campaign to campaign. It comes down to a simple question: How can I, as a direct marketer, best get my mail piece into the hands of the consumer, and get it opened?
Identity plays a major role in your delivery choice. Mailing a direct mail piece with a distinctly Californian motif via direct entry will probably pull a poor response. It may be better to mail the piece via ISAL, explains Michelson, because it will carry a U.S. indicia and identify the piece as being clearly American.
On the other hand, if you are looking to penetrate a specific market with a local language piece and are using a local fulfillment operation, you may want to inject your mail into the target county's postal stream.
"If you send a mixed message, you haven't spent your postal dollars well," observes Michelson.
Delivery providers and mail consultants agree you should start at your desired outcome or response and work backwards. What response rate are you looking for? Your answer will determine your service level and price requirements.