The Global End Game
However, how to mail is a decision that is not based on price alone. "Evaluate your options based on the response you want to achieve. Choosing a way to mail based on price will not produce the results your are looking for," Michelson cautions.
"Achieve value, not just price," agrees Hengst, who says it is critically important that the mail drops when it is supposed to, otherwise "you will incur lots of extra costs if the response curve is not what you expect it to be."
One Size Doesn't Fit All
"One of the key elements in selecting a service provider is the ability of the mail organization to work with your marketing department and to put products in their hands that best suit your needs," explains Royal Mail USA's vice president of sales, Matt Hannah. "Any postal authority can put a product together to fit a mailer's needs."
Hengst concurs, saying that a postal authority should provide support on the marketing side as well as work directly with mailers on format sizes to keep costs down.
"So many options can affect results, quality and costs; you need a delivery agent that understands the business or who is willing to learn and research your business," Hannah emphasizes.