Trim Your Global Costs
How to Make More Money on International Mailings by lowering expenses and increasing response
By John Michell
There are always two sides to making more money on your mailings: decrease costs and increase response. When operating domestically, mailers are familiar with and expedient at both. They know all the ins and outs of shaving expenses, and they test everything possible to increase response by even a fraction.
When it comes to international campaigns, however, mailers often are not as diligent, perhaps both because there is not as great a familiarity with the international market and because the mailing quantities are usually smaller for international campaigns as compared to domestic. In reality, though, while some cost-saving tips are particular to international mailing, many are similar to ones undertaken by domestic mailers.
) Reduce the weight of your mailing piece. You pay postage based on the weight of your mail piece: the less weight, the lower the mailing cost. Do you need that extra insert? Test it without. Do you need a long letter? Test a shorter one. How would your recipients respond to a polywrapped catalog rather than one inserted in an envelope? Polywrap weighs less and costs less to produce as well.
) Clean up your database. Make sure you update your database when you receive returned non-deliverable mail. If you currently mail using a method that does not provide you with returned non-deliverable mail, you may want to do a periodic postcard mailing via a first class service so you receive notification of these bad addresses. Also, enlist the services of an international list service bureau that provides address cleansing and formatting for international addresses. While these measures may cost money upfront, you will save in the end when you eliminate bad addresses. And, by cleaning up your addresses, you will gain better delivery, which could mean an increase in orders.