Client Saves Tens of Thousands of Pounds Through Redesigned Surveys

We were asked to redesign a questionnaire for our client to maintain its effectiveness for respondents and its optical character recognition (OCR) readability features while reducing mailing costs.

Our client specialises in providing support and research services to the housing and regeneration sectors as well as management of direct mail resident surveys. The company developed a highly effective self-completion questionnaire that has been mailed to over half a million households over the past eight years. Changes to postage pricing meant that they faced the challenge of redesigning the documents to ensure that mailing packs remained cost effective, protecting the business and its clients from substantially higher postage bills.

The objective

We were asked to consider how to redesign the questionnaire to maintain its effectiveness for respondents and its OCR readability features while reducing mailing costs. We began by reviewing the format and content of the existing questionnaire mailing pack to properly understand what it had to contain and how it would be used by respondents and the client.

Our solution

We experimented with a number of format options before deciding on an A5 landscape version that could accommodate the contents of the questionnaire in a user-friendly and accessible way, while reducing the overall size making it much more cost effective to mail. We combined a number of services to achieve this — account management, data management, direct mail design, litho printing, personalised digital printing, knife folding, guillotining, booklet making, two-way match mailing fulfilment, auto-enclosing, barcoding and direct mail weight measurement, Mailsort, Royal Mail Mailmark reporting, response-handling, opening, and scanning, and campaign reporting and insight.

The outcome

Our client now uses the mailing pack format that we developed for them for a number of clients throughout the UK. The changes have helped them save tens of thousands of pounds in postage, and the new format has had a beneficial impact on response rates too. We now work on a partnership basis with the client, helping them to deliver research projects that are effective both in terms of insight gathering and cost.

“We have been working with WDM for eight years and we are very impressed by their professionalism and approach to handling our resident surveys. We trust them to deliver what can sometimes be complex and high-volume jobs and it is always a delight to work with them and support a strong North East business.”
Company director

8 year +

client relationship

£10,000 +

saved through redesigned surveys

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