Posted: September 4, 2018
Categorised in: Direct Mail
We have previously touched on direct mail fulfilment, but it’s becoming ever more pressing as direct mailing becomes a popular marketing medium. The GDPR has only served to enhance the popularity of the marketing channel – particularly with fewer unknowns with traditional mailing. While your message and design are critical to appealing to your consumers, you must also consider mail fulfilment. If you want your prospects to open your campaign, it’s got to look darn good for them to do that…
Direct mail fulfilment: the basics
Marketing campaign fulfilment is of major importance when working with a mailing house. Direct mail fulfilment refers to a key stage in the production of your campaign – preparing your marketing message for delivery. Essentially, a fulfilment house will take your campaign and convert the design into mailing items.
Between that first idea, and the final step to engaging with the customer – marketing campaign fulfilment can encourage responses and boost ROI. There are many different steps, outlined below, but all are designed to ensure the mailing process is smooth and effective.
What can be fulfilled?
When it comes to direct mail fulfilment, a variety of mailing types are included. A fulfilment house can fulfil brochures, catalogues, letters and magazines, using various envelopes and even polywrapping to further encourage responses. However, when reaching out to a mailing house regarding direct mail fulfilment services – you must have an understanding of your target audience. Are you reaching out to high-value consumers? If so, a luxe-style campaign will boost responses, particularly if they believe a lot of time and effort has gone into creating the unique piece.
Preparing for mail fulfilment
Your mailing house will ensure your campaign is ready for direct mail fulfilment, but there are several things you can do to help.
Before contacting a mailing house or several direct mail companies regarding your campaign objectives, ensure your prospect data is clean and accurate. Doing so avoids any potential costs that can arise from targeting houses where your prospects no longer live or even data duplication. If your data is up-to-date, the mailing companies can place the addressee information directly onto the campaign via variable data printing.
Similarly, discuss the required materials for the campaign and the end goal of the design. Doing so will enable the mailing house to ensure availability for the particular envelope, polywrapping etc.
The different stages
All mailing companies will have various steps in place for marketing campaign fulfilment, but the procedure may vary depending on the project and the particular requirements. For instance, transactional mail is likely to have fewer steps than dimensional mail boasting various printing finishes. However, common parts of the mail fulfilment process include: