Plan the Logistics
When it comes to direct-mail promotion, timing is everything. For example:
- Sale flyers do you no good if they arrive after the sale is over. However, if you send them too early, you’ll kill most of your traffic prior to the sale — and give the competition time to react. That’s why sale flyers are best sent first class, and no more than two to three days prior to the event.
- Newsletters and similar promotional pieces that are not time-critical are most economically sent via bulk mail. You have to understand, however, that it may take up to two weeks or more for some of your customers to get them.
When sending a direct-mail piece to less than a few hundred customers, you’ll most likely run the mailing labels yourself and just put each piece through your postage meter. For anything larger than this, you will want to use a mailing house. Doing so gives you access to the mailing house’s bulk mailing permits and ensures that your mailing complies with postal regulations.
Working with a mailing house can also save you time and money. For example, many mailing houses now have high-speed output devices that can print your four- or eight-page newsletter and individually address each one. This can save you money and an additional trip to the printer.
Be sure to discuss your direct-mail plans with your mailing house rep well in advance of creating the actual piece. Doing so can save you time, money and headaches.
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