Who says print is dead? Well, it turns out quite a lot of people thought it was on its way out because of how powerful digital was becoming.
However, fast-forward to 2018 and print, along with direct mail marketing is still alive and kicking. Even the thought of print dying anytime soon is, frankly, ridiculous and here’s why…
Data is constantly showing that consumers respond positively to direct mail and here's some stats to prove this:
So, direct mail is far from dead! In fact, direct mail continues to be one of the most cost-efficient ways to increase revenue for your business.
Well, strictly speaking, there is no ballpark figure when it comes to direct mail campaigns. However, figuring out what type of direct mail campaign will suit you best is the first step to assessing the cost of your campaign.
'Why can't you just give me a price?'
Fair question, which deserves a fair response: no direct mailing company can give you a cost until they find out what campaign will best suit your product or service. While the Data and Marketing Association implies that people respond better to receiving larger pieces of mail than smaller pieces, this really depends greatly on what you are trying to achieve. You need to do your research and find out what your audience will first, open and second, act on or better still, talk to The Mailing People – it’s what we’re here for!
Let's cut to the chase and talk about budget. Your budget will be determined by a few things, mainly the mail's format, the quality of your print mail (textured, spot-varnishing etc), your level of personalisation and your postage rate and off course, the company you're working with.
Make sure you know your brand or product inside out and do the necessary research into your target audience. If you're thinking about going down the creative route (interactive direct mail, for example) then you might want to do a test run of a smaller group of candidates – just to see how well it converts!
Ultimately, it's up to you how much you want to spend on your direct mail campaign and talking to The Mailing People will help you get more for your budget.
What are these you ask? Well, whichever format you eventually choose, your budget will be broken down into these two categories.
So, these are costs that remain the same regardless of the quantity being mailed. In most cases, they will include things like document setting, mail-merging of letters, die-cutting for one piece mailers etc. Generally speaking, it covers the set-up costs for your campaign.
These cover your mailing list rental, printing, mailing and postage. However, the main difference here is that these costs will change depending on quantity.
There is no 'one definitive cost' when it comes to direct mailing. Why? Because there are so many factors to address – your product, your design, how many people you're targeting and your format just to name a few.
Costs can start from as little as 30p per item so don’t be put off by thinking it costs the earth – it really doesn’t!
The best way to start on successful direct mailing is by having a chat with a creative and experienced direct mail company. We like to cut out the jargon and get right to the point; what you want to achieve with your direct mail campaign. We’re here to make your goals a reality.
Written by Kristian Harrison, General Manager at The Mailing People. Kristian is an industry professional with over 20 years experience in Direct Mail and Fulfilment.
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