Long gone are the days of macro marketing – when one message or offer was effective for an entire campaign. These days, with the all of the great database marketing tools and techniques we have (data appending, CRM systems, variable lasering, etc.) it is relatively easy to version a personalized letter with all sorts of one-to-one marketing information that can help your response rates to skyrocket.
One of the most frequently asked questions I get from clients about direct mail options is “Should we mail to the same audience multiple times or just once?”. The answer I tell everyone is “it depends”. Don’t get me wrong, a multi-touch, multi-medium campaign is always the best approach. However, the realities of limited budgets and the composition of the customer database or prospect list can have a significant impact of on how we execute our marketing campaigns.
Many of our clients love self-mailers and request them often. They are a cost-effective, versatile and user-friendly direct mail option. Whether you are designing a new self-mailer or re-printing one that you used in the past, it is important to note the considerable changes to the postal regulations that went into effect in January 2013. The old rules were in place for quite some time so it would be easy to overlook the changes…but miss something and you can find yourself losing all of your automation discounts and paying a much higher postage rate.