Despite the popularity and hype surrounding online marketing, direct mail continues to be a more effective tool at converting potential customers. In fact, recently released findings from Direct Marketing Association’s 2015 DMA Response Rate Report showed that direct mail’s response rate is 10 times to 37 times higher than that of an email campaign!
With such a staggering statistic, why has direct mail spending essentially plateaued? Participants in the study stated their primary challenges were the cost of direct mail, the effort necessary to deploy it and the difficulty tracking it. Clearly, companies are looking for options to decrease their direct mail costs so they can enjoy a strong return on their marketing investment.
Fortunately, there are several ways you can reduce the cost of your direct mail:
- De-duplicate mailing lists and verify addresses. From multiple records to incorrect and out-of-date information, poorly maintained mailing lists quickly drive up the cost of direct mail. Thoroughly run a de-duplication check and verify addresses using CASS and NCOA software. Some commingling companies will even do this for you as part of their regular services.
- Use postal logistics to cut costs and increase productivity. Smart use of postal logistics can significantly lower the cost of direct mail. Even if your project doesn’t meet delivery minimums, you can commingle your mailing and benefit from large volume discounts, expedited mail delivery, and even complimentary mail tracking. MailSmart Logistics’ commingling clients save an average of 12% and their mailings arrive 2.4 days faster than mailings dropped off at the closest mail entry unit.
- Decrease your direct labor costs. Many companies processing their own mailings find that hiring a commingling company reduces their direct labor costs significantly by eliminating the need for employees to sort, sleeve, tag and strap their mail.
Commingling can reduce your direct mail costs, increase your ROI and decrease your workload. If you’d like to learn more, please don’t hesitate to contact us at (443) 539-2640.
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