Do you already have a Bay Area direct mail provider? Have you been working with the same company for years and think, “Things are going just fine. Why make a change?”
If you are happy with your current provider, great! But it’s always worth asking the question, “What else could I be getting? Am I leaving opportunities on the table?”
Whether you’ve been in direct mail for years or you’re just getting started, here are five things you should expect from your direct mail provider. If they aren’t meeting these needs for you, consider looking elsewhere.
1. Lowest possible postage
Most direct mail houses help you get discounts on your mail, but not every direct mail house is certified to get the lowest possible discounts based on volume, drop-shipping and mail design. That’s where a “best-in-class” provider comes in.
Best-in-class providers have the knowledge, technology and experience to help you capitalize on all discounts for which you qualify.
Some companies, like the Goode Company, go even further. They drive trucks daily to local entry points at no charge, reducing your costs even more. Plus, they have unique international mailing capabilities that get you dramatically lower international postage.
2. Expert mail consultation and design
Saving money also means avoiding unnecessary costs. Best-in-class mail providers look for problems that might delay your mail or result in unexpected surcharges.
For example, are the indicia placed correctly? Are the folds placed so that the return address falls into the right place? We can’t count the number of times we’ve helped clients save thousands of dollars by identifying out-of-compliance designs or tweaking details before the piece goes into the mail!
Speaking of which, you might be mailing non-compliant pieces and not even know it. Even if you have been sending non-compliant mail pieces with no complaints, that doesn’t mean that someone at the post office won’t suddenly decide to be a stickler tomorrow!
A reputable direct mail provider can tell you at a glance whether your mail is compliant or not and how to fix it if it’s the latter.
3. Sophisticated data management
Best-in-class direct mail providers can help you save money by managing your mailing list to remove duplicates and stay up to date with address changes. This saves you the costs of excess supplies and postage and avoids annoying your customers.
Your direct mail provider should offer mail tracking too so that you know where your mail is in the postal stream and the exact day each piece arrives.
4. Expert direct mail marketing campaign development
No matter who you work with, you want the best results. Best-in-class mail providers help you identify what your ideal prospect looks like, expand your database to get to know your customers and use this information to design highly targeted mailings. This can include automatically sending direct mailers based on triggers that you set.
Best-in-class providers also help you collect detailed metrics so you know your campaigns are working and do A/B testing to refine your campaigns based on real-life results.
5. Detailed tracking and reporting
A top-notch direct mail provider has the tools and expertise to track and report on your direct mail marketing activities. The more data you have from tracking and reporting, the more you can time your mailing around other aspects of the campaign.
For example, once delivery of your mail has been confirmed, your salespeople can start making calls immediately. You also can schedule follow-up emails and reminders, and if you know that mail takes longer in specific ZIP codes, you can optimize your mail drops to ensure that you hit your target windows.
You even can schedule complimentary channels such as radio advertising to begin the desired number of days after your mail is in-home.
Working with a best-in-class Bay Area direct mail provider is more than making sure your mail is delivered on time. It means working with someone with in-depth knowledge of the postal regulations and with deep data, mail design and consultation expertise who can get you the best results. Working with this kind of expert makes any direct mail marketing campaign easier and more effective.
Does your Bay Area mail house do all that? If not, let’s talk.
We offer exceptional direct mail marketing services that drive business growth. To get started, send us a message about what your current direct mail marketing campaigns are lacking, and we’ll work with you to find solutions.