FAQs from bakergoodchild

This page presents the most frequently asked questions relating to postage, direct mail and print and should help to provide clarification on some of the most popular questions we are asked.

We’ve done our best to answer the most common questions, but please do contact us if there is anything else that you would like to know by completing our contact form or call us instead on 0800 612 1972. We will be adding any new questions with answers to this page whenever new topics arise. We also advise using the search field which will lead to content relating to your enquiry.

Q

Direct Mail – ROI: What are the important factors to calculate ROI on a direct mail campaign?

A Actually, calculating the true ROI from a direct mail campaign can be quite tricky. Essentially there are three main elements, which need to be assessed: actual campaign costs, actual campaign income and intangible campaign benefits. Let’s explore all of the above in more detail.


1) Actual campaign costs – The first element of calculating the ROI is to accurately calculate the full campaign costs. These should be recorded in either a separate spreadsheet and/or in a separate part of the P&L accounts. Examples of direct mail costs include (but are not limited to) – data cleansing, list acquisition, packaging (e.g. polywrap), postage and printing. Actual costs will vary from one campaign to another and will also vary from one company to another.

Here are some examples of how bakergoodchild can help reduce costs:

  • Data management – we can reduce the number of goneaways and therefore associated costs through data cleansing techniques
  • Fulfilment – we have an extensive direct mail fulfilment operation and can ensure client’s direct mail campaigns are fulfilled at very low costs
  • Postal discounts – we can save clients’ money by reducing the overall cost of posting campaigns
  • Printing – we print both in-house and through the use of print partners, and we are confident we can save client’s money compared to their current print deals

2) Actual campaign income -The second element of calculating the ROI is to accurately calculate the actual campaign income. It can be difficult to distinguish between existing business income and campaign specific business income. It’s therefore important to add analytics to a campaign which helps to capture specific responses. Examples of analytics could include a campaign specific postcode or telephone number or a promotional offer only applicable to the campaign. The true income of a campaign is not just a direct sale of a promotional item but also the derived sales, e.g. additional items purchased.

bakergoodchild has extensive experience in direct mail campaigns. Here are some ways which can help monitor and increase income:

  • Analytics and tracking – bakergoodchild can add unique phone numbers, postcodes or PURLs (personalised URLs) to a campaign as well as to advise on ways to use onsite analytics to track online responses to campaigns
  • Direct mail experience – Through our vast experience we can help “tweak” a campaign in all the required areas
  • Personalisation – Personalisation increases campaign income by targeting the user’s specific interests and desires thus increasing income compared to non-personalised campaigns
  • Technology – bakergoodchild can use the latest available technology to “spice up” a campaign and increase its income; this includes adding near field communication and/or augmented reality as just two examples

3) Intangible campaign benefits – The third and final element of calculating campaign ROI is to determine intangible benefits directly attributable to the campaign. The list is potentially endless but here are some clear benefits:

  • Customer satisfaction – There will be a general feeling of customer satisfaction by managing a campaign well which whilst difficult to measure is good for the future
  • Data accuracy – As a by-product of cleansing data for the campaign the data will be available throughout the company for other initiatives too
  • New prospects – Although a campaign may not have clinched a sale it may still have generated new prospects from telephone calls, emails and newsletter subscribers, etc.

For more information about ROI and what to expect from a direct mail campaign please visit the following bakergoodchild blog articles and infographics:

  • Infographic – Improving your ROI with direct mail personalisation
  • Blog article – How clean data can improve direct mail campaign ROI
  • Blog article – 4 steps to improving direct mail campaign ROI

For more information about how to attain the maximum ROI from a direct mail campaign please contact our experts on 0800 612 1972 who will be delighted to advise on what techniques to use. Or if you prefer please complete our contact form.

Q

Postage – Bulk Mail: Do you only use bulk mail for direct mail campaigns or can you bulk mail other types of items too?

A Although direct mail campaigns are a very popular use of our bulk mail service, bakergoodchild also uses bulk mail to deliver a wide variety of other items too.


Apart from direct mail campaigns other popular items delivered by bulk mail include:

  • Accounting documents (e.g. annual/interim reports, invoices, statements, remittances, etc.)
  • Books – particularly upon new release, books can be distributed by bulk mail
  • Business reports – as a business report is issued we can distribute this around the world using our bulk mail service
  • Catalogues – various types of catalogues can be posted using bulk mail, including auction and seed catalogues as just two examples
  • Directories – trade directories, telephone books and other types of directories can be posted through bulk mail
  • Disks and media (e.g. DVDs, CDs for computer software updates, music, etc.)
  • Letters (e.g. organisational announcements, press releases, vouchers)
  • Magazines and newspapers – various magazines, newspapers and periodicals all use bulk mail services like the one we provide
  • Postcards – often used for promotions, postcards are a cost-effective way to send a message and again can use our bulk mail service

Our bulk mail service is available both in the UK and internationally; we can mail everything from letters, parcels, packets to pallets. We have arrangements in place with many different carriers to provide the most competitive price and best service to meet all your bulk mail requirements.

For more information about UK and International bulk mail please visit the international mail page. We have also published the infographic “15 Applications and Uses of Bulk International Mail”, which provides useful information about this topic.

Contact bakergoodchild today on 0800 612 1972 to discuss your requirements for upcoming bulk mail projects, or complete the contact form.

Q

General – Savings: What cost savings can we expect when working with bakergoodchild?

A

bakergoodchild enables project savings in a number of ways. In this answer we provide some examples of direct mail, postage and print cost-saving opportunities.


Direct mail – Savings can be made through consumables, data management and improved personalisation
Postage – Achieve savings through bulk buying, Mailsort discounts an through bakergoodchild’s extensive pricing agreements with carriers
Print – Many savings are available, such as using bakergoodchild’s buying power, achieving deadlines, environmental benefits and more

For more information about how to attain the maximum ROI from a direct mail campaign please contact our experts on 0800 612 1972 who will be delighted to advise on what techniques to use. Or if you prefer please complete our contact form.

Q

General – Savings: In what ways will working with bakergoodchild help to save our organisation time?

A

There are quite a number of ways in which bakergoodchild can help save your business time. These are detailed in the answer provided below:


• Automation of previous manual tasks – Sorting, folding and fulfilment, etc.
• Data management – Data accuracy is time-consuming, BG can manage this for you
• Saved print management time – Through artwork, print runs and proof-checking, etc.
• Saved fulfilment time – Tasks such as design, folding, stuffing/packing, etc.
• Vendor negotiation – We save you money whilst take vendor negotiation time away

Also read this related blog article:
Use print management services to save time, money and reduce stress

Q

Direct Mail – Personalisation: What approaches can we take to personalise our direct mail campaign?

A

Personalisation of a mailshot campaign is all about providing a direct message within the mailshot which is personalised to either customer demographic or behavioural data.


Possible ways of personalising a direct mail campaign include by gender, adding name and address, through personalised offers, through QR codes and PURLs, by segmentation, through upselling and cross selling and also through variable data printing.

For more information about how to attain the maximum ROI from a direct mail campaign please contact our experts on 0800 612 1972 who will be delighted to advise on what techniques to use. Or if you prefer please complete our contact form.

Q

General – FAQs: My question hasn’t been answered on this page or anywhere on your website?

A

Whilst we’ve done our best to answer as many questions as we can we realise that there may be additional questions which visitors may have.


To ask an additional question please visit our Contact Us Page, complete the contact form or call us on 0800 612 1972 and we will reply to your question ASAP. We will also add the question/answer to this FAQ page if we feel it would add value to other site visitors.

For more information about how to attain the maximum ROI from a direct mail campaign please contact our experts on 0800 612 1972 who will be delighted to advise on what techniques to use. Or if you prefer please complete our contact form.