Baker Goodchild Direct Mail & Print Strategy

Integrating direct mail strategy with print management strategy

In News by olga

Low quality mail pieces will instantly be dismissed so it’s important to put thought extra effort in ensuring high quality for every direct mail piece.

One of the instant ways of appealing to the recipient is the quality and materials of the print itself. So print is critical to the success of a direct mail campaign.

For many organisations merging strategies for print and direct mail into a coherent approach is a challenge, so working with a direct mailing house like Baker Goodchild who have print and design expertise would prove very beneficial.

Direct mail is making a great comeback and is certainly not dead!

For many years direct mail was in decline, but this is history now as direct mail has made a great comeback; rumours of its death were somewhat premature! Direct mail never actually died but it certainly was in decline. As direct mail has embraced new print technologies and personalisation (e.g. variable data printing) its appeal and success has continuously improved. As with all marketing methods direct mail has evolved.

Organisations need a print management strategy too

Once organisations have decided that direct mail is a sound marketing approach they will need to put an effective print management and fulfilment strategy in place. A print management strategy will save an organisation time, money and effort on sourcing print for their direct mail campaigns. Here are some areas to consider:

  • Saving money on the campaign wherever possible, but only reducing quality where it is strategically decided
  • Adding a green-friendly/environmental element to the campaign
  • Managing print to deadlines and timescales
  • Delivery of print to ISO accreditations, such as ISO 9001and ISO14001

An effective print management strategy depends on the direct mail fulfilment which is documented below.

Direct mail fulfilment

The direct mail fulfilment process is actually deeply linked to print process. Here are the steps involved in fulfilling a direct mail campaign:

  • Mailshot preparation – This includes gathering of materials together (e.g. stationery and envelopes, etc.) and the addition of pre-paid postage
  • Address sorting – The sorting of addresses into the desired order (frequently by postcode as this helps to attain postage discounts)
  • Automated collation – The collation of various inserts and their feeding into the envelope
  • Automated folding – Folding machines automatically fold the direct mail piece where needed
  • Automated envelope enclosing – Print machines automatically enclose the envelope
  • Automated polywrapping and polyprocessing – This is a requirement for some direct mail campaigns. Items such as brochures, catalogues and magazines can all be poly-wrapped and poly processed.
  • Bundling and batching – This is sorting the mailshot into bundles and pre-sorted batches
  • Packing, packaging and distribution – The final part of the process is packing the mail and distributing it to the intended audience

Additional Baker Goodchild reading

Here are some additional Baker Goodchild articles relating to both direct mail and print:

Baker Goodchild – the Direct Mail and Print Experts

We’re available to discuss the benefits of an integrated direct mail/print approach. Call us on 0800 612 1972 to discuss this approach for your organisation, or fill out our contact form and we will call you back at a suitable time.