Defining Direct Mail FulfillmentAccording to the Direct Marketing Association expenses for direct mail marketing will reach $175.2 billion in 2007. This is evidence that more and more companies launch this type of marketing campaign to increase their sales and profits. However, in order to do this, companies would also have to set aside a certain budget to cover for the costs from the planning of the campaign to direct mail fulfillment. Before printing any material that would have to be used for advertising, companies need to obtain a mailing list comprising of addresses and names of people who will be the recipient of the direct mails. These lists can be obtained from mailing list brokers and can be tailored to the target market to which an advertised product or service will be offered. Mailing lists are usually priced per thousand names and costs anywhere from $0.12 to $0.25 per name. Direct mails can be addressed to either household customers or business customers. Generally, a business mailing list is more expensive than a consumer mailing list. Once a mailing list is obtained, it is already time to create the mailing piece or the marketing communication itself. This would have to be creative, effective and compelling enough to spur the customer into making a response either through a reply card or by calling the toll-free numbers of the company.
When launching a direct mail marketing campaign, many companies hire or outsource services from another company for them to be responsible of designing the mail piece, data processing, printing and mailing. These processes can be referred to as direct mail fulfillment. The level of direct mail fulfillment varies from one company to another because clients may have different specifications. They may also vary in terms of direct mail fulfillment elements that they may require from direct mail companies. Among the fulfillment services that are commonly offered by these companies are planning and strategy, copywriting support, mailing list, list certification, digital printing, offset printing, variable data printing, folding / finishing, and mailing. The logistical side of planning and strategizing a marketing campaign is one of the fulfillment services offered by some direct mail companies. This includes all phases of the campaign regardless if it done in house or by an outsourced firm that is responsible for actual direct mail fulfillment. Copywriting support is also provided by a number of direct mail companies. Generally, companies work with a professional copywriter to come up with the message which is to be contained in all mail packages. Some direct mail companies also offer to work with mailing list providers to obtain an ideal list that can be used for a campaign. List certification, on the other hand, is a service that almost all direct mail companies offer. Processing mailing list certifications will help companies raise the number of mailing pieces that are deliverable. Digital mail companies also offer printing services using digital printers, offset presses or a combination of both. Folding / finishing, meanwhile, refers to the process of folding letters or papers so they could be individually placed in envelopes. Finally, mailing is a direct mail fulfillment process that all direct mail companies do in behalf of their clients. Generally, the latter adds charges to the standard rates required by the Post Office. |