Managing diret mail projects can be challenging. If you aren’t careful, they can eat up a ton of time, money, and resources, especially if you aren’t organized.
Although working with a reputable vendor can help immensely in the direct mail data process, there are also some ways to make your vendor’s life easier, which can save you and your business time and money.
Here are some helpful behind-the-scenes hints that will help you and your vendor execute an efficient direct mail data processing hand-off and fulfillment.
1. Make Sure Your Vendor Requires NCOA and Deduping
HINT: A fully cleansed list can save you enough money in postage so you can repeat the mailing again in the near future. Repetitive mailing campaigns increase your chance of piquing your customers interest.
2. Focus on the Zip Codes
When an assortment of different zip codes are purchased each list has to be imported separately to compile the full mailing list.
HINT: If this is a regular mailing technique you use, then consider researching the top performing zip codes for your message and focus on building that list out, creating a 'house' list with that segment, and/or having your direct mail vendor further cleanse the mailing list. Taking the time to compile a strong list from an assortment of zip codes rather than buying different types of zip codes each time will save time and money on both ends.
3. Separate the Parts of a Name
If a list with names is given to your direct mail provider as one full name, “Jade Smith” for example, it is harder for the software to detect the separation of the two names. This can make the process longer due to the inconsistency. It is much better to provide the direct mail vendor with names in the following format: salutation, first name, last name. This makes the process faster and makes for a more readable and personal piece.
HINT: An added bonus is the ability to call out the first or last name for further personalization.