Being Timely with Direct Mail.
We're late, we're late for a very important date...
Our White Rabbit looks at his gold pocket watch and with a fevered brow, frantically dashes off down the rabbit hole, realising he's very late for a Direct Mail Campaign.
Situations like this happen frequently in the business of Direct Mail, it’s the mission creep that really can affect the responses to any clients’ campaign.
Even the quality of your mailing’s message can be affected if the design is a hurried affair to meet print deadlines; honing the right Direct Mail message is fundamental to your campaign’s success, it is a craft.
We're often asked to maintain a specific landing date, even when the assets have been supplied late. Believe us, we try.
Keep an Eye on the Pocket Watch.
Timeliness in the supply of assets is crucial for Direct Mail campaigns, hence the need for the all-important critical path that leads to the actual landing date.
In these days of hybridised integrated campaigns Direct Mail is often part of a broader marketing concept that includes digital, social media, and other offline components.
Timely supply of your assets ensures that all campaign elements are launched simultaneously, providing a cohesive message and maximising impact across all chosen channels.
If your campaign is tied to an event, a religious calendar, particular season, or a time critical promotion, delays in asset delivery can result in loss of revenue, missed opportunities and indeed, reduce the relevance of the all-important message be it a product, a public event, or an opportunity to donate. Certainly, in the case of faith-based mailings it's very much a race to be ‘first through the letterbox' with many other charities vying for that lifeblood donation with the perfect landing date.
It goes without saying that Direct Mail packs are more effective when they arrive during optimal times, such as before holidays, during promotional periods, or at the beginning of a month when consumers are likely to have some disposable income. Timeliness ensures that follow-up actions (like phone calls, emails, or subsequent mailings) can be coordinated effectively, enhancing the overall response rate and engagement. You must plan your strategy well in advance for the best return.
Spinning Plates.
In terms of attainment of assets for print and the respective mailing processes we always follow specified lead times, hence the all-important Critical Path. The production of full colour envelopes for instance, could take three weeks to print. Then there is the base letter, any enclosures and personalisation. Any delay in receiving the necessary resources (such as design files, copy, and recipient data) can disrupt the production schedule, leading to further delays with a mailing campaign. No client wants to pay rush time, but with the delicate balance of more than one supplier sometimes this is unavoidable and something we must consider. Then of course there may be the financial implication of using a faster postal service by way of making up time.
We provide optimal solutions for any mailing and we can save you money with our insight on sizing, weight, the print process, database optimisation, personalisation etc, and postal discounts. The list goes on.
Data Do's.
You'll rest a lot easier if your campaign includes your latest segmented customer or donor data. Ensuring that addresses, offers, and personalised elements are current; this enhances the effectiveness of the campaign and creates less negative feedback from things like 'gone aways', bereavement or multiple recipients in one residence. Annoyances which are common detractors.
Timeliness reflects a professionalism and reliability. In often fickle markets, consumer behaviours can change rapidly. Delayed campaigns might become outdated, missing current trends or consumer needs - a real world example of closing the stable door after the horse has bolted. Consistently delivering your Direct Mail on time helps build and maintain trust with recipients as a well-oiled machine. Your database is the best advertising campaign that you have – keep it clean and up to date.
Don't Be Late!
Don't forget how your audience perceives you. Delays can harm your brand’s reputation, especially if promised timelines are not met, leading to customer dissatisfaction. An example of this might be a charity requiring the donors to attract sponsors for an event in a much-shortened timeframe. Timing the supply of assets for Direct Mail is essential to ensure that campaigns are coordinated, cost-effective, relevant, and professional, ultimately you want to optimise both impact and effectiveness.