Intelligent Direct Mail Yields
Higher Response Rates

By Kelli Jones
US Channel Marketing Manager
Objectif Lune

Many direct mail houses create, produce, and deliver postcard and self-mailer direct mail campaigns. Unfortunately, these shotgun, direct mail marketing campaigns generally yield only a 1 – 2% response rate. To further exasperate the low financial returns, the procedure may be a vintage process inclusive of printing separate name and address labels, “slapping” the label on the impersonal postcard, dropping them in the mail, and hoping for the best.

What if you could change “hoping for the best” into “expecting the best” with just a little planning and a direct mail software package capable of delivering response rates in the 30-40% range? Sound too good? Then read on…

SCENARIO: Sales Call to a Direct Mail House
Mr. Customer, how would you like to charge a lot more than $0.02 for a postcard AND eliminate creating mailing labels for your direct mail campaigns? We have a solution that will enable to you offer the ability to do personalized printing for your customers. Why should that be of interest to you? Because you can charge more for it and it’s going to differentiate you from your competitor. You will become a printing partner for your customer. In addition, this same solution will enable you to eliminate printing and applying mailing labels. You will be able to print the mailing information during the initial print process.

Those are the wins for you; the wins for your customer are that they could potentially see response rates in the double digits, even as high as 35-40% response rates. This solution incorporates the latest technology in not just personalized variable data printing, but image personalization as well. What does that mean? The image is actually personalized with the names in the database. The software will allow you to print postcards that spell the name out in any design you like. Do you like strawberries? How about this:

Ricoh printers coupled with PrintShop Mail and DirectSmile can make this all possible.

For more information on PrintShop Mail and DirectSmile, contact Larry Stahl of Objectif Lune at (973) 780-0100 ext 355 or Lstahl@objectiflune.com

By Kelli Jones
US Channel Marketing Manager
Objectif Lune