Should Your Company Use Direct Mail Marketing?

Name recognition and increasing revenue are the goals of any organization. One of the many ways to try to accomplish this is through Direct Mail Marketing. Direct mail marketing has experienced a resurgence in the past five years due to its tangible appeal amidst digital saturation. Unlike email and social media, direct mail stands out physically, engaging consumers effectively.

Once you’ve committed to a Direct Mail Program, the next decision is whether to handle the mailing in-house or outsource it. Many organizations avoid in-house mailing due to perceived complexity and the need for expertise in USPS regulations for accurate processing. The reality is that doing mailing in-house has been significantly simplified over the last 10 years by the USPS.

In House Direct Mail Marketing

Many companies don’t do direct mail because they assume they need software to meet the USPS requirement, and the costs of the software can be prohibitive. In addition, the processing of the mail can be labor intensive.

However, the truth of the matter is that you can do mailing using a simple zip sort, and post rates will be about $0.15 less than normal first-class mail postage rates. For Non-Profits, savings are in the range of $0.30 per mail piece. Access to USPS postal discounts for Marketing Mail (also known as Standard Mail) rates requires you meet the following criteria:

• At least 200 pieces of mail sent
• Mailing is letter size (6.5” x 9/5” or smaller envelope, less than ¼” thick)
• Weight is 3.3 ounces or less
• All the info in the mailing is generic, not specific to the recipient
• Mail is presented to the USPS sorted by Zip code
• You have an annual permit form the USPS for doing Marketing Mail.

Deeper postage discounts are achieved with USPS approved software, but the size of the database and the mail piece will help you determine if the costs make sense for your organization.

As to the labor component, organizations should know that there is equipment available that can print, fold and insert mailings quickly. For example, a mailing to 5000 recipients that consists of two pages with a return envelope or flyer into a standard #10 business envelope can be processed by a single employee in less then a couple of hours.

Benefits of In House Processing

In-house processing for direct mail marketing offers complete control over your campaigns and immediate access to your mailing solutions, allowing for quick adjustments and personalized touchpoints. This approach ensures tighter integration with your marketing strategy and instant quality assurance.

• Cost Control – Managing direct mail campaigns in-house allows for better control over budget, eliminating the need to pay third-party fees.
• Customization – Tailor each campaign to meet specific needs and preferences without relying on a vendor’s capabilities or constraints.
• Flexibility – Quickly adapt and make changes to campaigns based on real-time feedback and performance metrics.
• Quality Assurance – Direct oversight ensures high standards of quality for materials and processes, maintaining brand consistency.
• Speed – Streamline the workflow to reduce turnaround time, getting campaigns out faster compared to outsourcing.
• Data Security – Keep sensitive customer information secure by handling all data internally, reducing the risk of breaches.
• Integration – Easily integrate direct mail efforts with other in-house marketing strategies, creating a more cohesive and effective campaign.
• Employee Expertise – Develop in-house expertise and knowledge, fostering a skilled team that understands the nuances of your specific marketing needs.
• Feedback Loop – Gain immediate insights and feedback from internal teams, allowing for continuous improvement and optimization of campaigns.

Outsource Direct Mail Marketing

For many organizations the shear volume of mail that they send makes outsourcing more feasible than processing in house. This decision is based on the volume of mail that needs processing and also the manpower required to process in-house.

When outsourcing, organizations often make the mistake of giving their database to the mail house without negotiating clear pricing. Mail houses charge for USPS-approved database management, including mail sorting and address corrections, which can incur significant costs. Trust in getting the lowest postage rates is crucial.

If your company regularly outsources mailings at scale, bringing USPS software in-house can save on database management costs. You gain control by providing a USPS-sorted database and postage reports, ensuring transparency in postage expenses. This allows you to negotiate printing and mailing charges based on known postage costs, eliminating additional database charges.

Benefits of Outsourced Processing

• Cost Efficiency – Outsourcing can be more cost-effective than maintaining an in-house operation, as it eliminates the need for investing in expensive equipment and hiring additional staff.
• Expertise – Professional mail processing companies have specialized knowledge and experience, ensuring that your campaigns are executed efficiently and effectively.
• Advanced Technology – Outsourcing firms use state-of-the-art technology and software for printing, sorting, and mailing, which can improve the quality and accuracy of your direct mail pieces.
• Scalability – Outsourcing allows you to scale your direct mail campaigns up or down based on demand without the constraints of in-house capacity.
• Time Savings – By outsourcing, your team can focus on core business activities and strategy rather than the logistical aspects of direct mail processing.
• Compliance and Accuracy – Professional firms ensure that your mailings comply with postal regulations and standards, reducing the risk of errors and non-compliance.
• Faster Turnaround – Outsourcing can speed up the production and mailing process, ensuring that your marketing materials reach your audience more quickly.
• Data Management – Outsourcing partners often provide data management services, including list cleaning, updating, and segmentation, to enhance the effectiveness of your campaigns.

By leveraging these benefits, businesses can optimize their direct mail marketing efforts, achieving better results with less hassle.

Direct Mail Marketing Services & Consulting

In-house processing of direct mail marketing offers numerous benefits, but partnering with a professional service can elevate your campaigns to the next level. Expert consultants can provide insights, advanced technologies, and innovative strategies to maximize your return on investment. They help streamline processes, ensuring your messages reach the right audience at the right time with the highest impact.

Ready to take your direct mail marketing to new heights? We have a team that specializes in comprehensive direct mail marketing services and consulting. We offer tailored solutions to meet your specific needs, combining cutting-edge technology with proven marketing techniques. Contact us today to discover how we can help you achieve your marketing goals.

Learn more about our available mailing solutions, or then get in touch and let’s create something extraordinary together..