2008-04-22 22:20:31 - Direct mail still produces some of the best return-on-investment for companies looking for cost-effective ways to advertise and promote their goods and services. A leading expert has several tips on how to save.

In direct mail, as in almost any field, the amount of funding available largely determines the promotional options that a company will be able to pursue.

'Unless a business is operating with unlimited promotional funds, getting the most out of one‘s budget is an essential issue,' says Marty Kassowitz, President of MarketShare (www.marketshareservices.com). MarketShare, a leading provider of direct mail

along with a full range of marketing services, is located in Burbank, California. 'But if a company has a good offer and skillfully presents it to a correct audience, the size and regularity of its mailings is the determining factor in how fast it can achieve new, higher and more consistent levels of prosperity.'

What follows are some common and not-so-common means of stretching a mailing budget with the aim of achieving a greater size and consistency of direct promotion.

1. TAKE AUTOMATION (BARCODE) DISCOUNTS WHEN PRESORTING MAIL

'Whether you mail at First Class or Standard rates, the postage difference between bar-coding and not bar-coding presorted mail can run anywhere from $42.00 per thousand pieces to as much as $200.00 per thousand,' says Kassowitz.

As an example, a mailing of 7500 letter-sized pieces at First-Class Presort rates would minimally cost a company an extra $315.00 in postage if sent without a barcode. That difference alone would cover postage for an additional 1125 letters mailed at First Class rates, or nearly 1600 more letters mailed at Standard rates. (If that company gets just 1% response on those letters, that can represent as many as sixteen additional sales or leads.)

2. WHERE POSSIBLE, USE 6 X 9 ENVELOPES INSTEAD OF LARGER ENVELOPES

Many companies send out large quantities of mail in 9 x 12 or 10 X 13 envelopes when a 6 x 9 inch envelope would often do just as well. Pages that measure 8.5 x 11 inches, when folded in half, fit very neatly into this smaller-sized envelope.

There are big financial advantages to doing this:
1. Because 6 x 9 pieces can be mailed at letter rates rather than at flat rates, one can save almost 30% on postage costs.
2. The cost of printing 6 x 9 envelopes can be as much as 30% 40% less than printing the same number of larger envelopes.
3. If a mail house sends out your mail, handling fees for 6 x 9 pieces are much less than the fees charged for flats.

3. TAKE ADVANTAGE OF THE POSTAGE YOU'RE ALREADY INCURRING

You only have to look at the next mailing you receive from your bank or credit card company to realize the Big Guys have this one down pat. Simply stated, send out more in your existing mail where possible.

'Many First Class mailings-such as invoices, statements or announcements-commonly contain just one piece and weigh half an ounce or less,' notes Kassowitz. 'Since you're paying for a full ounce anyway, here's an opportunity to promote more products, inform customers or do some public relations work for no additional postage cost.'

In the case of Standard mail, your postage costs will remain the same up to a total weight of 3.2 ounces.

4. SAVE MONEY ON APPLYING POSTAGE TO YOUR MAIL

If your company doesn't specifically require a live stamp or metered mail, there is an easy and common way to save a good deal of time and money.

'Print a First Class or Standard mail presort permit right onto your envelope or self-mailer at the same time the piece itself is being printed,' Kassowitz says. 'This avoids the time and labor costs of stamping or metering the mail.'

Permits are obtained from the US Postal Service for a yearly fee. If you're going to use a direct mail house to send out your promotion, most will allow the free use of their permit.

5. KNOW PERMISSIBLE DIMENSIONS FOR THE DIFFERENT TYPES OF MAIL

More than a few companies have wound up paying letter rates on mailing pieces which they thought were postcard size, or have had to pay flat rates for pieces they thought were letter sized. And on occasion, a piece shows up which is completely unacceptable for mailing by the USPS at any price.

'One can save money and avoid nasty shocks by obtaining and referring to the several US Postal Service Publications available on designing different types of mailing pieces,' explains Kassowitz. 'These publications can also be found in full on the web at MarketShareservices.com.'

The USPS also has a phone-based service available, called 'Mailing Requirements,' which has advisors who are both Designers and experts on postal regulations. One can also check with any reputable mail house prior to finalizing a mailing piece design.

6. DON'T PUT OFF CORRECTING YOUR MAILING LISTS

How much can a poorly maintained list affect one's mailings? In just a two year period, well over a third of one's valuable mailing list can be rendered practically worthless through address changes alone. And if you mail at Standard rates, the only way you'll know it is by the poor response you obtain.

'Getting a mailing list in good order requires that one stop the bleeding as a first priority,' says the MarketShare President. 'Then one can look into the many options available that can turn one's existing list into a Superlist, capable of tremendously enhancing all of one's marketing and promotional efforts.'

Studies have shown that over the past 50 years direct mail is one of the few, if not the only advertising media that has not suffered shrinkage in tough economic times. Research has also shown that it remains one of the most reliable and predictable forms of advertising and promotion-even in this day of online marketing.

It is hoped that these tips will help save businesses money and add to the bottom line.

For more information please contact Marty Kassowitz at info@marketshareservices.com or call him at 800-771-0460. Or, visit the MarketShare website at www.MarketShareServices.com