Top 5 Things Everyone Should Look For In the Best Direct Mail Company
Sifting through all of the companies as you search for the best direct mail company can be time-consuming. How do you determine if one is better than the other? What characteristics offer you the best opportunity for success?
Before we get into finding the best direct mail company for you, let’s erase any doubt you may have about whether direct mail belongs in a modern marketing mix. When you review these impressive results, you will know that it’s among the most effective marketing methods today.
Astounding Direct Mail Statistics
Businesses with customer acquisition goals should utilize direct mail. With an average return on investment of 29%, mail campaigns are profitable. In addition, direct mail recipients tend to buy 28% more items and spend 28% times more than other buyers.
The reason for this high rate of return may have something to do with how individuals interact with their mail. About 77% of people report sorting and scanning their mail immediately after receiving it. With statistics like this, marketers can be sure they touch their audience.
An informative postcard can also be the start of a mutually beneficial relationship with new clients because more than 50% say that they find postcards useful, and 90% say that marketers who contact them through the mail are trustworthy.
Now that you know direct mail can be hugely beneficial, here are the five key criteria to use to find the best direct mail company.
1. They Have a Track Record of Success
This is a key indicator if a company is even worth pursuing. You can usually see the type of clients they’ve worked with in past on their website.
Review the testimonials on their site. You’ll be able to see whether their clients like their responsiveness, whether they deliver their services as promised, and whether they have great customer service.
Whether they have testimonials or not, it’s a smart move to talk with a project manager or owner to determine whether you want to consider them further. One of your first questions should be about their track record. Here’s a shortlist of questions that can help you uncover whether a direct mail company has delivered success:
- What industries have your clients been in? Do you specialize in a specific area?
- Can you describe how you achieve success for your clients?
- What do you consider success for your clients?
- Can you describe a failure and how you overcame it?
2. They are Reasonably Priced
Budgets can be a tricky area. That’s why price should be one of the key things you ask upfront so you won’t be surprised after the working relationship has begun.
Keep in mind that there is not a simple, static template for direct mail. There are ways to adjust things – the size of a postcard, lower or raise the print run, or adjust the printing requirements – that can help keep direct mail costs under control while still offering outstanding returns.
If mailer personalization is on your mind, today’s printing advances put variable data printing within reach. It’s now a much more cost-effective strategy to connect with customers. (P.S. As a marketer, you want to personalize your mail because 99% of marketers say that it advances customer relationships).
No matter what the size of your budget, you want to make sure every dollar is adding to the end result.
3. They Understand Your Needs
One of the simplest, yet most important things the best direct mail company for you can do is to grasp your unique circumstance and support that understanding with a solution that’s tailored to fit you.
They must be willing to work with you to develop strategies, test tactics, measure outcomes, and make changes to optimize results so that they can gain bigger, better sales for your business. Your own situation requires unique strategies, as you’re interviewing candidates, make sure that you are being understood.
4. They Know the Complexities of the “Game”
While it sounds simple on the surface, maximizing direct mail results takes a lot of experience and insider knowledge. Look for years of success across a diversity of industries. This demonstrates an ability to navigate and assess the needs in a range of markets and provide guidance for reaching a specific audience.
5. They are Customer Acquisition Experts
Persuasion isn’t a given, even with the best product or service. Because there are so many distractions that compete for your customers’ attention, it’s easy to overlook product announcements.
In addition, they understand how to create memorable impressions with your mailers, so they stand out from competitors in a crowded mailbox.
Getting to Know You
If after doing your research and asking questions, you’ve found the best direct mail company for the job, you’ll rightfully expect a bit of marketing magic. Understand that it may take a bit of research, trial and error, and practice to learn how to collaborate with outside experts.
Your experts may ask questions about your business, industry, and goals to determine the best course of action. They may recommend cleaning up your house list if you’ve had lukewarm results from recent mail campaigns, even suggesting a customized list to better target your audience.
Postcard images, specific phrases, and mailer colors may all be analyzed and considered, along with previous campaigns before a specific course of action is set.
Setting the Course for Long-term Direct Mail Success
An exploratory phase early in the relationship isn’t unusual. It’s all about finding the right path to maximize your results – and profits. And, after each mailing and campaign, the results will be analyzed and elements of mailers and campaigns may be tweaked, to get even more value from the next mailing.
During the entire process, the company you choose should make you feel that you are in charge and driving your own results. The course must be transparent and your organizational expertise included to ensure that your mailer achieves incredible success.
On your search for the best direct mail company, we are confident that One Stop Mail’s 40-years of experience and success will make your final list. In addition to unmatched direct mail experience, our customer service and gentle guidance will build your confidence in our partnership.