6 Ways to Survive High Postage Costs
• Add random contests to the mix. Hold testimonial contests—add pictures of customer service reps and have customers guess who is who.
• Add employee bios, especially those who speak to customers daily.
• Use Twitter to offer specials that last only a few hours.
• Handle customer service issues quickly. Ask how you can better serve.
6. Step Up the Personalization
Beyond these rules, mailers also must test and integrate technologies such as pURLs (personal URLs) and variable data printing to allow for greater personalization, Gilbert said.
According to the d.trio report, adding laser personalized variables makes a mailing more of a one-to-one correspondence—and saves money on plates and multiple versions.
If a direct mail package uses variable offers, calls to action and/or body copy, for example, make changes to create versioning through the personalization process rather than generating multiple preprinted shells, the report advised.
In addition, reducing printed versions by making use of variable personalization may help gain higher geographic saturation in presort, resulting in deeper postal discounts.
Ultimately, putting these cost savings back into the mailing and going out to a larger targeted population will positively impact a return on investment.
"Due to the economy, there are less buyers buying," Gilbert noted. "As a result, multichannel engagement via personalization can lift results and turn a marginal campaign into a profitable one."
(This article originally appeared in the December 2009 issue of Inside Direct Mail, a sister publication of Print Professional. For more information, visit www.insidedirectmail.com.)