Direct mail is more than just a three-legged stool: list, offer and copy. To make it really stable, you need the fourth leg called production.

DM production which encompasses both printing and mailing services is generally given little attention – sometimes with disastrous results. Most of the focus is on pre-production efforts; so therefore the last steps are rushed and it is wrongly assumed that the final production will go through quickly and efficiently. Too little attention is paid to the smaller, lesser-known details of production.

According to the Direct Marketing Association (DMA), almost one-third of the in-home cost of a direct mail campaign is the actual production. And, depending on the format of your package, up to 80% of the production cost can be PRINT production.

While design, strategy, copy, artwork and lists are all no doubt important, it would be foolish to consider the actual physical production as a foregone conclusion. In fact, during my many years in dm production, one maxim stood out — the simplest direct mail campaign requires the greatest care!

Here are 10 important strategies you must follow in order to achieve success with direct mail:

Strategy #1: Use a direct mail designer who is experienced with direct mail production techniques. He or she will save you time and money. It will be the cheapest money you’ll ever spend.

Strategy #2: Use a printer who is experienced with direct mail production techniques. He will be a valuable partner by preventing minor issues from becoming major mistakes.

Strategy #3: It is always advisable to provide artwork in its original design format to the printer. PDF-formatted art allows the printer to make only minimal design changes at his end. Adobe InDesign and Quark Xpress are the two most common design programs.

Strategy #4: An excellent way to avoid costly delays is to take advantage of the expertise of your production vendors prior to the actual production by having them sit in on design sessions.

Strategy #5: Schedule the proper amount of time in your timetable for production. This will allow for the necessary quality control and buffer time to accommodate unexpected delays.

Strategy #6: Select the most appropriate vendor for your job based on your needs and not just your budget. Building a solid relationship with the ideal vendor will ensure that your jobs will not turn into nightmares.

Strategy#7: Be careful what paper stocks you plan to use for your direct mail campaign. They must be compatible for both the imaging equipment as well as the downstream insertion machines. The wrong stock can cause expensive delays and reprints.

Strategy #8: Calculate ‘overs’ into your print order up front. It is a cheap insurance policy to allow for lettershop (mailshop) setup and spoilage as well as the occasional printer under-runs. Above all, refuse to work with any printers who specify an ‘industry policy of 5% over or under.’

Strategy #9: Keep the number of versions of offset-printed stock or laser ’shells’ to a minimum. Increasing the number of versions raises the risk for error during production. Whenever possible, use variable data printing (VDP) or personalization to minimize the number of printed versions.

Strategy #10: You can keep your imaging costs down by pre-printing (offset print) non-personalized areas of your letter. These areas include multiple pages and special techniques such as colored text, underlining, signatures and handwritten notes.

Success in direct mail is not only dependent on the proper list, copy and offer but also on sound print production strategies. Since a significant part of a direct mail program cost can be print production, it is important that care be taken with even the simplest campaign.

Incorporate as many of these strategies as you can into your direct mail campaigns. The more you incorporate, the less problems you will encounter in getting your mailings successfully into the hands of your target audience.

Rainer Fischer
Your Direct Mail Success Coach