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How To Use A Franking Machine

Pressure Sealer vs. Folder-Inserter: Know Their Pros and Cons

Spring Clean Your Next Direct Mail Campaign

What Exactly Does Franking Postage Mean?

Sometimes Paper Is The Best Option

Take The Pressure Off Your Office Mailing.

Singapore: New Mailing Rates Effective 1 October 2014

What is a Fee Stamper - Are you aware of E-Stamping?

Why Using a Letter Folding Machine?

Five Reasons Why Franking Machines Add Value To Your Business

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Recent Posts

Spring Clean Your Next Direct Mail Campaign


While the response rate on direct mail outperforms all digital channels by almost 600%, a lot of money is wasted each year due to suboptimal campaigns resulting in poorer response rates, increased overall campaign costs and ultimately unhappy customers. According to one research, up to £300m p.a. are wasted in the UK alone.


The guys at The Software Bureau prepared a very useful keynote identifying five sources of waste through which we will run briefly:


Pack Design - according to them, up to 34% of postage costs could be saved by optimising the packing to maximise discounts. A very simple and evident example for this is to fold A4-sized letters to send them in DL envelopes instead of unfolded in C4 envelopes.


Postage Option - the most convenient way of optimising postage spending is the use of a franking machine in combination with a postage scale. This way you prevent over- and under-stamping, earn rebates from your postal organisation and have complete accountability of your spending.


Data - address data harvested from CRM and online data capture systems often include records with incomplete, missing addresses and misspelled names of addresses. E.g. around 30% of consumers answered in a survey they would not open a mail piece if their name is spelled wrongly.Formatting


Data Quality - similarly, data hygiene can cause a lot of waste due to duplicates, outdated data sets and recipients who formally opted out from mailing. Keeping your mailing list in proper order can be a sisyphus task. You might want to consider the use of an address verification tool which can also enrich incomplete data sets to some extend.


Learning - don't forget to build a feedback loop into your campaign in order to improve for the future. Encourage misguided mail to be returned by adding a message on the envelope. Collect returned letters and incorporate such data into your mailing list frequently. Try to measure customer response from a clear call to action in your mailing or by enriching it with QR codes.


#folding #franking #directmail #datahygiene

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