Q: I want to stretch my print budget further by cutting wasted mailouts and creating more

effective promotional literature. How can I do this?

A: Until recently, direct mail relied on a scattergun approach – the only option, given that print and software capabilities would not allow it to be personalised cost-effectively. To do so would take so much time that the cost would outweigh the benefits. A business could normally expect to only receive a 2-3% response rate from a promotional postal mailout.

Advances in database management, software applications and digital print technology now allow direct marketing campaigns to be far more targeted to those most likely to respond.

Businesses can send fewer items, knowing that they can expect a far higher response rate and therefore a greater likelihood of conversion to sales.

Modern databases can store everything from colour print preference, differing page designs, photo layouts and text alternatives. Digital print software interprets these requirements instantly, allowing printers to produce a fully customised product quickly. Using a customer’s

database, we can generate literature incorporating all the variables specified on it.

For example, on the back of a national newspaper campaign, a marketing agency for a leading car manufacturer asked us to produce customised mailers targeting different regions of Britain with different messages – such as car model, local dealership, photographs of the

manager, different text and even colour variations – no less than 52 permutations for a single mailout, turned around in 48 hours!

We were happy to oblige, thanks to our in-house digital print capability.

The personal touch is crucial and goes a long way to boosting the prospects for new business. Now, a direct mailing can reasonably attract a 50% pickup and a 25% conversion rate – what a transformation from the old days.

Your outlay might not differ significantly but the return on your spend stands to be so much higher and resulting business so much greater.

Can't see the answer you're looking for? Feel free to call us on 01403 216120 or complete the form below.

| f. 01403 242700 | email  | contact us  |

Foundry Press Ltd | Tel: 01403 588907 | Fax: 01403 242700 | |

Unit A, Foundry Lane, Horsham, West Sussex, RH13 5PX

| Quality Commercial Printers | Digital And Litho Presses | ISO 9001 Quality Certified | ISO 14001 Environmental Cert.ISO 12647 Colour Management | Carbon Balanced |

| © Foundry Press Ltd 2010. All rights reserved  | Website designed by TFC  | Privacy Policy  | Disclaimer  | Terms & Conditions of website |