If you use direct mail, you can reduce the environmental impact of your mailings and make them greener, by following some of these tips:
Check Lists Against the Mailing Preference Service
The Mailing Preference Service (MPS) allows consumers and businesses to register their wish to limit the amount of direct mail they receive. Simply checking your data lists will ensure that you do not mail those who have opted into the MPS, and so avoid unnecessary wastage. Available from Selectabase here.
Clean Your Mailing Lists Regularly
Accurate addresses provide your business with a wide range of benefits including mailing discounts, better understanding of customers and improved customer service. By reducing the number of inaccurate addresses and duplicate records from your databases, your company can avoid wastage and save substantial amounts of money on postage and print production as well as on the cost of undelivered mail. Plus improved targeting reduces the risk of “Junk Mail”. No business wants their mailings to be perceived as “junk”, and a targeted approach can reduce unnecessary costs to your business and an unnecessary waste of resources. Available from Selectabase here.
Review the Format and Design of Your Mailings
Could you mailings be simplified? It is important to review your mailings and consider whether your message is being sent in a powerful yet environmentally friendly way. Pages and pages of information are often preventable, and can actually deter the recipient from reading the mailing. Similarly, are you sending information that includes avoidable inserts? Regularly reviewing the content of mailings can both minimise the environmental impact and also ensure that your business is producing effective content. Available from Selectabase here.
Recycled or Recyclable?
Can your mailings be sent on recycled paper, it is important to remember that “recycled paper” can mean anything from 100% recycled to 1% recycled! If this is not something that you could consider, can your mailings be recycled? A small proportion of mailings are not recyclable.?? Staples are acceptable for recycling, but some glues used in binding for example, mean that the whole mailing will be rejected for recycling. Available from Selectabase here.
Implementing these simple steps can enable your business to minimise its environmental impact, reduce direct marketing costs, and improve the targeting of your mailings.
For further help and advice speak with a member of the Selectabase team on 01304 382211.
What tricks are used by professional copywriters to create direct mail letters that really sell?
Hook Your Reader
The first line of letter is vital. Your opening gambit should be short and precise, with a time limit to create urgency with the reader. Good headings should be short and clear, and go easy on alliteration and superlatives.
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Data Cleansing Cycle
Follow these simple guidelines, to ensure a fully compliant and effective data cleansing cycle is put in place for your business and consumer marketing lists, based on best practice guidelines issued by the Direct Marketing Association…
- Your list of business or consumer postal addresses should be checked against the Mailing Preference Service (MPS) no more than 90 days before the list is used. If you use your list on an ongoing basis, then you need to check against the MPS every quarter to ensure you meet these obligations.
- Your lists of business or consumer telephone numbers must be checked against the relevant Telephone Preference Service (TPS) for consumers or Corporate Telephone Preference Service (CTPS) for businesses, before you or your telemarketing agency lift the receiver to make a call. Both the TPS and CTPS registers are being constantly updated every day, so your list should be screened no more than 28 days before it is called. If you have a telesales team calling all the time, then you need to check your list against the TPS or CTPS at least 4 weekly.
- Although it is a specialist sector, if you are planning a consumer mailing to promote any product or service related to babies, then it has to have been cleaned against the Baby Mailing Preference Service (BMPS) file before use. The BMPS file gives bereaved parents the option to have baby/infant related mailings suppressed for 12 months.
- Whilst we are discussing timings, you should also respond promptly to a request from a customer to access their details – subject access request. Under data protection legislation, all information held has to be provided within a maximum of 40 days from being asked in writing. If it is appropriate, you can charge a maximum fee of £10 to provide data, but many organisations waive the fee as part of their commitment to customer service.
If you’re registered under the Data Protection Act (and if you hold any personal data, you should be), then making sure your data is accurate is actually a legal obligation, as well as an ethical commitment to best practice in direct marketing. Keeping your data up to date makes good business sense as well – an accurate mailing list helps your direct marketing become more cost effective, avoids waste and saves money.
If you need any help putting your cycle together or screening data against the MPS, TPS, CTPS, or BMPS, just call the Selectabase team on 01304 382211 for advice and low cost screening options.
Simple Selective Selectabase
A new improvement has been added to the the Prospect Download consumer direct marketing database, which can help reduce marketing costs, improve targeting and minimise wastage.
By linking with the most up-to-date and complete address database in the UK, users of Prospect Download lists can obtain more accurately addressed data, which helps reduce the financial and environmental cost of wastage, and helps prevent alienating recipients with inaccurately addressed mail.
Furthermore, additional cost savings can now be obtained as using PAF can also help maximise potential mailing discounts.
The new feature comes on the heels of a recently launched improved postcode targeting tool, which allows users to enter their chosen postcode then search for all postcode districts within a chosen radius up to a maximum of 30 miles. Rather than hunting through maps of your area, the new tool makes it fast and simple to identify your local geographic target area.
The consumer version of Prospect Download allows online users to build a list selection from over 34 million individuals by using a wide range of criteria; age, gender, income and lifestyle segment. All data is checked regularly for accuracy, and is screened against all the relevant suppression files.
Prospect Download offers free registration and free counts, and lists can be purchased on a Pay As You Go basis with no minimum order value.
To speak with a member of the Selectabase Prospect Download team call 01304 382211.
Any marketer would do well to remember the AIDA mnemonic:
A= Attract; Attract your target with colours image or words
I = Interest; Engage your target by capturing and maintain his interest
D= Desire; Make him want your product or service
A = Action: Tell him what he needs to do to get it
Remember AIDA – it will serve you well!