Despite the digital shift, direct mail marketing continues to remain one of the viable ways for brands to stand out. Washington Direct Mail services recent talked about the period table for direct marketing, which mentions everything that a marketing service should comprise of. There are eight categories of groups as mentioned below.
- Mailing House Elements. This group focuses on some of the major aspects like UK wide service, low cost, the need for agencies to be ISO compliant and experienced, and better campaign management. For agencies, it is also important to have industry membership, being eco-friendly, and compliance to GDPR regulation.
- Data Elements. This group of the periodic table focuses on data deduplication, customer profiling, prospect matching, and name appending. All the elements together decide how the data is used for a marketing campaign.
- Print Elements. This group includes variable data printing, which can be used for tailoring messages, with elements like litho printing and programmatic printing. The idea is to use printing technologies that match the campaign needs.
- Creative Decisions and Ideas Elements. This is all about focusing on the creative elements, such as personalized letters, one-piece mailers, coupons, shaped mailers, binding/staple mails, nude booklets, polywrapping, peelable notes, print layouts. Also, the focus is on other elements like weight, quality, folding, extreme personalization, automated enclosing, QR codes and much more.
- Cost Elements. Since direct mail is also about costing, things like weight, volume, cost related to shape, bleeds and printing techniques are considered in this list. Each element can reduce/increase cost of the campaign at different levels.
- Promotional Elements. Using promotional product can push a marketing campaign effectively, and the choice of products and steps in assembly are considered in this group, including measurements of the product, which matters for postage and packaging.
- Measurement Elements. This step is about weight checking, Mail matching, response handling, and integration with the digital elements. These are aspects that need consideration and measurement of different aspects.
- Rare Elements. The final group in this table covers some of the aspects that can add value to a campaign. This include use of elements like scratch cards, pop-up mailers, peel off stickers, scented cards, and use of neon and metallic colors.
If you are hiring an agency, find one that has focus on these groups and can suggest a campaign that caters to your brand needs and marketing goals in the most efficient matter. Don’t forget to ask for references.
