Does Your Direct Mail Campaign Require High Quality Paper?
Direct mail marketing or sending mail campaigns can get very expensive. There are many components required to send a direct mail campaign including getting the list & materials, printing, folding, inserting, addressing, mailing & postage. The endless number of components involved is the reason why direct mail has a higher unit cost or per piece cost than other forms of marketing.
As a leading provider in direct mail, one of the more frequent requests is whether or not we recommend upgrading the quality of paper, envelope, postcard yardstick, etc in hopes to receive a better response and to show your prospects you value them. In short, the answer is no, but the answer depends on circumstance as well.
You have to ask yourself, how much of an improvement in response rate and return on investment will result in spending more money and increasing the unit cost of your campaign? More often than not, the answer is the cost increase will not reflect an equal rise in ROI.
Especially for a first-time direct mail campaign, you have no idea how successful/poor your campaign will go until you send out your test campaign. There is no need to deplete your marketing budget with the first campaign without having a better understanding on ROI.
However, there is potentially a circumstance that we would recommend using higher quality paper. If you already have tested your campaign with specific quality of paper, card stock, envelopes, etc & you are looking to receive similar results, then we can stick with what was sent for previous campaigns. Even still, our team would offer a cheaper alternative to make the most of your budget.
In conclusion, our team does not believe spending more money on higher quality paper and materials is worth the additional costs. For first time direct mailers, keeping the unit cost relatively low is very important.
The Addressers is the leading direct mail provider in the nation. Don’t take our word for it, Click Here For Our Google Customer Reviews. Whether you’re in real estate, insurance, education, or any other industry, let our team at the Addressers help manage your next direct mail marketing campaign. With our newly acquired 25,000 sq. ft. facility and our in-house equipment, we’ll be able to print and mail the next day, so you’ll never miss another deadline again.
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