Picture [ Troi Logo ]Troi's
Insider's Guide
To A Successful Direct Mail Campaign
How To Plan And Execute Every Project Like A Pro

by Kirk Barton

© 1998, 2007 by Troi Mailing Services Inc., All Rights Reserved


[Troi Mailing Services Inc. Corporate LOGO- Part 1]
Tel: (416) 757-5598
Fax: (416) 757-4232
TF: 1-866-876-4624
www.troimail.com
[Troi Mailing Services Inc. Corporate LOGO- Part 2]
16 - 445 Midwest Rd.,
Toronto, ON M1P 4Y9
" We Spell Success One Letter At A Time ™ "




Summary


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Picture [ Troi Logo ]         The Case For Direct Mail

Direct mail is one of the most powerful and profitable ways of marketing available today.

Every year, billions of dollars of goods and services are sold through direct mail—everything from automobiles to home repairs. Large multi-national firms and small "Mom and Pop" companies can take advantage of direct mail to build their enterprise.

Despite the obvious advantages, a lot of companies shy away from direct mail because of the technical challenges it presents. It's a complex and difficult job. It requires imagination, foresight and determination to see it through. Many companies become discouraged after one attempt.

There are data requirements, mechanical challenges, as well as confusing and constantly changing postal regulations to stay on top of. But that's just the beginning.

There are also human challenges. Your plans must be effectively communicated to your partners—your Mailing House and other key suppliers. Your Mailing House and other partners must listen hard, confirm their understanding with you; then they must execute—accurately, and on time.

Since 1991, Troi has created a record of extraordinary service for companies large and small. Whether it's a small mailing to a house list of a few hundred names or a major fundraising campaign to a rented list of 1,000,000, you will find our expert staff highly motivated and able to meet your deadlines and to exceed your expectations of great service.

Please take a good look through this Insider's Guide. There are a number of important facts and insights to use in your mailing campaigns. And, there's a guide to a successful mailing campaign—Troi's Timeline Scheduler™ which you are free to download (Abobe Acrobat ™ pdf format - right click on the link to Save...) print and use as a resource for all your future projects.
And please don't hesitate to contact me personally any time you have questions about your mailing campaigns.

Sincerely,
Stacey Carruthers , Manager Operations

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Picture [ Troi Logo ]         Four Common Mistakes and How to Avoid them


1. Picture [ Blue Dot ] The data is incorrectly formatted.
The key is to know exactly how the data should be formatted for maximum speed and clarity. Our data department will walk you through, step-by-step, to make sure you get it right the first time. If necessary, we will even come to your office and personally guide you through the data formatting process.

2. Picture [ Blue Dot ]  Envelopes and brochures are non-machinable.
Too often, inferior or incorrect materials are selected which causes unnecessary delays and extra expense. When you call Troi at the design stage, we will work with you to ensure your project is both functional and "machinable".

3. Picture [ Blue Dot ] Lack of planning—the client does not know how to "reverse-engineer" the project.
You know the result you want, but don't have a crystal clear action plan to get you there. A good Mailing House will give you the guidance to fulfill a workable plan. (See here for the Troi's Timeline Scheduler™).

4. Picture [ Blue Dot ]  Data, printed materials and/or stationery arrive late or incomplete.
To begin the work of implementing a mailing project, all the materials must be on site and organized correctly. For this to happen, proper planning and clear communication are vital. We suggest including a mock-up sample along with detailed, written instructions.

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Picture [ Troi Logo ]         The story of a typical mailing campaign at Troi:

The following is a typical conversation between a new, fictional client, Bryan Bernard of ExcelCore, and Stacey Carruthers, manager of operations at Troi. Although ExcelCore and Bryan Bernard are fictitious, this is the kind of scenario we handle every day.

Bryan Bernard calls Troi and says, "I heard about you from an associate. How much will it cost me to do a mailing of 5,000 pieces for our new product launch?"

Stacey says, "Please describe the piece you're mailing".

Bryan: "We're using a Number Ten envelope (# 10) with three inserts".

Stacey: "Tell me about the three inserts you are considering".

Bryan: "The three pieces we're planning to insert are a letter, a brochure and a business reply envelope".

Stacey: "Will the letter be generic or personalized?"

Bryan: "We need the letter personalized. Can you do that for us?"

Stacey: "Sure we can do that for you. Can I make a suggestion? If you use a window envelope, you can eliminate the expense of matching the personalized letter to an addressed envelope".

Bryan: "That's a great idea—thanks for the tip! I've also heard that a signature in blue ink improves response. Can you do that too?"

Stacey: "Yes it does improve the response, and yes we can do it for you. Now, the brochure—is it a letter-fold or an accordion-fold?"

Bryan: "It's letter-fold".

After more questions about the letter and brochure, Bryan tells Stacey that they are mailing to a house list together with a rented list.

Stacey asks: "Can you send the lists to us on disk so that we can merge them for you?"

Bryan: "How about if I e-mail them to you?"

Stacey: "Sure, no problem".

Bryan: "Now, how much is this going to cost?"

Stacey: "Let me do some job-costing and prepare a quote. I'll send it to you this afternoon along with a Troi's Timeline Scheduler™, which will help you with your planning".

Stacey faxes the quote and the Troi's Timeline Scheduler™ later that day. The quoted price is based on the number of worker hours, the technical complexity of the job and the data requirements.

The next day, Bryan calls and says, "Stacey, I just want to confirm that you can turn this mailing around in four days".

Stacey: "Yes, as long as all the data and printed materials are here in our facility on schedule".

Bryan: "I can get everything to you on Monday the 14th. Okay?"

Stacey: "Excellent! We're looking forward to it. I'll speak with you then, Bryan. Good-bye".

On Monday the 14th, the printed materials arrive along with a signature for scanning, a sample mailer, written instructions and postage check. The data and the text of the letter have been e-mailed the week before. Troi completes the data work according to CPC specifications; merges the addresses, text and signature and laser prints the letters.

Next, Troi's top-of-the-line equipment mechanically folds the letters, inserts the materials and seals the envelopes.

The individual pieces are bundled, bagged, tagged and delivered to the correct CPC distribution stations. CPC distributes the bundles to the locked green boxes across the country. The letter carriers pick up the bundles and distribute the mail.

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Picture [ Troi Logo ]
Troi's Timeline Scheduler™ Picture [ Pocket Watch ] 14 Steps To A Great mailing campaign

A guide to total clarity and success in all your mailing projects


The following set of guidelines will give you a good feel for what goes into a well-organized and professional direct mail campaign. They will help you to avoid the pitfalls and to plan effectively every time.

  1. Picture [ Blue Dot ] Target Your Audience.
    The list is the most important part of any direct marketing campaign. You could have the most persuasive, visually appealing and dynamic mailing piece—but if it's sent to the wrong audience you simply won't do your best.

  2. Picture [ Blue Dot ] Crafting Your Message.
    Once you know who you will be communicating to, you can create a persuasive message. You may develop your message in-house, or work with a professional copywriter. This stage should not be rushed. If you have an extra week for the concept and copy to 'cool down', you'll be able to make your message much stronger and clearer in the final edit.
    Special Note: For response purposes, 'what' you will say is a lot more important than 'how' you say it. Make sure you have a clear concept and a strong appeal. No amount of flowery language or adjectives will compensate for a weak idea or an uninspiring offer.

  3. 3.Picture [ Blue Dot ] Reverse-Engineer.
    Going backwards from the day you want your mailing piece to land on your customer's or prospect's doorstep, allow a realistic amount of time for each step. Timeline your project. You'll be glad you did.

  4. Picture [ Blue Dot ] Contact Your Mailing House Partner.
    Discuss your project and timelines with them. Tell them what you want to happen and get their feedback as to the best way to get it done. They may be able to help you refine your plans so that you get the results you want with the least amount of time and expense.

  5. Picture [ Blue Dot ] Finalize Your Database.
    Whether you are using a purchased list, a house list or a combination, at this stage of the project you should create a final database for your mailing and printing needs. The list should include "seeds", which allow you to monitor the time your mailing lands and may include "control codes" to help you track your response.

  6. Picture [ Blue Dot ] Plan For Success.
    Prepare and brief your team to handle the response to your mailing.

  7. Picture [ Blue Dot ] Coordinate All Printed Materials.
    You should work with your graphic designer and print supplier to ensure that all your materials—from letterheads to inserts to follow-up materials for responders—will be ready on time and will conform to the specifications you have worked out with your Mailing House.

  8. Picture [ Blue Dot ] Final Approvals.
    Now it's time to finalize your artwork, copy and the layout of your mailing piece and inserts. You sign-off, giving the go-ahead for materials to be printed.

  9. Picture [ Blue Dot ] Finalize Timeline.
    Based on the information and commitments you've received from your suppliers, now is the time to apprise them of the final timelines for your project. Once they've been informed and have confirmed deliver dates, you know your project is on track and running smoothly.

  10. Picture [ Blue Dot ] Transfer Data.
    Now you send the mailing list to your Mailing House along with a sample package/mock-up and instructions.

  11. Picture [ Blue Dot ] Delivery Of Printed Materials.
    Arrange for your materials to be delivered to your Mailing House for assembly.

  12. Picture [ Blue Dot ] Requisition Postage.
    Forward a check to your Mailing House to cover postage costs.

  13. Picture [ Blue Dot ] Completion.
    Your Mailing House completes the mailing and ships it to a Canada Post Distribution Centre.

  14. Picture [ Blue Dot ] Delivery..
    Canada Post delivers the letters to your responders.


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      Picture [ Troi Logo ]         21 Insiders' Tips

      1. Picture [ Blue Dot ]  The two most common types of mail now have new names. "Letter Mail" was formerly known as "First Class Mail". And, "Address Advertising Mail", or "Admail" was formerly known as "Bulk" or "Third Class Mail".
        Note : For more information about mailing jargon you may wish to consult our site's index or browse Canada Post web pages.

      2. Picture [ Blue Dot ]  The largest envelope which qualifies for lowest Bulk rates is 6-1/8" x 9-5/8"  or 245x156 mm. and not 6" x 9" as is commonly supposed. This rate is available for letters of up to 50 grams in envelopes no thicker than 5 mm.

      3. Picture [ Blue Dot ]  There is also a separate Bulk rate category for oversized envelopes/items.

      4. Picture [ Blue Dot ]  The maximum weight for an envelope is 500 grams. The maximum allowable thickness for an envelope is 2 cm. When you exceed either of these specifications, your mail piece becomes a parcel.

      5. Picture [ Blue Dot ]  For reference purposes, the standard business envelope is a "# 10" envelope, with or without a window. Its dimensions are 4-1/8" x 9-1/2".

      6. Picture [ Blue Dot ]  Although window envelopes cost more than regular envelopes, they can substantially lower the cost of personalizing your mailing piece.

      7. Picture [ Blue Dot ]  Insiders always call their Mailing House first to discuss their plans for a mailing campaign. They rely on the experts to help them find the most efficient and cost-effective way of getting the job done.

      8. Picture [ Blue Dot ]  Insiders code their listsboth their house and purchased lists. They introduce a field to their address recordsa controlso that when a reply comes back, they can track the response and see where it came from.

      9. Picture [ Blue Dot ]  Seeding is a way of self-auditing your mailing lists. Your lists should include your president or a key staff member. When your project is delivered, your representative will receive the letter and will know approximately when the entire mailing arrived and how an individual piece looked when it got there.

      10. Picture [ Blue Dot ]  The greatest proportion of postage savings can be realized on oversized materialsi.e. Bulk versus First Class. "Oversized" means an envelope with dimensions greater than 6-1/8" x 9-5/8".

      11. Picture [ Blue Dot ]  Quality paper stock is often worth the extra investment because it's machine-friendly, therefore it minimizes wastage.

      12. Picture [ Blue Dot ]  Bulk rates are constant for the first 50 grams of your mailing piece. Unused capacity in your envelope could be a missed opportunity for piggy-backing complementary information. If you are paying for it, why not use it?

      13. Picture [ Blue Dot ]  When you are sending several inserts, clearance becomes a critical issue. Insiders work closely with their graphic artists and printers to make sure there's enough room to comfortably fit all their pieces into the envelopeideally mechanically.

      14. Picture [ Blue Dot ]  Insiders are not "penny wise and pound foolish". They know that trying to save money by printing their own labels, for example, can be a mistake. Attempting to achieve small savings on one area of a project can actually slow down production and end up costing you money.

      15. Picture [ Blue Dot ] In many cases using a self-mailer has advantages. An 11" x 17" self-mailer, folded, can stand alone without envelopesand at the same time appear highly professional.

      16. Picture [ Blue Dot ]  When you are planning a self-mailer, be sure to instruct your graphic designer to allow for a 2" x 4" area for addressing purposes. Your Mailing House will supply the art work to pre-print the postal indicia, or permit number. Your printer should print it at no extra charge. This will save you the labor of running each piece over a postage meter, and will provide a bolder and more professional image on the mailing piece.

      17. Picture [ Blue Dot ]  In your address area, a matte or flat finish absorbs ink better. This provides for a clearer, crisper address image.

      18. Picture [ Blue Dot ]  Before they purge non-responders from their lists, insiders run re-activation campaigns. Many times if you send a "We Want You Back!" letter, the response can be very profitable and satisfying.

      19. Picture [ Blue Dot ]  To qualify for Bulk rates you must pay Canada Post for 1,000 pieces. Insiders take advantage of the savings even when they are mailing less than 1,000 pieces. If you are mailing only 700 or 800 pieces, paying Canada Post for 1,000 can still represent a significant savings.

      20. Picture [ Blue Dot ]  Mailings to Quebec must have French or bilingual text unless the addressee has specifically requested English text only.

      21. Picture [ Blue Dot ]  Canada Post has no responsibility to return non-deliverable Bulk mail. In order to ensure the return of non-deliverable Bulk mail, you must pre-print "Return Postage Guaranteed", along with the return address. This will allow you to update your mailing list at a reasonable cost.


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      Picture [ Troi Logo ]         The Ten Biggest Advantages of Working with Troi

      Picture [ Blue Dot ] Responsiveness.
      We're determined to help you make your deadline. We understand that there will be bumps along the road—many of them outside your control. Let us show you how responsive we are. (After a few jobs you'll know that it wasn't just a one-time ploy to win your business.)

      Picture [ Blue Dot ] Personal Attention.
      We don't have voice mail, so you can't get lost in our phone system! Every time you call us you will speak to a "real human" who will respond to you personally and promptly.

      Picture [ Blue Dot ] Knowledge.
      We know the postal system inside out. For example, there are 300,000 to 400,000 postal code changes yearly. We acquire the software corrections monthly which allows us to sort mail right down to the individual letter carrier who will walk down the street and deliver to your intended recipients. And, we have several specially negotiated contracts with Canada Post which give you certain cost advantages. For instance, US and International postage and domestic parcel rate incentives.

      Picture [ Blue Dot ] Size.
      As always. size does matter, even though it may mean different things to different people. In our case, we're not so big that we can't handle a lot of small projects. A small job of 1,200 letters does not get lost at Troi. We know our customer's projects will grow larger as they gain more experience using direct mail.

      Picture [ Blue Dot ] Competitiveness.
      We're competitively priced and flexible when we need to be. Talk to us—we'll listen—and then respond.

      Picture [ Blue Dot ] Technological Advancement.
      We use top of the line, "high-tech" equipment in an "old fashioned service environment". We don't cut corners where technology is concerned.

      Picture [ Blue Dot ] Convenient Location.
      We're located right next door to a 137,000 square meter Canada Post Distribution Centre. When your letters are ready to be dropped off, there's no delay.

      Picture [ Blue Dot ] Dedication.
      Our staff is ready and willing to work around the clock, seven days a week to meet your deadlines.

      Picture [ Blue Dot ] Appreciation.
      We're friendly, enthusiastic and we never take you for granted. We always let you know we appreciate the work.

      Picture [ Blue Dot ] Experience.
      Our trained and dedicated personnel tend to stick around because they enjoy working at Troi. Our low turnover, combined with ongoing training makes for an expert staff—who get the job done accurately, and on time.

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      [Troi Mailing Services Inc. Corporate LOGO- Part 1]
      Tel: (416) 757-5598
      Fax: (416) 757-4232
      TF: 1-866-876-4624
      www.troimail.com
      [Troi Mailing Services Inc. Corporate LOGO- Part 2]
      16 - 445 Midwest Rd.,
      Toronto, ON, M1P 4Y9
      " We Spell Success One Letter At A Time ™ "

      Last Updated : Tueday, January 30, 2007.
      © 1999, 2007 TROI Mailing Services Inc. All rights reserved.