Make Sure your Direct Mail Project gets to your Customer On-Time!

There’s nothing more disappointing than having your direct mail campaign arrive in your customer’s hands late because one your vendors needed a little extra time.

To make sure this doesn’t happen to you, create a critical path or ‘work-back schedule’ allowing extra time between the stages of your direct mail project.

When does your direct mail brochure have to be in the hands of your customer? Subtract one day from your delivery date, and you are ready to begin creating your direct mail critical path.

• Begin with your Fulfillment House
  Provide the specifics of your direct mail project to your fulfillment house. Remember, that polybagging and other types of piece work require extra time. They will also be able to help you estimate the time Canada Post takes. Sure it’s cheaper to use ad mail, but it can take up to 10 days to get your direct mail marketing piece into the hands of your customer.

• Printing and Designing your Direct Mail Collateral
  Make sure you understand from your design team how long it will take to get your direct mail postcard, flyer, package or brochure to the printer. Add a few days for last minute changes, just in case market conditions change and you have to tweak the mailing. Discuss with your printer how long it will take to print your direct mail brochure. Remember to add time for delivery to the fulfillment house and a few days for disruption and contingency.

A well planned but flexible critical path will ensure that your direct mail piece is in the hands of your customer when scheduled.

Do you have a tip that’s worked for you to help you get your direct mail project done on time and on budget? We’d love to hear your direct mail project tips.

Donna Kutter
Dare Marketing
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