Exact Direct Mail
Exact offer a turnkey service that can harness your customer and contact base with the power of personalised direct mail.
Working to a defined brief Exact can extract the required data and take your campaign from concept to completion.
Benefits of Direct Mail
Increased response
Ability to track results
Highly relevant communications
Provable, repeatable ROI
Lasering
Most letters used in mail packs are fully lasered on pre-printed stationery. This allows you greater scope for personalisation and testing messages or offers.
There are three key elements:
- Text (not just for the letter but for the reply device too, don't forget).
- Data (the name and address details) on your mailing list.
- Paper stock.
Lasering is where all three come together to produce the finished personalised items in your pack.
Finishing
This stage is where everything is finished, before the final assembly of the pack. If there is any folding or trimming to be done to any element of your pack, Exact will do this for you if it hasn't already been done by your printer. Other "finishing" could include sticking (or "tipping") on any detachable cards or photographs using low-tack glue.
Enclosing
Enclosing is where everything finally comes together: your lasered/personalised letter, your brochure, your response device, your envelope and any other item you are including in your pack.
Many mail packs can be machine enclosed, where - as the term implies - a machine feeds every item into the envelope and even seals it. There are limitations and guidelines for machine-enclosing. The alternative is "hand-enclosure", where a team of workers physically put the pack together, item by item.
Creative
A man stands on the high street every day with a placard. It says "Golf Sale", and has an arrow pointing to a street off the main drag. How many people take any notice of him? He's there each and every day. The message is always the same. It might be the best golf sale in the world, but his advertising has become invisible.
The lesson is: for any advertising to be effective - and that includes advertising through mail - it not only has to stand out from the crowd, but the message must also be compelling, fresh, motivating, and relevant.