TOOLS
Use the following tips to make the most of your Direct Marketing and Fulfillment
List Files
Mailing list files are easily transferred on disk or by electronic transmission. To assure proper presorting and maximum postage savings, here are some file set up tips:
- Set up your file with separate fields for first name, last name, street address, city, state and zip code. Any additional information, such as title, company, salutation, etc. must be contained in separate fields within each record
- Excel or Access are two programs where lists can easily be set up
- Export list files in ASCII comma delimited format where possible. This minimizes the size of the file so most can be sent via email
- Lists on disk must be in PC format, not Mac
- Multiple list file layouts should be consistent
Direct Marketing Tips
There are numerous Direct Marketing principles which help boost response, reduce postage and increase your return on investment. Here are some of the basics:
- Mail piece design. The size, proportions and thickness of your mail piece can drastically affect postage and deliverability
- Envelopes generally outperform self-mailers and postcards, but can be more costly
- Use a stamp to boost response. Affixing a stamp is more expensive than printing an indicia or metering postage, but can be worth it
- Contact our expert consultants for more details at (619) 448-6111 or info@eyecomm.org. Ask about our exclusive publication, "15 Ways to Reduce Postage Costs".
Print Files
Transferring print files on disk or electronic transmission can save time, or waste it. To prevent delays and avoid additional costs, make sure you furnish clean files that don't need extra work. Here are the top ten digital print file problems:
- Fonts missing
- Bleeds not adequate
- Graphics missing
- Page settings not set properly
- Color incorrectly specified
- Graphics not linked
- No laser proof provided
- Resolution too low/high
- Trapping incorrect
- Scans in RGB mode instead of CMYK