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Let’s Talk Production
Meg Ferguson, PMGShannon Murphy, CCAH
Idea Production Mailbox
• Take Aways– Advantages of having a production partner– Direct Mail production best practices– Cost saving tips
Why Have a Production Partner?
• Experience– Specialized fields– Resources– Supplier network– New industry technology– Innovative formats/techniques– USPS knowledge– Delivery optimization knowledge
Why Have a Production Partner?
• Management and Coordination– An extension of your staff– Get partners involved early to avoid issues– Schedule and keep all parties on task, on time– Set supplier expectations– Manage products, services and relationships
Mail Dates Drive the Schedule
Concept
65 days before Mail
Date
Final Art
25 days before Mail
Date
14-21 days before Mail
Date
12-16 days before Mail
Date
Personalization
10-14 days before Mail
Date
Lettershop
7-10 days before Mail
Date
Mail Date
Data Processing
Many Facets of Direct Mail Production
Direct Mail Production
Creative
Data Processing
Personalization
Mailshop
Postal
Direct Mail Production – It’s Own Language
SLWOSEBREIMbRAECMYKPDF
DPPPICASSWWFPOFIMSimplex
DuplexLock UpGrain DirectionDe-dupeNCOAPCW
Best Practices
• Know your supplier partners• Print• Data Processing• Personalization• Mailshop• Postal Optimization
Supplier Partners
• What is their niche?• Just because they can get something produced
does not mean they should• Order takers• Think outside the box
Your ProblemsSolutions
The Box
Print Best Practices
• Size• Stock• Colors• Will the components fit into the OSE?• IMb • Fold• Copy
Data Processing Best Practices
• Seeds• Counts/Codes• NCOA• Salutation• Ask String• CD Append• Foreign Records
Personalization Best Practices
• Form Delivery• Max address lines• What lasers • Ask String• Min/Max asks • Truncation
Mailshop Best Practices
• USPS Permits• Postage Request• Type of Postage• Folds • Insertion order• Match Mailing• Maildate
Folds
Postal Optimization
• Has an analysis been performed on the data file to determine most cost effective way to mail?– Commingle– NDC– SCF– Combination– Co-palletization
Cost Savings – Without Sacrificing Quality or Creativity
• Bulk Purchasing Power– Contract Pricing– Program Pricing
• Experience to avoid common DM mishaps• Creative Savings without sacrificing creativity
or quality– Bleeds – lose a little in size, but gain creativity
– Form Sizes and Setup– Handwriting versus auto-pen
Can you tell the difference?
Interstack Form Setup17”
11”
Slit
Page 1 of Letter
Page 1 of Reply
8-1/2”
11”
Stacked Letter & Reply
Both letter and reply will personalize giving the appearance of a 2 way match. Because of the form layout it’s not a match.
Drop Cut (Gatefold) Form Setup8-1/2”
14”
Reply Portion
Top of Letter – Flies the Package
Gutter/Take out for Drop-Cut
Top of Letter – Flies the Package
Reply – Nests into Letter
Entire form will personalize. The reply will slit and nest into the letter again giving the appearance of a 2 way match. Because of the form layout it’s not a match.
Why Have a Production Partner?
• Integration of mailing/campaign/program – online and offline– Importance of seamless integration– Value of multi-channel donor– Cohesive campaign– Maximize efforts
24M Value of a Multi-Channel DonorMulti-Channel Donors are 30% more valuable
All Three Channels
DM Only TM Only OL Only DM&TM DM&OL TM&OL
$176
$117 $111
$144
$121
$165 $161Avg Val of a 3+ giver, $134
24M 24M Avg$
