“International Direct Mail Best Practice” - B2B Marketing magazine article
“Do’s & Don’ts”
By David Robottom, Director of D&S Consultants Ltd
For the purposes of this article, imagine a UK company selling products into Germany. Dental products, targeted at, surprise, surprise German dentists. To achieve this, the UK Company uses the mail, direct mail, cross border. This article is written based on the experience of international mail consolidators, what should be used and what should be avoided, the Do’s and the Don’ts!
There are probably 7 key areas you should be looking at:
• Lists and list quality
• Language
• Agency help
• Production
• Direct Entry
• Un-deliverables
• Response mechanics
Lists and list quality
• The list and the quality of the list are vital
• The first question that should be asked is the concurrency of the list, how up to date is the list. If you are buying a list of dentists from the German Dental Association, it should be right up to date.
• The broker will sell you the benefits and the strength of the list. If he is confident in the list, he should do you a deal on the agreed returns rate. For example ask the broker how many returns he usually expects and then negotiate a deal on refunds based on returns greater than the agreed rate.
Language
• Ideally you should use the country of destination language for your campaign. If you are mailing 50k German dentists you must address them in their mother tongue.
• This also applies to pan-European campaigns, as well, where possible translate, it’s worth it. Use good quality translation services in the destination country.
Agency Help
• In terms of the message and the creative approach of the direct mail pack, you can do it yourself or use expert help from an agency.
• With so many agencies having multi national operations and key strategic bases in EU and Asia, it is wise to invest in an agency, to give you expert help.
• The key aspect you are looking for clear advice and approach on cultural and acceptability.
Production
• Incredibly, despite postage being the costliest item within international mail packs, it attracts the least questions. In terms of selecting an international mail consolidator, there are a number of steps you should take:
• Spend time on selecting an international mail consolidator, do your homework, visit the company
• Visit the MCA web site http://www.themca.org.uk
• Look to use members of the MCA who abide to a code of practice and are committed to quality and transparency
• Members of the MCA have to adhere to the following Code of Conduct, to:
o Ensure the integrity of the customers mail at all times.
o Maintain Client confidentiality.
o Operate robust auditable processing systems.
o Provide accurate service and routing information.
o Provide accurate information on service delivery aims and prices.
• A consolidator is accessing wholesale prices with potentially 1, 2, 3 companies handling your mail. Ensure you understand who is handling your mail and who does the final delivery, ask the question
• Ask if the consolidator has or is using a subsidirial network in destination countries
• Enquire what routing systems are being used, if any. These should give clients cost-effective routing for their international mail
• Do consolidators use extra-territorial Office of Exchange (ETOE) for national operators within consolidators’ international sorting centres? These can generate faster delivery times and exert greater control over the transport/logistics process
• If the price seems cheap, understand why and the implications
Direct Entry
• When you ask for prices ask for the cost of a direct entry product. This is a product where the mail piece looks as though it has been posted in the country of destination. For example the German dentists receive a direct mail piece with a German post impression on the envelope.
• If you are using direct entry, you must have a return address in the country of destination.
• It’s worth considering the benefits of direct entry, relevant to your list.
• Direct entry prices can be cheaper than international prices for some destination countries.
Un-deliverables
• Even if you are not using direct entry, you must have a return address, preferably your own.
• You must carefully monitor un-deliverables, relevant to the list you rented and your returns deal.
Response Mechanics
• Finally, the response mechanics. BRE are very much, considered out dated and the de rigueur are e-mail and web devices.
• It’s better to handle response, where possible in the language of the country of destination, especially for e-mail and web.
• If you are a German dentist responding the DM piece, you are more predisposed and impressed by a German e-mail address than a UK (English) one.
International direct mail is an effective way for companies to promote and sell their products. It is proven over time and works effectively with other media, such as e-mail. By utilising best practice, which, in itself is derived from the experience of practitioners and suppliers, companies can minimise potential mistakes, minimise risk and maximise the effectiveness of their campaigns.