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Archive for Production

Scary B2B Marketing Mistakes

On the 31st of October, The Verdi Group ignites a papier-mâché campfire, turns off all the lights, and tells the most frightening B2B marketing mistakes.

Below are true stories told by Verdi employees.

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5 Hacks for Saving Money on Direct Mail Production

1. Clean up the data

Naturally, this is the first step in saving precious production and postage dollars on mail that won’t ever get delivered. It’s worth taking the extra step to have your sales team, or others in the organization, check the mail file for suppressions and/or updates. Any waste on the file is also going to negatively affect your lead rate, so it’s a simple way to optimize the success of your campaign, all while saving you some dough. (Also, running your file through the USPS NCOA is worth the fee to cut down on undeliverable mail and confirmation of address changes.)

2. Request several quotes

Don’t be afraid to get your project quoted by multiple vendors. If one of your partners has the capability to fulfill all the components of your mailing, while another needs to send a piece offsite, there’s a chance that you’ll be paying a markup. If your lowest quote is still too high, find what’s driving the cost. (Note: nine times out of ten die cutting is what is going to drive up your cost per piece.)

3. Increase quantities

Now I realize this might sound counter intuitive to saving money, but economies of size can make a huge difference if you can justify the use of additional mail pieces. Because after all, who doesn’t love getting more for less?

4. Research materials

Once in a while at Verdi, our vendors will identify a material (i.e., envelopes, premiums, etc.) that exceeds the price we found in our research during the designing phase. In cases such as this, it doesn’t hurt to keep these links handy to offer as an alternative to what was originally quoted.

5. Design for your desired postage

If you can decrease cost by shaving off half an inch of width, or by taking the paper stock down to a lighter weight, it could be enough to enter a cheaper postage class. Did you know square envelopes are considered an “Odd Size” and will cost you $0.21 per letter in addition to the postage required? Knowing something like this ahead of time can help you design more efficiently from the get-go, and rest assure that you’re entering the project on budget.

The Power of Premiums in B2B Direct Mail

As business-minded people, we’ll do almost anything to get a response. At The Verdi Group, we have a history of sending interesting, educational premiums within direct mail packages. With decades of experience, we’ve only found that an appropriate premium represents your company positively and helps prospects remember your brand.However, deciding on the perfect one can be difficult – especially since it needs to be intriguing, within budget, and in support of the single most important point.

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Keep your friends close—but keep USPS closer!

Why you should know USPS standards before starting your direct-mail production process.

When it comes to creating and sending direct mail pieces, predominant partnerships are typically with the print shop and the list vendor. But let’s face it, how many times has your mail been returned as undeliverable, delivered mangled, or even worse—lost or stolen.

If your goal is to get your mail to people in one piece, it may be time to consider how important the United States Postal Service (USPS) is in your production process. Treating the USPS as an additional vendor and knowing regulations and standards before heading to the printer can save you time, money, and an embarrassing stack of nixies (undeliverables).

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