Cost of direct mailing: what should you consider?

A direct mail is a powerful communication tool to bring your message tangibly to the recipient. However, many organisations wonder: what are the costs of a direct mailing?  Those costs depend on several factors, such as design, production and especially postage. Below you can read which items play a role and what you can take into account.

Main cost items of a direct mailing

When setting up a direct mail campaign, there are several components that combine to determine the total cost:

• Design and personalisation

An eye-catching design attracts attention and can be tailored to your target audience. Personalisation in text or image often ensures higher returns.

• Production and printing

Depending on the type of mailing chosen (e.g. a Pop-up Cube, Lenticular Card or Tab card), production costs vary. Materials, print run and finishing affect this.

• Packaging

Sometimes extra packaging is needed for protection or shipping. This can range from simple envelopes to customised packaging.

• Postage

Postage costs are often a decisive factor. They are determined by weight, format and destination. The lighter and more compact the mailing, the more favourable the postage rates.

Postage: a crucial factor

The difference in postage costs can be significant. A mailing that falls within standard letterbox sizes is usually cheaper than a larger or heavier one. By taking this into account at the design stage, unnecessary extra costs can be avoided. International mailing is also subject to different rates and rules, which can affect the budget.

Tips to optimise direct mail costs

• Choose a mailing that falls within standard postal rates.
• Determine the circulation carefully and target the right audience.
• Combine creativity with cost efficiency: a mailing can be eye-catching and affordable.
• For international campaigns, allow for higher shipping rates.

Conclusion

The cost of a direct mailing depends on several factors such as design, production, packaging and postage. By paying attention to these from the outset, you ensure a mailing that not only impresses, but also stays efficiently within budget.