Mailshot

When a mailing is a mass - mailing, which is personally addressed, in part addressed or is widely used as bulk mail. She is always campaigning. The mailing is already become a widely used instrument to address specific customers and target groups directly. It's the classic advertising media in direct marketing.

  • 4.1 Inserted mailing
  • 4.2 Welded mailing
  • 4.3 Self Mailer
  • 4.4 Open Shipping
  • 4.5 postcard mailings

General advantages of a mailing

  • Landing in contrast to the e- mail in spam filter
  • Haptic perception of printed mailings increased the response rate compared to the E -mail
  • Much cheaper than a personal ad contact ( eg representatives, fair)
  • Personal and direct contact with the target person
  • Personalization within the advertising message possible
  • Good performance review
  • Extensive design options ( embossing, stamping, 3D - mailing, self-mailers )
  • Feasible for different company sizes
  • In contrast to e - mailings or telemarketing customers without opt-in may be written
  • Addressed mailings are distributed in spite of the sign "no advertising "
  • Extensive selection options possible
  • Test scenarios with different mailing options are available

Basic disadvantages of a mailing

  • Missing Address list must be purchased expensive partly on address broker.
  • Rising flood of waste paper can have a negative impact on the sender.
  • Changes in Policy Address make use difficult

Variants of a mailing

Addressed mailing

In a fully -addressed mailing addresses own ( existing customers, active / inactive customers or prospective customers) or address data address dealers (so-called address broker ) are advertised ( new customers mailing ). Feature of this kind of mailing is that a full address takes effect.

Part -addressed mailing

The partially addressed mailing contains no name, only a title, the street and house number and postcode and location. The typical form of address for this is: "To the inhabitants of the house ... " This kind of mailings was developed by Deutsche Post, which also marketed exclusively the database of the part addresses via partners such as Schober this. The advantage for advertisers is that he can send his mailing target groups. Among other things, can be selected according to the area of ​​distribution, age, living situation, purchasing power, or consumer focus. Another advantage is that scattering losses can be avoided. The customer selects before the print job and then receives the maximum number of households or individuals to write. Thus, the circulation of printed products can be optimized.

The then generated by ordering real addresses can integrate the advertisers in its customer database.

Unadressiertes Mailing ( bulk mail )

This mailing corresponds to the classical bulk mail.

Here in Germany there are two possibilities:

  • Bulk mail to all households
  • Postwurfsendung with daily post

This mailing can be selected with the distribution area (certain postcode areas, states, or metropolitan areas ). The advertiser will then decide whether he supplied in the area of ​​distribution, only the households with advertising that on this day, other post get ( " daily mail " ), or whether he even wants to supply all other advertising ( " to all households ").

Production types of mailings

Inserted mailing

There are one or more parts plugged together in an envelope or mailing envelope and sealed by machine (manual for small runs ). The address is visible either through a window or is subsequently printed before or on the envelope.

Advantages:

  • Mailings can be designed so that they are perceived by the receiver as high quality ( paper type, font, embossing, stamp, etc.). This increases the acceptance and opening rate.
  • The contents of the mailings is not visible from the outside.
  • There can be several einkuvertiert Brochures / Products / flyer together.

Welded mailing

There are one or more parts assembled and sealed in foil. The address is pre- printed on a support and the address is readable through the film.

Advantages:

  • Welded mailings are profitable for long runs.
  • It can be welded more Brochures / Products / flyer together - a so-called package.
  • For multiple or thick products the welding is cheaper than placing them in envelopes.
  • Perfect bound catalogs can be welded easily.

Self Mailer

→ Main article: Self Mailer

In a stapled or folded product a tab is placed around the open side and closed with glue, or labels, and made ​​ready to post.

Advantages:

  • Easier production over traditional mailing, due to fewer components.
  • The discounts for closed - and machine-processable mail - remain.

Open shipping

It will be addressed and made ​​ready post without wrapping perfect bound, stapled or catalogs / brochures.

Advantages:

  • This is the lowest cost of production.
  • Long runs are to be made quickly.

Postcard mailings

→ Main article: postcard mailing

A postcard mailing is a printed postcard that is uploaded for promotional purposes directly from the Internet or created there and personalized. In contrast to the e-card will be printed and handed over to the post office for shipping.

Production

The requirements range from a few 100 to several million items. Either each letter to the address identical or it will with an individual letter text (" Dear Mr. Smith ...") even more focused on the individual addressee. In addition, offers digital printing technology the opportunity whole imagery within a mailing to the individual characteristics of the target group (gender, age, etc.) adapt. Letter shops, binderies and print shops offer very wide range of possibilities for this. For classic versions such mailings in envelopes, self-mailers or postcards also extremely performant mailing platforms are available, can be created via the online mailings and commissioned.

If a give-away will be accompanied by the following considerations are important: In a small support manual production by hand is possible. In addition, the give-away should be machinable. Furthermore, there must be no sharp corners and edges have (eg pen), as this may cause a malfunction in the automatic processing of the mail center.

If the give-away supplied loose in the envelope is to examine whether it is machinable. The Zusteuermaschinen usually require a flat, closed edge of about 5 cm to grab can. With CDs or bulky inserts so-called "pick & place" Investors are used. Here the top of the product must be flat, so that a rubber suction cup to grip the product.

Give- aways are ideally arrange for this reason before production with the letter shop.

Regulations of Deutsche Post AG

A mailing can be shipped with Deutsche Post AG or by alternative postal services. When shipping form InfoPost need - as opposed to a letter - all sent in a mailing letter " identical in content " be (variations are possible, for example, in the salutation and personal information, however, prohibited the impression of individual euro amounts as bills. common). However, in InfoPost the special form of the Vario - mailings. Then you have in each Mailing variant, only a single component to be equal, for example, the accompanying prospectus. For example, be modified in the regulars mailing variant cover letter in order to give some regular customers a special promotional offer.

A news post- 20 -gram standard mailing costs 0.25 euros plus VAT (as of 2013 ). The minimum quantity for a Germany -wide post- release info is at 4,000. If the quantity for shipment less, can be " charged up "; mathematically it may be cheaper, the minimum quantity of 4000 Info Mail shipments to pay at 3,500 shipments of 0.25 euros, 0.60 euros each as to frank for despatch. If restricted to a routing region, in which the first two digits of the postal code match, the minimum quantity is 250 pieces per routing region. If restricted to the zip code - conducting region of the drop-off location and from 50 programs, which may have been delivered to several large cities for several conductive areas per drop-off location info post. InfoPost must be sorted in ascending or descending order by zip code, namely all digits of the postal code.

For large, varied mailings Special discounts are available, such as the area code exact container production and other preparatory activities for letter shop. Practicable is only from runs of 10,000 shipments. The previously used for smaller runs Newsletter accounted on 1 January 2013 without replacement.

Newsletter or post were formerly known as printed matter or mass printed matter.

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