Wasteful Marketing sends the Wrong Message

Marketing is all about message right? Of course it is which is why we spend so much time crafting headlines, going over copy and making sure the design helps the reader to quickly get that message. With all that work, sometimes simple and easy to correct mistakes can send another message that you don’t want to communicate to your customers.

Every company looks to lower costs. In marketing, especially direct mail marketing, one of the best ways to lower cost is to eliminate waste in your mailing list. My wife and I recently received 5 of the same brochure on the same day from a non-profit organization. Our names were a little different on each address label. This is an example of waste that could have been fixed by simply removing duplications in their mailing list. Even if their staff can’t do it, which is another problem, their mailer should have “de-duped” their mailing list as standard operating procedure. I guess this is example of how going with the cheapest vendor isn’t always the best way to save money.

I’m sure that we weren’t the only ones who received duplicate brochures. In our house we are trying to watch expenses just like everyone else these days. We want to make sure that any of the money we donate is well spent, so I’m going to think twice about an organization that is not only wasting money in postage and materials, but is also wasting natural resources as well.

If you want to take this a step farther and you should realize that mailing and database software can only go so far to eliminate duplications or errors. There are other steps that you need to do to keep your customer and prospect database current. The most important step is to keep in touch with them. Things change is the lives of the customers we serve. Whether you deal with consumers or businesses, they move and even change their names. In this economy, companies are also closing and merging in record numbers. If your customers are businesses there is another level to this too. Your contact at the company can change. People leave companies or get promoted. When this happens someone else gets the responsibility to buy the product or service you are offering.

Eliminating waste in the way you market to your customers is important. There are simple things you can do like checking your customer and prospect databases. Even more important is to keep in contact to keep up to date. If you want more information on efficient and productive and productive marketing both on-line or with direct mail, give us a call. We’re here to help.


About marketingfocus

I've been in the print marketing and direct mail business for over 30 years. I guess that means I'm old, but it also means that I bring a certain level of experience and expertise into a business relationship. My company, Burlington Press, specializes in printing and direct mail along a wide range of marketing services including web site design and development, email marketing and video production. For marketing to be effective it needs to be well rounded and use all channels available that make sense.
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