Good direct mail starts with the whole journey: who is receiving it, what needs to be personalised, how the pack is assembled and when it has to arrive.
Start with the data
Clean, de-duplicated data reduces waste and makes personalisation easier to manage. Decide early which fields will drive names, addresses or variable content.
Design for fulfilment
If several inserts are being collated, think about size, sequence and pack format while the printed pieces are being designed.
Plan personalisation early
Variable content can apply to more than a letter. Depending on the project, brochures, postcards, invitations, certificates and carrier sheets can also be personalised.
Work backwards from delivery
Printing is only one part of the schedule. Allow time for data processing, personalisation, fulfilment, handover and the chosen postal service.
The earlier print, data and postage are considered together, the fewer surprises there are later.