7 Questions to Ask Clients When Designing a New Mailing

In direct-mail marketing it's usually a good idea to stick with what works and test new ideas to only a segment of your mailing list before rolling those ideas out full force. Yet there are times when a business wants to wipe the slate clean and

start fresh with a completely new mailing. Perhaps they have a new product that requires a brand-new promotional piece or last year's effort tanked miserably. Whatever the reason, if you are brought on to design or write a completely new mailing, here are some important questions to ask your client: 1. What did you mail last year? Get a hard copy or high-resolution PDF of the previous mail piece and study it. Then formulate a few questions for your client, regarding the previous effort. You might ask: What did this cost? What did you like about it? Why did you choose this format, etc. This will reveal a lot about the client's previous experience and give you a better idea of how you can best work with them. 2. What were the results? Find out as much as you can about the results of the previous mailing. Who responded? What was the average order amount? Try to speak with the marketing expert at the company about demographics and sales. This information will give you a better idea of who the audience is and how that audience responds to certain strategies or creative. 3. Who does this mailing go to? You need to know who you are trying to sell to. Again, get as much information as you can about the audience. Try to connect the demographic information with the offer or service you're selling. The holy grail of direct mail is figuring out what the audience's problem or need is and how the product or service can help meet that need. 4. What is your goal? Before you start working nail down the goals for the creative and the sales sides of the bargain. What kind of response rate or return on investment is the client looking for? Be sure to keep an eye on your production and hourly costs for working on the piece, so that they do not push you over the edge and make the mailing unprofitable. Also put in writing with your client what the deliverables are, i.e. a postcard, a letter, etc. Be sure to note all of the elements of the package you're expected to work on. 5. What is your offer? Ask your client this question. They may laugh, but you will be surprised at some of the befuddled and confusing answers you may get in the end. Most companies are so involved with their product or service that it's hard for them to take a step back and really evaluate the offer alone. The offer drives the entire mail package, and it's important to ask this and get to the bottom of it with your client. 6. What is your budget? This sounds obvious, but be sure you're aware of the budget for the project. Keep in mind the number of pieces being sent and the cost per piece, so that you can make creative decisions that won't break the bank. 7. What is your timeline? Be aware of how much time a piece takes to get from your computer into the prospects hands. A lot of direct mail is seasonal or has a short window of opportunity. For example, if a client wants a back-to-school mailing designed in July, that may not be enough time to design, write, edit, print and mail the piece out.