By Martin Rides
You might consider data processing to be a necessary evil. An unfortunate and expensive activity you have to undertake to sell direct mail. However as clients continue to search for increased response rates and look to limit the potential for bad press, it is time to start bringing data processing to the front line of your business.
Forward thinking mail producers like Pepper Communications have made Lean DM a key differentiator. Jude Whitford, Managing Director of Pepper was quick to see the potential of Lean DM and it’s having a real impact on his bottom line.
Jude Whitford, Managing Director Pepper Communications
For Pepper and other Lean DM adopters, the conversation is no longer focused solely on the price of the job. With 20 million inaccurate mail pieces sent every month direct marketers are more receptive than ever to the identification and removal of waste in their campaigns. After all nobody wants angry mail recipients barking at them over the phone or their campaign blunders published online.
Charging for data services can be difficult to come to terms with for the eager to please mail producer. When you are competing for a job it can be quite tempting to throw in the data processing work free of charge to help close the deal. However the best mail producers don’t give away their highest value service, they have found ways to explain and profit from them. Some of the most common approaches to selling data services are
Lean DM is already helping mail producers like Pepper win new business, secure client contracts and increase profits. Why not download your free 30 page introduction to Lean DM and get star ted today.