The letterbox isn’t what it used to be. Rarely will I get more than one personalised marketing piece through my door each day. This means that when I do receive mail, it is always opened and its content digested. As you’d expect I also look at the piece with a professional eye…
Today’s letterbox had a colourful, inviting piece from Holland & Barrett.
It all looked so good, until we started looking at the detail.
Always glad to see mailers attaining maximum postage discounts on a campaign, I was glad to see the ever familiar CBC bar code on the front of the mailer. However, my heart sunk when I checked the edges of the pack to find that they were unsealed – a letter trap according to Royal Mail and a format that stands to lose massive sums of £££ in reversion costs.
Next on the check list was whether the mailer had considered maximising postage discounts by qualifying for Responsible Mail discounts – a further 2.20% discount! No sign of the mandatory opt-out clause (Intermediate) or the recycle logo, so one can only assume this discount wasn’t seen as attractive enough. The savings from Sustainable/Responsible Mail are not insignificant for high volume mailers!
Now that the savings are all catered for, a more detailed look at the data variables used on the piece, left us shocked at a classic sign of Proofing data being left in as static text on the reverse of the pack. What should have been a personalised call to action to redeem my £1.50, instead had proofing data (unpersonalised) being left in the piece… Oooops!!
This pack was beautifully produced, the creative was engaging and the finished piece looked great. Just a shame that the execution of the print production wasn’t. Yes, the client will have signed off everything in triplicate, but doesn’t the Mail Producer hold some responsibility?
Don’t let stupid mistakes like these ruin your campaigns. Enlist the help of professionals and get your Mail Producer to prove that they are working and thinking on your behalf.
Scribbled by: Martin Rides