Publishing House
Increases Sales Efficiency

“Transit tests on our mail continually exceed our expectations!” When one of the most successful publishing houses took on the challenge of revamping their international mail programs, Direct Link was asked to help. We customized a unique mail concept for their particular needs and have enjoyed an ongoing partnership with the publisher ever since.

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The publisher was faced with the classic direct marketing dilemma of crafting a message that creates interest and sales. Delivering that message consistently to the right prospective customers while controlling cost and wastage. A leading publishing company expressed a need to consolidate their subsription mail production to a single global location. They wanted more centralized control over their marketing in order to leverage production efficiencies and lower costs. With offices around the world, a variety of distribution methods and suppliers, costs were eating into margins.

FROM START TO FINISH WE KNOW DIRECT MAIL Our employees originate from a variety of businesses, many of them coming from the direct mail industry. Our client wanted to drive the solution, which meant we had to understand their complete marketing process from conception through to order. Direct Link was able to communicate with the client in language they understand as marketers, and follow through with a solution where response was the measurement of success. PLANNING FOR SUCCESS AND HIGHER RESPONSE RATES Once a custom made plan was devised for the publishing company, the first step was to streamline communications with a focus on all levels and locations within the marketing department. One of our representatives personally met with each sector’s direct marketing manager, discussed initiatives and outlined a monthly communication review process to access past initiatives and subsequent mailing programs. Then a logistics plan was developed to cover the entire mail program and provide an understanding of how the value chain supports distribution. This plan helped to ensure that all delivery dates were met in coordination with outside parties, such as printers and lettershops, focused on improving the efficiency of the return mail handling process. Improving response and decreasing undeliverables were set as key performance indicators (KPI). We first approached these two KPIs by assisting the publisher with database address formatting. Finally, we helped to integrate the solution into their marketing structure to ensure continued support and growth of their business and the consolidation of their mail to their New York office. RESPONSE IS ALL THAT MATTERS The Direct Link solution functioned flawlessly for the publisher as all mail was delivered as promised with fewer returns and higher response. Offshore printing further helped to streamline the publisher’s costs. The new lines of communication remained open to all of the publisher’s international offices and we are currently forming a plan for the next challenge.