Here Are Critical Questions to Ask and the Tell-Tale Signs (Part I)
- Who do you get your mailing list from? No reputable direct mail company supplies their own list, they have to “rent” it from a big, national, reputable and approved data compiler. If they do not reveal who and/or can’t give you the phone number and a contact for you to verify your list order, do not proceed. Cheap, inaccurate mailing lists are abundant and are used because they cost less which helps them cut corners and costs.
- What type of equipment do you use on your floor to process the mailings? Demand an equipment list. Old, antiquated folders, inserters and cutters can account for up to 20% of wasted or damaged letters that are already pre-addressed and printed… that means hundreds or thousands of your mail pieces may be in their dumpster. Just think, if copiers in your office have paper jams, imagine thousands of letters going through 3 pieces of poor equipment at a cheap shop. It’s the same dynamic that material is wasted and never re-printed again. You lose.
- Do you track the mail once it leaves your building? It’s called Planet Coding and it costs extra money with the post office to have this. Many printers and direct mail letter-shops cannot afford or will not pay for that service because they do not want that expense. You lose when your mail leaves their shop as you will not be able to track it if there is a delivery issue.
- Can I visit your facilities? Many will discourage you from visiting because they do not want you to see their physical business location. Google their business address and see what their building looks like; most people would be shocked to see some of these facilities or shops that are selling mail. A personal visit from you will reveal many things.
- How many pieces of mail do you process per month and how long have you been in business? This should reveal if they are just along for the ride or make a fast buck or if they are committed long-term to the industry. If they have lots of volume, that means they have lots of clients doing business with them and are a trusted vendor. Ask to speak to their larger clients to get a reference. Those big accounts have a lot to risk, so if they spend a lot of money with them they probably did their due diligence in selecting that mail company.
Jorge Villar is President of Response Mail Express (RME), with more than 26 years of direct marketing experience, he is known in several industries for his ability to create mail packages that garner the highest response rates. He is responsible for the Seminar Success program that, for the last 17 years has accounted for more than 65% of the events being held in the nation with over 14 million individuals making reservations. Mr. Villar has also been very successful marketing to physicians and business owners regarding Success Planning and Asset Protection. Response Mail Express, and parent company DME, is a $100+ million marketing powerhouse, housing over 600 employees in their 2 state-of-the-art facilities in Florida. Their marketing ideas are presently being utilized by over 10,000 clients, including: top producing advisors, estate planning attorneys, large financial organizations, health care organizations, universities and many other industries. Mr. Villar is a frequent key note speaker at national financial symposium and training conferences.
Academy Guest Blogger
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (800) 846-1555
www.aaepa.com
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