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1: What response rate can we expect from a direct
mail campaign?
A: Response rates will vary depending on
the quality of the mail piece, data, the content of the offer
and the timing. All these essential elements have to be considered.
Response rates will also vary depending on whether the mailing
is to existing or prospective customers.
The average response rate to all direct mail campaigns (business
and consumer) tracked was 10.6%. Response to consumer mailings
was generally better than business-to-business mailings with
an average response rate of 11.3%.
Source - The Direct Mail Information Service.

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2: Our current Direct Mailing House doesn’t
have an in house print facility and we’ve found it difficult
to get a firm cost for the whole print to direct mail project.
Can Lime PM give us a quotation to cover everything?
A: We give our clients a comprehensive quotation
so you can easily budget for a campaign. We take the headache
out of print and direct mail co-ordination, managing your
campaigns and ensuring your project progresses smoothly, just
as planned.
Our clients benefit from dealing with one contact or the whole
project from the print right through to the personalisation
and mailing.
Our team will save you time and money, ensuring that all the
essential elements are in the right place at the right time,
altogether more appealing than dealing with numerous suppliers.
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3: Will I pay more when using a “one-stop shop”
print and direct mail supplier such as Lime?
A: You won’t pay any more for the convenience of using
one supplier for the whole project. Price for price, you will
find our all inclusive prices comparable to dealing with separate
suppliers for each element and there is only one order, one
invoice and one payment. And, because we have control, last
minute changes to volumes and schedules can often be easily
accommodated.

4: What if we just want print services?
A: That’s fine! We print a range of
products including magazines, brochures, leaflets, posters
and stationery. If you then develop a taste for our direct
mail service to help you get the most from your direct mail
campaigns, we’ll be happy to advise. Likewise, if you
require just DM services, that’s also fine!

5: I collect and store information on my customers. Is there any legislation
that I need
to comply with?
A: The Data Protection Act 1998. If you want to process
(this includes, obtaining, holding and disclosing) personal
information on individuals (known as data subjects) you might
need to notify the Information Commissioner.
Not all businesses holding information on individuals are
required to do so and it is therefore advisable to read the
self-assessment
guide or contact the Information Commissioner for advice.
Even if you are exempt from notification, however, you must
still comply with the eight data protection principles of
good practice.
They say that the data must be:
• Fairly and lawfully processed
• Processed for limited purposes
• Adequate, relevant and not excessive
• Accurate
• Not kept longer than necessary
• Processed in accordance with the data subjects rights
• Secure
• Not transferred to countries without adequate protection.

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6: How can I be sure of selecting a reputable Direct
Mail House?
A: Choose a Direct Mail (DM) house belonging
to the Direct Marketing Association (DMA) who monitor and
assess all potential members.
Your DM house should also hold Quality Mail Producers certification
(QMP), a standard set by the Post Office and independently
assessed on an every six months. This standard measures the
ability of the company’s staff to advise on the most
appropriate methods of Post and the level of service given
by the company.
Beyond these two desirable standards one should then look
for the ISO 9001 quality standard and preferably an Investors
in People accreditation. These two standards will show that
the company is serious about its business and makes a measurable
approach to both its quality and staffing.
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7: How can I be sure of getting value for money?
A: Value for money is always important, but we all
know the cheapest is rarely the best.
There have been too many reported incidences of so-called
DM houses taking advantage of all concerned by using temporary,
cheap, unskilled labour working at home on piecework rates
at below minimum wage rates.
A reputable DM house will be able to advise you all aspects
of any mailing , for example the importance of the Mailing
preference service and Mail Screening. Lime PM have produced
a Guide to help you understand the intricacies of the business
and the Guide is downloadable from our web site at www.limepm.co.uk/tbc

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8: Do we need to provide the data for the direct
mail campaign and if so in which format?
A: As part of our service, we can advise you on all
aspects of the project including your mailing list / data.
You have the option to use your own data, or you (or Lime)
can organise the purchase of targeted data on your behalf.
Formats vary, and there is more about data formats within
our Guide at www.limepm.co.uk/tbc

9: I’m fairly new to print buying and find the whole process
quite confusing! How can Lime advise me on my options?
A: Your project manager will explain the options
for both print and direct mail at the outset, and will then
be on hand throughout the project to explain the processes.
Also, our Print and Direct Mail Guide can be downloaded from
www.limepm.co.uk/tbc and discusses the process in more detail.

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