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.

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.

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.

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.

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

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.