In today’s digital age, where online advertising dominates the marketing landscape, direct mail may seem like a relic of the past. However, the truth is that direct mail is still a powerful strategy for reaching target audiences and bolstering business growth.
As such, we’ll explore the ins and outs of direct mail pricing in Australia and New Zealand – two dynamic markets offering impressive results for businesses. Prepare to unravel the factors that influence costs, tips on how to optimize your budget, and how to create a campaign that works for you.
How much should your campaign cost?
The cost of a direct mail campaign depends on your vision – how much coverage do you want? What paper do you want to print your mailings on? Do you want to target a rural or suburban area?
When creating your campaign, these are the questions you should ask yourself, as each of these factors play a significant role in the cost. The more lowkey your campaign – meaning it’s a smaller scale, you’ve used cheaper materials and standard printing – the less you’ll have to pay, and vice versa.
But what exactly determines the overall price? Let’s find out…
What impacts the costs of your campaign?
Design
To outsource or not to outsource? This is one of the most important things to consider when developing an offline marketing campaign, but it’s even more critical when planning direct mail.
Graphic designers can vary in cost from double to triple digits per hour; henceforth, the quality and ingenuity of the designs often coincide with the amount you invest in them. This is not to say that the more expensive it is, the better, but that you’re more likely to achieve your goals with a professional and sleek mailing. Choose wisely.
Printing
Printing your mailings is the most significant cost when producing your direct mail campaign, as many printing options are available. Additionally, the size of your flyer influences the expense – the larger the mailing, the higher the cost. Similarly, the GSM (grams per square meter) raises the price as it increases.
Even though these factors can be pricey, it’s essential to consider the benefits of quality flyers. The thicker and more durable the mailing, the more likely it is to get to your target market without damage.
Location
Both New Zealand and Australia are geographically diverse. In essence, they are home to large cities and rural spaces. This has resulted in the cost of mail differing depending on the distance it needs to travel and, of course, the accessibility of the target area.
In metropolitan areas with dense populations, such as Sydney, Melbourne, Auckland, and Wellington, direct mail costs tend to be lower due to the efficient delivery networks and shorter distances. On the other hand, sending mail to remote or rural areas can significantly raise prices, as it requires additional transportation and logistics efforts.
How to create a campaign that fits your budget
Creating a direct mail campaign that fits your budget requires strategic planning and thoughtful decision-making. Start by defining your campaign goals and target audience to focus your resources on; this step includes segmenting your audience to maximize results. Print in bulk to take advantage of discounts and optimize design and size to reduce printing and postage costs.
To simplify this into one step: research. Make sure you know what you want and what you’re looking for, as this will save you time and money and ensure your direct mail campaign succeeds.
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