And you will, most likely because, hey, it’s
candy, and you don’t want to waste it.
And if you won’t waste a little package of chocolate, you wouldn’t waste
that stockpile of direct mail overage you have sitting in storage at work,
right?
We accumulate direct mail overage for similar
reasons. The printer overprinted. We lost more names in the merge/purge process
than expected. A list owner denied
rental of a list after we already ordered the print run. Whatever the reason for it, its very
existence begs the same thing that the leftover candy does: use me; don’t let
me go to waste.
What do you have on your shelves? Take a good look at it and see if you can
find a new use for it. Maybe you have
enough on hand to warrant a remail to current clients or customers. Maybe you have enough to insert into select
invoice mailings or even inside boxed shipments. However you use them, remember: you made
them. You paid for them. Use them.
Before you start running lists or making plans,
however, be sure to review the promotion for anything that may cause
problems. For example, check any dates
listed in the piece. If the copy
contains any deadlines or time references that are too close to a potential
drop date or already past, cut your losses and recycle the overage. Mailing an outdated mail piece confuses
consumers and makes your organization look incompetent. Likewise, if the promotion includes old
prices or special pricing that will no longer be honored, oust the overage and
move on to the next pile.
If you are able to re-use or re-distribute a
marketing promotion, check the codes used on the pieces and note the quantity
you still have of each one. Noting this
now will help you more accurately track the success of the new distribution.
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