Direct Mail Checklist
When planning a direct mail campaign it's good to have a comprehensive check list to be sure you have considered all of the factors. Canada Post offers this document which you are welcome to download here
Direct Mail Campaign Checklist
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Build a plan (please refer to the Getting Started guide).
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Flow chart the process by which responses are fulfilled; decide what functions can be
done internally and which will have to be outsourced.
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Obtain list recommendations from list suppliers, if necessary.
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Decide make up of direct mail team (if necessary).
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Start creative.
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Ideas developed (titles, sub-titles, visuals).
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Changes made, full creative concept developed.
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Ensure production feasibility of creative concept.
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Approve creative concept.
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Full copy and layouts developed (on computer, if necessary).
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Changes made, copy and layouts approved.
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Order outside lists if necessary. Prepare house list if necessary.
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Obtain a list dump of each list to be used. Verify each name visually.
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Begin data preparation. After mail sort is completed, determine final postage cost.
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Obtain final list dump. Verify each name visually.
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Set up an account with Canada Post and obtain appropriate artwork.
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Finalize position of different creative elements within piece.
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Adapt into second language (if necessary).
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Verify colours by obtaining colour output.
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If required, set up post office box to receive responses.
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If responses come by phone, ensure any additional phone lines required are set up. (Call the phone number!)
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Develop telemarketing scripts (or at least call guides) for all possible responses.
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Begin training of telemarketers.
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Have a "dry-run"; fulfill mock orders by phone and/or mail to ensure smooth
operation.
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Develop contingency plans in the event response exceeds expectations.
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Obtain a mock-up of the mailpiece to ensure it can be assembled as planned.
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If using rented photos, obtain the rights.
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Order paper. Specify number of extra samples required.
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Prior to printing, obtain films.
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Verify films. Provide approval to film house, printer.
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Printing begins.
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Begin personalization test. Obtain 10 samples of each personalized element.
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Visually inspect each element to ensure proper positioning.
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Begin personalization.
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Begin lettershop test. Ensure all pieces are assembled properly.
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Begin lettershop.
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Pay postage.
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Drop mail at Canada Post.
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Begin fulfillment of orders.
