Are you still sending your catalogues “naked” through the mail?
If you’re bypassing envelopes to save on costs, you might be surprised to learn that this common practice could actually be increasing your expenses – while simultaneously reducing the effectiveness of your campaigns.
At KPM Group, we help clients to overcome a persistent myth in direct marketing: that sending catalogues without envelopes (known as ‘naked’ mailings) is the most cost-effective approach. Not only is this assumption incorrect, but it could be hampering your campaign’s success in ways you hadn’t considered.
The Hidden Costs of Naked Mailings
When catalogues are sent without envelopes, they typically arrive with three sides open, pages flapping freely. While this might seem like a money-saving choice by eliminating envelope and wrapping costs, it creates several downstream problems that impact both your budget and your results.
First, consider the handling issues. Royal Mail’s automated sorting systems aren’t designed to handle loose, open-sided materials efficiently. These items require special handling, which can lead to higher postal rates. More importantly, your precious marketing materials are exposed to damage throughout their journey, potentially arriving in less-than-pristine condition – hardly the professional image you want to project to your customers.
The Smart Alternative: Enclosed Mailings
Here’s where it gets interesting: by partnering with a mailing expert and utilising services like Mailmark, enclosed catalogue mailings can cost less than their naked counterparts. Yes, you read that correctly – protecting your catalogues in envelopes can save you money.
Plus, the benefits extend far beyond cost savings:
- Enhanced Control and Tracking
Enclosed mailings provide an audited service, giving you unprecedented control over your campaign. You can track delivery patterns, measure response rates more accurately, and optimise future campaigns based on solid data. This level of insight is invaluable for businesses looking to maximise their marketing ROI. - Strategic Delivery Management
For businesses with call centres, the ability to structure and stagger arrival dates is game-changing. Instead of overwhelming your staff with a flood of responses all at once, you can plan for a controlled distribution that matches your operational capacity. This means better customer service, more efficient resource allocation, and ultimately, higher conversion rates. - Professional Presentation
Your catalogue is often the first physical touchpoint between your brand and your customer. When it arrives in pristine condition, protected by a professionally branded envelope, it makes a statement about your company’s attention to detail and commitment to quality. This is particularly crucial for high-value products or luxury brands where presentation matters. - Compliance and Security
In an era of increasing privacy concerns, enclosed mailings offer better compliance with data protection regulations. Sensitive customer information remains concealed, and your marketing materials are protected from prying eyes until they reach their intended recipient. - The Branding Bonus
With modern envelope overprinting services, your envelopes can become powerful marketing tools in their own right. Full-colour branding, personalised messaging, and high-quality printing can transform what might have been plain packaging into an integral part of your marketing message. [We can help you with this too, in-house.]
Making the Switch
Transitioning to enclosed mailings might seem like a significant change, but with the right partner, it’s a straightforward process that can begin delivering immediate results. The key is working with a mailing specialist (hello, that’s us!) who understands both the technical aspects of postal optimisation and the strategic elements of direct marketing campaigns.
The Bottom Line
When you combine lower postal rates with better delivery control, improved response tracking, and enhanced brand presentation, enclosed catalogue mailings aren’t just a cost-effective choice – they’re a strategic move for businesses serious about optimising their direct marketing efforts.
Don’t let outdated assumptions about naked mailings hold your campaigns back. In direct marketing, as in many aspects of business, sometimes the smarter investment delivers better returns than the apparent bargain.
Optimise Your Catalogue Mailings
Your catalogues represent a significant investment in your marketing strategy – shouldn’t their delivery method be equally well-considered? Contact our team today.
Book a Free Strategy Analysis
Take the first step by requesting a professional analysis of your current mailing costs and strategy. The results might surprise you – and your bottom line will thank you.
CONTACT US to book your free Strategy Analysis today!
