Michael Griffith asks: Are YOU getting the best from your mailhouse ?
One wonders if it’s actually possible to have a symbiotic relationship given the raised eyebrows and screwed up faces when ever one mentions the word mailhouse.
Generally there is an undertone of tension between client/agency and the mailhouse. Why is this so, cause it sets up a culture of blame? Hence when things go wrong the first thing that happens is everyone points the finger and blames each other.
Let’s be honest things do go wrong from time to time (it’s called being human) and not always is the mailhouse to blame, although as they are the last link in the chain it’s easy to blame them. Come on somebody has to take the fall !
In my 10+ year tenure in the mailhouse industry I’ve seen some “interesting” mistakes, frequently they are created by the client and signed off by all, yet in the hurly burly of getting the mail pack out on time things are overlooked. By all parties.
So, doesn’t it make sense that your mailhouse is seen as and allowed to act as a partner in the process as opposed to being just a supplier.
Over the years I’ve established internal processes and structures that are client focused as opposed to being all about what we need. Layered over this is a commitment to build solid, lasting relationships with our clients. Relationships where clients trust us completely and almost expect us to come back with suggestions and comments. In fact at all stages of the process no matter how
close to lodging if any of our team spots something that doesn’t look right, we raise this with our client.
It’s about a partnership as opposed to ‘we’re right you’re wrong’ type mentality.
So, if you’re not treating your mailhouse as a partner just maybe you should try and see what happens. Success doesn’t happen overnight, give it a couple of go’s before judging the result.
Michael is General Manager of Marketing Impact and is passionate about getting comms to humm…..
Welcome to the Direct Marketing Network (DMN) a newly formed Special Interest Group from the New Zealand Marketing Association, aiming to inspire business success through best practice in the disciplines of direct marketing.To see more from the Marketing Association go to
Marketing Association
Or to see more from the Direct Marketing Network go to
Direct Marketing Network
Launched at the end of 2008, the DMN’s mission is to lead and grow the understanding, use and value that marketers, agencies and suppliers gain from best practice direct marketing, while protecting the interests of consumers.
The DMN’s objectives are to:
Promote a community where marketers can tap into innovative and successful direct marketing initiatives and the people who created them.
Present direct marketing learning opportunities that enhance marketers’ ability to produce better returns from their marketing spend.
Identify and recognise talented individuals within businesses, who are using direct marketing as a key driver to business success.
Build the trust and confidence of the New Zealand public by promoting regulatory services and marketing advice that encourages best practice, targeted and relevant direct marketing activities.
Over the coming year we will bring you practical examples of some of the best direct marketing activities, ways to improve your ROI, and opportunities to get together and share ideas with other marketers and leading industry experts.
Who is on the Direct Marketing Network Executive?
Hamish Travers, Twenty (Chairman)
Matt Cowie, Datamine
Sheena Ewing-Brown, AMI Insurance
Michael Griffith, Marketing Impact MessageMedia
Richard Penny, Fuji Xerox
Wayne Pick, Rapp
Matt Scott, DraftFCB
Fiona Woolley, New Zealand Post
Paul Sutherland, Kinetic121
This Blog is just one of the ways the DMN connects with the wider industry, highlighting the best work in New Zealand and overseas, essential and events for direct marketing professionals, along with some interesting opinions from the industry's leading practitioners.
