For many businesses the days of massive direct mailings are over. The increased costs of printing and postage for large direct mail efforts are simply prohibitive. But does the size of a mailing really matter—or can direct mail be effective on a smaller scale?
Let’s be clear about something: When you reduce a mailing from 100,000 pieces down to 5,000 pieces you lose economies of scale. Your per-piece costs for services such as creative, design, printing, and mailing can go up pretty dramatically.