The Gundir guide to direct mail agency RFPs

Key Takeaways:

• Simplicity and clarity in RFPs lead to better agency responses.
• Focus on key objectives and concise questions to avoid overwhelming agencies.
• Efficient RFP processes save time and resources for both clients and agencies.

The Gundir guide to direct mail agency RFPs

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The value of a direct mail agency Request for Proposal (RFP) is to identify the best partner, ensure competitive pricing, and clarify expectations and objectives, setting the stage for a successful direct mail marketing campaign and an ongoing agency relationship.

While seen as necessary, let’s be upfront and admit that nobody likes RFPs.  

Agencies typically find them lengthy, overly complicated, and time-consuming. Those issues can deter agencies from submitting proposals due to bandwidth constraints, even if they think they could be a good fit.

Clients often have similar complaints, plus the frustration of having to interpret inconsistent responses from participants. It’s not unusual that internal politics come into play as various departments want a say in the process, adding to the complexity. 

At Gundir, we believe in simplicity and efficiency. We’ve created an easy-to-use template to streamline your RFP process and focus on what truly matters. 

Before we get there, here are some pitfalls we see as an agency that clients should seek to avoid to get the best possible candidates to respond to your RFP so you can make the best decision:

1. Unclear objectives: Often, RFPs lack clear goals and expectations, making it challenging for agencies to understand what the client truly needs. If it’s all about cost, tell us that upfront. If strategy and testing are essential for your success, tell us that. Vague objectives like “take our program to the next level” are generic and don’t lead to thoughtful answers.
2. Complexity and length: Many RFPs are pages long, filled with redundant questions and complex requirements that can overwhelm even the most seasoned agencies. Clear objectives lead to concise, tailored questions that get you more relevant answers.
3. Time-consuming: Crafting a detailed and thoughtful RFP response  takes a significant amount of time and resources for an agency that wants to win your business. You’ll get better responses with fewer, but smarter questions.
4. Low win rate: Agencies will put their best effort into your RFP if they think you have done your homework. An RFP with 3 participants means they have a chance. One with seven means it’s a cattle call. Take steps like upfront Requests for Information (RFI) or other research to narrow down RFP participants.

Simplifying the RFP Process

We get it. You want to find the best agency for your direct mail campaigns without causing a headache for everyone involved. That’s why we’ve designed an RFP template that cuts through the noise and focuses on the essential information you need to gather. Here’s how our template makes it easy:

1. Clear and concise: Our template is straightforward, asking only the most important questions to help you identify the right agency for your needs.
2. Focus on key metrics: We emphasize key performance indicators (KPIs) and critical project requirements to ensure you get the information that truly matters.
3. User-friendly format: Easy to fill out for both you and the agency, making the process less daunting and more efficient.
4. Tailored to direct mail: Specifically designed for direct mail campaigns, so you’re not wasting time on irrelevant details.

What’s Included in the Template

• Company overview: Basic information about your company and your marketing objectives.
• Scope of work: Clearly defined tasks and expectations for the direct mail campaign.
• Key performance indicators (KPIs): Focus on the metrics that will help you measure success.
• Creative services: Details on what you expect in terms of design and copywriting.
• Pricing: Transparent cost structures to avoid any surprises.
• References and case studies: Request relevant examples of past work and client testimonials.

Get started today

Ready to simplify your RFP process? Download our easy-to-use RFP template and start finding the perfect direct mail agency for your needs. And while you’re at it, be sure to include us in your invitation, or skip this process altogether and just hire Gundir! At Gundir, we pride ourselves on delivering top-notch direct mail programs that drive results.

Frequently Asked Questions

Q: Why issue a direct mail agency RFP?

A: An RFP helps you identify the right agency partner, ensures transparent and competitive pricing, and clarifies objectives and expectations—setting the stage for a successful direct mail campaign and an ongoing working relationship.

Q: What are the most common mistakes clients make when issuing RFPs?

A: Clients often create overly long and complex RFPs, with unclear objectives and redundant questions. These flaws can overwhelm agencies and result in low-quality or misaligned responses.

Q: How does Gundir recommend simplifying the RFP process?

A: Their template emphasizes brevity and clarity by focusing on key metrics like KPIs, project scope, creative expectations, and cost structure. It reduces unnecessary complexity and encourages smarter, more tailored agency responses.

Q: What kind of information should you request in an agency RFP?

A: Include:

• Company overview and objectives
• Scope of work and deliverables
• Key performance indicators (KPIs)
• Creative and design capabilities
• Pricing structure
• References or case studies from past clients 

Q: Why is it important to limit the number of agencies you include in an RFP?

A: Limiting participation (e.g., to 3 agencies) signals to them that your RFP is serious and manageable. A broad, crowded RFP (like seven+ participants) often leads agencies to deprioritize or opt out entirely.