Does Your Organization Have a Contingency Plan? (Part Two) How to Build a Resilient Direct Mail Strategy That Withstands Disruption

By Chaim Lazar | April 16th, 2025 | Direct Mail, Blog

In Part One, we explored why having a direct mail contingency plan is essential in today’s uncertain business landscape. Now, let’s take it a step further.

In this follow-up, we’ll walk through how to actually create and implement a direct mail contingency plan that ensures your campaigns stay on track — even when things don’t go according to plan.

Step 1: Map Your Direct Mail Workflow

Start by auditing your current process from start to finish — from data sourcing and creative development to printing, mailing, and response tracking. Identify any single points of failure. Ask yourself:

• What happens if my printer goes offline?
• Do I rely on one mail vendor?
• Is my data backed up and accessible off-site?

Once you see the full picture, you’ll know where the risks lie.

Step 2: Build Redundancy into Your Partnerships

One of the best safeguards is working with vendors who offer flexibility and scale. For example, Net60 Inc. partners with a network of print and mail facilities nationwide. If one location hits a delay, production can shift seamlessly — keeping your campaign on schedule.

Bonus tip: Ask your vendor about SLA guarantees (service-level agreements) and whether they have their own contingency plans.

Step 3: Create a Backup Mailing List Strategy

If a campaign list becomes unusable (e.g., due to compliance issues, data breaches, or file corruption), you’ll want pre-approved backup lists that are ready to go. Net60 helps clients source verified rental lists with specific filters like age, homeowner status, or income — giving you flexible targeting options at a moment’s notice.

It’s smart to keep a few backup segments on standby, particularly during time-sensitive campaigns.

Step 4: Automate Where You Can

Automation not only increases efficiency but also reduces the risk of human error —especially in a crisis. Tools that manage your list imports, creative approvals, and scheduling can be lifesavers during unexpected disruptions.

Step 5: Document & Train

Your contingency plan is only as strong as the people who execute it. Create a simple but clear action plan that outlines what to do in case of specific disruptions (e.g., a vendor shutdown, bad weather, or data issues). Then, walk your team through the process.

Run occasional mock drills to make sure everyone knows their role when it counts.

A Final Thought: Direct Mail Is a Long Game

A single disruption shouldn’t derail months of planning or budget. By building a contingency plan now, you’re not just preparing for the worst — you’re setting your business up to win consistently.

Direct mail is evolving, and success belongs to those who stay agile, informed, and ready. With partners like Net60 Inc., you're not just running campaigns —you're running them smarter, safer, and stronger.

-----------------------------------------------------------------------------------------------------------------

Net60 Inc. is a leading list brokerage and list management company specializing in optimizing direct mail campaigns for companies across various sectors. Known for its exceptional service and innovative approach, Net60 Inc. enhances direct marketing efforts, enabling businesses to expand their client base more effectively. Our dynamic, experienced, and determined team collaborates closely to bring shared goals to fruition while excelling in their individual roles and client service.