Some may deride it as "junk" mail, but guess what? Direct mail works. However, sending out large direct mailings can be a time-consuming process. Writing the mailing piece and getting it printed, selecting mailing lists, and preparing the mailing from folding and stuffing to stamping and shipping can take many more hours than you have available.

Like most any service, direct mailing can be outsourced. There are thousands of local and national direct mail services (aka "mail houses" and "mail shops) and at least one that is exclusively online. They offer everything you need to get your piece printed, packed, and shipped to your target audience. (To start your search, just click here)

Assuming that you have the mailing design under control, deciding which mailing service to use should be based on their ability to meet your requirements. You should know the following about your mailing: quantity, target date for shipment, method of shipment (first class or bulk), how it will be addressed and packaged (laser-printed business-sized envelopes, or labels on 8.5x11 envelopes, for example), and whether you want it stamped or metered. If anything needs to be collated, folded, or stapled, or inserted, that should be addressed, too.

You may also need a mailing list. Many mailing services offer them for sale, but you can also use lists from your own sources. If you do use an external source, know whether you will be giving the mail house an electronic list, a hard copy, or finished labels. Keep in mind that if the list isn't sorted appropriately, you'll probably be charged for sorting. (For more on mailing lists, simply click here)

Try to narrow down your choices to three providers, then ask each contender for samples similar to your project (note that ink quality can vary across providers), as well as names and numbers of customers that have used the house at least twice. Most importantly, request a quote. To help your negotiating, request written bids that outline the specific aspects of your job and the cost of each service - not just one that provides a per-piece and total cost.

Reputable mail houses are typically well-versed in Postal Economics 101 and often can save you a few cents per piece by passing on some tips on mail design and preparation (which adds up quickly for a large mailing). Most mailing services price by the thousand and start with a minimum order of 1000 names. Job pricing varies significantly, depending on the job. While a 10,000-name self-mailer might cost a few cents per unit, a more complex 3-piece mailing of half that quantity can cost considerably more per unit. As with other bulk-orders, your per-unit price goes down as your quantity goes up.

Before signing off, always request a sample exactly as it will be sent out. And don't forget to include a couple of pieces to addresses so you can track when the pieces hit the mailboxes of your intended recipients. If all works well, you will be able to watch the "junk" turn into gold.

Quick tips

It's the list stupid. The list and the offer are the most critical components of a successful mailing. Make sure to invest the appropriate time to make it right. Mailing by design. If you don't have an in-house design team, some services offer design services that you can tap. Stamps work. Stamps have been shown to "outpull" metered mail in terms of response. It may cost more, but you may find it's worth it