How Direct Mail Works

What are Direct Mail Services?
A direct mail service can help design, package, and deliver your business' promotional collateral. With the help of a targeted mailing list, a direct mail service will get your message into the hands of hundreds - perhaps thousands - of customers from around the world.

What is it used for?
Businesses spend billions of dollars a year on direct mail to help generate new business, promote special offers, maintain and grow relationships with customers, and for brand recognition. Direct mail is a cost-effective method to reach current and prospective customers with little effort.

What can a direct mail service do for me?
A direct mail services vendor can take care of all of your mailing needs from design to fulfillment using such collateral as printed postcards, letters, self-mailers, booklets, newsletters, and coupons. Some vendors can also provide you with a mailing list that targets the exact audience you wish to reach.

The amount of work a direct mail service can offer varies on the vendor. Some vendors will offer all-in-one services where they design the materials, print the mailings, stuff envelopes, affix postage, ship the goods, and even fulfill orders. Others will provide ala carte options where they take care of one step in the process and you either handle the rest, or find other service vendors to complete the mailing.

How long will it take?
Direct mail isn't an overnight process. A direct mail service will need time to put together your mailings and send them out promptly. They will also need to work with your existing mailing list and set up your graphics - or provide them for you. Expect the process to take a few weeks or even months depending on the complexity of your campaign.

Direct mail services buying checklist
Here are a few questions to keep in mind before working with a direct mail service:

• Do I need an all-in-one solution, or only select services?
• Do I have a design ready to use or will I need help?
• What kind of budget can I dedicate to this campaign?
• Am I sending out time-sensitive information?
• How quickly do I want to conduct a mailing?
• How good is this vendor with communication and meeting deadlines?
• If I need a vendor to create the designs for me, can I see samples first?

Pricing
Prices for direct mail services are generally for orders of 500 that go up in increments of 250. The prices can be more or less depending on if you require full or select services. Most vendors will typically offer volume discounts. Expect to pay about:

• $175 for 500 basic postcards
• $225 for 500 large postcards or color flyers
• $300 for 500 color newsletters or brochures

Make sure to get an itemized list of the fees a direct mail services vendor charges you, including postage. Some vendors may require you to pay for some of the setup fees such as the plate template and uploading of your graphics.

Tips

• When writing mailing copy, get to the point immediately. Once you have the prospect's attention, focus on the benefits of your offer in the first few sentences.
• If you want to reach different demographics for your mailing, don't address a particular group of people (e.g., "Attention ladies" or "Is the cost of higher education getting too expensive?")
• Find out which file format the direct mail services vendor will accept for graphics submissions.
• If you wish to ship an awkward shaped object, check with the vendor if it's possible.
• Make it easy for customers to respond with postage paid reply envelopes, an 800 number, or a web site.