Direct Mail

The Check Is in the (Direct) Mail
January 1, 2005

Short-run, digitally produced direct mail could be the next big thing. Distributors have long prided themselves on their ability to save money for their customers by finding the lowest-cost vendors, streamlining workflow and using forms management strategies. But, with so many products becoming commodity items, those time-worn strategies are no longer enough to keep distributors' businesses healthy and growing. Savvy distributors are searching out products and services resistant to such price erosion. One potentially lucrative avenue is direct mail. According to the Direct Marketing Association (DMA), in 2003, approximately $49 billion was spent on direct mail services—including postage, agency fees, printing and bindery—up from

How to Deliver Direct Mail Results
August 1, 2004

Suppliers offer product suggestions and production advice for better returns on direct mail investments. Except for commercial printing, direct mail probably takes more of distributors' time and energy than any other type of sell. Linc Spaulding, president of Sheppard Envelope, Auburn, Mass., and Mike Weinzierl, president of Sewickley, Pennsylvania-based Professional Graphic Communications, shared tips to help make it all worthwhile for everyone along the value chain. Return to Sender For instance, Spaudling discussed his company's two-way Boomerang mailing system—a low-cost, environmentally friendly product that dramatically reduces paper usage while stimulating high recipient response rates. Spaudling pointed out that "most successful direct mail campaigns

Direct Mail Sales Are Complex, yet Rewarding
June 1, 2004

Although direct mail projects may require a great deal of coordination, the payoff can be sweet. With the national Do Not Call Registry freezing out telemarketers and spam overwhelming e-mail inboxes, businesses trying to solicit or retain customers must rely more than ever on direct mail to do the job. That's good news for distributors, with their expertise in printed products, although it can also mean a bit of a learning curve for those inexperienced with this niche. Although invoices and marketing pieces may seem to dominate the mailbox, there are myriad reasons a company or organization may need to send a mailing, according

Direct Mail Projects Require a Group Effort
April 1, 2004

From graphic design to postage regulations, direct mail sales test distributors' resourcefulness. What, exactly, are distributors' responsibilities in facilitating direct mail campaigns for customers? How knowledgeable must they be about target market profiling, mailer design and content, database management and postage regulations? It all depends on the customers' experience with direct mail and the particular projects being worked on. Here, three suppliers specializing in direct mail—Stephen Wertz, president of Hampton Business Forms & Mailing Services, Conklin, N.Y.; Kathy Poirier, marketing manager for B&W Press, Georgetown, Mass.; and Bob Nesbit, president of SourceLink, Andover, Mass.—discuss ways to ensure a positive experience that leads to

The Future Looks Bright for Direct Mail Sales
March 1, 2004

Direct mail is a profitable market with strong growth potential. According to BFL&S' 2003 Top 100 Distributors' survey, direct mail sales rose to $141 million—a 6 percent increase from $135 million in 2002. Furthermore, the Top 10 sold $55 million in direct mail. By most estimates, these figures dim in comparison to other market sales figures. For instance, the survey reported that in 2003, commercial printing grossed an impressive $488 million in sales, and promotional products' sales totaled $345 million. Nonetheless, industry experts agree that no matter how small, direct mail has a noticeable presence in the forms industry. Roger Buck, national sales representative

Narrow the Focus to Control the Big Picture
January 1, 2004

Targeted direct mail offers distributors a level of comfort, as well as an increase in profits. Most distributors shudder at the thought of tackling high-volume, bulk direct mail projects, and with good reason—the labor that brings forth the fruit is pretty grueling work. Targeted mailings to specific consumer groups and individuals, on the other hand, are contained, controlled, profitable opportunities that offer distributors the perfect transition into direct mail sales. And, according to industry veterans Bob Boldig, president of Avant-Garde, Tullahoma, Tenn., and Paul Beegan, owner of B&W Press, Georgetown, Mass., targeted direct mail is a growing area that represents a true

Build a Better Business with Direct Mail
September 1, 2003

The recent Do Not Call list and increased response rates make direct mail an even more attractive option. There's a really good reason why executives from a company such as Crabar/GBF, Dayton, Ohio, want to further penetrate the direct mail market. As representatives for a leading manufacturer, they recognize a good thing when they see it, and direct mail is definitely a good thing. After all, it is the only method of advertising that can produce a very accurate measured response and, despite its overwhelming saturation of the postal system, businesses and consumers still open and respond to it—actions that ring the sweet

Directly Designed to Mail
July 1, 2003

When Stephen Denton of Private Healthcare Systems (PHCS), Wal-tham, Mass., called Steven Condon, an account executive with The Allied Group, Needham, Mass., he had a lot on his mind. PHCS, a health-care cost-management company, meets the strategic, financial and quality needs of health-care purchasers by building and maintaining a cost-effective network of health-care providers, and by integrating state-of-the-market medical management services. Denton needed to create what he called a "visually appealing and creatively designed" product to promote his company's Medical Management program. He envisioned something with "bold imagery, striking color, unique shaping and first-class printing" and decided that direct mail was the

Make the Most of Mailer Products
April 1, 2003

Distributors can still find success with mailers despite the technology and competition that's eating into the business. With more than 20 years of experience in the mailer business, Tim Goodwin, president of Goodwin Graphics, Carrollton, Texas, knows a thing or two about the sale of mailers. He can spout price quotes off the top of his head and discuss design elements like he's reciting the alphabet. He can also give you a good history of how successful mailers have been. And, according to him, they are still fairly successful, except for one little thing—e-commerce. "If one were to go back 10 years and try

Direct Mail Stamps Out Adversity
March 20, 2003

Industry experts find direct mail remains robust, despite postal issues and e-mail campaigns. While not representing a major segment of distributor sales, direct mail is gaining clout as a product with significant growth potential. This is true despite postal-hike woes, and economic adversity. Even an onslaught of e-mail direct mail campaigns hasn't stunted interest in the product. As stated by Greg Muzzillo, founder and CEO of Proforma, Cleveland, its the junk e-mail that drives him to welcome direct mail with open arms. "On a very micro level, I get a lot of junk e-mail, and I don't pay any attention to it," said Muzzillo.