Kathy Poirier

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