If there's one positive that can come out of postal rate increases, it's this: large mailers must be more efficient to keep costs down. But that's not enough to win over potential customers—especially if all mailers follow this same formula.
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