Execute the Mailing
You have the option of performing these production and delivery tasks yourself or outsourcing the entire remainder of the project to a local direct-mail company. These companies typically handle everything from list sorting and mail merging to printing the piece and delivering it to the post office.

Opting to manage the mail campaign on your own can often be the more cost-effective option, depending on printing rates and how much you're able to negotiate any other local resources you need.

Plan to do the following:

• Outsource the work to a professional printer when producing newsletters or event invitations. If you're sending only a simple letter, your own laser printer or high-quality photocopies on standard letterhead will do.
• Obtain a prospective customer list (unless you’re mailing to your existing client database). These lists can often be purchased or acquired from insurance associations or other local business organizations like the chamber of commerce.
• Perform the mail merge. Whether you are using a newly acquired database or an existing one of current clients, you will need to transfer your list of names and addresses into a format that can be automatically printed onto envelopes or labels. Mail merge is an easy-to-use function available on most word processing software and is well worth any effort it takes to learn how to use it. Letters addressed to "current resident" seldom inspire enough urgency to compel a prospective client to open the envelope.
• Stuff, lick and stick.
• Deliver to post office.

Make Smart Decisions
Whether you choose to manage the process yourself or to outsource the entire project to a direct-mail company, take the necessary time to get accurate estimates before commissioning anyone. You're likely to find that pricing in this industry varies drastically.

• Shop around for estimates and get them in writing.
• Compare apples to apples. When evaluating price estimates from these vendors, carefully examine every line item of the quotes you receive. Cheaper quotes can reflect a lower quality of supplies, longer production times or hidden costs that may creep up later.
• Carefully calculate your timing. Who wants to pay for an invitation that arrives a week after the seminar? When your direct-mail house gives you a drop date, get it in writing, then add two weeks. In addition, keep in mind that the post office gives very low priority to bulk mail. Talk to your local postmaster to learn their timelines, and account for slower mailing times during the November-to-January holiday season.
• Insist upon seeing proper documentation. If you use a direct-mail house, inform them in advance that you'll expect to see paperwork from the postmaster verifying the quantity and time of delivery. Hold them accountable. Remember, you are the client this time.
• Ask for the extras. Professional printing services always overproduce. Better your postcards end up on the local library's checkout counter than in Printer Paul's recycling bin.
• Track your responses. Evaluating your campaign shortly after it's executed will help you to determine what you should repeat in your next mass mailing.

Consider E-Options
Don't forget the Web. Standard snail mail still has its place -- and most likely will for years to come -- but don't overlook electronic opportunities.

• Consider e-mailing monthly newsletters, invitations and important updates.
• Compare bulk e-mail rates. You should expect to find companies offering rates of under $200 for 100,000 addresses, with discounts for higher quantities.
• Use opt-in e-mail services to target select audiences or bulk e-mail to go the economic route. (Opt-in e-mail is permission-based e-mail, i.e. the parties listed have given you permission to send them bulk e-mail messages.) One company offering both services is www.webexpos.com. Another option is www.listbot.com.
• Visit www.wumailgram.com/fax.htm if you need documents delivered to both fax and Internet addresses.
• Or use the Net to reach customers the traditional way through www.eletter.com, a direct-mail company that prints, stuffs and delivers entire snail mail campaigns to the post office.

Getting your message delivered to the right people at the right time via the right medium is a strategic and sometimes frustrating process. Intelligence, efficiency and considering all options are key factors in ensuring that your direct-mail campaign is a successful one. But the content of your message is the first step. For help getting started with the creation of your mail piece, check out part I of this article, Get the Envelope Opened.

Please send your comments, questions and article proposals to information@smartpros.com.