Surprise! Surprise!

All of us at one time or another either consider or actually do promote our business via direct mail. And why not? Heck, our industry and that’s a very good thing. So if it works for our customers, why not for us?

One of the reasons you may shy away from a project is that it can be complicated and time consuming. But it doesn’t have to be. Let us give you a tip – www.usps.com. The stodgy old U S Postal System.

If you’re thinking about promoting your business and you aren’t using their web site, you’re making a big mistake. That’s because they have slanted their marketing advice and help to small businesses. The site is easy to use and written in non-technical language. It tells you everything to do for the most effective mailing possible.

After they’ve helped you with your strategy, they will even act as your letter shop if you like. If you have your document you are going to mail, just upload your file and your list. They will then perform all the necessary mail services to get you in the mail – printing, merging, addressing, sortation, etc. If you need creative services, they will even provide graphic design support.

Does this mean they are a competitor? Yes and no. In terms of what they do to teach, show examples and case studies, probably not; with respect to their “soup to nuts” process, they are competing with printers and letter shops who offer a complete range of services.

Print in 2006

In a recent article in Print Solutions, Ivars Sarkans, a well-known industry consultant identified three areas of opportunity as 2005 came to a close: digital printing and in-line finishing; document processing, fulfillment and mailing services; and printing and finishing of packaging
products.

Take a quick look at the second opportunity. Document processing cannot come to completion until the document is inserted into an envelope. Fulfillment? This process usually requires a large envelope if not a package, and would anyone argue that mailing services is not about envelopes to a significant degree?

Distributors looking for growth products and services, but who continue to treat envelopes as an afterthought are losing out to competitors who realize that oftentimes it’s the traditional products that are needed to make the new, evolving processes succeed . The opportunities are there now and Sarkans, who has a good track record, sees them increasing. How about you?