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“I’m starting a direct mail campaign in Garland,” said George. “I want to get the word out about my new business. But I’m not sure how to go about doing that. What would be the best way to start? Thanks!”

“Your first step should be to talk with your local printer,” suggested Karen. “They can recommend printing direct mail services for you or suggest a company they trust. They will know what your needs are and help you find the right printing services that offer direct mailing product.” She shared with me that she had recently lost a client due to poor print quality and did not feel comfortable recommending one of her smaller competitors.

“I’ll bring this to your attention,” she continued. “We have several really successful direct mail campaigns we have done in Garland. This is the type of experience you should look for when choosing a printing company for your newsletter, direct mail campaign or direct mail piece. There’s nothing worse than a shoddy job of printing materials. Your first impression will be ruined if the printing company doesn’t provide quality material.

“A few other things to look for are how many pieces per month they print, what kind of material they use and their delivery options. There are three options available: every door direct mail, edDM mailing routes and postcard options. Every door direct mail costs less than postcard printing, but it takes longer to prepare the pieces and requires you to purchase your own stamps. EdDM printing routes take longer, but cost more than every door. Postcard printing is faster, but it usually requires the purchaser to purchase their own stamps. It is best to get quotes from several printing companies before choosing one for your campaign.

After finding a good direct mail company, your next step is to choose a style. From there, you need to determine your target audience. Are you printing postcards for homeowners, seniors, students, professionals, church members or other businesses? The next thing to consider is whether you want black and white, full color or sepia images. A commercial printer can easily help you with these decisions and answer any questions you might have.

Once you have decided on the type of material you would like, you can decide on the size of the pieces. You can have one message, one piece or a series of pieces. If you are opting for one piece per customer, be sure to select an oversized size. Lastly, you can decide whether you would prefer printing in color or full color. Modern technology has made it easy to stay up-to-date on the newest trends in direct mail marketing, which means you will be able to incorporate digital marketing techniques into your marketing campaigns as well. To find out more on direct mailing visit

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