8 Ways to Make Your Catalogs Stand Out

Even though online buying is becoming an everyday practice, shoppers and retailers alike are proving that paper is still highly effective for marketing. While consumers are regularly bombarded with fleeting online ads, physical mail allows consumers to interact with your messaging on their own time.

Print marketing might require more time and money than digital, but catalogs that excite and engage are worth the investment. Follow these eight best practices when creating your next catalog campaign.

  1. 1

    Inspire Your Customers

    First and foremost, your catalogs should inspire the consumer. Gone are the days of catalogs serving as simple product lists. Now—through thoughtful design, photography and copy—you can tell the story of your brand and create meaningful connections with customers.

    In an age where people are curating their lives through social media, brand images can now be aspirational rather than just advertisements. While providing useful information is paramount, it’s also crucial to emotionally connect with consumers through your catalogs.

  2. 2

    Personalize It

    Always keep your target audience in mind when designing a catalog. Visuals can go a long way and, from start to finish, should reflect the tastes of your customer. A catalog for young professionals will look much different than a catalog aimed at retirees.

    Consider customizing your catalogs, highlighting specific items based on customers’ previous purchases or showing products available in nearby stores. This level of personalization will help set you apart.

  3. 3

    Present a Strong Brand Identity

    Catalogs are always competing for space in consumers’ minds. However, many catalogs look so similar, it can be difficult to differentiate between the different companies releasing them. In order to create brand loyalty, you need to stand out among the crowd, and you can do that by forging a strong identity.

    A catalog should be an extension of your brand and should support whatever messages you stand for. A successful catalog will display products in a clear, informative way while still showcasing individuality. Don’t let your catalog get bogged down by overly lengthy product details. Use the unique voice of the brand to carry your products forward.

  4. 4

    Focus on Quality

    Quality must go hand in hand with a strong brand presence. This means quality in design, size, and type of paper; everything that goes into a catalog should be purposeful and should represent your business in the best way possible.

    These small details can enhance the overall appearance of your catalog and ultimately say a lot about your brand.

  5. 5

    Make It Easy to Navigate

    Catalogs should have a user-friendly layout and be designed in a way that naturally leads from page to page. Readability and scannability are both essential.

    There should be a clear hierarchy to each page, with one or two items standing out and other elements lending support. Remember: Using different fonts can be confusing, white space is your friend and important information should always be clear and up‑front.

  6. 6

    Use Impactful Photos

    Image-heavy catalogs give a sense of brand personality and allow customers to browse with minimal effort. In general, environmental photography—showing products in their natural surroundings—is most effective, especially when the people in the photos are interacting with your products.

    However, don’t group too many products in one photo. This can be distracting to the viewer. It’s best to show items individually or in very small, related groups. Make great photos the centerpiece in your catalog. They’ll do the work to keep your reader engaged.

  7. 7

    Make Ordering Easy

    Think beyond aesthetics, as well. If a reader can’t figure out how to place an order or what items they want to purchase, then you stand to lose out on sales. This is why it’s essential to organize your catalog to make ordering as easy as possible. Often top‑selling products are lost among similar items. Focus on top sellers and position them with products that complement them rather than items that could replace them.

    As a customer browses the catalog, it should be clear how they can place an order. In addition to providing an easily typeable URL, consider including QR Codes® that lead people directly to your website or app.1 Finally, be sure to clearly highlight promotions and time-sensitive offers.

  8. 8

    Test Frequency

    Successful catalogs will help lead your customers to your digital channels to make purchases, but should only be sent with controlled frequency so as to not inundate or annoy your audience. While 44% of households read catalogs—leading all other categories of direct mail—receiving too many can be overwhelming.2

    To determine the optimal frequency for sending catalogs, try running some tests. For example, you may start out sending catalogs on a quarterly basis, then change to a monthly basis. No matter what frequencies you choose, you can adjust as needed based on consumer engagement.

In Conclusion

Catalog marketing is a proven method of boosting online sales. By following these simple best practices, you can provide your customers with a memorable experience that makes them feel inspired, connects them to your brand and drives them to shop.

The 5 Steps to Implementing Marketing AI

Artificial intelligence (AI), a form of computer science that uses machine intelligence to perform complex analyses, has started to make waves in the marketing industry, yet brands have been slow to adopt it. According to a recent study by USPS, marketers face a number of hurdles when it comes to AI adoption:

57% of respondents said allocating budget was a challenge1
48% of respondents said getting upper management on board was a challenge1
43% of respondents said training and recruiting staff with the right skills was a challenge1
39% of respondents said knowing where to start was a challenge1

Industry experts said the latter was the most important hurdle to cross. With so many different AI applications, marketers need help jump-starting the process of experimenting and implementing AI.

“It’s not like AI is this awesome hammer and all you need to do is find a bunch of nails. It comes down to what business problems you want to solve.” – Machine learning expert1,2

To overcome barriers, experts recommended five simple steps to help your company get in the game.

  1. 1

    Start with a use case that isn’t business-critical.

    This gives you room to experiment. Choose a part of your marketing strategy that’s less essential to overall success. The less important it is to your business, the easier it’ll be to try new AI solutions.

  2. 2

    Pick an application within your area of expertise.

    Are you an expert at social media? Do you have a solid grasp of direct mail? Focus on the channels you know and pick AI solutions that could help improve metrics and increase efficiencies. For help deciding how to include AI in your marketing, try our AI Marketing Idea Generator.

  3. 3

    Buy a Software as a Service (SaaS) model to test different AI tools.

    Instead of using one software or technology that will quickly depreciate, turn to SaaS models, which continuously improve their software. This will allow you to avoid paying for every technology update and test different tools as your business changes.

  4. 4

    Lean on solution providers for training.

    Providers that offer AI marketing solutions—like SaaS or social media companies—are happy to help you start implementing. Turn to their support teams for proper training on their products.

  5. 5

    Have clear goals and success metrics to prove value.

    No experiment can function without a goal in mind. Decide what KPIs are most important for your AI test. AI solutions have been proven to help free up personnel for other tasks, lower the cost of customer acquisition, generate more leads, improve click-through rates and boost social media reach.

Key Takeaway

With the majority of companies still warming to AI, the time is ripe for capitalizing on this untapped market. Companies that get a head start stand to reap the benefits in the future. Begin small and scale as your applications start showing business-driving results.

4 Ways to Grow Your Business with Metered Mail

Mail is a cornerstone for many successful businesses. Sending monthly statements and occasional postcard campaigns helps companies grow and thrive.

As the volume of mail grows, many businesses find it hard to get to a Post Office™ location to calculate the exact postage for each piece. Instead, they estimate postage to save time, which ends up costing them.

One solution to save time and money? A postage meter. This tool makes sending mail quicker, less expensive and more customized. Here, we’ll highlight four benefits of having your own postage meter.

For a more in-depth analysis of metered mail’s benefits, see our article, “Metered Mail 101: The Benefits of Digital Meters.”

Save on postage

Instead of estimating postage by using traditional stamps, you can weigh each piece you send—whether it’s a letter or a package—and pay the exact postage required.

Plus, as of January 2019, USPS® offers businesses that use postage meters a $.05 discount on every First-Class Mail® letter they send. The savings add up: A small business sending 1,000 mailpieces a month could save about $600 a year by using a meter.1

Avoid surcharges and delays

When you estimate the cost to send an item—especially one that is large, heavy or unusually shaped—you may underpay for postage by using stamps. This leads to surcharges that could delay delivery or make an item undeliverable entirely.

With metered mail, you’re always paying exact postage, which helps to ensure that your mail gets to its recipients without costing you time and money.

Drop off mail and skip the line

Finding the time to get to the Post Office location can be tough, according to 37% of small businesses who participated in a Pitney Bowes study.2 With a meter, you don’t need to go out of your way or wait in line.

Once the metered postage for your mail or packages is printed on your pieces, it’s ready to mail. Drop mail in the nearest blue collection box or at a convenient drop‑off point and get to the next thing on your to-do list.

Boost your brand

Meters can print more than postage on your mailpieces. You can add a personalized message or your company’s branding to envelopes, too, which boosts your visibility.

Envelopes with messages specific to the recipient—as simple as “Kate, your offer is inside!”—are shown to be effective: In a survey of U.S. consumers, 90% of respondents said they find marketing content personalization “very” or “somewhat” appealing.3

In Summary

Metered mail offers true value for small- and medium-sized businesses. By using a postage meter, you can save on the cost of postage, cut down the time it takes to send out mail and focus on growth.

Interested in how metered mail works and how it can benefit your business? Read our article: “Metered Mail 101: The Benefits of Digital Meters.”

Every Door Direct Mail® 101: An Introduction for Businesses

At any size or stage, customer acquisition is a top priority for businesses. With a myriad of ways to find and convert potential customers, establishing the most efficient and effective marketing method is vital to success.

For businesses trying to reach a specific audience, especially one in their proximity, Every Door Direct Mail® (EDDM®) may be the answer.

What is EDDM?

This service from USPS® lets businesses send geographically and demographically targeted direct mail to households across the U.S.

EDDM Search

Using an online mapping tool, businesses may choose postal routes within specific ZIP Codes™ and leverage U.S. Census data on age, household income and household size to hyper-target their audience. Any household on the route that fits the targeted profile will receive the mailpiece.

The process eliminates the need for a customer list, whether compiled or purchased, which saves businesses from extra costs and potential inaccuracies. Plus, it opens up a business’s reach: Any household that fits the filters comes into reach with EDDM.

EDDM is built for businesses with a local pool of prospective customers and is especially effective for businesses working to:

  • Acquire new customers, especially within a specific local area
  • Build awareness for a location
  • Drive traffic to a location, on foot or online
  • Spend efficiently on marketing

Direct mail is a simple way to reach high-potential customers in a way that works.

69%

of survey respondents said that they almost always read advertisements that come in the mail.1

9X

response rates, compared to the 1% or less response rate for email, paid search, online display ads and social media.2

Explore how the EDDM tool works, then read on for benefits and best practices of using this direct mail service.

The Benefit to Businesses

EDDM helps businesses drive awareness and traffic within their community to build a strong network of local customers.

It is a method that works for new and established local businesses. While new businesses can use EDDM to introduce themselves and share their story with the community, established businesses can expand to other populations or spread the word about new offerings.

For any business, EDDM may deliver a valuable boost in key areas:

  1. 1. More Customers

    For an existing business looking to attract more customers and drum up sales, or a new business in search of an early audience, it pays to spread the message locally. Here are two successful case studies:

    • A car wash franchise with eight locations in Virginia used EDDM to find new customers and encourage them to visit the nearest location. The campaign produced a 20 percent increase in sales.
    • A remodeled fast-food location in Colorado saw a 7 percent increase in sales after using EDDM in conjunction with digital advertising.

    Sending targeted messages to potential customers in your community may help solidify your market share.

  2. 2. Stronger Returns

    Rather than investing in a mailing list that may be expensive and out of date, EDDM allows businesses to affordably connect with consumers in an area using data-driven tactics.

    Targeting the right demographics within a set geographic area means that the message reaches the most potential customers. By using data analytics, the chances for a high ROI are stronger. Here’s how one business did just that:

    • A real estate agent’s office used EDDM to reach high-net-worth households for their luxury real estate business. They earned a listing for a $2.5 million lakefront home from an EDDM mailing that cost them less than $500.
  3. When you’re able to reach your target business audience, your investment will go far.

  4. 3. Increased Consumer Interest

    Awareness and interest are two prime drivers for many businesses using EDDM. Using demographic and geographic data may help a business reach its ideal audience.

    • A manufacturer of packaging solutions used EDDM to find entry-level talent for one of their facilities. They targeted a pool of people by location, age and household income, and found that 90% of candidates interviewed were recruited via the mailpiece.

    Isolating a business need and using the demographic and geographic filters may help a business find the right population of people to fulfill its goal.

Considerations and Tips for Using EDDM

EDDM delivers significant benefits for many businesses. Use this checklist to help optimize mail mix decisions to meet your business’s marketing needs.

First, determine if EDDM is the right direct mail option:

  • Do you know who your exact target audience is?
  • Do you need to reach your target audience in a specific geographic area?

If not, EDDM might not be the best solution. Explore other direct mail solutions instead.

With these questions answered, use this advice from USPS printing and mailing partners to start creating an effective direct mail campaign with EDDM.

  • Pick your message wisely. While a direct mailpiece may target only one person in a household specifically, ensure that the messaging (both written and visual) won’t alienate or isolate other members.
  • Include an offer or call to action. Direct mail is sent to drive action—don’t forget to communicate what that action should be. Use a strong CTA and include a timely offer. This can also help when measuring the return and effectiveness of a piece.
  • Work with a designer or creative team. It’s important for the direct mailpiece to look professional and represent the business well. Bring on a designer or creative team to communicate your vision and message clearly and in a way that will entice right out of the mailbox.
  • Measure the results to determine success. Metrics of success—like visits, referrals, code redemptions or sales increases—are vital for any marketing campaign. Before mailing, set up a way to track the results of the campaign and determine success.
  • Consider creating a campaign with multiple touch points. Depending on the business and outcomes a campaign is created to drive, it could be beneficial to think about the bigger picture. Develop a long-term campaign by sending mail several times over a few months.

Build a Campaign With These USPS Authorized EDDM Affiliates

Deploying a successful EDDM campaign starts with finding a USPS authorized affiliate. Working with a company that specializes in EDDM targeting, printing and mailing saves time and helps to ensure that your campaign goes out successfully.

Explore these six USPS authorized EDDM affiliates and the option of a USPS authorized EDDM affiliate helping your business target, create and send an EDDM campaign.

Amazingmail

Amazingmail Screenshot

Amazingmail® helps create and execute an EDDM campaign in full, from design to mailing. Businesses create a mailpiece using Amazingmail’s free online editor and basic design templates, or upload their own. From there, Amazingmail prints and mails custom-designed postcards in one business day.

Try Amazingmail

AMPlified Mail

AMPlified Screenshot

AMPlified Mail℠ provides design, printing and EDDM mailing services for postcards and bifolds. Businesses may create a mailpiece using AMPlified Mail’s free online editor and design templates, or upload their own. The company also offers response and ROI reporting, in addition to USPS delivery tracking information.

Try AMPlified Mail

Click2Mail

Click2Mail Screenshot

Click2Mail™ offers creation, printing and mailing services for businesses sending an EDDM campaign. Businesses connect with Click2Mail’s creative team for graphic design services, or download guides for designing and creating direct mailpieces on their own. Once the mailpiece is designed, Click2Mail can print and mail the postcards in one business day.

Try Click2Mail

Grow Mail

GrowMail Screenshot

Grow Mail provides full-service EDDM campaign solutions, including creation, printing and mailing services. Businesses connect with Grow Mail’s creative team for mailpiece design (as well as other branding and graphic services), or download generic templates for different business types to create their own designs.

Try Grow Mail

PrintingForLess.com (PFL)

PFL Screenshot

PFL is a one-stop shop for a business’s EDDM campaign needs, including printing, mailing and creation guidelines. Businesses download templated guides for a large variety of mail types, from postcards to catalogs to table tents and more, to assist in the design process.

Try Printing For Less

Taradel

Taradel Screenshot

Taradel is a full-service direct mail preparation service, specializing in creating, printing and mailing EDDM campaigns. Businesses create a mailpiece using Taradel’s free design templates, uploading their own or working with a professional.

Try Taradel

Key Takeaways

Every Door Direct Mail provides businesses with a cost-efficient way to spread targeted messages to potential customers in focus areas. In leveraging ZIP Codes™ and U.S. Census data, businesses gain access to a precise, hyper-targeted audience without having to compile, update or buy mailing lists.

Not only does this service help marketers avoid the extra costs and potential inaccuracies of old data, but an EDDM campaign done right may drive an increase in sales, a boost in awareness and a powerful ROI.

Ready to get started on an EDDM campaign?
Choose an Affiliate

Need more information before diving in?
Connect With USPS

Build a Local Customer Base With EDDM®

There are many different ways to grow a strong customer base. One option especially good for businesses looking to reach prospective customers in areas close to their business location is Every Door Direct Mail® (EDDM®).

The service from the U.S. Postal Service® makes it easy for businesses like these to reach and convert prospective local customers.

Using EDDM, businesses can send geographically and demographically targeted direct mail to households without purchasing or compiling their own customer lists.

A simple online mapping tool lets businesses:

  • Set a geographic range: Choose postal routes within ZIP Codes™ and spread your marketing message to every address within a specified range of your business.
  • Target by demographic: Specify your target age range, household size and household income to narrow down your audience even further. The online tool uses U.S. Census data so that you can select EDDM routes that best match your demographic criteria.
  • Bypass rental lists: Skip the hassle and expense of renting or purchasing potentially outdated address lists of target consumers. This tool sends your mailpiece directly to any household within your filtered criteria.

Even more, campaigns are easy to build, especially when a business works with a USPS affiliate partner. These companies specialize in EDDM mailings and will help set up a target audience, design and print direct mailpieces, and send campaigns.

Key Takeaways

EDDM is an efficient and effective way to hyper-target a local audience and bring in new customers. A strong campaign built with a USPS affiliate can help drive increased sales and higher awareness, delivering an impressive return on the investment.

Explore our comprehensive guide to EDDM, which includes more benefits, tips, case studies and a list of USPS affiliate companies, all of which can help build a successful EDDM campaign.

Create an Informed Delivery® Interactive Campaign Today

Put your mail in your customers’ email with Informed Delivery® from USPS®. Daily emails offer your customers a peek into their mailbox from anywhere and, for you, one mailing delivers two impressions to help achieve your business KPIs.

Here’s a step-by-step guide to Informed Delivery® for business mailers.

Top Tips to Design an Effective Direct Mailpiece from Amplified Mail’s Creative Director

Designing a direct mailpiece presents a different challenge than creating an email design or a social media post: it’s a single printed piece that has to tell enough of a story to drive a consumer online or in-store without a clickable direct link. So it’s vital that a piece captivates quickly with a professional look and standout messaging.

We spoke with Rene Bonin, Creative Director at Amplified Mail, about the basic principles of designing a mailpiece. He shared six standout tips for creating a piece that delivers results.

1. Understand Your Audience

Direct mail is a unique form of advertising that comes with a captive audience—from the mailbox to the front door. Before you start designing your piece, Bonin suggests taking time to understand who you are targeting and what emotion you want to evoke from them.

“Consider what an entire audience may gravitate toward, not just what you like.”

For example, a luxury car brand may send a sleek postcard with limited copy to convey an aspirational feeling to potential customers. A local veterinarian might use cute pictures of puppies and kittens to encourage pet owners to bring theirs in for a checkup.

2. Less Is More

According to Bonin, you have only a few seconds to grab a person’s attention, so avoid clutter. If you try to say too much or include too many different images, it becomes difficult for consumers to know what to respond to. Instead, have a primary message and let the entire piece drive that home.

“Don’t feel compelled to fill every corner to get your money’s worth. You can be heard a lot louder by whispering than by shouting.”

As you’re designing, Bonin suggests that you think aesthetically. Experiment with drop shadow to set primary text apart from the rest. Make background images lighter or more transparent so that your copy isn’t lost in dark colors or harsh lines. Keep messages short and to the point.

Drop Shadow Pro Tip: Add a darker, more transparent shape (like a shadow) behind text or an object to make it look like it is raised from the background.

3. Make It Flow

In addition to keeping messages concise and decluttered, make sure that things flow visually. Using standard grid lines to keep items aligned and well-spaced goes a long way toward creating a highly readable piece.

A consistent visual flow stops people’s eyes from bouncing around. Use a clean hierarchy of weights (such as light, regular and bold) and font sizes—rather than using many fonts in different weights and styles—to guide a reader through your message. Rather than cluttering space with photos and graphics that have varying treatments, choose one or two that convey emotion best and are cleanly lined up.

4. Have a Strong (But Simple) Message

Once you know the reason you’re sending a direct mailpiece and the emotion you want it to evoke, you can start thinking about messaging. Keep it short and punchy, Bonin suggests.

“Nothing works better than when an image and a strong headline come together and become one.”

Rather than telling your entire brand story in the space of a postcard, find a few captivating lines that focus on the campaign at hand and encourage some kind of action, like coming into the store or making an order.

Bonin also cautions against overused, punny lines (think “Patty-O-Furniture” sales around St. Patrick’s Day) or spending too much time highlighting accolades. If it doesn’t show a consumer how your product or service can improve their life, keep it off the mailpiece.

5. Stay Relevant

Keep the imagery and messages on your mailpiece relevant to the campaign. You want people to see your piece and know, almost immediately, what your business does—so putting a family pet on a piece for an electronics retailer would be counterintuitive. Similarly, stay away from graphic elements like icons and emojis that don’t serve your message.

“Using irrelevant images puts too much attention on the wrong thing.”

Design your campaigns around relevant events or times of year to appeal to your audience’s current needs. Use a strong call to action to create a sense of urgency and drive response rates.

Get your mystery offer Pro Tip: Write a CTA that makes people want to do something. Tell them what they get out of it, what it might cost them and if it’s only available for a limited time.

6. Know Your Limitations

If you feel like you’re biting off more than you can chew, you probably are, according to Bonin. Before you start developing your campaign and creating a design, do the research into what type of mail format works for what you’re doing. A multi-panel mailpiece, for instance, requires more effort than a standard postcard. Then, acknowledge if you truly feel comfortable creating the piece yourself.

“If layout and design aren’t your strengths, leave it to a professional—the results will speak for themselves.”

Direct mail, like any marketing, is an investment, so you want to make sure it pays off. Whether doing it yourself, in-house or with a freelance designer, gather samples and develop a clear direction for the piece. If your materials are well prepared, designing a simple and effective postcard shouldn’t take more than a few hours, Bonin says.

Key Takeaway

When you’re ready to create your mailpiece, let these principles guide the way. With concise messaging and relevant images, you’ll make a piece that flows and attracts attention. Even better, your piece could convert prospects into customers.

The 9 Essential Steps for Executing an Effective Direct Mail Campaign

Direct mail is a proven way to reach and engage with customers. Each campaign has many vital moving parts—from mailing lists to mailpiece design to postage—that can seem intimidating to uninitiated businesses.

Before you run a direct mail campaign, take a step back and look at the process step by step. Use this checklist to guide you painlessly through building and executing a campaign that works.

  1. 1

    Establish Goals and Objectives

    Decide what you want to accomplish with this campaign. Do you want to acquire new customers? Increase customer loyalty? It’s also important to think about how a successful direct mail campaign will bring you closer to your long-term business goals, like opening a brick-and-mortar store or expanding into new cities and neighborhoods. Use these goals to guide the following decisions.

  2. 2

    Set a Budget

    Consider what portion of your marketing budget you want to allot to this direct mail campaign to achieve your goals. Direct mail can be an option whether you have a small budget or a large one. Setting a budget will help you decide the size of your mailing list as well as the form and design of your mailpiece.

  3. 3

    Understand the Audience

    Nail down the exact audience you’re trying to reach with your campaign. If you’re mailing to existing customers, you may already know what causes them to take action. If your goal is to reach new potential customers, it may be helpful to run a survey or gather data (including age, gender, income, hobbies, etc.) on your target audience before you prepare a mailpiece.

  4. 4

    Create a Mailing List

    Mailing lists can connect you to customers you want to reach. Use a house list, which is created with the addresses of existing customers, to engage current customers. You can also buy or rent, through a broker, a list that aggregates names based on demographic and psychographic targets.

  5. 5

    Craft Your Message

    Create a message or an offer that will catch customers’ attention and direct them to take an action, like sharing with friends or making a purchase. The messaging should include bold headlines that clearly communicate the point of the mailpiece. If more copy is needed, keep your sentences simple and easy to understand.

  6. 6

    Design Your Piece

    This step incorporates a few different points:

    • Which format will work best for your message and budget? Postcards and self-mailers are simple and affordable, while catalogs result in higher engagement.
    • What will your piece look like? Use online DIY design tools or a professional designer, and state your offer to the recipient clearly.
    • How will you send your mail? First-Class Mail® service is faster and trackable but costs more, while Standard Mail® service offers basic mail delivery and costs less.
  7. 7

    Print Your Mail Piece

    Do your research and select a reputable printer. Use this white paper to help you narrow down considerations and ask for bids from vendors.

    Before your piece is printed, make sure to proofread it to avoid expensive and embarrassing mistakes.

  8. 8

    Make Your Piece Postal-ready

    Are you sending more than 500 mailpieces? If so, consider bulk mail, which could lower costs but requires presorting of addresses and a business mailing permit. If you’re mailing fewer pieces, you’ll pay single-piece prices but have less upfront labor.

  9. 9

    Track and Fine-tune

    Use tracking tools—such as unique URLs and QR Codes®, referrals and social media interactions in a given time period—to help measure ROI.1 If you estimate your ROI through tests before your campaign begins, you can measure it again during and after the campaign to see if it’s effective.

Key Takeaways

A successful direct mail campaign is within reach for businesses of any size or caliber. This checklist is a basic guide for each step in the process. Use it in conjunction with our free direct mail white paper to master your next direct mail campaign.