About this title:
Detailed but not overly technical, this book casts light on all aspects of the direct mail process, including planning, preproduction, and postproduction matters and is filled with technical tips, samples and illustrations.
From the Inside Flap:
About the Author:
Direct Mail Pal: A Direct Mail Production Handbook is a smart, thorough exploration of the world of direct mail. Forty-four concise yet informative chapters and nineteen appendices provide a truly substantive overview of this powerful marketing tool used by companies of all specialties and sizes. Direct Mail Pal casts light on every corner of the direct mail process, including direct mail planning, preproduction, production, and postproduction procedures. It strikes a perfect balance between being detailed yet not overly technical.
Some of the topics covered include:
• Postal rules and standards
• Data cleansing and management
• Address and barcode standards
• Mailing lists, including merge/purge procedures
• Inserting technology
• Drop shipping and commingling
• Postcard and label programs
• Levels of personalization
• Folding and Gluing
• Quality assurance and testing
• And the list goes on...
Technical tips and pertinent illustrations are sprinkled throughout the text; also included are additional features such as sample checklists, forms, and glossaries. If you’re going to read one book on direct mail, this comprehensive yet accessible book is it.
Each of the book’s four coauthors draws upon a wealth of practical direct mail expertise. T.J. Tedesco is the president of Grow Sales, Inc., a consulting company that helps graphic arts companies win more profitable business by winning top-of-mind positioning. Ken Boone, the founder and former owner of Direct Marketing Associates, is a well-known speaker and author in the direct mail industry. Terry Woods, a former co-principal of Direct Marketing Associates, Inc., and former president of Harte-Hanks Baltimore, is a well-respected direct mail expert. John Leonard is vice president, sales and marketing for SMR/Tytrek, located in Toronto, Canada, and a part-time faculty member at Mohawk College.
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