Direct mail: from recipient selection to a prepared mailing
Addressed direct mail combines selected recipients with printed content. A postcard, self-mailer and enveloped letter require different production and mailing operations. A useful quote describes the complete item and agreed responsibilities; a low unit price alone is not enough.
Define the work you want commissioned
Clarify whether a supplier develops and prints the campaign, processes existing printed material or only prepares the mailing. Campaign creation and technical mailing preparation are distinct tasks. Identify who selects recipients and who approves production. For a repeat campaign, state which parts of the earlier job can actually be reused.
Choose a format suited to the content
An open postcard provides different space and protection from an envelope containing several items. A self-mailer needs compatible folding, sealing and addressing. A substantial catalogue requires its own packaging and postal-category assessment. Compare alternatives using the same content, recipient list and deadline.
| Mailing type | Useful information for a quote |
|---|---|
| Postcard | Finished size, paper, printed sides and address area |
| Self-mailer | Flat and folded sizes, pages and closure |
| Enveloped letter | Envelope, number of contents, pages and inserts |
| Catalogue or special item | Dimensions, weight, protection and processing |
Distinguish recipients from print quantity
The mailing quantity is based on valid addresses actually selected for the campaign. Duplicates, incomplete entries and objections should be resolved before production. The print run can include agreed samples and a justified reserve. More spare copies do not automatically lower overall costs: extra printing, storage and unused stock also count.
Agree address handling and personalisation
Address printing does not automatically include a personal salutation, variable text or different inserts. Describe the required variables and matching logic without pasting recipient lists into the initial enquiry. Before production, agree data format, control samples, secure transfer and residual-data handling. Check source, permitted use and advertising objections for the actual list; an address found publicly is not blanket permission for every use.
Check postal suitability before printing
Finished size, weight, thickness, closure and address position can change postage or machine processing. One specific Swiss domestic bulk-mail product currently requires at least 350 items lodged together, in the same price category and from the same sender. This is not a minimum for every mailing. Small runs, overseas destinations and urgent campaigns require a suitable separate postal comparison.
Compare the lowest suitable complete execution cost
Compare equivalent quality and deadlines across all necessary operations. Low-cost printing can become more expensive overall once envelopes, manual handling or transport are included. Have the reserve, bundling, transport, postal lodgement and your own working time identified. Weigh any discount against extra sorting and preparation costs; a possible allowance is not a guaranteed saving.
| Cost component | What the quote should identify |
|---|---|
| Preparation | Design, data checks, samples and setup |
| Production | Print quantity, materials, personalisation and reserve |
| Processing | Folding, enclosing, inserts, sorting and bundling |
| Logistics | Transport, lodgement, postage and surcharges |
| Follow-up | Returns, corrections, remaining stock and agreed reporting |
Work backwards from the intended receipt period
Allow time for data checks, samples, corrections, production and postal lodgement. Completion at the mailing house is not the recipient delivery date. Before approval, inspect a complete sample: correct address, matching contents, legible personalisation, envelope or closure and agreed total weight. Any delivery commitment must reflect the chosen postal service.
Separate returns from campaign outcomes
Agree how undeliverable items and reported address changes will be handled. A processing-volume report does not replace individual item tracking. Campaign codes or a dedicated response channel can attribute some responses but do not capture every effect. Before repeating the campaign, compare actual quantities, extra charges and responses with the commissioned scope.
Frequently asked questions
Can I supply material that is already printed?
Yes. Its size, quantity, folds and condition must suit processing. Include delivery and incoming checks in the agreed scope.
Does address printing include personalisation?
Not automatically. Personal salutations, variable text and different inserts need agreed data and production logic.
Must I send my address list with the enquiry?
No. Recipient quantity and the state of the list are enough initially. The actual data can later be transferred through an agreed secure channel.
Are small mailings possible?
Yes. Minimum quantities for particular postal products do not apply to every mailing. Compare services for your quantity and deadline.
What counts as an inserted item?
A separate sheet, brochure or reply envelope can count as an item. Also state pages and materials; suppliers may define processing units differently.
Is the cheapest postage quote always best overall?
No. All production, processing, transport and time costs count while meeting the required quality and deadline.
Does approval guarantee campaign results?
No. Approval and delivery do not guarantee purchases or responses. Reporting and returns handling are agreed separately.
