Direct Mail Pal

by Tedesco, T. J.; Boone, Ken; Woods, Terry; Leonard, John

• ISBN13: 9780883623787
• ISBN10: 0883623781
• Edition: 1st
• Format: Paperback
• Copyright: 2002-07-01
• Publisher: Printing Industries Pr

Table of Contents

Preface	ix
Acknowledgments	xi
Introduction	xv
Section 1---Direct Mail Today
Direct Mail: A Compelling Way to Spread Your Word	3	(2)
A Brief History of Direct Mail	5	(4)
Convergence: Direct Mail, Electronic, Print, and Airwave Media	9	(6)
USPS Mail Classifications and Rates	15	(4)
Postal Rate Changes: A Fact of Life	19	(4)
Set Realistic Mailing Objectives	23	(2)
Direct Mail Program Planning	25	(4)
Account Management	29	(6)
Communication	35	(4)
Electronic Updates: The Wave of the Future	39	(2)
Testing	41	(2)
Quality Assurance	43	(8)
Section 2---Direct Mail Pre-Production
Production Friendly Direct Mail Layouts	51	(6)
Postal Friendly Envelope Design	57	(4)
Data Processing: Format and Record Layout	61	(4)
Mailing Lists	65	(4)
Data Cleansing	69	(6)
Palletization	75	(2)
Nth Criteria Select	77	(2)
Building Data Tables	79	(2)
Address and Barcode Standards	81	(2)
PDF Workflow	83	(4)
100% Mailings	87	(2)
Postcard Programs	89	(4)
Label Programs	93	(8)
Section 3---Direct Mail Production
Letter Text and Variable Imaging	101	(4)
Levels of Personalization	105	(2)
Continuous Laser Imaging	107	(6)
Inserting Technology	113	(6)
Label-Aire	119	(4)
Inside/Outside Inkjet Imaging on Saddle Stitching Machinery	123	(6)
Specialty Direct Mail Products and Finishing	129	(4)
Cutting	133	(4)
Folding	137	(8)
Gluing	145	(6)
Remoistenable Gluing	151	(4)
Matching, Bursting, and Converting High-Volume Mailings	155	(4)
Polybagging	159	(6)
Mail Security	165	(6)
Section 4---Direct Mail Post-Production
Commingling	171	(4)
Drop Shipping	175	(6)
Materials Handling and Logistics	181	(6)
PLANET Codes	187	(4)
Response Management	191	(68)
Appendices
1. General Questions for a Typical Direct Mail Campaign	197	(2)
2. Sample Job Checklist	199	(2)
3. Sample List of Required Information	201	(2)
4. Sample Quality Checkpoints Form	203	(1)
5. Incoming File Preparation Form	204	(4)
6. De-Dupe Merge/Purge Form	208	(1)
7. Merge/Purge and Data Manipulation Questions and Answers	209	(10)
8. Sample Merge/Purge Report Fields	219	(2)
9. Presort	221	(2)
10. Barcode Standards	223	(1)
11. Image Proofing Procedural Standards	224	(2)
12. Lettershop Procedures	226	(2)
13. An Overs Guide for Specialty Finishing	228	(2)
14. Drop Ship Logistics	230	(1)
15. Managing Client Samples	231	(1)
16. Account Management Materials Handling Tips	232	(4)
17. Fulfillment	236	(2)
18. Typical Grain Direction on Cut-Sheet Laser Printers	238	(1)
19. Common Folding Diagrams	239	(5)
Glossaries
Data Terms	244	(13)
Lettershop Terms	257	(2)
Index	259	(7)
About the Authors	266	(3)
About GATF	269	(1)
About PIA	270	(1)
GATEPress: Selected Titles	271	(1)
Colophon	272